CONTEXTUAL ADVERTISING WITH USER FEATURES

摘要

Disclosed are apparatus and methods for apparatus and methods for facilitating contextual selection of advertisements for displaying online via a computer network. In general, user features (404) in the form of text are provided in conjunction with web page content (418) for contextual advertisement matching. In one embodiment, a request for an advertisement to be displayed in a current web page (416) that has been requested by a current user is received. The current user is associated with one or more current user characteristics (404) from a plurality of different user characteristics, and the current web page (416) has an associated content (418). A mapping model (412) and the one or more current user characteristics (404) are used to obtain a plurality of user-relevant terms for each of the one or more current user characteristics. A combination of the content (418) of the current web page (416) and obtained user-relevant terms are provided for selecting an advertisement (420) for displaying with the current web page (416) based on such combination.