Patent Application
20110191321
Advertising images embedded on a webpage may not relate to the content currently displayed on the webpage. The advertisements may offer one selection that leads directly to sponsored content. In some cases, selectable images that are displayed alongside web content lead to dead-end or biased sources, instead of providing or enhancing search experiences.
This summary is provided to introduce a selection of concepts in a simplified form that are further described below in the Detailed Description. This summary is not intended to identify key features or essential features of the claimed subject matter, nor is it intended to be used as an aid in determining the scope of the claimed subject matter.
In embodiments of the present invention, a computing device accesses a webpage that is described by a webpage identifier, such as a Uniform Resource Locator (a “URL”). In addition to the content of the webpage, the computing device receives an image to display with the content. The image includes one or more selectable links. In embodiments of the present invention, the selectable links represent search queries that are based on the content of the webpage or the webpage identifier. In some cases, the selectable links include thumbnails associated with multimedia and/or multimedia queries. In some cases, the image include default selectable links, such as popular or verified links. Selection of one of the links causes the display of search results for one search query, in an embodiment.
The present invention is described in detail below with reference to the attached drawing figures, wherein:
Embodiments of the present invention are capable of being used with, for example, embodiments of the invention disclosed in pending application Ser. No. 11/690,585, filed Mar. 23, 2007, the entirety of which is hereby incorporated by reference.
The subject matter of the present invention is described with specificity herein to meet statutory requirements. However, the description itself is not intended to limit the scope of this patent. Rather, the inventors have contemplated that the claimed subject matter might also be embodied in other ways, to include different steps or combinations of steps similar to the ones described in this document, in conjunction with other present or future technologies. In some cases, shorthand or commonly-used adjectives are used to describe components or features used in embodiments of the present invention. These descriptions are for clarity and ease of reference, and their use is not intended to imply functionality requirements, specifications, or limitations not discussed herein. Moreover, although the terms “step” and/or “block” may be used to connote different elements of methods employed, the terms should not be interpreted as implying any particular order among or between various steps herein disclosed unless and except when the order of individual steps is explicitly described.
The following figures and exemplary embodiments are intended to provide a general description of suitable computing environment(s) in which embodiments of the present invention may be implemented. Although not required, the invention will be described in the general context of computer-executable instructions, such as program modules or applications, being executed by computing devices, including personal computing devices and/or server devices. Generally, program modules include routines, programs, characters, components, data structures, etc., that perform particular tasks or implement particular instructions.
Other computer system configurations, including, for example, hand-held devices, multiprocessor systems, microprocessor-based or programmable consumer electronics, network PCs, minicomputers, and mainframe computers may be used. Embodiments of the present invention are capable of being practiced in distributed computing environments where tasks are performed by remote processing devices that are linked through communications network(s). Data and program modules may be located in both local and remote memory storage devices.
Throughout this disclosure, several acronyms and shorthand notations are used to aid the understanding of certain concepts pertaining to the associated system and services. These acronyms and shorthand notations are intended to help provide an easy methodology of communicating the ideas expressed herein and are not meant to limit the scope of the present invention. The following is a list of these acronyms:
In an embodiment, a method of embedding an image with contextual links is disclosed, including receiving a webpage identifier at a server. Items are extracted from the content of the webpage, including cached versions of the webpage, and query suggestions are identified based on the items. An image is provided, alongside the webpage content, that includes more than one link, and each link corresponds to a query suggestion. In another embodiment, a method of utilizing mapping data is disclosed, including recognizing a webpage that will be displayed on a user interface, and accessing the mapping data to determine a relationship between the webpage and potential, relevant search queries. One or more query suggestions is received and transmitted, in the form of a coding language, for conversion and display as an interactive advertisement on the webpage.
In yet another embodiment, a sponsored segment of a page, that is capable of directing search traffic, is provided. An exemplary method includes crawling content associated with a page, obtaining a keyword, and obtaining a search query suggestion based on the keyword. For example, search query suggestions are identified in a database that includes a mapping of keywords to potential search query suggestions, which may be based on prior, executed searches. The page, along with the sponsored segment, may be presented to a user, such that selecting a link within the sponsored segment causes the display of search results associated with the link.
The computing device 110 typically includes a variety of computer-readable media. By way of example, and not limitation, computer-readable media may comprise Random Access Memory (RAM); Read Only Memory (ROM); Electronically Erasable Programmable Read Only Memory (EEPROM); flash memory or other memory technologies; CDROM, digital versatile disks (DVD) or other optical or holographic media; magnetic cassettes, magnetic tape, magnetic disk storage or other magnetic storage devices, or any other medium that is used to encode desired information and be accessed by the computing device 110. Memory includes computer-storage media in the form of volatile and/or nonvolatile memory. The memory may be removable, nonremovable, or a combination thereof. Exemplary hardware devices include solid-state memory, hard drives, and optical-disc drives. In embodiments, the computing device 110 includes one or more processors that read data from various entities, such as memory.
The user interface component 112 in
The content 114 for a webpage may be obtained over the network 116 from one or more remote sources, such as remote sources 120, 122. Any number of remote sources may provide content 114 in conjunction or as separate, discrete sources. As discussed below, the content 114 is used to determine an advertising image 124 to display. In embodiments of the present invention, the computing device 110 accesses webpage content 114 using web browsing software 126. The computing device 110 receives content 114 along with the advertising image 124. As discussed in more detail below, in one example, an advertising image 124 includes selectable links for accessing search results from a search engine 128.
Although various blocks, devices and components are shown with lines for the sake of clarity, in reality, delineating various components is not so clear, and metaphorically, the lines would more accurately be gray and fuzzy. Therefore, the diagrams are merely illustrative of exemplary devices that are capable of use in connection with one or more embodiments of the present invention. Distinction is not made between such categories as “workstation,” “server,” “laptop,” “hand-held device,” etc., as all are contemplated within the scope of “computing device.” Similarly, the connections between components and devices may be physical, wireless, direct, or include one or more “hops” that are not illustrated. Multiple devices in the figures may actually be components of one physical device in practice, and one device may actually be distributed among more than one device.
A webpage identifier 214 describes a source available over a network, such as network 116 in
As shown in
The advertising image 218, shown in the exemplary embodiment in
An advertising image in accordance with embodiments of the present invention, such as advertising image 218, is displayed as a box, tile, or snippet that includes one or more options for selection. The image is not intended to be limited to paid advertisements or sponsored listings. A displayed image, or snippet, may be a mechanism for suggesting specific search queries. In embodiments, an interactive tile or portion of a webpage is used to improve or increase searching, or web-browsing, experiences.
For example, the advertising image 218 may include contextual-based links, such as related search queries, or default links. Flash snippets may be used as advertising images, and may be converted from Extensible Markup Language (“XML”) that is provided by one or more devices over a network, such as network 116 in
Links within an image may be search queries suggested based on context. For example, displayed queries are based on words, images, objects, links, or other data or metadata, associated with the displayed webpage. Displayed queries may also be based on a webpage identifier 214. The links are determined using stored data in order to map content or identifiers to potential search queries, such that selecting a link leads to executing a search query and/or displaying search results generated by a search engine (e.g., search engine 128 in
Executable-instructions 322 and a cache 324 are used by the server device 320 in accordance with embodiments. The exemplary server device 320 is shown in communication with defaults 326 and logs 328, which may be remotely-accessible or incorporated into the server device 320. The server device 320 may be a front-end layer device capable of communicating with other devices or components and the computing device 310. The server device 320 is also shown in communication with an aggregation layer component 330, which is capable of using application 332 to coordinate or instruct communications from other devices or components, including a Smart Advertising Service component 334 (an “SAS component 334”). An example of an aggregation layer component 330 is a Top Level Aggregator, or TLA, component.
Prior to the crawling, or prior to the completion of crawling or processing of content, the server device 320 may use the cache 324 to generate or transmit an initial response. If a certain webpage identifier, such as a URL, has been provided with an interactive advertisement, the server device may use a version of the advertisement stored in the cache 324. In an embodiment, the server device 320 provides content from the cache 324 when it has not expired, based on the passage of time (e.g., a few minutes) or changes to a webpage.
In some cases, a normalization module 336 is used, in addition to a cache 338, to optimize embodiments of the present invention by reducing duplicative webpage content or search results, or by serving advertisements during the crawling process. For example, where links or terms lead to the same results, only one is presented to a user for selection, based on a comparison involving the cache 338. In some embodiments, the normalization module 336 or another module of the SAS component 334 enables domain “walking.”
Domain walking includes removing various ending portions of a web identifier and determining whether the cache 338 contains a match for a shortened, or higher-level, version of a web identifier. One or more modules of the modules discussed herein can be used to reduce response times associated with mapping or verifying cached data. For example, more matches may exist in the cache 338 when a truncated, or broader, version of a webpage identifier is compared to the cache 338. Domains may be walked in any “direction,” meaning content or identifiers from any hierarchal level associated with a webpage is accessed and used in embodiments, or, in some cases, only content or identifiers from a higher level, such a main page, are used.
In one specific example, an initial webpage identifier is “www.ABCfansite.com/photos/summer_tour.” A computing device may perform steps to examine the cache 338 for a match with “www.ABCfansite.com,” thus “walking” the domain in order to identify inexact matches. In embodiments, a preliminary advertising image is provided based on a cached advertisement associated with a truncated version of a webpage identifier (e.g., “www.ABCfansite.com”). A preliminary image may be used during the process of determining query suggestions for inclusion in a snippet on a webpage, or during or in lieu of default links displayed by the snippet. The cache 338 may contain relatively more matches for the identifier “www.ABCfansite.com” than it contains for the more specific, lower-level identifier, “www.ABCfansite.com/photos/summer_tour.”
The SAS component 334 in
The SAS component 334 further includes an extraction module 350 that is capable of extracting keywords, certain types of entities (proper nouns, brand names, newly-listed, etc.), objects, categories, phrases, or other portions of content. For example, when a link or address is entered that requests a corporation's home webpage, the name of the corporation and the name of a chief executive is extracted from the webpage content. In another example discussed below, a webpage for fans of a particular band, such as Band ABC, is crawled. Some examples of extracted items include the band leader's name, the fan club president's name, the band's screen name on social networking sites, the band's hometown, and the location of the band's upcoming concert.
The extraction module 350 is capable of targeting portions of content that are identified by webpage creators or administrators, such as titles or active links, or it may target items that are identified within search logs or other databases as items to be extracted during crawling. For example, prior search queries are stored or analyzed to obtain keywords or entities for extraction by the extraction module 350. The prior searches may be logged and analyzed, data mined or evaluated by one or more applications. The extraction module 350 extracts data from images, video, audio, and other multimedia data, or from text files associated with multimedia data, in embodiments.
As shown in
Query suggestions include keywords, sets of words in any order or in a specified order, or other decipherable input for a search engine, such as search engine 128 in
An images data storage module 356 may be used to store, organize, or supply multimedia data, represented by images such as thumbnails. A builder component 358 is in communication with the images data storage module 356. For example, the builder component 358 obtains and/or transmits multimedia data from a multimedia vertical component 360. In an embodiment, the builder component 358 is active periodically (e.g., several times a week) and constructs relationships between objects, such as extracted entities and/or keywords, and multimedia images, including multimedia previews, clips, and samples. Multimedia data may be used to represent search parameters (i.e., queries for other related, multimedia results). In some embodiments, multimedia data is indicated or made available for previewing or sampling. For example, a selectable link may be used to search for multimedia previews, or the interactive advertising image may offer a multimedia preview within a webpage (e.g., as the selectable link).
The aggregation layer component 330 receives results from the SAS component 334, such as query suggestions and thumbnails, for presentation on the computing device 310, in embodiments. Additionally, in embodiments, a device such as the aggregation layer component 330 receives query suggestions and/or thumbnails from a Smart Advertising Content-Independent Service 362 (an “SACIS component 362”). In some cases, results from the SACIS component 362 are received or presented instead of results from the SAS component 334. In other cases, results from both components are presented together as selectable links within a snippet, such as advertising image 124 in
The SACIS component 362 is capable of obtaining or determining query suggestions based on a webpage identifier, including a webpage name or a root portion of an identifier, or the displayed name of a link to a webpage. In embodiments, the SACIS component 362 is used to identify query suggestions for display in an interactive snippet or advertisement (e.g., advertising image 124). An SACIS component 362 may determine one or more search query suggestions, where the search queries, when executed, would return a currently-displayed webpage as a search result. Reverse- or inversion-type mapping, based on a webpage, may provide relevant search query suggestions that are displayed as selectable links within an embedded advertisement on the webpage, such as links 220 through 228 in
One or more modules, such as normalization module 364, may be used to perform operations discussed above, such as normalizing webpage identifiers to reduce duplicate results or other inefficient links from appearing in interactive, embedded tiles. The normalization module 264, or another aspect of an SACIS component 362, is capable of implementing domain walking, as discussed above, in order to optimize, streamline, or increase response times. The SACIS component 362, as shown in the exemplary architecture in
The data store 366, in embodiments, includes storage modules, such as a map storage module 368 and an images data storage module 370. The map storage module 368 that is associated with the SACIS component 362 may store mapping data, or relationship data, between webpage identifiers and search queries. The mapping data may be stored in table format for reference by applications. A reverse-type mapping (a “reverse-click” graph) is capable of determining relationships, including metadata, in the map storage module 368. In one example, offline search data is processed or mapped to determine search queries that, when executed, have returned a currently-displayed or requested webpage as a search result. This information may be stored or accessed using the map storage module 368.
As a specific example, the webpage identifier 214 in
The data may be current search data, updated periodically, and/or based on offline logs of executed search queries. In some cases, the data includes information obtained after execution of the search queries, such as the actual selection of search results, the time spent viewing individual results, or other measures of success or relevance. In embodiments of the present invention, the SACIS component 362 uses data from the map storage module 368 to identify the suggested query of “ABC Band on Social Networks” when the URL “www.ABCfansite.com” is accessed. This suggested query may be one link within an advertising image, such as link 220 in
One or more data store devices, such as the images data storage module 370 in
As shown in the example in
In some cases, a trends component 372 provides dynamic, or updated, query suggestions based on popularity, success (i.e., ultimate selection or viewing of search results), or other trends based on search data. A trend component 372 may compute scores in order to prioritize or select query suggestions, and the scores may be across categories of queries, such as music queries or sports queries. Query suggestions from the trends component 372 may be displayed as one or more selectable links within an interactive image, such as links 220 through 228 in
The trends component 372 may be incorporated into one or more other components, in order to provide default or supplemental data at any stage or based on any terms identified during processing. In some embodiments, another set of defaults, including query suggestions, are provided in the absence of data from a trend component 372 or other components. This set of defaults are capable of directing traffic to a search engine by suggesting search queries in an interactive tile on a webpage. Default options may be obtained from a defaults component 326. In some cases, this set of defaults is analogous to data that may be obtained from a trend component 372. For example, the set of defaults includes query suggestions based on logged query data, such as frequent searches or click-through rates. In an embodiment, the set of defaults is used when the current, or dynamic, data from a trend component 372 is unavailable or unused. In some cases, defaults component 326 is able to provide preliminary, or permanent, default links to a server device 320 more quickly than one or more other components.
An exemplary webpage 374, with an exemplary interactive segment 376, is shown with respect to the computing device 310 in
The exemplary computing environment 300 is one example of a suitable computing environment that is not intended to suggest any limitation as to the scope of use or functionality of the invention. Embodiments of the invention should not be interpreted as having any dependency or requirement relating to any one, or more than one, of the components shown in the examples in the figures, such as
Turning to
An advertising image 616 may include selectable links 618 through 624. Links 618 through 624, in embodiments, are search query suggestions that correspond to extracted objects from content 614. For example, an SAS component 334 determines keywords, images, etc., from content 614, including cached or proxy versions of content 614. These keywords or images may be mapped to query suggestions that are displayed as links 618 through 624. In some cases, when one of the links 618 through 624 is selected, corresponding search results that are generated by a search engine are displayed.
As shown in
In an embodiment, the content 716 is searched, crawled, and/or extracted in order to determine the advertised search queries 720 through 726 to display on page 714. In the specific embodiment shown, the content 716 includes keywords, such as “Band ABC”, “fan club president” or “president,” “cover art,” and “social networking.” An SAS component 334 may identify keywords, images, and other objects in the content 716, along with suggested search queries (e.g., links 720 through 726) based on the content 716. In embodiments, the SAS component 334 optimizes and supplements the queries. For example, multimedia links are presented by an interactive tile 718. In the exemplary embodiment in
Turning to
Pictures 924 and 926, shown within the interactive image 916 in
In some cases, pictures 924 and 926 are links that lead to similar pictures, or pictures of the same subject matter, from the same source, or with similar digital rights, restrictions, or management/ownership. In some cases, pictures 924 and 926 correspond to suggested queries, and selection of either picture will display search results, in the form of textual links, additional multimedia, or a combination. The suggested queries represented by images, such as thumbnail images, may be based on queries identified by an SAS component 334 or an SACIS component 362. In embodiments, a query represented by an image corresponds to terms or source content used to describe the image. For example, thumbnails or other multimedia previews are displayed as links and used to request multimedia based on a similar name, images, keywords or other related content on pages.
In an embodiment, an entity is extracted from content 914, such as a keyword or specific name, including a company or individual person, or a category (e.g., “professional basketball player”). In some cases, the content used for extraction is not currently-displayed content 914, but content available thought domain walking and/or proxy or cache devices. For example, the page “www.ABCfansite.com,” including content 914, are currently displayed in an embodiment illustrated in
As shown in
The display 1000 in
In some embodiments, a webpage that corresponds to the webpage identifier is actually a webpage that shares a root portion of an identifier with the identifier received at step 1310. For example, with respect to the identifier “www.ABCfansite.com/photos/summer_tour,” the URI “ABCfansite.com” (or content from ABCfansite.com) is used as an identifier or keyword in accordance with embodiments of the present invention. Similarly, the identifier “www.ABCfansite.com/photos/winter_tour” is used in association with the identifier “www.ABCfansite.com/photos/summer_tour” by embodiments, by using, for example, domain walking that reaches identifiers or content at additional levels or with similar main, or root, identifiers or content. At step 1312, if a version of the webpage, or a related webpage via a shared domain portion, is available to crawl, then “Yes” is selected. At step 1314, said webpage or related webpage is retrieved.
As shown at step 1316, instructions for crawling content are considered, or adhered to, when accessing the content. In one example, a robots.txt file or component, such as instructions 348 in
Step 1320 indicates that one or more potential search queries are determined, based on extracted keyword(s). For example, as shown in
Continuing with
Step 1324 indicates that the results, which may be query suggestions and/or pictures that are displayed as links, are optimized in an embodiment. For example, duplicative links, or links that direct to duplicative sources or content, may be filtered. Domain walking may be utilized in order to optimize or streamline results. In embodiments, certain one or more links, where previous users did not view the link for a predetermined threshold amount of time, according to a log of search query data, are filtered.
Specifically, in one example, if a particular search query, when used historically, yielded search result pages that were viewed for less than a minimum amount of time, then the query may be filtered from use in an interactive advertisement. In some cases, unverified, unsecured, or other questionable query suggestions (or results) are filtered. If a computing device (e.g. computing device 310) has limited display or screen properties (for example, a small screen size or restricted graphics capabilities), then certain queries or multimedia images may be filtered. As shown at step 1326, one or more suggested queries, and any multimedia images, are communicated for presentation. In one example, a server device 320 transmits XML code, using a network 318, for display in flash format.
Returning to step 1312, if a version of a webpage is not available to crawl, or not instructed to be crawled, the related queries may be determined based on the webpage (step 1328). For example, queries may be suggested that have led to the webpage during prior searches, according to offline logs of executed queries, in an embodiment. Domain walking may be implemented in order to determine inverse, or reverse, query suggestions for an identifier, such as a URL. One or more data storage devices may be analyzed for relationships among identifiers and query suggestions.
The query suggestions may be presented as selectable links within a sponsored portion of a webpage, thereby directing search traffic to a search engine, such as search engine 128, that may display search results upon selection of a link (i.e., upon execution of the suggested query). As with step 1322, relevant image data is added at step 1330. For example, multimedia pictures or previews are used to supplement, or represent, suggested queries from an SACIS component 362. At step 1334, the identified queries and images are communicated for presentation in an interactive advertisement format, such as a flash snippet.
Turning to
As shown at step 1420, the advertising image is displayed along with the webpage, in the form of an embedded tile, a pop-up advertisement, or other display forms, such as dynamic shapes, used in conjunction with a webpage. At step 1422, a multimedia thumbnail, such as a compressed picture, is presented near the one or more links that correspond to searches, The multimedia thumbnail may indicate image data, or other forms of media in a still or preview state. In some embodiments, a multimedia thumbnail is selectable to execute a search or display results, such as related pictures.
The present invention has been described in relation to particular embodiments, which are intended in all respects to be illustrative rather than restrictive. Alternative embodiments will become apparent to those of ordinary skill in the art to which the present invention pertains without departing from its scope. From the foregoing, it will be seen that this invention is one adapted to attain ends and objects set forth above, together with other advantages which are inherent to the system and method. It will be understood that certain features and subcombinations are of utility and may be employed without reference to other features and subcombinations. This is contemplated by and is within the scope of the claims.
