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    • 8. 发明申请
    • GENERATING USER INFORMATION FOR USE IN TARGETED ADVERTISING
    • 产生用户信息用于目标广告
    • WO2005065229A2
    • 2005-07-21
    • PCT/US2004/042912
    • 2004-12-21
    • GOOGLE, INC.BHARAT, KrishnaLAWRENCE, StephenSAHAMI, Mehran
    • BHARAT, KrishnaLAWRENCE, StephenSAHAMI, Mehran
    • G06Q10/00
    • G06Q30/0251G06Q10/00G06Q30/02G06Q30/0269
    • User profile information for a user may be determined by (a) determining initial user profile information for the user, (b) inferring user profile information for the user, and (c) determining the user profile information for the user using both the initial user profile information and the inferred user profile information. Initial user profile information for the user may be determined using past search queries submitted by the user, and/or past document selections by the user. User profile information for the user may be inferred by (a) defining a node for each of a number of documents and the user, (b) adding edges between nodes if there is an association between the nodes to define a graph, and (c) inferring user profile information for the user using a topology of the graph and user profile information of other documents. Similarly, user profile information for a document may be determined by (a) determining initial user profile information for the document, (b) inferring user profile information for the document, and (c) determining the user profile information for the document using both the initial user profile information and the inferred user profile information. The initial user profile information for the document may be determined using content information from the document, and/or document meta information. User profile information for the document may be inferred by (a) defining a node for each of a number of documents and for each of a number of users, (b) adding edges between nodes if there is an association between the nodes to define a graph, and (c) inferring user profile information for the document using a topology of the graph and user profile information of users and of other documents. Document, user, and/or ad user profile information may be used when serving ads.
    • 可以通过以下方式确定用户的用户简档信息:(a)确定用户的初始用户简档信息,(b)推断用户的用户简档信息,以及(c)使用初始用户 配置文件信息和推断的用户配置文件信息。 可以使用用户提交的过去搜索查询和/或用户的过去文档选择来确定用户的初始用户简档信息。 可以通过(a)为多个文档和用户中的每一个定义一个节点来推断用户的用户简档信息,(b)如果节点之间存在关联以定义图形,则(b)在节点之间添加边,并且(c )使用图的拓扑和其他文档的用户简档信息来推断用户的用户简档信息。 类似地,文档的用户简档信息可以通过以下方式来确定:(a)确定文档的初始用户简档信息,(b)推断文档的用户简档信息,以及(c)使用两者 初始用户配置文件信息和推断的用户配置文件信息。 可以使用来自文档的内容信息和/或文档元信息来确定文档的初始用户简档信息。 可以通过以下方式来推断用于文档的用户简档信息:(a)为多个文档中的每一个为多个用户定义一个节点,以及为每个用户定义一个节点;(b)如果节点之间存在关联以定义一个 图形和(c)使用图形的拓扑和用户和其他文档的用户简档信息来推断文档的用户简档信息。 在投放广告时可以使用文档,用户和/或广告用户个人资料信息。