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Google Targeted Advertisements

Among the creators of the freshly given patent I am blogging about lagged one of the most visited Google patents I have actually written about, from Ross Koningstein, which I published about under the title, The Google Rank-Modifying Spammers Patent It described a social engineering technique to stop site owners from utilizing spammy techniques to raise the ranking of pages.This brand-new patent is about targeted marketing at Google in paid search, which I have not written excessive about here. I did compose one post about paid search, which I called, Google’s Second Essential Algorithm? Before Google’s Panda, there was Phil I began that post with a quote from Steven Levy, the author of the book In the Plex, which goes like this:

They named the job Phil since it sounded friendly. (For those who needed an acronym, they had one helpful: Probabilistic Hierarchical Inferential Learner.) That was bad news for a Google Engineer named Phil who kept getting e-mails about the system. He pled Harik to change the name, but Phil it was.What this

showed us was that Google did not utilize the AdSense algorithm from the company they acquired in 2003 called Applied Semantics to develop paid search. It’s been interesting seeing Google accomplish so much based on a service model that relies upon advertising because they seemed so dead set against marketing when then first begun out the search engine. There is a passage in an early paper about the search engine they developed that has an appendix about advertising.If you check out through The Anatomy of a Large-Scale Hypertextual Web Search Engine, you learn a lot about how the search engine was intended to work. The area about advertising is truly interesting. There, they tell us:

Currently, the predominant business design for commercial search engines is marketing. The objectives of the marketing company model do not constantly represent offering quality search to users. In our prototype search engine, one of the leading results for cellular phone is “The Effect of Cellular Phone Use Upon Chauffeur Attention”, a research study which describes in fantastic detail the distractions and threat associated with conversing on a cell phone while driving. This search results page came up first since of its high importance as judged by the PageRank algorithm, an approximation of citation importance on the internet [Page, 98] It is clear that an online search engine which was taking loan for revealing cellphone advertisements would have difficulty justifying the page that our system returned to its paying marketers. For this type of factor and historic experience with other media [Bagdikian 83], we anticipate that advertising funded search engines will be inherently prejudiced towards the advertisers and far from the needs of the customers.

So, when Google was given a patent on December 26, 2017, that offers more depth on how targeted marketing might operate at Google, it made intriguing reading. This is an extension patent, which suggests the description preferably should be roughly the like the original patent, but the claims should be updated to show how the online search engine may be using the procedures explained in a more recent way. The older version of the patent was filed on December 30, 2004, however it wasn’t given under the earlier claims. It may be possble to dig up those earlier claims, however it is intriguing looking at the description that accompanies the latest version of the patent to obtain a sense of how it works. Here is a connect to the newest version of the patent with claims that were upgraded in 2015:

Associating functions with entities, such as categories of websites files, and/or weighting such features
Innovators: Ross Koningstein, Stephen Lawrence, and Valentin Spitkovsky
Assignee: Google Inc.
. United States Patent: 9,852,225
Approved: December 26, 2017
Filed: April 23, 2015

Abstract

Functions that may be utilized to represent significance info (e.g., homes, characteristics, and so on) of an entity, such as a document or idea for example, might be connected with the file by accepting an identifier that recognizes a document; obtaining search query info (and/or other serving specification info) related to the file using the file identifier, identifying functions using the acquired query details (and/or other serving specification information), and associating the functions determined with the file. Weights of such features might be likewise identified. The weights may be identified using ratings. The ratings might be a function of several of whether the document was picked, a user dwell time on a chosen file, whether or not a conversion accompanied regard to the file, etc. The file might be a Web page. The features may be n-grams. The significance information of the file may be utilized to target the serving of ads with the document.I will continue with details about how this patent describes how they may target marketing at Google in a part 2 of this post.Sharing is caring!

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