Query Enhancer for Relevant Sponsored Content Selection

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Solution Overview

Problem

Existing content presentation systems on the Internet fail to effectively integrate sponsored content with user queries, often resulting in irrelevant advertisements being displayed alongside search results, as they rely solely on bid-based allocation and do not consider the relevance of entities within query results.

Innovation Solution

A method that enhances user queries by identifying and incorporating entities associated with top search results to select more relevant sponsored content items, using a query enhancer to augment or filter the query, thereby improving the relevance of content presented to users.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Quantity of substance

If bid-based allocation is used to allocate content slots to sponsors, then content sponsors can pay for presentation of their content, but the relevance of sponsored content to user queries deteriorates

Engineering Contradiction:

Improvecontent presentation volumeVSAvoidcontent relevance

Core Design Contradiction:

Quantity of substanceVSManufacturing precision

Solution Approach 1:

The system performs preliminary actions by determining entities associated with top query results before selecting sponsored content. The query enhancement process occurs in advance of content selection, using entities from top results to augment or filter the query, ensuring relevance is considered before content allocation based on bids

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

Entities associated with top query results serve as intermediaries between the user's query and the sponsored content selection process. These entities augment or filter the original query to create an enhanced query that better reflects user intent, mediating between bid-based allocation and relevance requirements

Inventive Principle:

Principle #24Intermediary (Mediator)

2Manufacturing precision

If entities from top query results are used to enhance the query, then sponsored content relevance improves, but system complexity increases

Engineering Contradiction:

Improvecontent relevanceVSAvoidsystem complexity

Core Design Contradiction:

Manufacturing precisionVSDevice complexity

Solution Approach 1:

The system segments the content selection process into distinct components: query reception, entity determination from top results, query enhancement (augmentation or filtering), and sponsored content selection. This segmentation allows each component to be handled independently, managing complexity through modular processing steps

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The entity determination mechanism serves multiple functions: it identifies entities from top results, determines which entities to use for query enhancement, and applies both augmentation and filtering operations. This multi-functionality reduces overall system complexity by consolidating related operations into a single versatile component

Inventive Principle:

Principle #6Universality (Multi-functionality)

Data Source

PatentUS9436946B2Selecting content based on entities present in search results

Publication Date: 2016.09.06 GOOGLE LLC

AI summary

Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium for providing content to a user. A method includes: receiving a query; receiving query results based on the query; determining for each of a predetermined number of top results entities associated therewith; using the determined entities to either augment or filter the query producing an enhanced query; and using the enhanced query to identify one or more sponsored content items for presentation to a user along with the query results.