Search Result Content Augmentation via Entity Association
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Solution Overview
Problem
Existing content presentation systems on the Internet struggle to effectively integrate sponsored content with search results in a way that enhances user engagement and relevance.
Innovation Solution
A computer-implemented method that combines a search result with a sponsored content item associated with the same entity, such as a brand, by identifying related entities and content items, conducting auctions based on performance criteria, and augmenting the combined content item with additional information or links.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If sponsored content items are presented separately from search results, then content sponsorship revenue can be generated, but user engagement and relevance are reduced
Solution Approach 1:
The patent combines sponsored content items with search results into integrated search result entries. The content identification engine evaluates both search results and eligible content items, then merges them into combined entries that present sponsored content within the search results context, thereby maintaining user engagement while generating sponsorship revenue
Solution Approach 2:
The content management system acts as an intermediary between the search system and content sponsors. It receives search queries, identifies both search results and eligible content items, and mediates their integration into combined search result entries that satisfy both user information needs and content sponsorship requirements
2Reliability
If multiple content items are integrated into search results, then user engagement increases, but system complexity increases
Solution Approach 1:
The patent segments the content selection process into distinct functional components: a content identification engine that evaluates search results and content items separately, an entity determination engine that identifies brand associations, and a combination engine that merges them. This modular segmentation manages system complexity while enabling sophisticated content integration
Solution Approach 2:
The system performs preliminary evaluation of content items against selection criteria before integration. The content identification engine pre-assesses eligible content items and determines their association with search result entities, so that only pre-validated content is integrated into search results, simplifying the final combination process
3Productivity
If content items are selected based on auction bids, then content sponsorship revenue increases, but content relevance to users may decrease
Solution Approach 1:
The patent changes the selection parameters by introducing entity association criteria alongside auction bid evaluation. Content items are selected based on multiple parameters including their relevance to the search query, their association with the entity in the search result, and bid amount. This multi-parameter approach ensures both revenue generation and content relevance
Solution Approach 2:
The system uses feedback from entity determination engines that analyze the relationship between content items and search result entities. This feedback loop ensures that content items selected for integration are not only high-bidding sponsors but also genuinely relevant to the user's search context, maintaining measurement precision while capturing sponsorship revenue
Data Source
AI summary
Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for providing content. Search results responsive to a query are identified including a first search result in a top set of search results, the first search result associated with a first entity. A first eligible content item is identified for presentation along with the search results, the first eligible content item associated with the first entity. A combined content item is identified that is a combination of the first search result and first eligible content item and is to be presented as a search result responsive to the query. The combined content item is augmented including: identifying entities related to the first entity, identifying content items that are associated with the related entities, selecting at least one identified content item, and using content from the selected content items to augment the combined content item.