Using location for determining relevance between queries and advertisements
AssigneeMicrosoft Corporation
InventorsANDREW S. CRANE, ANDRZEJ PASTUSIAK, DMITRY V. ZHIYANOV
Life of this patent
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Abstract
Relevance of advertisements provided in response to a query is improved based on locations associated with the query and the advertisement. A confidence level can optionally be determined for associated locations. The associated locations can be used to calculate a geographic distance between a query location and an advertisement location. A relevance can be determined for the advertisements based in part on the calculated geographic distances. The associated locations can also be compared to determine stacking and barrier relationships between locations.
Claims20
One or more computer-storage media storing computer-useable instructions that, when executed by a computing device, perform a method for providing advertisements based on geographic relevance comprising:
- associating a query location with a query;
- selecting a plurality of advertisements based on the query;
- associating an advertisement location with one or more of the selected advertisements;
- calculating a geographic distance between the advertisement location for the one or more selected advertisements and the query location;
- determining a relevance for the one or more selected advertisements, the relevance score being based in part on a comparison of the calculated geographic distance with a plurality of distance-based features, the plurality of distance-based features being selected based on a confidence level corresponding to at least one of the query location and the advertisement location;
- transmitting an advertisement from the one or more selected advertisements based on the determined relevance.
A method for providing advertisements based on geographic relevance comprising:
- associating a query location with a query;
- selecting a plurality of advertisements based on the query;
- associating an advertisement location with a selected advertisement;
- identifying a stacking relationship between the query location and the advertisement location, the stacking relationship corresponding to either the query location being a subset of the advertisement location or the advertisement location being a subset of the query location;
- determining a relevance for the selected advertisement, the relevance being based in part on the stacking relationship;
- transmitting the selected advertisement based on the determined relevance.
One or more computer-storage media storing computer-useable instructions that, when executed by a computing device, perform a method for providing advertisements based on geographic relevance comprising:
- associating a query location with a query;
- selecting a plurality of advertisements based on the query;
- associating an advertisement location with one or more of the selected advertisements;
- identifying at least one advertisement location having a barrier relationship with the query location;
- determining a relevance for the one or more selected advertisements, the relevance score being based in part on a comparison of a calculated geographic distance with a plurality of distance-based features;
- transmitting an advertisement from the one or more selected advertisements based on the determined relevance, wherein the transmitted advertisement does not correspond to an identified advertisement location.
Dependencies are inferred from the claim text.