US 9,792,371 B1Granted

Automatic synthesis and evaluation of content

AssigneeGoogle Inc.

InventorsAdvay Mengle, Venky Ramachandran, Shreyas Doshi, Gaurav Garg, Luke Hiro Swartz

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Abstract

Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a system that includes a synthesis subsystem that automatically creates components for inclusion in a creative. The synthesis subsystem includes one or more modules that receive, as input, crawled content or metadata known or identified by the content serving system, and produce, as an output, a synthesized component for inclusion in a prospective creative. The system further includes an evaluation subsystem that evaluates quality of each of the synthesized components generated by the synthesis subsystem to determine measurable quality as against a baseline quality level. The system further includes a serving subsystem that receives queries and selects relevant content items responsive to the queries including, for a given content item, identification of one or more synthesized components generated by the synthesis subsystem depending on the evaluation of the respective synthesized components by the evaluation subsystem.

Claims23

Dependent claims

A content serving system including:

a synthesis subsystem that automatically creates components for inclusion in a creative, the synthesis subsystem including one or more modules that perform operations including:
receiving, as input, crawled metadata known to or identified by the content serving system, wherein the metadata is mapped to a given content item that links to a given page of a web site and that is provided by a given content provider;
identifying, from the metadata, logged search results that each link to a page of the website and that were each presented on a search results page along with a content item distributed by the content serving system for presentation with the logged search results that were provided by a search system;
and
transforming the logged search results into two or more sitelinks that directly link to different sub-pages of the site;
an evaluation subsystem that performs operations including evaluating quality of a modified version of the given content item that includes at least some of the sitelinks to determine measurable quality as against a baseline quality level of the given content item prior to modification, wherein the evaluation includes comparing performance of the modified version of the given content item to the performance of the given content item prior to modification;
and
a serving subsystem that performs operations including receiving queries, selecting the given content item as a relevant content item responsive to the queries, selecting at least two of the sitelinks to include in the given content item based on the evaluating, modifying the given content item to create a modified version of the given content item that includes the at least two sitelinks, and outputting the modified version of the given content item that includes the at least two of the sitelinks.

5 more elements

A computer-implemented method comprising:

mapping content items to metadata, the metadata being crawled content or information about content, wherein the metadata is mapped to a given content item that links to a given page of a web site and that is provided by a given content provider;
identifying, from the metadata, logged search results that each link to a page of the website and that were each presented on a search results page along with a content item distributed by the content serving system for presentation with the logged search results that were provided by a search system;
transforming the logged search results into two or more sitelinks that directly link to different sub-pages of the site;
evaluating a modified version of the given content item in groups including:
evaluating quality of the modified version of the given content item that includes at least some of the sitelinks to determine measurable quality as against a baseline quality level of the given content item prior to modification, wherein the evaluation includes comparing performance of the modified version of the given content item to the performance of the given content item prior to modification;
grouping modified versions of the given content item together based on one or more predetermined data facets;
sampling the modified versions of the given content item in a group;
and
evaluating performance of the sampled modified versions of the given content item to determine acceptability of a given group;
resynthesizing the modified version of the given content item over time in accordance with predetermined criteria;
and
serving relevant content items responsive to received requests including selecting at least two of the sitelinks to include in the given content item based on the evaluating and providing the modified version of the given content item for inclusion in a creative that is provided responsive to a given request, wherein the at least two sitelinks are included in at least some of the relevant content items.

9 more elements

A computer program product embodied in a non-transitive computer-readable medium including instructions, that when executed, cause one or more processors to perform operations including:

mapping content items to metadata, the metadata being crawled content or information about content, wherein the metadata is mapped to a given content item that links to a given page of a web site and that is provided by a given content provider;
identifying, from the metadata, logged search results that each link to a page of the website and that were each presented on a search results page along with a content item distributed by the content serving system for presentation with the logged search results that were provided by a search system;
transforming the logged search results into two or more sitelinks that directly link to different sub-pages of the site;
evaluating a modified version of the given content item in groups including:
evaluating quality of the modified version of the given content item that includes at least some of the sitelinks to determine measurable quality as against a baseline quality level of the given content item prior to modification, wherein the evaluation includes comparing performance of the modified version of the given content item to the performance of the given content item prior to modification;
grouping modified versions of the given content item together based on one or more predetermined data facets;
sampling the modified versions of the given content item in a group;
and
evaluating performance of the sampled modified versions of the given content item to determine acceptability of a given group;
resynthesizing the modified version of the given content item over time in accordance with predetermined criteria;
and
serving relevant content items responsive to received requests including selecting at least two of the sitelinks to include in the given content item based on the evaluating and providing the modified version of the given content item for inclusion in a creative that is provided responsive to a given request, wherein the at least two sitelinks are included in at least some of the relevant content items.

9 more elements

Dependencies are inferred from the claim text.