Bill Slawski has analyzed, Google’s newly published patent application, named “Rendering Advertisements with Documents Having One or More Topics Using User Topic Interest Information”, which explores how the search giant might incorporate user behavior monitoring and the segmentation of pages by topics, to present ads on ad content pages that contain more than one topic, to viewers who might be interested only in some of the content on those pages.
Deciding Which Ads to Present: When someone visits a web page that shows Google ads, a request is made to Google’s ad server for some ads to show to that visitor.
The request may include:
- The number of ads to show,
- Information about the document that the ad will appear upon such as a category or topic related to the content on the page (e.g., arts, business, computers, arts-movies, arts-music, etc.),
- The age of that content, and the type of content (e.g., text, graphics, video, audio, mixed media, etc.),
- Geographic information that might have been included in a query leading to the page, and;
- Other information.
The patent application tells us that it might look at the following kinds of user behavior in relation to content and ads displayed:
- Cursor positioning,
- Cursor dwell time,
- Document item (e.g., link, control button, etc.) selection,
- User eye direction relative to the document,
- User facial expressions,
- User expressions, and/or,
- Express user input (e.g., increasing the volume of an audio segment),
If someone clicks on a link, and returns very quickly, that may be a sign that they aren’t interested in what they saw. The order or sequence that they look at things might also provide some information about a viewer’s interests.
Google, AdSense, AdSense Ads, Patent