Dynamically creating a context based advertisement

Abstract

A method and a system dynamically generates an advertisement based on one or more tokens distilled from information about a web session that requested a web page. For example, a token is distilled from information about a web session. Data is retrieved from a commerce database based on the token. The retrieved data is assembled into an advertisement, which is then supplied for rendering with the web page.

1 . A system comprising:
 a commerce database that includes product and merchant information; and   a dynamic advertisement generator to:
 determine a token related to a web session between a device and a web server; 
 generate a query using the determined token; 
 query the commerce database with the query generated using the determined token to access the product and merchant information; and 
 assemble data received in response to the generated query into an advertisement relevant to the determined token. 
   
     
     
         2 . The system of  claim 1 , wherein the dynamic advertisement generator is further to communicate the advertisement relevant to the determined token to the device. 
     
     
         3 . The system of  claim 1 , wherein the dynamic advertisement generator is further to access the token related to the web session between the device and the web server from a token database. 
     
     
         4 . The system of  claim 1 , wherein the web session includes the device accessing a web page hosted on the web server, and wherein the web session includes information pertaining to at least one of a user of the device accessing the web page, search terms entered by the user, content of the web page, and tags from the web page. 
     
     
         5 . The system of  claim 4 , wherein the dynamic advertisement generator is further to extract one or more candidate tokens based on the information included in the web session. 
     
     
         6 . The system of  claim 5 , wherein the dynamic advertisement generator is further to:
 identify a subset of tokens among the extracted one or more candidate tokens that match with a catalog of tokens included in a token database; and   generate the query using the subset of tokens that match with the catalog of tokens.   
     
     
         7 . The system of  claim 5 , wherein the dynamic advertisement generator is further to:
 access the commerce database to retrieve data about the user based on the information pertaining to the user of the device accessing the web page; and   extract the one or more candidate tokens using the retrieved data about the user.   
     
     
         8 . The system of  claim 4 , wherein the dynamic advertisement generator is further to communicate the advertisement relevant to the token to be rendered as part of the web page. 
     
     
         9 . The system of  claim 1 , wherein the dynamic advertisement generator is further to generate the query based on filter parameters, the filter parameters being used to narrow the data received in response to the generated query. 
     
     
         10 . The system of  claim 1 , wherein the determined token is of a type including at least one of a merchant, product, or category, and wherein the dynamic advertisement generator is further to:
 generate a web document that includes a style corresponding to the determined token type; and   assemble the retrieved data into the generated web document.   
     
     
         11 . A method comprising:
 determining a token related to a web session between a device and a web server;   generating a query using the determined token;   querying a commerce database with the query generated using the determined token to access product and merchant information, the querying being performed by a processor of a machine; and   assembling data received in response to the generated query into an advertisement relevant to the determined token.   
     
     
         12 . The method of  claim 11 , further comprising:
 communicating the advertisement relevant to the determined token to the device.   
     
     
         13 . The method of  claim 11 , wherein the determining the token related to the web session between the device and the web server includes accessing the token related to the web session between the device and the web server from a token database. 
     
     
         14 . The method of  claim 11 , wherein the web session includes the device accessing a web page hosted on the web server, and wherein the web session includes information pertaining to at least one of a user of the device accessing the web page, search terms entered by the user, content of the web page, and tags from the web page. 
     
     
         15 . The method of  claim 14 , wherein the determining the token related to the web session between the device and the web server includes extracting one or more candidate tokens based on the information included in the web session. 
     
     
         16 . The method of  claim 15 , further comprising:
 identifying a subset of tokens among the extracted one or more candidate tokens that match with a catalog of tokens included in a token database; and   generating the query using the subset of tokens that match with the catalog of tokens.   
     
     
         17 . The method of  claim 15 , further comprising:
 accessing the commerce database to retrieve data about the user based on the information pertaining to the user of the device accessing the web page; and wherein the extracting the one or more candidate tokens is performed using the retrieved data about the user.   
     
     
         18 . The method of  claim 11 , wherein generating the query includes generating the query based on filter parameters, the filter parameters being used to narrow the data received in response to the generated query. 
     
     
         19 . The method of  claim 11 , wherein the determined token is of a type including at least one of a merchant, product, or category, and wherein the method further comprises:
 generating a web document that includes a style corresponding to the determined token type; and   assembling the retrieved data into the generated web document.   
     
     
         20 . A non-transitory machine-readable medium storing instructions that, when executed by one or more processors of a machine, cause the machine to perform operations comprising:
 determining a token related to a web session between a device and a web server;   generating a query using the determined token;   querying a commerce database with the query generated using the determined token to access product and merchant information; and   assembling data received in response to the generated query into an advertisement relevant to the determined token.