Rich entity for contextually relevant advertisements

Abstract

Described herein is an in-text advertising display that presents web advertisements contextually related to retrieved web content about text on a web page. The text of a web page is analyzed to determine whether terms or phrases are associated with particular contextual definitions called entities. Portions of text associated with an entity are emphasized to the user. Detection of a user trigger event initiates retrieval of additional web content about the emphasized text and the retrieved additional content is displayed in a display window, within a pop-up advertisement, or within a quickbar window. An adjacent seamless window displaying web advertisements related to the additional web content is also presented to the user.

The invention claimed is: 
     
         1 . A method for displaying a user-interactive collection of content associated with text on a web page, the method comprising:
 accessing an entity database storing a plurality of entity definitions associated with a plurality of text phrases, wherein each entity definition specifies a contextual category associated with a corresponding text phrase;   parsing text on a web page;   identifying entities in the entity database related to the parsed text;   classifying a meaning of text on the web page;   filtering the entities based on the meaning of the text;   providing an indication to visually identify the text on the web page;   receiving an indication of a trigger event from a user;   requesting and receiving web content related to the text; and   displaying the web content and a web advertisement, the web advertisement being contextually relevant to at least a portion of the web content.   
     
     
         2 . The method of  claim 1 , further comprising using tracking data associated with the user to select the web advertisement for display. 
     
     
         3 . The method of  claim 1 , wherein the contextual category is related to an entity definition specified by an administrator. 
     
     
         4 . The method of  claim 1 , wherein the text phrase indicates that the text identifies a celebrity. 
     
     
         5 . The method of  claim 1 , wherein the trigger event includes at least one member of a group comprising a mouse selection of the text or a mouse hover over the text. 
     
     
         6 . The method of  claim 1 , further comprising displaying options for interacting with the web content, wherein the options comprise at least one member of a group comprising:
 audio related to the text;   video related to the text;   news highlights related to the text;   a timeline of events associated with the text;   images associated with the text; and   a product associated with the text.   
     
     
         7 . The method of  claim 6 , further comprising:
 receiving a user selection of one of the options;   storing a representation of the user and the one of the options selected by the user; and   using the representation to select the web advertisement for display.   
     
     
         8 . The method of  claim 1 , wherein the displaying the web content comprises displaying the web content in a UI window rendered as an overlay on top of the web page. 
     
     
         9 . The method of  claim 6 , wherein the options are displayed in a UI window rendered as an overlay on top of the web page, wherein the UI window displays a tool bar indicating the options. 
     
     
         10 . One or more computer storage media excluding signals per se embodied with computer-executable instructions that, when executed by a processor, perform a method for displaying an advertisement on a screen, the method comprising:
 receiving, from a server, an indication that text within a web page refers to an entity definition;   identifying entities in an entity database related to the text;   classifying a meaning of text on the web page;   filtering the entities based on the meaning of the text;   displaying the web page;   based on the indication, visually marking the text to emphasize the text;   receiving a trigger event from a user;   based on the trigger event, displaying additional content about the text, and related to the entity definition; and   displaying a web advertisement, the web advertisement being contextually relevant to the additional content.   
     
     
         11 . The media of  claim 10 , further comprising:
 displaying a plurality of options for viewing different categories of the additional content;   receiving a user selection of one of the options; and   storing the user selection of the one of the options.   
     
     
         12 . The media of  claim 11 , further comprising:
 batching a plurality of option selections initiated by the user;   transmitting the plurality of option selections to a server for tracking viewing preferences of the user; and   using the plurality of option selections to filter the additional content according to the viewing preferences of the user.   
     
     
         13 . The media of  claim 10 , further comprising:
 displaying a plurality of options for viewing different categories of the additional content;   receiving a user selection of one of the options;   storing a representation of the user and the one of the options selected by the user; and   using the representation to select the web advertisement for display.   
     
     
         14 . The media of  claim 10 , wherein the entity definition indicates the text refers to a celebrity. 
     
     
         15 . The media of  claim 10 , further comprising:
 displaying a plurality of options for viewing different categories of the additional content, wherein the options comprise at least one member of a group comprising:   audio related to the text;   video related to the text;   news highlights related to the text;   a timeline of events associated with the text;   images associated with the text; and   a product associated with the text.   
     
     
         16 . One or more computer storage media excluding signals per se embodied with computer-executable instructions that, when executed by a processor, perform a method for displaying a web advertisement, comprising:
 presenting a web page with a portion of text emphasized to indicate that the portion of text relates to an entity;   identifying entities in an entity database related to the portion of text;   classifying a meaning of the portion of text;   filtering the entities based on the meaning of the portion of text;   providing additional content about the portion of text and options for viewing the additional content; and   providing a web advertisement, the web advertisement being contextually relevant to at least a portion of the additional content.   
     
     
         17 . The media of  claim 16 , wherein the providing additional content comprises presenting a first UI display populated with the additional content and options for viewing the additional content, wherein the providing the web advertisement comprises presenting a second UI display populated with the web advertisement, wherein the second UI display visually connects to the first UI display in a seamless manner. 
     
     
         18 . The media of  claim 17 , wherein the second UI display is animated to slide out of the first UI display. 
     
     
         19 . The media of  claim 16 , further comprising replacing the web advertisement with a second web advertisement after a user selects at least one of the options for viewing the additional content. 
     
     
         20 . The media of  claim 19 , wherein the at least one of the options comprises selecting an icon for at least one member of a group comprising:
 audio related to the portion of text and the entity; and   video related to the portion of text and the entity.