HK1131244A - Targeting of buzz advertising information - Google Patents

Description

Targeting of buzz advertising information

Technical Field

The present invention relates generally to network-based communications, and more particularly to a system and method for facilitating targeting of advertisements based on buzz-related information in a network, such as the internet.

Background

The explosive growth of the internet as a public and interactive communications platform has created an electronic environment that is changing the way business transactions are conducted. As the internet becomes more and more accessible worldwide, users need effective tools to navigate the internet and find content available on various sites.

In a typical content management system, a user makes a request for content, or a search query, such as published data available at various sites, or simply requests a web page by clicking on a link with a conventional mouse click command. The user then receives the requested content and additional content that may or may not be relevant to the requested content or to the particular user, such as advertising content associated with advertising entities present on the internet.

The large number of transactions and communications performed over the internet has led to the development of techniques for data collection and processing to determine topics of interest requested by a majority of users over a predetermined period of time, such as hourly, daily, monthly, yearly, continuously, or any other convenient predetermined period of time.

This information is then used to provide each user with advertising content relating to a particular topic or category of interest. What is needed are methods and systems for facilitating targeting of such subject matter related advertising information on a network based on a set of predetermined content and/or user related parameters in order to ensure a successful targeted advertising campaign.

Disclosure of Invention

A system and method for facilitating targeting of advertisements based on buzz-related information in a network is described. Users access entities via a network, such as the internet, and request content from the entities or initiate other events based on various topics of interest at the time of each event. These topics of interest, also known as buzz data, aggregate over time into temporal interest for certain categories. Buzz data corresponding to one or more related topics of interest to a majority of users is continuously stored and updated. After receiving a request for content from a user, the requested content and buzz advertising information related to the selected buzz data are retrieved, the buzz advertising information targeting the user viewing the page or the requested content based on one or more predetermined parameters associated with the user or the content. Finally, the retrieved content and buzz advertising information are displayed to the user.

Other features and advantages of the present invention will be apparent from the accompanying drawings, and from the detailed description that follows.

Drawings

The present invention is illustrated by way of example and not intended to be limited by the figures of the accompanying drawings, in which like references indicate similar elements, and in which:

FIG. 1 is a block diagram illustrating an example network-based entity that facilitates targeting buzz advertising information, according to one embodiment of the invention;

FIG. 2 is a flow diagram illustrating a method of facilitating targeting of buzz advertising information within the network-based entity, according to one embodiment of the invention;

FIG. 3 is a block diagram illustrating interactions between a network-based entity and a client machine associated with a user, according to one embodiment of the invention;

FIG. 4 is a block diagram illustrating an example database at least partially implementing and supporting a network-based entity, according to one embodiment of the invention;

FIG. 5 is a flow diagram illustrating a method of facilitating retrieval of buzz advertising information, according to one embodiment of the invention;

FIG. 6 is a flow diagram illustrating a method of facilitating retrieval of buzz advertising information, according to an alternative embodiment of the invention;

FIG. 7 is a flow diagram illustrating a method of facilitating retrieval of buzz advertising information, according to another alternative embodiment of the present invention;

FIG. 8 is a diagrammatic representation of a machine in the example form of a computer system within which a set of instructions may be executed.

Detailed Description

In the embodiments described in detail below, a user accesses an entity, such as a web portal, via a network, such as the Internet, and requests content from the entity or initiates other events, such as search queries, search link clicks, advertisement views, advertisement clicks, or any other known interactive event, based on various topics of interest at the time of each event. Data is collected and processed over time to obtain buzz data that indicates relevant topics of interest to a majority of users. Buzz data is further stored and updated continuously at predetermined periods of time, such as hourly, daily, monthly, yearly, continuously, or any other convenient predetermined period of time.

In one embodiment, a user sends a search query to an entity and requests content related to the search query. The entity retrieves the requested content and buzz advertising information related to selected buzz data associated with the query conditions contained in the search query and displays the retrieved content and buzz advertising information for the user. In an alternative embodiment, the user requests a context-specific web page, such as a web page relating to music. The entity retrieves the web page and buzz advertising information related to selected buzz data associated with a page category corresponding to the requested web page, such as a music category, and displays the web page and the buzz advertising information for the user. In another alternative embodiment, if the requested page is a generic web page, the entity retrieves the web page and buzz advertising information related to selected buzz data associated with a stored user profile related to the user, and displays the web page and the buzz advertising information for the user. In yet another alternative embodiment, the entity sends buzz data to the selected advertising entity to suggest the following: information about buzz advertisements that may be of interest to the user, about buzz keywords that the advertiser may seek, or which graphical advertisements to show to the user.

FIG. 1 is a block diagram illustrating an example network-based entity that facilitates targeting buzz advertising information. As shown in FIG. 1, a plurality of users 10 interact with an entity 30 via a network 20, such as the Internet. The user 10 accesses the entity 30 to request display of a particular web page, to perform search queries and view search results, to communicate with other users 10 via automated communication devices, and/or to request content information stored within the entity 30 or accessible via the entity 30.

In one embodiment, the entity 30 also includes a buzz data processing platform 32 to process and determine buzz information, such as buzz keywords corresponding to current topics of interest collected on a continuing basis, and store the buzz keywords in a buzz storage module 34 coupled to the buzz data processing platform 32, as described in further detail below.

In addition, the entity 30 also includes an advertisement delivery platform 36 coupled to the buzz data processing platform 32. The advertisement delivery platform 36 retrieves the buzz keywords from the buzz storage module 34 via the buzz data processing platform 32 and facilitates display of advertising content related to the buzz keywords for the users 10, as described in further detail below.

In one embodiment, the buzz data processing platform 32 processes events recorded by the entity 30 at predetermined periods of time, such as previous 24-hour periods. Examples of such events may include search queries initiated by the user 10, web pages viewed, advertisements clicked, search clicks, or other events initiated by the user 10 within a previously predetermined time period collected in a search log within the entity 30, which are recorded and analyzed to retrieve temporally popular contextual information associated with each subsequent web page view and other such events generated by or initiated by the user 10 of the entity 30. The resulting processed data indicates specific information about the user's interests at the time of each event and is used to determine topics of current interest to most users 10.

In one embodiment, buzz data processing begins with data collection. The buzz data processing platform 32 retrieves data from search logs containing, for example, searches initiated by the user 10, searches performed by the entity 30 or one of its constituent entities, and/or other search events occurring within a predetermined period of time. In addition, the buzz data processing platform 32 retrieves data related to web page views associated with the user 10, such as web pages displayed for the user 10, or additional information regarding click through rates of any links displayed for the user 10.

Next, the buzz data processing platform 32 categorizes the retrieved data into predetermined categories based on buzz keywords representing conditions related to various topics of interest searched or viewed by the user 10. In one example, if the user 10 is searching for performers associated with a music event, buzz keywords, such as performer names, or song names, are categorized into a music category. Subsequently, the buzz data processing platform 32 performs a canonicalization process whereby similar categorized buzz keywords are merged together based on a set of predetermined rules. In one example, for each buzz keyword, such as, for example, a performer name, if the number of single users 10 searching for the buzz keyword is above a certain threshold, the buzz keyword is considered for the canonicalization process.

Finally, buzz keywords and associated categories are aggregated based on user characteristics, such as, for example, age, gender, and/or location of the particular user 10. Meanwhile, keywords and categories without important user data are screened out from the final buzz result. Although the embodiments described above enable the processing platform 32 to collect and process buzz data, it should be understood that other methods of data collection and processing may be used to obtain buzz keywords.

Fig. 2 is a flow diagram illustrating a method of facilitating targeting of buzz advertising information within a network-based entity. As shown in FIG. 2, at processing module 210, a request for content information is received from user 10. In one embodiment, the user 10 sends a request for content information, such as a request to view a particular web page, or a search request to retrieve content information, to the entity 30. The entity 30 receives a request for content information from the user 10 over the network 20.

At processing block 220, the request is processed to retrieve content information and buzz advertising information. In one embodiment, the entity 30 processes the request to retrieve the content information. In addition, the entity 30 retrieves buzz advertising information corresponding to the particular request or related to the particular user 10, as described in further detail below in connection with fig. 5 through 7.

Finally, at processing block 230, the requested content information and associated buzz advertising information are displayed for the user. In one embodiment, the entity 30 transmits the requested content information and related buzz advertising information via the network 20 for display to the user 10 in various forms, such as graphics, flash, images, videos, text links, and other known formats. Buzz advertising information may thus be presented to the user as banner advertisements, flash advertisements, text links, content sharing advertisements, and/or any other advertising display form.

FIG. 3 is a block diagram illustrating interactions between a network-based entity and a client machine associated with a user, according to one embodiment of the invention. Although the exemplary embodiments of the present invention are described within the context of an entity 100 that enables buzz advertising information targeted to client machines 132 associated with users, those skilled in the art will appreciate that the present invention will find application in many different types of computer-based and network-based entities, such as business entities, content portal entities, or other known entities that exist on a network.

In one embodiment, the network-based entity 100 includes one or more front-end web servers 102 that, for example, may deliver web pages (e.g., markup language documents) to a plurality of users, such as the user illustrated in FIG. 1, process search queries to the entity 100, provide automated communications to/from the users of the entity 100, deliver images to be displayed within the web pages, and deliver content information to the users, the network-based entity 100 also includes other processing servers that provide an intelligent interface to the back-end of the entity 100.

The entity 100 also includes one or more back-end servers, such as an advertisement server 104 and a buzz server 106, each of which maintains and facilitates access to one or more respective databases 110. The entity 100 may also include one or more database servers (not shown) configured to maintain the functionality of all of the databases 110 and to enable data to be shared among the various databases within the entity 100.

In one embodiment, the network servers 102 are coupled to respective databases 110 that store, for example, user information and/or content information related to users of the entities 100, as will be described in further detail below. The ad servers 104, which may or may not be part of the ad delivery platform 36 shown in FIG. 1, are coupled to respective databases 110 and are configured to select and send advertising content, such as advertisements, sponsored links, integrated links, and other types of advertising content, to users via the network 120, as will be described in further detail below. The buzz servers 106, which may or may not be part of the buzz data processing platform 32 shown in FIG. 1, may also be coupled to the respective databases 110 and configured to process the buzz data to obtain associated buzz keywords and store the buzz keywords in respective tables within the databases 110. In an alternative embodiment, the web server 102, the advertisement servers 104, and the buzz servers 106 are coupled to a single database 110, such as the buzz storage module 34 shown in FIG. 1, that at least partially implements and supports the network-based entity 100.

The network-based entity 100 is accessible by a client program 130, such as a browser executing on a client machine 132 and accessing the facility 100 via a network 120, such as the Internet (e.g., Internet Explorer browser, published by Microsoft Corporation of Redmond, Washington). Other examples of networks that a client may utilize to access the facility 100 include a Wide Area Network (WAN), a Local Area Network (LAN), a wireless network (e.g., a cellular network), a Plain Old Telephone Service (POTS) network, or other known networks.

Fig. 4 is a block diagram illustrating an example database 110 at least partially implementing and supporting a network-based entity 100 according to one embodiment of the invention. In one embodiment, the database 110 shown in FIG. 3 may be implemented as a relational database and may include a number of tables with entries or records linked by indexes and keys. Alternatively, database 110 may be implemented as a collection of objects in an object-oriented database, a distributed database, or any other database.

As shown in FIG. 4, in one embodiment, the example database 110 includes a plurality of tables, of which tables specifically provided to enable example embodiments of the present invention to function are shown, namely a page category table 111, a page table 112, a context-related keyword table 113, a user table 114, and a buzz keyword table 115.

In one embodiment, the page category table 111 may contain a plurality of categories, for example, for grouping web pages accessed by the entity 100 and/or by the user 10, the page table 112 stores web page information relating to web pages, and the context-related keyword table 113 may contain keywords, for example, that are contextually related to each particular page category. In one embodiment, an editor associated with the entity 100 enters a key in a table 113 of the database 110. Alternatively, the keywords may be stored algorithmically. For example, the "MUSIC" page category stored within table 111 may link to various MUSIC-related web pages stored within table 112, and may also link to a number of keywords stored within table 113, such as "album," "CD," "DVD," "song," and other similar terms.

In one embodiment, the user table 114 contains a record for each user of the entity 100, such as user data containing a number of entries that may be linked to other tables 111, 112, 113 stored in the database 110, such as user identification information, user account information, and other known data relating to each user. The user identification information may also include a user profile containing demographic data about the user, geographic data detailing the user's visited locations, behavioral data related to the user generated by a behavioral targeting system that analyzes user behavior related to the entity 100, and other identification information related to each particular user. In one embodiment, the stored data may also include recent short-term behavior of the user, or alternatively, long-term behavior of the user, or an algorithmic combination of the short-term and long-term behavior of the user.

In one embodiment, the buzz keyword table 115 stores a plurality of keywords representing current topics of interest to a majority of users, the plurality of keywords being edited on a continuous basis according to events representing current user activities when accessing the entity 100. The buzz keywords may be stored on a per category basis or separately.

It should be understood that the database 110 may include any of a number of additional tables, which may also be shown as linked to a page category table 111, a page table 112, and a context-related keyword table 113, such as a content table storing content information related to a web page. Similarly, the database 110 may also include a plurality of tables storing content information that enables the functionality of the ad servers 104 and buzz servers 106 within the entity 100.

FIG. 5 is a flow diagram illustrating one embodiment of a method for facilitating retrieval of buzz advertising information. As shown in FIG. 5, after receiving a request for content information, at processing block 310, a web page is retrieved. In one embodiment, the web servers 102 receive requests for content information from users over the network 120 and retrieve corresponding web pages from the page tables 112 of the respective databases 110 coupled to the web servers 102. In one embodiment, the requested web page is a search page containing fields that enable a user to enter a search query and send it to the entity 100.

At processing block 320, the web page is displayed for the user. In one embodiment, web server 102 sends the retrieved web page to client machine 132 via network 120 for subsequent display in client program 130.

At processing block 330, a search query is received from a user. In one embodiment, a user types a search query in a displayed web page and sends the query to the web server 102 via the client machine 132 and the network 120.

At processing block 340, the query is parsed to obtain one or more query terms. In one embodiment, the web server 102 receives a query from a user and parses the query to obtain relevant query terms.

At processing block 350, query results are retrieved for the received query. In one embodiment, the web server 102 accesses the database 110 and retrieves the query results associated with the original query.

At processing block 306, buzz keywords related to the parsed query conditions are retrieved from the database 110. In one embodiment, the web servers 102 communicate with the buzz servers 106 and send the query terms to the buzz servers 106. The buzz servers 106 access the respective buzz keyword tables 115 within the respective databases 110 and retrieve buzz keywords or categories related to the parsed query terms.

At processing block 370, query results for a query containing the retrieved buzz keywords are retrieved from the database 110. In one embodiment, the web server 102 receives buzz keywords from the buzz servers 106 and forms a query containing the retrieved buzz keywords. Subsequently, the web server 102 accesses the database 110 to retrieve the query results for the newly formed query. In an alternative embodiment, at processing block 380, buzz keywords are received and then forwarded directly to the advertisement server 104, buzz advertisement information related to the buzz keywords is retrieved from the advertisement server 104. In one embodiment, the web server 102 communicates with the advertisement server 104 and sends the retrieved buzz keywords to the advertisement server 104. Subsequently, the advertisement server 104 accesses the respective database 110 to retrieve buzz advertisement information related to the buzz keywords.

FIG. 6 is a flow diagram illustrating an alternative embodiment for a method of assisting in the retrieval of buzz advertising information. As shown in FIG. 6, after receiving a request for content information, at processing block 410, a web page is retrieved. In one embodiment, the web servers 102 receive requests for content information from users over the network 120 and retrieve corresponding web pages from the page tables 112 of the respective databases 110 coupled to the web servers 102. In one embodiment, the requested web page is a context-specific web page, such as a music-related web page. The web server 102 examines the web page requested by the user to determine whether the page relates to particular content material and belongs to a corresponding category stored in the page category table 111.

At processing block 420, a page category corresponding to content material present on the page is retrieved. In one embodiment, the web server 102 accesses the page category table 111 within the database 110 to retrieve the corresponding page category.

At processing block 430, buzz keywords corresponding to the page category are retrieved. In one embodiment, the web servers 102 communicate with the buzz servers 106 and send the page categories to the buzz servers 106. The buzz servers 106 access the corresponding buzz keyword tables 115 within the database 110 and retrieve buzz keywords related to the page category.

At processing block 440, a determination is made as to whether a user profile stored within the user table 114 is to be used in addition to the retrieved page category. If the user profile is not to be used, then the process jumps to processing block 490, which is described in detail below.

Otherwise, if a determination is made to use the profile associated with the user, at processing block 450, another determination is made as to whether the user requesting the retrieved page is registered with the entity 100. In one embodiment, the web server 102 accesses the user table 114 within the database 110 to determine whether the user table 114 contains a record or any other user information associated with a particular user.

If the user is not registered with the entity 100, at processing block 480, buzz keywords corresponding to user identification parameters, such as, for example, client cookies stored on the client machine 132, are selected. In one embodiment, the web servers 102 communicate with the buzz servers 106 and transmit one or more user identification parameters to the buzz servers 106, such as any client cookies residing on the client machine 132 or any other user identification information. The buzz servers 106 then select buzz keywords related to the user identification parameters. The process then jumps to processing block 490 where buzz advertising information related to the buzz keywords is retrieved at 490. In one embodiment, the web server 102 communicates with the advertisement server 104 and sends the retrieved buzz keywords to the advertisement server 104. Subsequently, the advertisement server 104 accesses the respective database 110 to retrieve buzz advertisement information related to the buzz keywords.

Otherwise, if the user is registered with the entity 100, at processing block 460, the user profile is retrieved from the database 110. In one embodiment, the web server 102 accesses the user table 114 within the database 110 to retrieve the user profile and any other information about the user.

At processing block 470, buzz keywords corresponding to the user profile are selected. In one embodiment, the web server 102 communicates with the buzz servers 106 and sends the user profiles to the buzz servers 106. The buzz servers 106 select buzz keywords related to the user profile, such as, for example, buzz keywords related to a demographic, geographic, and/or behavioral user profile. The process then jumps to processing block 490 where buzz advertising information related to the selected buzz keywords is retrieved at 490.

FIG. 7 is a flow diagram illustrating another alternative embodiment for a method of assisting in the retrieval of buzz advertising information. As shown in FIG. 7, after receiving a request for content information, at processing block 510, a web page requested by a user is retrieved. In one embodiment, the web servers 102 receive requests for content information from users over the network 120 and retrieve corresponding web pages from the page tables 112 of the respective databases 110 coupled to the web servers 102. In one embodiment, the requested web page is a generic web page. The web server 102 examines the web page requested by the user to determine whether the page relates to specific content material and belongs to the corresponding category stored in the page category table 111, or whether the page is a web page of general content.

At processing block 520, a determination is made as to whether the user requesting the retrieved page is registered with the entity 100. In one embodiment, the web server 102 accesses the user table 114 within the database 110 to determine whether the user table 114 contains a record or any other user information associated with a particular user.

If the user is not registered with the entity 100, at processing block 550, buzz keywords corresponding to the user identification parameters, such as, for example, client cookies stored on the client machine 132, are retrieved. In one embodiment, the web servers 102 communicate with the buzz servers 106 and transmit one or more user identification parameters to the buzz servers 106, such as any client cookies residing on the client machine 132 or any other user identification information. The buzz servers 106 then access the corresponding buzz keyword tables 115 within the database 110 and retrieve buzz keywords related to the user identification parameters. The process then jumps to processing block 560 where buzz advertising information related to the buzz keywords is retrieved at processing block 560. In one embodiment, the web server 102 communicates with the advertisement server 104 and sends the retrieved buzz keywords to the advertisement server 104. Subsequently, the advertisement server 104 accesses the respective database 110 to retrieve buzz advertisement information related to the buzz keywords.

Otherwise, if the user is registered with the entity 100, at processing block 530, the user profile is retrieved from the database 110. In one embodiment, the web server 102 accesses the user table 114 within the database 110 to retrieve the user profile and any other information about the user.

At processing block 540, buzz keywords corresponding to the user profile are retrieved. In one embodiment, the web server 102 communicates with the buzz servers 106 and sends the user profiles to the buzz servers 106. The buzz servers 106 then access the corresponding buzz keyword tables 115 within the database 110 and retrieve buzz keywords related to the user profile, such as, for example, buzz keywords related to a demographic, geographic, and/or behavioral profile of the user. The process then jumps to processing block 560 where buzz advertising information related to the buzz keywords is retrieved at processing block 560.

Referring back to FIG. 1, in yet another embodiment, the entity 30 may enable an advertising entity (not shown) to access the buzz data storage module 34 and retrieve current topics of interest as characterized by the buzz data stored within the buzz storage module 34. Subsequently, the advertising entities may target their advertisements based on the available buzz data. Alternatively, the ad delivery platform 36 may send the current topic of interest to the advertising entity for targeted placement of the advertisement according to the corresponding buzz data.

Fig. 8 shows a diagrammatic representation of machine in the example form of a computer system 800 within which a set of instructions, for causing the machine to perform any one of the methodologies discussed above, may be executed. In alternative embodiments, the machine may comprise a network router, a network switch, a network bridge, Personal Digital Assistant (PDA), cellular telephone, web appliance or any machine capable of executing a sequence of instructions that specify actions to be taken by that machine.

Computer system 800 includes a processor 802, a memory 804, and a static storage 806, which communicate with each other via a bus 808. The computer system 800 may also include a video display unit 810 (e.g., a Liquid Crystal Display (LCD) or a Cathode Ray Tube (CRT)). The computer system 800 also includes an alphanumeric input device 812 (e.g., a keyboard), a cursor control device 814 (e.g., a mouse), a disk drive unit 816, a signal generation device 818 (e.g., a speaker), and a network interface device 820.

The disk drive unit 816 includes a machine-readable medium 824 on which is stored a set of instructions (e.g., software) 826 embodying any one, or all, of the methodologies described above. The software 826 is also shown to reside, completely or at least partially, within the memory 804 and/or within the processor 802. The software 826 may further be transmitted or received via the network interface device 820.

It should be understood that embodiments of the invention may be used as or to support software programs executed upon some form of processing core (such as the CPU of a computer), or implemented or realized upon or within a machine or computer readable medium. A machine-readable medium includes any mechanism for storing or transmitting information in a form readable by a machine (e.g., a computer). For example, a machine-readable medium includes Read Only Memory (ROM); random Access Memory (RAM); a magnetic disk storage medium; an optical storage medium; a flash memory device; electrical, optical, acoustical or other form of propagated signals (e.g., carrier waves, infrared signals, digital signals, etc.); or any other type of media suitable for storing or transmitting information.

In the foregoing specification, the invention has been described with reference to specific exemplary embodiments thereof. It will, however, be evident that various modifications and changes may be made thereto without departing from the broader spirit and scope of the invention as set forth in the appended claims. The specification and drawings are, accordingly, to be regarded in an illustrative sense rather than a restrictive sense.

Claims (26)

1. A method, comprising:

receiving a request for content from a user via a network;

retrieving the content and buzz advertising information, the buzz advertising information related to selected buzz data associated with the content and also related to the user, the buzz data corresponding to related topics of interest to at least one user; and

displaying the content and the buzz advertising information for the user.

2. The method of claim 1, wherein the request for content is a search query received from the user.

3. The method of claim 2, wherein the retrieving further comprises:

retrieving query results relevant to the search query;

retrieving buzz keywords associated with query conditions of the search query from the buzz data; and

retrieving the buzz advertising information related to the buzz keywords.

4. The method of claim 3, further comprising:

forming a query comprising the retrieved buzz keywords; and

retrieving results for the formed query.

5. The method of claim 4, wherein the displaying further comprises:

displaying the query results, the results for the formed query, and the buzz advertising information for the user.

6. The method of claim 1, wherein the request for content is a request for a context-specific web page.

7. The method of claim 6, wherein the retrieving further comprises:

retrieving the context-specific page;

retrieving a page category associated with the context-specific page;

retrieving buzz keywords associated with the page category from the buzz data; and

retrieving the buzz advertising information related to the buzz keywords.

8. The method of claim 7, wherein retrieving the buzz keywords further comprises:

retrieving a user profile corresponding to the user; and

selecting buzz keywords related to the user profile from the buzz keywords associated with the page category.

9. The method of claim 1, wherein the retrieving further comprises:

retrieving the content related to the request; and

retrieving the buzz advertising information related to selected buzz data associated with a user profile of the user, the buzz advertising information further targeting the user based on at least one predetermined parameter associated with the user.

10. The method of claim 1, further comprising enabling a plurality of advertising entities to access the buzz data, the plurality of advertising entities targeting advertisements to the user based on the available buzz data.

11. The method of claim 1, further comprising sending the buzz data to a plurality of advertising entities that target advertisements to the user based on the available buzz data.

12. The method of claim 1, further comprising storing and updating the buzz data in a buzz storage module continuously over a predetermined period of time.

13. A system, comprising:

at least one web processing server receiving a request for content from a user via a network and retrieving the content for the user; and

at least one advertisement server coupled to the at least one web processing server, retrieving buzz advertising information related to selected buzz data associated with the content and also related to the user, the buzz data corresponding to related topics of interest to at least one user;

the at least one web processing server displays the content and the buzz advertising information for the user.

14. The system of claim 13, wherein the request for content is a search query received from the user.

15. The system of claim 14, further comprising:

at least one buzz server coupled to the at least one web processing server and the at least one advertisement server, the at least one buzz server retrieving buzz keywords from the buzz data that are associated with query terms of the search query;

the at least one web processing server retrieving query results related to the search query; and

the at least one advertisement server retrieves the buzz advertisement information related to the buzz keywords.

16. The system of claim 15, wherein the at least one web processing server further forms a query including the retrieved buzz keywords and retrieves results for the formed query.

17. The system of claim 16, wherein the at least one web processing server further displays the query results, the results for the formed query, and the buzz advertising information for the user.

18. The system of claim 13, wherein the request for content is a request for a context-specific web page.

19. The system of claim 18, further comprising:

at least one buzz server coupled to the at least one web processing server and the at least one advertisement server;

the at least one web processing server retrieving the context-specific page and a page category related to the context-specific page;

the at least one buzz server retrieving buzz keywords associated with the page category from the buzz data; and is

The at least one advertisement server retrieves the buzz advertisement information related to the buzz keywords.

20. The system of claim 19, wherein the at least one web processing server further retrieves a user profile corresponding to the user, and the at least one buzz server further selects buzz keywords related to the user profile from the buzz keywords associated with the page category.

21. The system of claim 13, wherein the at least one web processing server further retrieves the content related to the request, and the at least one advertising server further retrieves the buzz advertising information related to selected buzz data associated with a user profile of the user, the buzz advertising information further targeting the user based on at least one predetermined parameter associated with the user.

22. A computer readable medium containing executable instructions that, when executed in a processing system, cause the processing system to perform a method comprising:

receiving a request for content from a user via a network;

retrieving the content and buzz advertising information, the buzz advertising information related to selected buzz data associated with the content and also related to the user, the buzz data corresponding to related topics of interest to at least one user; and

displaying the content and the buzz advertising information for the user.

23. The computer-readable medium of claim 22, wherein the retrieving further comprises:

retrieving query results relevant to a search query if the request for content is the search query;

retrieving buzz keywords associated with query conditions of the search query from the buzz data; and

retrieving the buzz advertising information related to the buzz keywords.

24. The computer-readable medium of claim 22, wherein the retrieving further comprises:

retrieving the context-specific page if the content is a context-specific page;

retrieving a page category associated with the context-specific page;

retrieving buzz keywords associated with the page category from the buzz data; and

retrieving the buzz advertising information related to the buzz keywords.

25. The computer-readable medium of claim 24, wherein retrieving the buzz keywords further comprises:

retrieving a user profile corresponding to the user; and

selecting buzz keywords related to the user profile from the buzz keywords associated with the page category.

26. The computer-readable medium of claim 22, wherein the retrieving further comprises:

retrieving the content related to the request; and

retrieving the buzz advertising information, the buzz advertising information related to selected buzz data associated with a user profile of the user, the buzz advertising information further targeting the user based on at least one predetermined parameter associated with the user.