Using a semantic graph to expand characterising terms of a content item and achieve targeted selection of associated content items

摘要

A plurality of associated term sets 401 is provided, each set comprising a set of terms characterising a content item of a group of content items, e.g. adverts. A set of semantic graphs 403 is provided, the nodes of each graph corresponding to terms and the edges corresponding to a relationship between the terms of the connected nodes. A search term set 405 is provided comprising terms characterising a first content item, e.g. a web page. The search term set is expanded in response to a first semantic graph of the set of semantic graphs to generate an expanded set of terms 407. Similarity measures are determined 409 between the expanded set of terms and each term set of the plurality of associated term sets. An associated content item for the first content item is selected 411 from the group of content items in response to the similarity measures. Preferably the first content item and term sets are textual.