Ad placement
First Claim
1. A method comprising:
- estimating, by at least one processor, principal component vectors for each advertisement of a plurality of advertisements served via one or more network-based mediums based on a first heuristic;
determining, by the at least one processor, a click probability for each advertisement of the plurality of advertisements served via the one or more network-based mediums by employing the estimated principal component vectors and a second heuristic, wherein employing the estimated principal component vectors causes the at least one processor to determine the click probability for each advertisement served via the one or more network-based mediums at a given level of accuracy using a reduced number of impressions, and wherein the second heuristic differs from the first heuristic; and
serving one or more advertisements selected from the plurality of advertisements over a communications network, to the one or more network-based mediums, based on the determined click probabilities.
5 Assignments
0 Petitions
Accused Products
Abstract
This invention concerns optimal ad selection for Web pages by selecting and updating an attribute set, obtaining and updating an ad-attribute profile, and optimally choosing the next ad. The present invention associates a set of attributes with each customer. The attributes reflect the customers'"'"' interests and they incorporate the characteristics that impact ad selection. Similarly, the present invention associates with each ad an ad-attribute profile in order to calculate a customer'"'"'s estimated ad selection probability and measure the uncertainty in that estimate. An ad selection algorithm optimally selects which ad to show based on the click probability estimates and the uncertainties regarding these estimates.
-
Citations
47 Claims
-
1. A method comprising:
-
estimating, by at least one processor, principal component vectors for each advertisement of a plurality of advertisements served via one or more network-based mediums based on a first heuristic; determining, by the at least one processor, a click probability for each advertisement of the plurality of advertisements served via the one or more network-based mediums by employing the estimated principal component vectors and a second heuristic, wherein employing the estimated principal component vectors causes the at least one processor to determine the click probability for each advertisement served via the one or more network-based mediums at a given level of accuracy using a reduced number of impressions, and wherein the second heuristic differs from the first heuristic; and serving one or more advertisements selected from the plurality of advertisements over a communications network, to the one or more network-based mediums, based on the determined click probabilities. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 43, 47)
-
-
13. A non-transitory computer-readable storage medium including a set of instructions that, when executed, cause at least one processor to perform steps comprising:
-
estimating principal component vectors for each advertisement of a plurality of advertisements served via one or more network-based mediums based on a first heuristic; determining a click probability for each advertisement of the plurality of advertisements served via the one or more network-based mediums by employing the estimated principal component vectors and a second heuristic, wherein employing the estimated principal component vectors causes the at least one processor to determine the click probability for each advertisement served via the one or more network-based mediums at a given level of accuracy using a reduced number of impressions, and wherein the second heuristic differs from the first heuristic; and serving one or more advertisements selected from the plurality of advertisements over a communications network, to the one or more network-based mediums, based on the determined click probabilities. - View Dependent Claims (14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 44)
-
-
25. A method comprising:
determining, by at least one processor, an estimated selection probability for one or more advertisements of a plurality of advertisements served via one or more network-based mediums, wherein; the estimated selection probability indicates a likelihood that a user will select a given advertisement served via the one or more network-based mediums; determining the estimated selection probability comprises by employing a principal component analysis; and determining the estimated selection probability comprises using least squares regression based on the principal component analysis such that the at least one processor determines the estimated selection probability for each advertisement served via the one or more network-based mediums at a given level of accuracy using a reduced number of impressions; and serving an advertisement to the one or more network-based mediums with a high estimated selection probability. - View Dependent Claims (26, 27, 28, 29, 30, 31, 32, 33, 46)
-
34. A method comprising:
-
estimating, by at least one processor, principal component vectors for each advertisement of an advertisement type served via one or more network-based mediums based on a first heuristic; determining, by the at least one processor, a click probability for each advertisement of the advertisement type served via the one or more network-based mediums by employing the estimated principal component vectors and a second heuristic, wherein employing the estimated principal component vectors causes the at least one processor to determine the click probability for each advertisement served via the one or more network-based mediums at a given level of accuracy using a reduced number of impressions, and wherein the second heuristic differs from the first heuristic; and serving one or more advertisements of the advertisement type to one or more mobile devices on the one or more network-based mediums based on the determined click probabilities. - View Dependent Claims (35, 36, 37, 38, 39, 40, 41, 42, 45)
-
Specification