Ad placement
First Claim
1. A method comprising:
- detecting, by at least one server, one or more interests of a user based at least in part upon actions of the user on one or more network-based mediums over a period of time;
identifying, by the at least one server, one or more advertisements to serve to the user that relate to the one or more interests;
detecting that the user is currently using the one or more network-based mediums to search for a type of product or service;
identifying, by the at least one server, one or more additional advertisements to serve to the user that relate to the type of product or service for which the user is currently searching by searching advertisements relating to the type of product or service for which the user is currently searching that provide a high probability of being selected by the user, wherein identifying the one or more additional advertisements improves the speed of searching for the one or more additional advertisements and serving advertisements to a client device associated with the user;
determining, by the at least one server, if serving the one or more additional advertisements related to the type of product or service to the user would exceed a pre-set tolerance comprising a target number of times the one or more additional advertisements are to be served to the user;
if serving the one or more additional advertisements related to the type of product or service to the user would not exceed the pre-set tolerance, serving, by the at least one server over a network to the client device associated with the user, the one or more additional advertisements related to the type of product or service for which the user is currently using the one or more network-based mediums to search for in place of serving the one or more advertisements related to the one or more interests while the user is currently searching for the type of product or service; and
if serving the one or more additional advertisements related to the type of product or service to the user would exceed the pre-set tolerance, serving, by the at least one server over the network to the client device associated with the user, the one or more advertisements related to the one or more interests rather than the one or more additional advertisements related to the type of product or service for which the user is currently using the one or more network-based mediums to search.
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.
48 Citations
76 Claims
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1. A method comprising:
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detecting, by at least one server, one or more interests of a user based at least in part upon actions of the user on one or more network-based mediums over a period of time; identifying, by the at least one server, one or more advertisements to serve to the user that relate to the one or more interests; detecting that the user is currently using the one or more network-based mediums to search for a type of product or service; identifying, by the at least one server, one or more additional advertisements to serve to the user that relate to the type of product or service for which the user is currently searching by searching advertisements relating to the type of product or service for which the user is currently searching that provide a high probability of being selected by the user, wherein identifying the one or more additional advertisements improves the speed of searching for the one or more additional advertisements and serving advertisements to a client device associated with the user; determining, by the at least one server, if serving the one or more additional advertisements related to the type of product or service to the user would exceed a pre-set tolerance comprising a target number of times the one or more additional advertisements are to be served to the user; if serving the one or more additional advertisements related to the type of product or service to the user would not exceed the pre-set tolerance, serving, by the at least one server over a network to the client device associated with the user, the one or more additional advertisements related to the type of product or service for which the user is currently using the one or more network-based mediums to search for in place of serving the one or more advertisements related to the one or more interests while the user is currently searching for the type of product or service; and if serving the one or more additional advertisements related to the type of product or service to the user would exceed the pre-set tolerance, serving, by the at least one server over the network to the client device associated with the user, the one or more advertisements related to the one or more interests rather than the one or more additional advertisements related to the type of product or service for which the user is currently using the one or more network-based mediums to search. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18)
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19. A non-transitory computer-readable storage medium including a set of instructions that, when executed, cause at least one processor to perform steps comprising:
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detecting one or more interests of a user based at least in part upon actions of the user on one or more network-based mediums over a period of time; identifying one or more advertisements to serve to the user that relate to the one or more interests; detecting that the user is currently using the one or more network-based mediums to search for a type of product or service; identifying one or more additional advertisements to serve to the user that relate to the type of product or service for which the user is currently searching by searching advertisements relating to the type of product or service for which the user is currently searching that provide a high probability of being selected by the user, wherein identifying the one or more additional advertisements improves the speed of searching for the one or more additional advertisements and serving advertisements to a client device associated with the user; determining if serving the one or more additional advertisements related to the type of product or service to the user would exceed a pre-set tolerance comprising a target number of times the one or more additional advertisements are to be served to the user; if serving the one or more additional advertisements related to the type of product or service to the user would not exceed the pre-set tolerance, serving, over a network to the ft-client device associated with the user, the one or more additional advertisements related to the type of product or service for which the user is currently using the one or more network-based mediums to search for in place of serving the one or more advertisements related to the one or more interests while the user is currently searching for the type of product or service; and if serving the one or more additional advertisements related to the type of product or service to the user would exceed the pre-set tolerance, serving, over the network to the client device associated with the user, the one or more advertisements related to the one or more interests rather than the one or more additional advertisements related to the type of product or service for which the user is currently using the one or more network-based mediums to search. - View Dependent Claims (20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32, 33, 34, 35, 36)
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37. A method comprising:
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associating, by at least one server, long-term attributes with a user profile, the long-term attributes reflecting interests of a user as indicated at least in part by activities of the user on one or more network-based mediums over a period of time; identifying, by the at least one server, one or more advertisements to serve to the user that relate to the long-term attributes; identifying, by the at least one server, short-term attributes associated with a type of product or service; detecting, by at least one server, that the user is currently using the one or more network-based mediums to search for the type of product or service; identifying, by the at least one server, one or more additional advertisements to serve to the user that relate to the short-term attributes by searching advertisements relating to the type of product or service for which the user is currently searching that provide a high probability of being selected by the user, wherein identifying the one or more additional advertisements improves the speed of searching for the one or more additional advertisements and serving advertisements to a client device associated with the user; determining, by the at least one server, if serving the one or more additional advertisements related to the short-term attributes to the user would exceed a pre-set tolerance comprising a target number of times the one or more additional advertisements related to the short-term attributes are to be served to the user; if serving the one or more additional advertisements related to the short-term attributes to the user would not exceed the pre-set tolerance, serving by the at least one server over a network, the one or more additional advertisements related to the short-term attributes over a communications network to the client device associated with the user while the user is currently using the one or more network-based mediums to search for the type of product or service prior to serving the one or more advertisements related to the long-term attributes; and if serving the one or more additional advertisements related to the short-term attributes to the user would exceed the pre-set tolerance, serving, over the communication network, the one or more advertisements related to the interests to the client device associated with the user rather than the one or more additional advertisements related to the short-term attributes for which the user is currently using the one or more network-based mediums to search. - View Dependent Claims (38, 39, 40, 41, 42, 43, 44, 45, 46, 47, 48, 49)
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50. A non-transitory computer-readable storage medium including a set of instructions that, when executed, cause at least one processor to perform steps comprising:
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associating long-term attributes with a user profile, the long-term attributes reflecting interests of a user as indicated at least in part by activities of the user on one or more network-based mediums over a period of time; identifying one or more advertisements to serve to the user that relate to the long-term attributes; identifying short-term attributes associated with a type of product or service; detecting, by at least one processor, that the user is currently using the one or more network-based mediums to search for the type of product or service; identifying one or more additional advertisements to serve to the user that relate to the short-term attributes by searching advertisements relating to the type of product or service for which the user is currently searching that provide a high probability of being selected by the user, wherein identifying the one or more additional advertisements improves the speed of searching for the one or more additional advertisements and serving advertisements to a client device associated with the user; determining if serving the one or more additional advertisements related to the short-term attributes to the user would exceed a pre-set tolerance comprising a target number of times the one or more additional advertisements related to the short-term attributes are to be served to the user; if serving the one or more additional advertisements related to the short-term attributes to the user would not exceed the pre-set tolerance, serving the one or more additional advertisements related to the short-term attributes over a communications network to the client device associated with the user while the user is currently using the one or more network-based mediums to search for the type of product or service prior to serving the one or more advertisements related to the long-term attributes; and if serving the one or more additional advertisements related to the short-term attributes to the user would exceed the pre-set tolerance, serving, over the communication network, the one or more advertisements related to the interests to the client device associated with the user rather than the one or more additional advertisements related to the short-term attributes for which the user is currently using the one or more network-based mediums to search. - View Dependent Claims (51, 52, 53, 54, 55, 56, 57, 58, 59, 60, 61, 62)
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63. A method comprising:
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detecting, by at least one server, one or more interests of a user based at least in part upon actions of the user on one or more network-based mediums on a mobile device associated with the user; identifying, by the at least one server, one or more advertisements to serve to the user that relate to the one or more interests; detecting that the user is currently using the one or more network-based mediums to search for a type of product or service; identifying, by the at least one server, one or more additional advertisements to serve to the user that relate to the type of product or service for which the user is currently searching by searching advertisements relating to the type of product or service for which the user is currently searching that provide a high probability of being selected by the user, wherein identifying the one or more additional advertisements improves the speed of searching for the one or more additional advertisements and serving advertisements to a client device associated with the user; determining, by the at least one server, if serving the one or more additional advertisements related to the type of product or service to the user would exceed a pre-set tolerance comprising a target number of times the one or more additional advertisements are to be served to the user; if serving the one or more additional advertisements related to the type of product or service to the user would not exceed the pre-set tolerance, serving, over a network, the one or more additional advertisements related to the type of product or service for which the user is currently using the one or more network-based mediums to search for to the mobile device associated with the user in place of serving the one or more advertisements related to the one or more interests while the user is currently searching for the type of product or service; and if serving the one or more additional advertisements related to the type of product or service to the user would exceed the pre-set tolerance, serving, by the at least one server over a network, the one or more advertisements related to the one or more interests to the mobile device associated with the user rather than the one or more additional advertisements related to the type of product or service for which the user is currently using the one or more network-based mediums to search. - View Dependent Claims (64, 65, 66, 67, 68, 69, 70, 71, 72, 73, 74, 75, 76)
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Specification