User-based ad ranking

• US 10,445,768 B1
• Filed: 06/06/2017
• Issued: 10/15/2019
• Est. Priority Date: 04/18/2008
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google LLC (Alphabet Inc.)
• Inventors: Frumkin, Michael, Gopalratnam, Karthik, Nguyen, Khanh B., Gasser, Ralph U., Friedman, Gregory J.
• Primary Examiner(s): Iwarere, Oluseye
• Application Number:
  US15/615,421
• Time in Patent Office: 861 Days
• Field of Search: 705 10, 705 1441
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0244 Optimization

Abstract

Advertisement quality measures (e.g., predicted click through rates) are modified in accordance with a user'"'"'s preferences with respect to domains to which the advertisements relate.

Claims

1. A method comprising:

receiving, by a server system and from a personal digital assistant that includes one or more processors, an audio codec, and a speaker, spoken information that was submitted through the personal digital assistant by a given user during a given user session, and that has been converted to digital data by the audio codec;

identifying, by the server system, a set of audio content based on the digital data, each portion of audio content in the first set of content having a respective quality measure;

identifying, by the server system a set of graphical content based on the digital data, each portion of graphical content having a respective quality measure, including identifying a first portion of graphical content that links to a first domain;

determining, for the first domain, a correction factor specifying a value by which the quality measure for the first graphical content ad that links to the first domain is to be modified, the value being based on a difference between a non-zero predicted interaction rate for content that links to the first domain when presented during the user session and an actual interaction rate for content that links to the first domain, the predicted interaction rate being based on an aggregate performance of the content that links to the first domain for multiple users;

determining a modified ranking score for the first graphical content based on the quality measure for the first graphical content and the correction factor for the first domain;

selecting, from the set of audio content, a highest ranking portion of audio content based on the respective quality measures for the set of audio content;

selecting, from the set of graphical content, the first graphical content based on the modified ranking score; and

providing, to the personal digital assistant, the selected portion of audio content and the selected graphical content.

2. The method of claim 1, wherein:

the personal digital assistant is a system implemented across multiple different devices;

the selected portion of audio content is provided to a first device of the personal digital assistant; and

the selected portion of video content is provided to a second different device of the personal digital assistant.

3. The method of claim 1, comprising:

audibly presenting, through a speaker of the personal digital assistant, the selected portion of audio content; and

wirelessly communicating, by the personal digital assistant, the selected portion of graphical to a display device that is wirelessly connected to the personal digital assistant.

4. The method of claim 1, comprising identifying a given portion of content that links to a second domain that is different from the first domain, the method further comprising:

determining that the second domain is similar to the first domain; and

in response to determining that the second domain is similar to the first domain, determining a modified ad ranking score for the given portion of content based on the quality measure for the given portion of content and the correction factor for the first domain.

5. The method of claim 4, comprising:

determining that a number of portions of content that link to the second domain and have been provided to the given user of the given user session is less than a threshold number; and

determining to use the correction factor for the first domain to determine the modified ranking score for the given portion of content in response to determining that the given user of the given user session has not previously been provided the number of portions of content provided to the given user is less than the threshold number.

6. The method of claim 1, comprising:

identifying a given portion of content that links to a second domain that is different from the first domain;

determining that there is insufficient information to determine a correction factor for the second domain and the given user session; and

in response to determining that there is insufficient information to determine a correction factor for the second domain and the given user session;

identifying a second user that is deemed to be similar to the given user of the given user session and that is associated with a correction factor for the second domain; and

determining a modified ranking score for the given portion of content based on the quality measure for the second ad and the correction factor for the second domain associated with the second user.

7. A system, comprising:

one or more servers; and

a memory apparatus in data communication with the one or more servers and storing instructions that when executed by the one or more servers cause the one or more servers to perform operations comprising;

receiving, from a personal digital assistant that includes one or more processors, an audio codec, and a speaker, spoken information that was submitted through the personal digital assistant by a given user during a given user session, and that has been converted to digital data by the audio codec;

identifying a set of audio content based on the digital data, each portion of audio content in the first set of content having a respective quality measure;

identifying a set of graphical content based on the digital data, each portion of graphical content having a respective quality measure, including identifying a first portion of graphical content that links to a first domain;

determining, for the first domain, a correction factor specifying a value by which the quality measure for the first graphical content ad that links to the first domain is to be modified, the value being based on a difference between a non-zero predicted interaction rate for content that links to the first domain when presented during the user session and an actual interaction rate for content that links to the first domain, the predicted interaction rate being based on an aggregate performance of the content that links to the first domain for multiple users;

determining a modified ranking score for the first graphical content based on the quality measure for the first graphical content and the correction factor for the first domain;

selecting, from the set of audio content, a highest ranking portion of audio content based on the respective quality measures for the set of audio content;

selecting, from the set of graphical content, the first graphical content based on the modified ranking score; and

providing, to the personal digital assistant, the selected portion of audio content and the selected graphical content.

8. The system of claim 7, wherein:

the personal digital assistant is a system implemented across multiple different devices;

the selected portion of audio content is provided to a first device of the personal digital assistant; and

the selected portion of video content is provided to a second different device of the personal digital assistant.

9. The system of claim 7, wherein the instructions cause the one or more servers to perform operations comprising:

audibly presenting, through a speaker of the personal digital assistant, the selected portion of audio content; and

wirelessly communicating, by the personal digital assistant, the selected portion of graphical to a display device that is wirelessly connected to the personal digital assistant.

10. The system of claim 7, wherein the instructions cause the one or more servers to perform operations comprising:

identifying a given portion of content that links to a second domain that is different from the first domain;

determining that the second domain is similar to the first domain; and

in response to determining that the second domain is similar to the first domain, determining a modified ad ranking score for the given portion of content based on the quality measure for the given portion of content and the correction factor for the first domain.

11. The system of claim 10, wherein the instructions cause the one or more servers to perform operations comprising:

determining that a number of portions of content that link to the second domain and have been provided to the given user of the given user session is less than a threshold number; and

determining to use the correction factor for the first domain to determine the modified ranking score for the given portion of content in response to determining that the given user of the given user session has not previously been provided the number of portions of content provided to the given user is less than the threshold number.

12. The system of claim 7, wherein the instructions cause the one or more servers to perform operations comprising:

identifying a given portion of content that links to a second domain that is different from the first domain;

determining that there is insufficient information to determine a correction factor for the second domain and the given user session; and

in response to determining that there is insufficient information to determine a correction factor for the second domain and the given user session;

identifying a second user that is deemed to be similar to the given user of the given user session and that is associated with a correction factor for the second domain; and

determining a modified ranking score for the given portion of content based on the quality measure for the second ad and the correction factor for the second domain associated with the second user.

13. A computer storage device encoded with a computer program, the program comprising instructions that when executed by one or more data processing apparatus cause the one or more data processing apparatus to perform operations comprising:

receiving, from a personal digital assistant that includes one or more processors, an audio codec, and a speaker, spoken information that was submitted through the personal digital assistant by a given user during a given user session, and that has been converted to digital data by the audio codec;

identifying a set of audio content based on the digital data, each portion of audio content in the first set of content having a respective quality measure;

identifying a set of graphical content based on the digital data, each portion of graphical content having a respective quality measure, including identifying a first portion of graphical content that links to a first domain;

determining, for the first domain, a correction factor specifying a value by which the quality measure for the first graphical content ad that links to the first domain is to be modified, the value being based on a difference between a non-zero predicted interaction rate for content that links to the first domain when presented during the user session and an actual interaction rate for content that links to the first domain, the predicted interaction rate being based on an aggregate performance of the content that links to the first domain for multiple users;

determining a modified ranking score for the first graphical content based on the quality measure for the first graphical content and the correction factor for the first domain;

selecting, from the set of audio content, a highest ranking portion of audio content based on the respective quality measures for the set of audio content;

selecting, from the set of graphical content, the first graphical content based on the modified ranking score; and

providing, to the personal digital assistant, the selected portion of audio content and the selected graphical content.

14. The computer storage device of claim 13, wherein:

the personal digital assistant is a system implemented across multiple different devices;

the selected portion of audio content is provided to a first device of the personal digital assistant; and

the selected portion of video content is provided to a second different device of the personal digital assistant.

15. The computer storage device of claim 13, wherein the instructions cause the one or more data processing apparatus to perform operations comprising:

audibly presenting, through a speaker of the personal digital assistant, the selected portion of audio content; and

wirelessly communicating, by the personal digital assistant, the selected portion of graphical to a display device that is wirelessly connected to the personal digital assistant.

16. The computer storage device of claim 13, wherein the instructions cause the one or more data processing apparatus to perform operations comprising:

identifying a given portion of content that links to a second domain that is different from the first domain;

determining that the second domain is similar to the first domain; and

in response to determining that the second domain is similar to the first domain, determining a modified ad ranking score for the given portion of content based on the quality measure for the given portion of content and the correction factor for the first domain.

17. The computer storage device of claim 16, wherein the instructions cause the one or more data processing apparatus to perform operations comprising:

determining that a number of portions of content that link to the second domain and have been provided to the given user of the given user session is less than a threshold number; and

determining to use the correction factor for the first domain to determine the modified ranking score for the given portion of content in response to determining that the given user of the given user session has not previously been provided the number of portions of content provided to the given user is less than the threshold number.

18. The computer storage device of claim 13, wherein the instructions cause the one or more data processing apparatus to perform operations comprising:

identifying a given portion of content that links to a second domain that is different from the first domain;

determining that there is insufficient information to determine a correction factor for the second domain and the given user session; and

in response to determining that there is insufficient information to determine a correction factor for the second domain and the given user session;

identifying a second user that is deemed to be similar to the given user of the given user session and that is associated with a correction factor for the second domain; and

determining a modified ranking score for the given portion of content based on the quality measure for the second ad and the correction factor for the second domain associated with the second user.