System and method for an auction of search results on a network

• US 20040039733A1
• Filed: 08/22/2002
• Published: 02/26/2004
• Est. Priority Date: 08/22/2002
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Soulanille, Thomas A.
• Granted Patent: US 7,555,485 B2
• Time in Patent Office: Days
• US Class Current: 707/3
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/08 Auctions
• CPC Class Codes: Y10S 707/99932 Access augmentation or optimizing
• CPC Class Codes: Y10S 707/99933 Query processing, i.e. searching

Abstract

A method and system are disclosed for displaying a search result list in response to a search request from a searcher using a computer network. Ranks in the search result list are auctioned for a search term for a determined display period. A database is maintained to include search listings, where the search listings are associated with a winning bidder for a specified rank in the search result list, the search term and the determined display period. The search result list displayed to the searcher includes search listings ordered in accordance with respective ranks, for the determined display period.

Claims

1. A method of generating a search result list substantially in real time in response to a search request from a searcher using a computer network, comprising:

auctioning ranks in a search result list for a search term corresponding to a determined display period;

maintaining a database including a plurality of search listings, wherein a search listing is associated with a winning bidder for a specified rank in the search result list, the search term, and the determined display period; and

generating a search result list to the searcher, the search result list comprising search listings ordered in accordance with respective ranks, for the determined display period.

2. The method of claim 1 wherein the auction of ranks is open during a determined time period.

3. The method of claim 1, further comprising:

receiving a search request from a searcher; and

identifying the search listings having search terms generating a match with the search request before displaying the search result list.

4. The method of claim 1, further comprising:

ordering the identified search listings into a search result list in accordance with the winning bidder for the specified rank and the determined display period.

5. The method of claim 1 wherein the search listing includes a description of a network information provider'"'"'s web site.

6. The method of claim 1 wherein the search listing includes a Uniform Resource Locator (URL) corresponding to a website of a network information provider.

7. The method of claim 1 wherein the determined display period comprises a day.

8. The method of claim 1 wherein the determined display period comprises a week.

9. The method of claim 1 wherein the determined display period comprises a month.

10. The method of claim 1 wherein the determined display period comprises a quarter of a year.

11. The method of claim 1 further comprising providing a tool to aid a network information provider in placing a bid.

12. The method of claim 11 wherein the bidding tool calculates an estimated value to the network information provider to bid.

13. The method of claim 12, further comprising:

accepting bids for a determined search term and a determined rank according to the calculated estimated value to the network information provider.

14. The method of claim 12 wherein the calculation considers values input by the network information provider.

15. The method of claim 14 wherein the values include at least one of a value per expected impression, a value per expected click and a value of a first action occurring.

16. The method of claim 14 wherein the calculation considers an estimated number of clicks during the determined display period for a rank of the search listing.

17. The method of claim 1 wherein a highest rank is auctioned off first.

18. The method of claim 1 further comprising:

auctioning ranks at a second auction where the ranks remain after the close of a first auction.

19. The method of claim 18 wherein the auctioning of ranks comprises auctioning ranks for an alternate determined display period.

20. The method of claim 1, further comprising:

accepting bids for a determined search term and a determined rank for a current auction-based ranking and subsequent auction-based rankings of the same length of the determined display period.

21. A method of generating a search result list, comprising;

auctioning ranks in a search result list in accordance with bid amounts for a specified rank and a determined display period for a selected search term; and

providing a bidding tool to a bidder, wherein the bidding tool assists the bidder in determining a bid amount for a specified rank and a determined display period for a selected search term.

22. The method of claim 21 wherein the bidding tool calculates an estimated value for a network information provider to bid.

23. The method of claim 22, further comprising:

accepting bids for a determined search term and a determined rank according to the calculated estimated value to the network information provider.

24. The method of claim 22 wherein the calculation considers values input by the bidder.

25. The method of claim 24 wherein the values include at least one of a value per expected impression, a value per expected click and a value of a first action occurring.

26. The method of claim 24 wherein the calculation considers an estimated number of clicks during the determined display period for a rank of the search listing.

27. The method of claim 21 wherein a highest rank is auctioned off first.

28. The method of claim 21 further comprising:

auctioning ranks at a second auction where the ranks remain after the close of a first auction.

29. The method of claim 28 wherein the auctioning of ranks comprises auctioning ranks for an alternate determined display period.

30. The method of claim 21, further comprising:

accepting bids for a determined search term and a determined rank for a current auction-based ranking and subsequent auction-based rankings of the same length of the determined display period.

39. The method of claim 28 wherein the bidding tool calculates an estimated value to the network information provider to bid.

40. The method of claim 39, further comprising:

accepting bids for a determined term and a determined rank according to the calculated estimated value to the network information provider.

41. The method of claim 39 wherein the calculation considers values input by the network information provider.

42. The method of claim 41 wherein the values include at least one of a value per expected impression, a value per expected click and a value of a first action occurring.

43. The method of claim 41 wherein the calculation considers an estimated number of clicks during the determined display period for a rank of the listing.

31. A method of displaying a result list on a computer network, comprising:

auctioning ranks in a result list corresponding to a selected term, for a determined display period; and

displaying to a user at least part of the result list when the selected term matches a term entered by the user.

32. The method of claim 31 wherein the auction of ranks is open during a determined time period.

33. The method of claim 31, further comprising:

receiving a request from the user; and

identifying listings having terms generating a match with the request before displaying the result list.

34. The method of claim 33, further comprising:

ordering the identified listings into the result list in accordance with a winning bidder for the specified rank and the determined display period.

35. The method of claim 33 wherein the listing includes a description of a network information provider'"'"'s web site.

36. The method of claim 33 wherein the listing includes a Uniform Resource Locator (URL) corresponding to a website of a network information provider.

37. The method of claim 31 wherein the determined display period comprises a day.

38. The method of claim 31 further comprising providing a tool to aid a network information provider in placing a bid.

44. The method of claim 31 further comprising:

auctioning ranks at a second auction where the ranks remain after the close of a first auction.

45. The method of claim 44 wherein the auctioning of ranks comprises auctioning ranks for an alternate determined display period.

46. The method of claim 31, further comprising:

accepting bids for a determined term and a determined rank for a current auction-based ranking and subsequent auction-based rankings of the same length of the determined display period.

47. The method of claim 31 wherein the ranks are auctioned consecutively.

48. The method of claim 31 wherein at least a portion of the ranks are auctioned at the same time.

49. The method of claim 31 wherein a winner of an auctioned rank is based on a bid amount.

50. A method of displaying a search result list to a searcher, comprising:

auctioning ranks in a search result list corresponding to a selected search term, for a determined display period;

closing the auction of ranks after a determined time period elapses;

maintaining a database including a plurality of search listings, wherein a search listing is associated with a winning bidder for a specified rank in the search result list, the search term, and the determined display period;

receiving a search request from a searcher;

identifying the search listings having search terms generating a match with the search request;

ordering the identified search listings into the search result list in accordance with a winning bidder for each specified rank and the determined display period; and

displaying to a searcher at least part of the search result list when the selected search term matches a search term entered by the searcher.

51. The method of claim 50 wherein the search listing includes a description of a network information provider'"'"'s web site.

52. The method of claim 50 wherein the search listing includes a Uniform Resource Locator (URL) corresponding to a website of a network information provider.

53. The method of claim 50 wherein the determined display period comprises a day.

54. The method of claim 50 further comprising:

auctioning ranks at a second auction where the ranks remain after the close of a first auction.

55. The method of claim 54 wherein the auctioning of ranks comprises auctioning ranks for an alternate determined display period.

56. The method of claim 50, further comprising:

accepting bids for a determined search term and a determined rank for a current auction-based ranking and subsequent auction-based rankings of the same length of the determined display period.

57. The method of claim 50 wherein the ranks are auctioned consecutively.

58. The method of claim 50 wherein at least a portion of the ranks are auctioned at the same time.

59. The method of claim 50 wherein a winner of an auctioned rank is based on a bid amount.

60. The method of claim 50 wherein the auctioning of ranks provides for a bidder to automatically bid on a present auction.

61. The method of claim 60 wherein the auctioning of ranks provides for a bidder to automatically bid on subsequent auctions.