Facilitating the serving of ads having different treatments and/or characteristics, such as text ads and image ads
First Claim
1. A method comprising:
- a) determining candidate ads to serve in response to an ad request, wherein the candidate ads include at least one ad of a first ad type and at least one ad of a second ad type;
b) determining a score of each of at least some of the candidate ads;
c) comparing alternative sets of the at least some of the candidate ads to select a set that best meets at least one policy goal; and
d) serving the selected set of candidate ads.
1 Assignment
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Accused Products
Abstract
The serving of ads of different ad types, such as text ads and image ads, competing to be rendered on an ad area of a document may be arbitrated by (a) determining candidate ads to serve in response to an ad request, wherein the candidate ads include at least one ad of a first ad type and at least one ad of a second ad type, (b) determining a score of each of at least some of the candidate ads, (c) comparing alternative sets of the at least some of the candidate ads to select a set that best meets at least one policy goal, and (d) serving the selected set of candidate ads. Performance parameter values of ads of one type, such as image ads for example, may be estimated from performance parameter values of ads of a second type, such as text ads for example.
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Citations
45 Claims
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1. A method comprising:
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a) determining candidate ads to serve in response to an ad request, wherein the candidate ads include at least one ad of a first ad type and at least one ad of a second ad type;
b) determining a score of each of at least some of the candidate ads;
c) comparing alternative sets of the at least some of the candidate ads to select a set that best meets at least one policy goal; and
d) serving the selected set of candidate ads. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 19, 20, 21, 22)
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- 18. The method of claim 18 wherein the act of adjusting distributes the difference across the at least N image ads.
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23. Apparatus comprising:
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a) means for determining candidate ads to serve in response to an ad request, wherein the candidate ads include at least one ad of a first ad type and at least one ad of a second ad type;
b) means for determining a score of each of at least some of the candidate ads;
c) means for comparing alternative sets of the at least some of the candidate ads to select a set that best meets at least one policy goal; and
d) means for serving the selected set of candidate ads. - View Dependent Claims (24, 25, 26, 27, 28, 29, 30, 31, 32, 33, 34, 35, 36, 37, 38, 39, 41, 42, 43, 44)
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45. A computer readable medium having stored thereon a computer readable message, the message comprising:
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a) a request for at least one ad to be served with a document; and
b) document owner restrictions relating to a type of ad, wherein types of ads include a text only ad, an image ad, an animation ad, a video ad, an interactive ad, and an audio ad.
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Specification