System and method for managing a plurality of content items displayed in a particular placement position on a rendered page

• US 20060122889A1
• Filed: 11/22/2004
• Published: 06/08/2006
• Est. Priority Date: 11/22/2004
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Najm, Tarek, Chickering, David M., Meek, Christopher A., Heckerman, David E., Prasad, Rajeev, Vajjiravel, Murali, Dhawan, Sachin, Burdick, Brian, Kagalwala, Raxit A., Forman, Joshua J., Kornelson, Kevin P.
• Application Number:
  US10/994,877
• Publication Number:
  US 20060122889A1
• Time in Patent Office: Days
• US Class Current: 705/26
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]

Abstract

Systems and method for managing a plurality of content items designated for placement in a particular position on a rendered page are provided. Methods in accordance with the present invention include receiving a plurality of content items, determining an initial placement allocation frequency for each content item, collecting performance data for one or more of the content items, and determining at least one additional allocation frequency in accordance with the performance data collected. Methods of the present invention may further include randomly allocating placement of each of the content items in the particular position on the page in accordance with one of the respective initial and/or additional allocation frequency for each content item. Additionally, the present invention provides systems and methods for automatically managing a plurality of content items to be displayed in a particular position on a rendered page such that value to the content provider may be maximized.

Claims

1. A computer-implemented method for managing a plurality of content items to be displayed in a particular position on a page rendered according to a given context, comprising:

receiving the plurality of content items;

determining an initial placement allocation frequency for each of the plurality of content items; and

randomly allocating placement of each of the plurality of content items in the particular position on the page in accordance with its determined initial placement allocation frequency.

2. The computer-implemented method of claim 1, wherein determining the initial placement allocation frequency for each of the plurality of content items comprises determining an equivalent initial placement allocation frequency for each of the plurality of content items.

3. The computer-implemented method of claim 1, wherein randomly allocating placement of each of the plurality of content items in the particular position on the page comprises randomly displaying each of the plurality of content items in the particular position on the page in accordance with its determined initial placement allocation frequency.

4. The computer-implemented method of claim 1, further comprising collecting performance data for one or more of the plurality of content items.

5. The computer-implemented method of claim 4, further comprising determining at least one additional placement allocation frequency for the one or more of the plurality of content items in accordance with the performance data collected.

6. The computer-implemented method of claim 5, wherein collecting performance data for the one or more of the plurality of content items comprises determining a click-through-rate for the one or more of the plurality of content items.

7. The computer-implemented method of claim 6, wherein determining the at least one additional placement allocation frequency for the one or more of the plurality of content items comprises dividing the click-through-rate for each of the one or more of the plurality of content items by a sum of the click-through-rates for all of the plurality of content items for which click-through rate was determined.

8. The computer-implemented method of claim 5, further comprising randomly allocating placement of the plurality of content items in the particular position on the page in accordance with one of its initial placement allocation frequency and its determined additional placement allocation frequency.

9. The computer-implemented method of claim 8, wherein randomly allocating placement of the plurality of content items in the particular position on the page comprises randomly displaying the plurality of content items in the particular position on the page in accordance with one of its initial placement allocation frequency and its determined additional placement allocation frequency.

10. The computer-implemented method of claim 5, further comprising:

determining an initial value for placement of the plurality of content items on the page based upon the initial placement allocation frequency for each of the plurality of content items; and

determining at least one additional value for placement of the plurality of content items on the page based upon the additional placement allocation frequency for the one or more of the plurality of content items,

wherein each additional value is greater than or equal to the initial value.

11. The computer-implemented method of claim 5, wherein determining the at least one additional placement allocation frequency for the one or more of the plurality of content items comprises determining the at least one additional placement allocation frequency dynamically.

12. The computer-implemented method of claim 1, further comprising receiving at least one user-specific data item.

13. The computer-implemented method of claim 12, wherein determining the initial placement allocation frequency for each of the plurality of content items comprises determining the initial placement allocation frequency for each of the plurality of content items in accordance with the at least one user-specific data item.

14. The computer-implemented method of claim 12, wherein receiving at least one user-specific data item comprises receiving at least one user-specific demographic data item.

15. The computer-implemented method of claim 5, further comprising receiving at least one user-specific data item.

16. The computer-implemented method of claim 15, wherein determining the at least one additional placement allocation frequency for the one or more of the plurality of content items comprises determining the at least one additional placement allocation frequency for the at least one of the plurality of content items in accordance with the at least one user-specific data item.

17. The computer-implemented method of claim 1, wherein each of the plurality of content items is associated with an identical or related product or service.

18. A computer programmed to perform the steps recited in the computer-implemented method of claim 1.

19. A computer-readable medium having computer-executable instructions embodied thereon for managing a plurality of content items to be displayed in a particular position on a page rendered according to a given context, comprising:

code for receiving the plurality of content items;

code for determining an initial placement allocation frequency for each of the plurality of content items; and

code for randomly allocating placement of each of the plurality of content items in the particular position on the page in accordance with its determined initial placement allocation frequency.

20. The computer-readable medium of claim 19, wherein the code for determining the initial placement allocation frequency for each of the plurality of content items includes code for determining an equivalent initial placement allocation frequency for each of the plurality of content items.

21. The computer-readable medium of claim 19, wherein the code for randomly allocating placement of each of the plurality of content items in the particular position on the page includes code for randomly displaying each of the plurality of content items in the particular position on the page in accordance with its determined initial placement allocation frequency.

22. The computer-readable medium of claim 19, further comprising code for collecting performance data for one or more of the plurality of content items.

23. The computer-readable medium of claim 22, further comprising code for determining at least one additional placement allocation frequency for the one or more of the plurality of content items in accordance with the performance data collected.

24. The computer-readable medium of claim 23, wherein the code for collecting performance data for the one or more of the plurality of content items includes code for determining a click-through-rate for the one or more of the plurality of content items.

25. The computer-readable medium of claim 24, wherein the code for determining the at least one additional placement allocation frequency for the one or more of the plurality of content items includes code for dividing the click-through-rate for each of the one or more of the plurality of content items by a sum of the click-through-rates for all of the plurality of content items for which click-through-rate was determined.

26. The computer-readable medium of claim 23, further comprising code for randomly allocating placement of the plurality of content items in the particular position on the page in accordance with one of its initial placement allocation frequency and its determined additional placement allocation frequency.

27. The computer-readable medium of claim 26, wherein the code for randomly allocating placement of the plurality of content items in the particular position on the page includes code for randomly displaying the plurality of content items in the particular position on the page in accordance with one of its initial placement allocation frequency and its determined additional placement allocation frequency.

28. The computer-readable medium of claim 23, further comprising:

code for determining an initial value for placement of the plurality of content items on the page based upon the initial placement allocation frequency for each of the plurality of content items; and

code for determining at least one additional value for placement of the plurality of content items on the page based upon the additional placement allocation frequency for each of the plurality of content items,

wherein each additional value is greater than or equal to the initial value.

29. The computer-readable medium of claim 23, wherein the code for determining the at least one additional placement allocation frequency for the one or more of the plurality of content items includes code for determining the at least one additional placement allocation frequency dynamically.

30. A computer system for managing a plurality of content items to be displayed in a particular position on a page rendered according to a given context, comprising:

a receiving component for receiving the plurality of content items;

a first determining component for determining an initial placement allocation frequency for each of the plurality of content items; and

a first allocating component for randomly allocating placement of each of the plurality of content items in the particular position on the page in accordance with its determined initial placement allocation frequency.

31. The computer system of claim 30, wherein the determining component is capable of determining an equivalent initial placement allocation frequency for each of the plurality of content items.

32. The computer system of claim 30, wherein the first allocating component is capable of randomly displaying each of the plurality of content items in the particular position on the page in accordance with its determined initial placement allocation frequency.

33. The computer system of claim 30, further comprising a performance data collection component for collecting performance data for each one or more plurality of content items.

34. The computer system of claim 33, further comprising a second determining component for determining at least one additional placement allocation frequency for the one or more of the plurality of content items in accordance with the performance data collected.

35. The computer system of claim 34, wherein the collection component is capable of determining a click-through-rate for the one or more of the plurality of content items.

36. The computer system of claim 35, wherein the second determining module is capable of dividing the click-through-rate for each of the one or more of the plurality of content items by a sum of the click-through-rates for all of the plurality of content items for which click-through-rate was determined.

37. The computer system of claim 34, further comprising a second allocation component for randomly allocating placement of the plurality of content items in the particular position on the page in accordance with one of its initial placement allocation frequency and its determined additional placement allocation frequency.

38. The computer system of claim 34, further comprising:

an initial value determining component for determining an initial value for placement of the plurality of content items on the page based upon the initial placement allocation frequency for each of the plurality of content items; and

an additional value determining component for determining at least one additional value for placement of the plurality of content items on the page based upon the additional placement allocation frequency for the one or more of the plurality of content items,

wherein each at least one additional value is greater than or equal to the initial value.

39. The computer system of claim 34, wherein the second determining component is capable of determining the at least one additional placement allocation frequency dynamically.