Controlling the serving, with a primary document, of ads from a first source, subject to a first compensation scheme, and ads from a second source, subject to a second compensation scheme
First Claim
1. A computer-implemented method comprising:
- a) accepting an ad request;
b) determining 1) at least one candidate generic ad, and 2) zero or more candidate advertiser-managed ads, relevant to the ad request;
c) determining a score for each of the at least one candidate generic ads and the zero or more candidate advertiser-managed ads;
d) determining a set including;
1) at least one of the candidate generic ads, and/or 2) at least one of the candidate advertiser-managed ads, using the scores; and
e) serving the determined set of (i) at least one of the candidate generic ads, and/or (ii) at least one of the candidate advertiser-managed ads.
1 Assignment
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Accused Products
Abstract
An advertising entity manages determinations, bidding, and/or billing for serving “generic advertisements” on a primary document. Generic ads are not for specific merchants or products; rather they lead users to a secondary document containing more specific information, product listings, and/or merchant listings. Such information and/or listings are determined to be relevant to a generic concept corresponding to the generic ad. For example, when a user selects a generic ad, they may be presented with a secondary document including product listings. If the user selects a merchant'"'"'s product listing, then that merchant compensates an ad serving entity and/or a publisher of the primary document. Such management might include choosing or generating an appropriate generic advertisement creative for a potential advertising situation. A determination of whether or not to render a generic ad instead of one or more typical advertiser-managed ads may use an expected value of rendering the generic ad versus showing the advertiser-managed ad(s). The result of this determination may be reflected in a bid associated with the generic ad. Generic ads will often be useful for primary documents (e.g., Web pages) that are non-specific.
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Citations
56 Claims
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1. A computer-implemented method comprising:
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a) accepting an ad request;
b) determining 1) at least one candidate generic ad, and 2) zero or more candidate advertiser-managed ads, relevant to the ad request;
c) determining a score for each of the at least one candidate generic ads and the zero or more candidate advertiser-managed ads;
d) determining a set including;
1) at least one of the candidate generic ads, and/or 2) at least one of the candidate advertiser-managed ads, using the scores; and
e) serving the determined set of (i) at least one of the candidate generic ads, and/or (ii) at least one of the candidate advertiser-managed ads. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 41, 42, 43, 44)
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32. A computer-implemented method comprising:
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a) accepting an ad request;
b)) determining 1) at least one candidate ad from a first source, and 2) zero or more candidate ads from a second source, relevant to the ad request;
c) determining a score for each of the candidate ads from the first source and the candidate ads from the second source;
d) determining a set including;
1) at least one of the candidate ads from the first source, and/or 2) at least one of the candidate ads from the second source, using the scores; and
e) serving the determined set of (i) at least one of the candidate ads from the first source, and (ii) at least one of the candidate ads from the second source. - View Dependent Claims (33, 34, 35, 36, 37, 38, 39, 40, 45, 46, 47, 48, 49, 50, 51, 52, 53, 54)
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55. Apparatus comprising:
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a) means for accepting an ad request;
b) means for determining 1) at least one candidate generic ad, and 2) zero or more candidate advertiser-managed ads, relevant to the ad request;
c) means for determining a score for each of the at least one candidate generic ads and the zero or more candidate advertiser-managed ads;
d) means for determining a set including;
1) at least one of the candidate generic ads, and/or 2) at least one of the candidate advertiser-managed ads, using the scores; and
e) means for serving the determined set of (i) at least one of the candidate generic ads, and/or (ii) at least one of the candidate advertiser-managed ads.
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56. A computer-implemented method comprising:
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a) means for accepting an ad request;
b) means for determining 1) at least one candidate ad from a first source, and 2) zero or more candidate ads from a second source, relevant to the ad request;
c) means for determining a score for each of the candidate ads from the first source and the candidate ads from the second source;
d) means for determining a set including;
1) at least one of the candidate ads from the first source, and/or 2) at least one of the candidate ads from the second source, using the scores; and
e) means for serving the determined set of (i) at least one of the candidate ads from the first source, and (ii) at least one of the candidate ads from the second source.
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Specification