Method and apparatus for selecting advertisements to serve using user profiles, performance scores, and advertisement revenue information
First Claim
1. A system for selecting additional content to send with base content requested by a user, the user having an associated user profile comprising two or more categories and an interest score corresponding to each category that reflects the user'"'"'s interest in the corresponding category, each category having at least one associated additional content and an associated category revenue amount, the system comprising:
- an optimizer module configured to;
identify a performance score for each category in the user profile, the performance score reflecting a probability that a user will select an additional content associated with the category upon viewing the additional content;
determine an expected revenue amount for each category in the user profile using the performance score of the category and the category revenue amount; and
select an additional content associated with a category in the user profile using the determined expected revenue amounts.
4 Assignments
0 Petitions
Accused Products
Abstract
A method and apparatus for selecting additional content to display to a user when the user requests base content is provided. A user profile of the user having user interest scores of categories or keywords is received, each user interest score reflecting the degree of interest the user has in the category or keyword. Performance scores reflecting the probability that a user having particular user interest scores will select additional content associated with particular categories or keywords is also received. In addition, revenue amounts associated with each category or keyword of the user profile is received. The user interest scores, performance scores, and revenue amounts are used to produce an expected revenue amount for each category or keyword in the user profile. Additional content to be sent to the user is then selected using the determined expected revenue amounts.
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Citations
21 Claims
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1. A system for selecting additional content to send with base content requested by a user, the user having an associated user profile comprising two or more categories and an interest score corresponding to each category that reflects the user'"'"'s interest in the corresponding category, each category having at least one associated additional content and an associated category revenue amount, the system comprising:
an optimizer module configured to;
identify a performance score for each category in the user profile, the performance score reflecting a probability that a user will select an additional content associated with the category upon viewing the additional content;
determine an expected revenue amount for each category in the user profile using the performance score of the category and the category revenue amount; and
select an additional content associated with a category in the user profile using the determined expected revenue amounts. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. A method for selecting additional content to send with base content requested by a user, the user having an associated user profile comprising two or more categories and an interest score corresponding to each category that reflects the user'"'"'s interest in the corresponding category, each category having at least one associated additional content and an associated category revenue amount, the method comprising:
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identifying a performance score for each category in the user profile, the performance score reflecting a probability that a user having the corresponding interest score in the category will select an additional content associated with the category upon viewing the additional content;
determining an expected revenue amount for each category in the user profile using the performance score of the category and the category revenue amount; and
selecting an additional content associated with a category in the user profile using the determined expected revenue amounts. - View Dependent Claims (11, 12, 13, 14, 15, 16, 17)
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18. A system for selecting additional content to send with base content requested by a user, the user having an associated user profile comprising two or more keywords and an interest score corresponding to each keyword that reflects the user'"'"'s interest in the corresponding keyword, each keyword having an associated additional content and an associated keyword revenue amount, the system comprising:
an optimizer module configured to;
identify a performance score for each keyword in the user profile, the performance score reflecting a probability that a user having the corresponding interest score in the keyword will select an additional content associated with the keyword upon viewing the additional content;
determine an expected revenue amount for each keyword in the user profile using the performance score of the keyword and the keyword revenue amount; and
select an additional content associated with a keyword in the user profile using the determined expected revenue amounts. - View Dependent Claims (19)
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20. A method for selecting additional content to send with base content requested by a user, the user having an associated user profile comprising two or more keywords and an interest score corresponding to each keyword that reflects the user'"'"'s interest in the corresponding keyword, each keyword having an associated additional content and an associated keyword revenue amount, the method comprising:
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identifying a performance score for each keyword in the user profile, the performance score reflecting a probability that a user having the corresponding interest score in the keyword will select an additional content associated with the keyword upon viewing the additional content;
determining an expected revenue amount for each keyword in the user profile using the performance score of the keyword and the keyword revenue amount; and
selecting an additional content associated with a keyword in the user profile using the determined expected revenue amounts. - View Dependent Claims (21)
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Specification