SYSTEM, METHOD AND COMPUTER PROGRAM PRODUCT FOR SELECTING INTERNET-BASED ADVERTISING
First Claim
1. A method for selecting an advertisement, comprising:
- sampling, over a time period, input received in response to the presentment of an advertisement;
using the sampled input to define a probability distribution model for an objective function representing one or more outcomes to the presentment of the advertisement;
selecting input values from the probability distribution model that optimize the objective function; and
generating content for an updated version of the advertisement based on the selected input values.
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Abstract
Embodiments of a system method and computer program product for selecting an advertisement and presenting it to a user are described. Products and services offered by various merchants are read using a merchant specific catalog and stored in a common format. Categories for such products and services are normalized and virtual categories are created using various product attributes. Visual creatives, termed as ad-templates are created to control the visual and interactive aspects of the ad, including ad-size, color, as well as product attributes that are displayed in the ad. Ad-templates may be constrained to specific products or product categories. A learning algorithm uses an adaptive sampling process to sample various products, product categories and ad-templates independently for different learning units such as individual users, groups of users determined by some demographics, individual web pages and groups of web pages grouped using various similarity criteria. The performance of the ad is measured using various learning statistics, such as the click-through-rate, conversion rate, etc. The learning algorithm uses the learning statistics to optimize the return for the advertiser by favoring the products or categories that perform better on one or more specified criteria.
376 Citations
20 Claims
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1. A method for selecting an advertisement, comprising:
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sampling, over a time period, input received in response to the presentment of an advertisement;
using the sampled input to define a probability distribution model for an objective function representing one or more outcomes to the presentment of the advertisement;
selecting input values from the probability distribution model that optimize the objective function; and
generating content for an updated version of the advertisement based on the selected input values. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12)
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13. A computer implemented system for selecting an advertisement, comprising:
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an interface for sampling, over a time period, input received in response to the presentment of an advertisement;
a processor having;
a modeling module that uses the sampled input to define a probability distribution model for an objective function representing one or more outcomes to the presentment of the advertisement;
an optimizing module that selects input values from the probability distribution model that optimize the objective function; and
an advertisement generating module that generates content for an updated version of the advertisement based on the selected input various. - View Dependent Claims (14, 15, 16, 17, 18, 19)
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20. A computer program product embodied on a computer readable medium for causing a computer to perform a method, comprising:
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computer code for sampling, over a time period, input received in response to the presentment of an advertisement;
computer code using the sampled input to define a probability distribution model for an objective function representing one or more outcomes to the presentment of the advertisement;
computer code selecting input values from the probability distribution model that optimize the objective function; and
computer code generating content for an updated version of the advertisement based on the selected input various.
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Specification