ADVERTISER MONETIZATION MODELING

• US 20090299831A1
• Filed: 06/02/2008
• Published: 12/03/2009
• Est. Priority Date: 06/02/2008
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Li, Hua, Chen, Zheng, Wang, Jian
• Granted Patent: US 8,117,050 B2
• Time in Patent Office: Days
• US Class Current: 705/14.1
• CPC Class Codes: G06Q 10/025 Coordination of plural reservations, e.g. plural trip segments, transportation combined with accommodation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 40/08 Insurance

Abstract

Embodiments of the claimed subject matter provide a method and system for modeling advertiser monetization. The claimed subject matter provides a method and system from which an advertisement may be evaluated according to various metrics to determine a quality relative to other advertisements. The relative quality considers the content of the advertisement, the performance of the advertisement and the history of the advertiser'"'"'s bidding behavior.

One embodiment of the claimed subject matter is implemented as a method for advertiser monetization modeling. One or more advertisements are received from one or more advertisers. The quality of the advertisement(s) is defined according to certain metrics, such as the quality of the content of the advertisement, the quality of the past and estimated future performance of the advertisement and the history of bidding behavior of the advertiser. After the respective quality of the advertisement(s) is determined, the advertisement(s) is ranked with other advertisements according to the determined quality.

Claims

1. A method of advertiser monetization modeling comprising:

receiving one or more advertisements from one or more advertisers in an advertisement publishing center;

evaluating quality of the advertisements received by the advertisement publishing center according to content of the advertisement;

evaluating the quality of the advertisements received by the advertisement publishing center according to the performance of the advertisement;

evaluating the quality of the advertisements received by the advertisement publishing center according to the history of bidding behavior of the advertiser of the advertisement; and

ranking the advertisements among similar or related advertisements according to the evaluated quality of the advertisements in the advertisement publishing center.

2. The method of claim 1, wherein an advertisement comprises a URL link to one or more landing pages.

3. The method of claim 2, wherein the advertisement publishing center includes a search engine.

4. The method of claim 3, wherein the advertisement is displayed in a list of search results generated by a search engine in response to a search query for one or more search terms.

5. The method of claim 4, wherein the advertisement is displayed with other advertisements in the list of search results according to the ranking of the advertisements.

6. The method of claim 4, wherein determining the quality of the content of an advertisement further comprises:

determining the relevancy of the advertisement to the search query for the search terms corresponding to the advertisement determining the relevancy of the landing page of the advertisement; and

determining the diversity of the advertisement.

7. The method of claim 4, wherein determining the quality of the performance of an advertisement further comprises:

determining the quality of the historical performance of the advertisement if the advertisement has an established history of performance; and

estimating the quality of the performance of the advertisement if the advertisement lacks an established history of performance.

8. The method of claim 7, wherein determining the quality of the performance of an advertisement with an established history of performance further comprises:

calculating a historical clickthrough rate of the advertisement;

calculating a historical conversion rate of the advertisement; and

calculating a historical average position of the advertisement in a list of search results generated by a search engine from a search query for the search term.

9. The method of claim 7, wherein estimating the quality of the performance of an advertisement lacking an established history of performance further comprises:

estimating a clickthrough rate of the advertisement according to similar or related advertisements;

estimating a conversion rate of the advertisement according to similar or related advertisements; and

estimating an average position of the advertisement on a list of search results generated by a search engine from a search query for the search term.

10. The method of claim 1, wherein evaluating the history of bidding behavior of the advertiser of the advertisement further comprises:

calculating a historical cost per click rate of the advertisement;

calculating a historical monthly budget of the advertisement; and

calculating historical changes or modifications to a bidding price of the advertisement.

11. A system for monetizing advertisements, the system comprising:

an advertising publishing center that receives the one or more advertisements;

a data resource that stores data corresponding to the advertisements; and

an advertisement engine which defines the advertisements according to the data corresponding to the advertisements stored in the data resource, and ranks the advertisements according to the defined quality of the advertisements.

12. The system of claim 11, wherein the defined quality of an advertisement further comprises:

determining the quality of the content of the advertisement;

determining the quality of the performance of the advertisement; and

determining the quality of the bidding behavior of the advertisement.

13. The system of claim 11, further comprising a search engine, wherein the search engine returns a list of search results generated from a search query for a search term corresponding to an advertisement received by the advertising publishing center.

14. The system of claim 13, wherein the list of search results generated from a search query for a search term corresponding to an advertisement received by the advertising publishing center displays the ranked advertisements with the list of search results.

15. The system of claim 13, wherein the advertisement display displays a search result list generated by a search engine that includes the advertisements ranked by the advertising publishing center that relate to a search query used in the search engine.

16. A system for advertisement monetization modeling, the system comprising:

a computer system having a processor coupled to a memory, the memory having computer readable code, which when executed by the processor causes the computer system to implement;

an advertising publishing center, which receives the one or more advertisements,

a data resource that stores data corresponding to the advertisements; and

an advertisement engine which defines the advertisements according to the data corresponding to the advertisements stored in the data resource, and ranks the advertisements according to the defined quality of the advertisements.

17. The system according to claim 16, wherein the advertisements are displayed on a remote computing device.

18. The system according to claim 17, wherein the remote computing device is a computer system.

19. The system according to claim 17, wherein the remote computing device is a hand-held computing device.

20. The system according to claim 17, wherein the advertisements are displayed in a search result list generated by a search engine that is accessed by a user over the Internet.