ONLINE RESOURCE ASSIGNMENT

• US 20110078014A1
• Filed: 12/11/2009
• Published: 03/31/2011
• Est. Priority Date: 09/30/2009
• Status: Abandoned Application

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Pal, Martin, Banadaki, Seyed Vahab Mirrokni, Korula, Nitish J., Feldman, Jon, Muthukrishnan, Shanmugavelayutham
• Application Number:
  US12/636,362
• Publication Number:
  US 20110078014A1
• Time in Patent Office: Days
• US Class Current: 705/14.42
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0243 Comparative campaigns

Abstract

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for allocating resources. In one aspect, a method includes receiving an advertisement request and identifying eligible advertisements that are eligible to be provided in response to the advertisement request. For each of the eligible advertisements an impression score corresponding to the advertisement request is received and a discount factor for each eligible advertisement is computed. The discount factor can be computed based on a function of previous impression scores for previous advertisement requests for which the eligible advertisement was provided. Using the impression scores and the discount factors for the eligible advertisements an allocation score is computed for each eligible advertisement. Using the allocation scores, an eligible advertisement is selected and provided in response to the request.

Claims

1. A computer-implemented method, comprising:

receiving, by a data processing apparatus, an advertisement request requesting an advertisement be provided in response to the advertisement request;

identifying eligible advertisements that are eligible to be provided in response to the advertisement request;

for each of the eligible advertisements;

receiving an impression score corresponding to the advertisement request, the impression score representing a value resulting from providing the eligible advertisement in response to the advertisement request irrespective of values of previous advertisement requests for which the eligible advertisement was provided;

computing a discount factor for the eligible advertisement, the discount factor being computed based on a function of weighted impression scores corresponding to previous impression scores for previous advertisement requests for which the eligible advertisement was provided, the weighted impression scores being assigned weights that are inversely proportional to the previous impression scores;

computing, by a data processing apparatus, an allocation score for the eligible advertisement, the allocation score being computed as a function of the impression score corresponding to the advertisement request and the discount factor for the eligible advertisement, the allocation score representing a value resulting from providing the eligible advertisement in response to the advertisement request relative to values of previous advertisement requests for which the eligible advertisement was provided;

selecting, as a selected advertisement and by a data processing apparatus, an eligible advertisement to provide in response to the advertisement request, the selected advertisement being an eligible advertisement having an allocation score that meets an allocation score threshold; and

providing, by a data processing apparatus, the selected advertisement in response to the request.

2. The method of claim 1, further comprising, updating the discount factor for the selected advertisement based on the impression score corresponding to the advertisement request.

3. The method of claim 2, wherein updating the discount factor comprises:

including the impression score corresponding to advertisement request in the previous impression scores to create updated previous impression scores; and

computing an updated discount factor for the selected advertisement, the updated discount factor being computed based on the updated previous impression scores corresponding for the selected advertisement.

4. The method of claim 3, wherein including the impression score corresponding to the advertisement request in the previous impression scores comprises:

determining whether the previous impression scores includes at least a threshold number of previous impression scores;

in response to determining that the previous impression scores do not include at least a threshold number of previous impression scores, including the impression score corresponding to the advertisement request in the previous impression scores to create the updated previous impression scores, the impression score being included without removing any of the previous impression scores;

in response to determining that the previous impression scores do include at least a threshold number of previous impression scores, replacing a lowest previous impression score with the impression score corresponding to the advertisement request to create the updated previous impression scores.

5. The method of claim 1, wherein computing the allocation score for the eligible advertisement comprises computing a mathematical difference of the impression score corresponding to the advertisement request and the discount factor for the eligible advertisement.

6. The method of claim 1, wherein computing the allocation score for the eligible advertisement comprises computing ratio of the impression score corresponding to the advertisement request relative to the discount factor for the eligible advertisement.

7. The method of claim 1, wherein selecting, as a selected advertisement, an eligible advertisement to provide in response to the advertisement request, the selected advertisement being an eligible advertisement having a highest allocation score among the eligible advertisements.

8. The method of claim 1, wherein computing a discount factor for the eligible advertisement comprises computing the discount factor based on a function of exponentially weighted impression scores that correspond to previous impression scores for previous advertisement requests for which the eligible advertisement was provided, each previous impression score being exponentially weighted according a sort position corresponding to the impression score.

9. The method of claim 8, wherein computing a discount factor for the eligible advertisement comprises computing the discount factor based on a function of exponentially weighted impression scores that correspond to previous impression scores for previous advertisement requests for which the eligible advertisement was provided, each previous impression score being exponentially weighted according a sort position corresponding to the impression score, and each impression score being sorted in non-increasing order of impression score and such that a highest impression score is in a first sort position.

10. A computer-implemented method, comprising:

receiving, by a data processing apparatus, a resource request requesting a resource be allocated in response to the request;

identifying available resources that are available to allocate in response to the resource request;

for each of the available resources;

receiving a request score corresponding to the resource request, the request score representing a value resulting from providing the available resource in response to the resource request irrespective of values of previous resource requests for which the available resource was provided;

receiving a discount factor for the available resource, the discount factor being computed based on a function of weighted request scores corresponding to previous request scores for previous resource requests for which the available resource was provided, the weighted request scores being assigned weights that are inversely proportional to the previous request scores;

computing, by a data processing apparatus, an allocation score for the available resource, the allocation score being computed as a function of the request score corresponding to the resource request and the discount factor for the available resource, the allocation score representing a value resulting from allocation of the available resource in response to the resource request relative to values of previous resource requests for which the available resource was provided;

selecting, as a selected resource and by a data processing apparatus, an available resource to allocate in response to the resource request, the selected resource being an available resource having an allocation score that meets an allocation score threshold;

allocating, by a data processing apparatus, the selected resource in response to the request.

11. The method of claim 10, wherein identifying available resources that are available to allocate in response to the resource request comprises identifying processing apparatus that having available processing capacity.

12. The method of claim 10, wherein identifying available resources that are available to allocate in response to the resource request comprises identifying an audio file or a video file that matches the resource request.

13. A system, comprising:

a data store storing advertisement data and impression data, the advertisement data including eligible advertisement data identifying eligible advertisements that are eligible to be provided in response to an advertisement request, and the impression data including data representing previous impressions that have been allocated to eligible advertisements; and

an allocation subsystem coupled to the data store, the allocation subsystem comprising one or more data processing apparatus configured to receive eligible advertisement data and corresponding impression data in response to receipt of an advertisement request, receive impression scores corresponding to the advertisement request and representing values of the advertisement request to advertisers that provided the eligible advertisements, compute a discount factor based on a function of weighted previous impression scores corresponding to previous impressions, compute allocation scores based on the impression scores corresponding to the advertisement request and the discount factor, and select, based on the allocation score, an eligible advertisement to be provided in response to the advertisement request.

14. The system of claim 13, wherein the allocation subsystem is further configured to update the discount factor based on updated previous impression scores that include the impression score for the selected advertisement corresponding to the advertisements request.

15. The system of claim 13, wherein the allocation subsystem is further configured to determine whether the previous impression scores include at least a threshold number of previous impression scores and include the impression score for the selected advertisement corresponding to the advertisement request when the previous impression scores do not include at least a threshold number of previous impression scores.

16. The system of claim 15, wherein the allocation system is further configured to replace a lowest previous impression score with the impression score for the selected advertisement corresponding to the advertisement request when the previous impression scores include at least the threshold number of previous impression scores.

17. The system of claim 13, wherein the allocation subsystem is further configured to compute the allocation score for the eligible advertisements as a mathematical difference of the impression score corresponding to the advertisement request and the discount factor for the eligible advertisement.

18. The system of claim 13, wherein the allocation subsystem is further configured to compute the discount factor for an eligible advertisement based a function of exponentially weighted impression scores that correspond to previous impression scores for previous advertisement requests for which the eligible advertisement was provided, each previous impression score being exponentially weighted according a sort position corresponding to the impression score.

19. The system of claim 18, wherein the allocation subsystem is further configured to compute the discount factor for an eligible advertisement based on a function of exponentially weighted impression scores that correspond to previous impression scores for previous advertisement requests for which the eligible advertisement was provided, each previous impression score being exponentially weighted according a sort position corresponding to the impression score, and each impression score being sorted in non-increasing order of impression score and such that a highest impression score is in a first sort position.

20. A computer readable medium encoded with a computer program comprising instructions that when executed operate to cause a computer to perform operations:

receiving, by a data processing apparatus, an advertisement request requesting an advertisement be provided in response to the advertisement request;

identifying eligible advertisements that are eligible to be provided in response to the advertisement request;

for each of the eligible advertisements;

receiving an impression score corresponding to the advertisement request, the impression score representing a value resulting from providing the eligible advertisement in response to the advertisement request irrespective of values of previous advertisement requests for which the eligible advertisement was provided;

computing a discount factor for the eligible advertisement, the discount factor being computed based on a function of weighted impression scores corresponding to previous impression scores for previous advertisement requests for which the eligible advertisement was provided, the weighted impression scores being assigned weights that are inversely proportional to the previous impression scores;

computing, by a data processing apparatus, an allocation score for the eligible advertisement, the allocation score being computed as a function of the impression score corresponding to the advertisement request and the discount factor for the eligible advertisement, the allocation score representing a value resulting from providing the eligible advertisement in response to the advertisement request relative to values of previous advertisement requests for which the eligible advertisement was provided;

selecting, as a selected advertisement and by a data processing apparatus, an eligible advertisement to provide in response to the advertisement request, the selected advertisement being an eligible advertisement having an allocation score that meets an allocation score threshold;

providing, by a data processing apparatus, the selected advertisement in response to the request.

21. A computer-implemented method, comprising:

receiving, by a data processing apparatus, an advertisement request requesting an advertisement be provided in response to the advertisement request;

identifying eligible advertisements that are eligible to be provided in response to the advertisement request;

for each of the eligible advertisements;

receiving an impression score corresponding to the advertisement request, the impression score representing a value resulting from providing the eligible advertisement in response to the advertisement request irrespective of values of previous advertisement requests for which the eligible advertisement was provided;

computing a discount factor for the eligible advertisement, the discount factor being computed as an average of previous impression scores for previous advertisement requests for which the eligible advertisement was provided;

computing, by a data processing apparatus, an allocation score for the eligible advertisement, the allocation score being computed as a function of the impression score corresponding to the advertisement request and the discount factor for the eligible advertisement, the allocation score representing a value resulting from providing the eligible advertisement in response to the advertisement request relative to values of previous advertisement requests for which the eligible advertisement was provided;

selecting, as a selected advertisement and by a data processing apparatus, an eligible advertisement to provide in response to the advertisement request, the selected advertisement being an eligible advertisement having an allocation score that meets an allocation score threshold; and

providing, by a data processing apparatus, the selected advertisement in response to the request.