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ONLINE RESOURCE ASSIGNMENT

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

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