METHODS AND APPARATUS FOR ORDERING ADVERTISEMENTS BASED ON PERFORMANCE INFORMATION AND PRICE INFORMATION
First Claim
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1. A computer-implemented method comprising:
- a) accepting, with a computer system including at least one computer, an ad request, the ad request being associated with a document with which the ads are to be rendered;
b) determining, with the computer system, a plurality of candidate ads using1) targeting information associated with ads, and2) at least one of (A) content of the document, or (B) a category of the document;
c) accepting, with the computer system, performance information and price information for each of the plurality of candidate ads;
d) ordering, with the computer system, at least some of the plurality of candidate ads using both the price information and the performance information, to generate a set of ordered ads; and
e) serving, with the computer system, the set of ordered ads to induce presentation of the set of ordered ads to a user.
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Abstract
An ordering of advertisements requested by an ad consumer is based on scores generated for the ads. In each case, a score may be a function of at least one performance parameter associated with the ad and/or a price parameter associated with the ad. The ad consumer may generate presentation information (e.g., a Web page) including advertisements and non-advertisement content (e.g., search results) by (i) accepting the non-advertisement content and advertisements, each of the advertisements including a score, and (ii) combining the non-advertisement content and the advertisements such that relative placements of the advertisements are based on their associated scores.
13 Citations
12 Claims
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1. A computer-implemented method comprising:
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a) accepting, with a computer system including at least one computer, an ad request, the ad request being associated with a document with which the ads are to be rendered; b) determining, with the computer system, a plurality of candidate ads using 1) targeting information associated with ads, and 2) at least one of (A) content of the document, or (B) a category of the document; c) accepting, with the computer system, performance information and price information for each of the plurality of candidate ads; d) ordering, with the computer system, at least some of the plurality of candidate ads using both the price information and the performance information, to generate a set of ordered ads; and e) serving, with the computer system, the set of ordered ads to induce presentation of the set of ordered ads to a user. - View Dependent Claims (2, 3, 4, 5, 6)
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7. Apparatus comprising:
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a) at least one processor; and b) at least one storage device storing instructions, which when executed by the at least one processor, cause the at least one processor to perform a method including 1) accepting an ad request, the ad request being associated with a document with which the ads are to be rendered, 2) determining a plurality of candidate ads using i) targeting information associated with ads, and ii) at least one of (A) content of the document, or (B) a category of the document, 3) accepting performance information and performance information for each of the plurality of candidate ads, 4) ordering at least some of the plurality of candidate ads using both the price information and the performance information, to generate a set of ordered ads, and 5) serving the set of ordered ads to induce presentation of the set of ordered ads to a user. - View Dependent Claims (8, 9, 10, 11, 12)
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Specification