Optimization of Content Placement
First Claim
1. A computer-implemented system for optimizing the placement of online advertisements, the system comprising at least one processor programmed to execute an optimization engine, wherein the optimization engine is programmed to:
- receive placement data indicating a placement opportunity to serve an advertisement to a client device of a user;
access available advertisement data indicating a plurality of available advertisements, wherein the available advertisements comprise advertisements that pay according to a plurality of different payment types;
access summarized, primary activity data of user responses to a plurality of previous advertisements, wherein the primary activity data is derived from user responses to the previous advertisement that directly caused the previous advertisements to pay;
access summarized, secondary activity data of user responses to the plurality of previous advertisements, wherein the secondary data is derived from user activities associated with the previous advertisements and occurring after the presentation of the previous advertisement, but that did not directly cause the previous advertisements to pay;
generate a performance rating for each of the plurality of candidate advertisements based upon the summarized primary activity data and the summarized secondary activity data; and
select an advertisement for the placement opportunity from the plurality of candidate advertisements based on the performance ratings for each of the plurality of candidate advertisements.
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Accused Products
Abstract
Systems and methods for optimizing the placement of online advertisements based on information describing user interactions with previous advertisement. The information include primary activity data describing user responses that directly caused the previous advertisements to pay and secondary activity data describing user responses to the previous advertisements that did not directly cause the previous advertisements to pay. A performance ratings of candidate advertisements are determined based upon the primary activity data and secondary activity data. An advertisement from the candidate advertisements for the placement opportunity is selected based on their performance ratings
78 Citations
15 Claims
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1. A computer-implemented system for optimizing the placement of online advertisements, the system comprising at least one processor programmed to execute an optimization engine, wherein the optimization engine is programmed to:
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receive placement data indicating a placement opportunity to serve an advertisement to a client device of a user; access available advertisement data indicating a plurality of available advertisements, wherein the available advertisements comprise advertisements that pay according to a plurality of different payment types; access summarized, primary activity data of user responses to a plurality of previous advertisements, wherein the primary activity data is derived from user responses to the previous advertisement that directly caused the previous advertisements to pay; access summarized, secondary activity data of user responses to the plurality of previous advertisements, wherein the secondary data is derived from user activities associated with the previous advertisements and occurring after the presentation of the previous advertisement, but that did not directly cause the previous advertisements to pay; generate a performance rating for each of the plurality of candidate advertisements based upon the summarized primary activity data and the summarized secondary activity data; and select an advertisement for the placement opportunity from the plurality of candidate advertisements based on the performance ratings for each of the plurality of candidate advertisements. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13)
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15. A computer-implemented method for optimizing the placement of online advertisements, the method comprising:
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receiving placement data indicating a placement opportunity to serve an advertisement to a client device of a user; accessing available advertisement data indicating a plurality of available advertisements, wherein the available advertisements comprise advertisements that pay according to a plurality of different payment types; accessing summarized, primary activity data of user responses to a plurality of previous advertisements, wherein the primary activity data is derived from user responses to the previous advertisement that directly caused the previous advertisements to pay; accessing summarized, secondary activity data of user responses to the plurality of previous advertisements, wherein the secondary data is derived from user activities associated with the previous advertisements and occurring after the presentation of the previous advertisement, but that did not directly cause the previous advertisements to pay; generating a performance rating for each of the plurality of candidate advertisements based upon the summarized primary activity data and the summarized secondary activity data; and selecting an advertisement for the placement opportunity from the plurality of candidate advertisements based on the performance ratings for each of the plurality of candidate advertisements. - View Dependent Claims (14)
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Specification