DYNAMIC CONTENT ITEM CREATION
First Claim
1. A method performed by one or more data processing apparatus, the method comprising:
- receiving an advertisement request that includes user context data specifying user attributes for a user;
identifying an advertisement having distribution parameters matching the user context data, the identified advertisement including one or more variables that are resolved based on the user context data;
in response to receiving the advertisement request;
selecting, as modifying data, a proper subset of feed data to which the one or more variables for the advertisement will be resolved, the selection being based on performance measures for portions of the feed data that have been previously used to resolve the one or more variables in response to previous advertisement requests that included at least one user attribute matching a user attribute in the user context data;
modifying the advertisement to be provided in response to the advertisement request, the advertisement being modified, at least in part, by including, in place of the one or more variables, the selected modifying data; and
providing the modified advertisement in response to the advertisement request.
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Accused Products
Abstract
Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for creating advertisements are disclosed. In one aspect, a method includes receiving an advertisement request that includes user context data. An advertisement having distribution parameters matching the user context data is identified. The identified advertisement can include one or more variables that are resolved based on the user context data. A proper subset of feed data to which the one or more variables for the advertisement will be resolved can be selected based on the user context data and performance measures for portions of the feed data that have been previously used to resolve the one or more variables. The advertisement is modified, at least in part, by including, in place of the one or more variables, the selected modifying data. The modified advertisement is provided in response to the advertisement request.
11 Citations
20 Claims
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1. A method performed by one or more data processing apparatus, the method comprising:
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receiving an advertisement request that includes user context data specifying user attributes for a user; identifying an advertisement having distribution parameters matching the user context data, the identified advertisement including one or more variables that are resolved based on the user context data; in response to receiving the advertisement request; selecting, as modifying data, a proper subset of feed data to which the one or more variables for the advertisement will be resolved, the selection being based on performance measures for portions of the feed data that have been previously used to resolve the one or more variables in response to previous advertisement requests that included at least one user attribute matching a user attribute in the user context data; modifying the advertisement to be provided in response to the advertisement request, the advertisement being modified, at least in part, by including, in place of the one or more variables, the selected modifying data; and providing the modified advertisement in response to the advertisement request. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A computer storage device encoded with a computer program, the program comprising instructions that when executed by one or more data processing apparatus cause the one or more data processing apparatus to perform operations comprising:
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receiving an advertisement request that includes user context data specifying user attributes for a user; identifying an advertisement having distribution parameters matching the user context data, the identified advertisement including one or more variables that are resolved based on the user context data; in response to receiving the advertisement request; selecting, as modifying data, a proper subset of feed data to which the one or more variables for the advertisement will be resolved, the selection being based on performance measures for portions of the feed data that have been previously used to resolve the one or more variables in response to previous advertisement requests that included at least one user attribute matching a user attribute in the user context data; modifying the advertisement to be provided in response to the advertisement request, the advertisement being modified, at least in part, by including, in place of the one or more variables, the selected modifying data; and providing the modified advertisement in response to the advertisement request. - View Dependent Claims (9, 10, 11, 12, 13)
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14. A system comprising:
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a data store storing feed data for an advertiser, the feed data specifying content for customizable advertisements; and one or more computers coupled to the data store, the one or more computers including instructions that when executed cause the one or more computers to perform operations comprising; receiving an advertisement request that includes user context data specifying user attributes for a user; identifying an advertisement having distribution parameters matching the user context data, the identified advertisement including one or more variables that are resolved based on the user context data; in response to receiving the advertisement request; selecting, as modifying data, a proper subset of the feed data to which the one or more variables for the advertisement will be resolved, the selection being based on performance measures for portions of the feed data that have been previously used to resolve the one or more variables in response to previous advertisement requests that included at least one user attribute matching a user attribute in the user context data; modifying the advertisement to be provided in response to the advertisement request, the advertisement being modified, at least in part, by including, in place of the one or more variables, the selected modifying data; and providing the modified advertisement in response to the advertisement request. - View Dependent Claims (15, 16, 17, 18, 19, 20)
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Specification