ASSIGNING SCORES TO ELECTRONIC COMMUNICATIONS WITH EXTENSIONS
First Claim
1. A method executed by a processor of a computing device, the method comprising:
- receiving an indication that a client computing device has requested content;
responsive to receiving the indication, computing a score for an electronic communication, the score computed based upon;
the electronic communication comprising an extension to a predefined format; and
an externality score that is indicative of a number of times that the electronic communication has historically been presented on client computing devices;
selecting the electronic communication from several potential electronic communications based upon the score; and
responsive to selecting the electronic communication, transmitting the electronic communication for display with the content on the client computing device.
3 Assignments
0 Petitions
Accused Products
Abstract
Various technologies pertaining to conducting auctions for display of electronic communications in display positions are described herein. An electronic communication has a predefined format, and further has an optional extension to the predefined format. The electronic communication participates in an auction, where an auction system takes the extension into consideration when computing a rank score for the electronic communication. Further, the auction system takes historic servings of the electronic communication, with the extension, to client computing devices into account when computing the rank score.
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Citations
20 Claims
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1. A method executed by a processor of a computing device, the method comprising:
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receiving an indication that a client computing device has requested content; responsive to receiving the indication, computing a score for an electronic communication, the score computed based upon; the electronic communication comprising an extension to a predefined format; and an externality score that is indicative of a number of times that the electronic communication has historically been presented on client computing devices; selecting the electronic communication from several potential electronic communications based upon the score; and responsive to selecting the electronic communication, transmitting the electronic communication for display with the content on the client computing device. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 11, 12)
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10. The method of 1, wherein the score is additionally based upon a tunable parameter, the tunable parameter defines an influence of the externality score on the score.
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13. A computing system comprising:
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a processor; and a memory that comprises an auction system that is executed by the processor, the auction system configured to; compute a score for an electronic communication responsive to receiving an indication that content has been requested by a client computing device, the auction system configured to compute the score based upon the electronic communication having an extension to a predefined format and a historic number of impressions of the electronic communication; and cause the electronic communication to be transmitted to the client computing device based upon the score. - View Dependent Claims (14, 15, 16, 17, 18, 19)
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20. A computer-readable medium comprising instructions that, when executed by a processor, cause the processor to perform acts comprising:
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receiving a query from a client computing device; generating a ranked list of search results based upon the query; responsive to receiving the query, conducting an auction for an advertisement position on a search engine results page, the search engine results page to include the ranked list of search results, wherein conducting the auction comprises; receiving a bid for an advertisement, the advertisement comprises content that conforms to a predefined format, the advertisement additionally comprises an extension to the predefined format; responsive to receiving the bid for the advertisement, computing a score for the advertisement based upon the advertisement comprising the extension and a number of historic impressions of the advertisement; and determining that the advertisement won the auction based upon the score; and causing the search results page to include the advertisement based upon the auction.
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Specification