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Banner advertisement selecting method

  • US 6,591,248 B1
  • Filed: 11/29/1999
  • Issued: 07/08/2003
  • Est. Priority Date: 11/27/1998
  • Status: Expired due to Fees
First Claim
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1. A banner advertisement selecting method for selecting a banner advertisement displayed on a page browsed through the world wide web (WWW) from an attribute list obtained corresponding to information transmitted with a page browsing request, information of the browsed page, and user information, the method comprising the steps of:

  • (a) estimating the input probability of each attribute and the click rate of each advertisement for each attribute corresponding to an input attribute distribution of the banner advertisement and a click history of which the banner advertisement was clicked;

    (b) obtaining a display probability of each banner advertisement for each attribute so that the total click rate becomes maximum;

    (c) selecting a banner advertisement according to the display probability; and

    (d) transforming a constrained objective function maximizing problem obtained at step (b) to the known transportation problem and solving the transportation problem.

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