Using match confidence to adjust a performance threshold
First Claim
1. A machine-implemented method comprising:
- a) accepting search query information including a word;
b) determining one or more words related to the word included in the accepted search query;
c) generating an item request includingi) the word included in the accepted search query, andii) the one or more words determined to be related to the word included in the accepted search query;
d) retrieving items using the item request, each of the items having an associated performance value which is a function of at least one of (A) a selection rate associated with the item and (B) a conversion rate associated with the item;
e) applying the performance value of each of the retrieved items to a minimum performance threshold to generate a set of filtered items, wherein the performance value of any item retrieved on the basis of the one or more words determined to be related to the word included in the accepted search query is applied to a higher minimum performance threshold than the minimum performance threshold used for the performance value of any item retrieved on the basis of the word included in the accepted search query; and
f) sending at least some of the filtered items towards a client device for rendering.
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0 Petitions
Accused Products
Abstract
If some aspect of serving or scoring an ad is subject to a performance (e.g., click-through rate, etc.) threshold, such a threshold may be adjusted using a confidence factor of the ad targeting used. For example, ads served pursuant to a more relaxed notion of match might have to meet a higher performance threshold (e.g., than the threshold applied to ads served pursuant to a stricter notion of match). Alternatively, or in addition, ads served pursuant to a stricter notion of match might be subject to a lower performance threshold (e.g., than the threshold applied to ads served pursuant to a more relaxed notion of match). Thus, in general, a performance threshold could increase as match confidence decreases, and/or a performance threshold could decrease as match confidence increases.
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Citations
42 Claims
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1. A machine-implemented method comprising:
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a) accepting search query information including a word; b) determining one or more words related to the word included in the accepted search query; c) generating an item request including i) the word included in the accepted search query, and ii) the one or more words determined to be related to the word included in the accepted search query; d) retrieving items using the item request, each of the items having an associated performance value which is a function of at least one of (A) a selection rate associated with the item and (B) a conversion rate associated with the item; e) applying the performance value of each of the retrieved items to a minimum performance threshold to generate a set of filtered items, wherein the performance value of any item retrieved on the basis of the one or more words determined to be related to the word included in the accepted search query is applied to a higher minimum performance threshold than the minimum performance threshold used for the performance value of any item retrieved on the basis of the word included in the accepted search query; and f) sending at least some of the filtered items towards a client device for rendering. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A machine-implemented method comprising:
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a) accepting search query information; b) determining relevant items using the search query information and item targeting information, wherein the act of determining each relevant item includes associating the items with a confidence measure, and wherein each of the items has an associated performance value which is a function of at least one of (A) a selection rate associated with the item and (B) a conversion rate associated with the item; c) applying the performance value of each of the relevant items to a minimum performance threshold to generate a set of filtered items, wherein for a given item, the minimum performance threshold is a function of the confidence measure associated with the determination of relevance of the item; and d) sending at least some of the filtered items towards a client device for rendering. - View Dependent Claims (9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21)
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22. Apparatus comprising:
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a) an input for accepting search query information including a word; b) means for determining one or more words related to the word included in the accepted search query; c) means for generating an item request including i) the word included in the accepted search query, and ii) the one or more words determined to be related to the word included in the accepted search query; d) means for retrieving items using the item request, each of the items having an associated performance value which is a function of at least one of (A) a selection rate associated with the item and (B) a conversion rate associated with the item; e) means for applying the performance value of each of the retrieved items to a minimum performance threshold to generate a set of filtered items, wherein the performance value of any item retrieved on the basis of the one or more words determined to be related to the word included in the accepted search query is applied to a higher minimum performance threshold than the minimum performance threshold used for the performance value of any item retrieved on the basis of the word included in the accepted search query; and f) means for sending at least some of the filtered items towards a client device for rendering. - View Dependent Claims (23, 24, 25, 26, 27, 28)
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29. Apparatus comprising:
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a) an input for accepting search query information; b) means for determining relevant items using the search query information and item targeting information and for associating the items with a confidence measure, wherein each of the items has an associated performance value which is a function of at least one of (A) a selection rate associated with the item and (B) a conversion rate associated with the item; c) means for applying the performance value of each of the relevant items to a minimum performance threshold to generate a set of filtered items, wherein for a given item, the minimum performance threshold is a function of the confidence measure associated with the determination of relevance of the item; and d) means for sending at least some of the filtered items towards a client device for rendering. - View Dependent Claims (30, 31, 32, 33, 34, 35, 36, 37, 38, 39, 40, 41, 42)
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Specification