System and method for conducting an auction-based ranking of search results on a computer network

• US 7,555,485 B2
• Filed: 08/22/2002
• Issued: 06/30/2009
• Est. Priority Date: 08/22/2002
• Status: Expired due to Fees

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Soulanille, Thomas A.
• Primary Examiner(s): Trujillo; James
• Assistant Examiner(s): Spieler; William
• Application Number:
  US10/226,103
• Publication Number:
  US 20040039733A1
• Time in Patent Office: 2,504 Days
• Field of Search: 707/3, 707/100, 707 4- 5, 707/2, 705/14
• US Class Current: 1/1
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/08 Auctions
• CPC Class Codes: Y10S 707/99932 Access augmentation or optimizing
• CPC Class Codes: Y10S 707/99933 Query processing, i.e. searching

Abstract

A method and system are disclosed for displaying a search result list in response to a search request from a searcher using a computer network. Ranks in the search result list are auctioned for a search term for a determined display period. A database is maintained to include search listings, where the search listings are associated with a winning bidder for a specified rank in the search result list, the search term and the determined display period. The search result list displayed to the searcher includes search listings ordered in accordance with respective ranks, for the determined display period.

Claims

1. A computer implemented method of generating a search result list substantially in real time in response to a search request from a searcher using a computer network, comprising:

auctioning a determined search result list display period through a distributed computer system, wherein the auctioning includes auctioning actual ranking positions in the search result list for a search term for the determined display period, and after the auction closes, winning bidders are guaranteed the actual ranking positions for the search term during the determined display period;

maintaining a database, on a storage medium included in the distributed system including a plurality of search listings, wherein a search listing is associated with the winning bidders for the actual ranking positions for the search term and the determined display period; and

,

generating the search result list and displaying the search result list to the searcher through a display included in the distributed computer system, the search result list comprising the search listings ordered in accordance with the actual ranking positions, for the determined display period.

2. The method of claim 1 wherein the auction of the actual ranking positions is open during a determined time period.

3. The method of claim 1, further comprising:

receiving a search request from a searcher; and

identifying the search listings having search terms generating a match with the search request before displaying the search result list.

4. The method of claim 3, further comprising:

ordering the identified search listings into the search result list in accordance with the winning bidders for the actual ranking positions and the determined display period.

5. The method of claim 1 wherein the search listing includes a description of a network information provider'"'"'s web site.

6. The method of claim 1 wherein the search listing includes a Uniform Resource Locator (URL) corresponding to a website of a network information provider.

7. The method of claim 1 wherein the determined display period comprises a day.

8. The method of claim 1 wherein the determined display period comprises a week.

9. The method of claim 1 wherein the determined display period comprises a month.

10. The method of claim 1 wherein the determined display period comprises a quarter of a year.

11. The method of claim 1 further comprising providing a bidding tool to aid a network information provider in placing a bid.

12. The method of claim 11 wherein the bidding tool calculates an estimated value to the network information provider to bid.

13. The method of claim 12, further comprising:

accepting bids for a determined search term and actual ranking positions according to the calculated estimated value to the network information provider.

14. The method of claim 12 wherein the calculation considers values input by the network information provider.

15. The method of claim 14, wherein the values include at least one of a value per expected impression, a base of a visit, a value of a first action occurring, or a value of a second action occurring.

16. The method of claim 15, wherein the first action comprises a navigation by the searcher to a particular area of the network information provider'"'"'s website, and the second action comprises purchasing an item by the searcher from the network information provider'"'"'s website.

17. The method of claim 15, wherein the value per expected impression comprises a branding value being observed at the auctioned actual ranking positions.

18. The method of claim 15, wherein the base value of the visit comprises a value of future probability of a business relationship.

19. The method of claim 14 wherein the calculation considers an estimated number of clicks during the determined display period for the actual ranking positions of the search listing.

20. The method of claim 1, wherein a highest actual ranking position is auctioned off first.

21. The method of claim 1 further comprising:

auctioning actual ranking positions at a second auction, where the actual ranking positions remain after the close of a first auction.

22. The method of claim 21 wherein the auctioning of actual ranking positions comprises auctioning actual ranking positions for an alternate determined display period.

23. The method of claim 1, further comprising:

accepting bids for a determined search term and actual ranking positions for a current auction and subsequent auction of the same length of the determined display period.

24. The method of claim 1, wherein the actual ranking positions guaranteed during the determined display period are available for another auctioning for a different determined display period.

25. A computer implemented method of generating a search result list, comprising:

auctioning a determined search result list display period through a distributed computer system, wherein the auctioning includes auctioning actual ranking positions in the search result list in accordance with bid amounts for a specified rank for a selected search term for the determined display period, and after the auction closes, winning bidders are guaranteed the actual ranking position for the selected search term during the determined display period; and

,

providing a bidding tool to a bidder, the bidding tool retained in a storage medium for a server included in the distributed computer system, wherein the bidding tool assists the bidder in determining the bid amount for the actual ranking positions and the determined display period for the selected search term.

26. The method of claim 25 wherein the bidding tool calculates an estimated value for the bidder to bid.

27. The method of claim 26, further comprising:

accepting bids for a determined search term and actual ranking positions according to the calculated estimated value to the bidder.

28. The method of claim 26 wherein the calculation considers values input by the bidder.

29. The method of claim 28, wherein the values include at least one of a value per expected impression, a base value of a visit, a value of a first action occurring or a value of a second action occurring.

30. The method of claim 29, wherein the first action comprises a navigation by the searcher to a particular area of the network information provider'"'"'s website, and the second action comprises purchasing an item by the searcher from the network information provider'"'"'s website.

31. The method of claim 29, wherein the value per expected impression comprises a branding value being observed at the auctioned actual ranking positions.

32. The method of claim 29, wherein the base value of the visit comprises a value of future probability of a business relationship.

33. The method of claim 28 wherein the calculation considers an estimated number of clicks during the determined display period for the actual ranking positions of the search listing.

34. The method of claim 25 wherein a highest actual ranking position is auctioned off first.

35. The method of claim 25 further comprising:

auctioning actual ranking positions at a second auction, where the actual ranking positions remain after the close of a first auction.

36. The method of claim 35 wherein the auctioning of actual ranking positions comprises auctioning actual ranking positions for an alternate determined display period.

37. The method of claim 25, further comprising:

accepting bids for a determined search term and actual ranking positions for a current auction and subsequent auction of the same length of the determined display period.

38. The method of claim 25, wherein the actual ranking positions guaranteed during the determined display period are available for another auctioning for a different determined display period.

39. A computer implemented method of displaying a result list on a computer network, comprising:

auctioning a determined search result list display period through a distributed computer system, wherein the auctioning includes auctioning actual ranking positions in the search result list in accordance with bid amount for a specified rank for a selected search term for the determined display period, and after the auction closes, winning bidders are guaranteed the actual ranking position for the selected search term during the determined display period; and

,

displaying to a user, through a display included in the distributed computer system, at least part of the result list when the selected term matches a term entered by the user.

40. The method of claim 39 wherein the auction of actual ranking positions is open during a determined time period.

41. The method of claim 39, further comprising:

receiving a request from the user; and

identifying listings having terms generating a match with the request before displaying the result list.

42. The method of claim 41, further comprising:

ordering the identified listings into the result list in accordance with the winning bidders for the actual ranking positions and the determined display period.

43. The method of claim 41 wherein the listing includes a description of a network information provider'"'"'s web site.

44. The method of claim 41 wherein the listing includes a Uniform Resource Locator (URL) corresponding to a website of a network information provider.

45. The method of claim 39 wherein the determined display period comprises a day.

46. The method of claim 39 further comprising providing a bidding tool to aid a network information provider in placing a bid.

47. The method of claim 46 wherein the bidding tool calculates an estimated value to the network information provider to bid.

48. The method of claim 47, further comprising:

accepting bids for a determined term actual ranking positions according to the calculated estimated value to the network information provider.

49. The method of claim 47 wherein the calculation considers values input by the network information provider.

50. The method of claim 49, wherein the values include at least one of a value per expected impression, a base value of a visit, a value of a first action occurring or value of a second action occurring.

51. The method of claim 50, wherein the first action comprises a navigation by the searcher to a particular area of the network information provider'"'"'s website, and the second action comprises purchasing an item by the searcher from the network information provider'"'"'s website.

52. The method of claim 50, wherein the value per expected impression comprises a branding value being observed at the auctioned actual ranking positions.

53. The method of claim 50, wherein the base value of the visit comprises a value of future probability of a business relationship.

54. The method of claim 49 wherein the calculation considers an estimated number of clicks during the determined display period for the actual ranking positions of the listing.

55. The method of claim 39 further comprising:

auctioning actual ranking positions at a second auction, where the actual ranking positions remain after the close of a first auction.

56. The method of claim 55 wherein the auctioning of actual ranking positions comprises auctioning actual ranking positions for an alternate determined display period.

57. The method of claim 39, further comprising:

accepting bids for a determined term and actual ranking positions for a current auction and a subsequent auction of the same length of the determined display period.

58. The method of claim 39 wherein the actual ranking positions are auctioned consecutively.

59. The method of claim 39 wherein at least a portion of the actual ranking positions are auctioned at the same time.

60. The method of claim 39 wherein the winning bidders of auctioned actual ranking positions are based on a bid amount.

61. The method of claim 39, wherein the actual ranking positions guaranteed during the determined display period are available for another auctioning for a different determined display period.

62. A computer implemented method of displaying a search result list to a searcher, comprising:

auctioning a determined search result list display period through a distributed computer system, wherein the auctioning includes auctioning actual ranking positions in the search result list corresponding to a selected search term for the determined display period;

closing the auction of actual ranking positions after a determined time period elapses;

maintaining a database, on a storage medium included in the distributed computer system, including a plurality of search listings, wherein each search listing is associated with winning bidders for actual ranking positions in the search result list, the search term, and the determined display period;

receiving a search request from the searcher;

identifying the search listings having search terms generating a match with the search request;

ordering the identified search listings into the search result list in accordance with the winning bidders for each actual ranking position and the determined display period; and

,

displaying to the searcher, through a display included in the distributed computer system, at least part of the search result list when the selected search term matches a search term entered by the searcher; and

,

wherein after the auction closes, the winning bidders are guaranteed the actual ranking positions for the selected search term during the determined display period.

63. The method of claim 62 wherein the search listing includes a description of a network information provider'"'"'s web site.

64. The method of claim 62 wherein the search listing includes a Uniform Resource Locator (URL) corresponding to a website of a network information provider.

65. The method of claim 62 wherein the determined display period comprises a day.

66. The method of claim 62 further comprising:

auctioning actual ranking positions at a second auction, where the actual ranking positions remain after the close of a first auction.

67. The method of claim 66 wherein the auctioning of actual ranking positions comprises auctioning actual ranking positions for an alternate determined display period.

68. The method of claim 62, further comprising:

accepting bids for a determined search term and actual ranking positions for a current auction ranking and subsequent auction of the same length of the determined display period.

69. The method of claim 62 wherein the actual ranking positions are auctioned consecutively.

70. The method of claim 62 wherein at least a portion of the actual ranking positions are auctioned at the same time.

71. The method of claim 62 wherein a winning bidders of an auctioned actual ranking positions are based on a bid amount.

72. The method of claim 62 wherein the auctioning of actual ranking positions provides for a bidder to automatically bid on a present auction.

73. The method of claim 72 wherein the auctioning of actual ranking positions provides for a bidder to automatically bid on subsequent auctions.

74. The method of claim 62, wherein the actual ranking positions guaranteed during the determined display period are available for another auctioning for a different determined display period.