Value system for dynamic composition of pages

• US 7,574,651 B2
• Filed: 01/15/2004
• Issued: 08/11/2009
• Est. Priority Date: 06/26/2003
• Status: Active Grant

• Current Assignee: Pinterest, Inc.
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Rosensweig, Daniel L., Ebrahimi, Armin G.
• Primary Examiner(s): Hutton; Doug
• Assistant Examiner(s): ORR, HENRY W
• Application Number:
  US10/758,969
• Publication Number:
  US 20060161843A1
• Time in Patent Office: 2,035 Days
• Field of Search: 715/513, 715/243, 715/234, 709/209, 705/14
• US Class Current: 715/243
• CPC Class Codes: G06F 16/972 Access to data in other repository systems, e.g. legacy data or dynamic Web page generation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0264 based upon schedule

Abstract

Pages are dynamically composed in order to increase the overall value of the page. In one approach, the overall value of the page is a function of the actual values of the page components that compose the page. These, in turn, are functions of the nominal value of the page components and of an effectiveness of the page components on the page. The actual values of the page components are expressed in a same unit of measure, thus facilitating direct comparison of their relative values.

Claims

1. A method for building a web page comprising:

receiving a request from a user;

dynamically composing the web page in response to the request; and

making the web page available to the user,

wherein the step of dynamically composing the web page comprises;

identifying a set of candidate components used in a default composition of the web page, each candidate component in the set of candidate components having a nominal value;

selecting a subset of the candidate components for placement onto the web page as page components, wherein at least one component in the selected subset comprises an advertisement and at least one different component in the selected subset comprises a non-advertising content, further wherein the selecting is determined by an optimization of an actual page value of the web page;

placing the subset of the candidate components onto the web page as page components; and

eliminating page components from the web page when such elimination increases the actual page value of the web page,

further wherein the actual page value of the web page is a function of a respective actual value of each respective page component placed on the web page and wherein the actual value of each respective page component placed on the web page is determined by a nominal value of the respective page component and an effectiveness of the respective page component on the web page, wherein the effectiveness of the page component is based on a clutter of the web page, further wherein the respective actual value of each respective page component is based on a relevance of each respective page component to a context of the web page.

2. The method of claim 1 wherein the respective actual value of each respective page component placed on the web page is in a common unit of measure.

3. The method of claim 1 wherein the respective actual value of each respective page component placed on the web page is determined irrespective of a relevance of each respective page component to a search query.

4. The method of claim 1 wherein the respective actual value of each respective page component is based on a relevance of each respective page component to the other page components on the web page.

5. The method of claim 1 wherein:

the actual page value equals a sum of the actual values of the page components on the web page; and

the respective actual value of each respective page component on the web page equals the nominal value of the respective page component multiplied by the effectiveness of the respective page component on the web page.

6. The method of claim 1 further comprising determining a nominal value of a candidate component in said subset of the candidate components, wherein the candidate component is an advertisement page component, and the determining is based on a revenue generated by placement of the advertisement page component on the web page.

7. The method of claim 1 further comprising determining a nominal value of a candidate component in said subset of the candidate components based on a relevancy of the candidate component to the request.

8. The method of claim 7 wherein:

the request was generated by a requesting web page; and

the step of determining a nominal value of the candidate component based on a relevancy of the candidate component to the request comprises determining a nominal value of the candidate component based on a relevancy of the candidate component to the requesting web page.

9. The method of claim 8 wherein the candidate component is a content candidate component.

10. The method of claim 7 wherein the step of determining a nominal value of the candidate component comprises determining a nominal value of the candidate component based on a relevance of the candidate component to a demographic profile of the user.

11. The method of claim 7 wherein the step of determining a nominal value of the candidate component comprises determining a nominal value of the candidate component based on a geographic location of the user.

12. The method of claim 7 wherein the step of determining a nominal value of the candidate component comprises determining a nominal value of the candidate component based on a relevance of the candidate component to a behavioral profile of the user.

13. The method of claim 7 wherein:

the candidate component has a plurality of versions; and

the step of determining a nominal value of the candidate component comprises determining a nominal value of the candidate component based on the version of the candidate component placed on the web page.

14. The method of claim 1 further comprising:

tracking user follow-through on the web page; and

updating the nominal value of a page component on the web page in response to the tracking.

15. The method of claim 14 wherein the step of tracking user follow-through on the web page comprises tracking link follow-through on the web page.

16. The method of claim 1 wherein the effectiveness of the page component is based on the identity of another page component on the web page.

17. The method of claim 1 wherein the step of selecting a subset of the candidate components for placement on the web page as page components comprises:

for at least one page component, selecting a version of the page component.

18. The method of claim 17 wherein the step of selecting a version of the page component is based on an available bandwidth for the user.

19. The method of claim 1 wherein the step of dynamically composing a web page in response to the request comprises:

using a static composition for a portion of the web page; and

dynamically composing a remainder of the web page in response to the request.

20. The method of claim 1 wherein the request uniquely identifies a web page.

21. The method of claim 1 wherein the request comprises a search request.

22. The method of claim 1 wherein the step of making the web page available to the user comprises transmitting the web page to the user.

23. The method of claim 1 wherein:

the step of receiving a request from a user comprises receiving a request from the user via the Internet;

the step of dynamically composing a web page in response to the request comprises dynamically composing a web page in response to the request; and

the step of making the web page available to the user comprises transmitting the web page to the user via the Internet.

24. The method of claim 1 wherein the effectiveness of each respective page component is equal to the clutter of the web page.

25. The method of claim 24 wherein the clutter of the web page is computed using a mathematical model based on the areas occupied by the page components on the web page and a total area of the web page.

26. The method of claim 1 wherein the nominal value of each respective page component is equal to the relevancy of the respective page component to the request.

27. The method of claim 26 wherein the relevancy of a respective page value is provided by a third party application.

28. The method of claim 1 wherein the nominal value of each respective page component is assigned by a provider of the component.

56. The method of claim 1 wherein the non-advertising content comprises a news article.

29. A method for building a database of page components and for using said database to build a web page in response to a request from a user, the method comprising:

receiving information describing a plurality of page components;

registering the plurality of page components in a database of page components to reflect the received information;

receiving a request from a user;

identifying a set of candidate components from the database of page components used in a default composition of the web page, each candidate component having a nominal value;

selecting a subset of the candidate components for placement onto the web page as page components, wherein at least one component in the selected subset comprises an advertisement and at least one different component in the selected subset comprises a non-advertising content, further wherein the selecting is determined by an optimization of an actual page value of the web page;

placing the subset of the candidate components onto the web page as page components;

eliminating page components from the web page when such elimination increases the actual page value of the web page,

wherein the actual page value of the web page is a function of a respective actual value of each respective page component placed on the web page and wherein the actual value of each respective page component placed on the web page is determined by a nominal value of the respective page component and an effectiveness of the respective page component on the web page, wherein the effectiveness of the page component is based on a clutter of the web page, further wherein the respective actual value of each respective page component is based on a relevance of each respective page component to a context of the web page, and

further wherein the effectiveness increases when the page component has a synergistic effect with another page component on the web page and the effectiveness decreases when the page component incurs distraction from another page component on the web page; and

making the web page available to the user.

30. The method of claim 29 wherein:

the step of receiving the request from a user comprises receiving a request from a web server on behalf of a browser operated by the user; and

the step of making the web page available to the user comprises identifying the web page to the web server for communication of the web page to the browser operated by the user.

31. The method of claim 29 wherein:

the received information comprises a category for classifying a page component in said plurality of page components; and

the step of identifying a set of candidate components from the database of page components comprises identifying the candidate component based at least in part on the category of each page component in the database of page components.

32. The method of claim 29 wherein:

the received information comprises a plurality of versions of each page component in the plurality of page components; and

the step of selecting a subset of the candidate components for placement on the web page as page components comprises selecting one of said versions of the page component.

33. The method of claim 32 wherein the received information further comprises a bandwidth rating for one of said versions of the page component in the plurality of versions of the page component.

34. The method of claim 29 wherein, for each page component in at least a portion of the page components in the plurality of page components, the received information comprises relevant date information for the page component.

35. The method of claim 29 wherein:

the received information comprises a target demographic for each page component in the plurality of page components; and

the nominal value for each page component is based on a match between the target demographic and a demographic profile of the user.

36. The method of claim 29 wherein:

the received information comprises a subject matter descriptor for a first page component in the plurality of page components; and

the step of identifying a set of candidate components from the database of page components comprises identifying the first page component based at least in part on the subject matter descriptor for the first page component.

37. The method of claim 29 wherein the respective actual value of each respective page component placed on the web page is determined irrespective of a relevance of each respective page component to a search query.

38. The method of claim 29 wherein the respective actual value of each respective page component is based on a relevance of each respective page component to the other page components on the web page.

39. The method of claim 29 wherein the received information is received via a predefined application program interface.

40. The method of claim 29 wherein the step of receiving information describing the plurality of page components comprises:

crawling through a network of web pages; and

generating information describing the plurality of page components within the network of web pages.

41. The method of claim 29 wherein the effectiveness of each respective page component is equal to the clutter of the web page.

42. The method of claim 41 wherein the clutter of the web page is computed using a mathematical model by a sum of the squares of the areas occupied by the page components on the web page.

43. The method of claim 29 wherein the nominal value of each respective page component is equal to the relevancy of the respective page component to the request.

44. The method of claim 43 wherein the relevancy of a respective page value is provided by a third party application.

45. The method of claim 29 wherein the nominal value of each respective page component is assigned by a provider of the component.

57. The method of claim 29 wherein the non-advertising content comprises at least one of an article, a map, and a chart.

46. A computer readable medium having stored therein data representing instructions executable by a programmed processor for building a web page in response to a request from a user with a plurality of page components that can be used to compose the web page, the computer readable medium comprising instructions operative to:

receiving the request from the user;

composing the web page dynamically in response to the request;

identifying a set of candidate components for the web page from the plurality of page components, each candidate component having a nominal value;

selecting a subset of the candidate components for placement onto the web page as page components, wherein at least one component in the selected subset comprises an advertisement and at least one different component in the selected subset comprises a non-advertising content,

wherein the selecting is determined by an optimization of an actual page value of the web page,

wherein the actual page value of the web page is a function of a respective actual value of each respective page component placed on the web page and wherein the actual value of each respective page component placed on the web page is based on a nominal value of the page component and an effectiveness of the page component on the web page, wherein the effectiveness of the page component is based on a clutter of the web page, further wherein the respective actual value of each respective page component is based on a relevance of each respective page component to a context of the web page, and

further wherein the effectiveness of the page component increases when the page component has a synergistic effect with another page component on the web page and the effectiveness of the page component decreases when the page component incurs distraction from another page component on the web page; and

making the web page available to the user.

47. The computer readable medium of claim 46 further comprising instructions operative to:

calculating the actual page value as a sum of the actual values of the page components on the web page; and

calculating the actual value of the page component as the nominal value of the page component multiplied by the effectiveness of the page component on the web page.

48. The computer readable medium of claim 46 further comprising instructions operative to:

determining the respective actual value of each respective page component placed on the web page irrespective of a relevance of each respective page component to a search query.

49. The computer readable medium of claim 46 further comprising instructions operative to:

determining the nominal values of the candidate components based on a relevance of each candidate component to a demographic profile of the user.

50. The computer readable medium of claim 46 further comprising instructions operative to:

determining the nominal value of the candidate component based on a relevance of the candidate component to a behavioral profile of the user.

51. The computer readable medium of claim 46 further comprising instructions operative to:

tracking link follow-through on the web page; and

updating the nominal value of the page component in response to the tracking.

52. The computer readable medium of claim 46 wherein the respective actual value of each respective page component is based on a relevance of each respective page component an identity of another page component on the web page.

53. The computer readable medium of claim 46 further comprising instructions operative to:

receiving information describing the set of candidate components; and

registering the set of candidate components.

54. The computer readable medium of claim 53 further comprising instructions operative to communicating a candidate component registration change.

55. The computer readable medium of claim 46 wherein the effectiveness of the page component is computed using a mathematical model incorporating the areas occupied by the page components on the web page and a total area of the page.

58. The method of claim 46 wherein the non-advertising content comprises at least one of non-advertising link and a non-advertising search result.