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

• US 7,702,672 B2
• Filed: 05/28/2009
• Issued: 04/20/2010
• 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:
  US12/473,663
• Publication Number:
  US 20090240600A1
• Time in Patent Office: 327 Days
• Field of Search: 707/999.002, 707/999.003, 707/999.1, 705/14
• US Class Current: 707/706
• 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 auctioning the placement of advertisements on a website through a distributed computer system, comprising:

providing, through the distributed computer system, a plurality of actual ranking positions and a search result list containing the actual ranking positions; and

auctioning, through the distributed computer system, the actual ranking positions in the search result list for a determined display period during which advertisements are displayed at the actual ranking positions in the search result list.

2. The method of claim 1, wherein after the auction closes, winning bidders are guaranteed the actual ranking positions in the search result list during the determined display period.

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

4. The method of claim 2, further comprising:

preparing the search result list for the determined display period such that advertisements corresponding to the winning bidders for the actual ranking positions are arranged in the actual ranking positions.

5. The method of claim 1, wherein the determined display period comprises a portion of a holiday season.

6. The method of claim 1, wherein the actual ranking positions are auctioned consecutively.

7. The method of claim 1, wherein if the winning bidder for one of the actual ranking positions had bids on any lower actual ranking positions, the bids on any lower actual ranking positions are removed from consideration.

8. The method of claim 1, wherein the search result list is for a search term, and wherein the search result list is displayed by a search engine.

9. A computer system for managing auctions of actual ranking positions in a search result list, comprising:

a computer readable storage medium including a bidding database that stores;

information about actual ranking positions; and

information about bids in an auction for the actual ranking positions;

wherein the actual ranking positions are for ranking positions in a search result list for a determined display period; and

a processor configured to receive and store the information about bids in the auction for the actual ranking positions.

10. The system of claim 9, wherein the processor is further configured to generate a search result list from the information about actual ranking positions and the information about bids in the auction for the actual ranking positions, and wherein the search result list comprises search listings of winning bidders of the auction for the actual ranking positions.

11. The system of claim 9, wherein the bidding database stores status information about the actual ranking positions comprising a designation of one of the following:

available, sales hold, auction hold, editorial hold, and committed.

12. The system of claim 9, wherein the search result list is for a determined search term.

13. The system of claim 9, wherein the distributed computer system is configured to transmit at least a portion of one of the information about actual ranking positions or the information about bids in the auction for the actual ranking positions to a third-party web server.

14. A computer system for generating a search result list, comprising:

a first computer readable storage medium including an inventory database that stores information about actual ranking positions for a determined search term for a determined display period;

a second computer readable storage medium including an auction database that stores information about bids for the actual ranking positions for a determined search term for a determined display period; and

a search engine web server that includes a search database including search listing records; and

wherein the search engine web server is configured so that when it receives a query, the search engine web server generates and transmits a search result list page, wherein a plurality of actual ranking positions on the search result list page correspond to winning bidders in the auction for the actual ranking position for the search term for a determined display period.

15. The system of claim 14, wherein the search engine web server includes a search engine web page configured to allow a searcher to input the query.

16. The system of claim 14, wherein the query is forwarded to the search engine web server from a third-party web server.

17. The system of claim 14, wherein the search engine web server generates and transmits the search result list page substantially in real time.

18. The system of claim 14, wherein actual ranking positions which were not successfully bid on are generated by a search engine utilizing an objective distributed database and a text searching algorithm.