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Determining the effectiveness of internet advertising

  • US 7,747,465 B2
  • Filed: 03/13/2001
  • Issued: 06/29/2010
  • Est. Priority Date: 03/13/2000
  • Status: Active Grant
First Claim
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1. An apparatus for determining a currently optimal advertisement for an Internet Merchant website through controlled experimentation, the apparatus comprising:

  • (1) an eCommerce system;

    the eCommerce system comprising;

    (a) a webserver;

    (b) an application server configured to perform business logic; and

    (c) a manager console; and

    (2) a dynamic advertising system;

    the dynamic advertising system comprising;

    (a) a server module, the server module comprising;

    (i) a dynamic sampling engine; and

    (ii) a logic module;

    wherein, during an experiment, the eCommerce system and the dynamic advertising system are configured to;

    (a) receive input experimental parameters at the manager console to configure the experiment, wherein the input experimental parameters comprise a sampling strategy;

    (b) receive the input experimental parameters at the dynamic sampling engine, wherein the dynamic sampling engine produces and outputs a plurality of experimental advertisements according to the input experimental parameters;

    (c) respond to web page requests received at the webserver from customers by passing a sample of the web page requests through the application server to the dynamic sampling engine according to the input experimental parameters, wherein the dynamic sampling engine samples via the webserver randomly distributing web pages comprising the plurality of experimental advertisements, one of the plurality of experimental advertisements being output per received user web page request in the sample of the web page requests;

    (d) utilize the logic module to determine a quantifiable interest for each of the plurality of experimental advertisements; and

    (e) utilize the logic module to determine a currently optimal advertisement from the plurality of experimental advertisements via an objective function;

    wherein, at the conclusion of the experiment, the currently optimal advertisement is returned as a default advertisement in response to subsequent customer web page requests.

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