Propensity-to-click targeting and modeling
First Claim
1. A method for utilizing a user of a search engine'"'"'s propensity-to-click on advertisements, the method comprising:
- measuring two or more metrics relating to the user'"'"'s propensity to click on advertising;
calculating a propensity-to-click score for the user based on the two or more measured metrics, wherein the propensity-to-click score for the user indicates the user'"'"'s propensity to click on advertising; and
dynamically determining, using the propensity-to-click score for the user, how to display advertising to the user on a results web page presented in response to a search by the user, wherein the dynamically determining includes determining to display zero advertisements on the results web page presented in response to the search when the user has a low propensity-to-click score.
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Accused Products
Abstract
In an embodiment of the present invention, two or more metrics may be measured from the group consisting of: the user'"'"'s age, the user'"'"'s gender, the user'"'"'s race, the user'"'"'s geographic location, the user'"'"'s annual income, the user'"'"'s profession, types of areas of the search engine that the user frequents, types of searches that the user typically conducts, and the user'"'"'s prior history (short and/or long-term) of clicking on advertisements. A propensity-to-click score may then be calculated for the user based on the two or more measured metrics. Then this score may be used to dynamically determine how to present advertising in response to a search by the user.
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Citations
18 Claims
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1. A method for utilizing a user of a search engine'"'"'s propensity-to-click on advertisements, the method comprising:
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measuring two or more metrics relating to the user'"'"'s propensity to click on advertising; calculating a propensity-to-click score for the user based on the two or more measured metrics, wherein the propensity-to-click score for the user indicates the user'"'"'s propensity to click on advertising; and dynamically determining, using the propensity-to-click score for the user, how to display advertising to the user on a results web page presented in response to a search by the user, wherein the dynamically determining includes determining to display zero advertisements on the results web page presented in response to the search when the user has a low propensity-to-click score. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A hardware apparatus for utilizing a user of a search engine'"'"'s propensity-to-click on advertisements, the apparatus comprising:
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a propensity-to-click metric measurer configured to measure two or more metrics relating to the user'"'"'s propensity to click on advertising; a propensity-to-click score calculator coupled to the propensity-to-click metric measurer and configured to calculate a propensity-to-click score for the user based on the two or more measured metrics, wherein the propensity-to-click score for the user indicates the user'"'"'s propensity to click on advertising; and an advertising dynamic determiner coupled to the propensity-to-click score calculator and configured to dynamically determine, using the propensity-to-click score for the user, how to display advertising to the user on a results web page presented in response to a search by the user, wherein the dynamically determining includes determining to display zero advertisements on the results web page presented in response to the search when the user has a low propensity-to-click score. - View Dependent Claims (9, 10)
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11. A hardware apparatus for utilizing a user of a search engine'"'"'s propensity-to-click on advertisements, the apparatus comprising:
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means for measuring two or more metrics relating to the user'"'"'s propensity to click on advertising; means for calculating a propensity-to-click score for the user based on the two or more measured metrics, wherein the propensity-to-click score for the user indicates the user'"'"'s propensity to click on advertising; and means for dynamically determining, using the propensity-to-click score for the user, how to display advertising to the user on a results web page presented in response to a search by the user, wherein the dynamically determining includes determining to display zero advertisements on the results web page presented in response to the search when the user has a low propensity-to-click score.
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12. A program storage device readable by a machine, tangibly embodying a program of instructions executable by the machine to perform a method for utilizing a user of a search engine'"'"'s propensity-to-click on advertisements, the method comprising:
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measuring two or more metrics relating to the user'"'"'s propensity to click on advertising; calculating a propensity-to-click score for the user based on the two or more measured metrics, wherein the propensity-to-click score for the user indicates the user'"'"'s propensity to click on advertising; and dynamically determining, using the propensity-to-click score for the user, how to display advertising to the user on a results web page presented in response to a search by the user, wherein the dynamically determining includes determining to display zero advertisements on the results web page presented in response to the search when the user has a low propensity-to-click score. - View Dependent Claims (13, 14, 15, 16, 17, 18)
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Specification