Optimal internet ad placement
First Claim
1. A method for optimizing selection of advertisements for transmission to a customer, comprising:
- creating at least one customer profile for a possible recipient of advertisement data, said customer profile reflecting the recipient'"'"'s interests in predetermined characteristics of the advertisement data;
creating an ad-attribute profile for each of said advertisements, said ad-attribute profile comprising a measure of uncertainty regarding said recipient'"'"'s interest in each of said advertisements, wherein said measure of uncertainty is inversely related to a number of times said advertisement has been served;
computing an uncertainty-adjusted probability that said recipient will select each of said advertisements;
computing a value associated with said recipient choosing each of said advertisements; and
selecting the advertisement corresponding to a highest uncertainty-adjusted probability and a highest value.
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Abstract
This invention concerns optimal ad selection for Web pages by selecting and updating an attribute set, obtaining and updating an ad-attribute profile, and optimally choosing the next ad. The present invention associates a set of attributes with each customer. The attributes reflect the customers'"'"' interests and they incorporate the characteristics that impact ad selection. Similarly, the present invention associates with each ad an ad-attribute profile in order to calculate a customer'"'"'s estimated ad selection probability and measure the uncertainty in that estimate. An ad selection algorithm optimally selects which ad to show based on the click probability estimates and the uncertainties regarding these estimates.
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Citations
18 Claims
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1. A method for optimizing selection of advertisements for transmission to a customer, comprising:
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creating at least one customer profile for a possible recipient of advertisement data, said customer profile reflecting the recipient'"'"'s interests in predetermined characteristics of the advertisement data; creating an ad-attribute profile for each of said advertisements, said ad-attribute profile comprising a measure of uncertainty regarding said recipient'"'"'s interest in each of said advertisements, wherein said measure of uncertainty is inversely related to a number of times said advertisement has been served; computing an uncertainty-adjusted probability that said recipient will select each of said advertisements; computing a value associated with said recipient choosing each of said advertisements; and selecting the advertisement corresponding to a highest uncertainty-adjusted probability and a highest value. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13)
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14. A method for optimizing selection of advertisements for customers, comprising:
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creating a customer profile for a customer, the customer profile including customer attributes; creating an advertisement profile for each of a plurality of advertisements, each advertisement profile including an expected revenue based on potential placement of the corresponding advertisement and a measure of uncertainty that is inversely proportional to a number of times said advertisement has been served; for each advertisement, using the customer profile to determine an estimated probability that the customer will respond to the advertisement; and selecting which of the plurality of advertisements to present to the customer based on an estimated value, which includes the probability of the customer taking a specified action, the expected revenue associated with such action, and the measure of uncertainty. - View Dependent Claims (15, 16, 17, 18)
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Specification