Advertisement display depth optimization to maximize click activity page yield
First Claim
1. A method for maximizing page yield in the display of advertisements to searching Web users, the method executed by a server having a processor and memory, the method comprising:
- tracking click activity, by the server, associated with a plurality of advertisements displayed to a plurality of users through a hierarchal set of search results pages associated with a keyword that are delivered by a search engine;
tracking bidding activity, by the server, of a plurality of advertisers related to the keyword and corresponding advertisements of the plurality of advertisements;
applying, by the server, at least one component model to the click or bidding activity as correlated with a particular search results page of the hierarchal set of search results pages via which the advertisements receiving the click activity are displayed, wherein the at least one component model generates a set of output values representative of the tracked click activity; and
providing, by the server, the output values to the at least one component model to iteratively optimize a number of advertisements displayed on the particular search results page via which at least some of the advertisements are displayed in response to a query for the keyword.
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Abstract
A method for maximizing page yield in advertisement display to Web users includes tracking click activity associated with advertisements displayed to users through a hierarchal set of search results pages associated with a keyword; tracking bidding activity by advertisers related to the keyword and corresponding advertisements of the advertisements; applying at least one component model to the click or bidding activity as correlated with a particular search results page of the hierarchal set of search results pages via which the advertisements receiving the click activity are displayed, wherein the at least one component model generates a set of output values representative of the tracked click activity; and providing the output values to the at least one component model to iteratively optimize a number of advertisements displayed on the particular search results page via which at least some of the advertisements are displayed in response to a query for the keyword.
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Citations
25 Claims
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1. A method for maximizing page yield in the display of advertisements to searching Web users, the method executed by a server having a processor and memory, the method comprising:
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tracking click activity, by the server, associated with a plurality of advertisements displayed to a plurality of users through a hierarchal set of search results pages associated with a keyword that are delivered by a search engine; tracking bidding activity, by the server, of a plurality of advertisers related to the keyword and corresponding advertisements of the plurality of advertisements; applying, by the server, at least one component model to the click or bidding activity as correlated with a particular search results page of the hierarchal set of search results pages via which the advertisements receiving the click activity are displayed, wherein the at least one component model generates a set of output values representative of the tracked click activity; and providing, by the server, the output values to the at least one component model to iteratively optimize a number of advertisements displayed on the particular search results page via which at least some of the advertisements are displayed in response to a query for the keyword. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13)
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14. A method for maximizing page yield by optimizing display depth of advertisements displayed to searching Web users, the method executed by a server having a processor and memory, the method comprising:
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(a) tracking click activity, by the server, on a plurality of advertisements by a plurality of users via a set of hierarchal search results pages delivered in response to a search query for a keyword by a search engine; (b) tracking bidding activity, by the server, of a plurality of advertisers related to the keyword and corresponding advertisements of the plurality of advertisements; and (c) calculating, by the processor, an optimum number of advertisements (d*) to display on a particular search results page of the set of hierarchal search results pages in response to the search query such that maximizes the expected page yield according to at least one business objective, wherein the expected page yield of the particular search results page is calculated by summing, at each of a plurality of display depths within d*, a probability of a click at the display depth times a bid price estimate at the display depth, wherein the probability of click and the bid price estimate are obtained from sampled related curves formed from the tracked click and bidding activities based on at least one query; (d) executing, by the processor, a Monte Carlo randomization procedure to include; (i) randomly sampling probability and bid/price curves related at least one different query; (ii) recalculating d* as per step (c); and (iii) repeating steps (i) and (ii) to calculate potential multiple optimum numbers (d*) of advertisements; and (e) serving, by the server, to the particular search results page at least some of the plurality of advertisements according to at least one calculated value of d* in response to the search query for the keyword. - View Dependent Claims (15, 16, 17, 18, 19)
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20. A method for maximizing page yield by optimizing display depth of advertisements displayed to searching Web users, the method executed by a server having a processor and memory, the method comprising:
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(a) tracking click activity, by the server, on a plurality of sponsored advertisements by a plurality of users via a set of hierarchal search results pages delivered in response to a search query for a keyword by a search engine; (b) tracking bidding activity, by the server, of a plurality of advertisers related to the keyword and corresponding advertisements of the plurality of advertisements; (c) calculating, by the processor, an optimum number of advertisements (k*) to display on a particular search results page of the set of hierarchal search results pages in response to the search query such that a probability that a total share of click volume being greater than that of any of the plurality of advertisers is less than or equal to a predetermined business tuning parameter (β
), wherein the probability values are obtained from a probability of click distribution based on the tracked click activity from at least one query;(d) executing, by the processor, a Monte Carlo randomization procedure to include; (i) randomly sampling a different probability of click distribution than that of step (c) based on at least one different query; (ii) recalculating k* as per step (c); and (iii) repeating steps (i) and (ii) to calculate potential multiple optimum numbers (k*) of advertisements; and (e) serving, by the server, to the particular search results page at least some of the plurality of advertisements according to at least one calculated value of k* in response to the search query for the keyword. - View Dependent Claims (21, 22, 23, 24)
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25. A method for maximizing page yield by optimizing display depth of advertisements displayed to searching Web users, the method executed by a server having a processor and memory, the method comprising:
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(a) tracking click activity, by the server, on a plurality of sponsored advertisements by a plurality of users via a set of hierarchal search results pages delivered in response to a search query for a keyword by a search engine; (b) tracking bidding activity, by the server, of a plurality of advertisers related to the keyword and corresponding advertisements of the plurality of advertisements; (c) calculating, by the processor, an optimum number of advertisements (k*) to display on a particular search results page of the set of hierarchal search results pages in response to the search query such that a probability that a total share of click volume being greater than that of any of the plurality of advertisers is less than or equal to a predetermined business tuning parameter (β
), wherein k* represents a display depth on the particular search results page;(d) computing, by a class cardinality module coupled with the processor, class cardinality of the plurality of advertisers based on price bid elasticity of each advertiser for the keyword, wherein the class cardinality includes classes comprising at least market maker, market follower, and market neutral; (e) decrementing, by the processor, k* by 1 if the class of the advertiser at the display depth corresponding to k* is market neutral; (f) repeating, by the processor, step (e) until the advertiser at the given depth is determined to be a market maker or a market follower; and (g) serving, by the server, to the particular search results page at least some of the plurality of advertisements according to at least one calculated value of k* in response to the search query for the keyword.
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Specification