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Estimating inventory, user behavior, and/or cost and presentation attributes for an advertisement for use with an advertising system

  • US 8,224,689 B1
  • Filed: 02/28/2011
  • Issued: 07/17/2012
  • Est. Priority Date: 01/10/2003
  • Status: Expired due to Term
First Claim
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1. A computer-implemented method, comprising:

  • receiving a candidate ad, the candidate ad associated with a plurality of keywords for triggering display of the candidate ad;

    for each of the plurality of keywords, identifying a respective plurality of user queries that match the keyword according to respective matching criteria of the candidate ad; and

    determining, by one or more processors, a cost estimate or presentation attribute for the candidate ad based on simulated auctions performed for a respective proportion of the respective plurality of user queries for each of the plurality of keywords, the simulated ad auctions being between the candidate ad and one or more competing ads, the respective proportion different from zero or unity.

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