Content item location arrangement

• US 8,311,875 B1
• Filed: 10/30/2007
• Issued: 11/13/2012
• Est. Priority Date: 10/30/2007
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Lloyd, Matthew I.
• Primary Examiner(s): LOFTIS, JOHNNA RONEE
• Application Number:
  US11/928,840
• Time in Patent Office: 1,841 Days
• Field of Search: 705/7.29
• US Class Current: 705/7.29
• CPC Class Codes: G06Q 30/0241 Advertisements

Abstract

One or more content items associated with a content property are identified, each of the one or more content items associated with one or more performance measures. A rank score is determined for each of the one or more content items. One or more locations are identified for display proximate to the one or more content items based on the rank score for each of the one or more content items, and one or more other content items are provided for display in each of the one or more content item locations.

Claims

1. A method, comprising:

receiving content items for rendering at respective content item locations in a content page, each of the content items having a rank score indicating a relative likelihood that a user will access the corresponding content item;

determining rendering locations for displaying advertisements in the content page, each of the rendering locations being proximate to a content item location of at least one of the content items in the content page;

ranking the rendering locations based on rank scores of the content items, wherein the rendering locations are assigned a rank based on rank scores of content items proximate to the rendering locations;

receiving multiple advertisements, each of the advertisements being associated with one or more performance measures each indicating an effectiveness of the corresponding advertisement; and

providing the content page for display, the content page comprising the content items and advertisements, the advertisements to be rendered at the rendering locations, wherein an advertisement associated with a higher effectiveness is placed at a higher ranked rendering location, wherein the method is performed by one or more computer devices.

2. The method of claim 1, wherein the one or more performance measures include at least one of a click-through rate or a conversion rate of the corresponding advertisement.

3. The method of claim 1, further comprising:

obtaining a time stamp associated with each of the content items, the time stamp identifying when the corresponding content item was displayed on the content page; and

determining the rank score for each of the content items based on the time stamp associated with each content item.

4. The method of claim 1, wherein the content items include text messages in a message board posted on the content page.

5. The method of claim 4, further comprising:

determining, for each of the text messages, whether the text message has been read by the user; and

determining the rank score for each of the content items based at least in part on whether the text message of the content item has been read by the user.

6. The method of claim 1, further comprising:

obtaining a click-through rate associated with each of the content items; and

determining the rank score for each of the content items based at least in part on the click-through rate associated with the corresponding content item.

7. The method of claim 1, further comprising:

identifying one or more keywords associated with each of the content items;

determining a number of popular keywords among the one or more keywords; and

determining the rank score for each of the content items based at least in part on the number of popular keywords associated with the corresponding content item.

8. A system, comprising:

one or more computer devices programmed to perform operations comprising;

receiving content items for rendering at respective content item locations in a content page, each of the content items having a rank score indicating a relative likelihood that a user will access the corresponding content item;

determining rendering locations for displaying advertisements in the content page, each of the rendering locations being proximate to a content item location of at least one of the content items in the content page;

ranking the rendering locations based on rank scores of the content items, wherein the rendering locations are assigned a rank based on rank scores of content items proximate to the rendering locations;

receiving multiple advertisements, each of the advertisements being associated with one or more performance measures each indicating an effectiveness of the corresponding advertisement; and

providing the content page for display, the content page comprising the content items and advertisements, the advertisements to be rendered at the rendering locations, wherein an advertisement associated with a higher effectiveness is placed at a higher ranked rendering location.

9. The system of claim 8, wherein the one or more performance measures include at least one of a click-through rate or a conversion rate of the corresponding advertisement.

10. The system of claim 8, the operations further comprising:

obtaining a time stamp associated with each of the content items, the time stamp identifying when the corresponding content item was displayed on the content page; and

determining the rank score for each of the content items based on the time stamp associated with each content item.

11. The system of claim 8, wherein the content items include text messages in a message board posted on the content page.

12. The system of claim 11, the operations further comprising:

determining, for each of the text messages, whether the text message has been read by the user; and

determining the rank score for each of the content items based at least in part on whether the text message of the content item has been read by the user.

13. The system of claim 8, the operations further comprising:

obtaining a click-through rate associated with each of the content items; and

determining the rank score for each of the content items based at least in part on the click-through rate associated with the corresponding content item.

14. The system of claim 8, the operations further comprising:

identifying one or more keywords associated with each of the content items;

determining a number of popular keywords among the one or more keywords; and

determining the rank score for each of the content items based at least in part on the number of popular keywords associated with the corresponding content item.

15. A memory device storing computer program instructions that, when executed, cause a one or more computing devices to perform operations comprising:

receiving content items for rendering at respective content item locations in a content page, each of the content items having a rank score indicating a relative likelihood that a user will access the corresponding content item;

determining rendering locations for displaying advertisements in the content page, each of the rendering locations being proximate to a content item location of at least one of the content items in the content page;

ranking the rendering locations based on rank scores of the content items, wherein the rendering locations are assigned a rank based on rank scores of content items proximate to the rendering locations;

receiving multiple advertisements, each of the advertisements being associated with one or more performance measures each indicating an effectiveness of the corresponding advertisement; and

providing the content page for display, the content page comprising the content items and advertisements, the advertisements to be rendered at the rendering locations, wherein an advertisement associated with a higher effectiveness is placed at a higher ranked rendering location.

16. The memory device of claim 15, wherein the one or more performance measures include at least one of a click-through rate or a conversion rate of the corresponding advertisement.

17. The memory device of claim 15, the operations further comprising:

obtaining a time stamp associated with each of the content items, the time stamp identifying when the corresponding content item was displayed on the content page; and

determining the rank score for each of the content items based on the time stamp associated with each content item.

18. The memory device of claim 15, wherein the content items include text messages in a message board posted on the content page.

19. The memory device of claim 18, the operations further comprising:

determining, for each of the text messages, whether the text message has been read by the user; and

determining the rank score for each of the content items based at least in part on whether the text message of the content item has been read by the user.

20. The memory device of claim 15, the operations further comprising:

obtaining a click-through rate associated with each of the content items; and

determining the rank score for each of the content items based at least in part on the click-through rate associated with the corresponding content item.

21. The memory device of claim 15, the operations further comprising:

identifying one or more keywords associated with each of the content items;

determining a number of popular keywords among the one or more keywords; and

determining the rank score for each of the content items based at least in part on the number of popular keywords associated with the corresponding content item.