Adjusting ad costs using document performance or document collection performance
First Claim
1. A computer-implemented method comprising:
- a) accepting, with a computer system including at least one computer, ad scores, wherein each of the ad scores indicates a value of a user selection of an ad;
b) scoring, with the computer system, a document using ad scores of the ads when the ads are served with the document and ad scores of the ads when the ads are served across a collection of documents to generate a document score;
c) accepting, with the computer system, a cost for an action with respect to an ad when the ad is served with the document;
d) adjusting, with the computer system, the cost using the document score to generate a modified cost; and
e) billing, with the computer system, an advertiser associated with the ad, using the modified cost.
2 Assignments
0 Petitions
Accused Products
Abstract
Documents or document sets may be scored to reflect a value of an action, such as a selection for example, when an ad is served with the document (or a document belonging to a document set). A cost associated with the action with respect to an ad that was served with a document may then be adjusted using the score. For example, ad scores may be accepted or determined, and a document may be scored using the ad scores when served with the document and ad scores across a collection of documents to generate a document score. Each of the ad scores may indicate a value of an action with respect to an ad, such as a conversion rate, or a return on investment for an ad selection for example. Document scores used in this way may help advertisers get a more consistent cost per conversion, or return on investment, without requiring them to enter and manage various offers for various documents and/or various ad serving systems having various conversion rates or returns on investment.
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Citations
50 Claims
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1. A computer-implemented method comprising:
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a) accepting, with a computer system including at least one computer, ad scores, wherein each of the ad scores indicates a value of a user selection of an ad; b) scoring, with the computer system, a document using ad scores of the ads when the ads are served with the document and ad scores of the ads when the ads are served across a collection of documents to generate a document score; c) accepting, with the computer system, a cost for an action with respect to an ad when the ad is served with the document; d) adjusting, with the computer system, the cost using the document score to generate a modified cost; and e) billing, with the computer system, an advertiser associated with the ad, using the modified cost. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11)
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12. A computer-implemented method comprising:
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a) accepting, with a computer system including at least one computer, ad scores, wherein each of the ad scores indicates a value of a user selection of an ad; b) scoring, with the computer system, a document set including at least two documents using ad scores of the ads when the ads are served with the document set and ad scores of the ads when the ads are served across a collection of document sets to generate a document set score; c) accepting, with the computer system, a cost for an action with respect to an ad when the ad is served with a document of the document set; d) adjusting, with the computer system, the cost using the document set score to generate a modified cost; and e) billing, with the computer system, an advertiser associated with the ad, using the modified cost. - View Dependent Claims (13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24)
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25. Apparatus comprising:
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a) at least one processor; b) an input for accepting ad scores wherein each of the ad scores indicates a value of a user selection of an ad; and c) at least one storage device storing a computer executable code which, when executed by the at least one processor, performs a method of 1)scoring a document using ad scores of the ads when the ads are served with the document and ad scores of the ads when the ads are served across a collection of documents to generate a document score, 2) accepting a cost for an action with respect to an ad when the ad is served with the document, and 3) adjusting the cost using the document score to generate a modified cost. - View Dependent Claims (26, 27, 28, 29, 30, 31, 32, 34, 49)
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33. The apparatus of clam 25 wherein the act of accepting a cost accepts a cost per ad selection and includes
accepting ad serve information used to determine the cost for an action with respect to the ad when that ad is served with the document, and determining the cost using the accepted ad serve information and the document score.
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35. Apparatus comprising:
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a) at least one processor; b) an input for accepting ad scores wherein each of the ad scores indicates a value of a user selection of an ad; and c) at least one storage device storing a computer executable code which, when executed by the at least one processor, performs a method of 1) scoring a document set including at least two documents using ad scores of the ads when the ads are served with the document set and ad scores of the ads when the ads are served across a collection of document sets to generate a document set score, 2) accepting a cost for an action with respect to an ad when the ad is served with a document of the document set, 3) adjusting the cost using the document set score to generate a modified cost. - View Dependent Claims (37, 38, 39, 40, 41, 42, 43, 44, 45, 46, 50)
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36. The apparatus of clam 35 wherein each of the ad scores indicates a conversion rate of an ad.
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47. Apparatus comprising:
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a) at least one processor; b) at least one input; and c) at least one computer-readable storage device storing computer-executable instructions which, when executed by the at least one processor, perform a method including i) accepting ad conversion rates, ii)scoring a document using ad conversion rates of the ads when the ads are served with the document and ad conversion rates of the ads when the ads are served across a collection of documents to generate a document score, iii) accepting a cost per ad selection for an ad that is served with the document, iv) adjusting the cost using the document score to generate a modified cost, and v) billing an advertiser associated with the ad using the modified cost.
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48. Apparatus comprising:
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a) at least one processor; b) at least one input; and c) at least one computer-readable storage device storing computer-executable instructions which, when executed by the at least one processor, perform a method including i) accepting ad conversion rates, ii) scoring a document set including at least two documents using ad conversion rates when the ads are served with the document set and ad conversion rates of the ads when the ads are served across a collection of document sets to generate a document set score, iii) accepting a cost per ad selection for an ad that is served with a document of the document set, iv) adjusting the cost using the document set score to generate a modified cost, and v) billing an advertiser associated with the ad, using the modified cost.
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Specification