Method for optimum placement of advertisements on a web page
First Claim
1. A computer-implemented method of providing placement of a plurality of advertisements on a page accessible by a user, the page having positions for receipt of the advertisements, each advertisement having at least one link to information, the link being invoked by an event identifying the advertisement by a computer pointing device, the method comprising:
- by the server, storing in a database performance data associated with a likelihood of the event occurring for each advertisement;
by the server, in response to a request for advertisements from a web site, determining if an override exists in which an advertiser has secured an agreement or right to place advertisements on the page or a portion of the page independent of the performance data,if no override exists, retrieving from the database the performance data and simultaneously arranging the plurality advertisements relative to one another on the page using the performance data, andif an override exists, arranging only advertisements of the advertiser on the page or the portion of the page independent of the performance data; and
delivering data relating to the arranged advertisements for placement on the page.
4 Assignments
0 Petitions
Accused Products
Abstract
A method and system for placement of graphical objects on a page to optimize the occurrence of an event associated with such objects. The graphical objects might include, for instance, advertisements on a webpage, and the event would include a user clicking on that ad. The page includes positions for receipt of the object material. Data regarding the past performance of the objects is stored and updated as new data is received. A user requests a page from a server associated with system. The server uses the performance data to derive a prioritized arrangement of the objects on the page. The server performs a calculation regarding the likelihood that an event will occur for a given object, as displayed to a particular user. The objects are arranged according to this calculation and returned to the user on the requested page. The likelihood can also be multiplied by a weighting factor and the objects arranged according to this product.
69 Citations
20 Claims
-
1. A computer-implemented method of providing placement of a plurality of advertisements on a page accessible by a user, the page having positions for receipt of the advertisements, each advertisement having at least one link to information, the link being invoked by an event identifying the advertisement by a computer pointing device, the method comprising:
-
by the server, storing in a database performance data associated with a likelihood of the event occurring for each advertisement; by the server, in response to a request for advertisements from a web site, determining if an override exists in which an advertiser has secured an agreement or right to place advertisements on the page or a portion of the page independent of the performance data, if no override exists, retrieving from the database the performance data and simultaneously arranging the plurality advertisements relative to one another on the page using the performance data, and if an override exists, arranging only advertisements of the advertiser on the page or the portion of the page independent of the performance data; and delivering data relating to the arranged advertisements for placement on the page. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12)
-
-
13. A system comprising:
-
one or more server computers coupled to a network; and one or more databases coupled to the one or more server computers; wherein the one or more server computers are for use in performing a method of selecting a plurality of advertisements and simultaneously arranging respective advertisements of the plurality of advertisement in relation to one another on a page accessible by a user, the page having positions for receipt of the advertisements, each advertisement having at least one link to information, the link being invoked by an event identifying the advertisement, the method comprising; at a server, storing in a database performance data associated with the likelihood of the event occurring for each advertisement; at the server, in response to a request for advertisements from a web site, determining if an override exists in which advertiser has secured an agreement or right to place advertisements on the page or a portion of the page independent of the performance data, if no override exists, retrieving from the database the performance data and selecting a plurality of advertisements and arranging respective advertisements of the plurality of selected advertisements relative to one another on the page using the performance data, and if an override exists, arranging only advertisements of the advertiser on the page or the portion of the page independent of the performance data; and delivering data relating to the arranged advertisements for placement on the page. - View Dependent Claims (14, 15, 16, 17, 18, 19)
-
-
20. A non-transitory computer readable medium or media containing instructions for executing a method of providing placement of a plurality of advertisements on a page accessible by a user, the page having a plurality of positions for receipt of the advertisements, each advertisement having at least one link to information, the link being invoked by an event identifying the advertisement by a computer pointing device, the method comprising:
-
by a server, storing in a database performance data associated with the likelihood of the event occurring for each advertisement; by the server, collecting demographic information about the user and storing the demographic information in a database retrievable according to a user identifier; by the server, in response to a request for advertisements to be shown to the user from a web site, determining if an override exists in which advertiser has secured an agreement or right to place advertisements on the page or a portion of the page independent of the performance data, if no override exists, retrieving performance data from the database, selecting a plurality of advertisements using the demographic information about the user, the selected plurality of advertisements having a relatively higher likelihood of being selected by the user based on the demographic information about the user, and arranging respective advertisements of the plurality of advertisements relative to one another among the plurality of positions for receipt of the advertisements on the page using the performance data so that advertisements having the relatively highest likelihood of being selected by the user will be placed more prominently on the web page relative to advertisements having a relatively lower likelihood of being selected by the user, and if an override exists, arranging only advertisements of the advertiser on the page or the portion of the page independent of the performance data; and delivering data relating to the arranged plurality of advertisements for placement on the page by the web site.
-
Specification