Determining and/or using end user local time information in an ad system
First Claim
1. A method performed by one or more processing devices, comprising:
- receiving a request and information indicative of a local time in a time zone from which the request was sent;
accessing, in response to the request, a first mapping of (i) one or more first time ranges, to (ii) one or more prices to be paid for display of an advertisement;
determining, from the one or more first time ranges in the first mapping, a particular first time range that comprises the local time;
identifying, from the one or more prices in the first mapping, a particular price that is mapped to the particular first time range;
accessing a second mapping of (i) one or more second time ranges, to (ii) one or more estimated performance metrics for the advertisement;
determining, from the one or more second time ranges in the second mapping, a particular second time range that comprises the local time;
identifying, from the one or more estimated performance metrics in the second mapping, a particular estimated performance metric that is mapped to the particular second time range; and
determining, at least partly based on the particular price and the particular estimated performance metric, a score for the advertisement.
2 Assignments
0 Petitions
Accused Products
Abstract
The usefulness, and consequently the performance, of advertisements are improved by allowing advertisers to better target their ads to a responsive audience. For example, end user local time information may be used in a relevancy determination of an ad. As another example, end user local time information may be used in an attribute (e.g., position) arbitration. Such end user local time information may be associated with price information, such as a maximum price bid. Such end user local time information may be associated with ad performance information. Ad performance information may be tracked on the basis of end user local time information. The content of an ad creative, and/or of a landing page may be selected and/or modified using end user local time information.
21 Citations
15 Claims
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1. A method performed by one or more processing devices, comprising:
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receiving a request and information indicative of a local time in a time zone from which the request was sent; accessing, in response to the request, a first mapping of (i) one or more first time ranges, to (ii) one or more prices to be paid for display of an advertisement; determining, from the one or more first time ranges in the first mapping, a particular first time range that comprises the local time; identifying, from the one or more prices in the first mapping, a particular price that is mapped to the particular first time range; accessing a second mapping of (i) one or more second time ranges, to (ii) one or more estimated performance metrics for the advertisement; determining, from the one or more second time ranges in the second mapping, a particular second time range that comprises the local time; identifying, from the one or more estimated performance metrics in the second mapping, a particular estimated performance metric that is mapped to the particular second time range; and determining, at least partly based on the particular price and the particular estimated performance metric, a score for the advertisement. - View Dependent Claims (2, 3, 4, 5)
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6. An apparatus comprising:
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one or more processing devices; and a computer-readable medium configured to store instructions that when executed by the one or more processing devices perform operations comprising; receiving a request and information indicative of a local time in a time zone from which the request was sent; accessing, in response to the request, a first mapping of (i) one or more first time ranges, to (ii) one or more prices to be paid for display of an advertisement; determining, from the one or more first time ranges in the first mapping, a particular first time range that comprises the local time; identifying, from the one or more prices in the first mapping, a particular price that is mapped to the particular first time range; accessing a second mapping of (i) one or more second time ranges, to (ii) one or more estimated performance metrics for the advertisement; determining, from the one or more second time ranges in the second mapping, a particular second time range that comprises the local time identifying, from the one or more estimated performance metrics in the second mapping, a particular estimated performance metric that is mapped to the particular second time range; and determining, at least partly based on the particular price and the particular estimated performance metric, a score for the advertisement. - View Dependent Claims (7, 8, 9, 10)
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11. A non-transitory computer-readable storage medium configured to store instructions that when executed by one or more processing devices perform operations comprising:
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receiving a request and information indicative of a local time in a time zone from which the request was sent; accessing, in response to the request, a first mapping of (i) one or more first time ranges, to (ii) one or more prices to be paid for display of an advertisement; determining, from the one or more first time ranges in the first mapping, a particular first time range that comprises the local time; identifying, from the one or more prices in the first mapping, a particular price that is mapped to the particular first time range; accessing a second mapping of (i) one or more second time ranges, to (ii) one or more estimated performance metrics for the advertisement; determining, from the one or more second time ranges in the second mapping, a particular second time range that comprises the local time; identifying, from the one or more estimated performance metrics in the second mapping, a particular estimated performance metric that is mapped to the particular second time range; and determining, at least partly based on the particular price and the particular estimated performance metric, a score for the advertisement. - View Dependent Claims (12, 13, 14, 15)
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Specification