Ad rendering parameters, such as size, style, and/or layout, of online ads

• US 8,666,820 B2
• Filed: 12/30/2004
• Issued: 03/04/2014
• Est. Priority Date: 12/30/2004
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Baluja, Shumeet, Mittal, Vibhu, Sahami, Mehran
• Primary Examiner(s): Bekerman, Michael
• Application Number:
  US11/026,329
• Publication Number:
  US 20060149622A1
• Time in Patent Office: 3,351 Days
• Field of Search: 705/14.73, 715/200
• US Class Current: 705/14.73
• CPC Class Codes: G06F 40/103 Formatting, i.e. changing of presentation of documents automatic justification G06F40/189; automatic line break hyphenation G06F40/191
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0263 based upon Internet or website rating
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Ad rendering parameters for a set of two or more ads may be determined by (a) accepting, for a set of two or more ads, ad information which includes at least one ad feature having a value that depends on ad rendering parameters, and (b) determining ad rendering parameters for at least one ad from the set of two or more ads using the accepted ad information. The act of determining ad rendering parameters may use accepted ad rendering constraints. The ad rendering constraints may include space available for rendering the ads, a footprint available for rendering the ads, and/or a maximum number of ads permitted to be rendered. The act of determining ad rendering parameters may include maximizing a value associated with serving at least one ad from the set of two or more ads with ad rendering parameters subject to the ad rendering constraints. The ad rendering parameters may include sizes of the served ads, and/or a layout of the served ads.

Claims

1. A non-transitory computer-readable medium with computer-executable instructions stored thereon, that when executed, perform operations including:

for each ad in a set of two or more ads, accepting ad information including two or more ad feature values for two or more ad features of the ad, the ad information including at least one ad feature having an ad feature value that depends on an ad rendering parameter;

accepting, by one or more processors and for available candidate ad layouts and corresponding ad orientations, ad rendering constraints, the ad rendering constraints for each candidate ad layout including space available for rendering the ads, an advertisement layout available for rendering the ads, and a maximum number of available ads permitted to be rendered, each corresponding ad orientation specifying presentation positions of each ad relative to presentation positions of other ads presented in a candidate ad layout;

for each candidate ad layout and corresponding ad orientation;

computing, by one or more processors, a weight for each feature value of each ad, the weight being computed using a weight function corresponding to the feature value; and

computing a result of a function of weighted combinations of feature values for each ad, the result being computed using the ad feature values for each ad, the computed weights corresponding to the ad feature values, and the ad rendering constraints; and

selecting, by one or more processors, ad rendering parameters for at least one ad from the set of two or more ads based on the result of the function of weighted combinations of feature values, the ad rendering parameters including a candidate ad layout and corresponding ad orientation for which the result of the function of weighted combinations exceeds a specified value; and

providing the at least one ad according to the layout and the ad orientation for which the result of the function of weighted combinations of feature values exceeds the specified value.

2. The computer-readable medium of claim 1 wherein the ad rendering parameters include sizes of provided ads.

3. The computer-readable medium of claim 1 wherein the ad rendering parameters include styles of the ads.

4. The computer-readable medium of claim 3 wherein the styles of the ads include at least one of ad background color and ad foreground color.

5. The computer-readable medium of claim 3 wherein the styles of the ads include at least one of font size and font style.

6. The computer-readable medium of claim 3 wherein the styles of the ads include amount of text.

7. The computer-readable medium of claim 3 wherein the styles of the ads include type and degree of graphical elements.

8. The computer-readable medium of claim 1 wherein the ad information includes feature values for at least one ad feature selected from the set of ad features including a language of the ad, ad selection rate, ad conversion rate, cost of ad, price of items advertised, profit on items being advertised, number of related items that an advertiser sells, offer information, location information, product information, targeting information, and performance information, and wherein the result of the function is computed using the feature values for the at least one selected ad feature.

9. The computer-readable medium of claim 1 wherein the at least one ad feature having an ad feature value that depends on an ad rendering parameter is one of a click-through-rate and a conversion rate.

10. The computer-readable medium of claim 1 wherein the at least one ad feature having an ad feature value that depends on an ad rendering parameter is one of an offer for impression, an offer for selection and an offer for conversion.

11. The computer-readable medium of claim 1 wherein the ad information further includes at least one ad feature having an ad feature value that is independent of ad rendering parameters.

12. The computer-readable medium of claim 1 wherein the at least one ad feature having an ad feature value that depends on an ad rendering parameter depends on a presentation size of an ad.

13. The computer-readable medium of claim 1 wherein the at least one ad feature having an ad feature value that depends on an ad rendering parameter depends on a presentation size of an ad relative to at least one other presentation size of at least one other ad.

14. The computer-readable medium of claim 1 wherein the at least one ad feature having an ad feature value that depends on an ad rendering parameter depends on a presentation style of an ad.

15. The computer-readable medium of claim 1 wherein the at least one ad feature having an ad feature value that depends on an ad rendering parameter depends on a presentation style of an ad relative to at least one other presentation style of at least one other ad.

16. The computer-readable medium of claim 1 wherein the at least one ad feature having an ad feature value that depends on ad an rendering parameter depends on an ad layout in which an ad is presented.

17. The computer-readable medium of claim 1 further comprising accepting user information,

wherein determining ad rendering parameters for the at least one ad comprises determining the ad rendering parameters for the at least one ad based on the accepted user information.

18. The computer-readable medium of claim 17 wherein the user information includes at least one of language of a user to which the ad is to be presented, distance of the user to an advertised location, user browser preferences, user browser capabilities, client device capabilities, user demographic information, user ethnographic information, user behavior, location of the user, and browser history information.

19. The computer-readable medium of claim 1 further comprising accepting query information,

wherein determining ad rendering parameters for the at least one ad comprises determining the ad rendering parameters for the at least one ad based on the accepted query information.

20. The computer-readable medium of claim 19 wherein the accepted query information includes at least one of query time, query date, query season, and query source location.

21. A computer-implemented method, comprising:

receiving, by at least one processor and for each of a plurality of ads, ad information including feature values for the ad, each feature value representing a characteristic of the ad;

receiving, by at least one processor and for each of a plurality of candidate ad layouts, constraint information specifying a number of ads permitted to be presented in the ad layout and available space for presenting each of the number of ads;

selecting, by at least one processor and for each ad, rendering parameters for the ad, the rendering parameters including a candidate ad layout selected form the candidate ad layouts, the selecting comprising;

for each candidate layout;

computing, for each ad and by at least one processor, a weight value for each feature value of the ad using a weight function corresponding to the feature value;

computing, by at least one processor, a result value of a function of weighted combinations of feature values of the ads, the result value being computed using, as input to the function, the feature values of the ads and the computed weights corresponding to the feature values; and

selecting, as a rendering parameter, the candidate layout for which a result value of the function is greater than another result value corresponding to another candidate layout; and

providing, by at least one processor, the ads for presentation according to the ad rendering parameters.