Techniques for displaying impressions in documents delivered over a computer network
First Claim
Patent Images
1. A method comprising:
- receiving a request for an impression to be displayed in a placement of a web page;
receiving a placement identifier particularly identifying the placement for the impression in the web page;
receiving behavioral data indicative of an online history and previously received impressions;
determining a plurality of candidate impressions that may be displayed in the placement of the web page, based, at least in part, on the behavioral data;
determining a learning mode of each candidate impression, the learning mode of the each candidate impression being indicative of a number of times the each candidate impression has been served,wherein the learning mode is one of a plurality of learning modes, the plurality of learning modes comprising a first learning mode, a second learning mode, and a third learning mode,wherein the first learning mode includes candidate impressions that have been served less than or equal to a first predetermined threshold number of times,wherein the second learning mode includes candidate impressions that have been served more than the first predetermined threshold number of times and less than or equal to a second predetermined threshold number of times, andwherein the third learning mode includes candidate impressions that have been served more than the second predetermined threshold number of times;
applying learning mode percentages to determine a retained learning mode from the plurality of learning modes; and
selecting a selected impression from the plurality of candidate impressions that are in the retained learning mode.
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Abstract
In one embodiment, an impression to be displayed in a placement of a web page is selected from candidate impressions that may be displayed in the placement. The candidate impression may be chosen based on behavioral data and a placement identifier particularly identifying the placement. The behavioral data may include categories of websites visited by an end-user on the client computer. The candidate impressions may be in learning modes, and the impression displayed in the placement may be selected based on its learning mode and revenue generation capability.
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Citations
20 Claims
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1. A method comprising:
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receiving a request for an impression to be displayed in a placement of a web page; receiving a placement identifier particularly identifying the placement for the impression in the web page; receiving behavioral data indicative of an online history and previously received impressions; determining a plurality of candidate impressions that may be displayed in the placement of the web page, based, at least in part, on the behavioral data; determining a learning mode of each candidate impression, the learning mode of the each candidate impression being indicative of a number of times the each candidate impression has been served, wherein the learning mode is one of a plurality of learning modes, the plurality of learning modes comprising a first learning mode, a second learning mode, and a third learning mode, wherein the first learning mode includes candidate impressions that have been served less than or equal to a first predetermined threshold number of times, wherein the second learning mode includes candidate impressions that have been served more than the first predetermined threshold number of times and less than or equal to a second predetermined threshold number of times, and wherein the third learning mode includes candidate impressions that have been served more than the second predetermined threshold number of times; applying learning mode percentages to determine a retained learning mode from the plurality of learning modes; and selecting a selected impression from the plurality of candidate impressions that are in the retained learning mode. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
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11. An impressions server configured to:
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receive a request for an impression to be displayed in a placement of a web page; receive a placement identifier identifying the placement of the impression in the web page, the placement identifier embedded in the web page; receive behavioral data comprising information indicative of actions taken on previously visited websites and information indicative of impressions previously displayed; select a set of candidate impressions from a set of impressions using at least the behavioral data and the placement identifier; wherein each impression in the set of candidate impressions has an associated learning mode, the learning mode of each the impression being indicative of a number of times the each impression has been served, wherein the learning mode is one of a plurality of learning modes, the plurality of learning modes comprising a first learning mode, a second learning mode, and a third learning mode, wherein the first learning mode includes impressions that have been served less than or equal to a first predetermined threshold number of times, wherein the second learning mode includes impressions that have been served more than the first predetermined threshold number of times and less than or equal to a second predetermined threshold number of times, and wherein the third learning mode includes impressions that have been served more than the second predetermined threshold number of times; select a selected impression based at least in part on a learning mode of each impression in the set of candidate impressions; and forward the selected impression to display in the placement of the web page. - View Dependent Claims (12, 13)
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14. A method comprising:
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receiving a request for an impression to be displayed in a placement of a web page; receiving a cookie comprising data including behavioral data indicative of categories of websites previously visited; and using at least the behavioral data to select a selected impression from a plurality of candidate impressions that may be displayed in the placement of the web page, the selected impression being selected from the plurality of candidate impressions based at least in part on anticipated revenue generation, wherein selecting the selected impression from the plurality of candidate impressions comprises; randomly selecting the selected impression from the plurality of candidate impressions when all impressions in the plurality of candidate impressions are in a first learning mode, and selecting a highest revenue generating impression in the plurality of candidate impressions as the selected impression when all impressions in the plurality of candidate impressions are in a second learning mode, and selecting a highest revenue generating impression in the plurality of candidate impressions as the selected impression when all of the impressions in the plurality of candidate impressions are in a third learning mode; wherein the first learning mode includes impressions that have been served less than or equal to a first predetermined threshold number of times, wherein the second learning mode includes impressions that have been served more than the first predetermined threshold number of times and less than or equal to a second predetermined threshold number of times, and wherein the third learning mode includes impressions that have been served more than the second predetermined threshold number of times. - View Dependent Claims (15, 16, 17, 18)
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19. A method, comprising:
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receiving a request for an impression to be displayed in a placement of a web page receiving a placement identifier particularly identifying the placement for the impression in the web page; receiving behavioral data indicative of an online history and previously received impressions; determining a plurality of candidate impressions that may be displayed in the placement of the web page, based, at least in part, on the behavioral data; determining a learning mode of each candidate impression, the learning mode of the each candidate impression being indicative of a number of times the each candidate impression has been served, wherein the learning mode is one of a plurality of learning modes, the plurality of learning modes comprising a first learning mode, a second learning mode, and a third learning mode, wherein the first learning mode includes candidate impressions that have been served less than or equal to a first predetermined threshold number of times, wherein the second learning mode includes candidate impressions that have been served more than the first predetermined threshold number of times and less than or equal to a second predetermined threshold number of times, and wherein the third learning mode includes candidate impressions that have been served more than the second predetermined threshold number of times; and selecting a selected impression from the plurality of candidate impressions. - View Dependent Claims (20)
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Specification