Method and system for creating a predictive model for targeting webpage to a surfer
First Claim
1. A computer-implemented method, comprising:
- receiving, by a computing device, a plurality of requests for a web page from a plurality of sources, wherein the web page includes a configuration defining one or more objects presented with the web page, wherein each object is associated with a separate predictive model including one or more predictive factors, wherein the one or more predictive factors are determined using the plurality of received requests, wherein the one or more predictive factors are used to calculate a predictive value, and wherein a predictive value corresponds to a likelihood that an object will be selected by any one of the plurality of sources when presented in the configuration of the web page;
retrieving predictive information related to the plurality of requests;
determining one or more predictive factors for an object presented with the web page, wherein the one or more predictive factors are determined using the retrieved predictive information;
dividing one or more of the predictive factors into one or more bins, wherein each bin includes a range of predictive factor values, wherein each bin is defined by a prediction efficiency of the range of predictive values within a bin, and wherein prediction efficiency relates to an ability to predict whether an object will be selected;
creating a bins table for the object, wherein the bins table includes the one or more bins;
generating a predictive model for the object using the bins table, wherein the generated predictive model is associated with the object;
receiving a subsequent request for the web page from a source, wherein the subsequent request is received after the plurality of requests, and wherein the subsequent request includes subsequent predictive information;
retrieving the predictive model associated with the object;
retrieving one or more predictive factors for the object, wherein the one or more predictive factors are associated with the subsequent predictive information;
determining a predictive value for the object using the generated predictive model, wherein the predictive value is determined by inputting the one or more retrieved predictive factors; and
selecting the object for inclusion in the configuration of the web page, wherein the object is selected using the predictive value.
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Abstract
A system and method for creating a predictive model to select an object from a group of objects that can be associated with a requested web page, wherein a configuration of the requested web page defines a subgroup of one or more selected objects from the group of objects. Exemplary embodiments of the present invention seek to provide novel solutions for determining which content object, taken from a group of content objects, will be best suited for presentation in association with a link on a web page that has been requested by a certain surfer. Each web page can include one or more links to be associated with content objects from the group.
For each content object presented over a requested web page, a predictive model with relevant predictive factors is processed such that the predicted objective, the probability of success for example, is calculated. A success is defined as a surfer responding to the presented content. For example, should a surfer select a relevant content object, the probability of the objects that can be presented is calculated. Subsequently, the objects with the highest predictive expected utility are selected to be associated with the links in the web page requested by the surfer.
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Citations
17 Claims
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1. A computer-implemented method, comprising:
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receiving, by a computing device, a plurality of requests for a web page from a plurality of sources, wherein the web page includes a configuration defining one or more objects presented with the web page, wherein each object is associated with a separate predictive model including one or more predictive factors, wherein the one or more predictive factors are determined using the plurality of received requests, wherein the one or more predictive factors are used to calculate a predictive value, and wherein a predictive value corresponds to a likelihood that an object will be selected by any one of the plurality of sources when presented in the configuration of the web page; retrieving predictive information related to the plurality of requests; determining one or more predictive factors for an object presented with the web page, wherein the one or more predictive factors are determined using the retrieved predictive information; dividing one or more of the predictive factors into one or more bins, wherein each bin includes a range of predictive factor values, wherein each bin is defined by a prediction efficiency of the range of predictive values within a bin, and wherein prediction efficiency relates to an ability to predict whether an object will be selected; creating a bins table for the object, wherein the bins table includes the one or more bins; generating a predictive model for the object using the bins table, wherein the generated predictive model is associated with the object; receiving a subsequent request for the web page from a source, wherein the subsequent request is received after the plurality of requests, and wherein the subsequent request includes subsequent predictive information; retrieving the predictive model associated with the object; retrieving one or more predictive factors for the object, wherein the one or more predictive factors are associated with the subsequent predictive information; determining a predictive value for the object using the generated predictive model, wherein the predictive value is determined by inputting the one or more retrieved predictive factors; and selecting the object for inclusion in the configuration of the web page, wherein the object is selected using the predictive value. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. A system, comprising:
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a processor; and a non-transitory computer-readable storage medium containing instructions configured to cause the processor to perform operations including; receiving a plurality of requests for a web page from a plurality of sources, wherein the web page includes a configuration defining one or more objects presented with the web page, wherein each object is associated with a separate predictive model including one or more predictive factors, wherein the one or more predictive factors are determined using the plurality of received requests, wherein the one or more predictive factors are used to calculate a predictive value, and wherein a predictive value corresponds to a likelihood that an object will be selected by any one of the plurality of sources when presented in the configuration of the web page; retrieving predictive information related to the plurality of requests; determining one or more predictive factors for an object presented with the web page, wherein the one or more predictive factors are determined using the retrieved predictive information; dividing one or more of the predictive factors into one or more bins, wherein each bin includes a range of predictive factor values, wherein each bin is defined by a prediction efficiency of the range of predictive values within a bin, and wherein prediction efficiency relates to an ability to predict whether an object will be selected; creating a bins table for the object, wherein the bins table includes the one or more bins; generating a predictive model for the object using the bins table, wherein the generated predictive model is associated with the object; receiving a subsequent request for the web page from a source, wherein the subsequent request is received after the plurality of requests, and wherein the subsequent request includes subsequent predictive information; retrieving the predictive model associated with the object; retrieving one or more predictive factors for the object, wherein the one or more predictive factors are associated with the subsequent predictive information; determining a predictive value for the object using the generated predictive model, wherein the predictive value is determined by inputting the one or more retrieved predictive factors; and selecting the object for inclusion in the configuration of the web page, wherein the object is selected using the predictive value. - View Dependent Claims (11, 12, 13, 14)
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15. A computer-program product, tangibly embodied in a non-transitory machine-readable medium, including instructions configured to cause a data processing apparatus to:
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receive a plurality of requests for a web page from a plurality of sources, wherein the web page includes a configuration defining one or more objects presented with the web page, wherein each object is associated with a separate predictive model including one or more predictive factors, wherein the one or more predictive factors are determined using the plurality of received requests, wherein the one or more predictive factors are used to calculate a predictive value, and wherein a predictive value corresponds to a likelihood that an object will be selected by any one of the plurality of sources when presented in the configuration of the web page; retrieve predictive information related to the plurality of requests; determine one or more predictive factors for an object presented with the web page, wherein the one or more predictive factors are determined using the retrieved predictive information; divide one or more of the predictive factors into one or more bins, wherein each bin includes a range of predictive factor values, wherein each bin is defined by a prediction efficiency of the range of predictive values within a bin, and wherein prediction efficiency relates to an ability to predict whether an object will be selected; create a bins table for the object, wherein the bins table includes the one or more bins; generate a predictive model for the object using the bins table, wherein the generated predictive model is associated with the object; receive a subsequent request for the web page from a source, wherein the subsequent request is received after the plurality of requests, and wherein the subsequent request includes subsequent predictive information; retrieve the predictive model associated with the object; retrieve one or more predictive factors for the object, wherein the one or more predictive factors are associated with the subsequent predictive information; determine a predictive value for the object using the generated predictive model, wherein the predictive value is determined by inputting the one or more retrieved predictive factors; and select the object for inclusion in the configuration of the web page, wherein the object is selected using the predictive value. - View Dependent Claims (16, 17)
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Specification