Method and system for providing targeted content to a surfer
First Claim
1. A computer-implemented method, comprising:
- generating a predictive model for a content object, wherein a predictive model is generated using predictive information related to a selected content object, wherein a predictive model includes a predictive factor used to calculate a predictive value, and wherein a predictive value corresponds to a likelihood that an object will be selected when presented within a web page;
designating a first set of sources as control sources and designating a second set of sources as common sources, wherein a control source includes a source for which a content object is randomly selected for presentation, and wherein a common source includes a source for which a content object is selected for presentation using a predictive model for that content object;
monitoring a performance of the predictive model, wherein monitoring includes determining selection or non-selection of the content object associated with the predictive model, and wherein monitoring includes determining whether the content object is selected by a control source or a common source;
generating a comparison table for the predictive model, wherein the comparison table includes a probability of success value associated with a control source and a probability of success value associated with a common source, and wherein a probability of success value represents a probability that a content object associated with a predictive model will be selected;
comparing the probability of success value associated with the control source and the probability of success value associated with the common source to one or more predetermined values; and
determining whether to use the predictive model to select the content object for inclusion in a configuration of content objects presented within the web page, wherein the predictive model is used when the probability of success value associated with the control source and the probability of success value associated with the common source exceed the one or more predetermined values.
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Abstract
A system and method for providing targeted content to a surfer is disclosed. 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. Exemplary types of content objects may comprise the text, topic, font, color or other attribute of an external advertisement or internal advertisement. Still other content objects may comprise the specific design of the object, an image, the design of the page in which the object is presented, etc. The decision process for selecting a content object can be based on predictive information that is associated with the request, such as a common HTTP request, or historical information about the surfer. Exemplary associated predictive information may include the day and time of receipt of the request for the web page, the IP address and\or domain from which the request was sent, the type and the version of the browser application that is used for requesting the web page, or the URL used by a surfer for requesting the web page with the parameters that are attached to the URL.
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Citations
20 Claims
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1. A computer-implemented method, comprising:
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generating a predictive model for a content object, wherein a predictive model is generated using predictive information related to a selected content object, wherein a predictive model includes a predictive factor used to calculate a predictive value, and wherein a predictive value corresponds to a likelihood that an object will be selected when presented within a web page; designating a first set of sources as control sources and designating a second set of sources as common sources, wherein a control source includes a source for which a content object is randomly selected for presentation, and wherein a common source includes a source for which a content object is selected for presentation using a predictive model for that content object; monitoring a performance of the predictive model, wherein monitoring includes determining selection or non-selection of the content object associated with the predictive model, and wherein monitoring includes determining whether the content object is selected by a control source or a common source; generating a comparison table for the predictive model, wherein the comparison table includes a probability of success value associated with a control source and a probability of success value associated with a common source, and wherein a probability of success value represents a probability that a content object associated with a predictive model will be selected; comparing the probability of success value associated with the control source and the probability of success value associated with the common source to one or more predetermined values; and determining whether to use the predictive model to select the content object for inclusion in a configuration of content objects presented within the web page, wherein the predictive model is used when the probability of success value associated with the control source and the probability of success value associated with the common source exceed the one or more predetermined values. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. 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; generating a predictive model for a content object, wherein a predictive model is generated using predictive information related to a selected content object, wherein a predictive model includes a predictive factor used to calculate a predictive value, and wherein a predictive value corresponds to a likelihood that an object will be selected when presented within a web page; designating a first set of sources as control sources and designating a second set of sources as common sources, wherein a control source includes a source for which a content object is randomly selected for presentation, and wherein a common source includes a source for which a content object is selected for presentation using a predictive model for that content object; monitoring a performance of the predictive model, wherein monitoring includes determining selection or non-selection of the content object associated with the predictive model, and wherein monitoring includes determining whether the content object is selected by a control source or a common source; generating a comparison table for the predictive model, wherein the comparison table includes a probability of success value associated with a control source and a probability of success value associated with a common source, and wherein a probability of success value represents a probability that a content object associated with a predictive model will be selected; comparing the probability of success value associated with the control source and the probability of success value associated with the common source to one or more predetermined values; and determining whether to use the predictive model to select the content object for inclusion in a configuration of content objects presented within the web page, wherein the predictive model is used when the probability of success value associated with the control source and the probability of success value associated with the common source exceed the one or more predetermined values. - View Dependent Claims (9, 10, 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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generate a predictive model for a content object, wherein a predictive model is generated using predictive information related to a selected content object, wherein a predictive model includes a predictive factor used to calculate a predictive value, and wherein a predictive value corresponds to a likelihood that an object will be selected when presented within a web page; designate a first set of sources as control sources and designating a second set of sources as common sources, wherein a control source includes a source for which a content object is randomly selected for presentation, and wherein a common source includes a source for which a content object is selected for presentation using a predictive model for that content object; monitor a performance of the predictive model, wherein monitoring includes determining selection or non-selection of the content object associated with the predictive model, and wherein monitoring includes determining whether the content object is selected by a control source or a common source; generate a comparison table for the predictive model, wherein the comparison table includes a probability of success value associated with a control source and a probability of success value associated with a common source, and wherein a probability of success value represents a probability that a content object associated with a predictive model will be selected; compare the probability of success value associated with the control source and the probability of success value associated with the common source to one or more predetermined values; and determine whether to use the predictive model to select the content object for inclusion in a configuration of content objects presented within the web page, wherein the predictive model is used when the probability of success value associated with the control source and the probability of success value associated with the common source exceed the one or more predetermined values. - View Dependent Claims (16, 17, 18, 19, 20)
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Specification