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Systems and methods for placing electronic advertisements

  • US 9,754,282 B2
  • Filed: 02/04/2010
  • Issued: 09/05/2017
  • Est. Priority Date: 11/08/1999
  • Status: Active Grant
First Claim
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1. A computer-implemented method comprising:

  • establishing a customer profile for a customer, the customer profile including product attributes related to a product of interest to the customer;

    computing, by at least one processor, a click probability estimate representing a likelihood that the customer will select an advertisement based on the advertisement and the product attributes of the customer profile;

    determining, by the at least one processor, an uncertainty level of the click probability estimate, the uncertainty level being inversely proportional to a number of times the advertisement has been previously presented;

    adjusting the click probability estimate based on the determined uncertainty level to calculate an uncertainty-adjusted click probability estimate;

    causing the advertisement to be presented to the customer, over an electronic network, based on the uncertainty-adjusted click probability estimate;

    receiving, over the electronic network, a response to the advertisement from the customer; and

    reducing the uncertainty level associated with the uncertainty-adjusted click probability estimate based on the received response to the advertisement.

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