Determining better ad selection, scoring, and/or presentation techniques
First Claim
Patent Images
1. A method for determining performance of first and second ad generation techniques in an ad serving computer network, the method comprising:
- obtaining a first set of one or more ads, the first set being generated using a first ad generation technique and ad request information, the first ad generation technique including a first ad selection technique, a first ad scoring technique, or a first ad rendering technique, each ad in the first set having a first rank score associated therewith;
obtaining a second set of one or more ads, the second set being generated using a second ad generation technique and the ad request information, the second ad generation technique including a second ad selection technique, a second ad scoring technique, or a second ad rendering technique, each ad in the second set having a second rank score associated therewith;
preparing, by a processor, an interleaved order of ads from the first and second sets by;
selecting one of the first ad generation technique and the second ad generation technique as an initial technique for the interleaved order;
adding to a list of ads, from the selected initial technique, a next highest scoring ad not already included in the list of ads;
adding to the list of ads, from the ad generation technique not selected by the processor, another next highest scoring ad not already included in the list of ads; and
automatically repeating the adding operations in accordance with the interleaved order until the list of ads meets a threshold condition;
in accordance with one or more serving parameters that specify (i) a webpage on which an ad is served, (ii) a search query or a search result associated with serving of the ad, (iii) a user characteristic specifying a type of browser used, one or more previous webpage views, or previous online behavior, or (iv) a host or affiliate site that initiated an ad request, serving a plurality of ads from the list of ads; and
determining the performance of the first and second ad generation techniques by monitoring, over one or more networks, an online performance of each of the plurality of ads served, including updating a data repository with data specifying the online performance of each of the plurality of ads served and a respective indicator of that ad, the respective indicator identifying which ad generation technique produced that ad, wherein, when a particular ad of the plurality of ads served is in both the first and second sets of ads, the online performance of the particular ad is either associated with both the first and second ad generation techniques or is not associated with either of the first and second ad generation techniques.
2 Assignments
0 Petitions
Accused Products
Abstract
Different ad selection techniques may be evaluated and compared by (i) combining ads generated using at least two different techniques and (ii) determining performance statistics of these combined (e.g., interleaved) advertising serves over time. The relative performance of the different techniques can then be determined. These principles can also be used to gauge different ad scoring techniques. These principles can also be used to gauge different ad rendering techniques.
-
Citations
64 Claims
-
1. A method for determining performance of first and second ad generation techniques in an ad serving computer network, the method comprising:
-
obtaining a first set of one or more ads, the first set being generated using a first ad generation technique and ad request information, the first ad generation technique including a first ad selection technique, a first ad scoring technique, or a first ad rendering technique, each ad in the first set having a first rank score associated therewith; obtaining a second set of one or more ads, the second set being generated using a second ad generation technique and the ad request information, the second ad generation technique including a second ad selection technique, a second ad scoring technique, or a second ad rendering technique, each ad in the second set having a second rank score associated therewith; preparing, by a processor, an interleaved order of ads from the first and second sets by; selecting one of the first ad generation technique and the second ad generation technique as an initial technique for the interleaved order; adding to a list of ads, from the selected initial technique, a next highest scoring ad not already included in the list of ads; adding to the list of ads, from the ad generation technique not selected by the processor, another next highest scoring ad not already included in the list of ads; and automatically repeating the adding operations in accordance with the interleaved order until the list of ads meets a threshold condition; in accordance with one or more serving parameters that specify (i) a webpage on which an ad is served, (ii) a search query or a search result associated with serving of the ad, (iii) a user characteristic specifying a type of browser used, one or more previous webpage views, or previous online behavior, or (iv) a host or affiliate site that initiated an ad request, serving a plurality of ads from the list of ads; and determining the performance of the first and second ad generation techniques by monitoring, over one or more networks, an online performance of each of the plurality of ads served, including updating a data repository with data specifying the online performance of each of the plurality of ads served and a respective indicator of that ad, the respective indicator identifying which ad generation technique produced that ad, wherein, when a particular ad of the plurality of ads served is in both the first and second sets of ads, the online performance of the particular ad is either associated with both the first and second ad generation techniques or is not associated with either of the first and second ad generation techniques. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32)
-
-
33. An apparatus for determining performance of first and second ad generation techniques in an ad serving computer network, the apparatus comprising:
-
a memory configured to store a list of ads; a processor coupled to the memory, the processor being configured to; obtain a first set of one or more ads, the first set having been generated using a first ad generation technique and ad request information, the first ad generation technique including a first ad selection technique, a first ad scoring technique, or a first ad rendering technique, each ad in the first set having a first rank score associated therewith; obtain a second set of one or more ads, the second set having been generated using a second ad generation technique and the ad request information, the second ad generation technique including a second ad selection technique, a second ad scoring technique, or a second ad rendering technique, each ad in the second set having a second rank score associated therewith; prepare an interleaved order of ads from the first and second sets by; selecting one of the first ad generation technique and the second ad generation technique as an initial technique for the interleaved order; adding to the list of ads, from the selected initial technique, a next highest scoring ad not already included in the list of ads; adding to the list of ads, from the ad generation technique not selected by the processor, another next highest scoring ad not already included in the list of ads; and automatically repeating the adding operations in accordance with the interleaved order until the list of ads meets a threshold condition; in accordance with one or more serving parameters that specify (i) a webpage on which an ad is served, (ii) a search query or a search result associated with serving of the ad, (iii) a user characteristic specifying a type of browser used, one or more previous webpage views, or previous online behavior, or (iv) a host or affiliate site that initiated an ad request, serve a plurality of ads from the list of ads; and determine the performance of the first and second ad generation techniques by monitoring, over one or more networks, an online performance of the plurality of ads served, including updating a data repository with data specifying the online performance of each of the plurality of ads served and a respective indicator of that ad, the respective indicator identifying which ad generation technique produced that ad, wherein, when a particular ad of the plurality of ads served is in both the first and second sets of ads, the online performance of the particular ad is either associated with both the first and second ad generation techniques or is not associated with either of the first and second ad generation techniques. - View Dependent Claims (34, 35, 36, 37, 38, 39, 40, 41, 42, 43, 44, 45, 46, 47, 48, 49, 50, 51, 52, 53, 54, 55, 56, 57, 58, 59, 60, 61, 62, 63, 64)
-
Specification