Assigning scores to electronic communications with extensions
First Claim
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1. A method executed by a processor of a computing device, the method comprising:
- receiving an indication that a client computing device has requested content;
responsive to receiving the indication, computing a score for an electronic communication, the score computed based upon;
the electronic communication comprising an extension to a predefined format; and
an externality score that is indicative of;
a number of times that the electronic communication has historically been presented on client computing devices, wherein the externality score is computed as a function of;
for each impression of the electronic communication at client computing devices over a defined time range;
a position of the electronic communication on a web page;
a type of the extension from amongst a plurality of possible types of extensions; and
a layout of the extension from amongst a plurality of possible layouts of extensions;
selecting the electronic communication from several potential electronic communications based upon the score; and
responsive to selecting the electronic communication, transmitting the electronic communication for display with the content on the client computing device.
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Abstract
Various technologies pertaining to conducting auctions for display of electronic communications in display positions are described herein. An electronic communication has a predefined format, and further has an optional extension to the predefined format. The electronic communication participates in an auction, where an auction system takes the extension into consideration when computing a rank score for the electronic communication. Further, the auction system takes historic servings of the electronic communication, with the extension, to client computing devices into account when computing the rank score.
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Citations
20 Claims
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1. A method executed by a processor of a computing device, the method comprising:
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receiving an indication that a client computing device has requested content; responsive to receiving the indication, computing a score for an electronic communication, the score computed based upon; the electronic communication comprising an extension to a predefined format; and an externality score that is indicative of; a number of times that the electronic communication has historically been presented on client computing devices, wherein the externality score is computed as a function of; for each impression of the electronic communication at client computing devices over a defined time range;
a position of the electronic communication on a web page;
a type of the extension from amongst a plurality of possible types of extensions; and
a layout of the extension from amongst a plurality of possible layouts of extensions;selecting the electronic communication from several potential electronic communications based upon the score; and responsive to selecting the electronic communication, transmitting the electronic communication for display with the content on the client computing device. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 11, 12)
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10. The method of 1, wherein the score is additionally based upon a tunable parameter, the tunable parameter defines an influence of the externality score on the score.
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13. A computing system comprising:
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a processor; and memory storing instructions that, when executed by the processor, cause the processor to perform acts comprising; receiving an indication that a client computing device has requested content; responsive to receiving the indication, computing a score for an electronic communication, the score computed based upon; the electronic communication comprising an extension to a predefined format; and an externality score that is indicative of; a number of times that the electronic communication has historically been presented on client computing devices, wherein the externality score is computed as a function of; for each impression of the electronic communication at client computing devices over a defined time range;
a position of the electronic communication on a web page;
a type of the extension from amongst a plurality of possible types of extensions; and
a layout of the extension from amongst a plurality of possible layouts of extensions;selecting the electronic communication from several potential electronic communications based upon the score; and responsive to selecting the electronic communication, transmitting the electronic communication for display with the content on the client computing device. - View Dependent Claims (14, 15, 16, 17, 18, 19)
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20. A server computing device that is in network communication with a client computing device, the server computing device comprising:
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a processor; and memory storing instructions that, when executed by the processor, cause the processor to perform acts comprising; receiving an indication that the client computing device has requested content; responsive to receiving the indication, computing a score for an electronic communication, the score computed based upon; the electronic communication comprising an extension to a predefined format; and an externality score that is indicative of; a number of times that the electronic communication has historically been presented on client computing devices, wherein the externality score is computed as a function of; for each impression of the electronic communication at client computing devices over a defined time range;
a position of the electronic communication on a web page;
a type of the extension from amongst a plurality of possible types of extensions; and
a layout of the extension from amongst a plurality of possible layouts of extensions;selecting the electronic communication from several potential electronic communications based upon the score; and responsive to selecting the electronic communication, transmitting the electronic communication for display with the content on the client computing device.
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Specification