Systems and methods for placing electronic advertisements
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Accused Products
Abstract
This invention concerns optimal ad selection for Web pages by selecting and updating an attribute set, obtaining and updating an ad-attribute profile, and optimally choosing the next ad. The present invention associates a set of attributes with each customer. The attributes reflect the customers'"'"' interests and they incorporate the characteristics that impact ad selection. Similarly, the present invention associates with each ad an ad-attribute profile in order to calculate a customer'"'"'s estimated ad selection probability and measure the uncertainty in that estimate. An ad selection algorithm optimally selects which ad to show based on the click probability estimates and the uncertainties regarding these estimates.
85 Citations
27 Claims
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1-9. -9. (canceled)
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10. A computer-implemented method for optimizing placement of Internet advertisements, comprising:
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establishing a customer profile for a customer, the customer profile including category attributes related to a category of advertisements of interest to the customer and product attributes related to a product of interest to the customer; receiving an Internet advertisement; computing a click probability estimate representing a likelihood that the customer will select the Internet advertisement according to the category attributes and the product attributes; determining a strength of the click probability estimate based on a number of times the Internet advertisement has been previously presented; causing the Internet advertisement to be presented to the customer based on the click probability estimate and the strength of the click probability estimate; receiving a response to the Internet advertisement from the customer; adjusting the click probability estimate for the Internet advertisement based on the received response to the Internet advertisement; and increasing the strength of the click probability estimate based on the presentation of the Internet advertisement. - View Dependent Claims (11, 12, 13, 14, 15, 16, 17)
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18. A computer-implemented method for optimizing placement of electronic advertisements, comprising:
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establishing a customer profile for a customer, the customer profile including at least category attributes related to a category of advertisements of interest to the customer; computing a click probability estimate representing a likelihood that the customer will select an electronic advertisement; determining a strength of the click probability estimate based on a number of times the electronic advertisement has been previously presented; and causing the electronic advertisement to be presented to the customer based on the click probability estimate and the strength of the click probability estimate. - View Dependent Claims (19, 20, 21, 22, 23, 24, 25, 26)
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27. A computer-implemented method for optimizing placement of electronic advertisements, comprising:
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establishing a customer profile for a customer, the customer profile including category attributes related to a category of advertisements of interest to the customer and product attributes related to a product of interest to the customer; computing a click probability estimate representing a likelihood that the customer will select an electronic advertisement according to the category attributes and the product attributes; causing the electronic advertisement to the customer based on the click probability estimate; receiving a response to the Internet advertisement from the customer; adjusting the click probability estimate for the Internet advertisement based on the received response to the Internet advertisement; and adjusting the customer profile based on types of advertisements previously responded to by the customer, and Internet sites visited by the customer.
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Specification