Method and system for optimum placement of advertisements on a webpage

• US 7,373,599 B2
• Filed: 02/14/2003
• Issued: 05/13/2008
• Est. Priority Date: 04/02/1999
• Status: Expired due to Term

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Overture Services Incorporated (Apollo Global Management, Inc.)
• Inventors: Radford, Michael, McElfresh, Charles, Mineiro, Paul
• Primary Examiner(s): Breene; John
• Assistant Examiner(s): Stevens; Robert
• Application Number:
  US10/366,853
• Publication Number:
  US 20030149938A1
• Time in Patent Office: 1,915 Days
• Field of Search: 715/501.1, 715/517, 715/510, 705/26
• US Class Current: 715/210
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: Y10S 707/99933 Query processing, i.e. searching

Abstract

A method and system for placement of graphical objects on a page to optimize the occurrence of an event associated with such objects. The graphical objects might include, for instance, advertisements on a webpage, and the event would include a user clicking on that ad. The page includes positions for receipt of the object material. Data regarding the past performance of the objects is stored and updated as new data is received. A user requests a page from a server associated with system. The server uses the performance data to derive a prioritized arrangement of the objects on the page. The server performs a calculation regarding the likelihood that an event will occur for a given object, as displayed to a particular user. The objects are arranged according to this calculation and returned to the user on the requested page. The likelihood can also be multiplied by a weighting factor and the objects arranged according to this product.

Claims

1. A method of displaying a plurality of advertisements on a page viewable by a user on a computer display, comprising:

storing a plurality of advertisements, each advertisements including a link to information that is able to be invoked by a user identifying the advertisement by use of a computer pointing device;

calculating the probability that a user will invoke the link associated with an advertisement displayed to the user; and

displaying at least some of the advertisements to the user, where the advertisements are arranged relative to one another on the page in descending order as a function of the calculated probability that the user will invoke the link for each displayed advertisement and a price per click-through associated with each advertisement.

2. The method according to claim 1, wherein the displayed advertisements are arranged on the page in descending order using the product of the calculated probability and the price per click through.

3. The method according to claim 2, wherein a stored advertisement may have associated with it at least one constraint on the display of the advertisement.

4. The method according to claim 3, wherein one constraint is a restriction on pages or positions where the advertisement may be displayed.

5. The method according to claim 3, wherein one constraint is a restriction on a demographic variable of a user to whom the advertisement should be displayed.

6. The method according to claim 1, wherein the calculated probability is based, at least in part, on the prior performance of the advertisement.

7. The method according to claim 6, wherein when an advertisement is new, the calculated probability initially is set to an overestimated value so that the calculated probability converges from above.

8. A method of prioritizing the placement of objects displayed to a user on a computer display, comprising:

storing a plurality of objects in a database, each object including at least one of graphics and text, having a link to information, and being associated with a client of a service for displaying objects;

calculating a service revenue amount associated with each object;

ordering at least some of the objects relative to one another using the calculated revenue amounts for the objects; and

displaying a plurality of the ordered objects to a user;

wherein the revenue amount for each object comprises the product of a click-through percentage and a cost-per-click, where the click-through percentage is an estimation of the probability that a user will click on the link for the displayed object and the cost-per-click is a monetary amount the client will pay the service if a user clicks on the link for the displayed object.

9. The method according to claim 8, wherein the displayed objects are arranged in decreasing visual prominence in decreasing order of calculated revenue amount.

10. The method according to claim 9, wherein a stored object may have associated with it at least one constraint on the display of the object.

11. The method according to claim 10, wherein the at least one constraint is at least one of a restriction on pages or positions where the object may be displayed and a restriction on a demographic variable of a user to whom the object should be displayed.

12. The method according to claim 8, wherein the click-through percentage is based, at least in part, on the prior performance of the object.

13. The method according to claim 12, wherein when an object is new, the click-through percentage initially is set to an overestimated value so that the click-through percentage converges from above.

14. The method according to claim 8, wherein the revenue amount for each object additionally includes an amount of revenue per impression, which is a monetary amount the client will pay the service for each time the object is displayed.

15. The method according to claim 14, wherein the amount of revenue per impression may be zero for at least some of the objects.

16. A method of displaying a plurality of graphical objects on a webpage accessible by a user over the Internet, comprising:

storing a plurality of graphical objects, each graphical object including a link to further information on the Internet that can be invoked by a user, and having an associated click-through percentage and cost-per-click; and

displaying at least some of the graphical objects on a webpage displayed to a user, wherein the graphical objects are arranged relative to one another using the product of the click-through percentage and the cost-per-click associated with the respective displayed graphical objects.

17. The method according to claim 16, wherein the displayed graphical objects are arranged in decreasing order of said product.

18. The method according to claim 16, wherein each graphical object includes at least one of graphic and text symbols.

19. The method according to claim 16, wherein each graphical object is one of an advertisement and a topic title.

20. The method according to claim 16, wherein a stored graphical object may have associated with it at least one constraint on the display of the graphical object.

21. The method according to claim 20, wherein the at least one constraint includes at least one of a restriction on pages or positions where the graphical object may be displayed and a restriction on a demographic variable of a user to whom the graphical object should be displayed.

22. The method according to claim 16, wherein the click-through percentage is based, at least in part, on the prior performance of the graphical object.