Accurately estimating advertisement performance
First Claim
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1. A method for estimating on-line advertisement performance, the method comprising:
- identifying, using a processor associated with a server device, a candidate advertisement in response to an advertisement trigger;
identifying, using a processor associated with a server device, a set of at least one key pair relating to features of the candidate advertisement and the advertisement trigger, or a combination of the candidate advertisement and the advertisement trigger, where the at least one key pair identifies a type of the features and a value of the features; and
estimating, using a processor associated with a server device, candidate advertisement performance based on historical data relating to the at least one key pair, where estimating advertisement performance includes;
identifying, using a processor associated with a server device, a prior likelihood that a defined user action associated with the candidate advertisement will be observed;
calculating, using a processor associated with a server device, for each key pair in the set of at least one key pair, a parameter representing a statistical impact of the key pair on the likelihood that a defined user action associated with the candidate advertisement will be observed, where the at least one parameter is based on the historical data associated with the key pair.
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Abstract
An on-line advertising system provides advertisements to users. At least one candidate advertisement is identified in response to an advertisement trigger. At least one key is identified relating to features of the candidate advertisement, the advertisement trigger, or a combination of the candidate advertisement and the advertisement trigger. Candidate advertisement performance is estimated based on historical data relating to the key.
87 Citations
21 Claims
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1. A method for estimating on-line advertisement performance, the method comprising:
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identifying, using a processor associated with a server device, a candidate advertisement in response to an advertisement trigger; identifying, using a processor associated with a server device, a set of at least one key pair relating to features of the candidate advertisement and the advertisement trigger, or a combination of the candidate advertisement and the advertisement trigger, where the at least one key pair identifies a type of the features and a value of the features; and estimating, using a processor associated with a server device, candidate advertisement performance based on historical data relating to the at least one key pair, where estimating advertisement performance includes; identifying, using a processor associated with a server device, a prior likelihood that a defined user action associated with the candidate advertisement will be observed; calculating, using a processor associated with a server device, for each key pair in the set of at least one key pair, a parameter representing a statistical impact of the key pair on the likelihood that a defined user action associated with the candidate advertisement will be observed, where the at least one parameter is based on the historical data associated with the key pair. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17)
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18. A method, comprising:
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receiving, using a processor associated with a server device, an advertisement trigger from a user; identifying, using a processor associated with a server device, a candidate advertisement for display to the user; identifying, using a processor associated with a server device, a set of key pairs having characteristics associated with the advertisement trigger and the candidate advertisement; retrieving, using a processor associated with a server device, historical statistical information for each key in the set of key pairs; calculating, using a processor associated with a server device, a model parameter for each key pair in the set of key pairs, the model parameter representative of a statistical relevance of the characteristics associated with the key and based on the retrieved historical statistical information; and calculating, using a processor associated with a server device, an estimated user action rate for the candidate advertisement based on a prior user action probability associated with the candidate advertisement and each of the calculated model parameters. - View Dependent Claims (19, 20, 21)
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Specification