Bundle generation
First Claim
Patent Images
1. A computer-implemented method comprising:
- identifying first topics related to a content page that is configured to be displayed on client device;
identifying second topics associated with available advertisements (i) that include advertisements with static content and advertisements with audio or video content and (ii) that are available to be selected, by one or more computers, for display on the content page on the client device;
identifying common topics that are related to each of the first topics and the second topics;
based on the common topics, identifying a first group of advertisements from the advertisements with static content and a second group of advertisements from the advertisements with audio or video content;
determining a total number of advertisements to include in an advertisement bundle of advertisements that includes advertisements from each of the first group and the second group;
based on relevance to the common topics and on revenue generated by presenting the advertisement bundle, determining a ratio of advertisements from the first group to advertisements from the second group to include in the advertisement bundle;
based on at least one of a click-through rate of the first advertisement or a cost to an advertiser of the first advertisement, determining a performance score for a first advertisement included in the advertisement bundle, the performance score based on presentations of the first advertisement on other content pages in a similar category as the content page, the click-through rate corresponding to a portion of users that visited a landing page of the advertisement by clicking on the first advertisement;
determining that the performance score for the first advertisement does not satisfy a threshold;
based on determining that the performance score for the first advertisement does not satisfy the threshold, replacing the first advertisement with an additional advertisement from a same group as the first advertisement to create an updated advertisement bundle, wherein the same group is one of the first group or the second group that included the first advertisement; and
providing, to the client device, the updated advertisement bundle including the additional advertisement for display on the content page.
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Abstract
First topics related to a content page, such as a web page, are identified. Thereafter, second topics related to a first content element, such as advertisements, and a second content element, such as media files, are identified based on the first topics. Common topics are identified that are common to the first and second topics. Based on the common topics, first and second content elements are identified and combined in a bundle that is transmitted to a user requesting the content page.
171 Citations
20 Claims
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1. A computer-implemented method comprising:
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identifying first topics related to a content page that is configured to be displayed on client device; identifying second topics associated with available advertisements (i) that include advertisements with static content and advertisements with audio or video content and (ii) that are available to be selected, by one or more computers, for display on the content page on the client device; identifying common topics that are related to each of the first topics and the second topics; based on the common topics, identifying a first group of advertisements from the advertisements with static content and a second group of advertisements from the advertisements with audio or video content; determining a total number of advertisements to include in an advertisement bundle of advertisements that includes advertisements from each of the first group and the second group; based on relevance to the common topics and on revenue generated by presenting the advertisement bundle, determining a ratio of advertisements from the first group to advertisements from the second group to include in the advertisement bundle; based on at least one of a click-through rate of the first advertisement or a cost to an advertiser of the first advertisement, determining a performance score for a first advertisement included in the advertisement bundle, the performance score based on presentations of the first advertisement on other content pages in a similar category as the content page, the click-through rate corresponding to a portion of users that visited a landing page of the advertisement by clicking on the first advertisement; determining that the performance score for the first advertisement does not satisfy a threshold; based on determining that the performance score for the first advertisement does not satisfy the threshold, replacing the first advertisement with an additional advertisement from a same group as the first advertisement to create an updated advertisement bundle, wherein the same group is one of the first group or the second group that included the first advertisement; and providing, to the client device, the updated advertisement bundle including the additional advertisement for display on the content page. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. A system comprising:
one or more computers and one or more storage devices storing instructions that are operable, when executed by the one or more computers, to cause the one or more computers to perform operations comprising; identifying first topics related to a content page that is configured to be displayed on client device; identifying second topics associated with available advertisements (i) that include advertisements with static content and advertisements with audio or video content and (ii) that are available to be selected, by one or more computers, for display on the content page on the client device; identifying common topics that are related to each of the first topics and the second topics; based on the common topics, identifying a first group of advertisements from the advertisements with static content and a second group of advertisements from the advertisements with audio or video content; determining a total number of advertisements to include in an advertisement bundle of advertisements that includes advertisements from each of the first group and the second group; based on relevance to the common topics and on revenue generated by presenting the advertisement bundle, determining a ratio of advertisements from the first group to advertisements from the second group to include in the advertisement bundle; based on at least one of a click-through rate of the first advertisement or a cost to an advertiser of the first advertisement, determining a performance score for a first advertisement included in the advertisement bundle, the performance score based on presentations of the first advertisement on other content pages in a similar category as the content page, the click-through rate corresponding to a portion of users that visited a landing page of the advertisement by clicking on the first advertisement; determining that the performance score for the first advertisement does not satisfy a threshold; based on determining that the performance score for the first advertisement does not satisfy the threshold, replacing the first advertisement with an additional advertisement from a same group as the first advertisement to create an updated advertisement bundle, wherein the same group is one of the first group or the second group that included the first advertisement; and providing, to the client device, the updated advertisement bundle including the additional advertisement for display on the content page. - View Dependent Claims (11, 12, 13, 14, 15)
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16. A non-transitory computer-readable medium storing software comprising instructions executable by one or more computers which, upon such execution, cause the one or more computers to perform operations comprising:
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identifying first topics related to a content page that is configured to be displayed on client device; identifying second topics associated with available advertisements (i) that include advertisements with static content and advertisements with audio or video content and (ii) that are available to be selected, by one or more computers, for display on the content page on the client device; identifying common topics that are related to each of the first topics and the second topics; based on the common topics, identifying a first group of advertisements from the advertisements with static content and a second group of advertisements from the advertisements with audio or video content; determining a total number of advertisements to include in an advertisement bundle of advertisements that includes advertisements from each of the first group and the second group; based on relevance to the common topics and on revenue generated by presenting the advertisement bundle, determining a ratio of advertisements from the first group to advertisements from the second group to include in the advertisement bundle; based on at least one of a click-through rate of the first advertisement or a cost to an advertiser of the first advertisement, determining a performance score for a first advertisement included in the advertisement bundle, the performance score based on presentations of the first advertisement on other content pages in a similar category as the content page, the click-through rate corresponding to a portion of users that visited a landing page of the advertisement by clicking on the first advertisement; determining that the performance score for the first advertisement does not satisfy a threshold; based on determining that the performance score for the first advertisement does not satisfy the threshold, replacing the first advertisement with an additional advertisement from a same group as the first advertisement to create an updated advertisement bundle, wherein the same group is one of the first group or the second group that included the first advertisement; and providing, to the client device, the updated advertisement bundle including the additional advertisement for display on the content page. - View Dependent Claims (17, 18, 19, 20)
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Specification