Using the utility of configurations in ad serving decisions

G - Physics – 06 – F

Patent

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G06F 17/30 (2006.01) G06F 7/00 (2006.01)

Patent

CA 2613531

Instead of accepting competing ads and using an arbitration function (e.g., an auction) to choose winning ads to be served with a document, sets of ads (perhaps having different characteristics) can be generated, and an arbitration function can be used to select the winning set of ads. Such arbitrations on sets of ads can consider how ads, search results, colors, positions, fonts, etc., all interact with each other and affect the usefulness of the sets of ads to advertisers, end users, document publishers, and/or an ad serving entity.

L'invention permet, au lieu d'accepter des annonces publicitaires concurrentes et d'utiliser une fonction d'arbitrage (p.ex., une mise aux enchères) pour choisir les annonces gagnantes qui seront présentées avec un document, de produire un ensemble d'annonces (possédant peut-être des caractéristiques différentes) et d'utiliser une fonction d'arbitrage pour choisir l'ensemble d'annonces gagnant. Ce type d'arbitrage portant sur des ensembles d'annonces permet de prendre en considération la manière dont les annonces, les résultats de recherche, les couleurs, les positions, les polices de caractères, etc. interagissent entre eux et influencent l'utilité des annonces pour les annonceurs, les utilisateurs finals, les éditeurs de documents et/ou l'entité qui gère la publicité en ligne.

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