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Sponsored Online Content Management Using Query Groups

A technology of clusters and processors, applied to other database queries, data processing applications, instruments, etc., can solve problems such as expensive and difficult optimal allocation

Active Publication Date: 2020-03-03
MICROSOFT TECH LICENSING LLC
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

Achieving an optimal allocation of slots has proven to be a difficult and expensive task

Method used

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  • Sponsored Online Content Management Using Query Groups
  • Sponsored Online Content Management Using Query Groups
  • Sponsored Online Content Management Using Query Groups

Examples

Experimental program
Comparison scheme
Effect test

Embodiment Construction

[0016] Various aspects of the techniques described herein are generally directed to sponsored online content auctions by clustering queries based on advertiser behavior. Although the following description provides numerous example manifestations of such behavior, including advertiser spend and / or campaign revenue, the techniques described herein are not limited to these examples and may cluster queries using other forms of advertiser behavior. Example embodiments in which advertiser actions influence sponsored online content auctions include search engine advertising campaigns, such as paid or sponsored searches. Paid or sponsored search auctions can be improved by selecting a set of auction parameters that maximize an objective (eg, an objective function such as click yield or RPM (return per thousand queries) across incoming query traffic).

[0017] One example metric defines advertiser behavior in terms of a small market. A small market generally includes a collection of a...

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Abstract

Aspects of the subject disclosure are directed towards managing sponsored online content based upon advertiser behavior. Defining mini-markets to represent such advertiser behavior may be accomplished by clustering queries that generate revenue from one or more campaigns. Query revenue data between queries and a set of campaigns may be used to determine such mini-markets. To illustrate, a query whose highest revenue is attributed to a campaign may be selected for that campaign's mini-market. When that query is entered as a search term, the campaign's mini-market helps allocate space for advertisements.

Description

Background technique [0001] In order to properly distribute online content for sponsorship when presented via an information portal such as a search engine, conventional portals auction off each slot or position on such content to the highest ranked bidder (such as an advertiser or agency) . Rankings may be determined in terms of dollar amounts bid or by weighted values ​​calculated from various factors, including click through rate or expected click percentage. Typically, a user providing a query to a search engine invokes an auction for positions on pages returned by the query. Bidders offer to pay up to a specific amount for a spot or vacancy; successful bids result in a search page that displays an ad alongside the regular search results for a query. [0002] To illustrate an example, under a generalized second price (GSP) auction, after an advertiser places a single bid, the bids are ranked by weights such that the weighted bids determine the allocation of slots. Most ...

Claims

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Application Information

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Patent Type & Authority Patents(China)
IPC IPC(8): G06F16/903G06Q30/02
CPCG06Q30/0202G06Q30/0241G06Q30/0254G06Q30/0283G06Q30/0244G06Q30/0256G06Q30/0275
Inventor Y.周C.J.勒格特N.刘D.德林X.赵X.S.万A.戈德伯格R.F.维内克D.V.肯塔克
Owner MICROSOFT TECH LICENSING LLC