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Using the utility of configurations in ad serving decisions

a technology of ad serving and configuration, applied in the field of advertising, can solve the problems of difficult identification and elimination of such waste, poor ad budget, and inability to fulfill all available ad spots, etc., and achieve the effect of reducing the number of ad spots, and improving the quality of ad placemen

Inactive Publication Date: 2006-12-28
GOOGLE LLC
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

Unfortunately, even when armed with demographic studies and entirely reasonable assumptions about the typical audience of various media outlets, advertisers recognize that much of their ad budget is simply wasted.
Moreover, it is very difficult to identify and eliminate such waste.
However, there may be some instances under which this policy of filling all available ad spots, if possible or to the greatest extent possible, might not be desirable from the standpoint of the end user, the Web page owner or publisher, and / or the ad serving facility.

Method used

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  • Using the utility of configurations in ad serving decisions
  • Using the utility of configurations in ad serving decisions
  • Using the utility of configurations in ad serving decisions

Examples

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Embodiment Construction

[0018] The present invention may involve novel methods, apparatus, message formats, and / or data structures for determining utility values of various ad configurations, and / or using such utility values in ad serving decisions. The following description is presented to enable one skilled in the art to make and use the invention, and is provided in the context of particular applications and their requirements. Thus, the following description of embodiments consistent with the present invention provides illustration and description, but is not intended to be exhaustive or to limit the present invention to the precise form disclosed. Various modifications to the disclosed embodiments will be apparent to those skilled in the art, and the general principles set forth below may be applied to other embodiments and applications. For example, although a series of acts may be described with reference to a flow diagram, the order of acts may differ in other implementations when the performance o...

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Abstract

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.

Description

§ 1. BACKGROUND OF THE INVENTION [0001]§ 1.1 Field of the Invention [0002] The present invention concerns advertisements (“ads”), such as ads served in an online environment. In particular, the present invention concerns improving decisions related to serving ads. [0003]§ 1.2 Background Information [0004] Advertising using traditional media, such as television, radio, newspapers and magazines, is well known. Unfortunately, even when armed with demographic studies and entirely reasonable assumptions about the typical audience of various media outlets, advertisers recognize that much of their ad budget is simply wasted. Moreover, it is very difficult to identify and eliminate such waste. [0005] Recently, advertising over more interactive media has become popular. For example, as the number of people using the Internet has exploded, advertisers have come to appreciate media and services offered over the Internet as a potentially powerful way to advertise. [0006] Interactive advertising...

Claims

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Application Information

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IPC IPC(8): G06Q30/00
CPCG06Q30/02G06Q30/0241G06Q30/0207G06Q30/0264G06Q30/0269G06Q30/0273
Inventor PATEL, AMITVARIAN, HAL
Owner GOOGLE LLC
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