Positioning advertisements on the bases of expected revenue

Abstract

The present invention is directed towards systems and methods for determining one or more positions for one or more advertisements. The method of the present invention comprises receiving a result set comprising one or more advertisements ordered by expected revenue. A document is divided into one or more locations for displaying one or more advertisements. A first set of advertisements is selected from the result set to position at a primary location in the document, the selection based upon the expected revenue associated with the one or more advertisements. A second set of advertisement is selected from the result set to position at one or more additional locations of the given document.

Description

[0001] A portion of the disclosure of this patent document contains material which is subject to copyright protection. The copyright owner has no objection to the facsimile reproduction by anyone of the patent document or the patent disclosures, as it appears in the Patent and Trademark Office patent files or records, but otherwise reserves all copyright rights whatsoever. BACKGROUND OF THE INVENTION [0002] The present invention generally provides methods and systems for facilitating the ranking and positioning of advertisements. More specifically, the present invention provides methods and systems that use combinations of analytics data, confidence scores, and expected revenue to determine an ordering or positioning of one or more advertisements in response to a given request received from a client device. [0003] Advertisements are commonly used on the Internet to promote various products and services. Advertisements may comprise banner ads, links to web pages, images, video, text,...

AI Technical Summary

Benefits of technology

[0010] The present invention is directed towards methods and systems for determining one or more positions for one or more advertisements in a given document. According to one embodiment of the invention, a result set comprising one or more advertisements ordered by expected revenue is retrieved. A document for displaying one or more of the advertisements within the result set is divided into one or more locations. According to one embodiment of the invention, a document comprises a web page. A first set of advertisements is selected from the result set to position at a primary location of the given document. The first set of advertisements is selected based upon the expected revenue associated with the one or more advertisements. A second set of advertisements is selected from the result set to position at one or more additional locations of the given document.

Problems solved by technology

However, different advertisements may be more or less profitable for a search engine to display as the amount paid by each advertiser for displaying or having a user select an advertisement varies.

However, while an advertisement with the greatest bid may generate the most profit when selected, an advertisement with a lower bid may generate more profit if the likelihood of users selecting the second advertisement is significantly greater.

However, these methods fail to take into account the profit interests and needs of the search engine providing the result on behalf of an advertiser.

Current methods and systems for ranking advertisements in a result set or positioning items in a given web page fail to take into account relevance, appeal and revenue generating potential of advertisements displayed in response to a search request.

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