Mixing items, such as ad targeting keyword suggestions, from heterogeneous sources

Abstract

The way in which targeting keywords are suggested to advertisers, particularly in instances where different suggestion tools or techniques provide a number of different sets of targeting keyword suggestions, may be improved by (a) accepting at least two heterogeneous sets of suggestions (where each of the sets of suggestions includes suggestions that are ranked and / or scored), (b) determining, for each of the sets of suggestions, a new score for each of the suggestions of the set, where the new score combines an cardinal aspect of the suggestion and an ordinal aspect of the suggestion, and (c) combining at least some of the suggestions from each of the sets using the new scores to generate a final set of ordered and / or scored suggestions. Each of the suggestions may include information for targeting the serving of an online advertisement. For example, each of the suggestions may include a keyword for targeting the serving of an online advertisement. Each of the suggestions may include a keyword type.

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 helping advertisers to develop better online ad campaigns.[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 advertisi...

AI Technical Summary

Benefits of technology

[0012]The present invention may be used to improve the way in which targeting keywords are suggested to advertisers, particularly in instances where different suggestion tools or techniques provide a number of different sets of targeting keyword suggestions. For example, at least some embodiments consistent with the present invention may (a) accept at least two heterogeneous sets of suggestions (where each of the sets of suggestions includes suggestions that are ranked and / or scored), (b) determine, for each of the sets of suggestions, a new score for each of the suggestions of the set, where the new score combines an cardinal aspect of the suggestion and an ordinal aspect of the suggestion, and (c) combine at least some of the suggestions from each of the sets using the new scores to generate a final set of ordered and / or scored suggestions.

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.

Selecting targeting keywords to meet each advertiser's goals may be difficult.

Unfortunately, however, if targeting keyword suggestions come from different sources that use different scores, it is challenging to combine the targeting keyword suggestions in a way that is meaningful to an advertiser.

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