Ranking Vendors by Combining Quantitative and Qualitative Characteristics of Third-Party Advertising

Inactive Publication Date: 2012-08-02
EXCALIBUR IP LLC
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

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Benefits of technology

[0006]A computer-implemented method for ranking vendors by combining quantitative and qualitative characteristics of a third-party ad. The claimed method commences by storing a third-party internet ad, the third-party internet ad for hosting within a server in a third-party network, then measuring a latency score of the third-party network. Then further monitoring the user's behavior to measure or calculate a click-through rate (CTR) score of the third-party internet ad, and additionally processing a quality score of the third-party internet ad for use in combining the latency score, the CTR score, an

Problems solved by technology

Some embodiments report poor performance when the

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  • Ranking Vendors by Combining Quantitative and Qualitative Characteristics of Third-Party Advertising
  • Ranking Vendors by Combining Quantitative and Qualitative Characteristics of Third-Party Advertising
  • Ranking Vendors by Combining Quantitative and Qualitative Characteristics of Third-Party Advertising

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[0022]In the following description, numerous details are set forth for purpose of explanation. However, one of ordinary skill in the art will realize that the invention may be practiced without the use of these specific details. In other instances, well-known structures and devices are shown in block diagram form in order to not obscure the description of the invention with unnecessary detail.

DEFINITIONS

[0023]Some terms are defined below in alphabetical order for easy reference. These terms are not rigidly restricted to these definitions. A term may be further defined by the term's use in other sections of this description.

[0024]“Ad” (e.g. ad, item and / or message) means a paid announcement, as of goods or services for sale, preferably on a network, such as the internet. An ad may also be referred to as an ad, an item and / or a message.

[0025]“Ad call” means a message, sent by a computer to an ad server for requesting an ad to be displayed.

[0026]“Ad click-through rate” (e.g. click-thro...

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Abstract

A computer-implemented method for ranking vendors by combining quantitative and qualitative characteristics of a third-party ad. The claimed method commences by storing a third-party internet ad, the third-party internet ad for hosting within a server in a third-party network, then measuring a latency score of the third-party network. Then monitoring the user's behavior to measure or calculate a click-through rate (CTR) score of the third-party internet ad, and additionally processing a quality score of the third-party internet ad for use in combining the latency score, the CTR score, and the quality score to form a reputation score. The reputation score is calculated using a coefficient of correlation for the quality score, and a coefficient of correlation for the latency score and a coefficient of correlation of the CTR score. The highest possible weight is given to the quality score while retaining maximum sensitivity to changes in latency and/or CTR scores.

Description

FIELD OF THE INVENTION[0001]The present invention is directed towards internet advertising, and more particularly to techniques and systems for combining quantitative and qualitative characteristics of third-party advertising for ranking.BACKGROUND OF THE INVENTION[0002]The exploding popularity and sophistication of the internet has brought to bear easy access for anyone or any entity to publish, consume and aggregate content. Along with an explosion of content, the rate of appearance of advertisements that accompany content (and serve to monetize the content) is growing at a similar pace. Internet advertising supports a large and sophisticated ecosystem of participants including publishers, content providers, ad networks, ad agencies, ad aggregators, and ad arbitragers.[0003]Within this ecosystem, about 70% of the advertising is served by third-party ecosystem of participants. Substantially all of the participants in the ecosystem desire to see steps taken to protect the user exper...

Claims

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Application Information

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IPC IPC(8): G06Q30/00
CPCG06Q30/0241G06Q30/0282G06Q30/0242G06Q30/0244
Inventor ZHOU, YANAGGARWAL, ANUPAMKODE, KRANTHIPANTTANAYAK, PRADHAN G.
Owner EXCALIBUR IP LLC
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