Identification and management of cannibalistic ads to improve internet advertising efficiency

Abstract

Abstract Generating a cannibalism score for a paid ad in a search engine results page (SERP) by gathering keywords relevant to an advertiser, defining rules that compute a cannibalism score for the ad in relation to a corresponding unpaid listing, where the cannibalism score estimates the reduction in revenue to the advertiser due to the ad appearing in the same SERP as the corresponding listing, providing a keyword to a search engine, receiving a SERP from the search engine, determining the position of a first ad placed by the advertiser from among one or more ads in the SERP, determining the position of a corresponding unpaid listing from among a plurality of unpaid listings in the SERP, and applying the rules to the ad and to the corresponding unpaid listing to obtain a cannibalism score for the ad. Abstract 20 26 21 07 95 30 J ul 2 02 6 A b s t r a c t 3 0 J u l 2 0 2 6 2 0 2 6 2 1 0 7 9 5

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