Local-search optimization and pricing for rich ad allocation

Patent metadata

Field	Value
Publication number	US-10755308-B2
Application number	US-201615360714-A
Country	US
Kind code	B2
Filing date	Nov 23, 2016
Priority date	Oct 24, 2016
Publication date	Aug 25, 2020
Grant date	Aug 25, 2020

Abstract

Systems, devices, and methods generate a more accurate search advertising auction that considers heterogeneous attributes of advertisements for inclusions into an available advertisement space. Each advertisement considered for inclusion into the available advertisement space may be further analyzed to generate a truthful estimated price for reference during an online bidding for the advertisement space.

First claim

What is claimed is:

1. A system for considering online data for inclusion into a dedicated space, the system comprising:
a search engine configured to receive a search query;
a database configured to store available online data;
a network interface configured to communicate with the database; and
a processor configured to:
receive, through the network interface, the search query;
control the network interface to communicate with the database;
retrieve eligible online data from the database based upon the search query;
generate a click prediction based upon one or more attributes of the eligible online data;
generate a price estimate based upon the one or more attributes of the eligible online data;
analyze a plurality of configurations of the eligible online data for inclusion into the dedicated space, wherein analyzing comprises:
analyzing a first configuration, of the eligible online data, comprising a first advertisement of the eligible online data to determine a first efficiency associated with the first configuration based upon the click prediction and the price estimate; and
analyzing a second configuration, of the eligible online data, comprising a modified version of the first advertisement of the eligible online data and a second advertisement of the eligible online data to determine a second efficiency associated with the second configuration based upon the click prediction and the price estimate, wherein the modified version of the first advertisement is generated by trimming the first advertisement by one or more lines;

determine an optimum configuration of the eligible online data for inclusion into the dedicated space based upon the first efficiency and the second efficiency, wherein the dedicated space is an area displayed on a web page; and
provide the optimum configuration to a computer device.

2. The system of claim 1 , wherein the first advertisement has a first number of lines and the modified version of the first advertisement has a second number of lines, wherein the second number of lines is less than the first number of lines.

3. The system of claim 1 , wherein the first advertisement has a first line and a second line and the modified version of the first advertisement has the first line.

4. The system of claim 1 , wherein the first efficiency is different than the second efficiency.

5. The system of claim 1 , wherein the dedicated space is limited to a predetermined size.

6. The system of claim 5 , wherein the predetermined size is provided in a number of web page content lines.

7. The system of claim 1 , wherein the processor is configured to determine the optimum configuration of the eligible online data to maximize efficiency.

8. The system of claim 1 , wherein the processor is configured to analyze the plurality of configurations of the eligible online data by combining different sized online data from the eligible online data into the dedicated space.

9. The system of claim 1 , wherein the processor is configured to analyze the plurality of configurations of the eligible online data by modifying a size of online data from the eligible online data to fit into the dedicated space.

10. The system of claim 1 , wherein the eligible online data includes online advertisements related to the search query.

11. A method for considering online data for inclusion into a dedicated space, the method comprising:
receiving, by a search engine, a search query provided on a web page;
communicating, through a network interface, with a database configured to store available online data;
retrieving, by a processor, eligible online data from the database based on the search query;
generating at least one of a click prediction or a price estimate based upon one or more attributes of the eligible online data;
analyzing, by the processor, a plurality of configurations of the eligible online data for inclusion into the dedicated space, wherein analyzing comprises:
analyzing a first configuration, of the eligible online data, comprising a first advertisement of the eligible online data to determine a first efficiency associated with the first configuration based upon at least one of the click prediction or the price estimate; and
analyzing a second configuration, of the eligible online data, comprising a modified version of the first advertisement of the eligible online data and a second advertisement of the eligible online data to determine a second efficiency associated with the second configuration based upon at least one of the click prediction or the price estimate;

determining, by the processor, an optimum configuration of the eligible online data for inclusion into the dedicated space based upon the first efficiency and the second efficiency, wherein the dedicated space is an area displayed on the web page; and
providing the optimum configuration to a computer device.

12. The method of claim 11 , wherein:
generating comprises generating the click prediction based on the one or more attributes of the first eligible online data;
determining the first efficiency associated with the first configuration is based upon the click prediction; and
determining the second efficiency associated with the second configuration is based upon the click prediction.

13. The method of claim 11 , wherein:
generating comprises generating the price estimate based upon the one or more attributes of the first eligible online data;
determining the first efficiency associated with the first configuration is based upon the price estimate; and
determining the second efficiency associated with the second configuration is based upon the price estimate.

14. The method of claim 11 , wherein the modified version of the first advertisement is generated by trimming the first advertisement by one or more lines.

15. The method of claim 11 , wherein the dedicated space is limited to a predetermined size.

16. The method of claim 15 , wherein the predetermined size is provided in a number of web page content lines.

17. The method of claim 11 , wherein determining the optimum configuration of the eligible online data comprises determining the optimum configuration of the eligible online data to maximize efficiency.

18. The method of claim 11 , wherein analyzing the plurality of configurations of the eligible online data comprises combining different sized online data from the eligible online data into the dedicated space.

19. The method of claim 11 , wherein analyzing the plurality of configurations of the eligible online data comprises modifying a size of online data from the eligible online data to fit into the dedicated space.

20. A non-transitory memory storing a set of processor executable instructions for, when executed by a processor, causes the processor to:
receive, through a network interface, a search query input to a search engine included with a web page;
control the network interface to communicate with a database storing available online data;
retrieve eligible online data from the database based on the search query;
generate a click prediction based upon one or more attributes of the eligible online data;
generate a price estimate based upon the one or more attributes of the eligible online data;
analyze a plurality of configurations of the eligible online data for inclusion into a dedicated space on the web page, wherein analyzing comprises:
analyzing a first configuration, of the eligible online data, comprising a first advertisement of the eligible online data to determine a first e

Assignees

• Yahoo Holdings Inc
• Oath Inc

Inventors

• Wilkens Chris
• Krishnamurthy Prabhakar
• Sviridenko Maxim
• Cavallo Ruggiero
• Krushevskaja Darja

Classifications

• G06Q30/0277

  Online advertisement · CPC title

• G06Q30/0275

  Auctions · CPC title

• G06F16/951

  Indexing; Web crawling techniques · CPC title

• G06Q30/0256 Primary

  User search · CPC title