Adjust ads auction using predicted user response to an in-ad survey

Patent metadata

Field	Value
Publication number	US-12062085-B2
Application number	US-202017074132-A
Country	US
Kind code	B2
Filing date	Oct 19, 2020
Priority date	Aug 26, 2015
Publication date	Aug 13, 2024
Grant date	Aug 13, 2024

Abstract

The present disclosure selects third party content based on feedback. A selector identifies several content items including first and second content items (or more) responsive to a request. A machine learning engine determines a first feature of the first content item, a second feature of the second content item, and a third feature of the web page or a device associated with the request. The machine learning engine determines, responsive to the first feature and the third feature, a first score for the first content item based on a machine learning model generated using historical signals received from devices via a metadata channel formed from an electronic feedback interface. The machine learning engine determines a second score for the second content item responsive to the second feature and the third feature. A bidding module determines a price for the first content item based on the first and second scores.

First claim

What is claimed is:

1. A method, comprising:
providing, by a data processing system comprising one or more processors and memory, via a computing network, for display on a computing device, a content item associated with a content provider, within an information resource, wherein the content item is presented with an actionable object, which when selected, causes the computing device to:
present an interface comprising interactive elements, the interactive elements including a plurality of interactive elements each corresponding to a different one of a plurality of reasons for disliking the content item,
receive an indication of an interaction of a user with at least one interactive element of the interactive elements,
transmit a signal to the data processing system identifying the interaction of the user with the at least one interactive element, and
restrict the display of the content item on the computing device in accordance with the received indication;

receiving, by the data processing system, from the computing device, (i) data corresponding to the signal identifying the interaction of the user with the at least one interactive element and (ii) an identifier identifying the content item, the received data indicating a particular reason, of the plurality of reasons, for disliking the content item, and the particular reason corresponding to a particular interactive element, of the plurality of interactive elements, that was selected by the user; and
updating, by the data processing system and using the received data, a content selection model for selecting content items based on one or more features of the content items, wherein the content selection model is associated with an account on the computing device.

2. The method of claim 1 , wherein the content item is a first content item, and the method further comprises:
receiving, by the data processing system, a request for content from the computing device; and
selecting, by the data processing system, a second content item using the updated content selection model.

3. The method of claim 1 , wherein the content selection model is updated based on a plurality of signals received from the computing device.

4. The method of claim 1 , wherein:
the content provider is a first content provider;
the content item is selected from a first subset of content items associated with the first content provider, and the method further comprises:
selecting, by the data processing system using the updated content selection model, one or more content items from a second subset of content items associated with a second content provider different from the first subset associated with the first content provider, the one or more content items for display on the computing device within the information resource.

5. The method of claim 1 , further comprising:
determining, by the data processing system, a likelihood of interaction corresponding to one or more content items from a list of candidate content items based on historical content item impressions from a plurality of computing devices; and
selecting, by the data processing system, for display on the computing device, the content item based on the likelihood of interaction.

6. The method of claim 1 , wherein the content item is a first content item and the actionable object is a first actionable object, wherein the data corresponding to the signal further identifies a request for content, and the method further comprises:
selecting, by the data processing system, responsive to receiving the data from the computing device, using the updated content selection model, a second content item from a list of candidate content items for display on the computing device within the information resource, the second content item is presented with a second actionable object.

7. The method of claim 1 , wherein each content item from a list of candidate content items is associated with a rank indicative of likelihood of interaction by the computing device, and the method further comprises:
decreasing, by the data processing system, responsive to receiving the data corresponding to the signal identifying the interaction with the at least one interactive element and the identifier identifying the content item, the rank of the content item of the list of candidate content items.

8. The method of claim 7 , wherein the content item is a first content item and the signal is a first signal, wherein the first content item and a second content item from the list of candidate content items are provided within the information resource, and the method further comprises:
receiving, by the data processing system, from the computing device, data corresponding to a second signal identifying an interaction with the second content item and an identifier identifying the second content item; and
increasing, by the data processing system, responsive to receiving the data corresponding to the second signal, the rank of the second content item of the list of candidate content items.

9. The method of claim 1 , wherein the actionable object is provided as an overlay over the content item, wherein the interface comprises at least one of an input text box, input button, or input drop down menu presented as an overlay over the content item, wherein the selection of the actionable object is indicative of a command to cause the computing device to present the interface comprising the one or more interactive elements and restrict the display of the content item on the computing device.

10. The method of claim 1 , wherein the content item is selected from a list of candidate content items to provide for display within the information resource, and the method further comprises:
transmitting, by the data processing system, instructions to the computing device to cause the computing device to restrict the content item from display in response to receiving the data corresponding to the signal; and
removing, by the data processing system, the content item from the list of candidate content items.

11. The method of claim 1 , wherein the content item is a first content item and the method further comprises:
selecting, by the data processing system, a second content item from a list of candidate content items in response to receiving the data corresponding to the signal identifying the interaction with the at least one interactive element and the identifier identifying the content item; and
transmitting, by the data processing system, responsive to selecting the second content item, instructions to the computing device to cause the computing device to replace the first content item with the second content item.

12. The method of claim 1 , wherein the content item is a first content item, and the method further comprises:
training, by the data processing system, the content selection model based the data corresponding to the signal identifying the interaction with the at least one interactive element and the identifier identifying the content item; and
updating, by the data processing system, using the trained content selection model, a list of candidate content items to select a second content item for display within the information resource.

13. A system, comprising:
a data processing system comprising one or more processors and memory, the data processing system configured to:
provide, for display on a computing device, a content item associated with a content provider, within an information resource, wherein the content item is presented with an actionable object, which when selected, causes the computing device to:
present an interface comprising interactive elements, the interactive elements

Assignees

• Google Llc

Inventors

• Arora Shilpa
• Mcculloch Colin
• Yagnik Niyati
• Thomas Creighton
• Prabhu Manohar
• Lipus Timothy
• Aiello Michael Eugene
• Zhang Yi
• Bangla Ajay Kumar
• Rabii Bahman
• Zhao Gaofeng
• Cui Yingwei

Classifications

• G06F16/24578

  using ranking · CPC title

• G06F16/958

  Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking · CPC title

• G06F16/951

  Indexing; Web crawling techniques · CPC title

• G06N20/00

  Machine learning · CPC title

• G06Q30/08 Primary

  Auctions · CPC title