Sponsored online content management using query clusters

US10366413B2 · kind B2 · utility

Assignee

• MICROSOFT TECHNOLOGY LICENSING, LLC · US

Inventors

• Yunhong Zhou · Cupertino, US
• Christopher John Leggetter · Belmont, US
• Naiping Liu · Sunnyvale, US
• Daniel Delling · Mountain View, US
• Xiang Zhao · Beijing, CN
• Xia Sharon Wan · Saratoga, US
• Andrew V. Goldberg · Redwood City, US
• Renato F. Werneck · San Francisco, US
• Darshan V. Kantak · Pasadena, US

Key dates

• Filing date: Jun 25, 2013
• Grant date: Jul 30, 2019
• Expiry date: Mar 28, 2035

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0275
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

Aspects of the subject disclosure are directed towards managing sponsored online content based upon advertiser behavior. Defining mini-markets to represent such advertiser behavior may be accomplished by clustering queries that generate revenue from one or more campaigns. Query revenue data between queries and a set of campaigns may be used to determine such mini-markets. To illustrate, a query whose highest revenue is attributed to a campaign may be selected for that campaign's mini-market. When that query is entered as a search term, the campaign's mini-market helps allocate space for advertisements.