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

US12062085B2 · kind B2 · utility

Assignee

• Google LLC · US

Inventors

• Shilpa Arora · Sunnyvale, US
• Colin Craig McCulloch · Ballston Lake, US
• Niyati Yagnik · Mountain View, US
• Creighton Thomas · Mountain View, US
• Manohar Prabhu · Stanford, US
• Timothy Lipus · Sunnyvale, US
• Michael Eugene Aiello · Monroeville, US
• Yi Zhang · Sunnyvale, US
• Ajay Kumar Bangla · San Jose, US
• Bahman Rabii · San Francisco, US
• Gaofeng Zhao · Los Altos, US
• Yingwei Cui · Palo Alto, US

Key dates

• Filing date: Oct 19, 2020
• Grant date: Aug 13, 2024
• Expiry date: Oct 19, 2040

Classification

• Technology area (CPC G): Physics
• CPC primary: G06N20/00
• WIPO field: Computer technology
• WIPO sector: Electrical engineering

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.