Customized today module

US8065619B2 · kind B2 · utility

Assignee

• YAHOO HOLDINGS, INC. · US

Inventors

• Deepak Agarwal · Manesar, IN
• Bee-Chung Chen · San Jose, US
• Pradheep Elango · Mountain View, US
• Nitin Motgi · Santa Clara, US
• Vijay Narayanan · New York, US
• Raghu Ramakrishnan · Santa Clara, US
• Howard Scott Roy · Northbrook, US
• Amitabh Seth · Saratoga, US
• Vik Singh · San Jose, US
• Joe Zachariah · San Jose, US
• Sharat Israni · Menlo Park, US
• John Thrall · San Francisco, US
• Chandar Venkataraman · Cupertino, US
• Amit Phadke · Santa Clara, US
• Michael P. Salisbury · Mountain View, US

Key dates

• Filing date: Sep 4, 2007
• Grant date: Nov 22, 2011
• Expiry date: Nov 22, 2029

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/02
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

A method and apparatus for customizing content presented to individual users or user segments is provided. There may be three components, a web portal and toolbar component, a modeling component, and a scoring component. The web portal and toolbar component presents content items and collects data. The web portal and toolbar component generates user event data based on the user actions. The user event data is forwarded to the modeling component. The modeling component generates content scoring functions based on user event data and attributes of content items. Content scoring functions may be unique to individual user segments. The content scoring functions based on content features generate probability a content item will be viewed. The scoring component decides which content items are placed in a portal. The scoring component uses the scoring functions generated by the modeling component to rank content items in real time.