Click probability with missing features in sponsored search
US8229786B2 · kind B2 · utility
Assignee
Inventors
Key dates
| Filing date | Apr 6, 2010 |
| Grant date | Jul 24, 2012 |
| Priority date | — |
| Expiry date | Oct 20, 2030 |
Classification
- Technology area (CPC G)Physics
- CPC primaryG06Q30/0243
- WIPO fieldIT methods for management
- WIPO sectorElectrical engineering
Abstract
Sponsored search advertising utilizes a click probability as one factor in selecting and ranking advertisements that are displayed with search results. The probability of click may also be referred to as a predicted click-through rate (“CTR”) that may be multiplied by an advertiser's bid for a particular advertisement to rank the display of advertisements. An accurate prediction of the click probability improves the potential revenue that is generated by advertisements in a pay per click system. Other advertising systems may benefit from an accurate and reliable estimate for an advertisement's probability of click in different environments and scenarios.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.