Using clicked slate driven click-through rate estimates in sponsored search
US8364525B2 · kind B2 · utility
Assignee
Inventors
Key dates
| Filing date | Nov 30, 2010 |
| Grant date | Jan 29, 2013 |
| Priority date | — |
| Expiry date | Sep 19, 2031 |
Classification
- Technology area (CPC G)Physics
- CPC primaryG06Q30/0251
- WIPO fieldIT methods for management
- WIPO sectorElectrical engineering
Abstract
A computer-implemented method and system for selecting a subject advertisement in a sponsored search system based on a user's commercial intent (pertaining to the subject advertisement), using techniques for determining intent-driven clicks from a historical database. The method includes steps for aggregating a training model dataset wherein the training model dataset contains a selected history of clicks. Then, selecting from the training model dataset, a clicked slate (further selection of clicks), the clicked slate comprising a set of clicked ads, and calculating an intent-driven click feedback value for the subject advertisement. The method includes techniques for selecting a clicked slate using features corresponding to clicks received within a particular time period (the time period determined statically or dynamically). A system for implementing the method includes aggregating data from a historical database using selectors such as a position selector, a click feature selector, an impression-advertiser-campaign-creative selector, and a commercial intent selector.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.