U.S. patent application number 11/169323 was filed with the patent office on 2006-12-28 for using the utility of configurations in ad serving decisions.
Invention is credited to Amit Patel, Hal Varian.
Application Number | 20060293951 11/169323 |
Document ID | / |
Family ID | 37568710 |
Filed Date | 2006-12-28 |
United States Patent
Application |
20060293951 |
Kind Code |
A1 |
Patel; Amit ; et
al. |
December 28, 2006 |
Using the utility of configurations in ad serving decisions
Abstract
Instead of accepting competing ads and using an arbitration
function (e.g., an auction) to choose winning ads to be served with
a document, sets of ads (perhaps having different characteristics)
can be generated, and an arbitration function can be used to select
the winning set of ads. Such arbitrations on sets of ads can
consider how ads, search results, colors, positions, fonts, etc.,
all interact with each other and affect the usefulness of the sets
of ads to advertisers, end users, document publishers, and/or an ad
serving entity.
Inventors: |
Patel; Amit; (Mountain View,
CA) ; Varian; Hal; (Lafayette, CA) |
Correspondence
Address: |
STRAUB & POKOTYLO
620 TINTON AVENUE
BLDG. B, 2ND FLOOR
TINTON FALLS
NJ
07724
US
|
Family ID: |
37568710 |
Appl. No.: |
11/169323 |
Filed: |
June 28, 2005 |
Current U.S.
Class: |
705/14.1 ;
705/14.4 |
Current CPC
Class: |
G06Q 30/02 20130101;
G06Q 30/0241 20130101; G06Q 30/0207 20130101; G06Q 30/0273
20130101; G06Q 30/0269 20130101; G06Q 30/0264 20130101 |
Class at
Publication: |
705/014 |
International
Class: |
G06Q 30/00 20060101
G06Q030/00 |
Claims
1. A computer-implemented method comprising: a) accepting
alternative configurations including ad participants; and b)
determining, from the accepted alternative configurations, a
configuration with a maximum utility value.
2. The computer-implemented method of claim 1 further comprising:
c) serving, for rendering with a document, only those ad
participants belonging to the determined configuration with a
maximum utility value.
3. The computer-implemented method of claim 2 further comprising:
d) determining a payment value for a served participant ad using a
utility value of an alternative configuration that does not include
the served participant ad.
4. The computer-implemented method of claim 2 further comprising:
d) determining utility values for those of the alternative
configurations that do not include a particular participant ad
belonging to the determined configuration with the maximum utility
value; and e) determining a payment value for the particular
participant ad using a maximum of the utility values of the
alternative configurations that do not include the participant
ad.
5. The computer-implemented method of claim 2 wherein a served
participant ad is associated with offer information, the method
further comprising: d) determining a payment value for the served
participant ad using the offer information and a discount
corresponding to an amount of utility value contributed by serving
the served participant ad.
6. The computer-implemented method of claim 2 wherein a served
participant ad is associated with offer information, the method
further comprising: d) determining a payment value for the served
participant ad using the offer information and a discount
corresponding to an amount of utility value lost due to the serving
of the served participant ad.
7. The computer-implemented method of claim 1 further comprising,
before accepting the alternative configurations of ad participants:
accepting a set of one or more ad participants; and determining the
alternative configurations using the accepted set of one or more ad
participants.
8. The computer-implemented method of claim 1 wherein the utility
value of a configuration includes a sum of an expected cost per
impression of each participant in the configuration.
9. The computer-implemented method of claim 1 wherein the utility
value of a configuration includes a sum, for each participant in
the configuration, of an offer per impression associated with the
participant.
10. The computer-implemented method of claim 1 wherein the utility
value of a configuration includes a sum, for each participant in
the configuration, of a product of an offer per selection
associated with the participant and a selection rate associated
with the participant.
11. The computer-implemented method of claim 1 wherein the utility
value of a configuration includes a sum, for each participant in
the configuration, of a product of an offer per conversion
associated with the participant and a conversion rate associated
with the participant.
12. The computer-implemented method of claim 1 wherein at least one
of the configurations includes an empty ad spot participant, and
wherein the empty ad spot participant has a utility value.
13. The computer-implemented method of claim 12 wherein the utility
value of the empty ad spot participant includes a value to a user
of not being presented with an ad in the ad spot.
14. The computer-implemented method of claim 12 wherein the utility
value of the empty ad spot participant includes a value to a
document publisher of not serving an ad in the ad spot.
15. The computer-implemented method of claim 12 wherein the utility
value of the empty ad spot participant includes a value to other
participants of the configuration of no ad being served in the ad
spot.
16. The computer-implemented method of claim 1 wherein at least one
of the configurations includes only empty ad spot participants.
17. The computer-implemented method of claim 16 wherein the utility
value of the empty ad spot participant includes a value to a user
of not being presented with any ads in the ad spots.
18. Apparatus comprising: a) means for accepting alternative
configurations including ad participants; and b) means for
determining, from the accepted alternative configurations, a
configuration with a maximum utility value.
19. The apparatus of claim 18 further comprising: c) means for
serving, for rendering with a document, only those ad participants
belonging to the determined configuration with a maximum utility
value.
20. A computer-readable medium having stored thereon
computer-executable instructions which, when executed by a
computer, perform the acts of: a) accepting alternative
configurations including ad participants; and b) determining, from
the accepted alternative configurations, a configuration with a
maximum utility value.
Description
.sctn. 1. BACKGROUND OF THE INVENTION
[0001] .sctn. 1.1 Field of the Invention
[0002] The present invention concerns advertisements ("ads"), such
as ads served in an online environment. In particular, the present
invention concerns improving decisions related to serving ads.
[0003] .sctn. 1.2 Background Information
[0004] Advertising using traditional media, such as television,
radio, newspapers and magazines, is well known. Unfortunately, even
when armed with demographic studies and entirely reasonable
assumptions about the typical audience of various media outlets,
advertisers recognize that much of their ad budget is simply
wasted. Moreover, it is very difficult to identify and eliminate
such waste.
[0005] Recently, advertising over more interactive media has become
popular. For example, as the number of people using the Internet
has exploded, advertisers have come to appreciate media and
services offered over the Internet as a potentially powerful way to
advertise.
[0006] Interactive advertising provides opportunities for
advertisers to target their ads to a receptive audience. That is,
targeted ads are more likely to be useful to end users since the
ads may be relevant to a need inferred from some user activity
(e.g., relevant to a user's search query to a search engine,
relevant to content in a document requested by the user, etc.)
Query keyword relevant advertising, such as the AdWords advertising
system by Google of Mountain View, Calif., has been used by search
engines. Similarly, content-relevant advertising systems have been
proposed. For example, U.S. patent application Ser. No. 10/314,427
(incorporated herein by reference and referred to as "the '427
application") titled "METHODS AND APPARATUS FOR SERVING RELEVANT
ADVERTISEMENTS", filed on Dec. 6, 2002 and listing Jeffrey A. Dean,
Georges R. Harik and Paul Buchheit as inventors; and Ser. No.
10/375,900 (incorporated by reference and referred to as "the '900
application") titled "SERVING ADVERTISEMENTS BASED ON CONTENT,"
filed on Feb. 26, 2003 and listing Darrell Anderson, Paul Buchheit,
Alex Carobus, Claire Cui, Jeffrey A. Dean, Georges R. Harik, Deepak
Jindal and Narayanan Shivakumar as inventors, describe methods and
apparatus for serving ads relevant to the content of a document,
such as a Web page for example. The AdSense advertising system by
Google of Mountain View, Calif. is an example of a content targeted
ad delivery system used to serve ads on Web pages.
[0007] Current systems for serving targeted text ads may auction or
arbitrate a given number of "spots" on a document (e.g., a Web page
instance) to competing ads. Such spots typically specify a
particular type of ad that may be served. For example, FIG. 1
illustrates a search result Web page portion 100 having two (2)
wide-format, text ad spots at the top of the Web page filled by two
(2) ads 110, 112, and eight (8) normal-format text ad spots in the
right column of the page filled by eight (8) ads 120, 122, 124,
126, 128, 130, 132, 134. There may be more than two (2) ads
competing to be served in the two (2) wide-format text ad spots and
more than eight (8) ads competing to be served in the eight (8)
normal-format text ad spots. Ad serving facilities may arbitrate
each ad spot to competing ads using an auction model. For example,
competing ads can be placed in available ad spots using a bid price
(associated with each ad) only. As another example, competing ads
can be placed in available ad spots using some combination of an
offer price, ad performance (e.g., in terms of selection rate, user
ratings, conversion rate, etc.), and/or ad relevancy.
[0008] Regardless of the arbitration technique used, generally, all
available ad spots are filled (to the extent that there are enough
ads available to fill them). However, there may be some instances
under which this policy of filling all available ad spots, if
possible or to the greatest extent possible, might not be desirable
from the standpoint of the end user, the Web page owner or
publisher, and/or the ad serving facility. Accordingly, better
techniques for determining how to best fill available ad spots
would be useful.
.sctn. 2. SUMMARY OF THE INVENTION
[0009] At least some embodiments consistent with the present
invention may be used to arbitrate the serving of ads competing to
be rendered with a document. For example, instead of accepting
competing ads and using an arbitration function (e.g., an auction)
to choose winning ads to be served with a document, embodiments
consistent with the present invention may (i) generate sets of ads
(perhaps having different characteristics), and (ii) select the
winning set of ads using an arbitration function. Such arbitrations
on sets of ads can consider how ads, search results, colors,
positions, fonts, etc., all interact with each other and affect the
usefulness of the sets of ads to advertisers, end users, document
publishers, and/or an ad serving entity.
.sctn. 3. BRIEF DESCRIPTION OF THE DRAWINGS
[0010] FIG. 1 illustrates a search result Web page portion having a
number of filled ad spots.
[0011] FIG. 2 is a high-level diagram showing parties or entities
that can interact with an advertising system.
[0012] FIG. 3 is a diagram illustrating an environment in which, or
with which, embodiments consistent with the present invention may
operate.
[0013] FIG. 4 is a bubble diagram of operations that may be
performed, and information that may be used and/or generated, in a
manner consistent with the present invention.
[0014] FIG. 5 is a flow diagram of an exemplary method for
determining, in a manner consistent with the present invention, a
combination of one or more ads to serve in one or more ad
spots.
[0015] FIG. 6 is a block diagram of an exemplary apparatus that may
perform various operations and store various information in a
manner consistent with the present invention.
[0016] FIGS. 7A-7C illustrate an example of how position selection
rates can change with respect to the number of ads served.
[0017] FIGS. 8-10 provide an example that illustrates how different
configurations can be determined for different ad spots and
different ad creative source information.
.sctn. 4. DETAILED DESCRIPTION
[0018] The present invention may involve novel methods, apparatus,
message formats, and/or data structures for determining utility
values of various ad configurations, and/or using such utility
values in ad serving decisions. The following description is
presented to enable one skilled in the art to make and use the
invention, and is provided in the context of particular
applications and their requirements. Thus, the following
description of embodiments consistent with the present invention
provides illustration and description, but is not intended to be
exhaustive or to limit the present invention to the precise form
disclosed. Various modifications to the disclosed embodiments will
be apparent to those skilled in the art, and the general principles
set forth below may be applied to other embodiments and
applications. For example, although a series of acts may be
described with reference to a flow diagram, the order of acts may
differ in other implementations when the performance of one act is
not dependent on the completion of another act. Further,
non-dependent acts may be performed in parallel. No element, act or
instruction used in the description should be construed as critical
or essential to the present invention unless explicitly described
as such. Also, as used herein, the article "a" is intended to
include one or more items. Where only one item is intended, the
term "one" or similar language is used. Thus, the present invention
is not intended to be limited to the embodiments shown and the
inventors regard their invention as any patentable subject matter
described.
[0019] In the following, definitions of terms that may be used in
the specification are set forth in .sctn. 4.1. Then, environments
in which, or with which, embodiments consistent with the present
invention may operate are described in .sctn. 4.2. Then, exemplary
embodiments consistent with the present invention are described in
.sctn. 4.3. Examples of operations are provided in .sctn. 4.4.
Finally, some conclusions regarding the present invention are set
forth in .sctn. 4.5.
.sctn. 4.1 Definitions
[0020] Online ads may have various intrinsic features. Such
features may be specified by an application and/or an advertiser.
These features are referred to as "ad features" below. For example,
in the case of a text ad, ad features may include a title line, ad
text, and an embedded link. In the case of an image ad, ad features
may include images, executable code, and an embedded link.
Depending on the type of online ad, ad features may include one or
more of the following: text, a link, an audio file, a video file,
an image file, executable code, embedded information, etc.
[0021] When an online ad is served, one or more parameters may be
used to describe how, when, and/or where the ad was served. These
parameters are referred to as "serving parameters" below. Serving
parameters may include, for example, one or more of the following:
features of (including information on) a document on which, or with
which, the ad was served, a search query or search results
associated with the serving of the ad, a user characteristic (e.g.,
their geographic location, the language used by the user, the type
of browser used, previous page views, previous behavior, user
account, any Web cookies used by the system, user device
characteristics, etc.), a host or affiliate site (e.g., America
Online, Google, Yahoo) that initiated the request, an absolute
position of the ad on the page on which it was served, a position
(spatial or temporal) of the ad relative to other ads served, an
absolute size of the ad, a size of the ad relative to other ads, a
color of the ad, a number of other ads served, types of other ads
served, time of day served, time of week served, time of year
served, etc. Naturally, there are other serving parameters that may
be used in the context of the invention.
[0022] Although serving parameters may be extrinsic to ad features,
they may be associated with an ad as serving conditions or
constraints. When used as serving conditions or constraints, such
serving parameters are referred to simply as "serving constraints"
(or "targeting criteria"). For example, in some systems, an
advertiser may be able to target the serving of its ad by
specifying that it is only to be served on weekdays, no lower than
a certain position, only to users in a certain location, etc. As
another example, in some systems, an advertiser may specify that
its ad is to be served only if a page or search query includes
certain keywords or phrases. As yet another example, in some
systems, an advertiser may specify that its ad is to be served only
if a document, on which or with which the ad is to be served,
includes certain topics or concepts, or falls under a particular
cluster or clusters, or some other classification or
classifications (e.g., verticals). In some systems, an advertiser
may specify that its ad is to be served only to (or is not to be
served to) user devices having certain characteristics. Finally, in
some systems an ad might be targeted so that it is served in
response to a request sourced from a particular location, or in
response to a request concerning a particular location.
[0023] "Ad information" may include any combination of ad features,
ad serving constraints, information derivable from ad features or
ad serving constraints (referred to as "ad derived information"),
and/or information related to the ad (referred to as "ad related
information"), as well as an extension of such information (e.g.,
information derived from ad related information).
[0024] The ratio of the number of selections (e.g., clickthroughs)
of an ad to the number of impressions of the ad (i.e., the number
of times an ad is rendered) is defined as the "selection rate" (or
"clickthrough rate") of the ad.
[0025] A "conversion" is said to occur when a user consummates a
transaction related to a previously served ad. What constitutes a
conversion may vary from case to case and can be determined in a
variety of ways. For example, it may be the case that a conversion
occurs when a user clicks on an ad, is referred to the advertiser's
Web page, and consummates a purchase there before leaving that Web
page. Alternatively, a conversion may be defined as a user being
shown an ad, and making a purchase on the advertiser's Web page
within a predetermined time (e.g., seven days). In yet another
alternative, a conversion may be defined by an advertiser to be any
measurable/observable user action such as, for example, downloading
a white paper, navigating to at least a given depth of a Website,
viewing at least a certain number of Web pages, spending at least a
predetermined amount of time on a Website or Web page, registering
on a Website, etc. Often, if user actions don't indicate a
consummated purchase, they may indicate a sales lead, although user
actions constituting a conversion are not limited to this. Indeed,
many other definitions of what constitutes a conversion are
possible.
[0026] The ratio of the number of conversions to the number of
impressions of the ad (i.e., the number of times an ad is
rendered), and the ratio of the number of conversions to the number
of selections (or the number of some other event), are both
referred to as the "conversion rate." The type of conversion rate
will be apparent from the context in which it is used. If a
conversion is defined to be able to occur within a predetermined
time since the serving of an ad, one possible definition of the
conversion rate might only consider ads that have been served more
than the predetermined time in the past.
[0027] A "property" is something on which ads can be presented. A
property may include online content (e.g., a Website, an MP3 audio
program, online games, etc.), offline content (e.g., a newspaper, a
magazine, a theatrical production, a concert, a sports event,
etc.), and/or offline objects (e.g., a billboard, a stadium score
board, and outfield wall, the side of truck trailer, etc.).
Properties with content (e.g., magazines, newspapers, Websites,
email messages, etc.) may be referred to as "media properties."
Although properties may themselves be offline, pertinent
information about a property (e.g., attribute(s), topic(s),
concept(s), category(ies), keyword(s), relevancy information,
type(s) of ads supported, etc.) may be available online. For
example, an outdoor jazz music festival may have entered the topics
"music" and "jazz", the location of the concerts, the time of the
concerts, artists scheduled to appear at the festival, and types of
available ad spots (e.g., spots in a printed program, spots on a
stage, spots on seat backs, audio announcements of sponsors,
etc.).
[0028] A "document" is to be broadly interpreted to include any
machine-readable and machine-storable work product. A document may
be a file, a combination of files, one or more files with embedded
links to other files, etc. The files may be of any type, such as
text, audio, image, video, etc. Parts of a document to be rendered
to an end user can be thought of as "content" of the document. A
document may include "structured data" containing both content
(words, pictures, etc.) and some indication of the meaning of that
content (for example, e-mail fields and associated data, HTML tags
and associated data, etc.) Ad spots in the document may be defined
by embedded information or instructions. In the context of the
Internet, a common document is a Web page. Web pages often include
content and may include embedded information (such as meta
information, hyperlinks, etc.) and/or embedded instructions (such
as JavaScript, etc.). In many cases, a document has an addressable
storage location and can therefore be uniquely identified by this
addressable location. A universal resource locator (URL) is an
address used to access information on the Internet.
[0029] A "Web document" includes any document published on the Web.
Examples of Web documents include, for example, a Website or a Web
page.
[0030] "Document information" may include any information included
in the document, information derivable from information included in
the document (referred to as "document derived information"),
and/or information related to the document (referred to as
"document related information"), as well as an extensions of such
information (e.g., information derived from related information).
An example of document derived information is a classification
based on textual content of a document. Examples of document
related information include document information from other
documents with links to the instant document, as well as document
information from other documents to which the instant document
links.
[0031] Content from a document may be rendered on a "content
rendering application or device". Examples of content rendering
applications include an Internet browser (e.g., Explorer, Netscape,
Opera, Firefox, etc.), a media player (e.g., an MP3 player, a
Realnetworks streaming audio file player, etc.), a viewer (e.g., an
Abobe Acrobat pdf reader), etc.
[0032] A "content owner" is a person or entity that has some
property right in the content of a media property (e.g., document).
A content owner may be an author of the content. In addition, or
alternatively, a content owner may have rights to reproduce the
content, rights to prepare derivative works of the content, rights
to display or perform the content publicly, and/or other proscribed
rights in the content. Although a content server might be a content
owner in the content of the documents it serves, this is not
necessary. A "Web publisher" is an example of a content owner.
[0033] "User information" may include user behavior information
and/or user profile information.
[0034] "E-mail information" may include any information included in
an e-mail (also referred to as "internal e-mail information"),
information derivable from information included in the e-mail
and/or information related to the e-mail, as well as extensions of
such information (e.g., information derived from related
information). An example of information derived from e-mail
information is information extracted or otherwise derived from
search results returned in response to a search query composed of
terms extracted from an e-mail subject line. Examples of
information related to e-mail information include e-mail
information about one or more other e-mails sent by the same sender
of a given e-mail, or user information about an e-mail recipient.
Information derived from or related to e-mail information may be
referred to as "external e-mail information."
[0035] An "ad area" may be used to describe an area (e.g., spatial
and/or temporal) of a document reserved or made available to
accommodate the rendering of ads. For example, Web pages often
allocate a number of spots where ads can be rendered, referred to
as "ad spots". As another example, an audio program may allocate
"ad time slots," which may be thought of more generally as "ad
spots."
.sctn. 4.2 Exemplary Environments in which, or with which,
Embodiments Consistent with the Present Invention may Operate
[0036] FIG. 2 is a high level diagram of an advertising
environment. The environment may include an ad entry, maintenance
and delivery system (simply referred to as an ad server) 220.
Advertisers 210 may directly, or indirectly, enter, maintain, and
track ad information in the system 220. The ads may be in the form
of graphical ads such as so-called banner ads, text only ads, image
ads, audio ads, animation ads, video ads, ads combining one of more
of any of such components, etc. The ads may also include embedded
information, such as a link, and/or machine executable
instructions. Ad consumers 230 may submit requests for ads to,
accept ads responsive to their request from, and provide usage
information to, the system 220. An entity other than an ad consumer
230 may initiate a request for ads. Although not shown, other
entities may provide usage information (e.g., whether or not a
conversion or selection related to the ad occurred) to the system
220. This usage information may include measured or observed user
behavior related to ads that have been served.
[0037] The ad server 220 may be similar to the one described in
FIG. 2 of the '900 application. An advertising program may include
information concerning accounts, campaigns, creatives, targeting,
etc. The term "account" relates to information for a given
advertiser (e.g., a unique e-mail address, a password, billing
information, etc.). A "campaign" or "ad campaign" refers to one or
more groups of one or more advertisements, and may include a start
date, an end date, budget information, geo-targeting information,
syndication information, etc. For example, Honda may have one
advertising campaign for its automotive line, and a separate
advertising campaign for its motorcycle line. The campaign for its
automotive line may have one or more ad groups, each containing one
or more ads. Each ad group may include targeting information (e.g.,
a set of keywords, a set of one or more topics, geolocation
information, user profile information, etc.), and price information
(e.g., a maximum cost or offer per selection, a maximum cost or
offer per conversion, a cost or offer per selection, a cost or
offer per conversion, etc.). Alternatively, or in addition, each ad
group may include an average cost (e.g., average cost per
selection, average cost per conversion, etc.). Therefore, a single
maximum cost, cost, and/or a single average cost may be associated
with one or more keywords, and/or topics. As stated, each ad group
may have one or more ads or "creatives" (That is, ad content that
is ultimately rendered to an end user.). Each ad may also include a
link to a URL (e.g., a landing Web page, such as the home page of
an advertiser, or a Web page associated with a particular product
or service). Naturally, the ad information may include more or less
information, and may be organized in a number of different
ways.
[0038] FIG. 3 illustrates an environment 300 in which, or with
which, embodiments consistent with the present invention may be
used. A user device (also referred to as a "client" or "client
device") 350 may include a browser facility (such as the Firefox
browser from Mozilla, the Explorer browser from Microsoft, the
Opera Web Browser from Opera Software of Norway, the Navigator
browser from AOL/Time Warner, etc.), some other content rendering
facility, an e-mail facility (e.g., Outlook from Microsoft), etc. A
search engine 320 may permit user devices 350 to search collections
of documents (e.g., Web pages). A content server 320 may permit
user devices 350 to access documents. An e-mail server (such as
Gmail from Google, Hotmail from Microsoft Network, Yahoo Mail,
etc.) 340 may be used to provide e-mail functionality to user
devices 350. An ad server 310 may be used to serve ads to user
devices 350. For example, the ads may be served in association with
search results provided by the search engine 320. Alternatively, or
in addition, content-relevant ads may be served in association with
content provided by the content server 330, and/or e-mail supported
by the e-mail server 340 and/or user device e-mail facilities.
[0039] As discussed in the '900 application, ads may be targeted to
documents served by content servers. Thus, one example of an ad
consumer 230 is a general content server 330 that receives requests
for documents (e.g., articles, discussion threads, music, video,
graphics, search results, Web page listings, etc.), and retrieves
the requested document in response to, or otherwise services, the
request. The content server may submit a request for ads to the ad
server 220/310. Such an ad request may include a number of ads
desired (or the number of available ad spots). The ad request may
also include document request information. This information may
include the document itself (e.g., a Web page), a category or topic
corresponding to the content of the document or the document
request (e.g., arts, business, computers, arts-movies, arts-music,
etc.), part or all of the document request, content age, content
type (e.g., text, graphics, video, audio, mixed media, etc.),
geo-location information, document information, etc.
[0040] The content server 330 may combine the requested document
with one or more of the advertisements provided by the ad server
220/310. This combined information including the document content
and advertisement(s) is then forwarded towards the end user device
350 that requested the document, for presentation to the user.
Finally, the content server 330 may transmit information about the
ads and how, when, and/or where the ads are to be rendered (e.g.,
position, selection or not, impression time, impression date, size,
conversion or not, etc.) back to the ad server 220/310.
Alternatively, or in addition, such information may be provided
back to the ad server 220/310 by some other means.
[0041] Another example of an ad consumer 230 is the search engine
320. A search engine 320 may receive queries for search results. In
response, the search engine may retrieve relevant search results
(e.g., from an index of Web pages). An exemplary search engine is
described in the article S. Brin and L. Page, "The Anatomy of a
Large-Scale Hypertextual Search Engine," Seventh International
World Wide Web Conference, Brisbane, Australia and in U.S. Pat. No.
6,285,999 (both incorporated herein by reference). Such search
results may include, for example, lists of Web page titles,
snippets of text extracted from those Web pages, and hypertext
links to those Web pages, and may be grouped into a predetermined
number of (e.g., ten) search results.
[0042] The search engine 320 may submit a request for ads to the ad
server 220/310. The request may include a number of ads desired (or
the number of available ad spots). This number may depend on the
search results, the amount of screen or page space occupied by the
search results, the size and shape of the ads, etc. In one
embodiment, the number of desired ads will be from one to ten, and
preferably from three to five. The request for ads may also include
the query (as entered or parsed), information based on the query
(such as geolocation information, whether the query came from an
affiliate and an identifier of such an affiliate, and/or as
described below, information related to, and/or derived from, the
search query), and/or information associated with, or based on, the
search results. Such information may include, for example,
identifiers related to the search results (e.g., document
identifiers or "docIDs"), scores related to the search results
(e.g., information retrieval ("IR") scores such as dot products of
feature vectors corresponding to a query and a document, Page Rank
scores, and/or combinations of IR scores and Page Rank scores),
snippets of text extracted from identified documents (e.g., Web
pages), full text of identified documents, topics of identified
documents, feature vectors of identified documents, etc.
[0043] The search engine 320 may combine the search results with
one or more of the advertisements provided by the ad server
220/310. This combined information including the search results and
advertisement(s) is then forwarded towards the user that submitted
the search, for presentation to the user. Preferably, the search
results are maintained as distinct from the ads, so as not to
confuse the user between paid advertisements and presumably neutral
search results.
[0044] Finally, the search engine 320 may transmit information
about the ad and when, where, and/or how the ad was to be rendered
(e.g., position, click-through or not, impression time, impression
date, size, conversion or not, etc.) back to the ad server 220/310.
Such information may include information for determining on what
basis the ad was determined to be relevant (e.g., strict or relaxed
match, or exact, phrase, or broad match, etc.). Alternatively, or
in addition, such information may be provided back to the ad server
220/310 by some other means.
[0045] Finally, the e-mail server 340 may be thought of, generally,
as a content server in which a document served is simply an e-mail.
Further, e-mail applications (such as Microsoft Outlook for
example) may be used to send and/or receive e-mail. Therefore, an
e-mail server 340 or application may be thought of as an ad
consumer 230. Thus, e-mails may be thought of as documents, and
targeted ads may be served in association with such documents. For
example, one or more ads may be served in, under, over, or
otherwise in association with an e-mail.
[0046] Although the foregoing examples described servers as (i)
requesting ads, and (ii) combining them with content, one or both
of these operations may be performed by a client device (such as an
end user computer for example).
.sctn. 4.3 Exemplary Embodiments
[0047] The present invention may be used to determine a utility
value for serving each of various combinations of ads. For example,
referring back to FIG. 1, in certain instances, it might be better
to serve one (1) ad (or no ads) in the two (2) wide-format text ad
spots on the top of the search results Web page (thereby leaving
one of the wide-format text ad spots blank) and to serve seven (7)
(or less) ads in the eight (8) normal-format text ad spots in the
right margin of the search results Web Page (thereby leaving one of
the normal-format text ad spots blank). Although the exemplary Web
Page in FIG. 1 included a fixed number of ad spots of a particular
type, some documents might be less restrictive. For example, in
some documents, ad spots might be open to ads of various different
formats. Indeed, the types and numbers of ads that may be served
with a document may be defined in a number of different ways, and
need not be defined by the document itself.
[0048] A combination of an ad's parameters (e.g., size, color,
font, brightness, style, etc.), its spatial and/or temporal
position, its frequency, etc. may be referred to as the ad's
"treatment." Thus, "treatment" can be used to described
characteristics of the rendering (e.g., display) of an ad. The way
in which ads with different treatments can be determined from
common "seed" information is illustrated in an example described in
.sctn. 4.4 below with reference to FIG. 9.
[0049] In the following, a "configuration" is defined to be a
description of a set of ad participants P (which may be served with
a document). It is possible to generate different ad participants
from common "seed" information. For example, creative text may be
used as seed information to generate ads of different sizes,
colors, fonts, brightnesses, etc. (which may be referred to as ad
"parameters" or ad "formats"). Further, a given ad participant may
be placed in different spatial and/or temporal positions (e.g., ad
spots) in different configurations. Furthermore, a given ad
participant may be placed with different frequencies in different
configurations. Thus, a "configuration" may be used to describe a
set of ads, and their associated treatments, to be placed on, or
otherwise rendered in association with, a document. Note that the
same set of ads may be described by different configurations if the
ads have different treatments.
[0050] FIG. 4 is a bubble diagram illustrating operations that may
be performed, and information that may be used and/or generated, in
a manner consistent with the present invention. As shown in FIG. 4,
a set of participants 410 is provided to configuration generation
operations 420, which may generate various configurations, each of
which configurations may include any or all participants 430. These
configurations 430 may be provided to configuration utility value
determination operations 440, which may determine the "best"
configuration (e.g., the configuration with the maximum utility
value) 450. This "best" configuration 450 may then be used to serve
a set of one or more ads with particular treatments, and
advertisers may be billed (perhaps subject to the occurrence of a
subsequent condition such as a selection, a conversion, etc.), as
indicated by ad serving and billing operations 460.
[0051] Referring back to configuration generation operations 420, a
configuration function C(P) may accept a set of participants and
return all possible configurations that include any or all of those
participants (which may include an empty configuration--i.e., one
with none of the participants.) Various techniques may be used to
reduce the number of configurations. For, example, constraints on
allowable configurations may be imposed. Alternatively, or in
addition, various approximations or heuristics may be used when
determining the optimal configuration.
[0052] FIG. 5 is a flow diagram of an exemplary method 500 for
determining, in a manner consistent with the present invention, a
combination of one or more ads to serve in one or more ad spots. A
set of one or more ad participants is accepted. (Block 510) Then, a
set of configurations, each including one or more of the
participants is determined. (Block 520) The number of
configurations may be reduced. (Block 530) Then, the configuration
with the best utility (e.g., maximum utility value) is determined
(Block 540), and the method 500 is left (Node 550).
.sctn. 4.3.1 Exemplary Techniques for Selecting a
Configuaration
[0053] Referring back to configuration utility determination
operations 440 and block 540, in at least some embodiments
consistent with the present invention, a utility function U(c) may
be defined to accept a configuration and return an expected utility
of that configuration. In at least some embodiments consistent with
the present invention, the expected utility of an ad (which assumes
that all advertisers are bidding their true utility) is the
expected cost per impression (eCPI) for the ad. The eCPI of a
configuration may be the sum of the eCPI of the participants
constituting the configuration. The eCPI of a participant ad should
account for a change in utility due to being placed in some
position, served with some color, served with some frequency, etc.
(though is not necessary). That is, the eCPI of a participant ad
should reflect the treatment of the participant ad.
[0054] The utility of an ad configuration need not reflect only the
impact of the ad on revenues and/or the user's immediate
satisfaction. An ad configuration may also influence future
behavior. For example, if very relevant ads are placed in prominent
positions such as the top of the page, users may learn to click
more frequently on those ads. If certain font treatments or colors
are used to signal relevance, then these treatments may lead to
higher selection rates in the future. As a third example, ads that
have low relevance may be disabled and not shown an all, so as not
to discourage users from clicking ads in the future. Hence, the
utility of a particular configuration could reflect the impact on
future behavior. Various schemes, such as the use of a
Vickrey-Clark-Groves (VCG) auction or a Simultaneous Ascending
auction for example, may be used to induce advertisers to report
(e.g., offer or bid) their true value. There is existing evidence
that the VCG auction is an effective way to induce truth telling in
combinatorial auctions. See, for example, Morgan, John
"Combinatorial Auctions in the Information Age: an Empirical
Study", Advances in Applied Microeconomics Vol. 11, M. Baye, ed.,
JAI Press, 2002 available at
http://faculty.haas.berkeley.edu/rjmorgan/Combinatorial.pdf.
[0055] In at least one embodiment consistent with the present
invention, the best configuration for a given set of participants
may be expressed as: c.sub.best(P)=arg max c[U(c)|c in C( )]. That
is, best configuration may be defined as the configuration with the
maximum utility, given the configurations in the set of
configurations. This is the configuration that, given the
participants, reflects the maximum "reported" utility, where the
advertiser's maximum offer per impression, selection (perhaps
multiplied by a selection rate) or conversion (perhaps multiplied
by a conversion rate) is the reported utility, which is assumed to
equal the advertiser's actual utility.)
.sctn. 4.3.1.1 Utilities need not be Normalized for Position or
other Ad Treatments
[0056] The utility, or a factor from which a utility value is
derived (e.g., eCPI), need not be normalized for position or other
ad treatments. For example, if three ads--A, B and C--are
participating, the utilities of the following configurations:
{A,B,C}, {A,C,B}, {B,A,C}, {B,C,A}, {C,A,B}, {C,B,A} (all ads
participating), {A,B}, {A,C}, {B,A}, {B,C} (only two of the three
ads participating), {A}, {B}, {C} (only one of the three ads
participating), and U{ } (no ads participating, and therefore, no
ads served), could be compared. There is no requirement for a
configuration to correspond to vertically arranged ad spots, or to
have any ordering. If the configurations available happen to be
vertically arranged, then it's likely (although not always the
case) that selection rates in the top ad spot positions will be
higher than the selection rates in bottom ad spot positions. If the
vertically arranged ad spot positions have a monotonically
decreasing selection rate, then it will happen to be that the
winning configuration will be one where the score.sub.top
ad.gtoreq.score.sub.middle ad.gtoreq.score.sub.bottom ad, where the
score corresponds to a utility component (e.g., eCPI) contributed
by the ad.
.sctn. 4.3.1.2 Inherent Elimination of Utility-Robbing "Bottom
Feeders"
[0057] In some ad serving systems, some advertisers set their
maximum offer to a minimum threshold value or auction reserve price
(e.g., $0.05). In doing so, such advertisers may have their ad
served in a less desirable ad slot (e.g., on the at the bottom of a
Web page), but served nonetheless. In an ad serving system which
charges an advertiser only when its ad is selected, such
advertisers (referred to as "bottom feeders") can obtain some very
inexpensive selections. This is not necessarily a bad thing,
unless, of course, the serving of the ad of the bottom feeder
decreases the utility of other ads, collectively, by an amount
greater than its utility. By considering the utility of
configurations that don't serve ads in every ad spot, such
utility-robbing bottom feeders can be eliminated.
.sctn. 4.3.2 Exemplary Techniques for Determining Advertiser
Payments
[0058] In at least some embodiments consistent with the present
invention, each participant (x) in the set of participants (P) of
the best configuration pays: participant's maximum
offer-(U(Best(P))-U(Best(P)\{x}))). That is, a maximum offer (e.g.,
per impression, selection, conversion, etc.) is discounted by an
amount that compares the utility of the best configuration (which
includes the participant x), with the utility of the best
configuration without the participant x. Note that the Best(P\{x})
is not the same as Best(P)\{x}. It may very well be that a
completely different configuration would be chosen if x is not a
participant. Under the foregoing cost determination function, each
participant gets a discount equal to the amount of utility value
that they contribute (when compared with the "best" utility of a
configuration not including the participant). The amount the
participant P pays may be subject to further adjustments.
[0059] In at least some alternative embodiments consistent with the
present invention, each participant may pay an amount based on the
loss of utility that they cause to other participants (such as
displaced or dropped participants). In such embodiments, each
participant (x) in P may pay:
U(Best(P\{x}))-(U(Best(P))-participant's maximum offer).
[0060] In the foregoing exemplary embodiments, it was assumed that
the utility was expressed in the same units as the participant's
maximum offer (e.g., dollars). If the utility is expressed in some
other terms, it may be converted (e.g., using a conversion factor)
to a unit corresponding to that of the participant's maximum
offer.
.sctn. 4.3.3 EXEMPLARY APPARATUS
[0061] FIG. 6 is high-level block diagram of a machine 600 that may
perform one or more of the operations and/or store the information
described above. The machine 600 basically includes one or more
processors 610, one or more input/output interface units 630, one
or more storage devices 620, and one or more system buses and/or
networks 640 for facilitating the communication of information
among the coupled elements. One or more input devices 632 and one
or more output devices 634 may be coupled with the one or more
input/output interfaces 630.
[0062] The one or more processors 610 may execute
machine-executable instructions (e.g., C or C++ running on the
Solaris operating system available from Sun Microsystems Inc. of
Palo Alto, Calif. or the Linux operating system widely available
from a number of vendors such as Red Hat, Inc. of Durham, N.C.) to
effect one or more aspects of the present invention. At least a
portion of the machine executable instructions may be stored
(temporarily or more permanently) on the one or more storage
devices 620 and/or may be received from an external source via one
or more input interface units 630.
[0063] In one embodiment, the machine 600 may be one or more
conventional personal computers. In this case, the processing units
610 may be one or more microprocessors. The bus 640 may include a
system bus. The storage devices 620 may include system memory, such
as read only memory (ROM) and/or random access memory (RAM). The
storage devices 620 may also include a hard disk drive for reading
from and writing to a hard disk, a magnetic disk drive for reading
from or writing to a (e.g., removable) magnetic disk, and an
optical disk drive for reading from or writing to a removable
(magneto-) optical disk such as a compact disk or other (magneto-)
optical media.
[0064] A user may enter commands and information into the personal
computer through input devices 632, such as a keyboard and pointing
device (e.g., a mouse) for example. Other input devices such as a
microphone, a joystick, a game pad, a satellite dish, a scanner, or
the like, may also (or alternatively) be included. These and other
input devices are often connected to the processing unit(s) 610
through an appropriate interface 630 coupled to the system bus 640.
The output devices 634 may include a monitor or other type of
display device, which may also be connected to the system bus 640
via an appropriate interface. In addition to (or instead of) the
monitor, the personal computer may include other (peripheral)
output devices (not shown), such as speakers and printers for
example.
[0065] The various operations described above may be performed by
one or more machines 600, and the various information described
above may be stored on one or more machines 600. The ad server 310,
search engine 320, content server 330, e-mail server 340, and/or
user device 350 may include one or more machines 600.
.sctn. 4.3.4 Alternatives and Extensions
[0066] In some of the examples above, the utility of a
configuration was defined as the sum of eCPls of the served ads.
Naturally, in some other embodiments consistent with the present
invention, the utility may be defined in other ways. For example,
it is possible that the utility for a given configuration is not
the sum of the utility of the individual components of the
configuration. For example, ad diversity may affect utility. More
specifically, for example, a selection rate of an ad may depend on
the presence (and content, and treatments) of other ads on a
document. Determining the utility of a configuration may account
for this in at least some embodiments consistent with the present
invention.
[0067] A utility may generally reflect a value (of serving the ad)
to one or more of (a) the ad delivery system (e.g., eCPI), (b) the
publisher or owner of the document on which, or with which, the ad
will be served, (c) the end user to which the ad will be rendered,
(d) other advertisers (on the same document, or in general), and
(e) a regulator.
[0068] For example, in some exemplary embodiments consistent with
the present invention, an end user's utility for each configuration
is considered. (It is easier to determine the advertiser's utility
(because they provide an offer indicative of their utility) but it
is challenging to determine, or estimate accurately, the user's
utility.) In a simple case, the user's utility may be set to 0 when
there are ads and set to a positive value when there are no ads.
Therefore, that positive value may be assigned to the empty
configuration (P={ }). Setting the user's utility in this way
effectively serves as a minimum bar or threshold that must be met
by a configuration that includes participants. One advantage of
this embodiment over defining a flat minimum eCPI for an ad to be
served is that if another ad is already served, then the end user's
utility might not decrease much if they are presented with a second
ad, so the minimum is lower. (That is, .DELTA. user utility from no
ads to one ad might be greater, or much greater, than .DELTA. user
utility from one ads to two ads.) However if no ad is served, then
there is a higher barrier to serving an ad. Such an exemplary
embodiment would eliminate many of single-ad, low-eCPI Web pages,
while not raising the minimum too high when there are other
advertisers advertising on the same product.
[0069] As another example, the utility value of having an ad that
temporarily obscures document content might be positive for the
advertiser (since the ad is more likely to at least be noticed),
but might be might be negative for the end user (and therefore,
possibly the document publisher). Similarly, the utility of having
an ad that has richer content (e.g., audio, video, graphics, etc.)
might be positive for the advertiser (and perhaps the ad serving
system), but negative for an end user (and therefore, possibly, the
document publisher).
[0070] As another example, it may be that too many ads displayed
are overwhelming to end users (e.g., due to clutter or information
overload). In at least some embodiments consistent with the present
invention, when computing an end user's utility, things on the
document on which the ad or ads are to be rendered (e.g., search
results, onebox, quicklinks, ads, Froogle, etc.) may be
considered.
[0071] Experimental data may be used to assign a utility (or
negative utility) in such cases.
[0072] In some embodiments consistent with the present invention,
"bids" of users could be considered in the combinatorial auction
(to allow users to express how they value various configurations,
or type of configurations), just as advertisers'bids are
considered. Similarly, "bids" of publishers could be considered in
the combinatorial auction (to allow publishers to express how they
value various configurations, or types of configurations).
[0073] Although many of the exemplary embodiments described in this
specification consider the position of ads, positions are not an
inherent and necessary part of the present invention. That is, in
some embodiments consistent with the present invention, treatments
might not include a position, or an ordered position. In an
embodiment that does not include an ordered position (as in other
embodiments), configurations describing the treatment of each ad
are generated and evaluated. For example, if the treatments are
Top, Side, and Bottom, and the participants are ads A, B, and C,
then configurations {A:Top}, {B:Top, C:Side}, {C:Top, A:Bottom,
B:Side}, etc., can be generated. There is no requirement that there
be any ordering among the treatments. However, if the
configurations available happen to include vertically arranged
document (e.g., Webpage) positions, then it's likely (although not
always the case) that the utilities in the top positions are higher
than the utilities of the same ad in bottom positions. If the
selection rate monotonically decreases with page position (and the
selection rate is the basis for utility), it will happen to be that
the winning scheme will have utility at position 1.gtoreq.utility
at position 2.gtoreq.utility at position 3.
[0074] As just stated, although positions are not an inherent part
of the present invention, it's very likely that positions will be
part of any treatment in current online advertising systems in
which ads are vertically arranged on a page linearly. However, with
configuration auctions consistent with the present invention, it is
possible for positions to be somewhat arbitrary. For example, the
treatments could be something more flexible, such as (x_pos, y_pos,
width, height) (in pixels). In such an embodiment, many
configurations could be generated and those with overlap could be
filtered out. A simpler (and much more practical) embodiment
consistent with the present invention would be to create a grid and
then assign ads to positions on the grid. Advertisers could be
permitted to bid on multiple (contiguous) ad spots. Suppose, for
example, that advertiser A is willing to pay $10 CPM for one grid
spot and $15 CPM for two grid spots, while advertiser B is willing
to pay $7 CPM for a grid spot. In this example (assuming utility of
a configuration was the sum of the CPM), the ads of both
advertisers A and B would be shown, each in one grid spot. However,
if advertiser B was bidding only $2 CPM, then a double-wide ad spot
for advertiser A would be shown. As can be appreciated from the
foregoing example, the present invention is useful for instances
where different types of ads take up different numbers of ad spots
(e.g., an image ad may occupy the same amount of space of 3 or 4
text ads).
[0075] In at least some embodiments consistent with the present
invention, one or more policy constraints can be imposed on the
configurations. One policy might be to allow only one ad from any
advertiser. Another policy might be to that all ads to be rendered
on a document have to be of the same type (e.g., either all image
ads, or all text ads, but not a mixture of both). Yet another
policy might be to allow only one ad for any visible URL. Still
another policy might be to allow only ads that meet a particular
performance threshold to be shown in a particular ad spot, such as
a prominent position at the top of a page. Configuration
arbitrations (e.g., auctions) consistent with the present invention
allow such policies to be enforced, but also allow much more
complex policies to be implemented. Any generated configuration
that does not meet the policy requirements can be filtered out (or
not generated in the first place).
[0076] At least some embodiments consistent with the present
invention may allow complex offers (e.g., bids). For example, one
complexity with CPM (cost per thousand impressions) ads is that
position will often matter a great deal to the advertisers. The top
spot is worth more than the bottom spot, and the relative value is
often not just the difference in selection rates. Thus, for
example, an advertiser might value the top of the page at $10 CPM,
the bottom of the page at $0.50 CPM, and exclusivity (when only its
ad is shown) at $30 CPM. As another example, an advertiser might
not want to appear next to a competitor. As yet another example, an
advertiser may be willing to pay more to appear directly above a
competitor. Configuration arbitrations (e.g., auctions) consistent
with the present invention permit the expression of such complex
offers because utility may be computed after the configuration is
known (so offers can depend on position, other participants,
etc.).
[0077] For each possible configuration, the utility can include (or
be defined as) SUM.sub.i(Pr[see ad i]*Pr[select ad i|see ad
i]*E[U(i)])--namely, the probability of seeing an ad (which may
depend on the item page position, the style of the ad, the size of
the ad, etc.), multiplied by the probability of the user selecting
an ad (which may depend on how good the creative or snippet looks),
multiplied by the expected utility to the user of that item (which
may depend on the landing page). In at least some embodiments
consistent with the present invention, the time it takes before the
user finds something may be a component of a configuration's
utility. Thus, for example, excessive time spent by a user might
have a negative utility. As can be appreciated from the foregoing,
embodiments consistent with the present invention may be used to
decide how many ads to show, how many search results to show, how
to order them, whether to promote ads to the top, whether to show
froogle or onebox, etc.
[0078] Generating configurations can lead to a huge explosion of
configurations, most of which may be pruned out later. Embodiments
consistent with the present invention can use optimizations, which
depend on the type of treatments allowed, to improve performance.
For example, if the treatments are simply slot_position (for
example, "T2" is the 2nd top position), one of more of the
following optimizations may be used. A "contiguous ads"
optimization may require that if an ad is assigned to position
k>1, then there is also an ad in position k-1. A "non-overlap"
optimization may require that if an ad is assigned to position k,
then no other ad is also assigned to position k. This "exclusivity"
rule might not apply to all forms of treatments, but does apply to
positions. For example, making font size and color are exclusive
may be used to reduce the number of configurations. An "ordering"
optimization may require that if ad A has a higher utility than ad
B, then ad A will always be assigned to a better position (e.g., a
position higher up) than ad B. Rules such as the foregoing can be
used to greatly decrease the number of configurations that need to
be examined.
.sctn. 4.4 EXAMPLES OF OPERATIONS
[0079] An example of operations in an exemplary embodiment
consistent with the present invention is now described with
reference to FIGS. 7A and 7B. In the following example, it is
assumed that different ad parameters (e.g., colors, fonts, etc.)
are not considered, but that vertical position in the right margin
of the Web page is the only ad treatment considered. In the
following example, it is assumed that the ads have the same (e.g.,
normalized) selection rate. FIG. 7A shows selection rates (e.g.,
clickthrough rates) for various ad spot positions and various
numbers of ads served. In particular, notice that the selection
rate of position 1 is highest if only a single ad is shown (1.00%),
lower if two (2) ads are shown (0.95%), and slightly lower again if
three (3) ads are shown (0.94%). Notice also, that the selection
rate of position 2 drops when three (3) ads are shown (0.77%) as
compared to when two (2) ads are shown (0.82%).
[0080] FIG. 7B shows the calculated utility for each of a number of
configurations. The configuration with the highest total utility is
c7, SO the configuration including ads {A, B} is served. The
"bottom feeder" is (narrowly) excluded because it decreases the
value of the first two positions (by a mere $2.15).
[0081] Payments may be determined as follows. Suppose ad A was not
in the auction. The highest valued configuration without ad A
(i.e., c51, which is {B}) would have been chosen. A pays the
utility it received in c7 ($95.00) minus the change in utility
($168.80-$90.00)=$16.20. Suppose ad B was not in the auction. The
highest valued configuration without ad B (i.e., c15, which is {A})
would have been chosen. B pays its utility ($73.80) minus the
change in utility ($168.80-$100.00)=$5.00.
[0082] It is believed that utility robbing bottom feeders will
occur more often in content targeted ads (such as those used in
AdSense from Google for example), than search ads (such as those
used in AdWords from Google for example). Consider, for example the
following utility adjustment table of FIG. 7C for a horizontal
block of four (4) content ads.
[0083] FIGS. 8-10 provide an example that illustrates how different
configurations can be determined for different ad spots and
different ad creative source information. As shown in FIG. 8,
document (e.g., Web page) 800 includes content 810, two (2) color
wide-format ad spots 812, 814, and one (1) normal ad spot 820. FIG.
9 illustrates how source information (e.g., creative text) from
three (3) different ads 910 can be used to generate nine (9)
different ad participants (the "not rendered" participant is not
shown) 920. For example, for each ad creative text, the ad may be
rendered as a "wide with color ad," or as a normal ad. Further, the
wide with color ad may be rendered in the top 812 of the two (2)
wide with color ad spots, or in the bottom 814 of the two (2) wide
with color ad spots. Thus, ad information (e.g., creative text) for
a first number of ads can be used to generate a larger number of
participants. The ads may have been determined to be relevant to
the document 800, a request (e.g., a search query) used to generate
the document 800, and/or the content 810 of the document 800.
[0084] FIG. 10 is a table 1000 which includes a number of entries
1010, where each entry corresponds to a configuration of ads that
may be rendered on document 800. As shown, for each configuration,
one of the three ads (or no ad) is provided in (i) the wide with
color top ad spot 812 (See column 1020.), (ii) the wide with color
bottom ad spot 814 (See column 1030.), and (iii) the normal ad spot
820 (See column 1040.). In this example, no ad can appear in more
than one ad spot, but there may be more than one ad spot with no
ad. Other policies are possible, and may be more or less
restrictive. As can be appreciated from FIG. 10, there are 34
possible (6 permutations with no blank ad spots+18 permutations
with one blank ad spot +9 permutations with two blank ad spots+one
configuration with three blank ad spots) configurations 1010 in
this particular example.
.sctn. 4.5 CONCLUSIONS
[0085] As can be appreciated from the foregoing, at least some
embodiments consistent with the present invention for making ad
serving determinations may (i) better maximize value to an ad
delivery system (e.g., in terms of eCPI), advertisers, document
publishers, and/or end users, (ii) account for annoyance and/or
benefit to an end user in being presented with ads (or more ads),
(iii) handle situations without a clear notion of ad spot
positions, and/or (iv) eliminate the need for minimum reserve
prices. At least some embodiments consistent with the present
invention advantageously permit the number of ads to be rendered on
a document to be determined dynamically (e.g., based on what
maximizes utility (value)). At least some embodiments consistent
with the present invention can handle situations without a clear
notion of "ordered positions" (such as Webpages with the top and
right ads, or content ads where there can be three ads side by
side, etc.), and in fact can handle any number of ads placed
anywhere on the document with any size. At least some embodiments
consistent with the present invention can avoid the need for
minimum "reserve prices" (although there may be reasons to still
employ such minimum reserve prices). At least some embodiments
consistent with the present invention can handle ads of non-uniform
size, and placement (e.g., image ads mixed with text ads). At least
some embodiments consistent with the present invention support
complex offers, for example allowing advertisers to bid differently
for different positions, allowing advertisers to adjust their bids
based on other ads on the document, etc. At least some embodiments
consistent with the present invention account for other items on a
document (e.g., search results, onebox, quicklinks, other ads,
etc.) when choosing which ads to display, how they are to be
displayed, and where on the document they are to be displayed.
* * * * *
References