Claims
- 1. A method for ordering ads from a set of relevant ads, each of the ads corresponding to an advertiser, the method comprising:
a) accepting price information for each of the ads; b) accepting performance information for each of the ads; and c) ordering the ads based on both the price information and the performance information.
- 2. The method of claim 1, wherein the price information is based on an amount the advertiser has agreed to pay each time the ad is rendered.
- 3. The method of claim 1, wherein the price information is based on an amount the advertiser has agreed to pay each time the ad is rendered and selected.
- 4. The method of claim 1, wherein the price information is based on an average over time of the amount the advertiser has agreed to pay each time the ad is rendered and selected.
- 5. The method of claim 1, wherein the price information is based on an amount the advertiser has agreed to pay each time the ad is rendered and a conversion, associated with the ad, occurs.
- 6. The method of claim 3, wherein the price information is based on cost per selection information.
- 7. The method of claim 6, wherein the cost per selection information is based on an average of cost per selection information over a period of time.
- 8. The method of claim 6, wherein the cost per selection information is based on a weighted average of cost per selection information over a period of time.
- 9. The method of claim 1, wherein the performance information is based on a frequency with which the advertisement unit is selected.
- 10. The method of claim 1, wherein the performance information is based on an average over time of measurements of a frequency with which the advertisement unit is selected.
- 11. The method of claim 10, wherein each measurement is assigned a weight.
- 12. The method of claim 11, wherein the weight is based on the time at which the measurement was taken.
- 13. The method of claim 12, wherein the weight is based on a relative time of the measurement.
- 14. The method of claim 1, wherein ordering the ads comprises:
i) determining a price score for each ad based on the price information; ii) determining a performance score for each ad based on the performance information; iii) determining an overall score for each ad based on the price score of the ad and the performance score of the ad; and iv) ordering the ads based on the overall scores.
- 15. The method of claim 14, wherein determining an overall score for each ad is based on a product of the price score of the ad and the performance score of the ad.
- 16. The method of claim 15, further comprising applying a multiplier to each product.
- 17. The method of claim 16, wherein the multiplier is based on a strategic value of the advertiser corresponding to the ad.
- 18. The method of claim 16, wherein the multiplier is based on historical performance information corresponding to the ad.
- 19. A method for ordering advertisements, the method comprising:
a) accepting at least one performance parameter and at least one performance-based price for each advertisement; b) determining a score for each advertisement, wherein, for each advertisement, the placement value is a function of the at least one performance parameter and the at least one price parameter; and c) ordering the advertisements based on their respective scores.
- 20. The method of claim 19 wherein the at least one performance parameter is a measure of user interest in the associated advertisement.
- 21. The method of claim 19 wherein the at least one performance parameter is a click-through rate of the associated advertisement, and
wherein the at least one price parameter is a fee per click.
- 22. The method of claim 19 wherein the at least one performance parameter of an advertisement includes at least one parameter selected from a group of parameters consisting of (a) a click-through rate associated with the advertisement, (b) user ratings of the advertisement, (c) focus group ratings of the advertisement, (d) a measure of user interest for the advertisement weighted for a size of the advertisement relative to that of other advertisements, (e) a measure of user interest for the advertisement weighted for past positions of the advertisement relative to those past positions of other advertisements, (f) expected user interest in the advertisement, (g) a time needed to render the advertisement relative to that needed to render other advertisements, (h) a measure of user interest for the advertisement weighted for a media type of the advertisement, and (i) a conversion rate associated with the advertisement, and
wherein the at least one price parameter is a fee per click.
- 23. An apparatus for ordering at least two advertisements, the apparatus comprising:
a) an input for accepting
i) the at least two advertisements, and ii) at least one performance parameter and at least one price parameter for each of the at least two advertisements; b) means for determining a score for each of the at least two advertisements based on their respective at least one performance parameter and at least one price parameter; and c) means for ordering the at least two advertisements based on their determined scores.
- 24. The apparatus of claim 23 wherein the at least one performance parameter is a measure of user interest in the associated advertisement.
- 25. The apparatus of claim 23 wherein the at least one performance parameter is a click-through rate of the associated advertisement, and
wherein the at least one price parameter is a fee per click.
- 26. The apparatus of claim 23 wherein the at least one performance parameter of an advertisement includes at least one parameter selected from a group of parameters consisting of (a) click-through rate associated with the advertisement, (b) user ratings of the advertisement, (c) focus group ratings of the advertisement, (d) a measure of user interest for the advertisement weighted for a size of the advertisement relative to that of other advertisements, (e) a measure of user interest for the advertisement weighted for past positions of the advertisement relative to those of other advertisements, (f) expected user interest in the advertisement, (g) a time needed to render the advertisement relative to that needed to render other advertisements, (h) a measure of user interest for the advertisement weighted for a media type of the advertisement , and (i) a conversion rate associated with the advertisement, and
wherein the at least one performance-based price is a fee per click.
- 27. A method for generating presentation information including advertisements and non-advertisement content, the method comprising:
a) accepting the non-advertisement content; b) accepting the at least two advertisements, wherein each of the at least two advertisements includes a placement value which is a function of at least one performance parameter and at least one performance-based price; and c) combining the accepted non-advertisement content and the accepted at least two advertisements, wherein relative placements of the at least two advertisements are based on their respective placement values.
- 28. The method of claim 27 wherein the placements of the at least two advertisements are spatial placements.
- 29. The method of claim 27 wherein the non-advertisement content includes search results to a user query.
- 30. The method of claim 27 wherein the non-advertisement content includes search results to a user query, and
wherein the accepted non-advertisement content and the accepted at least two advertisements are placed in different areas of a display.
- 31. The method of claim 30 wherein the area of the display of at least some of the accepted non-advertisement content and the area of the display of the accepted at least two advertisements are linearly separable.
- 32. The method of claim 30 wherein the accepted at least two advertisements are positioned in a column to the left or right of at least some of the accepted non-advertisement content.
- 33. The method of claim 32 wherein one of the accepted at least two advertisements having the best placement value is positioned above other of the at least two advertisements.
- 34. The method of claim 27 wherein each of the at least two advertisements is a text-only advertisement.
- 35. An apparatus for generating presentation information including advertisements and non-advertisement content, the apparatus comprising:
a) an input for accepting
i) the non-advertisement content, and ii) the at least two advertisements, wherein each of the at least two advertisements includes a placement value which is a function of at least one performance parameter and at least one performance-based price; and b) means for combining the accepted non-advertisement content and the accepted at least two advertisements, wherein relative placements of the at least two advertisements are based on their respective placement values.
- 36. The apparatus of claim 35 wherein the placements of the at least two advertisements are spatial placements.
- 37. The apparatus of claim 35 wherein the non-advertisement content includes search results to a user query.
- 38. The apparatus of claim 35 wherein the non-advertisement content includes search results to a user query, and
wherein the means for combining place the accepted non-advertisement content and the accepted at least two advertisements in different areas of a display.
- 39. The apparatus of claim 38 wherein the means for combining place the display of the accepted non-advertisement content in first area and the display of the accepted at least two advertisements in a second area, the second area being linearly separable from the first area.
- 40. The apparatus of claim 38 wherein the means for combining position the accepted at least two advertisements in a column to the left or right of the accepted non-advertisement content.
- 41. The apparatus of claim 40 wherein the means for combining position one of the accepted at least two advertisements having the best of at least one performance parameter above other of the at least two advertisements.
- 42. The apparatus of claim 35 wherein each of the at least two advertisements is a text-only advertisement.
- 43. A machine readable medium having machine executable instructions stored thereon, which when executed by a machine, effect the method of claim 19.
- 44. A machine readable medium having machine executable instructions stored thereon, which when executed by a machine, effect the method of claim 27.
RELATED APPLICATIONS
[0001] Benefit is claimed, under 35 U.S.C. § 119(e)(1), to the filing date of provisional patent application Ser. No. 60/317,847, entitled “METHODS AND APPARATUS FOR ORDERING ADVERTISEMENTS”, filed on Sep. 6, 2001 and listing Jane Manning, Salar Kamangar, and Eric Veach as the inventors, for any inventions disclosed in the manner provided by 35 U.S.C. § 112, 1. That provisional application is expressly incorporated herein by reference.
Provisional Applications (1)
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Number |
Date |
Country |
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60317847 |
Sep 2001 |
US |