公开(公告)号：US20160092933A1

公开(公告)日：2016-03-31

申请号：US14497546

申请日：2014-09-26

Applicant: Yahoo!, Inc.

Inventor： Jian Xu ,  Chunming Wang ,  Ming Chang

IPC: G06Q30/02

CPC classification number: G06Q30/0275

Abstract: A demand-side platform (DSP) may bid on advertising opportunities (e.g., provided by a supply-side platform (SSP)) on behalf of an advertiser wishing to place an advertisement, such as part of an advertisement campaign. A target advertisement may be selected based upon various criteria, and a bid for the target advertisement to run during the advertising opportunity is made in a manner that satisfies one or more goals of the advertisement campaign while also being beneficial to the DSP. For example, the target advertisement may be selected from a reduced problem space where merely advertisements corresponding to a target advertising opportunity class are evaluated, where the target opportunity class corresponds to an opportunity class of the advertising opportunity. Win rate modeling data, inventory cost modeling data, user response modeling data, and/or other information may be used to select the target advertisement.

Abstract translation: 需求侧平台（DSP）可以代表希望放置广告的广告商（例如广告活动的一部分）来竞标广告机会（例如由供应方平台（SSP）提供）。 可以基于各种标准来选择目标广告，并且以满足广告活动的一个或多个目标的方式进行在广告机会期间运行的目标广告的出价，同时也有利于DSP。 例如，可以从减少的问题空间中选择目标广告，其中仅评估与目标广告机会类对应的广告，其中目标机会类对应于广告机会的机会类。 赢利率建模数据，库存成本建模数据，用户响应建模数据和/或其他信息可用于选择目标广告。

公开(公告)号：US09886705B2

公开(公告)日：2018-02-06

申请号：US14497546

申请日：2014-09-26

Applicant: Yahoo!, Inc.

Inventor： Jian Xu ,  Chunming Wang ,  Ming Chang

IPC: G06Q30/00 ,  G06Q30/02

CPC classification number: G06Q30/0275

Abstract: A demand-side platform (DSP) may bid on advertising opportunities (e.g., provided by a supply-side platform (SSP)) on behalf of an advertiser wishing to place an advertisement, such as part of an advertisement campaign. A target advertisement may be selected based upon various criteria, and a bid for the target advertisement to run during the advertising opportunity is made in a manner that satisfies one or more goals of the advertisement campaign while also being beneficial to the DSP. For example, the target advertisement may be selected from a reduced problem space where merely advertisements corresponding to a target advertising opportunity class are evaluated, where the target opportunity class corresponds to an opportunity class of the advertising opportunity. Win rate modeling data, inventory cost modeling data, user response modeling data, and/or other information may be used to select the target advertisement.

公开(公告)号：US20160259840A1

公开(公告)日：2016-09-08

申请号：US14405971

申请日：2014-10-16

Applicant: Yahoo! Inc.

Inventor： Hao Zheng ,  Yu Zou ,  Ming Chang ,  Hongwei Zeng

IPC: G06F17/30 ,  G06Q30/02 ,  G06F17/22

CPC classification number: G06F16/285 ,  G06F16/86 ,  G06F16/9535 ,  G06F16/9577 ,  G06F16/958 ,  G06F17/2247 ,  G06Q30/0269 ,  G06Q30/0277

Abstract: This disclosure relates to personalizing user interface (UI) elements of online content (a website, a mobile application, etc.) presented on a user device. The UI personalization technique may include, for a current online session, processing user-related data and context-related data to determine the UI element(s) and their attribute value(s) to be used for presentation of the online content during the current session. The user-related data include information regarding the user/user device, and the context data may include details about the online content (content type/topic, default UI attribute values, etc.) being accessed in the given online session. The user data and the context data may be processed based on modeling data related to users and their interaction with the UI of online content from different publishers and/or advertisers. Based on such processing, personalized UI element(s) and attribute values are determined and the online content is presented with the personalized UI.

Abstract translation: 本公开涉及个性化在用户设备上呈现的在线内容（网站，移动应用等）的用户界面（UI）元素。 UI个性化技术可以包括对于当前的在线会话，处理用户相关数据和上下文相关数据以确定在当前期间用于在线内容的呈现的UI元素及其属性值 会话 用户相关数据包括关于用户/用户设备的信息，并且上下文数据可以包括在给定在线会话中被访问的在线内容（内容类型/主题，默认UI属性值等）的细节。 可以基于与用户相关的建模数据及其与来自不同发布者和/或广告商的在线内容的UI的交互来处理用户数据和上下文数据。 基于这样的处理，确定个性化UI元素和属性值，并且使用个性化UI呈现在线内容。