公开(公告)号：US20150006280A1

公开(公告)日：2015-01-01

申请号：US13932655

申请日：2013-07-01

Applicant: Yahoo! Inc.

Inventor： Bruno Fernandez Ruiz ,  Prabhakar Krishnamurthy ,  Jean-Marc Langlois ,  Abhay Gupta ,  Aharon Lavi

IPC: G06Q30/02

CPC classification number: G06Q30/0246 ,  G06F17/3053 ,  G06F17/30864 ,  G06N7/005 ,  G06Q30/00 ,  G06Q30/0273

Abstract: A server system of an online information system displays advertising items and content items retrieved from storage devices as a stream viewable by a user on a user device. The advertisement items and the content items are ordered in the stream by a ranking score computed for each of the advertisement items and each of the content items. A quality scoring system determines an affinity score between a user and a present content item based on features of the present content item matching user profile parameters associated with the user and identifies post-interaction satisfaction with a prior content item. The quality scoring system determines a quality score based on the affinity score and the post-interaction satisfaction. The quality score is used for ordering items in the stream. The server system transmits a web page including the stream to a user device over a network. In this manner, advertising items and content items compete in a unified marketplace for inclusion in the stream for viewing by the end user.

Abstract translation: 在线信息系统的服务器系统将从存储设备检索的广告项目和内容项目显示为用户在用户设备上可视的流。 通过针对每个广告项目和每个内容项目计算的排名分数，在流中排序广告项目和内容项目。 质量评分系统基于与用户相关联的用户简档参数的当前内容项的特征来确定用户与当前内容项之间的亲和度分数，并且识别与先前内容项的后交互满意度。 质量评分系统基于亲和度分数和后交互满意度确定质量得分。 质量分数用于订购流中的项目。 服务器系统通过网络将包括流的网页发送到用户设备。 以这种方式，广告项目和内容项目在统一的市场中竞争以包含在流中以供最终用户观看。

公开(公告)号：US20150178790A1

公开(公告)日：2015-06-25

申请号：US14136045

申请日：2013-12-20

Applicant: Yahoo! Inc.

Inventor： Xing Yi ,  Yan ,  Jean-Marc Langlois ,  Prabhakar Krishnamurthy

IPC: G06Q30/02

CPC classification number: G06Q30/0275 ,  G06Q30/0202 ,  G06Q30/0273

Abstract: A system for adjusting reserve price for impressions of non-guaranteed delivery (“NDG”) advertising auctions includes a processor configured to retrieve a reserve price set by a publisher for an impression that is fillable by eligible advertisements to be streamed to users in a display content stream; and to retrieve user engagement information for users that engage the eligible advertisements. A statistical analyzer applies a statistical function to the user engagement information of an identified advertisement of the eligible advertisements, to generate a user engagement statistic for the identified advertisement related to a user engagement level. A reserve price adjuster dynamically adjusts the reserve price for the identified advertisement responsive to a value of the user engagement statistic, where the adjusted reserve price for the identified advertisement is different than the reserve price for at least another of the eligible advertisements based on different user engagement levels for each.

Abstract translation: 用于调整非担保交付（“NDG”）广告拍卖的展示的预留价格的系统包括处理器，其被配置为检索发布者设置的保留价格，以便通过符合条件的广告填充的印象被传送到显示器中的用户 内容流; 并为参与符合条件的广告的用户检索用户参与信息。 统计分析器将统计功能应用于所识别的符合条件广告的广告的用户参与信息，以生成与用户参与级别相关的所识别的广告的用户参与统计量。 储备价格调整者响应于用户参与统计量的值动态地调整所识别的广告的储备价格，其中针对所识别的广告的调整后的储备价格与基于不同用户的至少另一个符合条件的广告的保留价格不同 每个人的参与度。

公开(公告)号：US20150142557A1

公开(公告)日：2015-05-21

申请号：US14084412

申请日：2013-11-19

Applicant: Yahoo! Inc.

Inventor： Prabhakar Krishnamurthy ,  Xing Yi ,  Yan Jiao ,  Jean-Marc Langlois

IPC: G06Q30/02

CPC classification number: G06Q30/0246 ,  G06Q30/0241 ,  G06Q30/0283

Abstract: A method for adjusting pricing for advertisements of non-guaranteed delivery (“NDG”) advertising auctions includes retrieving dwell time information for users that engage advertisements streamed to the users in a display content stream. The method aggregates the advertisements into different groups according to display context (such as advertisement category, viewing device, product in which the advertisement is streamed, etc.) and computes short-click ratios of advertisements in each group based on a short-click threshold assigned to the group and the user dwell time information for the group. The method further determines average dwell time by users on advertisements in respective groups. The method adjusts pricing of the advertisements of a group for NGD bidding based on the short-click ratio and average dwell time of the group, to favor groups having higher dwell times and lower short-click ratios. Prices may be dynamically adjusted across different contexts based on user engagement information.

Abstract translation: 一种用于调整无保证递送广告（“NDG”）广告拍卖广告价格的方法包括：检索在显示内容流中流向用户的广告的用户的停留时间信息。 该方法根据显示上下文（例如广告类别，查看设备，广告流传的产品等）将广告聚合成不同的组，并且基于短点阈值计算每个组中的广告的短击比率 分配给组和用户驻留组的时间信息。 该方法进一步确定用户对各组中的广告的平均停留时间。 该方法根据群组的短点击率和平均停留时间调整NGD投标组广告的定价，有利于拥有较高停留时间的群体和较短的短点比率。 价格可以根据用户参与信息在不同的上下文中进行动态调整。

公开(公告)号：US20150127468A1

公开(公告)日：2015-05-07

申请号：US14073575

申请日：2013-11-06

Applicant: Yahoo! Inc.

Inventor： Xing Yi ,  Yan Jiao ,  Jean-Marc Langlois ,  Prabhakar Krishnamurthy ,  Xiubo Geng

IPC: G06Q30/02

CPC classification number: G06Q30/0273

Abstract: A system can include a processor configured to: receive user session data from a network, identify user session data associated with a creative, and determine user interaction information associated with the creative. The processor may also be configured to determine one or more of a mean, a variance, and a median of a distribution of the user interaction information associated with the creative. Also, the processor can be configured to determine expected user engagement associated with the creative according to one or more of the user interaction information, the mean, the variance and the median. The processor can also be configured to: determine a probability that the expected user engagement will be higher than actual user engagement according to the expected user engagement and determine an expected price associated with the creative according to the probability that the expected user engagement will be higher than actual user engagement.

Abstract translation: 系统可以包括处理器，其被配置为：从网络接收用户会话数据，识别与广告素材相关联的用户会话数据，以及确定与该广告素材相关联的用户交互信息。 处理器还可以被配置为确定与广告素材相关联的用户交互信息的分布的平均值，方差和中位数中的一个或多个。 此外，处理器可以被配置为根据用户交互信息，平均值，方差和中值中的一个或多个来确定与广告素材相关联的期望的用户参与。 处理器还可以被配置为：根据预期的用户参与确定预期用户参与度将高于实际用户参与的概率，并根据预期用户参与度将更高的概率确定与广告素材相关联的预期价格 而不是实际的用户参与。

公开(公告)号：US20150100438A1

公开(公告)日：2015-04-09

申请号：US14320280

申请日：2014-06-30

Applicant: Yahoo! Inc.

Inventor： Jon Malkin ,  Mihajlo Grbovic ,  Prabhakar Krishnamurthy ,  Karthikeyan Mariappan ,  Hirakendu Das

IPC: G06Q30/02 ,  H04L12/24

CPC classification number: G06Q30/0277

Abstract: Methods and apparatuses for delivering advertisements with electronic content provided over a network and, more specifically, to techniques for selecting among advertisements that are competing for a slot associated with electronic content that is to be delivered over a network, are presented herein. Selecting among advertisements that are competing for a slot is based, at least in part, on an estimated latency for each advertisement. The estimated latency of an advertisement is a prediction of what latency will be experienced if the advertisement is served. The estimated latency may be used as one of the parameters for determining which competing advertisement to place in a slot, where advertisements that are associated with low estimated latencies are favored. For example, if all other parameters are equal, a selection mechanism selects advertisement X over advertisement Y, if the estimated latency for advertisement X is less than the estimated latency of advertisement Y.

Abstract translation: 本文提供了用于通过网络提供的具有电子内容的广告的广告的方法和装置，更具体地，涉及用于在竞争与通过网络传送的电子内容相关联的时隙中竞争的广告之中进行选择的技术。 在竞争时隙的广告中选择至少部分地基于每个广告的估计延迟。 广告的估计等待时间是预测如果广告被服务将会经历什么延迟。 估计的等待时间可以被用作用于确定放置在时隙中的竞争广告的参数之一，其中与低估计延迟相关联的广告是有利的。 例如，如果所有其他参数相等，则如果广告X的估计等待时间小于广告Y的估计等待时间，则选择机制选择广告X上的广告X.

公开(公告)号：US08788338B1

公开(公告)日：2014-07-22

申请号：US13932766

申请日：2013-07-01

Applicant: Yahoo! Inc.

Inventor： Bruno Fernandez Ruiz ,  Scott J. Gaffney ,  Jean-Marc Langlois ,  Prabhakar Krishnamurthy ,  Aharon Lavi

IPC: G06Q30/00 ,  G06Q30/02

CPC classification number: G06Q30/0277 ,  G06Q30/0241 ,  G06Q30/0247

Abstract: A server system of an online information system displays advertising items and content items retrieved from storage devices as a stream viewable by a user on a user device. The advertisement items and the content items are ordered in the stream by a ranking score computed for each of the advertisement items and each of the content items. The server system transmits a web page including the stream to a user device over a network. In this manner, advertising items and content items compete in a unified marketplace for inclusion in the stream for viewing by the end user.

Abstract translation: 在线信息系统的服务器系统将从存储设备检索的广告项目和内容项目显示为用户在用户设备上可视的流。 通过针对每个广告项目和每个内容项目计算的排名分数，在流中排序广告项目和内容项目。 服务器系统通过网络将包括流的网页发送到用户设备。 以这种方式，广告项目和内容项目在统一的市场中竞争以包含在流中以供最终用户观看。

公开(公告)号：US20140089106A1

公开(公告)日：2014-03-27

申请号：US13629413

申请日：2012-09-27

Applicant: YAHOO! INC.

Inventor： Patrick Jordan ,  Prabhakar Krishnamurthy ,  Mohammad Mahdian ,  Sergei Vassilvitskii

IPC: G06Q30/02

CPC classification number: G06Q30/0275 ,  G06Q30/0202 ,  G06Q30/0242

Abstract: A system and method for formulating a bid on an impression for an Internet advertising campaign using market forecast data are provided. The system and method comprise determining a bid policy using an advertiser goal type, an advertiser payment type, and a budget parameter. Historical impression data pertaining to the advertising campaign is sampled using any applicable sampling technique. The sampled data is used to derive forecast data that predicts the future state of the market. The bid policy and the forecast data are used to derive a spend curve, from which an optimal bid is formulated that results in a proper and efficient allocation of the advertiser's budget.

Abstract translation: 提供了使用市场预测数据来制定针对互联网广告活动的印象的出价的系统和方法。 该系统和方法包括使用广告客户目标类型，广告商付款类型和预算参数来确定出价政策。 使用任何适用的抽样技术对有关广告活动的历史印象数据进行抽样。 采样数据用于推导预测未来市场状况的预测数据。 出价政策和预测数据用于获得支出曲线，从中可以制定最佳出价，从而实现广告客户预算的适当和有效的分配。

公开(公告)号：US09460451B2

公开(公告)日：2016-10-04

申请号：US13932655

申请日：2013-07-01

Applicant: YAHOO! INC.

Inventor： Bruno Fernandez Ruiz ,  Prabhakar Krishnamurthy ,  Jean-Marc Langlois ,  Abhay Gupta ,  Aharon Lavi

IPC: G06Q30/02 ,  G06Q30/00

CPC classification number: G06Q30/0246 ,  G06F17/3053 ,  G06F17/30864 ,  G06N7/005 ,  G06Q30/00 ,  G06Q30/0273

Abstract: A server system of an online information system displays advertising items and content items retrieved from storage devices as a stream viewable by a user on a user device. The advertisement items and the content items are ordered in the stream by a ranking score computed for each of the advertisement items and each of the content items. A quality scoring system determines an affinity score between a user and a present content item based on features of the present content item matching user profile parameters associated with the user and identifies post-interaction satisfaction with a prior content item. The quality scoring system determines a quality score based on the affinity score and the post-interaction satisfaction. The quality score is used for ordering items in the stream. The server system transmits a web page including the stream to a user device over a network. In this manner, advertising items and content items compete in a unified marketplace for inclusion in the stream for viewing by the end user.

Abstract translation: 在线信息系统的服务器系统将从存储设备检索的广告项目和内容项目显示为用户在用户设备上可视的流。 通过针对每个广告项目和每个内容项目计算的排名分数，在流中排序广告项目和内容项目。 质量评分系统基于与用户相关联的用户简档参数的当前内容项的特征来确定用户与当前内容项之间的亲和度分数，并且识别与先前内容项的后交互满意度。 质量评分系统基于亲和度分数和后交互满意度确定质量得分。 质量分数用于订购流中的项目。 服务器系统通过网络将包括流的网页发送到用户设备。 以这种方式，广告项目和内容项目在统一的市场中竞争以包含在流中以供最终用户观看。

公开(公告)号：US20150278877A1

公开(公告)日：2015-10-01

申请号：US14242386

申请日：2014-04-01

Applicant: Yahoo! Inc.

Inventor： Xing Yi ,  Yan Jiao ,  Jean-Marc Langlois ,  Prabhakar Krishnamurthy

IPC: G06Q30/02

CPC classification number: G06Q30/0275

Abstract: A system for adjusting reserve price for impressions of non-guaranteed delivery (“NDG”) auctions includes a processor to retrieve a publishers' reserve price for an impression that is finable by eligible advertisements (“ads”) streamed to users in a display content stream; and to retrieve dwell time information for users that engage them. A data aggregator aggregates ads into different groups of different display and online campaign contexts. The system computes short-click ratios of ads in each ad group based on short-click threshold and user dwell time information. A statistical analyzer applies a statistical function to the dwell time information of the ads, to generate a dwell time statistic. A reserve price adjuster adjusts pricing of the reserve price of ad groups for bidding in the NGD auction based on the short-click ratio and the dwell time statistic, to favor ad groups having higher dwell times and lower short-click ratios.

Abstract translation: 用于调整不保证交货（“NDG”）拍卖的展示的预留价格的系统包括处理器，用于检索发布商的预留价格，以便通过在显示内容中流传到用户的符合条件的广告（“广告”）有效的印象 流; 并为接触他们的用户检索停留时间信息。 数据聚合器将广告聚合到不同的不同显示和在线广告系列上下文中。 该系统根据短消息阈值和用户驻留时间信息计算每个广告组中广告的短击比率。 统计分析器将统计功能应用于广告的停留时间信息，以产生驻留时间统计量。 储备价格调整者根据短点击率和停留时间统计量，调整NGD拍卖中广告组的投标价格定价，以支持具有较高停留时间和较低短线比率的广告组。

公开(公告)号：US20140122221A1

公开(公告)日：2014-05-01

申请号：US13664088

申请日：2012-10-30

Applicant: John Stattler ,  John Stattler ,  John Stattler ,  YAHOO! INC.

Inventor： Patrick Jordan ,  Prabhakar Krishnamurthy ,  Sergei Vassilvitskii ,  Mohammad Mahdian

IPC: G06Q30/02

CPC classification number: G06Q30/02

Abstract: A method, system, and computer program product for optimizing bidding over multiple advertising campaigns having a least two campaign types. The optimization is subjected to at least one constraint quantifying a multiple campaign spending limit amount. The method commences by identifying a collection of the multiple advertising campaigns, then evaluating each of the constituent member advertising campaigns to determine its respective optimized spending amount. Then the method calculates (e.g., sums) an aggregate spending amount by aggregating the individual campaign spending amounts. When the aggregate spending amount is greater than the multiple campaign constraint, then the method apportions the multiple campaign spending limit amount to the constituent member advertising campaigns which is in turn used to determine a reduced spending limit. The time period under which the spending is optimized can be any time period suited for forming bids to bid on inventory of impressions into which advertisements can be placed.

Abstract translation: 一种方法，系统和计算机程序产品，用于优化具有至少两种活动类型的多个广告活动的出价。 优化受到量化多个广告系列支出限额的至少一个限制。 该方法开始于识别多个广告活动的集合，然后评估每个组成成员广告活动以确定其相应的优化支出金额。 然后，该方法通过聚合各个活动支出金额来计算（例如，总和）总支出金额。 当总支出金额大于多个广告系列约束时，该方法将多个广告系列支出限额金额分配给组成成员广告活动，这些广告活动又用于确定减少的支出限额。 支出优化的时间段可以是适合于形成出价以针对可以放置广告的展示的库存出价的任何时间段。