公开(公告)号：US20160292748A1

公开(公告)日：2016-10-06

申请号：US14678029

申请日：2015-04-03

Applicant: Google Inc.

Inventor： Patrick Hummel

IPC: G06Q30/02 ,  G06Q30/08

CPC classification number: G06Q30/0277 ,  G06Q30/08

Abstract: A first candidate content item and a second candidate content item are identified. The first candidate content item has a first candidate bid value and the second candidate content item has a second candidate bid value. Subject matter of the first candidate content item is identified and compared with item information of an online marketplace to determine a similarity metric. Based on the similarity metric, the first candidate content item is determined to correspond to the online marketplace. Historical competing bid values from historical online auctions are retrieved. A distribution function is determined corresponding to the second candidate bid value. A subsidy value to apply to the first candidate bid value is provided. A combination of the first candidate bid value and the subsidy value is identified as greater than or equal to the second candidate bid value. The first candidate content item is selected for display.

Abstract translation: 识别第一候选内容项和第二候选内容项。 第一候选内容项具有第一候选投标值，并且第二候选内容项具有第二候选投标值。 识别第一候选内容项的主题并与在线市场的项目信息进行比较以确定相似性度量。 基于相似性度量，第一候选内容项被确定为对应于在线市场。 检索历史在线拍卖的历史竞争价格。 根据第二候选投标值确定分配函数。 提供适用于第一候选投标价值的补贴价值。 将第一候选投标值和补助价值的组合识别为大于或等于第二候选投标价值。 选择第一候选内容项目进行显示。

公开(公告)号：US20160277516A1

公开(公告)日：2016-09-22

申请号：US14662188

申请日：2015-03-18

Applicant: GOOGLE INC.

Inventor： Patrick Hummel ,  Hal Ronald Varian

IPC: H04L29/08

CPC classification number: H04L67/20 ,  G06Q30/0251 ,  G06Q30/0275 ,  G06Q30/0277 ,  H04L67/06

Abstract: Systems and methods of the present disclosure can provide an improved user experience on client devices selecting to receive context-based third-party content by reducing the number of third-party content items presented for display on such client devices. A data processing system can be configured to employ an auction mechanism with selection criterion thresholds (such as minimum bid values) that result, when used in auctions, in enforcing a limit on the amount of third-party content presented for display on client devices that have selected to receive context-based third-party content. The selection criterion thresholds can result, when used in auctions, in enforcing minimum revenues for publishers. The selection criterion thresholds can be determined offline based on historical statistical parameters.

Abstract translation: 本公开的系统和方法可以通过减少呈现用于在这样的客户端设备上显示的第三方内容项目的数量来选择接收基于上下文的第三方内容的客户端设备上的改进的用户体验。 数据处理系统可以被配置为采用具有选择标准阈值（例如最低出价值）的拍卖机制，所述选择标准阈值（例如最低出价值）当在拍卖中使用时，在对客户端设备上显示的第三方内容的量的强制执行限制时， 已经选择接收基于上下文的第三方内容。 当在拍卖中使用选择标准阈值时，可以为出版商实施最低收入。 选择标准阈值可以根据历史统计参数离线确定。

公开(公告)号：US20160217529A1

公开(公告)日：2016-07-28

申请号：US14992416

申请日：2016-01-11

Applicant: Google Inc.

Inventor： Patrick Hummel ,  Kay H. Brodersen ,  Jan-Moritz Peter Franosch

IPC: G06Q40/04 ,  G06Q30/08

CPC classification number: G06Q40/04 ,  G06Q30/08

Abstract: Systems and methods for determining bid adjustments that may result in lower costs and/or increased benefit to content providers, and providing recommendations for adjusting a bidding strategy accordingly, are disclosed. One method includes determining a first marginal cost associated with a first set of one or more of a plurality of auctions for presentation of content items within one or more resources. The marginal costs represents a cost to a content provider associated with an additional action performed in association with the content items presented within the resources. The method further includes determining a second marginal cost associated with a second set of one or more of the plurality of auctions. The method further includes determining whether a difference between the first marginal cost and the second marginal cost exceeds a threshold, and generating a recommendation to adjust a bidding strategy in response to determining the difference exceeds the threshold.

Abstract translation: 公开了用于确定可能导致内容提供商降低成本和/或增加利益的投标调整的系统和方法，并且相应地提供了调整出价策略的建议。 一种方法包括确定与多个拍卖中的一个或多个拍卖的第一组相关联的第一边际成本，以在一个或多个资源内呈现内容项。 边际成本代表与在资源内呈现的内容项目相关联地执行的附加动作相关联的内容提供商的成本。 该方法还包括确定与多个拍卖中的一个或多个拍卖的第二组相关联的第二边际成本。 该方法还包括确定第一边际成本和第二边际成本之间的差异是否超过阈值，以及响应于确定差异而产生调整出价策略的建议超过阈值。

公开(公告)号：US09256688B2

公开(公告)日：2016-02-09

申请号：US13963242

申请日：2013-08-09

Applicant: Google Inc.

Inventor： Patrick Hummel ,  Randolph P. McAfee ,  Joshua V. Dillon ,  Christopher K. Harris ,  Timothy S. Lipus

IPC: G06F17/30 ,  G06Q30/02

CPC classification number: G06F17/30867 ,  G06Q30/02 ,  G06Q30/0242 ,  G06Q30/0246 ,  G06Q30/0247 ,  G06Q30/0251 ,  G06Q30/0275

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for ranking content items. In one aspect, a method includes identifying, for a content item, a bid value specifying an amount a content item provider is willing to pay for user interaction with the content item. A predicted performance measure is identified for the content item. The predicted performance measure is adjusted based on a weighting factor for the content item. The weighting factor for the content item is indicative of confidence that the predicted performance measure will match an actual performance measure for the content item and can be different than a weighting factor for another content item identified for inclusion in a ranking with the content item. A rank score is determined for the content item using the bid value and adjusted predicted performance measure. The content item is provided based on the rank score.

Abstract translation: 方法，系统和装置，包括在计算机存储介质上编码的计算机程序，用于对内容项进行排名。 一方面，一种方法包括为内容项目识别指定内容项目提供者愿意为与用户与内容项目进行交互而付费的金额的出价值。 为内容项目确定预测的性能度量。 基于内容项的加权因子来调整预测的性能度量。 内容项的加权因子表示预测的性能测量值与内容项目的实际性能测量值相一致的可信度，并且可以不同于被标识为包含在与内容项目的排名中的另一内容项目的加权因子。 使用出价值和​​经调整的预测绩效度量来确定内容项的排名得分。 内容项目是根据排名得分提供的。

公开(公告)号：US20150066659A1

公开(公告)日：2015-03-05

申请号：US14011524

申请日：2013-08-27

Applicant: Google Inc.

Inventor： Patrick Hummel ,  Randolph P. McAfee ,  Martin Andre Monroe Zinkevich

IPC: G06Q30/02

CPC classification number: G06Q30/0275

Abstract: Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for ranking content. A request for content is received. Eligible content items are identified, including a first eligible content item for which an uncertainty level of an associated expected click-through rate is above a predefined threshold. A subset of the eligible content items is evaluated, including the first eligible content item including producing a score. The score is a product of an associated bid and click-through rate for a given eligible content item. Producing the score includes adjusting a product of a bid times an expected click-through rate for the first eligible content item by a value of learning that represents a value for exploring the first eligible content item as a response to the request. The subset of eligible content items is ranked based on the produced scores.

Abstract translation: 方法，系统和装置包括在计算机可读存储介质上编码的计算机程序，包括用于对内容进行排序的方法。 收到内容请求。 识别符合条件的内容项目，包括第一合格内容项目，其中相关联的预期点击率的不确定性水平高于预定阈值。 评估符合条件的内容项目的一部分，包括第一个符合条件的内容项目，包括产生分数。 该分数是给定符合条件的内容项目的关联出价和点击率的产品。 生成分数包括通过学习值将出价次数的预期点击率调整为第一符合条件的内容项目的值作为对请求的响应来调整出价的产品倍数。 符合条件的内容项目的子集根据产生的分数进行排名。

公开(公告)号：US20150051984A1

公开(公告)日：2015-02-19

申请号：US13966583

申请日：2013-08-14

Applicant: GOOGLE INC.

Inventor： Patrick Hummel

IPC: G06Q30/02

CPC classification number: G06Q30/0275

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for distributing content are disclosed. In one aspect, a method includes identifying a sponsor value that was used to select a content item for presentation in the first presentation position. The sponsor value can be determined based on a current bid associated with the content item and one or more previous bids that were previously associated with the content item. A first lower value of the sponsor value that will result in the content item being presented at a different presentation position of the resource is identified. A price to be charged for presentation of the content item is determined based on a bid value corresponding to the sponsor value and a difference in performance of the content item at the first presentation position and the different presentation position.

Abstract translation: 公开了包括用于分发内容的计算机存储介质上编码的计算机程序的方法，系统和装置。 一方面，一种方法包括识别用于选择用于在第一呈现位置呈现的内容项目的赞助商值。 可以基于与内容项目相关联的当前出价以及之前与内容项目相关联的一个或多个先前出价来确定赞助商价值。 识别将导致内容项目呈现在资源的不同呈现位置的赞助商值的第一较低值。 基于与第一呈现位置和不同呈现位置处的内容项目的赞助商值相对应的出价值和表现的差异来确定要呈现内容项目的费用的价格。