REAL-TIME PERSONALIZATION OF SPONSORED SEARCH BASED ON PREDICTED CLICK PROPENSITY
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United States of America Patent
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Issued Date -
Sep 22, 2011
app pub date -
Mar 18, 2010
filing date -
Mar 18, 2010
priority date (Note) -
Abandoned
status (Latency Note)
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Abstract
Embodiments are directed towards employing long and short term historical user click propensity behaviors to adapt or filter a number of advertisements displayed and their location on a search results' page. A network device tracks a user's short and long term historical click behaviors. For a given search query for the user, a variety of candidate advertisements are selected. A normalized click-through rate (COEC) is estimated for each advertisement. The COEC and the user's short and long term click behavior, represented by User Click Propensity (UCP), is used to generate a User effective Cost Per Thousand (UeCPM) value. Candidate advertisements are filtered based on a minimum threshold value for UeCPMs. Page placement for the remaining advertisements is determined based on a user expected revenue for an advertisement determined from the UCP. Advertisements having a user expected revenue above another threshold are placed in a north page location.
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