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1. 发明申请

US20120022937A1 ADVERTISEMENT BRAND ENGAGEMENT VALUE 审中-公开
标题翻译：广告品牌参与价值
公开(公告)号：US20120022937A1
公开(公告)日：2012-01-26
申请号：US12841900
申请日：2010-07-22
申请人： Tarun Bhatia , Darshan Kantak , Chris Jaffe , Eric Theodore Bax , Ayman Farahat
发明人： Tarun Bhatia , Darshan Kantak , Chris Jaffe , Eric Theodore Bax , Ayman Farahat
IPC分类号： G06Q30/00
CPC分类号： G06Q30/0241 , G06Q30/0242
摘要： The present invention provides techniques associated with online advertisement brand engagement value, which can be of critical importance to brand advertisers. Techniques are also included involving use of brand engagement value across various online and offline advertising media and venues. Techniques are provided in which experiments are conducted, such as eyeball-tracking experiments, which include measurements to determine brand engagement value of particular online advertisement impressions. Information from the experiments is utilized in making determinations of brand engagement value, or anticipated brand engagement value, of online advertisement impressions for which brand engagement value has not been measured.
摘要翻译：本发明提供了与在线广告品牌参与价值相关联的技术，其对于品牌广告商可能是至关重要的。还包括在各种在线和离线广告媒体和场馆中使用品牌参与价值的技术。提供了进行实验的技术，例如眼球跟踪实验，其包括测量以确定特定在线广告印象的品牌参与价值。来自实验的信息用于确定品牌参与价值或预期的品牌参与价值，其中品牌参与价值未被衡量的在线广告展示。

2. 发明申请

US20100250362A1 System and Method for an Online Advertising Exchange with Submarkets Formed by Portfolio Optimization 审中-公开
标题翻译：通过投资组合优化形成的子市场的在线广告交易系统和方法
公开(公告)号：US20100250362A1
公开(公告)日：2010-09-30
申请号：US12415846
申请日：2009-03-31
申请人： Eric Theodore Bax , Krishna Prasad Chitrapura , Sachin Garg , Darshan Kantak , Anand Kuratti , Joaquin Arturo Delgado Rodriguez
发明人： Eric Theodore Bax , Krishna Prasad Chitrapura , Sachin Garg , Darshan Kantak , Anand Kuratti , Joaquin Arturo Delgado Rodriguez
IPC分类号： G06Q30/00 , G06N5/02
CPC分类号： G06Q30/02 , G06Q30/0204 , G06Q30/0244 , G06Q30/0247 , G06Q30/0601
摘要： A system and method to distribute computation for an exchange in which advertisers buy online advertising space from publishers. The exchange maintains submarkets, each containing a subset of the ad calls supplied by publishers and a subset of the offers and budgets representing demand from advertisers. Portfolio optimization techniques allocate the supply of ad calls from publishers over the submarkets, with the goal of maximizing profits for publishers while limiting the volatility of those profits. Portfolio optimization techniques allocate the demand from advertisers over the submarkets, with the goal of maximizing return on investment for advertisers. The exchange re-allocates supply and demand over submarkets periodically. Also, periodically, the most effective submarkets are replicated and the least effective submarkets are eliminated.
摘要翻译：分发用于广告客户从发布商购买在线广告空间的交换计算的系统和方法。交易所维护子市场，每个子市场包含发布商提供的广告呼叫的一部分，以及代表广告客户需求的提议和预算的一部分。投资组合优化技术将发行商的广告电话分配给子市场，目的是最大化发布商的利润，同时限制这些利润的波动。投资组合优化技术将广告客户的需求分配给子市场，目标是最大限度地提高广告客户的投资回报。交易所定期重新分配子市场的供求。此外，定期地，复制最有效的子市场，并且消除最不有效的子市场。

3. 发明申请

US20090254410A1 METHOD AND SYSTEM FOR CONSTRUCTING AND DELIVERING SPONSORED SEARCH FUTURES CONTRACTS 审中-公开
标题翻译：用于构建和交付受赞赏的搜索引擎合同的方法和系统
公开(公告)号：US20090254410A1
公开(公告)日：2009-10-08
申请号：US12062289
申请日：2008-04-03
申请人： Chi-Chao Chang , Ramazan Demir , Matthew Hall , Sai-Ming Li , Darshan Kantak , Tak Woon Yan
发明人： Chi-Chao Chang , Ramazan Demir , Matthew Hall , Sai-Ming Li , Darshan Kantak , Tak Woon Yan
IPC分类号： G06Q30/00
CPC分类号： G06Q30/00 , G06Q30/0246 , G06Q30/0273
摘要： A method and system for constructing and delivering sponsored search contracts is provided. In one implementation, the method may include generating a financial instrument with terms, such as a contract, for selling click-throughs. The terms may include a volume of click-throughs, a price, and a core market. The price of the contract may be related to an expected quality of the advertisement. The core market may be described in terms of key words. The contract terms may be communicated to an advertiser. The advertiser may then bind an advertisement to the contract or sell the contract to another advertiser. The contract performance may be tracked and communicated.
摘要翻译：提供了一种构建和交付赞助搜索合同的方法和系统。在一个实施中，该方法可以包括生成具有用于销售点击通过的诸如合同的术语的金融工具。这些术语可能包括点击次数，价格和核心市场。合同的价格可能与广告的预期质量有关。核心市场可以用关键词来描述。合同条款可能会传达给广告客户。然后，广告商可以将广告绑定到合同或将合同出售给另一个广告商。合同履行情况可能被跟踪和传达。

4. 发明申请

US20110202821A1 BIDDED MARKETPLACE FOR APPLICATIONS 有权
标题翻译：投标市场应用
公开(公告)号：US20110202821A1
公开(公告)日：2011-08-18
申请号：US12707622
申请日：2010-02-17
申请人： Scott Roy , Burke Culligan , David Chaiken , Darshan Kantak
发明人： Scott Roy , Burke Culligan , David Chaiken , Darshan Kantak
IPC分类号： G06F17/00
CPC分类号： G06Q30/02
摘要： Methods and systems for presenting application modules on a graphical display page are provided. In accordance with one embodiment, content to be displayed on a graphical display page is determined. Then, content features which describe the content that is to be displayed on the graphical display page, and user features which describe characteristics of users are determined. For each application in the plurality of application modules, the probability that specific users will select the application module when displayed on the graphical display page with the determined content is determined based on the content features and the user features. For each application module in the plurality of application modules, an overall score is determined based on the determined probability that the user will select the application module and a commercial value to be paid by a publisher of the application module when it is selected. The recommended application modules are determined to be those application modules in the plurality of application modules which have the highest overall score and which satisfy a set of constraints. Representations of the recommended application modules are displayed on the graphical display page.
摘要翻译：提供了在图形显示页面上呈现应用模块的方法和系统。根据一个实施例，确定要显示在图形显示页面上的内容。然后，确定描述在图形显示页面上显示的内容的内容特征以及描述用户特征的用户特征。对于多个应用模块中的每个应用，基于内容特征和用户特征来确定特定用户在显示具有所确定的内容的图形显示页面上显示应用模块时的概率。对于多个应用模块中的每个应用模块，基于所选择的用户将选择应用模块的概率和应用模块的发布者在选择时要支付的商业价值来确定总分。推荐的应用模块被确定为具有最高总分并且满足一组约束的多个应用模块中的那些应用模块。推荐的应用模块的表示显示在图形显示页面上。

5. 发明授权

US07805441B2 Vertical search expansion, disambiguation, and optimization of search queries 有权
标题翻译：垂直搜索扩展，消歧和优化搜索查询
公开(公告)号：US07805441B2
公开(公告)日：2010-09-28
申请号：US11370258
申请日：2006-03-06
申请人： Anand Madhavan , Matthew Carinio , Darshan Kantak
发明人： Anand Madhavan , Matthew Carinio , Darshan Kantak
IPC分类号： G06F17/30
CPC分类号： G06F17/3066
摘要： A system and method to facilitate expansion, disambiguation, and optimization of search queries over a network wherein an original query received from a user is parsed to obtain at least one query term. A plurality of keywords related contextually to one or more query terms are further retrieved from a database. Finally, a set of modified queries is generated, each modified query further comprising at least one query term and at least one retrieved keyword.
摘要翻译：一种促进通过网络进行搜索查询的扩展，消歧和优化的系统和方法，其中从用户接收到的原始查询被解析以获得至少一个查询项。从数据库中进一步检索与一个或多个查询词语相关的多个关键词。最后，生成一组修改的查询，每个修改查询还包括至少一个查询项和至少一个检索到的关键字。

6. 发明申请

US20090112653A1 Auction-Pricing Many Substitute Products 有权
标题翻译：拍卖定价许多替代产品
公开(公告)号：US20090112653A1
公开(公告)日：2009-04-30
申请号：US11933127
申请日：2007-10-31
申请人： Chi-Chao Chang , Sai-Ming (Eliot) Li , Randolph Preston McAfee , Darshan Kantak
发明人： Chi-Chao Chang , Sai-Ming (Eliot) Li , Randolph Preston McAfee , Darshan Kantak
IPC分类号： G06Q30/00 , G06Q10/00
CPC分类号： G06Q30/02 , G06Q40/04
摘要： A method of providing advertising services selects a finite set of topics, and arranges the selected set of topics into a hierarchical structure. The method classifies impression items into the nodes within the hierarchical structure, and allows bidding against the nodes within the hierarchical structure. Some embodiments allow a bidder to request a refinement of the hierarchical structure. These embodiments receive such a request, and compare the request to a set of criteria. If the request meets the set of criteria, then based on the request, the method divides a first node in the hierarchical structure to at least a second and third node. The method allows bidders to bid on each of the first, second, and third nodes. Preferably, the method receives several bids for one or more of the nodes within the hierarchical structure, and calculates an equilibrium price for each node. The bids are for purchasing the right to present content in relation to a node. The method optionally measures a performance for the nodes within the hierarchical structure. Based on the measure of performance for the nodes, the method preferably removes an under-performing node from the hierarchical structure. Generation and/or maintenance of an under-performing node may lower the price of one or more nodes in the hierarchical structure. Additional embodiments include a system and/or a computer readable medium for performing the foregoing.
摘要翻译：提供广告服务的方法选择一组有限的主题，并将所选择的一组主题排列成层次结构。该方法将展示项目分类到层次结构中的节点中，并允许针对分层结构中的节点进行投标。一些实施例允许投标人请求细分层次结构。这些实施例接收这样的请求，并将该请求与一组标准进行比较。如果请求满足该标准集合，则基于该请求，该方法将分层结构中的第一节点划分为至少第二和第三节点。该方法允许投标人对第一，第二和第三节点中的每一个进行投标。优选地，该方法对分层结构内的一个或多个节点接收多个出价，并且计算每个节点的均衡价格。出价用于购买与节点相关的内容呈现权。该方法可选地测量层次结构内的节点的性能。基于节点性能的测量，该方法优选地从层次结构中去除不良节点。不良生成节点的生成和/或维护可降低分级结构中的一个或多个节点的价格。附加实施例包括用于执行前述的系统和/或计算机可读介质。

7. 发明申请

US20070208706A1 Vertical search expansion, disambiguation, and optimization of search queries 有权
标题翻译：垂直搜索扩展，消歧和优化搜索查询
公开(公告)号：US20070208706A1
公开(公告)日：2007-09-06
申请号：US11370246
申请日：2006-03-06
申请人： Anand Madhavan , Matthew Carinio , Darshan Kantak
发明人： Anand Madhavan , Matthew Carinio , Darshan Kantak
IPC分类号： G06F17/30
CPC分类号： G06F17/30964 , G06Q30/02
摘要： A system and method to facilitate expansion, disambiguation, and optimization of search queries over a network wherein an original query received from a user is parsed to obtain at least one query term. One or more filtered queries are retrieved from a database, each of the filtered queries corresponding to one or more advertising offers related contextually to the at least one query term. Selection of advertising content associated with the advertising offers is optimized based on one or more predetermined parameters, the advertising content to be displayed for the user in conjunction with query results of the original query and the one or more filtered queries.
摘要翻译：一种促进通过网络进行搜索查询的扩展，消歧和优化的系统和方法，其中从用户接收到的原始查询被解析以获得至少一个查询项。从数据库检索一个或多个过滤的查询，对应于一个或多个广告提供的每个过滤查询与所述至少一个查询项相关。基于一个或多个预定参数来优化与广告提供相关联的广告内容的选择，结合原始查询和一个或多个过滤查询的查询结果为用户显示的广告内容。

8. 发明授权

US08832097B2 Vertical search expansion, disambiguation, and optimization of search queries 有权
标题翻译：垂直搜索扩展，消歧和优化搜索查询
公开(公告)号：US08832097B2
公开(公告)日：2014-09-09
申请号：US11370246
申请日：2006-03-06
申请人： Anand Madhavan , Matthew Carinio , Darshan Kantak
发明人： Anand Madhavan , Matthew Carinio , Darshan Kantak
IPC分类号： G06F17/30 , G06Q30/02
CPC分类号： G06F17/30964 , G06Q30/02
摘要： A system and method to facilitate expansion, disambiguation, and optimization of search queries over a network wherein an original query received from a user is parsed to obtain at least one query term. One or more filtered queries are retrieved from a database, each of the filtered queries corresponding to one or more advertising offers related contextually to the at least one query term. Selection of advertising content associated with the advertising offers is optimized based on one or more predetermined parameters, the advertising content to be displayed for the user in conjunction with query results of the original query and the one or more filtered queries.
摘要翻译：一种促进通过网络进行搜索查询的扩展，消歧和优化的系统和方法，其中从用户接收到的原始查询被解析以获得至少一个查询项。从数据库检索一个或多个过滤的查询，对应于一个或多个广告提供的每个过滤查询与所述至少一个查询项相关。基于一个或多个预定参数来优化与广告提供相关联的广告内容的选择，结合原始查询和一个或多个过滤查询的查询结果为用户显示的广告内容。

9. 发明授权

US08413052B2 Bidded marketplace for applications 有权
标题翻译：投标市场应用
公开(公告)号：US08413052B2
公开(公告)日：2013-04-02
申请号：US12707622
申请日：2010-02-17
申请人： Scott Roy , Burke Culligan , David Chaiken , Darshan Kantak
发明人： Scott Roy , Burke Culligan , David Chaiken , Darshan Kantak
IPC分类号： G06F17/00
CPC分类号： G06Q30/02
摘要： Methods and systems for presenting application modules on a graphical display page are provided. In accordance with one embodiment, content to be displayed on a graphical display page is determined. Then, content features which describe the content that is to be displayed on the graphical display page, and user features which describe characteristics of users are determined. For each application in the plurality of application modules, the probability that specific users will select the application module when displayed on the graphical display page with the determined content is determined based on the content features and the user features. For each application module in the plurality of application modules, an overall score is determined based on the determined probability that the user will select the application module and a commercial value to be paid by a publisher of the application module when it is selected. The recommended application modules are determined to be those application modules in the plurality of application modules which have the highest overall score and which satisfy a set of constraints. Representations of the recommended application modules are displayed on the graphical display page.
摘要翻译：提供了在图形显示页面上呈现应用模块的方法和系统。根据一个实施例，确定要显示在图形显示页面上的内容。然后，确定描述在图形显示页面上显示的内容的内容特征以及描述用户特征的用户特征。对于多个应用模块中的每个应用，基于内容特征和用户特征来确定特定用户在显示具有所确定的内容的图形显示页面上显示应用模块时的概率。对于多个应用模块中的每个应用模块，基于所选择的用户将选择应用模块的概率和应用模块的发布者在选择时要支付的商业价值来确定总分。推荐的应用模块被确定为具有最高总分并且满足一组约束的多个应用模块中的那些应用模块。推荐的应用模块的表示显示在图形显示页面上。

10. 发明授权

US08156032B2 Auction-pricing many substitute products 有权
标题翻译：拍卖定价许多替代产品
公开(公告)号：US08156032B2
公开(公告)日：2012-04-10
申请号：US11933127
申请日：2007-10-31
申请人： Chi-Chao Chang , Sai-Ming (Eliot) Li , Randolph Preston McAfee , Darshan Kantak
发明人： Chi-Chao Chang , Sai-Ming (Eliot) Li , Randolph Preston McAfee , Darshan Kantak
IPC分类号： G06Q40/00
CPC分类号： G06Q30/02 , G06Q40/04
摘要： A method of providing advertising services selects a finite set of topics, and arranges the selected set of topics into a hierarchical structure. The method classifies impression items into the nodes within the hierarchical structure, and allows bidding against the nodes within the hierarchical structure. Some embodiments allow a bidder to request a refinement of the hierarchical structure. These embodiments receive such a request, and compare the request to a set of criteria. If the request meets the set of criteria, the method divides a first node in the hierarchical structure to at least a second and third node. The method allows bidders to bid on each of the first, second, and third nodes. The method optionally measures a performance for the nodes within the hierarchical structure. Based on the measure of performance for the nodes, the method preferably removes an under-performing node from the hierarchical structure.
摘要翻译：提供广告服务的方法选择一组有限的主题，并将所选择的一组主题排列成层次结构。该方法将展示项目分类到层次结构中的节点中，并允许针对分层结构中的节点进行投标。一些实施例允许投标人请求细分层次结构。这些实施例接收这样的请求，并将该请求与一组标准进行比较。如果请求满足该标准集合，则该方法将分层结构中的第一节点划分为至少第二和第三节点。该方法允许投标人对第一，第二和第三节点中的每一个进行投标。该方法可选地测量层次结构内的节点的性能。基于节点性能的测量，该方法优选地从层次结构中去除不良节点。

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