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US 10,762,536 B2Granted
Using the utility of configurations in ad serving decisions
AssigneeGoogle Inc.
InventorsAmit J. Patel, Hal R. Varian
Life of this patent
Estimating the term…
Abstract
Instead of accepting competing ads and using an arbitration function (e.g., an auction) to choose winning ads to be served with a document, sets of ads (perhaps having different characteristics) can be generated, and an arbitration function can be used to select the winning set of ads. Such arbitrations on sets of ads can consider how ads, search results, colors, positions, fonts, etc., all interact with each other and affect the usefulness of the sets of ads to advertisers, end users, document publishers, and/or an ad serving entity.
Claims14
A method comprising:
- receiving input of a user command submitted through a microphone of a content rendering device that outputs audio through speakers of the content rendering device;
- identifying a plurality of audio ads that are available to provide in response to the input;
- determining, by one or more processors, a plurality of configurations of the audio ads, including determining different temporal orders in which two or more of the audio ads are presentable, wherein at least one of the configurations includes fewer audio ads than a total number of spots available for presentation of the audio ads;
- for each of the plurality of configurations, determining a utility value of the configuration by combining utility values of the audio ads included in the configuration, wherein the utility value of the configuration indicates a utility to the user of the audio ads in the configuration, and wherein each of the utility values for the audio ads varies based on (i) which other of the audio ads are included in the configuration and (ii) a number of empty spots in the configuration relative to a number of filled spots in the configuration;
- selecting, from the plurality of configurations, a particular configuration having fewer audio ads than the total number of spots available for presentation of the audio ads based on the particular configuration having a highest determined utility value;
- and
- transmitting the ads included in the selected particular configuration for output through the speakers of the content rendering device.
4 more elements
A system, comprising:
- at least one storage device;
- and
- one or more processors that interact with the storage device and execute instructions that cause the one or more processors to perform operations comprising:
- receiving input of a user command submitted through a microphone of a content rendering device that outputs audio through speakers of the content rendering device;
- identifying a plurality of audio ads that are available to provide in response to the input;
- determining a plurality of configurations of the audio ads, including determining different temporal orders in which two or more of the audio ads are presentable, wherein at least one of the configurations includes fewer audio ads than a total number of spots available for presentation of the audio ads;
- for each of the plurality of configurations, determining a utility value of the configuration by combining utility values of the audio ads included in the configuration, wherein the utility value of the configuration indicates a utility to the user of the audio ads in the configuration, and wherein each of the utility values for the audio ads varies based on (i) which other of the audio ads are included in the configuration and (ii) a number of empty spots in the configuration relative to a number of filled spots in the configuration;
- selecting, from the plurality of configurations, a particular configuration having fewer audio ads than the total number of spots available for presentation of the audio ads based on the particular configuration having a highest determined utility value;
- and
- transmitting the ads included in the selected particular configuration for output through the speakers of the content rendering device.
7 more elements
A non-transitory computer storage medium encoded with instructions that when executed by one or more processors cause the one or more processors to perform operations comprising:
- receiving input of a user command submitted through a microphone of a content rendering device that outputs audio through speakers of the content rendering device;
- identifying a plurality of audio ads that are available to provide in response to the input;
- determining a plurality of configurations of the audio ads, including determining different temporal orders in which two or more of the audio ads are presentable, wherein at least one of the configurations includes fewer audio ads than a total number of spots available for presentation of the audio ads;
- for each of the plurality of configurations, determining a utility value of the configuration by combining utility values of the audio ads included in the configuration, wherein the utility value of the configuration indicates a utility to the user of the audio ads in the configuration, and wherein each of the utility values for the audio ads varies based on (i) which other of the audio ads are included in the configuration and (ii) a number of empty spots in the configuration relative to a number of filled spots in the configuration;
- selecting, from the plurality of configurations, a particular configuration having fewer audio ads than the total number of spots available for presentation of the audio ads based on the particular configuration having a highest determined utility value;
- and
- transmitting the ads included in the selected particular configuration for output through the speakers of the content rendering device.
4 more elements
Dependencies are inferred from the claim text.