Considering user-relevant criteria when serving advertisements

A method, which is facilitated by a processor and computer-readable media, of selecting an advertisement to be displayed on a webpage, the method comprising:

• serving to a recipient device an initial webpage having an initial advertisement and a webpage keyword, which is included among text of the initial webpage, wherein the initial advertisement is served in an initial fillable advertisement space;
• calculating a measured click-through-rate (mCTR) that quantifies a relevance of the webpage keyword to a recipient-device user in a context of when the initial webpage is served;
• using the mCTR to calculate a user-behavior click-through-rate (uCTR), which suggests whether a subsequent advertisement served with a subsequent webpage will be selected by the recipient-device user when the subsequent advertisement is evoked by the webpage keyword;
• and
• conducting an auction between the webpage keyword and a current-webpage keyword, which is included among the text of the subsequent webpage,
• wherein a result of the auction is at least in part determined using the uCTR of the webpage keyword, and
• wherein, based on the result, the webpage keyword is used, instead of the current-webpage keyword, to evoke the subsequent advertisement, which is served to the recipient-device user.

A system, which is employed using a processor and computer-readable media, that selects an advertisement to be displayed on a webpage, the system comprising:

• a user-criteria database storing a user-associated criterion together with a user-behavior click-through-rate (uCTR),
• wherein the user-associated criterion was available to evoke an initial advertisement that was previously served together with an initial webpage to a user, and
• wherein the uCTR suggests whether a subsequent advertisement served with a subsequent webpage will be selected by the user when the subsequent advertisement is evoked by the user-associated criterion;
• a criteria-stat generator that calculates the uCTR by applying a link function to a measured click-through-rate (mCTR), which quantifies a contextual relevance of the user-associated criterion to the user in a context of when the initial webpage was served;
• and
• a criteria evaluator that conducts an auction between the user-associated criterion and a current-webpage criteria, which is included in among content of the subsequent webpage.