Determining placement of advertisements on web pages
AssigneeYahoo! Inc.
InventorsBo B. Zhang, Fengping Zeng, Siyu You
Life of this patent
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Abstract
A system and method is described herein that selects advertisements for two or more regions of a web page based on rankings of the advertisements generated using different models. By ranking advertisements separately for each region of a web page, and choosing highest ranked advertisements for each region, advertisements can be selectively chosen such that a user is more likely to select an advertisement in each region of the web page. As a result, the user experience can be enhanced and the advertising revenue can be correspondingly increased.
Claims25
A computer-implemented method for determining placement of a plurality of advertisements on a web page, the method comprising:
- ranking the plurality of advertisements using a first model to generate a ranked plurality of advertisements based at least in part on a probability of a user selection of each advertisement of the plurality of advertisements if the each advertisement is shown in a first region of the web page;
- selecting a first number of highest ranked advertisements for placement in the first region of the web page from the ranked plurality of advertisements;
- ranking remaining advertisements of the plurality of advertisements using a second model to generate a ranked plurality of remaining advertisements based at least in part on a probability of a user selection of each remaining advertisement of the plurality of advertisements if the each remaining advertisement is shown in a second region of the web page;
- and
- selecting a second number of highest ranked advertisements for placement in the second region of the web page from the ranked plurality of remaining advertisements;
- wherein at least one of the steps is performed by at least one processor.
A system for determining placement of a plurality of advertisements on a web page, the system comprising:
- a first module configured to calculate a probability of a user selection of each first advertisement of a plurality of first advertisements if the each first advertisement is shown in a first region of the web page;
- a second module configured to calculate a probability of a user selection of each second advertisement of a plurality of second advertisements if the each second advertisement is shown in a second region of the web page;
- and
- an advertisement selection module coupled to the first module and the second module and configured to:
- rank the plurality of first advertisements based at least on the probability of the user selection of the each first advertisement of the plurality of first advertisements and generate a ranked plurality of first advertisements;
- select a first number of highest ranked advertisements for placement in the first region of the web page from the ranked plurality of first advertisements;
- rank the plurality of second advertisements based at least on the probability of the user selection of the each second advertisement of the plurality of second advertisements and generate a ranked plurality of second advertisements;
- and
- select a second number of highest ranked advertisements for placement in the second region of the web page from the ranked plurality of second advertisements.
A computer program product comprising a computer-readable medium having computer program logic recorded thereon for determining placement of a plurality of advertisements on a web page, the computer program logic comprising:
- first means for ranking the plurality of advertisements using a first model to generate a ranked plurality of advertisements based at least in part on a probability of a user selection of each advertisement of the plurality of advertisements if the each advertisement is shown in a first region of the web page;
- second means for selecting a first number of highest ranked advertisements for placement in the first region of the web page from the ranked plurality of advertisements;
- third means for ranking remaining advertisements of the plurality of advertisements using a second model to generate a ranked plurality of remaining advertisements based at least in part on a probability of a user selection of each remaining advertisement of the plurality of advertisements if the each remaining advertisement is shown in a second region of the web page;
- and
- fourth means for selecting a second number of highest ranked advertisements for placement in the second region of the web page from the ranked plurality of remaining advertisements.
A computer-implemented method for determining placement of a plurality of advertisements on a web page, the method comprising:
- ranking the plurality of advertisements using a first model to generate a first ranked plurality of advertisements based at least in part on a probability of a user selection of each advertisement of the plurality of advertisements if the each advertisement is shown in a first region of a web page;
- ranking the plurality of advertisements using a second model to generate a second ranked plurality of advertisements based at least in part on a probability of a user selection of each advertisement of the plurality of advertisements if the each advertisement is shown in a second region of the web page;
- selecting a first number of highest ranked advertisements for placement in the first region of the web page from the first ranked plurality of advertisements;
- and
- selecting a second number of highest ranked advertisements for placement in the second region of the web page from the second ranked plurality of advertisements;
- wherein at least one of the steps is performed by at least one processor.
Dependencies are inferred from the claim text.