# US 2013/0159092 A1 · System and method for efficient ranking in online advertising by shaping relevance scores > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 2013/0159092 A1 - Document ID: US20130159092A1 - Status: Published application - Kind: A1 - Application number: 13/329,456 - Filed: 2011-12-19 - Published: 2013-06-20 - Earliest claimed: 2011-12-19 - Assignees: Yahoo! Inc. - Inventors: Sebastien Lahaie; R. Preston McAfee - Web page: https://patentgrep.com/patent/US20130159092A1 ## CPC - G06Q 30/08: Auctions - G06Q 30/0241: Advertisements - G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR ## Abstract The present invention is directed towards a method and system for ranking advertisements in an auction-based advertising system. The method of the present system comprises receiving one or more search queries and selecting one or more keywords from the one or more search queries. One or more bids associated with a given keyword selected from the one or more search queries are retrieved and a priority score for one or more advertisements is determined, wherein each of the one or more advertisements is associated with a given bid. The priority score is determined by taking the product of a position normalized click through rate associated with a given advertisement adjusted by an exponential value and the given bid. The one or more advertisements are then ranked according to the priority score. ## Claims ### Claim 1 A method for ranking advertisements in an auction-based advertising system, the method comprising: receiving one or more search queries; selecting one or more keywords from the one or more search queries; retrieving one or more bids associated with a given keyword selected from the one or more search queries; determining a priority score for one or more advertisements, wherein each of the one or more advertisements is associated with a given bid, the priority score determined by taking the product of a position normalized click through rate associated with a given advertisement adjusted by an exponential value and the given bid; and ranking the one or more advertisements according to the priority score. ### Claim 2 (depends on 1) The method of claim 1, wherein the exponential value is determined using a hierarchal Bayesian model of position-normalized click through rates for the given keyword. ### Claim 3 (depends on 1) The method of claim 1, wherein the exponential value is value between 0 and 1. ### Claim 4 (depends on 1) The method of claim 1, further comprising distributing the one or more advertisements among one or more vacant slots of a search results page according to rank of the one or more advertisements. ### Claim 5 (depends on 1) The method of claim 1, wherein the priority score is determined at runtime. ### Claim 6 (depends on 1) The method of claim 1, wherein the priority score is precalculated. ### Claim 7 (depends on 1) The method of claim 1, wherein the one or more search queries are entered into an HTML form element. ### Claim 8 A computer readable medium comprising program code that when executed by a programmable processor causes execution of a method for ranking advertisements in an auction-based advertising system, the computer readable media comprising: program code for receiving one or more search queries; program code for selecting one or more keywords from the one or more search queries; program code for retrieving one or more bids associated with a given keyword selected from the one or more search queries; program code for determining a priority score for one or more advertisements, wherein each of the one or more advertisements is associated with a given bid, the priority determined by taking the product of a position normalized click through rate associated with a given advertisement adjusted by an exponential value and the given bid; and program code for ranking the one or more advertisements according to the priority score. ### Claim 9 (depends on 7) The computer readable medium of claim 7, wherein the exponential value is determined using program code that determines a hierarchal Bayesian model of position-normalized click through rates for the given keyword. ### Claim 10 (depends on 7) The computer readable medium of claim 7, wherein the exponential value is value between 0 and 1. ### Claim 11 (depends on 7) The computer readable medium of claim 7, further comprising program code for distributing the one or more advertisements among one or more vacant slots of a search results page according to rank of the one or more advertisements. ### Claim 12 (depends on 7) The computer readable medium of claim 7, wherein the priority score is determined at runtime. ### Claim 13 (depends on 7) The computer readable medium of claim 7, wherein the one or more search queries are entered into an HTML form element. ### Claim 14 A system for ranking advertisements in an auction-based advertising system, the system comprising: a network; one or more user devices coupled to the network; one or more advertiser devices coupled to the network; a content server coupled to said network, the content server comprising: a query analyzer operative to receive one or more search queries from the one or more user devices and select one or more keywords from the one or more search queries; an ad generator operative to generate one or more advertisements corresponding to a search query; a rank generator operative to retrieve one or more bids associated with a given keyword selected from the one or more search queries, determine a priority score for the one or more advertisements, wherein each of the one or more advertisements is associated with a given bid, the priority score determined by taking the product of a position normalized click through rate associated with a given advertisement adjusted by an exponential value and the given bid and rank the one or more advertisements according to the priority score. ### Claim 15 (depends on 13) The system of claim 13, wherein the exponential value is determined by the rank generator using a hierarchal Bayesian model of position-normalized click through rates for the given keyword. ### Claim 16 (depends on 13) The system of claim 13, wherein the exponential value is value between 0 and 1. ### Claim 17 (depends on 13) The system of claim 13, wherein the content server is further operative to distribute the one or more advertisements among one or more vacant slots of a search results page according to rank of the one or more advertisements. ### Claim 18 (depends on 13) The system of claim 13, wherein the rank generator determines the priority score at runtime. ### Claim 19 (depends on 13) The system of claim 13, wherein the priority score is precalculated. ### Claim 20 (depends on 13) The system of claim 13, wherein one or more user devices coupled to the network comprise an HTML form element operative to receive the one or more search queries.