US 2014/0372202 A1 · PREDICTING PERFORMANCE OF CONTENT ITEMS USING LOSS FUNCTIONS

Abstract

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for providing a content item. In one aspect, a method includes receiving a content item request. A set of candidate content items that are eligible to be provided in response to the content item request is identified. A performance measure is predicted for each candidate content item based at least in part on a loss function that specifies an economic cost of incorrectly predicting the performance measure for the candidate content item. The loss function can be based in part on a distribution of competing bid values for a set of previous content item impressions. A candidate content item can be selected for presentation based on the predicted performance measure for the candidate content items. The selected candidate content item is provided in response to the content item request.

Claims20

Dependent claims

A method performed by data processing apparatus, the method comprising:

receiving a content item request;
identifying a set of candidate content items that are eligible to be provided in response to the content item request;
predicting a performance measure for each of one or more candidate content items based at least in part on a loss function that specifies an economic cost of incorrectly predicting the performance measure for the candidate content item, the loss function being based, at least in part, on a distribution of competing bid values for a set of previous content item impressions;
selecting a candidate content item for presentation based, at least in part, on the predicted performance measure for the one or more candidate content items;
and
providing the selected candidate content item in response to the content item request.

3 more elements

A system, comprising:

a data store for storing content items;
and
one or more processors configured to interact with the data store, the one or more processors being further configured to perform operations comprising:
receiving a content item request;
identifying a set of candidate content items that are eligible to be provided in response to the content item request;
predicting a performance measure for each of one or more candidate content items based at least in part on a loss function that specifies an economic cost of incorrectly predicting the performance measure for the candidate content item, the loss function being based, at least in part, on a distribution of competing bid values for a set of previous content item impressions;
selecting a candidate content item for presentation based, at least in part, on the predicted performance measure for the one or more candidate content items;
and
providing the selected candidate content item in response to the content item request.

6 more elements

A computer storage medium encoded with a computer program, the program comprising instructions that when executed by data processing apparatus cause the data processing apparatus to perform operations comprising:

identifying a set of candidate content items that are eligible to be provided in response to the content item request;
predicting a performance measure for each of one or more candidate content items based at least in part on a loss function that specifies an economic cost of incorrectly predicting the performance measure for the candidate content item, the loss function being based, at least in part, on a distribution of competing bid values for a set of previous content item impressions;
selecting a candidate content item for presentation based, at least in part, on the predicted performance measure for the one or more candidate content items;
and
providing the selected candidate content item in response to the content item request.

2 more elements

Dependencies are inferred from the claim text.

Predicting performance of content items using loss functions

Life of this patent

Predicting performance of content items using loss functions

Life of this patent

Abstract

Claims20