US 9,805,102 B1Granted

Content item selection based on presentation context

AssigneeGoogle Inc.

InventorsAlexander Collins, Gary Sivek

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Abstract

Methods, systems, and apparatus for selecting content items based on presentation context are presented. In one aspect, a method includes for each of a plurality of content item slots of a resource: obtaining first performance data based on a performance of content items that were presented in a navigational context in the content item slot; obtaining second performance data based on a performance of content items that were presented in a non-navigational context in the content item slot; determining, from the first and second performance data, a navigational performance adjustment factor for the content item slot, the navigational performance adjustment factor indicating, for the content item slot, a performance of content items presented in the navigational context relative to a performance of content items presented in the non-navigational context.

Claims18

Dependent claims

A computer-implemented method, comprising:

identifying a given content item that is eligible to be transmitted to a user device;
obtaining, for the given content item, a predicted performance measure;
determining, by one or more computers, that the given content item will be presented at the user device in a navigational context, including determining that a similarity between a search query and a domain name of a landing page for the given content item meets a navigational similarity threshold;
obtaining a navigational performance adjustment factor that indicates a relative performance of content items presented in the navigational context relative to performance of content items presented in a non-navigational context, wherein the non-navigational context is a context in which the search query and the domain name of the content items does not meet the navigational similarity threshold;
adjusting, by the one or more computers and using the navigational performance adjustment factor for a content item slot in which the given content item will be presented, the predicted performance measure of the given content item based on the determination that the given content item will be presented in the navigational context;
selecting, based on the adjusted predicted performance measure, the given content item from among a plurality of available content items;
and
updating a user interface of the user device to present the given content item based on the selection of the given content item.

5 more elements

A system comprising:

a data processing apparatus;
and
a data store storing instructions that, when executed by the data processing apparatus, cause the data processing apparatus to perform operations comprising:
identifying a given content item that is eligible to be transmitted to a user device;
obtaining, for the given content item, a predicted performance measure;
determining that the given content item will be presented at the user device in a navigational context, including determining that a similarity between a search query and a domain name of a landing page for the given content item meets a navigational similarity threshold;
obtaining a navigational performance adjustment factor that indicates a relative performance of content items presented in the navigational context relative to performance of content items presented in a non-navigational context, wherein the non-navigational context is a context in which the search query and the domain name of the content items does not meet the navigational similarity threshold;
adjusting, using the navigational performance adjustment factor for a content item slot in which the given content item will be presented, the predicted performance measure of the given content item based on the determination that the given content item will be presented in the navigational context;
selecting, based on the adjusted predicted performance measure, the given content item from among a plurality of available content items;
and
updating a user interface of the user device to present the given content item based on the selection of the given content item.

8 more elements

A non-transitory computer readable medium comprising instructions that, when executed by a data processing apparatus, cause the data processing apparatus to perform operations comprising:

identifying a given content item that is eligible to be transmitted to a user device;
obtaining, for the given content item, a predicted performance measure;
determining that the given content item will be presented at the user device in a navigational context, including determining that a similarity between a search query and a domain name of a landing page for the given content item meets a navigational similarity threshold;
obtaining a navigational performance adjustment factor that indicates a relative performance of content items presented in the navigational context relative to performance of content items presented in a non-navigational context, wherein the non-navigational context is a context in which the search query and the domain name of the content items does not meet the navigational similarity threshold;
adjusting, using the navigational performance adjustment factor for a content item slot in which the given content item will be presented, the predicted performance measure of the given content item based on the determination that the given content item will be presented in the navigational context;
selecting, based on the adjusted predicted performance measure, the given content item from among a plurality of available content items;
and
updating a user interface of the user device to present the given content item based on the selection of the given content item.

5 more elements

Dependencies are inferred from the claim text.