SELECTING AND RANKING ADVERTISEMENTS FROM ONE OR MORE DATABASES USING ADVERTISER BUDGET INFORMATION
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United States of America Patent
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Issued Date -
Jun 14, 2012
app pub date -
Dec 10, 2010
filing date -
Dec 10, 2010
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Abstract
An advertising system logs performance data regarding user interactions with advertisements from a plurality of advertisers. The advertising system uses the performance data to calculate various performance metrics, which are, in turn, used to determine budget weighting values for each of the plurality of advertisers. The advertising system retrieves candidate advertisements from one or more databases based on the user's context (e.g., a user search request). The advertising system selects particular advertisements and/or sorts the advertisements using the budget weighting values, and then sends them to the user (e.g., for display on the user's terminal or device).
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