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Personalizing Sponsored Search Advertising Layout using User Behavior History

A user and advertising technology, applied in network data retrieval, other database retrieval, special data processing applications, etc., can solve the problem of not considering users, etc.

Inactive Publication Date: 2017-08-04
EXCALIBUR IP LLC
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

Although query-based approaches solve the fundamental problem, they do not take into account the user who initiated the query

Method used

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  • Personalizing Sponsored Search Advertising Layout using User Behavior History
  • Personalizing Sponsored Search Advertising Layout using User Behavior History
  • Personalizing Sponsored Search Advertising Layout using User Behavior History

Examples

Experimental program
Comparison scheme
Effect test

Embodiment Construction

[0019] search engine

[0020] User Interface

[0021] Internet users are familiar with typical commercial search engines. Such as figure 1 A typical home page for a commercial search engine - the starting point for user interaction with the search engine, including text entry boxes and query submit buttons, as shown in . exist figure 1 , the user enters "pizza" in the text input box. The query submit button is labeled "Search".

[0022] figure 2 Diagram showing responses by commercial search engines to figure 1 An exemplary search results page (SRP) returned by the query "pizza" in . The right column of this page contains advertisements. The left column of the page includes advertisements and algorithmic search results.

[0023] image 3 The figure shows a typical arrangement of an SRP, which is divided into 4 regions. The areas are arranged in two columns, reflecting the figure 2 . The left column contains three regions: the uppermost northern region, the mid...

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Abstract

Embodiments of the invention relate to methods of presenting personalized search results pages to users, and to search engine systems and servers configured to implement such methods. For example, a method of presenting such a page to a user of a search engine includes steps of computing an engagement index of the user based on the distribution in time of that user's interactions with the search engine then presenting, in response to a query by the user, a personalized search results page to the user.

Description

[0001] This application is an invention patent application with an application date of February 23, 2009, an application number of 200980108724.5, an applicant of Excalibur IP Co., Ltd., and an invention title of "Using User Behavior History to Personalize Sponsored Search Advertisement Layout" divisional application. technical field [0002] The present invention relates to personalizing the layout of advertisements displayed on the results pages of a search engine. Background technique [0003] How to balance monetization and user experience in Search Results Pages (SRPs) are commercial search engines that offer sponsored listings (text-based ads and potentially graphical ads) alongside organic (called algorithmic or native) search results active research field. Several of the leading commercial search engines typically display sponsored listings in any of three places on the search results page along with the organic results. These three locations are labeled North, Eas...

Claims

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Application Information

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Patent Type & Authority Applications(China)
IPC IPC(8): G06F17/30
CPCG06F16/958G06F16/9535
Inventor 拉杰什·巴瑞克吉格史·帕玛尔帕沃·伯克欣
Owner EXCALIBUR IP LLC
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