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Delivery of internet ads

Inactive Publication Date: 2007-09-13
LOOKSMART
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Benefits of technology

[0013] A table of contents file having TOC entries related to entries in the index file may be included. A first memory for storing the index file and a second memory, having a faster time to retrieve data than the first memory, may be included for storing the table of contents file. The extraction engine may periodically rebuild the index and table of content files and may update the index and table of content files more frequently than they are rebuilt. A first selectable matching algorithm for matching keywords in the query string to ke

Problems solved by technology

Conventional ad delivery systems have had problems, for example, with slow response, pricing which discouraged higher bids and limited matching.

Method used

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  • Delivery of internet ads
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Examples

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Embodiment Construction

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[0018] An ad delivery system may include a database of ads and an ad delivery engine which may include an extraction engine to extract the ads into an index data file, and a table of contents or TOC, may match the ads to a query string from a search engine site using different matching criteria while excluding some otherwise matching ads, may rank the matched ads based on a potential yield such as maximum bid or cost per click, adjusted for example by an actual or observed click-thru rate, may price the ads on a different basis than ranking, for example, by discounting the ranking basis to the minimum which preserves the ranking, and / or may filter the ads based on predetermined criteria.

[0019] The extraction engine may provide a full rebuild of the index, and TOC, on a periodic basis such as once per day, while providing an update, by indexing only data new since the last full rebuild, on a more frequent basis. The TOC may be saved in a relatively fast memory, such as RAM memory, ...

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PUM

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Abstract

A system for delivering advertisements via the internet may include an index file having entries related to advertisements for delivery via the internet, an extraction engine for updating the index file entries in accordance with changes in a database of said advertisements, a matching engine for matching a keyword in a query string to a plurality of the index file entries, a ranking engine for selecting an advertisement, for inclusion in a search result set responsive to the query sting, in accordance with an estimated monetary yield related to one of the plurality of index file entries matching a keyword in the query string and a pricing engine for discounting a charge for that inclusion in accordance with an estimated monetary yield for another one of the plurality of index file entries.

Description

CROSS REFERENCE TO RELATED APPLICATIONS [0001] This application claims the benefit of U.S. provisional application Ser. No. 60 / 721,311 filed Sep. 27, 2005 and Ser. No. 60 / 723,812 filed Oct. 5, 2005.BACKGROUND OF THE INVENTION [0002] 1. Field of the Invention [0003] This invention is related to ad delivery systems for placing Internet advertising in response to queries from search engine sites. [0004] 2. Description of the Prior Art [0005] Conventional ad delivery systems have had problems, for example, with slow response, pricing which discouraged higher bids and limited matching. What is needed is an improved ad delivery system which avoids or reduces the problems inherent in known systems. SUMMARY OF THE INVENTION [0006] In a first aspect, a method for delivering advertisements via the Internet may include extracting, from a database of advertisements, an index file alphabetized by keyword, each entry in the index file including a bid price for placement of the related advertiseme...

Claims

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Application Information

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IPC IPC(8): G06F17/30
CPCG06F17/30864G06Q30/02G06Q30/06G06Q30/0277G06Q30/0256G06F16/951
Inventor SCHOEN, MICHAEL A.MARTIN, BRUCE M.
Owner LOOKSMART
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