Data processing: financial – business practice – management – or co – Automated electrical financial or business practice or... – Discount or incentive
Reexamination Certificate
2008-05-06
2008-05-06
Hafiz, Tariq R. (Department: 3623)
Data processing: financial, business practice, management, or co
Automated electrical financial or business practice or...
Discount or incentive
C705S014270
Reexamination Certificate
active
07370002
ABSTRACT:
Advertisement response probabilities are utilized to alter advertisement scores. A plurality of possible advertisements is accessed from, for example, an advertisement database or advertisement pipeline. A response probability for each advertisement is determined. A response probability may be a probability that a user will “click,” or otherwise select an advertisement. Advertisements may be associated with probabilistic prediction models that take advertisement recipient attribute values as inputs and provide a probability distribution as output. A score associated with each of the possible advertisements is altered based on the response probability for each of the advertisements. Statistical prediction is used to determine how scores are to be altered. Advertisements with response probabilities less than a mean probability may have associated scores decreased. Conversely, advertisements with response probabilities greater than a mean probability may have associated scores increased.
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Ali Mahbubul Alam
Heckerman David E.
Luo Martin
Shani Guy
Hafiz Tariq R.
Microsoft Corporation
Pats Justin M
Workman Nydegger
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