Using match confidence to adjust a performance threshold

Details Using match confidence to adjust a performance threshold Using match confidence to adjust a performance threshold

2008-03-18

2008-03-18

Vo, Tim (Department: 2168)

Data processing: database and file management or data structures

Database design

Data structure types

C707S793000, C707S793000, C707S793000

Reexamination Certificate

active

10713964

ABSTRACT:
If some aspect of serving or scoring an ad is subject to a performance (e.g., click-through rate, etc.) threshold, such a threshold may be adjusted using a confidence factor of the ad targeting used. For example, ads served pursuant to a more relaxed notion of match might have to meet a higher performance threshold (e.g., than the threshold applied to ads served pursuant to a stricter notion of match). Alternatively, or in addition, ads served pursuant to a stricter notion of match might be subject to a lower performance threshold (e.g., than the threshold applied to ads served pursuant to a more relaxed notion of match). Thus, in general, a performance threshold could increase as match confidence decreases, and/or a performance threshold could decrease as match confidence increases.

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U.S. Appl. No. 10/674,888 titled “Increasing a Number of Relevant Advertisements Using a Relaxed Match”, filed Sep. 30, 2003, and listing Jeremy Bem as the inventor.

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