Data processing: artificial intelligence – Knowledge processing system – Knowledge representation and reasoning technique
Reexamination Certificate
2007-01-02
2007-01-02
Starks, Jr., Wilbert L. (Department: 2129)
Data processing: artificial intelligence
Knowledge processing system
Knowledge representation and reasoning technique
C725S035000, C705S014270
Reexamination Certificate
active
11047276
ABSTRACT:
The invention provides systems and methods that can be used for targeted advertising. The system determines where to present impressions, such as advertisements, to maximize an expected utility subject to one or more constraints, which can include quotas and minimum utilities for groups of one or more impression. The traditional measure of utility in web-based advertising is click-though rates, but the present invention provides a broader definition of utility, including measures of sales, profits, or brand awareness, for example. This broader definition permits advertisements to be allocated more in accordance with the actual interests of advertisers.
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Chickering David Maxwell
Heckerman David E.
Amin & Turocy LLP
Microsoft Corporation
Starks, Jr. Wilbert L.
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