Patent US7792698B1 successfully refreshed from Google Patents.
US7792698B1
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US
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Automated price maintenance for use with a system in which advertisements are rendered with relative preferences
Assignee: Google LLC
•
Filing: 2003-01-10
•
Granted: 2010-09-07
•
Expires: 2023-01-10
Abstract
Abstract A cost maintenance scheme useful with an advertising system which orders ads in a manner that maximizes both their relevance and their economic value, and which provides a fair bidding process in which a winning bidder is assured of not having paid too much. Ordering may be done based on accepted maximum ad bid information and/or ad performance information. For example, this information may be used to determine a position value. Cost may be determined based on accepted maximum ad bid information and/or performance information. Billing the determined cost may be subject to a condition precedent.
Inventors
- 👤 Eric Veach
- 👤 Salar Arta Kamangar
Bibliographic Details
Application Number
—
Jurisdiction
US
Data Source
google_patents
Last Synchronized
2026-11-09 10:09
CPC Classifications
G; G06; G06Q; G06Q30/00; G06Q30/02; G06Q30/0241; G06Q30/0273; G06Q30/0275; G06Q30/0242; G06Q30/0243; G06Q30/0247; G06Q30/0251; G06Q30/0257
Claims Analysis
Total Claims: 88
Claim 1
Independent Claim
91 words
A computer-implemented method comprising: a) accepting, using a computer system including at least one computer, advertisements, each of the advertisements having an associated maximum bid per result; b) for one of the advertisements, determining, using the computer system, a cost to be charged for the result, wherein the cost is a function of a next highest maximum bid to the maximum bid of the one of the advertisements; and c) serving, using the computer system, the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 2
Dependent Claim
91 words
A computer-implemented method comprising: a) accepting, using a computer system including at least one computer, advertisements, each of the advertisements having an associated maximum bid per result; b) for one of the advertisements, determining, using the computer system, a cost to be charged for the result, wherein the cost is a function of a next highest maximum bid to the maximum bid of the one of the advertisements; and c) serving, using the computer system, the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 3
Dependent Claim
19 words
The computer-implemented method of claim 1 wherein the function is the next highest maximum bid plus a predetermined cost.
Claim 4
Dependent Claim
12 words
The computer-implemented method of claim 2 wherein the predetermined cost is $0.01.
Claim 5
Dependent Claim
37 words
The computer-implemented method of claim 1 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.
Claim 6
Dependent Claim
26 words
The computer-implemented method of claim 1 wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements.
Claim 7
Dependent Claim
28 words
The computer-implemented method of claim 1 further comprising: d) billing, using the computer system, the determined cost only if, and responsive to a determination that, the result occurred.
Claim 8
Dependent Claim
20 words
The computer-implemented method of claim 1 wherein the determined cost information encoded into the one of the advertisements is encrypted.
Claim 9
Dependent Claim
20 words
The computer-implemented method of claim 1 wherein the determined cost information encoded into the one of the advertisements is signed.
Claim 10
Dependent Claim
106 words
A computer-implemented method comprising: a) accepting, using a computer system including at least one computer, advertisements, each of the advertisements having an associated maximum bid per result, wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements; b) for one of the advertisements, determining, using the computer system, a cost to be charged per result, wherein the cost is less than the maximum bid per result associated with the one of the advertisements; and c) serving, using the computer system, the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 11
Dependent Claim
106 words
A computer-implemented method comprising: a) accepting, using a computer system including at least one computer, advertisements, each of the advertisements having an associated maximum bid per result, wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements; b) for one of the advertisements, determining, using the computer system, a cost to be charged per result, wherein the cost is less than the maximum bid per result associated with the one of the advertisements; and c) serving, using the computer system, the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 12
Dependent Claim
37 words
The computer-implemented method of claim 9 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.
Claim 13
Dependent Claim
28 words
The computer-implemented method of claim 9 further comprising: d) billing, using the computer system, the determined cost only if, and responsive to a determination that, the result occurred.
Claim 14
Dependent Claim
20 words
The computer-implemented method of claim 9 wherein the determined cost information encoded into the one of the advertisements is encrypted.
Claim 15
Dependent Claim
20 words
The computer-implemented method of claim 9 wherein the determined cost information encoded into the one of the advertisements is signed.
Claim 16
Dependent Claim
95 words
A computer-implemented method comprising: a) accepting, using a computer system including at least one computer, an ordered set of advertisements, each of the advertisements having an associated maximum bid per result; b) for one of the advertisements, determining, using the computer system, a cost to be charged for the result, wherein the cost is a function of the maximum bid per result associated with a next lower advertisement in the ordered set; and c) serving, using the computer system, the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 17
Dependent Claim
95 words
A computer-implemented method comprising: a) accepting, using a computer system including at least one computer, an ordered set of advertisements, each of the advertisements having an associated maximum bid per result; b) for one of the advertisements, determining, using the computer system, a cost to be charged for the result, wherein the cost is a function of the maximum bid per result associated with a next lower advertisement in the ordered set; and c) serving, using the computer system, the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 18
Dependent Claim
19 words
The computer-implemented method of claim 14 wherein the function is the next highest maximum bid plus a predetermined cost.
Claim 19
Dependent Claim
12 words
The computer-implemented method of claim 15 wherein the predetermined cost is $0.01.
Claim 20
Dependent Claim
37 words
The computer-implemented method of claim 14 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.
Claim 21
Dependent Claim
29 words
The computer-implemented method of claim 14 wherein the ordered set of advertisements is ordered, at least in part, based on the maximum bids per result associated with the advertisements.
Claim 22
Dependent Claim
28 words
The computer-implemented method of claim 14 further comprising: d) billing, using the computer system, the determined cost only if, and responsive to a determination that, the result occurred.
Claim 23
Dependent Claim
20 words
The computer-implemented method of claim 14 wherein the determined cost information encoded into the one of the advertisements is encrypted.
Claim 24
Dependent Claim
20 words
The computer-implemented method of claim 14 wherein the determined cost information encoded into the one of the advertisements is signed.
Claim 25
Dependent Claim
93 words
A computer-implemented method comprising: a) accepting, using a computer system including at least one computer, an ordered set of advertisements, each of the advertisements having an associated maximum bid per result; b) for one of the advertisements, determining, using the computer system, a cost to be charged for the result, wherein the cost is a function of a maximum bid associated with a next lower ad in the ordered set; and c) serving, using the computer system, the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 26
Dependent Claim
93 words
A computer-implemented method comprising: a) accepting, using a computer system including at least one computer, an ordered set of advertisements, each of the advertisements having an associated maximum bid per result; b) for one of the advertisements, determining, using the computer system, a cost to be charged for the result, wherein the cost is a function of a maximum bid associated with a next lower ad in the ordered set; and c) serving, using the computer system, the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 27
Dependent Claim
22 words
The computer-implemented method of claim 22 wherein the function is the maximum bid of the next lower ad plus a predetermined cost.
Claim 28
Dependent Claim
12 words
The computer-implemented method of claim 23 wherein the predetermined cost is $0.01.
Claim 29
Dependent Claim
37 words
The computer-implemented method of claim 22 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.
Claim 30
Dependent Claim
26 words
The computer-implemented method of claim 22 wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements.
Claim 31
Dependent Claim
28 words
The computer-implemented method of claim 22 further comprising: d) billing, using the computer system, the determined cost only if, and responsive to a determination that, the result occurred.
Claim 32
Dependent Claim
20 words
The computer-implemented method of claim 22 wherein the determined cost information encoded into the one of the advertisements is encrypted.
Claim 33
Dependent Claim
20 words
The computer-implemented method of claim 22 wherein the determined cost information encoded into the one of the advertisements is signed.
Claim 34
Dependent Claim
72 words
Apparatus comprising: a) means for i) accepting advertisements, each of the advertisements having an associated maximum bid per result, and ii) determining, for one of the advertisements, a cost to be charged for the result, wherein the cost is a function of a next highest maximum bid to the maximum bid; and b) means for serving the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 35
Dependent Claim
72 words
Apparatus comprising: a) means for i) accepting advertisements, each of the advertisements having an associated maximum bid per result, and ii) determining, for one of the advertisements, a cost to be charged for the result, wherein the cost is a function of a next highest maximum bid to the maximum bid; and b) means for serving the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 36
Dependent Claim
18 words
The apparatus of claim 30 wherein the function is the next highest maximum bid plus a predetermined cost.
Claim 37
Dependent Claim
11 words
The apparatus of claim 31 wherein the predetermined cost is $0.01.
Claim 38
Dependent Claim
36 words
The apparatus of claim 30 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.
Claim 39
Dependent Claim
25 words
The apparatus of claim 30 wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements.
Claim 40
Dependent Claim
25 words
The apparatus of claim 30 further comprising: c) means for billing the determined cost only if, and responsive to a determination that, the result occurred.
Claim 41
Dependent Claim
90 words
Apparatus comprising: a) means for i) accepting advertisements, each of the advertisements having an associated maximum bid per result, wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements; and ii) determining, for one of the advertisements, a cost to be charged per result, wherein the cost is less than the maximum bid per result associated with the advertisement; and b) means for serving the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 42
Dependent Claim
90 words
Apparatus comprising: a) means for i) accepting advertisements, each of the advertisements having an associated maximum bid per result, wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements; and ii) determining, for one of the advertisements, a cost to be charged per result, wherein the cost is less than the maximum bid per result associated with the advertisement; and b) means for serving the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 43
Dependent Claim
36 words
The apparatus of claim 36 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.
Claim 44
Dependent Claim
25 words
The apparatus of claim 36 further comprising: c) means for billing the determined cost only if, and responsive to a determination that, the result occurred.
Claim 45
Dependent Claim
82 words
Apparatus comprising: a) means for i) accepting an ordered set of advertisements, each of the advertisements having an associated maximum bid per result, and ii) determining, for one of the advertisements, a cost to be charged for the result, wherein the cost is a function of the maximum bid per result associated with a next lower advertisement in the ordered set; and b) means for serving the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 46
Dependent Claim
82 words
Apparatus comprising: a) means for i) accepting an ordered set of advertisements, each of the advertisements having an associated maximum bid per result, and ii) determining, for one of the advertisements, a cost to be charged for the result, wherein the cost is a function of the maximum bid per result associated with a next lower advertisement in the ordered set; and b) means for serving the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 47
Dependent Claim
18 words
The apparatus of claim 39 wherein the function is the next highest maximum bid plus a predetermined cost.
Claim 48
Dependent Claim
11 words
The apparatus of claim 40 wherein the predetermined cost is $0.01.
Claim 49
Dependent Claim
36 words
The apparatus of claim 39 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.
Claim 50
Dependent Claim
28 words
The apparatus of claim 39 wherein the ordered set of advertisements is ordered, at least in part, based on the maximum bids per result associated with the advertisements.
Claim 51
Dependent Claim
24 words
The apparatus of claim 39 further comprising: c) means for billing determined cost only if, and responsive to a determination that, the result occurred.
Claim 52
Dependent Claim
80 words
Apparatus comprising: a) means for i) accepting an ordered set of advertisements, each of the advertisements having an associated maximum bid per result; and ii) determining, for one of the advertisements, a cost to be charged for the result, wherein the cost is a function of a maximum bid associated with a next lower ad in the ordered set; and b) means for serving the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 53
Dependent Claim
80 words
Apparatus comprising: a) means for i) accepting an ordered set of advertisements, each of the advertisements having an associated maximum bid per result; and ii) determining, for one of the advertisements, a cost to be charged for the result, wherein the cost is a function of a maximum bid associated with a next lower ad in the ordered set; and b) means for serving the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 54
Dependent Claim
21 words
The apparatus of claim 45 wherein the function is the maximum bid of the next lower ad plus a predetermined cost.
Claim 55
Dependent Claim
11 words
The apparatus of claim 46 wherein the predetermined cost is $0.01.
Claim 56
Dependent Claim
36 words
The apparatus of claim 45 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.
Claim 57
Dependent Claim
25 words
The apparatus of claim 45 wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements.
Claim 58
Dependent Claim
25 words
The apparatus of claim 45 further comprising: c) means for billing the determined cost only if, and responsive to a determination that, the result occurred.
Claim 59
Dependent Claim
100 words
Apparatus comprising: a) at least one processor; and b) at least one storage device storing computer-executable instructions which, when executed by the at least one processor, perform a method including i) accepting advertisements, each of the advertisements having an associated maximum bid per result, ii) for one of the advertisements, determining a cost to be charged for the result, wherein the cost is a function of a next highest maximum bid to the maximum bid of the one of the advertisements, and iii) serving the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 60
Dependent Claim
100 words
Apparatus comprising: a) at least one processor; and b) at least one storage device storing computer-executable instructions which, when executed by the at least one processor, perform a method including i) accepting advertisements, each of the advertisements having an associated maximum bid per result, ii) for one of the advertisements, determining a cost to be charged for the result, wherein the cost is a function of a next highest maximum bid to the maximum bid of the one of the advertisements, and iii) serving the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 61
Dependent Claim
18 words
The apparatus of claim 51 wherein the function is the next highest maximum bid plus a predetermined cost.
Claim 62
Dependent Claim
36 words
The apparatus of claim 51 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.
Claim 63
Dependent Claim
25 words
The apparatus of claim 51 wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements.
Claim 64
Dependent Claim
26 words
The apparatus of claim 51 wherein the method further includes iv) billing the determined cost only if, and responsive to a determination that, the result occurred.
Claim 65
Dependent Claim
19 words
The apparatus of claim 51 wherein the determined cost information encoded into the one of the advertisements is encrypted.
Claim 66
Dependent Claim
19 words
The apparatus of claim 51 wherein the determined cost information encoded into the one of the advertisements is signed.
Claim 67
Dependent Claim
115 words
Apparatus comprising: a) at least one processor; and b) at least one storage device storing computer-executable instructions which, when executed by the at least one processor, perform a method including i) accepting advertisements, each of the advertisements having an associated maximum bid per result, wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements, ii) for one of the advertisements, determining a cost to be charged per result, wherein the cost is less than the maximum bid per result associated with the one of the advertisements, and iii) serving the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 68
Dependent Claim
115 words
Apparatus comprising: a) at least one processor; and b) at least one storage device storing computer-executable instructions which, when executed by the at least one processor, perform a method including i) accepting advertisements, each of the advertisements having an associated maximum bid per result, wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements, ii) for one of the advertisements, determining a cost to be charged per result, wherein the cost is less than the maximum bid per result associated with the one of the advertisements, and iii) serving the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 69
Dependent Claim
36 words
The apparatus of claim 58 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.
Claim 70
Dependent Claim
26 words
The apparatus of claim 58 wherein the method further includes: iv) billing the determined cost only if, and responsive to a determination that, the result occurred.
Claim 71
Dependent Claim
19 words
The apparatus of claim 58 wherein the determined cost information encoded into the one of the advertisements is encrypted.
Claim 72
Dependent Claim
19 words
The apparatus of claim 58 wherein the determined cost information encoded into the one of the advertisements is signed.
Claim 73
Dependent Claim
104 words
Apparatus comprising: a) at least one processor; and b) at least one storage device storing computer-executable instructions which, when executed by the at least one processor, perform a method including i) accepting an ordered set of advertisements, each of the advertisements having an associated maximum bid per result, ii) for one of the advertisements, determining a cost to be charged for the result, wherein the cost is a function of the maximum bid per result associated with a next lower advertisement in the ordered set, and iii) serving the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 74
Dependent Claim
104 words
Apparatus comprising: a) at least one processor; and b) at least one storage device storing computer-executable instructions which, when executed by the at least one processor, perform a method including i) accepting an ordered set of advertisements, each of the advertisements having an associated maximum bid per result, ii) for one of the advertisements, determining a cost to be charged for the result, wherein the cost is a function of the maximum bid per result associated with a next lower advertisement in the ordered set, and iii) serving the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 75
Dependent Claim
18 words
The apparatus of claim 63 wherein the function is the next highest maximum bid plus a predetermined cost.
Claim 76
Dependent Claim
36 words
The apparatus of claim 63 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.
Claim 77
Dependent Claim
28 words
The apparatus of claim 63 wherein the ordered set of advertisements is ordered, at least in part, based on the maximum bids per result associated with the advertisements.
Claim 78
Dependent Claim
26 words
The apparatus of claim 63 wherein the method further includes: iv) billing the determined cost only if, and responsive to a determination that, the result occurred.
Claim 79
Dependent Claim
19 words
The apparatus of claim 63 wherein the determined cost information encoded into the one of the advertisements is encrypted.
Claim 80
Dependent Claim
19 words
The apparatus of claim 63 wherein the determined cost information encoded into the one of the advertisements is signed.
Claim 81
Dependent Claim
102 words
Apparatus comprising: a) at least one processor; and b) at least one storage device storing computer-executable instructions which, when executed by the at least one processor, perform a method including i) accepting an ordered set of advertisements, each of the advertisements having an associated maximum bid per result, ii) for one of the advertisements, determining a cost to be charged for the result, wherein the cost is a function of a maximum bid associated with a next lower ad in the ordered set, and iii) serving the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 82
Dependent Claim
102 words
Apparatus comprising: a) at least one processor; and b) at least one storage device storing computer-executable instructions which, when executed by the at least one processor, perform a method including i) accepting an ordered set of advertisements, each of the advertisements having an associated maximum bid per result, ii) for one of the advertisements, determining a cost to be charged for the result, wherein the cost is a function of a maximum bid associated with a next lower ad in the ordered set, and iii) serving the one of the advertisements with the determined cost encoded into the one of the advertisements.
Claim 83
Dependent Claim
21 words
The apparatus of claim 70 wherein the function is the maximum bid of the next lower ad plus a predetermined cost.
Claim 84
Dependent Claim
36 words
The apparatus of claim 70 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.
Claim 85
Dependent Claim
25 words
The apparatus of claim 70 wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements.
Claim 86
Dependent Claim
26 words
The apparatus of claim 70 wherein the method further includes: iv) billing the determined cost only if, and responsive to a determination that, the result occurred.
Claim 87
Dependent Claim
19 words
The apparatus of claim 70 wherein the determined cost information encoded into the one of the advertisements is encrypted.
Claim 88
Dependent Claim
19 words
The apparatus of claim 70 wherein the determined cost information encoded into the one of the advertisements is signed.
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USPTO Annuity & Maintenance Windows
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| 7.5 Years (Year 8) | 2017-09-06 | 2018-03-08 | 2018-09-07 | $3760.00 | Window Closed / Lapsed |
| 11.5 Years (Year 12) | 2021-09-06 | 2022-03-08 | 2022-09-07 | $7700.00 | Window Closed / Lapsed |