US8447653B2
Active / In Force
US
⏱️ 3.7 years remaining
Automated price maintenance for use with a system in which advertisements are rendered with relative preferences
Assignee: Google LLC
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Filing: 2010-07-29
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Granted: 2013-05-21
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Expires: 2030-07-29
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 09:50
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: 24
Claim 1
Independent Claim
116 words
A computer-implemented method comprising: a) receiving, responsive to a request for advertisements to be served with a document and using a computer system including at least one computer, information identifying advertisements to be served with the document, each of the advertisements having an associated maximum bid per result; b) for one of the advertisements, determining, responsive to receiving the information identifying advertisements to be served with the document and using the computer system, a cost to be charged for the result, wherein the cost is a function of a next highest maximum bid of the advertisements to the maximum bid of the one of the advertisements; and c) serving, using the computer system, the identified advertisements.
Claim 2
Dependent Claim
116 words
A computer-implemented method comprising: a) receiving, responsive to a request for advertisements to be served with a document and using a computer system including at least one computer, information identifying advertisements to be served with the document, each of the advertisements having an associated maximum bid per result; b) for one of the advertisements, determining, responsive to receiving the information identifying advertisements to be served with the document and using the computer system, a cost to be charged for the result, wherein the cost is a function of a next highest maximum bid of the advertisements to the maximum bid of the one of the advertisements; and c) serving, using the computer system, the identified 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
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 5
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 6
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 7
Dependent Claim
12 words
The computer-implemented method of claim 1 wherein the document is a Webpage.
Claim 8
Dependent Claim
128 words
A computer-implemented method comprising: a) receiving, responsive to a request for advertisements to be served with a document and using a computer system including at least one computer, information identifying advertisements of a set of ordered advertisements to be rendered with the document in accordance with the ordering of the ordered advertisements, each of the advertisements having an associated maximum bid per result; b) for one of the advertisements, determining, responsive to receiving the information identifying advertisements of the set of ordered advertisements and using the computer system, a cost to be charged for the result, wherein the cost is a function of the maximum bid per result belonging to a next advertisement in the order; and c) serving, using the computer system, the set of ordered advertisements.
Claim 9
Dependent Claim
128 words
A computer-implemented method comprising: a) receiving, responsive to a request for advertisements to be served with a document and using a computer system including at least one computer, information identifying advertisements of a set of ordered advertisements to be rendered with the document in accordance with the ordering of the ordered advertisements, each of the advertisements having an associated maximum bid per result; b) for one of the advertisements, determining, responsive to receiving the information identifying advertisements of the set of ordered advertisements and using the computer system, a cost to be charged for the result, wherein the cost is a function of the maximum bid per result belonging to a next advertisement in the order; and c) serving, using the computer system, the set of ordered advertisements.
Claim 10
Dependent Claim
37 words
The computer-implemented method of claim 7 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 11
Dependent Claim
26 words
The computer-implemented method of claim 7 wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements.
Claim 12
Dependent Claim
28 words
The computer-implemented method of claim 7 further comprising: d) billing, using the computer system, the determined cost only if, and responsive to a determination that, the result occurred.
Claim 13
Dependent Claim
12 words
The computer-implemented method of claim 7 wherein the document is a Webpage.
Claim 14
Dependent Claim
130 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, cause the at least one processor to perform a method including i) receiving, responsive to a request for advertisements to be served with a document information identifying advertisements to be served with the document, each of the advertisements having an associated maximum bid per result, ii) for one of the advertisements, determining, responsive to receiving the information identifying advertisements to be served with the document, a cost to be charged for the result, wherein the cost is a function of a next highest maximum bid of the advertisements to the maximum bid of the one of the advertisements, and iii) serving the identified advertisements.
Claim 15
Dependent Claim
130 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, cause the at least one processor to perform a method including i) receiving, responsive to a request for advertisements to be served with a document information identifying advertisements to be served with the document, each of the advertisements having an associated maximum bid per result, ii) for one of the advertisements, determining, responsive to receiving the information identifying advertisements to be served with the document, a cost to be charged for the result, wherein the cost is a function of a next highest maximum bid of the advertisements to the maximum bid of the one of the advertisements, and iii) serving the identified advertisements.
Claim 16
Dependent Claim
18 words
The apparatus of claim 12 wherein the function is the next highest maximum bid plus a predetermined cost.
Claim 17
Dependent Claim
36 words
The apparatus of claim 12 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 18
Dependent Claim
25 words
The apparatus of claim 12 wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements.
Claim 19
Dependent Claim
27 words
The apparatus of claim 12 further comprising: iv) billing, using the computer system, the determined cost only if, and responsive to a determination that, the result occurred.
Claim 20
Dependent Claim
141 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, cause the at least one processor to perform a method including i) receiving, responsive to a request for advertisements to be served with a document, information identifying advertisements of a set of ordered advertisements to be rendered with the document in accordance with the ordering of the ordered advertisements, each of the advertisements having an associated maximum bid per result, ii) for one of the advertisements, determining, responsive to receiving the information identifying advertisements of the set of ordered advertisements, a cost to be charged for the result, wherein the cost is a function of the maximum bid per result belonging to a next advertisement in the order, and iii) serving the set of ordered advertisements.
Claim 21
Dependent Claim
141 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, cause the at least one processor to perform a method including i) receiving, responsive to a request for advertisements to be served with a document, information identifying advertisements of a set of ordered advertisements to be rendered with the document in accordance with the ordering of the ordered advertisements, each of the advertisements having an associated maximum bid per result, ii) for one of the advertisements, determining, responsive to receiving the information identifying advertisements of the set of ordered advertisements, a cost to be charged for the result, wherein the cost is a function of the maximum bid per result belonging to a next advertisement in the order, and iii) serving the set of ordered advertisements.
Claim 22
Dependent Claim
36 words
The apparatus of claim 17 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 23
Dependent Claim
25 words
The apparatus of claim 17 wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements.
Claim 24
Dependent Claim
27 words
The apparatus of claim 17 further comprising: iv) billing, using the computer system, the determined cost only if, and responsive to a determination that, the result occurred.
References Cited (Backward Citations)
US20020169760A1
Cited
US7792698B1
Cited
USPTO Annuity & Maintenance Windows
| Annuity Stage | Window Opens | Payment Deadline | Surcharge Period Until | Estimated Fee | Status |
|---|---|---|---|---|---|
| 3.5 Years (Year 4) | 2016-05-20 | 2016-11-19 | 2017-05-21 | $2000.00 | Window Closed / Lapsed |
| 7.5 Years (Year 8) | 2020-05-20 | 2020-11-19 | 2021-05-21 | $3760.00 | Window Closed / Lapsed |
| 11.5 Years (Year 12) | 2024-05-20 | 2024-11-19 | 2025-05-21 | $7700.00 | Window Closed / Lapsed |