Topic
Ad serving
About: Ad serving is a research topic. Over the lifetime, 125 publications have been published within this topic receiving 2362 citations.
Papers published on a yearly basis
Papers
Patent•
30 Dec 2004TL;DR: In this article, the advertiser can enter ad information such as a creative, a landing webpage, other keywords, etc. and a keyword facility may use this entered ad information as seed information to infer one or more categories.
Abstract: Keyword suggestions that are category-aware (and field-proven) may be used to help advertisers better target the serving of their ads, and may reduce unused ad spot inventory. The advertiser can enter ad information, such as a creative, a landing Webpage, other keywords, etc. for example. A keyword facility may use this entered ad information as seed information to infer one or more categories. It may then request that the advertiser confirm or deny some basic feedback information (e.g., categories, Webpage information, etc.). For example, an advertiser may be provided with candidate categories and may be asked to confirm (e.g., using checkboxes) which of the categories are relevant to their ad. Keywords may be determined using at least the categories. The determined keywords may be provided to the advertiser as suggested keywords, or may automatically populate ad serving constraint information as targeting keywords. The ad server system can run a trial on the determined keywords to qualify or disqualify them as targeting keyword.
145 citations
Patent•
29 Mar 2006TL;DR: In this article, a behavioral targeting system is proposed to determine user profiles from online activity, which includes recency, intensity and frequency dimension parameters, and the parameters from the model are applied to generate the user profile score.
Abstract: A behavioral targeting system determines user profiles from online activity. The system includes a plurality of models that define parameters for determining a user profile score. Event information, which comprises on-line activity of the user, is received at an entity. To generate a user profile score, a model is selected. The model comprises recency, intensity and frequency dimension parameters. The behavioral targeting system generates a user profile score for a target objective, such as brand advertising or direct response advertising. The parameters from the model are applied to generate the user profile score in a category. The behavioral targeting system has application for use in ad serving to on-line users.
120 citations
Patent•
29 Mar 2006TL;DR: In this paper, a behavioral targeting system is proposed to determine user profiles from online activity, which includes recency, intensity and frequency dimension parameters, and the parameters from the model are applied to generate the user profile score.
Abstract: A behavioral targeting system determines user profiles from online activity. The system includes a plurality of models that define parameters for determining a user profile score. Event information, which comprises on-line activity of the user, is received at an entity. To generate a user profile score, a model is selected. The model comprises recency, intensity and frequency dimension parameters. The behavioral targeting system generates a user profile score for a target objective, such as brand advertising or direct response advertising. The parameters from the model are applied to generate the user profile score in a category. The behavioral targeting system has application for use in ad serving to on-line users.
119 citations
Patent•
31 Mar 2006TL;DR: In this article, the authors propose a generic advertising creative for a potential advertising situation, where a decision of whether or not to render a generic ad instead of one or more typical advertiser-managed ads may use an expected value of rendering the generic ad versus showing the advertisermanaged ad(s).
Abstract: An advertising entity manages determinations, bidding, and/or billing for serving “generic advertisements” on a primary document. Generic ads are not for specific merchants or products; rather they lead users to a secondary document containing more specific information, product listings, and/or merchant listings. Such information and/or listings are determined to be relevant to a generic concept corresponding to the generic ad. For example, when a user selects a generic ad, they may be presented with a secondary document including product listings. If the user selects a merchant's product listing, then that merchant compensates an ad serving entity and/or a publisher of the primary document. Such management might include choosing or generating an appropriate generic advertisement creative for a potential advertising situation. A determination of whether or not to render a generic ad instead of one or more typical advertiser-managed ads may use an expected value of rendering the generic ad versus showing the advertiser-managed ad(s). The result of this determination may be reflected in a bid associated with the generic ad. Generic ads will often be useful for primary documents (e.g., Web pages) that are non-specific.
112 citations
Patent•
30 May 2006TL;DR: User distributed advertisements (UDA) as discussed by the authors facilitate insertion of manually selected ads into a document that is to be distributed (e.g., transmitted, published, and/or posted) such that the document is available to other users.
Abstract: User distributed advertisements (UDA ads) facilitates insertion of manually selected ads into a document that is to be distributed (e.g., transmitted, published, and/or posted) such that the document is to be made available to other users. For example, manually selected ads can be inserted into an email to be sent to another user, a blog to be posted for viewing by other users, a message to be sent to another user, a message board entry to be posted for viewing by other users, a document published and made available to other users, etc. Hence, UDA ads provide a scaleable advertising platform that achieves at least some of the benefits of manual targeting. Charges might be assessed to the advertiser, perhaps subject to one or more conditions being met. Rewards might be provided to the user that inserts and/or distributes the UDA ad, perhaps subject to one or more conditions being met. Performance metrics of UDA ads might be determined and used for various purposes, such as later ad serving arbitrations. A user interface for advertisers to allow their ads to be UDA ad-enabled might be provided.
109 citations
Related Topics (5)
Performance Metrics
| Year | Papers |
|---|---|
| 2021 | 2 |
| 2020 | 7 |
| 2019 | 3 |
| 2018 | 4 |
| 2017 | 5 |
| 2016 | 3 |