Microsoft Technology Licensing, LLC

Darshan Vishwanath Kantak

Daniel R Delling

Xiang Zhao

Andrew V Goldberg

Renato F Werneck

Christopher John Leggetter

Yunhong Zhou

Xia Sharon Wan

Sai-Ming Li

Sebastien Lahaie

Naiping Liu

Aspects of the subject disclosure are directed towards managing sponsored online content based upon advertiser behavior. Defining mini-markets to represent such advertiser behavior may be accomplished by clustering queries that generate revenue from one or more campaigns. Query revenue data between queries and a set of campaigns may be used to determine such mini-markets. To illustrate, a query whose highest revenue is attributed to a campaign may be selected for that campaign's mini-market. When that query is entered as a search term, the campaign's mini-market helps allocate space for advertisements.

Sponsored online content management using query clusters

Various technologies pertaining to conducting auctions for display of electronic communications in display positions are described herein. An electronic communication has a predefined format, and further has an optional extension to the predefined format. The electronic communication participates in an auction, where an auction system takes the extension into consideration when computing a rank score for the electronic communication. Further, the auction system takes historic servings of the electronic communication, with the extension, to client computing devices into account when computing the rank score.

Assigning scores to electronic communications with extensions

Growing community of inventors

Bellevue, WA, United States of America

Darshan Vishwanath Kantak