Google Inc.

Yahoo! Inc.

Jayavel Shanmugasundaram

Erik Nathan Vee

Stephen Tsun

Kamal Tiwari

Hongjie Bai

Jyotsna Vaideeswaran

Tao Xin

Utkarsh Srivastava

Minos N Garofalakis

Sergei Vassilvitskii

Sihem Amer Yahia

Marcus Felipe Fontoura

Jianchang Mao

Qi He

John Anthony Tomlin

Jian Yang

Tasos Anastasakos

Peiji Chen

Chris Olston

Yuan Zhuge

Suhas Sadanandan

Jason Zien

Sandeep Pandey

Datong Chen

Ashwin Kumar V Machanavajjhala

Jagadish Prasad Samantarai

Dongmin Zhang

Fred Bertsch

Long Ji Lin

Oliver Kennedy

Srihari Venkatesan

Prashanth Bhat

Rajagopal Baskaran

Chyr-Chong (Joseph) Ting

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for selecting a template for a content item. In one aspect, a method includes receiving a content item request that includes context data. A content item that is eligible to be presented in response to the content item request is identified. A determination is made that the content item includes a template variable that is resolved based on the context data. A template feed including a set of templates is identified based on the template variable. A template is selected from the template feed for the content item. The template can be selected based on the context data. The selected template is populated with content for the content item to create a formatted content item. The formatted content item is provided in response to the content item request.

Selecting a template for a content item

Methods, systems, and apparatus for resource locator remarketing are presented. In one aspect, a method includes receiving visitation data from a publisher, the visitation data specifying a device identifier and a resource locator specifying a resource that was provided to a user device; identifying a content feed that includes regular expressions, each regular expression specifying matching character strings and a set of content items that are eligible to be provided to user devices corresponding to visitation data including a resource locator matching one of the regular expressions; identifying, a first matching regular expression that matches the resource locator specified by the visitation data; selecting a content item from the content items that correspond to the first matching regular expression; and providing data that causes presentation of the selected content item to the user device.

Resource locator remarketing

Methods, systems, and apparatus, including computer programs encoded on computer storage media, for personalizing content items. One of the methods includes identifying, by a computer system, a content item to be provided to a client device of a first user. The method includes determining that the content item is capable of including a contextually-related content item associated with a second user, the second user having a relationship of a first user in a social affinity graph. The method includes altering, by the computer system, the content item to include the contextually-related content item. The method includes providing the content item to the client device.

Personalizing content items

Techniques are described herein for using an impression-trend technique to provide a display advertising supply forecast. A display advertising supply forecast is an estimate of a number of impressions, which are to occur in a future time period, that have specified attribute values. For example, the specified attribute values may be descriptive of impressions with respect to which an advertiser wishes to place ads. An impression-trend technique is a forecasting technique that uses trends regarding past impressions to forecast a number of future impressions that have specified attribute values. The past impressions include attribute values that are related to the specified attribute values.

Impression-trend techniques for providing a display advertising supply forecast

An advertisement impression distribution system includes a data processing system operable to generate an allocation plan for serving advertisement impressions. The allocation plan allocates a first portion of advertisement impressions to satisfy guaranteed demand and a second portion of advertisement impressions to satisfy nonguaranteed demand. The data processing system includes an optimizer configured to establish a relationship between the first portion of advertisement impressions and the second portion of advertisement impressions. The relationship defines a range of proportions of allocation of the first portion and the second portion. The optimizer generates a solution maximizing guaranteed demand fairness, non-guaranteed demand revenue, and click value. The solution identifies a determined proportion of the first portion of advertisement impressions to serve and a determined proportion of the second portion of advertisement impressions to serve. The data processing system outputs the allocation plan to control serving of the advertisement impressions.

System for display advertising optimization using click or conversion performance

Growing community of inventors

Santa Clara, CA, United States of America

Jayavel Shanmugasundaram