Yahoo! Inc.

Tapjoy, Inc.

Jiangyi Pan

Vijay Krishna Narayanan

Paul Louis Longhenry

James Logsdon

John Gronberg

Mobile device advertising chains are described herein. Presenting a primary offer, comprising a first action, is caused on a mobile computing device. The first action is caused on the mobile computing device. An end of the first action is detected. Presenting a purchase offer, comprising a purchase action, is caused on the mobile computing device after the end of the first action. Data indicating that the purchase action was completed in connection with the mobile computing device based on the purchase offer is received. A sum of the value to confer in connection with the device for accepting both the primary offer and the purchase offer is determined. The sum of the values may be used in optimizing subsequent presentations of the primary offer to other mobile devices.

Mobile device advertising chains

The likelihood that a query belongs to a vertical is determined. The query is assigned to a vertical based on that likelihood. A query submitted to a main search box is assigned to verticals and processed using indices specific to those verticals. The query is assigned to verticals based on coverage adjusted log likelihood per unit (CALL) values for that query in those verticals. An offline learning component computes UNITS dictionaries and learns the distributions of query units in the main search and each of the vertical searches using query logs. An online scoring and ranking component uses the query distributions and UNITS dictionaries to determine the CALL values and a likelihood of the query belonging to any vertical. The search query is then assigned to verticals based on the likelihoods. The search query is then processed by all the verticals the query is assigned to.

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Fremont, CA, United States of America

Jiangyi Pan