Google Inc.

Omkar Muralidharan

Christopher Davis Monkman

Ankur Jain

Aranyak Mehta

Bartholomew Furrow

Mohammad Mahdian

Qian Zhong

Christopher M Roat

Edward A Baltz

Pavel Morar

Henning Hohnhold

Liadan OCallaghan

Methods, systems, and apparatus, including an apparatus for using probabilistic techniques to provide reformatted versions of digital components. In one aspect, a process includes obtaining data specifying a distribution parameter limit for a given reformattable digital component that is eligible for reformatting using a set of digital component extensions. For each of multiple digital component requests, a determination is made that a given digital component extension has an additional selection requirement that, when combined with a base selection requirement for the given reformattable digital component, would exceed the distribution parameter limit. A determination is made, using a probabilistic technique, a probability at which the given digital component extension will be selected for use in generating a reformatted version of the given reformattable digital component such that an aggregate selection requirement for distributing the given reformattable digital component in response to requests over time is within the distribution parameter limit.

Probabilistic techniques for formatting digital components

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for distributing content items. In one aspect, a method includes identifying a content item that is eligible to be provided in response to a content item request and is associated with a bid. It is determined that the identified content item includes two or more different interactive elements that each cause different actions to be initiated in response to user interaction with the different interactive elements. An auction score is determined for the content item based on a function of the bid, a bid modifier for each different interaction, and a probability that each interaction will be invoked. The content item is selected to be provided based on the auction score. Data that cause presentation of the selected content item at a user device are output.

Multiple interaction auction

According to at least one aspect, a method for providing content items augmented with format elements includes receiving a request for a content item and generating a plurality of augmented content items based on a plurality of original content items and a plurality of format elements. In a first stage a first content item associated with a first original content item is selected based on normalized auction scores of the content items. In a second stage, a set of content items associated with the first original content item is identified. Selection scores for the content items in the identified set are computed based on respective normalization parameters. A second content item is selected from the identified set based on the selection scores and a bid amount. The second content item is then provided for display to a user.

System and method for providing content items with format elements

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for optimizing transmission of digital components. In one aspect a digital component distribution system performs operations including determining a minimum eligibility value required to maintain the eligibility of a given digital component based on a next highest eligibility value of one of the other digital components. Based on the next highest eligibility value, a baseline transmission value required to be submitted for distribution of the given digital component is determined. A normalized transmission value is determined based on the minimum eligibility value, and transmission of the given digital component to a client device presenting a particular electronic document is triggered based on the normalized transmission value.

Optimizing transmission of digital components

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for evaluating digital content. In one aspect, a system includes a distributed computing system that accesses the third-party corpus database to evaluate the various third-party content and transmit, to a user device, digital data that produce visualizations of at least a portion of a set of the various third-party content in a display of the user device. The digital data include instructions that cause presentation of at least some of the visualizations of the various third-party content at the user device according to respective formatting that was selected by the distributed computing system for each of the at least some of the various third-party content.

Location specific content visualization formatting

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for evaluating digital content. In one aspect, a system includes a distributed computing system that access the third-party corpus database to evaluate the various third-party content, based at least in part on the one or more parameters, and transmit digital data corresponding to a set of the various third-party content to a user device. The evaluation can include a first evaluation process that provides a cost-prominence relationship for various third party content and is used, in part, to select a format for at least some of the third-party content, and a second evaluation process that is used to select locations of an electronic document for at least some of the third-party content. The multiple evaluation processes can be completed in less time than a combinatorial evaluation process.

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Sunnyvale, CA, United States of America

Omkar Muralidharan