Microsoft Technology Licensing, LLC

Google Inc.

Qing Xu

Zheng Chen

Jun Yan

Ning Liu

Lei Ji

Steven J Hanks

Oren Eli Zamir

Alok Aggarwal

Ardian Poernomo

Ali Nasiri Amini

Eu-Jin Goh

Alireza Darvish

Methods, systems, and apparatus for content item auction bidding. In one aspect, a method includes receiving a request for a content item, the request including request feature values and a device identifier, the device identifier being included in a remarketing list; obtaining a predicted performance measure for a remarketing content item associated with the remarketing list based on a first timestamp and a second timestamp, the first timestamp being included in the remarketing list and associated with the device identifier included in the request, and the second timestamp being for the request; determining a bid adjustment value based on the first timestamp and the second timestamp; obtaining a remarketing bid for the remarketing content item, the remarketing bid specifying an amount a content item provider is willing to pay for distribution of the remarketing content item; and adjusting the remarketing bid based on the bid adjustment value.

Content item auction bidding

Embodiments facilitate greater flexibility in definition of user segments for targeted advertising, by employing indexed semantic user profiles. Semantic user profiles are built through extraction of online user behavior data such as user search queries and page views, and include user interest information that is inferred based on user behavior. Semantic user profiles are then indexed to facilitate search for a set of users that fit specified semantic search terms. Search results for semantic profiles are ranked according to a ranking model developed through machine learning. In some embodiments, building and indexing of semantic profiles and learning of the ranking model is performed offline to facilitate more efficient online processing of queries.

Semantic user profiles for targeting user segments

Indexing semantic user profiles for targeted advertising

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San Jose, CA, United States of America

Qing Xu