Yahoo! Inc.

Sharat Israni

Deepak Agarwal

John Thrall

Bee-Chung Chen

Amitabh Seth

Nitin Motgi

Raghu Ramakrishnan

Pradheep K Elango

Howard Scott Roy

Vik Singh

Vijay Krishna Narayanan

Joe Zachariah

Chandar Venkataraman

Amit Phadke

Michael Salisbury

A method and apparatus for customizing content presented to individual users or user segments is provided. There may be three components, a web portal and toolbar component, a modeling component, and a scoring component. The web portal and toolbar component presents content items and collects data. The web portal and toolbar component generates user event data based on the user actions. The user event data is forwarded to the modeling component. The modeling component generates content scoring functions based on user event data and attributes of content items. Content scoring functions may be unique to individual user segments. The content scoring functions based on content features generate probability a content item will be viewed. The scoring component decides which content items are placed in a portal. The scoring component uses the scoring functions generated by the modeling component to rank content items in real time.

Customized today module

Growing community of inventors

Portola Valley, CA, United States of America

Sharat Israni