The patent badge is an abbreviated version of the USPTO patent document. The patent badge does contain a link to the full patent document.
The patent badge is an abbreviated version of the USPTO patent document. The patent badge covers the following: Patent number, Date patent was issued, Date patent was filed, Title of the patent, Applicant, Inventor, Assignee, Attorney firm, Primary examiner, Assistant examiner, CPCs, and Abstract. The patent badge does contain a link to the full patent document (in Adobe Acrobat format, aka pdf). To download or print any patent click here.
Patent No.:
Date of Patent:
May. 06, 2014
Filed:
Dec. 20, 2006
Sathiya Keerthi Selvaraj, Cupertino, CA (US);
John Anthony Tomlin, Sunnyvale, CA (US);
Sathiya Keerthi Selvaraj, Cupertino, CA (US);
John Anthony Tomlin, Sunnyvale, CA (US);
Yahoo! Inc., Sunnyvale, CA (US);
Abstract
An improved system and method for generating a maximum utility slate of advertisements for online advertisement auctions is provided. Various utility factors for each advertisement that may be a candidate in a slate of advertisements may be applied within a framework in order to generate a maximum utility slate of advertisements. Either backward or forward dynamic programming may be applied to recursively evaluate the utility of subslates of advertisements in order to generate a maximum utility slate of advertisements. In an embodiment, a network with directed edges and associated costs may be defined, and the longest path may be found in the directed network for constructing a maximum utility slate of advertisements. Various utility factors may be applied for different objectives of an auctioneer and the framework presented may be extended for revenue ordering, exclusion of bidders, ordering slates according to first and second price utilities, and so forth.