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1. (WO2005111894) FACILITATING THE SERVING OF ADS HAVING DIFFERENT TREATMENTS AND/OR CHARACTERISTICS, SUCH AS TEXT ADS AND IMAGE ADS

Pub. No.:    WO/2005/111894    International Application No.:    PCT/US2005/015800
Publication Date: Nov 24, 2005 International Filing Date: May 6, 2005
IPC: G06Q 30/00
Applicants: GOOGLE, INC.
VARIAN, Hal
CHAN, Wesley
JINDAL, Deepak
RANGANATH, Rama
PATEL, Amit
Inventors: VARIAN, Hal
CHAN, Wesley
JINDAL, Deepak
RANGANATH, Rama
PATEL, Amit
Title: FACILITATING THE SERVING OF ADS HAVING DIFFERENT TREATMENTS AND/OR CHARACTERISTICS, SUCH AS TEXT ADS AND IMAGE ADS
Abstract:
The serving of ads of different ad types, such as text ads and image ads, competing to be rendered on an ad area of a document may be arbitrated by (a) determining candidate ads to serve in response to an ad request, wherein the candidate ads include at least one ad of a first ad type and at least one ad of a second ad type, (b) determining a score of each of at least some of the candidate ads, (c) comparing alternative sets of the at least some of the candidates ads to select a set that best meets at least one policy goal, and (d) serving the selected set of candidate ads. Performance parameter values of ads of one type, such as image ads for example, may be estimated from performance parameter values of ads of a second type, such as text ads for example.