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Search Engine Revenue Maximization in Internet Advertising
Available Post Auction Inventory
| ID | AUC 018 |
| Seller | Yan M. Yufik |
| Sector | Internet Applications & Software |
| Assets | 1 - US Patent |
| US Patents | 7,831,472 |
Lot Summary
This portfolio discloses techniques for increasing search engine revenue from advertisements. Online advertising uses the Internet to deliver marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, social network advertising, and e-mail marketing. Typically, advertisements displayed on search engines are based on a set of keywords associated with the advertisement. Such advertisements are displayed whenever the associated keywords appear in the user query. However, such keyword-based advertising suffers from inherent revenue losses when advertisements and keywords are not matched to perfection. In some cases advertisements are displayed but fail to attract the user's attention; in others, they are not displayed, missing further revenue opportunities to search engines and the advertisers.
Value Proposition: This portfolio improves search engine revenues from advertisements by selecting and displaying links to advertisements for attracting user traffic. In each search session, links are displayed to advertisements that are likely to be of high interest to the user and are expected to produce high revenue for the search engine. The key innovation and the value of the proposition is due to the algorithm optimizing selection of advertising links in a search result page based not only on the keywords entered by the current user but also on the entire history of prior interactions between the search engine and user population. The method disclosed analyzes search histories accumulated by the search engine to compute the degree of user relevance. As a result, keywords from the preceding and subsequent searches are used to select advertisements that are most relevant to the current user and also yield the highest expected revenue for the search engine provider.
Evidence of Use: Yes (Available under NDA)
Due Diligence
| Patent Number | File History | Chain of Title |
|---|---|---|
| 7,831,472 |  fh7831472.pdf | chain7831472.pdf |