View-based placement of advertisements in scrollable advertisement units

An online system selects advertisements for inclusion in a scrollable advertisement unit that includes a display area and multiple advertisements, each associated with a position in the scrollable advertisement unit. Positions in the scrollable advertisement unit are ranked based on a measure of pre...

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Bibliographische Detailangaben
Hauptverfasser:	Kanter, Jeffrey Andrew, Karande, Chinmay Deepak, Steadman, Brian, Mason, David, Tang, Yi, Lian, Qiao
Format:	Patent
Sprache:	eng
Schlagworte:	CALCULATING COMPUTING COUNTING DATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FORADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORYOR FORECASTING PURPOSES PHYSICS SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE,COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTINGPURPOSES, NOT OTHERWISE PROVIDED FOR
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Beschreibung
Zusammenfassung:	An online system selects advertisements for inclusion in a scrollable advertisement unit that includes a display area and multiple advertisements, each associated with a position in the scrollable advertisement unit. Positions in the scrollable advertisement unit are ranked based on a measure of predicted performance of an advertisement in each position. Advertisements are ranked based on a probability of being viewed by a user if associated with a particular position in the scrollable advertisement unit and, optionally, on a probability of presenting an advertisement based on characteristics of the advertisement. The position ranking and the advertisement ranking are used to associate advertisements with positions. For example, an advertisement is associated with a position having a location in the position ranking corresponding to the advertisement's position in the advertisement ranking.