WO2005038753A3 - Using match confidence to adjust a performance threshold - Google Patents

Using match confidence to adjust a performance threshold Download PDF

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Publication number
WO2005038753A3
WO2005038753A3 PCT/US2004/032735 US2004032735W WO2005038753A3 WO 2005038753 A3 WO2005038753 A3 WO 2005038753A3 US 2004032735 W US2004032735 W US 2004032735W WO 2005038753 A3 WO2005038753 A3 WO 2005038753A3
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WO
WIPO (PCT)
Prior art keywords
threshold
match
performance threshold
notion
performance
Prior art date
Application number
PCT/US2004/032735
Other languages
French (fr)
Other versions
WO2005038753A2 (en
Inventor
Jeremy Bem
Original Assignee
Google Inc
Jeremy Bem
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Google Inc, Jeremy Bem filed Critical Google Inc
Publication of WO2005038753A2 publication Critical patent/WO2005038753A2/en
Publication of WO2005038753A3 publication Critical patent/WO2005038753A3/en

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
    • G06F16/90—Details of database functions independent of the retrieved data types
    • G06F16/95—Retrieval from the web
    • G06F16/953—Querying, e.g. by the use of web search engines
    • G06F16/9538—Presentation of query results
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
    • G06F16/90—Details of database functions independent of the retrieved data types
    • G06F16/95—Retrieval from the web
    • G06F16/951—Indexing; Web crawling techniques
    • Y—GENERAL TAGGING OF NEW TECHNOLOGICAL DEVELOPMENTS; GENERAL TAGGING OF CROSS-SECTIONAL TECHNOLOGIES SPANNING OVER SEVERAL SECTIONS OF THE IPC; TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
    • Y10—TECHNICAL SUBJECTS COVERED BY FORMER USPC
    • Y10S—TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
    • Y10S707/00—Data processing: database and file management or data structures
    • Y10S707/99931—Database or file accessing
    • Y10S707/99933—Query processing, i.e. searching
    • Y10S707/99934—Query formulation, input preparation, or translation
    • Y—GENERAL TAGGING OF NEW TECHNOLOGICAL DEVELOPMENTS; GENERAL TAGGING OF CROSS-SECTIONAL TECHNOLOGIES SPANNING OVER SEVERAL SECTIONS OF THE IPC; TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
    • Y10—TECHNICAL SUBJECTS COVERED BY FORMER USPC
    • Y10S—TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
    • Y10S707/00—Data processing: database and file management or data structures
    • Y10S707/99931—Database or file accessing
    • Y10S707/99933—Query processing, i.e. searching
    • Y10S707/99935—Query augmenting and refining, e.g. inexact access
    • Y—GENERAL TAGGING OF NEW TECHNOLOGICAL DEVELOPMENTS; GENERAL TAGGING OF CROSS-SECTIONAL TECHNOLOGIES SPANNING OVER SEVERAL SECTIONS OF THE IPC; TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
    • Y10—TECHNICAL SUBJECTS COVERED BY FORMER USPC
    • Y10S—TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
    • Y10S707/00—Data processing: database and file management or data structures
    • Y10S707/99931—Database or file accessing
    • Y10S707/99937—Sorting
    • Y—GENERAL TAGGING OF NEW TECHNOLOGICAL DEVELOPMENTS; GENERAL TAGGING OF CROSS-SECTIONAL TECHNOLOGIES SPANNING OVER SEVERAL SECTIONS OF THE IPC; TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
    • Y10—TECHNICAL SUBJECTS COVERED BY FORMER USPC
    • Y10S—TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
    • Y10S707/00—Data processing: database and file management or data structures
    • Y10S707/99941—Database schema or data structure
    • Y10S707/99944—Object-oriented database structure
    • Y10S707/99945—Object-oriented database structure processing

Abstract

If some aspect of serving or scoring an ad is subject to a performance (e.g., click-through rate, etc.) threshold (1680), such a threshold may be adjusted using a confidence factor of the ad targeting used. For example, ads served pursuant to a more relaxed notion of match might have to meet a higher performance threshold (e.g., than the threshold applied to ads served pursuant to a stricter notion of match) (1672). Alternatively, or in addition, ads served pursuant to a stricter notion of match might be subject to a lower performance threshold (e.g., than the threshold applied to ads served pursuant to a more relaxed notion of match) (1674). Thus, in general, a performance threshold could increase as match confidence decreases, and/or a performance threshold could decrease as match confidence increases.
PCT/US2004/032735 2003-10-09 2004-10-05 Using match confidence to adjust a performance threshold WO2005038753A2 (en)

Applications Claiming Priority (4)

Application Number Priority Date Filing Date Title
US50984603P 2003-10-09 2003-10-09
US60/509,846 2003-10-09
US10/713,964 2003-11-14
US10/713,964 US7346615B2 (en) 2003-10-09 2003-11-14 Using match confidence to adjust a performance threshold

Publications (2)

Publication Number Publication Date
WO2005038753A2 WO2005038753A2 (en) 2005-04-28
WO2005038753A3 true WO2005038753A3 (en) 2007-01-25

Family

ID=34426136

Family Applications (1)

Application Number Title Priority Date Filing Date
PCT/US2004/032735 WO2005038753A2 (en) 2003-10-09 2004-10-05 Using match confidence to adjust a performance threshold

Country Status (2)

Country Link
US (1) US7346615B2 (en)
WO (1) WO2005038753A2 (en)

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US7346615B2 (en) 2008-03-18
WO2005038753A2 (en) 2005-04-28

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