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Methods for Advertising Monetization on Site Filters

IP.com Disclosure Number: IPCOM000201721D
Publication Date: 2010-Nov-19
Document File: 3 page(s) / 21K

Publishing Venue

The IP.com Prior Art Database

Related People

Ziming Zhuang: INVENTOR

Abstract

Methods for monetizing advertising on site filters are disclosed.

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Methods for Advertising Monetization on Site Filters

Abstract

Methods for monetizing advertising on site filters are disclosed.

Description

Disclosed are methods for monetizing advertising on site filters.

Typically, search engines allow users to restrict search results to those from a specific website, by way of a mechanism called site filters.  These site filters enable a search engine to filter search results so as to only display search results associated with the specific website.

Disclosed are methods for monetizing advertising on site filters.  The methods include a Pay‐to‐Filter (P2F) method, a Targeted Pay‐to‐Filter (TP2F) method, a Bid‐on‐Query (BoQ) method, and a Bid‐on‐Filter (BoF) method.

In the Pay-to-Filter method, an advertiser pays a certain amount of fees to have the website listed as a site filter, when the search results contain pages from the website of the advertiser.  For example, eBay*.com may pay to have a site filter “eBay” displayed alongside the search results, when the search results contain certain number of pages from the domain ebay.com.

The following notations are initially defined:

Query: q

‐Search results: D= {di}

‐Advertisers’ websites and corresponding site filters: S = {sj}, F = {fj}

‐Indicator function: I(di, sj) = 1 if page di is from site sj; 0 otherwise

Accordingly, for P2F monetization, given a query q and a set of results D= {di}, a site filter fa is shown when: Σ I(di, sa) ≥ , where  is a tunable threshold indicating the number of search results that are from the advertiser’s website.

In the Targeted Pay-to-Filter (TP2F) method, advertisers can pay to have their site filters displayed for a specific number of times, for a specific query segment.  Accordingly, a user segment that has historically shown strong interests in pages from the advertiser may be targeted and the site filter may be displayed to these users.

For example, an advertiser “J.Crew**” can pay a certain fee to display its site filter for 10K times] for a query segment “sports coat”.  Based on the past search/click history, a group of users that are most interested in J.Crew’s product offerings are identified, and the site filter “J.Crew” is displayed alongside the search results for these users.  For another group of users, site filters from a different advertiser, for example, “Polo Ralph Lauren***” may be displayed.

With TP2F monetization, given a user u who submits a query qand retrieves a set of results D = {di}, a site filter fa is shown when all t...