Patent ID: 11922457
Assignee: nan
Field: IT methods for management (Electrical engineering)
Classification: CPC G | IPC G

Claim 9:
10. A server computer implemented on a cannibalistic advertising system (CAS), comprising:
a processor;
a communication interface in communication with the processor;
a data storage for storing (1) a plurality of keywords, (2) a plurality of ads, wherein each keyword corresponds to one of the plurality of ads that an advertiser intends to purchase as part of an internet advertising campaign, and (3) at least one cannibalism rule, wherein the at least one cannibalism rule generates a cannibalism score, wherein a cannibalism score for an ad indicates that the ad is cannibalistic if it generates a reduced value due to its ad position in a search engine results page (SERP) and to a listing position of a corresponding unpaid listing in the same SERP, wherein a corresponding unpaid listing refers to the same goods or services as those referred to by the ad, wherein in response to receiving a keyword from a web browser a search engine returns a SERP, and wherein a SERP includes (1) at least one ad, and (2) at least one unpaid listing, and wherein an ad has an ad position within a SERP and an unpaid listing has an unpaid listing position within a SERP;
a memory in communication with the processor for storing instructions, which when executed by the processor, cause the server:
to gather a plurality of keywords;
to periodically determine whether to purchase a designated ad from the plurality of received ads wherein periodically determining comprises:
performing a keyword search to obtain a SERP for the keyword that corresponds to the designated ad;
determining an ad position for the designated ad in the SERP and determining an unpaid listing position for a corresponding unpaid listing in the SERP;
generating a cannibalism score for the designated ad by applying the at least one cannibalism rule to the designated ad; and
determining whether to purchase the designated ad based on the generated cannibalism score.