Patent ID: 7693827
Filing Date: 2010-04-06
Classification: G06F,H04L,Y10S

Abstract:
1. A computer-implemented method of personalizing placed content associated with a search query, comprising: at a server system having one or more processors and memory storing programs executed by the one or more processors: receiving a search query from a user; accessing a user profile associated with the user, wherein the user profile is based, at least in part, on query terms in a plurality of previously submitted search queries; identifying a set of placed content that matches the search query; assigning a popularity score to each of the set of placed content in accordance with the user profile, a respective bid value for the placed content, and a respective click through rate for the placed content based on multiple user activities, wherein the assigning the popularity score includes: ranking the set of placed content according to their respective popularity scores; and preparing for display to the user at least a subset of the set of placed content in an order determined by their respective popularity scores.