Patent ID: 8515968
Filing Date: 2013-08-20
Classification: G06F,G06Q

Abstract:
1. A method performed by data processing apparatus, the method comprising: receiving a content item request, the content item request specifying a phrase with which content items are to be selected; determining that two or more targeting keywords for a same content distribution campaign are matched by the phrase, the determination including determining that a first kind of match between a first targeting keyword and the phrase is different than a second kind of match between a second targeting keyword and the phrase, the first kind of match being a more specific match than the second kind of match; determining which of a first targeting keyword and a second targeting keyword is associated with a higher bid; selecting, based on the determination of which targeting keyword is associated with a higher bid, a tiebreaker rule with which a controlling keyword will be selected from the two or more targeting keywords, wherein: selecting, based on the selected tiebreaker rule, one of the first targeting keyword and the second targeting keyword as a controlling keyword for the content item request; and providing data associated with the controlling keyword.