Patent ID: 7739708
Filing Date: 2010-06-15
Classification: G06F,G06Q

Abstract:
1. A method for ranking one or more advertisements, the method comprising: receiving a search request including one or more search terms; retrieving a result set comprising one or more advertisements responsive to the search request; for the one or more advertisements comprising the result the set, calculating a clickability score; for the one or more advertisements, calculating an expected revenue for a given advertisement using the clickability score the given advertisement and an indication of revenue associated with the given advertisement the indication of revenue including an expected bid revenue; ordering the one or more advertisements according to the expected revenue of the one or more advertisements; and computing an actual price value for at least one of the advertisements using a bubble popping algorithm, the actual price being a price a given advertiser will pay to maintain a given position in the ordering of the one or more advertisements for the at least one of the advertisements in the result set.