Patent ID: 7818208

Claim:
A method for estimating on-line advertisement performance, the method comprising: identifying, using a processor associated with a server device, a candidate advertisement in response to an advertisement trigger; identifying, using a processor associated with a server device, a set of at least one key pair relating to features of the candidate advertisement and the advertisement trigger, or a combination of the candidate advertisement and the advertisement trigger, where the at least one key pair identifies a type of the features and a value of the features; and estimating, using a processor associated with a server device, candidate advertisement performance based on historical data relating to the at least one key pair, where estimating advertisement performance includes: identifying, using a processor associated with a server device, a prior likelihood that a defined user action associated with the candidate advertisement will be observed; calculating, using a processor associated with a server device, for each key pair in the set of at least one key pair, a parameter representing a statistical impact of the key pair on the likelihood that a defined user action associated with the candidate advertisement will be observed, where the at least one parameter is based on the historical data associated with the key pair.