Patent ID: 8392343

Claim:
A computer-implemented method for estimating probability of click in an online advertising system, said method comprising: receiving, at a computer, a training set of data comprising a plurality of features in a feature set; receiving, at a computer, a global model that estimates probability of click for said feature set; processing, in a computer, said global model and said feature set by: partitioning said training set of data into a plurality of slices; training a local model for each of said slices to generate a plurality of trained local models; determining whether each of said trained local models estimates probability of click for said feature set better than said global model; selecting, for use in estimating probability of click, a local model from said trained local models when said local model estimates probability of click for said feature set better than said global model; and selecting, for use in estimating probability of click, said global model when said global model performs better than said local model.