Patent Document ID: 8494900
Application ID: 10880972

Base Claim:
1. A computer-implemented method comprising: a) accepting, with a computer system including at least one computer, ad scores, wherein each of the ad scores indicates a value of a user selection of an ad; b) scoring, with the computer system, a document using ad scores of the ads when the ads are served with the document and ad scores of the ads when the ads are served across a collection of documents to generate a document score; c) accepting, with the computer system, a cost for an action with respect to an ad when the ad is served with the document; d) adjusting, with the computer system, the cost using the document score to generate a modified cost; and e) billing, with the computer system, an advertiser associated with the ad, using the modified cost.

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Claim 6:
6. The computer-implemented method of claim 1 further comprising: determining, with the computer system, the accepted ad scores, wherein the act of determining the accepted ad scores includes, for each ad served with a document for which a value of an action with respect to the ad is tracked, i) for each document A) determining a score for the ad of the document, and B) combining the determined score for the ad on the document with previously determined scores for the ad on other documents to generate a combined score for the ad, and ii) determining a new ad score across a collection of documents using the combined score for the ad.