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 4:
4. The computer-implemented method of claim 1 further comprising: determining, with the computer system, a measure of confidence of ad scores for the document; and adjusting, with the computer system, the document score using the determined measure of confidence to generate a new document score.