KR100908756B1 - 광고주 지출에 비례한 유료 검색 리스트의 표시 - Google Patents
광고주 지출에 비례한 유료 검색 리스트의 표시 Download PDFInfo
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- KR100908756B1 KR100908756B1 KR1020077007092A KR20077007092A KR100908756B1 KR 100908756 B1 KR100908756 B1 KR 100908756B1 KR 1020077007092 A KR1020077007092 A KR 1020077007092A KR 20077007092 A KR20077007092 A KR 20077007092A KR 100908756 B1 KR100908756 B1 KR 100908756B1
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- Y—GENERAL TAGGING OF NEW TECHNOLOGICAL DEVELOPMENTS; GENERAL TAGGING OF CROSS-SECTIONAL TECHNOLOGIES SPANNING OVER SEVERAL SECTIONS OF THE IPC; TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
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- Y10S707/00—Data processing: database and file management or data structures
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Abstract
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Claims (19)
- 검색자들이 데이터베이스에 검색 질의들을 제출하고, 검색 목록들 - 상기 검색 목록들은 광고주가 스폰서하는 검색 목록들을 적어도 일부 포함함 - 을 수신하는 데이터베이스 검색 시스템을 위한 영업 방법으로서,특정된 가격으로, 특정된 양의 검색자 계약들(searcher engagements)을 각 광고주에게 판매하는 단계;후속해서, 검색 질의들에 응답하여, 각 광고주의 검색 목록들을 상기 각 광고주의 검색자 계약들의 특정된 양에 비례하여 제공하는 단계;검색 요청을 수신하는 단계;각 광고주에 대하여, 상기 각 광고주가 수신했어야 하는 검색자 계약들의 각 개수 및 수신한 검색자 계약들의 각 개수와 관련된 차이 값을 결정하는 단계; 및상기 결정된 차이 값에 따라 상기 검색 목록들을 제공하는 단계를 포함하는 영업 방법.
- 제1항에 있어서,상기 특정된 양의 검색자 계약들을 판매하는 단계는,상기 각 광고주들의 검색 목록들의 검색자 임프레션들(searcher impressions)을 판매하는 단계를 포함하는 영업 방법.
- 제1항에 있어서,상기 특정된 양의 검색자 계약들을 판매하는 단계는,상기 각 광고주의 검색 목록들의 검색자 클릭스루들(searcher click-throughs)을 판매하는 단계를 포함하는 영업 방법.
- 제1항에 있어서,상기 특정된 양의 검색자 계약들을 판매하는 단계는,각 광고주의 검색 목록의 클릭스루 이후에 있는 상기 각 광고주의 웹 사이트에서의 포스트-클릭스루 검색자 액션들(post-clickthrough searcher actions)을 판매하는 단계를 포함하는 영업 방법.
- 제1항에 있어서,상기 특정된 양의 검색자 계약들을 판매하는 단계는,미리 정해진 기간에 대하여, 상기 각 광고주의 검색 목록들의 검색자 임프레션들 및 클릭스루들 중 하나를 판매하는 단계를 포함하는 영업 방법.
- 제1항에 있어서,상기 특정된 양의 검색자 계약들을 판매하는 단계는,각 광고주의 클릭 당 비용 및 상기 각 광고주에 대한 클릭들의 추정 개수 중 적어도 하나를 결정하는 단계를 포함하는 영업 방법.
- 제6항에 있어서,시장에 대한 이력 데이터에 기초하여 각 광고주에 대한 클릭스루 레이트(click-through rate)를 결정하는 단계를 더 포함하는 영업 방법.
- 검색자들이 데이터베이스에 검색 질의들을 제출하고, 검색 목록들 - 상기 검색 목록들은 광고주가 스폰서하는 검색 목록들을 적어도 일부 포함함 - 을 수신하는 데이터베이스 검색 시스템을 위한 영업 방법으로서,특정된 가격으로 특정된 양의 검색자 계약들(searcher engagements)을 각 광고주에게 판매하는 단계;후속해서, 검색 질의들에 응답하여, 각 광고주의 검색 목록들을 상기 각 광고주의 검색자 계약들의 특정된 양에 비례하여 제공하는 단계;각 광고주에 대한 클릭 당 비용 및 상기 각 광고주에 대한 클릭들의 추정 개수 중 적어도 하나를 결정하는 단계;상기 데이터베이스 검색 시스템 상에 구현된 시장에 대한 이력 데이터에 기초하여, 상기 각 광고주에 대한 클릭스루 레이트(click-through rate)를 결정하는 단계; 및상기 클릭스루 레이트를 상기 각 광고주의 검색 목록이 수신한 클릭들의 개수에 대한 상기 검색 목록이 수신한 임프레션들의 개수의 비율로서 추정하는 단계를 포함하는 영업 방법.
- 검색자들이 데이터베이스에 검색 질의들을 제출하고, 검색 목록들 - 상기 검색 목록들은 광고주가 스폰서하는 검색 목록들을 적어도 일부 포함함 - 을 수신하는 데이터베이스 검색 시스템을 위한 방법을 구현하도록 구성된 컴퓨터 판독가능한 컴퓨터 코드를 저장하는 컴퓨터 판독가능한 저장 매체로서,특정된 양의 검색자 계약들 - 상기 검색자 계약들은 검색자 임프레션들 및 검색자 클릭스루들 중 적어도 하나를 포함함 - 을 특정된 가격으로 각 광고주에게 제안하기 위한 제1 컴퓨터판독가능한 코드;후속하여 수신한 검색 질의들에 응답하여, 각 광고주의 검색목록들을 상기 각 광고주의 검색 계약들의 특정된 양에 비례하여 제공하기 위한 제2 컴퓨터판독가능한 코드 및각 광고주의 광고비용을 상기 광고주의 총 광고 예산, 상기 광고주의 클릭스루당 이익 및 외부 리턴 레이트(external return rate)에 기초하여 최적화하기 위한 제3 컴퓨터 프로그램 코드를 포함하는 컴퓨터 판독가능한 저장 매체.
- 제9항에 있어서,상기 각 광고주에 대한 예산 스케일 인자(budgent scale factor)를 결정하기 위한 제4 컴퓨터 프로그램 코드를 포함하는 컴퓨터 판독가능한 저장 매체.
- 검색자들이 데이터베이스에 검색 질의들을 제출하고, 검색 목록들 - 상기 검색 목록들은 광고주가 스폰서하는 검색 목록들을 적어도 일부 포함함 - 을 수신하는 데이터베이스 검색 시스템을 위한 방법을 구현하도록 구성된 컴퓨터 판독가능한 컴퓨터 코드를 저장하는 컴퓨터 판독가능한 저장 매체로서,특정된 양의 검색자 계약들 - 상기 검색자 계약들은 검색자 임프레션들 및 검색자 클릭스루들 중 적어도 하나를 포함함 - 을 특정된 가격으로 각 광고주에게 제안하기 위한 제1 컴퓨터판독가능한 코드;후속하여 수신한 검색 질의들에 응답하여, 각 광고주의 검색목록들을 상기 각 광고주의 검색자 계약들의 특정된 양에 비례하여 제공하기 위한 제2 컴퓨터판독가능한 코드;각 광고주의 광고비용을 상기 광고주의 총 광고 예산, 상기 광고주의 클릭스루당 이익 및 외부 리턴 레이트(external return rate)에 기초하여 최적화하기 위한 제3 컴퓨터 프로그램 코드; 및상기 각 광고주에 대한 예산 스케일 인자(budgent scale factor)를 결정하기 위한 제4 컴퓨터 프로그램 코드를 포함하며,상기 제4 컴퓨터 프로그램 코드는우선 제로 제한(zero constraint) 및 트래픽 제한(traffic constraint)에 대하여 해(解)를 구하고,트래픽 한계에 있는 광고주들(advertisers at a traffic limit)이 점유하지 않은, 검색 질의에 응답하여 제공되어야할 검색 결과들의 페이지 상에서의 자유 공간들의 개수 및, 현재 제로 한계 또는 트래픽 한계에 있지 않은 광고주들의 개수를 결정하며,상기 각 광고주의 예산 제한을 결정하기 위해 연립 방정식(a system of equations)을 풀도록 구성되는, 컴퓨터 판독가능한 저장 매체.
- 제6항에 있어서,상기 각 광고주의 클릭 당 비용 및 상기 각 광고주에 대한 클릭들의 추정 개수 중 적어도 하나를 결정하는 단계는상기 클릭 당 비용 및 상기 클릭들의 추정 개수 중 적어도 하나를 상기 각 광고주에 대한 클릭스루 레이트(click-through rate) 및 상기 각 광고주 모두가 지출하는 총 금액에 기초하여 연산하는 단계를 포함하는 영업 방법.
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US36946002P | 2002-04-01 | 2002-04-01 | |
US60/369,460 | 2002-04-01 | ||
PCT/US2003/009528 WO2003085561A1 (en) | 2002-04-01 | 2003-03-31 | Displaying paid search listings in proportion to advertiser spending |
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KR10-2004-7015700A Division KR20050023242A (ko) | 2002-04-01 | 2003-03-31 | 광고주 지출에 비례한 유료 검색 리스트의 표시 |
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EP (1) | EP1497756A4 (ko) |
JP (2) | JP2005521971A (ko) |
KR (1) | KR100908756B1 (ko) |
CN (1) | CN1656483A (ko) |
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