Abstract: Methods, systems, and apparatus for predicting traffic data, including a method comprising: receiving data indicative of traffic data for a mediaplan during first and second time spans, the data representing numbers of unique entities that have interacted with a location during the first and second time spans; and using a function to predict third traffic data during the third time span. The function, when the arbitrary third time span does not exceed the first and second time spans, uses an exponential that includes a difference of dot products using natural logs of combinations of the time spans and first and second traffic data, divided by a difference of natural logs of the first and second time spans. Otherwise, the function uses a difference of dot products using combinations of the time spans and the first and second traffic data, divided by a difference of the first and second time spans.

Abstract: The present disclosure includes a system and method for determining proximity to topics of content items (e.g., an advertisement or “ad”). In some implementations, a method includes identifying search criteria associated with keywords of a content item. The keywords used in determining whether or not to embed the content item in Web pages including search results. Numerical scores for the search criteria is determined based, at least in part, on a topic of the content item, the numerical score indicative of proximity to the topic of the content item.

Abstract: REVISE this to be consistent with the new claim 1 . . . The present disclosure includes a system and method for identifying negative keywords associated with advertisements. In some implementations, a method for advertising includes identifying one or more keywords associated with an advertisement. The keywords used to embed the advertisement in web pages such as those including search results. By identifying, from the plurality of search criterion, a subset of search criterion as being off-topic to the advertisement item, one or more negative keywords may be derived from the subset of off-topic search criterion in order to limit the embedding of non-relevant advertisements in web page content.

Abstract: Methods, and systems, including computer programs encoded on computer-readable storage mediums, including a method for determining a relevance of search keywords to an advertisement. The method includes accessing ad keyword data specifying an ad keyword associated with an advertisement; identifying a keyword cluster specifying terms related to a topic of the advertisement; determining whether the ad keyword occurs in the at least one keyword cluster; identifying one or more search keywords to which the advertisement is responsive; determining whether the one or more search keywords occur in the at least one keyword cluster; and determining, by one or more data processors, a relevance of the one or more search keywords to the advertisement based on the determination of whether the ad keyword occurs in the at least one keyword cluster and the determination of whether the one or more search keywords occur in the at least one keyword cluster.

Abstract: Methods, systems and computer program products are described for optimizing the purchase of ad impressions across multiple content providers. A first candidate value for an effective cost per target user for an advertising campaign that includes providing advertisements on at least a first website and a second website can be identified. A first cost associated with achieving the first candidate value for the effective cost per target user at the first website can be determined. A second cost associated with achieving the first candidate value for the effective cost per target user at the second website can be determined. A total advertising campaign cost can be calculated using the first cost and the second cost. The calculated total advertising campaign cost can be compared to a predetermined advertising campaign budget and a second candidate value for the effective cost per target user can be identified based on the comparing.

Abstract: REVISE this to be consistent with the new claim 1 . . . . The present disclosure includes a system and method for identifying negative keywords associated with advertisements. In some implementations, a method for advertising includes identifying one or more keywords associated with an advertisement. The keywords used to embed the advertisement in web pages such as those including search results. By identifying, from the plurality of search criterion, a subset of search criterion as being off-topic to the advertisement item, one or more negative keywords may be derived from the subset of off-topic search criterion in order to limit the embedding of non-relevant advertisements in web page content.

Abstract: The present disclosure includes a system and method for identifying negative keywords associated with advertisements. In some implementations, a method for advertising includes identifying one or more keywords associated with an advertisement. The keywords used to embed the advertisement in Web pages such as those including search results. By scoring keywords to identify those keywords that are not relevant to the web page content, one or more negative keywords can be identified in order to limit the embedding of non-relevant advertisements in web page content.

Abstract: The present disclosure includes a system and method for determining proximity to topics of content items (e.g., an advertisement or “ad”). In some implementations, a method includes identifying search criteria associated with keywords of a content item. The keywords used in determining whether or not to embed the content item in Web pages including search results. Numerical scores for the search criteria is determined based, at least in part, on a topic of the content item, the numerical score indicative of proximity to the topic of the content item.