Abstract: An online system receives tracking requests from client devices interacting with a web page to analyze user interactions with the web page. The online system extracts parameters from tracking requests such as a uniform resource locator (URL) associated with the web page that generated the tracking request and/or data tokens describing keywords within the URL. The online system may extract parameters by crawling web pages that generate tracking requests. The online system may compare extracted parameters to a taxonomy of categories maintained by the online system to determine a category describing the item displayed on the web page. The online system determines a category describing the item via an item catalog maintained by the online system comprised of previously determined categories for various items. The online system uses the determined categories, attributes, and temporal relevance scores to direct content to users.

Abstract: Various technologies pertaining to conducting auctions for display of electronic communications in display positions are described herein. An electronic communication has a predefined format, and further has an optional extension to the predefined format. The electronic communication participates in an auction, where an auction system takes the extension into consideration when computing a rank score for the electronic communication. Further, the auction system takes historic servings of the electronic communication, with the extension, to client computing devices into account when computing the rank score.

Abstract: Various technologies pertaining to conducting auctions for display of electronic communications in display positions are described herein. An electronic communication has a predefined format, and further has an optional extension to the predefined format. The electronic communication participates in an auction, where an auction system takes the extension into consideration when computing a rank score for the electronic communication. Further, the auction system takes historic servings of the electronic communication, with the extension, to client computing devices into account when computing the rank score.

Abstract: A system and method to facilitate expansion, disambiguation, and optimization of search queries over a network wherein an original query received from a user is parsed to obtain at least one query term. One or more filtered queries are retrieved from a database, each of the filtered queries corresponding to one or more advertising offers related contextually to the at least one query term. Selection of advertising content associated with the advertising offers is optimized based on one or more predetermined parameters, the advertising content to be displayed for the user in conjunction with query results of the original query and the one or more filtered queries.

Abstract: Methods and systems for presenting application modules on a graphical display page are provided. In accordance with one embodiment, content to be displayed on a graphical display page is determined. Then, content features which describe the content that is to be displayed on the graphical display page, and user features which describe characteristics of users are determined. For each application in the plurality of application modules, the probability that specific users will select the application module when displayed on the graphical display page with the determined content is determined based on the content features and the user features. For each application module in the plurality of application modules, an overall score is determined based on the determined probability that the user will select the application module and a commercial value to be paid by a publisher of the application module when it is selected.

Abstract: A method of providing advertising services selects a finite set of topics, and arranges the selected set of topics into a hierarchical structure. The method classifies impression items into the nodes within the hierarchical structure, and allows bidding against the nodes within the hierarchical structure. Some embodiments allow a bidder to request a refinement of the hierarchical structure. These embodiments receive such a request, and compare the request to a set of criteria. If the request meets the set of criteria, the method divides a first node in the hierarchical structure to at least a second and third node. The method allows bidders to bid on each of the first, second, and third nodes. The method optionally measures a performance for the nodes within the hierarchical structure. Based on the measure of performance for the nodes, the method preferably removes an under-performing node from the hierarchical structure.

Abstract: The present invention provides techniques associated with online advertisement brand engagement value, which can be of critical importance to brand advertisers. Techniques are also included involving use of brand engagement value across various online and offline advertising media and venues. Techniques are provided in which experiments are conducted, such as eyeball-tracking experiments, which include measurements to determine brand engagement value of particular online advertisement impressions. Information from the experiments is utilized in making determinations of brand engagement value, or anticipated brand engagement value, of online advertisement impressions for which brand engagement value has not been measured.

Abstract: Methods and systems for presenting application modules on a graphical display page are provided. In accordance with one embodiment, content to be displayed on a graphical display page is determined. Then, content features which describe the content that is to be displayed on the graphical display page, and user features which describe characteristics of users are determined. For each application in the plurality of application modules, the probability that specific users will select the application module when displayed on the graphical display page with the determined content is determined based on the content features and the user features. For each application module in the plurality of application modules, an overall score is determined based on the determined probability that the user will select the application module and a commercial value to be paid by a publisher of the application module when it is selected.

Abstract: A system and method to distribute computation for an exchange in which advertisers buy online advertising space from publishers. The exchange maintains submarkets, each containing a subset of the ad calls supplied by publishers and a subset of the offers and budgets representing demand from advertisers. Portfolio optimization techniques allocate the supply of ad calls from publishers over the submarkets, with the goal of maximizing profits for publishers while limiting the volatility of those profits. Portfolio optimization techniques allocate the demand from advertisers over the submarkets, with the goal of maximizing return on investment for advertisers. The exchange re-allocates supply and demand over submarkets periodically. Also, periodically, the most effective submarkets are replicated and the least effective submarkets are eliminated.

Abstract: A system and method to facilitate expansion, disambiguation, and optimization of search queries over a network wherein an original query received from a user is parsed to obtain at least one query term. A plurality of keywords related contextually to one or more query terms are further retrieved from a database. Finally, a set of modified queries is generated, each modified query further comprising at least one query term and at least one retrieved keyword.

Abstract: A method and system for constructing and delivering sponsored search contracts is provided. In one implementation, the method may include generating a financial instrument with terms, such as a contract, for selling click-throughs. The terms may include a volume of click-throughs, a price, and a core market. The price of the contract may be related to an expected quality of the advertisement. The core market may be described in terms of key words. The contract terms may be communicated to an advertiser. The advertiser may then bind an advertisement to the contract or sell the contract to another advertiser. The contract performance may be tracked and communicated.

Abstract: A method of providing advertising services selects a finite set of topics, and arranges the selected set of topics into a hierarchical structure. The method classifies impression items into the nodes within the hierarchical structure, and allows bidding against the nodes within the hierarchical structure. Some embodiments allow a bidder to request a refinement of the hierarchical structure. These embodiments receive such a request, and compare the request to a set of criteria. If the request meets the set of criteria, then based on the request, the method divides a first node in the hierarchical structure to at least a second and third node. The method allows bidders to bid on each of the first, second, and third nodes. Preferably, the method receives several bids for one or more of the nodes within the hierarchical structure, and calculates an equilibrium price for each node. The bids are for purchasing the right to present content in relation to a node.

Abstract: The present invention is directed towards systems and methods for ranking and providing advertisements in a position auction. The method of the present invention comprises receiving a search query and selecting at least one keyword based upon the search query. A list containing at least one keyword based upon the search query is returned and a list comprising at least one bid corresponding to the returned list of keywords is retrieved. A priority score corresponding to each bid is computed and used to rank the list of bids. Advertisements are then provided corresponding to a plurality of the highest ranking bids.

Abstract: A system and method to facilitate expansion, disambiguation, and optimization of search queries over a network wherein an original query received from a user is parsed to obtain at least one query term. A plurality of keywords related contextually to one or more query terms are further retrieved from a database. Finally, a set of modified queries is generated, each modified query further comprising at least one query term and at least one retrieved keyword.

Abstract: A system and method to facilitate expansion, disambiguation, and optimization of search queries over a network wherein an original query received from a user is parsed to obtain at least one query term. One or more filtered queries are retrieved from a database, each of the filtered queries corresponding to one or more advertising offers related contextually to the at least one query term. Selection of advertising content associated with the advertising offers is optimized based on one or more predetermined parameters, the advertising content to be displayed for the user in conjunction with query results of the original query and the one or more filtered queries.