SELECTING AMONG ADVERTISEMENTS COMPETING FOR A SLOT ASSOCIATED WITH ELECTRONIC CONTENT DELIVERED OVER A NETWORK BASED UPON PREDICTED LATENCY

摘要

Methods and apparatuses for delivering advertisements with electronic content provided over a network and, more specifically, to techniques for selecting among advertisements that are competing for a slot associated with electronic content that is to be delivered over a network, are presented herein. Selecting among advertisements that are competing for a slot is based, at least in part, on an estimated latency for each advertisement. The estimated latency of an advertisement is a prediction of what latency will be experienced if the advertisement is served. The estimated latency may be used as one of the parameters for determining which competing advertisement to place in a slot, where advertisements that are associated with low estimated latencies are favored. For example, if all other parameters are equal, a selection mechanism selects advertisement X over advertisement Y, if the estimated latency for advertisement X is less than the estimated latency of advertisement Y.

主权项

1. A system comprising:
a web server computer configured to:
receive, from a client computer, a request to provide, over a network, a piece of electronic content; anddetermine the piece of electronic content includes an advertisement slot; a latency prediction module configured to determine a predicted latency for each advertisement in a plurality of advertisements; an ad selection computer configured to determine a particular advertisement of the plurality of advertisements to include in the advertisement slot based, at least in part, on the predicted latency for each advertisement in the plurality of advertisements.