US8898072B2
patent
In one embodiment, a selection process executing in an opti mizing engine is invoked as users are presented with web pages that include ad content. The selection process provides an initial population of sets of characteristics that specify an initial generation of layouts of ads for the pages. The charac teristics can include anything that affects an ads appearance on the display. For example, ad type, position within a web page, color, size, text font, animation, etc. can be specified. Statistics are obtained as to each ad or page layout's perfor mance or impact on the user, Such as revenue obtained from ads in the layout, how many user's clickanad, how long users view an ad, etc. Once a large enough sample of user impacts is obtained a second population of sets of characteristics is created to improve the overall performance of the initial population. In a preferred embodiment, genetic computa tional procedures are used to create each population and to create new characteristic sets and remove underperforming SetS.
16 claims. 48,181 characters of text.