SERVING ADVERTISEMENTS USING USER REQUEST INFORMATION AND USER INFORMATION

摘要

Ads are scored using, at least, user information and information associatedwith a user request, such as a search query or a document request. The scoresmay be used in determining whether to serve ads, how to serve ads, to orderads, to filter ads, etc. Items of user information, request-associatedinformation, and/or ad information can be weighted based on previous uses ofsuch information in the serving of ads and the performance of those served ads.