Adjusting or determining ad count and/or ad branding using factors that affect end user ad quality perception, such as document performance

摘要

Documents or document sets may be scored to reflect a value of an action, such as a selection for example, when an ad is served with the document (or a document belonging to a document set). A number of ads to be served with a document, and/or a type or level of branding to be provided to such ads, may then be controlled using the score. Document scores used in this way may help the ad serving system maintain and manage the quality of its brand. Further, a number of ads to be served, and/or a type or level of branding to be provided to such ads may be controlled using other factors that may affect end user perceptions of the quality of ads.