| US 7,594,189 B1 | ||
| Systems and methods for statistically selecting content items to be used in a dynamically-generated display | ||
| Toby H. Walker, Seattle, Wash. (US); David L. Selinger, Seattle, Wash. (US); John M. Rauser, Seattle, Wash. (US); and Patrik P. Sundberg, San Francisco, Calif. (US) | ||
| Assigned to Amazon Technologies, Inc., Reno, Nev. (US) | ||
| Filed on Mar. 29, 2006, as Appl. No. 11/392,158. | ||
| Claims priority of provisional application 60/673407, filed on Apr. 21, 2005. | ||
| Int. Cl. G06F 3/048 (2006.01); G06F 17/30 (2006.01); G06Q 30/00 (2006.01) | ||
| U.S. Cl. 715—811 [705/26; 705/27] | 24 Claims |
| 1. A system for selecting one or more content items in a dynamically-generated display, the system comprising:
a web server computer system comprising a memory operatively coupled to a processor, the web server computer system configured
to receive a request for a display from a client computer, and to relate the client computer to a particular user; and
a content selection computer system in communication with the web server computer system, wherein the content selection computer
system is configured to retrieve values for a plurality of attributes of the particular user, and, for each content item of
a plurality of content items, to:
retrieve a probability model associated with the content item;
compute probabilities with the retrieved attribute values for the particular user as inputs for the probability model;
retrieve payoff values associated with the one or more user responses to the content item; and
retrieve confidence intervals for the payoff values for each content item, wherein a confidence interval is a range of the
payoff values bounded by a confidence factor;
wherein the content selection computer system is configured to select a content item from the plurality of content items for
the dynamically-generated display based at least on the probabilities, payoff values, and confidence intervals.
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