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publicationDate 2011-10-06-04:00^^<http://www.w3.org/2001/XMLSchema#date>
publicationNumber US-2011246285-A1
titleOfInvention Clickable Terms for Contextual Advertising
abstract An online advertising selects online advertisements for display on a network location taking into account a probability that a candidate online advertisement will receive a click on a particular website. The system may determine a network location identity of the network location and transform a set of advertisements into a set of ranked advertisements. The system may determine an advertisement rank of a first advertisement among the set of ranked advertisements. The system then may generate a click probability value. The click probability value may reflect a click probability of the first advertisement by dividing an exponent of a weighted sum of the network location identity and the advertisement rank by one plus the exponent of the weighted sum of the network location identity and the advertisement rank.
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