Ranking Vendors by Combining Quantitative and Qualitative Characteristics of Third-Party Advertising

Abstract

A computer-implemented method for ranking vendors by combining quantitative and qualitative characteristics of a third-party ad. The claimed method commences by storing a third-party internet ad, the third-party internet ad for hosting within a server in a third-party network, then measuring a latency score of the third-party network. Then monitoring the user's behavior to measure or calculate a click-through rate (CTR) score of the third-party internet ad, and additionally processing a quality score of the third-party internet ad for use in combining the latency score, the CTR score, and the quality score to form a reputation score. The reputation score is calculated using a coefficient of correlation for the quality score, and a coefficient of correlation for the latency score and a coefficient of correlation of the CTR score. The highest possible weight is given to the quality score while retaining maximum sensitivity to changes in latency and/or CTR scores.

1 . A computer-implemented method for ranking vendors by combining quantitative and qualitative characteristics of a third-party ad, the method comprising:
 storing, in memory, a third-party internet ad, the third-party internet ad for hosting within a server in a third-party network;   measuring, in a computer, a latency score of the third-party network using the third-party internet ad;   calculating, in a computer, a CTR score of the third-party internet ad using third-party network;   receiving, in memory, a quality score of the third-party internet ad; and   combining, in a computer, the latency score, the CTR score, and the quality score to form a reputation score.   
     
     
         2 . The method of  claim 1 , further comprising reporting the reputation score. 
     
     
         3 . The method of  claim 1 , further comprising mapping the third-party internet ad to a vendor. 
     
     
         4 . The method of  claim 1 , wherein the third-party internet ad comprises instrumentation code. 
     
     
         5 . The method of  claim 1 , wherein the reputation score is calculated using a coefficient of correlation for the quality score, and a coefficient of correlation for at least one of, the latency score, the CTR score. 
     
     
         6 . The method of  claim 1 , wherein at least one of, the latency score, the CTR score is determined at least in part using a sigmoid scoring function. 
     
     
         7 . The method of  claim 1 , wherein at least one of, the latency score, the CTR score is determined at least in part using a linearized scoring function. 
     
     
         8 . A computer readable medium comprising a set of instructions which, when executed by a computer, cause the computer to perform ranking vendors by combining quantitative and qualitative characteristics of a third-party ad, said instructions for:
 storing, in memory, a third-party internet ad, the third-party internet ad for hosting within a server in a third-party network;   measuring, in a computer, a latency score of the third-party network using the third-party internet ad;   calculating, in a computer, a CTR score of the third-party internet ad using third-party network;   receiving, in memory, a quality score of the third-party internet ad; and   combining, in a computer, the latency score, the CTR score, and the quality score to form a reputation score.   
     
     
         9 . The computer readable medium of  claim 8 , further comprising reporting the reputation score. 
     
     
         10 . The computer readable medium of  claim 8 , further comprising mapping the third-party internet ad to a vendor. 
     
     
         11 . The computer readable medium of  claim 8 , wherein the third-party internet ad comprises instrumentation code. 
     
     
         12 . The computer readable medium of  claim 8 , wherein the reputation score is calculated using a coefficient of correlation for the quality score, and a coefficient of correlation for at least one of, the latency score, the CTR score. 
     
     
         13 . The computer readable medium of  claim 8 , wherein at least one of, the latency score, the CTR score is determined at least in part using a sigmoid scoring function. 
     
     
         14 . The computer readable medium of  claim 8 , wherein at least one of, the latency score, the CTR score is determined at least in part using a linearized scoring function. 
     
     
         15 . An advertising server network for ranking vendors by combining quantitative and qualitative characteristics of third-party advertising, comprising:
 a module, comprising at least one processor and memory, for storing a third-party internet ad, the third-party internet ad for hosting within a server in a third-party network;   a module, comprising at least one processor and memory, for measuring a latency score of the third-party network using the third-party internet ad;   a module, comprising at least one processor and memory, for calculating a CTR score of the third-party internet ad using third-party network;   a module, comprising at least one processor and memory, for receiving a quality score of the third-party internet ad; and   a module, comprising at least one processor and memory, for combining the latency score, the CTR score, and the quality score to form a reputation score.   
     
     
         16 . The advertising server network of  claim 15 , further comprising a module, comprising at least one processor and memory, for reporting the reputation score. 
     
     
         17 . The advertising server network of  claim 15 , further comprising a module, comprising at least one processor and memory, for mapping the third-party internet ad to a vendor. 
     
     
         18 . The advertising server network of  claim 15 , wherein the third-party internet ad comprises instrumentation code. 
     
     
         19 . The advertising server network of  claim 15 , wherein the reputation score is calculated using a coefficient of correlation for the quality score, and a coefficient of correlation for at least one of, the latency score, the CTR score. 
     
     
         20 . The advertising server network of  claim 15 , wherein at least one of, the latency score, the CTR score is determined at least in part using a sigmoid scoring function.