07734503 is referenced by 43 patents and cites 15 patents.

To help advertisers to manage their online advertising, some business metric, such as ROI, profit, gross profit, etc., may be estimated and/or tracked with respect to an ad campaign, or a portion of the ad campaign. An advertiser may provide a business metric target, such as a target ROI, a target gross profit, a target profit, etc. An ad delivery system may then adjust information in an ad campaign (or a portion of an ad campaign) in an effort to meet the target. Similarly, an advertiser may provide a goal, such as maximizing or minimizing a business metric. The ad delivery system may then adjust information in an ad campaign (or a portion of an ad campaign) in an effort to meet the goal. The targets or goals may be subject to one or more constraints. The advertiser may provide limits on values of one or more business metrics. The ad delivery system may then turn off, or govern, the delivery of ads if the limits are violated.

Title
Managing on-line advertising using metrics such as return on investment and/or profit
Application Number
10/953861
Publication Number
7734503 (B2)
Application Date
September 29, 2004
Publication Date
June 8, 2010
Inventor
Thomas Korte
San Francisco
CA, US
Sumit Agarwal
Mountain View
CA, US
Agent
John C Pokotylo
Straub & Pokotylo
Assignee
Google
CA, US
IPC
G06Q 30/00
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