If some aspect of serving or scoring an ad is subject to a performance
(e.g., click-through rate, etc.) threshold, such a threshold may be
adjusted using a confidence factor of the ad targeting used. For example,
ads served pursuant to a more relaxed notion of match might have to meet
a higher performance threshold (e.g., than the threshold applied to ads
served pursuant to a stricter notion of match). Alternatively, or in
addition, ads served pursuant to a stricter notion of match might be
subject to a lower performance threshold (e.g., than the threshold
applied to ads served pursuant to a more relaxed notion of match). Thus,
in general, a performance threshold could increase as match confidence
decreases, and/or a performance threshold could decrease as match
confidence increases.