MIXING ITEMS, SUCH AS AD TARGETING KEYWORD SUGGESTIONS, FROM HETEROGENEOUS SOURCES

The way in which targeting keywords are suggested to advertisers, particularly in instances where different suggestion tools or techniques provide a number of different sets of targeting keyword suggestions, may be improved by (a) accepting at least two heterogeneous sets of suggestions (where each of the sets of suggestions includes suggestions that are ranked and/or scored), (b) determining, for each of the sets of suggestions, a new score for each of the suggestions of the set, where the new score combines an cardinal aspect of the suggestion and an ordinal aspect of the suggestion, and (c) combining at least some of the suggestions from each of the sets using the new scores to generate a final set of ordered and/or scored suggestions. Each of the suggestions may include information for targeting the serving of an online advertisement. For example, each of the suggestions may include a keyword for targeting the serving of an online advertisement. Each of the suggestions may include a keyword type.