Adjusting advertiser bids based on service availability
First Claim
1. A computer-implemented method to adjust a bid in an electronic auction for an electronic advertisement space based on merchant system availability, comprising:
- receiving, by one or more computing devices associated with an advertising system, a first reservation calendar from a merchant computing system, the first reservation calendar comprising a first availability for a service of the merchant computing system for a predefined period of time;
receiving, by the one or more computing devices and from the merchant computing system, statistical information, the statistical information indicating a statistical distribution of customers with respect to the length of time customers of the merchant computing system make a reservation prior to a time of performance of service associated with a reservation;
receiving, by the one or more computing devices and from the merchant system, bidding parameters, the bidding parameters comprising at least one of a minimum bid, a maximum bid, or a threshold change in availability;
determining, by the one or more computing devices and based on the first availability, the statistical information, and the bidding parameters, a first bid for an electronic auction for an electronic advertising space with an advertising platform system;
transmitting, by the one or more computing devices and to the advertising platform system, the first bid for the auction;
receiving, by the one or more computing devices and from the merchant computing system, a second reservation calendar comprising a second availability for the service of the merchant computing system for the predefined period of time, wherein the second availability is different from the first availability;
determining, by the one or more computing devices and based on the second availability, the statistical information, and the bidding parameters, a second bid for the auction, including;
adjusting the first bid to the second bid based on a difference between the first availability and the second availability, the adjusting comprising;
whenever the second availability is less than the first availability, decreasing an amount of the first bid by a quantity that is proportional to the difference between the first availability and the second availability; and
whenever the second availability is greater than the first availability, increasing the amount of the first bid by a quantity that is proportional to the difference between the first availability and the second availability; and
transmitting, by the one or more computing devices and to the advertising platform system, the second bid for the auction.
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Accused Products
Abstract
An advertising system receives, from a merchant system, marketing information, bidding preferences for auctions for advertising spaces, and a merchant system reservation calendar comprising an availability for the merchant system. The advertising system receives a notice of an auction for an advertising space from an advertising platform. The advertising system determines a first bid for the auction based on the availability of the merchant system, the marketing information, and the merchant system'"'"'s bidding preferences and transmits the first bid to the advertising platform. The advertising system receives a notice of an incomplete auction from the advertising platform. The advertising system receives, from the merchant system, an updated merchant system reservation calendar comprising an updated availability and determines a second bid for the advertising space auction. The advertising system transmits the second bid to the advertising platform. The advertising system receives a notice of a completed auction from the advertising platform.
23 Citations
20 Claims
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1. A computer-implemented method to adjust a bid in an electronic auction for an electronic advertisement space based on merchant system availability, comprising:
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receiving, by one or more computing devices associated with an advertising system, a first reservation calendar from a merchant computing system, the first reservation calendar comprising a first availability for a service of the merchant computing system for a predefined period of time; receiving, by the one or more computing devices and from the merchant computing system, statistical information, the statistical information indicating a statistical distribution of customers with respect to the length of time customers of the merchant computing system make a reservation prior to a time of performance of service associated with a reservation; receiving, by the one or more computing devices and from the merchant system, bidding parameters, the bidding parameters comprising at least one of a minimum bid, a maximum bid, or a threshold change in availability; determining, by the one or more computing devices and based on the first availability, the statistical information, and the bidding parameters, a first bid for an electronic auction for an electronic advertising space with an advertising platform system; transmitting, by the one or more computing devices and to the advertising platform system, the first bid for the auction; receiving, by the one or more computing devices and from the merchant computing system, a second reservation calendar comprising a second availability for the service of the merchant computing system for the predefined period of time, wherein the second availability is different from the first availability; determining, by the one or more computing devices and based on the second availability, the statistical information, and the bidding parameters, a second bid for the auction, including; adjusting the first bid to the second bid based on a difference between the first availability and the second availability, the adjusting comprising; whenever the second availability is less than the first availability, decreasing an amount of the first bid by a quantity that is proportional to the difference between the first availability and the second availability; and whenever the second availability is greater than the first availability, increasing the amount of the first bid by a quantity that is proportional to the difference between the first availability and the second availability; and transmitting, by the one or more computing devices and to the advertising platform system, the second bid for the auction. - View Dependent Claims (2, 3, 4, 5, 6, 8, 20)
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7. A computer program product, comprising:
a non-transitory computer-readable medium having computer-readable program instructions embodied thereon that when executed by a computer cause the computer to adjust a bid in an electronic auction for an electronic advertisement space based on merchant system availability, the computer-readable program instructions comprising; computer-readable program instructions to receive, from a merchant computing system, first reservation information, the first reservation information comprising a first availability for a service of the merchant computing system for a predefined period of time; computer-readable program instructions to determine, based on the first availability, a first bid for an electronic auction for an electronic advertising space with an advertising platform system; computer-readable program instructions to transmit, to the advertising platform system, the first bid for the auction; computer-readable program instructions to receive, from the merchant computing system, second reservation information comprising a second availability for the service of the merchant computing system for the predefined period of time, wherein the second availability is different from the first availability; computer-readable program instructions to determine, based on the second availability, a second bid for the auction, including; adjusting the first bid to the second bid based on a difference between the first availability and the second availability, the adjusting comprising; whenever the second availability is less than the first availability, decreasing an amount of the first bid by a quantity that is proportional to the difference between the first availability and the second availability; and whenever the second availability is greater than the first availability, increasing the amount of the first bid by a quantity that is proportional to the difference between the first availability and the second availability; and computer-readable program instructions to transmit, to the advertising platform system, the second bid for the auction. - View Dependent Claims (9, 10, 11, 12, 13, 14)
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15. A system to adjust a bid in an electronic auction for an electronic advertisement space based on merchant system availability, comprising:
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a storage device; and a processor communicatively coupled to the storage device, wherein the processor executes application code instructions that are stored in the storage device to cause the system to; receive, from a merchant computing system, a first reservation calendar, the first reservation calendar comprising a first availability for a service of the merchant computing system for a predefined period of time; determine, based on the first availability, a first bid for an electronic auction for an electronic advertising space with an advertising platform system; transmit, to the advertising platform system, the first bid for the auction receive, from the merchant system, a second reservation calendar comprising a second availability for the service of the merchant computing system for the predefined period of time, wherein the second availability is different from the first availability; determine, based on the second availability, a second bid for the auction, including; adjusting the first bid to the second bid based on a difference between the first availability and the second availability, the adjusting comprising; whenever the second availability is less than the first availability, decreasing an amount of the first bid by a quantity that is proportional to the difference between the first availability and the second availability; and whenever the second availability is greater than the first availability, increasing the amount of the first bid by a quantity that is proportional to the difference between the first availability and the second availability; and transmit, to the advertising platform system, the second bid for the auction. - View Dependent Claims (16, 17, 18, 19)
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Specification