Modifying bid price for online advertising auction based on user impression frequency
First Claim
1. A method comprising:
- receiving over a network, at a physical server system deployed at a data center, from a client device of a user, a notification of an available ad space in a user interface of an application executing on the client device, wherein the physical server system comprises hardware and software components configured to provide a real-time bidding platform for online advertisements;
initiating, by the physical server system, a real-time auction for the available ad space by identifying one or more line items, each line item representing a respective buyer and comprising a respective bid price resulting in a plurality of respective bid prices, one or more respective campaigns, and one or more respective identifiers of creatives, wherein the client device determines an impression frequency by recording a number of times a creative is displayed to the user over a time interval, wherein the client device provides the impression frequency to the physical server system;
detecting, by the physical server system, the impression frequency from one or more of the identifiers of the creatives of a particular line item;
calculating a plurality of impression frequency modifiers for the time interval, wherein each impression frequency modifier corresponds to a bucket of a group of buckets of possible impression frequencies occurring over the time interval;
determining that the impression frequency falls into a first bucket of the group of buckets;
adjusting, by the physical server system, a particular line item'"'"'s bid price based on the impression frequency by multiplying the particular line item'"'"'s bid price by an impression frequency modifier that corresponds to the first bucket;
responsive to adjusting the particular line item'"'"'s bid price, ranking, by the physical server system, the line items based on the plurality of respective bid prices; and
identifying, by the physical server system, a first identifier of the creative of a top-ranked line item;
identifying, by the physical server system, a device type for the client device;
identifying, by the physical server system, compatible target device types from the top-ranked line item;
determining, by the physical server system, the device type for the client device is one of the compatible target device types according to the top-ranked line item; and
transmitting, by the physical server system, the first identifier of the creative to the client device, wherein the client device obtains the creative from an ad server over a computer network according to the first identifier of the creative, wherein the client device obtains a web page from a web server over the computer network, wherein the web page comprises the available ad space, wherein the client device displays the creative in the available ad space.
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Accused Products
Abstract
Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for receiving, from a client device of a user, a notification of an available ad space in a user interface of an application executing on the client device, identifying one or more advertising elements, each advertising element representing a respective buyer and comprising a respective bid price, one or more respective campaigns, and one or more respective creative elements, for a particular advertising element having a bid price based on, at least in part, past revenue generated from the buyer, determining an impression frequency from one or more of the creative elements of the particular advertising element, and adjusting the particular advertising element'"'"'s bid price based on the impression frequency, after adjusting the particular advertising element'"'"'s bid price, ranking the advertising elements based on, at least in part, the respective bid prices, and for a top-ranked advertising element, identifying a first creative element of the top-ranked advertising element, and sending the first creative element to the client device.
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Citations
21 Claims
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1. A method comprising:
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receiving over a network, at a physical server system deployed at a data center, from a client device of a user, a notification of an available ad space in a user interface of an application executing on the client device, wherein the physical server system comprises hardware and software components configured to provide a real-time bidding platform for online advertisements; initiating, by the physical server system, a real-time auction for the available ad space by identifying one or more line items, each line item representing a respective buyer and comprising a respective bid price resulting in a plurality of respective bid prices, one or more respective campaigns, and one or more respective identifiers of creatives, wherein the client device determines an impression frequency by recording a number of times a creative is displayed to the user over a time interval, wherein the client device provides the impression frequency to the physical server system; detecting, by the physical server system, the impression frequency from one or more of the identifiers of the creatives of a particular line item; calculating a plurality of impression frequency modifiers for the time interval, wherein each impression frequency modifier corresponds to a bucket of a group of buckets of possible impression frequencies occurring over the time interval; determining that the impression frequency falls into a first bucket of the group of buckets; adjusting, by the physical server system, a particular line item'"'"'s bid price based on the impression frequency by multiplying the particular line item'"'"'s bid price by an impression frequency modifier that corresponds to the first bucket; responsive to adjusting the particular line item'"'"'s bid price, ranking, by the physical server system, the line items based on the plurality of respective bid prices; and identifying, by the physical server system, a first identifier of the creative of a top-ranked line item; identifying, by the physical server system, a device type for the client device; identifying, by the physical server system, compatible target device types from the top-ranked line item; determining, by the physical server system, the device type for the client device is one of the compatible target device types according to the top-ranked line item; and transmitting, by the physical server system, the first identifier of the creative to the client device, wherein the client device obtains the creative from an ad server over a computer network according to the first identifier of the creative, wherein the client device obtains a web page from a web server over the computer network, wherein the web page comprises the available ad space, wherein the client device displays the creative in the available ad space. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A system comprising:
a memory to store computer instructions; and a processor coupled with the memory, wherein the processor, responsive to executing the computer instructions, performs operations, the operations comprising; receiving over a network from a client device of a user, a notification of an available ad space in a user interface of an application executing on the client device; initiating a real-time auction for the available ad space by identifying one or more line items, each line item representing a respective buyer and comprising a respective bid price resulting in a plurality of respective bid prices, one or more respective campaigns, and one or more respective identifiers of creatives, wherein the client device determines an impression frequency by recording a number of times a creative is displayed to the user over a time interval, wherein the client device provides impression frequency to the system; detecting the impression frequency from one or more of identifiers of the creative of a particular line item; calculating a plurality of impression frequency modifiers for the time interval, wherein each impression frequency modifier corresponds to a bucket of a group of buckets of possible impression frequencies occurring over the time interval; determining that the impression frequency falls into a first bucket one of the group of buckets; adjusting a particular line item'"'"'s bid price based on the impression frequency by multiplying the particular line item'"'"'s bid price by an impression frequency modifier that corresponds to the first bucket; responsive to adjusting the particular line item'"'"'s bid price, ranking, by system, the line items based on the plurality of respective bid prices; and identifying, a first identifier of the creative of a top-ranked line item; identifying a device type for the client device; identifying compatible target device types from the top-ranked line item; determining the device type for the client device is one of the compatible target device types according to the top-ranked line item; and transmitting, by the, the first identifier of the creative to the client device, wherein the client device obtains the creative from an ad server over a computer network according to the first identifier of the creative, wherein the client device obtains a web page from a web server over the computer network, wherein the web page comprises the available ad space, wherein the client device displays the creative in the available ad space. - View Dependent Claims (9, 10, 11, 12, 13, 14)
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15. A non-transitory, machine-readable storage medium, comprising executable instructions that, when executed by a processing system including a processor, facilitate performance of operations, comprising:
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receiving over a network from a client device of a user, a notification of an available ad space in a user interface of an application executing on the client device; initiating a real-time auction for the available ad space by identifying one or more line items, each representing a respective buyer and comprising a respective bid price resulting in a plurality of respective bid prices, one or more respective campaigns, and one or more respective identifiers of creatives, wherein the client device determines an impression frequency by recording a number of times a creative is displayed to the user over a time interval, wherein the client device provides impression frequency to the processing system; detecting the impression frequency from one or more of identifiers of the creative of a particular line item, wherein the impression frequency comprises a number of impressions served to the user over the time interval for the one or more of the identifiers of the creative, calculating a plurality of impression frequency modifiers for the time interval, wherein each impression frequency modifier corresponds to a bucket of a group of buckets of possible impression frequencies occurring over the time interval; determining that the impression frequency falls into a first bucket of the group of buckets; adjusting a particular line item'"'"'s bid price based on the impression frequency by multiplying the particular line item'"'"'s bid price by an impression frequency modifier that corresponds to the first bucket; responsive to adjusting the particular line item'"'"'s bid price, ranking based on, the plurality of respective bid prices; and identifying a first identifier of the creative of a top-ranked line item; identifying a device type for the client device; identifying compatible target device types from the top-ranked line item; determining the device type for the client device is one of the compatible target device types according to the top-ranked line item; and transmitting the first identifier of the creative should be sent to the client device, wherein the client device obtains the creative from an ad server over a computer network according to the first identifier of the creative, wherein the client device obtains a web page from a web server over the computer network, wherein the web page comprises the available ad space, wherein the client device displays the creative in the available ad space. - View Dependent Claims (16, 17, 18, 19, 20, 21)
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Specification