Pay-per-action system for selling advertisements

• US 10,546,305 B2
• Filed: 10/07/2011
• Issued: 01/28/2020
• Est. Priority Date: 08/08/2007
• Status: Active Grant

• Current Assignee: Yahoo AD Tech LLC
• Original Assignee: Oath Inc. (Verizon Communications Inc.)
• Inventors: Mahdian, Mohammad, Tomak, Kerem
• Primary Examiner(s): Brown, Alvin L
• Application Number:
  US13/269,221
• Publication Number:
  US 20120030035A1
• Time in Patent Office: 3,035 Days
• Field of Search: 705 14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0239 Online discounts or incentives
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0274 Split fees
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 40/04 Trading; Exchange, e.g. stocks, commodities, derivatives or currency exchange

Abstract

A system is disclosed for a pay-per-action (PPA) advertising model. An advertiser reports actions and pays an advertising provider for each action that is reported. The payment may be based on the rate at which the actions are reported. The action rate may be updated based on each reported action, which may modify the payment for that action and may modify the payment for previous actions. A one-time premium may be charged to advertisers and a minimum action rate may be established to encourage advertisers to accurately report actions.

Claims

1. A computerized method for providing an advertisement over a network that is based on a bid, the method comprising:

charging an advertiser a premium for bidding on a display of an advertisement;

initially displaying, at a first time, the advertisement from the advertiser upon the charging of the premium;

initially displaying, at a second time, a second advertisement from a second advertiser;

measuring a number of impressions for the displaying of the advertisement, wherein each of the impressions comprise a view of the advertisement;

measuring a second number of second impressions for the displaying of the second advertisement, wherein each of the second impressions comprise a view of the second advertisement;

receiving an indication from the advertiser regarding an occurrence of at least one action, wherein the at least one action is measured by the advertiser and occurs after a click through on the advertisement based on one of the impressions;

receiving a second indication from the second advertiser regarding an occurrence of at least one second action, wherein the at least one second action is measured by the second advertiser and occurs after a click through on the second advertisement based on one of the second impressions;

calculating, with at least one processor, an action rate corresponding to a number of the at least one action per the number of impressions of the advertisement, wherein the action rate comprises an average for the number of the at least one action per the number of impressions;

calculating, with at least one processor, a second action rate corresponding to a number of the at least one second action per the second number of second impressions of the second advertisement;

determining whether the action rate associated with the advertisement exceeds a minimum action rate;

determining whether the second action rate associated with the second advertisement exceeds the minimum action rate;

responsive to determining that the action rate associated with the advertisement exceeds the minimum action rate, displaying the advertisement at a third time after the first time;

responsive to determining that the second action rate associated with the second advertisement does not exceed the minimum action rate, removing the second advertisement at a fourth time after the second time; and

receiving a bid that is based at least partially on the calculated action rate for future displays of the advertisement.

2. The method according to claim 1 wherein the premium is an initial fee paid by the advertiser by its first bid.

3. The method according to claim 2 wherein the premium is based at least partially on a number of impressions recorded between impressions that led to actions, wherein the premium is based at least partially on the minimum action rate.

4. The method according to claim 1 comprising:

calculating a third action rate corresponding to a number of at least one third action occurring after a click through on a third advertisement per a third number of third impressions for displaying of the third advertisement;

paying the advertiser a first percentage of the premium based upon the action rate associated with the advertisement; and

paying a third advertiser a third percentage of a third premium based upon the third action rate associated with the third advertisement, wherein the first percentage is greater than zero and the third percentage is zero based upon the action rate exceeding the minimum action rate and the third action rate not exceeding the minimum action rate.

5. The method according to claim 1 wherein the bid comprises an amount per action multiplied by the calculated action rate.

6. The method according to claim 1 comprising:

calculating a third action rate corresponding to a number of at least one third action occurring after a click through on a third advertisement per a third number of third impressions for displaying of the third advertisement;

receiving a first request to no longer advertise the advertisement from the advertiser;

receiving a third request to no longer advertise the third advertisement from a third advertiser;

paying the advertiser a first percentage of the premium based upon the action rate associated with the advertisement; and

paying the third advertiser a third percentage of a third premium based upon the third action rate associated with the third advertisement, wherein the first percentage is greater than zero and the third percentage is zero based upon the action rate exceeding the minimum action rate and the third action rate not exceeding the minimum action rate.

7. The method according to claim 1 comprising:

charging a third advertiser a third premium for bidding on a third display of a third advertisement;

initially displaying the third advertisement from the third advertiser;

measuring a third number of third impressions for the displaying of the third advertisement, wherein each of the third impressions comprise a view of the third advertisement;

receiving a third indication from the third advertiser regarding an occurrence of at least one third action, wherein the at least one third action is measured by the third advertiser and occurs after a click through on the third advertisement based on one of the third impressions;

calculating a third action rate corresponding to a number of the at least one third actions per the third number of third impressions of the third advertisement;

receiving a first request to no longer advertise the advertisement from the advertiser;

receiving a third request to no longer advertise the third advertisement from the third advertiser;

paying the advertiser a first percentage of the premium based upon the action rate associated with the advertisement; and

paying the third advertiser a third percentage of the third premium based upon the third action rate associated with the third advertisement.

8. The method according to claim 7 wherein the first percentage is greater than the third percentage based upon the action rate being greater than the third action rate.

9. The method according to claim 7 wherein the first percentage is greater than zero and the third percentage is zero based upon the action rate exceeding the minimum action rate and the third action rate not exceeding the minimum action rate.

10. A non-transitory computer readable storage medium having stored therein data representing instructions executable by a programmed processor for displaying an advertisement on a web page, the storage medium comprising instructions operative for:

receiving a first bid for display of a first advertiser'"'"'s advertisement;

receiving a second bid for display of a second advertiser'"'"'s advertisement;

comparing the first bid and the second bid;

displaying the first advertiser'"'"'s advertisement when the first bid exceeds the second bid and displaying the second advertiser'"'"'s advertisement when the second bid exceeds the first bid;

determining an action rate based on a number of actions resulting from an impression of the advertisement for the displayed advertiser divided by a total number of impressions occurring between two of the actions;

calculating a difference between a threshold bid and a price per impression;

determining a payment as the calculated difference divided by the action rate;

providing at least one payment for the advertisement displayed based on the action rate;

updating the action rate for each recorded action from the advertiser of the displayed advertisement;

determining subsequent bids from the first advertiser or the second advertiser based on the determined action rate for the first advertiser'"'"'s advertisement or the second advertiser'"'"'s advertisement, respectively;

determining whether the updated action rate associated with the advertisement exceeds a minimum action rate; and

responsive to determining that the updated action rate associated with the advertisement does not exceed the minimum action rate, removing the advertisement.

11. The storage medium according to claim 10 wherein the subsequent bids for a particular advertisement are based on at least one action resulting from an impression of the particular advertisement.

12. The storage medium according to claim 10 wherein the price per impression is the smaller of the first bid and a threshold bid, wherein the threshold bid is one of a reserve price or the second bid.

13. The storage medium according to claim 10 further comprising instructions operative for:

receiving an indication from the first advertiser regarding the at least one action resulting from an impression of the first advertiser'"'"'s advertisement; and

receiving an indication from the second advertiser regarding the at least one action resulting from an impression of the second advertiser'"'"'s advertisement.

14. The storage medium according to claim 13 wherein the updating of the action rate comprises receiving additional indications of actions.

15. The storage medium according to claim 14 wherein the payment may be adjusted based on the updated action rate.

16. The storage medium according to claim 10 wherein the advertisement is displayed while the action rate exceeds the minimum action rate.

17. The storage medium according to claim 10 further comprising instructions operative for:

receiving an initial premium fee from the first advertiser before the first advertiser submits its initial bid; and

receiving an initial premium fee from the second advertiser before the second advertiser submits its initial bid.

18. A computerized method for establishing a payment for displaying an advertisement over the Internet comprising:

recording each impression of a displayed advertisement from an advertiser;

receiving an indication of actions and corresponding impressions that resulted in each of the actions;

determining, with at least one processor, a number of impressions between successive actions;

calculating, with the at least one processor, an action rate that comprises one divided by the number of impressions between the successive actions;

revising the action rate upon receiving an indication of an additional action, wherein the revising comprises calculating a number of impressions between the additional action and a preceding action and averaging the number of impressions between every successive impression;

receiving a payment for the displayed advertisement, wherein the payment is based on the revised action rate;

determining whether the revised action rate associated with the displayed advertisement exceeds a minimum action rate; and

responsive to determining that the revised action rate associated with the displayed advertisement does not exceed the minimum action rate, removing the displayed advertisement.

19. The method according to claim 18 further comprising;

displaying the displayed advertisement when the action rate is above a minimum rate.

20. The method according to claim 18 wherein each of the actions are an interaction with the advertiser.