Click-fraud reducing auction via dual pricing
First Claim
1. A method for determining a price for presenting an advertisement that is selectable upon being shown, the method comprising:
- identifying a rate representing how many times the advertisement will be selected relative to how many times the advertisement is shown;
associating with the advertisement a per selection price including one of;
a per selection bid offered; and
a constructive per selection price based on the rate and a per showing bid offered, when the per selection bid is not offered;
associating with the advertisement a per showing price including one of;
the per showing bid offered; and
a constructive per showing price based on the rate and the per selection bid offered when the per showing bid is not offered;
determining a showing cost combining a number of times the advertisement is shown with the per showing price;
determining a selection cost combining a number of times the advertisement is selected with the per selection price; and
setting the price to one of the selection cost and the showing cost.
2 Assignments
0 Petitions
Accused Products
Abstract
In auctioning advertising opportunities presented over a network, dual pricing reduces effects of fraudulent behavior causing showing or selection of a bidder'"'"'s ads. In addition to a per selection bid or per showing bid presented by a bidder, a constructive bid opposite that offered by the bidder is derived from the bid offered and a rate of expected selections per showing. The costs resulting from the number of times the ad is both shown and selected are monitored. The price paid by the bidder is determined by the lower of the two costs. Behavior by another party causing the ad to be fraudulently shown or selected will not affect the bidder unless the party causes both a high number of showings and a high number of selections. Setting a price over a plurality of auction periods reduces the effect of fraudulent behavior perpetrated by the bidder regarding its own ads.
222 Citations
20 Claims
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1. A method for determining a price for presenting an advertisement that is selectable upon being shown, the method comprising:
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identifying a rate representing how many times the advertisement will be selected relative to how many times the advertisement is shown;
associating with the advertisement a per selection price including one of;
a per selection bid offered; and
a constructive per selection price based on the rate and a per showing bid offered, when the per selection bid is not offered;
associating with the advertisement a per showing price including one of;
the per showing bid offered; and
a constructive per showing price based on the rate and the per selection bid offered when the per showing bid is not offered;
determining a showing cost combining a number of times the advertisement is shown with the per showing price;
determining a selection cost combining a number of times the advertisement is selected with the per selection price; and
setting the price to one of the selection cost and the showing cost. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
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11. A method for establishing a price charged to an advertiser to account for effects of fraudulent selection of an advertisement selectable upon being shown, the method comprising:
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receiving from the advertiser a per selection bid;
identifying a rate representing how many times the advertisement will be selected relative to how many times the advertisement is shown;
determining a constructive per showing price by combining the rate with the per selection bid;
determining a showing cost based on a number of times the advertisement is shown with the constructive per showing price;
determining a selection cost based on a number of times the advertisement is selected with the per selection bid; and
establishing the price as a lower of the selection cost and the showing cost. - View Dependent Claims (12, 13, 14, 15, 16, 17, 18)
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19. A system of charging for presenting selectable advertisements presented over a network to offset manipulation of showing and selection of the advertisements to affect subsequent presentation of the advertisements, the system comprising one or more computers programmed to perform actions comprising:
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identifying a rate representing how many times the advertisement will be selected relative to how many times the advertisement is shown;
associating with the advertisement a per selection price including one of;
a per selection bid offered; and
a constructive per selection price based on the rate and a per showing bid offered, when the per selection bid is not offered;
associating with the advertisement a per showing price including one of;
the per showing bid offered; and
a constructive per showing price based on the rate and the per selection bid offered when the per showing bid is not offered;
determining a showing cost combining a number of times the advertisement is shown with the per showing price;
determining a selection cost combining a number of times the advertisement is selected with the per selection price; and
pricing the presentation of the advertisements based on a lesser of the showing cost and the selection cost. - View Dependent Claims (20)
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Specification