Dynamic bidding and expected value

• US 20070073723A1
• Filed: 04/27/2006
• Published: 03/29/2007
• Est. Priority Date: 09/14/2005
• Status: Active Grant

• Current Assignee: Blue Hills Series 95 of Allied Security Trust I (Allied Security Trust)
• Original Assignee: Jumptap Incorporated (Apollo Global Management, Inc.)
• Inventors: Ramer, Jorey, Doughty, Dennis, Soroca, Adam
• Granted Patent: US 7,676,394 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

In embodiments of the present invention improved capabilities are described for receiving data associated with a mobile content, calculating an expected value of the mobile content based at least in part on the data received, and determining a bid amount for a sponsorship of the mobile content based at least in part on the expected value.

Claims

1. A method of managing bids comprising:

receiving data associated with a mobile content;

calculating an expected value of the mobile content based at least in part on the data received; and

determining a bid amount for a sponsorship of the mobile content based at least in part on the expected value.

2. The method of claim 1, wherein the data associated with the mobile content is a bid.

3. The method of claim 1, wherein the data associated with the mobile content is a clickthrough volume.

4. The method of claim 3, wherein the clickthrough volume is segmented by information relating to a mobile communication facility.

17. The method of claim 1, wherein the data associated with the mobile content is a conversion volume.

19. The method of claim 17, wherein the conversion volume is segmented by information relating to a mobile communication facility.

32. The method of claim 1, wherein the data associated with the mobile content is a purchase price.

34. The method of claim 1, wherein the data associated with the mobile content is a sponsor'"'"'s margin.

43. The method of claim 1, wherein the mobile content is the result of a search query.

49. The method of claim 1, wherein the expected value is an expected advertiser revenue.

55. The method of claim 1, wherein the expected value is an expected yield.

57. The method of claim 1, wherein the expected value is an expected conversion yield.

59. The method of claim 1, wherein the expected value is a bid-weighted expected advertiser revenue.

63. The method of claim 1, wherein the expected value is a bid-weighted expected wireless carrier margin.

65. The method of claim 1, wherein the expected value is a lifetime customer value.

81. The method of claim 1, wherein the expected value is received from a wireless operator.

85. The method of claim 1, wherein the bid amount is optimized to meet a sponsor'"'"'s criterion.

94. The method of claim 1, wherein the bid amount is segmented by information relating to a mobile communication facility.

107. The method of claim 1, wherein the bid amount is dynamically altered to reflect a changed expected value.

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115. A system of managing bids comprising:

a receiving facility adapted to receive data associated with a mobile content;

a calculating facility adapted to calculate an expected value of the mobile content based at least in part on the data received; and

a determining facility adapted to determine a bid amount for a sponsorship of the mobile content based at least in part on the expected value.

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