Dynamic Bidding and Expected Value

• US 20100169179A1
• Filed: 03/08/2010
• Published: 07/01/2010
• 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: Millennial Media Incorporated (Apollo Global Management, Inc.)
• Inventors: Ramer, Jorey, Doughty, Dennis, Soroca, Adam
• Granted Patent: US 8,843,395 B2
• Time in Patent Office: Days
• US Class Current: 705/14.540
• 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

A system for receiving data associated with a mobile content is configured to calculate an expected value of the mobile content based at least in part on the data received, and determine a bid amount for a sponsorship of the mobile content based at least in part on the expected value.

Claims

1. An automated bid management system for dynamically managing bids for presentation of mobile content on a mobile communication facility operated by a user paying for use of the mobile communication facility with a wireless communications provider, wherein the mobile communication facility consists of a mobile phone, a cellular phone, or satellite phone, the system comprising a computer having a computer readable medium having stored thereon instructions which, when executed by a processor of the computer, causes the processor to perform the steps of:

(a) receiving first data representative of the type of a mobile content of a sponsor for presentation on the mobile communication facility;

(b) receiving second data representative of a content viewing history of a user group with which the user is associated, wherein the content viewing history is based on content previously viewed by the user group via respective mobile communication facilities;

(c) receiving third data representative of purchase prices paid by the user group, wherein the purchase prices are based on a plurality of previously purchases made by the user group via respective mobile communication facilities;

(d) calculating an expected value for use in determining a bid amount to sponsor the mobile content to be presented to the mobile communication facility of the user, wherein calculation of the expected value is based at least on the first, second, and third data received, wherein the expected value is an expected advertiser revenue or an expected conversion yield; and

(e) dynamically altering the bid amount to reflect a change in the expected value, wherein determination that the expected value is to change is based on the probability that the user group will view, interact with, or execute a transaction associated with the mobile content, wherein the user group includes a plurality of users having at least one or more same characteristics, wherein the one or more same characteristics are selected from the list consisting of;

(i) a hardware or software characteristic of the mobile communication facility of each respective user;

(ii) a demographic characteristic provided by each respective user at the time of subscribing with the wireless communications provider;

(iii) a current location of the mobile communication facility of each respective user; and

(iv) a behavioral characteristic associated with each respective user.

2. The system of claim 1, wherein the hardware and software characteristic is processing speed and display resolution.

3. The system of claim 2, wherein the hardware and software characteristic is further at least one of audio capability, video capability, cache size, storage capability, and memory capacity.

4. The system of claim 1, wherein the demographic characteristic is selected from the list consisting of:

(a) age, age range, or birthdate of the user;

(b) gender of the user;

(c) race of the user;

(d) religion of the user;

(e) marital status of the user;

(f) area code of the phone number assigned to the mobile communication facility;

(g) zip code of the user;

(h) home address of the user;

(i) work address of the user;

(j) billing address of the user;

(k) type of credit card the user uses to pay the mobile communications provider;

(l) birthplace of the user;

(m) employer of the user;

(n) employment position of the user;

(o) income bracket of the user; and

(p) type of mobile communication facility.

5. The system of claim 1, wherein the behavioral characteristic is selected from the list consisting of:

(a) shopping habits of the user as recorded through use of the mobile communication facility;

(b) payment and billing history associated with the user of the mobile communication facility;

(c) duration of on-line interactions by the user from using the mobile communication facility;

(d) number of on-line interactions of the user via the mobile communication facility;

(e) usage patterns of the mobile communication facility dependent on location or time of day of use thereof;

(f) type of content or content accessed by the user via the mobile communication facility; and

(g) previous search queries entered by the user via the mobile communication facility.

6. The system of claim 1, wherein the type of content or content accessed by the user via the mobile communication facility is one of:

(a) a webpage; and

(b) an application.