Advertisement Slot Configuration

• US 20100198694A1
• Filed: 01/30/2009
• Published: 08/05/2010
• Est. Priority Date: 01/30/2009
• Status: Abandoned Application

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Muthukrishnan, Shanmugavelayutham
• Application Number:
  US12/363,487
• Publication Number:
  US 20100198694A1
• Time in Patent Office: Days
• US Class Current: 705/14.71
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

A slot configuration that defines a manner in which content items are presented in slots in a publishers property are selected based on bids that are received from content providers. The bids represent a relative value of the slots in the slot configurations to the content providers. An auction subsystem identifies an optimal slot configuration as the slot configuration that optimizes a value of the slots to the content providers to which the slots are allocated. The slots in the optimal slot configuration are allocated to content providers based on the providers'"'"' bids. The price paid by each provider for allocation of a slot is based on a minimum pay property for the provider. The minimum pay property is the minimum price that the provider must bid to maintain the allocation of slots in the optimal slot configuration.

Claims

1. A computer-implemented method, comprising:

identifying a plurality of slot configurations for a publication provided by a publisher, each slot configuration comprising one or more slots;

receiving a plurality of bids from a plurality of bidders for each slot configuration, each bid specifying a maximum amount that a bidder will pay for allocation of a slot in the corresponding slot configuration;

determining a cumulative value for each slot configuration based on the plurality of bids;

selecting the slot configuration having a maximum cumulative value as the optimal slot configuration; and

allocating the one or more slots in the optimal slot configuration to the bidders based on the plurality of bids for the optimal slot configuration.

2. The method of claim 1, wherein a slot comprises an advertisement slot and a slot configuration comprises an advertisement slot configuration.

3. The method of claim 2, wherein each advertisement slot configuration defines an advertisement type that is eligible to have a corresponding bid for the advertisement slots.

4. The method of claim 1, wherein each slot configuration defines a unique number of slots.

5. The method of claim 1, wherein each slot configuration defines a unique orientation of slots.

6. The method of claim 1, wherein determining the cumulative value for each slot configuration comprises:

for each slot configuration;

identifying a number of slots available for allocation in the slot configuration;

identifying a number of highest bids for the slot configuration based on the number of slots; and

summing the number of highest bids for the slot configuration.

7. The method of claim 6, wherein the number of highest bids is a number of slots available.

8. The method of claim 1, further comprising determining a price for the one or more slots based on the plurality of bids for the slot configuration.

9. The method of claim 8, wherein determining a price for the one or more slots comprises determining a minimum pay property for each bidder that is allocated each of the one or more slots, the minimum pay property being a minimum price that the bidder must bid to maintain the allocation of the one or more slots to the bidders.

10. The method of claim 1, further comprising providing content to the publisher for presentation in the one or more slots in the optimal slot configuration.

11. The method of claim 10, wherein the content provided to the publisher comprise advertisements for bidders that provided a predefined number of highest bids, the predefined number being based on a number of slots available in the optimal slot configuration.

12. A system, comprising:

an advertisement management system comprising one or more processors to receive advertisement information data from advertisers and advertisement slot configuration data from publishers, the advertisement information data specifying advertisements for presentation in advertisement slots and bids specifying a maximum amounts that advertisers will pay for presentation of the advertisement, the advertisement slot configuration data specifying a configuration of advertisement slots that are available on publishers'"'"' properties for presentation of advertisements;

a data store coupled to the advertisement management system to store the advertisement information data and the advertisement slot configuration data; and

an auction subsystem coupled to the advertisement management system and the data store, the auction subsystem operable to identify an optimal advertisement slot configuration for a publisher'"'"'s property based on the bids, the optimal advertisement slot configuration being an advertisement slot configuration that maximizes a cumulative value of the advertisement slots.

13. The system of claim 12, wherein the advertisement slot configuration defines a unique number of advertisement slots that are presented on a webpage.

14. The system of claim 12, wherein the advertisement slot configuration defines a unique orientation of advertisement slots that are presented on a webpage.

15. The system of claim 12, wherein the advertisement slot configuration defines an advertisement type of an advertisement that is eligible to have a corresponding bid for the advertisement slots.

16. The system of claim 12, wherein the auction subsystem is configured to allocate advertisement slots in the advertisement slot configuration based on the bids.

17. The system of claim 12, wherein the auction subsystem is configured to determine a minimum pay property for an advertiser that is allocated an advertisement slot, the minimum pay property being a minimum price that the advertiser must bid to maintain a bid-based allocation of advertisement slots to advertisers in the optimal advertisement slot configuration.

18. The system of claim 17, wherein the minimum pay property is defined by minimum pay property constraints, the minimum pay property constraints comprising:

a first minimum pay property constraint that maintains the cumulative value of the optimal advertisement slot configuration at a value that is greater than the maximum cumulative value of other advertisement slot configurations;

a second minimum pay property constraint that prevents advertisement slot configurations in which the advertiser is not allocated an advertisement slot from having a maximum cumulative value that is greater than the cumulative value of the optimal advertisement slot configuration; and

a third minimum pay property that prevents the minimum pay property from being a price less than a next highest bid that was received for an advertisement slot in the optimal advertisement slot configuration.

19. The system of claim 12, wherein the cumulative value of the advertisement slots in an advertisement slot configuration is based on a number of highest bids received for advertisement slots in the advertisement slot configuration, the number of highest bids corresponding to a number of advertisement slots in the advertisement slot configuration.

20. The system of claim 19, wherein the cumulative value of the advertisement slots in the advertisement slot configuration is a sum of the number of highest bids.

21. The system of claim 12, wherein the advertisement management system is configured to identify advertisements for presentation in the advertisement slots of the optimal advertisement slot configuration and provide the advertisements to the publisher.