Advertisement Slot Allocation

• US 20100198695A1
• 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: Nadav, Uri, Mirrokni Banadaki, Seyed Vahab, Muthukrishnan, Shanmugavelayutham
• Application Number:
  US12/363,585
• Publication Number:
  US 20100198695A1
• 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
• CPC Class Codes: G06Q 30/08 Auctions
• CPC Class Codes: G06Q 40/04 Trading; Exchange, e.g. stocks, commodities, derivatives or currency exchange

Abstract

An item is allocated among two bidders that value the item very differently. The allocation is based on a probability that each of the bidders is allocated the item. The probability that each bidder is allocated the item is determined based on a non-linear function that is applied to bids that are received from the bidders. The item can be allocated semi-randomly subject to the probability that each bidder is allocated the item. A bidder can be required to pay its bid price only when allocated the item or each bidder can be required to pay an all-pay price regardless of which bidder is allocated the item. If the item is allocated in multiple auctions, the bidders can be ensured allocation of the item a minimum number of integer times based on the probabilities.

Claims

1. A computer-implemented method, comprising:

receiving bid data for an item from first and second bidders, the bid data defining respective bids for allocation of the item for each of the first and second bidders;

for each of the first and second bidders, generating allocation probability data for the bidder that defines a probability that the bidder is allocated the item; and

allocating the item based on the allocation probability data.

2. The method of claim 1, further comprising determining an all-pay price for the item, the all-pay price being a price that each bidder pays regardless of which bidder is allocated the item.

3. The method of claim 2, wherein the all-pay price for the item is based on a reserve price, the reserve price being a minimum amount that a provider of the item will accept for allocation of the item.

4. The method of claim 1, wherein the item is semi-randomly allocated among the first bidder and the second bidder, the semi-random allocation among the first bidder and the second bidder being weighted based on the allocation probability data.

5. The method of claim 1, wherein the allocation probability data is based on a non-linear function of the respective bids.

6. The method of claim 5, wherein the non-linear function is a logarithmic function.

7. The method of claim 1, wherein the generating and the allocating are conditioned on a first bid from the first bidder being at least two times larger than a second bid from the second bidder.

8. The method of claim 7, further comprising always allocating the item to the first bidder when the first bid is greater than the second bid but less than two times larger than the second bid.

9. The method of claim 1, wherein generating allocation probability data comprises:

determining an exponential of a first bid for the first bidder, the exponential of the first bid being the first bid raised to a power between zero and one;

determining an exponential of a second bid for the second bidder, the exponential of the second bid being the second bid raised to the power between zero and one; and

determining the allocation probability for the first bidder based on a ratio of the exponential of the first bid relative to a sum of the exponential of the first bid and the exponential of the second bid; and

determining the allocation probability for the second bidder based a complement of the allocation probability for the first bidder.

10. The method of claim 1, further comprising identifying a first bidder and a second bidder from a plurality of bidders from which bid data were received, the first bidder being a bidder for which a highest bid was received and the second bidder being a bidder for which a second highest bid was received.

11. The method of claim 1, wherein the item is an advertisement slot.

12. A system, comprising:

an advertisement management system comprising one or more processors to receive slot configuration data defining a slot that is available on a publisher'"'"'s property for presenting advertisements and to receive bid data for the slot from first and second bidders, the bid data defining respective bids for allocation of the slot for each of the first and second bidders;

a data store couple to the advertisement management system to store the slot configuration data and the respective bids; and

an auction subsystem coupled to the advertisement management system and the data store, the auction subsystem operable to determine allocation probability data that defines a probability with which the slot is allocated to each of the first and the second bidders and to allocate the slot among the first and second bidders based on the allocation probability data.

13. The system of claim 12, wherein the auction subsystem is further operable to determine an all-pay price that each bidder pays regardless of which bidder is allocated the slot.

14. The system of claim 13, wherein the all-pay price is based on a reserve price that defines a minimum amount that a publisher that provides the slot will accept for allocation of the slot.

15. The system of claim 12, wherein the allocation probability data is based on a non-linear function of the respective bids

16. The system of claim 12 wherein the allocation of the slot is a pseudo-random allocation among the first and second bidders.

17. The system of claim 12, wherein the allocation based on the probability data is conditioned on a first bid from the first bidder being at least four times larger than a second bid from the second bidder.

18. The system of claim 17, wherein the auction subsystem is operable to allocate the slot to the first bidder when the first bid is greater than the second bid but less than four times greater than the second bid.

19. The system of claim 12, wherein the advertisement management system and the auction subsystem are implemented as independent processing systems in a distributed processing network.

20. The system of claim 12, wherein the allocation probability data for the first bidder is based on a ratio of an exponential of the first bid relative to a sum of the exponential of the first bid and the exponential of the second bid.

21. The system of claim 20, wherein the allocation probability data for the second bidder is based on a complement of the allocation probability data for the first bidder.