IMPRESSION ALLOCATION SYSTEM AND METHODS USING AN AUCTION THAT CONSIDERS LOSING BIDS
First Claim
1. A method for conducting an auction of an item, the method comprising:
- receiving one or more bids;
selecting at least one of the one or more bids as an other received bid;
generating a new bid that is a function of the other received bid; and
running the auction for sale of the item, wherein the auction awards the item to a highest received bid selected from a group of the one or more bids and the new bid.
1 Assignment
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Accused Products
Abstract
A system and methods for allocating impressions using an auction comprises a delivery engine, a statistics collector, a forecasting module, and optimization engine and a direct demand source. The delivery engine receives indirect demand, direct demand and optimization information that it uses to allocate impressions and serve ads. The statistics collector is coupled to collect information from the delivery engine and input from the forecasting module. The forecasting module provides information to the optimization to smooth the rate at which direct demand is allocated. The optimization engine receives information from the statistics collector, the forecasting module and the direct demand source to produce optimization information that is used to generate bids for the direct demand. The present invention is particularly advantageous because it preserves the incentive for performance bidders to bid honestly; it eliminates adverse selection against the publisher; and it increases the efficiency and total value produced by the auction.
12 Citations
26 Claims
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1. A method for conducting an auction of an item, the method comprising:
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receiving one or more bids; selecting at least one of the one or more bids as an other received bid; generating a new bid that is a function of the other received bid; and running the auction for sale of the item, wherein the auction awards the item to a highest received bid selected from a group of the one or more bids and the new bid. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. A method for allocating impressions, the method comprising:
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receiving an indirect bid for an impression; receiving direct bid information; generating a direct bid; and allocating an impression using an auction between the indirect bid and the direct bid. - View Dependent Claims (11, 12, 13, 14, 15, 16, 17, 18, 19)
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20. A system for allocating impressions, the system comprising:
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a delivery engine allocating impressions, the delivery engine coupled to receive an ad call, coupled to serve an ad, coupled to receive indirect demand, the delivery engine allocating impressions using an auction; an optimization engine for producing optimization information for generating a direct bid, the optimization coupled to receive information about an other received bid; the optimization engine coupled to the delivery engine to provide optimization information; and a direct demand source for providing information about a campaign, the demand source coupled to provide campaign information to the optimization engine and the delivery engine. - View Dependent Claims (21, 22, 23, 24, 25, 26)
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Specification