MULTI-DIMENSIONAL ADVERTISEMENT BIDDING
First Claim
1. A method comprising:
- receiving, from an advertiser for each of a plurality of ads, a weighting for each of a plurality of performance categories associated with the ad;
receiving a request for an ad from a client;
determining a predicted ad performance associated with the ad request, the predicted ad performance comprising a prediction of the performance of an ad displayed to the client for the plurality of performance categories;
for each of one or more of the ads;
determining an impression value for the ad based on the weightings associated with the ad and the predict ad performance associated with the ad request, anddetermining a bid for the received ad based on the determined impression value for the received ad;
selecting a received ad based on the determined bids for the received ads; and
sending the selected ad for display to the client.
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Accused Products
Abstract
An online advertising system receives ads from advertisers, which may also provide associated budgets, time period constraints, impressions goals, and performance weightings for the ads. When an ad is requesting from the advertising system from a client, a bid may be determined for each ad based on the budget associated the ad and/or the impressions goal associated with the ad. Ad performance associated with the ad request may be predicted, and a bid may be determined for each ad based on the performance weightings and the predicted performance associated with the ad request. The bid for an ad may be weighted by the pace of budget consumption by the ad, or by the pace of the ad progressing towards the ad'"'"'s impression goal. An ad is selected for display to the client from among the one or more ads based on the determined bids for the ads.
38 Citations
20 Claims
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1. A method comprising:
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receiving, from an advertiser for each of a plurality of ads, a weighting for each of a plurality of performance categories associated with the ad; receiving a request for an ad from a client; determining a predicted ad performance associated with the ad request, the predicted ad performance comprising a prediction of the performance of an ad displayed to the client for the plurality of performance categories; for each of one or more of the ads; determining an impression value for the ad based on the weightings associated with the ad and the predict ad performance associated with the ad request, and determining a bid for the received ad based on the determined impression value for the received ad; selecting a received ad based on the determined bids for the received ads; and sending the selected ad for display to the client.
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2. A method comprising:
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receiving an ad from an advertiser; receiving a weighting for each of a plurality of performance categories from the advertiser for the received ad; receiving a request for an ad from a client; determining a predicted ad performance associated with the ad request, the predicted ad performance comprising a prediction of the performance of an ad displayed to the requesting client for the plurality of performance categories; determining an impression value for the received ad based on the weightings for the received ad and the predicted ad performance; and determining a bid for the received ad based on the determined impression value for the received ad. - View Dependent Claims (3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17)
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18. A method for determining an ad bid, the method comprising:
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receiving an ad from an advertiser; receiving from the advertiser for the received ad a weighting for each of viewer interactions with the ad, the reach of the ad, and the social context of the ad; receiving a request for an ad from a client; determining a bid for the received ad, wherein determining a bid for the received ad comprises; determining a predicted ad performance for the received ad, wherein the predicted ad performance comprises values representing each of a predicted likelihood that a viewer of the ad will interact with the act, a predicted reach of the ad, and the availability of social context for the ad, determining an impression value for the received ad based on the products of the weighting for viewer interactions with the ad and the predicted likelihood that a view of the ad will interact with the act, the weighting for the reach of the ad and the predicted reach of the ad, and the weighting for the social context of the ad and the availability of social context for the ad, and determining a bid based on the determined impression value for the received ad. - View Dependent Claims (19, 20)
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Specification