LOCATION-BASED BID MODIFIERS
First Claim
Patent Images
1. A system for dynamic location-based selection of online content, comprising:
- a content selection service executed by one or more processors of a server to;
identify, based on data received from location hardware configured on a client device, a location of the client device;
determine, based on the location input into a function comprising a minimum probability value at a maximum travel value for a physical establishment, a probability that the client device visits the physical establishment;
generate, responsive to a request for content received via the client device, an auction bid modifier based on a first product of the probability that the client device visits the physical establishment and an average transaction amount for the physical establishment divided by a second product of an expected return on investment for one or more transactions made at the physical establishment that resulted from placement of third-party content and a base bid amount established by a content provider;
select, via a content auction in response to the request for content, an online content item for the physical establishment based on the auction bid modifier; and
provide, via a network, the online content item selected based on the auction bid modifier to the client device to cause the client device to render the selected online content item on a display device.
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Abstract
Systems and methods for determining location-based bid modifier suggestions include determining a content placement cost based in part on a likelihood of a user that has entered a physical establishment completing a transaction, an average transaction amount for the establishment, and an expected return on investment (ROI). A location-based bid modifier may be determined using the computed cost and a base bid amount. In some implementations, the location-based bid modifier may also be based on a probability model that models the probability of the user visiting the establishment.
4 Citations
20 Claims
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1. A system for dynamic location-based selection of online content, comprising:
a content selection service executed by one or more processors of a server to; identify, based on data received from location hardware configured on a client device, a location of the client device; determine, based on the location input into a function comprising a minimum probability value at a maximum travel value for a physical establishment, a probability that the client device visits the physical establishment; generate, responsive to a request for content received via the client device, an auction bid modifier based on a first product of the probability that the client device visits the physical establishment and an average transaction amount for the physical establishment divided by a second product of an expected return on investment for one or more transactions made at the physical establishment that resulted from placement of third-party content and a base bid amount established by a content provider; select, via a content auction in response to the request for content, an online content item for the physical establishment based on the auction bid modifier; and provide, via a network, the online content item selected based on the auction bid modifier to the client device to cause the client device to render the selected online content item on a display device. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11)
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12. A method of dynamically performing location-based selection of online content, comprising:
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identifying, by a content selection service executed by one or more processors of a server, based on data received from location hardware configured on a client device, a location of the client device; determining, by the content selection service, based on the location input into a function comprising a minimum probability value at a maximum travel value for a physical establishment, a probability that the client device visits the physical establishment; generating, by the content selection service, responsive to a request for content received via the client device, an auction bid modifier based on a first product of the probability that the client device visits the physical establishment and an average transaction amount for the physical establishment divided by a second product of an expected return on investment for one or more transactions made at the physical establishment that resulted from placement of third-party content and a base bid amount established by a content provider; selecting, by the content selection service via a real-time content auction in response to the request for content, an online content item for the physical establishment based on the auction bid modifier; and providing, by the content selection service, via a network, the online content item selected based on the auction bid modifier to the client device to cause the client device to render the selected online content item on a display device. - View Dependent Claims (13, 14, 15, 16, 17, 18, 19, 20)
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Specification