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Accepting bids to advertise to users performing a specific activity

  • US 7,299,195 B1
  • Filed: 02/01/2005
  • Issued: 11/20/2007
  • Est. Priority Date: 09/02/2003
  • Status: Active Grant
First Claim
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1. A method in a computing system for providing online advertising placements, comprising:

  • receiving a plurality of advertising bids, each advertising bid specifying a distinguished action available for performance by advertising prospects interacting with a subject web site, an advertising message that is to be presented to advertising prospects performing the specified action, a price per impression offered to present the specified advertising message to advertising prospects performing the specified action and a maximum number of impressions of the specified advertising message to be presented to the same advertising prospect during a single visit to the subject web site;

    storing the received advertising bids;

    receiving an indication that a new visit to the subject web site by a distinguished advertising prospect that has performed the distinguished action has taken place;

    determining for each stored advertising bid an expected value obtained by multiplying the price per impression specified by the advertising bid by the smaller of the maximum number of impressions per session specified by the advertising bid and an expected number of advertising opportunities per visit to the subject web site,wherein the stored advertising bid for which the highest expected value is obtained is selected,and wherein the expected number of advertising opportunities per visit to the subject web site is a measured average number of advertising opportunities per visit to the subject web site by all advertising prospects who have performed the specified action;

    selecting one of the stored advertising bids based upon a comparison of the price per impression and maximum number of impressions specified by each of the stored advertising bids; and

    displaying the advertising message specified by the selected advertising bid, selected based on the highest expected value in accordance with the determining step, to the distinguished advertising prospect during the new visit to the subject website.

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