Hybrid online auction
First Claim
Patent Images
1. A computer-implemented method, comprising:
- receiving, by at least one computer, first auction bids of a first auction type for first content items and second auction bids of a second auction type for second content items, each of the first and second auction bids including a corresponding bid price, the first auction type being a different auction type than the second auction type;
ranking, by at least one computer, the first auction bids and the second auction bids, the ranking of each first auction bid and the ranking of each second auction bid being based on the corresponding bid price;
conducting, by at least one computer, a hybrid auction using a set of highest ranked auction bids that includes a number of the ranked auction bids that corresponds to a number of available bid positions, wherein conducting the hybrid auction comprises;
assigning, by at least one computer, the first auction bids in the set of highest ranked auction bids to the available bid positions according to the ranking of the first auction bids, wherein the first auction bids having higher rankings are assigned to higher available bid positions than the first auction bids having lower rankings; and
assigning, by at least one computer, the second auction bids in the set of highest ranked auction bids to the available bid positions according to an advertiser profit measure for each of the second auction bids in the set of highest ranked auction bids; and
providing content items for which the assigned auction bids were received for presentation according to an outcome of the hybrid auction.
2 Assignments
0 Petitions
Accused Products
Abstract
Methods, systems, and apparatus, including computer program products. First auction bids of a first type and second auction bids of a second type for placement of content items are received. Each of the first and second auction bids received including a corresponding bid price. The first auction bids are assigned to bid positions according to the corresponding bid prices. The second auction bids are assigned to bid positions according to a profit measure associated with each of the second bids and the bid positions. The assigned positions of the first and second bids define results of an auction for the placement of the content items.
-
Citations
9 Claims
-
1. A computer-implemented method, comprising:
-
receiving, by at least one computer, first auction bids of a first auction type for first content items and second auction bids of a second auction type for second content items, each of the first and second auction bids including a corresponding bid price, the first auction type being a different auction type than the second auction type; ranking, by at least one computer, the first auction bids and the second auction bids, the ranking of each first auction bid and the ranking of each second auction bid being based on the corresponding bid price; conducting, by at least one computer, a hybrid auction using a set of highest ranked auction bids that includes a number of the ranked auction bids that corresponds to a number of available bid positions, wherein conducting the hybrid auction comprises; assigning, by at least one computer, the first auction bids in the set of highest ranked auction bids to the available bid positions according to the ranking of the first auction bids, wherein the first auction bids having higher rankings are assigned to higher available bid positions than the first auction bids having lower rankings; and assigning, by at least one computer, the second auction bids in the set of highest ranked auction bids to the available bid positions according to an advertiser profit measure for each of the second auction bids in the set of highest ranked auction bids; and providing content items for which the assigned auction bids were received for presentation according to an outcome of the hybrid auction. - View Dependent Claims (2, 3, 4)
-
-
5. A computer-implemented method, comprising:
-
receiving, by at least one computer, non-truthful auction bids for a first auction and truthful auction bids for a second auction, each of the non-truthful bids and each of the truthful bids having a corresponding bid price, the first auction being a different type of auction than the second auction, a truthful auction bid being a bid having a value that is indicative of a value of a bid position, and a non-truthful auction bid being a bid having a value that is lower than the value of a bid position; identifying, by at least one computer, a set of highest bids from the non-truthful auction bids and the truthful auction bids; conducting, by at least one computer, a hybrid auction using the set of highest bids, wherein conducting the hybrid auction comprises; assigning, by at least one computer, each of the non-truthful auction bids that are included in the set of highest bids to available bid positions according to a bid value for the non-truthful auction bid, wherein the non-truthful auction bids having higher bid values are assigned to higher available bid positions than the non-truthful auction bids having lower bid values; and assigning, by at least one computer, the truthful auction bids to bid positions based on a profit measure for each truthful auction bid in the set of highest bids. - View Dependent Claims (6, 7)
-
-
8. A system, comprising:
one or more computers that include an ordering module and a pricing module, wherein; the ordering module comprises instructions executable by a the one or more computers and upon such execution cause the one or more computers to perform operations comprising; receiving, by at least one computer, first auction bids of a first auction type for first content items and second auction bids of a second auction type for second content items, each of the first and second auction bids including a corresponding bid price, the first auction type being a different auction type than the second auction type; ranking, by at least one computer, the first auction bids and the second auction bids, the ranking of each first auction bid and the ranking of each second auction bid being based on the corresponding bid price; conducting, by at least one computer, a hybrid auction using a set of highest ranked auction bids that includes a number of the ranked auction bids that corresponds to a number of available bid positions, wherein conducting the hybrid auction comprises; assigning, by at least one computer, the first auction bids in the set of highest ranked auction bids to the available bid positions according to the ranking, wherein the first auction bids having higher rankings are assigned to higher available bid positions than the first auction bids having lower rankings; and assigning, by at least one computer, the second auction bids in the set of highest ranked auction bids to the available bid positions according to an advertiser profit measure for each of the second auction bids in the set of highest ranked auction bids; and the pricing module comprises instructions executable by the one or more computers and upon such execution cause the one or more computers to perform operations comprisingdetermining an actual cost per click for each of the assigned bid positions, the actual cost per click for each assigned position being an amount that an advertiser will pay for the assigned bid position based on an outcome of the hybrid auction. - View Dependent Claims (9)
Specification