System and method for determining bid amount for advertisement to reach certain number of online users

• US 9,218,611 B1
• Filed: 09/27/2011
• Issued: 12/22/2015
• Est. Priority Date: 09/27/2011
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Lei, Ming, Jiang, Renjie, Alton, Kenneth R., Sharma, Abhinay, Zamir, Oren E., Wang, Shimeng, Chirravuri, Varun R.
• Primary Examiner(s): Hammond, III, Thomas M
• Assistant Examiner(s): Kolosowski-Gager, Katherine
• Application Number:
  US13/246,547
• Time in Patent Office: 1,547 Days
• Field of Search: None
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

Methods, systems, and computer programs include receiving, from an advertiser, advertisement criteria associated with an advertisement; and receiving, from a database, information regarding advertisement auctions in which the advertisement participated during a predetermined time period. A simulation is run of a first of the advertisement auctions a plurality of times, wherein the bid amount for the advertisement is changed for each simulation run An identification is made of a number of users to whom the advertisement would have been presented had the bid amount of the advertisement in the first of the advertisement auction been equal to the bid amount of the advertisement in the one of the times the simulation is run. Information related to the number of users identified for each one of the plurality of times the simulation is run is provided in a report.

Claims

1. A computer-implemented method comprising:

receiving, at a computing system, from an advertiser, a bid amount associated with an advertisement, the bid amount to be used in a plurality of advertisement auctions to deliver the advertisement to users performing online action for a predetermined bid validity period determined by the advertiser, wherein the computing system comprises at least one computer processor and memory;

automatically identifying, with the computing system, the winning bid amounts for each of the plurality of advertisement auctions conducted during a predetermined analysis period, wherein the winning bid amounts comprise the bid amount from the advertiser and other bid amounts from a plurality of other advertisers;

generating, with the computing system, a bid impression landscape for the advertiser during the predetermined analysis period, wherein generating the bid impression landscape comprises;

determining the number of advertisement auctions won by the advertiser from unique users during the predetermined period based on the identification and a cookie correction algorithm which filters a number of unique users from the number of advertisement auctions won by the advertiser accessing the Internet;

within the range of the winning bid amounts identified, creating a set of simulated bid amounts for the advertiser in equal increments and decrements within the range;

for each simulated bid amount in the set of simulated bid amounts, calculating the number of auctions the advertiser would have won from unique users based on the cookie correction algorithm; and

plotting the calculated number of auctions won by the advertiser and the determined number of auctions won by the advertiser with their associated simulated bid amounts and bid amount; and

providing, by the computing system, a report to the advertiser, wherein the report comprises the bid impression landscape.

2. The method according to claim 1, wherein providing the report to the advertiser comprises providing a percentage of users in a particular market segment.

3. The method according to claim 1, wherein the bid amount is changed to a value less than an actual advertisement bid amount made by the advertiser in response to the report.

4. A non-transitory computer readable medium storing a computer program product, which, when executed by at least one computer, causes the at least one computer to perform the steps of:

receiving, at a computing system, from an advertiser, a bid amount associated with an advertisement, the bid amount to be used in a plurality of advertisement auctions to deliver the advertisement to users performing online action for a predetermined bid validity period determined by the advertiser, wherein the computing system comprises at least one computer processor and memory;

automatically identifying, with the computing system, the winning bid amounts for each of the plurality of advertisement auctions conducted during a predetermined analysis period, wherein the winning bid amounts comprise the bid amount from the advertiser and other bid amounts from a plurality of other advertisers;

generating, with the computing system, a bid impression landscape for the advertiser during the predetermined analysis period, wherein generating the bid impression landscape comprises;

determining the number of advertisement auctions won by the advertiser from unique users during the predetermined period based on the identification and a cookie correction algorithm which filters a number of unique users from the number of advertisement auctions won by the advertiser accessing the internet;

within the range of the winning bid amounts identified, creating a set of simulated bid amounts for the advertiser in equal increments and decrements within the range;

for each simulated bid amount in the set of simulated bid amounts, calculating the number of auctions the advertiser would have won from unique users based on the cookie correction algorithm; and

plotting the calculated number of auctions won by the advertiser and the determined number of auctions won by the advertiser with their associated simulated bid amounts and bid amount; and

providing, by the computing system, a report to the advertiser, wherein the report comprises the bid impression landscape.

5. The non-transitory computer readable medium according to claim 4, wherein the report comprises a percentage of users in a particular market segment.

6. The non-transitory computer readable medium according to claim 4, wherein the bid amount is changed to a value less than an actual advertisement bid amount made by the advertiser in response to the report.

7. A system comprising:

a processing circuit programmed to;

receive, from an advertiser, a bid amount associated with an advertisement, the bid amount to be used in a plurality of advertisement auctions to deliver the advertisement to users performing online action for a predetermined bid validity period determined by the advertiser, wherein the computing system comprises at least one computer processor and memory;

automatically identify, with the computing system, the winning bid amounts for each of the plurality of advertisement auctions conducted during a predetermined analysis period, wherein the winning bid amounts comprise the bid amount from the advertiser and other bid amounts from a plurality of other advertisers;

generate, with the computing system, a bid impression landscape for the advertiser during the predetermined analysis period by;

determining the number of advertisement auctions won by the advertiser from unique users during the predetermined period based on the identification and a cookie correction algorithm which filters a number of unique users from the number of advertisement auctions won by the advertiser accessing the internet;

within the range of the winning bid amounts identified, creating a set of simulated bid amounts for the advertiser in equal increments and decrements within the range;

for each simulated bid amount in the set of simulated bid amounts, calculating the number of auctions the advertiser would have won from unique users based on the cookie correction algorithm; and

plotting the calculated number of auctions won by the advertiser and the determined number of auctions won by the advertiser with their associated simulated bid amounts and bid amount; and

provide, by the computing system, a report to the advertiser, wherein the report comprises the bid impression landscape.

8. The system of claim 7, wherein the report comprises a percentage of users in a particular market segment.

9. The system according to claim 7, wherein the bid amount is changed to a value less than an actual advertisement bid amount made by the advertiser in response to the report.