Dynamic bidding and expected value

• US 9,785,975 B2
• Filed: 09/22/2014
• Issued: 10/10/2017
• Est. Priority Date: 09/14/2005
• Status: Active Grant

• Current Assignee: Blue Hills Series 95 of Allied Security Trust I (Allied Security Trust)
• Original Assignee: Millennial Media, LLC (Verizon Communications Inc.)
• Inventors: Ramer, Jorey, Soroca, Adam, Doughty, Dennis
• Primary Examiner(s): Wong, Eric T
• Application Number:
  US14/493,315
• Publication Number:
  US 20150019329A1
• Time in Patent Office: 1,114 Days
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

A system for receiving data associated with a mobile content is configured to calculate an expected value of the mobile content based at least in part on the data received, and determine a bid amount for a sponsorship of the mobile content based at least in part on the expected value.

Claims

1. An internet search system for providing search results, wherein the search results are based on a search query and dynamically managing bids for presentation of mobile content on a mobile communication facility operated by a first user paying for use of the mobile communication facility with a wireless communications provider, wherein the mobile communication facility consists of a mobile phone, a cellular phone, or satellite phone, the system comprising:

a locator facility that performs actions including;

(a) detecting one or more signals generated by respective mobile communication facilities, wherein each of the respective mobile communication facilities is operated by one of a plurality of users of a user group, wherein the user group includes the first user; and

(b) determining a current location of each of the respective communication facilities based on the respective one or more signals, including a current location of the communication facility of the first user; and

a mobile search host facility that includes a computer having a computer readable medium having stored thereon instructions which, when executed by a processor of the computer, causes the processor to perform the steps of;

(a) receiving the search query from the mobile communication facility of the first user, wherein the search query is associated with the mobile content;

(b) receiving each of the current locations of the respective mobile communications facilities of the plurality of users from the locator facility;

(c) receiving first data representative of a content viewing history of the user group, wherein the content viewing history is based on other content previously viewed by the user group via the respective mobile communication facilities, wherein the other content is at least text, data, music, audio, video, or broadcast content that is associated with the search query;

(d) receiving second data representative of purchase prices associated with retail products paid by the user group, wherein the purchase prices are based on a plurality of previous purchases made by the user group via the respective mobile communication facilities;

(e) calculating an expected value for use in determining a bid amount to sponsor the mobile content to be included in the search results and presented to the mobile communication facility of the first user, wherein calculation of the expected value is based at least on the search query, the current location of the mobile communication facility of the first user, the first data received, and the second data received, wherein the expected value is an expected advertiser revenue or an expected conversion yield;

(f) dynamically altering the bid amount to reflect a change in the expected value, wherein a determination that the expected value is to change is based on the current location of the mobile communication facility of the first user and a probability that the first user will view, interact with, or execute a transaction associated with the mobile content, wherein each of the plurality of users of the user group has equivalent characteristics associated with their respective mobile communication facilities, wherein the equivalent characteristics include;

(i) a model of the respective mobile communication facilities; and

(ii) the current location of the respective mobile communication facilities, as received from the locator facility;

(g) dynamically updating the search results to include the mobile content based on the altered bid amount; and

(h) presenting the updated search results to the mobile communication facility of the first user.

2. A computer-implemented method for providing search results that include mobile content, wherein the search results are based on a search query and dynamically managing bids for presentation of the mobile content on a mobile communication facility operated by a first user paying for use of the mobile communication facility with a wireless communications provider, wherein the mobile communication facility consists of a mobile phone, a cellular phone, or satellite phone, the method comprising the steps of:

(a) employing a locator facility to detect one or more signals generated by respective mobile communication facilities, wherein each of the respective mobile communication facilities is operated by one of a plurality of users of a user group, wherein the user group includes the first user; and

(b) employing the locator facility to determine a current location of each of the respective communication facilities based on the respective one or more signals, including a current location of the communication facility of the first user;

(c) employing the mobile communication facility of the first user to provide a mobile search host the search query from the mobile communication facility of the first user, wherein the search query is associated with the mobile content;

(d) employing the locator facility to provide the mobile search host each of the current locations of the respective mobile communications facilities of the plurality of users from the locator facility;

(e) receiving, at the mobile search host, first data representative of a content viewing history of the user group, wherein the content viewing history is based on other content previously viewed by the user group via the respective mobile communication facilities, wherein the other content is at least text, data, music, audio, video, or broadcast content that is associated with the search query;

(f) receiving, at the mobile search host, second data representative of purchase prices associated with retail products paid by the user group, wherein the purchase prices are based on a plurality of previous purchases made by the user group via the respective mobile communication facilities;

(g) calculating an expected value for use in determining a bid amount to sponsor the mobile content to be included in the search results and presented to the mobile communication facility of the first user, wherein calculation of the expected value is based at least on the search query, the current location of the mobile communication of the first user, the first data received, and the second data received, wherein the expected value is an expected advertiser revenue or an expected conversion yield;

(h) dynamically altering the bid amount to reflect a change in the expected value, wherein a determination that the expected value is to change is based on the current location of the mobile communication facility of the first user and a probability that the first user will view, interact with, or execute a transaction associated with the mobile content, wherein each of the a plurality of users of the user group has each having equivalent characteristics associated with their respective mobile communication facilities, wherein the equivalent characteristics include;

(i) a model of the respective mobile communication facilities; and

(ii) the current location of the respective mobile communication facilities, as received from the locator facility;

(i) dynamically updating the search results to include the mobile content based on the altered bid amount; and

(j) presenting the updated search results to the mobile communication facility of the first user.