Systems and methods for implementing bid adjustments in an online advertisement exchange

• US 10,217,118 B2
• Filed: 10/30/2012
• Issued: 02/26/2019
• Est. Priority Date: 10/30/2012
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Inventors: Vassilvitskii, Sergei, Bax, Eric, McAfee, R. Preston, Mahdian, Mohammad
• Primary Examiner(s): Elchanti, Tarek
• Application Number:
  US13/664,041
• Publication Number:
  US 20140122253A1
• Time in Patent Office: 2,310 Days
• Field of Search: 705 1- 20, 705 37
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

A system and method for implementing bid adjustments in an online advertisement exchange are disclosed. A plurality of bids from a plurality of advertisers may be received for an online advertisement opportunity. A first advertiser may be associated with a first bid bias value. In some embodiments, if the first advertiser is associated with a first bid bias value, then the bid received from the first advertiser may be adjusted based on the first bid bias value. For example, an adjusted bid may be calculated based on the bid received from the first advertiser and the first bid bias value. The online advertisement exchange may conduct an online auction with the adjusted bid from the first advertiser. If the first advertiser wins the auction based on the adjusted bid, then the first advertiser may be charged the value of the bid received from the first advertiser instead of the adjusted bid value.

Claims

1. A method for conducting an online auction, the method comprising, in an online environment:

receiving, by a computer from a graphical user interface, data specifying one or more advertisers and advertiser attributes, to group a plurality of advertisers, who match the advertiser attributes, into one or more predefined advertiser groups;

receiving, by the computer, a first bid from a first advertiser for an online advertisement opportunity, wherein the first bid indicates a first bid value and is associated with a predetermined first bid bias value;

assigning the predetermined first bid bias value to the first advertiser based on the advertiser attributes of the first advertiser if the first advertiser matches an identification of an advertiser of the one or more advertisers, or an advertiser attribute of the advertiser attributes, received from the graphical user interface as being associated with an advertiser group of the one or more predefined advertiser groups that identifies the plurality of advertisers, respective advertisers of the plurality of advertisers having respective bid values;

receiving, by the computer, a second bid from a second advertiser for the online advertisement opportunity, wherein the second bid indicates a second bid value;

adjusting as a group, by the computer, the first bid value of the first bid from the first advertiser and the respective bid values from the plurality of advertisers identified as being associated with the advertiser group, with an amount that is a discount to the predetermined first bid bias value or a markup to the predetermined first bid bias value, to calculate a first adjusted bid value for the first advertiser and respective adjusted bid values for the plurality of advertisers associated with the advertising group to enable managing bids of the first advertiser and the plurality of advertisers as a group to thereby reduce data processing and storage requirements, wherein the predetermined first bid bias value is assigned to the first advertiser and the plurality of advertisers based on advertiser attributes of the first advertiser and the plurality of advertisers;

awarding, by the computer, the online advertisement opportunity to the first advertiser when the first adjusted bid value is higher than the second bid value;

charging, by the computer, the first advertiser the first bid value when the first advertiser is awarded the online advertisement opportunity based on the first adjusted bid value; and

receiving an advertising call that requests an advertisement; and

based on the awarded online advertisement opportunity, in response to the received advertising call, communicating a selected advertisement to an end user.

2. The method of claim 1, wherein the first adjusted bid value is calculated by increasing or decreasing the first bid value by a factor specified by the predetermined first bid bias value.

3. The method of claim 1, further comprising receiving in a first bid bias field of the graphical user interface a first bid bias amount defining the predetermined first bid bias value for the first advertiser and the plurality of advertisers and assigning the predetermined first bid bias value to the first advertiser and the plurality of advertisers before receiving the first bid if the first advertiser and the plurality of advertisers matches the identification as being associated with the advertiser group.

4. The method of claim 3, wherein the first bid bias amount specifies bid bias values to be applied to any bids received from any advertisers specified by the identification.

5. The method of claim 3, further comprising receiving an advertiser group field forming identification of the first advertiser as being associated with the advertiser group that identifies the plurality of advertisers.

6. The method of claim 1, wherein the first bid value is lower than the first adjusted bid value and the predetermined first bid bias value comprises a discount for the first advertiser such that the charging of the first advertiser with the first adjusted bid value is lower than charging the first advertiser with the first bid value.

7. A non-transitory computer readable medium carrying one or more instructions for conducting an online auction, wherein the one or more instructions, when executed by one or more processors, causes the one or more processors to perform acts of:

receiving, by a computer from a graphical user interface, data specifying one or more advertisers and advertiser attributes, to group a plurality of advertisers, who match the advertiser attributes, into one or more predefined advertiser groups;

assigning a first advertiser a first bid bias value based on the advertiser attributes of the first advertiser if the first advertiser matches an identification of an advertiser of the one or more advertisers, or an advertiser attribute of the advertiser attributes, received from the graphical user interface as being associated with an advertiser group of the one or more predefined advertiser groups that identifies a plurality of advertisers, the first bid bias value specified for a group of advertisers including the first advertiser, each respective advertiser of the group of advertisers having a respective bid value;

receiving a first bid from a first advertiser for an online advertisement opportunity after the assigning the first bid bias value, wherein the first bid indicates a first bid value;

receiving a second bid from a second advertiser for the online advertisement opportunity, wherein the second bid indicates a second bid value;

adjusting the first bid value of the first bid from the first advertiser and the respective bid values of the respective advertisers of the group of advertisers based on the first bid bias value to calculate a first adjusted bid value, the first adjusted bid value being one of a discount to the first bid value and a markup to the first bid value, so that bids of the advertisers of the group of advertisers may be managed together to reduce data processing and storage requirements;

awarding the online advertisement opportunity to the first advertiser when the first adjusted bid value is higher than the second bid value;

charging the first advertiser the first bid value when the first advertiser is awarded the online advertisement opportunity based on the first adjusted bid value;

receiving an advertising call that requests an advertisement; and

based on the awarded online advertisement opportunity, in response to the received advertising call, communicating a selected advertisement to an end user.

8. The non-transitory computer readable medium of claim 7, wherein the first adjusted bid value is calculated by increasing or decreasing the first bid value by a factor specified by the first bid bias value.

9. The non-transitory computer readable medium of claim 7, wherein the assigning of the first bid bias value is based on a predefined attribute of the first advertiser.

10. The non-transitory computer readable medium of claim 9, wherein the predefined attribute of the first advertiser comprises an advertising budget associated with the first advertiser.

11. The non-transitory computer readable medium of claim 9, further comprising receiving in an advertiser group field of a user interface data defining the advertiser group and associating the first advertiser and respective advertisers of the group of advertisers with the group of advertisers using the data defining the one or more predefined advertiser groups.

12. The non-transitory computer readable medium of claim 9, wherein the predefined attribute of the first advertiser comprises targeting information associated with the first advertiser.

13. The non-transitory computer readable medium of claim 7, wherein the first bid value is lower than the first adjusted bid value and the first bid bias value comprises a discount for the first advertiser such that the charging of the first advertiser with the first adjusted bid value is lower than charging the first advertiser with the first bid value.

14. A system, comprising at least one processor and memory, wherein the memory is loaded with a set of instructions for conducting an online auction, the processor is configured to communicate with the memory and to execute the set of instructions to:

receive, by a computer from a graphical user interface, data specifying one or more advertisers and advertiser attributes, to group a plurality of advertisers, who match the advertiser attributes, into one or more predefined advertiser groups;

receive a first bid from a first advertiser for an online advertisement opportunity, wherein the first bid indicates a first bid value and is associated with a predetermined first bid bias value;

receive respective bids from respective advertisers for the online advertisement opportunity, wherein the respective bids indicate respective bid values and are associated with the predetermined first bid bias value;

receive from the graphical user interface a grouping indication that the first bid from the first advertiser and the respective bids from the respective advertisers are to be processed together as a group, the grouping indication including identification of advertisers to be included in the group or advertiser attributes of advertisers to be included in the group;

receive a second bid from a second advertiser for the online advertisement opportunity, wherein the second bid indicates a second bid value and is associated with a predetermined second bid bias value;

adjust the first bid value of the first bid from the first advertiser commonly with the respective bid values from the respective advertisers of the group, based on the first predetermined bid bias value, to calculate a first adjusted bid value, the first adjusted bid value being a discount to the first bid value or a markup to the first bid value, wherein the predetermined first bid bias value is assigned to the first advertiser and the respective advertisers based on advertiser attributes of the first advertiser and the respective advertisers of the group, the first bid value and the respective bid values adjusted together as a group to reduce data processing and storage requirements;

adjust the second bid value of the second bid from the second advertiser based on the predetermined second bid bias value to calculate a predetermined second adjusted bid bias value, wherein the predetermined second bid bias value is assigned to the second advertiser based on advertiser attributes of the second advertiser;

award the online advertisement opportunity to the first advertiser when the first adjusted bid value is higher than the predetermined second adjusted bid bias value;

charge the first advertiser the first bid value when the first advertiser is awarded the online advertisement opportunity based on the first adjusted bid value;

receive an advertising call that requests an advertisement; and

based on the awarded online advertisement opportunity, in response to the received advertising call, communicating a selected advertisement to an end user.

15. The system of claim 14, wherein the first adjusted bid value and respective bid values are calculated by increasing or decreasing the first bid value and the respective bid values by a factor specified by the predetermined first bid bias value and the respective bid values.

16. The system of claim 14, further comprising assigning the predetermined first bid bias value to the first advertiser before receiving the first bid if the first advertiser matches at least one predefined advertiser attribute;

and

assigning the predetermined second bid bias value to the second advertiser before receiving the second bid if the second advertiser matches the at least one predefined advertiser attribute.

17. The system of claim 16, wherein the predefined advertiser attribute comprises an advertising budget associated with the first advertiser.

18. The system of claim 16, wherein receiving a grouping indication comprises receiving in an advertiser group field of a user interface data defining an identification of the first advertiser and the respective advertisers as being associated with an advertiser group that identifies the plurality of advertisers.

19. The system of claim 14, wherein the first bid value is lower than the first adjusted bid value and the predetermined first bid bias value comprises a discount for the first advertiser such that charging of the first advertiser with the first adjusted bid value is lower than charging the first advertiser with the first bid value.