Location-based bid modifiers
First Claim
Patent Images
1. A system for dynamic location-based selection of online content, comprising:
- a server comprising one or more processors and memory;
a content selection service executed by the server to;
identify, based on data received from location hardware configured on a client device, a location of the client device;
determine, based on the location of the client device input into a function configured to output a minimum probability of a visit to a physical establishment responsive to input comprising a maximum travel value for the physical establishment, a probability that the client device visits the physical establishment;
generate, responsive to a request for content received via the client device, an auction bid modifier based on a first product of the probability that the client device visits the physical establishment and an average transaction amount for the physical establishment divided by a second product of an expected return on investment for one or more transactions made at the physical establishment that resulted from placement of third-party content and a base bid amount established by a content provider;
select, via a content auction in response to the request for content, an online content item for the physical establishment based on the auction bid modifier; and
provide, via a network, the online content item selected based on the auction bid modifier to the client device to cause the client device to render the online content item selected based on the auction bid modifier on a display device.
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Abstract
Systems and methods for determining location-based bid modifier suggestions include determining a content placement cost based in part on a likelihood of a user that has entered a physical establishment completing a transaction, an average transaction amount for the establishment, and an expected return on investment (ROI). A location-based bid modifier may be determined using the computed cost and a base bid amount. In some implementations, the location-based bid modifier may also be based on a probability model that models the probability of the user visiting the establishment.
76 Citations
20 Claims
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1. A system for dynamic location-based selection of online content, comprising:
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a server comprising one or more processors and memory; a content selection service executed by the server to; identify, based on data received from location hardware configured on a client device, a location of the client device; determine, based on the location of the client device input into a function configured to output a minimum probability of a visit to a physical establishment responsive to input comprising a maximum travel value for the physical establishment, a probability that the client device visits the physical establishment; generate, responsive to a request for content received via the client device, an auction bid modifier based on a first product of the probability that the client device visits the physical establishment and an average transaction amount for the physical establishment divided by a second product of an expected return on investment for one or more transactions made at the physical establishment that resulted from placement of third-party content and a base bid amount established by a content provider; select, via a content auction in response to the request for content, an online content item for the physical establishment based on the auction bid modifier; and provide, via a network, the online content item selected based on the auction bid modifier to the client device to cause the client device to render the online content item selected based on the auction bid modifier on a display device. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11)
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12. A method of dynamically performing location-based selection of online content, comprising:
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identifying, by a content selection service executed by one or more processors of a server, based on data received from location hardware configured on a client device, a location of the client device; determining, by the content selection service, based on the location of the client device input into a function configured to output a minimum probability of a visit to a physical establishment responsive to input comprising a maximum travel value for the physical establishment, a probability that the client device visits the physical establishment; generating, by the content selection service, responsive to a request for content received via the client device, an auction bid modifier based on a first product of the probability that the client device visits the physical establishment and an average transaction amount for the physical establishment divided by a second product of an expected return on investment for one or more transactions made at the physical establishment that resulted from placement of third-party content and a base bid amount established by a content provider; selecting, by the content selection service via a real-time content auction in response to the request for content, an online content item for the physical establishment based on the auction bid modifier; and providing, by the content selection service, via a network, the online content item selected based on the auction bid modifier to the client device to cause the client device to render the online content item selected based on the auction bid modifier on a display device. - View Dependent Claims (13, 14, 15, 16, 17, 18, 19, 20)
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Specification