Automated price maintenance for use with a system in which advertisements are rendered with relative preferences

• US 7,792,698 B1
• Filed: 01/10/2003
• Issued: 09/07/2010
• Est. Priority Date: 11/08/2002
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Veach, Eric, Kamangar, Salar Arta
• Primary Examiner(s): Champagne; Donald L
• Application Number:
  US10/340,543
• Time in Patent Office: 2,797 Days
• Field of Search: 707/3, 705/14, 705/26, 705/37, 705/14.71, 705/14.69
• US Class Current: 705/14.71
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

A cost maintenance scheme useful with an advertising system which orders ads in a manner that maximizes both their relevance and their economic value, and which provides a fair bidding process in which a winning bidder is assured of not having paid too much. Ordering may be done based on accepted maximum ad bid information and/or ad performance information. For example, this information may be used to determine a position value. Cost may be determined based on accepted maximum ad bid information and/or performance information. Billing the determined cost may be subject to a condition precedent.

Claims

1. A computer-implemented method comprising:

a) accepting, using a computer system including at least one computer, advertisements, each of the advertisements having an associated maximum bid per result;

b) for one of the advertisements, determining, using the computer system, a cost to be charged for the result, wherein the cost is a function of a next highest maximum bid to the maximum bid of the one of the advertisements; and

c) serving, using the computer system, the one of the advertisements with the determined cost encoded into the one of the advertisements.

2. The computer-implemented method of claim 1 wherein the function is the next highest maximum bid plus a predetermined cost.

3. The computer-implemented method of claim 2 wherein the predetermined cost is $0.01.

4. The computer-implemented method of claim 1 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.

5. The computer-implemented method of claim 1 wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements.

6. The computer-implemented method of claim 1 further comprising:

d) billing, using the computer system, the determined cost only if, and responsive to a determination that, the result occurred.

7. The computer-implemented method of claim 1 wherein the determined cost information encoded into the one of the advertisements is encrypted.

8. The computer-implemented method of claim 1 wherein the determined cost information encoded into the one of the advertisements is signed.

9. A computer-implemented method comprising:

a) accepting, using a computer system including at least one computer, advertisements, each of the advertisements having an associated maximum bid per result, wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements;

b) for one of the advertisements, determining, using the computer system, a cost to be charged per result, wherein the cost is less than the maximum bid per result associated with the one of the advertisements; and

c) serving, using the computer system, the one of the advertisements with the determined cost encoded into the one of the advertisements.

10. The computer-implemented method of claim 9 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.

11. The computer-implemented method of claim 9 further comprising:

d) billing, using the computer system, the determined cost only if, and responsive to a determination that, the result occurred.

12. The computer-implemented method of claim 9 wherein the determined cost information encoded into the one of the advertisements is encrypted.

13. The computer-implemented method of claim 9 wherein the determined cost information encoded into the one of the advertisements is signed.

14. A computer-implemented method comprising:

a) accepting, using a computer system including at least one computer, an ordered set of advertisements, each of the advertisements having an associated maximum bid per result;

b) for one of the advertisements, determining, using the computer system, a cost to be charged for the result, wherein the cost is a function of the maximum bid per result associated with a next lower advertisement in the ordered set; and

c) serving, using the computer system, the one of the advertisements with the determined cost encoded into the one of the advertisements.

15. The computer-implemented method of claim 14 wherein the function is the next highest maximum bid plus a predetermined cost.

16. The computer-implemented method of claim 15 wherein the predetermined cost is $0.01.

17. The computer-implemented method of claim 14 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.

18. The computer-implemented method of claim 14 wherein the ordered set of advertisements is ordered, at least in part, based on the maximum bids per result associated with the advertisements.

19. The computer-implemented method of claim 14 further comprising:

d) billing, using the computer system, the determined cost only if, and responsive to a determination that, the result occurred.

20. The computer-implemented method of claim 14 wherein the determined cost information encoded into the one of the advertisements is encrypted.

21. The computer-implemented method of claim 14 wherein the determined cost information encoded into the one of the advertisements is signed.

22. A computer-implemented method comprising:

a) accepting, using a computer system including at least one computer, an ordered set of advertisements, each of the advertisements having an associated maximum bid per result;

b) for one of the advertisements, determining, using the computer system, a cost to be charged for the result, wherein the cost is a function of a maximum bid associated with a next lower ad in the ordered set; and

c) serving, using the computer system, the one of the advertisements with the determined cost encoded into the one of the advertisements.

23. The computer-implemented method of claim 22 wherein the function is the maximum bid of the next lower ad plus a predetermined cost.

24. The computer-implemented method of claim 23 wherein the predetermined cost is $0.01.

25. The computer-implemented method of claim 22 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.

26. The computer-implemented method of claim 22 wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements.

27. The computer-implemented method of claim 22 further comprising:

d) billing, using the computer system, the determined cost only if, and responsive to a determination that, the result occurred.

28. The computer-implemented method of claim 22 wherein the determined cost information encoded into the one of the advertisements is encrypted.

29. The computer-implemented method of claim 22 wherein the determined cost information encoded into the one of the advertisements is signed.

30. Apparatus comprising:

a) means for

i) accepting advertisements, each of the advertisements having an associated maximum bid per result, and

ii) determining, for one of the advertisements, a cost to be charged for the result, wherein the cost is a function of a next highest maximum bid to the maximum bid; and

b) means for serving the one of the advertisements with the determined cost encoded into the one of the advertisements.

31. The apparatus of claim 30 wherein the function is the next highest maximum bid plus a predetermined cost.

32. The apparatus of claim 31 wherein the predetermined cost is $0.01.

33. The apparatus of claim 30 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.

34. The apparatus of claim 30 wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements.

35. The apparatus of claim 30 further comprising:

c) means for billing the determined cost only if, and responsive to a determination that, the result occurred.

36. Apparatus comprising:

a) means for

i) accepting advertisements, each of the advertisements having an associated maximum bid per result, wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements; and

ii) determining, for one of the advertisements, a cost to be charged per result, wherein the cost is less than the maximum bid per result associated with the advertisement; and

b) means for serving the one of the advertisements with the determined cost encoded into the one of the advertisements.

37. The apparatus of claim 36 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.

38. The apparatus of claim 36 further comprising:

c) means for billing the determined cost only if, and responsive to a determination that, the result occurred.

39. Apparatus comprising:

a) means for

i) accepting an ordered set of advertisements, each of the advertisements having an associated maximum bid per result, and

ii) determining, for one of the advertisements, a cost to be charged for the result, wherein the cost is a function of the maximum bid per result associated with a next lower advertisement in the ordered set; and

b) means for serving the one of the advertisements with the determined cost encoded into the one of the advertisements.

40. The apparatus of claim 39 wherein the function is the next highest maximum bid plus a predetermined cost.

41. The apparatus of claim 40 wherein the predetermined cost is $0.01.

42. The apparatus of claim 39 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.

43. The apparatus of claim 39 wherein the ordered set of advertisements is ordered, at least in part, based on the maximum bids per result associated with the advertisements.

44. The apparatus of claim 39 further comprising:

c) means for billing determined cost only if, and responsive to a determination that, the result occurred.

45. Apparatus comprising:

a) means for

i) accepting an ordered set of advertisements, each of the advertisements having an associated maximum bid per result; and

ii) determining, for one of the advertisements, a cost to be charged for the result, wherein the cost is a function of a maximum bid associated with a next lower ad in the ordered set; and

b) means for serving the one of the advertisements with the determined cost encoded into the one of the advertisements.

46. The apparatus of claim 45 wherein the function is the maximum bid of the next lower ad plus a predetermined cost.

47. The apparatus of claim 46 wherein the predetermined cost is $0.01.

48. The apparatus of claim 45 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.

49. The apparatus of claim 45 wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements.

50. The apparatus of claim 45 further comprising:

c) means for billing the determined cost only if, and responsive to a determination that, the result occurred.

51. Apparatus comprising:

a) at least one processor; and

b) at least one storage device storing computer-executable instructions which, when executed by the at least one processor, perform a method including

i) accepting advertisements, each of the advertisements having an associated maximum bid per result,

ii) for one of the advertisements, determining a cost to be charged for the result, wherein the cost is a function of a next highest maximum bid to the maximum bid of the one of the advertisements, and

iii) serving the one of the advertisements with the determined cost encoded into the one of the advertisements.

52. The apparatus of claim 51 wherein the function is the next highest maximum bid plus a predetermined cost.

53. The apparatus of claim 51 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.

54. The apparatus of claim 51 wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements.

55. The apparatus of claim 51 wherein the method further includes

iv) billing the determined cost only if, and responsive to a determination that, the result occurred.

56. The apparatus of claim 51 wherein the determined cost information encoded into the one of the advertisements is encrypted.

57. The apparatus of claim 51 wherein the determined cost information encoded into the one of the advertisements is signed.

58. Apparatus comprising:

a) at least one processor; and

b) at least one storage device storing computer-executable instructions which, when executed by the at least one processor, perform a method including

i) accepting advertisements, each of the advertisements having an associated maximum bid per result, wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements,

ii) for one of the advertisements, determining a cost to be charged per result, wherein the cost is less than the maximum bid per result associated with the one of the advertisements, and

iii) serving the one of the advertisements with the determined cost encoded into the one of the advertisements.

59. The apparatus of claim 58 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.

60. The apparatus of claim 58 wherein the method further includes:

iv) billing the determined cost only if, and responsive to a determination that, the result occurred.

61. The apparatus of claim 58 wherein the determined cost information encoded into the one of the advertisements is encrypted.

62. The apparatus of claim 58 wherein the determined cost information encoded into the one of the advertisements is signed.

63. Apparatus comprising:

a) at least one processor; and

b) at least one storage device storing computer-executable instructions which, when executed by the at least one processor, perform a method including

i) accepting an ordered set of advertisements, each of the advertisements having an associated maximum bid per result,

ii) for one of the advertisements, determining a cost to be charged for the result, wherein the cost is a function of the maximum bid per result associated with a next lower advertisement in the ordered set, and

iii) serving the one of the advertisements with the determined cost encoded into the one of the advertisements.

64. The apparatus of claim 63 wherein the function is the next highest maximum bid plus a predetermined cost.

65. The apparatus of claim 63 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.

66. The apparatus of claim 63 wherein the ordered set of advertisements is ordered, at least in part, based on the maximum bids per result associated with the advertisements.

67. The apparatus of claim 63 wherein the method further includes:

iv) billing the determined cost only if, and responsive to a determination that, the result occurred.

68. The apparatus of claim 63 wherein the determined cost information encoded into the one of the advertisements is encrypted.

69. The apparatus of claim 63 wherein the determined cost information encoded into the one of the advertisements is signed.

70. Apparatus comprising:

a) at least one processor; and

b) at least one storage device storing computer-executable instructions which, when executed by the at least one processor, perform a method including

i) accepting an ordered set of advertisements, each of the advertisements having an associated maximum bid per result,

ii) for one of the advertisements, determining a cost to be charged for the result, wherein the cost is a function of a maximum bid associated with a next lower ad in the ordered set, and

iii) serving the one of the advertisements with the determined cost encoded into the one of the advertisements.

71. The apparatus of claim 70 wherein the function is the maximum bid of the next lower ad plus a predetermined cost.

72. The apparatus of claim 70 wherein the result is selected from a group of results consisting of (A) an impression of the advertisement, (B) a click-through on the advertisement, and (C) a conversion on the advertisement.

73. The apparatus of claim 70 wherein the advertisements are ordered, at least in part, based on the maximum bids per result associated with the advertisements.

74. The apparatus of claim 70 wherein the method further includes:

iv) billing the determined cost only if, and responsive to a determination that, the result occurred.

75. The apparatus of claim 70 wherein the determined cost information encoded into the one of the advertisements is encrypted.

76. The apparatus of claim 70 wherein the determined cost information encoded into the one of the advertisements is signed.