Dynamic bidding and expected value

• US 8,843,395 B2
• Filed: 03/08/2010
• Issued: 09/23/2014
• 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 Incorporated (Apollo Global Management, Inc.)
• Inventors: Ramer, Jorey, Soroca, Adam, Doughty, Dennis
• Primary Examiner(s): Wong, Eric T
• Application Number:
  US12/719,588
• Publication Number:
  US 20100169179A1
• Time in Patent Office: 1,660 Days
• Field of Search: 705/14.41, 705/14.46, 705/14.64, 705/14.49, 705/14.53, 705/14.58, 705/14.66
• US Class Current: 705/14.64
• 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 automated bid management system for dynamically managing bids for presentation of mobile content on a mobile communication facility operated by a 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 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 first data representative of contextual datum associated with a mobile content of a sponsor for presentation on the mobile communication facility;

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

(c) receiving third 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 respective mobile communication facilities;

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

(e) 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 probability that the user group will view, interact with, or execute a transaction associated with the mobile content, wherein the user group includes a plurality of users each having the same characteristics associated with their respective mobile communication facilities, wherein the characteristics include;

(i) a model of the mobile communication facility; and

(ii) a current location of the mobile communication facility.

2. A computer-implemented method for dynamically managing bids for presentation of mobile content on a mobile communication facility operated by a 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) receiving first data representative of contextual datum associated with a mobile content of a sponsor for presentation on the mobile communication facility;

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

(c) receiving third 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 respective mobile communication facilities;

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

(e) 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 probability that the user group will view, interact with, or execute a transaction associated with the mobile content, wherein the user group includes a plurality of users each having the same characteristics associated with their respective mobile communication facilities, wherein the characteristics include;

(i) a model of the mobile communication facility; and

(ii) a current location of the mobile communication facility.