WO2014022387A3 - Targeted learning in online advertising auction exchanges - Google Patents

Targeted learning in online advertising auction exchanges Download PDF

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Publication number
WO2014022387A3
WO2014022387A3 PCT/US2013/052715 US2013052715W WO2014022387A3 WO 2014022387 A3 WO2014022387 A3 WO 2014022387A3 US 2013052715 W US2013052715 W US 2013052715W WO 2014022387 A3 WO2014022387 A3 WO 2014022387A3
Authority
WO
WIPO (PCT)
Prior art keywords
bid
value
met
threshold
actual
Prior art date
Application number
PCT/US2013/052715
Other languages
French (fr)
Other versions
WO2014022387A2 (en
Inventor
John H. DALTO
David M. HIMROD
Steven K. KANNAN
Michiel Nolet
Original Assignee
AppNexus Inc.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Priority claimed from US13/561,855 external-priority patent/US20120310729A1/en
Application filed by AppNexus Inc. filed Critical AppNexus Inc.
Publication of WO2014022387A2 publication Critical patent/WO2014022387A2/en
Publication of WO2014022387A3 publication Critical patent/WO2014022387A3/en

Links

Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/06—Buying, selling or leasing transactions
    • G06Q30/08—Auctions
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0242—Determining effectiveness of advertisements
    • G06Q30/0244—Optimization

Landscapes

  • Business, Economics & Management (AREA)
  • Accounting & Taxation (AREA)
  • Finance (AREA)
  • Strategic Management (AREA)
  • Engineering & Computer Science (AREA)
  • Development Economics (AREA)
  • Marketing (AREA)
  • Economics (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Theoretical Computer Science (AREA)
  • Game Theory and Decision Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)

Abstract

A method of placing a bid in an auction for digital advertisement space in an online advertising platform includes determining whether a threshold for optimized bidding has been met, and, upon determining that the threshold has been met, formulating, based at least in part on actual success event data, an optimized value as the bid. If the threshold has not been met, a learn value is formulated as the bid. Formulating the learn value includes receiving a desired payment value for obtaining a success event, calculating a ratio of actual and projected success events to actual and projected impressions to obtain a conversion rate, and applying the conversion rate to the desired payment value to determine the bid value. The bid is then submitted to the digital advertisement space auction.
PCT/US2013/052715 2012-07-30 2013-07-30 Targeted learning in online advertising auction exchanges WO2014022387A2 (en)

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
US13/561,855 US20120310729A1 (en) 2010-03-16 2012-07-30 Targeted learning in online advertising auction exchanges
US13/561,855 2012-07-30

Publications (2)

Publication Number Publication Date
WO2014022387A2 WO2014022387A2 (en) 2014-02-06
WO2014022387A3 true WO2014022387A3 (en) 2014-06-05

Family

ID=48980312

Family Applications (1)

Application Number Title Priority Date Filing Date
PCT/US2013/052715 WO2014022387A2 (en) 2012-07-30 2013-07-30 Targeted learning in online advertising auction exchanges

Country Status (1)

Country Link
WO (1) WO2014022387A2 (en)

Families Citing this family (1)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US11348130B2 (en) * 2020-08-17 2022-05-31 Adobe Inc. Utilizing a sketching generator to adaptively generate content-campaign predictions for multi-dimensional or high-dimensional targeting criteria

Citations (8)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US20100082433A1 (en) * 2008-10-01 2010-04-01 Zhou Yunhong Using A Threshold Function For Bidding In Online Auctions
US7870023B2 (en) * 2001-11-21 2011-01-11 Microsoft Corporation Methods and systems for selectively displaying advertisements
US20110015990A1 (en) * 2009-07-16 2011-01-20 Mehul Sanghavi Advertising Based on a Dynamic Ad Taxonomy
US20110040612A1 (en) * 2009-08-14 2011-02-17 Simmons Willard L Machine learning for computing and targeting bids for the placement of advertisements
US20110161157A1 (en) * 2008-04-02 2011-06-30 Nam Ki-Won On-line advertisement data output control system and method of the same
US20110231242A1 (en) * 2010-03-16 2011-09-22 Appnexus, Inc. Advertising venues and optimization
US8175914B1 (en) * 2007-07-30 2012-05-08 Google Inc. Automatic adjustment of advertiser bids to equalize cost-per-conversion among publishers for an advertisement
US8224698B2 (en) * 2008-07-03 2012-07-17 The Search Agency, Inc. System and method for determining weighted average success probabilities of internet advertisements

Patent Citations (8)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US7870023B2 (en) * 2001-11-21 2011-01-11 Microsoft Corporation Methods and systems for selectively displaying advertisements
US8175914B1 (en) * 2007-07-30 2012-05-08 Google Inc. Automatic adjustment of advertiser bids to equalize cost-per-conversion among publishers for an advertisement
US20110161157A1 (en) * 2008-04-02 2011-06-30 Nam Ki-Won On-line advertisement data output control system and method of the same
US8224698B2 (en) * 2008-07-03 2012-07-17 The Search Agency, Inc. System and method for determining weighted average success probabilities of internet advertisements
US20100082433A1 (en) * 2008-10-01 2010-04-01 Zhou Yunhong Using A Threshold Function For Bidding In Online Auctions
US20110015990A1 (en) * 2009-07-16 2011-01-20 Mehul Sanghavi Advertising Based on a Dynamic Ad Taxonomy
US20110040612A1 (en) * 2009-08-14 2011-02-17 Simmons Willard L Machine learning for computing and targeting bids for the placement of advertisements
US20110231242A1 (en) * 2010-03-16 2011-09-22 Appnexus, Inc. Advertising venues and optimization

Also Published As

Publication number Publication date
WO2014022387A2 (en) 2014-02-06

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