Determining bidding strategies

A non-transitory computer-readable storage device storing instructions that, when executed by one or more processors, cause the one or more processors to:

• identify a campaign associated with a content sponsor, the campaign including one or more selection criteria and bids for the one or more selection criteria;
• determine a value associated with a user event associated with presentation of a content item in the campaign;
• determine one or more predicted future events that are projected to occur based on the one or more selection criteria, wherein the determining is based on historical data and wherein the one or more predicted future events would result in the presentation of the content item;
• determine aggregate events based on the determined predicted future events, using the value and hypothetical bid changes, the hypothetical bid changes being based on historical information;
• determine an interaction rate associated with the content item and a cost per event;
• determine a plurality of bidding strategies for the campaign, each reflecting a change in a given bid associated with a given one or more selection criteria that optimizes a content sponsor's value, including determining the plurality of bidding strategies based on the interaction rate, predicted future events, and hypothetical bids for a given strategy;
• generate a graphical user interface that presents the plurality of bidding strategies to the content sponsor including:
• graphically present, in the graphical user interface, a profit curve including a plurality of discrete points that each represent profit for a different individual bidding strategy;
• and
• receive, through a set of goal controls presented in the graphical user interface, a goal specified by the content sponsor;
• generate and overlay, onto the profit curve in the graphical user interface, a goal curve generated based on the goal and a visual indication of an intersection point of the profit curve and the goal curve;
• receive, from the content sponsor, selection of the intersection point through interaction with the graphical user interface;
• and
• output, to the content sponsor and in response to the selection of the intersection point, a set of campaign parameters that implement the individual bidding strategy that is represented by the discrete point on the profit curve that is located at the intersection point.

A system comprising:

• one or more processors;
• and
• one or more memory elements including instructions that when executed cause the one or more processors to:
• identify a campaign associated with a content sponsor, the campaign including one or more selection criteria and bids for the one or more selection criteria;
• determine a value associated with a user event associated with presentation of a content item in the campaign;
• determine one or more predicted future events that are projected to occur based on the one or more selection criteria, wherein the determining is based on historical data and wherein the one or more predicted future events would result in the presentation of the content item;
• determine aggregate events based on the determined predicted future events, using the value and hypothetical bid changes, the hypothetical bid changes being based on historical information;
• determine an interaction rate associated with the content item and a cost per event;
• determine a plurality of bidding strategies for the campaign, each reflecting a change in a given bid associated with a given one or more selection criteria that optimizes a content sponsor's value, including determining the plurality of bidding strategies based on the interaction rate, predicted future events, and hypothetical bids for a given strategy;
• generate a graphical user interface that presents the plurality of bidding strategies to the content sponsor including:
• graphically present, in the graphical user interface, a profit curve including a plurality of discrete points that each represent profit for a different individual bidding strategy;
• and
• receive, through a set of goal controls presented in the graphical user interface, a goal specified by the content sponsor;
• generate and overlay, onto the profit curve in the graphical user interface, a goal curve generated based on the goal and a visual indication of an intersection point of the profit curve and the goal curve;
• receive, from the content sponsor, selection of the intersection point through interaction with the graphical user interface;
• and
• output, to the content sponsor and in response to the selection of the intersection point, a set of campaign parameters that implement the individual bidding strategy that is represented by the discrete point on the profit curve that is located at the intersection point.