Advertisee-history-based bid generation system and method for multi-channel advertising

A system for generating bids for multi-channel environment, the system comprising:

• one or more computer processors;
• an event history storage coupled to the one or more computer processors, the event history storage configured to store a history of events for one or more advertisees, including one or more advertising events which are not based on advertisee intent;
• one or more multi-channel advertising modeling modules coupled to the event history storage and configured to control the one or more processors, in response to operation by the one or more processors, to generate a multi-channel advertising model based at least in part on the stored event history;
• and
• a bid generation module, coupled to the one or more multi-channel advertising modeling modules and configured to control the one or more processors, in response to operation by the one or more processors, to generate a bidding strategy directing bids for advertising events based at least in part on the multi-channel advertising model.

An article of manufacture, comprising:

• a tangible computer-readable storage medium;
• and
• a plurality of computer-executable instructions stored on the tangible computer-readable storage medium, wherein the computer-executable instructions, in response to execution by an apparatus, cause the apparatus to perform operations for generating a bidding strategy for directing bidding for advertising events, the operations including:
• collecting an event history for an advertisee across a plurality of advertising channels including one or more non-conversion advertising events;
• generating a multi-channel advertising model based at least in part on the event history;
• optimizing an objective function based at least in part on the generated model to determine a bidding strategy including one or more bids for advertising events in the plurality of advertising channels;
• and
• executing the bidding strategy by performing one or more bids for advertising events as directed by the bidding strategy in the plurality of advertising channels.