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US 2011/0087542 A1Published application
Method and apparatus for advertising bidding
AssigneeEfficient Frontier
InventorAnil Kamath
Life of this patent
Estimating the term…
Abstract
Methods, articles, and systems for determining a bidding strategy for on-line query answer set or contextual advertisement positions for marketing options is described herein.
Claims25
A method for determining a bidding strategy to be used when buying advertising by placing one or more bids for a plurality of marketing options, the method comprising:
- facilitating, by a computing device, prior to placement of one or more bids, specification of one or more models that model one or more performance parameters for the plurality of marketing options;
- determining, by the computing device, prior to placing the one or more bids, a bidding strategy wherein:
- the bidding strategy directs allocation of monetary resources to place the one or more bids among the plurality of marketing options;
- and
- determining comprises solving, by the computing device, an objective function configured to optimize at least one performance parameter for the plurality of marketing options using the specified one or more models;
- and after determining the bidding strategy, outputting, by the computing device, the determined bidding strategy for use in placing the one or more bids among the marketing options.
3 more elements
An article of manufacture comprising a tangible, non-transitory computer-readable medium having instructions stored thereon that, responsive to execution by a computing device, cause the computing device to perform operations comprising:
- facilitating, prior to placement of one or more bids for buying advertising, specification of one or more models that model one or more performance parameters for a plurality of marketing options, wherein facilitating specification of one or more models comprises facilitating specification of a model configured to model the one or more performance metrics based at least in part on demographic or identify information about visitors which may view the marketing options;
- determining, prior to placing the one or more bids, a bidding strategy wherein the bidding strategy directs allocation of monetary resources to place the one or more bids among the plurality of marketing options;
- and
- after determining the bidding strategy, outputting the determined bidding strategy for use in placing the one or more bids among the marketing options.
1 more element
An apparatus, comprising:
- one or more computer processors;
- memory, coupled to the one or more computer processors, containing programming instructions, which, when executed on the one or more computer processors, cause the apparatus to:
- facilitate, prior to placement of one or more bids for buying advertising, specification of one or more models that model one or more performance parameters for a plurality of marketing options, wherein facilitating specification of one or more models comprises facilitating specification of a model configured to model the one or more performance metrics based at least in part on a plurality of advertising positions on multiple web sites;
- determine, prior to placing the one or more bids, a bidding strategy wherein the bidding strategy directs allocation of monetary resources to place the one or more bids among the plurality of marketing options;
- and
- after determining the bidding strategy, output the determined bidding strategy for use in placing the one or more bids among the marketing options, wherein the output bidding strategy directs bids to marketing options which are placed at different advertising positions on different web sites.
3 more elements
Dependencies are inferred from the claim text.