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US 2014/0229273 A1Published application
Initiating real-time bidding based on expected revenue from bids
AssigneeFacebook, Inc.
InventorsAntonio Felipe Garcia-Martinez, Mark Rabkin
Life of this patent
Estimating the term…
Abstract
An online system provides advertisers with opportunities to bid on presentation of advertisements to a user. Advertisers may bid in real-time on advertisement presentation if the online system determines the expected revenue to the online system from real-time bids is above a threshold value. The expected revenue may be determined based on a probability distribution bids previously placed by advertisers for presenting advertisements to the user or to users with similar characteristics as the user.
Claims14
A method comprising:
- accessing historical bid information received from a plurality of advertisers, the historical bid information received from an advertiser describing bids previously received from the advertiser and bid values of the bids previously received from the advertiser;
- determining a probability distribution for bid values from the plurality of advertisers from the accessed historical bid information, the probability distribution indicating probabilities of receiving different bid values;
- determining an expected revenue for real-time receipt of bids for presenting an advertisement based on the probability distribution for bid values;
- responsive to the expected revenue exceeding a threshold value, requesting bids from one or more of the advertisers for presenting the advertisement to a user;
- and
- selecting the advertisement based on the requested bids from the one or more of the advertisers.
3 more elements
A method comprising:
- receiving a plurality of ad requests from a plurality of advertisers, each ad request including a bid value;
- determining an opportunity to present an advertisement to a user;
- determining a clearing price based on the bid values included in the stored plurality of ad requests, the clearing price indicating a minimum revenue for presenting the advertisement;
- accessing historical bid information received from the plurality of advertisers, the historical bid information received from an advertiser describing bid values of bids previously received from the advertiser;
- determining a probability distribution for bid values from the plurality of advertisers from the accessed historical bid information, the probability distribution indicating probabilities of receiving different bid values;
- determining an expected revenue for receiving additional bids for presenting the advertisement based on the probability distribution for bid values;
- determining whether the expected revenue exceeds a threshold value based on the clearing price;
- responsive to the expected revenue exceeding the threshold value, requesting real-time bids from one or more of the advertisers for presenting an advertisement to the user;
- receiving one or more real-time bids from one or more of the advertisers for presenting an advertisement to the user;
- and
- selecting one or more of the advertisements associated with one or the real-time bids received from one or more of the advertisers.
8 more elements
Dependencies are inferred from the claim text.