Location-based bid modifiers
AssigneeGoogle Inc.
InventorsZhou Yu, Dheeraj Ashok Motwani
Life of this patent
Estimating the term…
Abstract
Systems and methods for determining location-based bid modifier suggestions include determining a content placement cost based in part on a likelihood of a user that has entered a physical establishment completing a transaction, an average transaction amount for the establishment, and an expected return on investment (ROI). A location-based bid modifier may be determined using the computed cost and a base bid amount. In some implementations, the location-based bid modifier may also be based on a probability model that models the probability of the user visiting the establishment.
Claims21
1-20. (canceled)
A system for dynamic location-based selection of online content, comprising:
- a server comprising one or more processors;
- a content selection service executed by the server to:
- identify a location of the client device;
- determine, based on the location of the client device input into a function configured to output a minimum probability of a visit to a physical establishment, the probability that the client device visits the physical establishment;
- generate an auction bid modifier based on the probability that the client device visits the physical establishment, an average transaction amount for the physical establishment, and the likelihood of a visit to the physical establishment resulting in a completed transaction;
- select, via a content auction in response to the request for content, an online content item for the physical establishment based on the auction bid modifier;
- and
- provide, via a network, the online content item to the client device to cause the client device to render the online content item on the client device.
A method of dynamically performing location-based selection of online content, comprising:
- identifying a location of the client device;
- determining, based on the location of the client device input into a function configured to output a minimum probability of a visit to a physical establishment, the probability that the client device visits the physical establishment;
- generating an auction bid modifier based on the probability that the client device visits the physical establishment, an average transaction amount for the physical establishment, and the likelihood of a visit to the physical establishment resulting in a completed transaction;
- selecting, via a content auction in response to the request for content, an online content item for the physical establishment based on the auction bid modifier;
- and
- providing, via a network, the online content item to the client device to cause the client device to render the online content item on the client device.
The method of claim 12, comprising:
- determining, by the content selection service based on the location of the client device, a travel value for the physical establishment that indicates a spatio-temporal relationship between the location of the client device and the physical establishment of a third-party content provider.
Dependencies are inferred from the claim text.