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US 8,046,294 B2Granted
Bidding in online auctions
AssigneeHewlett-Packard Development Company, L.P.
InventorsYunhong Zhou, Deeparnab Chakrabarty, Rajan Lukose
Life of this patent
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Abstract
The invention is directed to systems, methods, and an apparatus for bidding in online auctions. Bids for advertising include an amount that is a function of an expected value-per-click and a fraction of a budget already spent for advertising slots.
Claims22
A method executed by a computer, comprising:
- receiving, at a computer, bids for advertising at an online search auction;
- calculating, by the computer, an amount to bid for the advertising, the amount equal to an expected value-per-click divided by a value of a function of a fraction of a budget already spent for advertising on previous bids at the online search auction;
- and
- displaying, at a computer, advertisements in winning ad slots.
1 more element
A non-transitory computer-readable medium having computer-readable program code embodied therein which when executed by a computer causes the computer to perform the following steps:
- receiving bids for advertising slots for a network search query;
- bidding for one of the advertising slots an amount of money that is an expected value-per-click divided by an exponential function of a fraction of a budget already spent for previous advertising slots;
- displaying advertisements of bidders.
A computer system, comprising:
- memory storing an algorithm;
- processor to execute the algorithm to:
- examine bids for advertising slots for a keyword search;
- submit a bid amount for the advertising slots, the bid amount being a function of an expected value-per-click divided by a value of an exponential function of a fraction of a budget already spent;
- allocate the advertising slots to bidders.
2 more elements
Dependencies are inferred from the claim text.