Method, medium, and system for keyword bidding in a market cooperative

A system comprising:

• a host server system comprising one or more computer processor devices configured to implement a host site providing a keyword bidding management service;
• an interface that forms part of the host server system and that is configured for receiving a keyword bid from a first party, the keyword bid including information indicative of at least one associated keyword and a first bid amount;
• and
• a keyword bid modification module forming part of the host server system and comprising at least one computer processor device configured to perform operations comprising:
• determining a keyword bid augmentation value based on the keyword bid and predictive information associated with the at least one associated keyword the determining of the keyword bid augmentation value including calculating an expected value to the host site of keyword bidding based on the at least one associated keyword calculating a second bid amount based at least in part on the first bid amount and at least in part on the keyword bid augmentation value, the second bid amount being greater in value than the first bid amount;
• submitting an augmented keyword bid to a content provider system for causing one or more advertisements associated with the first party to be displayed via the content provider system, the augmented keyword bid comprising information indicative of the at least one associated keyword and the second bid amount;
• and
• tracking click activity with respect to the one or more advertisements to identify performance of revenue producing actions, the tracking comprising, for each of multiple click events:
• determining a time difference between a click time and a corresponding impression time of a user impression resulting from the respective click event, and
• determining validity of the respective click event based on comparison of the time difference to a predefined threshold interval.

A non-transitory machine readable storage medium having stored thereon instructions for causing a machine, when executing the instructions, to perform operations comprising:

• at a host server system that implements host site providing a keyword bidding management service, receiving a keyword bid from a first party, the keyword bid including information indicative of at least one associated keyword and a first bid amount;
• determining a keyword bid augmentation value based on the keyword bid and predictive information associated with the at least one associated keyword the determining of the keyword bid augmentation value including calculating an expected value to the host site of keyword bidding based on the at least one associated keyword;
• calculating a second bid amount based at least in part on the first bid amount and at least in part on the keyword bid augmentation value, the second bid amount being greater in value than the first bid amount;
• submitting an augmented keyword bid to a content provider system for causing one or more advertisements associated with the first party to be displayed via the content provider system, the augmented keyword bid comprising information indicative of the at least one associated keyword and the second bid amount;
• and
• tracking click activity with respect to the one or more advertisements to identify performance of revenue producing actions, the tracking comprising, for each of multiple click events:
• determining a time difference between a click time and a corresponding impression time of a user impression resulting from the respective click event, and
• determining validity of the respective click event based on comparison of the time difference to a predefined threshold interval.