VIEW-BASED PRICING OF ADVERTISEMENTS IN SCROLLABLE ADVERTISEMENT UNITS

An online system determines the pricing of an advertisement included in a scrollable advertisement unit including multiple advertisements and a display area presenting one or more advertisements. When an advertisement is included in a scrollable advertisement unit, a price for presentation of the ad...

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Bibliographische Detailangaben
Hauptverfasser: MASON, DAVID, STEADMAN, BRIAN, XIAO, XINPAN, TANG, YI, KANTER, JEFFREY A, KARANDE, CHINMAY DEEPAK, LIAN, QIAO
Format: Patent
Sprache:eng ; fre
Schlagworte:
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Beschreibung
Zusammenfassung:An online system determines the pricing of an advertisement included in a scrollable advertisement unit including multiple advertisements and a display area presenting one or more advertisements. When an advertisement is included in a scrollable advertisement unit, a price for presentation of the advertisement is determined based on bid amounts of advertisements evaluated for inclusion in the scrollable advertisement unit and a scaling factor. The scaling factor is based on the probability of the advertisement being presented to a user based on the position in the scrollable advertisement unit associated with the advertisement. Advertisement characteristics affecting the likelihood of an advertisement being presented to a user may also be considered in the scaling factor.