A METHOD AND SYSTEM FOR INTELLIGENT ADAPTIVE BIDDING IN AN AUTOMATED ONLINE EXCHANGE NETWORK

A METHOD AND SYSTEM FOR INTELLIGENT ADAPTIVE BIDDING IN AN AUTOMATED ONLINE EXCHANGE NETWORK

A computer-implemented method comprises receiving, from an ad exchange server via a data communications network, a message comprising a bid request which includes site information and user information relating to an available ad slot. For each offer in ranked list generated, an offer-level estimate...

Ausführliche Beschreibung

Gespeichert in:
Bibliographische Detailangaben
Hauptverfasser: MOTTINI D'OLIVEIRA, Alejandro Ricardo, RENAUDIE, David, ACUNA AGOST, Rodrigo
Format: Patent
Sprache:eng ; fre ; ger
Schlagworte:
CALCULATING
COMPUTING
COUNTING
DATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FORADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORYOR FORECASTING PURPOSES
PHYSICS
SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE,COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTINGPURPOSES, NOT OTHERWISE PROVIDED FOR
Online-Zugang:Volltext bestellen
Tags: Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
Beschreibung
Zusammenfassung:A computer-implemented method comprises receiving, from an ad exchange server via a data communications network, a message comprising a bid request which includes site information and user information relating to an available ad slot. For each offer in ranked list generated, an offer-level estimate of probability of user interaction with the offer is computed. For a combination of offers included in the ranked list, an ad-level bid price is computed, based on at least the computed offer-level estimates of probability of user interaction, corresponding offer-level interaction revenues, and an aggressiveness parameter. A bid response includes a bid-priced ad which comprises the combination of offers and the ad-level bid price. Machine learning models for predicting behaviour of online users are able to automatically determine estimates of probability of user interaction with online content elements based upon aggregated behaviour of prior users in similar contexts.