APPLYING GUARDRAILS FOR A MULTI-OBJECTIVE ADVERTISEMENT CAMPAIGN AT AN ONLINE SYSTEM

An advertising platform calculates bids for advertisements and optimizes bids for a plurality of advertisement objectives, where each objective corresponds to a unique user action. The advertising platform identifies an impression opportunity for an advertisement request, computes a bid amount for p...

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Bibliographische Detailangaben
Hauptverfasser:	Rajaram Shyamsundar, Sethi Rubinder Singh, Bowers Stuart Michael
Format:	Patent
Sprache:	eng
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
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Beschreibung
Zusammenfassung:	An advertising platform calculates bids for advertisements and optimizes bids for a plurality of advertisement objectives, where each objective corresponds to a unique user action. The advertising platform identifies an impression opportunity for an advertisement request, computes a bid amount for presenting the advertisement, and provides the computed bid amount to an advertisement selection process. The bid amount is computed based on expected values of user actions associated with the plurality of advertisement objectives and an expected value multiplier of one or more advertisement objectives, where the expected value multiplier of the one or more objectives represents a bound on a range of values for the expected values of the user actions associated with the one or more objectives.