CA2754463A1 - Risk premiums for conversion-based online advertisement bidding - Google Patents

Risk premiums for conversion-based online advertisement bidding Download PDF

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Publication number
CA2754463A1
CA2754463A1 CA2754463A CA2754463A CA2754463A1 CA 2754463 A1 CA2754463 A1 CA 2754463A1 CA 2754463 A CA2754463 A CA 2754463A CA 2754463 A CA2754463 A CA 2754463A CA 2754463 A1 CA2754463 A1 CA 2754463A1
Authority
CA
Canada
Prior art keywords
conversion
bid
impression
based bid
effective
Prior art date
Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
Abandoned
Application number
CA2754463A
Other languages
French (fr)
Inventor
Andrew E. Silverman
Kai Chen
Abhinay Sharma
Scott S. Benson
James A. Gallagher
Markus Mock
Bhavesh R. Mehta
Nicholas C. Fox
Angshuman Guha
Tomas Lloret Llinares
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
Google LLC
Original Assignee
Google LLC
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Google LLC filed Critical Google LLC
Publication of CA2754463A1 publication Critical patent/CA2754463A1/en
Abandoned legal-status Critical Current

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising
    • G06Q30/0275—Auctions
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0276—Advertisement creation
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/06—Buying, selling or leasing transactions
    • G06Q30/0601—Electronic shopping [e-shopping]
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q40/00—Finance; Insurance; Tax strategies; Processing of corporate or income taxes
    • G06Q40/12—Accounting

Abstract

An advertiser specifies a conversion-based bid for a conversion event associated with an ad. If a conversion event occurs for the ad, an effective conversion-based bid can be adjusted by a risk premium associated with the ad. An account associ-ated with the advertiser can be debited based upon the adjusted effective conversion-based bid.

Claims (32)

1. A computer-implemented method comprising:
determining at an advertisement server whether a specified conversion-based bid associated with an online advertisement specified by an advertiser qualifies the online advertisement for placement by the advertisement server;
if a conversion event for the online advertisement occurs, adjusting an effective conversion-based bid with a risk premium allocation subsystem, the adjustment being based on a risk premium associated with the online advertisement, the effective conversion-based bid being derived from the specified conversion-based bid for the online advertisement; and debiting an account associated with the advertiser with the advertisement server, the debiting being based upon the adjusted effective conversion-based bid.
2. The method of claim 1, wherein determining whether the specified conversion-based bid qualifies the online advertisement for placement comprises performing an impression based auction.
3. The method of claim 2, wherein the impression based auction comprises a second-price auction using impression based bidding.
4. The method of claim 2, further comprising converting the specified conversion-based bid to an impression-based bid using a predicted conversion rate and a predicted click-through rate associated with the auction, the impression-based bid facilitating participation of the advertisement in the impression-based auction.
5. The method of claim 4, further comprising if a conversion event for the online advertisement occurs, converting an effective impression-based bid from the impression-based auction to provide the effective conversion-based bid using the predicted conversion rate and predicted click-through rate.
6. The method of claim 1, wherein the risk premium adjusts the effective conversion-based bid based on a risk that the predicted conversion rate is incorrect.
7. The method of claim 1, wherein the risk premium adjusts the effective conversion-based bid based on a risk that the advertiser does not accurately report conversions from the advertisement impression.
8. The method of claim 1, wherein the risk premium comprises the difference between the effective conversion-based bid and the specified conversion-based bid.
9. The method of claim 1, wherein the risk premium comprises a percentage of the effective conversion-based bid.
10. The method of claim 1, wherein the risk premium comprises a fixed fee added to the effective conversion-based bid.
11. The method of claim 1, wherein the risk premium comprises a subscription based fee charged to the advertiser for use of conversion based bids.
12. The method of claim 1, further comprising automatically mapping one or more impression context features to a predicted conversion rate using a learning model.
13. The method of claim 12, wherein the learning model is a machine learning system model that includes rules for mapping one or more impression context features to a predicted conversion rate using conversion data.
14. The method of claim 12, further comprising:
normalizing the predicted conversion rate to remove the effect of different conversion definitions.
15. The method of claim 1, wherein the risk premium is applied pre-conversion by discounting the specified conversion-based bid using the risk premium prior to performing an auction for placement of the advertisement by the advertisement server.
16. The method of claim 1, wherein the risk premium is applied post-conversion by applying the risk premium to the effective conversion based bid an up to the specified conversion-based bid.
17. A computer-readable medium having instructions stored thereon, which, when executed by a processor, causes the processor to perform operations comprising:

determining whether a maximum conversion-based bid associated with an online advertisement specified by an advertiser qualifies the online advertisement for placement;
if a conversion event for the online advertisement occurs, increasing an effective conversion-based bid using a risk premium associated with the online advertisement, the effective conversion-based bid being derived from the maximum conversion-based bid for the online advertisement; and debiting an account associated with the advertiser based upon the adjusted target conversion-based bid.
18. The computer-readable medium of claim 17, wherein determining whether the maximum conversion-based bid qualifies the online advertisement for placement comprises performing an impression based auction.
19. The computer-readable medium of claim 18, wherein the impression based auction comprises a second-price auction using impression based bidding.
20. The computer-readable medium of claim 18, further operable to cause the processor to perform operations comprising converting the maximum conversion-based bid to an impression-based bid using a predicted conversion rate and a predicted click-through rate associated with the auction, the impression-based bid facilitating participation of the advertisement in the impression-based auction.
21. The computer-readable medium of claim 20, further operable to cause the processor to perform operations comprising if a conversion event for the online advertisement occurs, converting an effective impression-based bid from the impression-based auction to provide the effective conversion-based bid using the predicted conversion rate and predicted click-through rate.
22. The computer-readable medium of claim 17, wherein the risk premium adjusts the effective conversion-based bid based on a risk that the predicted conversion rate is incorrect.
23. The computer-readable medium of claim 17, wherein the risk premium adjusts the effective conversion-based bid based on a risk that the advertiser does not accurately report conversions from the advertisement impression.
24. The computer-readable medium of claim 17, wherein the risk premium comprises the difference between the effective conversion-based bid and the maximum conversion-based bid.
25. The computer-readable medium of claim 17, wherein the risk premium comprises a percentage of the effective conversion-based bid.
26. The computer-readable medium of claim 17, wherein the risk premium comprises a fixed fee added to the effective conversion-based bid.
27. The computer-readable medium of claim 17, wherein the risk premium comprises a subscription based fee charged to the advertiser for use of conversion based bids.
28. The computer-readable medium of claim 17, further operable to cause the processor to perform operations comprising automatically mapping one or more impression context features to a predicted conversion rate using a learning model.
29. The computer-readable medium of claim 28, wherein the learning model is a machine learning system model that includes rules for mapping one or more impression context features to a predicted conversion rate using conversion data.
30. The computer-readable medium of claim 28, further operable to cause the processor to perform operations comprising normalizing the predicted conversion rate to remove the effect of different conversion definitions.
31 31. A system comprising:
an advertisement server operable to determine whether a conversion-based bid associated with an online advertisement specified by an advertiser qualifies the online advertisement for placement; and a risk premium allocation subsystem operable to adjust an effective conversion-based bid using a risk premium in the event of a conversion associated with the online advertisement, the effective conversion-based bid being derived from the specified conversion-based bid for the online advertisement;
wherein the advertisement server is further operable to debit an account associated with the advertiser based upon the adjusted effective conversion-based bid.
32
CA2754463A 2009-03-04 2010-03-03 Risk premiums for conversion-based online advertisement bidding Abandoned CA2754463A1 (en)

Applications Claiming Priority (3)

Application Number Priority Date Filing Date Title
US12/397,524 2009-03-04
US12/397,524 US20100228636A1 (en) 2009-03-04 2009-03-04 Risk premiums for conversion-based online advertisement bidding
PCT/US2010/026115 WO2010102054A1 (en) 2009-03-04 2010-03-03 Risk premiums for conversion-based online advertisement bidding

Publications (1)

Publication Number Publication Date
CA2754463A1 true CA2754463A1 (en) 2010-09-10

Family

ID=42679075

Family Applications (1)

Application Number Title Priority Date Filing Date
CA2754463A Abandoned CA2754463A1 (en) 2009-03-04 2010-03-03 Risk premiums for conversion-based online advertisement bidding

Country Status (4)

Country Link
US (2) US20100228636A1 (en)
AU (1) AU2010221343A1 (en)
CA (1) CA2754463A1 (en)
WO (1) WO2010102054A1 (en)

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Publication number Publication date
WO2010102054A1 (en) 2010-09-10
US20100228636A1 (en) 2010-09-09
US20150348139A1 (en) 2015-12-03
AU2010221343A1 (en) 2011-09-22
US10127581B2 (en) 2018-11-13

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Legal Events

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EEER Examination request

Effective date: 20150302

FZDE Dead

Effective date: 20180305