WO2011035156A3 - Advertisee-history-based bid generation system and method for multi-channel advertising - Google Patents

Advertisee-history-based bid generation system and method for multi-channel advertising Download PDF

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Publication number
WO2011035156A3
WO2011035156A3 PCT/US2010/049332 US2010049332W WO2011035156A3 WO 2011035156 A3 WO2011035156 A3 WO 2011035156A3 US 2010049332 W US2010049332 W US 2010049332W WO 2011035156 A3 WO2011035156 A3 WO 2011035156A3
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WO
WIPO (PCT)
Prior art keywords
advertisee
advertising
various
events
generated
Prior art date
Application number
PCT/US2010/049332
Other languages
French (fr)
Other versions
WO2011035156A2 (en
Inventor
Anil Kamath
Abhishek Pani
Original Assignee
Efficient Frontier
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 Efficient Frontier filed Critical Efficient Frontier
Priority to CN2010800416074A priority Critical patent/CN102640179A/en
Priority to JP2012529936A priority patent/JP5975875B2/en
Publication of WO2011035156A2 publication Critical patent/WO2011035156A2/en
Publication of WO2011035156A3 publication Critical patent/WO2011035156A3/en

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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
    • 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
    • G06Q30/0247—Calculate past, present or future revenues
    • 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

Abstract

Disclosed are methods, apparatus, systems, and non-transitory, tangible computer- readable media associated with generating bids for multi-channel advertising environments, including in embodiments, generating a multi-channel advertising model. A multi-channel advertising model may be generated and used to estimate the effect of various advertisements and/or events that occur to an individual advertisee across various modeled advertising channels. An advertisee may be tracked across multiple channels, such as, for example, by using one or more cookies as the advertisee visits various web sites. Embodiments may calculate marginal contributions to a conversion event by various advertising events that have occurred along the sales funnel. Various revenue attributions may be generated as a function of a marginal contribution that an event had on the final conversion. Embodiments may provide an advertiser with estimates of the advertisee 's value through time as well as how the advertisee' s value evolves based on events taken by the advertisee and/or by changing exposure levels across multiple channels. From these estimates, a bidding strategy directing bids for advertising events may be generated for use by an advertiser.
PCT/US2010/049332 2009-09-18 2010-09-17 Advertisee-history-based bid generation system and method for multi-channel advertising WO2011035156A2 (en)

Priority Applications (2)

Application Number Priority Date Filing Date Title
CN2010800416074A CN102640179A (en) 2009-09-18 2010-09-17 Advertisee-history-based bid generation system and method for multi-channel advertising
JP2012529936A JP5975875B2 (en) 2009-09-18 2010-09-17 Computer-implemented method and system for generating bids for a multi-channel advertising environment

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
US24387309P 2009-09-18 2009-09-18
US61/243,873 2009-09-18

Publications (2)

Publication Number Publication Date
WO2011035156A2 WO2011035156A2 (en) 2011-03-24
WO2011035156A3 true WO2011035156A3 (en) 2011-07-21

Family

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Family Applications (1)

Application Number Title Priority Date Filing Date
PCT/US2010/049332 WO2011035156A2 (en) 2009-09-18 2010-09-17 Advertisee-history-based bid generation system and method for multi-channel advertising

Country Status (4)

Country Link
US (1) US20110071900A1 (en)
JP (1) JP5975875B2 (en)
CN (1) CN102640179A (en)
WO (1) WO2011035156A2 (en)

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Also Published As

Publication number Publication date
WO2011035156A2 (en) 2011-03-24
JP2013505504A (en) 2013-02-14
US20110071900A1 (en) 2011-03-24
JP5975875B2 (en) 2016-08-23
CN102640179A (en) 2012-08-15

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