User Engagement-Based Contextually-Dependent Automated Reserve Price for Non-Guaranteed Delivery Advertising Auction
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United States of America Patent
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Issued Date -
Oct 1, 2015
app pub date -
Apr 1, 2014
filing date -
Apr 1, 2014
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Abstract
A system for adjusting reserve price for impressions of non-guaranteed delivery (“NDG”) auctions includes a processor to retrieve a publishers' reserve price for an impression that is finable by eligible advertisements (“ads”) streamed to users in a display content stream; and to retrieve dwell time information for users that engage them. A data aggregator aggregates ads into different groups of different display and online campaign contexts. The system computes short-click ratios of ads in each ad group based on short-click threshold and user dwell time information. A statistical analyzer applies a statistical function to the dwell time information of the ads, to generate a dwell time statistic. A reserve price adjuster adjusts pricing of the reserve price of ad groups for bidding in the NGD auction based on the short-click ratio and the dwell time statistic, to favor ad groups having higher dwell times and lower short-click ratios.
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