CALCULATING BIDS FOR CONTENT ITEMS BASED ON VALUE OF A PRODUCT ASSOCIATED WITH THE CONTENT ITEM
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United States of America Patent
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Issued Date -
Jul 6, 2023
app pub date -
Feb 24, 2023
filing date -
Jun 30, 2017
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status (Latency Note)
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Abstract
An online system calculates bids for content items to display to users based on the value of a product described in the content item and the likelihood of a viewing user purchasing the product. The online system identifies an impression opportunity for an ad request and computes an expected value of the conversion and a likelihood of the conversion. The online system computes a bid amount based on the expected conversion value and the likelihood of the conversion. Bids based on the value of the conversion allow a third party system offering the product to optimize for the value of each conversion instead of the conversion rate.
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