User engagement-based contextually-dependent automated pricing for non-guaranteed delivery
US10134053B2 · kind B2 · utility
Assignee
Inventors
Key dates
| Filing date | Nov 19, 2013 |
| Grant date | Nov 20, 2018 |
| Priority date | — |
| Expiry date | Jul 23, 2036 |
Classification
- Technology area (CPC G)Physics
- CPC primaryG06Q30/0283
- WIPO fieldIT methods for management
- WIPO sectorElectrical engineering
Abstract
A method for adjusting pricing for advertisements of non-guaranteed delivery (“NDG”) advertising auctions includes retrieving dwell time information for users that engage advertisements streamed to the users in a display content stream. The method aggregates the advertisements into different groups according to display context (such as advertisement category, viewing device, product in which the advertisement is streamed, etc.) and computes short-click ratios of advertisements in each group based on a short-click threshold assigned to the group and the user dwell time information for the group. The method further determines average dwell time by users on advertisements in respective groups. The method adjusts pricing of the advertisements of a group for NGD bidding based on the short-click ratio and average dwell time of the group, to favor groups having higher dwell times and lower short-click ratios. Prices may be dynamically adjusted across different contexts based on user engagement information.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.