Modifying advertisement bids using predicted advertisement performance

US10740789B2 · kind B2 · utility

Assignee

• FACEBOOK, INC. · US

Inventors

• David Paul Capel · Belmont, US
• Harsh Doshi · Sunnyvale, US
• Benjamin Casey Roberts · Belmont, US

Key dates

• Filing date: Dec 10, 2015
• Grant date: Aug 11, 2020
• Expiry date: May 6, 2038

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0277
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

An advertising system provides advertisements to client devices. To select advertisements, the advertising system identifies previously selected advertisements to determine which presentations of the advertisement are still in-flight and have not yet resulted in conversion event. The advertising system predicts total advertising spend based on the in-flight advertisements, and adjusts a paced bid for the advertisement by determining whether the estimated total advertising spend, reflecting predicted in-flight advertisements, is above or below an expected spending to reach a budget for the advertising campaign, which may increase or decrease the paced bid.