IDENTIFYING BIDDING STRATEGIES FOR CONTENT PROVIDERS IN ONLINE AUCTIONS

摘要

Systems and methods for determining bid adjustments that may result in lower costs and/or increased benefit to content providers, and providing recommendations for adjusting a bidding strategy accordingly, are disclosed. One method includes determining a first marginal cost associated with a first set of one or more of a plurality of auctions for presentation of content items within one or more resources. The marginal costs represents a cost to a content provider associated with an additional action performed in association with the content items presented within the resources. The method further includes determining a second marginal cost associated with a second set of one or more of the plurality of auctions. The method further includes determining whether a difference between the first marginal cost and the second marginal cost exceeds a threshold, and generating a recommendation to adjust a bidding strategy in response to determining the difference exceeds the threshold.

主权项

1. A method, comprising:
determining, by one or more processors, a first marginal cost associated with a first set of one or more of a plurality of auctions for presentation of content items within one or more resources, the marginal cost representing a cost to a content provider associated with an additional action performed in association with the content items presented within the resources; determining, by the one or more processors, a second marginal cost associated with a second set of one or more of the plurality of auctions; determining, by the one or more processors, whether a difference between the first marginal cost and the second marginal cost exceeds a threshold; and generating a recommendation to adjust a bidding strategy in response to determining the difference exceeds the threshold.