OPTIMIZATION OF ONLINE ADVERTISING BID REQUESTS AND DYNAMIC FLOOR PRICING

摘要

Systems, methods, and computer-readable media are disclosed for optimization of online advertising bid requests and floor pricing. In one embodiment, a method may include receiving a first ad impression request comprising first ad slot information for an available ad slot at a publisher website or application, calculating a first predicted winning bid amount, determining that the first predicted winning bid is greater than a floor price associated with the first ad impression request, and increasing the floor price. Example methods may include generating a first bid request comprising the first ad slot information and the floor price, determining a set of one or more advertising campaigns that are eligible to bid on the available ad slot, and sending the first bid request to one or more ad servers associated with respective advertising campaigns of the set of one or more advertising campaigns.

主权项

1. A method comprising:
receiving, by a server comprising one or more computer processors, a first ad impression request comprising first ad slot information for an available ad slot at a publisher website or mobile application, the first ad slot information comprising website or application context information, geolocation information, and user information associated with a user to which an ad impression is to be presented; calculating a first predicted winning bid amount based at least in part on the website or application context information, geolocation information, and user information; determining that the first predicted winning bid is greater than an initial floor price associated with the first ad impression request; reducing the first predicted winning bid amount by a first amount to generate a second predicted winning bid amount; generating an enhanced floor price by increasing the initial floor price to match the second predicted winning bid amount; generating a first bid request comprising the first ad slot information and the enhanced floor price; determining, based at least in part on the first ad slot information, a set of one or more advertising campaigns that are eligible to bid on the available ad slot; and sending the first bid request to one or more ad servers associated with respective advertising campaigns of the set of one or more advertising campaigns.