EXTERNALITY-BASED ADVERTISEMENT BID AND BUDGET ALLOCATION ADJUSTMENT

摘要

Within a computer networking environment, a first bid request having data is received. Bids are determined for advertisements based on the data associated with such first bid request. It may be determined that the first bid request's data includes one or more specific types of data for a bonus variable. At least a first portion of the bids that were determined for the first bid request are increased by a bonus amount in response to the one or more specific types of data for a bonus variable being determined to be present in the first bid request's data. For the first bid request, an optimum set of one or more of the bids are selected and transmitted, along with a reference to the associated advertisement, via to a sender of the first bid request.

主权项

1. A method for bidding on placement of advertisements within media content that is deliverable within a computer networking environment, the method comprising:
at a communication interface of a bid determination platform, receiving a first bid request having data; determining a plurality of bids for a plurality of advertisements via a computer processor of the bid determination platform based on the data associated with such first bid request; determining that the first bid request's data includes one or more specific types of data for a bonus variable; increasing via the computer processor at least a first portion of the bids that were determined for the first bid request, wherein an amount of each of the first portion of the bids for the first bid request is increased by a bonus amount in response to the one or more specific types of data for a bonus variable being determined to be present in the first bid request's data; and for the first bid request, selecting an optimum set of one or more of the bids and transmitting the optimum bid, along with a reference to the associated advertisement, via the communication interface to a sender of the first bid request.