CALCULATING BIDS FOR ADVERTISEMENTS BASED ON CONVERSION VALUE

摘要

An advertising platform calculates bids for advertisements based on the value of a conversion for the advertisement. The advertising platform identifies an impression opportunity for an advertisement request and computes an expected value of the conversion as well as a likelihood of the conversion. The advertising platform computes a bid amount based on the expected conversion value and the likelihood of the conversion. Bids based on the value of the conversion allow advertisers to optimize for the value of each conversion instead of simply the conversion rate.