| 摘要 |
<p>A computer system comprises a transaction management computing subsystem 204 including a processor that is coupled to computer readable media having computer readable instructions thereon. The processor is operable to execute the computer readable instructions to: generate a set of bid requests responsive to receipt of an advertising call; send the set of bid requests to a first set of bidding computing subsystems; generate net bid prices for each of the bid responses returned by the first set of bidding computing subsystems; and generate a winning bid price based at last in part on the net bid prices. The net bid prices can be generated based on one or more of: a bidder fee, a data provider fee, and an advertising platform fee. Preferably, the processor is operable to perform a comparison of net bid prices based on a normalized price metric; and if the first comparison yields a tie result to randomly select one of the bid responses associated with the net bid prices. Alternatively, the processor is operable in the event of a tie result to perform an additional comparison of the net bid prices based on at least one other metric. Other inventions are also claimed.</p> |
