User Engagement-Based Contextually-Dependent Automated Reserve Price for Non-Guaranteed Delivery Advertising Auction

摘要

A system for adjusting reserve price for impressions of non-guaranteed delivery (“NDG”) auctions includes a processor to retrieve a publishers' reserve price for an impression that is finable by eligible advertisements (“ads”) streamed to users in a display content stream; and to retrieve dwell time information for users that engage them. A data aggregator aggregates ads into different groups of different display and online campaign contexts. The system computes short-click ratios of ads in each ad group based on short-click threshold and user dwell time information. A statistical analyzer applies a statistical function to the dwell time information of the ads, to generate a dwell time statistic. A reserve price adjuster adjusts pricing of the reserve price of ad groups for bidding in the NGD auction based on the short-click ratio and the dwell time statistic, to favor ad groups having higher dwell times and lower short-click ratios.

主权项

1. A system comprising:
a processor configured to:
retrieve a reserve price set by a publisher for an impression that is fillable by eligible advertisements to be streamed to users in a display content stream;retrieve dwell time information for users that engage advertisements streamed to the users in the display content stream; logic of a data aggregator executable by the processor to aggregate the advertisements into different groups of different display and online advertisement campaign contexts comprising: advertising tier, device on which the advertisement is viewed, and product in which the advertisement is streamed; the processor configured to compute short-click ratios of advertisements in each group based on a short-click threshold and the user dwell time information for the group; logic of a statistical analyzer executable by the processor to apply a statistical function to the dwell time information of the advertisements in respective groups, to generate a dwell time statistic for each respective group; and logic of a reserve price adjuster configured to adjust pricing of the reserve price of a group of advertisements for bidding in a non-guaranteed delivery (NGD) auction based on the short-click ratio and the dwell time statistic, to favor groups of advertisements having higher dwell times and lower short-click ratios.