System and method for optimizing real-time bidding on online advertisement placements utilizing mixed probability methods

摘要

A method and system for optimizing real-time bidding on online advertisement placements is disclosed. According to one embodiment, a computer-implemented method comprises receiving a real-time bidding (RTB) request from a RTB partner who is selling an impression on behalf of a publisher. Several probability scores are predetermined based on various criterion. During the processing of a real-time bid request, a combined probability score and threshold are calculated based on these probability scores. The decision to bid on and price to bid for the impression is determined by the RTB system. Campaign targets are based on the combined probability score. A RTB bid response indicating the selected campaign targets and the bid prices are returned to the RTB partner.

主权项

1. A computer-implemented method performed by a real-time bidding (RTB) bidding system including a processor and instructions stored in non-transitory computer-readable media and executable by the processor, the method comprising:
determining by the processor a set of probability scores corresponding to a plurality of bid request parameters related to online advertisement bid requests based on a set of criteria for an online advertisement campaign for purchasing online advertisements via RTB auctions managed by an RTB exchange, wherein the set of probability scores includes, for each bid request parameter, a range of probability scores indicating a respective desirability of different values for that bid request parameter with respect to the online advertisement campaign; during the online advertisement campaign, receiving at the processor via a communications network an RTB bid request from the RTB exchange for an online advertisement placement associated with an internet webpage being loaded remotely by a web browser, the RTB bid request having associated values for one or more bid request parameters, and in real time during the loading of the webpage, the processor:
calculating, during the processing of the received RTB bid request, a combined probability score based on the values for the one or more bid request parameters associated with the RTB bid request and the set of probability scores;determining whether to bid on the online advertisement placement associated with the RTB bid request based at least on the calculated combined probability score and a campaign threshold associated with the online advertisement campaign; andin response to determining to bid on the online advertisement placement associated with the RTB bid request, returning from the processor to the RTB exchange an RTB bid response for inclusion in an RTB auction completed during the loading of the webpage; wherein the set of probability scores are calculated prior to receiving the RTB bid request to facilitate the real-time execution of the determination of whether to bid on the online advertisement placement associated with the RTB bid request.