Competitive Benchmark Reporting For Online Advertising Auctions

摘要

Competitive bidding tools, including a competitive bidding scaler tool and a competitive report generator, may be implemented by an advertiser to improve their advertisement's performance in online advertising auctions. The competitive bidding scaler tool increases the bid amount associated with an advertiser's ad request when a competing advertiser submits a rival ad request to the same online advertising auction. The competitive report tool generates a competitive report for an ad request that benchmarks its performance against rival ad requests. The competitive report comprises a summary of wins and losses experienced by the ad request in an online advertising auction as well as an option to implement the competitive bidding scaler tool for the ad request.

主权项

1. A computer-implemented method comprising:
compiling a set of metrics describing performance of an advertisement request of an advertiser in one or more online advertising auctions; generating a competitive report comprising:
a summary of wins and losses experienced by the advertisement request relative to other advertising requests in the online advertising auctions; anda set of advertisement performance metrics that benchmark performance of the advertisement request against at least one advertisement request of a competitor of the advertiser; and providing the competitive report for display to the advertiser.