Competitive Bidding Scalers 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:
conducting an online advertising auction to determine an advertisement to select for a viewing user from a plurality of advertisements that are eligible to be shown to the viewing user; determining that both a first advertisement request for an advertiser and a second advertisement request for a competitor of the advertiser are in the online advertising auction; and based on the determination, applying a bidding scaler to a bid price associated with the first advertisement request to increase the bid price of the first advertisement request in the online advertising auction.