Advertisement Platform With Novel Cost Models

摘要

Introduced is a method for presenting online advertisements. In one embodiment, the systems and methods described herein improve efficiency and efficacy of Internet based advertisements. Efficiency is improved by making advertisements relevant to the user, decreasing loss or waste in advertisement space and increasing opportunity for the publisher; and displaying advertisements only for an appropriate duration and charging advertisers according to the user's exposure to the displayed advertisement.

主权项

1. A method for identifying an advertisement to display in an impression, the method comprising:
identifying, by a platform server having a processor, one or more advertisements from a plurality of advertisements, the identification of a given advertisement from the plurality of advertisements determined as a function of a bid amount associated with the given advertisement and a reserve price associated with the given impression, the reserve price being a suggested bid amount to be paid for a display of the given advertisement in the given impression; determining, by the platform server, an ad relevancy score for each of the one or more identified advertisements, the ad relevancy score for the given advertisement determined as a function of both the bid amount associated with the given advertisement and a bid amount premium associated with the given advertisement, the ad relevancy score for the given advertisement further determined as a function of a total number of prior display of the given advertisement to a user associated with the impression and a total number of allowed display of the given advertisement to a given user; sorting, by the platform server, the one or more identified advertisements based on the ad relevancy score associated with each of the one or more identified advertisements; and identifying, by the platform server, the advertisement to display in the impression from the one or more sorted advertisements, the identified advertisement to display in the impression determined as a function of the ad relevancy score associated with the advertisement.