ENGAGEMENT MODE MARKETPLACE WITH ENHANCED BIDDING

摘要

A system and method for generating a marketplace on a computing system that allows advertisers to bid for different modes of engagement with consumers that show an interest in the goods or services offered by the advertisers. The system allows advertisers to bid for opportunities to engage with consumers via one or more publishers, the opportunities offering different modes of engagement with consumers. The modes of consumer engagement include, but are not limited to, a click or other expression of interest that leads to a referral of the consumer to an advertiser website, a call or other communication that leads to a voice connection between the consumer and the advertiser, a submission of one or more pieces of information about the consumer including a request for the advertiser to contact the consumer and/or provide content about the advertiser, and an opportunity to enter into a chat session with an advertiser.

主权项

1. A method of operating a marketplace on a computing system in which advertisers bid for different engagement modes with consumers, the method comprising:
receiving indications of interest to engage with consumers from a plurality of advertisers, an indication of interest to engage with a consumer comprising:
an indication of a vertical market segment in which to advertise to the consumer;for each of multiple modes of engagement with the consumer, an indication of a base bid amount that the advertiser will pay to interact with the consumer via the corresponding mode of engagement; andan indication of one or more enhanced bid amounts that are to be applied to adjust an advertiser's base bid amount if the consumer satisfies a corresponding attribute; receiving indications from a website publisher of an opportunity to engage with consumers, the opportunity to engage with consumers having multiple modes of engagement, comparing the received indications of interest from the plurality of advertisers with the opportunity to engage with consumers received from the website publisher and identifying one or more advertisers for the website publisher based on corresponding base and enhanced bid amounts of the identified advertisers; providing an indication of the identified advertisers to the publisher; receiving an indication of an advertiser selected by a consumer and a selected mode of engagement made by the consumer to engage with the advertiser; and charging the selected advertiser for the consumer engagement based on the base bid amount associated with the selected engagement mode as adjusted by any applicable enhanced bid amounts.