ENGAGEMENT MODE MARKETPLACE WITH ADJUSTED PRICING BASED ON ENGAGEMENT PERFORMANCE

摘要

A system and method for creating 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. If the consumer engages with the advertiser via one of the engagement modes, the advertiser is charged the bid amount pertaining to that mode subject to certain modifications of the bid amount. One of the modifications to the bid amount is based on a performance index that is calculated by the system. The performance index attempts to estimate the present value of engagement opportunities provided to the advertiser based on historical conversion information associated with prior engagement opportunities that were provided by a publisher. Once calculated, the performance index is used to adjust the bid amount to arrive at the actual price to be paid by the advertiser for the corresponding engagement.

主权项

1. A method in a computing system of setting engagement prices for advertisers based on conversion information, the method comprising:
receiving conversion information from advertisers in a vertical market segment, the conversion information characterizing prior engagements between the advertisers and consumers that were initiated via websites of publishers using a plurality of engagement modes,
wherein the conversion information indicates a value of at least some of the prior engagements of the advertisers with the consumers; calculating a performance index for one of the publishers based on the received conversion information,
wherein the performance index is a combination of weighted performance metrics derived from the conversion information, andwherein the performance index is an individual performance index for one of the plurality of engagement modes or an aggregate performance index over two or more of the plurality of engagement modes; receiving a bid amount placed by an advertiser for an engagement with a consumer available through websites of one of the publishers using one of the engagement modes; adjusting the bid amount placed by the advertiser using the performance index calculated for the publisher; and charging the advertiser the adjusted bid amount for the engagement with the consumer.