| 摘要 |
Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for distributing content are disclosed. In one aspect, a method includes identifying a sponsor value that was used to select a content item for presentation in the first presentation position. The sponsor value can be determined based on a current bid associated with the content item and one or more previous bids that were previously associated with the content item. A first lower value of the sponsor value that will result in the content item being presented at a different presentation position of the resource is identified. A price to be charged for presentation of the content item is determined based on a bid value corresponding to the sponsor value and a difference in performance of the content item at the first presentation position and the different presentation position. |
| 主权项 |
1. A method performed by data processing apparatus, the method comprising:
identifying, for a content item that was selected for presentation in a first presentation position of a resource that includes at least two presentation positions, a sponsor value that was used to select the content item for presentation in the first presentation position, the sponsor value being a value determined based on a current bid associated with the content item and one or more previous bids that were previously associated with the content item; identifying, by one or more data processing apparatus, a first lower value of the sponsor value that will result in the content item being presented at a different presentation position of the resource; obtaining, by one or more data processing apparatus, a first estimated performance for the content item at the first presentation position and a second estimated performance for the content item at the different presentation position; and determining, by one or more data processing apparatus, a price to be charged for presentation of the content item at the first presentation position based on a first bid value that results in the sponsor value meeting the first lower value and a difference between the first estimated performance and the second estimated performance. |
