FIXED-PRICING FOR GUARANTEED DELIVERY OF ONLINE ADVERTISEMENTS

摘要

An online system sells fixed-price advertising guaranteeing a number of impressions or a number of actions associated with an advertisement by users of the online system. The price for an advertisement associated with a guaranteed number of impressions or actions is based on a target bid amount for selecting the advertisement from a group of advertisements using a conventional pricing scheme and a predicted likelihood that the guaranteed number of impressions or actions occur. The price may be further adjusted by a premium that accounts for a risk of revenue lost by the online system for displaying an advertisement associated with a guaranteed number of impressions or a number of actions rather than conventionally-priced advertisements.

主权项

1. A method comprising:
receiving, at an online system, information about an advertisement from an advertiser, the information including a guarantee of a number of one or more actions associated with presenting the advertisement to one or more users of the online system occurring; determining a target bid amount associated with the advertisement, the target bid amount indicating an amount of compensation to the online system to select the advertisement from one or more advertisements for presentation to the one or more users of the online system; determining a likelihood of at least the number of the one or more actions associated with presenting the advertisement to one or more users of the online system occurring if the advertisement is presented to the one or more users of the online system; and determining a price for the guarantee of one or more actions associated with presenting the advertisement to one or more users of the online system based at least in part on the target bid amount associated with the advertisement and the determined likelihood.