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.