ON-LINE ADVERTISING VALUATION

摘要

A method of valuing online advertising locations is disclosed. A clickable ad is served to, an online advertising location and a click total an impression total are obtained for a pre-determined time period. These are used to calculate the click-through-ration (CTR). Optionally, knowing the cost per click of the ad, an effective cost per thousand (eCPM) is also calculated.;Either the CTR or the eCPM, or both, are used as the location score. Location scores are obtained for locations over an advertising domain. Individual location scores are then ranked relative to the average location score for the domain. These ranked scores are used by automated bidding servers to optimize buying on-line advertising locations on a content domain.

主权项

1. A method of valuing an advertising location, comprising:
using a programmed digital processor to perform functions comprising:
displaying, using a programmed digital processer, a responsive ad in said advertising location on a digital display screen;automatically monitoring, using said programmed digital processer, a response total and an impression total of said advertising location;calculating a follow-through rate for said advertising location, said follow-through rate being the ratio of responses to impressions;providing a location score for said advertising location, said location score comprising said follow-through rate.