Estimating cost and/or performance information for an advertisement in an advertising system

摘要

An advertiser may be provided with fast and accurate estimates of the future cost and/or performance information for one or more actual or hypothetical ads (generally referred to as “proto-ads”). Past auction information may be used to simulate auctions that the proto-ad would have competed in. The proto-ad may then participate in a “replay” of such past auctions.

主权项

1. A method comprising:
receiving, by at least one processor, proto-ad information for a proto-ad, the proto-ad information including a plurality of offer amounts corresponding to the proto-ad; receiving, by at least one processor, past auction information corresponding to past auctions based on the received proto-ad information; receiving, by at least one processor, traffic trend information based on the received proto-ad information; replaying, by at least one processor, past auctions using a first offer amount associated with the received proto-ad information and the received past auction information to generate first auction result information; determining, by at least one processor and based on the first auction result information, a first performance estimate for the proto-ad associated with the first offer amount; adjusting, by at least one processor, the first performance estimate associated with the first offer amount for the proto-ad based on the received traffic trend information; replaying, by at least one processor, past auctions using a second offer amount different from the first offer amount and associated with the received proto-ad information and the received past auction information to generate second auction result information; determining, by at least one processor and based on the second auction result information, a second performance estimate for the proto-ad associated with the second offer amount; adjusting, by at least one processor, the second performance estimate for the second offer amount for the proto-ad based on the received traffic trend information; and forwarding, by at least one processor, the adjusted first performance estimate associated with the first offer amount and the adjusted second performance estimate associated with the second offer amount.