DYNAMIC FLOOR PRICES IN SECOND-PRICE AUCTIONS

摘要

Systems, methods, and computer storage media having computer-executable instructions embodied thereon that dynamically set floor prices in a second price auction for impressions or events. Advertiser bids for the impressions or events are received by the computer system and used to create a statistical distribution. The advertiser with the highest bid for an impression or event is identified. The statistical distribution excludes bids received from the advertiser having the highest bid. The computer system sets a floor price for the impression or event. The floor price is based on the statistical distribution. The advertiser is charged the maximum of the floor price or the second highest bid received from another advertiser for the same impression. The advertisement associated with the advertiser having the highest bid is selected for display in a webpage that corresponds to the impression or event.

主权项

1. A computer-implemented method to select advertisements based on a dynamic floor price, the method comprising:
receiving advertiser bids from advertisers that seek to promote a good or service; selecting an advertisement corresponding to the advertiser having the highest bid; accessing a statistical distribution of the advertiser bids; selecting a floor price based on the statistical distribution; charging the advertiser a price that is equal to the maximum of the floor price and a second-highest bid; and transmitting the advertisement associated with the advertiser having the highest bid for display.