Dynamic Floor Pricing for Managing Exchange Monetization

摘要

Systems and method are provided for conducting an auction to match an advertising payload to an available advertising impression. In the auction, a dynamic floor price is provided. The dynamic floor price provides a way for a publisher to incorporate the internal value of the available impression into the auction process, while still allowing the publisher to maximize the value of the available impression by exposing the impression to bids from outside parties. The dynamic floor price can be calculated based on both internal valuations of an available impression as well as external valuations derived from feedback from prior auctions. To facilitate determination of a dynamic floor prices, advertisers and available impressions can be categorized into various segments.