APPARATUS AND METHOD FOR DERIVING ADVERTISING EXPENDITURE DATA

摘要

A method of evaluating advertising expenditures includes establishing a first relationship between advertising position and bid price. A second relationship between estimated expenditure per time period and bid price is formed. An average advertising position for an entity is observed. A frequency of appearance for the entity is located. The average advertising position is mapped to a bid price using the first relationship. The bid price is mapped to an estimated expenditure per time period using the second relationship. The average expenditure is multiplied by the frequency of appearance to establish a per time period expenditure for the entity.