INCREASING FILL RATE WHILE MAINTAINING AVERAGE MARGIN

摘要

Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for increasing fill rate while maintaining average margin for a content serving system. Web properties associated with a publisher are identified, each web property including slots for inclusion of third party content, each slot having a reserve price which represents a minimum amount the publisher will accept for inclusion of the third party content in the slot when presented to viewers. Over a time period, an average margin is maintained for a serving system for the publisher. Bids that are valued at a price that is less than the reserve price plus a margin for the serving system are subsidized using a surplus account, based on accepted winning bids that are valued at a price that exceeds a sum of the reserve price plus compensation for the serving system.