DETERMINING AN EFFICIENT BID AMOUNT FOR EACH IMPRESSION OPPORTUNITY FOR A CONTENT ITEM TO BE PRESENTED TO A VIEWING USER OF AN ONLINE SYSTEM

摘要

An online system determines an advertiser value curve specific to a content item that may be presented to a viewing user of the online system, where points along the advertiser value curve represent values of potential impressions that may be obtained for the content item, which decreases as the number of potential impressions increases. The online system also determines a user cost curve specific to the viewing user, where points along the user cost curve represent costs of previous impressions of one or more content items obtained for the viewing user, which increases as the number of impressions of the content items increases. An efficient bid amount for each impression opportunity for the viewing user to view the content item is determined based on a number of total impressions and a bid amount that are associated with an intersection of the curves.