Cost discounting to provide dominant participation strategy arbitration for online advertising and arbitrations supporting offers from different cost discounting methodologies

摘要

Maximum offers in an online advertising space (and/or some enhanced ad rendering attribute) arbitration may be discounted such that there exists a dominant bidding strategy, whereby advertisers can choose optimal maximum offers without knowing anything about their competitors' behavior, and without knowing anything about the relative selection rates for different ad spot positions (or the relative values of different enhanced ad rendering attributes that advertisers may compete for). Arbitrations can be run combining offers for use in arbitrations with a first price discounting method, with offers for use in arbitrations with a second price discounting technique.