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ADVERTISER VALUE-BASED BID MANAGEMENT IN ONLINE ADVERTISING
ADVERTISER VALUE-BASED BID MANAGEMENT IN ONLINE ADVERTISING
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机译:在线广告中基于广告价值的出价管理
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摘要
The present invention provides methods and systems for use in online advertising campaign management, including bid management in an online advertising auction. Techniques are provided in which a benchmark set of previously served advertisements is identified, and associated performance information is obtained. During an online auction, when an advertisement impression opportunity becomes available, information obtained using a machine learning technique may be utilized in forecasting an advertiser value-based metric associated with the opportunity, using the benchmark set of advertisements and the associated performance. The forecasted advertiser value-based metric can be used in determining bidding and pricing associated with the opportunity.
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