Patent ID: 7805331
Filing Date: 2010-09-28
Classification: G06Q

Abstract:
1. A method for valuating an advertiser considered for acquisition, the method executed by a server having a processor and memory, the method comprising: capturing, with the server, click-related data by users with reference to a plurality of advertisements owned by a plurality of advertisers in a keyword market; calculating, by a marginal value indicator executed by the processor, a marginal value of each of the plurality of advertisers as a function of a plurality of averaged market factors, wherein the marginal value of an additional advertiser is also calculated to result in at least an estimated displaced revenue when at least one advertisement of the additional advertiser for at least one keyword is competitively included in the keyword market; and deciding, by the server, whether to acquire the additional advertiser within the keyword market based on the marginal value of the additional advertiser as associated with the at least one keyword.