Patent ID: 8682721
Filing Date: 2014-03-25
Classification: G06Q

Abstract:
1. A method for improving a third-party content provider's bid efficiency in an auction, comprising: identifying, by a bid efficiency improvement module of a data processing system, a keyword on which a third-party content provider has placed a bid to serve at least one third-party content item; retrieving by the bid efficiency improvement module, for the identified keyword, third-party content performance data associated with the identified keyword; determining by the bid efficiency improvement module, for the identified keyword, that the retrieved third-party content performance data is sufficient to calculate one or more bid multipliers; identifying, using the retrieved third-party content performance data, one or more discrete states for which to calculate bid multipliers; determining, for each of the identified discrete states, that the third-party content performance data corresponding to a respective discrete state of the identified discrete states exceeds a predetermined threshold volume; determining that the third-party content performance data across the identified discrete states forms a statistically significant trend; calculating by the bid efficiency improvement module, for one or more of the identified discrete states, a bid multiplier based on the third-party content performance data corresponding to a discrete state of the one or more identified discrete states relative to the third-party content performance data across the identified discrete states; and storing the one or more calculated bid multipliers in a memory element of the data processing system.