Patent ID: 8719089
Filing Date: 2014-05-06
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 ad; 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 third-party content performance data is sufficient to calculate one or more bid multipliers; calculating by the bid efficiency improvement module, based on the third-party content performance data for the identified keyword, the one or more bid multipliers, each of the bid multipliers corresponding to at least one parameter having a plurality of discrete states; and storing the calculated bid multipliers in a memory element of the data processing system.