Patent ID: 8788345
Filing Date: 2014-07-22
Classification: G06Q

Abstract:
1. A method for determining a bidding strategy to be used when buying advertising by placing one or more bids for a plurality of marketing options, the method comprising: facilitating, by a computing device, prior to placement of one or more bids, specification of one or more models that model one or more performance parameters for a plurality of marketing options which are placed at different advertising positions on different web sites; determining, by the computing device, prior to placing the one or more bids, a bidding strategy, wherein the bidding strategy directs allocation of monetary resources to place the one or more bids among the plurality of marketing options; wherein determining the bidding strategy comprises solving, by the computing device, an objective function configured to optimize at least one performance parameter for the plurality of marketing options using the specified one or more models; and after determining the bidding strategy, outputting, by the computing device, the determined bidding strategy for use in placing the one or more bids among the marketing options.