Patent ID: 8346709

Claim:
A computer-implemented method, comprising: defining a traffic conversion for a web property, wherein the traffic conversion defines a minimum traffic interaction of multiple associated user sessions for a user identifier with the web property during a specified time period, wherein the minimum traffic interaction defines at least one of (i) a minimum duration of an aggregation of durations of each of the multiple user sessions on the web property and (ii) a quantity of an aggregation of web pages of the web property navigated in the multiple user sessions; identifying traffic conversion bid data for the web property specifying a traffic conversion bid amount that a sponsor of the web property is willing to pay for traffic interactions associated with the user identifier and the web property that meet or exceed the minimum traffic interaction; receiving a request for a content item associated with the web property; determining by one or more processing devices conversion probability data, the conversion probability data defining a conversion probability that the traffic conversion will occur subsequent to a selection of the content item; and determining by the one or more processing devices bid data for the content item request based on the traffic conversion bid data and the conversion probability data, wherein determining the bid data comprises: determining a product of the traffic conversion bid amount specified by the traffic conversion bid data and the conversion probability specified by the conversion probability data; and converting the traffic conversion bid amount for the web property to a click-based bid amount for the content item for use in a click-based content item selection process based at least in part on the product of the traffic conversion bid amount and the conversion probability.