Patent ID: 8489460

Claim:
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 the plurality of marketing options; receiving, by the computing device, indications of one or more constraints; 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; and determining 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, wherein solving the objective function comprises solving, by the computing device, the objective function subject to the one or more constraints; 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.