Patent ID: 8346607

Claim:
A computer-implemented method comprising: accessing bid data specifying an advertiser's initial bid for placement of an advertisement on a publisher resource; accessing data specifying a first predicted conversion rate for placement of the advertisement on a first publisher resource and a second predicted conversion rate for placement of the advertisement on a second publisher resource different from the first publisher resource; determining, by one or more data processors, a multiplier based at least in part on the first and second predicted conversion rates; and adjusting, by the one or more data processors, the initial bid for placement of the advertisement on the first publisher resource using the multiplier to equalize a first cost-per-conversion specifying a first predicted cost to realize a conversion from placement of the advertisement on the first publisher resource to a second cost-per-conversion specifying a second predicted cost to realize a conversion from placement of the advertisement on the second publisher resource, wherein: the first predicted cost is based on the adjusted bid and the first predicted conversion rate; and the second predicted cost is based on the initial bid and the second predicted conversion rate, and the first predicted cost is the same as the second predicted cost.