Method, medium, and system for keyword bidding in a market cooperative

Patent metadata

Field	Value
Publication number	US-9542707-B2
Application number	US-201213607251-A
Country	US
Kind code	B2
Filing date	Sep 7, 2012
Priority date	Nov 3, 2009
Publication date	Jan 10, 2017
Grant date	Jan 10, 2017

Abstract

A computer-implemented method and system for keyword bidding in a market cooperative are disclosed. A particular embodiment includes receiving a keyword bid from a first party; determining a value to a host associated with the keyword bid; augmenting the keyword bid by an amount corresponding to the value to the host; and sending the augmented keyword bid to a second party.

First claim

What is claimed is:

1. A method comprising:
at a host server system that implements a host site providing a keyword bidding management service, receiving a keyword bid from a first party, the keyword bid including information indicative of at least one associated keyword and a first bid amount
in an automated operation performed using one or more computer processor devices configured therefor, determining a keyword bid augmentation value based on the keyword bid and predictive information associated with the at least one associated keyword, the determining of the keyword bid augmentation value including calculating an expected value to the host site of keyword bidding based on the at least one associated keyword;
in an automated procedure performed using at least one computer processor device configured therefor, calculating a second bid amount based at least in part on the first bid amount and at least in part on the keyword bid augmentation value, the second bid amount being greater in value than the first bid amount;
submitting an augmented keyword bid to a content provider system for causing one or more advertisements associated with the first party to be displayed via the content provider system, the augmented keyword bid comprising information indicative of the at least one associated keyword and the second bid amount; and
tracking click activity with respect to the one or more advertisements to identify performance of revenue producing actions, the tracking comprising, for each of multiple click events:
determining a time difference between a click time and a corresponding impression time of a user impression resulting from the respective click event, and
determining validity of the respective click event based on comparison of the time difference to a predefined threshold interval.

2. The method of claim 1 , further comprising:
determining a first revenue value for the first party, the first revenue value being based on the first bid amount; and
determining a second revenue value for a second party, the second revenue value being based on the keyword bid augmentation value.

3. The method as claimed in claim 2 wherein the second revenue value is based on the second bid amount.

4. The method as claimed in claim 2 , wherein submitting the augmented keyword bid to the content provider system comprises transmitting the second revenue value to a search engine website.

5. The method as claimed in claim 2 , wherein the second party is the content provider.

6. The method as claimed in claim 1 wherein the keyword bid is received via an application programming interface (API).

7. The method as claimed in claim 2 , including transmitting the second revenue value to a third party website using an application programming interface (API).

8. The method as claimed in claim 1 wherein:
the predictive information includes data indicative of an amount of click-through traffic associated with the at least one associated keyword, and
the keyword bid augmentation value is an expected value to the host site of a user conversion on an advertisement of the first party corresponding to the at least one associated keyword.

9. The method as claimed in claim 1 including determining an expected Revenue per Click (RPC) associated with the at least one associated keyword.

10. The method as claimed in claim 1 , further comprising submitting respective augmented keyword bids to a plurality of separate content provider systems.

11. A system comprising:
a host server system comprising one or more computer processor devices configured to implement a host site providing a keyword bidding management service;
an interface that forms part of the host server system and that is configured for receiving a keyword bid from a first party, the keyword bid including information indicative of at least one associated keyword and a first bid amount; and
a keyword bid modification module forming part of the host server system and comprising at least one computer processor device configured to perform operations comprising:
determining a keyword bid augmentation value based on the keyword bid and predictive information associated with the at least one associated keyword the determining of the keyword bid augmentation value including calculating an expected value to the host site of keyword bidding based on the at least one associated keyword calculating a second bid amount based at least in part on the first bid amount and at least in part on the keyword bid augmentation value, the second bid amount being greater in value than the first bid amount;
submitting an augmented keyword bid to a content provider system for causing one or more advertisements associated with the first party to be displayed via the content provider system, the augmented keyword bid comprising information indicative of the at least one associated keyword and the second bid amount; and
tracking click activity with respect to the one or more advertisements to identify performance of revenue producing actions, the tracking comprising, for each of multiple click events:
determining a time difference between a click time and a corresponding impression time of a user impression resulting from the respective click event, and
determining validity of the respective click event based on comparison of the time difference to a predefined threshold interval.

12. The system of claim 11 , wherein the keyword bid modification module is further configured to:
determine a first revenue value for the first party, the first revenue value being based on the first bid amount; and
determine a second revenue value for a second party, the second revenue value being based on the keyword bid augmentation value.

13. The system as claimed in claim 12 , wherein the second revenue value is based on the second bid amount.

14. The system as claimed in claim 12 , wherein the keyword bid modification module is configured to transmit the second revenue value to a search engine web site.

15. The system as claimed in claim 12 , wherein the second party is the content provider.

16. The system as claimed in claim 11 wherein the keyword bid is received via an application programming interface (API).

17. The system as claimed in claim 12 , being further configured to transmit the second revenue value to a third party website using an application programming interface (API).

18. The system as claimed in claim 11 wherein the predictive information includes data indicative of an amount of click-through traffic associated with the at least one associated keyword, and the keyword bid augmentation value is an expected value to the host site of a user conversion on an advertisement of the first party corresponding to the at least one associated keyword.

19. The system as claimed in claim 11 being further configured to determine an expected Revenue per Click (RPC) associated with the at least one associated keyword.

20. The system as claimed in claim 11 , wherein the keyword bid modification module is further configured to submit respective augmented keyword bids to a plurality of separate content provider systems.

21. A non-transitory machine readable storage medium having stored thereon instructions for causing a machine, when executing the instructions, to perform operations comprising:
at a host server system that implements host site providing a keyword bidding management service, receiving a keyword bid from a first party, the keyword bid including information indicative of at least

Assignees

• Hassan Sameer
• Lobo Stephen Kenneth
• Thomas Stephen Richard
• Ebay Inc

Inventors

• Hassan Sameer
• Lobo Stephen Kenneth
• Thomas Stephen Richard

Classifications

• G06Q30/0277

  Online advertisement · CPC title

• G06Q30/0275 Primary

  Auctions · CPC title

• G06Q30/02

  Marketing; Price estimation or determination; Fundraising · CPC title

• G06Q30/08 Primary

  Auctions · CPC title

• G06Q30/0274

  Split fees · CPC title