公开(公告)号：US20150278877A1

公开(公告)日：2015-10-01

申请号：US14242386

申请日：2014-04-01

Applicant: Yahoo! Inc.

Inventor： Xing Yi ,  Yan Jiao ,  Jean-Marc Langlois ,  Prabhakar Krishnamurthy

IPC: G06Q30/02

CPC classification number: G06Q30/0275

Abstract: A system for adjusting reserve price for impressions of non-guaranteed delivery (“NDG”) auctions includes a processor to retrieve a publishers' reserve price for an impression that is finable by eligible advertisements (“ads”) streamed to users in a display content stream; and to retrieve dwell time information for users that engage them. A data aggregator aggregates ads into different groups of different display and online campaign contexts. The system computes short-click ratios of ads in each ad group based on short-click threshold and user dwell time information. A statistical analyzer applies a statistical function to the dwell time information of the ads, to generate a dwell time statistic. A reserve price adjuster adjusts pricing of the reserve price of ad groups for bidding in the NGD auction based on the short-click ratio and the dwell time statistic, to favor ad groups having higher dwell times and lower short-click ratios.

Abstract translation: 用于调整不保证交货（“NDG”）拍卖的展示的预留价格的系统包括处理器，用于检索发布商的预留价格，以便通过在显示内容中流传到用户的符合条件的广告（“广告”）有效的印象 流; 并为接触他们的用户检索停留时间信息。 数据聚合器将广告聚合到不同的不同显示和在线广告系列上下文中。 该系统根据短消息阈值和用户驻留时间信息计算每个广告组中广告的短击比率。 统计分析器将统计功能应用于广告的停留时间信息，以产生驻留时间统计量。 储备价格调整者根据短点击率和停留时间统计量，调整NGD拍卖中广告组的投标价格定价，以支持具有较高停留时间和较低短线比率的广告组。

公开(公告)号：US20150142557A1

公开(公告)日：2015-05-21

申请号：US14084412

申请日：2013-11-19

Applicant: Yahoo! Inc.

Inventor： Prabhakar Krishnamurthy ,  Xing Yi ,  Yan Jiao ,  Jean-Marc Langlois

IPC: G06Q30/02

CPC classification number: G06Q30/0246 ,  G06Q30/0241 ,  G06Q30/0283

Abstract: A method for adjusting pricing for advertisements of non-guaranteed delivery (“NDG”) advertising auctions includes retrieving dwell time information for users that engage advertisements streamed to the users in a display content stream. The method aggregates the advertisements into different groups according to display context (such as advertisement category, viewing device, product in which the advertisement is streamed, etc.) and computes short-click ratios of advertisements in each group based on a short-click threshold assigned to the group and the user dwell time information for the group. The method further determines average dwell time by users on advertisements in respective groups. The method adjusts pricing of the advertisements of a group for NGD bidding based on the short-click ratio and average dwell time of the group, to favor groups having higher dwell times and lower short-click ratios. Prices may be dynamically adjusted across different contexts based on user engagement information.

Abstract translation: 一种用于调整无保证递送广告（“NDG”）广告拍卖广告价格的方法包括：检索在显示内容流中流向用户的广告的用户的停留时间信息。 该方法根据显示上下文（例如广告类别，查看设备，广告流传的产品等）将广告聚合成不同的组，并且基于短点阈值计算每个组中的广告的短击比率 分配给组和用户驻留组的时间信息。 该方法进一步确定用户对各组中的广告的平均停留时间。 该方法根据群组的短点击率和平均停留时间调整NGD投标组广告的定价，有利于拥有较高停留时间的群体和较短的短点比率。 价格可以根据用户参与信息在不同的上下文中进行动态调整。

公开(公告)号：US20150127468A1

公开(公告)日：2015-05-07

申请号：US14073575

申请日：2013-11-06

Applicant: Yahoo! Inc.

Inventor： Xing Yi ,  Yan Jiao ,  Jean-Marc Langlois ,  Prabhakar Krishnamurthy ,  Xiubo Geng

IPC: G06Q30/02

CPC classification number: G06Q30/0273

Abstract: A system can include a processor configured to: receive user session data from a network, identify user session data associated with a creative, and determine user interaction information associated with the creative. The processor may also be configured to determine one or more of a mean, a variance, and a median of a distribution of the user interaction information associated with the creative. Also, the processor can be configured to determine expected user engagement associated with the creative according to one or more of the user interaction information, the mean, the variance and the median. The processor can also be configured to: determine a probability that the expected user engagement will be higher than actual user engagement according to the expected user engagement and determine an expected price associated with the creative according to the probability that the expected user engagement will be higher than actual user engagement.

Abstract translation: 系统可以包括处理器，其被配置为：从网络接收用户会话数据，识别与广告素材相关联的用户会话数据，以及确定与该广告素材相关联的用户交互信息。 处理器还可以被配置为确定与广告素材相关联的用户交互信息的分布的平均值，方差和中位数中的一个或多个。 此外，处理器可以被配置为根据用户交互信息，平均值，方差和中值中的一个或多个来确定与广告素材相关联的期望的用户参与。 处理器还可以被配置为：根据预期的用户参与确定预期用户参与度将高于实际用户参与的概率，并根据预期用户参与度将更高的概率确定与广告素材相关联的预期价格 而不是实际的用户参与。