System and method for optimizing the reserve price and...

Details System and method for optimizing the reserve price and... System and method for optimizing the reserve price and...

2007-12-10

2010-12-28

Smith, Jeffrey A (Department: 3625)

Data processing: financial, business practice, management, or co

Automated electrical financial or business practice or...

Electronic shopping

C705S027200

Reexamination Certificate

active

07860754

ABSTRACT:
An improved system and method is provided for optimizing the reserve price and allocation of web page placements in an online keyword auction using generalized trade reduction. To do so, a generalized trade reduction engine may be provided to convert an implementation of an online keyword auction into a double-sided auction that may optimize the reserve price and allocation of web page placements to maximize revenue. An online keyword auction may be converted into a double-sided market by turning every bidder in the auction into a buyer and every web page placement into a virtual seller. The allocation of buyers and sellers may be divided into disjoint procurement sets and the generalized trade reduction engine may add or remove procurement sets in iterations until conditions of competition among remaining traders may be fulfilled to optimize the reserve price and allocation of web page placements to maximize revenue.

REFERENCES:
patent: 2004/0186778 (2004-09-01), Margiloff et al.
patent: 2008/0040221 (2008-02-01), Wiseman et al.
patent: 2008/0040223 (2008-02-01), Bridges et al.
patent: 2008/0082400 (2008-04-01), Martel et al.
patent: 2008/0275757 (2008-11-01), Sharma et al.
Google and the Rebirth of Banner Ads Churbuck, David C Business Week (Online) pp. 1 Apr. 26, 2007.
Mira Gonen, et al. “Generalized Trade Reductions: The Role of Competition in Designing Budget-Balanced Mechanisms” Jul. 23, 2007, pp. 1-34, Jul. 23, 2007.

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