System for updating advertisement bids

Details System for updating advertisement bids System for updating advertisement bids

2011-07-05

2011-07-05

Bekerman, Michael (Department: 3622)

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

Automated electrical financial or business practice or...

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C705S014690, C705S014430, C705S014420, C705S014460, C705S014100, C705S037000

Reexamination Certificate

active

07974880

ABSTRACT:
A system for updating advertisement bids including a query engine and an advertisement selection engine. The query engine provides an advertisement query to the advertisement selection engine. The advertisement selection engine includes a query processing module that retrieves advertisements associated with the advertisement query based on bids. The bid update module generates a suggested bid for an advertiser. The bid update module may be configured to automatically update the current bid for an advertisement based on the suggested bid. Further, the bid update module may be configured to determine the suggested bid by calculating a maximum profit position for the advertisement and projecting an envy free point for the maximum profit position.

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Benjamin Edelman, Michael Ostrovsky, and Michael Schwarz,Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords, Aug. 1, 2006, pp. 1-25.

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