Systems and methods for controlling bidding for online advertising campaigns
A system is provided for managing bid prices of an online advertising campaign. The system includes a memory storing instructions for adjusting bid prices, and a campaign controller for generating a nominal bid price and a perturbation parameter, based on an ad request received from an advertiser. The system further includes a perturbation engine for generating a perturbed bid price based on the nominal bid price and the perturbation parameter, according to the instructions stored in the memory. The system further includes a serving unit for serving an ad impression based on the perturbed bid price. A computer-implemented method for managing bid prices of an online advertising campaign is also provided.
1 . A system for managing bid prices of an online advertising campaign, the system comprising:
a memory storing instructions for adjusting bid prices;
a campaign controller for generating a nominal bid price and a perturbation parameter, based on an ad request received from an advertiser;
an engine for generating a perturbed bid price based on the nominal bid price and the perturbation parameter, according to the instructions stored in the memory; and
a serving unit for serving an ad impression based on the perturbed bid price.
2 . The system of claim 1 , wherein the campaign controller further generates a bid allocation for the ad request, and the serving unit serves the ad impression based on the perturbed bid price and the bid allocation.
3 . The system of claim 1 , wherein the engine generates the perturbed bid price based on a probability density function defined by the nominal bid price and the perturbation parameter.
4 . The system of claim 3 , wherein the probability density function is defined by a Gamma distribution.
5 . The system of claim 1 , wherein the serving unit for serving the ad impression is a competitive market clearing mechanism configured to match impression requests with ad requests.
6 . The system of claim 1 , wherein the engine is configured to generate perturbed bid prices independent from the number of advertising campaigns running in an associated advertising network.
7 . The system of claim 1 , wherein the engine is configured to generate the perturbed bid price using a combination of random and deterministic perturbation functions.
8 . The system of claim 1 , wherein the perturbed bid price is a function of one or more of the perturbation parameter, the nominal bid price, a bid allocation, a current time, an ad server characteristic, and an ad network characteristic.
9 . The system of claim 1 , wherein the perturbation parameter is a function of a number of campaigns operating in an advertising network.
10 . The system of claim 1 , wherein the perturbation parameter is a function of how long the online advertising campaign has been running.
11 . A computer-implemented method for managing bid prices of an online advertising campaign, the method comprising:
storing instructions for adjusting bid prices in a memory;
receiving an ad request from an advertiser;
generating a nominal bid price and a perturbation parameter, based on the ad request;
generating a perturbed bid price based on the nominal bid price and the perturbation parameter, according to the instructions stored in the memory; and
serving an ad impression for the ad request based on the perturbed bid price.
12 . The computer-implemented method of claim 11 , further comprising generating a bid allocation for the ad request and serving the ad impression based on the perturbed bid price and the bid allocation.
13 . The computer-implemented method of claim 11 , wherein the perturbed bid price is generated based on a probability density function defined by the nominal bid price and the perturbation parameter.
14 . The computer-implemented method of claim 13 , wherein the probability density function includes a Gamma distributed variable.
15 . The computer-implemented method of claim 14 , wherein the bid allocation and perturbation parameter implemented by the probability density function are numerical values between 0 and 1, inclusive.
16 . The computer-implemented method of claim 11 , wherein the perturbed bid price is generated from a Gamma distribution defined by the nominal bid price and the perturbation parameter.
17 . The computer-implemented method of claim 16 , wherein the Gamma distribution is at least partially defined by a value of the perturbation parameter.
18 . The computer-implemented method of claim 11 , wherein the method further includes adjusting the perturbation parameter based on characteristics of a network in which the ad impression is served.
19 . The computer-implemented method of claim 11 , wherein the perturbed bid price is generated based on a probability density function defined by the nominal bid price and the perturbation parameter.
20 . The computer-implemented method of claim 11 , wherein perturbed bid prices are generated independent from the number of advertising campaigns running in an associated advertising network.
21 . The computer-implemented method of claim 11 , wherein the perturbed bid price is generated using a combination of random and deterministic perturbation functions.
22 . The computer-implemented method of claim 11 , wherein the perturbed bid price is a function of one or more of the perturbation parameter, the nominal bid price, a bid allocation, a current time, an ad server characteristic, and an ad network characteristic.
23 . The computer-implemented method of claim 11 , wherein the perturbation parameter is a function of a number of campaigns operating in an advertising network.
24 . The computer-implemented method of claim 11 , wherein the perturbation parameter is a function of how long the online advertising campaign has been running.
25 . A computer-readable storage medium storing a computer program which, when executed by a computer, causes the computer to perform a method comprising the steps of:
storing instructions for adjusting bid prices in a memory;
receiving an ad request from an advertiser;
generating a nominal bid price and a perturbation parameter, based on the ad request;
generating a perturbed bid price based on the nominal bid price and the perturbation parameter, according to the instructions stored in the memory; and
serving an ad impression for the ad request based on the perturbed bid price.
26 . A computer-implemented method for managing bid prices of an online advertising campaign, the method comprising:
storing instructions for adjusting bid prices in a memory;
receiving an ad request from an advertiser;
generating a nominal bid price and one or more bid price adjustment parameters, based on the ad request;
generating an adjusted bid price based on the nominal bid price and one or more bid price adjustment parameters, according to the instructions stored in the memory; and
serving an ad impression for the ad request based on the adjusted bid price.
27 . A computer-implemented method for managing bid prices of an online advertising campaign, the method comprising:
storing instructions for adjusting bid prices in a memory;
receiving an ad request from an advertiser;
generating a nominal bid price and a perturbation parameter, based on the ad request;
generating a perturbed bid price based on the nominal bid price and the perturbation parameter, according to the instructions stored in the memory; and
serving an ad impression for the ad request based on the perturbed bid price;
wherein the perturbed bid price B is generated according to
B
=
b
(
σ
)
2
G
(
1
(
σ
)
2
)
where b is the nominal bid price, a is the perturbation parameter, and
G
(
1
(
σ
)
2
)
=
G
(
α
)
,
where G(α) is a random number generated from a Gamma distribution with a shape parameter equal to α and scale parameter equal to one.