Location-based bid modifiers
Systems and methods for determining location-based bid modifier suggestions include determining a content placement cost based in part on a likelihood of a user that has entered a physical establishment completing a transaction, an average transaction amount for the establishment, and an expected return on investment (ROI). A location-based bid modifier may be determined using the computed cost and a base bid amount. In some implementations, the location-based bid modifier may also be based on a probability model that models the probability of the user visiting the establishment.
1. A system for dynamic location-based selection of online content, comprising:
a server comprising one or more processors;
a content selection service executed by the server to:
identify a location of the client device;
determine, based on the location of the client device input into a function configured to output a minimum probability of a visit to a physical establishment, the probability that the client device visits the physical establishment;
generate an auction bid modifier based on the probability that the client device visits the physical establishment, an average transaction amount for the physical establishment, and the likelihood of a visit to the physical establishment resulting in a completed transaction;
select, via a content auction in response to the request for content, an online content item for the physical establishment based on the auction bid modifier; and
provide, via a network, the online content item to the client device to cause the client device to render the online content item on the client device.
2. The system of claim 1 , comprising the content selection service configured to:
retrieve, from one or more databases stored in memory, a likelihood of a visit to a physical establishment resulting in a completed transaction;
retrieve, from the one or more databases stored in memory, the average transaction amount for the physical establishment.
3. The system of claim 1 , comprising the content selection service configured to:
determine, based on the location of the client device, a travel value for the physical establishment that indicates a spatio-temporal relationship between the location of the client device and the physical establishment of a third-party content provider.
4. The system of claim 3 , wherein the travel value comprises at least one of:
a radius around the physical establishment;
a travel time to the physical establishment; or
a distance along a path to the physical establishment.
5. The system of claim 1 , wherein the function comprises an exponential decay function.
6. The system of claim 5 , wherein the function decays to zero at a maximum travel distance input by the third-party content provider.
7. The system of claim 1 , wherein the auction bid modifier is determined as a discrete function of the spatio-temporal relationship between the location of the client device and the physical establishment.
8. The system of claim 1 , comprising the content selection service configured to:
determine the location of the client device using location information relayed via an application programming interface of a navigation program executed by the client device.
9. The system of claim 1 , comprising the content selection service configured to:
generate the auction bid modifier as a percentage increase to a base bid amount.
10. The system of claim 1 , comprising the content selection service configured to:
determine that a travel value indicating a spatio-temporal relationship between the location of the client device and the physical establishment satisfies a predefined range;
responsive to the determination that the travel value satisfies the predefined range, control the content auction to bid on the online content item.
11. The system of claim 1 , wherein the physical establishment is a first physical establishment, and wherein the content selection service configured to:
identify a second physical establishment within a travel range defined by the maximum travel value for the first physical establishment;
determine that a second location is closer to the first physical establishment than the second physical establishment; and
associate the second location with the first physical establishment.
12. A method of dynamically performing location-based selection of online content, comprising:
identifying a location of the client device;
determining, based on the location of the client device input into a function configured to output a minimum probability of a visit to a physical establishment, the probability that the client device visits the physical establishment;
generating an auction bid modifier based on the probability that the client device visits the physical establishment, an average transaction amount for the physical establishment, and the likelihood of a visit to the physical establishment resulting in a completed transaction;
selecting, via a content auction in response to the request for content, an online content item for the physical establishment based on the auction bid modifier; and
providing, via a network, the online content item to the client device to cause the client device to render the online content item on the client device.
13. The method of claim 12 , comprising:
determining, based on the location of the client device, a travel value for the physical establishment that indicates a spatio-temporal relationship between the location of the client device and the physical establishment of a third-party content provider.
14. The method of claim 12 , comprising: determining, by the content selection service based on the location of the client device, a travel value for the physical establishment that indicates a spatiotemporal relationship between the location of the client device and the physical establishment of a third-party content provider.
15. The method of claim 14 , wherein the travel value comprises at least one of:
a radius around the physical establishment;
a travel time to the physical establishment; or
a distance along a path to the physical establishment.
16. The method of claim 12 , comprising:
generating, by the content selection service, the auction bid modifier based on the probability of the visit to the physical establishment, a maximum travel value set by the content provider, and a travel value that indicates a spatio-temporal relationship between the location of the client device and the physical establishment of a third-party content provider.
17. The method of claim 12 , wherein the function comprises an exponential decay function.
18. The method of claim 12 , comprising:
computing, by the content selection service, the function comprising a discrete exponential decay function to model the probability of the visit to the physical establishment, wherein the auction bid modifier is determined as a discrete function of a travel value for the physical establishment, the travel value indicating a spatio-temporal relationship between the location of the client device and the physical establishment.
19. The method of claim 12 , comprising:
determining, by the content selection service, the location of the client device using location information relayed via an application programming interface of a navigation program executed by the client device.
20. The method of claim 12 , comprising:
determining, by the content selection service, that a travel value indicating a spatio-temporal relationship between the location of the client device and the physical establishment satisfies a predefined range;
responsive to determining that the travel value satisfies the predefined range, controlling, by the content selection service, the real-time content auction to bid on the online content item.