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1. WO2011094058 - PLACEHOLDER BIDS IN ONLINE ADVERTISING

Publication Number WO/2011/094058
Publication Date 04.08.2011
International Application No. PCT/US2011/020867
International Filing Date 11.01.2011
IPC
G06Q 30/00 2006.01
GPHYSICS
06COMPUTING; CALCULATING OR COUNTING
QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
30Commerce, e.g. shopping or e-commerce
CPC
G06Q 30/02
GPHYSICS
06COMPUTING; CALCULATING; COUNTING
QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
30Commerce, e.g. shopping or e-commerce
02Marketing, e.g. market research and analysis, surveying, promotions, advertising, buyer profiling, customer management or rewards; Price estimation or determination
G06Q 30/0275
GPHYSICS
06COMPUTING; CALCULATING; COUNTING
QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
30Commerce, e.g. shopping or e-commerce
02Marketing, e.g. market research and analysis, surveying, promotions, advertising, buyer profiling, customer management or rewards; Price estimation or determination
0241Advertisement
0273Fees for advertisement
0275Auctions
G06Q 30/08
GPHYSICS
06COMPUTING; CALCULATING; COUNTING
QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
30Commerce, e.g. shopping or e-commerce
06Buying, selling or leasing transactions
08Auctions ; , matching or brokerage
Applicants
  • YAHOO! INC. [US]/[US] (AllExceptUS)
  • BAX, Eric Theodore [US]/[US] (UsOnly)
  • REILEY, David [US]/[US] (UsOnly)
  • LEWIS, Randall [US]/[US] (UsOnly)
  • BHATIA, Tarun [US]/[US] (UsOnly)
  • KANTAK, Darshan V. [IN]/[US] (UsOnly)
Inventors
  • BAX, Eric Theodore
  • REILEY, David
  • LEWIS, Randall
  • BHATIA, Tarun
  • KANTAK, Darshan V.
Agents
  • WOODS, James
Priority Data
12/697,77301.02.2010US
Publication Language English (EN)
Filing Language English (EN)
Designated States
Title
(EN) PLACEHOLDER BIDS IN ONLINE ADVERTISING
(FR) OFFRES FICTIVES DANS DE LA PUBLICITÉ EN LIGNE
Abstract
(EN)
Some embodiments of the invention provide techniques for placing "placeholder" bids in an auction associated with online advertising marketplace. Placeholder bids can include bids that are not actually entered or placed in the auction or marketplace. Rather, placeholder bids can include hypothetical bids. Impacts of placeholder bids, should the placeholder bids have been entered or placed as actual bids, can be assessed. An assessment can include assessing an impact on auction and marketplace parameters, an impact on bid or campaign performance, and an impact on downstream parameters such as user behavior, such as associated conversions or purchasing.
(FR)
Certains modes de réalisation de l'invention concernent des techniques pour placer des offres "fictives" dans une vente aux enchères associée à une place de marché électronique de publicités en ligne. Des offres fictives peuvent comprendre des offres qui ne sont pas réellement entrées ou placées dans la vente aux enchères ou sur la place de marché électronique. Par ailleurs, des offres fictives peuvent comporter des offres hypothétiques. On peut évaluer des impacts d'offres fictives si les offres fictives avaient été entrées ou placées en tant qu'offres réelles. Une évaluation peut consister à évaluer un impact sur des paramètres d'une vente aux enchères ou d'une place de marché électronique, un impact sur une offre ou des performances d'une campagne publicitaire et un impact sur des paramètres de flux descendant tels que le comportement d'un utilisateur, tels que des conversions ou des achats associés.
Also published as
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