Yahoo! Inc.

Oath Inc.

Kerem Tomak

Mohammad Mahdian

Ramazan Demir

Supratim Roy Chaudhury

Jiaqi Jin

A system is disclosed for a pay-per-action (PPA) advertising model. An advertiser reports actions and pays an advertising provider for each action that is reported. The payment may be based on the rate at which the actions are reported. The action rate may be updated based on each reported action, which may modify the payment for that action and may modify the payment for previous actions. A one-time premium may be charged to advertisers and a minimum action rate may be established to encourage advertisers to accurately report actions.

Pay-per-action system for selling advertisements

Apparatuses, methods, and systems directed to deriving optimal parameters of a learning algorithm to maximize an objective function of online keyword auctions for bidded terms. Some embodiments of the invention simulate online keyword auctions based on historical data for the bidded terms, wherein the parameters of the simulated auctions such as market reserve prices of the bidded terms are determined by an adaptive learning algorithm. The values of the parameters of the learning algorithm are optimized by a stochastic optimization method to maximize an objective function for the auctions of the bidded terms.

System and method for a data driven meta-auction mechanism for sponsored search

A method for maximizing page yield in advertisement display to Web users includes tracking click activity associated with advertisements displayed to users through a hierarchal set of search results pages associated with a keyword; tracking bidding activity by advertisers related to the keyword and corresponding advertisements of the advertisements; applying at least one component model to the click or bidding activity as correlated with a particular search results page of the hierarchal set of search results pages via which the advertisements receiving the click activity are displayed, wherein the at least one component model generates a set of output values representative of the tracked click activity; and providing the output values to the at least one component model to iteratively optimize a number of advertisements displayed on the particular search results page via which at least some of the advertisements are displayed in response to a query for the keyword.

Advertisement display depth optimization to maximize click activity page yield

A method for valuating an advertiser considered for acquisition includes capturing click-related data by users with reference to a plurality of advertisements owned by a plurality of advertisers in a keyword market; calculating a marginal value of each of the plurality of advertisers as a function of a plurality of averaged market factors, wherein the marginal value of an additional advertiser is also calculated to result in at least an estimated displaced revenue if at least one advertisement of the additional advertiser for at least one keyword were competitively included in the keyword market; and deciding whether to pursue the additional advertiser based on the marginal value of the additional advertiser as associated with the at least one keyword.

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San Francisco, CA, United States of America

Kerem Tomak