Google Inc.

Wilburt Labio

Monika Hildegard Henzinger

Mark Rose

Robert J Stets, Jr

Sridhar Ramaswamy

Zhe Qian

Arash Baratloo

Keith H Randall

Ming-Yee Iu

An advertiser may be provided with fast and accurate estimates of the future cost and/or performance information for one or more actual or hypothetical ads (generally referred to as 'proto-ads'). Past auction information may be used to simulate auctions that the proto-ad would have competed in. The proto-ad may then participate in a 'replay' of such past auctions.

Estimating cost and/or performance information for an advertisement in an advertising system

Offers, such as bids in an advertising network, may be determined and/or managed by accepting an ad budget and at least one ad serving constraint, and then generating offer information using the ad budget and the serving constraint(s). The offer may be generated by obtaining, for each of the ad serving constraint(s), a plurality of points, wherein each point includes a cost per event value and an event quantity value. These points collectively define a landscape. A convex landscape for each of the ad serving constraint(s) is then determined from the landscape(s). One or more points from at least one of the convex landscapes is then used to generate the offer information.

Determining and/or managing offers such as bids for advertising

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Wilburt Labio