The patent badge is an abbreviated version of the USPTO patent document. The patent badge does contain a link to the full patent document.
The patent badge is an abbreviated version of the USPTO patent document. The patent badge covers the following: Patent number, Date patent was issued, Date patent was filed, Title of the patent, Applicant, Inventor, Assignee, Attorney firm, Primary examiner, Assistant examiner, CPCs, and Abstract. The patent badge does contain a link to the full patent document (in Adobe Acrobat format, aka pdf). To download or print any patent click here.
Patent No.:
Date of Patent:
Nov. 20, 2018
Filed:
Nov. 19, 2013
Excalibur Ip, Llc, New York, NY (US);
Prabhakar Krishnamurthy, Pleasanton, CA (US);
Xing Yi, Milpitas, CA (US);
Yan Jiao, London, GB;
Jean-Marc Langlois, Menlo Park, CA (US);
EXCALIBUR IP, LLC, New York, NY (US);
Abstract
A method for adjusting pricing for advertisements of non-guaranteed delivery ('NDG') advertising auctions includes retrieving dwell time information for users that engage advertisements streamed to the users in a display content stream. The method aggregates the advertisements into different groups according to display context (such as advertisement category, viewing device, product in which the advertisement is streamed, etc.) and computes short-click ratios of advertisements in each group based on a short-click threshold assigned to the group and the user dwell time information for the group. The method further determines average dwell time by users on advertisements in respective groups. The method adjusts pricing of the advertisements of a group for NGD bidding based on the short-click ratio and average dwell time of the group, to favor groups having higher dwell times and lower short-click ratios. Prices may be dynamically adjusted across different contexts based on user engagement information.