Title:
SYSTEM AND METHODS FOR BID OPTIMIZATION IN REAL-TIME BIDDING
Document Type and Number:
WIPO Patent Application WO/2023/042986
Kind Code:
A1
Abstract:
A method of operating a demand side platform (DSP) includes determining a current state of the DSP, wherein the current state of the DSP is based on a remaining bid budget and remaining number of opportunities, receiving, at the DSP, a bid request for one or more advertisement impressions, and determining an uncertainty of a predicted user response probability. The method further includes determining a risk tendency value based on the current state of the DSP, determining an adjusted value of the one or more advertisement impressions based on the uncertainty and risk tendency, determining a bid price for each of the one or more advertisement impressions based on the adjusted value of the one or more advertisement impressions, transmitting the bid price to an exchange platform to participate in an auction, receiving an auction result and updating the current state of the DSP based on the auction result.
Inventors:
JIANG ZHIMENG (US)
ZHOU KAIXIONG (US)
ZHANG MI (US)
CHEN RUI (US)
HU XIA (US)
CHOI SOOHYUN (US)
ZHOU KAIXIONG (US)
ZHANG MI (US)
CHEN RUI (US)
HU XIA (US)
CHOI SOOHYUN (US)
Application Number:
PCT/KR2022/005149
Publication Date:
March 23, 2023
Filing Date:
April 08, 2022
Export Citation:
Assignee:
SAMSUNG ELECTRONICS CO LTD (KR)
International Classes:
H04L41/00; H04L41/0896; H04L41/147
Domestic Patent References:
| WO2020104806A1 | 2020-05-28 |
Foreign References:
| US20160092933A1 | 2016-03-31 | |||
| US20160180373A1 | 2016-06-23 | |||
| US20150348139A1 | 2015-12-03 | |||
| US20210082001A1 | 2021-03-18 |
Other References:
See also references of EP 4315778A4
Attorney, Agent or Firm:
LEE, Keon-Joo et al. (KR)
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