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Method and System for Using Meta-Analysis for Dynamic (Traffic-Quality-Based) Pricing for Online Advertising

IP.com Disclosure Number: IPCOM000243434D
Publication Date: 2015-Sep-22
Document File: 2 page(s) / 43K

Publishing Venue

The IP.com Prior Art Database

Related People

Pengyuan Wang: INVENTOR [+5]

Abstract

A method and system is disclosed for using meta-analysis for dynamic (traffic-quality-based) pricing for online advertising. The method and system monitor advertisers' conversion heterogeneity such as, but not limited to, deep vs shallow, etc., and provide fair traffic quality based pricing.

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Method and System for Using Meta-Analysis for Dynamic (Traffic-Quality-Based) Pricing for Online Advertising

Abstract

A method and system is disclosed for using meta-analysis for dynamic (traffic-quality-based) pricing for online advertising.  The method and system monitor advertisers' conversion heterogeneity such as, but not limited to, deep vs shallow, etc., and provide fair traffic quality based pricing.

Description

Usually, when a large advertiser with shallow conversions gets majority of the traffic of certain publishers (Let’s say, publishers A) of a marketplace, those segments is scored much higher in their traffic quality scores than other publishers (Let’s say, publishers B) who send a lower portion of their traffic to those high-converting advertisers.  Since, overall, publishers A have much higher conversion rate than the publishers B, and the publishers A are not discounted as much as publishers B.  The opposite case is true for a large advertiser with deep conversions.

Disclosed is a method and system for using meta-analysis for dynamic (traffic-quality-based) pricing for online advertising.  The method and system monitor advertisers' conversion heterogeneity such as, but not limited to, deep vs shallow, etc., and provide fair traffic quality based pricing.

In general, the method and system compare two items such as, but not limited to, bucket, publisher, etc., let’s say A and B.  Each heterogeneous item may include the results on N sub-items like ads, users, etc., and denoted by where  indicating the item and  indexes the s...