MODULATING BUDGET SPENDING PACE FOR ONLINE ADVERTISING AUCTION BY ADJUSTING BID PRICES

摘要

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for identifying a plurality of auction elements, each auction element comprising one or more ad spaces on web pages, identifying an advertising element, the advertising element comprising an advertiser and one or more campaigns, each campaign comprising one or more creative elements, submitting the advertising element to bid on available ad spaces of the auction elements during a first time period, using a respective first bid price for each particular auction element, determining a first budget spending pace of the advertising element for the first time period based on a number of impressions served by one or more creative elements of the advertising element on the auction elements during the first time period, determining a target budget spending pace of the advertising element for a second time period after the first time period, and determining a second bid price for each particular auction element for the second time period, based on the target budget spending pace, the first budget spending pace, and the first bid price for the particular auction element.