Contextual auction bidding

Abstract

Methods, systems, and apparatus, including computer program products, in which contextual bids for an auction are provided for advertisement requests for presentation of an advertisement in an identified context. Each contextual bid is based on an effectiveness measure associated with a corresponding advertisement and the identified context. Each corresponding advertisement can be served in a plurality of contexts, and the corresponding advertisement has a corresponding plurality of effectiveness measures, each effectiveness measure determined from evaluation results received from evaluations conducted in the plurality of contexts.

1 . A computer-implemented method of auctioning advertisements, comprising:
 receiving an advertisement request for presentation of an advertisement in an identified context, the identified context being one of a plurality of contexts;   receiving auction bids for advertisements in response to the advertisement request, the auction bids including contextual bids, each contextual bid being based on one or more performance parameters for a corresponding advertisement and an effectiveness measure associated with the corresponding advertisement and the identified context; and   selecting one or more advertisements based on the auction bids and serving the selected one or more advertisements in response to the advertisement request;   wherein each corresponding advertisement can be served in a plurality of contexts, and each corresponding advertisement has a corresponding effectiveness measure for each of the plurality of contexts, each effectiveness measure determined from evaluation results received from evaluations conducted in the plurality of contexts.   
     
     
         2 . The method of  claim 1 , wherein:
 the evaluation results are used to generate advertisement recognition values for each of the plurality of contexts; and   each effectiveness measure for each of the plurality of contexts is based on the advertisement recognition value for the context.   
     
     
         3 . The method of  claim 2 , wherein:
 the evaluation results are used to generate an engagement rate for each context, each engagement rate based on a participation rate of audience participation in evaluating the advertisement for each of the plurality of contexts; and   each effectiveness measure for each of the plurality of contexts is proportional to a product of the advertisement recognition value for the context and the engagement rate.   
     
     
         4 . The method of  claim 1 , wherein:
 the evaluation results are used to generate brand linkage values for each of the plurality of contexts; and   each effectiveness measure for each of the plurality of contexts is based on the brand linkage value for the context.   
     
     
         5 . The method of  claim 4 , wherein:
 the evaluation results are used to generate an engagement rate for each context, each engagement rate based on a participation rate of audience participation in evaluating the advertisement for each of the plurality of contexts; and   each effectiveness measure for each of the plurality of contexts is proportional to a product of the brand linkage value for the context and the engagement rate.   
     
     
         6 . The method of  claim 1 , wherein:
 the evaluation results are used to generate advertisement likeability values for each of the plurality of contexts; and   each effectiveness measure for each of the plurality of contexts is based on the advertisement likeability value for the context.   
     
     
         7 . The method of  claim 6 , wherein:
 the evaluation results are used to generate an engagement rate for each context, each engagement rate based on a participation rate of audience participation in evaluating the advertisement for each of the plurality of contexts; and   each effectiveness measure for each of the plurality of contexts is proportional to a product of the advertisement likeability value for the context and the engagement rate.   
     
     
         8 . The method of  claim 1 , wherein the evaluation results are received from in situ evaluations generated by an evaluation version of the corresponding advertisement, and the plurality of contexts are defined by corresponding publisher content of publishers that presented the evaluation version of the advertisement. 
     
     
         9 . The method of  claim 1 , wherein the performance parameter for the corresponding advertisement comprises a click through rate. 
     
     
         10 . A system, comprising:
 a plurality of computers; and   computer-readable media that stores computer instructions executable by the plurality of computers, and upon such execution cause the plurality of computers to perform the operations of:   receiving an advertisement request for presentation of an advertisement in an identified context;   receiving contextual bids for corresponding advertisements in response to the advertisement request, each contextual bid being based on one or more evaluation values associated with a corresponding advertisement and the identified context; and   selecting one or more advertisements based on the contextual bids and serving the selected one or more advertisements in response to the advertisement request;   wherein:
 the corresponding advertisements each have a corresponding plurality of evaluation values for a corresponding plurality of contexts, each evaluation value determined from evaluation results received from evaluations conducted in the plurality of contexts; and 
 the identified context is one of the plurality of contexts. 
   
     
     
         11 . The system of  claim 10 , wherein the one or more evaluation values include an advertisement recognition value for each of the plurality of contexts. 
     
     
         12 . The system of  claim 10 , wherein the contextual bids are further based on an advertisement effectiveness measure that is based on a product of:
 an engagement rate based on a participation rate of audience participation in evaluating the advertisement for each of the plurality of contexts; and   the advertisement recognition value for each of the plurality of contexts.   
     
     
         13 . The system of  claim 10 , wherein the one or more evaluation values include a brand linkage valued for each of the plurality of contexts. 
     
     
         14 . The system of  claim 13 , wherein the contextual bids are further based on an advertisement effectiveness measure that is based on a product of:
 an engagement rate based on a participation rate of audience participation in evaluating the advertisement for each of the plurality of contexts; and   the brand linkage value for each of the plurality of contexts.   
     
     
         15 . The system of  claim 10 , wherein the one or more evaluation values include an advertisement likeability value for each of the plurality of contexts. 
     
     
         16 . The system of  claim 10 , wherein the contextual bids are further based on an advertisement effectiveness measure that is based on a product of:
 an engagement rate based on a participation rate of audience participation in evaluating the advertisement for each of the plurality of contexts; and   the advertisement likeability value for each of the plurality of contexts.   
     
     
         17 . The system of  claim 11 , wherein the evaluation results are received from in situ advertisement evaluations generated by an evaluation version of the corresponding advertisements, and the plurality of contexts are defined by corresponding publisher content of publishers that presented the evaluation version of the advertisement.