US 11,869,042 B2
Bidding assistance device, bidding assistance method, and computer-readable medium storing bidding assistance program
Carlos Kobashikawa, Tokyo (JP)
Assigned to Rakuten Group, Inc., Tokyo (JP)
Filed by RAKUTEN GROUP, INC., Tokyo (JP)
Filed on Aug. 25, 2022, as Appl. No. 17/895,288.
Claims priority of application No. 2021-153520 (JP), filed on Sep. 21, 2021.
Prior Publication US 2023/0177567 A1, Jun. 8, 2023
Int. Cl. G06Q 30/02 (2023.01); G06Q 30/0273 (2023.01); G06Q 30/0201 (2023.01)
CPC G06Q 30/0275 (2013.01) [G06Q 30/0206 (2013.01)] 5 Claims
OG exemplary drawing
 
1. A real-time bidding system, comprising:
at least one memory configured to store computer program code; and
at least one processor configured to operate as instructed by the computer program code, the computer program code including:
ratio calculation code configured to cause at least one of the at least one processor to calculate, at a bidding time in an advertising period, a cost ratio of an actual advertising cost index to a goal advertising cost index, the actual advertising cost index being based on an advertising delivery performance at the bidding time, the goal advertising cost index being requested by an advertiser in the advertising period,
adjustment factor calculation code configured to cause at least one of the at least one processor to calculate, at the bidding time, an adjustment factor based on the cost ratio and on a relationship between the advertising period and the bidding time, the adjustment factor being used to adjust a bid price of an advertisement, the relationship between the advertising period and the bidding time including a period ratio of a first period to a shortest of the first period, a second period, and a third period, the first period being from a start of the advertising period to the bidding time, the second period being from the bidding time to an end of the advertising period, and the third period being a period which is requested by the advertiser and by which adjustment for the actual advertising cost index to reach the goal advertising cost index ends,
determination code configured to cause at least one of the at least one processor to determine, at the bidding time, the bid price based on the calculated adjustment factor, the goal advertising cost index, and a forecast effectiveness index that has been forecast from advertising effectiveness, the advertising effectiveness being obtained from the advertising delivery performance, and
bidding code configured to cause at least one of the at least one processor to place a bid for the advertisement in real time, at the bidding time, through a bid processing device communicably connected to the real-time bidding system, based on the determined bid price.