US 11,657,326 B2
Bid value determination for a first-price auction
Shengjun Pan, San Jose, CA (US); Tian Zhou, Sunnyvale, CA (US); Brendan Kitts, Seattle, WA (US); Hao He, Milpitas, CA (US); Bharatbhushan Shetty, Sunnyvale, CA (US); Djordje Gligorijevic, San Jose, CA (US); Junwei Pan, Sunnyvale, CA (US); Tingyu Mao, Sunnyvale, CA (US); San Gultekin, San Jose, CA (US); Balaji Srinivasa Rao Paladugu, San Jose, CA (US); Jianlong Zhang, San Jose, CA (US); Sneha Thomas, San Jose, CA (US); and Aaron Flores, Menlo Park, CA (US)
Assigned to YAHOO AD TECH LLC, New York, NY (US)
Filed by Oath Inc., New York, NY (US)
Filed on Aug. 17, 2020, as Appl. No. 16/994,976.
Prior Publication US 2022/0051131 A1, Feb. 17, 2022
Int. Cl. G06Q 30/00 (2023.01); G06N 20/00 (2019.01); G06N 5/04 (2023.01); G06Q 30/0273 (2023.01); G06Q 30/02 (2023.01)
CPC G06N 20/00 (2019.01) [G06N 5/04 (2013.01); G06Q 30/0275 (2013.01)] 20 Claims
OG exemplary drawing
 
1. A method, comprising:
receiving, by a demand-side platform (DSP), a first bid request, wherein:
the first bid request is associated with a first request for content associated with a first client device; and
the first bid request is indicative of a first set of features comprising one or more first features associated with the first request for content;
determining, based upon a first bid value associated with a first content item, a first shaded bid value associated with the first content item;
submitting, by the DSP, the first shaded bid value to a first auction module, of a supply-side platform (SSP), for participation in a first auction associated with the first request for content;
receiving, by the DSP, a first impression indication indicative of whether the first content item is a winner of the first auction;
storing, in an auction information database, a first set of auction information associated with the first auction, wherein:
the first set of auction information is indicative of:
the first set of features;
the first impression indication; and
the first shaded bid value; and
the auction information database comprises a plurality of sets of auction information, comprising the first set of auction information, associated with a plurality of auctions comprising the first auction;
training a machine learning model using the plurality of sets of auction information to generate a first machine learning model comprising a plurality of feature parameters associated with a plurality of features of the plurality of sets of auction information;
loading the machine learning model onto a bid shading module of the DSP;
receiving, by the DSP, a second bid request, wherein:
the second bid request is associated with a second request for content associated with a second client device; and
the second bid request is indicative of a second set of features comprising one or more second features associated with the second request for content;
determining a second bid value associated with a second content item;
inputting, into the bid shading module of the DSP, the second bid value;
determining, based upon the second set of features and using the first machine learning model loaded onto the bid shading module of the DSP, a plurality of win probabilities associated with a plurality of shaded bid values, wherein:
each shaded bid value of the plurality of shaded bid values does not exceed the second bid value; and
a first win probability of the plurality of win probabilities is associated with a second shaded bid value of the plurality of shaded bid values and corresponds to a probability that the second content item wins an auction associated with the second request for content responsive to submitting the second shaded bid value to an auction module associated with the second request for content;
determining, based upon the plurality of win probabilities associated with the plurality of shaded bid values, a third shaded bid value; and
submitting the third shaded bid value to a second auction module for participation in a second auction associated with the second request for content,
wherein one or more content items are provided for presentation on the second client device associated with the second request for content based upon a determination that the one or more content items are a winner of the second auction.