US 12,131,350 B2
Artificial intelligence techniques for bid optimization used for generating dynamic online content
Somdeb Sarkhel, San Jose, CA (US); Saayan Mitra, San Jose, CA (US); Jiatong Xie, San Francisco, CA (US); and Alok Kothari, San Francisco, CA (US)
Assigned to Adobe Inc., San Jose, CA (US)
Filed by Adobe Inc., San Jose, CA (US)
Filed on Aug. 16, 2021, as Appl. No. 17/403,702.
Application 17/403,702 is a continuation of application No. 16/687,082, filed on Nov. 18, 2019, granted, now 11,127,050.
Prior Publication US 2021/0374809 A1, Dec. 2, 2021
This patent is subject to a terminal disclaimer.
Int. Cl. G06Q 30/0273 (2023.01); G06N 20/00 (2019.01); G06Q 30/0241 (2023.01)
CPC G06Q 30/0275 (2013.01) [G06N 20/00 (2019.01); G06Q 30/0277 (2013.01)] 16 Claims
OG exemplary drawing
 
1. A method comprising:
receiving, by a bid generation computer system and from a content placement system, a bid request for a dynamic content placement opportunity;
identifying a pace of a campaign, the pace representing an amount intended to be spent per a time unit compared to an amount actually spent in a subset of the time unit;
determining, by the bid generation computer system, a quantile value, corresponding to a selected percentile of historical clearing price data, based on the identified pace of the campaign;
predicting, by the bid generation computer system, a clearing price for the bid request by applying a pretrained model to information associated with the received bid request, wherein the quantile value is a hyperparameter of the pretrained model used to control bidding aggressiveness and to reduce a likelihood of overbidding or underbidding, and wherein the pretrained model was trained on historical winning bids data identifying historical clearing prices corresponding to historical winning bids;
computing, by the bid generation computer system, a final bid based upon the predicted clearing price; and
communicating the final bid from the bid generation computer system to the content placement system, wherein communicating the final bid to the content placement system causes a primary content provider to provide a user device with access to dynamic online content, wherein the receiving, determining, selecting predicting, computing, and causing the final bid to be communicated are performed in less than about 50 milliseconds.