Inventors:
Christian Borgs - Seattle WA, US
Jennifer Chayes - Seattle WA, US
David Chickering - Bellevue WA, US
Seyed Etesami - Berkeley CA, US
Nicole Immorlica - Seattle WA, US
Kamal Jain - Bellevue WA, US
Mohammad Mahdian - Bellevue WA, US
Christopher Meek - Kirkland WA, US
Assignee:
Microsoft Corporation - Redmond WA
International Classification:
G06Q 30/00
Abstract:
The subject disclosure pertains to systems and methods that optimize advertisement campaigns. In particular, total utility that can be derived by an advertiser given particular keywords is maximized. The price of each keyword/slot pair can be determined or estimated and bids adjusted automatically to maximize advertiser utility or return on investment for a campaign.