Julian E Romero

US Patent:

20100174609, Jul 8, 2010

Filed:

Jan 2, 2009

Appl. No.:

12/348248

Inventors:

Eric Theodore Bax - Altadena CA, US
Julian Romero - Los Angeles CA, US

Assignee:

YAHOO! Inc. - Sunnyvale CA

International Classification:

G06Q 40/00
G06Q 30/00

US Classification:

705 1471, 705 36 R

Abstract:

A system and method for improving online advertising auctions. The system includes an offer store configured to received offers from advertisers bidding do display advertisements to users. An estimator engine in communication with the offer store estimates values for each of the offers to produce estimated offer values. An adjustment engine in communication with the estimator engine adjusts the estimated offer values to correct for bias introduced by estimating values for the offers. An auction engine in communication with the adjustment engine selects one or more advertisements for display to a user based on the adjusted estimated offer values.