Dynamic Pricing for Content Presentations

Abstract

A request for content is received. First content is selected for the request. The first content is selected from among multiple content items based on information in the request, a characteristic of how the first content is to be presented, and a stored pricing threshold value selected based on the characteristic. The characteristic of how the first content is to be presented includes an amount of available space that is occupied by the first content when the first content is presented. The selected first content is provided for presentation by a publisher that provides second content.

What is claimed is: 
     
         1 . (canceled) 
     
     
         2 . A computer-implemented method, comprising:
 receiving a content item request specifying characteristics of a content item block in which a content item will be presented;   selecting a responsive content item based on the characteristics of the content item block;   determining that the responsive content item has a first dynamically selectable presentation size and a second dynamically selectable presentation size that differs from the first presentation size;   selecting, from among the first dynamically selectable presentation size and the second dynamically selectable presentation size, a selected presentation size for the responsive content item based, at least in part, on a first bid for the first presentation size and a second bid for the second presentation size, the first bid being different from the second bid; and   providing, in response to the request, data that cause presentation of the responsive content item according to the selected presentation format.   
     
     
         3 . The method of  claim 2 , wherein the content item request specifies:
 a first minimum price required to present multiple content items in the content item block; and   a second minimum price required to present only a single content item in the content item block, wherein selecting the selected presentation size for the responsive content item comprises:
 determining that at least one of the first bid or the second bid meets the first minimum price or the second minimum price; and 
 selecting the selected presentation size based on the determination. 
   
     
     
         4 . The method of  claim 3 , further comprising:
 identifying the first bid as specifying a maximum price that a content item provider will pay for presentation of a content item at a first presentation size, the first presentation size being a presentation size that enables presentation of at least two content items in the content item block; and   identifying the second bid as specifying a maximum price that the content item provider will pay for presentation of the content item at a second presentation size, the second presentation size being a presentation size at which only one content item is presentable in the content item block, wherein:
 determining that at least one of the first bid or the second bid meets the first minimum price or the second minimum price comprises determining that the first bid meets the first minimum price or that the second bid meets the second minimum price; and 
 selecting the selected presentation size comprises:
 selecting the second presentation size in response to determining that the second bid meets the second minimum price; and 
 selecting the first presentation size in response to determining that the second bid does not meet the second minimum price. 
 
   
     
     
         5 . The method of  claim 2 , wherein a difference between the first bid and the second bid is proportional to a difference in a first amount of available space of the content item block that is occupied by the responsive content item when presented at the first presentation size and a second amount of available space of the content item block that is occupied by the responsive content item when presented at the second presentation size. 
     
     
         6 . The method of  claim 2 , wherein:
 selecting the first presentation size enables presentation of at least two content items in the content item block; and   selecting the second presentation size enables presentation of only one content item in the content item block.   
     
     
         7 . The method of  claim 2 , further comprising:
 selecting an additional content item based on the characteristics of the content item block;   determining that the additional content item has a third presentation size, the third presentation size being a presentation size that enables presentation of at least two content items in the content item block;   selecting the first presentation size in response to determining that a combination of the first bid and an additional bid for the additional content item meets a bid threshold; and   providing, in response to the request, data that cause presentation of the additional content item with the responsive content item.   
     
     
         8 . The method of  claim 7 , wherein the bid threshold is based on the second bid. 
     
     
         9 . A system comprising:
 one or more data processing apparatus; and   a data store storing instructions that, when executed by the one or more data processing apparatus, cause the one or more data processing apparatus to perform operations comprising:   receiving a content item request specifying characteristics of a content item block in which a content item will be presented;   selecting a responsive content item based on the characteristics of the content item block;   determining that the responsive content item has a first dynamically selectable presentation size and a second dynamically selectable presentation size that differs from the first presentation size;   selecting, from among the first dynamically selectable presentation size and the second dynamically selectable presentation size, a selected presentation size for the responsive content item based, at least in part, on a first bid for the first presentation size and a second bid for the second presentation size, the first bid being different from the second bid; and   providing, in response to the request, data that cause presentation of the responsive content item according to the selected presentation format.   
     
     
         10 . The system of  claim 9 , wherein the content item request specifies:
 a first minimum price required to present multiple content items in the content item block; and   a second minimum price required to present only a single content item in the content item block; and   wherein selecting the selected presentation size for the responsive content item comprises:   determining that at least one of the first bid or the second bid meets the first minimum price or the second minimum price; and   selecting the selected presentation size based on the determination.   
     
     
         11 . The system of  claim 10 , wherein the operations further comprise:
 identifying the first bid as specifying a maximum price that a content item provider will pay for presentation of a content item at a first presentation size, the first presentation size being a presentation size that enables presentation of at least two content items in the content item block; and   identifying the second bid as specifying a maximum price that the content item provider will pay for presentation of the content item at a second presentation size, the second presentation size being a presentation size at which only one content item is presentable in the content item block; wherein   determining that at least one of the first bid or the second bid meets the first minimum price or the second minimum price comprises determining that the first bid meets the first minimum price or that the second bid meets the second minimum price; and   selecting the selected presentation size comprises:
 selecting the second presentation size in response to determining that the second bid meets the second minimum price; and 
 selecting the first presentation size in response to determining that the second bid does not meet the second minimum price. 
   
     
     
         12 . The system of  claim 9 , wherein a difference between the first bid and the second bid is proportional to a difference in a first amount of available space of the content item block that is occupied by the responsive content item when presented at the first presentation size and a second amount of available space of the content item block that is occupied by the responsive content item when presented at the second presentation size. 
     
     
         13 . The system of  claim 9 , wherein:
 selecting the first presentation size enables presentation of at least two content items in the content item block; and   selecting the second presentation size enables presentation of only one content item in the content item block.   
     
     
         14 . The system of  claim 9 , wherein the operations further comprise:
 selecting an additional content item based on the characteristics of the content item block;   determining that the additional content item has a third presentation size, the third presentation size being a presentation size that enables presentation of at least two content items in the content item block;   selecting the first presentation size in response to determining that a combination of the first bid and an additional bid for the additional content item meets a bid threshold; and   providing, in response to the request, data that cause presentation of the additional content item with the responsive content item.   
     
     
         15 . The system of  claim 14 , wherein the bid threshold is based on the second bid. 
     
     
         16 . A computer readable medium comprising instructions that, when executed by one or more data processing apparatus, cause the one or more data processing apparatus to perform operations comprising:
 receiving a content item request specifying characteristics of a content item block in which a content item will be presented;   selecting a responsive content item based on the characteristics of the content item block;   determining that the responsive content item has a first dynamically selectable presentation size and a second dynamically selectable presentation size that differs from the first presentation size;   selecting, from among the first dynamically selectable presentation size and the second dynamically selectable presentation size, a selected presentation size for the responsive content item based, at least in part, on a first bid for the first presentation size and a second bid for the second presentation size, the first bid being different from the second bid; and   providing, in response to the request, data that cause presentation of the responsive content item according to the selected presentation format.   
     
     
         17 . The computer readable medium of  claim 16 , wherein the content item request specifies:
 a first minimum price required to present multiple content items in the content item block; and   a second minimum price required to present only a single content item in the content item block; and   wherein selecting the selected presentation size for the responsive content item comprises:   determining that at least one of the first bid or the second bid meets the first minimum price or the second minimum price; and   selecting the selected presentation size based on the determination.   
     
     
         18 . The computer readable medium of  claim 17 , wherein the operations further comprise:
 identifying the first bid as specifying a maximum price that a content item provider will pay for presentation of a content item at a first presentation size, the first presentation size being a presentation size that enables presentation of at least two content items in the content item block; and   identifying the second bid as specifying a maximum price that the content item provider will pay for presentation of the content item at a second presentation size, the second presentation size being a presentation size at which only one content item is presentable in the content item block; wherein   determining that at least one of the first bid or the second bid meets the first minimum price or the second minimum price comprises determining that the first bid meets the first minimum price or that the second bid meets the second minimum price; and   selecting the selected presentation size comprises:
 selecting the second presentation size in response to determining that the second bid meets the second minimum price; and 
 selecting the first presentation size in response to determining that the second bid does not meet the second minimum price. 
   
     
     
         19 . The computer readable medium of  claim 16 , wherein a difference between the first bid and the second bid is proportional to a difference in a first amount of available space of the content item block that is occupied by the responsive content item when presented at the first presentation size and a second amount of available space of the content item block that is occupied by the responsive content item when presented at the second presentation size. 
     
     
         20 . The computer readable medium of  claim 16 , wherein:
 selecting the first presentation size enables presentation of at least two content items in the content item block; and   selecting the second presentation size enables presentation of only one content item in the content item block.   
     
     
         21 . The computer readable medium of  claim 16 , wherein the operations further comprise:
 selecting an additional content item based on the characteristics of the content item block;   determining that the additional content item has a third presentation size, the third presentation size being a presentation size that enables presentation of at least two content items in the content item block;   selecting the first presentation size in response to determining that a combination of the first bid and an additional bid for the additional content item meets a bid threshold; and   providing, in response to the request, data that cause presentation of the additional content item with the responsive content item.