Dwell time based advertising

Abstract

A method for online advertising, is provided, including: receiving a request for a web page from a client device; in response to the request, selecting an advertisement for presentation on the web page, and transmitting the web page to the client device; determining a duration of exposure of the advertisement when the web page is presented on the client device; determining a level of performance of a guaranteed presentation amount associated with the advertisement, the level of performance based on the duration of exposure of the advertisement. In another embodiment, a plurality of candidate advertisements are identified for presentation on a requested web page; for each candidate, an expected cost per time unit (eCPTU) of exposure is determined; one candidate advertisement is selected for presentation on the web page based on the eCPTU's; the web page is transmitted to a client device.

What is claimed is: 
     
         1 . A method for online advertising, comprising:
 receiving a request for a web page from a client device;   in response to the request, selecting an advertisement for presentation on the web page, and transmitting the web page to the client device;   determining a duration of exposure of the advertisement when the web page is presented on the client device;   determining a level of performance of a guaranteed presentation amount associated with the advertisement, the level of performance based on the duration of exposure of the advertisement;   wherein the method is executed by at least one processor.   
     
     
         2 . The method of  claim 1 , wherein determining the duration of exposure of the advertisement on the requested web page includes processing event data indicative of user interaction with the requested web page. 
     
     
         3 . The method of  claim 1 , wherein presentation of the advertisement on the requested web page is defined by transmission of data defining the requested web page configured to include the advertisement. 
     
     
         4 . The method of  claim 1 , wherein the guaranteed presentation amount defines a number of impressions for the advertisement. 
     
     
         5 . The method of  claim 4 , wherein determining the level of performance includes assigning a weight to the presentation of the advertisement based on the duration of exposure, and aggregating the weighted presentation of the advertisement with prior weighted presentations of the advertisement, each prior weighted presentation being defined by a prior presentation of the advertisement weighted by a prior duration of exposure. 
     
     
         6 . The method of  claim 1 , wherein the guaranteed presentation amount defines a total duration of exposure for the advertisement. 
     
     
         7 . The method of  claim 6 , wherein determining the level of performance includes aggregating the duration of exposure for the presentation on the client device with prior durations of exposure of the advertisement. 
     
     
         8 . The method of  claim 1 , wherein selecting the advertisement includes determining a match between a target profile associated with the advertisement and an opportunity profile associated with the web page, the opportunity profile being based on one or more of characteristics of content to be presented on the web page or characteristics of a user of the client device. 
     
     
         9 . A method for online advertising, comprising:
 receiving a request for a web page from a client device;   identifying a plurality of advertisements as candidates for presentation on the web page;   for each of the plurality of advertisements, determining an expected cost per time unit (eCPTU) of exposure;   selecting one of the plurality of advertisements for presentation on the web page based on the eCPTU's of the plurality of advertisements;   transmitting the web page to the client device;   wherein the method is executed by at least one processor.   
     
     
         10 . The method of  claim 9 , wherein selecting one of the plurality of advertisements includes performing an auction for an advertising opportunity defined by the web page based on the eCPTU's of the plurality of advertisements. 
     
     
         11 . The method of  claim 9 , wherein identifying the plurality of advertisements includes determining a match between a target profile associated with each of the plurality of advertisements and an opportunity profile associated with the web page, the opportunity profile being based on one or more of characteristics of content to be presented on the web page or characteristics of a user of the client device. 
     
     
         12 . The method of  claim 9 , wherein determining the eCPTU for each of the plurality of advertisements includes converting one or more of a cost per impression (CPM) bid, a cost per click (CPC) bid, or a cost per conversion (CPA) bid to the eCPTU. 
     
     
         13 . The method of  claim 12 , wherein converting the CPM bid to the eCPTU includes dividing the CPM bid by an average exposure duration per impression for the advertisement. 
     
     
         14 . The method of  claim 12 , wherein converting the CPC bid includes multiplying the CPC bid by a probability that presentation of the advertisement will result in a click activity. 
     
     
         15 . The method of  claim 12 , wherein converting the CPA bid includes multiplying the CPA bid by a probability that presentation of the advertisement will result in a conversion activity. 
     
     
         16 . The method of  claim 9 , further comprising,
 determining a duration of exposure of the selected advertisement when the web page is presented on the client device.   
     
     
         17 . The method of  claim 16 , wherein determining the duration of exposure of the selected advertisement on the requested web page includes processing event data indicative of user interaction with the requested web page. 
     
     
         18 . The method of  claim 9 , wherein presentation of the selected advertisement on the requested web page is defined by transmission of data defining the requested web page configured to include the selected advertisement. 
     
     
         19 . A method for online advertising, comprising:
 receiving a request for a web page from a client device;   in response to the request, selecting a first advertisement and a second advertisement for presentation at a same location on the web page, and transmitting the web page to the client device;   determining a duration of exposure of each of the first advertisement and the second advertisement when the web page is presented on the client device;   determining a level of performance of a guaranteed presentation amount associated with the first advertisement and a guaranteed presentation amount associated with the second advertisement, the level of performance of each of the first and second advertisements being based on the duration of exposure of each of the first advertisement and the second advertisement, respectively;   wherein the method is executed by at least one processor.   
     
     
         20 . The method of  claim 19 , wherein the presentation of the web page on the client device defines a single impression during which each of the first advertisement and the second advertisement are presented at the same location on the web page.