Location-based bid modifiers

Abstract

Systems and methods for determining location-based bid modifier suggestions include determining a content placement cost based in part on a likelihood of a user that has entered a physical establishment completing a transaction, an average transaction amount for the establishment, and an expected return on investment (ROI). A location-based bid modifier may be determined using the computed cost and a base bid amount. In some implementations, the location-based bid modifier may also be based on a probability model that models the probability of the user visiting the establishment.

What is claimed is: 
     
         1 .- 20 . (canceled) 
     
     
         21 . A system for dynamic location-based selection of online content, comprising:
 one or more servers comprising memory and one or more processors to:   receive, via a messenger program, text input from a user of a client device;   determine, responsive to the text input and based on a location of the client device and a function, a probability the user of the client device visits a physical establishment;   determine to execute a content selection process to select online content for presentation via the messenger program;   generate a bid modifier based on the probability that the user of the client device visits the physical establishment, an average transaction amount for the physical establishment, and a base bid amount established by a content provider;   select, via the content selection process based on the bid modifier, an online content item for the physical establishment; and   provide, via a network to the client device for presentation via the messenger program, the online content item selected based on the bid modifier.   
     
     
         22 . The system of  claim 21 , comprising:
 the one or more processors to receive, via the messenger program, the text input via voice input detected by a microphone of the client device.   
     
     
         23 . The system of  claim 21 , comprising;
 generate the bid modifier based on a first product of the probability that the client device visits the physical establishment and the average transaction amount for the physical establishment divided by a second product of an expected amount for one or more transactions made at the physical establishment that resulted from placement of third-party content and the base bid amount established by the content provider.   
     
     
         24 . The system of  claim 21 , comprising:
 the one or more processors to provide a social networking application.   
     
     
         25 . The system of  claim 24 , comprising:
 the one or more processors to provide the messenger program via a web page rendered on the client device.   
     
     
         26 . The system of  claim 21 , wherein the client device comprises a digital assistant. 
     
     
         27 . The system of  claim 21 , comprising:
 the one or more processors to determine, based on the location of the client device, a travel value for the physical establishment that indicates a spatio-temporal relationship between the location of the client device and the physical establishment of a third-party content provider.   
     
     
         28 . The system of  claim 27 , wherein the travel value comprises at least one of:
 a radius around the physical establishment;   a travel time to the physical establishment; or   a distance along a path to the physical establishment.   
     
     
         29 . The system of  claim 21 , wherein the function comprises an exponential decay function. 
     
     
         30 . The system of  claim 21 , comprising:
 the one or more processors to determine the location of the client device using location information relayed via an application programming interface of a navigation program executed by the client device.   
     
     
         31 . A method for dynamic location-based selection of online content, comprising:
 receiving, by one or more servers comprising memory and one or more processors, via a chat application, text input from a user of a client device;   identifying, by the one or more processors responsive to the text input, a location of the client device;   determining, by the one or more processors, based on the location of the client device and a function, a probability the user of the client device visits a physical establishment;   determining, by the one or more processors, to execute a content selection process to select online content for presentation via the chat application;   generating, by the one or more processors, a bid modifier based on the probability that the user of the client device visits the physical establishment, an average transaction amount for the physical establishment, and a base bid amount established by a content provider;   selecting, by the one or more processors, via the content selection process based on the bid modifier, an online content item for the physical establishment; and   providing, by the one or more processors via a network to the client device for presentation via the chat application, the online content item selected based on the bid modifier.   
     
     
         32 . The method of  claim 31 , comprising:
 receiving, by the one or more processors via the chat application, the text input via voice input detected by a microphone of the client device.   
     
     
         33 . The method of  claim 31 , comprising;
 generating, by the one or more processors, the bid modifier based on a first product of the probability that the client device visits the physical establishment and the average transaction amount for the physical establishment divided by a second product of an expected amount for one or more transactions made at the physical establishment that resulted from placement of third-party content and the base bid amount established by the content provider.   
     
     
         34 . The method of  claim 31 , comprising:
 providing, by the one or more processors, a social networking application.   
     
     
         35 . The method of  claim 34 , comprising:
 providing, by the one or more processors, the chat application via a web page rendered on the client device.   
     
     
         36 . The method of  claim 31 , wherein the client device comprises a digital assistant. 
     
     
         37 . The method of  claim 31 , comprising:
 the one or more processors to determine, based on the location of the client device, a travel value for the physical establishment that indicates a spatio-temporal relationship between the location of the client device and the physical establishment of a third-party content provider.   
     
     
         38 . The method of  claim 37 , wherein the travel value comprises at least one of:
 a radius around the physical establishment;   a travel time to the physical establishment; or   a distance along a path to the physical establishment.   
     
     
         39 . The method of  claim 31 , wherein the function comprises an exponential decay function. 
     
     
         40 . The method of  claim 31 , comprising:
 determining, by the one or more processors, the location of the client device using location information relayed via an application programming interface of a navigation program executed by the client device.