SYSTEM AND METHOD FOR CONDUCTING AN AUCTION OF AVERAGE PRICE FOR THE PURPOSE OF RANKING ADVERTISEMENTS IN SEARCH RESULTS

Claims

1. A method for conducting an average price auction for the purpose of ranking advertisements from manufacturers, sellers of goods, and service providers (Auction Participants) in search results on an aggregator website (Platform), which includes the following steps: limiting the search results resource by differentiating ad blocks based on marketing features (block content and design), low-frequency query categories (specific goods or services); conducting an automated average price auction separately for each block: the first block - places 1 through 4, the second block - places 5 through 9, the third block - places 10 through 17, the fourth block - from 18 onwards; storing data on the cost and time of submission of each of the applications submitted for participation in the auction for a given block; extracting data indicating at least one bid containing a bid time component, a product / service component, and a bid price component with information about the Auction Participant; extracting second data indicating a new bid containing a bid time component, a product / service component, and components of the price for posting an advertisement with information about the second Bidder; determining the cost of entering a new bid into a block by setting the value of its price component to be at least one bid step range greater than that of one of the bids already participating in the block, with a price component lower than the price component of the new bid; distribution of advertisements into blocks in accordance with the rating of the bids submitted by the auction participants, while maintaining data on the cost of each of the bids in the block; the entry of a new application into a search results block simultaneously with the exclusion from the specified block of an advertisement that has been placed in the block longer than others; The write-off of the amount payable to the Platform by each of the Auction Participants for a given block occurs by calculating the average price, equal to the sum of the bids of all Participants in the block, divided by the number of places in the block.

2. The method according to paragraph 1, in which the placement of advertisements participating in each block in the search results occurs in a random order when the page of the User’s website searching for advertisements is updated.

3. The method according to claim 1, wherein the search results blocks contain a number of advertisements that increases exponentially.

4. The method according to claim 1, wherein the search results blocks contain a number of advertisements that increases in arithmetic progression with a given step.

5. The method according to paragraph 1, in which, in each block, when calculating the cost to be written off, the maximum bid of the block participants is not taken into account, and the sum of the remaining bids is divided by the total number of block participants.

6. The method according to paragraph 1, in which the sum of the bets of the block participants is divided by the number of block participants minus one participant.

7. The method according to paragraph 1, in which in each block, when calculating the cost to be written off, a reduction coefficient k (0 <k<1).

8. The method according to paragraph 1, in which in each block, when calculating the cost to be written off, an increasing coefficient k (k>1) is used.

9. The method according to paragraph 1, in which participation in the auction for each block of advertisements is differentiated by the amount of the initial bid and the bidding step separately for the first block, the second block, the third block, etc.

10. The method according to paragraph 1, in which the catalogues structured according to the principle of low-frequency queries are differentiated depending on the consumer needs and the business model of interaction of the “Business-to-Client” (B2C, Business to Client) and “Business-to-Business” (B2B, Business to Business) type.

11. The method according to paragraph 1, in which the distribution of winning advertisements among blocks of the first, second, third and subsequent levels occurs with the advertisement’s presence in search results guaranteed at the software level for a certain period of time.

12. The method according to paragraph 1, in which participation in the auction for one low-frequency category of search results is limited to one locality where the search results will occur.

13. The method according to paragraph 1, in which participation in the auction for one low-frequency category of search results is limited to one bid during a certain period of time.

14. The method according to paragraph 1, in which the amount of the initial bid for participation in the auction depends on the number of bidders: the more participants, the higher the amount of the initial bid.

15. The method according to paragraph 1, in which the range of the bid increment for participation in the auction depends on the number of bidders: the more bidders, the larger the range of the bid increment.

16. The method according to paragraph 1, in which participation in the auction for one low-frequency category of search results in one locality is possible both by the parent company and its separate division (branch).

17. The method according to paragraph 2, in which the ordering of applications in the search results occurs by storing the time of submission of each application with the specified price component.

18. The method according to paragraph 11, in which the subsequent processing of a new application for participation in the auction occurs after the guaranteed distribution of a limited resource (places in search results) for a certain time.

19. The method of claim 11, further comprising the step of extracting data indicating the maximum temporary capacity of search results per block, and wherein said distribution step is started when there is a reserve of temporary capacity of search results.

20. The method of claim 19, wherein the time resource is allocated to said new application only if said first allocation is less than said maximum capacity of the time allocation.

21. A system for distributing search results for advertisements, comprising: a means for retrieving at least one bid that includes a bid submission time component, a product / service component, and a price component for placing an advertisement with information about the Auction Participant; a means for retrieving a new bid that includes a bid submission time component, a product / service component, and a price component for placing an advertisement with information about the Auction Participant; a means for pre-distributing search results for at least one bid with a price component higher than the previously submitted bid; a means for allocating a search results position to the new bid in response to the first stage of distribution; and a means for calculating the cost of placing the advertisements as an average price equal to the sum of the bids of all block participants, divided by the number of positions in the block.

22. The system according to clause 21, additionally including a means of issuing advertisements in search results in a random order when refreshing the page of the User’s website searching for advertisements.

23. The system of claim 21, wherein the limited resource is a place in a search results block provided for a certain time.

24. The system of claim 21, wherein said calculation of the value of a new bid by said distribution means is made in response to at least said retrieved bid with said lowest price that would have received the allocation if said new bid had not been made.

25. The system of claim 21, wherein the initial distribution of search results is completed by said first distribution means before said new application is processed.

26. The system of paragraph 23, further comprising a means for storing data indicating the time of placement of the advertisement in the search results block.

27. The system of claim 23, further comprising means for obtaining the maximum capacity of the search results block and allocating said resource in response to said maximum capacity.

28. The system of paragraph 25, in which said calculation of the cost of placing an advertisement for a new application by said distribution means is carried out in response to at least said retrieved application with the value of its price component that is less by at least one bid step range provided for participation in the auction, compared to the price component of said new application that did not participate in said initial distribution of places in search results.

29. The system of claim 27, wherein a place in the search results is allocated to said new application by said distribution means only if said completed allocation is less than said maximum capacity.

30. The system of paragraph 28, in which said calculation of the cost of a new application by said means for distributing places in search results is carried out in response to a plurality of said received applications with prices lower than said new application.

31. A system for distributing search results, comprising: at least one Auction Participant and one who has submitted an application containing a component of the application submission time, a product / service component, and a price component for placing an advertisement with information about the Participant; new Auction Participants who have submitted applications containing components of the application submission time, product / service components, and price components; and a device for first distributing search results in a block for the placement of advertisements in which an auction is being conducted, between applications, the number of which corresponds to the capacity of the corresponding block, and the price components of which are higher than or equal to the applications submitted later; wherein said device calculates the cost of new applications for placement in the corresponding block depending on the said price component of at least one application with a price lower than the said new application.

32. The system of claim 31, wherein said device retrieves data indicating the maximum time capacity of the search results of the corresponding block and allocates time for placement in the search results block depending on said maximum capacity, and said resource is allocated to said new application only if said first allocation is less than said maximum capacity.

33. The system of claim 31, wherein said calculation of the cost of said new order responds to said retrieved order with said minimum price component that was allocated in said initial allocation.

34. The system of claim 32, wherein said calculation of the cost of said new bid is carried out on the basis of a plurality of said received bids with prices lower than said new bid.

35. The system of claim 32, wherein said calculation of the value of said new bid is based on at least said retrieved bid with said lowest price that would have received the allocation if said new bid had not been made.

36. The system of claim 32, wherein said at least one application includes a plurality of price components associated with a plurality of quantity components.

37. The system of claim 36, wherein said distribution is carried out on the basis of said plurality of price components and said plurality of quantity components.