Abstract: A service providing apparatus includes a calculating unit, a plan receiving unit, and a service providing unit. The calculating unit calculates an evaluation value for a content creator that creates content. The plan receiving unit receives plan information indicating a plan of the content planned by the content creator. The service providing unit presents the evaluation value calculated by the calculating unit and the plan information received by the plan receiving unit, and provides an auction service in which a bid target is a right to display an advertisement on the content.

Abstract: A service providing apparatus has a plan receiving unit and a service providing unit. The plan receiving unit receives advertising space information relating to an advertising space set to content by a content creator who creates the content and a targeting condition set to the advertising space by the content creator. The service providing unit provides an auction service in which a bid target is a right to display an advertisement in the advertising space for each targeting condition on the basis of the advertising space information received by the receiving unit.

Abstract: A service providing apparatus includes a plan receiving unit, a calculating unit, and a service providing unit. The plan receiving unit receives plan information indicating a plan of content planned by a content creator. The calculating unit calculates the number of predicted views that is a predicted value of the number of times at which the content is viewed by a user. The service providing unit presents the number of predicted views calculated by the calculating unit and the plan information received by the plan receiving unit, and provides an auction service in which a bid target is a right to display an advertisement on the content.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for an advertisement auction system. In one aspect, a method includes operating bidders on a data processing apparatus, each bidder executing in a distinct virtual machine, wherein a host operating system that executes on the data processing apparatus performs operations including: receiving an advertisement bid request from a requestor using a first communication protocol, the bid request identifying a bidder, the data processing apparatus and the ad exchange being on a same internal network; sending the advertisement bid request to the virtual machine of the identified bidder using a second communication protocol; receiving an advertisement bid response for the bid request from the identified bidder using the second communication protocol; and sending the advertisement bid response to the requestor using the first communication protocol.

Abstract: A client-based ad agent dynamically determines whether an advertisement campaign should bid on an impression for an end user and/or sets the bid price of the advertisement campaign for the impression. When an opportunity for an impression on a web page is identified, the ad agent accesses user data associated with an end user. The ad agent analyzes the user data to identify the relevance and/or value of serving an impression to the end user to the advertisement campaign. Based on the analysis, the ad agent controls whether the advertisement campaign bids on the impression for the end user and/or sets the bid price of the advertisement campaign for the impression.

Abstract: When an online system receives a request to present content items to a user, a content selection system included in the online system selects content items for presentation to the user during a latency period from the time the request was received until the time when the content items are sent. A feedback control mechanism communicates with each computing device of the content selection system to determine the latency period of each computing device. The feedback control mechanism also determines a target latency period in which content items are selected. By comparing the latency period of each computing device to the target latency period, an amount of information to be evaluated by each computing device is determined based on whether a computing device's latency period is greater than or less than the target latency period.

Abstract: A method, apparatus, system, and computer program product provide the ability to bid for an advertising impression. Via input from an advertising purchaser, a publisher specification is defined. The publisher specification provides impression information regarding impressions desired by the advertising purchaser. An auction is conducted by receiving one or more bids (that comply with the specification) from one or more publishers. A determination is made regarding which of the one or more publishers has provided a successful bid. The advertising purchaser is enabled to provide one or more advertisements to the one or more successful bidding publishers.

Abstract: A system and method of providing highly scalable optimization of keyword bids are disclosed. In some embodiments, for each keyword in a plurality of keywords associated with a user, an initialization operation can be performed to initialize a corresponding bid for the keyword at a corresponding initialization value using a cluster of nodes. Each node in the cluster of nodes can correspond to a different keyword in the plurality of keywords. The corresponding bids for the keywords can be initialized in parallel by the cluster of nodes. For each keyword in the plurality of keywords, an update operation can be performed to update the corresponding bid for the keyword to a corresponding updated value different from the corresponding initialization value using the cluster of nodes. The corresponding bids can be updated in parallel by the cluster of nodes.

Abstract: A social graph is built which includes interactions, sharing activity, and connections between the users of the open Web and can be used to improve ad targeting and content personalization. Sharing activity between two users will affect ads or content that both users will be presented while surfing the Web. This sharing activity includes sending of links, sending of videos, sending of files, cutting and pasting of content, sending text messages, and sending of e-mails. Building of the social graph can include creating an edge in the social graph that is representative of a particular category type.

Abstract: A method, apparatus, system, and computer program product provide the ability to bid for an advertising impression. Within an advertising exchange, an advertising bidding impression campaign to bid for the advertising impression is initialized. A desired impression quality rank is selected and a bid against the desired rank is accepted. An actual impression quality rank for an actual advertising impression in an advertising impression inventory is determined. Based on the bid and the actual impression quality rank, the actual advertising impression is awarded to the bidder.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer-readable storage device, including a method for providing content. The method comprises identifying imagery associated with an interior of a structure. The method further comprises identifying one or more products or services that are shown in the imagery. The method further comprises receiving a request to provide a panorama of the interior of the structure. The method further comprises providing the panorama including providing the imagery. The method further comprises providing content responsive to the request based at least in part on the identified one or more products or services.

Abstract: Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for ranking content. A request for content is received. Eligible content items are identified, including a first eligible content item for which an uncertainty level of an associated expected click-through rate is above a predefined threshold. A subset of the eligible content items is evaluated, including the first eligible content item including producing a score. The score is a product of an associated bid and click-through rate for a given eligible content item. Producing the score includes adjusting a product of a bid times an expected click-through rate for the first eligible content item by a value of learning that represents a value for exploring the first eligible content item as a response to the request. The subset of eligible content items is ranked based on the produced scores.

Abstract: A computer system dynamically generates pricing data, such as bid floor prices and/or bid prices, for advertisement placement opportunities based on attributes of inventory sources (e.g., televisions and computers) and of the environment associated with the instance of viewership for delivery of advertisements to those advertisement placement opportunities. An example of such attributes are attributes of the content currently being delivered by the inventory sources. The computer system enables such pricing data to more accurately reflect the value of the environment for placing advertisements.

Abstract: A system and method for bidding on placement a video advertisement in an advertisement slot. The method includes receiving a bid request for placing an advertisement in an advertisement slot is received from a broadcaster, wherein the bid request is received immediately prior to a timing of the advertisement slot in a broadcast content; matching the bid request against different sets of bidding rules, wherein each set of bidding rules is defined by a different advertisement agency; computing a bidding score for each advertisement agency based on the matching to the bidding rules; selecting a winning bid based, in part, on bidding scores computed for each advertisement agency; and responding with the winning bid from the broadcaster.

Abstract: An improved architecture including system and methods for online advertising placement that provide possibly defaulting advertisement tags the opportunity to serve an advertisement ahead of a lower value tag that is guaranteed to fill, resulting in higher CPMs (i.e., Cost Per Mille) for web publishers. The system and methods are configured to deterministically render an advertisement impression from a list of possibly defaulting advertisements in a JavaScript-enabled web browser. The knowledge of the complete outcome of such an “ad chain” at render-time significantly reduces complexity and latency in the supporting ad server. The system and method centers around a novel JavaScript approach to detect when an advertisement has been loaded but not defaulted.

Abstract: System architecture and methods for enabling a client-side real-time auction of advertising inventory that works in conjunction with ad serving technologies. The method according to some embodiments of the present invention comprise: (i) an end-user visiting a web page wherein multiple advertisements are displayed, (ii) for each ad unit on the page, multiple parallel requests are sent from the end-user's browser client to multiple real-time bidders who respond with a bid & advertisement for each unit, (iii) the bids are compared within the end-user's browser and the winning bid is sent to an ad serving system to be compared with other statically priced advertisements and exchange demand to determine the winning advertisements that will be displayed to the end-user and (iv) data is aggregated for each bid and price limits are set based on the aggregations.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for distributing content are disclosed. In one aspect, a method includes identifying a sponsor value that was used to select a content item for presentation in the first presentation position. The sponsor value can be determined based on a current bid associated with the content item and one or more previous bids that were previously associated with the content item. A first lower value of the sponsor value that will result in the content item being presented at a different presentation position of the resource is identified. A price to be charged for presentation of the content item is determined based on a bid value corresponding to the sponsor value and a difference in performance of the content item at the first presentation position and the different presentation position.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for distributing content are disclosed. In one aspect, a method includes receiving a content item request specifying that at least two presentation positions are available for presentation of content items. Current bids specifying amounts that two or more content sponsors are willing to pay to provide a content item in response to the content item request are identified. For each of the two or more content sponsors, a sponsor value is determined based, at least in part, on the current bid received for the content sponsor and one or more previous bids that were previously received for the content sponsor. At least one content sponsor is selected to provide a content item based at least in part on the sponsor values.

Abstract: In an embodiment of the disclosed technology, advertisements are embedded on specific regions within already displayed images on websites, and valuated based on characteristics of the region with respect to the image as a whole and the corresponding web page. A method involves detecting a particular region of an image which primarily contains a particular item or type of content. The detected region of the image is analyzed pursuant to a number of factors. The factors are generally indicative of the value of the region in the context of the image as a whole, and the value of the image in the context of the page as a whole. The factors may include determining the prominence, position, relevance and size of the region within the image, as well as the image within the page. The particular regions of the image may then be assigned a value.

Abstract: Systems and methods deliver advertisements to electronic billboards, additionally deliver social media content relevant to the advertisements, control content of the electronic billboards, including through social media interactions, and deliver interactive applications to the electronic billboards and control the interactive applications. An advertisement is delivered to an electronic billboard for display, and social media content relevant to the advertisement is also delivered to the electronic billboard for display in real time. The social media content is used to update the display of the electronic billboard in temporal proximity to a time of posting of social media content. Content and applications are received at the electronic billboard by push, and may be removed from storage of electronic billboard after display to make storage room available for additional interactive applications and to ensure that updated content is always displayed.

Abstract: A system for incentivization of communications, comprising an incentivization engine and an auction service, and a method for using such a system for providing incentivization of user communications and user competition for incentives.

Abstract: Integrated ad serving technology for utilizing real-time bidding to maximize revenue for each ad impression, based on cost-per-thousand (CPM), cost-per-click (CPC), or other factors. The ad serving technology may communicate in real-time with various ad networks, ad exchanges, real-time bidding platforms, and direct advertisers simultaneously, and selects the highest paid advertisements to display to the visitor. An analytics engine provides detailed statistics and insight about audience engagement. Analytics provides discovery and communication of meaningful patterns in data. Especially valuable in areas rich with recorded information, analytics relies on the simultaneous application of statistics, computer programming and operations research to quantify performance. Analytics may be applied to business data, to describe, predict, and improve business performance, such as optimizing audience engagement, marketing optimizations, price and promotion modeling, predictive science, and fraud analytics.

Abstract: Certain embodiments of locally and automatically articulated content requester technology (LAACRT) may enable bandwidth/internet access providers and premise operators to provide improved opportunities for advertising and content to be delivered to an end user. Advertising content may be identified by the system and, optionally, blocked and/or replaced prior to being transmitted to a user terminal. Bids may be solicited from advertising publishers for replacement ads to be displayed in place of the blocked advertising content.

Abstract: An example process includes: obtaining information about call-outs from at least one bidder of an online content auction, where the information spans a time period and the information identifies which call-outs, within the time period, did not result in a response; identifying, based on the information, one or more features that are common to call-outs that did not result in at least a threshold number of responses from the at least one bidder; generating a model for the at least one bidder that predicts whether the at least one bidder will respond to a call-out associated with the one or more features; using the model to determine a percentage of additional call-outs having the one or more features to send to the at least one bidder; and sending the percentage of additional call-outs to the at least one bidder.

Abstract: A method includes receiving, from one or more publishers having an associated inventory of one or more content item slots, (i) a first identifier specified by the one or more publishers and associated with the one or more publishers and (ii) a second identifier specified by the one or more publishers and associated with the inventory of content item slots, wherein the first identifier is associated with a branding tier. The method includes receiving a request for a content item associated with the inventory of content item slots; and in response to the request, performing a content auction, including providing the first identifier, the second identifier, or both, based on the branding tier.

Abstract: A viewport based advertising auction is used to determine and provide advertisements to a user on a display device along with a map. The viewport based advertising auction is performed in response to a user selecting a geographical region of a map to view, and is limited to advertisers who have physical stores in the geographic region defined by the map being displayed on the display device. The winner of the advertising auction may be determined based on the price per click entered by the various advertisers in an auction, a predicted click through rate for the advertisers in the auction, and the distance from the user of the display device to one or more of the physical locations of the advertisers within the geographic region. In this manner, advertisers can elect to participate in advertising auctions limited to advertisers who have physical stores a region being viewed.

Abstract: An online system sells fixed-price advertising guaranteeing a number of impressions or a number of actions associated with an advertisement by users of the online system. The price for an advertisement associated with a guaranteed number of impressions or actions is based on a target bid amount for selecting the advertisement from a group of advertisements using a conventional pricing scheme and a predicted likelihood that the guaranteed number of impressions or actions occur. The price may be further adjusted by a premium that accounts for a risk of revenue lost by the online system for displaying an advertisement associated with a guaranteed number of impressions or a number of actions rather than conventionally-priced advertisements.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for distributing content through an exchange are disclosed. In one aspect, a method includes submission of a first bid to a content item selection process and receiving a request for one or more content items based on the first bid. A minimum price is determined based on a second bid that was submitted to the content item selection process by another entity. A set of content items having bids that meet the minimum price are identified, and a configuration of one or more content items that provides a threshold efficiency is identified. For each particular content item in the configuration of content items, a price that will be paid for distribution of the particular content item in the configuration is determined, and the price for at least one particular content item meets the minimum price.

Abstract: An auction apparatus according to the application includes a plan receiving unit and an auction providing unit. The plan receiving unit receives plan information indicating a plan of content from a content creator who creates the content. The auction providing unit presents the plan information received by the plan receiving unit and provides an auction service in which a bid target is a right to display an advertisement in an advertising space that is set to the content by the content creator.

Abstract: An auction apparatus according to the application includes a plan receiving unit and an auction providing unit. The plan receiving unit receives plan information indicating a plan of content from a content creator who creates the content. The auction providing unit presents the plan information received by the plan receiving unit and provides an auction service in which bid targets are a right to display an advertisement in an advertising space that is set to the content and a right to replace the advertisement displayed in the advertising space.

Abstract: The present disclosure includes systems and techniques relating to identifying value marketing activities. In some implementations, an apparatus, systems, or methods can include receiving conversion path information including data relating to user interactions with a content item associated with a marketing activity, determining a first attribution credit by applying a first attribution model to the received information, and a second attribution credit by applying a second attribution model to the received information, determining an attribution contrast ratio based on the first and second attribution credit, identifying an opportunity based on the determined attribution contrast ratio, and presenting a recommendation for the marketing activity based on the identified opportunity.

Abstract: An auction apparatus according to the application includes a plan receiving unit and a providing unit. The plan receiving unit gradually receives plan information indicating a plan of content from a content creator who creates the content a plurality of times. The providing unit additionally presents the plan information which is gradually received by the plan receiving unit and provides an auction service in which a bid target is a right to display an advertisement in an advertising space set to the content.

Abstract: An auction apparatus according to the application includes a communication unit and an auction providing unit. The communication unit communicates with a communication network. The auction providing unit presents a portion of plan information indicating a plan of content which is created by a content creator, presents the other plan information when a request is received from an advertiser who has browsed the portion of the plan information, and provides an auction service in which a bid target is a right to display an advertisement in an advertising space set to the content.

Abstract: A system may select and serve content items based on a view probability. The view probability may be determined using a view probability predictive model and one or more current viewability variables. Based on the determined view probability output by the view probability predictive model, a content item may be selected and served. A script may be included with or otherwise associated with the data output to effect presentation of the selected content item. The script outputs data indicative of whether the served content item is viewed on a display of a device. The script may output data indicating that the served content item is viewed when at least a predetermined percentage of the pixels of the served content item are within a viewable region for a period of time. A served content item may be determined to not have been viewed if a predetermined period of time elapses.

Abstract: An online system determines the pricing of an advertisement included in a scrollable advertisement unit including multiple advertisements and a display area presenting one or more advertisements. When an advertisement is included in a scrollable advertisement unit, a price for presentation of the advertisement is determined based on bid amounts of advertisements evaluated for inclusion in the scrollable advertisement unit and a scaling factor. The scaling factor is based on the probability of the advertisement being presented to a user based on the position in the scrollable advertisement unit associated with the advertisement. Advertisement characteristics affecting the likelihood of an advertisement being presented to a user may also be considered in the scaling factor.

Abstract: This specification describes technologies relating to content presentation. One aspect of the subject matter described herein can be embodied in methods that include: selecting an auction including a first bid from a first advertiser that is associated with a first advertisement, and a second bid from a second advertiser that is associated with a second advertisement, computing respective effective bids that reflecting a product of the respective bids and a respective randomly selected values, comparing the respective effective bids to identify a winning bid, based on an identification of the second effective bid as the winning bid, charging the second advertiser a final auction price reflecting the first effective bid divided by the second value, and charging the first advertiser a baseline price, and providing, based on the winning bid, the first advertisement and/or the second advertisement. Other embodiments include corresponding systems, apparatus, and computer program products.

Abstract: An advertisement system which uses a retailer inventory is described, for example, to dynamically generate advertisements with data from the retailer inventory. In various examples product data from a retailer inventory such as numbers of remaining units of a product, is available to an advertising server by querying a retailer inventory. In various examples a retailer is able to create an advertisement design for a selling period; the design is used to dynamically generate advertisements in response to advertisement impression requests from information retrieval systems, dedicated sales sites, and other entities. In various examples, prices, minimal bids and other data is calculated using data retrieved from a retailer inventory and input to advertisements generated for display at end user devices. In an example group buying is facilitated by generating advertisements stating a current number of participants out of a target number of participants.

Abstract: Automated bidding for advertisement suppression is described, for example, to enable a user to pay to skip advertisements by using a bidding agent to act on behalf of the user in an auction for advertisement opportunities. In various examples, where the bidding agent wins the auction on behalf of the user, no advertisement, or an unobtrusive blank advertisement, is presented. In some examples the bidding agent is a web service with access to data about pre-registered end user devices and associated bid configurations and histories. In examples the bidding agent receives a bid request, identifies an associated registered end user device and bid configuration, and places a bid in an auction for an advertisement opportunity. In some examples, when the bidding agent wins the auction, the bidding agent enables either a publisher or the end user device to skip advertisements. For example, by providing a decryption key.

Abstract: Methods, systems, apparatus, and computer program products are provided for providing advertising opportunities. The concepts for providing advertising opportunities may comprise (i) receiving information associated with an advertising opportunity; (ii) receiving one or more bids associated with the advertising opportunity, wherein each of the one or more bids is associated with an influencer profile; (iii) providing a notification that the one or more bids have been received, the notification provided in accordance with the advertiser profile; and (iv) receiving input indicating advertiser approval of at least one of the one or more bids.

Abstract: A cost maintenance scheme useful with an advertising system which orders ads in a manner that maximizes both their relevance and their economic value, and which provides a fair bidding process in which a winning bidder is assured of not having paid too much. Ordering may be done based on accepted maximum ad bid information and/or ad performance information. For example, this information may be used to determine a position value. Cost may be determined based on accepted maximum ad bid information and/or performance information. Billing the determined cost may be subject to a condition precedent.

Abstract: A network content message placement management process is directed to the processing and management of messages in content displayed at a client computing device. A client computing device provides message placement configuration information to a network computing and storage provider. The network computing and storage transmits message placement requests to a content provider based on the message placement configuration information. The client computing device may subsequently directly or indirectly request content from the content provider. The content provided from the content provider may include one or more of the alternative messages provided in the message placement configuration information. Illustratively, the alternative messages may be included in place of other messages, such as advertisements, from third party message providers.

Abstract: Embodiments of the present invention are directed to systems and methods for facilitating real-time bidding in paid search. In some implementations, a real-time bidding agent receives advertisement context data that is related to presentation of an advertisement in response to a search query. Thereafter, a determination is made as to providing a real-time bid and a real-time advertisement for participation in an advertisement auction associated with the search query using the advertisement context data. A desired real-time bid and real-time advertisement can then be provided to an advertisement selection server for participation in the advertisement auction associated with the search query.

Abstract: A plurality of outcomes resulting from display of a digital advertisement are defined. A score is assigned to each of the outcomes. Outcomes are tracked from the display of the digital advertisement, thereby generating a set of tracked outcomes. The outcomes are aggregated according to a group of attributes associated with the display of the digital advertisement. A group-specific bid modifier for the digital advertisement is determined.

Abstract: A digital media advertisement delivery system comprising a real time bidding (RTB) platform and a plurality of bidder computers. The RTB platform is configured to receive an indication of an opportunity to display a digital media advertisement to a consumer, and generating a bid request for auctioning the opportunity to a plurality of bidders, the bid request comprising a plurality of fields including information about the opportunity. The plurality of bidder computers are configured to receive the bid request comprising a first plurality of fields including information about the opportunity, decide, based on the received information in the plurality of fields, whether or not to bid, and send a bid response, when decision is to bid, comprising a second plurality of response fields, at least some of which include information in direct response to the first plurality of fields.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for managing utilization of distribution parameters are disclosed. In one aspect, a method includes a restrictive distribution parameter that is different from any distribution parameters in a first set of distribution parameters. An acceptable peak bid for a second set of distribution parameters that includes the restrictive distribution parameter is determined based on a first bid for the first set of distribution parameters. A determination is made that a second bid received from the content item provider does not exceed the acceptable peak bid, and the second bid is associated with the second set of distribution parameters based on the determination.

Abstract: An e-commerce advertising method is provided with creating an e-commerce advertising website having web pages each including a product and service advertising region and a promotional product bidding region. The promotional product bidding region includes a graphical and textual overview of a promotional product, a supplier hyperlink, and a predetermined bid displayed in the promotional product bidding region, and a bid time frame of the promotional product is set. With the concealed bid time frame, dynamic bid decrease is performed so that network users cannot predict the price decrease time of the promotional product, but need to browse the e-commerce advertising website all the time to monitor the price change in order to bid the promotional product with a lower price.

Abstract: Method and system for modifying bids for impressions in an online advertising platform. A target audience definition and a bid modifier value are received from a user of the advertising platform using a platform interface, and the bid modifier value is associated with the target audience definition. A call for an advertisement to be served to an impression consumer is received, and the impression consumer is determined to be included in the target audience definition. The bid modifier is then applied to a bid price generated in response to the call.

Abstract: The present invention includes a method and system for trading goods and services through recurring auctions. Recurring auctions are increasingly popular form of markets for perishable and time-sensitive resources. Traditional auctions strive to motivate bidders to bid their true valuation of the resources traded. Yet, when successful, they also quickly divide the recurring auction bidders into permanent winners and permanent losers. The latter have no incentive to stay in the market, so they leave, decreasing the competitive pressure and depressing pricing. The present invention introduces a novel winner selection method to maintain customers' interest in auction participation that employs participant retention mechanism in assigning traded resources to bidders. The winners are selected from a wider range of bidder ranks than in traditional auction mechanisms. For a group of bidders, winner selection takes into account bid values, and winnings and participation of each bidder in the previous auction rounds.

Abstract: A bid determination platform receives specifications for advertisements, each associated with a model configured to adjust a parameter value of a bid based on different combinations of user and/or media content characteristics associated with different advertisement requests. The platform also receives an advertisement request for placement of an advertisement on an advertisement space of a publisher's media content that has been requested by a user, and the advertisement request is associated with a set of user and media content profile data. For each of the advertisements, all or a subset of the set of user and/or media content profile data is input to each model so as to determine an associated parameter value. Bids for each advertisement are determined, with at least some bids being based on the associated parameter value. An optimum bid is sent with a location of its advertisement to the advertisement request sender.

Abstract: The accuracy of bid amounts for electronic advertising is improved by accounting for factors such as the cost-per-click (CPC) ratio for each ad. When a provider such as a search engine selects advertisements using automated auctions, it can be desirable for an advertiser to avoid underbidding for ads when the ads generate a significant amount of revenue or profit, or are otherwise performing well. Various algorithms can be used to generate a bid adjustment factor that allows bid values to be increased (or decreased) as appropriate, based on information such as CPC information. By calculating a separate adjustment factor, the amount of adjustment can be monitored and/or capped to avoid overspending. The algorithms also can utilize information at various levels of categorization, and at different time intervals, depending on the amount and type of information available, in order to provide an accurate and significant result.