Abstract: Methods and systems are described herein for incremental bidding for electronic advertisements. A computing device generates, for a user during a first time period, first randomized bids for available impression opportunities, the first randomized bids based upon an estimated value and a first random factor and using a context of bid requests. The computing device transmits the first randomized bids to a remote device. The computing device determines whether interaction events associated with impression opportunities occurred. The computing device estimates second randomized bids based upon an estimated value and a second random factor and using the context. The computing device estimates a relative incrementality of a bidding policy based upon the second randomized bids over a bidding policy based upon the first randomized bids, and optimizes the bidding policy based upon second randomized bids. The computing device changes a production bidding policy based upon the optimized policy.

Abstract: Methods and systems are described herein for incremental bidding for electronic advertisements. A computing device generates, for a user during a first time period, first randomized bids for available impression opportunities, the first randomized bids based upon an estimated value and a first random factor and using a context of bid requests. The computing device transmits the first randomized bids to a remote device. The computing device determines whether interaction events associated with impression opportunities occurred. The computing device estimates second randomized bids based upon an estimated value and a second random factor and using the context. The computing device estimates a relative incrementality of a bidding policy based upon the second randomized bids over a bidding policy based upon the first randomized bids, and optimizes the bidding policy based upon second randomized bids. The computing device changes a production bidding policy based upon the optimized policy.