Abstract: Methods and systems for adjusting context-dependent parameters in bidding for electronic advertisements include identifying a quantity of advertisement displays received by each of a plurality of users during a historical time period, where each user is associated with a random bidding policy. Each user is allocated to a group based upon the advertisement displays received by the user, and a marginal value per dollar spent associated with each different quantity of ad displays received by the plurality of users during the historical time period is estimated. The random bidding policy for each user is adjusted based upon the estimated marginal value per dollar spent. A bid request for an advertisement display opportunity associated with a first user is received, and a bid for the opportunity is determined based upon a characteristic of the opportunity. The determined bid is modified using the adjusted random bidding policy for the first user, and the modified bid is transmitted in response to the bid request.

Abstract: Methods and systems for adjusting context-dependent parameters in bidding for electronic advertisements include identifying a quantity of advertisement displays received by each of a plurality of users during a historical time period, where each user is associated with a random bidding policy. Each user is allocated to a group based upon the advertisement displays received by the user, and a marginal value per dollar spent associated with each different quantity of ad displays received by the plurality of users during the historical time period is estimated. The random bidding policy for each user is adjusted based upon the estimated marginal value per dollar spent. A bid request for an advertisement display opportunity associated with a first user is received, and a bid for the opportunity is determined based upon a characteristic of the opportunity. The determined bid is modified using the adjusted random bidding policy for the first user, and the modified bid is transmitted in response to the bid request.