This disclosure describes techniques to rank advertisers in an auction, such as an auction for advertisements delivered over the Internet. Advertisers that participate in the auction are classified into two types. The first type includes advertisers that make use of remarketing lists, or other valuable information. The second type includes advertisers that do not use remarketing lists. Bids from advertisers of the first type are adjusted to a virtual bid prior to conducting the ad auction. Bidders are ranked on the basis of their bids. Prices that the winning bidders pay, e.g., price per click, are adjusted by a scaling factor. Incorporating such techniques in ad auctions can enable greater revenue for advertising networks and content owners.
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Hummel, Patrick and Nadav, Uri, "Setting Allocations and Prices in Auctions", Technical Disclosure Commons, (January 19, 2016)