An improved advertising bidding system can be used to determine a winning advertising bid in a situation with overlapping advertising bids. The system also determines a price, i.e., cost per click, of the winning advertising bid. The system receives advertising bids for an advertising space from one or more advertisers. The advertising space can be, for example, a part of a website or a series of webpages devoted to online advertisements. Each advertiser is associated with an advertiser ID. The system ranks the received advertising bids based on a value of each advertising bid. The system identifies a first highest advertising bid, among the ranked advertising bids, associated with a first advertiser ID. The system further identifies a next highest advertising bid, among the ranked advertising bids, associated with a second advertiser ID. The system then checks whether the first and the second advertiser IDs are same or not. If the advertiser IDs are same, the system continues to identify the next highest advertising bid among the ranked advertising bids. When the system determines that the advertiser bids are different, the system determines cost per click (CPC) for the first highest received advertising bid based on a predicted CPC value of the next highest advertising bid and predicted click through rate (CTR) of the first and the next highest advertising bid.
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Lewis, Justin and Davies, Scott, "ADVERTISING BIDDING INVOLVING OVERLAPPING BIDS", Technical Disclosure Commons, (January 23, 2017)