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Systems and methods for predicting and pricing of gross rating point scores by modeling viewer data

  • US 10,007,926 B2
  • Filed: 12/30/2013
  • Issued: 06/26/2018
  • Est. Priority Date: 03/13/2013
  • Status: Active Grant
First Claim
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1. In a digital medium environment of real-time bidding and selection of advertising opportunities corresponding to viewers simultaneously accessing websites via computing devices, a computerized method for efficiently providing digital bid responses and advertising over an online network in conducting online ad campaigns, comprising:

  • determining a number of impressions to achieve desired gross rating points for an online ad campaign;

    bidding, by one or more processors during a first time period of a campaign run time for the online ad campaign, on a first plurality of known ad opportunities wherein the first plurality of known ad opportunities represent first plurality of known polarized viewers in a database of known polarized viewers;

    determining, during the first time period, that the desired gross rating points for the online ad campaign will not be fulfilled during the campaign run time utilizing the first plurality of known ad opportunities corresponding to the first plurality of known polarized viewers in the database;

    receiving, by the one or more processors, during a second time period of the campaign run time, a second plurality of known ad opportunities and a plurality of unknown ad opportunities from a remote server, wherein the second plurality of known ad opportunities corresponds to a second plurality of known polarized viewers in the database and the plurality of unknown ad opportunities corresponds to unknown viewers;

    based on the determination that the desired gross rating points for the online ad campaign will not be fulfilled during the campaign run time utilizing the first plurality of known ad opportunities corresponding to the first plurality of known polarized viewers, sending, by the one or more processors during the second time period, bid responses to the remote server for the second plurality of known ad opportunities and the plurality of unknown ad opportunities to increase a rate at which the number of impressions to achieve the desired gross rating points are being fulfilled; and

    providing a first advertisement for display to a first client device of a first viewer from the unknown viewers and a second advertisement for display to a second client device of a second viewer from the second plurality of known polarized viewers.

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