Systems and methods for predicting and pricing of gross rating point scores by modeling viewer data
First Claim
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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Accused Products
Abstract
Systems and methods are disclosed for characterizing websites and viewers, for predicting GRPs (Gross Rating Points) for online advertising media campaigns, and for pricing media campaigns according to GRPs delivered as opposed to impressions delivered. To predict GRPs for a campaign, systems and methods are disclosed for first characterizing polarized websites and then characterizing polarized viewers. To accomplish this, a truth set of viewers with known characteristics is first established and then compared with historic and current media viewing activity to determine a degree of polarity for different Media Properties (MPs)—typically websites offering ads—with respect to gender and age bias. A broader base of polarized viewers is then characterized for age and gender bias, and their propensity to visit a polarized MP is rated. Based on observed and calculated parameters, a GRP total is then predicted and priced to a client/advertiser for an online ad campaign.
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Citations
22 Claims
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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:
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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. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8)
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9. A system comprising:
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at least one processor; and at least one non-transitory computer readable storage medium storing instructions that, when executed by the at least one processor, cause the system to; determine a number of impressions to achieve desired gross rating points for an online ad campaign; during a first time period of a campaign run time for the online ad campaign, bid on a first plurality of known ad opportunities corresponding to a first plurality of known polarized viewers in a database of known polarized viewers; determine, 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 known polarized viewers in the database; receive, 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; and 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, 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. - View Dependent Claims (10, 11, 12, 13, 14, 15, 16)
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17. A non-transitory computer readable medium storing instructions thereon that, when executed by at least one processor, cause a computer system to:
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determine a number of impressions to achieve desired gross rating points for an online ad campaign; during a first time period of a campaign run time for the online ad campaign, bid on a first plurality of known ad opportunities corresponding to a first plurality of known polarized viewers in a database of known polarized viewers; determine, during the first time period, that a success rate for the online ad campaign drops below a threshold on track rate; receive, 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 correspond to unknown viewers; and based on the determination that the success rate for the online ad campaign drops below the threshold on track rate; send bid responses to the remote server for the second plurality of known ad opportunities and the first plurality of unknown ad opportunities; and provide 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. - View Dependent Claims (18, 19, 20, 21, 22)
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Specification