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 bid responses and advertising over an online network, comprising:
- establishing, by one or more processors, a database of polarized media properties and polarization probabilities for the polarized media properties, wherein the polarization probabilities comprise, for a first polarized media property of the polarized media properties, a first polarization probability corresponding to a first viewer characteristic and a second polarization probability corresponding to a second viewer characteristic;
receiving, by the one or more processors, desired gross rating points for an online ad campaign;
receiving targeting parameters for the online ad campaign, wherein the targeting parameters comprise targeted geographic locations, targeted polarized media properties, and targeted viewer characteristics, and wherein the targeted polarized media properties comprise the first polarized media property and the targeted viewer characteristics comprise the first viewer characteristic and the second viewer characteristic;
determining, by the one or more processors, a number of impressions to achieve the desired gross rating points for the online ad campaign based on the targeted polarized media properties, the desired gross rating points, the targeted viewer characteristics, the targeted geographic locations, and the polarization probabilities for the targeted polarized media properties in the database of polarized media properties including, for the first polarized media property, the first polarization probability corresponding to the first viewer characteristic and the second polarization probability corresponding to the second viewer characteristic;
running the online ad campaign based on the number of impressions to achieve the desired gross rating points by;
providing an advertisement for display to a first viewer, wherein the advertisement is selected using the targeting parameters;
receiving an impression opportunity from a remote server, wherein the impression opportunity references a second viewer and a media property; and
responding to the impression opportunity, by the one or more processors, by sending a bid response to the remote server based on a determination that (i) the targeting parameters match characteristics of the second viewer and the media property and (ii) the desired gross rating points have not been achieved.
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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.
70 Citations
23 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 bid responses and advertising over an online network, comprising:
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establishing, by one or more processors, a database of polarized media properties and polarization probabilities for the polarized media properties, wherein the polarization probabilities comprise, for a first polarized media property of the polarized media properties, a first polarization probability corresponding to a first viewer characteristic and a second polarization probability corresponding to a second viewer characteristic; receiving, by the one or more processors, desired gross rating points for an online ad campaign; receiving targeting parameters for the online ad campaign, wherein the targeting parameters comprise targeted geographic locations, targeted polarized media properties, and targeted viewer characteristics, and wherein the targeted polarized media properties comprise the first polarized media property and the targeted viewer characteristics comprise the first viewer characteristic and the second viewer characteristic; determining, by the one or more processors, a number of impressions to achieve the desired gross rating points for the online ad campaign based on the targeted polarized media properties, the desired gross rating points, the targeted viewer characteristics, the targeted geographic locations, and the polarization probabilities for the targeted polarized media properties in the database of polarized media properties including, for the first polarized media property, the first polarization probability corresponding to the first viewer characteristic and the second polarization probability corresponding to the second viewer characteristic; running the online ad campaign based on the number of impressions to achieve the desired gross rating points by; providing an advertisement for display to a first viewer, wherein the advertisement is selected using the targeting parameters; receiving an impression opportunity from a remote server, wherein the impression opportunity references a second viewer and a media property; and responding to the impression opportunity, by the one or more processors, by sending a bid response to the remote server based on a determination that (i) the targeting parameters match characteristics of the second viewer and the media property and (ii) the desired gross rating points have not been achieved. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12)
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13. A system for efficiently providing bid responses and advertising over an online network in a digital medium environment of real-time bidding and selection of advertising opportunities corresponding to viewers simultaneously accessing websites via computing devices, the 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; establish a database of polarized media properties and polarization probabilities for the polarized media properties, wherein the database comprises viewer characteristics corresponding to the polarized media properties, wherein the polarization probabilities comprise, for a first polarized media property of the polarized media properties, a first polarization probability corresponding to a first viewer characteristic and a second polarization probability corresponding to a second viewer characteristic; receive desired gross rating points for an online ad campaign; receive targeting parameters for the online ad campaign, wherein the targeting parameters comprise targeted geographic locations, targeted polarized media properties, and targeted viewer characteristics, and wherein the targeted polarized media properties comprise the first polarized media property and the targeted viewer characteristics comprise the first viewer characteristic and the second viewer characteristic; determine a number of impressions to purchase to achieve the desired gross rating points for the online ad campaign based on the targeted polarized media properties, the desired gross rating points, the targeted viewer characteristics, the targeted geographic locations, and the polarization probabilities for the targeted polarized media properties in the database of polarized media properties including, for the first polarized media property, the first polarization probability corresponding to the first viewer characteristic and the second polarization probability corresponding to the second viewer characteristic; execute the online ad campaign based on the number of impressions to achieve the desired gross rating points by; providing an advertisement for display to a first viewer, wherein the advertisement is selected using the targeting parameters; receiving an impression opportunity from a remote server, wherein the impression opportunity references a second viewer and a media property; and responding to the impression opportunity by sending a bid response to the remote server based on a determination that (i) the targeting parameters match characteristics of the second viewer and the media property and (ii) the desired gross rating points have not been achieved. - View Dependent Claims (14, 15, 16, 17, 18, 19, 20, 21, 22, 23)
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Specification