Collaborative optimization of online advertisement return on investment

• US 10,192,235 B2
• Filed: 05/29/2009
• Issued: 01/29/2019
• Est. Priority Date: 05/29/2009
• Status: Active Grant

• Current Assignee: Red Hat, Inc. (International Business Machines Corporation)
• Original Assignee: Red Hat, Inc. (International Business Machines Corporation)
• Inventors: Schneider, James Paul
• Primary Examiner(s): Munson, Patricia H
• Application Number:
  US12/475,408
• Publication Number:
  US 20100306025A1
• Time in Patent Office: 3,532 Days
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 40/12 Accounting

Abstract

An online advertisement system determines which of a plurality of advertisement clickthroughs are successful online events. A successful online event is based on an advertisement online reference and a success online reference. The system further correlates the number of successful online events for a traffic originator. In addition, the online advertisement system computes an advertisement penalty based on the computed correlation.

Claims

1. A method comprising:

receiving, from an advertiser system, a uniform resource locator (URL) designating a success online reference web page wherein a successful online advertisement event occurs when a client accesses the success online reference web page after accessing an advertisement online reference web page;

determining, by the processing device, a correlation value by matching a quantity of clickthroughs associated with a traffic originator and a plurality of successful events associated with the traffic originator, wherein the correlation value represents a revenue share amount associated with the traffic originator;

storing the correlation value in cache of the server;

computing, by the processing device, an advertisement placement penalty associated with the traffic originator, wherein a low correlation value results in a high advertisement placement penalty and a high correlation value results in a low advertisement placement penalty;

receiving, by the processing device from the traffic originator, a bid value associated with a first webpage;

adjusting, by the processing device, the bid value in view of the advertisement placement penalty to identify an adjusted bid value;

determining, by the processing device, a scaling factor associated with an online advertisement, the scaling factor representing a first utility value scaled in view of a first number of insertion points available to display the online advertisement on the first webpage and a second utility value scaled in view of a second number of insertion points available to display the online advertisement on a second web page, wherein the second web page occurs after the first web page in an identified sequence;

causing, by the processing device, a display of the online advertisement on one of the first web page or the second web page in view of the adjusted bid value multiplied by the scaling factor;

receiving, in response to the display of the online advertisement, a request for the online advertisement comprising a first URL string; and

determining, using query string preserving matching, the first URL string matches the URL designating the success online reference web page.

2. The method of claim 1, further comprising:

recording success for the traffic originator in view of the first URL string matches the URL designating the success online reference web page.

3. The method of claim 2, wherein the online advertisement is a web page advertisement.

4. A non-transitory computer readable storage medium having instructions stored thereon that, when executed by a processing device, cause the processing device to:

receive, from an advertiser system, a uniform resource locator (URL) designating a success online reference web page wherein a successful online advertisement event occurs when a client accesses the success online reference web page after accessing an advertisement online reference web page;

determine, by the processing device, a correlation value by matching a quantity of clickthroughs associated with a traffic originator and a plurality of successful events associated with the traffic originator, wherein the correlation value represents a revenue share amount associated with the traffic originator;

store the correlation value in cache of the server;

compute, by the processing device, an advertisement placement penalty associated with the traffic originator, wherein a low correlation value results in a high advertisement placement penalty and a high correlation value results in a low advertisement placement penalty; and

receive, by the processing device from the traffic originator, a bid value associated with a first webpage;

adjust, by the processing device, the bid value in view of the advertisement placement penalty to identify an adjusted bid value;

determine a scaling factor associated with an online advertisement, the scaling factor representing a first utility value scaled in view of a first number of insertion points available to display the online advertisement on the first webpage and a second utility value scaled in view of a second number of insertion points available to display the online advertisement on a second web page, wherein the second web page occurs after the first web page in an identified sequence;

cause, by the processing device, a display of the online advertisement on one of the first web page or the second web page in view of the adjusted bid value multiplied by the scaling factor

receive, in response to the display of the online advertisement, a request for the online advertisement comprising a first URL string; and

determine, using query string preserving matching, the first URL string matches the URL designating the success online reference web page.

5. The computer readable storage medium of claim 4, the processing device to:

record success for the traffic originator in view of the first URL string matches the URL designating the success online reference web page.

6. The computer readable storage medium of claim 5, wherein the online advertisement is a web page advertisement.

7. A system comprising:

a memory; and

a processing device operatively coupled to the memory, the processing device to;

receive, from an advertiser system, a uniform resource locator (URL) designating a success online reference web page wherein a successful online advertisement event occurs when a client accesses the success online reference web page after accessing an advertisement online reference web page;

determine, by the processing device, a correlation value by matching a quantity of clickthroughs associated with a traffic originator and a plurality of successful events associated with the traffic originator, wherein the correlation value represents a revenue share amount associated with the traffic originator;

store the correlation value in cache of the server;

compute, by the processing device, an advertisement placement penalty associated with the traffic originator, wherein a low correlation value results in a high advertisement placement penalty and a high correlation value results in a low advertisement placement penalty; and

receive, by the processing device from the traffic originator, a bid value associated with a first webpage;

adjust, by the processing device, the bid value in view of the advertisement placement penalty to identify an adjusted bid value;

determine a scaling factor associated with an online advertisement, the scaling factor representing a first utility value scaled in view of a first number of insertion points available to display the online advertisement on the first webpage and a second utility value scaled in view of a second number of insertion points available to display the online advertisement on a second web page, wherein the second web page occurs after the first web page in an identified sequence;

cause, by the processing device, a display of the online advertisement on one of the first web page or the second web page in view of the adjusted bid value multiplied by the scaling factor

receive, in response to the display of the online advertisement, a request for the online advertisement comprising a first URL string; and

determine, using query string preserving matching, the first URL string matches the URL designating the success online reference web page.

8. The system of claim 7, the processing device to:

record success for the traffic originator in view of the first URL string matches the URL designating the success online reference web page.