Ad placement
First Claim
1. A method comprising:
- identifying a digital advertising campaign associated with serving digital advertisements over one or more network-based media, the digital advertising campaign having an associated period of time and a digital delivery smoothness parameter;
determining, by at least one server, a target delivery rate for the digital advertisement campaign;
serving digital advertisements of a plurality of digital advertisements to client devices associated with users over the one or more network-based media, the plurality of digital advertisements including one or more digital advertisements associated with the digital advertising campaign and one or more digital advertisements not associated with the digital advertising campaign;
determining, by the at least one server, that the target delivery rate for the digital advertisement campaign has been exceeded by a predetermined amount by simultaneously tracking a number of times the one or more digital advertisements associated with the digital advertising campaign are served via the one or more network-based media;
serving in real-time, by the at least one server and to one or more client devices associated with one or more users, digital advertisements associated with the digital advertising campaign in response to a real-time request to serve a digital advertisement based on a determination that the predetermined amount is within the digital delivery smoothness parameter; and
serving in real-time, by the at least one server and to one or more client devices associated with one or more users, only digital advertisements not associated with the digital advertising campaign for a remainder of a sub-period of time in response to the real-time request to serve a digital advertisement based on a determination that the predetermined amount exceeds the digital delivery smoothness parameter, wherein serving only the digital advertisements not associated with the digital advertising campaign for the remainder of the sub-period of time maintains smooth delivery of the digital advertisements associated with the digital advertising campaign.
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Accused Products
Abstract
This invention concerns optimal ad selection for Web pages by selecting and updating an attribute set, obtaining and updating an ad-attribute profile, and optimally choosing the next ad. The present invention associates a set of attributes with each customer. The attributes reflect the customers'"'"' interests and they incorporate the characteristics that impact ad selection. Similarly, the present invention associates with each ad an ad-attribute profile in order to calculate a customer'"'"'s estimated ad selection probability and measure the uncertainty in that estimate. An ad selection algorithm optimally selects which ad to show based on the click probability estimates and the uncertainties regarding these estimates.
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Citations
58 Claims
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1. A method comprising:
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identifying a digital advertising campaign associated with serving digital advertisements over one or more network-based media, the digital advertising campaign having an associated period of time and a digital delivery smoothness parameter; determining, by at least one server, a target delivery rate for the digital advertisement campaign; serving digital advertisements of a plurality of digital advertisements to client devices associated with users over the one or more network-based media, the plurality of digital advertisements including one or more digital advertisements associated with the digital advertising campaign and one or more digital advertisements not associated with the digital advertising campaign; determining, by the at least one server, that the target delivery rate for the digital advertisement campaign has been exceeded by a predetermined amount by simultaneously tracking a number of times the one or more digital advertisements associated with the digital advertising campaign are served via the one or more network-based media; serving in real-time, by the at least one server and to one or more client devices associated with one or more users, digital advertisements associated with the digital advertising campaign in response to a real-time request to serve a digital advertisement based on a determination that the predetermined amount is within the digital delivery smoothness parameter; and serving in real-time, by the at least one server and to one or more client devices associated with one or more users, only digital advertisements not associated with the digital advertising campaign for a remainder of a sub-period of time in response to the real-time request to serve a digital advertisement based on a determination that the predetermined amount exceeds the digital delivery smoothness parameter, wherein serving only the digital advertisements not associated with the digital advertising campaign for the remainder of the sub-period of time maintains smooth delivery of the digital advertisements associated with the digital advertising campaign. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13)
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14. A non-transitory computer-readable storage medium including a set of instructions that, when executed by at least one processor, cause a computer system to perform steps comprising:
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identifying aa digital advertising campaign associated with serving digital advertisements over one or more network-based media, the digital advertising campaign having an associated period of time and a digital delivery smoothness parameter; determining a target delivery rate for the digital advertisement campaign; serving digital advertisements of a plurality of digital advertisements to client devices associated with users over the one or more network-based media, the plurality of digital advertisements including one or more digital advertisements associated with the digital advertising campaign and one or more digital advertisements not associated with the digital advertising campaign; determining that the target delivery rate for the digital advertisement campaign has been exceeded by a predetermined amount by simultaneously tracking a number of times the one or more digital advertisements associated with the digital advertising campaign are served via the one or more network-based media; serving in real-time, to one or more client devices associated with users, digital advertisements associated with the digital advertising campaign in response to a real-time request to serve a digital advertisement based on a determination that the predetermined amount is within the digital delivery smoothness parameter; and serving in real-time, to the one or more client devices associated with users, only digital advertisements not associated with the digital advertising campaign for a remainder of a sub-period of time in response to the real-time request to serve a digital advertisement based on a determination that predetermined amount exceeds the digital delivery smoothness parameter, wherein serving only the digital advertisements not associated with the digital advertising campaign for the remainder of the sub-period of time maintains smooth delivery of the digital advertisements associated with the digital advertising campaign. - View Dependent Claims (15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26)
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27. A method comprising:
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identifying a digital advertising campaign, the digital advertising campaign associated with serving digital advertisements over one or more network-based media having an associated period of time and an associated number of impressions or clicks and an associated digital delivery smoothness parameter; determining, by at least one server, a first delivery rate for the period of time; serving digital advertisements associated with the digital advertising campaign within the digital delivery smoothness parameter of the first delivery rate during a first portion of the period of time to client devices associated with users over the one or more network-based media; determining, by at least one server, that the first delivery rate is exceeded by a predetermined amount by simultaneously tracking a number of times the one or more digital advertisements associated with the digital advertising campaign are served via the one or more network-based media; determining, by the at least one server and based on the first delivery rate being exceeded by the predetermined amount, an updated delivery rate for a remaining portion of the period of time, the updated delivery rate being less than the first delivery rate; and serving in real-time and in response to a real-time request to serve a digital advertisement, by the at least one server and to one or more client devices associated with one or more users, digital advertisements associated with the digital advertising campaign within the digital delivery smoothness parameter of the updated delivery rate during a second portion of the period of time, wherein serving the digital advertisements at the updated delivery rate during the second portion of the period of time maintains smooth delivery of the digital advertisements associated with the digital advertising campaign. - View Dependent Claims (28, 29, 30, 31, 32, 33, 34, 35, 36, 37)
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38. A non-transitory computer-readable storage medium including a set of instructions that, when executed by at least one processor, cause a computer system to perform steps comprising:
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identifying a digital advertising campaign, the digital advertising campaign associated with serving digital advertisements over one or more network-based media having an associated period of time and an associated number of impressions or clicks and an associated digital delivery smoothness parameter; determining a first delivery rate for the period of time; serving digital advertisements associated with the digital advertising campaign within the digital delivery smoothness parameter of the first delivery rate during a first portion of the period of time to client devices associated with users over the one or more network-based media; determining that the first delivery rate is exceeded by a predetermined amount by simultaneously tracking a number of times the one or more digital advertisements associated with the digital advertising campaign are served via the one or more network-based media; determining, based on the first delivery rate being exceeded by the predetermined amount, an updated delivery rate for a remaining portion of the period of time, the updated delivery rate being less than the first delivery rate; and serving in real-time and in response to a real-time request to serve a digital advertisement, to one or more client devices associated with one or more users, digital advertisements associated with the digital advertising campaign within the digital delivery smoothness parameter of the updated delivery rate during a second portion of the period of time, wherein serving the digital advertisements at the updated delivery rate during the second portion of the period of time maintains smooth delivery of the digital advertisements associated with the digital advertising campaign. - View Dependent Claims (39, 40, 41, 42, 43, 44, 45, 46, 47, 48)
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49. A method comprising:
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identifying a digital advertising campaign associated with serving digital advertisements over one or more network-based media, the digital advertising campaign having an associated period of time and a digital delivery smoothness parameter; determining, by at least one server, a target delivery rate for the digital advertisement campaign; serving digital advertisements of a plurality of digital advertisements to mobile devices associated with users over the one or more network-based media, the plurality of digital advertisements including one or more digital advertisements associated with the digital advertising campaign and one or more digital advertisements not associated with the digital advertising campaign; determining, by the at least one server, that the target delivery rate for the digital advertisement campaign has been exceeded by a predetermined amount by simultaneously tracking a number of times the one or more digital advertisements associated with the digital advertising campaign are served via the one or more network-based media; serving in real-time, by the at least one server and to one or more mobile devices associated with one or more users, digital advertisements associated with the digital advertising campaign in response to a real-time request to serve a digital advertisement based on a determination that the predetermined amount is within the digital delivery smoothness parameter; and serving in real-time, by the at least one server and to one or more mobile devices associated with one or more, only digital advertisements not associated with the digital advertising campaign for a remainder of a sub-period of time in response to the real-time request to serve a digital advertisement based on a determination that the predetermined amount exceeds the digital delivery smoothness parameter, wherein serving only the digital advertisements not associated with the digital advertising campaign for the remainder of the sub-period of time maintains smooth delivery of the digital advertisements associated with the digital advertising campaign. - View Dependent Claims (50, 51, 52, 53, 54, 55, 56, 57, 58)
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Specification