Ad placement
First Claim
1. A method comprising:
- receiving, by at least one server, one or more advertisements associated with a campaign, the campaign having an associated number of impressions or clicks;
determining, by the at least one server, a first probability that the one or more advertisements will be selected by a plurality of users sharing a demographic when the one or more advertisements are served to client devices associated with the plurality of users via a first network-based media type;
determining, by the at least one server, a second probability that the one or more advertisements will be selected by the plurality of users sharing the demographic when the one or more advertisements are served to the client devices associated with the plurality of users via a second network-based media type, wherein the first network-based media type and the second network-based media type comprise a diverse set of network-based media types;
allocating, by at least one server, a number of impressions or clicks of the associated number of impressions or clicks of the one or more advertisements for serving to client devices associated with the plurality of users via each of the first network-based media type and the second network-based media type as a function of the first probability and the second probability as follows;
Max Σ
i,jpijζ
ijVi, wherein;
Σ
jζ
ij≤
1 for all i;
Σ
ipijζ
ijVi≤
(1+δ
)Gj for all j, where δ
controls the smoothness of the campaign;
ζ
ij≥
0 for all i and j, and wherein;
Vi is the expected impressions per period of media type i;
pij is the probability of a click on media type i for campaign j;
Gj is the total target number of clicks for campaign j for the period;
ζ
ij is the percent of all impressions from media type i allocated to campaign j; and
wherein allocating the number of impressions or clicks optimizes placement of the one or more advertisements across the diverse set of network-based media types based on the first probability and the second probability; and
serving, by at least one server and over a network, the one or more advertisements to the client devices associated with the plurality of users via both the first network-based media type and the second network-based media type according to the allocated number of impressions or clicks for each of the first network-based media type and the second network-based media type.
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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
36 Claims
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1. A method comprising:
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receiving, by at least one server, one or more advertisements associated with a campaign, the campaign having an associated number of impressions or clicks; determining, by the at least one server, a first probability that the one or more advertisements will be selected by a plurality of users sharing a demographic when the one or more advertisements are served to client devices associated with the plurality of users via a first network-based media type; determining, by the at least one server, a second probability that the one or more advertisements will be selected by the plurality of users sharing the demographic when the one or more advertisements are served to the client devices associated with the plurality of users via a second network-based media type, wherein the first network-based media type and the second network-based media type comprise a diverse set of network-based media types; allocating, by at least one server, a number of impressions or clicks of the associated number of impressions or clicks of the one or more advertisements for serving to client devices associated with the plurality of users via each of the first network-based media type and the second network-based media type as a function of the first probability and the second probability as follows; Max Σ
i,jpijζ
ijVi, wherein;Σ
jζ
ij≤
1 for all i;Σ
ipijζ
ijVi≤
(1+δ
)Gj for all j, where δ
controls the smoothness of the campaign;ζ
ij≥
0 for all i and j, and wherein;Vi is the expected impressions per period of media type i; pij is the probability of a click on media type i for campaign j; Gj is the total target number of clicks for campaign j for the period; ζ
ij is the percent of all impressions from media type i allocated to campaign j; andwherein allocating the number of impressions or clicks optimizes placement of the one or more advertisements across the diverse set of network-based media types based on the first probability and the second probability; and serving, by at least one server and over a network, the one or more advertisements to the client devices associated with the plurality of users via both the first network-based media type and the second network-based media type according to the allocated number of impressions or clicks for each of the first network-based media type and the second network-based media type. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. A non-transitory computer-readable storage medium including a set of instructions that, when executed, cause at least one processor to perform steps comprising:
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receiving one or more advertisements associated with a campaign, the campaign having an associated number of impressions or clicks; determining a first probability that the one or more advertisements will be selected by a plurality of users sharing a demographic when the one or more advertisements are served to client devices associated with the plurality of users via a first network-based media type; determining a second probability that the one or more advertisements will be selected by the plurality of users sharing the demographic when the one or more advertisements are served to the client devices associated with the plurality of users via a second network-based media type, wherein the first network-based media type and the second network-based media comprise a diverse set of network-based media types; allocating a number of impressions or clicks of the associated number of impressions or clicks of the one or more advertisements for serving to the client devices associated with the plurality of users via each of the first network-based media type and the second network-based media type as a function of the first probability and the second probability as follows; Max Σ
i,jpijζ
ijVi, wherein;Σ
jζ
ij≤
1 for all i;Σ
ipijζ
ijVi≤
(1+δ
)Gj for all j, where δ
controls the smoothness of the campaign;ζ
ij≥
0 for all i and j, and wherein;Vi is the expected impressions per period of media type i; pij is the probability of a click on media type i for campaign j; Gj is the total target number of clicks for campaign j for the period; ζ
ij is the percent of all impressions from media type i allocated to campaign j; andwherein allocating the number of impressions or clicks optimizes placement of the one or more advertisements across the diverse set of network-based media types based on the first probability and the second probability; and serving the one or more advertisements to the client devices associated with the plurality of users via both the first network-based media type and the second network-based media type according to the allocated number of impressions or clicks for each of the first network-based media type and the second network-based media type. - View Dependent Claims (11, 12, 13, 14, 15, 16, 17, 18)
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19. A method comprising:
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receiving, by at least one server, one or more advertisements associated with a campaign, the campaign having an associated number of impressions or clicks and an associated minimum number of impressions or clicks for serving the one or more advertisements associated with the campaign to serve to client devices associated with a plurality of users via one of a first network-based media type or a second network-based media type of a plurality of diverse network-based marketing media types; determining, by at least one server, a first expected number of impressions or clicks by the plurality of users for a first time period for the one or more advertisements associated with the campaign served via the first network-based media type; determining, by at least one server, a second expected number of impressions or clicks by the plurality of users for the first time period for the one or more advertisements associated with the campaign served via the second network-based media type; allocating, by the at least one server, a number of impressions or clicks of the associated number of impressions or clicks of the one or more advertisements for serving to the client devices associated with the plurality of users during the first time period via each of the first network-based media type and the second network-based media type as a function of the first expected number of impressions or clicks for the first network-based media type, the second expected number of impressions or clicks for the second network-based media type, and the minimum number of impressions or clicks as follows; Max Σ
i,jpijζ
ijVi, wherein;Σ
jζ
ij≤
1 for all i;Σ
ipijζ
ijVi≤
(1+δ
)Gj for all j, where δ
controls the smoothness of the campaign;ζ
ij≥
0 for all i and j, and wherein;Vi is the expected impressions per period of media type i; pij is the probability of a click on media type i for campaign j; Gj is the total target number of clicks for campaign j for the period; ζ
ij is the percent of all impressions from media type i allocated to campaign j; andwherein allocating the number of impressions or clicks optimizes placement of the one or more advertisements across the diverse set of network-based media types based on the first probability and the second probability; and serving, by at least one server, the one or more advertisements to the client devices associated with the plurality of users via both the first network-based media type and the second network-based media type according to the allocated number of impressions or clicks for each of the first network-based media type and the second network-based media type. - View Dependent Claims (20, 21, 22, 23)
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24. A non-transitory computer-readable storage medium including a set of instructions that, when executed, cause at least one processor to perform steps comprising:
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receiving one or more advertisements associated with a campaign, the campaign having an associated number of impressions or clicks and an associated minimum number of impressions or clicks for serving the one or more advertisements associated with the campaign to serve to client devices associated with a plurality of users via one of a first network-based media type or a second network-based media type, wherein the first network-based media type and the second network-based media type comprise a diverse set of network-based media types; determining a first expected number of impressions or clicks by the client devices associated with the plurality of users for a first time period for the one or more advertisements associated with the campaign served via the first network-based media type; determining a second expected number of impressions or clicks by the client devices associated with the for the first time period for the one or more advertisements associated with the campaign served via the second network-based media type; allocating a number of impressions or clicks of the associated number of impressions or clicks of the one or more advertisements for serving to the client devices associated with the plurality of users during the first time period via each of the first network-based media type and the second network-based media type as a function of the first expected number of impressions or clicks for the first network-based media type, the second expected number of impressions or clicks for the second network-based media type, and the minimum number of impressions or clicks as follows; Max Σ
i,jpijζ
ijVi, wherein;Σ
jζ
ij≤
1 for all i;Σ
ipijζ
ijVi≤
(1+δ
)Gj for all j, where δ
controls the smoothness of the campaign;ζ
ij≥
0 for all i and j, and wherein;Vi is the expected impressions per period of media type i; pij is the probability of a click on media type i for campaign j; Gj is the total target number of clicks for campaign j for the period; ζ
ij is the percent of all impressions from media type i allocated to campaign j; andwherein allocating the number of impressions or clicks optimizes placement of the one or more advertisements across the diverse set of network-based media types based on the first probability and the second probability; and serving the one or more advertisements to the client devices associated with the plurality of users via both the first network-based media type and the second network-based media type according to the allocated number of impressions or clicks for each of the first network-based media type and the second network-based media type. - View Dependent Claims (25, 26, 27, 28)
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29. A method comprising:
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determining, by at least one processor, a probability selection score that an advertisement will be selected by a plurality of users sharing a demographic when the advertisement is presented to client devices associated with the plurality of users on each of a plurality of diverse network-based marketing media types; identifying a network-based marketing media type of the plurality of diverse network-based marketing media types having a high probability selection score; allocating the plurality of diverse network-based marketing media types for the client devices associated with the based on; Max Σ
i,jpijζ
ijVi, wherein;Σ
jζ
ij≤
1 for all i;Σ
ipijζ
ijVi≤
(1+δ
)Gj for all j, where δ
controls the smoothness of the campaign;ζ
ij≥
0 for all i and j, and wherein;Vi is the expected impressions per period of media type i; pij is the probability of a click on media type i for campaign j; Gj is the total target number of clicks for campaign j for the period; ζ
ij is the percent of all impressions from media type i allocated to campaign j; andwherein allocating the number of impressions or clicks optimizes placement of the one or more advertisements across the diverse set of network-based media types based on the first probability and the second probability; and serving the advertisement to the client devices associated with the plurality of users sharing the demographic via the identified network-based marketing media type according to the allocation of the plurality of diverse network-based marketing media types. - View Dependent Claims (30, 31, 32, 33, 34, 35, 36)
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Specification