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Ad placement

  • US 10,217,129 B2
  • Filed: 12/04/2012
  • Issued: 02/26/2019
  • Est. Priority Date: 11/08/1999
  • Status: Expired due to Term
First Claim
Patent Images

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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