Systems and methods for determining competitive market values of an ad impression
First Claim
1. A computer-implemented method for determining competitive market value predictions for a plurality of ad impressions across a plurality of ad impression exchanges, the method comprising:
- receiving, by an engine executing on a computer system, a candidate set of inputs from an advertiser defining two or more criteria for selecting the plurality of ad impressions, the engine configured to generate a competitive market value prediction for the plurality of ad impressions on the plurality of ad impression exchanges;
receiving, by the engine, an aggressiveness value representative of a level of aggressiveness of the advertiser for bidding on the plurality of ad impressions;
receiving, by the engine, one or more targets desired by the advertiser for the plurality of ad impressions, wherein the one or more targets comprise one or more of a targeting segment, channel, or daypart;
dynamically selecting, by the engine, a subset of the candidate set of inputs for determining candidate clearing prices for the plurality of ad impressions on the plurality of ad impression exchanges, wherein the dynamically selecting the subset of the candidate set of inputs is based at least in part on a profile of one or more past successful bids, wherein the candidate set of inputs comprises two or more selected from a group consisting of;
a campaign goal of the advertiser, a budget of an ad campaign of the advertiser, performance of an ad campaign of the advertiser, or a spending pace for the budget;
receiving, by the engine, data relating to historical clearing prices for the plurality of ad impressions on the plurality of ad impression exchanges, each of the historical clearing prices comprising an ad impression bid price that has been accepted on the plurality of ad impression exchanges;
determining, by the engine, the candidate clearing prices, wherein the determining the candidate clearing prices further comprises;
performing, by a single interface of the computer system, normalization of data transmission interfaces of each of the plurality of ad impression exchanges, wherein the normalization further comprises;
accessing the data transmission interfaces of each of the plurality of ad impression exchanges; and
translating data relating to the candidate set of inputs and the historical clearing prices among the data transmission interfaces of each of the plurality of ad impression exchanges into the single interface; and
selecting, by the engine, a subset of the historical clearing prices, wherein the selecting is performed by using the selected subset of the candidate set of inputs, wherein the selected subset of the historical clearing prices correspond to the candidate clearing prices, wherein each of the candidate clearing prices is for an ad impression corresponding to the selected subset of the candidate set of inputs;
generating, by the engine based at least in part on the candidate clearing prices, the competitive market value prediction for the plurality of ad impressions on the plurality of ad impression exchanges, the competitive market value prediction comprising a distribution function of bid prices and probabilities of each of the bid prices being accepted on the plurality of ad impression exchanges for the plurality of ad impressions;
dynamically adjusting, by the engine, the generated competitive market value prediction for the plurality of ad impressions, wherein the adjusting the generated competitive market value prediction for the plurality of ad impressions further comprises;
receiving and identifying, by the engine, one or more additional inputs; and
determining, by the engine, adjusted candidate clearing prices based at least in part on the one or more additional inputs and historical clearing prices of one or more ad impressions corresponding to the one or more additional inputs;
dynamically determining, by the engine, a difference between the adjusted competitive market value based at least in part on the one or more additional inputs and the generated competitive market value;
repeatedly adjusting, by the engine, the generated competitive market value prediction if the determined difference is above a predetermined threshold level; and
finalizing the competitive market value prediction for the plurality of ad impressions on the plurality of ad impression exchanges if the determined difference is below a predetermined threshold level,wherein one of the finalized competitive market value prediction, the aggressiveness value, and the one or more targets is used to determine a plurality of fair market value bids for the plurality of ad impressions for the advertiser,wherein the computer system comprises a computer processor and an electronic storage medium.
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Abstract
The present disclosure is directed to methods and systems for determining competitive market values for an ad impression on an advertiser exchange. An engine executing on a device may receive a candidate set of inputs associated with ad impressions. The engine may determine competitive market values for an ad impression on an advertiser exchange. The engine may determine candidate clearing prices based on the candidate set of inputs and history of clearing prices on the advertiser exchange. The engine may generate, based on the candidate clearing prices, a competitive market value prediction for the ad impression on the advertiser exchange. The competitive market value prediction may comprise a distribution function of predicted clearing prices on the advertiser exchange. The engine may generate, based on the competitive market value prediction, a fair market value bid for the ad impression in the context of a specific ad campaign.
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Citations
12 Claims
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1. A computer-implemented method for determining competitive market value predictions for a plurality of ad impressions across a plurality of ad impression exchanges, the method comprising:
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receiving, by an engine executing on a computer system, a candidate set of inputs from an advertiser defining two or more criteria for selecting the plurality of ad impressions, the engine configured to generate a competitive market value prediction for the plurality of ad impressions on the plurality of ad impression exchanges; receiving, by the engine, an aggressiveness value representative of a level of aggressiveness of the advertiser for bidding on the plurality of ad impressions; receiving, by the engine, one or more targets desired by the advertiser for the plurality of ad impressions, wherein the one or more targets comprise one or more of a targeting segment, channel, or daypart; dynamically selecting, by the engine, a subset of the candidate set of inputs for determining candidate clearing prices for the plurality of ad impressions on the plurality of ad impression exchanges, wherein the dynamically selecting the subset of the candidate set of inputs is based at least in part on a profile of one or more past successful bids, wherein the candidate set of inputs comprises two or more selected from a group consisting of;
a campaign goal of the advertiser, a budget of an ad campaign of the advertiser, performance of an ad campaign of the advertiser, or a spending pace for the budget;receiving, by the engine, data relating to historical clearing prices for the plurality of ad impressions on the plurality of ad impression exchanges, each of the historical clearing prices comprising an ad impression bid price that has been accepted on the plurality of ad impression exchanges; determining, by the engine, the candidate clearing prices, wherein the determining the candidate clearing prices further comprises; performing, by a single interface of the computer system, normalization of data transmission interfaces of each of the plurality of ad impression exchanges, wherein the normalization further comprises; accessing the data transmission interfaces of each of the plurality of ad impression exchanges; and translating data relating to the candidate set of inputs and the historical clearing prices among the data transmission interfaces of each of the plurality of ad impression exchanges into the single interface; and selecting, by the engine, a subset of the historical clearing prices, wherein the selecting is performed by using the selected subset of the candidate set of inputs, wherein the selected subset of the historical clearing prices correspond to the candidate clearing prices, wherein each of the candidate clearing prices is for an ad impression corresponding to the selected subset of the candidate set of inputs; generating, by the engine based at least in part on the candidate clearing prices, the competitive market value prediction for the plurality of ad impressions on the plurality of ad impression exchanges, the competitive market value prediction comprising a distribution function of bid prices and probabilities of each of the bid prices being accepted on the plurality of ad impression exchanges for the plurality of ad impressions; dynamically adjusting, by the engine, the generated competitive market value prediction for the plurality of ad impressions, wherein the adjusting the generated competitive market value prediction for the plurality of ad impressions further comprises; receiving and identifying, by the engine, one or more additional inputs; and determining, by the engine, adjusted candidate clearing prices based at least in part on the one or more additional inputs and historical clearing prices of one or more ad impressions corresponding to the one or more additional inputs; dynamically determining, by the engine, a difference between the adjusted competitive market value based at least in part on the one or more additional inputs and the generated competitive market value; repeatedly adjusting, by the engine, the generated competitive market value prediction if the determined difference is above a predetermined threshold level; and finalizing the competitive market value prediction for the plurality of ad impressions on the plurality of ad impression exchanges if the determined difference is below a predetermined threshold level, wherein one of the finalized competitive market value prediction, the aggressiveness value, and the one or more targets is used to determine a plurality of fair market value bids for the plurality of ad impressions for the advertiser, wherein the computer system comprises a computer processor and an electronic storage medium. - View Dependent Claims (2, 3, 4, 9, 11)
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5. A system for determining competitive market value predictions for a plurality of ad impressions across a plurality of ad impression exchanges, the system comprising:
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one or more computer readable storage devices configured to store a plurality of computer executable instructions; and one or more hardware computer processors in connection with the one or more computer readable storage devices and configured to execute the plurality of computer executable instructions in order to cause the system to generate a competitive market value prediction for the plurality of ad impressions on the plurality of ad impression exchanges, wherein the system is further caused to; receive a candidate set of inputs from an advertiser defining two or more criteria for selecting the plurality of ad impressions; receive an aggressiveness value representative of a level of aggressiveness of the advertiser for bidding on the plurality of ad impressions; receive one or more targets desired by the advertiser for the plurality of ad impressions, wherein the one or more targets comprise one or more of a targeting segment, channel, or daypart; dynamically select a subset of the candidate set of inputs for determining candidate clearing prices for the plurality of ad impressions on the plurality of ad impression exchanges, wherein the dynamically selecting the subset of the candidate set of inputs is based at least in part on a profile of one or more past successful bids, wherein the candidate set of inputs comprises two or more selected from a group consisting of;
a campaign goal of the advertiser, a budget of an ad campaign of the advertiser, performance of an ad campaign of the advertiser, or a spending pace for the budget;receive data relating to historical clearing prices for the plurality of ad impressions on the plurality of ad impression exchanges, each of the historical clearing prices comprising an ad impression bid price that has been accepted on the plurality of ad impression exchanges; determine the candidate clearing prices, wherein to determine the candidate clearing prices the system is further caused to; perform normalization of data transmission interfaces of each of the plurality of ad impression exchanges by; accessing the data transmission interfaces of each of the plurality of ad impression exchanges; and translating data relating to the candidate set of inputs and the historical clearing prices among the data transmission interfaces of each of the plurality of ad impression exchanges into the single interface; and select a subset of the historical clearing prices, wherein the selecting is performed by using the selected subset of the candidate set of inputs, wherein the selected subset of the historical clearing prices correspond to the candidate clearing prices, wherein each of the candidate clearing prices is for an ad impression corresponding to the selected subset of inputs; generate, based at least in part on the candidate clearing prices, the competitive market value prediction for the plurality of ad impressions on the plurality of ad impression exchanges, the competitive market value prediction comprising a distribution function of bid prices and probabilities of each of the bid prices being accepted on the plurality of ad impression exchanges for the plurality of ad impressions; dynamically adjust the generated competitive market value prediction for the plurality of ad impressions by; receiving and identifying one or more additional inputs; and determining adjusted candidate clearing prices based at least in part on the one or more additional inputs and historical clearing prices of one or more ad impressions corresponding to the one or more additional inputs; dynamically determine a difference between the adjusted competitive market value based at least in part on the one or more additional inputs and the generated competitive market value; repeatedly adjust the generated competitive market value prediction if the determined difference is above a predetermined threshold level; and finalize the competitive market value prediction for the plurality of ad impressions on the plurality of ad impression exchanges if the determined difference is below a predetermined threshold level, wherein one of the finalized competitive market value prediction, the aggressiveness value, and the one or more targets is used to determine a plurality of fair market value bids for the plurality of ad impressions for the advertiser. - View Dependent Claims (6, 7, 8, 10, 12)
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Specification