Computer based systems and methods for managing online display advertising inventory

• US 10,282,735 B2
• Filed: 12/23/2008
• Issued: 05/07/2019
• Est. Priority Date: 12/23/2008
• Status: Active Grant

• Current Assignee: AutoTrader.com, Inc. (Cox Enterprises Incorporated)
• Original Assignee: AutoTrader.com, Inc. (Cox Enterprises Incorporated)
• Inventors: Karson, Steven R., Smith, Mark G., Burgiss, Michael J.
• Primary Examiner(s): Brown, Alvin L
• Application Number:
  US12/342,944
• Publication Number:
  US 20100161408A1
• Time in Patent Office: 3,787 Days
• Field of Search: 705 14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0264 based upon schedule

Abstract

A system and method for determining total capacity, amount reserved or sold and remaining availability of ad impressions for an online advertising publishing system. Calculations may be based on multiple factors including for example 1) actuals of historical data of ad impression delivery, 2) various delivery parameters including ad targeting overlap with other ads, timing, priority and impression goals, and 3) a mathematical algorithm and calculations of the above incorporating adjustments due to seasonality and market factors. The resulting calculations are used to reserve, schedule and target advertisements to be delivered over a network to be viewed by consumers.

Claims

1. A method of using at least one server computer comprising at least one computer processor operatively coupled to a database stored in at least one storage device, the at least one server computer being operatively coupled to a digital network, the at least one server computer executing software instructions stored in non-transitory memory and in accordance with said executing:

(a) receiving query data from user computers over the digital network,

(b) processing the query data received from user computers and automatically accessing, in said database, data transmissions matching the received and processed query data from user computers, and

(c) delivering the matched data transmissions over the digital network to the user computers in response to the received query data,

the method comprising;

storing, in a memory device of a computer processor, historical advertising content delivery data comprising a record of a number of data transmissions the at least one server computer previously delivered in response to received user computer query data;

with the computer processor coupled to the memory device and to the digital network, receiving user computer query data via the digital network and in response thereto, analyzing the stored data transmission delivery data to assess future capacity of at least one server computer to deliver data transmissions targeted in response to received user computer query data via the digital network;

with the at least one processor, assessing already reserved data transmission deliveries based on reservations stored in the memory device;

with the at least one processor, forecasting availability of future opportunities for the at least one server computer to deliver data transmissions targeted in response to received user computer query data in response to said assessed future capacity and said assessed reserved deliveries, including the processor taking overlap situations into account, wherein an overlap situation occurs if a specific data transmission is responsive to more than one specific received user computer query data, and the at least one processor forecasts availability at least in part by the processor automatically calculating availability based on the number of times a specific data transmission has been delivered targeted to a specific user computer query data and the number of times the specific data transmission has been delivered to any targeting;

with the at least one processor, reserving additional data transmission delivery by storing reservations in the memory device in response at least in part to said forecasted availability; and

using the at least one server computer, delivering targeted data transmissions to user computers over the digital network based at least in part on the forecasted availability and the reserved additional data transmission delivery.

2. The method of claim 1 further including the processor automatically simulating targeting in response to queries in order to assess said availability.

3. The method of claim 1 further including the processor automatically accounting for seasonality.

4. The method of claim 1 further including the processor automatically using a weighting factor to account for seasonality.

5. The method of claim 1 further including the processor automatically assessing said availability in response to total weight and seasonality.

6. A system for delivering data transmissions over a digital network in response to queries received from user computers, the system comprising:

a storage device storing a database containing actuals of historical data transmission delivery data based on previous user computer queries, the database containing both targeted data transmissions actually delivered and data transmissions that could have been delivered in a targeted manner;

at least one processor configured to run a scheduler that assesses reserved data transmission deliveries;

the at least one processor being further configured to execute a forecasting engine that forecasts availability of future delivery opportunities for delivering data transmissions targeted in response to received user computer queries, the forecasting engine taking overlap situations into account, wherein an overlap situation occurs if a specific data transmission is responsive to more than one specific user query, by the processor being structured and configured to automatically calculate availability based on both stored data transmissions actually delivered in a targeted manner to a specific user query and stored data transmissions that could have been delivered in a targeted manner to said specific user query;

said scheduler reserving, in a memory operatively coupled to the at least one processor, additional data transmission delivery in response at least in part to said forecasted availability; and

a real time data transmission delivery computer server that delivers targeted data transmissions to user computers over the network at least in part in response to the additional data transmission delivery received by the scheduler.

7. The system of claim 6 further including a simulator that simulates real time data transmission delivery targeting in response to queries from user computers in order to assess said availability.

8. The system of claim 6 wherein said forecasting engine accounts for seasonality.

9. The system of claim 6 wherein said forecasting engine uses a weighting factor to account for seasonality.

10. The system of claim 6 wherein said forecasting engine assesses said availability in response to total weight and seasonality.

11. An inventory management system comprising:

a processor; and

a memory coupled to said processor, said memory storing instructions that, when executed by said processor, control said processor to;

simulate real time data transmission delivery in response to queries received from user computers, the simulating being based at least in part on actual data transmissions delivered in response to previously received user queries, seasonality modeling and already-reserved and scheduled data transmissions; and

forecast available inventory based at least in part on the results of said simulated real time data transmission delivery and historical delivery data, which represents data transmissions requested and served to user computers based on user computer queries, including taking overlap situations into account, wherein an overlap situation occurs if a specific data transmission is responsive to more than one specific user computer query, by the processor automatically calculating availability based on both logged targeted data transmissions actually delivered in a targeted manner to a specific user computer query and data transmissions that could have been delivered in a targeted manner to said specific user computer query.

12. A system for assessing unreserved capacity of real time data transmission delivery comprising:

a processor; and

a memory coupled to said processor, said memory storing instructions that, when executed by said processor, control said processor to;

store an inventory management database including inventory of data transmissions already scheduled to be delivered and further store at least one overlap table, said processor deriving the overlap table at least in part from historical data of which data transmissions have been served by a server computer over a digital network to user computers in response to user computer interface events and could have been served to particular targeting requests; and

simulate real time data transmission targeting based on actuals to assess, at least in part in response to the overlap table, the amount of targeting overlap between plural data transmissions that can be served to the same user interface event, wherein an overlap will occur if a specific data transmission is matched in response to more than one specific user interface event, and the processor automatically calculating a ratio of the number of times a data transmission has served targeted to a specific user interface event to the number of times the matched data transmission has served to any targeting.

13. A computer system comprising:

at least one server computer comprising at least one computer processor operatively coupled to a database stored in at least one storage device, the at least one server computer being operatively coupled to a digital network, the at least one server computer executing software instructions stored in non-transitory memory and in accordance with said executing;

(a) receiving query data from user computers over the digital network,

(b) processing the query data received from user computers and automatically accessing, in said database, data transmissions matching the received and processed query data from user computers, and

(c) delivering the matched data transmissions over the digital network to the user computers in real time response to the received query data,

a memory device storing historical delivery data comprising a record of a number of data transmissions the at least one server computer previously delivered in response to received user computer query data; and

the same or different processor being coupled to the memory device, the same or different processor executing instructions that perform the following;

(i) receive user computer query data and in response thereto, analyze the stored data transmission delivery data to assess future capacity of the at least one server computer to deliver data transmissions targeted in response to received user computer query data via the digital network;

(ii) assess already reserved data transmission deliveries based on reservations stored in the memory device;

(iii) forecast availability of future opportunities for the at least one server computer to deliver data transmissions targeted in response to received user computer query data in response to said assessed future capacity and said assessed reserved deliveries, including taking overlap into account, wherein overlap occurs if a specific data transmission is responsive to more than one specific received user computer query data, wherein the forecasting forecasts availability at least in part by calculating availability based on the number of times a specific data transmission has been delivered targeted to a specific user computer query data and the number of times the specific data transmission has been delivered to any targeting; and

(iv) reserving additional data transmission delivery by storing reservations in the memory device in response at least in part to said forecasted availability; and

wherein the at least one server computer is further configured to deliver targeted data transmissions to user computers over the digital network based at least in part on the forecasted availability and the reserved additional data transmission delivery.