Automated creative extension selection for content performance optimization
First Claim
1. A method for optimizing content performance, the method comprising:
- receiving, at a processing circuit, a request for third-party content to present on a client device, the request indicating a serving context for the third-party content;
selecting, by the processing circuit and in response to the request, a creative of a third-party content provider for presenting within a third-party content item to the client device;
identifying, by the processing circuit and based on the serving context, a plurality of creative extension types available for inclusion in the third-party content item, each of the plurality of creative extension types defining a different action that occurs in response to a user interaction with the third-party content item;
calculating, by the processing circuit and using a creative extension performance model and the serving context, a plurality of predicted performance metric values of the third-party content item, each predicted performance metric value representing a corresponding predicted performance of the content item when a respective creative extension having one of the plurality of creative extension types is included in the third-party content item;
selecting, by the processing circuit, a creative extension having a creative extension type associated with a highest predicted performance metric value among the plurality of predicted performance metric values of the third-party content item calculated using the creative extension performance model;
generating, by the processing circuit and in response to the request, the third-party content item having the selected creative and the selected creative extension; and
serving the generated third-party content item to the client device.
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Abstract
Systems and methods for optimizing content performance using creative extensions are provided. A content generation system receives request for a content item for presentation on a client device. The request includes an indication of a serving context for the content item. The content generation system uses a creative extension performance model and the serving context for the content item to calculate a predicted performance metric for the content item for multiple different potential creative extensions. Each of the potential creative extensions defines a different action that occurs in response to a user interaction with the content item. The content generation system selects one of the potential creative extensions based on the predicted performance metrics and generates a content item having the selected creative extension using data assets extracted from various data sources. The creative extension performance model is updated using event data from the client device.
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Citations
18 Claims
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1. A method for optimizing content performance, the method comprising:
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receiving, at a processing circuit, a request for third-party content to present on a client device, the request indicating a serving context for the third-party content; selecting, by the processing circuit and in response to the request, a creative of a third-party content provider for presenting within a third-party content item to the client device; identifying, by the processing circuit and based on the serving context, a plurality of creative extension types available for inclusion in the third-party content item, each of the plurality of creative extension types defining a different action that occurs in response to a user interaction with the third-party content item; calculating, by the processing circuit and using a creative extension performance model and the serving context, a plurality of predicted performance metric values of the third-party content item, each predicted performance metric value representing a corresponding predicted performance of the content item when a respective creative extension having one of the plurality of creative extension types is included in the third-party content item; selecting, by the processing circuit, a creative extension having a creative extension type associated with a highest predicted performance metric value among the plurality of predicted performance metric values of the third-party content item calculated using the creative extension performance model; generating, by the processing circuit and in response to the request, the third-party content item having the selected creative and the selected creative extension; and serving the generated third-party content item to the client device. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. A system for optimizing content performance, the system comprising:
a processing circuit having a processor and memory, wherein the processing circuit is configured to; receive a request for third-party content to present on a client device, the request indicating a serving context for the third-party content; select, responsive to the request, a creative of a third-party content provider for presenting within a third-party content item to the client device; identify, based on the serving context, a plurality of creative extension types available for inclusion in the content item, each of the plurality of creative extension types defining a different action that occurs in response to a user interaction with the content item; calculate, using a creative extension performance model and the serving context, a plurality of predicted performance metric values of the third-party content item, each predicted performance metric value representing a corresponding predicted performance of the content item when a respective creative extension having one of the plurality of creative extension types is included in the third-party content item; select a creative extension having a creative extension type associated with a highest predicted performance metric value among the plurality of predicted performance metric values of the third-party content item calculated using the creative extension performance model; generate the third-party content item having the selected creative and the selected creative extension in response to the request; and serve the generated content item to the client device. - View Dependent Claims (11, 12, 13, 14, 15, 16, 17, 18)
Specification