Systems and methods for determining competitive market values of an ad impression

• US 10,592,910 B2
• Filed: 12/17/2018
• Issued: 03/17/2020
• Est. Priority Date: 07/19/2010
• Status: Active Grant

• Current Assignee: Mediamath Acquisition Corporation
• Original Assignee: Mediamath LLC
• Inventors: Buchalter, Yehuda Ari
• Primary Examiner(s): Li, Sun M
• Assistant Examiner(s): Nguyen, Thuy N
• Application Number:
  US16/222,519
• Publication Number:
  US 20190205900A1
• Time in Patent Office: 456 Days
• Field of Search: None
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0275 Auctions

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.

Claims

1. A system for dynamically placing a bid for an ad impression opportunity among a plurality of ad impression opportunities across a plurality of ad exchanges, the system comprising:

a single interface comprising a first custom data transmission interface configured to receive data relating to a first ad impression opportunity from a first ad exchange of the plurality of ad exchanges and a second custom data transmission interface configured to receive data relating to a second ad impression opportunity from a second ad exchange of the plurality of ad exchanges;

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;

receive at least one or more goals or one or more constraints of an ad campaign of an advertiser;

normalize the data relating to the first ad impression opportunity and the data relating to the second ad impression opportunity to obtain a cross-exchange spectrum comprising the first ad exchange and the second ad exchange, wherein the normalization comprises;

accessing the single interface comprising the first custom data transmission interface and the second custom data transmission interface; and

translating data relating to the one or more goals or one or more constraints of the ad campaign of the advertiser and historical clearing prices among the first custom data transmission interface and the second custom data transmission interface of the single interface;

determine a first competitive market value of the first ad impression opportunity in an ad impression marketplace, wherein the first competitive market value of the first ad impression opportunity is determined based at least in part on a first predicted clearing price for the first ad impression opportunity;

determine a second competitive market value of the second ad impression opportunity in the ad impression marketplace, wherein the second competitive market value of the second ad impression opportunity is determined based at least in part on a second predicted clearing price for the second ad impression opportunity;

generate a first fair market value of the first ad impression opportunity to the ad campaign of the advertiser, wherein the first fair market value of the first ad impression opportunity is determined based at least in part on a first predicted performance of the first ad impression opportunity and the at least one or more goals or one or more constraints of the ad campaign of the advertiser;

generate a second fair market value of the second ad impression opportunity to the ad campaign of the advertiser, wherein the second fair market value of the second ad impression opportunity is determined based at least in part on a second predicted performance of the second ad impression opportunity and the at least one or more goals or one or more constraints of the ad campaign of the advertiser;

compare the first competitive market value of the first ad impression opportunity to the first fair market value of the first ad impression opportunity;

determine not to bid on the first ad impression opportunity when the first competitive market value of the first ad impression opportunity in the ad impression marketplace is greater than the first fair market value of the first ad impression opportunity to the ad campaign of the advertiser;

dynamically adjust the determined second competitive market value based at least in part on one or more additional inputs;

dynamically determine a difference between the determined second competitive market value and the adjusted second competitive market value;

repeatedly adjust the adjusted second competitive market value if the determined difference is above a predetermined threshold level;

finalize the adjusted second competitive market value if the determined difference is below a predetermined threshold level;

determine to bid on the second ad impression opportunity when the finalized second competitive market value of the second ad impression opportunity in the ad impression marketplace is not greater than the second fair market value of the second ad impression opportunity to the ad campaign of the advertiser;

dynamically generate a bid price for the second ad impression opportunity based at least in part on the second fair market value of the second ad impression opportunity to the ad campaign of the advertiser; and

place a bid for the second ad impression opportunity on the second ad exchange based at least in part on the dynamically generated bid price.

2. The system of claim 1, wherein the bid price for the second ad impression opportunity is dynamically generated by adjusting the second fair market value of the second ad impression opportunity to the ad campaign of the advertiser.

3. The system of claim 1, wherein the system is further caused to receive an aggressiveness value from the advertiser, wherein the aggressiveness value is representative of a level of aggressiveness of the advertiser for bidding on the plurality of ad impression opportunities.

4. The system of claim 3, wherein the bid price for the second ad impression opportunity is dynamically generated by adjusting the second fair market value of the second ad impression opportunity to the ad campaign of the advertiser based at least in part on the aggressive value.

5. The system of claim 1, wherein the system is further caused to continuously update the determined first competitive market value of the first ad impression opportunity in the ad impression marketplace during an availability period of the first ad impression opportunity.

6. The system of claim 1, wherein the system is further caused to:

dynamically generate a plurality of bid prices for the second ad impression opportunity based at least in part on the second fair market value of the second ad impression opportunity to the ad campaign of the advertiser; and

place a plurality of bids for the second ad impression opportunity on the second ad exchange based at least in part on the dynamically generated plurality of bid prices.

7. The system of claim 1, wherein the first custom data transmission interface is configured to extract, translate, and load data received from the first ad exchange.

8. The system of claim 1, wherein the one or more goals of the ad campaign of the advertiser comprises one or more of cost per click, cost per lead, cost per sale, cost per action, return on investment, or winning a targeted portion of available ad impression opportunities.

9. The system of claim 1, wherein the one or more constraints of the ad campaign of the advertiser comprises one or more of a geographic constraint, temporal constraint, frequency bidding constraint, frequency bidding constraint, budget spend per placement constraint, or exchange constraint.

10. The system of claim 1, wherein the first ad exchange and the second ad exchange use different data transmission protocols.

11. A computer-implemented method for dynamically placing a bid for an ad impression opportunity among a plurality of ad impression opportunities across a plurality of ad exchanges, the method comprising:

receiving, by a computer system, at least one or more goals or one or more constraints of an ad campaign of an advertiser;

receiving, by a first custom data transmission interface of a single interface of the computer system from a first ad exchange of the plurality of ad exchanges, data relating to a first ad impression opportunity;

receiving, by a second custom data transmission interface of the single interface of the computer system from a second ad exchange of the plurality of ad exchanges, data relating to a second ad impression opportunity;

normalizing, by the computer system, the data relating to the first ad impression opportunity and the data relating to the second ad impression opportunity to obtain a cross-exchange spectrum comprising the first ad exchange and the second ad exchange, wherein the normalizing comprises;

accessing the single interface comprising the first custom data transmission interface and the second custom data transmission interface; and

translating data relating to the one or more goals or one or more constraints of the ad campaign of the advertiser and historical clearing prices among the first custom data transmission interface and the second custom data transmission interface of the single interface;

determining, by the computer system, a first competitive market value of the first ad impression opportunity in an ad impression marketplace, wherein the first competitive market value of the first ad impression opportunity is determined based at least in part on a first predicted clearing price for the first ad impression opportunity;

determining, by the computer system, a second competitive market value of the second ad impression opportunity in the ad impression marketplace, wherein the second competitive market value of the second ad impression opportunity is determined based at least in part on a second predicted clearing price for the second ad impression opportunity;

generating, by the computer system, a first fair market value of the first ad impression opportunity to the ad campaign of the advertiser, wherein the first fair market value of the first ad impression opportunity is determined based at least in part on a first predicted performance of the first ad impression opportunity and the at least one or more goals or one or more constraints of the ad campaign of the advertiser;

generating, by the computer system, a second fair market value of the second ad impression opportunity to the ad campaign of the advertiser, wherein the second fair market value of the second ad impression opportunity is determined based at least in part on a second predicted performance of the second ad impression opportunity and the at least one or more goals or one or more constraints of the ad campaign of the advertiser;

comparing, by the computer system, the first competitive market value of the first ad impression opportunity to the first fair market value of the first ad impression opportunity;

determining, by the computer system, not to bid on the first ad impression opportunity when the first competitive market value of the first ad impression opportunity in the ad impression marketplace is greater than the first fair market value of the first ad impression opportunity to the ad campaign of the advertiser;

dynamically adjusting, by the computer system, the determined second competitive market value based at least in part on one or more additional inputs;

dynamically determining, by the computer system, a difference between the determined second competitive market value and the adjusted second competitive market value;

repeatedly adjusting, by the computer system, the adjusted second competitive market value if the determined difference is above a predetermined threshold level;

finalizing, by the computer system, the adjusted second competitive market value if the determined difference is below a predetermined threshold level;

determining, by the computer system, to bid on the second ad impression opportunity when the finalized second competitive market value of the second ad impression opportunity in the ad impression marketplace is not greater than the second fair market value of the second ad impression opportunity to the ad campaign of the advertiser;

dynamically generating, by the computer system, a bid price for the second ad impression opportunity based at least in part on the second fair market value of the second ad impression opportunity to the ad campaign of the advertiser; and

placing, by the computer system, a bid for the second ad impression opportunity on the second ad exchange based at least in part on the dynamically generated bid price,

wherein the computer system comprises a computer processor and an electronic storage medium.

12. The computer-implemented method of claim 11, wherein the bid price for the second ad impression opportunity is dynamically generated by adjusting the second fair market value of the second ad impression opportunity to the ad campaign of the advertiser.

13. The computer-implemented method of claim 11, further comprising receiving, by the computer system, an aggressiveness value from the advertiser, wherein the aggressiveness value is representative of a level of aggressiveness of the advertiser for bidding on the plurality of ad impression opportunities.

14. The computer-implemented method of claim 13, wherein the bid price for the second ad impression opportunity is dynamically generated by adjusting the second fair market value of the second ad impression opportunity to the ad campaign of the advertiser based at least in part on the aggressive value.

15. The computer-implemented method of claim 11, further comprising continuously updating, by the computer system, the determined first competitive market value of the first ad impression opportunity in the ad impression marketplace during an availability period of the first ad impression opportunity.

16. The computer-implemented method of claim 11, further comprising:

dynamically generating, by the computer system, a plurality of bid prices for the second ad impression opportunity based at least in part on the second fair market value of the second ad impression opportunity to the ad campaign of the advertiser; and

placing, by the computer system, a plurality of bids for the second ad impression opportunity on the second ad exchange based at least in part on the dynamically generated plurality of bid prices.

17. The computer-implemented method of claim 11, wherein the first custom data transmission interface is configured to extract, translate, and load data received from the first ad exchange.

18. The computer-implemented method of claim 11, wherein the one or more goals of the ad campaign of the advertiser comprises one or more of cost per click, cost per lead, cost per sale, cost per action, return on investment, or winning a targeted portion of available ad impression opportunities.

19. The computer-implemented method of claim 11, wherein the one or more constraints of the ad campaign of the advertiser comprises one or more of a geographic constraint, temporal constraint, frequency bidding constraint, frequency bidding constraint, budget spend per placement constraint, or exchange constraint.

20. The computer-implemented method of claim 11, wherein the first ad exchange and the second ad exchange use different data transmission protocols.