Allocating electronic advertising opportunities

• US 10,643,232 B1
• Filed: 05/05/2015
• Issued: 05/05/2020
• Est. Priority Date: 03/18/2015
• Status: Active Grant

• Current Assignee: MFTB Holdco Incorporated
• Original Assignee: Zillow, Inc. (Zillow Group, Inc.)
• Inventors: Wang, Yiqing, Humphries, Stanley B., Harford, Chloe Linden
• Primary Examiner(s): Hamilton, Matthew L
• Application Number:
  US14/704,567
• Time in Patent Office: 1,827 Days
• Field of Search: 705 14
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

A facility for presenting advertising messages on behalf of multiple advertisers is described. The facility determines allocations that each specify a share for an advertiser, the specified shares all being different. The facility causes advertising messages to be presented on behalf of the advertisers in accordance with the shares specified by their allocations.

Claims

1. A method in a computing system, including one or more processors, for presenting electronic advertising messages on behalf of a plurality of advertisers, the method comprising:

determining, by at least one processor of the one or more processors, a plurality of allocations across advertiser ranks, based at least in part on at least one optimization modeling technique and at least one monitored metric of user activity on a publisher'"'"'s web page, each allocation specifying a share of impressions for a particular class of advertising opportunities, the share specified by each allocation being different from the share specified by every other allocation among the plurality of allocations, wherein each of the plurality of allocations is determined without regard for identities of advertisers who have occupied or will occupy the advertiser ranks;

after determining the plurality of allocations, receiving, by at least one processor of the one or more processors, a bid from each of one or more of the plurality of advertisers;

determining, by at least one processor of the one or more processors, for each of the one or more of the plurality of advertisers, a quality measure for the advertiser;

attributing, by at least one processor of the one or more processors, ranks to each of the one or more of the plurality of advertisers based on the bid received from the advertiser and the quality measure determined for the advertiser; and

transmitting electronic advertising messages via a network for presentation on behalf of advertisers of the plurality of advertisers in accordance with the shares specified by their allocations.

2. The method of claim 1, further comprising:

determining, for each of the one or more of the plurality of advertisers, an allocation associated with the rank attributed to the advertiser.

3. The method of claim 2, further comprising receiving input specifying the allocation associated with each rank.

4. The method of claim 2, further comprising automatically generating the allocation associated with each rank.

18. The method of claim 1, further comprising:

determining, for each of the one or more of the plurality of advertisers, a price charged for presenting an advertisement on behalf of the advertiser, wherein the price charged for at least one of the advertisers diverges from that advertiser'"'"'s bid.

19. The method of claim 1, further comprising:

determining an amount charged, to at least one ranked advertiser, per impression by multiplying (a) a price bid by a next-lower bidder, relative to the at least one ranked advertiser, by (b) a ratio of the quality measure determined for the next-lower bidder to the quality measure determined for the at least one ranked advertiser, wherein the at least one ranked advertiser is different from the next-lower bidder.

20. The method of claim 19, further comprising:

determining the ratio of the quality measure determined for the next-lower bidder to the quality measure determined for the at least one ranked advertiser.

21. The method of claim 1, further comprising:

for a second class of advertising opportunities different from the particular class of advertising opportunities, determining, by at least one processor of the one or more processors, a second plurality of allocations across second advertiser ranks, based at least in part on at least one optimization modeling technique and at least one monitored metric of user activity on the publisher'"'"'s web page, each allocation specifying a share of impressions for the second class of advertising opportunities, the share specified by each allocation being different from the share specified by every other allocation among the second plurality of allocations, wherein each of the second plurality of allocations is determined without regard for identities of advertisers who have occupied or will occupy the second advertiser ranks.

22. The method of claim 1, further comprising:

generating a rank allocation data structure comprising a plurality of entries, each entry comprising an advertiser rank and an allocation indicating a share of advertising impressions that is allocated to the advertiser rank to which the entry corresponds.

5. A computer-readable medium, that is not a signal per se, storing instructions that, upon execution by a computing system having one or more memories and one or more processors, cause the computing system to perform a method for presenting electronic advertising messages on behalf of a plurality of advertisers, the method comprising:

determining, by at least one processor of the one or more processors, a plurality of allocations across advertiser ranks, based at least in part on at least one optimization modeling technique and at least one monitored metric of user activity on a publisher'"'"'s web page, each allocation specifying a share of impressions for a particular class of advertising opportunities, the share specified by each allocation being different from the share specified by every other allocation among the plurality of allocations, wherein each of the plurality of allocations is determined without regard for identities of advertisers who have occupied or will occupy the advertiser ranks;

after determining the plurality of allocations, receiving, by at least one processor of the one or more processors, a bid from each of one or more of the plurality of advertisers;

determining, by at least one processor of the one or more processors, for each of the one or more of the plurality of advertisers, a quality measure for the advertiser;

attributing, by at least one processor of the one or more processors, ranks to each of the one or more of the plurality of advertisers based on the bid received from the advertiser and the quality measure determined for the advertiser; and

transmitting electronic advertising messages via a network for presentation on behalf of advertisers of the plurality of advertisers in accordance with the shares specified by their allocations.

6. The computer-readable medium, that is not a signal per se, of claim 5, the method further comprising:

determining, for each of the one or more of the plurality of advertisers, an allocation associated with the rank attributed to the advertiser.

7. The computer-readable medium, that is not a signal per se, of claim 6, the method further comprising receiving input specifying the allocation associated with each rank.

8. The computer-readable medium, that is not a signal per se, of claim 6, the method further comprising automatically generating the allocation associated with each rank.

9. The computer-readable medium, that is not a signal per se, of claim 5, the method further comprising:

performing a random weighted selection among the plurality of advertisers in which each advertiser is weighted in accordance with the share specified by its allocation to obtain a selected advertiser.

10. The computer-readable medium, that is not a signal per se, of claim 6, the method further comprising:

prior to attributing ranks, determining a number of ranks that receive nonzero allocations, wherein the determined number of ranks that receive nonzero allocations is less than the number of advertisers.

11. A computing system, having one or more memories and one or more processors, for presenting electronic advertising messages on behalf of a plurality of advertisers, the computing system comprising:

a component configured to determine a plurality of allocations across advertiser ranks, based at least in part on at least one optimization modeling technique and at least one monitored metric of user activity on a publisher'"'"'s web page, each allocation specifying a share of impressions for a particular class of advertising opportunities, the share specified by each allocation being different from the share specified by every other allocation among the plurality of allocations, wherein each of the plurality of allocations is determined without regard for identities of advertisers who have occupied or will occupy the advertiser ranks;

a component configured to, after determining the plurality of allocations, receive a bid from each of one or more of the plurality of advertisers;

a component configured to determine, for each of the one or more of the plurality of advertisers, a quality measure for the advertiser;

a component configured to attribute ranks to each of the one or more of the plurality of advertisers based on the bid received from the advertiser and the quality measure determined for the advertiser; and

a component configured to transmit electronic advertising messages via a network for presentation on behalf of advertisers of the plurality of advertisers in accordance with the shares specified by their allocations,

wherein each of the components comprises computer-executable commands stored in at least one memory of the one or more memories for execution by at least one processor of the one or more processors.

12. The computing system of claim 11, further comprising:

a component configured to determine, for each advertiser of the one or more of the plurality of advertisers, an allocation associated with the rank attributed to the advertiser.

13. The computing system of claim 12, further comprising:

a component configured to receive input specifying the allocation associated with each rank.

14. The computing system of claim 12, further comprising:

a component configured to automatically generate the allocation associated with each rank.

15. The computing system of claim 12 wherein the component configured to attribute ranks uses quality measures determined for the plurality of advertisers.

16. The computing system of claim 11, further comprising:

a component configured to perform a random weighted selection among the plurality of advertisers in which each advertiser is weighted in accordance with the share specified by its allocation to obtain a selected advertiser.

17. The computing system of claim 11, further comprising:

a component configured to determine a number of ranks that receive nonzero allocations, wherein the determined number of ranks that receive nonzero allocations is less than the number of advertisers.