Cross-screen optimization of advertising placement
First Claim
Patent Images
1. A method for targeting delivery of advertising content to a first consumer across two or more display devices, the method comprising:
- receiving a pricepoint and one or more campaign descriptions from an advertiser, wherein each of the campaign descriptions comprises a schedule for delivery of an item of advertising content across two or more devices accessed by the first consumer, wherein the devices include one or more TV'"'"'s and one or more mobile devices, and a target audience, wherein the target audience is defined by one or more demographic factors;
defining a pool of consumers based on a graph of consumer properties, wherein the graph contains information about the two or more TV and mobile devices used by each consumer, demographic and online behavioral data on each consumer and similarities between pairs of consumers, and wherein the pool of consumers comprises consumers having at least a threshold similarity to a member of the target audience;
receiving a list of inventory from one or more content providers, wherein the list of inventory comprises one or more slots for TV and online;
identifying one or more advertising targets, wherein each of the one or more advertising targets comprises a sequence of slots consistent with one or more of the campaign descriptions, and an overall cost consistent with the pricepoint;
allocating the advertising content of the one or more campaign descriptions to the one or more advertising targets;
purchasing two or more slots of advertising inventory wherein one or more slots are delivered within TV content identified as likely to be viewed by the pool of consumers, and one or more slots are delivered online as a result of a real-time decision;
selecting a first device of a first consumer in the pool of consumers;
instructing a first media conduit to deliver the item of advertising content to the first device of the first consumer in the pool of consumers;
generating a look-alike model based on the pool of consumers;
identifying a second device of a second consumer, wherein the pool of consumers does not include the second consumer;
predicting a future consumption behavior of the second consumer based on the look-alike model;
selecting the second device of the consumer to receive the item of advertising content based on the predicted future consumption behavior of the second consumer;
instructing a second media conduit to deliver the item of advertising content to the second device of the second consumer.
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Abstract
The current invention relates to a computer-generated method for optimizing placement of advertising content across multiple different devices. The system can allocate advertising campaigns and plans to various inventory types based on the probability of accurate consumer matching. Consumer matching can be achieved by generation of look-alike models in a consumer'"'"'s device graph to predict future consumption behavior. The system includes an interface through which an advertiser can access relevant information about inventory and success of a given placement.
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Citations
20 Claims
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1. A method for targeting delivery of advertising content to a first consumer across two or more display devices, the method comprising:
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receiving a pricepoint and one or more campaign descriptions from an advertiser, wherein each of the campaign descriptions comprises a schedule for delivery of an item of advertising content across two or more devices accessed by the first consumer, wherein the devices include one or more TV'"'"'s and one or more mobile devices, and a target audience, wherein the target audience is defined by one or more demographic factors; defining a pool of consumers based on a graph of consumer properties, wherein the graph contains information about the two or more TV and mobile devices used by each consumer, demographic and online behavioral data on each consumer and similarities between pairs of consumers, and wherein the pool of consumers comprises consumers having at least a threshold similarity to a member of the target audience; receiving a list of inventory from one or more content providers, wherein the list of inventory comprises one or more slots for TV and online; identifying one or more advertising targets, wherein each of the one or more advertising targets comprises a sequence of slots consistent with one or more of the campaign descriptions, and an overall cost consistent with the pricepoint; allocating the advertising content of the one or more campaign descriptions to the one or more advertising targets; purchasing two or more slots of advertising inventory wherein one or more slots are delivered within TV content identified as likely to be viewed by the pool of consumers, and one or more slots are delivered online as a result of a real-time decision; selecting a first device of a first consumer in the pool of consumers; instructing a first media conduit to deliver the item of advertising content to the first device of the first consumer in the pool of consumers; generating a look-alike model based on the pool of consumers; identifying a second device of a second consumer, wherein the pool of consumers does not include the second consumer; predicting a future consumption behavior of the second consumer based on the look-alike model; selecting the second device of the consumer to receive the item of advertising content based on the predicted future consumption behavior of the second consumer; instructing a second media conduit to deliver the item of advertising content to the second device of the second consumer. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8)
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9. A method of optimizing an advertising campaign across a plurality of devices accessible to a first consumer, the method comprising:
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determining that the first consumer is a member of a target audience; identifying a first and second device accessible to the first consumer, wherein the first and second device comprise a TV and a mobile device, respectively; receiving instructions for purchase of slots for a first and second item of advertising content on the first and second devices, consistent with an advertising budget and the target audience; bidding on slots for placement of the first and second items of advertising content, wherein the bidding relies on information about the likely success of a bid based on at least the consumer'"'"'s location, and the time of day; in the event of successful bids on the first and second items of content, selecting the first device and causing a first media conduit to deliver the first item of advertising content to the first device; selecting the second device and causing a second media conduit to deliver the second item of advertising content to the second device; receiving feedback on the consumer'"'"'s response to the first and second items of content; using the feedback to instruct purchase of further slots for the first and second items of advertising content; generating a look-alike model based on the feedback; predicting a future consumption behavior of a second consumer based on the look-alike model; and instructing a second media conduit to deliver the first item of advertising content to the second device of the second consumer based on the predicted future consumption behavior of the second consumer. - View Dependent Claims (10, 11, 12, 13)
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14. A method, comprising:
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identifying a pool of consumers based on a graph of consumer properties, wherein the graph contains information about the two or more devices used by each consumer, demographic and online behavioral data on each consumer, wherein the pool of consumers comprises consumers having at least a threshold similarity to a member of a target audience; selecting a first device of a first consumer in the pool of consumers; instructing a first media conduit to deliver an item of advertising content to the first device of the first consumer in the pool of consumers; generating a look-alike model based on the pool of consumers; identifying a second device of a second consumer, wherein the pool of consumers does not include the second consumer; predicting a future consumption behavior of the second consumer based on the look-alike model; selecting the second device of the consumer to receive the item of advertising content based on the predicted future consumption behavior of the second consumer; instructing a second media conduit to deliver the item of advertising content to the second device of the second consumer. - View Dependent Claims (15, 16, 17, 18, 19, 20)
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Specification