Dynamically optimizing the presentation of advertising messages
4 Assignments
0 Petitions
Accused Products
Abstract
A facility for adjusting the execution of an advertising campaign in which advertising messages are presented using a plurality of advertising alternatives as described. During a first time period, the facility presents advertising messages using each of the advertising alternatives in accordance with an initial allocation for each of the advertising alternatives. Also during the first time period, the facility tracks the performance of the advertising campaign with respect to each of the advertising alternatives. Based upon the tracking during the first time period, the facility attributes a performance score to each of the advertising alternatives for the first time period. The facility compares these scores, and, based upon the comparison, adjusts the allocations for the advertising alternatives so as to increase one or more allocations for advertising alternatives which compare favorably in the comparison, and so as to reduce one or more allocations for advertising alternatives comparing disfavorably in the comparison. The facility then, during a second time period, presents advertising messages using each of the advertising alternatives in accordance with the adjusted allocation for each of the advertising alternatives.
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Citations
56 Claims
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1-28. -28. (canceled)
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29. A computer-readable medium whose contents cause a computing device to adjust the execution of an advertising campaign for presenting advertising messages to a plurality of users, the advertising campaign having a plurality of advertising alternatives for presenting advertising messages, by:
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during a first temporal range, presenting advertising messages to users among the plurality using each of the advertising alternatives in accordance with an initial allocation for each of the advertising alternatives;
tracking the performance of the advertising campaign with respect to each of the advertising alternatives across the plurality of users;
based upon the tracking during the first temporal range, attributing a performance score to each of the advertising alternatives for the first temporal range;
comparing the scores attributed to the advertising alternatives for the first temporal range, wherein the comparison is performed using confidence intervals about the performance scores;
based upon the comparison, adjusting the allocations for the advertising alternatives so as to increase one or more allocations for advertising alternatives comparing favorably in the comparison and so as to reduce one or more allocations for advertising alternatives comparing disfavorably in the comparison; and
during a second temporal range, presenting advertising messages using each of the advertising alternatives in accordance with the adjusted allocation for each of the advertising alternatives. - View Dependent Claims (30, 35, 36, 37, 38, 39, 40, 41, 55, 56)
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- 31. The computer-readable medium of claim 31 wherein the performance score attributed to each advertising alternative reflects the percentage of advertising messages presented using the advertising alternative that were selected by users to which they were presented to access additional information relating to an advertiser associated with the campaign where the user performed a further predefined action with respect to the additional information.
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42. A computer system for adjusting the execution of an advertising campaign for presenting advertising messages, the advertising campaign having a plurality of advertising alternatives for presenting advertising messages, comprising:
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a presenting component that presents advertising messages using each of the advertising alternatives in accordance with an allocation for each of the advertising alternatives, the presenting component presenting advertising messages using each of the advertising alternatives in accordance with an initial allocation for each of the advertising alternatives during a first time period, the presenting component presenting advertising messages using each of the advertising alternatives in accordance with an adjusted allocation for each of the advertising alternatives during a second time period;
a tracking component that tracks the performance of the advertising campaign with respect to each of the advertising alternatives during a first time period;
a scoring component that, based upon the tracking during the first time period, attributes a performance score to each of the advertising alternatives for the first time period;
a comparison component that compares the scores attributed to the advertising alternatives for the first time period, wherein the comparison is performed using confidence intervals about the performance scores; and
an allocation adjustment component that, based upon the comparison, adjusts the allocations for the advertising alternatives so as to increase one or more allocations for advertising alternatives comparing favorably in the comparison and so as to reduce one or more allocations for advertising alternatives comparing disfavorably in the comparison. - View Dependent Claims (43)
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44-51. -51. (canceled)
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52. A computer-readable medium whose contents cause a computer system to present advertising messages in a group of advertising messages, by:
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during an evaluation period, presenting the advertising messages of the group;
assessing the effectiveness of presenting each of the advertising messages during the evaluation period;
assigning presentation weights to the advertising messages of the group in accordance with their assessed effectiveness; and
during a weighted presentation period, presenting the advertising messages of the group with relative frequencies that are in accordance with their weights. - View Dependent Claims (53, 54)
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Specification