System and method for achieving linear advertisement impression delivery under uneven, volatile traffic conditions

• US 20070088605A1
• Filed: 10/19/2005
• Published: 04/19/2007
• Est. Priority Date: 10/19/2005
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Ghate, Sanjiv, Fung, Harry
• Application Number:
  US11/253,907
• Publication Number:
  US 20070088605A1
• Time in Patent Office: Days
• US Class Current: 705/14.400
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements

Abstract

A tolerance band is determined for an online advertisement campaign. The tolerance band defines upper and lower bounds on acceptable deviation from a cumulative linear advertisement delivery goal for the length of the campaign and may be employed to manage delivery of advertisement impressions during the campaign. The upper and lower bounds of tolerance band may flatten with time: acceptable deviation is generally higher at the beginning of the campaign and is lower as the campaign approaches its end date. The tolerance band may be employed to modify a periodically-determined delivery quota for an advertisement line based on the current performance of the advertisement line in relation to its tolerance band. An advertisement line that has fallen below the lower bound may get higher delivery priority relative to other advertisement lines so that it may be given more delivery opportunities. An advertisement line that is delivering above the upper bound may have its quota reduced, possibly to zero, and get lower delivery priority.

Claims

1. A method for providing advertising content over a network, comprising:

determining a cumulative delivery goal for a period of an advertisement campaign, wherein a fraction of advertisements that are delivered is associated with a fraction of campaign time that elapses;

determining a tolerance band for deviation from the cumulative delivery goal; and

employing the tolerance band to select an advertisement to be provided over the network.

2. The method of claim 1, wherein the cumulative delivery goal is a cumulative linear delivery goal.

3. The method of claim 1, wherein the advertising content includes at least one of a banner advertisement or a guaranteed impression advertisement.

4. The method of claim 1, wherein employing the tolerance band to select the advertisement further comprises:

determining a delivery quota for an advertisement line associated with the advertisement campaign.

5. The method of claim 1, wherein determining the tolerance band further comprises:

determining an upper bound that establishes acceptable delivery in excess of the cumulative delivery goal for the advertisement campaign; and

determining a lower bound that establishes acceptable delivery below the cumulative delivery goal for the advertisement campaign.

6. The method of claim 5, further comprising:

modifying the upper and/or lower bounds for a subperiod of the advertisement campaign period to reduce acceptable deviation.

7. The method of claim 5, further comprising:

determining a tier of an advertiser associated with the advertisement campaign;

wherein the upper and lower bounds are determined as a function of the tier of the advertiser associated with the advertisement campaign.

8. The method of claim 5, further comprising:

flattening at least one of a curve associated with the upper bound and a curve associated with the lower bound.

9. The method of claim 1, further comprising:

determining an intermediate delivery milestone for the advertisement campaign period;

determining a first tolerance band for a first subperiod that ends at the intermediate delivery milestone; and

determining a second tolerance band for a second subperiod that begins at the intermediate delivery milestone.

10. A server for providing advertising content over a network, comprising:

a memory for use in storing data and instructions;

a processor in communication with the memory, the processor operative to enable actions based on the stored instructions to perform acts of;

determining a cumulative delivery goal for a period of an advertisement campaign, wherein a fraction of advertisements that are delivered is associated with a fraction of campaign time that elapses;

determining a tolerance band for deviation from the cumulative delivery goal; and

enabling the tolerance band to be employed in selecting an advertisement to be displayed in a page.

11. The server of claim 10, wherein the cumulative delivery goal is a cumulative linear delivery goal.

12. The server of claim 10, wherein the advertising content includes at least one of a banner advertisement or a guaranteed impression advertisement.

13. The server of claim 10, wherein determining the tolerance band further comprises:

determining an upper bound that establishes acceptable delivery in excess of the cumulative delivery goal for the advertisement campaign; and

determining a lower bound that establishes acceptable delivery below the cumulative delivery goal for the advertisement campaign.

14. The server of claim 13, wherein determining the tolerance band further comprises:

determining a tier of an advertiser associated with the advertisement campaign;

wherein the upper and lower bounds are determined as a function of the tier of the advertiser associated with the advertisement campaign.

15. The server of claim 13, wherein the processor is further operative to perform acts of:

flattening at least one of a curve associated with the upper bound and a curve associated with the lower bound.

16. The server of claim 10, wherein the processor is further operative to perform acts of:

modifying the tolerance band for a subperiod of the advertisement campaign period to reduce acceptable deviation.

17. The server of claim 10, wherein the processor is further operative to perform acts of:

determining an intermediate delivery milestone for the advertisement campaign period;

determining a first tolerance band for a first subperiod that ends at the intermediate delivery milestone; and

determining a second tolerance band for a second subperiod that begins at the intermediate delivery milestone.

18. A computer-readable storage medium containing a set of instructions for providing advertising content over a network, the set of instructions to direct a computer system to perform acts of:

determining a relatively linear cumulative delivery goal for a period of an advertisement campaign, wherein a fraction of advertisements that are delivered is associated with a fraction of campaign time that elapses;

determining a tolerance band for deviation from the linear cumulative delivery goal; and

employing the tolerance band to select an advertisement to be displayed in the page.

19. A method for providing advertising line data over a network, comprising:

determining tier information for an advertiser associated with each of a plurality of advertisement campaign data files;

deriving an upper bound and a lower bound of permissible deviation from a cumulative delivery goal for each of the plurality of advertisement campaign data files based on the tier information for the advertiser associated with the advertisement campaign data file;

receiving from a target a request for delivery of advertisement line data;

selecting a subgroup of advertisement campaign data files from the plurality of advertisement campaign data files that are deliverable to the target;

determining whether any advertisement campaign data files of the subgroup are delivering advertisement line data below the lower bound of permissible deviation of the advertisement campaign data file; and

delivering advertisement line data from one of the advertisement campaigns of the subgroup delivering advertisement line data below the lower bound of permissible deviation in response to determining at least one advertisement campaign data file of the subgroup is delivering advertisement lines below the lower bound of permissible deviation.

20. The method of claim 19, wherein the cumulative delivery goal is a cumulative linear delivery goal.

21. The method of claim 19, wherein delivering advertisement line data from one of the advertisement campaign data files of the subgroup delivering advertisement line data below the lower bound of permissible deviation comprises:

delivering advertisement line data from the advertisement campaign data file that is delivering advertisement line data below the lower bound of permissible deviation the most relative to the lower bound of the advertisement campaign data file.

22. The method of claim 19, further comprising:

determining whether any of the advertisement campaign data files of the subgroup are delivering advertisement lines below the upper bound of permissible of permissible deviation of the advertisement campaign data file; and

delivering advertisement line data from one of the advertisement campaigns of the subgroup delivering advertisement lines below the upper bound of permissible deviation in response to determining at least one advertisement campaign data file of the subgroup is delivering advertisement line data below the upper bound of permissible deviation.

23. The method of claim 22, wherein delivering advertisement line data from one of the advertisement campaign data files of the subgroup delivering advertisement line data below the upper bound of permissible deviation comprises:

delivering advertisement line data from the advertisement campaign data file of the subgroup that is delivering advertisement line data below the upper-bound of permissible deviation the most relative to the upper bound of the advertisement campaign data file.

24. The method of claim 22, further comprising:

prioritizing the advertisement campaign data files within the subgroup based on scheduling parameters;

determining whether any of the advertisement campaign data files of the plurality of advertisement campaigns have a lower scheduling priority than the advertisement campaign data files of the subgroup; and

determining there is no advertisement line data to deliver to the target in response to determining none of the advertisement campaign data files of the plurality of advertisement campaign data files have a lower scheduling priority than the advertisement campaign data files of the subgroup.

25. A server for providing advertising content over a network, comprising:

a memory means for use in storing data and instructions; and

a processor means in communication with the memory means, the processor means operative to enable actions based on the stored instructions;

wherein the instructions stored in the memory means comprise;

programming code for the processor to determine a cumulative delivery goal for a period of an advertisement campaign data file, wherein a fraction of advertisement data that is delivered is associated with a fraction of campaign time that elapses;

programming code for the processor to determine a tolerance band for deviation from the cumulative delivery goal; and

programming code for the processor to employ the tolerance band in selecting advertisement data to be displayed in a page.

26. The server of claim 25, wherein the cumulative delivery goal is a cumulative linear delivery goal.

27. The server of claim 25, wherein the advertising data includes at least one of a banner advertisement or a guaranteed impression advertisement.

28. The server of claim 25, wherein the programming code for the processor to determine the tolerance band further comprises:

programming code for the processor to determine an upper bound that establishes acceptable delivery in excess of the cumulative delivery goal for the advertisement campaign data file; and

programming code for the processor to determine a lower bound that establishes acceptable delivery below the cumulative delivery goal for the advertisement campaign data file.

29. The server of claim 28, wherein the programming code for the processor to determine the tolerance band further comprises:

programming code for the processor to determine a tier of an advertiser associated with the advertisement campaign data file;

wherein the upper and lower bounds are determined as a function of the tier of the advertiser associated with the advertisement campaign data file.

30. The server of claim 28, wherein the memory means further stores:

programming code for the processor to flatten at least one of a curve associated with the upper bound and a curve associated with the lower bound.

31. The server of claim 25, wherein the memory means further stores:

programming code for the processor to modify the tolerance band for a subperiod of the advertisement campaign period to reduce acceptable deviation.

32. The server of claim 25, wherein the memory means further stores:

programming code for the processor to determine an intermediate delivery milestone for the advertisement campaign period;

programming code for the processor to determine a first tolerance band for a first subperiod that ends at the intermediate delivery milestone; and

programming code for the processor to determine a second tolerance band for a second subperiod that begins at the intermediate delivery milestone.