System and method for forecasting the performance of advertisements using fuzzy systems

• US 20080033810A1
• Filed: 08/02/2006
• Published: 02/07/2008
• Est. Priority Date: 08/02/2006
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Chu, Victor K.
• Application Number:
  US11/498,638
• Publication Number:
  US 20080033810A1
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

The present invention relates to forecasting the performance of advertisements using fuzzy systems. The method according to one embodiment comprises calculating a ranking score for an advertisement, mapping the advertisement to at least one query using a bidded search term and retrieving analytics data for at least one advertisement associated with the mapped query to construct at least one fuzzy set. A fuzzy membership function and at least one rule associated with the fuzzy membership function is identified and a truth level for at least one rank for the advertisement is calculated through the use of the ranking score. At least one average forecasted advertising metric value for the advertisement is calculated, which may be on the basis of one or more of the ranking score, fuzzy set, fuzzy membership function and truth level.

Claims

1. A method for forecasting the performance of an advertisement through the utilization of a fuzzy system, the method comprising:

calculating a ranking score for an advertisement;

mapping the advertisement to at least one query using a bidded search term;

retrieving analytics data for at least one advertisement associated with the mapped query to construct at least one fuzzy set;

identifying a fuzzy membership function and at least one rule associated with the fuzzy membership function;

calculating a truth level for at least one rank for the advertisement through the use of the ranking score; and

calculating at least one average forecasted advertising metric value for the advertisement.

2. The method of claim 1 wherein the identifying the fuzzy membership function comprises identifying a shape.

3. The method of claim 2 wherein the shape comprises Gaussian, trapezoidal, triangular, sigmoid and bell shapes.

4. The method of claim 1 wherein the rule comprises a prerequisite condition and one or more consequent outcomes associated with the prerequisite condition.

5. The method of claim 1 comprising generating an outcome of the rule on the basis of the analytics data associated with a given fuzzy set.

6. The method of claim 1 wherein calculating at least one average forecasted advertising metric value comprises using the analytics data associated with the fuzzy set.

7. The method of claim 6 wherein the analytics data comprises at least one advertising metric value for one or more advertisements that were displayed at a rank indicated by the fuzzy set.

8. The method of claim 1 wherein the fuzzy set comprises a range of ranking scores of one or more advertisements displayed in response to the query at one or more ranks of a ranked list of advertisements.

9. The method of claim 1 wherein the fuzzy membership function provides an indication of a degree to which the ranking score results in the advertisement being displayed at a rank indicated by the fuzzy set.

10. the method of claim 1 wherein the analytics data comprises a query that resulted in a display of an advertisement, a rank at which a given advertisement was displayed in response to a query, and a ranking score of the advertisement when displayed in response to a query at a given rank

13. The method of claim 1 wherein calculating an average for the advertising metric comprises calculating a product the average advertising metric and the truth value.

11. A method for generating a fuzzy system through the use of analytics data to forecast the performance of at least one advertisement, the method comprising:

identifying at least one query associated with a bidded search term;

retrieving analytics data for one or more advertisements displayed in response to the query, the analytics data including at least one rank at which the advertisements were displayed;

identifying a range of ranking scores associated with at least one rank for the query;

identifying at least one average advertising metric value obtained at the rank; and

generating a fuzzy system with a fuzzy set that corresponds to the rank.

14. The method of claim 11 comprising selecting another rank.

12. A method for generating a forecast of the performance of an advertisement with respect to a given advertising metric through the use of a fuzzy system, the method comprising:

selecting an advertising metric and a rank for an advertisement;

generating a truth value for the rank using a ranking score for the advertisement for storage as a first value in a truth value register;

calculating an average for the advertising metric at the rank for storage as a second value in an advertising metric register; and

generating a forecast on the basis of the quotient of the first value and the second value.