System for optimizing the performance of a smart advertisement

• US 20080140508A1
• Filed: 12/12/2006
• Published: 06/12/2008
• Est. Priority Date: 12/12/2006
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Oath Inc. (Verizon Communications Inc.)
• Inventors: Anand, Shubhasheesh, Mohazzab, Majid, Morrisroe, Lawrence Edward, Zamanian, M. S. Kiumarse
• Application Number:
  US11/638,105
• Publication Number:
  US 20080140508A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0267 Wireless devices

Abstract

A system is described for optimizing the performance of smart advertisements generated over a network for display to a user. The smart advertisements may adapt to specific user profile information and available advertising campaign information. The system may consume log data relating to previously displayed smart advertisements and compare the performance rates of the smart advertisements to determine relationships between controllable variables and the performance rates. The system may manipulate the controllable variables based on the relationships to optimize the performance of smart advertisements.

Claims

1. A method for optimizing the performance of a smart advertisement, comprising:

consuming log data relating to smart advertisements displayed over a period of time;

computing a performance rate of the smart advertisements;

determining a relationship between at least one controllable variable and the performance rate; and

manipulating the at least one controllable variable according to the relationship to optimize the performance of a smart advertisement.

2. The method of claim 1 wherein the log data comprises at least one of a type of smart advertisement, type of web page that the smart advertisement is served on, placement of the smart advertisement, timeframe the smart advertisement is delivered, user profile data used to select a deal, graphical component associated with the smart advertisement, size of the smart advertisement, tracked user interaction with the smart advertisements displayed, or combinations thereof.

3. The method of claim 2 wherein the user profile data comprises data derived from at least one past activity associated with a user over a network.

4. The method of claim 2 wherein the user interaction comprises at least one of clicking proximate the smart advertisement, purchasing a good or service, navigating to another web page, submitting information, downloading information, registering with a web page or service, establishing a business relationship, rolling a cursor over the smart advertisement, or combinations thereof.

5. The method of claim 1 wherein the performance rate comprises a Click Through Rate (“

CTR”

) or a conversion rate.

6. The method of claim 1 wherein the at least one controllable variable comprises at least one of a Cost Per Click (“

CPC”

), Cost Per Action (“

CPA”

), smart advertisement campaign, deal associated with the smart advertisement campaign, type of web page that the smart advertisement is served on, placement of the smart advertisement, timeframe the smart advertisement is delivered, user profile data used to select the deal, graphical component associated with the smart advertisement, size of the smart advertisement, or combinations thereof.

7. The method of claim 1 wherein the at least one controllable variable is manipulated within at least one constraint associated with a smart advertisement campaign.

8. The method of claim 7 wherein the at least one constraint comprises a budget associated with a smart advertisement campaign, specified number of impressions to be served, specified number of clicks or other user actions, timeframe to satisfy the specified number of impressions or clicks or other user actions, frequency cap associated with a smart advertisement campaign, or combinations thereof.

9. The method of claim 1 wherein the relationship is determined by linear optimization.

10. The method of claim 1 wherein the relationship is expressed numerically and organized in a table.

11. The method of claim 10 wherein the table is stored in an in-memory database.

12. A method for optimizing the performance of a smart advertisement, comprising:

consuming log data relating to smart advertisements displayed over a period of time;

computing a performance rate of the smart advertisements;

employing linear optimization to determine a numerical relationship between at least one controllable variable and the performance rate; and

organizing the numerical relationship in an optimization table.

13. The method of claim 12 wherein the performance rate comprises a Click Through Rate (“

CTR”

) or a conversion rate.

14. The method of claim 12 wherein the numerical relationship is determined within at least one constraint associated with each smart advertisement campaign.

15. The method of claim 12 wherein the at least one controllable variable comprises at least one of a Cost Per Click (“

CPC”

), Cost Per Action (“

CPA”

), smart advertisement campaign, deal associated with the smart advertisement campaign, type of web page that the smart advertisement is served on, placement of the smart advertisement, timeframe the smart advertisement is delivered, user profile data used to select the deal, graphical component associated with the smart advertisement, size of the smart advertisement, or combinations thereof.

16. The method of claim 12 wherein the optimization table is stored in an in-memory database.

17. The method of claim 12 wherein the at least one controllable variable associated with a smart advertisement is manipulated based on the optimization table such that the performance rate of the smart advertisement is optimized.

18. A system for optimizing the performance of a smart advertisement, comprising:

an optimization module operable to consume log data relating to displayed smart advertisements and determine optimization data based on the log data;

an advertisement server operable to select a smart advertisement campaign based on the optimization data;

a deal server operable to select a deal associated with the smart advertisement campaign based on user profile data; and

a graphics program operable to select a graphics component stored on a server and operable to apply the selected deal to the graphics component to generate the optimized smart advertisement.

19. The system of claim 18 wherein the optimization module is further operable to compute a performance rate of the displayed smart advertisements and determine a relationship between at least one controllable variable and the performance rate.

20. The system of claim 18 wherein the optimization data is stored in an optimization table.

21. The system of claim 20 wherein the advertisement server is operable to look to the optimization table to select the smart advertisement campaign.

22. The system of claim 18 wherein the deal server is operable to select multiple deals based on the user profile data and wherein the deal server is further operable to select an optimal deal based on the optimization data.

23. The system of claim 18 wherein the graphics program is operable to select an optimal graphics component based on the optimization data.

24. A system for optimizing the performance of a smart advertisement, comprising:

means for consuming log data relating to smart advertisements displayed over a period of time;

means, coupled with the means for consuming, for computing the performance rate of the smart advertisements;

means, coupled with the means for computing, for determining a relationship between at least one controllable variable and the performance rate; and

means, coupled with the means for determining, for manipulating the at least one controllable variable according to the relationship to optimize a smart advertisement to be displayed to a user.

25. The system of claim 24 wherein the performance rate comprises a Click Through Rate (“

CTR”

) or a conversion rate.

26. The system of claim 24 wherein the at least one controllable variable is manipulated within at least one constraint associated with a smart advertisement campaign.

27. The system of claim 24 wherein the relationship is determined by linear optimization.

28. A system for optimizing the performance of a smart advertisement, comprising computer programming logic stored in a memory and executable by a processor coupled with the memory, the computer programming logic comprising:

first logic operative to consume log data relating to smart advertisements displayed over a period of time;

second logic coupled with the first logic and operative to compute the performance rate of the smart advertisements;

third logic coupled with the second logic and operative to determine a relationship between at least one controllable variable and the performance rate; and

fourth logic coupled with the third logic and operative to manipulate the at least one controllable variable according to the relationship to optimize a smart advertisement to be displayed to a user.

29. The system of claim 28 wherein the performance rate comprises a Click Through Rate (“

CTR”

) or a conversion rate.

30. The system of claim 28 wherein the at least one controllable variable is manipulated within at least one constraint associated with a smart advertisement campaign.

31. The system of claim 28 wherein the relationship is determined by linear optimization.