Providing messages on properties given batch mode distribution constraints and sponsor budget constraints

• US 20080243925A1
• Filed: 03/28/2007
• Published: 10/02/2008
• Est. Priority Date: 03/28/2007
• Status: Abandoned Application

• Current Assignee: Google Inc. (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Axe, Brian, Miller, Steve, Ghosemajumder, Shuman
• Application Number:
  US11/729,546
• Publication Number:
  US 20080243925A1
• Time in Patent Office: Days
• US Class Current: 707/104.1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

Sponsored message placements are determined by (a) estimating a number of payable actions for candidate sponsored messages for a publication, (b) accepting batch mode distribution constraints of the publication and budget constraints of sponsors of the sponsored messages, and (c) selecting sponsored messages for the publication, from the set of candidate sponsored messages, using the estimated number of payable actions of the candidate sponsored messages, the batch mode distribution constraints, and the budget constraints, such that sponsored message placement revenue is increased. Each batch of the publication may then be published including the selected set of sponsored messages.

Claims

1. Apparatus for determining sponsored message placements, the apparatus comprising:

a) payable action estimation module adapted to estimate a number of payable actions for candidate sponsored messages for a publication;

b) an input for accepting batch mode distribution constraints of the publication and budget constraints of sponsors of the sponsored messages; and

c) a selection module adapted to select sponsored messages for the publication, from the set of candidate sponsored messages, using the estimated number of payable actions of the candidate sponsored messages, the batch mode distribution constraints, and the budget constraints.

2. The apparatus of claim 1 wherein the sponsored messages are advertisements, the candidate sponsored messages are candidate advertisements, and the sponsors are advertisers.

3. The apparatus of claim 2 wherein the candidate advertisements include advertisements which were selected based on their relevance to content of publication.

4. The apparatus of claim 2 wherein the payable action estimation module uses measurements of past payable actions.

5. The apparatus of claim 4 wherein the past payable actions include an http request resulting from selecting a link or from typing in a URL.

6. The apparatus of claim 4 wherein the past payable actions include a phone call tracked via a forwarding number placed in an advertisement.

7. The apparatus of claim 4 wherein the past payable actions include a promotional code placed in the advertisement and either (A) transcribed over the telephone, (B) typed into a Web form, or (C) written on written response.

8. The apparatus of claim 2 further comprising:

d) means for publishing each batch of the publication including the selected set of advertisements.

9. The apparatus of claim 2 wherein the selection module is adapted to select, for each batch of the publication, a set of advertisements from the candidate advertisements which maximizes revenue for the batch, subject to the budget constraints.

10. The apparatus of claim 2 wherein the selection module maximizes advertising revenue.

11. The apparatus of claim 2 wherein the selection module is adapted to process each batch of the publication, for each ad spot of the publication, to select an advertisement from the candidate advertisements which maximizes revenue for the ad spot of the batch, subject to the budget constraints.

12. The apparatus of claim 1 wherein the batch mode distribution constraints are set by determining a number of unique issues to be printed for a set of one or more zip codes.

13. The apparatus of claim 1 wherein the batch mode distribution constraints are set by determining a specific region using an IP address of each recipient of the publication as detected by past selections or impressions of images in html-based emails.

14. The apparatus of claim 1 wherein the publication is a text-only email.

15. The apparatus of claim 1 wherein the publication is a printed publication.

16. The apparatus of claim 1 wherein the selection module is adapted to select sponsored messages for the publication, from the set of candidate sponsored messages, such that sponsored message placement revenue is increased over a selection technique that does not consider the batch mode distribution constraints and the budget constraints.

17. A computer-implemented method for determining sponsored message placements, the method comprising:

a) estimating a number of payable actions for candidate sponsored messages for a publication;

b) accepting batch mode distribution constraints of the publication and budget constraints of sponsors of the sponsored messages; and

c) selecting sponsored messages for the publication, from the set of candidate sponsored messages, using the estimated number of payable actions of the candidate sponsored messages, the batch mode distribution constraints, and the budget constraints.

18. The computer-implemented apparatus of claim 17 wherein the sponsored messages are advertisements, the candidate sponsored messages are candidate advertisements, and the sponsors are advertisers.

19. The computer-implemented method of claim 18 wherein the candidate advertisements include advertisements which were selected based on their relevance to content of publication.

20. The computer-implemented method of claim 18 wherein the act of estimating a number of payable actions for candidate advertisements for a publication includes using measurements of past payable actions.

21. The computer-implemented method of claim 20 wherein the past payable actions include an http request resulting from selecting a link or from typing in a URL.

22. The computer-implemented method of claim 20 wherein the past payable actions include a phone call tracked via a forwarding number placed in an advertisement.

23. The computer-implemented method of claim 20 wherein the past payable actions include a promotional code placed in the advertisement and at least one of (A) transcribed over the telephone, (B) typed into a Web form, and (C) written on written response.

24. The computer-implemented method of claim 18 wherein the act selecting advertisements for the publication includes selecting, for each batch of the publication, a set of advertisements from the candidate advertisements which maximizes revenue for the batch, subject to the budget constraints.

25. The computer-implemented method of claim 18 wherein the act selecting advertisements for the publication is performed such that advertising revenue is maximized.

26. The computer-implemented method of claim 18 wherein the act selecting advertisements for the publication includes, for each ad spot of the publication, processing each batch of the publication to select an advertisement from the candidate advertisements which maximizes revenue for the advertisement spot of the batch, subject to the budget constraints.

27. The computer-implemented method of claim 17 wherein the batch mode distribution constraints are set by determining a number of unique issues to be printed for a set of one or more zip codes.

28. The computer-implemented method of claim 17 wherein the batch mode distribution constraints are set by determining a specific region using an IP address of each recipient of the publication as detected by past selections or impressions of images in html-based emails.

29. The computer-implemented method of claim 17 further comprising:

d) publishing each batch of the publication including the selected set of sponsored messages.

30. The computer-implemented method of claim 17 wherein the publication is a text-only email.

31. The computer-implemented method of claim 17 wherein the publication is a printed publication.

32. The computer-implemented method of claim 17 wherein the act of selecting sponsored messages for the publication, from the set of candidate sponsored messages, is performed such that sponsored message placement revenue is increased over a selection technique that does not consider the batch mode distribution constraints and budget constraints.

33. Apparatus for determining sponsored message placements, the apparatus comprising:

a) means for estimating a number of payable actions for candidate sponsored messages for a publication;

b) means for accepting batch mode distribution constraints of the publication and budget constraints of sponsors of the sponsored messages; and

c) means for selecting sponsored messages for the publication, from the set of candidate sponsored messages, using the estimated number of payable actions of the candidate sponsored messages, the batch mode distribution constraints, and the budget constraints, such that sponsored message placement revenue is increased.

34. Apparatus comprising:

a) an input for accepting a batch mode distribution constraints of a publication and budget constraints of sponsors of sponsored messages;

b) a storage device storing executable instructions; and

c) at least one processor for executing the stored executable instructions to

1) estimate a number of payable actions for the candidate sponsored messages for the publication, and

2) select sponsored messages for the publication, from the set of candidate sponsored messages, using the estimated number of payable actions of the candidate sponsored messages, the batch mode distribution constraints, and the budget constraints