Systems and Methods for Utilizing Assist Data to Optimize Digital Ads

• US 20090327028A1
• Filed: 06/25/2008
• Published: 12/31/2009
• Est. Priority Date: 06/25/2008
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Collins, Robert
• Application Number:
  US12/146,153
• Publication Number:
  US 20090327028A1
• Time in Patent Office: Days
• US Class Current: 705/14.43
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0244 Optimization

Abstract

Systems and methods for utilizing assist data to optimize digital ads are disclosed. In one implementation, a forecast for a performance of a digital ad is generated. The forecasted assist data is converted into conversion data associated with the digital ad. A media plan for the digital ad is generated based at least in part on the converted conversion data, and the digital ad is served based on the generated media plan.

Claims

1. A method for optimizing the delivery of digital ads, the method comprising:

generating a forecast for a performance of a digital ad;

converting forecasted assist data for the digital ad into conversion data associated with the digital ad;

generating a media plan for the digital ad based at least in part on the converted conversion data associated with the digital ad; and

serving the digital ad based on the generated media plan.

2. The method of claim 1, wherein generating a forecast for the performance of the digital ad comprises:

forecasting a number of assists associated with the digital ad.

3. The method of claim 1, wherein generating a forecast for the performance of the digital ad comprises:

forecasting an amount of assist revenue associated with the digital ad.

4. The method of claim 1, wherein converting forecasted assist data for the digital ad into conversion data associated with the digital ad comprises:

converting a number of assists associated with the digital ad into a number of conversions associated with the digital ad based on an assist conversion variable.

5. The method of claim 1, wherein converting forecasted assist data for the digital ad into conversion data associated with the digital ad comprises:

converting an amount of assist revenue associated with the digital ad into an amount of conversion data associated with the digital ad based on an assist revenue conversion variable.

6. The method of claim 1, wherein the forecasted assist data associated with the digital ad is converted into conversion data associated with the digital ad based on at least an assist conversion variable and an assist revenue conversion variable.

7. The method of claim 6, wherein a value of the assist conversion variable is equal to a value of the assist revenue conversion variable.

8. The method of claim 6, wherein a value of the assist conversion variable is different from a value of the assist revenue conversion variable.

9. A computer readable storage medium comprising a set of instructions for optimizing the delivery of digital ads, the set of instructions to direct a processor to perform acts of:

generating a forecast for a performance of a digital ad;

converting forecasted assist data for the digital ad into conversion data associated with the digital ad;

generating a media plan for the digital ad based at least in part on the converted conversion data associated with the digital ad; and

serving the digital ad based on the generated media plan.

10. The computer-readable storage medium of claim 9, wherein generating a forecast for the performance of the digital ad comprises at least one of:

forecasting a number of assists associated with the digital ad;

or

forecasting an amount of assist revenue associated with the digital ad.

11. The computer-readable storage medium of claim 9, wherein converting forecasted assist data for the digital ad into conversion data associated with the digital ad comprises at least one of:

converting a number of assists associated with the digital ad into a number of conversions associated with the digital ad based on an assist conversion variable;

or

converting an amount of assist revenue associated with the digital ad into an amount of conversion data associated with the digital ad based on an assist revenue conversion variable.

12. A system for optimizing the delivery of digital ads, the system comprising:

an ad campaign optimizer operative to;

generate a forecast for a performance of a digital ad;

convert forecasted assist data for the digital ad into conversion data associated with the digital ad; and

generate a media plan for the digital ad based at least in part on the converted conversion data associated with the digital ad; and

an ad provider in communication with the ad campaign management system, the ad provider operative to serve the digital ad based on the media plan generated by the ad campaign optimizer.

13. A method for selecting a digital ad for delivery, the method comprising:

identifying assist data associated with a digital ad;

converting the identified assist data into conversion data associated with the digital ad;

assigning a weight to the digital ad based at least in part on the conversion data associated with the digital ad; and

serving the digital ad based on the weight associated with the digital ad.

14. The method of claim 13, wherein identifying assist data associated with the digital ad comprises at least one of:

identifying a number of assists associated with the digital ad;

or

identifying an amount of assist revenue associated with the digital ad.

15. The method of claim 13, wherein converting the identified assist data into conversion data associated with the digital ad comprises at least one of:

converting a number of assists associated with the digital ad into a number of conversions associated with the digital ad;

or

converting an amount of assist revenue associated with the digital ad into an amount of conversion revenue associated with the digital ad.

16. The method of claim 13, wherein the identified assist data is converted to conversion data associated with the digital ad based on at least one of an assist conversion variable and an assist revenue conversion variable.

17. A computer-readable storage medium comprising a set of instructions for selecting a digital ad for delivery, the set of instructions to direct a processor to perform acts of:

identifying assist data associated with a digital ad;

converting the identified assist data into conversion data associated with the digital ad;

assigning a weight to the digital ad based at least in part on the conversion data associated with the digital ad; and

serving the digital ad based on the weight associated with the digital ad.

18. The computer-readable storage medium of claim 17, wherein identifying assist data associated with the digital ad comprises at least one of:

identifying a number of assists associated with the digital ad;

or

identifying an amount of assist revenue associated with the digital ad.

19. The computer-readable storage medium of claim 17, wherein converting the identified assist data into conversion data associated with the digital ad comprises at least one of:

converting a number of assists associated with the digital ad into a number of conversions associated with the digital ad;

or

converting an amount of assist revenue associated with the digital ad into an amount of conversion revenue associated with the digital ad.

20. The computer-readable storage of claim 17, wherein the identified assist data is converted to conversion data associated with the digital ad based on at least one of an assist conversion variable and an assist revenue conversion variable.