Systems and Methods for Utilizing Normalized Impressions To Optimize Digital Ads

• US 20090327029A1
• 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:
  US12/146,211
• Publication Number:
  US 20090327029A1
• 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 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0244 Optimization

Abstract

Systems and methods for utilizing normalized impressions to optimize digital ads are disclosed. In one implementation, a forecast for a performance of a digital ad is generated. An optimal placement associated with a webpage is identified with respect to at least a first factor. A discount factor for a first placement associated with the webpage is computed with respect to the optimal placement and a forecasted number of impressions associated with the digital ad is normalized based at least in part on the discount factor associated with the first placement. A media plan for the digital ad is generated based at least in part on the normalized impressions associated with the digital ad and the digital ad is served based on the generated media plan.

Claims

1. A method for utilizing normalized impressions to optimize digital ads, the method comprising:

generating a forecast for a performance of a digital ad;

identifying an optimal placement associated with a webpage with respect to at least a first factor;

computing a discount factor for a first placement associated with the webpage with respect to the optimal placement;

normalizing a forecast number of impressions associated with the digital ad based at least in part on the discount factor associated with the first placement;

generating a media plan for the digital ad based at least in part on the normalized impressions associated with the digital ad; and

serving the digital ad based on the generated media plan.

2. The method of claim 1, wherein computing the discount factor comprises:

computing the discount factor based on a click-through rate associated with the first placement and a click-through rate associated with the optimal placement.

3. The method of claim 1, wherein normalizing the forecast number of impressions associated with the digital ad comprises:

normalizing the forecast number of impressions associated with the digital ad based on a product of a number of impressions of the digital ad associated with the first placement and the discount factor associated with the first placement.

4. The method of claim 1, wherein the first factor comprises a location on the webpage.

5. The method of claim 1, wherein the first factor comprises a time of day.

6. The method of claim 1, wherein the first factor comprises a demographic profile of an Internet user that viewed an impression.

7. The method of claim 1, wherein the first factor comprises a behavioral profile of an Internet user that viewed an impression.

8. The method of claim 1, wherein the optimal placement is identified based on at least the first factor and a second factor.

9. A computer-readable storage medium a set of instructions for utilizing normalized impressions to optimize digital ads, the set of instructions to direct a processor to perform acts of:

generating a forecast for a performance of a digital ad;

identifying an optimal placement associated with a webpage with respect to at least a first factor;

computing a discount factor for a first placement associated with the webpage with respect to the optimal placement;

normalizing a forecast number of impressions associated with the digital ad based at least in part on the discount factor associated with the first placement;

generating a media plan for the digital ad based at least in part on the normalized impressions 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 computing the discount factor comprises:

computing the discount factor based on a click-through rate associated with the first placement and a click-through rate associated with the optimal placement.

11. The computer-readable storage medium of claim 9, wherein normalizing the forecast number of impressions associated with the digital ad comprises:

normalizing the forecast number of impressions associated with the digital ad based on a product of a number of impressions of the digital ad associated with the first placement and the discount factor associated with the first placement.

12. The computer-readable storage medium of claim 9, wherein the first factor comprises at least one of a location on the webpage, a time of day, a demographic profile of an Internet user that viewed an impression, and a behavioral profile of an Internet user that viewed an impression.

13. The computer-readable storage medium of claim 9, wherein the optimal placement is identified based on at least the first factor and a second factor.

14. A system for utilizing normalized impressions to optimize digital ads, the system comprising:

an ad campaign optimizer operative to;

generate a forecast for a performance of a digital ad;

identify an optimal placement associated with a webpage with respect to at least a first factor;

compute a discount factor for a first placement associated with the webpage with respect to the optimal placement;

normalize a forecast number of impressions associated with the digital ad based at least in part on the discount factor associated with the first placement; and

generate a media plan for the digital ad based at least in part on the normalized impressions associated with the digital ad; and

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

15. A method for utilizing normalized impressions to optimize digital ads, the method comprising:

identifying an optimal placement associated with a webpage with respect to at least a first factor;

computing a discount factor for a first placement associated with the webpage with respect to the optimal placement;

normalizing a number of impressions associated with a digital ad based at least in part on the discount factor associated with the first placement;

assigning a weight to the digital ad based at least in part on the normalized number of impressions associated with the digital ad; and

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

16. The method of claim 15, wherein computing the discount factor comprises:

computing the discount factor based on a click-through rate associated with the first placement and a click-through rate associated with the optimal placement.

17. The method of claim 15, wherein normalizing the number of impressions associated with the digital ad comprises:

normalizing the number of impressions associated with the digital ad based on a product of a number of impressions of the digital ad associated with the first placement and the discount factor associated with the first placement.

18. The method of claim 15, wherein the optimal placement is identified based on at least the first factor and a second factor.

19. A computer-readable storage medium comprising a set of instructions for utilizing normalized impressions to optimize digital ads, the set of instructions to direct a processor to perform acts of:

identifying an optimal placement associated with a webpage with respect to at least a first factor;

computing a discount factor for a first placement associated with the webpage with respect to the optimal placement;

normalizing a number of impressions associated with a digital ad based at least in part on the discount factor associated with the first placement;

assigning a weight to the digital ad based at least in part on the normalized number of impressions associated with the digital ad; and

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

20. The computer-readable storage medium of claim 19, wherein computing the discount factor comprises:

computing the discount factor based on a click-through rate associated with the first placement and a click-through rate associated with the optimal placement.

21. The computer-readable storage medium of claim 19, wherein normalizing the number of impressions associated with the digital ad comprises:

normalizing the number of impressions associated with the digital ad based on a product of a number of impressions of the digital ad associated with the first placement and the discount factor associated with the first placement.

22. The computer-readable storage medium of claim 19, wherein the optimal placement is identified based on at least the first factor and a second factor.