VIDEO PLAY THROUGH RATES

• US 20100125871A1
• Filed: 11/14/2008
• Published: 05/20/2010
• Est. Priority Date: 11/14/2008
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Liao, Lin, Gupta, Manish, Moonka, Rajas
• Granted Patent: US 8,209,715 B2
• Time in Patent Office: Days
• US Class Current: 725/34
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A request for video advertisements is received and video advertisements that can be provided in response to the request are identified. Performance features associated with the video advertisements are identified and are provided as input to a video advertisement performance model trained to estimate a play through rate for each of the video advertisements. The video advertisements are ranked based on the estimated play through rates for the video advertisements provided by the video advertisement performance model, and one or more video advertisements are provided in response to the request according to the ranking of the video advertisements.

Claims

1. A computer-implemented method, comprising:

receiving a request for video advertisements;

identifying video advertisements that can be provided in response to the request;

identifying performance features associated with the video advertisements;

providing the performance features for the request and the video advertisements as input to a video advertisement performance model trained to estimate a play through rate for each of the video advertisements, the estimated play through rate being the likelihood that a video advertisement provided in response to the request is viewed at least a predetermined amount of its duration;

ranking the video advertisements based on the estimated play through rates for the video advertisements provided by the video advertisement performance model; and

providing one or more video advertisements in response to the request according to the ranking of the video advertisements.

2. The method of claim 1, further comprising:

monitoring the performance of the one or more video advertisements provided in response to the request;

accessing video advertisement data for video advertisements, the video advertisement data identifying video advertisements and performance features for each video advertisement, the video advertisements including the one or more video advertisements provided in response to the request; and

updating performance features of the one or more video advertisements based on the monitored performance of the one or more video advertisements.

3. The method of claim 2, further comprising:

training a performance model on the performance features for the video advertisements to estimate the play through rate of the video advertisements.

4. The method of claim 3, wherein the performance model comprises a logistic regression model that includes a coefficient for each performance feature.

5. The method of claim 4, wherein the performance features include one or more of a web property identifier;

an advertiser identifier;

a measured click through rate;

geo location data;

content of a web property associated with previous requests; and

a measured play through rate.

6. The method of claim 1, wherein ranking the video advertisements based on the estimated play through rates for the video advertisements provided by the video advertisement performance model comprises:

calculating a quality adjustment for each video advertisement based on the estimated play through rates.

7. The method of claim 6, wherein calculating a quality adjustment for each video advertisement based on the estimated play through rates comprises:

associating each of a plurality of quality adjustments with a corresponding range of estimated play through rates;

determining which range of estimated play through rates an estimated play through rate output by the video advertisement performance model belongs to; and

selecting the quality adjustment associated with the determined range of estimated play through rates.

8. The method of claim 7, wherein ranking the video advertisements based on the estimated play through rates further comprises:

for each advertisement, adjusting a bid associated with that advertisement by the quality adjustment for the video advertisement.

9. The method of claim 1, wherein the predetermined amount is 50%.

10. A system comprising:

one or more computers; and

a computer-readable medium coupled to the one or more computers having instructions stored thereon which, when executed by the one or more computers, cause the one or more computers to perform operations comprising;

receiving a request for video advertisements;

identifying video advertisements that can be provided in response to the request;

identifying performance features associated with the video advertisements;

providing the performance features for the request and the video advertisements as input to a video advertisement performance model trained to estimate a play through rate for each of the video advertisements, the estimated play through rate being the likelihood that a video advertisement provided in response to the request is viewed at least a predetermined amount of its duration;

ranking the video advertisements based on the estimated play through rates for the video advertisements provided by the video advertisement performance model; and

providing one or more video advertisements in response to the request according to the ranking of the video advertisements.

11. The system of claim 10, wherein the operations further comprise:

monitoring the performance of the one or more video advertisements provided in response to the request;

accessing video advertisement data for video advertisements, the video advertisement data identifying video advertisements and performance features for each video advertisement, the video advertisements including the one or more video advertisements provided in response to the request; and

updating performance features of the one or more video advertisements based on the monitored performance of the one or more video advertisements.

12. The system of claim 11, wherein the operations further comprise:

training a performance model on the performance features for the video advertisements to estimate the play through rate of the video advertisements.

13. The system of claim 12, wherein the performance model comprises a logistic regression model that includes a coefficient for each performance feature.

14. The system of claim 13, wherein the performance features include one or more of a web property identifier;

an advertiser identifier;

a measured click through rate;

geo location data;

content of a web property associated with previous requests; and

a measured play through rate.

15. The system of claim 10, wherein ranking the video advertisements based on the estimated play through rates for the video advertisements provided by the video advertisement performance model comprises:

calculating a quality adjustment for each video advertisement based on the estimated play through rates.

16. The system of claim 15, wherein calculating a quality adjustment for each video advertisement based on the estimated play through rates comprises:

associating each of a plurality of quality adjustments with a corresponding range of estimated play through rates;

determining which range of estimated play through rates an estimated play through rate output by the video advertisement performance model belongs to; and

selecting the quality adjustment associated with the determined range of estimated play through rates.

17. The system of claim 16, wherein ranking the video advertisements based on the estimated play through rates further comprises:

for each advertisement, adjusting a bid associated with that advertisement by the quality adjustment for the video advertisement.

18. A system, comprising:

a prediction engine operable to;

receive a score request, the prediction engine including a video advertisement performance model trained to estimate a play through rate for video advertisements, the estimated play through rate being the likelihood that a video advertisement provided in response to the request is viewed at least a predetermined amount of its duration; and

provide the estimated play through rate to the scoring engine;

a scoring engine operable to;

identify the video advertisements that can be provided in response to the request;

rank the video advertisements based on the estimated play through rates for the video advertisements provided by the prediction engine; and

provide one or more video advertisements in response to the request according to the ranking of the video advertisements.

19. The system of claim 18, wherein the performance model comprises a logistic regression model that includes a coefficient for each performance feature.

20. The system of claim 19, wherein the performance features include one or more of a web property identifier;

an advertiser identifier;

a measured click through rate;

geo location data;

content of a web property associated with previous requests; and

a measured play through rate.