COLLABORATIVE OPTIMIZATION OF ONLINE ADVERTISEMENT RETURN ON INVESTMENT

• US 20100306025A1
• Filed: 05/29/2009
• Published: 12/02/2010
• Est. Priority Date: 05/29/2009
• Status: Active Grant

• Current Assignee: Red Hat, Inc. (International Business Machines Corporation)
• Original Assignee: Red Hat, Inc. (International Business Machines Corporation)
• Inventors: Schneider, James Paul
• Granted Patent: US 10,192,235 B2
• 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 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 40/12 Accounting

Abstract

An online advertisement system determines which of a plurality of advertisement clickthroughs are successful online events. A successful online event is based on an advertisement online reference and a success online reference. The system further correlates the number of successful online events for a traffic originator. In addition, the online advertisement system computes an advertisement penalty based on the computed correlation.

Claims

1. A computer-implemented method comprising:

determining, with an advertising platform server, which of a plurality of advertisement clickthroughs are successful online advertisement events and resulting in a plurality of successful events, wherein a successful online advertisement event for each of plurality of advertisement clickthroughs is based on an advertisement online reference and a success online reference; and

correlating the plurality of successful events against a traffic originator; and

computing an advertisement placement penalty for the traffic originator based on the correlating.

2. The computer-implemented method of claim 1, further comprising:

determining placement of an online advertisement for a traffic originator based on the advertisement penalty.

3. The computer-implemented method of claim 1, wherein the determining comprises:

receiving an online advertisement request;

receiving an online data request associated with the online advertisement; and

recording success for the traffic originator if the online data request is a match with the success online reference.

4. The computer-implemented method of claim 3, wherein the online advertisement is a web page advertisement and the online data request is a web page request.

5. The computer-implemented method of claim 3, wherein the matching the online data request with the success online reference is based on a query preserving match.

6. The computer-implement method of claim 1, wherein the success online reference is a web page designated by an advertiser as a web page the represents completion of the advertising cycle.

7. The computer-implement method of claim 1, wherein the correlation is between the plurality of successful events and a number of online advertisement accesses for the traffic originator.

8. The computer-implement method of claim 1, wherein a low correlation results in a high computed advertisement placement penalty and a high correlation results in a low computed advertisement placement penalty.

14. The computer readable storage medium of claim 8, wherein the success online reference is a web page designated by an advertiser as a web page the represents completion of the advertising cycle.

15. The computer readable storage medium of claim 8, wherein the correlation is between the plurality of successful events and a number of online advertisement accesses for the traffic originator.

9. A computer readable storage medium having instructions stored thereon that, when executed by a processing system, cause the processing system to perform a method comprising:

determining which of a plurality of advertisement clickthroughs are successful online advertisement events and resulting in a plurality of successful events, wherein a successful online advertisement event for each of plurality of advertisement clickthroughs is based on an advertisement online reference and a success online reference; and

correlating the plurality of successful events against a traffic originator; and

computing an advertisement placement penalty for the traffic originator based on the correlating.

10. The computer readable storage medium of claim 9, wherein the method further comprises:

determining placement of an online advertisement for a traffic originator based on the advertisement penalty.

11. The computer readable storage medium of claim 9, wherein the method of determining comprises:

receiving an online advertisement request;

receiving an online data request associated with the online advertisement; and

recording success for the traffic originator if the online data request is a match with the success online reference.

12. The computer readable storage medium of claim 11, wherein the online advertisement is a web page advertisement and the online data request is a web page request.

13. The computer readable storage medium of claim 11, wherein the matching the online data request with the success online reference is based on a query preserving match.

16. A online advertisement system comprising:

a clickthrough tracking module to determine which of a plurality of advertisement clickthroughs are successful online advertisement events, which result in a plurality of successful events, wherein a successful online advertisement event for each of plurality of advertisement clickthroughs is based on an advertisement online reference and a success online reference;

a success tracking module, coupled to the clickthrough tracking module, to correlate the plurality of successful events against a traffic originator; and

an advertisement penalty module, coupled to the clickthrough tracking module, to compute an advertisement placement penalty for the traffic originator based on the correlating.

17. The online advertisement system of claim 16, further comprising:

an advertisement placement module to determine placement of an online advertisement for a traffic originator based on the advertisement penalty.

18. The online advertisement system of claim 16, wherein the advertisement clickthrough module comprises:

an advertisement request module to receive an online advertisement request;

a web request module to receive an online data request associated with the online advertisement; and

a success correlation module to record success for the traffic originator if the online data request is a match with the success online reference.

19. The online advertisement system of claim 16, wherein the success online reference is a web page designated by an advertiser as a web page the represents completion of the advertising cycle.

20. The online advertisement system of claim 16, wherein the correlation is between the plurality of successful events and a number of online advertisement accesses for the traffic originator