System Identification, Estimation, and Prediction of Advertising-Related Data

• US 20110112893A1
• Filed: 10/05/2010
• Published: 05/12/2011
• Est. Priority Date: 05/11/2007
• Status: Active Grant

• Current Assignee: Mercury Kingdom Assets Limited
• Original Assignee: AOL Advertising Incorporated (Apollo Global Management, Inc.)
• Inventors: Batiz-Mendoza, Jaime, Zhang, Jianlong, Karlsson, Niklas
• Granted Patent: US 8,121,963 B2
• Time in Patent Office: Days
• US Class Current: 705/14.4
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0246 Traffic

Abstract

In accordance with the invention, a system, method, and apparatus for analyzing advertisement-related data are presented, which may include receiving data related to an aspect of an advertisement and modeling the aspect of the advertisement with a mathematical model. The mathematical model may include a control-signal-related component, a control-signal-independent component, and an error component. Each component may be updated based on at least one of a control signal, the received data, and a previous state of at least one of the components. An updated model may be created based on the updated components. The system, method, and apparatus may also include predicting the aspect of the advertisement using the updated model. Exemplary aspects of and data related to the advertisement may include one or more of the following: a number of impressions, “clicks,” or “conversions” and/or the impression-to-conversion, impression-to-click, or click-to-conversion ratios.

Claims

1. A method for analyzing advertisement-related data comprising:

receiving data related to an aspect of an advertisement;

modeling the aspect of the advertisement with a mathematical model, wherein the mathematical model comprises a control-signal-related component, a control-signal-independent component, and an error component;

updating each component of the mathematical model based on at least one of a particular control signal, the received data, and a previous state of at least one of the components to create an updated model; and

predicting the aspect of the advertisement using the updated model.

2-45. -45. (canceled)