MIDFLIGHT ONLINE ADVERTISEMENT CAMPAIGN OPTIMIZER

• US 20110112900A1
• Filed: 11/10/2009
• Published: 05/12/2011
• Est. Priority Date: 11/10/2009
• Status: Abandoned Application

• Current Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Sanghavi, Mehul
• Application Number:
  US12/615,686
• Publication Number:
  US 20110112900A1
• 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

Methods and systems are provided for optimization of online advertising campaigns. Methods and systems are provided in which, in manner that may be partially or fully automated, during a period of advertisement serving in fulfillment of an agreement with an advertiser, allocated anticipated impressions are shifted from one portion of a topic-related taxonomy to another, such as from an overperforming node in the taxonomy to an underperforming node. Such shifting may be done using real-time or frequent advertisement performance monitoring and forecasting, but may be bounded or guided by a set of rules that the advertiser may provide.

Claims

1. A method comprising:

using one or more computers, obtaining a first set of information comprising a set of parameters relating to serving of online advertisements in association with an online advertising campaign, the set of parameters comprising;

a first subset of parameters comprising one or more performance goals or requirements relating to the campaign or a portion of the campaign;

a second subset of parameters comprising allocations of quantities, or ranges of quantities, of anticipated impressions to nodes of a topical subject matter-based taxonomy; and

a third subset of parameters comprising one or more rules relating to permissible shifting of anticipated impressions between nodes of the taxonomy;

using one or more computers, during a period during which advertisements are being served in connection with achieving the performance goals or requirements, obtaining a second set of information comprising advertisement performance information relating to advertisements served during a portion of the period in partial fulfillment of the one or more performance goals or requirements;

using one or more computers, based at least in part on the second set of information, determining a third set of information comprising a set of one or more shifts of the allocated quantities, or ranges of quantities, of anticipated impressions between nodes of the taxonomy, wherein the one or more shifts are for optimization with regard to at least one of the one or more performance goals, and wherein the one or more shifts are determined to be permissible based at least in part on the one or more rules; and

using one or more computers, during the period, implementing at least one of the one or more shifts.

2. The method of claim 1, comprising serving advertisements at least in part based on the at least one of the one or more shifts.

3. The method of claim 1, wherein the third set of information is determined at least in part based on determined forecasting information relating to advertisement performance, and wherein the forecasting information is determined based at least in part on the advertisement performance information, and wherein the performance information comprises performance information in connection with one or more nodes of the taxonomy.

4. The method of claim 1, wherein the one or more performance goals or requirements are impression-based and span a plurality of nodes of the taxonomy.

5. The method of claim 1, comprising:

during the period, determining a first one or more nodes of the taxonomy associated with underperformance in connection with serving of advertisements during a portion of the period, relative to at least one of the one or more performance goals or requirements; and

during the period, determining a second one or more nodes of the taxonomy associated with underperformance in connection with serving of advertisements during a portion of the period, relative to at least one of the one or more performance goals or requirements;

wherein determining the set of one or more shifts comprises determining a shift from the first one or more nodes to the second one or more nodes.

6. The method of claim 1, comprising, during the period, presenting the at least one shift to an advertiser, or a proxy of an advertiser, for approval prior to implementation.

7. The method of claim 1, comprising, at a plurality of different times during the period:

obtaining updated advertisement performance information relating to advertisements served during a portion of the period in partial fulfillment of the one or more performance goals or requirements; and

determining and implementing shifts of the allocated quantities, or ranges of quantities, of anticipated impressions between nodes of the taxonomy, based at least in part on the updated advertisement performance information.

8. The method of claim 1, comprising obtaining the second set of parameters associated with the topical subject matter taxonomy, wherein the topical subject-matter comprises a hierarchy of nodes, wherein some of the nodes include sets of two or more other of the nodes.

9. The method of claim 8, wherein obtaining the one or more rules relating to permissible shifting obtaining one or more rules relating to permissible shifting between subnodes of a higher level node, wherein the high level node includes nodes comprising the subnodes.

10. The method of claim 1, comprising, during the period, amending an agreement based at least in part on determined shifts of the allocated quantities, or ranges of quantities, of anticipated impressions between nodes of the taxonomy, wherein the agreement is associated with parties including an advertiser, or a proxy of an advertiser, associated with the campaign, and wherein the agreement includes an obligation relating to a quantity of impressions to be served in connection with one or more nodes of the taxonomy during a period including the period.

11. The method of claim 10, wherein amending the agreement comprises reflecting shifting of the allocated quantities, or ranges of quantities, of anticipated impressions between nodes of the taxonomy.

12. The method of claim 10, wherein amending the agreement is based at least in part on one or more permissible amendment parameters, and wherein the one or more permissible amendment parameters are supplied or agreed to, prior to the amending, by an advertiser, or proxy of an advertiser, associated with the campaign.

13. The method of claim 1, wherein at least a portion of the set of parameters are obtained from an advertiser, or proxy of an advertiser, associated with the campaign.

14. The method of claim 1, comprising offering an advertiser, or proxy of an advertiser, associated with the campaign options comprising a first option to approve suggested or recommended shifts prior to implementation and a second option to allow shifts to be implemented, within permissible parameters, without being presented to or specifically approved by the advertiser, or the proxy of the advertiser.

15. The method of claim 1, comprising storing the third set of information in one or more databases.

16. A system comprising:

one or more server computers connected to the Internet; and

one or more databases connected to the one or more servers;

wherein the one or more server computers are for;

obtaining a first set of information comprising a set of parameters relating to serving of online advertisements in association with an online advertising campaign, the set of parameters comprising;

a first subset of parameters comprising one or more performance goals or requirements relating to the campaign or a portion of the campaign;

a second subset of parameters comprising allocations of quantities, or ranges of quantities, of anticipated impressions to nodes of a topical subject matter-based taxonomy; and

a third subset of parameters comprising one or more rules relating to permissible shifting of anticipated impressions between nodes of the taxonomy;

during a period during which advertisements are being served in connection with achieving the performance goals or requirements, obtaining a second set of information comprising advertisement performance information relating to advertisements served during a portion of the period in partial fulfillment of the one or more performance goals or requirements;

based at least in part on the second set of information, determining a third set of information comprising a set of one or more shifts of the allocated quantities, or ranges of quantities, of anticipated impressions between nodes of the taxonomy, wherein the one or more shifts are for optimization with regard to at least one of the one or more performance goals, and wherein the one or more shifts are determined to be permissible based at least in part on the one or more rules; and

during the period, implementing at least one of the one or more shifts.

17. The system of claim 16, wherein the period is no longer than 4 hour.

18. The system of claim 16, wherein the period is no longer than 1 hour.

19. The system of claim 16, comprising storing the third set of information in at least one of the one or more databases.

20. A computer readable medium or media containing instructions for executing a method, the method comprising:

using one or more computers, obtaining a first set of information comprising a set of parameters relating to serving of online advertisements in association with an online advertising campaign, the set of parameters comprising;

a first subset of parameters comprising one or more performance goals or requirements relating to the campaign or a portion of the campaign;

a second subset of parameters comprising allocations of quantities, or ranges of quantities, of anticipated impressions to nodes of a topical subject matter-based taxonomy; and

a third subset of parameters comprising one or more rules relating to permissible shifting of anticipated impressions between nodes of the taxonomy;

using one or more computers, during a period during which advertisements are being served in connection with achieving the performance goals or requirements, obtaining a second set of information comprising advertisement performance information relating to advertisements served during a portion of the period in partial fulfillment of the one or more performance goals or requirements;

using one or more computers, based at least in part on the second set of information, determining a third set of information comprising a set of one or more shifts of the allocated quantities, or ranges of quantities, of anticipated impressions between nodes of the taxonomy, wherein the one or more shifts are for optimization with regard to at least one of the one or more performance goals, and wherein the one or more shifts are determined to be permissible based at least in part on the one or more rules;

using one or more computers, during the period, implementing at least one of the one or more shifts; and

during the period, amending an agreement based at least in part on determined shifts of the allocated quantities, or ranges of quantities, of anticipated impressions between nodes of the taxonomy, wherein the agreement is associated with parties including an advertiser, or a proxy of an advertiser, associated with the campaign, and wherein the agreement includes an obligation relating to a quantity of impressions to be served in connection with one or more nodes of the taxonomy during a period including the period.