METHODS AND APPARATUS FOR OPTIMIZING ADVERTISEMENT ALLOCATION

• US 20110125573A1
• Filed: 11/19/2010
• Published: 05/26/2011
• Est. Priority Date: 11/20/2009
• Status: Active Grant

• Current Assignee: Taptica, Ltd. (Nexxen International Ltd.)
• Original Assignee: ScanScout, Inc. (Magnite, Inc.)
• Inventors: Lee, Steven, Yonezaki, Tadashi
• Granted Patent: US 8,615,430 B2
• Time in Patent Office: Days
• US Class Current: 705/14.48
• 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 30/0249 based upon budgets or funds

Abstract

In some embodiments, an apparatus includes a weight module, a performance module and an allocator module. The weight module calculates a weight for each segment from a set of segments of potential advertisement placements matching a criterion. The weight for a segment is based at least partially on (1) a budget score for an advertisement campaign and (2) a number of potential placements for the segment. The performance module calculates a performance score for the advertisement campaign at each segment from the set of segments. The performance score of the segment is based on a success metric for an advertisement at the segment and a number of impressions for the segment. The allocator module presents the advertisement at a placement associated with the segment if the weight for the segment is greater than a first threshold and the performance score for the segment is greater than a second threshold.

Claims

1. A non-transitory processor-readable medium storing code representing instructions to cause a processor to:

calculate a budget score for an advertisement campaign, the budget score being based on a number of advertisement units in a campaign budget of the advertisement campaign and a number of potential placements matching a criterion of the advertisement campaign;

calculate a weight for each segment from a plurality of segments of the potential placements matching the criterion, the weight for a segment from the plurality of segments being based on the budget score and a relationship between a number of potential placements for that segment from the plurality of segments and a number of potential placements for the remaining segments from the plurality of segments; and

present at least one advertisement from the advertisement campaign to a placement associated with the segment from the plurality of segments if the weight for that segment is greater than a threshold.

2. The non-transitory processor-readable medium of claim 1, wherein the threshold is a first threshold, the code representing instructions to cause the processor to present advertisements includes code representing instructions to cause the processor to present advertisements from the advertisement campaign to the placement associated with the segment from the plurality of segments if the weight for that segment is greater than the first threshold and a predicted performance of the advertisement campaign for that segment is greater than a second threshold.

3. The non-transitory processor-readable medium of claim 1, further comprising code representing instructions to cause the processor to:

generate a random value for the threshold.

4. The non-transitory processor-readable medium of claim 1, wherein the relationship is a ratio of the number of potential placements for the segment from the plurality of segments to the number of potential placements for the remaining segments from the plurality of segments.

5. The non-transitory processor-readable medium of claim 1, further comprising code representing instructions to cause the processor to:

calculate a predicted performance value for the segment from the plurality of segments based on a relationship of a success metric for the segment from the plurality of segments and a number of impressions for the segment from the plurality of segments.

6. The non-transitory processor-readable medium of claim 1, wherein the budget score for the advertisement campaign increases as the number of advertisement units in the advertisement budget of the advertisement campaign increases or the number of potential placements matching the criterion of the advertisement campaign decreases.

7. The non-transitory processor-readable medium of claim 1, wherein the code representing instructions to cause the processor to present advertisements includes code representing instructions to cause the processor to present advertisements to a greater number of segments from the plurality of segments as the budget score for the advertisement campaign increases.

8. The non-transitory processor-readable medium of claim 1, wherein the advertisement units include one of advertisement impressions, advertisement clicks, conversion rate, time spent, engagement rate, reach frequency, or brand-lift.

9. An apparatus, comprising:

a weight module configured to calculate a weight for each segment from a plurality of segments of potential advertisement placements matching a criterion, the weight for a segment from the plurality of segments being based at least partially on (1) a budget score for an advertisement campaign with at least one advertisement and (2) a number of potential placements for the segment from the plurality of segments;

a performance module configured to calculate a performance score for the advertisement campaign at each segment from the plurality of segments, the performance score of the segment from the plurality of segments being based on a success metric for the at least one advertisement at the segment from the plurality of segments and a number of impressions for the segment from the plurality of segments; and

an allocator module configured to present the at least one advertisement at a placement associated with the segment from the plurality of segments if the weight for the segment is greater than a first threshold and the performance score for the segment is greater than a second threshold.

10. The apparatus of claim 9, further comprising:

a budget module configured to calculate the budget score for the advertisement campaign, the budget score being based on a number of advertisement units in a campaign budget of the advertisement campaign and a number of potential advertisement placements matching the criterion of the advertisement campaign.

11. The apparatus of claim 9, further comprising:

a placement estimator module configured to predict a number of potential placements for each segment from the plurality of segments.

12. The apparatus of claim 9, wherein the performance module assigns a maximum performance score for the performance score of the segment from the plurality of segments prior to the at least one advertisement being placed at a placement associated with the segment from the plurality of segments.

13. The apparatus of claim 9, wherein the allocator module is configured to generate a random value for the first threshold.

14. The apparatus of claim 9, wherein the weight for the segment from the plurality of segments is partially based on a ratio of the number of potential placements for the segment from the plurality of segments to a number of potential placements for the remaining segments from the plurality of segments.

15. A non-transitory processor-readable medium storing code representing instructions to cause a processor to:

calculate a weight for each segment from a plurality of segments of potential advertisement placements matching a criterion, the weight for a segment from the plurality of segments being based at least partially on a campaign budget of an advertisement campaign and a number of potential placements for the segment from the plurality of segments;

calculate a predicted performance value for the segment from the plurality of segments based on a relationship of a success metric for the segment from the plurality of segments and a number of impressions for the segment from the plurality of segments; and

determine whether to present an advertisement from the advertisement campaign at a placement associated with the segment from the plurality of segments based on the weight for the segment and the predicted performance value for the segment.

16. The non-transitory processor-readable medium of claim 15, wherein the code representing instructions to cause the processor to determine whether to present the advertisement from the advertisement campaign includes code representing instructions to cause the processor to present the advertisement from the advertisement campaign at the placement associated with the segment from the plurality of segments when the weight for the segment is greater than a first threshold and the predicted performance value for the segment is greater than a second threshold.

17. The non-transitory processor-readable medium of claim 15, wherein the weight for the segment from the plurality of segments is based at least partially on a ratio of the number of potential placements for the segment from the plurality of segments to a number of potential placements for the remaining segments from the plurality of segments.

18. The non-transitory processor-readable medium of claim 15, wherein the success metric for the segment from the plurality of segments includes a number of clicks for an advertisement from the advertisement campaign displayed at a placement associated with the segment from the plurality of segments.

19. The non-transitory processor-readable medium of claim 15, wherein the campaign budget of the advertisement campaign provides for at least one of a number of advertisement impressions or a number of advertisement clicks.

20. The non-transitory processor-readable medium of claim 15, wherein the predicted performance value for the segment from the plurality of segments is a maximum predicted performance value prior to an advertisement from the advertisement campaign being placed at a placement associated with the segment from the plurality of segments.