MULTI-CAMPAIGN CONTENT ALLOCATION

• US 20110161407A1
• Filed: 05/11/2010
• Published: 06/30/2011
• Est. Priority Date: 12/31/2009
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Black, Julie A., Baugher, Alexandra, Meyer, Michael M., Desikan, Pavan K., Bavor, Clayton W. JR., Juda, Adam Isaac, Mirkin, Ilia
• Granted Patent: US 8,539,067 B2
• Time in Patent Office: Days
• US Class Current: 709/203
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0244 Optimization

Abstract

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for creating experiment content distribution campaigns (“experiment campaign”) and allocating content in accordance with the experiment campaign. In one aspect, a control campaign or an experiment campaign are selected as an available campaign for providing content in response to receiving a content request. The selection can be a probability constrained selection where the probability with which the experiment campaign is selected is specified as a portion of a total number of requests received during an experiment period for which the experiment campaign is available to provide content. Content is provided in response to the request, where the provided content being content corresponding to the selected campaign.

Claims

1. A computer-implemented method, comprising:

receiving, by a data processing apparatus, a content request, the request specifying one or more environment parameters corresponding to the environment for which the requested content is being requested;

identifying, by a data processing apparatus, a content distribution account for which a control campaign and an experiment campaign are available, the experiment campaign being associated with a set of campaign parameters corresponding to the control campaign and also being associated with experiment difference data specifying differences between the set of campaign parameters and experiment parameters corresponding to the experiment campaign;

selecting, by a data processing apparatus and as an available campaign for the received content request, one of the control campaign and the experiment campaign, the selection being a probability constrained selection where the probability with which the experiment campaign is selected is specified as a portion of a total number of requests received during an experiment period for which the experiment campaign is available to provide content; and

providing, by a data processing apparatus, content in response to the request, the provided content being content corresponding to the selected campaign.

2. The method of claim 1, further comprising:

updating, by a data processing apparatus, performance measures for the available campaign corresponding to the provided content, the performance measures including a total number of presentations of the content and a total number of user selections of the content; and

providing, by a data processing apparatus, data that causes the updated performance measures to be presented on a presentation device.

3. The method of claim 2, wherein providing data that causes the updated performance measures to be presented comprises providing data that causes a total keyword performance to be provided for each keyword corresponding to the experiment campaign and the corresponding control campaign.

4. The method of claim 2, wherein providing data that causes the updated performance measures to be presented comprises providing data that causes presentation of delineated performance measures for at least one specified delineation of the experiment and control campaigns.

5. The method of claim 2, wherein providing data that causes the updated performance measures to be presented comprises providing data that causes presentation of an updated experiment performance at a presentation location that is adjacent to an updated control performance.

6. The method of claim 1, wherein only one of the experiment campaign and the control campaign is selected as the available campaign in response to a single content request.

7. The method of claim 1, wherein both the experiment campaign and the control campaign are available for selection as the available campaign in response to each content request.

8. The method of claim 1, further comprising:

in response to selecting the control campaign as the available campaign, selecting content to be provided in response to the request, the content being selected based on the set of campaign parameters.

9. The method of claim 1, further comprising:

in response to selecting the experiment campaign as the available campaign, selecting content to be provided in response the request, the content being selected based on the set of campaign parameters and the experiment difference data.

10. The method of claim 1, further comprising receiving a budget that specifies an amount that an advertiser is willing to pay for distribution of content over a specified budget period, wherein the budget is allocated between to the experiment campaign in proportion to the portion of the total number of requests received during the experiment period for which the experiment campaign is available to provide content.

11. A system, comprising:

a data store storing a set of campaign parameters for a control campaign and experiment difference data for a corresponding experiment campaign, the experiment difference data being data specifying differences of experiment parameters for the experiment campaign relative to the set of campaign parameters for the control campaign; and

an experiment subsystem coupled to the data store, the experiment subsystem comprising at least one processor configured to select one of the control campaign and the experiment campaign as an available campaign in response to each content request received during an experiment period, selection of the experiment campaign being constrained by a selection probability specified by the experiment parameters.

12. The system of claim 11, wherein the experiment subsystem is further configured to receive a content request specifying one or more environment parameters corresponding to the environment for which the requested content is being requested and provide content in response to the request, the content being provided being content corresponding to the selected campaign.

13. The system of claim 11, wherein the experiment subsystem is further configured to update performance measures for the available campaign corresponding to the provided content, the performance measures including a total number of presentations of the content and a total number of user selections of the content, and provide data that causes the updated performance measures to be presented on a presentation device.

14. The system of claim 12, wherein the experiment subsystem is further configured to provide data that causes a total keyword performance to be provided for each keyword corresponding to the experiment campaign and the corresponding control campaign.

15. The system of claim 12, wherein the experiment subsystem is further configured to provide data that causes presentation of delineated performance measures for at least one specified delineation of the experiment and control campaigns.

16. The system of claim 12, wherein the experiment subsystem is further configured to provide data that causes presentation of an updated experiment performance at a presentation location that is adjacent to an updated control performance.

17. The system of claim 11, wherein the experiment subsystem is further configured to select only one of the experiment campaign and the control campaign, as the available campaign, in response to a single content request.

18. The system of claim 11, wherein the experiment subsystem is further configured to select content to be provided in response to the request, the content being selected based on the set of campaign parameters corresponding to the control campaign when the control campaign is selected as the available campaign for the received content request.

19. The system of claim 11, wherein the experiment subsystem is further configured to select content to be provided in response to the request, the content being selected based on the set of campaign parameters and the experiment difference data when the experiment campaign is selected as the available campaign for the received content request.

20. The system of claim 11, further comprising a user device configured to receive data that causes presentation of updated performance measures that have been generated by the experiment subsystem.

21. A computer storage medium encoded with a computer program, the program comprising instructions that when executed by data processing apparatus cause the data processing apparatus to perform operations comprising:

receiving a content request, the request specifying one or more environment parameters corresponding to the environment for which the requested content is being requested;

identifying a content distribution account for which a control campaign and an experiment campaign are available, the experiment campaign being associated with a set of campaign parameters corresponding to the control campaign and also being associated with experiment difference data specifying differences between the set of campaign parameters and experiment parameters corresponding to the experiment campaign;

selecting, as an available campaign for the received content request, one of the control campaign and the experiment campaign, the selection being a probability constrained selection where the probability with which the experiment campaign is selected is specified as a portion of a total number of requests received during an experiment period for which the experiment campaign is available to provide content; and

providing content in response to the request, the provided content being content corresponding to the selected campaign.