EFFICIENT AD SELECTION IN AD EXCHANGE WITH INTERMEDIARIES

• US 20110238493A1
• Filed: 03/29/2010
• Published: 09/29/2011
• Est. Priority Date: 03/29/2010
• Status: Abandoned Application

• Current Assignee: Yahoo Holdings, Inc. (Verizon Communications Inc.)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Lang, Kevin, Jiang, Dongming, Jagadish, Swaroop, Ghosh, Bhaskar, Rodriguez, Joaquin Arturo Delgado
• Application Number:
  US12/749,151
• Publication Number:
  US 20110238493A1
• Time in Patent Office: Days
• US Class Current: 705/14.46
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

A method is disclosed for optimizing ad selection in an exchange having intermediate ad-networks including: constructing an exchange graph having nodes representing publishers, advertisers, and intermediate ad-network entities, and including directed edges that represent bilateral business agreements connecting the nodes; receiving an opportunity for displaying an ad to a user that is associated with a publisher node and includes properties that are targetable by supply predicates, wherein a supply predicate is a function whose inputs include properties of the user; receiving ads that are available for display to the user associated with respective advertiser nodes and that include properties that are targetable by demand predicates, wherein a demand predicate is a function whose inputs include properties of one or more of the plurality of ads; computing a thinned graph by enforcing the supply predicates in the nodes and edges of the graph; and producing a list of ads and corresponding paths that exist through the thinned graph to the opportunity that satisfy the plurality of demand predicates.

Claims

1. A method for optimizing advertising (ad) selection in an ad exchange having intermediate ad-networks, the method executed by an exchange server having a processor and computer storage, the method comprising:

a) constructing an exchange graph (G), in memory of the server, comprising nodes representing a plurality of publishers and advertisers, and one or more intermediate entities, the exchange graph also including a plurality of directed edges that represent bilateral business agreements connecting the nodes;

b) receiving, by the server, an opportunity for displaying an ad to a user, wherein the opportunity is associated with a publisher node and includes properties that are targetable by a plurality of supply predicates, wherein a supply predicate comprises a function whose inputs include properties of the user;

c) retrieving, by the server, a plurality of ads that are available for display to the user associated with respective advertiser nodes and that include properties that are targetable by a plurality of demand predicates, wherein a demand predicate comprises a function whose inputs include properties of one or more of the plurality of ads;

d) computing, by the server, a thinned graph (G′

) having fewer nodes by enforcing the supply predicates in the nodes and edges of the graph (G); and

e) producing, by the server, a list of ads and corresponding paths that exist through the thinned graph (G′

) to the opportunity that satisfy the plurality of demand predicates, and thus may be used to fill the display opportunity.

2. The method of claim 1, the method further comprising:

determining, by the server, a plurality of legality predicates for association with the nodes and edges of the graph, the legality predicates each comprising a Boolean AND of a supply predicate and a demand predicate;

wherein computing the thinned graph (G′

) and producing the list of ads comprise determining, for the opportunity, a set of the plurality of ads reachable by valid paths through the graph (G), wherein a path is valid that;

connects the publisher node of the opportunity to the advertiser node of an ad; and

for which all of the legality predicates for the nodes and edges evaluate to true.

3. The method of claim 1, wherein computing the thinned graph (G′

) comprises running a supply-predicate-enforcing version of a reachability algorithm, starting at the publisher node of the opportunity.

4. The method of claim 1, further comprising:

associating with the plurality of edges of the graph their respective costs; and

computing a minimum-cost valid path for the opportunity comprising running a demand-predicate-enforcing version of a minimum-cost-path algorithm on an edge-reversed version of the thinned graph (G′

), starting at each of at least some of the advertiser nodes.

5. The method of claim 4, wherein associating with the plurality of edges of the graph their respective costs further includes associating with at least some of the nodes the respective costs of corresponding nodes.

6. The method of claim 4, wherein the edge costs comprise a negative logarithm of a revenue share multiplier affiliated with respective edges, wherein the minimum-cost-path algorithm comprises Dijkstra'"'"'s algorithm, and wherein the result of running Dijkstra'"'"'s algorithm is a maximum revenue path, per impression, to the publisher node corresponding to the opportunity.

7. The method of claim 4, further comprising:

adding the cost of each ad with the cost of a corresponding minimum-cost valid path to determine costs of valid (ad, path) pairs; and

selecting the optimal (ad, path) pair yielding the minimum cost for delivery of the ad to the publisher represented by the publisher node corresponding to the opportunity.

8. The method of claim 7, wherein selecting the optimal (ad, path) pair comprises maximizing an objective function given as

9. A system for optimizing advertising (ad) selection in an ad exchange having intermediate ad-networks, comprising:

a) an ad exchange server including a processor and computer storage, the exchange server coupled with a web server, wherein the processor is configured to;

i) construct an exchange graph (G), in memory of the server, comprising nodes representing a plurality of publishers and advertisers, and one or more intermediate entities, the exchange graph also including a plurality of directed edges that represent bilateral business agreements connecting the nodes;

ii) receive from the web server an opportunity for displaying an ad to a user, wherein the opportunity is associated with a publisher node and includes properties that are targetable by a plurality of supply predicates, wherein a supply predicate comprises a function whose inputs include properties of the user;

iii) retrieve a plurality of ads that are available for display to the user associated with respective advertiser nodes and that include properties that are targetable by a plurality of demand predicates, wherein a demand predicate comprises a function whose inputs include properties of one or more of the plurality of ads;

iv) compute a thinned graph (G′

) having fewer nodes by enforcing the supply predicates in the nodes and edges of the graph (G); and

v) produce a list of ads and corresponding paths that exist through the thinned graph (G′

) to the opportunity that satisfy the plurality of demand predicates, and thus may be used to fill the display opportunity.

10. The system of claim 9, wherein the processor is further configured to:

determine a plurality of legality predicates for association with the nodes and edges of the graph, the legality predicates each comprising a Boolean AND of a supply predicate and a demand predicate;

wherein computing the thinned graph (G′

) and producing the list of ads comprise determining, for the opportunity, a set of the plurality of ads reachable by valid paths through the graph (G), wherein a path is valid that;

connects the publisher node of the opportunity to the advertiser node of an ad; and

for which all of the legality predicates for the nodes and edges evaluate to true.

11. The system of claim 9, wherein to compute the thinned graph (G′

), the processor is configured to run a supply-predicate-enforcing version of a reachability algorithm, starting at the publisher node of the opportunity.

12. The system of claim 9, wherein the processor is further configured to:

associate with the plurality of edges and at least some of the plurality of nodes of the graph their respective costs; and

compute a minimum-cost valid path for the opportunity comprising running a demand-predicate-enforcing version of a minimum-cost-path algorithm on an edge-reversed version of the thinned graph (G′

), starting at each of at least some of the advertiser nodes.

13. The system of claim 12, wherein the edge costs comprise a negative logarithm of a revenue share multiplier affiliated with respective edges, wherein the minimum-cost-path algorithm comprises Dijkstra'"'"'s algorithm, and wherein the result of running Dijkstra'"'"'s algorithm is a maximum revenue path, per impression, to the publisher node corresponding to the opportunity.

14. The system of claim 12, wherein the processor is further configured to:

add the cost of each ad with the cost of a corresponding minimum-cost valid path to determine costs of valid (ad, path) pairs; and

select the optimal (ad, path) pair yielding the minimum cost for delivery of the ad to the publisher represented by the publisher node corresponding to the opportunity.

15. The system of claim 14, wherein selecting the optimal (ad, path) pair comprises maximizing an objective function given as

16. A computer-readable storage medium comprising a set of instructions for optimizing ad selection in an ad exchange having intermediate ad-networks, the set of instructions to direct a processor to perform the acts of:

a) constructing an exchange graph (G), in memory of the server, comprising nodes representing a plurality of publishers and advertisers, and one or more intermediate entities, the exchange graph also including a plurality of directed edges that represent bilateral business agreements connecting the nodes;

b) receiving, by the server, an opportunity for displaying an ad to a user, wherein the opportunity is associated with a publisher node and includes properties that are targetable by a plurality of supply predicates, wherein a supply predicate comprises a function whose inputs include properties of the user;

c) retrieving, by the server, a plurality of ads that are available for display to the user associated with respective advertiser nodes and that include properties that are targetable by a plurality of demand predicates, wherein a demand predicate comprises a function whose inputs include properties of one or more of the plurality of ads;

d) computing, by the server, a thinned graph (G′

) having fewer nodes by enforcing the supply predicates in the nodes and edges of the graph (G); and

e) producing, by the server, a list of ads and corresponding paths that exist through the thinned graph (G′

) to the opportunity that satisfy the plurality of demand predicates, and thus may be used to fill the display opportunity.

17. The computer readable storage medium of claim 16, further comprising a set of instructions to direct a processor to perform the acts of:

determining, by the server, a plurality of legality predicates for association with the nodes and edges of the graph, the legality predicates each comprising a Boolean AND of a supply predicate and a demand predicate;

wherein computing the thinned graph (G′

) and producing the list of ads comprise determining, for the opportunity, a set of the plurality of ads reachable by valid paths through the graph (G), wherein a path is valid that;

connects the publisher node of the opportunity to the advertiser node of an ad; and

for which all of the legality predicates for the nodes and edges evaluate to true.

18. The computer readable storage medium of claim 16, wherein computing the thinned graph (G′

) comprises running a supply-predicate-enforcing version of a reachability algorithm, starting at the publisher node of the opportunity.

19. The computer readable storage medium of claim 16, further comprising a set of instructions to direct a processor to perform the acts of:

associating with the plurality of edges of the graph their respective costs; and

computing a minimum-cost valid path for the opportunity comprising running a demand-predicate-enforcing version of a minimum-cost-path algorithm on an edge-reversed version of the thinned graph (G′

), starting at each of at least some of the advertiser nodes.

20. The computer readable storage medium of claim 19, wherein the edge costs comprise a negative logarithm of a revenue share multiplier affiliated with respective edges, wherein the minimum-cost-path algorithm comprises Dijkstra'"'"'s algorithm, and wherein the result of running Dijkstra'"'"'s algorithm is a maximum revenue path, per impression, to the publisher node corresponding to the opportunity.

21. The computer readable storage medium of claim 19, further comprising a set of instructions to direct a processor to perform the acts of:

adding the cost of each ad with the cost of a corresponding minimum-cost valid path to determine costs of valid (ad, path) pairs; and

selecting the optimal (ad, path) pair yielding the minimum cost for delivery of the ad to the publisher represented by the publisher node corresponding to the opportunity.

22. The computer readable storage medium of claim 21, wherein selecting the optimal (ad, path) pair comprises maximizing an objective function given as Score(x_q, p)=B(x_q, t(p))·

M(p), wherein bid B(x_q, t_j) is an offer by advertiser t_j to pay money for showing an ad to a user having properties x_q, where M(p) is given as Π

<sub>eε

p</sub>m(e), a multiplier for an entire path where m(e) is a multiplier for a single edge lying in an interval (0,1), and where Score(x_q,p) represents the money received by the publisher after some money is diverted to the intermediate entities.