Method and Apparatus for Creative Optimization

• US 20110258036A1
• Filed: 04/18/2011
• Published: 10/20/2011
• Est. Priority Date: 04/20/2010
• Status: Abandoned Application

• Current Assignee: WebAMG Holdings Ltd., Webamg SARL
• Original Assignee: LifeStreet Corp.
• Inventors: Studnev, Aleksey, Ioffe, Serge
• Application Number:
  US13/089,235
• Publication Number:
  US 20110258036A1
• 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
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A method and apparatus for creative optimization have been disclosed. In one version optimization occurs at each level of user interaction.

Claims

1. A machine reading instructions from a non-transitory medium and executing said instructions on said machine to determine if a stop command should be sent to a website based selling campaign, the following steps executed in this order:

determining when said website based selling campaign is cost per action and determining when an advertiser'"'"'s pixel on a website is not detected and then;

retrieving from a server campaign impressions and conversion records for a predetermined time interval for said website based selling campaign;

checking if a last in time retrieved conversion record has no conversions;

if said last in time retrieved conversion record has conversions then not sending said stop command;

if said retrieved last in time retrieved conversion record has no conversions then;

(a) checking sequentially a next earlier in time retrieved conversion record;

repeating step (a) until a retrieved conversion record has a conversion;

determining a first metric based on impressions and conversions for said retrieved conversion record has said conversion and determining a second metric for said retrieved conversion record immediately later in time from said retrieved conversion record has said conversion;

determining a ratio of said first metric to said second metric;

when said ratio is greater than a predetermined stop ratio then not sending said stop command; and

when said ratio is not greater than a predetermined stop ratio then sending said stop command.

2. The machine in claim 1 wherein:

said first metric is a first sigma=(r1/n1)−

(r2/n2)/sqrt[{((r1/n1*(1−

r1/n1))/(n1−

1)*(1−

(r1/n1*(1−

r1/n1))/(n1−

1)))/(n1−

1)}+{((r2/n2*(1−

r2/n2))/(n2−

1)*(1−

(r2/n2*(1−

r2/n2))/(n2−

1)))/(n2−

1)}]

Where

n1=impressions[1];

where [U] denotes cell [U]

n2=impressions[2]

r1=conversions[1] if CPA or clicks[1] if CPC

r1=conversions[2] if CPA or clicks[1] if CPC

Explanation

let dp1=(r1/n1*(1−

r1/n1)/(n1−

1)

let dp2=(r2/n2*(1−

r2/n2)/(n2−

1)

let dd1=(dp1*(1−

dp1)/(n1−

1)

let dd2=(dp2*(1−

dp2)/(n2−

1)

let denom=sqrt(dd1+dd2)

then sigma=abs((p1−

p2)/denom)

using the z-test, if NORMSDIST Returns the standard normal cumulative distribution then confidence (0-99.999×

%) is defined as the

NORMSDIST(sigma)-NORMSDIST(-sigma)

3. The method of claim 2 wherein said first measure rules sets include a dimension of time.

4. The method of claim 2 wherein said first measure rules sets include gender selected from the group consisting of male, female, and unknown.

5. The method of claim 3 wherein said second measure rule sets includes slot dimensions.

2-1. A method for creative optimization comprising:

generating a plurality of creative variants based on user inputs, said plurality of creative variants for one or more campaigns;

generating run rule sets for said one or more campaigns;

generating first measure rule sets for said one or more campaigns;

generating second measure rule sets to measure said plurality of creative variants for said one or more campaigns when said one or more campaigns are run;

running said one or more campaigns; and

transforming said first and second measure rule sets into measurements; and

transforming said measurements into a single winner for each of said one or more campaigns.

6. A method for website creative optimization comprising:

generating a plurality of creative variants, said plurality of creative variants for a plurality of campaigns;

generating rule sets for running a plurality of A/B tests for said plurality of campaigns and measuring results of placement of said creative variants;

running said plurality of A/B tests;

receiving said results; and

transforming said results to pick one of said plurality of creative variants that produces a most revenue during said running of said plurality of A/B tests for each said plurality of campaigns.

7. The method of claim 6 wherein said produces said most revenue is placed into a cell of a cube holding said plurality of campaigns.

8. The method of claim 6 wherein said running further comprises rotations.