Method and Apparatus for Creative Optimization
First Claim
Patent Images
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.
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Abstract
A method and apparatus for creative optimization have been disclosed. In one version optimization occurs at each level of user interaction.
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Citations
8 Claims
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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:
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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.
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2. The machine in claim 1 wherein:
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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 theNORMSDIST(sigma)-NORMSDIST(-sigma) - View Dependent Claims (3, 4, 5)
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2-1. A method for creative optimization comprising:
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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.
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6. A method for website creative optimization comprising:
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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. - View Dependent Claims (7, 8)
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Specification