ONLINE SERVING THRESHOLD AND DELIVERY POLICY ADJUSTMENT

• US 20110264511A1
• Filed: 04/21/2010
• Published: 10/27/2011
• Est. Priority Date: 04/21/2010
• Status: Active Grant

• Current Assignee: X Corp. (f/k/a Twitter, Inc.) (X Holdings Corp.)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Zhang, Qiong
• Granted Patent: US 9,754,266 B2
• 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 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0244 Optimization

Abstract

The present invention provides techniques for use in association with online advertising, relating to use of serving thresholds, associated with predicted click through rates, and delivery policies, associated with advertising inventory serving and distribution. An offline-trained machine learning-based model may be utilized in advertising serving decision-making in connection with serving opportunities. However, serving thresholds and delivery policies, for use in association with the model in serving decision-making, may be adjusted online, such as in real-time or near real-time, based on information obtained online affecting factors such as predicted click through rates and advertising inventory distribution.

Claims

1. A method comprising:

using one or more computers, during an offline period, initially determining a set of serving thresholds to be utilized in online advertisement serving, wherein a serving threshold is associated with a minimum anticipated click through rate;

using one or more computer computers, during an offline period, initially determining a set of delivery policies, wherein a delivery policy is associated with one or more rules relating to serving of advertisements in accordance with required or optimal distribution of advertising inventory across serving opportunities;

using one or more computers, during, and based at least in part on information obtained during, an online period, adjusting at least one of the set of serving thresholds to determine at least one adjusted serving threshold, and adjusting at least one of the set of delivery policies to determine at least one adjusted delivery policy; and

using one or more computers, during an online period, utilizing a machine learning-based model in decision-making with regard to serving of online advertisements in connection with serving opportunities based at least in part on the at least one adjusted serving threshold and the at least one adjusted delivery policy, wherein the machine learning-based model is trained during an offline period, wherein an online period is a period of active advertisement serving in which the model is utilized.

2. The method of claim 1, comprising utilizing a hierarchical taxonomy of behavioral targeting categories in behavioral targeting of users, wherein nodes represent behavioral targeting categories, and wherein delivery policies are utilized in optimally or more optimally distributing serving of advertisement inventory across nodes of the taxonomy.

3. The method of claim 1, comprising training the model using information including historical user behavior information in association with online advertising.

4. The method of claim 1, herein the at least one adjusted serving threshold and the at least one adjusted delivery policy are adjusted based at least in part on real-time or near real-time monitored click through rate information and advertising inventory distribution.

5. The method of claim 1, wherein the at least one adjusted serving threshold and the at least one adjusted delivery policy are adjusted based at least in part on real-time or near real-time monitored click through rate information and advertising inventory distribution in association with particular nodes of a hierarchical taxonomy of behavioral targeting categories, wherein the nodes represent behavioral targeting categories.

6. The method of claim 1, comprising utilizing serving thresholds in achieving desired levels of advertisement performance in connection with particular categories of a hierarchical taxonomy of user interest categories.

7. The method of claim 1, comprising adjusting at least one of the set of serving thresholds and at least one of the set of delivery policies based on a news event occurring during an online period, wherein the news event affects user interests pertinent in behavioral targeting.

8. The method of claim 1, comprising adjusting at least one of the set of serving thresholds and at least one of the set of delivery policies based on a calendar or chronologically-based circumstance occurring during an online period that effects user behavior pertinent in behavioral targeting.

9. The method of claim 1, comprising monitoring, during an online period, category-specific advertising inventory serving distribution information and category-specific click through rate information, for use in adjusting at least serving threshold and at least one delivery policy.

10. The method of claim 1, comprising monitoring, during an online period, category-specific advertising inventory serving distribution information and category-specific click through rate information, for use in adjusting at least serving threshold and at least one delivery policy, wherein the information is obtained from real-time or near real-time behavioral targeting and advertising serving systems.

11. The method of claim 1, comprising adjusting at least one delivery policy to reflect an increased predicted click through rate, for a time frame and for a particular behavioral targeting category, that was predicted online during a particular online period, relative to a predicted click through rate, for the time frame and associated with the category, that was predicted during an offline period.

12. The method of claim 1, comprising adjusting at least one delivery policy to reflect an increased predicted click through rate, for a time frame and for a particular behavioral targeting category, that was predicted online during a particular online period, relative to a predicted click through rate, for the time frame and associated with the category, that was predicted during an offline period, comprising prioritizing delivery relating to the particular behavioral targeting category during the time frame,

13. The method of claim 1, comprising adjusting at least one delivery policy to reflect an increased predicted click through rate, for a time frame and for a particular behavioral targeting category, that was predicted online during a particular online period, relative to a predicted click through rate, for the time frame and associated with the category, that was predicted during an offline period, comprising prioritizing delivery relating to the particular behavioral targeting category during the time frame, based at least in part on a ratio of the increased predicted click through rate, predicted online, to the predicted click through rate that was predicted during an offline period.

14. The method of claim 1, wherein serving threshold adjustment and delivery policy adjustment is performed automatically based on monitored online information.

15. The method of claim 1, wherein serving threshold adjustment and delivery policy adjustment is performed automatically based on monitored online information, to facilitate maintaining desired click through rate and delivery distribution across behavioral categories by facilitating accounting for differences between predicted user traffic patterns predicted offline from predicted user traffic patterns predicted online based on updated real-time or near real-time information.

16. A system comprising:

one or more server computers coupled to a network; and

one or more databases coupled to the one or more server computers;

wherein the one or more server computers are for;

during an offline period, initially determining a set of serving thresholds to be utilized in online advertisement serving, wherein a serving threshold is associated with a minimum anticipated click through rate;

during an offline period, initially determining a se of delivery policies, wherein a delivery policy is associated with one or more rules relating to serving of advertisements in accordance with required or optimal distribution of advertising inventory across serving opportunities;

during, and based at least in part on information obtained during, an online period, adjusting at least one of the set of serving thresholds to determine at least one adjusted serving threshold, and adjusting at least one of the set of delivery policies to determine at least one adjusted delivery policy; and

during an online period, utilizing a machine learning-based model in decision-making with regard to serving of online advertisements in connection with serving opportunities based at least in part on the at least one adjusted serving threshold and the at least one adjusted delivery policy, wherein the machine learning-based model is trained during an offline period, wherein an online period is a period of active advertisement serving in which the model is utilized.

17. The system of claim 16, wherein the one or more server computers are coupled to the Internet.

18. The system of claim 16, comprising utilizing a hierarchical taxonomy of behavioral targeting categories in behavioral targeting of users, wherein nodes represent behavioral targeting categories, and wherein delivery policies are utilized in optimally or more optimally distributing serving of advertisement inventory across nodes of the taxonomy.

19. The system of claim 16, comprising monitoring, during an online period, category-specific advertising inventory serving distribution information and category-specific click through rate information, for use in adjusting at least one serving threshold and at least one delivery policy.

20. A computer readable medium or media containing instructions for executing a method for use in association with an online advertising auction relating to an online advertising marketplace, the method comprising:

using one or more computers, during an offline period, initially determining a set of serving thresholds to be utilized in online advertisement serving, wherein a serving threshold is associated with a minimum anticipated click through rate;

using one or more computer computers, during an offline period, initially determining a set of delivery policies, wherein a delivery policy is associated with one or more rules relating to serving of advertisements in accordance with required or optimal distribution of advertising inventory across serving opportunities;

wherein the distribution of advertising inventory across serving opportunities relates to distribution of advertising inventory across serving opportunities associated with different nodes of a hierarchical taxonomy of behavioral targeting categorical nodes;

using one or more computers, during, and based at least in part on information obtained during, an online period, adjusting at least one of the set of serving thresholds to determine at least one adjusted serving threshold, and adjusting at least one of the set of delivery policies to determine at least one adjusted delivery policy;

wherein the at least one adjusted serving threshold and the at least one adjusted delivery policy are adjusted at least in part to better optimize user targeting or advertising inventory distribution, based at least in part on the information obtained during the period; and

using one or more computers, during an online period, utilizing a machine learning-based model in decision-making with regard to serving of online advertisements in connection with serving opportunities based at least in part on the at least one adjusted serving threshold and the at least one adjusted delivery policy, wherein the machine learning-based model is trained during an offline period, wherein an online period is a period of active advertisement serving in which the model is utilized;

wherein the machine-learning based model is trained using information including historical user behavior information.