Systems and Methods for Estimating a Conversion Rate for a Digital Advertisement Based on Dwell Times Associated with the Digital Advertisement

• US 20120030011A1
• Filed: 07/30/2010
• Published: 02/02/2012
• Est. Priority Date: 07/30/2010
• Status: Abandoned Application

• Current Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Rey, Benjamin, Kannan, Ashvin
• Application Number:
  US12/847,530
• Publication Number:
  US 20120030011A1
• Time in Patent Office: Days
• US Class Current: 705/14.43
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure

Abstract

The present disclosure is directed to systems and methods for estimating a conversion rate associated with a digital ad. Generally, an ad provider and/or an ad campaign management system detects an action of a user associated with a digital ad. The ad provider and/or ad campaign management system detects a subsequent action of the user after detecting the action of the user associated with the digital ad and determines an amount of time between the action of the user associated with the digital ad and the subsequent action of the user. The ad provider and/or ad campaign management system then estimates a conversion rate associated with the digital ad based on the determined amount of time. In some implementations, a model is utilized to estimate a conversion rate associated with a digital ad based on dwell times even when the ad provider and/or ad campaign management system has little or no conversion data associated with the digital ad.

Claims

1. A method for estimating a conversion rate associated with a digital ad, the method comprising:

detecting an action of a user associated with a digital ad;

detecting a subsequent action of the user after detecting the action of the user associated with the digital ad;

determining an amount of time between the action of the user associated with the digital ad and the subsequent action of the user; and

estimating a conversion rate associated with the digital ad based on the determined amount of time between the action of the user associated with the digital ad and the subsequent action of the user.

2. The method of claim 1, further comprising:

recording one or more parameters associated with the detection of the action of the user associated with the search listing; and

building a click model based on the estimation of the conversion rate associated with the digital ad and the one or more parameters associated with the detection of the action of the user.

3. The method of claim 1, further comprising:

optimizing the digital ad based on the estimated conversion rate.

4. The method of claim 1, wherein detecting an action of a user associated with a digital ad comprises:

detecting that a user clicks on a digital ad.

5. The method of claim 1, wherein detecting a subsequent action of the user comprises:

receiving a search query from the user.

6. The method of claim 1, wherein detecting a subsequent action of the user comprises:

detecting that a user clicks on a second digital ad.

7. The method of claim 1, wherein detecting a subsequent action of the user comprises:

detecting that a user interacts with a portion of a webpage that does not include the digital ad.

8. The method of claim 1, further comprising:

building a model to estimate a conversion rate associated with the digital ad based on the determination of the amount of time between the action of the user associated with the search listing and the subsequent action of the user;

wherein estimating a conversion rate associated with the digital ad comprises;

estimating a conversion rate associated with the digital ad based on the model and the determined amount of time between the action of the user associated with the search listing and the subsequent action of the user.

9. The method of claim 1, further comprising:

recording one or more parameters associated with the detection of the action of the user associated with the search listing;

wherein estimating a conversion rate associated with the digital ad comprises;

estimating a conversion rate associated with the digital ad based on at least one of the one or more parameters and the determined amount of time between the action of the user associated with the digital ad and the subsequent action of the user.

10. The method of claim 9, wherein the one or more parameters comprises at least one of:

a type of matching algorithm that caused an ad provider to serve the digital ad in response to a digital ad request;

a position of the digital ad on a webpage when the action of the user associated with the digital ad is detected;

a time of day when the action of the user associated with the digital ad is detected;

a query frequency associated with a search query that caused an ad provider to serve the digital ad;

or

a category associated with a search query that caused an ad provider to serve the digital ad.

11. A computer-readable storage medium comprising a set of instructions for estimating a conversion rate associated with a digital ad, the set of instructions to direct a processor to perform acts of:

detecting an action of a user associated with a digital ad;

detecting a subsequent action of the user after detecting the action of the user associated with the digital ad;

determining an amount of time between the action of the user associated with the digital ad and the subsequent action of the user; and

estimating a conversion rate associated with the digital ad based on the determined amount of time between the action of the user associated with the digital ad and the subsequent action of the user.

12. The computer-readable storage medium of claim 11, further comprising a set of instructions to direct a processor to perform acts of:

recording one or more parameters associated with the detection of the action of the user associated with the search listing; and

building a click model based on the estimation of the conversion rate associated with the digital ad and the one or more parameters associated with the detection of the action of the user.

13. The computer-readable storage medium of claim 11, further comprising a set of instructions to direct a processor to perform acts of:

optimizing the digital ad based on the estimated conversion rate.

14. The computer-readable storage medium of claim 11, further comprising a set of instructions to direct a processor to perform acts of:

building a model to estimate a conversion rate associated with the digital ad based on the determination of the amount of time between the action of the user associated with the digital ad and the subsequent action of the user;

wherein estimating a conversion rate associated with the digital ad comprises;

estimating a conversion rate associated with the digital ad based on the model and the determined amount of time between the action of the user associated with the digital ad and the subsequent action of the user.

15. The computer-readable storage medium of claim 11, further comprising a set of instructions to direct a processor to perform acts of:

recording one or more parameters associated with the detection of the action of the user associated with the search listing;

wherein estimating a conversion rate associated with the digital ad comprises;

estimating a conversion rate associated with the digital ad based on at least one of the one or more parameters and the determined amount of time between the action of the user associated with the digital ad and the subsequent action of the user.

16. A system for estimating a conversion rate associated with a digital ad, the system comprising:

an advertisement campaign management system comprising a memory and a processor configured to execute instructions stored in the memory, the advertisement campaign management system configured to;

detect an action of a user associated with a digital ad;

detect a subsequent action of the user after the detection of the action of the user associated with the digital ad;

determine an amount of time between the action of the user associated with the digital ad and the subsequent action of the user; and

estimate a conversion rate associated with the digital ad based on the determined amount of time between the action of the user associated with the digital ad and the subsequent action of the user.

17. The system of claim 16, wherein the advertisement campaign management system is further configured to:

record one or more parameters associated with the detection of the action of the user associated with the search listing; and

build a click model based on the estimation of the conversion rate associated with the digital ad and the one or more parameters associated with the detection of the action of the user

18. The system of claim 16, wherein the advertisement campaign management system is further configured to:

optimize the digital ad based on the estimated conversion rate.

19. The system of claim 16, wherein the advertisement campaign management system is further configured to build a model to estimate a conversion rate associated with the digital ad based on the determination of the amount of time between the action of the user associated with the search listing and the subsequent action of the user;

wherein to estimate a conversion rate associated with the digital ad, the advertisement campaign management system is configured to estimate a conversion rate associated with the digital ad based on the model and the determined amount of time between the action of the user associated with the search listing and the subsequent action of the user.

20. The system of claim 16, wherein the advertisement campaign management system is further configured to record one or more parameters associated with the detection of the action of the user associated with the search listing;

wherein to estimate a conversion rate associated with the digital ad, the advertisement campaign management system is configured to estimate a conversion rate associated with the digital ad based on at least one of the one more parameters and the determined amount of time between the action of the user associated with the digital ad and the subsequent action of the user.