SELECTIVE DELIVERY OF CONTENT ITEMS

• US 20120253926A1
• Filed: 03/31/2011
• Published: 10/04/2012
• Est. Priority Date: 03/31/2011
• Status: Abandoned Application

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Chen, Kai, Benson, Scott S., Yang, Jun, Agarwal, Anurag, Zhang, Fan, Gilpin, Scott, Ma, Sheng
• Application Number:
  US13/077,253
• Publication Number:
  US 20120253926A1
• Time in Patent Office: Days
• US Class Current: 705/14.49
• CPC Class Codes: G06Q 10/06 Resources, workflows, human or project management; Enterprise or organisation planning; Enterprise or organisation modelling
• CPC Class Codes: G06Q 30/0241 Advertisements

Abstract

Systems, methods, and computer programs encoded on a computer-readable storage medium for allocating a minimum number of impressions to a content item in order to satisfy a delivery goal for the content item during a certain period of time are described. In some implementations, a satisfaction index (SI) for each content item can be used. The SI is a metric that reflects the degree to which a content selection service is on pace to meet a delivery goal for a content item within some period. The SI can be used to compare the number of impressions that have been allocated to the content item thus far in a period to the delivery or allocation goal for the content item in the period. A content selection service may determine scores for impression allocations based on both an estimate of value and the SI for a candidate content item in order to balance the goals of meeting delivery goals and optimizing impression inventory value.

Claims

1. A method comprising:

identifying a plurality of priority levels each associated with one or more candidate content items;

receiving a request to present a content item for an ad campaign of an entity including receiving campaign information associated with the entity;

identifying one or more targeting criteria associated with the request;

identifying one or more eligible content items from the one or more candidate content items that meet the one or more identified targeting criteria; and

serving, in response to the request, the one or more identified eligible content items based on the plurality of priority levels.

2. The method of claim 1, wherein identifying the one or more targeting criteria includes identifying at least one of a budget constraint associated with the ad campaign or a current time of day on which the request is received.

3. The method of claim 1, wherein:

identifying the plurality of priority levels includes identifying a first priority level and a second priority level lower than the first priority level; and

serving the one or more eligible content items includes serving one or more eligible content items associated with the first priority level prior to serving one or more eligible content items associated with the second priority level.

4. The method of claim 1, wherein:

identifying the plurality of priority levels includes identifying a first priority level and a second priority level; and

identifying the one or more eligible content items includes performing a local decision on each candidate content item at the first priority level to identify the one or more eligible content items.

5. The method of claim 4, wherein, if more than one eligible content item is identified after performing the local decision, the method further comprising:

performing a global decision on each of the one or more identified eligible content items resulting from the local decision.

6. The method of claim 4, wherein, if no eligible content item is identified after performing the local decision, the method further comprising:

performing a local decision on each candidate content item at the second priority level to determine the one or more eligible content items.

7. The method of claim 4, wherein performing the local decision includes:

identifying a threshold associated with each candidate content item; and

determining a candidate content item to be an eligible content item if the threshold associated with the candidate content item is met.

8. The method of claim 7, further comprising setting the threshold associated with a candidate content item based on whether the candidate content item is ahead of or behind a predetermined serving schedule.

9. The method of claim 8, wherein updating the current threshold includes decreasing the threshold if the content item is behind schedule and increasing the threshold if the content item is ahead of schedule.

10. The method of claim 7, wherein serving the one or more identified eligible content items includes serving more than one identified eligible content item including serving one or more eligible content items with a lower threshold than one or more eligible content items with a higher threshold.

11. The method of claim 7, wherein identifying the threshold includes identifying a current threshold, the method further comprising:

updating the current threshold using a previous threshold and a proportion-integral-derivative controller.

12. The method of claim 1, wherein identifying the one or more eligible content items:

assigning a weight to each candidate content item based on the one or more identified targeting criteria; and

identifying the one or more eligible content items based on the assigned weight.

13. The method of claim 12, wherein assigning the weight includes assigning the weight based on a threshold.

14. The method of claim 13, further comprising:

determining the first threshold based on whether a candidate content item is ahead of or behind a predetermined serving schedule; and

determining the second threshold using a relationship of a current predicted click through rate and a predicted click through rate over one or more previous ad requests for which the candidate content item is eligible to be served.

15. A method comprising:

identifying one or more ad groups each associated with an ad campaign;

determining a first delivery goal for each ad group;

determining a second delivery goal by allocating the first delivery goal in proportion to traffic forecast; and

serving one or more content items in the one or more ad groups based on the second delivery goal.

16. The method of claim 15, wherein determining the first delivery goal includes determining a daily goal by allocating traffic across one or more days on which the ad campaign is active.

17. The method of claim 16, wherein determining the second delivery goal includes allocating the daily goal to each hour of a day on which the ad campaign is active in proportion to an hourly traffic forecast.

18. The method of claim 17, wherein determining the second delivery goal includes determining an hourly goal based on the allocation.

19. The method of claim 18, further comprising:

comparing an actual hourly delivery with the hourly goal; and

determining a satisfaction index based on the comparison.

20. The method of claim 19, wherein determining the satisfaction index includes determining a first satisfaction index associated with a previous day and a second satisfaction index associated with a current day.

21. The method of claim 19, wherein serving the one or more content items includes serving the one or more content items based on the satisfaction index.

22. A system comprising:

a database storing one or more candidate content items; and

an optimizer configured to;

identify a plurality of priority levels each associated with the one or more candidate content items;

receive a request to present a content item for an ad campaign of an entity, the request including campaign information associated with the entity;

identify one or more targeting criteria associated with the request;

identify one or more eligible content items from the one or more candidate content items that meet the one or more identified targeting criteria; and

serve, in response to the request, the one or more identified eligible content items based on the plurality of priority level.