AD IMPACT TESTING

• US 20120303443A1
• Filed: 05/27/2011
• Published: 11/29/2012
• Est. Priority Date: 05/27/2011
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Zeine, Hatem, Shmouely, Meir, Friedel, Guy, Molnar, Christian, Santino, George A.
• Application Number:
  US13/117,295
• Publication Number:
  US 20120303443A1
• Time in Patent Office: Days
• US Class Current: 705/14.41
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

The impact of placing an ad on a web page may be tested before the ad is deployed on the web page. In one example, an entity submits the ad to be tested to a portal, and the ad is stored. A test manager then schedules tests of the ads on test machines. The ad may be tested by having the test machines retrieve the web page on which the ad is to be tested. If an ad is delivered with the page, that ad may be replaced with the test ad and also with a null ad that is designed to have little or no impact on the page. Performance metrics may be measured for the page with the test ad, and also for the page with the null ad. The delta between the performance metrics of the page with the test ad and the page with the null ad constitutes the impact of the ad on the page.

Claims

1. One or more computer-readable storage devices that store executable instructions to test an impact of a first ad, wherein the executable instructions, when executed by a computer, cause the computer to perform acts comprising:

receiving said first ad from an entity;

storing said first ad in a test store;

scheduling a test of said first ad on a first one of a plurality of test machines;

at said first one of said test machines, retrieving a page on which said first ad is to be tested, said page being retrieved with a second ad that is distinct from said first ad;

replacing said second ad with said first ad;

measuring a first set of performance metrics of said page with said first ad; and

providing results based on said first set of performance metrics.

2. The one or more computer-readable storage devices of claim 1, wherein said acts further comprise:

replacing said second ad with a null ad;

measuring a second set of performance metrics of said page with said null ad;

wherein said providing of said results is based on a comparison of said first set of performance metrics with said second set of performance metrics.

3. The one or more computer-readable storage devices of claim 1, wherein said acts further comprise:

clearing a cache;

after said clearing of said cache, loading said page with said first ad, said first set of performance metrics being measured based on said loading of said page with said cache being clear;

after loading of said page with said cache being clear, refreshing said page with said first ad while using one or more elements of said page or said first ad from said cache; and

measuring a second set of performance metrics based on refreshing of said page.

4. The one or more computer-readable storage devices of claim 1, wherein said acts further comprise:

limiting a speed of a network connection at said first one of said test machines prior to retrieving said page.

5. The one or more computer-readable storage devices of claim 1, wherein said plurality of test machines have different characteristics from each other, and wherein said acts further comprise:

scheduling said test of said first ad on a second one of said plurality of test machines, said first one of said plurality of test machines and said second one of said plurality of test machines having at least one characteristic different from each other.

6. The one or more computer-readable storage devices of claim 5, wherein said at least one characteristic comprises that differs between said first one of said plurality of test machines and said second one of said plurality of test machines comprises a level of processing capacity.

7. The one or more computer-readable storage devices of claim 5, wherein said at least one characteristic comprises that differs between said first one of said plurality of test machines and said second one of said plurality of test machines comprises a type of network connection.

8. The one or more computer-readable storage devices of claim 5, wherein said at least one characteristic comprises that differs between said first one of said plurality of test machines and said second one of said plurality of test machines comprises an amount of memory.

9. A system for testing an impact of a first ad, the system comprising:

a memory;

a processor;

a test store;

a plurality of test machines, each of said test machines being connected to a network and having software that replaces an ad on a page;

a portal that receives said first ad from an entity and stores said first ad in said test store; and

a test manager that schedules a test of said first ad on a first one of said plurality of test machines and causes said first one of said test machines to retrieve said page on which said first ad is to be tested, said page being retrieved with a second ad that is distinct from said first ad, said test manager further causing said first one of said test machines to replace said second ad with said first ad, said test manager causing said first one of said test machines to measure a first set of performance metrics of said page with said first ad.

10. The system of claim 9, wherein said first one of said test machines replaces said second ad with a null ad and measures a second set of performance metrics of said page with said null ad;

wherein said system provides results based on a comparison of said first set of performance metrics with said second set of performance metrics.

11. The system of claim 9, wherein said first one of said test machines comprises a cache, wherein said first one of said test machines clears said cache, then loads said page with said first ad with a clear cache, and then refreshes said page with said first ad while using one or more elements of said page or said first ad from said cache.

12. The system of claim 9, wherein said first one of said test machines limits a speed of said first one of said test machine'"'"'s network connection prior to retrieving said page.

13. The system of claim 9, wherein said plurality of test machines have different characteristics from each other, and wherein said test manager schedules said test of said first ad on a second one of said plurality of test machines, said first one of said plurality of test machines and said second one of said plurality of test machines having at least one characteristic different from each other.

14. The system of claim 9, wherein said first one of said plurality of test machines performs said test a plurality of times and collects performance metrics for each time said test is performed.

15. A method of testing an impact of a first ad, the method comprising:

using a processor to perform acts comprising;

receiving said first ad from an entity;

storing said first ad in a test store;

scheduling a test of said first ad on a first one of a plurality of test machines;

at said first one of said test machines, retrieving a page on which said first ad is to be tested, said page being retrieved with a second ad that is distinct from said first ad;

replacing said second ad with a null ad;

measuring a first set of performance metrics of said page with said null ad;

retrieving said page and replacing said second ad with said first ad;

measuring a second set of performance metrics of said page with said first ad; and

providing results on said impact based on a comparison of said first set of performance metrics with said second set of performance metrics.

16. The method of claim 15, wherein said acts further comprise:

limiting a speed of a network connection at said first one of said test machines prior to retrieving said page.

17. The method of claim 15, wherein said acts further comprise:

clearing a cache at said first one of said test machines;

after said clearing of said cache, loading said page with said null ad, said first set of performance metrics being measured based on said loading of said page with said cache being clear;

after loading of said page with said cache being clear, refreshing said page with said null ad while using one or more elements of said page or said first ad from said cache; and

measuring a third set of performance metrics based on refreshing of said page.

18. The method of claim 17, wherein said acts further comprise:

after measuring said third set of performance metrics, performing a second clearing of said cache;

after said second clearing of said cache, loading said page with said first ad, said second set of performance metrics being measured based on loading of said page with said first ad and with said cache being clear;

after loading of said page and said first ad with said cache being clear, refreshing said page with said first ad while using one or more elements of said page or said first ad from said cache;

measuring a fourth set of performance metrics based on refreshing of said page; and

providing results on said impact based on a comparison of said third set of performance metrics with said fourth set of performance metrics.

19. The method of claim 15, wherein said plurality of test machines have different characteristics from each other, and wherein said acts further comprise:

scheduling said test of said first ad on a second one of said plurality of test machines, said first one of said plurality of test machines and said second one of said plurality of test machines having at least one characteristic different from each other.

20. The method of claim 15, wherein said acts further comprise:

based on said impact, rejecting said first ad from being used on said page.