MULTI-STEP IMPRESSION CAMPAIGNS

• US 20130006754A1
• Filed: 06/30/2011
• Published: 01/03/2013
• Est. Priority Date: 06/30/2011
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Horvitz, Eric, Cheng, Lili, Barga, Roger, Huang, Xuedong, Apter, Zachary, Kamar, Semiha Ece
• Application Number:
  US13/174,329
• Publication Number:
  US 20130006754A1
• Time in Patent Office: Days
• US Class Current: 705/14.43
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/0251 Targeted advertisements

Abstract

Various embodiments are described for computerized advertising systems and methods. The system may include an ad server that includes an impression campaign engine configured to associate a target user profile with a plurality of computing devices. The ad server is also configured to receive a multi-step impression plan including a plurality of triggers from an advertiser. Each trigger is associated with a different advertisement to be served to at least one of the plurality of devices. The system also includes an ad serving engine configured to serve a first advertisement to a first device in response to making an inference from sensors or detecting a first trigger, and a second advertisement to a second device in response to a second inference or detecting a second trigger, according to the impression plan. A predictive model developed from machine learning may be used to develop a learning-based multi-step impression plan.

Claims

1. A computerized advertising system, comprising:

an ad server including an advertising campaign engine configured to associate a target user profile with a plurality of computing devices, and configured to receive from an advertiser a multi-step advertising plan, the advertising plan including a plurality of different triggers for the target user profile, each trigger being associated with a different advertisement to be served to at least one of the plurality of devices for the target user profile; and

an ad serving engine configured to;

in response to detecting a first trigger associated with the target user profile, serve a first advertisement to a first device associated with the target user profile, according to the advertising plan; and

in response to detecting a second trigger associated with the target user profile, serve a second advertisement to a second device associated with the target user profile, according to the advertising plan.

2. The computerized advertising system of claim 1, wherein the plurality of different triggers are arranged in sequence.

3. The computerized advertising system of claim 1, wherein at least one of the plurality of different triggers is a geographic trigger, and wherein at least one of the first and second devices is location-aware and is configured to send its location to the ad server when requesting an advertisement.

4. The computerized advertising system of claim 1, wherein at least one of the plurality of different triggers is a time and/or a date trigger.

5. The computerized advertising system of claim 1, wherein at least one of the plurality of different triggers is a behavioral trigger.

6. The computerized advertising system of claim 5, wherein the behavioral trigger includes data selected from the group consisting of historical data, contemporaneous data, and predictive data.

7. The computerized advertising system of claim 1, further comprising an optimizer configured to modify the multi-step advertising plan based on a measurement of an effectiveness of the multi-step advertising plan.

8. The computerized advertising system of claim 1, further comprising an aggregator configured to aggregate machine learning gathered from other advertising plans and to develop a learning-based multi-step advertising plan based on the machine learning.

9. A computerized advertising system, comprising:

an ad server including an advertising campaign engine configured to associate a target user profile with a computing device, and configured to receive from an advertiser a multi-step advertising plan, the multi-step advertising plan including a plurality of different triggers for the target user profile, each trigger being associated with a different advertisement to be served to the computing device for the target user profile;

an ad serving engine configured to;

in response to detecting a first trigger associated with the target user profile, serve a first advertisement to the computing device associated with the target user profile, according to the advertising plan; and

in response to detecting a second trigger associated with the target user profile, serve a second advertisement to the computing device associated with the target user profile, according to the advertising plan; and

an optimizer configured to modify the multi-step advertising plan based on a measurement of an effectiveness of the multi-step advertising plan.

10. The computerized advertising system of claim 9, wherein the optimizer is configured to modify the first advertisement and/or the second advertisement in the advertising plan.

11. The computerized advertising system of claim 9, wherein the optimizer is configured to modify the first trigger and/or the second trigger in the advertising plan.

12. The computerized advertising system of claim 9, wherein the optimizer is configured to modify the multi-step advertising plan to cause the ad serving engine, in response to detecting a third trigger associated with the target user profile, to serve a third advertisement to the computing device associated with the target user profile.

13. A method for implementing an advertising plan, comprising:

associating a target user profile with a plurality of computing devices;

receiving from an advertiser a multi-step advertising plan including a plurality of different triggers arranged in a sequence for the target user profile, each of the triggers being associated with a different advertisement to be served to at least one of the plurality of computing devices for the target user profile;

detecting a first trigger associated with the target user profile;

serving a first advertisement to a first device associated with the target user profile, according to the advertising plan;

detecting a second trigger associated with the target user profile; and

serving a second advertisement to a second device associated with the target user profile, according to the advertising plan.

14. The method of claim 13, wherein at least one of the plurality of different triggers is a geographic trigger, and wherein at least one of the first and second devices is location-aware, further comprising receiving a request for an advertisement and a location of the at least one of the first and second devices.

15. The method of claim 13, wherein, wherein at least one of the plurality of different triggers is a time and/or a date trigger.

16. The method of claim 13,

wherein at least one of the plurality of different triggers is a behavioral trigger;

and

wherein the behavioral trigger includes data selected from the group consisting of historical data, contemporaneous data, and predictive data.

17. The method of claim 13, further comprising modifying the multi-step advertising plan based on a measurement of an effectiveness of the multi-step advertising plan.

18. The method of claim 14, further comprising:

aggregating machine learning gathered from other advertising plans; and

developing a learning-based multi-step advertising plan based on the machine learning.

19. The method of claim 18, wherein aggregating machine learning is accomplished at least in part by:

aggregating data from implementation of multi-step advertising plans across a user population;

applying machine learning procedures including;

performing statistical analysis on the aggregated data; and

constructing a predictive model of multi-step advertising plans, the predictive model including an estimated probability of success of one or more future actions, based on a current state of observed information and inferred information.

20. The method of claim 19, wherein applying machine learning procedures further includes:

implementing an active learning policy by which the expected value of new types of information is used to modify the predictive model to include collections of the new types of data by utilizing additional device resources and/or explicit engagement of one or more users of the user population;

wherein the predictive model includes an active sensing component which is configured, at runtime, to compute the value of seeking to learn the value of unobserved inferred information via utilization of additional device resources or explicit engagement of one or more of the user population, and if the value of seeking to learn is above a predetermined or programmatically determined threshold, then utilize the additional device resources to observe data on the mobile communications device or engage with one or more of the user population;

the method further including modifying the predictive model based on output received from an active sensing module of the mobile computing device.