SYSTEMS AND METHODS FOR OPTIMIZATION-AWARE DELIVERY PACING ADJUSTMENT IN ADVERTISEMENT SERVING

• US 20130246161A1
• Filed: 03/16/2012
• Published: 09/19/2013
• Est. Priority Date: 03/16/2012
• Status: Abandoned Application

• Current Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Vee, Erik, Vassilvitskii, Sergei, Mandalapu, Srinath, Chen, Peiji, Nagarajan, Chandrashekhar, Zien, Jason, Yu, Marco Manfai, Ma, Wenjing
• Application Number:
  US13/423,025
• Publication Number:
  US 20130246161A1
• Time in Patent Office: Days
• US Class Current: 705/14.43
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

Systems and methods for adjusting online ads delivery pace derive, in a computer system, a current impression delivery for an ads display contract. A plurality of estimation bands are delivered corresponding to over delivery and under delivery for the ads display contract. A relative distance is determined between the current impression delivery and the plurality of estimation bands. An adjustment factor is selected according to the relative distance. The adjustment factor is sent to a database.

Claims

1. A computer implemented method for adjusting online ads delivery pace, comprising:

deriving, in a computer system, a current impression delivery for an ads display contract;

deriving a plurality of estimation bands corresponding to over delivery and under delivery for the ads display contract;

determining a relative distance between the current impression delivery and the plurality of estimation bands;

selecting an adjustment factor according to the relative distance; and

sending the adjustment factor to a database.

2. The computer implemented method of claim 1, further comprising deriving, in the computer system, effective start and end times for each of the plurality of estimation bands according to the ads display contract.

3. The computer implemented method of claim 1, wherein the plurality of estimation bands are determined based on experiment data.

4. The computer implemented method of claim 1, wherein the impression delivery is computed based on a number of delivered impressions during a first period and an estimate of delivered impressions during a second period.

5. The computer implemented method of claim 1, further comprising deriving a delivery pacing factor according to the adjustment factor, wherein the delivery pacing factor comprises a first adjustment factor if the current impression delivery is above an upper estimation band corresponding to the first adjustment factor, and wherein the delivery pacing factor comprises a second adjustment factor if the current impression delivery is below a lower estimation band corresponding to the second adjustment factor.

6. The computer implemented method of claim 4, further comprising deriving estimates of delivered impressions for newly added ads display contracts during the second period.

7. The computer implemented method of claim 1, further comprising deriving a new probability for the ads display contract in the database by multiplying an original probability by the adjustment factor if the ads display contract is eligible as an ads candidate for displaying.

8. The computer implemented method of claim 7, further comprising serving online ads according to the new probability.

9. A method for serving online ads, comprising:

deriving an adjustment factor for an ads candidate from a database;

deriving a probability for the ads candidate based on the adjustment factor; and

serving online ads based on the derived probability;

wherein the adjustment factor is determined by a computer system according to a relative distance between a current impression delivery for an ads display contract and a plurality of estimation bands comprising an upper estimation band and a lower estimation band corresponding to over delivery and under delivery for the ads display contract.

10. The method of claim 9, wherein the computer system derives effective start and end times for each of the plurality of estimation bands.

11. The method of claim 9, wherein the plurality of estimation bands comprise at least one of the following shapes:

straight lines, curves, and continuous lines.

12. The method of claim 9, wherein the current impression delivery is derived based on a number of delivered impressions during a first period and an estimate of delivered impressions during a second period, wherein the second period has a short duration than the first period.

13. The method of claim 9, further comprising deriving a delivery pacing factor according to the adjustment factor.

14. The method of claim 9, wherein the computer system derives estimates of delivered impressions for new ads display contracts.

15. The method of claim 9, wherein the derived probability for the ads candidate is derived by multiplying an original probability by the adjustment factor.

16. The method of claim 15, further comprising:

generating a random number and serving the candidate contract according to the random number and the derived probability.

17. A computer system, comprising:

a first server configured to;

derive an impression delivery for an ads display contract;

derive a plurality of estimation bands comprising an upper estimation band and a lower estimation band corresponding to over delivery and under delivery for the ads display contract;

determine a relative distance between the current impression delivery and the plurality of estimation bands;

select an adjustment factor according to the relative distance; and

send the adjustment factor to a database in a second server that selects ads for serving.

18. The computer system of claim 17, wherein the second server is configured to select a candidate contract that meets impression conditions, derive a new probability for the ads display contract in the database by multiplying an original probability by a corresponding adjustment factor, and serve a candidate contract according to the new probability.

19. The computer system of claim 17, wherein the first server is configured to compute impression delivery based on a number of delivered impressions during a first period and an estimate of delivered impressions during a second period.

20. The computer system of claim 17, wherein the first server is in a nearline computer system and the second server is in an online computer system.