ASSIGNING AN ADVERTISEMENT

• US 20130282497A1
• Filed: 04/23/2012
• Published: 10/24/2013
• Est. Priority Date: 04/23/2012
• Status: Abandoned Application

• Current Assignee: Hewlett-Packard Development Company, L.P. (HP Inc.)
• Original Assignee: Hewlett-Packard Development Company, L.P. (HP Inc.)
• Inventors: Forman, George H., Horne, William G., Manadhata, Pratyusa Kumar
• Application Number:
  US13/453,842
• Publication Number:
  US 20130282497A1
• Time in Patent Office: Days
• US Class Current: 705/14.73
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

Methods, systems, and computer-readable and executable instructions are provided for assigning an advertisement. Assigning an advertisement can include constructing a graph of events between a number of visitors and a number of domains, iteratively calculating a set of domain scores for the advertisement using a spreading function on the graph, and assigning the advertisement to a domain based on a domain score of the domain, wherein the domain score is among the set of domain scores.

Claims

1. A method for assigning an advertisement, comprising:

constructing a graph of events between a number of visitors and a number of domains;

iteratively calculating a set of domain scores for the advertisement using a spreading function on the graph; and

assigning the advertisement to a domain based on a domain score of the domain, wherein the domain score is among the set of domain scores.

2. The method of claim 1, wherein calculating the set of domain scores further includes:

assigning a first prior to each of the number of domains, wherein a first domain is assigned a higher first prior than a second domain in response to the first domain being associated to the advertisement; and

assigning a second prior to each of the number of visitors.

3. The method of claim 1, wherein calculating the set of domain scores further includes:

assigning a first prior to each of the number of domains; and

assigning a second prior to each of the number of visitors, wherein a first visitor is assigned a higher second prior than a second visitor in response to the first visitor being associated to the advertisement.

4. The method of claim 1, wherein the method further includes receiving event logs containing the events between the number of visitors and the number domains, wherein the events between the number of visitors and the number of domains includes visits to the number of domains by the number of visitors.

5. The method of claim 1, wherein the method further includes:

providing the calculated set of domain scores for the advertisement to an advertiser;

changing a domain score among the set of domain scores in response to an indication from the advertiser; and

recalculating the set of domain scores for the advertisement using the spreading function on the graph.

6. A non-transitory computer-readable medium storing a set of instructions executable by a processing resource to:

receive event logs of visits to a number of domains by a number of visitors;

construct a graph of a number of nodes representing the number of visitors and the number of domains connected by a number of edges, wherein each edge connects a respective one of the visitors to one of the domains;

assign a prior to each of the number of nodes for an advertisement,

iteratively calculate a set of visitor scores and domain scores for the advertisement using a spreading function;

assign the advertisement to a domain among the number of domains based on a domain score of the domain satisfying a criterion.

7. The non-transitory computer-readable medium of claim 6, wherein:

the spreading function is applied via iterative belief propagation by passing a respective message over each of the number of edges in each iteration until values of the messages converge; and

the respective message estimates an evaluation of a first of the number of nodes as to the score of a second of the number of nodes dependent on the prior for the first node and a number of message inputs that the first node has received from other nodes of the number of nodes that share an edge with the first node.

8. The non-transitory computer-readable medium of claim 6, wherein the instructions are executable to:

add a number of initial domain nodes to the graph; and

assign a prior to each of the number of initial domains, wherein the prior assigned to each of the number of initial domains is based on information external to the event dataset indicating an initial likelihood that the plurality of initial nodes are associated with the advertisement.

9. The non-transitory computer-readable medium of claim 6, wherein the instructions are executable to automatically add a number of initial domains to the graph in response to a query of the advertisement.

10. The non-transitory computer-readable medium of claim 8, wherein the instructions are executable to assign a prior to a first visitor that visits an initial domain, wherein the prior assigned to the first visitor is higher than a prior assigned to a second visitor that has not visited the initial domain.

11. The non-transitory computer-readable medium of claim 6, wherein the instructions are executable to:

add a pseudo-domain node to the graph, wherein the pseudo-domain includes a distance from a location;

assign the pseudo-domain node a prior representing an initial likelihood that the pseudo-domain node is associated with the advertisement; and

connect the pseudo-domain node to a visitor node among the number of visitor nodes with an edge in response to the visitor being within a threshold distance from the location.

12. A system for assigning an advertisement, comprising:

a processor;

a memory coupled to the processor and configured to direct the processor to;

store event logs received of visits to a number of domains by a number of visitors in a database;

construct a graph of the visits to the number of domains by the number of visitors from the event logs;

assign a prior to each of the number of domains and the number of visitors for a first advertisement, wherein at least one prior is assigned based on information external to the event logs;

iteratively calculate a set of visitor scores and domain scores for the first advertisement using a spreading function on the graph;

compare the calculated set for the first advertisement to a calculated set for a second advertisement in the database; and

assign the first advertisement to a domain among the number of domains based on the domain score and a visitor score for the first advertisement satisfying a criterion compared to the domain score and the visitor score for the second advertisement.

13. The system of claim 12, wherein the memory is further configured to direct the processor to calculate the set of visitor scores and domain scores for the first advertisement using the spreading function, wherein the spreading function includes a transfer matrix input.

14. The system of claim 13, wherein the memory is further configured to direct the processor to input, into the spreading function, a function of the distance between a visitor and a location as the transfer matrix input.

15. The system of claim 12, wherein the memory is further configured to direct the processor to store at least one of a domain score corresponding to a domain among the number of domains in response to the domain score exceeding a threshold and a visitor score corresponding to a visitor among the number of visitors in response to the visitor score exceeding a threshold.