USING ADVERTISING CAMPAIGN ALLOCATION OPTIMIZATION RESULTS TO CALCULATE BIDS
First Claim
1. A computer implemented method for using advertising campaign allocation optimization results to calculate bids, the method comprising:
- receiving, by a computer, a candidate impression opportunity corresponding to an advertising campaign having at least one branding objective, and at least one performance-based objective;
using advertising campaign allocation optimization results to determine a set of matching contracts that satisfy the candidate impression;
calculating a bid for the set of the matching contracts, wherein the calculating comprises a forecast of a future occurrence of the candidate impression opportunity;
selecting a target contract from among the set of matching contracts wherein the target contract has a lowest likelihood of being satisfied by the future occurrence of the candidate impression opportunity; and
bidding, using a server, on the candidate impression opportunity using the calculated bid of the selected target contract.
4 Assignments
0 Petitions
Accused Products
Abstract
A method, system, and computer program product for using advertising campaign allocation optimization results to calculate bids. The method commences by receiving a candidate impression opportunity corresponding to an advertising campaign that has both branding objectives and performance-based objectives. Contracts that can be satisfied by serving the candidate impression opportunity use advertising campaign allocation optimization results to determine a set of matching contracts. Given the matching contracts, the method continues to calculate bids for those matching contracts, then selects a target contract from among the matching contracts. The method then bids on the candidate impression opportunity using the calculated bid of the selected target contract. The method optimizes for overall campaign performance even when the campaign includes both branding campaign objectives and performance-based campaign objectives. The method tallies fulfillment when the calculated bid is the winning bid, and the campaign allocation optimization results are re-calculated in readiness for another placement.
34 Citations
20 Claims
-
1. A computer implemented method for using advertising campaign allocation optimization results to calculate bids, the method comprising:
-
receiving, by a computer, a candidate impression opportunity corresponding to an advertising campaign having at least one branding objective, and at least one performance-based objective; using advertising campaign allocation optimization results to determine a set of matching contracts that satisfy the candidate impression; calculating a bid for the set of the matching contracts, wherein the calculating comprises a forecast of a future occurrence of the candidate impression opportunity; selecting a target contract from among the set of matching contracts wherein the target contract has a lowest likelihood of being satisfied by the future occurrence of the candidate impression opportunity; and bidding, using a server, on the candidate impression opportunity using the calculated bid of the selected target contract. - View Dependent Claims (2, 3, 4, 5, 6, 7)
-
-
8. A computer system for using advertising campaign allocation optimization results to calculate bids, comprising:
-
a computer processor to execute a set of program code instructions; and a memory to hold the program code instructions, in which the program code instructions comprises program code to perform, receiving a candidate impression opportunity corresponding to an advertising campaign having at least one branding objective, and at least one performance-based objective; using advertising campaign allocation optimization results to determine a set of matching contracts that satisfy the candidate impression; calculating a bid for the set of the matching contracts, wherein the calculating comprises a forecast of a future occurrence of the candidate impression opportunity; selecting a target contract from among the set of matching contracts wherein the target contract has a lowest likelihood of being satisfied by the future occurrence of the candidate impression opportunity; and bidding on the candidate impression opportunity using the calculated bid of the selected target contract. - View Dependent Claims (9, 10, 11, 12, 13, 14)
-
-
15. A computer program product embodied in a non-transitory computer readable medium, the computer readable medium having stored thereon a sequence of instructions which, when executed by a processor causes the processor to execute a method to implement advertising campaign allocation optimization results to calculate bids, the method comprising:
-
receiving a candidate impression opportunity corresponding to an advertising campaign having at least one branding objective, and at least one performance-based objective; using advertising campaign allocation optimization results to determine a set of matching contracts that satisfy the candidate impression; calculating a bid for the set of the matching contracts, wherein the calculating comprises a forecast of a future occurrence of the candidate impression opportunity; selecting a target contract from among the set of matching contracts wherein the target contract has a lowest likelihood of being satisfied by the future occurrence of the candidate impression opportunity; and bidding on the candidate impression opportunity using the calculated bid of the selected target contract. - View Dependent Claims (16, 17, 18, 19, 20)
-
Specification