METHOD AND SYSTEM FOR FORMULATING BIDS FOR INTERNET ADVERTISING USING FORECAST DATA

• US 20140089106A1
• Filed: 09/27/2012
• Published: 03/27/2014
• Est. Priority Date: 09/27/2012
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Jordan, Patrick, Krishnamurthy, Prabhakar, Mahdian, Mohammad, Vassilvitskii, Sergei
• Application Number:
  US13/629,413
• Publication Number:
  US 20140089106A1
• Time in Patent Office: Days
• US Class Current: 705/14.71
• CPC Class Codes: G06Q 30/0202 Market predictions or forecasting for commercial activities
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

A system and method for formulating a bid on an impression for an Internet advertising campaign using market forecast data are provided. The system and method comprise determining a bid policy using an advertiser goal type, an advertiser payment type, and a budget parameter. Historical impression data pertaining to the advertising campaign is sampled using any applicable sampling technique. The sampled data is used to derive forecast data that predicts the future state of the market. The bid policy and the forecast data are used to derive a spend curve, from which an optimal bid is formulated that results in a proper and efficient allocation of the advertiser'"'"'s budget.

Claims

1. A computer-implemented method for formulating a bid on an advertising impression for an advertising campaign, the method comprising:

receiving a budget parameter;

determining a campaign goal type, a campaign payment type, and a payment rate;

formulating a bid policy using the campaign goal type, the campaign payment type, the payment rate, and the budget parameter;

generating sampled impression data from the historical impression data;

generating forecast data using the sampled impression data;

generating at least one expected impression value using the sampled impression data and the forecast data;

generating a spend curve using the expected impression value, the bid policy, and the budget parameter; and

formulating the bid using the spend curve.

2. The computer implemented method of claim 1, wherein the campaign goal type comprises at least one of cost per click (CPC) and cost per action (CPA).

3. The computer implemented method of claim 1, wherein the campaign payment type comprises at least one of cost per impression (CPM), cost per click (CPC), and cost per action (CPA).

4. The computer implemented method of claim 1, wherein generating sampled impression data comprises:

selecting a subset of historical impressions from the historical impression data;

assigning a plurality of frequency weights to the historical impressions, wherein the frequency weights are proportional to a total number of impressions within the historical impression data;

assigning a plurality of similarity weights to the historical impressions, wherein the similarity weights correspond to degrees of similarity of the historical impressions with remaining impressions within the historical impression data; and

extrapolating the subset of historical impressions using a time period for the historical impressions and a budget time period.

5. The computer implemented method of claim 1 wherein the forecast data is generated using a Monte Carlo model.

6. The computer implemented method of claim 1, wherein the bid policy is further formulated using a maximum bid constraint.

7. The computer implemented method of claim 1, further comprising ensuring that the budget parameter is not exceeded by using an online budget management system.

8. The computer implemented method of claim 1, further comprising ensuring that the budget parameter is not exceeded by iteratively solving for an optimal bid policy over time.

9. The computer implemented method of claim 1, wherein the spend curve comprises at least one of point prices and distribution prices.

10. The computer implemented method of claim 1, wherein the bid is formulated using a binary search algorithm.

11. A computer readable medium that stores a set of instructions which, when executed by a computer, cause the computer to execute steps for formulating a bid on an advertising impression for an advertising campaign, the steps comprising:

receiving a budget parameter;

determining a campaign goal type, a campaign payment type, and a payment rate;

formulating a bid policy using the campaign goal type, the campaign payment type, the payment rate, and the budget parameter;

generating sampled impression data from the historical impression data;

generating forecast data using the sampled impression data;

generating at least one expected impression value using the sampled impression data and the forecast data;

generating a spend curve using the expected impression value, the bid policy, and the budget parameter; and

formulating the bid using the spend curve.

12. The computer readable medium of claim 11, wherein the campaign goal type comprises at least one of cost per click (CPC) and cost per action (CPA).

13. The computer readable medium of claim 11, wherein the campaign payment type comprises at least one of cost per impression (CPM), cost per click (CPC), and cost per action (CPA).

14. The computer readable medium of claim 11, wherein generating sampled impression data comprises:

selecting a subset of historical impressions from the historical impression data;

assigning a plurality of frequency weights to the historical impressions, wherein the frequency weights are proportional to a total number of impressions within the historical impression data;

assigning a plurality of similarity weights to the historical impressions, wherein the similarity weights correspond to degrees of similarity of the historical impressions with remaining impressions within the historical impression data; and

extrapolating the subset of historical impressions using a time period for the historical impressions and a budget time period.

15. The computer readable medium of claim 11 wherein the forecast data is generated using a Monte Carlo model.

16. The computer readable medium of claim 11, wherein the bid policy is further formulated using a maximum bid constraint.

17. The computer readable medium of claim 11, further comprising ensuring that the budget parameter is not exceeded by using an online budget management system.

18. The computer readable medium of claim 11, further comprising ensuring that the budget parameter is not exceeded by iteratively solving for an optimal bid policy over time.

19. The computer readable medium of claim 11, wherein the spend curve comprises at least one of point prices and distribution prices.

20. The computer readable medium of claim 11, wherein the bid is formulated using a binary search algorithm.