System and Methods for Using a Revenue Value Index to Score Impressions for Users for Advertisement Placement

• US 20140344049A1
• Filed: 05/15/2013
• Published: 11/20/2014
• Est. Priority Date: 05/15/2013
• Status: Active Grant

• Current Assignee: OpenX Technologies, Inc. (OpenX Ltd.)
• Original Assignee: OpenX Technologies, Inc. (OpenX Ltd.)
• Inventors: Saifee, Qasim, Audenaert, Anke, Fairchild, Jason
• Granted Patent: US 10,410,245 B2
• Time in Patent Office: Days
• US Class Current: 705/14.45
• CPC Class Codes: G06Q 30/0246 Traffic

Abstract

A system and methods are disclosed for creating and using a revenue value index to score impressions and users for purposes of determining fair pricing for advertisement (“ad”) placement or to provide analytics and information to publishers for future use. The revenue value index may be configured to evaluate data obtained or acquired from first-party, publisher platforms and/or third-party platforms or other data sources for the purpose of valuing either ad impressions or the users engaging the websites on which ads are likely to be placed. The revenue value index may be utilized for either providing value information to entities (for example, publishers) or for measuring the value of ad impressions or users for use in determining fair pricing in real-time auctions conducted for ad placement.

Claims

1. A method for measuring a revenue value for an impression for use in ad placement, the method comprising:

receiving an ad request to serve or value an ad impression from a publisher;

receiving information about the impression from one or more data management platforms;

determining various attributes relating to the impression including one or more of a context, content on a page, and historic information relating to click-throughs and viewability;

assigning a score to the various attributes in accordance with a scoring index created for evaluating impressions; and

computing a total score based on various attributes for the impression configured to establish a revenue value for the impression.

2. The method of claim 1, further comprising:

receiving information from one or more data management platforms or sources on a user;

assigning a score to the user based on user attributes, impression value and context; and

computing the total score for the impression with consideration of the score assigned to the user to establish a revenue value for the impression.

3. The method of claim 2, wherein user activity includes cookie data relating to the user.

4. The method of claim 1, wherein the revenue value for the impression is provided for access to publishers, their agents and representatives to enable fair pricing considerations for the publishers.

5. The method of claim 1, wherein the revenue value for the impression is provided to other entities, including, market buyers and agencies.

6. The method of claim 1, wherein the revenue value for the impression is used to inform the price of a market floor for ad placement.

7. The method of claim 1, wherein the one or more data management platforms include a first-party platform or other data sources.

8. The method of claim 1, wherein the one or more data management platforms include a third-party platform, a publisher data platform or other data sources.

9. A system for establishing revenue values for impressions for allocation in ad placement, the system comprising:

an ad request and delivery engine configured to allocate impressions, the ad request and delivery engine coupled to receive an ad request, coupled to serve an ad, coupled to receive indirect and direct requests, the ad request and delivery engine allocating impressions;

an optimization engine for producing optimization information for generating direct bids at the auction based on revenue values computed for the impressions; and

a revenue value index and scoring system for establishing revenue values for the impressions based on computing total scores for the impressions that reflect the revenue values, the total scores computed by assigning individual scores to attributes associated with the impressions.

10. The system of claim 9, wherein the revenue value index and scoring system further comprises a statistics data collector for receiving data relating to the impressions from data management platforms.

11. The system of claim 10, wherein the statistics data collector further receives information on the user and the impressions from the data management platforms or other sources and assigns a score to the user based on evaluating user activity and computes the total score for the impression with consideration of the score assigned to the user to establish a revenue value for the impression.

12. The system of claim 11, wherein the user activity includes cookie data relating to the user.

13. The system of claim 11, wherein the revenue value for the impression is provided for access to publishers, their agents and representatives to enable fair pricing considerations for the publishers.

14. The system of claim 11, wherein the revenue value for the impression is provided to other entities, including, market buyers and agencies.

15. The system of claim 11, wherein the revenue value for the impression is used to inform the price of a market floor for ad placement.

16. The system of claim 11, wherein the data management platforms include at least one of a first-party platform, a publisher data platform, a third-party platform, of other sources.

17. The system of claim 11, wherein the data management platforms include a third-party platform.