Pacing Objectives of an Advertising Campaign Throughout a Duration of the Advertising Campaign
First Claim
1. A method comprising:
- receiving information for an advertising campaign including one or more advertisements for presentation to one or more users of a social networking system, the advertising campaign associated with a budget, an impression objective, and a reach objective;
determining an interval impression objective specifying a portion of the impression objective to be completed in an interval of the advertisement campaign based at least in part on a performance of the advertisement campaign during the interval, the interval representing a portion of the duration of the advertisement campaign;
determining an interval reach objective specifying a portion of the reach objective to be completed in the interval based at least in part on the performance of the advertisement campaign; and
determining one or more scaling filters based at least in part on the interval impression objective, the interval reach objective, the budget, and the performance of the advertisement campaign, the one or more scaling filters being usable to select of one or more advertisements of the advertisement campaign for inclusion in advertisement auctions.
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Accused Products
Abstract
An advertiser specifies an advertising campaign along with a budget, a duration and one or more objectives associated with the advertising campaign. An online system presenting advertisements from the advertising campaign determines an interval representing a portion of the duration, an interval budget, and one or more interval objectives. Historical information describing selection and presentation of advertisements by the online system is retrieved, and used to determine one or more filters limiting the number of opportunities to present an advertisement in which advertisements from the advertising campaign are included. The scaling filters may be based on the one or more interval objectives, bid amounts determined for advertisements in the advertising campaign, and bid amounts associated with advertisements previously selected for presentation form the historical data.
15 Citations
24 Claims
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1. A method comprising:
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receiving information for an advertising campaign including one or more advertisements for presentation to one or more users of a social networking system, the advertising campaign associated with a budget, an impression objective, and a reach objective; determining an interval impression objective specifying a portion of the impression objective to be completed in an interval of the advertisement campaign based at least in part on a performance of the advertisement campaign during the interval, the interval representing a portion of the duration of the advertisement campaign; determining an interval reach objective specifying a portion of the reach objective to be completed in the interval based at least in part on the performance of the advertisement campaign; and determining one or more scaling filters based at least in part on the interval impression objective, the interval reach objective, the budget, and the performance of the advertisement campaign, the one or more scaling filters being usable to select of one or more advertisements of the advertisement campaign for inclusion in advertisement auctions. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13)
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14. A computer program product comprising a computer-readable storage medium having instructions encoded thereon that, when executed by a processor, cause the processor to:
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receive information for an advertising campaign including one or more advertisements for presentation to one or more users of a social networking system, the advertising campaign associated with a budget, an impression objective, and a reach objective; determine an interval impression objective specifying a portion of the impression objective to be completed in an interval of the advertisement campaign based at least in part on a performance of the advertisement campaign during the interval, the interval representing a portion of the duration of the advertisement campaign; determine an interval reach objective specifying a portion of the reach objective to be completed in the interval based at least in part on the performance of the advertisement campaign; and determine one or more scaling filters based at least in part on the interval impression objective, the interval reach objective, the budget, and the performance of the advertisement campaign, the one or more scaling filters being usable to select of one or more advertisements of the advertisement campaign for inclusion in advertisement auctions. - View Dependent Claims (15, 16, 17, 18, 19, 20, 21, 22, 23, 24)
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Specification