REAL TIME PACING OF ONLINE VIDEO ADVERTISEMENTS

• US 20150213509A1
• Filed: 01/28/2015
• Published: 07/30/2015
• Est. Priority Date: 01/28/2014
• Status: Active Application

• Current Assignee: Yahoo AD Tech LLC
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Musumeci, Gian Paolo
• Application Number:
  US14/607,638
• Publication Number:
  US 20150213509A1
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Techniques and systems are provided for fulfilling an advertisement campaign where online advertisements are paced by controlling, in real time, how many advertisements are served to users in a given time interval. Audit information gathered from a viewer'"'"'s device may also be used to provide input to the real time pacing of advertisements.

Claims

1. A method for controlling online delivery of video advertisements in a network of communication devices or computers, comprising:

receiving information about a desired total number of advertisements to be served out for an advertisement campaign in the network over a first time period having a first duration;

dividing the first time period into multiple second time periods having a plurality of second durations;

for each given second time period;

calculating a nominal target number representing advertisements to be served in the given second time period;

checking how many previously served advertisements for the advertisement campaign were successfully received at user devices;

revising, based on the checking and the nominal target number, the nominal target number to an actual target number;

at a given time within the given second time period;

determining a number of advertisements already served in the given second time period prior to the given time;

comparing the number of advertisements already served in the given second time period with the actual target number; and

if the actual target number is greater than the number of advertisements already served in the given second time period, then participating for the advertisement campaign in a next advertisement serving opportunity; and

if the actual target number is less than or equal to the number of advertisements already served in the given second time period, then refraining from participating for the advertisement campaign in the next advertisement serving opportunity.

2. The method of claim 1, wherein the checking operation comprises:

receiving information from one or more advertisement servers indicative of advertisements served out to user devices; and

receiving information indicative of advertisements received at user devices, as reported by the user devices.

3. The method of claim 1, wherein the second durations are substantially identical in value to each other and wherein the nominal target numbers of the second time periods are substantially identical in value to each other.

4. The method of claim 1, wherein the participating for the advertisement campaign includes bidding for the next advertisement serving opportunity.

5. The method of claim 1, wherein the checking for previously served advertisements includes checking for how many previously served advertisements were served in a second time period immediately prior to the given second time period.

6. The method of claim 1, wherein the advertisement campaign specifies the first time period but not the second time period.

7. The method of claim 1, further comprising:

monitoring, for each second time period, whether or not the total advertisements served in that time period matched the actual target number; and

alerting an operator when the total advertisements served in that time period does not match the actual target number.

8. The method of claim 7, further comprising:

receiving an update to the advertisement campaign based on the operation of alerting the operator, wherein the update changes at least one of the desired total number of advertisements or a highest bidding price to be used for the next advertisement serving opportunity.

9. The method of claim 1, wherein the operation of determining the number of advertisements already served in the given second time period prior to the given time includes receiving real-time advertisement serving information from an advertisement server without receiving a corresponding ad reception confirmation from user devices to whom the advertisements were served.

10. A computer program product comprising a computer-readable medium having code stored thereupon, the code, when executed, causing a processor to implement a method of controlling delivery of video advertisements to online users, comprising:

calculating, based on an ad campaign, a first quantity indicative of a target number of ads for delivery during a current pacing interval;

determining, at a current time, a second quantity indicative of a number of times ads from the ad campaign were served to the online users during the current pacing interval and up to the current time; and

deciding, based on the first quantity and the second quantity, whether or not to bid for an ad serving opportunity for the ad campaign at the current time.

11. The computer program product of claim 10, wherein the calculating the first quantity includes:

dividing a total number of video advertisement deliveries authorized by the ad campaign by a number of pacing intervals over which the ad campaign extends.

12. The computer program product of claim 10, wherein the determining the second quantity includes:

exchanging, with each server in a plurality of advertisement servers, messages to collect a corresponding number of video advertisements served by the advertisement servers in a pre-defined prior time period; and

summing up the numbers collected from each of the plurality of advertisement servers to determine the second quantity.

13. The computer program product of claim 12, wherein the pre-defined time period includes a time elapsed between previous message exchange and the current message exchange.

14. The computer program product of claim 12, wherein the deciding whether or not to bid includes:

deciding to refrain from bidding when the second quantity exceeds the first quantity.

15. An online video advertisement delivery system, comprising:

a front end server communicatively coupled to a plurality of user devices and configured to;

deliver video advertisements to the plurality of user devices; and

periodically generate reports of how many video advertisements were delivered in a report period;

a billing and reporting mechanism configured to;

receive digital video advertisement playback information from the plurality of user devices; and

remove redundancies and errors from the received digital video advertisement playback information to generate a billable count of advertisements served for a given advertisement campaign; and

a pacer module configured to;

receive the billable count of advertisements and an instantaneous number of video advertisements served in a predefined prior first time window; and

control, based on the billable count of advertisements and the instantaneous number of video advertisements served in the predefined prior time window, a number of video advertisements to be placed in an upcoming second time window.

16. The system of claim 15, wherein the billing and reporting mechanism is further configured to generate the billable count by removing duplicate entries in the received digital video advertisement playback information.

17. The system of claim 15, wherein the pacer module is further configured to:

determine a long term target pace for placing digital video advertisements based on the billable count of advertisements; and

determine a short term target pace for placing digital video advertisements based on the instantaneous number of video advertisements served in the predefined prior time window.

18. The system of claim 15, wherein the long term target pace is determined for a first time period substantially equal to a period at which the front end server periodically generates reports.

19. The system of claim 15, further comprising:

a bidding server configured to;

conduct an auction for an opportunity to place a video advertisement; and

a hosted digital video advertisement server configured to;

bid, under control of the pacer module, for the auction on behalf of the advertisement campaign.

20. The system of claim 19, wherein the pacer module is further configured to control the hosted digital video advertisement served to refrain from bidding on behalf of the advertisement campaign when the number of video advertisements to be placed in an upcoming second time window is zero.