Delivery Rate Control in a Video Delivery System

• US 20170076329A1
• Filed: 09/16/2015
• Published: 03/16/2017
• Est. Priority Date: 09/16/2015
• Status: Active Application

• Current Assignee: Hulu LLC (The Walt Disney Company)
• Original Assignee: Hulu LLC (The Walt Disney Company)
• Inventors: Waag, Andrew, Sun, Fangcheng
• Application Number:
  US14/855,985
• Publication Number:
  US 20170076329A1
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0264 based upon schedule

Abstract

In one embodiment, a method calculates a delivery pressure for a first advertisement in a list of advertisements that qualified for an advertisement slot in a media program. The delivery pressure is based on a number of advertisement impressions in the campaign that is remaining, a share of voice for the first advertisement, and a volume of impressions that are remaining for the campaign. The method also determines when the delivery pressure indicates a pressure to deliver the first advertisement is below a threshold. A status is adjusted for an eligibility of the first advertisement to be delivered from a first state to a second state when the delivery pressure is below the threshold. The first state does not enable rate control and the second state enables rate control. The method then selects at least one advertisement from the list of advertisements for the advertisement slot.

Claims

1. A method providing rate control for a first advertisement in a campaign, the method comprising:

calculating, by a computing device, a delivery pressure for a first advertisement in a list of advertisements that qualified for an advertisement slot in a media program, the delivery pressure based on a number of advertisement impressions in the campaign that is remaining, a share of voice for the first advertisement, and a volume of impressions that are remaining for the campaign;

determining, by the computing device, when the delivery pressure indicates a pressure to deliver the first advertisement is below a threshold;

adjusting, by the computing device, a status for an eligibility of the first advertisement to be delivered from a first state to a second state when the delivery pressure is below the threshold, wherein the first state does not enable rate control and the second state enables rate control to control delivery of the first advertisement due to the delivery pressure; and

selecting, by the computing device, at least one advertisement from the list of advertisements for the advertisement slot, wherein the selecting is performed with rate control enabled based on the first advertisement having the second state as the status.

2. The method of claim 1, wherein calculating the pressure comprises:

calculating the pressure as the number of advertisement impressions in the campaign that is remaining multiplied by the share of voice for the first advertisement to generate a first result, and dividing the first result by the volume of the first advertisement for the campaign remaining.

3. The method of claim 2, wherein calculating the pressure comprises:

multiplying the first result by a constant, and then dividing the first result by the volume of the first advertisement for the campaign remaining, wherein the constant is selected to smooth pacing of the first advertisement over a time period.

4. The method of claim 3, wherein calculating the pressure comprises:

using a calculation of P=(nRT)/V,

where n is the number of advertisement impressions in the campaign that is remaining, T is the share of voice for the first advertisement, R is the constant, and V is the volume of the first advertisement for the campaign remaining.

5. The method of claim 1, wherein the status is the second status, the method further comprising:

removing the first advertisement from being eligible to be selected from the list of advertisements a percentage of time over a time period.

6. The method of claim 1, wherein when having the second status, the first advertisement is still eligible to qualify for the list of advertisements, but not eligible to be selected.

7. The method of claim 1, wherein the threshold comprises a first threshold, the method further comprising:

determining when the delivery pressure indicates the pressure to deliver the first advertisement is above a second threshold; and

adjusting the status from the second state to the first state, wherein the first state disables the rate control.

8. The method of claim 7, wherein the second threshold is equal to or above the first threshold.

9. The method of claim 1, further comprising:

receiving an advertisement request for the advertisement slot located in the media program while a user is watching the media program, wherein the at least one advertisement is provided during the advertisement slot.

10. The method of claim 1, further comprising:

when the status is the second status, determining, for a time unit, an eligibility status indicating whether the first advertisement should be eligible for delivery; and

using the eligibility status in selecting the at least one advertisement from the list of advertisements.

11. The method of claim 10, wherein using the eligibility status comprises:

removing the first advertisement from being eligible for selection from the list of advertisements for that time unit.

12. The method of claim 11, further comprising:

when the status is the second status, continuing to determine, for subsequent time units, an eligibility status indicating whether the first advertisement should be eligible for delivery; and

using the eligibility status in selecting the at least one advertisement from the list of advertisements.

13. The method of claim 12, wherein over the subsequent time units, the eligibility status indicates the first advertisement is eligible and not eligible based on a value of the delivery pressure.

14. A non-transitory computer-readable storage medium containing instructions for providing rate control for a first advertisement in a campaign, wherein the instructions, when executed, control a computer system to be configured for:

calculating a delivery pressure for a first advertisement in a list of advertisements that qualified for an advertisement slot in a media program, the delivery pressure based on a number of advertisement impressions in the campaign that is remaining, a share of voice for the first advertisement, and a volume of impressions that are remaining for the campaign;

determining when the delivery pressure indicates a pressure to deliver the first advertisement is below a threshold;

adjusting a status for an eligibility of the first advertisement to be delivered from a first state to a second state when the delivery pressure is below the threshold, wherein the first state does not enable rate control and the second state enables rate control to control delivery of the first advertisement due to the delivery pressure; and

selecting at least one advertisement from the list of advertisements for the advertisement slot, wherein the selecting is performed with rate control enabled based on the first advertisement having the second state as the status.

15. The non-transitory computer-readable storage medium of claim 14, wherein calculating the pressure comprises:

calculating the pressure as the number of advertisement impressions in the campaign that is remaining multiplied by the share of voice for the first advertisement to generate a first result, and dividing the first result by the volume of the first advertisement for the campaign remaining.

16. The non-transitory computer-readable storage medium of claim 15, wherein calculating the pressure comprises:

multiplying the first result by a constant, and then dividing the first result by the volume of the first advertisement for the campaign remaining, wherein the constant is selected to smooth pacing of the first advertisement over a time period.

17. The non-transitory computer-readable storage medium of claim 16, wherein calculating the pressure comprises:

using a calculation of P=(nRT)/V,

where n is the number of advertisement impressions in the campaign that is remaining, T is the share of voice for the first advertisement, R is the constant, and V is the volume of the first advertisement for the campaign remaining.

18. The non-transitory computer-readable storage medium of claim 14, wherein the status is the second status, the method further comprising:

removing the first advertisement from being eligible to be selected from the list of advertisements a percentage of time over a time period.

19. The non-transitory computer-readable storage medium of claim 14, wherein when having the second status, the first advertisement is still eligible to qualify for the list of advertisements, but not eligible to be selected.

20. An apparatus for providing rate control for a first advertisement in a campaign, the apparatus comprising:

one or more computer processors; and

a non-transitory computer-readable storage medium comprising instructions, that when executed, control the one or more computer processors to be configured for;

for providing rate control for a first advertisement in a campaign, wherein the instructions, when executed, control a computer system to be configured for;

calculating a delivery pressure for a first advertisement in a list of advertisements that qualified for an advertisement slot in a media program, the delivery pressure based on a number of advertisement impressions in the campaign that is remaining, a share of voice for the first advertisement, and a volume of impressions that are remaining for the campaign;

determining when the delivery pressure indicates a pressure to deliver the first advertisement is below a threshold;

adjusting a status for an eligibility of the first advertisement to be delivered from a first state to a second state when the delivery pressure is below the threshold, wherein the first state does not enable rate control and the second state enables rate control to control delivery of the first advertisement due to the delivery pressure; and

selecting at least one advertisement from the list of advertisements for the advertisement slot, wherein the selecting is performed with rate control enabled based on the first advertisement having the second state as the status.