Dynamically optimizing the presentation of advertising messages

• US 7,031,932 B1
• Filed: 07/25/2000
• Issued: 04/18/2006
• Est. Priority Date: 11/22/1999
• Status: Expired due to Term

• Current Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Original Assignee: AQUANTIVE, INC. (Microsoft Corporation)
• Inventors: Lipsky, Scott Eric, Yu, Chen
• Primary Examiner(s): Duran, Arthur
• Application Number:
  US09/626,266
• Time in Patent Office: 2,093 Days
• Field of Search: 705/14
• US Class Current: 705/14.41
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A facility for adjusting the execution of an advertising campaign in which advertising messages are presented using a plurality of advertising alternatives as described. During a first time period, the facility presents advertising messages using each of the advertising alternatives in accordance with an initial allocation for each of the advertising alternatives. Also during the first time period, the facility tracks the performance of the advertising campaign with respect to each of the advertising alternatives. Based upon the tracking during the first time period, the facility attributes a performance score to each of the advertising alternatives for the first time period. The facility compares these scores, and, based upon the comparison, adjusts the allocations for the advertising alternatives so as to increase one or more allocations for advertising alternatives which compare favorably in the comparison, and so as to reduce one or more allocations for advertising alternatives comparing disfavorably in the comparison. The facility then, during a second time period, presents advertising messages using each of the advertising alternatives in accordance with the adjusted allocation for each of the advertising alternatives.

Claims

1. A method in a computing system for modifying the execution of a computer network-delivered advertising campaign in which advertising messages are presented in placements, and in which placements occur within cost packages, comprising:

compiling data reflecting the effectiveness of the advertising campaign during an evaluation period, the compiled data reflecting the effectiveness of a plurality of cost packages within the campaign, the compiled data further reflecting the effectiveness of one or more placements within each of the cost packages, the compiled data further reflecting the effectiveness of one or more advertising messages presented in each of the plurality of placements;

for each of the plurality of placements, based upon the data reflecting the effectiveness of presenting each advertising message in the placement during the evaluation period, generating a weighting for each of the advertising messages within the placement such that the weightings generated for the advertising messages correlate positively with the level of effectiveness of presenting the advertising messages within the placement;

for each of the plurality of cost packages, based upon the data reflecting the effectiveness of each placement within the cost package during the evaluation period, generating a weighting for each of the placements within the cost package such that the weightings generated for the placements correlate positively with the level of effectiveness of the placements within the cost package;

based upon the data reflecting the effectiveness of each cost package during the evaluation period, generating a weighting for each of the cost packages such that the weightings generated for the cost packages correlate positively with the level of effectiveness of the cost packages within the campaign; and

continuing the advertising campaign in accordance with the generated weightings for cost packages within the campaign, placements within each cost package, and advertising messages presented in each placement, such that advertising messages are presented within each cost package in accordance with the generated weightings for the cost packages, such that advertising messages are presented within each placement in accordance with the generated weightings for the placements, and such that particular advertising messages are presented within each placement in accordance with the generated weightings for the advertising messages.

2. The method of claim 1 wherein the compiling, generating and continuing is performed for a first evaluation period to generate and apply a first set of weightings, further comprising repeating the compiling, generating, and continuing for a second evaluation period during which the first set of weightings is applied.

3. A method in a computing device for adjusting the execution of an advertising campaign for presenting advertising messages to a plurality of users, the advertising campaign having a plurality of advertising alternatives for presenting advertising messages, comprising:

during a first time period,

presenting advertising messages to users among the plurality using each of the advertising alternatives in accordance with an initial allocation for each of the advertising alternatives;

tracking the performance of the advertising campaign with respect to each of the advertising alternatives across the plurality of users;

based upon the tracking during the first time period, attributing a performance score to each of the advertising alternatives for the first time period;

comparing the scores attributed to the advertising alternatives for the first time period, wherein the comparison is performed using confidence intervals about the performance scores;

based upon the comparison, adjusting the allocations for the advertising alternatives so as to increase one or more allocations for advertising alternatives comparing favorably in the comparison and so as to reduce one or more allocations for advertising alternatives comparing disfavorably in the comparison; and

during a second time period, presenting advertising messages to users among the plurality using each of the advertising alternatives in accordance with the adjusted allocation for each of the advertising alternatives.

4. The method of claim 3 wherein the comparison is performed using 80% confidence intervals about the performance scores.

5. A method in a computer system for presenting advertising messages in a group of advertising messages to a plurality of users, comprising:

during an evaluation period, presenting the advertising messages of the group to users among the plurality;

assessing the effectiveness of presenting each of the advertising messages during the evaluation period across the plurality of users;

assigning presentation weights to the advertising messages of the group in accordance with their assessed effectiveness; and

during a weighted presentation period, presenting to users among the plurality the advertising messages of the group with relative frequencies that are in accordance with their weights.

6. The method of claim 5 wherein the weighted presentation period is a second evaluation period, and wherein the assessing and assigning is repeated for the second evaluation period.

7. The method of claim 5 wherein the advertising messages are presented at a plurality of advertising sites, and wherein the assessing assesses the effectiveness of presenting each of the advertising messages at each of the advertising sites, and wherein the assigning step assigns an advertising message separate weights for each of the advertising sites, and wherein the weights for the advertising site on which an advertising message is to be presented are used to select the advertising messages to be presented on that advertising site.