Automated web-based targeted advertising with quotas
First Claim
1. A computer-implemented system for allocating advertisements among prospective presentation opportunities, comprising the following computer-executable components:
- an input obtaining computer system component that obtains presentation requirements that relate to numbers of times or rates at which one or more of the advertisements are to be presented and to obtain utilities for the advertisements that depend on presentation opportunity characteristics; and
an advertisement assigning computer system component that allocates the advertisements with maximum utilities among the prospective presentation opportunities.
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Abstract
The invention provides systems and methods that can be used for targeted advertising. The system determines where to present impressions, such as advertisements, to maximize an expected utility subject to one or more constraints, which can include quotas and minimum utilities for groups of one or more impression. The traditional measure of utility in web-based advertising is click-though rates, but the present invention provides a broader definition of utility, including measures of sales, profits, or brand awareness, for example. This broader definition permits advertisements to be allocated more in accordance with the actual interests of advertisers.
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Citations
20 Claims
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1. A computer-implemented system for allocating advertisements among prospective presentation opportunities, comprising the following computer-executable components:
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an input obtaining computer system component that obtains presentation requirements that relate to numbers of times or rates at which one or more of the advertisements are to be presented and to obtain utilities for the advertisements that depend on presentation opportunity characteristics; and an advertisement assigning computer system component that allocates the advertisements with maximum utilities among the prospective presentation opportunities. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14)
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15. A computer-implemented method of allocating advertisements among prospective presentation opportunities, comprising the following computer-executable acts:
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calculating probabilities of responses to the advertisements as functions of presentation opportunity characteristics; and allocating the advertisements of high calculated probabilities of responses among the prospective presentation opportunities. - View Dependent Claims (16, 17)
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18. A computer-readable medium for selecting advertisements to present to users, the computer-readable medium having computer-executable instructions for performing steps comprising:
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obtaining data on users, data on user responses to advertisements, and presentation quotas; selecting advertisements based at least on the data on users, the data on user responses to advertisements, and the presentation quotas, the selected advertisements maximize effectiveness to the users; and presenting the selected advertisements to the users. - View Dependent Claims (19, 20)
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Specification