Methods for controlling an advertising campaign

• US 7,835,937 B1
• Filed: 10/15/2007
• Issued: 11/16/2010
• Est. Priority Date: 10/15/2007
• Status: Active Grant

• Current Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Original Assignee: AOL Advertising Incorporated (Apollo Global Management, Inc.)
• Inventors: Zhang, Jianlong, Karlsson, Niklas, Xu, Yonggang
• Primary Examiner(s): Dixon; Thomas
• Application Number:
  US11/907,587
• Time in Patent Office: 1,128 Days
• Field of Search: 705/10
• US Class Current: 705/7.31
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0202 Market predictions or forecasting for commercial activities

Abstract

Methods and systems consistent with the present invention enable the control of aspects of an advertising campaign, such as revenue expenditure, by comparing actual and desired behavior and incorporating feedback and feed-forward error correction to continuously adjust the campaign'"'"'s behavior. In certain embodiments, this control is achieved without considering individual advertisement requests or ad placements, thus bypassing the lowest-level details and instead adjusting behavior on a campaign-wide level using an adaptive control system.

Claims

1. A method for controlling an advertising campaign, comprising:

receiving, by a controller, input data related to a desired behavior of the advertising campaign;

monitoring, by the controller, campaign data related to the advertising campaign, including a volume of impressions and a revenue generated during at least a part of the advertising campaign;

evaluating, by the controller, an actual behavior of the advertising campaign-relative to the desired behavior, based on the monitored campaign data, to determine a feedback value;

generating, by the controller, a control value corresponding to the feedback value and at least one aspect of the advertising campaign; and

outputting, by the controller, the control value to adjust the actual behavior of the advertising campaign.

2. The method of claim 1, wherein the determined feedback value is related to a tracking error in the actual behavior of the advertising campaign.

3. The method of claim 1, further including:

receiving, by the controller, an estimated parameter representing the at least one aspect of the advertising campaign; and

adjusting, by the controller, the generated control value to account for the at least one aspect of the advertising campaign.

4. The method of claim 3, wherein the at least one aspect of the advertising campaign includes at least one of an impression volume, a click volume, a conversion volume, an impression-to-click probability, an impression-to-conversion probability, and a click-to-conversion probability.

5. The method of claim 1, wherein the generated control value is used to adjust the volume of impressions placed during the advertising campaign.

6. The method of claim 1, wherein the generated control value is used to adjust the revenue generated during the advertising campaign.

7. The method of claim 1, wherein the generated control value is used to change a budget expenditure for the advertising campaign.

8. The method of claim 7, wherein the generated control value is used to change an apparent value of an advertisement in the advertising campaign to control the budget expenditure.

9. The method of claim 1, wherein the at least the part of the advertising campaign is a first time interval, and the outputted control value is used in a second time interval of the advertising campaign.

10. A method for controlling an advertising campaign, comprising:

receiving, by a controller, input data representing a desired behavior of the advertising campaign;

receiving, by the controller, an estimated parameter representing an aspect of the advertising campaign;

filtering, by the controller, the input data representing the desired behavior according to the estimated parameter;

monitoring, by the controller, an actual behavior of the advertising campaign;

calculating, by the controller, a predicted revenue of the advertising campaign based on the estimated parameter and the actual behavior of the advertising campaign;

comparing, by the controller, the filtered input data representing the desired behavior and the predicted revenue to identify a tracking error in the advertising campaign;

calculating, by the controller, a feedback value to correct the tracking error; and

generating, by the controller, a control value based on the feedback value to control the actual behavior of the advertising campaign relative to the desired behavior of the advertising campaign.

11. The method of claim 10, wherein calculating the feedback value further comprises:

adjusting, by the controller, the feedback value to account for an estimated gain associated with the advertising campaign.

12. The method of claim 10, further comprising:

determining, by the controller, a feed-forward value representing a preemptive control action based on the desired behavior and the estimated parameter, and wherein generating the control value further comprises;

integrating, by the controller, the feedback value and the feed-forward value.

13. The method of claim 10, wherein generating the control value further comprises:

filtering, by the controller, the control value to keep the control value within a predetermined range of acceptable values.

14. A method for controlling an advertising campaign based on a reference value that represents a desired behavior of the advertising campaign and an estimated parameter that represents an aspect of the advertising campaign, comprising:

filtering, by a controller, the reference value according to the estimated parameter using a pre-shape filter;

receiving, by the controller, monitoring data related to an actual behavior of the advertising campaign;

calculating, by the controller, a predicted revenue of the advertising campaign based on the monitoring data and the estimated parameter;

comparing, by the controller, the filtered reference value and the predicted revenue;

identifying, by the controller, a tracking error in the advertising campaign;

calculating, by the controller, a feedback value to correct the tracking error;

determining, by the controller, a feed-forward value that represents a preemptive control action based on the desired behavior and the estimated parameter; and

integrating, by the controller, the feedback value and the feed-forward value to generate a control value that adjusts the actual behavior of the advertising campaign relative to the desired behavior of the advertising campaign.

15. The method of claim 14, further including:

estimating, by the controller, a gain associated with the advertising campaign; and

adjusting, by the controller, the feedback value to account for the estimated gain.

16. The method of claim 14, further including:

filtering, by the controller, the control value to keep the control value within a predetermined range of acceptable values.

17. The method of claim 14, further including:

monitoring, by a sensor, data related to the actual behavior of the advertising campaign to ensure data reliability.

18. The method of claim 14, wherein the data related to the actual behavior is revenue data.

19. The method of claim 14, wherein the data related to the actual behavior is at least one of a volume of clicks, a volume of impressions, and a volume of actions.

20. The method of claim 14, further including:

changing, by the controller, the apparent value of an advertisement in the advertising campaign to control expenditure of a budget for the advertising campaign based on the generated control value.

21. A method for controlling an advertising campaign, comprising:

receiving, by a controller, input data related to a desired behavior of the advertising campaign;

monitoring, by the controller, actual campaign data related to the advertising campaign to determine an actual behavior of the advertising campaign, wherein aspects of the actual behavior include at least one of a budget expenditure during the advertising campaign, an apparent value of an advertisement in the advertising campaign, a revenue generated during the advertising campaign, volume of impressions placed during the advertising campaign, a bid price during the advertising campaign, and a bid allocation during the advertising campaign;

determining, by the controller, a feedback value based on the actual behavior of the advertising campaign relative to the desired behavior; and

adjusting, by the controller, one or more of the aspects of the actual behavior of the advertising campaign based on the feedback value.

22. The method of claim 21, further including:

determining, by the controller, a tracking error of the advertising campaign; and

wherein the adjusting includes adjusting, by the controller, one or more of the aspects of the actual behavior of the advertising campaign to match one or more aspects of the desired behavior of the advertising campaign based on the determined tracking error.

23. The method of claim 21, further including:

generating, by the controller, a control value based on the feedback value and at least one of the aspects of the advertising campaign; and

wherein the adjusting includes adjusting, by the controller, one or more of the aspects of the actual behavior of the advertising campaign based on both the feedback value and the control value.

24. The method of claim 23, wherein the at least one aspect of the advertising campaign further includes at least one of a volume of impressions, a click volume, a conversion volume, an impression-to-click probability, an impression-to-conversion probability, and a click-to-conversion probability.