Systems and methods for shaping a reference signal in advertising

• US 7,835,938 B1
• Filed: 10/31/2007
• Issued: 11/16/2010
• Est. Priority Date: 10/31/2007
• Status: Active Grant

• Current Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Original Assignee: AOL Advertising Incorporated (Apollo Global Management, Inc.)
• Inventors: Karlsson, Niklas
• Primary Examiner(s): DIXON, THOMAS A
• Application Number:
  US11/979,096
• Time in Patent Office: 1,112 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

A system, apparatus, and method are presented for shaping a reference signal from an advertising campaign that allocates advertisements in digital or online advertising. The method includes receiving a reference signal; providing parameters representing a volume of revenue generating events resulting from the advertising campaign; shaping the received reference signal to adjust for variations in the volume of revenue generating events; and using the shaped reference signal to determine a control signal to control the allocation of advertisements.

Claims

1. A computer-implemented method for shaping a reference signal from an advertising campaign that allocates advertisements in digital or online advertising, the method comprising:

receiving, by a controller, the reference signal;

providing, by the controller, parameters representing a volume of revenue generating events resulting from the advertising campaign;

shaping, by the controller, the received reference signal to adjust for variations in the volume of revenue generating events; and

using, by the controller, the shaped reference signal to determine a control signal to control the allocation of advertisements.

2. The computer-implemented method of claim 1, wherein the shaping the reference signal further includes:

shaping, by the controller, the reference signal to adjust for variations including a predicted pattern in the volume of revenue generating events conducted by the advertising campaign.

3. The computer-implemented method of claim 2, wherein the predicted pattern occurs periodically.

4. The computer-implemented method of claim 1, wherein the shaping the reference signal further includes:

shaping, by the controller, the reference signal periodically.

5. The computer-implemented method of claim 1, wherein the shaping the reference signal further includes:

shaping, by the controller, the reference signal based on a moving average of the volume of revenue generating events conducted by the advertising campaign.

6. The computer-implemented method of claim 1, wherein the shaping the reference signal further includes:

shaping, by the controller, the reference signal to remove bias.

7. The computer-implemented method of claim 1, wherein the shaping the reference signal further includes:

shaping, by the controller, the reference signal to remove drift.

8. The computer-implemented method of claim 1, wherein the reference signal is one of a desired revenue, a desired impression-to-click probability, a desired impression-to-conversion probability, a desired click-to-conversion probability, a desired relative revenue generated from different segments of a system, a desired cumulative revenue, or a desired marginal revenue.

9. A computer-implemented method for shaping a reference signal for an online or digital advertising campaign that allocates advertisements, the method comprising:

receiving, by a controller, the reference signal;

receiving, by the controller, a predicted pattern for a volume of revenue generating events conducted by the advertising campaign;

receiving, by the controller, parameters representing a volume of revenue generating events conducted by the advertising campaign;

shaping, by the controller, the received reference signal to adjust for the predicted pattern and the volume of revenue generating events conducted by the advertising campaign; and

using, by the controller, the shaped reference signal to determine a control signal to control the allocation of advertisements.

10. The computer-implemented method of claim 9, wherein the predicted pattern occurs periodically.

11. The computer-implemented method of claim 9, wherein the shaping the reference signal further includes:

shaping, by the controller, the reference signal periodically.

12. The computer-implemented method of claim 9, wherein the shaping the reference signal further includes:

shaping, by the controller, the reference signal based on a moving average of the volume of revenue generating events conducted by the advertising campaign.

13. The computer-implemented method of claim 9, wherein the shaping the reference signal further includes:

shaping, by the controller, the reference signal to remove bias.

14. The computer-implemented method of claim 13, wherein the shaping the reference signal further includes:

shaping, by the controller, the reference signal to remove drift.

15. The computer-implemented method of claim 9, wherein the reference signal is one of a desired revenue, a desired impression-to-click probability, a desired impression-to-conversion probability, a desired click-to-conversion probability, a desired relative revenue generated from different segments of a system, a desired cumulative revenue, or a desired marginal revenue.

16. An apparatus for shaping a reference signal from an advertising campaign that allocates advertisements in digital or online advertising, the apparatus comprising:

a memory to store data and instructions; and

a processor configured to access the memory and, when executing the instructions, to;

receive the reference signal;

estimate parameters representing a volume of revenue generating events resulting from the advertising campaign;

shape the received reference signal to adjust for variations in the volume of revenue generating events conducted by the advertising campaign; and

determine, using the shaped reference signal, a control signal to control the allocation of advertisements.