Impression based television advertising

• US 8,516,515 B2
• Filed: 05/01/2007
• Issued: 08/20/2013
• Est. Priority Date: 04/03/2007
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Zigmond, Daniel J., Bayer, Jason, Hecht, Greg, McQuade, Bryan
• Primary Examiner(s): Beliveau, Scott
• Assistant Examiner(s): Ryan, Patrick A
• Application Number:
  US11/743,011
• Publication Number:
  US 20080250445A1
• Time in Patent Office: 2,303 Days
• Field of Search: 725 32- 36, 725/22, 725144-147, 725 13- 14, 705/10, 705/14, 705/14.71, 705/14.41, 705/14.46
• US Class Current: 725/19
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0263 based upon Internet or website rating
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0276 Advertisement creation

Abstract

Television advertisements and associated advertisement parameters are received from advertisers. The television advertisements are automatically selected for airing during an advertisement availability based on the associated advertisement parameters. Data related to the selected television advertisements are provided to a television provider to facilitate airing of the selected television advertisements during the advertisement availability. Reporting data related to television advertisement airings and impressions are received from the television provider.

Claims

1. A computer-implemented method, comprising:

identifying advertisement time slots;

identifying television advertisement parameters associated with television advertisements, the television advertisement parameters including a cost per action parameter for each television advertisement;

identifying quality scores associated with the television advertisements, each quality score being for a corresponding television advertisement and derived from historical impression data measuring the impressions of the television advertisement from the broadcast airings of television advertisement on television channels, the historical impression data defining a historical impression rate that is proportion to a number of reliable impressions for the television advertisement divided by a total number of received impressions for the television advertisement, wherein each reliable impression is an impression that satisfies a condition that determines that the impression was likely viewed by one or more persons, the measuring of each impression being dependent on a channel tune status of a television channel at a viewing device when the advertisement aired on the television channel;

auctioning the advertisement time slots based on, for each television advertisement, the cost per action parameter of the television advertisement multiplied by the quality score for the advertisement, the multiplication generating an auction rank for the television advertisement; and

selecting, by the computer, one or more television advertisements to air during the advertisement time slots based on the auction rank of the television advertisements.

2. The method of claim 1, wherein:

the cost per action parameter for each television advertisement comprises a maximum cost per impression for the television advertisement.

3. The method of claim 2, wherein:

the television advertisement parameters include targeting parameters for each advertisement.

4. The method of claim 3, comprising:

identifying contexts associated with the advertisement time slots; and

determining a relevance measure for each advertisement based on the identified contexts and the targeting parameters.

5. The method of claim 3, wherein:

auctioning the advertisement time slots based on the cost per action parameters comprises auctioning the advertisement time slots based on a function of the cost per action parameter and a relevance measure for each advertisement.

6. The method of claim 2, wherein:

the television advertisement parameters include a restriction parameter for each television advertisement; and

auctioning the advertisement time slots based on the cost per action parameters comprises auctioning the advertisement time slots based on the cost per action parameter and the restriction parameter for each advertisement.

7. The method of claim 6, wherein:

the restriction parameter comprises a frequency capping parameter that defines a limit for the scheduling of an advertisement based on an amount of time since the advertisement was last aired.

8. The method of claim 6, wherein:

the restriction parameter comprises a competitive restriction parameter, the competitive restriction parameter defining for each advertisement other advertisements that are precluded from showing during an advertisement availability window with the advertisement; and

wherein auctioning the advertisement time slots based on the cost per action parameter and the restriction parameter for each advertisement comprises precluding selection of other television advertisements having associated competitive restrictions that are exclusive of the competitive restrictions of the television advertisements that are selected to air during the television advertisement availability window.

9. The method of claim 1, wherein:

the quality score for each advertisement is based, in part, on a probability of viewer tune out during the advertisement.

11. The method of claim 1, wherein:

identifying a context associated with the television advertisement availability comprises;

identifying a television program associated with the television advertisement availability.

12. The method of claim 1, wherein:

receiving television advertisement parameters associated with television advertisements comprises receiving frequency values associated with the television advertisements, each of the frequency values specifying a rate of showing a corresponding advertisement per hour; and

selecting one or more television advertisements to air during the advertisement availability comprises precluding selection of television advertisements having associated frequency values that exceed a repetition threshold.

13. The method of claim 1, wherein:

receiving television advertisement parameters associated with television advertisements comprises receiving competitive restrictions associated with the advertisements, the competitive restrictions defining for each advertisement other advertisements that are precluded from showing during an advertisement availability window with the advertisement; and

selecting one or more television advertisements to air during the advertisement availability comprises;

identifying a television advertisement availability window for the television advertisement availability;

identifying the competitive restrictions associated with television advertisements that are selected to air during the television advertisement availability window; and

precluding selection of other television advertisements having associated competitive restrictions that are exclusive of the competitive restrictions of the television advertisements that are selected to air during the television advertisement availability window.

14. The method of claim 1, wherein:

receiving television advertisement parameters associated with television advertisements comprises receiving advertising budget data associated with the advertisements; and

selecting one or more television advertisements to air during the advertisement availability comprises;

restricting selection of television advertisements based on the budget data.

15. The method of claim 1, comprising:

receiving television advertisement parameters associated with television advertisements comprises receiving geographic data associated with the television advertisements; and

selecting one or more television advertisements to air during the advertisement availability comprises precluding selection of television advertisements based on the geographic data.

16. The method of claim 1, comprising:

receiving a television advertisement report; and

determining whether the selected one or more television advertisements aired during the television advertisement availability based on the television advertisement report.

17. The method of claim 1, comprising:

providing the television advertisements to a television provider prior to the television advertisement availability.

18. The method of claim 17, comprising:

associating television advertisement identifiers with the television advertisements; and

providing the television advertisement identifiers of the selected one or more television advertisements to the television provider.

19. The method of claim 1, wherein:

the television advertisement availability comprises a television advertisement pod.

20. The method of claim 1, wherein:

the television advertisements comprise television commercials.

21. The method of claim 1, wherein:

the television advertisements comprise overlays.

22. The method of claim 1, wherein:

the television advertisements comprise text streams.

23. The method of claim 1, wherein:

identifying a context associated with the television advertisement availability comprises;

identifying a television network associated with the television advertisement availability.

24. The method of claim 1, wherein the quality score for each television advertisement is based on a probability of viewer tune out during the advertisement.

10. A computer-implemented method, comprising:

identifying a television advertisement availability;

identifying a context associated with the television advertisement availability;

receiving television advertisement parameters associated with television advertisements;

receiving quality scores, each quality score associated with a corresponding television advertisement, each quality score for each television advertisement being derived from historical impression data related to the measuring of impressions of the television advertisement from the broadcast airings of the television advertisement on television channels, the historical impression data defining a historical impression rate that is proportion to a number of reliable impressions for the television advertisement divided by a total number of received impressions for the television advertisement, wherein each reliable impression is an impression that satisfies a condition that determines that the impression was likely viewed by one or more persons, the measuring of each impression being dependent on a channel tune status of a television channel at a viewing device when the television advertisement aired on the television channel; and

selecting, by the computer, from the television advertisements one or more television advertisements to air during the television advertisement availability, the selection based on the television advertisement availability, the context, the quality score for each of the television advertisements, and the advertisement parameters for each of the television advertisements;

wherein;

the television advertisement parameters include, for each television advertisement, a maximum cost per action bid for the television advertisement; and

selecting one or more television advertisements comprises;

for each television advertisement, multiplying the maximum cost per action bid of the television advertisement by the quality score of the television advertisement to determine an auction rank for the television advertisement; and

selecting one or more television advertisements with the highest auction ranks as the one or more advertisements.

25. A system, comprising;

a television advertisement scheduling device configured to;

receive a television advertisement request from a television provider, the television advertisement request defining a television advertisement availability;

issue a request for candidate television advertisement data based on the television advertisement request;

receive candidate television advertisement data in response to the request for candidate television advertisement data, the candidate television advertisement data corresponding to candidate television advertisement;

receive quality scores, each quality score associated with a corresponding candidate television advertisement, each quality score for each candidate television advertisement being derived from historical impression data measuring the impressions of the candidate television advertisement from the broadcast airings of the candidate television advertisement on television channels, the historical impression data defining a historical impression rate that is proportion to a number of reliable impressions for the candidate television advertisement divided by a total number of received impressions for the candidate television advertisement, wherein each reliable impression is an impression that satisfies a condition that determines that the impression was likely viewed by one or more persons, the measuring of each impression being dependent on a channel tune status of a television channel at a viewing device when the candidate television advertisement aired on the television channel; and

select one or more television advertisements from the candidate television advertisements to air during the television advertisement availability, the selection based on the television advertisement request, the quality score for each candidate television advertisement, and the candidate television advertisement data;

wherein;

the candidate television advertisement data include, for each candidate television advertisement, a maximum cost per action bid for the candidate television advertisement;

each quality score for each candidate television advertisement is derived from the impression data measuring the impressions of the candidate television advertisement; and

selecting one or more television advertisements from the candidate television advertisements comprises;

for each candidate television advertisement, multiplying the maximum cost per action bid of the candidate television advertisement by the quality score of the candidate television advertisement to determine an auction rank for the candidate television advertisement; and

selecting one or more television advertisements with the highest auction ranks as the one or more advertisements.

26. The system of claim 25, comprising:

a television advertisement candidate device configured to;

store television advertisement data associated with television advertisements;

receive the request for candidate television advertisement data from the television advertisement scheduling device;

identify candidate television advertisement data in response to the request for candidate television advertisement data, the identification based on the television advertisement data; and

provide the candidate television advertisement data to the television advertisement scheduling device.

27. The system of claim 26, wherein:

the television advertisement data further comprise one or more of budget data associated with the television advertisements or targeting data associated with the television advertisements.

28. The system of claim 25, wherein:

the maximum cost per action bid defines a maximum payment per impression.

29. The system of claim 26, comprising:

a television advertisement verification device configured to;

receive television advertisement report data; and

determine whether the selected television advertisements aired based on the television advertisement report data.

30. The system of claim 29, comprising:

a television provider agent distributable to television providers, each television provider agent configured to;

provide television advertisement requests for a television provider to the television advertisement scheduling device; and

provide television advertisement report data for the television provider to the television advertisement verification device.

31. The system of claim 25, wherein the quality score for each television advertisement is based on a probability of viewer tune out during the advertisement.