Method and apparatus for administering a bidding language for online advertising

• US 8,527,353 B2
• Filed: 09/16/2008
• Issued: 09/03/2013
• Est. Priority Date: 09/16/2008
• Status: Expired due to Fees

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Lahaie, Sebastien, Pennock, David M., Amer-Yahia, Sihem, Parkes, David
• Primary Examiner(s): Weiss, John G
• Assistant Examiner(s): CHORNESKY, ADAM B
• Application Number:
  US12/211,399
• Publication Number:
  US 20100070322A1
• Time in Patent Office: 1,813 Days
• Field of Search: 705/8, 705/14.4, 705/14.73
• US Class Current: 705/14.71
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A method and apparatus are provided for administering a bidding language for online advertising. In one example, the method includes providing an expressive bidding language that allows an advertiser to specify an ad campaign in a tree structure, receiving the ad campaign that is written in the expressive bidding language, translating the ad campaign into scripts, and using the scripts to access appropriate inventory from an ad inventory database.

Claims

1. A computer implemented method of administering a bidding language for online advertising, the method comprising:

providing, using a computer, an expressive tree structure that allows an advertiser to specify an ad campaign in a plurality of nodes, the nodes comprising;

at least one value attribute corresponding to an advertiser-specified value associated with a grouping of consumers represented by a node,

at least one volume constraint corresponding to limit on exposure of the ad campaign to a grouping of consumers represented by a node, wherein the volume constraint is determined by the advertiser based on a desired focus of the ad campaign;

providing, using a computer, a bidder feedback mechanism for the advertiser, by

receiving, from the advertiser, at least one target impressions value from the advertiser corresponding to at least one grouping of consumers represented by at least one node,

transmitting, to the advertiser, at least one recommended efficient allocation comprising a recommended value attribute and a recommended volume constraint corresponding to at least one node, wherein the recommended efficient allocation is computed based on the target impressions value, the value attribute, the volume constraint, and an inventory forecast; and

adjusting, in a computer, the ad campaign based on the recommended efficient allocation,

receiving, at a computer, the ad campaign that is written in the expressive bidding language;

translating, using a computer, the ad campaign into scripts; and

using, in a computer, the scripts to access appropriate inventory in an ad inventory database.

2. The method of claim 1, wherein the nodes further comprise at least one of:

a root node that stands alone, wherein the root node represents all possible consumers; and

at least one branch to one or more leaf nodes, wherein each leaf node represents a grouping of consumers.

3. The method of claim 2, wherein the grouping of consumers represented by the leaf node is a sub-grouping of a grouping of consumers represented by its branch node.

4. The method of claim 2, further comprising:

starting at the root node;

if the at least one branch exists, traversing down the at least one branch to nodes that may apply to a particular ad; and

summing values in traversed nodes to obtain an overall valuation of attributes along a traversed path.

5. The method of claim 2, further comprising

receiving a new tree structure having a new node representing a change to the tree structure, wherein the new tree structure represents a new ad campaign;

and

translating the new ad campaign into scripts.

6. The method of claim 1, further comprising using the scripts to carry out at least one of:

an update of an advertising budget;

an update to impressions statistics;

a setting of ad pricing;

an allocation of an ad; and

a spending management algorithm.

7. The method of claim 1, further comprising:

calculating an appropriate change at a particular node to correspond with a desired ad campaign update; and

providing the appropriate change as feedback to the advertiser.

8. The method of claim 1, wherein the expressive bidding language is extensible with respect to at least one of:

a new targeting dimension; and

a new bidding mechanism.

9. The method of claim 1, further comprising checking for unrecognized targeting dimensions, forbidden targeting dimensions, forbidden bids and forbidden volume constraints, wherein the expressive bidding language allows the advertiser to specify targeting along dimensions that certain publishers normally do not track.

10. A hardware apparatus comprising a processor and a memory configured to execute steps for administering a bidding language for online advertising, the steps comprising:

providing an expressive tree structure that allows an advertiser to specify an ad campaign in a plurality of nodes, the nodes comprising;

at least one value attribute corresponding to an advertiser-specified value associated with a grouping of consumers represented by a node,

at least one volume constraint corresponding to limit on exposure of the ad campaign to a grouping of consumers represented by a node, wherein the volume constraint is determined by the advertiser based on a desired focus of the ad campaign;

providing a bidder feedback mechanism for the advertiser, by

receiving, from the advertiser, at least one target impressions value from the advertiser corresponding to at least one grouping of consumers represented by at least one node,

transmitting, to the advertiser, at least one recommended efficient allocation comprising a recommended value attribute and a recommended volume constraint corresponding to at least one node, wherein the recommended efficient allocation is computed based on the target impressions value, the value attribute, the volume constraint, and an inventory forecast; and

adjusting the ad campaign based on the recommended efficient allocation,

receiving the ad campaign that is written in the expressive bidding language;

translating the ad campaign into scripts; and

using the scripts to access appropriate inventory in an ad inventory database.

11. The apparatus of claim 10, wherein the nodes further comprise at least one of:

a root node that stands alone, wherein the root node represents all possible consumers; and

at least one branch to one or more leaf nodes, wherein each leaf node represents a grouping of consumers.

12. The apparatus of claim 11, wherein the grouping of consumers represented by the leaf node is a sub-grouping of a grouping of consumers represented by its branch node.

13. The apparatus of claim 11, wherein the apparatus is further configured for:

starting at the root node;

if the at least one branch exists, traversing down the at least one branch to nodes that may apply to a particular ad; and

summing values in traversed nodes to obtain an overall valuation of attributes along a traversed path.

14. The apparatus of claim 11, wherein the apparatus is further configured for:

receiving a new tree structure having a new node representing a change to the tree structure, wherein the new tree structure represents a new ad campaign; and

translating the new ad campaign into scripts.

15. The apparatus of claim 10, wherein the apparatus is further configured for using the scripts to carry out at least one of:

an update of an advertising budget;

an update to impressions statistics;

a setting of ad pricing;

an allocation of an ad; and

a spending management algorithm.

16. The apparatus of claim 10, wherein the apparatus is further configured for:

calculating an appropriate change at a particular node to correspond with a desired ad campaign update; and

providing the appropriate change as feedback to the advertiser.

17. The apparatus of claim 10, wherein the expressive bidding language is extensible with respect to at least one of:

a new targeting dimension; and

a new bidding mechanism.

18. The apparatus of claim 10, wherein the apparatus is further configured for checking for unrecognized targeting dimensions, forbidden targeting dimensions, forbidden bids and forbidden volume constraints, wherein the expressive bidding language allows the advertiser to specify targeting along dimensions that certain publishers normally do not track.