Booking and management of inventory atoms in content delivery systems

• US 8,990,103 B2
• Filed: 08/02/2010
• Issued: 03/24/2015
• Est. Priority Date: 08/02/2010
• Status: Active Grant

• Current Assignee: Apple Inc.
• Original Assignee: Apple Inc.
• Inventors: Priyadarshan, Eswar, Grigorovici, Dan Marius, Abdala, Omar, Duong, Hao
• Primary Examiner(s): Myhre, James W
• Application Number:
  US12/848,721
• Publication Number:
  US 20120030036A1
• Time in Patent Office: 1,695 Days
• Field of Search: 705/14.48, 705/14.42
• US Class Current: 705/14.42
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Systems and methods for managing electronic content from multiple content providers in a dynamic environment are provided. In operation, an advertiser can plan and book an electronic advertisement campaign by providing a campaign request specifying a requested inventory slot of atoms in an inventory space and other associated data. Thereafter, a proposed campaign can be generated based on an estimated availability of the atoms and any performance criteria specified by the advertiser. Once the proposed campaign is accepted and booked, the proposed campaign can be managed along with other active campaigns. These active campaigns can be managed based on a relative priority of the campaigns and an estimated availability for the atoms in the inventory space.

Claims

1. A computer-implemented method, comprising:

identifying active electronic campaigns associated with a content delivery system, each of the active electronic campaigns specifying a performance criteria, campaign metadata, and an inventory slot comprising atoms from an inventory space being managed by the content delivery system;

computing, via a processor, a priority ranking associated with the active campaigns; and

allocating the atoms to the active electronic campaigns during the next time interval according to the atom order indicated in the priority ranking and based at least on an availability of the atoms during the next time interval and the performance criteria, the performance criteria specifying an interval cap that limits a number of atoms that may be assigned to a respective active electronic campaign for the next time interval, the next time interval being shorter than a length of an active electronic campaign duration, wherein each of the atoms represents available targets for a segment of characteristics, the allocating further comprising;

estimating a first availability of the atoms for the inventory slot during the next time interval based on at least a past performance and a past allocation of the atoms in the inventory space,

estimating a second availability of the atoms for the inventory slot for subsequent time intervals during a length of a selected active electronic campaign based on at least a past performance and a past allocation of the atoms in the inventory space,

increasing the interval cap for the next time interval when the second availability of atoms for the subsequent time intervals is insufficient to meet the performance criteria,

assigning at least a portion of available atoms to the selected active electronic campaign based at least on the increased interval cap, and

marking the available atoms assigned to the selected active electronic campaign as unavailable for other active electronic campaigns.

2. The method of claim 1, wherein the priority ranking comprises an atom allocation priority indicating an order for allocating each of the atoms to the active electronic campaigns during a next time interval, wherein the priority ranking is based on a targeting granularity of respective slots associated with the active electronic campaigns, and wherein computing the priority ranking further comprises:

determining a relative priority of the active campaigns based on a pre-defined priority criteria, the pre-defined priority criteria being based on a remaining time associated with each of the active campaigns, and wherein the relative priority is used to allocate an atom required by multiple campaigns to an active campaign selected based on the relative priority; and

specifying as the priority ranking a list of the active campaigns ordered according to the relative priority.

3. The method claim 1, wherein the step of allocating further comprises:

prior to allocating the atoms, selecting a highest ranked one of the active campaigns based on the priority ranking;

after assigning at least a portion of the available atoms, selecting a next highest ranked one of the active campaigns based on the priority ranking; and

repeating the steps of selecting and assigning until the active campaigns in the priority ranking are exhausted.

4. The method of claim 1, wherein the priority ranking is based on a weighted combination of time remaining, atoms targeted, and invitational content provider preferences.

5. A non-transitory computer-readable medium having stored therein instructions which, when executed by a processor, cause the processor to perform operations comprising:

receiving a campaign request generated at a user interface, the campaign request comprising a performance criteria, campaign metadata, and at least one requested inventory slot of atoms from an inventory space managed by a content delivery system, wherein each of the atoms represents a portion of traffic for a segment of characteristics;

delivering a proposed campaign to the user interface, the proposed campaign comprising a proposed inventory slot of atoms based on the campaign request and an estimate of an availability of atoms in the inventory space; and

responsive to an acceptance of the proposed campaign at the user interface, allocating atoms from the inventory space during a next time interval to at least one of the proposed campaign and other previously accepted campaigns,

wherein the content delivery system allocates atoms from the inventory space based on at least the availability of atoms in the inventory space during the next time interval, the performance criteria, and the campaign metadata of the campaign request, the performance criteria specifying an interval cap that limits a number of atoms allocated for a time interval, the time interval being shorter than a length of an accepted campaign duration, the allocating comprising;

estimating a first availability of the atoms for the slot during the next time interval based on at least a past performance and a past allocation of the atoms in the inventory space,

estimating a second availability of the atoms for the slot for subsequent time intervals during a length of a selected campaign based on at least a past performance and a past allocation of the atoms in the inventory space,

increasing the interval cap for the next time interval when the availability of atoms for the subsequent time intervals is insufficient to meet the performance criteria,

assigning at least a portion of the available atoms to the selected campaign based at least on the increased interval cap, and

marking the assigned atoms as unavailable for other campaigns.

6. The non-transitory computer-readable medium of claim 5, wherein the step of delivering further comprises:

modeling an availability of the atoms based on at least a history of the atoms in the inventory space; and

determining a proposed inventory slot for fulfilling the campaign request based on the modeled availability of the atoms and the performance criteria.

7. The non-transitory computer-readable medium of claim 6, wherein the proposed inventory slot identifies a proposed allocation of atoms from the inventory space during the next time interval and one or more subsequent time intervals.

8. The non-transitory computer-readable medium of claim 5, wherein the step of allocating further comprises:

generating a priority ranking of campaigns based on at least the campaign metadata; and

associating atoms having availability during the next time interval with at least a portion of the campaigns based on at least the priority ranking.

9. The non-transitory computer-readable medium of claim 8, wherein the step of generating the priority ranking further comprises:

determining a relative priority of the atoms for allocating to campaigns based on a pre-defined priority criteria; and

specifying a list of atoms for allocating to campaigns ordered according to the relative priority.

10. The non-transitory computer-readable medium claim of 8, wherein the step of associating further comprises:

prior to allocating atoms, selecting a highest ranked campaign based on the priority ranking;

after assigning the portion of the atoms, selecting a next highest ranked campaign based on the priority ranking; and

repeating the steps of selecting and assigning until all the atoms have been allocated to the campaigns.

11. An advertisement server, comprising:

a storage element for storing data identifying one or more active electronic advertisement campaigns, each of the active campaigns specifying a performance criteria, campaign metadata, and at least one inventory slot comprising atoms from an inventory space, wherein each atom represents a portion of traffic for a segment of characteristics; and

a processing element for managing the atoms from the inventory space, wherein the processing element is configured for;

computing a priority ranking of the active campaigns for a next time interval based on at least on the campaign metadata, and

allocating the atoms to the active campaigns during the next time interval according to the priority ranking based at least on an availability of the atoms during the next time interval and the performance criteria, the performance criteria specifying an interval cap that limits a number of atoms to allocate for a time interval, the time interval being shorter than a length of an active campaign duration, the allocating comprising;

estimating a first availability of the atoms for the slot during the next time interval based on at least a past performance and a past allocation of the atoms in the inventory space,

estimating a second availability of the atoms for the slot for subsequent time intervals during the length of a selected campaign based on at least a past performance and a past allocation of the atoms in the inventory space,

increasing the interval cap for the next time interval when the availability of atoms for the subsequent time intervals is insufficient to meet the performance criteria, and

assigning at least a portion of the available atoms to the selected campaign based at least on the increased interval cap and marking the assigned atoms as unavailable for other campaigns.

12. The server of claim 11, wherein the storage element is further configured for storing past performance and past allocation of the atoms in the inventory space, and wherein the processing element is further configured for estimating the availability of the atoms during the next time interval using a model based on at least the past performance and the past allocation.

13. The server of claim 11, wherein the processing element is further configured for allocating the atoms by generating a priority ranking of the active campaigns based on at least the campaign metadata and associating the atoms having availability during the next time interval with at least a portion of the active campaigns based on at least the priority ranking.

14. The server of claim 13, wherein the processing element is further configured for generating the ranking by determining a relative priority of the active campaigns based on a pre-defined priority criteria and specifying as the priority ranking a list of the active campaigns ordered according to the relative priority.

15. The server of claim 13, wherein the processing element is further configured for associating atoms by:

prior to allocating the atoms, selecting a highest ranked campaign based on the priority ranking;

after assigning the portion of the atoms, selecting a next highest ranked campaign based on the priority ranking; and

repeating the assigning and selecting until the active campaigns in the priority ranking are fully allocated with atoms.

16. A content delivery system, comprising:

a processor;

an allocation module configured to control the processor to allocate atoms from an inventory space during a next time interval to one or more active campaigns based on at least an availability of the atoms during a next time interval, performance criteria, and campaign metadata associated with the active campaigns, the performance criteria specifying an interval cap that limits a number of atoms for allocating for a time interval, the time interval being shorter than a length of an active campaign duration, wherein each atom represents a portion of traffic for a segment of characteristics, the allocating comprising;

estimating a first availability of the atoms for the slot during the next time interval based on at least a past performance and a past allocation of the atoms in the inventory space,

estimating a second availability of the atoms for the slot for subsequent time intervals during the length of a selected campaign based on at least a past performance and a past allocation of the atoms in the inventory space,

increasing the interval cap for the next time interval when the second availability of atoms for the subsequent time intervals is insufficient to meet the performance criteria, and

assigning at least a portion of the available atoms to the selected campaign based at least on the increased interval cap, and

marking the assigned atoms as unavailable for other campaigns;

a storage element for storing a history of the atoms, the history comprising a past allocation and a past performance of the atoms; and

a booking module configured to control the processor to generate at least one additional active campaign based on a campaign request and an estimate of the availability of the atoms in the inventory space,

wherein the campaign request comprises at least one requested inventory slot, a performance criteria, and campaign metadata, the requested inventory slot identifying a requested portion of atoms from an inventory space during one or more requested time intervals, and wherein the estimate is based on at least the history.

17. The system of claim 16, wherein the booking module is further configured to control the processor to model an availability of the atoms based on at least a past performance and a past allocation of the atoms in the inventory space, and assemble the additional active campaign based on a proposed inventory slot for fulfilling the campaign request based on the modeled availability of the atoms and the performance criteria.

18. The system of claim 17, wherein the proposed inventory slot identifies a proposed allocation of atoms from the inventory space during one or more proposed time intervals.

19. The system of claim 16, wherein the allocation module is configured to control the processor to allocate the atoms by generating a priority ranking of the accepted campaigns based at least on the campaign metadata, and associating the atoms having availability during the next time interval with at least a portion of the accepted campaigns based on at least the priority ranking.

20. The system of claim 19, wherein the allocation module is configured to control the processor to generate the priority ranking by determining a relative priority of the accepted campaigns based on a pre-defined priority criteria, and specifying as the priority ranking a list of the accepted campaigns ordered according to the relative priority.

21. The system of claim 19, wherein the allocation module is configured to control the processor to associate the atoms by:

prior to allocating atoms, selecting a highest ranked one of the active campaigns based on the priority ranking,

after assigning the portion of the atoms, selecting a next highest ranked one of the active campaigns based on the priority ranking, and

repeating the assigning and selecting until the active campaigns in the priority ranking are exhausted.