System and method for deploying ads based on a content exposure interval

• US 9,767,479 B2
• Filed: 06/25/2012
• Issued: 09/19/2017
• Est. Priority Date: 06/25/2012
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Filev, Momchil, Freund, Martin
• Primary Examiner(s): Reagan, James A
• Application Number:
  US13/532,209
• Publication Number:
  US 20170140421A1
• Time in Patent Office: 1,912 Days
• Field of Search: 705 1446
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

This specification describes technologies relating to content presentation. In general, one aspect of the subject matter described in this specification can be embodied in methods that include the actions of identifying advertisements that are candidates to be provided within an advertising slot of the content segment, determining, based on respective bids, and the exposure interval, which advertisement will generate greater revenue within the advertising slot, and, providing such an advertisement in the advertising slot. Other embodiments of the various aspects include corresponding systems, apparatus, and computer program products.

Claims

1. A computer-implemented method of deploying content elements to end user computing devices via computer network based data communications, comprising:

determining, by a processor that executes instructions therein, a predicted exposure interval of content provided within a content slot of a content segment to be presented on a client device while the content segment is accessed based on an element type of an element of the content segment and a previously determined average exposure interval for a device segment including the client device;

identifying, by the processor, a candidate video content item and a candidate text content item to be provided within the content slot of the content segment, the candidate video content associated with a cost per time unit (CPT) bid having a value that is a function of an amount of time that the candidate video content item is presented on the client device while the content segment is accessed, the candidate text content item associated with a non-CPT bid having a value independent of an amount of time that the candidate text content item is presented on the client device;

determining, by the processor, a first expected value from providing the candidate video content item using an amount of the CPT bid for the candidate video content item based on the function of the amount of the predicted exposure interval that the candidate video content item is presented within the content slot of the content segment;

determining, by the processor, a second expected value from providing the candidate text content item using the non-CPT bid for the candidate text content item;

determining, by the processor, that the first expected value from providing the candidate video content item in the content slot is less than the second expected value from providing the candidate text content item in the content slot, the first expected value calculated according to the amount of the CPT bid and the predicted exposure interval, the second expected value calculated according to the non-CPT bid;

in response to determining that the first expected value is greater than the second expected value, selecting, by the processor, the candidate text content item corresponding to the non-CPT bid instead of the candidate video content item corresponding to the CPT bid for the device segment including the client device; and

providing, by the processor, the candidate text content item in the content slot for presentation on the client device responsive to selecting the candidate text content item instead of the candidate video content item.

2. The method of claim 1, comprising analyzing previous exposure instances in content segments with elements corresponding to the element type to determine the average exposure interval.

3. The method of claim 2, comprising:

analyzing the content segment to identify one or more elements of the content segment and to identify a corresponding element type of the one or more elements; and

computing the predicted exposure interval based on the corresponding element type of the one or more elements.

4. The method of claim 3, wherein the element type includes at least one of (a) media content, (b) text content, and (c) a hyperlink.

5. The method of claim 3, wherein the predicted exposure interval comprises a projected exposure interval.

6. The method of claim 1, wherein the content segment comprises a webpage.

7. The method of claim 1, wherein the content segment comprises a portion of a webpage.

8. The method of claim 1, wherein the non-CPT bid comprises at least one of (a) a cost per impression (CPM) bid and (b) a cost per click (CPC) bid.

9. The method of claim 1, wherein at least one of the candidate video content item and the candidate text content item comprises a distribution of one or more content items within the content segment.

10. The method of claim 1, comprising providing the candidate video content item within the content segment corresponding to an optimization of the first expected value.

11. The method of claim 1, comprising providing a suggested arrangement of the candidate video content item and the candidate text content item within the content segment.

12. The method of claim 1, further comprising selectively converting an association of one the candidate video content item and the candidate text content item from a first bid type to a second bid type.

13. The method of claim 12, wherein the association of the one of the candidate video content item and the candidate text content item is selectively converted from the first bid type to the second bid type based on a budgetary threshold.

14. The method of claim 1, further comprising progressively adjusting a monetization rate of the CPT bid.

15. The method of claim 14, wherein the monetization rate of the CPT bid is progressively adjusted based on one or more elements of the content segment.

16. A computer-implemented method, the method comprising:

determining, by a processor that executes code, a predicted exposure interval of content is presented on a client device within a content slot of a content segment while the content segment is accessed based on an element type of the content segment and the client device;

calculating, by the processor, a first expected revenue value based on the predicted exposure interval and a cost per time unit (CPT) bid associated with a candidate video content item, the CPT bid having a value that is a function of an amount of time that the content is presented on the client device while the content segment is displaying the candidate video content item in the content slot;

calculating, by the processor, a second expected value based on a non-CPT bid associated with a text video content item, the non-CPT bid having a value that is independent the amount of time that a candidate text content item is presented on the client device while the content segment is displaying the candidate text content item in the content slot;

determining, by the processor, that the first expected value from providing the candidate video content item in association with the CPT bid is less than the second expected value from providing the candidate text content item in association with the non-CPT bid; and

in response to determining that the first expected value is greater than the second expected value, selecting, by the processor, the candidate text content item corresponding to the non-CPT bid instead of the candidate video content item corresponding to the CPT bid for a device segment including the client device; and

responsive to selecting the candidate text content item instead of the candidate video content item, providing, over a network to the client device by the processor, the candidate text content item for presentation on the content slot of the content segment.

17. The method of claim 16, comprising analyzing the content slot to compute a target exposure interval.

18. A system, comprising:

one or more processors configured to interact with a computer-readable medium in order to perform operations comprising;

determining a exposure interval of content provided within a content slot of a content segment is to be presented on a client device while the content segment is accessed based on an element type of an element of the content segment and a previously determined average exposure interval for a device segment including the client device;

identifying a candidate video content item and a candidate text content item to be provided within the content slot of the content segment, the candidate video content item associated with a cost per time unit (CPT) bid having a value that is a function of an amount of time that the candidate video content item is presented on the client device while the content segment is accessed, the candidate text content item associated with a non-CPT bid having a value independent of an amount of time that the candidate text content item is presented on the client device;

determining a first expected value from providing the candidate video content item using an amount of the CPT bid for the candidate video content item based on the function of the amount of the predicted exposure interval that the candidate video content item is presented within the content slot of the content segment;

determining a second expected value from providing the candidate text content item using the non-CPT bid for the candidate text content item;

determining that the first expected value from providing the candidate video content item in the content slot is less than the second expected value from providing the candidate text content item in the content slot, the first expected value calculated according to the amount of the CPT bid and the predicted exposure interval, the second expected value calculated according to the non-CPT bid;

in response to determining that the first expected value is less than the second expected value, selecting the candidate text content item corresponding to the non-CPT bid instead of the candidate video content item corresponding to the CPT bid for the device segment including the client device; and

providing the candidate text content item in the content slot for presentation on the client device responsive to selecting the candidate text content item instead of the candidate video content item.

19. The system of claim 18, wherein the operations further comprise analyzing previous exposure instances using content segments with elements corresponding to the element type to determine the average exposure interval.

20. The system of claim 18, wherein the operations further comprise:

analyzing the content segment to identify one or more elements of the content segment and to identify a corresponding element type of the one or more elements; and

computing the predicted exposure interval based on the corresponding element type of the one or more elements.

21. The system of claim 20, wherein the element type includes at least one of (a) media content, (b) text content, and (c) a hyperlink.

22. The system of claim 20, wherein the predicted exposure interval comprises a projected exposure interval.

23. The system of claim 18, wherein the content segment comprises a webpage.

24. The system of claim 18, wherein the content segment comprises a portion of a webpage.

25. The system of claim 18, wherein the non-CPT bid comprises at least one of (a) a cost per impression (CPM) bid, and (b) a cost per click (CPC) bid.

26. The system of claim 18, wherein at least one of the candidate video content item and the candidate text content item comprises a distribution of one or more content items within the content segment.

27. The system of claim 18, wherein the operations further comprise providing the candidate video content item within the content segment corresponding to an optimization of the first expected value.

28. The system of claim 18, wherein the operations further comprise providing a suggested arrangement of content items within the content segment.

29. The system of claim 18, wherein the operations further comprise selectively converting an association of one of the at least two advertisements from a first bid type to a second bid type.

30. The system of claim 29, wherein the association of the one of the candidate video content item and the candidate text content item is selectively converted from the first bid type to the second bid type based on a budgetary threshold.

31. The system of claim 18, wherein the operations further comprise progressively adjusting a monetization rate of the CPT bid.

32. The system of claim 31, wherein the monetization rate of the CPT bid is progressively adjusted based on one or more elements of the content segment.

33. A system, comprising:

one or more processors configured to interact with a computer-readable medium in order to perform operations comprising;

determining a predicted exposure interval of content presented on a client device within a content slot of a content segment while the content segment is accessed based on an element type for an element of the content segment and the client device;

calculating a first expected value based on the predicted exposure interval and a cost per time unit (CPT) bid associated with a candidate video content item, the CPT bid having a value that is a function of an amount of time that the candidate video content item is presented on the client device while the content segment is displaying the candidate video content item in the content slot,

calculating a second expected value based on a non-CPT bid associated with a candidate text content item, the non-CPT bid having a value independent of an amount of time that the candidate text content item is presented on the client device while the content segment is displaying the candidate text content item in the content slot;

determining that the first expected value from providing the candidate video content item in association with the CPT bid is less than the second expected value from providing the candidate text content item in association with the non-CPT bid; and

in response to determining that the first expected value is less than the second expected value, selecting the candidate text content item corresponding to the non-CPT bid instead of the candidate video content item corresponding to the CPT bid for a device segment including the client device; and

responsive to selecting the candidate text content item instead of the candidate video content item providing, over a network to the client device, the candidate text content item for presentation on the content slot of the content segment.

34. The system of claim 33, wherein the operations further comprise analyzing the content slot to compute a target exposure interval.

35. A non-transitory computer storage medium encoded with a computer program, the computer program comprising instructions that when executed by a data processing apparatus cause the data processing apparatus to perform operations comprising:

identifying a first element and a second element of a content segment and to identify a first type for the first element a second type for the second element;

determining a predicted exposure interval of content provided within a content slot of the content segment is presented on a client device while the content segment is accessed based on the first type for the first element, the second type for the second element, and the client device;

identifying a candidate video content item and a candidate text content item to be provided within the content slot of the content segment, the candidate video content item associated with a cost per time unit (CPT) bid having a value that is a function of an amount of time that the candidate video content item is presented on the client device while the content segment is accessed, and the candidate text content item associated with a non-CPT bid having a value independent of an amount of time that the candidate text content item is presented on the client device while the content segment is accessed;

determining a first expected value from providing the candidate video content item using an amount of the CPT bid for the candidate video content item based on the function of the amount of the predicted exposure interval that the candidate video content item is presented within the content slot of the content segment;

determining a second expected value from providing the candidate text content item using the non-CPT bid for the candidate text content item;

determining that the first expected value from providing the candidate video content item in the content slot is less than the second expected value from providing the candidate text content item in the content slot, the first expected value calculated according to the amount of the CPT bid and the predicted exposure interval, the second expected value calculated according to the non-CPT bid;

in response to determining that the first expected value is less than the second expected value, selecting the candidate text content item corresponding to the non-CPT bid instead of the candidate video content item corresponding to the CPT bid for a device segment including the client device; and

providing, over a network, the candidate text content item in the content slot for presentation on the client device responsive to selecting the candidate text content item instead of the candidate video content item.