Content exposure interval based content item deployment

• US 10,740,788 B2
• Filed: 06/26/2017
• Issued: 08/11/2020
• Est. Priority Date: 06/25/2012
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google LLC (Alphabet Inc.)
• Inventors: Filev, Momchil, Freund, Martin
• Primary Examiner(s): Reagan, James A
• Application Number:
  US15/632,924
• Publication Number:
  US 20170293936A1
• Time in Patent Office: 1,142 Days
• Field of Search: 709205, 709229
• 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 system to deploy content elements to client devices in computer-networked environments, comprising:

a data processing system having one or more processors to;

determine a predicted exposure interval of content provided within a content slot of a content segment to be presented on a client device based on an element type of an element on the content segment and a previously determined average exposure interval for a device segment including the client device, the predicted exposure interval indicating an amount of time that the content provided within the content slot of the content segment is likely to be viewed via a viewport of the client device;

identify a first candidate text content item to be inserted into the content slot of the content segment, the first candidate text content item having a first number of characters and associated with a time-based selection parameter having a value dependent on an amount of time of presentation on the client device;

identify a second candidate text content item to be inserted into the content slot of the content segment, the second candidate text content item having a second number of characters less than the first number of characters and associated with a non-time-based selection parameter having a value independent of the amount of time of presentation on the client device;

determine a first expected value from providing the first candidate text content item based on the time-based selection parameter and the predicted exposure time interval of content provided within the content slot;

determine a second expected value from providing the second candidate text content item using the non-time-based selection parameter;

determine that the first expected value from providing the first candidate text content item with the first number of characters less than the second number of characters is less than the second expected value from providing the second candidate text content item;

select the second candidate text content item instead of the first candidate text content item responsive to the determination that the first expected value is less than the second expected value; and

provide the second candidate text content item for insertion into the content slot of the content segment for presentation on the client device, responsive to the selection of the second candidate text content item instead of the first candidate text content item.

2. The system of claim 1, comprising:

the data processing system configured to;

identify a first number of words from the first candidate text content item;

identify a second number of words from the second candidate text content item;

determine a first target exposure interval for the first candidate text content item based on the first number of words;

determine a second target exposure interval for the second candidate text content item based on the second number of words;

determine the first expected value from providing the first candidate text content item based on the time-based selection parameter, the predicted exposure time interval of content provided within the content slot, and the first target exposure interval; and

determine the second expected value from providing the second candidate text content item based on the non-time-based selection parameter, the predicted exposure time interval of content provided within the content slot, and the second target exposure interval.

3. The system of claim 1, comprising:

the data processing system configured to;

determine a first target exposure interval for the first candidate text content item based on the first number of characters;

determine a second target exposure interval for the second candidate text content item based on the second number of characters;

determine the first expected value from providing the first candidate text content item based on the time-based selection parameter, the predicted exposure time interval of content provided within the content slot, and the first target exposure interval; and

determine the second expected value from providing the second candidate text content item based on the non-time-based selection parameter, the predicted exposure time interval of content provided within the content slot, and the second target exposure interval.

4. The system of claim 1, comprising:

the data processing system configured to;

determine a first target exposure interval for the first candidate text content item based on the first number of characters;

determine a second target exposure interval for the second candidate text content item based on the second number of characters;

associate the first candidate text content item with the time-based selection parameter based on the first target exposure interval; and

associate the second candidate text content item with the non-time-based selection parameter based on the second target exposure interval.

5. The system of claim 1, comprising:

the data processing system configured to;

determine a first target exposure interval for the first candidate text content item based on the first number of characters;

determine a second target exposure interval for the second candidate text content item based on the second number of characters;

determine the first expected value from providing the first candidate text content item based on the time-based selection parameter, the predicted exposure time interval of content provided within the content slot, and the first target exposure interval;

determine a third expected value from providing the first candidate text content item based on the non-time-based selection parameter, the predicted exposure time interval of content provided within the content slot, and the first target exposure interval;

determine that the first expected value is greater than the third expected value;

associate the first candidate text content item with the time-based selection parameter, responsive to the determination that the first expected value is greater than the third expected value;

determine the second expected value from providing the second candidate text content item based on the non-time-based selection parameter, the predicted exposure time interval of content provided within the content slot, and the second target exposure interval;

determine a fourth expected value from providing the second candidate text content item based on the time-based selection parameter, the predicted exposure time interval of content provided within the content slot, and the second target exposure interval;

determine that the second expected value is greater than the fourth expected value; and

associate the second candidate text content item with the non-time-based selection parameter, responsive to the determination that the second expected value is greater than the fourth expected value.

6. The system of claim 1, comprising:

the data processing system configured to;

identify the first candidate text content item to be inserted into the content slot of the content segment, the first candidate text content item initially associated with the non-time-based selection parameter;

identify the second candidate text content item to be inserted into the content slot of the content segment, the second candidate text content item initially associated with the time-based selection parameter;

determine a third expected value from providing the first candidate text content item based on the non-time-based selection parameter and the predicted exposure time interval of content provided within the content slot;

determine that the third expected value exceeds a first constraint for the first candidate text content item;

associate the first candidate text content item with the time-based selection parameter, responsive to the determination that the third expected value exceeds the first constraint;

determine a fourth expected value from providing the second candidate text content item based on the time-based selection parameter and the predicted exposure time interval of content provided within the content slot;

determine that the fourth expected value exceeds a second constraint for the second candidate text content item; and

associate the second candidate text content item with the non-time-based selection parameter, responsive to the determination that the fourth expected value exceeds the second constraint.

7. The system of claim 1, comprising:

the data processing system configured to;

identify an actual exposure time of a third candidate text content item provided on a second content slot of the content segment for presentation on the client device, the third candidate text content item associated with the time-based selection parameter; and

determine an actual return value for the third candidate text content item based on the time-based selection parameter and the actual exposure time of the third candidate text content item.

8. The system of claim 1, comprising:

the data processing system configured to;

identify a candidate video content item to be inserted into the content slot of the content segment, the second video text content item associated with the time-based selection parameter having the value dependent on the amount of time of presentation on the client device;

determine a third expected value from providing the candidate video content item based on the time-based selection parameter and the predicted exposure time interval of content provided within the content slot;

determine that the third expected value from providing the candidate video content item is less than the second expected value from providing the second candidate text content item; and

select the second candidate text content item instead of the first candidate text content item and the second candidate text content item responsive to the determination that the third expected value is less than the first expected value.

9. The system of claim 1, comprising:

the data processing system configured to;

analyze the content segment to identify elements of the content segment and to identify a corresponding element type of each element; and

determine the predicted exposure interval based on the corresponding element of type of each element on the content segment.

10. The system of claim 1, comprising:

the data processing system configured to;

identify the first candidate text content item to be inserted into the content slot of the content segment, the first candidate text content item associated with the time-based selection parameter including a cost per time (CPT) unit bid value; and

identify the second candidate text content item to be inserted into the content slot of the content segment, the second candidate text content item associated with the non-time-based selection parameter including a non-CPT unit bid value.

11. A method of deploying content elements to client devices in computer-networked environments, comprising:

determining, by a data processing system having one or more processors, a predicted exposure interval of content provided within a content slot of a content segment to be presented on a client device based on an element type of an element on the content segment and a previously determined average exposure interval for a device segment including the client device, the predicted exposure interval indicating an amount of time that the content provided within the content slot of the content segment is likely to be viewed via a viewport of the client device;

identifying, by the data processing system, a first candidate text content item to be inserted into the content slot of the content segment, the first candidate text content item having a first number of characters and associated with a time-based selection parameter having a value dependent on an amount of time of presentation on the client device;

identifying, by the data processing system, a second candidate text content item to be inserted into the content slot of the content segment, the second candidate text content item having a second number of characters less than the first number of characters and associated with a non-time-based selection parameter having a value independent of the amount of time of presentation on the client device;

determining, by the data processing system, a first expected value from providing the first candidate text content item based on the time-based selection parameter and the predicted exposure time interval of content provided within the content slot;

determining, by the data processing system, a second expected value from providing the second candidate text content item using the non-time-based selection parameter;

determining, by the data processing system, that the first expected value from providing the first candidate text content item with the first number of characters less than the second number of characters is less than the second expected value from providing the second candidate text content item;

selecting, by the data processing system, the second candidate text content item instead of the first candidate text content item responsive to determining that the first expected value is less than the second expected value; and

providing, by the data processing system, the second candidate text content item for insertion into the content slot of the content segment for presentation on the client device, responsive to selecting the second candidate text content item instead of the first candidate text content item.

12. The method of claim 11, comprising:

identifying, by the data processing system, a first number of words from the first candidate text content item;

identifying, by the data processing system, a second number of words from the second candidate text content item;

determining, by the data processing system, a first target exposure interval for the first candidate text content item based on the first number of words;

determining, by the data processing system, a second target exposure interval for the second candidate text content item based on the second number of words;

determining, by the data processing system, the first expected value from providing the first candidate text content item based on the time-based selection parameter, the predicted exposure time interval of content provided within the content slot, and the first target exposure interval; and

determining, by the data processing system, the second expected value from providing the second candidate text content item based on the non-time-based selection parameter, the predicted exposure time interval of content provided within the content slot, and the second target exposure interval.

13. The method of claim 11, comprising:

determining, a first target exposure interval for the first candidate text content item based on the first number of characters;

determining, by the data processing system, a second target exposure interval for the second candidate text content item based on the second number of characters;

determining, by the data processing system, the first expected value from providing the first candidate text content item based on the time-based selection parameter, the predicted exposure time interval of content provided within the content slot, and the first target exposure interval; and

determining, by the data processing system, the second expected value from providing the second candidate text content item based on the non-time-based selection parameter, the predicted exposure time interval of content provided within the content slot, and the second target exposure interval.

14. The method of claim 11, comprising:

determining, by the data processing system, a first target exposure interval for the first candidate text content item based on the first number of characters;

determining, by the data processing system, a second target exposure interval for the second candidate text content item based on the second number of characters;

associating, by the data processing system, the first candidate text content item with the time-based selection parameter based on the first target exposure interval; and

associating, by the data processing system, the second candidate text content item with the non-time-based selection parameter based on the second target exposure interval.

15. The method of claim 11, comprising:

determining, by the data processing system, a first target exposure interval for the first candidate text content item based on the first number of characters;

determining, by the data processing system, a second target exposure interval for the second candidate text content item based on the second number of characters;

determining, by the data processing system, the first expected value from providing the first candidate text content item based on the time-based selection parameter, the predicted exposure time interval of content provided within the content slot, and the first target exposure interval;

determining, by the data processing system, a third expected value from providing the first candidate text content item based on the non-time-based selection parameter, the predicted exposure time interval of content provided within the content slot, and the first target exposure interval;

determining, by the data processing system, that the first expected value is greater than the third expected value;

associating, by the data processing system, the first candidate text content item with the time-based selection parameter, responsive to the determination that the first expected value is greater than the third expected value;

determining, by the data processing system, the second expected value from providing the second candidate text content item based on the non-time-based selection parameter, the predicted exposure time interval of content provided within the content slot, and the second target exposure interval;

determining, by the data processing system, a fourth expected value from providing the second candidate text content item based on the time-based selection parameter, the predicted exposure time interval of content provided within the content slot, and the second target exposure interval;

determining, by the data processing system, that the second expected value is greater than the fourth expected value; and

associating, by the data processing system, the second candidate text content item with the non-time-based selection parameter, responsive to the determination that the second expected value is greater than the fourth expected value.

16. The method of claim 11, comprising:

identifying, by the data processing system, the first candidate text content item to be inserted into the content slot of the content segment, the first candidate text content item initially associated with the non-time-based selection parameter;

identifying, by the data processing system, the second candidate text content item to be inserted into the content slot of the content segment, the second candidate text content item initially associated with the time-based selection parameter;

determining, by the data processing system, a third expected value from providing the first candidate text content item based on the non-time-based selection parameter and the predicted exposure time interval of content provided within the content slot;

determining, by the data processing system, that the third expected value exceeds a first constraint for the first candidate text content item;

associating, by the data processing system, the first candidate text content item with the time-based selection parameter, responsive to the determination that the third expected value exceeds the first constraint;

determining, by the data processing system, a fourth expected value from providing the second candidate text content item based on the time-based selection parameter and the predicted exposure time interval of content provided within the content slot;

determining, by the data processing system, that the fourth expected value exceeds a second constraint for the second candidate text content item; and

associating, by the data processing system, the second candidate text content item with the non-time-based selection parameter, responsive to the determination that the fourth expected value exceeds the second constraint.

17. The method of claim 11, comprising:

identifying, by the data processing system, an actual exposure time of a third candidate text content item provided on a second content slot of the content segment for presentation on the client device, the third candidate text content item associated with the time-based selection parameter; and

determining, by the data processing system, an actual return value for the third candidate text content item based on the time-based selection parameter and the actual exposure time of the third candidate text content item.

18. The method of claim 11, comprising:

identifying, by the data processing system, a candidate video content item to be inserted into the content slot of the content segment, the second video text content item associated with the time-based selection parameter having the value dependent on the amount of time of presentation on the client device;

determining, by the data processing system, a third expected value from providing the candidate video content item based on the time-based selection parameter and the predicted exposure time interval of content provided within the content slot;

determining, by the data processing system, that the third expected value from providing the candidate video content item is less than the second expected value from providing the second candidate text content item; and

selecting, by the data processing system, the second candidate text content item instead of the first candidate text content item and the second candidate text content item responsive to the determination that the third expected value is less than the first expected value.

19. The method of claim 11, comprising:

analyzing, by the data processing system, the content segment to identify the elements of the content segment and to identify a corresponding element type of each element; and

determining, by the data processing system, the predicted exposure interval based on the corresponding element of type of each element on the content segment.

20. The method of claim 11, comprising:

identifying, by the data processing system, the first candidate text content item to be inserted into the content slot of the content segment, the first candidate text content item associated with the time-based selection parameter including a cost per time (CPT) unit bid value; and

identifying, by the data processing system, the second candidate text content item to be inserted into the content slot of the content segment, the second candidate text content item associated with the non-time-based selection parameter including a non-CPT unit bid value.