MULTI-OBJECTIVE OPTIMIZATION FOR ALLOCATION OF ADVERTISING RESOURCES
First Claim
1. A method for allocating supply and demand in connection with delivering value in exchange for revenue, comprising the steps of:
- defining a plurality of supply increments that form a total supply to be allocated to meet demand increments, wherein the demand increments fall into at least two distinct categories having at least one of quantities and revenues that differ between said categories;
projecting by computer data processing steps a relationship of at least one of the quantities and revenues for allocating the total supply between one and the other of the at least two distinct categories, wherein the proportions range from zero to a maximum proportion of the total supply, wherein a sum of projected quantities for all said proportions equals the total supply, wherein the relationship defines a range of possible proportions of allocation between the two categories, and wherein the relationship is represented by data stored in a computer data memory;
imposing at least one goal on the relationship, wherein the goal determines a point in the relationship that corresponds to a particular proportion in said relationship of quantities and revenues; and
,allocating the supply increments to the demand increments at said particular proportion by at least one of storing in the computer data memory a planned allocation and transmitting data identifying an actual allocation that causes delivery of the supply increments.
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Accused Products
Abstract
An advertising distribution system mediates and distributes advertising opportunities, especially insertions of ads on web pages, according to advertisers'"'"' representative targeting profiles. The number and characteristics of future ad impressions is forecast. A portion is allocated to guaranteed-delivery advertiser contracts and the remainder is offered on a spot market. A division between guaranteed and spot market allocations is sought to maximize revenue, taking into account a value associated with meeting the advertisers'"'"' representative profiles. The value of representativeness can be inferred from the marginal revenue of a spot market sale, and optionally weighted. The guaranteed and spot market revenues for all possible efficient allocations produces a curve. An operating point on the curve is determined by selecting a weighting factor or selecting a proportion of total revenue that shall be attributable to representativeness.
21 Citations
16 Claims
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1. A method for allocating supply and demand in connection with delivering value in exchange for revenue, comprising the steps of:
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defining a plurality of supply increments that form a total supply to be allocated to meet demand increments, wherein the demand increments fall into at least two distinct categories having at least one of quantities and revenues that differ between said categories; projecting by computer data processing steps a relationship of at least one of the quantities and revenues for allocating the total supply between one and the other of the at least two distinct categories, wherein the proportions range from zero to a maximum proportion of the total supply, wherein a sum of projected quantities for all said proportions equals the total supply, wherein the relationship defines a range of possible proportions of allocation between the two categories, and wherein the relationship is represented by data stored in a computer data memory; imposing at least one goal on the relationship, wherein the goal determines a point in the relationship that corresponds to a particular proportion in said relationship of quantities and revenues; and
,allocating the supply increments to the demand increments at said particular proportion by at least one of storing in the computer data memory a planned allocation and transmitting data identifying an actual allocation that causes delivery of the supply increments. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11)
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12. An ad distribution system for mediating a market of advertising impressions offered by media outlets to supply a demand of advertisers for advertising impressions that meet advertiser representative advertising profiles, comprising:
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a data processing system having a forecasting subsystem operable to generate a forecast of a number and character of ad impressions that are expected to become available to at least one media outlet, a first contracting subsystem operable to commit a first portion of the forecast to predetermined advertising obligations, and a second contracting subsystem operable to submit a remaining second portion of the forecast for later sale; wherein the data processing system includes an optimization subsystem operable to allocate respective proportions of the forecast number of ad impressions to the first and second portions, the optimization system establishing a relationship of at least one of quantities and revenues resulting from allocating the total supply more or less to one or the other of two categories that include said predetermined advertising obligations and said later sale, the relationship defining a range of possible proportions of allocation between the two categories; imposing at least one goal on said relationship, wherein the goal determines a point in the relationship that corresponds to a particular proportion in said relationship of quantities and revenues; wherein the data processing system is programmed to produce, store and output indicia controlling application of the ad impressions in said particular proportions. - View Dependent Claims (13, 14, 15, 16)
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Specification