PACING OBJECTIVES OF AN ADVERTISING CAMPAIGN THROUGHOUT A DURATION OF THE ADVERTISING CAMPAIGN

• US 20190259055A1
• Filed: 05/01/2019
• Published: 08/22/2019
• Est. Priority Date: 01/24/2014
• Status: Active Grant

• Current Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Original Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Inventors: Karande, Chinmay Deepak, Jiang, Xiaohu, Zhu, Zhengyong
• Granted Patent: US 10,650,406 B2
• Time in Patent Office: Days
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds

Abstract

An advertiser specifies an advertising campaign along with a budget, a duration and one or more objectives associated with the advertising campaign. An online system presenting advertisements from the advertising campaign determines an interval representing a portion of the duration, an interval budget, and one or more interval objectives. Historical information describing selection and presentation of advertisements by the online system is retrieved, and used to determine one or more filters limiting the number of opportunities to present an advertisement in which advertisements from the advertising campaign are included. The scaling filters may be based on the one or more interval objectives, bid amounts determined for advertisements in the advertising campaign, and bid amounts associated with advertisements previously selected for presentation form the historical data.

Claims

1. A method comprising:

receiving information for an advertising campaign including one or more advertisements for presentation to one or more users of a social networking system, the advertising campaign associated with a budget and an impression objective;

determining an interval impression objective specifying a first portion of the impression objective to be completed in an interval of the advertising campaign, the interval representing a portion of the duration of the advertising campaign;

determining, by a computer, a scaling filter based at least on a combination of the interval impression objective and the budget, the scaling filter being usable to select one or more advertisements of the advertising campaign for inclusion in advertisement auctions;

tracking, by the computer, a performance of the advertising campaign during a first interval, the performance comprising an impression count counting times an advertisement from the advertising campaign was presented to users of the social networking system;

determining an updated interval impression objective specifying a second portion of the impression objective to be completed in a new interval of the advertising campaign based at least on the performance of the advertising campaign during the first interval;

modifying, by the computer, the scaling filter based at least on the updated interval impression objective.

2. The method of claim 1, further comprising:

determining a predicted number of impressions during the interval;

wherein the scaling filter is further based on the predicted number of impressions.

3. The method of claim 2, wherein determining the predicted performance of the advertising campaign comprises:

retrieving information describing previously completed auctions selecting one or more advertisements for presentation to users, the retrieved information including bid amounts associated with advertisements in the previously completed auctions; and

determining a number of the previously completed auctions in which an advertisement from the advertising campaign would have been selected, based at least in part on the retrieved information and bid amounts associated with advertisements in the advertising campaign;

wherein the predicted performance is calculated based on the number of previously completed auctions in which an advertisement from the advertising campaign would have been selected.

4. The method of claim 2, wherein the scaling filter is a ratio of the interval impression objective to the predicted number of impressions during the interval.

5. The method of claim 1, wherein determining the interval impression objective comprises:

determining a target impression objective specifying a number of impressions at a completion of the interval;

determining a current number of impressions associated with the advertising campaign;

comparing the target impression objective to the current number of impressions; and

determining the interval impression objective based at least in part on the comparison.

6. The method of claim 1, further comprising:

during the first interval, updating the scaling filter based on the tracked performance.

7. The method of claim 1, further comprising:

during the first interval;

identifying a first plurality of opportunities to present advertisements to users of the social networking system,

determining whether to include one or more advertisements from the advertising campaign in auctions associated with the first plurality of identified opportunities based at least in part on the scaling filter.

8. The method of claim 1, wherein the scaling filter is a percentage of auctions in which advertisements from the advertising campaign will be included.

9. The method of claim 1, wherein the advertising campaign is also associated with a reach objective, the method further comprising:

determining an interval reach objective specifying a first portion of the reach objective to be completed in the interval of the advertising campaign; and

determining, by the computer, an additional scaling filter based at least on a combination of the interval reach objective and the budget, the additional scaling filter also usable to select one or more advertisements of the advertising campaign for inclusion in advertisement auctions.

10. The method of claim 9, wherein the additional scaling filter is a percentage of auctions for opportunities to present advertisements to users not previously presented with at least one advertisement from the advertising campaign in which an advertisement from the advertising campaign will be included.

11. A method comprising:

receiving information for an advertising campaign including one or more advertisements for presentation to one or more users of a social networking system, the advertising campaign associated with a budget and a reach objective;

determining an interval reach objective specifying a first portion of the reach objective to be completed in an interval of the advertising campaign, the interval representing a portion of the duration of the advertising campaign;

determining, by a computer, a scaling filter based at least on a combination of the interval reach objective and the budget, the scaling filter being usable to select one or more advertisements of the advertising campaign for inclusion in advertisement auctions;

tracking, by the computer, a performance of the advertising campaign during a first interval, the performance comprising a reach count counting times an advertisement from the advertising campaign was presented to users of the social networking system not previously presented with at least one advertisement from the advertising campaign;

determining an updated interval reach objective specifying a second portion of the reach objective to be completed in a new interval of the advertising campaign based at least on the performance of the advertising campaign during the first interval;

modifying, by the computer, the scaling filter based at least on the updated interval reach objective.

12. The method of claim 11, further comprising:

determining a predicted number of reach during the interval;

wherein the scaling filter is further based on the predicted number of reach.

13. The method of claim 12, wherein determining the predicted performance of the advertising campaign comprises:

retrieving information describing previously completed auctions selecting one or more advertisements for presentation to users, the retrieved information including bid amounts associated with advertisements in the previously completed auctions; and

determining a number of the previously completed auctions in which an advertisement from the advertising campaign would have been selected, based at least in part on the retrieved information and bid amounts associated with advertisements in the advertising campaign;

wherein the predicted performance is calculated based on the number of previously completed auctions in which an advertisement from the advertising campaign would have been selected.

14. The method of claim 12, wherein the scaling filter is a ratio of the interval reach objective to the predicted number of reach during the interval.

15. The method of claim 11, wherein determining the interval reach objective comprises:

determining a target reach objective specifying a number of reach at a completion of the interval;

determining a current number of reach associated with the advertising campaign;

comparing the target reach objective to the current number of reach; and

determining the interval reach objective based at least in part on the comparison.

16. The method of claim 11, further comprising:

during the first interval, updating the scaling filter based on the tracked performance.

17. The method of claim 11, further comprising:

during the first interval;

identifying a first plurality of opportunities to present advertisements to users of the social networking system not previously presented with at least one advertisement from the advertising campaign,

determining whether to include one or more advertisements from the advertising campaign in auctions associated with the first plurality of identified opportunities based at least in part on the scaling filter.

18. The method of claim 11, wherein the scaling filter is a percentage of auctions in which advertisements from the advertising campaign will be included.

19. A non-transitory computer-readable storage medium storing instructions that, when executed by a processor, cause the process to performs steps comprising:

receiving information for an advertising campaign including one or more advertisements for presentation to one or more users of a social networking system, the advertising campaign associated with a budget and an impression objective;

determining an interval impression objective specifying a first portion of the impression objective to be completed in an interval of the advertising campaign, the interval representing a portion of the duration of the advertising campaign;

determining, by a computer, a scaling filter based at least on a combination of the interval impression objective and the budget, the scaling filter being usable to select one or more advertisements of the advertising campaign for inclusion in advertisement auctions;

tracking, by the computer, a performance of the advertising campaign during a first interval, the performance comprising an impression count counting times an advertisement from the advertising campaign was presented to users of the social networking system;

determining an updated interval impression objective specifying a second portion of the impression objective to be completed in a new interval of the advertising campaign based at least on the performance of the advertising campaign during the first interval;

modifying, by the computer, the scaling filter based at least on the updated interval impression objective.

20. The storage medium of claim 19, the steps further comprising:

determining a predicted number of impressions during the interval;

wherein the scaling filter is further based on the predicted number of impressions.