Methods for determining targeting parameters and bids for online ad distribution

Patent metadata

Field	Value
Publication number	US-10997634-B2
Application number	US-201916695562-A
Country	US
Kind code	B2
Filing date	Nov 26, 2019
Priority date	Jun 8, 2016
Publication date	May 4, 2021
Grant date	May 4, 2021

Abstract

Systems and methods are disclosed herein for distributing online ads with electronic content according to online ad request targeting parameters. One embodiment of this technique involves placing online test ads across multiple online ad request dimensions and tracking a performance metric for the online test ads. The performance of the online ad request dimensions is estimated based on the tracking of the performance metric for the online test ads and online ad request targeting parameters are established for spending a budget of a campaign to place online ads in response to online ad requests having particular online ad request dimensions. Online ads are then distributed based on using the online ad request targeting parameters to select online ad requests.

First claim

What is claimed is:

1. A method for distributing online ads with electronic content using optimized bidding, the method comprising:
identifying online ad request targets based on targeting parameters, the targeting parameters established for spending a budget to place online ads in response to online ad requests having particular online ad request dimensions;
determining, via the processor, bid landscapes for individual online ad request targets, the bid landscapes identifying an expected performance metric for different incurred bid costs;
executing, via the processor, an optimization to determine bid values for the online ad request targets to spend a campaign budget to maximize the performance metric, wherein executing the optimization comprises:
dividing the targeting parameters into primary dimensions and secondary dimensions,
performing the optimization using the primary dimensions without using the secondary dimensions, and
computing adjusted bids using the secondary dimensions; and
distributing online ads based on the identified online ad request targets and determined bid values for the online ad request targets.

2. The method of claim 1 , wherein the bidding is optimized for second price auctions.

3. The method of claim 1 , wherein determining the bid landscape uses historical cost and performance data.

4. The method of claim 1 further comprising performing the method on a daily basis to allocate a daily budget to current day online ad request targets.

5. The method of claim 1 wherein the performance metric is revenue per thousand impressions (RPMs).

6. The method of claim 5 further comprising estimating RPM at the portfolio level, at the campaign level, and bid-level and uses higher level estimates to smooth lower level estimates.

7. A method for distributing online ads with electronic content according to online ad request targeting parameters and optimized bidding, the method comprising:
placing online test ads across an online ad request dimensions, where the online ad request dimensions represent multiple attributes of online ad requests;
tracking a performance metric for the online test ads;
estimating, via a processor, performance of the online ad request dimensions based on the tracking of the performance metric for the online test ads;
identifying online ad request targets having respective combinations of the online ad request dimensions;
determining, via the processor, bid landscapes for individual online ad request targets, the bid landscapes identifying an expected performance metric for different incurred bid costs;
executing, via the processor, an optimization to determine bid values for the online ad request targets to spend a campaign budget to maximize the performance metric, wherein executing the optimization comprises:
dividing the targeting parameters into primary dimensions and secondary dimensions, performing the optimization using the primary dimensions without using the secondary dimensions, and
computing adjusted bids using the secondary dimensions; and
distributing online ads based on the identified online ad request targets and determined bid values for the online ad request targets.

8. A system for distributing online ads with electronic content using optimized bidding, the method comprising:
at least one memory including instructions; and
at least one processor that is operably coupled to the at least one memory and that is arranged and configured to execute the instructions that, when executed, cause the at least one processor to:
identify online ad request targets based on targeting parameters, the targeting parameters established for spending a budget to place online ads in response to online ad requests having particular online ad request dimensions;
determine bid landscapes for individual online ad request targets, the bid landscapes identifying an expected performance metric for different incurred bid costs;
execute an optimization to determine bid values for the online ad request targets to spend a campaign budget to maximize the performance metric, wherein executing the optimization comprises:
dividing the targeting parameters into primary dimensions and secondary dimensions,
performing the optimization using the primary dimensions without using the secondary dimensions, and
computing adjusted bids using the secondary dimensions; and
distribute online ads based on the identified online ad request targets and determined bid values for the online ad request targets.

9. The system of claim 8 , wherein the bidding is optimized for second price auctions.

10. The system of claim 8 , wherein determining the bid landscape uses historical cost and performance data.

11. The system of claim 8 further comprising instructions that, when executed, are configured to cause the at least one processor to perform on a daily basis to allocate a daily budget to current day online ad request targets.

12. The system of claim 8 wherein the performance metric is revenue per thousand impressions (RPMs).

13. The system of claim 12 further comprising instructions that, when executed, are configured to cause the at least one processor to estimate RPM at the portfolio level, at the campaign level, and bid-level and uses higher level estimates to smooth lower level estimates.

Assignees

• Adobe Inc

Inventors

• Pai Deepak
• Nguyen Trung
• Wang Sy Bor
• Mathew Jose
• Pani Abhishek
• Gupta Neha

Classifications

• G06Q30/0277

  Online advertisement · CPC title

• G06Q30/0275 Primary

  Auctions · CPC title