Dynamic content selection and optimization

Patent metadata

Field	Value
Publication number	US-11113715-B1
Application number	US-201715815008-A
Country	US
Kind code	B1
Filing date	Nov 16, 2017
Priority date	Nov 16, 2017
Publication date	Sep 7, 2021
Grant date	Sep 7, 2021

Abstract

Various embodiments of a framework which allow dynamic testing of many creative content and other messages simultaneously using metrics-based optimization. A “multi-armed bandit” algorithmic approach employed, as an alternative to limited AB-type testing, to automatically select a set of content parameters based on the content parameters' respective probabilities, render the selected parameters to generate content sent to a user, and, after obtaining feedback in the form of user interaction data, update the parameters for future, iterative selection of content parameters. This framework can be used in essentially any setting to allow for the provision of feedback, including user interaction data.

First claim

What is claimed is:

1. A computer-implemented method, comprising:
obtaining creative content including a plurality of image and textual elements, the image and textual elements having a plurality of variable parameters;
selecting initial permutations of the creative content, based at least in part on application of a random number;
displaying, on a computing device display, the initial permutations of the creative content;
generating a plurality of creative content permutations, corresponding to the creative content, using the plurality of image and textual elements and parameter settings from among the variable parameters, the creative content permutations having respective selection probabilities;
automatically selecting display content, from the plurality of creative content permutations, based on a highest selection probability for a corresponding creative content permutation, the highest selection probability based at least in part on one or more multi-armed bandit algorithms processing the content permutations' respective selection probabilities;
rendering the display content for display;
obtaining user interaction data corresponding to the display content;
recalculating at least one of the respective selection probabilities based at least in part upon the user interaction data;
generating updated display content, based at least in part on the recalculating at least one of the respective selection probabilities; and
displaying, on the computing device display, the display content.

2. The computer-implemented method of claim 1 , further comprising: analyzing the user interaction data according to predetermined metrics including click-through rate.

3. The computer-implemented method of claim 1 , further comprising:
storing and accessing the variable parameters through use of a plurality of respective parameter identifications.

4. A computer-implemented method, comprising:
obtaining content including a plurality of elements, the elements having a plurality of variable parameters;
selecting initial permutations of the content, based at least in part on application of a random number;
displaying, on a computing device display, the initial permutations of the content;
generating a plurality of content permutations, corresponding to the content, using parameter settings from among the variable parameters, the content permutations having respective selection probabilities;
selecting display content, from the plurality of content permutations, based on the selection probability for a corresponding content permutation, the selection probability for the corresponding content permutation determined at least in part on one or more multi-armed bandit algorithms processing the content permutations' respective selection probabilities;
rendering the display content for display; and
displaying, on the computing device display, the display content.

5. The computer-implemented method of claim 4 , further comprising:
obtaining user interaction data corresponding to the display content; and
recalculating at least one of the respective selection probabilities based at least in part upon the user interaction data.

6. The computer-implemented method of claim 4 , further comprising:
analyzing the user interaction data according to predetermined metrics, including click-through rate and opt-outs.

7. The computer-implemented method of claim 4 , further comprising:
categorizing the plurality of content permutations into domains, based on functions of the respective elements within the content permutations; and
revising the content by domain.

8. The computer-implemented method of claim 4 , further comprising:
obtaining templates for rendering the display content for display, the templates having determined sizes and locations for the plurality of elements.

9. The computer-implemented method of claim 4 , further comprising:
selecting visual elements to serve as the plurality of elements.

10. The computer-implemented method of claim 4 , further comprising:
storing and accessing the variable parameters through use of a plurality of respective parameter identifications.

11. A computing system, comprising:
at least one processor; and
memory including instructions that, when executed by the at least one processor, cause the computing system to:
obtain content including a plurality of elements, the elements having a plurality of variable parameters;
selecting initial permutations of the content, based at least in part on application of a random number;
displaying, on a computing device display, the initial permutations of the content;
generate a plurality of content permutations, corresponding to the content, using parameter settings from among the variable parameters, the content permutations having respective selection probabilities;
select display content, from the plurality of content permutations, based on the selection probability for a corresponding content permutation, the selection probability for the corresponding content permutation determined at least in part on one or more multi-armed bandit algorithms processing the content permutations' respective selection probabilities;
render the display content for display; and
displaying, on the computing device display, the display content.

12. The computing system of claim 11 , wherein the instructions when executed further cause the computing system to:
obtain user interaction data corresponding to the display content; and
recalculate at least one of the respective selection probabilities based at least in part upon the user interaction data.

13. The computing system of claim 11 , wherein the instructions when executed further cause the computing system to:
analyze the user interaction data according to predetermined metrics, including click-through rate and opt-outs.

14. The computing system of claim 11 , wherein the instructions when executed further cause the computing system to:
categorize the plurality of content permutations into domains, based on functions of the respective elements within the content permutations; and
revise the content by domain.

15. The computing system of claim 11 , wherein the instructions when executed further cause the computing system to:
select visual elements to serve as the plurality of elements.

Assignees

• Amazon Tech Inc

Inventors

• Schmutz Michael
• Reiters Aigars

Classifications

• H04L67/535

  Tracking the activity of the user (network monitoring arrangements H04L43/00; recording of computer activity G06F11/34) · CPC title

• H04W4/23

  for mobile advertising · CPC title

• H04L67/02

  based on web technology, e.g. hypertext transfer protocol [HTTP] · CPC title

• G06Q30/0254

  based on statistics · CPC title

• G06Q30/0243 Primary

  Comparative campaigns · CPC title