Method for modeling digital advertisement consumption

Patent metadata

Field	Value
Publication number	US-11367103-B2
Application number	US-202117190133-A
Country	US
Kind code	B2
Filing date	Mar 2, 2021
Priority date	Mar 2, 2020
Publication date	Jun 21, 2022
Grant date	Jun 21, 2022

Abstract

One variation of a method for selectively serving advertising content comprises: receiving identification of an advertisement slot loaded within a webpage; receiving a set of advertisement slot characteristics corresponding to the advertisement slot; accessing a model associating advertisement slot characteristics and user interactions with advertisements; for each target outcome, in a set of target outcomes, calculating an outcome score for the advertisement slot based on the set of advertisement slot characteristics and the model, the outcome score representing a probability of the user interacting with advertising content, presented within the advertisement slot, according to the target outcome; in response to a first outcome score, corresponding to a first target outcome, in the set of target outcomes, exceeding each other outcome score, assigning the first target outcome to the advertisement slot; and selecting a first advertisement, designating the first target outcome, for presentation within the advertisement slot.

First claim

We claim:

1. A method comprising:
via a computer network, receiving identification of a first advertisement slot loaded within a first webpage accessed at a computing device by a user;
receiving a first set of advertisement slot characteristics corresponding to the first advertisement slot, the first set of advertisement slot characteristics comprising a first address of the first webpage;
accessing a first set of webpage data, stored in a webpage container, corresponding to the first webpage based on the first address;
accessing a catalog of advertisements assigned to a set of webpages comprising the first webpage, each advertisement in the catalog of advertisements defining a target outcome, in a set of target outcomes, representative of a set of target interactions for users interacting with the advertisement;
accessing a model associating advertisement slot characteristics and webpage data to the set of target outcomes;
for each target outcome, in the set of target outcomes:
calculating an outcome score for the first advertisement slot, loaded within the first webpage, based on the first set of advertisement slot characteristics, the first set of webpage data, and the model, the outcome score representing a probability of the user interacting with advertising content, presented within the first advertisement slot, according to the target outcome; and
storing the outcome score in a first set of outcome scores, associated with the set of target outcomes, for the first advertisement slot; and

writing the first set of outcome scores to a first advertisement slot container corresponding to the first advertisement slot;
in response to a first outcome score, in the first set of outcome scores, exceeding each other outcome score in the first set of outcome scores:
designating the first advertisement slot for presentation of advertising content specifying a first target outcome, in the set of target outcomes, corresponding to the first outcome score; and
selecting a first advertisement, in the catalog of advertisements, specifying the first target outcome, for presentation within the first advertisement slot;

in response to serving the first advertisement to the first advertisement slot:
receiving a first set of engagement data representing user interactions with the first advertisement, presented within the first advertisement slot;
for each target outcome, in the set of target outcomes:
calculating an actual outcome score for the first advertisement slot, containing the first advertisement, based on the first set of engagement data; and
inserting the actual outcome score into a first set of actual outcome scores for the first advertisement slot; and

writing the first set of actual outcome scores to the first advertisement slot container; and
storing the first advertisement slot container in the first set of webpage data, stored within the webpage container, corresponding to the first webpage.

2. The method of claim 1 , further comprising, over a first period of time:
serving advertising content in advertisement slots inserted into the set of webpages accessed by a population of computing devices associated with a population of users;
receiving a corpus of advertisement slot characteristics associated with advertisement slots inserted into the set of webpages and accessed by the set of computing devices;
receiving a corpus of engagement data representing interactions of the population of users with advertising content presented within advertisement slots accessed by the set of computing devices; and
generating the model linking advertisement slot characteristics to target outcomes of advertising content based on the corpus of engagement data and the corpus of advertisement slot characteristics.

3. The method of claim 1 :
wherein receiving identification of the first advertisement slot loaded within the first webpage accessed at the computing device comprises receiving identification of the first advertisement slot loaded within the first webpage accessed at the computing device at a first time;
wherein receiving the first set of advertisement slot characteristics comprising the first address of the first webpage comprises receiving the first set of advertisement slot characteristics comprising the first address of the first webpage, a first location of the first advertisement slot within the first webpage, and a first set of device characteristics corresponding to the computing device, the first set of device characteristics comprising:
a first device type of the computing device;
a first geographic location of the computing device; and
a timestamp corresponding to the first time.

4. The method of claim 1 :
wherein calculating the outcome score for the first advertisement slot for each target outcome, in the set of target outcomes comprises calculating the first outcome score for the first target outcome comprising video completion rate, the first outcome score representative of a probability of the user viewing a minimum proportion of a duration of video advertising content, presented within the first advertisement slot;
wherein inserting the outcome score into the first set of outcome scores, for each target outcome in the set of target outcomes comprises inserting the first outcome score into the first set of outcome scores;
wherein assigning the first target outcome to the first advertisement slot in response to the first target outcome score exceeding each other outcome score in the first set of outcome scores comprises assigning the first target outcome comprising video completion rate to the first advertisement slot in response to the first outcome score, corresponding to video completion rate, exceeding each other outcome score in the first set of outcome scores; and
wherein selecting the first advertisement designating the first target outcome comprises selecting the first advertisement designating video completion rate.

5. The method of claim 1 :
wherein calculating the outcome score for the first advertisement slot for each target outcome, in the set of target outcomes, comprises:
calculating the first outcome score for the first target outcome comprising viewability; and
calculating a second outcome score for a second target outcome comprising brand lift; and

wherein designating the first advertisement slot for presentation of advertising content specifying the first target outcome in response to the first outcome score exceeding each other outcome score, in the first set of outcome scores, comprises designating the first advertisement slot for presentation of advertising content specifying the first target outcome of viewability in response to the first outcome score, corresponding to the first target outcome of viewability, exceeding the second outcome score corresponding to brand lift.

6. The method of claim 5 :
wherein selecting the first advertisement designating the first target outcome comprises selecting the first advertisement designating the first target outcome comprising viewability and defining a first advertisement format responsive to scroll; and
further comprising, in response to the second outcome score corresponding to brand lift exceeding the first outcome score corresponding to viewability:
assigning brand lift to the first advertisement slot; and
selecting a second advertisement, in the catalog of advertisements, designating brand lift and defining a second advertisement format defining a banner advertisement.

7. The method of claim 1 :
wherein assigning the first target outcome to the first advertisement slot in response to the first outcome score exceeding each other outcome score in the first set of outcome scores comprises designating the first target outcome as a primary target outcome

Assignees

• Yieldmo Inc

Inventors

• Izrailev Sergei
• Narayan Indu
• Daly Nathaniel
• Jawde Teddy
• Hosseinzadeh Maziar
• Bernstein Ari
• Yavonditte Michael
• Al-Basha Nisreen
• Gorla Harsha

Classifications

• G06F16/9574

  of access to content, e.g. by caching · CPC title

• G06F16/958

  Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking · CPC title

• G06Q30/0261

  based on user location · CPC title

• G06Q30/0277

  Online advertisement · CPC title

• G06Q30/0243

  Comparative campaigns · CPC title