Systems and methods for controlling online advertising campaigns

Patent metadata

Field	Value
Publication number	US-11468452-B2
Application number	US-201916656154-A
Country	US
Kind code	B2
Filing date	Oct 17, 2019
Priority date	Mar 9, 2012
Publication date	Oct 11, 2022
Grant date	Oct 11, 2022

Abstract

Systems and methods are provided for controlling an online advertising campaign. In one embodiment, a computer-implemented method for controlling an online advertising campaign includes receiving a feedback signal reflecting delivery of the online advertising campaign, and comparing the feedback signal to a delivery reference to generate a campaign level control signal. The method further includes receiving a maximum impression bid price for an inventory unit of the online advertising campaign, the maximum bid price for the at least one inventory unit being set by a user, and calculating, using at least one processor, at least a final bid price based on the maximum bid price, on the campaign level control signal, and on an optimization objective for the online advertising campaign, the optimization objective being set by the user. The method also includes submitting, to an electronic market and based on the calculated final bid price, a bid on an impression from the inventory unit.

First claim

What is claimed is:

1. A control system for controlling an online advertising campaign, the control system comprising:
at least one first processor configured to:
provide a feedback signal reflecting at least one real-time delivery metric associated with an advertising delivery goal for a current sampling period regarding one or more impressions of the online advertising campaign at a plurality of inventory units, the at least one real-time delivery metric including one or more ad events associated with the plurality of inventory units; and
generate a delivery reference signal particular to each of the plurality of inventory units based on the feedback signal and configuration information for the online advertising campaign;

at least one second processor, associated with each inventory unit of the plurality of inventory units, configured to compensate the feedback signal based on a day of a week and time of the day according to a moving sum of the feedback signal over a predetermined time interval, normalize the compensated feedback signal and the delivery reference signal based on an estimated gain value of a corresponding inventory unit and a control signal from a prior sampling period, compare the normalized compensated feedback signal to the normalized delivery reference signal for the corresponding inventory unit, and generate a campaign level control signal for the corresponding inventory unit based on the comparison; and
at least one third processor, associated with each inventory unit of the plurality of inventory units, configured to:
receive, from a user via a graphical user interface, a maximum allowed cost per impression for the corresponding inventory unit of the online advertising campaign;
receive, from the user via the graphical user interface, a selection of an effective cost per thousand impressions (eCPM) as an optimization objective for the online advertising campaign to reduce average cost per impression over a course of the online advertising campaign;
calculate, for the corresponding inventory unit, at least a final bid price based on the maximum allowed cost per impression for the corresponding inventory unit, the corresponding campaign level control signal received from the at least one second processor, and the eCPM selected by the user via the graphical user interface; and
submit, to an electronic market and based on the calculated final bid price, a bid on an impression at the corresponding inventory unit.

2. The control system of claim 1 , wherein the at least one third processor is further configured to:
calculate, for the corresponding inventory unit, a bid allocation based on the optimization objective, on the maximum allowed cost per impression for the corresponding inventory unit, and on the campaign level control signal; and
submit the bid based further on the calculated bid allocation.

3. The control system of claim 1 , wherein the optimization objective is further selected from one of a reduced average cost per click, a reduced average cost per conversion, and a revenue smoothness objective, each of which is measured over the course of the online advertising campaign.

4. The control system of claim 1 , wherein the one or more ad events include an ad click event.

5. The control system of claim 1 , wherein the one or more ad events include an ad conversion event.

6. The control system of claim 1 , wherein the at least one third processor is configured to calculate, for the corresponding inventory unit, a performance value by multiplying an ad event rate and a received target cost-per-ad event set by the user.

7. The control system of claim 6 , wherein to calculate the final bid price, the at least one third processor is configured to:
determine which is less between the maximum allowed cost per impression for the corresponding inventory unit and the performance value for the corresponding inventory unit; and
calculate the final bid price based on the lesser of the maximum allowed cost per impression for the corresponding inventory unit and the performance value for the corresponding inventory unit.

8. The control system of claim 6 , wherein the graphical user interface allows the user to specify a maximum impression bid price for the entire online advertising campaign.

9. The control system of claim 6 wherein the graphical user interface displays to the user cost information associated with the advertising campaign, the cost information including at least one of an agency commission fee, an external data fee, a management fee, or an internal data fee associated with bidding on impressions at the plurality of inventory units.

10. A computer-controlled method for controlling an online advertising campaign, the computer-controlled method comprising:
receiving, by a first processor associated with a corresponding inventory unit of a plurality of inventory units, a feedback signal reflecting at least one real-time delivery metric associated with an advertising delivery goal for a current sampling period regarding one or more impressions of the online advertising campaign at the plurality of inventory units;
receiving, by the first processor, a delivery reference signal particular to the corresponding inventory unit, wherein the delivery reference signal comprises configuration information for the online advertising campaign;
compensating, by the first processor, the received feedback signal based on a day of a week and time of the day according to a moving sum of the feedback signal over a predetermined time interval, the first processor further configured to normalize the compensated feedback signal and the delivery reference signal based on an estimated gain value of the corresponding inventory unit and a control signal from a prior sampling period;
comparing the normalized compensated feedback signal to the normalized delivery reference signal for the corresponding inventory unit associated with the first processor to generate a campaign level control signal for the corresponding inventory unit;
receiving, by a second processor associated with the corresponding inventory unit of the plurality of inventory units, information identifying one or more ad events associated with the corresponding inventory unit, a maximum allowed cost per impression for the corresponding inventory unit of the online advertising campaign from a user via a graphical user interface, and a selection, by the user via the graphical user interface, of an effective cost per thousand impressions (eCPM) as an optimization objective for the online advertising campaign to reduce average cost per impression over a course of the online advertising campaign;
calculating, using the second processor, at least a final bid price based on the maximum allowed cost per impression for the corresponding inventory unit, the corresponding campaign level control signal, and the eCPM selected by the user via the graphical user interface; and
submitting, to an electronic market and based on the calculated final bid price, a bid on an impression at the corresponding inventory unit.

11. The computer-controlled method of claim 10 , further comprising:
calculating, for the corresponding inventory unit, a bid allocation based on the optimization objective, on the maximum allowed cost per impression for the corresponding inventory unit, and on the campaign level control signal; and
submitting the bid based further on the calculated bid allocation.

12. The computer-controlled method of claim 10 , wherein the optimization objective is further selected from one of a reduced average cost per click, a reduced average cost per conversion, and a revenue smoothness objective, each of which

Assignees

• Oath Americas Inc
• Yahoo Ad Tech Llc

Inventors

• Zhang Jianlong
• Karlsson Niklas

Classifications

• G06Q30/0242

  Determining effectiveness of advertisements · CPC title

• G06Q30/02 Primary

  Marketing; Price estimation or determination; Fundraising · CPC title

• G06Q30/0249

  based upon budgets or funds · CPC title