Methods and apparatus for automatically providing digital advertisements

Patent metadata

Field	Value
Publication number	US-2020410547-A1
Application number	US-202016748753-A
Country	US
Kind code	A1
Filing date	Jan 21, 2020
Priority date	Jun 27, 2019
Publication date	Dec 31, 2020
Grant date	—

Abstract

This application relates to apparatus and methods for automatically determining and providing digital advertisements to targeted users. In some examples, a computing device receives campaign data identifying items to advertise on a website, and generates campaign user data identifying a user that has engaged all of the items on the website. The computing device may then determine a portion of the users based on a relationship between each user and the campaign user data, and may determine user-item values for each of the items for each user of the portion of users, where each user-item value identifies a relational value between the corresponding user and item. The computing device may then identify one or more of the items to advertise to each user of the portion of users based on the user-item values, and may transmit to a web server an indication of the items to advertise for each user.

First claim

What is claimed is:

1 . A system comprising:
a computing device configured to:
receive campaign data identifying a plurality of advertising campaigns, each of the plurality of advertising campaigns identifying a plurality of items;
generate, for each of the plurality of advertising campaigns, campaign user data based on the plurality of items corresponding to each of the plurality of advertising campaigns, wherein the campaign user data for each of the plurality of advertising campaigns identifies a campaign user that has engaged with the plurality of items for the corresponding advertising campaign;
obtain user attribute data identifying at least one attribute of a user;
determine, for each of the plurality of advertising campaigns, a user campaign value based on the campaign user data and the attribute data;
assign to the user a number of the plurality of advertising campaigns based on the user campaign values; and
transmit the number of the plurality of advertising campaigns to display to the user.

2 . The system of claim 1 , wherein the computing device is configured to assign the number of the plurality of advertising campaigns to a plurality of advertising campaign zones of a webpage, wherein transmitting the number of the plurality of advertising campaigns comprises transmitting the assignment of the number of the plurality of advertising campaigns to the plurality of advertising campaign zones of the webpage.

3 . The system of claim 2 , wherein assigning the number of the plurality of advertising campaigns to the plurality of advertising campaign zones of the webpage comprises:
determining distance values between the advertising campaign zones of the webpage; determining campaign similarity values between the number of the plurality of advertising campaigns; and determining an assignment of at least a portion of the number of the plurality of advertising campaigns to the plurality of advertising campaign zones of the webpage based on the distance values and the campaign similarity values.

4 . The system of claim 3 , wherein assigning the number of the plurality of advertising campaigns to the plurality of advertising campaign zones of the webpage comprises:
determining a first advertising campaign of the plurality of advertising campaigns with a highest user campaign value; and assigning the first advertising campaign to a first advertising campaign zone of the plurality of advertising campaign zones of the webpage.

5 . The system of claim 3 , wherein determining the assignment of the portion of the number of the plurality of advertising campaigns to the plurality of advertising campaign zones of the webpage based on the distance values and the campaign similarity values comprises:
determining a current advertising campaign zone of the plurality of advertising campaign zones; determine a distance value between the current advertising campaign zone and any of the plurality of advertising campaign zones that have been assigned an advertising campaign of the plurality of advertising campaigns; determine a campaign similarity value between each unassigned advertising campaign of the plurality of advertising campaigns and each assigned advertising campaign of the plurality of advertising campaigns; and assign an unassigned advertising campaign of the plurality of advertising campaigns to the current advertising campaign zone based on the user campaign values, the distance values, and the campaign similarity values.

6 . The system of claim 1 , wherein the computing device is configured to:
determine user-item values for each of the plurality of items of the number of the plurality of advertising campaigns, wherein each user-item value identifies a relational value between the user and item; and determine a ranking of the plurality of items for each of the number of the plurality of advertising campaigns based on the user-item values, wherein transmitted data identifies the ranking of the plurality of items for each of the number of the plurality of advertising campaigns, wherein transmitting the number of the plurality of advertising campaigns comprises transmitting the ranking of the plurality of items for each of the number of the plurality of advertising campaigns.

7 . The system of claim 1 comprising a server, wherein the computing device is configured to transmit the number of the plurality of advertising campaigns to the server, and wherein the server is configured to display the plurality of advertising campaigns on the webpage to the user.

8 . The system of claim 7 , wherein the server is configured to transmit a request to the computing device when the user is accessing the webpage, and wherein the computing device is configured to transmit the number of the plurality of advertising campaigns to the server in response to the request.

9 . The system of claim 1 , wherein determining, for each of the plurality of advertising campaigns, the user campaign value based on the campaign user data and the user attribute data comprises:
determining item attribute data identifying item attributes of at least one item previously purchased by the user; and generating user embedding data based applying a neural network to the user attribute data and the item attribute data, wherein determining the user campaign value is based on the user embedding data.

10 . The system of claim 1 , wherein the computing device is configured to:
for each of the plurality of advertising campaigns:
determine user-item affinity values for each of the plurality of items, wherein each user-item value identifies a relational value between the user and corresponding item;
determine a number of the plurality of items based on the user-item affinity values;
determine a revenue of the number of the plurality of items;
determine a number of users that can still be assigned to the advertising campaign; and
adjust the user campaign value based on the revenue of the number of the plurality of items and the number of users that can still be assigned to the advertising campaign, wherein assigning to the user the number of the plurality of advertising campaigns is based on the adjusted user campaign values.

11 . A method comprising:
receiving campaign data identifying a plurality of advertising campaigns, each of the plurality of advertising campaigns identifying a plurality of items; generating, for each of the plurality of advertising campaigns, campaign user data based on the plurality of items corresponding to each of the plurality of advertising campaigns, wherein the campaign user data for each of the plurality of advertising campaigns identifies a campaign user that has engaged with the plurality of items for the corresponding advertising campaign; obtaining user attribute data identifying at least one attribute of a user; determining, for each of the plurality of advertising campaigns, a user campaign value based on the campaign user data and the attribute data; assigning to the user a number of the plurality of advertising campaigns based on the user campaign values; and transmitting the number of the plurality of advertising campaigns to display to the user.

12 . The method of claim 11 comprising assigning the number of the plurality of advertising campaigns to a plurality of advertising campaign zones of a webpage, wherein transmitting the number of the plurality of advertising campaigns comprises transmitting the assignment of the number of the plurality of advertising campaigns to the plurality of advertising campaign zones of the webpage.

13 . The method of claim 12 further comprising:
determining distance valu

Assignees

• Walmart Apollo Llc

Inventors

• Arora Yokila
• Monemizadeh Morteza
• Mantha Aditya
• Guo Stephen Dean
• Achan Kannan

Classifications

• G06Q30/0271 Primary

  Personalized advertisement · CPC title

• G06Q30/0277

  Online advertisement · CPC title

• G06Q30/0242 Primary

  Determining effectiveness of advertisements · CPC title