Methods, systems, and devices for adjusting an advertising campaign based on dynamic attribution window and time decay estimation

Patent metadata

Field	Value
Publication number	US-2022092638-A1
Application number	US-202017031092-A
Country	US
Kind code	A1
Filing date	Sep 24, 2020
Priority date	Sep 24, 2020
Publication date	Mar 24, 2022
Grant date	—

Abstract

Aspects of the subject disclosure may include, for example, determining conversions associated with an advertising campaign, identifying consumers associated with the conversions. Further embodiments can include determining an attribution window for the advertising campaign, identifying first advertisements of the advertising campaign exposed to the consumers during the attribution window. Additional embodiments include identifying an advertising medium for each of the first advertisements resulting in a plurality of advertising mediums, and adjusting the advertising campaign according to the conversions and the plurality of advertising mediums resulting in an adjusted advertising campaign. Also, embodiments include delivering, over a communication network, second advertisements associated with the adjusted advertising campaign to communication devices associated with target households. A portion of the second advertisements is presented on each of the communication devices. Other embodiments are disclosed.

First claim

1 . A device, comprising:
a processing system including a processor; and a memory that stores executable instructions that, when executed by the processing system, facilitate performance of operations, the operations comprising:
obtaining a location for each of a group of mobile devices resulting in a group of locations;
identifying each location of the group of locations is associated with a premises of an entity resulting in a group of identifications;
determining a group of conversions associated with an advertising campaign of the entity based on the group of identifications;
identifying a group of consumers associated with the group of conversions;
determining an attribution window for the advertising campaign;
identifying a first plurality of advertisements of the advertising campaign exposed to the group of consumers during the attribution window;
identifying an advertising medium for each of the first plurality of advertisements resulting in a first plurality of advertising mediums;
adjusting the advertising campaign according to the group of conversions, the first plurality of advertisements, and the first plurality of advertising mediums resulting in an adjusted advertising campaign; and
delivering, over a communication network, a second plurality of advertisements associated with the adjusted advertising campaign to a group of communication devices associated with a group of target households, wherein a portion of the second plurality of advertisements is presented on each of the group of communication devices.

2 . The device of claim 1 , wherein the adjusting of the advertising campaign comprises adjusting the attribution window.

3 . The device of claim 2 , wherein the operations comprise determining a length of time for the attribution window according to a time decay of an affect of an advertisement on a consumer of the group of consumers, wherein the time decay is based on an exponential probability distribution function.

4 . The device of claim 3 , wherein the adjusting of the attribution window comprises adjusting a rate of the exponential probability distribution function.

5 . The device of claim 1 , wherein the operations comprise selecting a first weight for each of the first plurality of advertising mediums.

6 . The device of claim 5 , wherein the adjusting the advertising campaign comprises adjusting the first weight for each of the first plurality of advertisements mediums.

7 . The device of claim 1 , wherein the operations comprise selecting the first plurality of advertising mediums, wherein the adjusting of the advertising campaign comprising selecting a second plurality of advertising mediums.

8 . The device of claim 7 , wherein the adjusting of the advertising campaign comprises selecting a second weight for each of the second plurality of advertising mediums.

9 . The device of claim 1 , wherein the first plurality of advertisements mediums comprises one of television channel, website on a computing device, streaming media content on a computing device, web site on a mobile computing device, or streaming media content on a mobile computing device.

10 . The device of claim 1 , wherein a conversion of the group of conversions comprises a consumer visit to the premises of the entity associated with the advertising campaign.

11 . The device of claim 1 , wherein the identifying of the advertising medium for each of the first plurality of advertisements resulting in the first plurality of advertising mediums comprises identifying a television advertising medium for each of a first portion of the first plurality of advertisements resulting in a plurality of television advertising mediums and identifying a mobile advertising medium for each of a second portion of the first plurality of advertisements resulting in a first plurality of mobile advertising mediums, wherein the adjusting of the adverting campaign comprises adjusting the advertising campaign according to the plurality of television advertising mediums and the first plurality of advertising mediums, wherein the delivering of the second plurality of advertisements comprises delivering the second plurality of advertisements over a second plurality of mobile advertising mediums.

12 . The device of claim 1 , wherein the operations comprise selecting the group of target households for the advertising campaign.

13 . The device of claim 12 , wherein the operations comprise:
determining demographics for each of the group of target households resulting in a group of demographics; determining media content viewed by each of the group of target households resulting in a group of media content; and generating the advertising campaign according to the group of target households, the group of demographics, and the group of media content.

14 . The device of claim 12 , wherein the operations comprise identifying an amount of screen time for each advertising medium associated with each target household of the group of target households resulting in a group of amounts of screen time, wherein the identifying of the advertising medium for each of the first plurality of advertisements resulting in the first plurality of advertising mediums comprises determining the first plurality of advertising mediums according to the group of amounts of screen time.

15 . A non-transitory, machine-readable medium, comprising executable instructions that, when executed by a processing system including a processor, facilitate performance of operations, the operations comprising:
selecting a group of target households for an advertisement campaign; determining demographics for each of the group of target households resulting in a group of demographics; determining media content viewed by each of the group of target households resulting in a group of media content; generating the advertising campaign according to the group of target households, the group of demographics, and the group of media content; obtaining a location for each of a group of mobile devices resulting in a group of locations; identifying each location of the group of locations is associated with a premises of an entity resulting in a group of identifications; determining a group of conversions associated with the advertising campaign of the entity based on the group of identifications; identifying a group of consumers associated with the group of conversions; determining an attribution window for the advertising campaign; identifying a first plurality of advertisements of the advertising campaign exposed to the group of consumers during the attribution window; identifying an advertising medium for each of the first plurality of advertisements resulting in a first plurality of advertising mediums; adjusting the advertising campaign according to the group of conversions, the first plurality of advertisements, and the first plurality of advertising mediums resulting in an adjusted advertising campaign; and
delivering, over a communication network, a second plurality of advertisements associated with the adjusted advertising campaign to a group of communication devices associated with the group of target households, wherein a portion of the second plurality of advertisements is presented on each of the group of communication devices.

16 . The non-transitory, machine-readable medium of claim 15 , wherein the adjusting of the advertising campaign comprises adjusting the attribution window.

17 . The non-transitory, machine-readable medium of claim 16 , wherein the operations comprise determining a length of time for the attribut

Assignees

• Xandr Inc

Inventors

• Shankel Peter Willard
• Hong Bo
• Teshera Matthew Robert
• Ross Trevor

Classifications

• G06Q30/0242 Primary

  Determining effectiveness of advertisements · CPC title

• H04N21/2668

  Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles {(information retrieval from the Internet by querying with filtering and personalisation G06F16/9535; arrangements for replacing or switching information during the broadcast H04H20/10; push services over packet-switching network H04L12/1859; adaptation of message content in packet-switching networks H04L51/063)} · CPC title

• G06Q30/0205

  based on location or geographical consideration · CPC title

• G06Q30/0272

  Period of advertisement exposure · CPC title

• G06N20/00

  Machine learning · CPC title