Isolated budget utilization

Patent metadata

Field	Value
Publication number	US-2023377003-A1
Application number	US-202318230997-A
Country	US
Kind code	A1
Filing date	Aug 7, 2023
Priority date	May 16, 2019
Publication date	Nov 23, 2023
Grant date	—

Abstract

One or more computing devices, systems, and/or methods for isolated budget utilization are provided. A first budget pacing component is assigned to control bidding by a first content serving component for a set of content items. A second budget pacing component is assigned to control bidding by a second content serving component for the set of content items. The first budget pacing component controls the bidding by the first content serving component according to a first portion of a content item budget based upon a traffic share of the first content serving component. The second budget pacing component controls the bidding by the second content serving component according to a second portion of the content item budget based upon a traffic share of the second content serving component.

First claim

What is claimed is:

1 . A method for online advertising campaign management for delivering online advertisements, comprising:
executing, on a processor of a computing device, instructions that cause the computing device to perform operations, the operations comprising:
assigning a first budget pacing component, of a budget pacing system, to control bidding by a first content serving component, of a content serving platform, for a set of content items to display, wherein the budget pacing system communicates with the content serving platform;
assigning a second budget pacing component, of the budget pacing system, to control bidding by a second content serving component, of the content serving platform, for the set of content items to display;
controlling the first budget pacing component to control the bidding by the first content serving component according to a first portion of a content item budget;
controlling the second budget pacing component to control the bidding by the second content serving component according to a second portion of the content item budget;
after controlling the bidding by the first content serving component and the second content serving component for a period of time:
determining a first spend amount of over the period of time by the first budget pacing component;
determining an overall spend over the period of time by a plurality of budget pacing components comprising the first budget pacing component and the second budget pacing component; and
dynamically modifying traffic shares allocated to the first content serving component and the second content serving component, wherein the dynamically modifying comprises modifying a first traffic share allocated to the first content serving component to a first modified traffic share and modifying a second traffic share allocated to the second content serving component to a second modified traffic share;

based upon the dynamically modifying traffic shares, determining a new spend amount for the first budget pacing component that avoids a spend spike by setting the new spend amount based upon (i) the first modified traffic share allocated to the first content serving component and (ii) the overall spend over the period of time by the plurality of budget pacing components comprising the first budget pacing component and the second budget pacing component;
responsive to determining the new spend amount, setting a spend amount of the first budget pacing component to be the new spend amount; and
determining performance of the first content serving component and the second content serving component in serving the set of content items.

2 . The method of claim 1 , comprising:
controlling the content serving platform based upon the performance of the first content serving component and the second content serving component in serving the set of content items.

3 . The method of claim 1 , comprising:
determining the second portion of the content item budget based upon a traffic share of content display opportunities routed to the second content serving component.

4 . The method of claim 1 , comprising:
assigning the first traffic share of content display opportunities to the first content serving component and the second traffic share of content display opportunities to the second content serving component.

5 . The method of claim 4 , comprising:
setting the first portion of the content item budget as a first percentage of the content item budget, wherein the first percentage is derived from a first traffic share percentage of the first traffic share.

6 . The method of claim 5 , comprising:
setting the second portion of the content item budget as a second percentage of the content item budget, wherein the second percentage is derived from a second traffic share percentage of the second traffic share.

7 . The method of claim 1 , wherein one or more of the set of content items are budget constrained content items with a set budget for a time period.

8 . The method of claim 7 , wherein the set budget is to be depleted within the time period.

9 . The method of claim 1 , wherein the setting the spend amount of the first budget pacing component to be the new spend amount corresponds to indicating that the first budget pacing component spent the new spend amount over the period of time rather than the first spend amount.

10 . The method of claim 1 , comprising:
assigning budget pacing components to control bidding by a plurality of content serving components, wherein each budget pacing component is assigned a budget as a function of a traffic share.

11 . The method of claim 10 , wherein multiple budget pacing components are assigned to control bidding by a single content serving component.

12 . The method of claim 10 , wherein a single budget pacing component is assigned to control bidding by multiple content serving components.

13 . The method of claim 10 , comprising:
tracking amounts spent by individual budget pacing components per content item; and providing the amounts to the budget pacing components.

14 . A computing device comprising:
a processor; and memory comprising processor-executable instructions that when executed by the processor cause performance of operations, the operations comprising:
assigning a first budget pacing component to control bidding by a first content serving component for a set of content items to display;
assigning a second budget pacing component to control bidding by a second content serving component for the set of content items to display;
controlling the first budget pacing component to control the bidding by the first content serving component according to a first portion of a content item budget derived from a first traffic share of the first content serving component;
controlling the second budget pacing component to control the bidding by the second content serving component according to a second portion of the content item budget, wherein the second portion of the content item budget is derived from a second traffic share of the second content serving component;
after controlling the bidding by the first content serving component and the second content serving component for a period of time:
determining a first spend amount of over the period of time by the first budget pacing component;
determining an overall spend over the period of time by a plurality of budget pacing components comprising the first budget pacing component and the second budget pacing component; and
dynamically modifying traffic shares allocated to the first content serving component and the second content serving component, wherein the dynamically modifying comprises modifying the first traffic share allocated to the first content serving component to a first modified traffic share and modifying the second traffic share allocated to the second content serving component to a second modified traffic share;

based upon the dynamically modifying traffic shares, determining a new spend amount for the first budget pacing component that avoids a spend spike by setting the new spend amount based upon (i) the first modified traffic share allocated to the first content serving component and (ii) the overall spend over the period of time by the plurality of budget pacing components comprising the first budget pacing component and the second budget pacing component;
responsive to determining the new spend amount, setting a spend amount of the first budget pacing component to be the new spend amount; and
determining performance of the first content serving component and the second content serving component in servi

Assignees

• Yahoo Ad Tech Llc

Inventors

• Koren Yair
• Shahar Abraham
• Cohen Tal
• Aharon Michal
• Singer Assaf

Classifications

• G06Q30/0277 Primary

  Online advertisement · CPC title

• G06Q30/0249

  based upon budgets or funds · CPC title

• G06Q30/0275

  Auctions · CPC title

• G06Q30/0246 Primary

  Traffic · CPC title

• G06Q30/0273 Primary

  Determination of fees for advertising · CPC title