Systems and methods for shaping a reference signal in advertising
View Patent ↗A system, apparatus, and method are presented for shaping a reference signal from an advertising campaign that allocates advertisements in digital or online advertising. The method includes receiving a reference signal; providing parameters representing a volume of revenue generating events resulting from the advertising campaign; shaping the received reference signal to adjust for variations in the volume of revenue generating events; and using the shaped reference signal to determine a control signal to control the allocation of advertisements.
1. A computer-implemented method for shaping a reference signal from an advertising campaign that allocates advertisements in digital or online advertising, the method comprising:
receiving, by a controller, the reference signal;
providing, by the controller, parameters representing a volume of revenue generating events resulting from the advertising campaign;
shaping, by the controller, the received reference signal to adjust for variations in the volume of revenue generating events; and
using, by the controller, the shaped reference signal to determine a control signal to control the allocation of advertisements.
2. The computer-implemented method of claim 1 , wherein the shaping the reference signal further includes:
shaping, by the controller, the reference signal to adjust for variations including a predicted pattern in the volume of revenue generating events conducted by the advertising campaign.
3. The computer-implemented method of claim 2 , wherein the predicted pattern occurs periodically.
4. The computer-implemented method of claim 1 , wherein the shaping the reference signal further includes:
shaping, by the controller, the reference signal periodically.
5. The computer-implemented method of claim 1 , wherein the shaping the reference signal further includes:
shaping, by the controller, the reference signal based on a moving average of the volume of revenue generating events conducted by the advertising campaign.
6. The computer-implemented method of claim 1 , wherein the shaping the reference signal further includes:
shaping, by the controller, the reference signal to remove bias.
7. The computer-implemented method of claim 1 , wherein the shaping the reference signal further includes:
shaping, by the controller, the reference signal to remove drift.
8. The computer-implemented method of claim 1 , wherein the reference signal is one of a desired revenue, a desired impression-to-click probability, a desired impression-to-conversion probability, a desired click-to-conversion probability, a desired relative revenue generated from different segments of a system, a desired cumulative revenue, or a desired marginal revenue.
9. A computer-implemented method for shaping a reference signal for an online or digital advertising campaign that allocates advertisements, the method comprising:
receiving, by a controller, the reference signal;
receiving, by the controller, a predicted pattern for a volume of revenue generating events conducted by the advertising campaign;
receiving, by the controller, parameters representing a volume of revenue generating events conducted by the advertising campaign;
shaping, by the controller, the received reference signal to adjust for the predicted pattern and the volume of revenue generating events conducted by the advertising campaign; and
using, by the controller, the shaped reference signal to determine a control signal to control the allocation of advertisements.
10. The computer-implemented method of claim 9 , wherein the predicted pattern occurs periodically.
11. The computer-implemented method of claim 9 , wherein the shaping the reference signal further includes:
shaping, by the controller, the reference signal periodically.
12. The computer-implemented method of claim 9 , wherein the shaping the reference signal further includes:
shaping, by the controller, the reference signal based on a moving average of the volume of revenue generating events conducted by the advertising campaign.
13. The computer-implemented method of claim 9 , wherein the shaping the reference signal further includes:
shaping, by the controller, the reference signal to remove bias.
14. The computer-implemented method of claim 13 , wherein the shaping the reference signal further includes:
shaping, by the controller, the reference signal to remove drift.
15. The computer-implemented method of claim 9 , wherein the reference signal is one of a desired revenue, a desired impression-to-click probability, a desired impression-to-conversion probability, a desired click-to-conversion probability, a desired relative revenue generated from different segments of a system, a desired cumulative revenue, or a desired marginal revenue.
16. An apparatus for shaping a reference signal from an advertising campaign that allocates advertisements in digital or online advertising, the apparatus comprising:
a memory to store data and instructions; and
a processor configured to access the memory and, when executing the instructions, to:
receive the reference signal;
estimate parameters representing a volume of revenue generating events resulting from the advertising campaign;
shape the received reference signal to adjust for variations in the volume of revenue generating events conducted by the advertising campaign; and
determine, using the shaped reference signal, a control signal to control the allocation of advertisements.