Method and system for media initialization via data sharing

1. A computer-based method for estimating media performance on advertising space inventory, comprising:

selecting a plurality of media cells that share one or more common attributes with a target media cell;

estimating, using a processor, a mean revenue per impression of the selected media cells, the estimating comprising:

computing an approximation of an error associated with the mean revenue per impression of the selected media cells, the error approximation being indicative of at least numbers of impressions associated with the selected media cells;

determining a threshold value associated with the error approximation, based on at least a revenue model of the selected media cells;

determining whether the error approximation exceeds the threshold value; and

when the error does not exceed the threshold value, computing the estimated mean revenue per impression of the selected media cells based on a distribution of revenue per impression associated with the selected media cells; and

predicting, using a processor, a revenue per impression of the target media cell based on the estimated mean revenue per impression of the selected media cells.

2. The method of claim 1 , wherein predicting comprises:

computing a weighted average of (i) the estimated mean revenue per impression of the selected media cells and (ii) measurements of revenue per impression for the target media cell.

3. The method of claim 1 , wherein computing the error approximation comprises:

computing the error approximation based on at least one of the numbers of impressions associated with the selected media cells, costs per unit of media associated with the selected media cells, the revenue model of the selected media cells, or a geographic segmentation of the selected media cells.

4. The method of claim 1 , wherein estimating further comprises, when the error approximation does not exceed the threshold value:

calculating the distribution of revenue per impression for the selected media cells based on at least one of costs per unit of media associated with the selected media cells, the numbers of impressions associated with the selected cells, or numbers of events associated with the selected cells.

5. The method of claim 4 , wherein computing comprises:

using an integrated maximum likelihood approach to compute the mean revenue per impression from the calculated distribution.

6. The method of claim 3 , wherein estimating further comprises, when the error approximation exceeds the threshold value:

computing the mean revenue per impression of the selected media cells based on a relationship between a plurality of attributes of one or more additional media cells and an estimated mean revenue per impression of the one or more additional media cells,

wherein the estimated mean revenue per impression of the one or more additional media cells is based on a distribution of revenue per impression.

7. The method of claim 6 , wherein computing comprises:

determining the plurality of factors that describe the relationship between the attributes of the one or more additional media cells and the estimated mean revenue per impression of the one or more additional media cells, wherein each of the plurality of factors is associated with a corresponding one of the plurality of attributes; and

calculating the mean revenue per impression of the selected media cells based on a logarithmic-linear combination of the plurality of factors.

8. The method of claim 7 , wherein determining comprises:

using a logarithmic regression to determine the plurality of factors.

9. The method of claim 6 , wherein the plurality of attributes comprise a website, a slot size, and a segmentation model associated with each additional media cell.

10. The method of claim 1 , wherein estimating comprises:

adjusting the estimated mean revenue per impression of the selected media cells to account for one or more of audience leadback and advertiser leadback.

11. The method of claim 1 , wherein the common attributes comprise a common tract of advertising space inventory, a common revenue model, a common slot size, a common segmentation model, a common media, and a common industry campaign.

12. The method of claim 1 , wherein computing the error approximation value comprises:

calculating a factor indicative of the revenue model of the selected media cells and a geographic segmentation of the selected media cells; and

computing the error approximation based on the number of impressions associated with the selected media cells and a ratio of (i) a cost per unit of media associated with the selected media cells and (ii) the calculated factor.

13. An apparatus, comprising:

a storage device; and

a processor coupled to the storage device, wherein the storage device stores a program for controlling the processor, and wherein the processor, being operative with the program, is configured to:

select a plurality of media cells that share one or more common attributes with a target media cell;

estimate a mean revenue per impression of the selected media cells; and

estimate a mean revenue per impression of the selected media cells, the processor being further configured to:

compute an approximation of an error associated with the mean revenue per impression of the selected media cells, the error approximation being indicative of at least numbers of impressions associated with the selected media cells;

determine a threshold value associated with the error approximation, based on at least a revenue model of the selected media cells;

determine whether the error approximation exceeds the threshold value; and

when the error approximation does not exceed the threshold value, compute the estimated mean revenue per impression of the selected media cells based on a distribution of revenue per impression associated with the selected media cells; and

predict a revenue per impression of the target media cell based on the estimated mean revenue per impression of the selected media cells.

14. The apparatus of claim 13 , wherein the processor is configured to predict the revenue per impression of the target media cell by:

computing a weighted average of (i) the estimated mean revenue per impression of the selected media cells and (ii) measurements of revenue per impression for the target media cell.

15. The apparatus of claim 13 , wherein the processor is further configured to:

compute the error approximation based on at least one of the numbers of impressions associated with the selected media cells, costs per unit of media associated with the selected media cells, the revenue model of the selected media cells, or a geographic segmentation of the selected media cells.

16. The apparatus of claim 15 , wherein the processor is further configured to, when the error approximation does not exceed the threshold value:

calculate the distribution of revenue per impression for the selected media cells based on at least one of costs per unit of media associated with the selected media cells, the numbers of impressions associated with the selected cells, or numbers of events associated with the selected cells.

17. The apparatus of claim 16 , wherein the processor is configured to compute the mean revenue per impression for the selected media cells by:

using an integrated maximum likelihood approach to compute the mean revenue per impression from the calculated distribution.

18. The apparatus of claim 15 , wherein the processor is configured to estimate the mean revenue per impression of the selected media cells, when the error approximation exceeds the threshold value, by:

computing the mean revenue per impression of the selected media cells based on a relationship between a plurality of attributes of one or more additional media cells and an estimated mean revenue per impression of the one or more additional media cells,

wherein the estimated mean revenue per impression of the one or more additional media cells is based on a distribution of revenue per impression.

19. The apparatus of claim 18 , wherein the processor is configured to compute the mean revenue per impression of the selected media cells by:

determining the plurality of factors that describe the relationship between the attributes of the one or more additional media cells and the estimated mean revenue per impression of the one or more additional media cells, wherein each of the plurality of factors is associated with a corresponding one of the plurality of attributes; and

calculating the mean revenue per impression of the selected media cells based on a logarithmic-linear combination of the plurality of factors.

20. The apparatus of claim 19 , wherein the processor is configured to determine the plurality of factors by:

using a logarithmic regression to determine the plurality of factors.

21. The apparatus of claim 18 , wherein the plurality of attributes comprise a website, a slot size, and a segmentation model associated with each additional media cell.

22. The apparatus of claim 13 , wherein the processor is configured to estimate the mean revenue per impression of the selected media cells by:

adjusting the estimated mean revenue per impression of the selected media cells to account for one or more of audience leadback and advertiser leadback.

23. The apparatus of claim 13 , wherein the common attributes comprise a common tract of advertising space inventory, a common revenue model, a common slot size, a common segmentation model, a common media, and a common industry campaign.

24. The apparatus of claim 13 , wherein the processor is further configured to:

calculate a factor indicative of the revenue model of the selected media cells and a geographic segmentation of the selected media cells; and

compute the error approximation based on the number of impressions associated with the selected media cells and a ratio of (i) a cost per unit of media associated with the selected media cells and (ii) the calculated factor.

25. A tangible computer readable medium comprising a set of instructions that, when executed on a processor, perform a method for estimating media performance on advertising space inventory, the method comprising:

selecting a plurality of media cells that share one or more common attributes with a target media cell;

estimating, using a processor, a mean revenue per impression of the selected media cells, the estimating comprising:

computing an approximation of an error associated with the mean revenue per impression of the selected media cells, the error approximation being indicative of at least numbers of impressions associated with the selected media cells;

determining a threshold value associated with the error approximation, based on at least a revenue model of the selected media cells;

determining whether the error approximation exceeds the threshold value; and

when the error does not exceed the threshold value, computing the estimated mean revenue per impression of the selected media cells based on a distribution of revenue per impression associated with the selected media cells; and

predicting a revenue per impression of the target media cell based on the estimated mean revenue per impression of the selected media cells.

26. The computer readable medium of claim 25 , wherein predicting comprises:

computing a weighted average of (i) the estimated mean revenue per impression of the selected media cells and (ii) measurements of revenue per impression for the target media cell.

27. The computer readable medium of claim 25 , wherein computing the error approximation comprises:

computing the error approximation based on at least one of the numbers of impressions associated with the selected media cells, costs per unit of media associated with the selected media cells, the revenue model of the selected media cells, or a geographic segmentation of the selected media cells.

28. The computer readable medium of claim 25 , wherein estimating further comprises when the error approximation does not exceed the threshold value:

calculating the distribution of revenue per impression for the selected media cells based on at least one of costs-per-unit of media associated with the selected media cells, the numbers of impressions associated with the selected cells, or a number of events associated with the selected cells.

29. The computer readable medium of claim 28 , wherein computing comprises:

using an integrated maximum likelihood approach to compute the mean revenue per impression from the calculated distribution.

30. The computer readable medium of claim 27 , wherein estimating further comprises, when the error approximation exceeds the threshold value:

computing the mean revenue per impression of the selected media cells based on a relationship between a plurality of attributes of one or more additional media cells and an estimated mean revenue per impression of the one or more additional media cells,

wherein the estimated mean revenue per impression of the one or more additional media cells is based on a distribution of revenue per impression.

31. The computer readable medium of claim 30 , wherein computing comprises:

determining the plurality of factors that describe the relationship between the attributes of the one or more additional media cells and the estimated mean revenue per impression of the one or more additional media cells, wherein each of the plurality of factors is associated with a corresponding one of the plurality of attributes; and

calculating the mean revenue per impression of the selected media cells based on a logarithmic-linear combination of the plurality of factors.

32. The computer readable medium of claim 31 , wherein determining comprises:

using a logarithmic regression to determine the plurality of factors.

33. The computer readable medium of claim 30 , wherein the plurality of attributes comprise a website, a slot size, and a segmentation model associated with each additional media cell.

34. The computer readable medium of claim 25 , wherein estimating comprises:

adjusting the estimated mean revenue per impression of the selected media cells to account for one or more of audience leadback and advertiser leadback.

35. The computer readable medium of claim 25 , wherein the common attributes further comprise a common tract of advertising space inventory, a common revenue model, a common slot size, a common segmentation model, a common media, and a common industry campaign.

36. The computer readable medium of claim 25 , wherein computing the error approximation value comprises:

calculating a factor indicative of the revenue model of the selected media cells and a geographic segmentation of the selected media cells; and

computing the error approximation based on the number of impressions associated with the selected media cells and a ratio of (i) a cost per unit of media associated with the selected media cells and (ii) the calculated factor.