Systems and methods for spreading online advertising campaigns
A system is provided for managing the delivery of online advertisements across inventory units of an online advertising campaign. The system includes a sensor configured to detect current ad volume for an inventory unit of the online advertising campaign. The system also includes a campaign controller configured to generate a reference ad volume for the inventory unit, based on instructions and the detected ad volume; and a unit actuator configured to generate updated ad delivery control settings for the inventory unit, based on the reference ad volume and the detected ad volume. The system also includes a serving unit configured to serve an ad impression on the inventory unit based on the updated ad delivery control settings, wherein the reference ad volume is generated based on a proportion of ad volume served on the inventory unit compared to other inventory units of the online advertising campaign.
1 . A system for managing the delivery of online advertisements across inventory units of an online advertising campaign, the system comprising:
a memory device configured to store instructions for managing ad delivery;
a sensor configured to detect current ad volume for an inventory unit of the online advertising campaign;
a campaign controller configured to generate a reference ad volume for the inventory unit, based on instructions and the detected ad volume;
a unit actuator configured to generate updated ad delivery control settings for the inventory unit, based on the reference ad volume and the detected ad volume; and
a serving unit configured to serve an ad impression on the inventory unit based on the updated ad delivery control settings;
wherein the reference ad volume is generated based on a proportion of ad volume served on the inventory unit compared to other inventory units of the online advertising campaign.
2 . The system of claim 1 , wherein the current ad volume detected by the sensor includes one of impression volume, click volume, conversion volume, and action volume.
3 . The system of claim 1 , wherein the reference ad volume includes one of impression volume, click volume, conversion volume, and action volume.
4 . The system of claim 1 , wherein the reference ad volume is further generated based on one or more of delivery ratios, daily budgets, targeting information, and event requirements.
5 . The system of claim 1 , wherein the ad delivery control settings include one or more of a bid allocation control signal and a bid price control signal.
6 . The system of claim 1 , wherein the unit actuator is configured to generate the updated ad delivery control settings by applying a mathematical operator or function to an existing set of ad delivery control settings.
7 . The system of claim 6 , wherein the ad delivery control settings include one or more of a bid allocation control signal and a bid price control signal, and the unit actuator adjusts one or more of the bid allocation control signal and the bid price control signal to achieve a delivery goal defined by the reference ad volume.
8 . The system of claim 1 , wherein the unit actuator is further configured to generate the updated ad delivery control settings for the inventory unit based on one or more of time-of-day patterns, day-of-week patterns, and marginal volume compensations.
9 . The system of claim 1 , wherein the unit actuator generates updated ad delivery control settings for the inventory unit independently from unit actuators for other inventory units.
10 . A computer-implemented method for managing the delivery of online advertisements across inventory units of an online advertising campaign, the method comprising:
storing instructions for controlling ad delivery;
detecting current ad volume for an inventory unit of the online advertising campaign;
generating a reference ad volume for the inventory unit, based on instructions and the detected ad volume;
generating updated ad delivery control settings for the inventory unit, based on the reference ad volume and the detected ad volume; and
serving an ad impression on the inventory unit based on the updated ad delivery control settings;
wherein the reference ad volume is generated based on a proportion of ad volume served on the inventory unit compared to other inventory units of the online advertising campaign.
11 . The method of claim 10 , wherein the current ad volume includes one of impression volume, click volume, conversion volume, and action volume.
12 . The method of claim 10 , wherein the reference ad volume includes one of impression volume, click volume, conversion volume, and action volume.
13 . The method of claim 10 , wherein the reference ad volume is further generated based on one or more of delivery ratios, daily budgets, targeting information, and event requirements.
14 . The method of claim 10 , wherein the ad delivery control settings include one or more of a bid allocation control signal and a bid price control signal.
15 . The method of claim 10 , wherein the updated ad delivery control settings are generated by applying a mathematical operator or function to existing ad delivery control settings.
16 . The method of claim 15 , wherein the ad delivery control settings include one or more of a bid allocation control signal and a bid price control signal, and one or more of the bid allocation control signal and the bid price control signal are adjusted to achieve a delivery goal defined by the reference ad volume.
17 . The method of claim 10 , wherein the updated ad delivery control settings for the inventory unit are further generated based on one or more of time-of-day patterns, day-of-week patterns, and marginal volume compensations.
18 . The method of claim 10 , wherein the updated ad delivery control settings for the inventory unit are generated independently from settings for other inventory units.
19 . A computer-readable storage medium storing a computer program which, when executed by a computer, causes the computer to perform a method of managing the delivery of online advertisements across inventory units of an advertising campaign, the method comprising the steps of:
storing instructions for controlling ad delivery;
detecting current ad volume for an inventory unit of the online advertising campaign;
generating a reference ad volume for the inventory unit, based on instructions and the detected ad volume;
generating updated ad delivery control settings for the inventory unit, based on the reference ad volume and the detected ad volume; and
serving an ad impression on the inventory unit based on the updated ad delivery control settings;
wherein the reference ad volume is generated based on a proportion of ad volume served on the inventory unit compared to other inventory units of the online advertising campaign.
20 . The computer-readable storage medium of claim 19 , wherein the ad delivery control settings include one or more of a bid allocation control signal and a bid price control signal, and one or more of the bid allocation control signal and the bid price control signal are adjusted to achieve a delivery goal defined by the reference ad volume.