Dynamic creative creation and delivery
View Patent ↗A method and system for generating a creative script is disclosed. Plug-ins into a third party ad creation tool interact through application program interface (API) to allow insertion of dynamic aspects into the creative script. Alternative content is defined for each dynamic aspect inserted into the creative. One or more content groups are defined that select a number of dynamic aspects and their corresponding alternative content. The different combinations of alternative content are culled to define each content group. Target attributes are selected into a target group. The creative script is served according to the combinations of alternative content. Those combinations that are deemed more acceptable are favored over time to increase efficacy of the creative script.
1. A system for generating a dynamic creative for a
plurality of individual interactions, the system comprising one or more memory devices containing instructions for the following:
a module added to a third-party creation tool that allows selecting from a plurality of structures;
the plurality of structures that are selectable from within the third-party creation tool, wherein each of the plurality of structures is configured:
to switch between a plurality of alternative selections when the creative is run,
for graphically-manipulated insertion into the creative, and
for integration into a script representing the creative, wherein the script is run on an end user device and the creative dynamically changes according to the plurality of alternative selections when run, locally, on a plurality of end user devices; and
a platform configured to:
receive selection of a content group that correlates to the plurality of alternative selections,
receive selection of a target group comprising a plurality of attributes describing viewers of the creative,
determine that a viewer of the creative is in the target group,
select, after a user request, an alternative selection from the plurality of alternative selections based on the determination that the viewer of the creative is in the target group,
process the alternative selection with a structure from the plurality of structures to customize the creative to the alternative selection that is associated with the content group,
receive feedback, based on the plurality of individual interactions with the dynamic creative, on how the content group is being received by the target group, and
modify how often the plurality of alternative selections are presented in the script for the target group without regard to how the content group is being received by viewers.
2. The system for generating the dynamic creative as recited in claim 1 , wherein the third party creation tool edits a scripting language.
3. The system for generating the dynamic creative as recited in claim 1 , wherein the creative is customized to the alternative selection away from an end user device rendering the creative for the viewer.
4. The system for generating the dynamic creative as recited in claim 1 , wherein the target group is a function of viewer attributes.
5. The system for generating the dynamic creative as recited in claim 1 , wherein the content group defines a plurality of options that define the alternative selections.
6. The system for generating the dynamic creative as recited in claim 1 , wherein the plurality of alternative selections is defined as a range in the module.
7. A method for generating a dynamic creative for a plurality of individual interactions, the method comprising:
providing, using a computer, a plurality of structures that are selectable from within a third party creation tool, wherein each of the plurality of structures is configured:
to switch between a plurality of alternative selections when the creative is run,
for graphically-manipulated insertion into the creative, and
for integration into a script representing the creative, wherein the script is run on an end user device and the creative dynamically changes according to the plurality of alternative selections when run, locally, on a plurality of end user devices;
receiving, using a computer, selection of a content group that correlates to the plurality of alternative selections;
receiving, using a computer, selection of a target group comprising a plurality of attributes describing viewers of the creative;
determining, using a computer, that a viewer of the creative is in the target group;
selecting, using a computer and after a user request, an alternative selection from the plurality of alternative selections based on the determination that the viewer of the creative is in the target group;
processing, using a computer, the alternative selection with a structure from the plurality of structures to customize the creative to the alternative selection that is associated with the content group;
receiving, using a computer, feedback, based on the plurality of individual interactions with the dynamic creative, on how the content group is being received by the target group viewing the dynamic creative; and
modifying, using a computer, how often the plurality of alternative selections are presented in the script for the target group without regard to how the content group is being received by viewers.
8. The method for generating the dynamic creative as recited in claim 7 , wherein the creative is customized to the alternative selection away from an end user device rendering the creative for the viewer.
9. The method for generating the dynamic creative as recited in claim 7 , wherein the target group is a function of viewer attributes.
10. The method for generating the dynamic creative as recited in claim 7 , further comprising:
receiving a range that defines a subset of the plurality of alternative selections;
customizing an instance of the creative according to the subset.
11. The method for generating the dynamic creative as recited in claim 7 , wherein the content group defines a plurality of options that define the alternative selections.
12. One or more non-transitory machine-readable media having machine-executable instructions configured to generating a dynamic creative for a plurality of individual interactions, comprising code for:
providing a plurality of structures that are selectable from within a third party creation tool, wherein each of the plurality of structures is configured:
to switch between a plurality of alternative selections when the creative is run,
for graphically-manipulated insertion into the creative, and
for integration into a script representing the creative, wherein the script is run on an end user device and the creative dynamically changes according to the plurality of alternative selections when run, locally, on a plurality of end user devices;
receiving selection of a content group that correlates to the plurality of alternative selections;
receiving selection of a target group comprising a plurality of attributes describing viewers of the creative;
determining that a viewer of the creative is in the target group;
selecting, after a user request, an alternative selection from the plurality of alternative selections based on the determination that the viewer of the creative is in the target group;
processing the alternative selection with a structure from the plurality of structures to customize the creative to the alternative selection that is associated with the content group;
receiving feedback, based on the plurality of individual interactions with the dynamic creative, on how the content group is being received by the target group; and
modifying how often the plurality of alternative selections are presented in the script for the target group without regard to how the content group is being received by viewers.
13. One or more physical machine-readable media having machine-executable instructions configured to generating the dynamic creative as recited in claim 12 , wherein the creative is customized to the alternative selection away from an end user device rendering the creative for the viewer.
14. One or more physical machine-readable media having machine-executable instructions configured to generating the dynamic creative as recited in claim 12 , further comprising code for:
receiving a range that defines a subset of the plurality of alternative selections; and
customizing an instance of the creative according to the subset.
15. One or more physical machine-readable media having machine-executable instructions configured to generating the dynamic creative as recited in claim 12 , wherein the target group is a function of viewer attributes.
16. One or more physical machine-readable media having machine-executable instructions configured to generating the dynamic creative as recited in claim 12 , wherein the content group defines a plurality of options that define the alternative selections.
17. A system for generating a dynamic creative for a
plurality of individual interactions, the system comprising one or more memory devices containing instructions for the following:
a module added to a third-party creation tool that allows selecting from a plurality of structures;
the plurality of structures that are selectable from within the third-party creation tool, wherein each of the plurality of structures is configured:
to switch between a plurality of alternative selections when the creative is run,
for graphically-manipulated insertion into the creative, and
for integration into a script representing the creative, wherein the script is run on an end user device and the creative dynamically changes according to the plurality of alternative selections when run, locally, on a plurality of end user devices; and
a platform configured to:
receive selection of a content group that correlates to the plurality of alternative selections,
receive selection of a target group comprising a plurality of attributes describing viewers of the creative,
determine that a viewer of the creative is in the target group,
select, after a user request, an alternative selection from the plurality of alternative selections based on the determination that the viewer of the creative is in the target group,
process the alternative selection with a structure from the plurality of structures to customize the creative to the alternative selection that is associated with the content group,
receive feedback, based on the plurality of individual interactions with the dynamic creative, on how the content group is being received by the target group, and
modify how often the plurality of alternative selections are presented in the script for the target group; wherein:
the platform is further configured to determine successful alternative selections and poor alternative selections from received feedback based on the plurality of individual interactions with the dynamic creative by:
assigning scores to the alternative selections;
successful alternative selections are identified by receiving a score above a first value;
poor alternative selections are identified by receiving a score below a second value; and
the first value is greater than the second value; and
the platform is configured to modify how often the plurality of alternative selections are presented by:
emphasizing successful alternative selections; and
introducing variability by presenting the alternative selections that include alternative selections that were determined previously to be poor alternative selections.