Granted Patent B2

US 8,583,487 · App. 13/618,164 · Granted Nov 12, 2013

Abstract

Claims (46)

1. A computer-implemented method, comprising:

generating an approximation to an error associated with a mean revenue per impression of a corresponding media cell, the corresponding media cell sharing one or more common attributes with a target media cell, and the error approximation being based on at least a number of impressions associated with the corresponding media cell;

determining, with at least one processor, whether the error approximation exceeds a threshold value associated with a revenue model of the corresponding media cell;

calculating, when the error approximation does not exceed the threshold value, the mean revenue per impression of the corresponding media cell based on a distribution of revenue per impression associated with the corresponding media cell; and

predicting, with the at least one processor, a revenue per impression of the target media cell based on the calculated mean revenue per impression of the corresponding media cell.

2. The method of claim 1 , wherein the common attributes comprise at least one of a common tract of advertising space inventory, a common revenue model, a common slot size, a common segmentation model, a common media, or a common industry campaign.

3. The method of claim 1 , further comprising:

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

computing an approximation to an error associated with a mean revenue per impression of the identified media cells, based on at least a number of impressions associated with the identified media cells.

4. The method of claim 1 , wherein the generating comprises:

calculating a factor indicative of a revenue model of the corresponding media cell and a geographic segmentation of the corresponding media cell; and

computing the error approximation based on at least one of the number of impressions associated with the corresponding media cell or a ratio of (i) a cost per unit of media associated with the corresponding media cell and (ii) the calculated factor.

5. The method of claim 1 , wherein the calculating comprises determining the distribution of revenue per impression for the corresponding media cell based on at least one of a cost per unit of media associated with the corresponding media cell, the number of impressions associated with the corresponding media cell, or a number of events associated with the corresponding media cell.

6. The method of claim 1 , further comprising:

when the error approximation exceeds the threshold value, calculating the mean revenue per impression of the corresponding media cell 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.

7. The method of claim 6 , wherein the calculating further comprises:

determining a plurality of factors that describe a 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 corresponding media cell based on a logarithmic-linear combination of the plurality of factors.

8. The method of claim 6 , wherein the plurality of attributes comprise at least one of a website, a slot size, or a segmentation model associated with each additional media cell.

9. The method of claim 1 , wherein the predicting comprises computing a weighted average of (i) the estimated mean revenue per impression of the corresponding media cell and (ii) measurements of revenue per impression for the target media cell.

10. The method of claim 1 , wherein the calculating comprises adjusting the mean revenue per impression of the corresponding media cell to account for one or more of audience leadback and advertiser leadback.

11. 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:

generate an approximation to an error associated with a mean revenue per impression of a corresponding media cell, the corresponding media cell sharing one or more common attributes with a target media cell, and the error approximation being based on at least a number of impressions associated with the corresponding media cell;

determine whether the error approximation exceeds a threshold value associated with a revenue model of the corresponding media cell;

calculate, when the error approximation does not exceed the threshold value, the mean revenue per impression of the corresponding media cell based on a distribution of revenue per impression associated with the corresponding media cell; and

predict a revenue per impression of the target media cell based on the calculated mean revenue per impression of the corresponding media cell.

12. The apparatus of claim 11 , wherein the common attributes comprise at least one of a common tract of advertising space inventory, a common revenue model, a common slot size, a common segmentation model, a common media, or a common industry campaign.

13. The apparatus of claim 11 , wherein the processor is further configured to:

calculate a factor indicative of a revenue model of the corresponding media cell and a geographic segmentation of the corresponding media cell; and

compute the error approximation based on at least one of the number of impressions associated with the corresponding media cell or a ratio of (i) a cost per unit of media associated with the corresponding media cell and (ii) the calculated factor.

14. The apparatus of claim 11 , wherein the processor is further configured to determine the distribution of revenue per impression for the corresponding media cell based on at least one of a cost per unit of media associated with the corresponding media cell, the number of impressions associated with the corresponding media cell, or a number of events associated with the corresponding media cell.

15. The apparatus of claim 11 , wherein the processor is further configured to:

calculate, when the error approximation exceeds the threshold value, the mean revenue per impression of the corresponding media cell 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.

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

determine a plurality of factors that describe a 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

calculate the mean revenue per impression of the corresponding media cell based on a logarithmic-linear combination of the plurality of factors.

17. The apparatus of claim 15 , wherein the plurality of attributes comprise at least one of a website, a slot size, or a segmentation model associated with each additional media cell.

18. The apparatus of claim 11 , wherein the processor is further configured to predict the revenue per impression of the target media cell based on a weighted average of (i) the estimated mean revenue per impression of the corresponding media cell and (ii) measurements of revenue per impression for the target media cell.

19. The apparatus of claim 11 , wherein the processor is further configured to adjust the mean revenue per impression of the corresponding media cell to account for one or more of audience leadback and advertiser leadback.

20. A tangible, non-transitory computer readable medium storing instructions that, when executed by at least one processor, cause the at least one processor to perform a method, comprising:

generating an approximation to an error associated with a mean revenue per impression of a corresponding media cell, the corresponding media cell sharing one or more common attributes with a target media cell, and the error approximation being based on at least a number of impressions associated with the corresponding media cell;

determining whether the error approximation exceeds a threshold value, the threshold value associated with a revenue model of the corresponding media cell;

calculating, when the error approximation does not exceed the threshold value, the mean revenue per impression of the corresponding media cell based on a distribution of revenue per impression associated with the corresponding media cell; and

predicting a revenue per impression of the target media cell based on the calculated mean revenue per impression of the corresponding media cell.

Assignments (9)