Granted Patent B1

US 9,865,004 · App. 14/139,567 · Granted Jan 9, 2018

Abstract

Claims (45)

1. A computer-implemented method for evaluating and controlling a particular real-time online bidding campaign in an automated real-time online auction system, the method comprising:

for at least one reference bidding campaign:

receiving a plurality of bid requests at a real-time bidding system from one or more real-time bidding exchanges via a network, each bid request (a) identifying a placement in digital content being loaded or rendered by a respective internet-connected device and (b) including identification information associated with the respective internet-connected device, wherein each placement comprises a defined component within respective digital content, the placement being configured for selectively displaying any of a plurality of different ad creatives for any of a plurality of different bidding campaigns;

for at least some of the received plurality of bid requests, the real-time bidding system submitting a bid for the placement identified in the respective bid request;

for at least some submitted bids, the real-time bidding system receiving bid result information indicating whether the submitted bid was a winning bid, wherein for each winning bid an impression, comprising an instance of an ad creative, is delivered to the respective internet-connected device via the respective placement identified in the respective bid request;

for at least some winning bids, the real-time bidding system receiving target action data indicating performance of a target user action associated with the respective impression delivered via the respective placement;

calculating, by the bidding system, a performance metric for each of a plurality of placements based on received bid requests that identify the respective placement, submitted bids for such bid requests, bid result information for such submitted bids, and the received target action data associated with the respective placement;

selecting, by the bidding system, from the plurality of placements, one or more target placements for the particular real-time online bidding campaign based on the calculated performance metrics for the plurality of placements;

selecting, by the bidding system, from a plurality of geographic regions, one or more target geographic regions for the particular real-time online bidding campaign;

for each target placement, calculating, by the bidding system, an available impression volume for each target geographic region;

for each calculated available impression volume:

determining, by the bidding system, a discount rate as a function of an average win rate indicating a number of impressions won per number of bids placed by the bidding system, based on historical bid result information for bids submitted by the bidding system; and

calculating a discounted available impression volume by applying the determined discount rate to the available impression volume;

calculating, by the bidding system, a total available impression volume for the particular real-time online bidding campaign by summing the plurality of discounted available impression volumes; and

automatically controlling, by the bidding system, at least one operational aspect of the particular real-time online bidding campaign based on the calculated total available impression volume.

2. The computer-implemented method of claim 1 , comprising selecting the one or more target placements from the plurality of placements based on the calculated performance metrics for the plurality of placements and based on a comparison of each placement to a campaign parameter, wherein the campaign parameter comprises one or more of a creative type, a language, and a configuration.

3. The computer-implemented method of claim 1 , wherein the performance metric comprises one or more of a click-through rate, a cost per action, a rate of display of an advertisement, or a video completion rate.

4. The computer-implemented method of claim 1 , comprising selecting the one or more target geographic regions based on offline data and online data.

5. The computer-implemented method of claim 4 , wherein the offline data comprises one or more of demographic data, point of sale data, and business information data.

6. The computer-implemented method of claim 4 , wherein the online data comprises one or more of page content, user clicks, advertisement impressions, and web pages visited.

7. The computer-implemented method of claim 1 , comprising selecting the one or more target geographic regions based on one or more of a target audience, or a product being promoted in the particular real-time online bidding campaign.

8. The computer-implemented method of claim 1 , wherein the discount rate for each calculated available impression volume is based on a number of advertisement impressions that is required to satisfy a specified performance level for the a respective reference bidding campaign relative to a total number of advertisement impressions for the respective reference bidding campaign.

9. A non-transitory computer readable medium containing computer-readable instructions for evaluating and controlling a particular real-time online bidding campaign in an automated real-time online auction system, wherein the computer-readable instructions are executable by a computer processor to perform operations comprising:

for at least one reference bidding campaign:

receiving a plurality of bid requests from one or more real-time bidding exchanges via a network, each bid request (a) identifying a placement in digital content being loaded or rendered by a respective internet-connected device and (b) including identification information associated with the respective internet-connected device, wherein each placement comprises a defined component within respective digital content, the placement being configured for selectively displaying any of a plurality of different ad creatives for any of a plurality of different bidding campaigns;

for at least some of the received plurality of bid requests, submitting a bid for the placement identified in the respective bid request;

for at least some submitted bids, receiving bid result information indicating whether the submitted bid was a winning bid, wherein for each winning bid an impression, comprising an instance of an ad creative, is delivered to the respective internet-connected device via the respective placement identified in the respective bid request;

for at least some winning bids, receiving target action data indicating performance of a target user action associated with the respective impression delivered via the respective placement;

storing bid request volume data indicating respective volumes of bid requests associated with a plurality of different placements and a plurality of different geographic regions;

calculating a performance metric for each of the plurality of placements based on received bid requests that identify the respective placement, submitted bids for such bid requests, bid result information for such submitted bids, and the received target action data associated with the respective placement;

selecting, from the plurality of placements, one or more target placements for the particular real-time online bidding campaign based on the calculated performance metrics for the plurality of placements;

selecting, from a plurality of geographic regions, one or more target geographic regions for the particular real-time online bidding campaign;

for each target placement, calculating an available impression volume for each target geographic region;

for each calculated available impression volume:

determining, by the bidding system, a discount rate as a function of an average win rate indicating a number of impressions won per number of bids placed by the bidding system, based on historical bid result information for bids submitted by the bidding system; and

calculating a discounted available impression volume by applying the determined discount rate to the available impression volume;

calculating a total available impression volume for the particular real-time online bidding campaign by summing the plurality of discounted available impression volumes; and

automatically controlling at least one operational aspect of the particular real-time online bidding campaign based on the calculated total available impression volume.

10. The non-transitory computer readable medium of claim 9 , wherein the computer-readable instructions are executable by the computer processor to select the one or more target placements from the plurality of placements based on the calculated performance metrics for the plurality of placements and based on a comparison of each placement to a campaign parameter, wherein the campaign parameter comprises one or more of a creative type, a language, and a configuration.

11. The non-transitory computer readable medium of claim 9 , wherein the performance metric comprises one or more of a click-through rate, a cost per action, a rate of display of an advertisement, or a video completion rate.

12. The non-transitory computer readable medium of claim 9 , wherein the computer processor performs the operations to select the one or more target geographic regions based on offline data and online data.

13. The non-transitory computer readable medium of claim 12 , wherein the offline data comprises one or more of demographic data, point of sale data, and business information data.

14. The non-transitory computer readable medium of claim 12 , wherein the online data comprises one or more of page content, user clicks, advertisement impressions, and web pages visited.

15. The non-transitory computer readable medium of claim 9 , wherein the computer processor performs the operations to select the one or more target geographic regions based on one or more of a target audience, or a product being promoted in the particular real-time online bidding campaign.

16. The non-transitory computer readable medium of claim 9 , wherein the discount rate for each calculated available impression volume is based on a number of advertisement impressions that is required to satisfy a specified performance level for the a respective reference bidding campaign relative to a total number of advertisement impressions for the respective reference bidding campaign.

Assignments (22)