Granted Patent B1

US 10,311,481 · App. 14/329,514 · Granted Jun 4, 2019

Inventors: Daniel Nicholas Hill (Brooklyn, NY); Kiril Tsemekhman (San Francisco, CA)

Assignee: Integral Ad Science, Inc.

G06Q30/0264G06Q30/0249G06Q30/0263G06Q30/0277

Abstract

Claims (50)

1. A method for modifying advertisement spending, the method comprising:

presenting, using a hardware processor, an interface for receiving (i) a web page on which a plurality of advertisements associated with an advertiser device are to be displayed and (ii) an advertising budget designated for displaying the plurality of advertisements on the web page;

receiving, using the hardware processor, information identifying the web page and the advertising budget via the interface;

receiving, using the hardware processor, advertisement delivery information associated with the plurality of advertisements displayed on the web page from monitoring code that tracks advertisement delivery and that is loaded on browser applications executing on a plurality of client devices on which the plurality of advertisements were presented;

generating, using the hardware processor, a distribution of an amount of time that the plurality of advertisements were displayed on the web page using the advertisement delivery information, wherein a continuous probability distribution is fitted to the generated distribution;

automatically identifying, without user intervention, using the hardware processor, a statistically significant deviation within the generated distribution, wherein the statistically significant deviations indicates a sharp increase in the number of views of the plurality of advertisements displayed on the web page;

determining, using the hardware processor, whether a portion of the sharp increase of the statistically significant deviation correlates to an automatic refresh command performed by one or more of the browser applications by monitoring the advertisement delivery information following the statistically significant deviation;

determining, using the hardware processor, whether the number of views correlated with the automatic refresh command is greater than an auto-refresh threshold value; and

inhibiting, using the hardware processor, one or more of the plurality of advertisements to be inhibited from being presented on the web page in response to determining that the number of views correlated with the automatic refresh command is greater than the auto-refresh threshold value.

2. The method of claim 1 , wherein the advertisement delivery information includes an advertisement load time and an advertisement unload time.

3. The method of claim 1 , wherein generating the distribution further comprises:

calculating advertisement display data based on the advertisement delivery information; and

fitting a Weibull distribution to advertisement display data associated with the web page.

4. The method of claim 1 , further comprising extracting pattern features from the generated distribution.

5. The method of claim 4 , further comprising determining whether at least one of the extracted pattern features is a sharp peak in the number of advertisements that were displayed on the web page over a short duration.

6. The method of claim 5 , further comprising determining whether the sharp peak is followed by a significantly smaller number of advertisements that were displayed on the web page over a longer duration.

7. The method of claim 5 , further comprising determining that a first portion of the sharp peak corresponds to the automatic refresh command and a second portion of the sharp peak corresponds to user commands to the one or more browser applications.

8. The method of claim 1 , further comprising:

receiving the web page; and

providing an indication of the plurality of advertisements displayed on the web page in response to the automatic refresh command from the one or more browser applications.

9. The method of claim 1 , further comprising:

determining whether a percentage of advertisements were displayed on the web page in response to the automatic refresh command is greater than a threshold value; and

inhibiting additional advertisements from being presented on the web page based on the determination.

10. A system for modifying advertisement spending, the system comprising:

a hardware processor that is configured to:

present an interface for receiving (i) a web page on which a plurality of advertisements associated with an advertiser device are to be displayed and (ii) an advertising budget designated for displaying the plurality of advertisements on the web page;

receive information identifying the web page and the advertising budget via the interface;

receive advertisement delivery information associated with the plurality of advertisements displayed on the web page from monitoring code that tracks advertisement delivery and that is loaded on browser applications executing on a plurality of client devices on which the plurality of advertisements were presented;

generate a distribution of an amount of time that the plurality of advertisements were displayed on the web page using the advertisement delivery information, wherein a continuous probability distribution is fitted to the generated distribution;

automatically identify, without user intervention, a statistically significant deviation within the generated distribution, wherein the statistically significant deviations indicates a sharp increase in the number of views of the plurality of advertisements displayed on the web page;

determine whether a portion of the sharp increase of the statistically significant deviation correlates to an automatic refresh command performed by one or more of the browser applications by monitoring the advertisement delivery information following the statistically significant deviation;

determine whether the number of views correlated with the automatic refresh command is greater than an auto-refresh threshold value; and

inhibit one or more of the plurality of advertisements to be inhibited from being presented on the web page in response to determining that the number of views correlated with the automatic refresh command is greater than the auto-refresh threshold value.

11. The system of claim 10 , wherein the advertisement delivery information includes an advertisement load time and an advertisement unload time.

12. The system of claim 10 , wherein the hardware processor is further configured to:

calculate advertisement display data based on the advertisement delivery information; and

fit a Weibull distribution to advertisement display data associated with the web page.

13. The system of claim 10 , wherein the hardware processor is further configured to extract pattern features from the generated distribution.

14. The system of claim 13 , wherein the hardware processor is further configured to determine whether at least one of the extracted pattern features is a sharp peak in the number of advertisements that were displayed on the web page over a short duration.

15. The system of claim 14 , wherein the hardware processor is further configured to determine whether the sharp peak is followed by a significantly smaller number of advertisements that were displayed on the web page over a longer duration.

16. The system of claim 14 , wherein the hardware processor is further configured to determine that a first portion of the sharp peak corresponds to the automatic refresh command and a second portion of the sharp peak corresponds to user commands to the one or more browser applications.

17. The system of claim 10 , wherein the hardware processor is further configured to:

receive the web page; and

provide an indication of the plurality of advertisements displayed on the web page in response to the automatic refresh command from the one or more browser applications.

18. The system of claim 10 , wherein the hardware processor is further configured to:

receive a budget for displaying one or more advertisements on the web page; and

determine a portion of the budget that is associated with the plurality of advertisements displayed in response to the automatic refresh command.

19. The system of claim 10 , wherein the hardware processor is further configured to:

determine whether a percentage of advertisements were displayed on the web page in response to the automatic refresh command is greater than a threshold value; and

inhibit additional advertisements from being presented on the web page based on the determination.

Assignments (9)

Continuity (1)