Programmatic advertising platform
A system and method provides for the use of a proprietary platform to predict impressions and to predict and design ad campaigns. Specifically, a proprietary programmatic advertisement platform correlates television programming asset sources with actual viewing behavior of broadcasts associated with the television programming assets and ad content associated with the ad campaign. The correlation produces a predicted performance value used to generate an ad campaign. For instance, the invention enables television programming asset sources and viewership information providers to communicate with the programmatic advertisement platform in a way that adds value to or otherwise facilitates the valuation of the television programming asset sources in context of the particular ad. Thus, the programmatic advertisement platform delivers improved performance and lower effective cost of television ad campaigns by using automation for simplification and advanced targeting algorithms to reach desired audiences more efficiently.
1. A method comprising:
receiving, by a programmatic advertising platform, selection criteria comprising campaign dates, a target audience, a campaign budget, and an advertising content identification from a client computing device;
accessing, by the programmatic advertising platform, a data storage containing a data set including a plurality of television programming assets inventoried from at least one of a plurality of television programming asset sources, wherein the data set includes temporal and non-temporal attributes for each television programming asset in the plurality of television programming assets;
correlating, by the programmatic advertising platform, the plurality of television programming assets with audience attributes comprising viewership information and consumer data;
determining, by the programmatic advertising platform, a predicted performance value for placement of the identified advertising content associated with the requested advertising campaign in at least one segment of one of the plurality of television programming assets using the data set, the correlated audience attributes, and the selection criteria;
creating, by the programmatic advertising platform, the advertising campaign by selecting televisions programming assets from the accessed data set to populate the requested advertising campaign based on the determined predicted performance value and the selection criteria;
generating, by the programmatic advertising platform, report information associated with the created advertising campaign, wherein the generated report information, when received and processed by the client computing device, causes the client computing device to display a report of the created advertising campaign containing dates, the campaign budget, time ranges, a summary of the selected television programming assets, a plan impression score, and the predicted performance value,
wherein the plan impression score is an index number comparing the created advertising campaign to a universal estimate; and
making, by the programmatic advertising platform, the generated report information available to the client computing device,
wherein at least one of the receiving, accessing, correlating, determining, creating, and generating are performed by one or more computers.
2. The method of claim 1 wherein the plurality of television programming assets are selected from a group consisting of broadcast television programming, national cable television programming, local cable television programming, video on demand programming, and television programming delivered online.
3. The method of claim 1 , wherein the selection criteria further comprises at least one of: (i) a hiatus week, (ii) a spot length, (iii) a primary target audience, (iv) a secondary target audience, (v) a weight of importance measurement for each day, and (vi) network preferences comprising network exclusions, specified networks, a weight of importance measurement for each network, and a percentage of networks to include in a daypart.
4. The method of claim 1 , further comprising:
transmitting, by the programmatic advertising platform, the generated advertising campaign to the client computing device; and
receiving, by the programmatic advertising platform, an indication of acceptance of the generated advertising campaign from the client computing device.
5. The method of claim 4 , further comprising:
generating, by the programmatic advertising platform, an order for an owner of the selected television programming assets based upon the indication of acceptance of the generated advertising campaign from the client computing device; and
transmitting, by the programmatic advertising platform, the order to the owner to secure a placement for the identified advertising content in the selected television programming assets.
6. The method of claim 1 , wherein the report information includes at least one analytic factor selected from a group consisting of an impression heatmap, an impression distribution, and an impression delivery schedule.
7. The method of claim 1 , further comprising:
storing, by the programmatic advertising platform, performance data from each of the selected television programming assets, wherein the performance data is based on as-run files ingested periodically from the plurality of television programming assets; and
making, by the programmatic advertising platform, the performance data available to the client computing device.
8. The method of claim 1 , the determining the predicted performance value further comprising:
determining, by the programmatic advertising platform, the relationship of a success metric for placement of the advertisement content in a segment of the television programming asset and a number of targeted impressions for the segment.
9. The method of claim 1 , wherein the plurality of television programming assets are advertisement availability providers.
10. The method of claim 9 , wherein the data set further comprises normalized advertisement segment data from each of the plurality of television programming assets.
11. A non-transitory computer-readable medium carrying one or more sequences of instructions which, when executed by one or more processors, cause the one or more processors to perform operations comprising:
receiving, by a programmatic advertising platform, selection criteria comprising campaign dates, a target audience, a campaign budget, cost of a set of impressions, and an advertising content identification from a client computing device;
accessing, by the programmatic advertising platform, a data storage containing a data set comprising a plurality of television programming assets inventoried from at least one of a plurality of television programming asset sources, a calendar, an audience data source and a predictive algorithm, the data set including temporal and non-temporal attributes for each television programming asset in the plurality of television programming assets;
correlating, by the programmatic advertising platform, the plurality of television programming assets with audience attributes comprising viewership information and consumer data;
determining, by the programmatic advertising platform, a predicted performance value for placement of the identified advertising content associated with the requested advertising campaign in at least one segment of one of the plurality of television programming assets using the data set, the correlated audience attributes, and the selection criteria;
creating, by the programmatic advertising platform, the advertising campaign by selecting television programming assets from the accessed data set to populate the requested advertising campaign based on the determined predicted performance value and the selection criteria;
generating, by the programmatic advertising platform, report information associated with the created advertising campaign, wherein the generated report information, when received and processed by the client computing device, causes the client computing device to display a report of the created advertising campaign containing dates, time ranges, a summary of the selected television programming assets, a plan impression score, and the predicted performance value,
wherein the plan impression score is an index number comparing the created advertising campaign to a universal estimate; and
making, by the programmatic advertising platform, the generated report information available to the client computing device,
wherein at least one of the receiving, accessing, correlating, determining, creating, and generating are performed by one or more computers.
12. The non-transitory computer readable media of claim 11 wherein the plurality of television programming assets are selected from a group consisting of broadcast television programming, national cable television programming, local cable television programming, video on demand programming, and television programming delivered online.
13. The non-transitory computer-readable medium of claim 11 , wherein the selection criteria further comprises at least one of (i) a hiatus week, (ii) a spot length, (iii) a primary target audience, (iv) a secondary target audience, (v) a weight of importance measurement for each day, and (v) network preferences including network exclusions, specified networks, a weight of importance measurement for each network, and a percentage of networks to include in each day part.
14. The non-transitory computer-readable medium of claim 11 , wherein the report information includes at least one analytic factor selected from a group consisting of an impression heatmap, an impression distribution, and an impression delivery schedule.
15. The non-transitory computer-readable medium of claim 11 , the operations further comprising:
storing, by the programmatic advertising platform, after the advertisement campaign has begun, performance data from each of the selected television programming assets, wherein the performance data is based on as-run files ingested periodically from the plurality of television programming assets; and
making, by the programmatic advertising platform, the performance data available to the client computing device.
16. The non-transitory computer-readable medium of claim 11 , the determine further comprising:
determining, by the programmatic advertising platform, the relationship of a success metric for placement of the advertisement content in a segment of the television programming asset and a number of targeted impressions for the segment.
17. The non-transitory computer-readable medium of claim 16 , wherein the plurality of television programming assets are advertisement availability providers.
18. The non-transitory computer-readable medium of claim 16 , wherein the data set comprises normalized advertisement slot data from each of the plurality of television programming assets.
19. The non-transitory computer-readable of claim 11 , the operations further comprising:
transmitting, by the programmatic advertising platform, the generated advertising campaign to the client computing device; and
receiving, by the programmatic advertising platform, an indication of acceptance of the generated advertising campaign from the client computing device.
20. The non-transitory computer-readable of claim 19 , the operations further comprising:
generating, by the programmatic advertising platform, an order for an owner of the selected television programming assets based upon the indication of acceptance of the generated advertising campaign from the client computing device; and
transmitting, by the programmatic advertising platform, the order to the owner to secure a placement for the identified advertising content in the selected television programming assets.