MULTIPLE-OBJECTIVE CONTROL OF CAMPAIGNS
Embodiments of the present invention provide systems, methods, and computer storage media directed at controlling a campaign. In embodiments, a method includes receiving event values respectively associated with corresponding events. The method can then utilize these event values in calculating an estimated impression value for a present logical interval of the campaign. The method can further include generating a price control signal based on a desired return on investment (ROI) associated with the campaign and an observed ROI of a previous logical interval of the campaign. Based on the estimated impression value and the price control signal, a bid price can be computed for the current logical interval of the campaign. This bid price can then be transmitted to a market associated with the campaign. Other embodiments may be described and/or claimed herein.
1 . A method of controlling campaign objectives comprising:
receiving, by a campaign control system, a plurality of event values associated with a corresponding plurality of events, the event values defining the campaign objectives;
calculating, by the campaign control system, an estimated impression value for a present logical interval of the campaign based, at least in part, on the plurality of event values;
generating, by the campaign control system, a price control signal based, at least in part, on a desired return on investment (ROI) associated with the campaign and an observed ROI of a previous logical interval of the campaign;
computing, by the campaign control system, a bid price for the current logical interval of the campaign based, at least in part, on the estimated impression value and the control signal; and
transmitting, by the campaign control system, the bid price to a market associated with the campaign.
2 . The method of claim 1 , further comprising:
receiving, by the campaign control system, the plurality of event values associated with the campaign objectives, wherein the plurality of event values are defined by a user of the computing system.
3 . The method of claim 1 , wherein calculating the estimated impression value for the present logical interval of the campaign is also based on a respective estimated probability of an impression within the market resulting in each of the plurality of events.
4 . The method of claim 3 , wherein the respective estimated probability is determined based on observed events of the previous logical interval of the campaign.
5 . The method of claim 1 , wherein generating the price control signal is further based on a desired pacing associated with the campaign and an observed pacing of the previous logical interval of the campaign.
6 . The method of claim 5 , further comprising:
determining an ROI error based on the desired ROI and an observed ROI of a previous logical interval of the campaign; and
determining a pacing error based on the desired pacing and an observed pacing of a previous logical interval of the campaign, wherein generating the price control signal is based on the ROI error and the pacing error.
7 . The method of claim 1 , wherein the campaign objectives are associated with one or more of:
in-view impressions;
impressions resulting in clicks;
impressions resulting in conversions;
impressions delivered to a target demographic of the campaign; or
completion of video content associated with the campaign.
8 . The method of claim 1 , wherein the plurality of event values include impression dependent event values.
9 . The method of claim 7 , wherein the plurality of event values include impression independent event values.
10 . One or more computer-readable media having instructions stored thereon, wherein the instructions, when executed by one or more processors of a computing system, provide the computing system with a control system to:
receive a plurality of event values associated with a corresponding plurality of events, an indicator of a desired return on investment (ROI), and an indicator of a desired pacing, wherein the event values define objectives of a campaign to which the control system is assigned;
calculate an estimated impression value for a present logical interval of the campaign based, at least in part, on the plurality of event values;
determine an ROI error based on the desired ROI and an observed ROI of a previous logical interval of the campaign;
determine a pacing error based on the desired pacing and an observed pacing of a previous logical interval of the campaign;
generate a price control signal based, at least in part, on the ROI error and the pacing error;
compute a bid price for the current logical interval of the campaign based, at least in part, on the estimated impression value and the control signal; and
transmit the bid price to a market associated with the campaign.
11 . The one or more computer-readable media of claim 10 , wherein the control system is further to:
receive the plurality of event values, wherein the plurality of event values are defined by a user of the computing system.
12 . The one or more computer-readable media of claim 10 , wherein calculating the estimated impression value for the present logical interval of the campaign is also based on a respective estimated probability of an impression within the market resulting in each of the plurality of events.
13 . The one or more computer-readable media of claim 12 , wherein the respective estimated probability is determined based on observed events of the previous logical interval of the campaign.
14 . The one or more computer-readable media of claim 10 , wherein the objectives of the campaign are associated with one or more of:
in-view impressions;
impressions resulting in clicks;
impressions resulting in conversions;
impressions delivered to a target demographic of the campaign; or
completion of video content associated with the campaign.
15 . A computing system comprising:
one or more processors; and
one or more computer-readable media having instructions stored thereon, wherein the instructions, when executed by the one or more processors cause the computing system to:
receive a plurality of event values associated with a corresponding plurality of events, an indicator of a desired return on investment (ROI), and an indicator of a desired pacing, wherein the event values define objectives of a campaign to which the computing system is assigned;
calculate an estimated impression value for a present logical interval of the campaign based, at least in part, on the plurality of event values;
determine an ROI error based on the desired ROI and an observed ROI of a previous logical interval of the campaign;
determine a pacing error based on the desired pacing and an observed pacing of a previous logical interval of the campaign;
generate a price control signal based, at least in part, on the ROI error and the pacing error;
compute a bid price for the current logical interval of the campaign based, at least in part, on the estimated impression value and the control signal; and
transmit the bid price to a market associated with the campaign.
16 . The computing system of claim 15 , wherein the computing system is further to:
receive the plurality of event values associated with the campaign objectives, wherein the plurality of event values are defined by a user of the computing system.
17 . The computing system of claim 15 , wherein calculating the estimated impression value for the present logical interval of the campaign is also based on a respective estimated probability of an impression within the market resulting in each of the plurality of events.
18 . The computing system of claim 17 , wherein the respective estimated probability is determined based on observed events of the previous logical interval of the campaign.
19 . The computing system of claim 15 , wherein the campaign objectives are associated with one or more of:
in-view impressions;
impressions resulting in clicks;
impressions resulting in conversions;
impressions delivered to a target demographic of the campaign; or
completion of video content associated with the campaign.
20 . The computing system of claim 15 , wherein the plurality of event values include impression dependent event values and impression independent event values.