LIST-BASED ADVERTISEMENT SERVING
A computer system and method for list-based advertisement serving are provided. In at least one embodiment, a computer system or method may comprise creating advertisement lists before runtime based on list generation data, wherein each of the advertisement lists is associated with a respective target audience definition. The computer system or method may also comprise allocating advertisements among the advertisement lists before runtime, based on the list generation data, to cause each advertisement list to include a prioritized sequence of advertisements.
1 . A method, implemented on a machine having at least one processor, storage, and a communication platform connected to a network for providing online advertisements, the method comprising:
receiving an online request for an advertisement in connection with a user;
creating a plurality of advertisement lists, each of which is associated with one or more audience groups and includes a plurality of advertisements arranged in a first order;
determining, based on a first characteristic of the user, at least one audience group to which the user belongs;
selecting an optimized advertisement from the plurality of advertisement lists by
determining, from the plurality of advertisement lists, an advertisement list associated with the at least one audience group to which the user belongs,
customizing the first order of the plurality of advertisements in the advertisement list based on a second characteristic of the user to generate a customized advertisement list for the user with the plurality of advertisements therein arranged in a second order, and,
determining the optimized advertisement by selecting a first advertisement in the customized advertisement list according to the second order; and
providing the optimized advertisement in response to the online request.
2 . The method of claim 1 , further comprising
recording the customized advertisement list with information indicating that the first advertisement has been served so that remaining advertisements in the customized advertisement list in the second order are to be served in response to subsequent online requests.
3 . The method of claim 1 , wherein the plurality of advertisement lists are created based on:
characteristics of users to whom advertisements in the plurality of advertisement lists were previously presented;
reactions of the users exhibited to the previous presentations of the advertisements in the plurality of advertisement lists; and
which advertisements have been presented to which users.
4 . The method of claim 1 , wherein the first order of advertisements in an advertisement list is determined based on at least one of: a volume associated with each advertisement in the advertisement list and a priority associated with the advertisement.
5 . The method of claim 1 , wherein the step of determining an advertisement list comprises:
obtaining a set of candidate advertisement lists based on the at least one audience group; and
determining, from the set of candidate advertisement lists, the advertisement list associated with the at least one audience group based on at least one characteristic of the user.
6 . The method of claim 5 , wherein determining the advertisement list from the set of candidate advertisement lists is further based on predetermined conflict resolution rules.
7 . The method of claim 1 , further comprising refining the plurality of advertisement lists based on information related to their respective audience groups.
8 . The method of claim 7 , wherein the step of refining comprises:
deleting, from the plurality of advertisement lists, a redundant advertisement list that has the same at least one associated audience group as that of a different one of the advertisement lists; and
incorporating advertisements in the redundant advertisement list into the different advertisement list.
9 . The method of claim 7 , wherein the step of refining comprises:
identifying a common audience group associated with more than one advertisement list comprising a redundant advertisement list and a different advertisement list;
determining whether the common audience group is a subset of the one or more audience groups associated with the redundant advertisement list; and
deleting the common audience group from the one or more audience groups associated with the redundant advertisement list, when the common audience group is a subset of the one or more audience groups associated with the redundant advertisement list and equals to that of the different advertisement list.
10 . The method of claim 7 , wherein the step of refining comprises:
identifying a common audience group associated with more than one advertisement list comprising a first and a second advertisement lists;
determining whether the common audience group is a subset of both the first and second advertisement lists; and
creating a third advertisement list with the common audience group as its associated audience group.
11 . The method of claim 7 , wherein the step of refining comprises creating a new advertisement list with an associated at least one audience group that is not associated with any of the plurality of advertisement lists.
12 . The method of claim 1 , wherein the at least one audience group to which the user belongs is determined further based on at least one of:
information related to a viewer source via which the online request is submitted by the user; and
a probability, determined based on a logistic regression model, related to a similarity in preference on similar advertisements between the user and other users in the at least one audience group.