Sequential delivery of advertising content across media devices
The technology relates to sequential or tailored delivery of advertising content across a plurality of media conduits. The invention achieves sequential story telling for advertising campaigns in place of single-series advertising, by delivering over a period of several sessions on a variety of devices. An advertiser can air a campaign on a consumer individual's cell phone device, continue the second portion of the campaign via a desktop browser session, and conclude with the third portion of the campaign on the individual's OTT device. The technology provides advanced controls over targeting and scheduling with high precision.
1. A method for delivering advertising content sequentially to a consumer across two or more display devices, the method comprising:
receiving a pricepoint and one or more campaign descriptions from an advertiser, wherein each of the campaign descriptions comprises a schedule for sequential delivery of two or more items of advertising content across two or more devices accessed by a consumer, wherein the devices include a TV and one or more mobile devices, and a target audience, wherein the target audience is defined by one or more demographic factors, wherein the devices include a first device in a first geographic location and a second device in a second geographic location;
defining a pool of consumers based on a graph of consumer properties, wherein the graph contains information about the two or more devices used by each consumer, demographic data on each consumer, online behavioral data on each consumer, and similarities between pairs of consumers, wherein the two or more devices linked with each consumer are linked using a data source of a plurality of data sources, the plurality of data sources each including a weighing factor associated with a probability the two or more devices are linked to the each consumer, wherein the information in the graph of consumer properties is an aggregation of a first sparse vector associated with the TV and a second sparse vector associated with the mobile devices, and wherein the pool of consumers comprises consumers having at least a threshold similarity to a member of the target audience;
in response to determining that within the graph of consumer properties, particular information associated with a particular consumer is missing relative to known information associated with other consumers in the pool of consumers included in the graph of consumer properties, inferring the particular information using the known information;
receiving a list of inventory from one or more content providers, wherein the list of inventory comprises one or more slots for TV and online;
identifying one or more advertising targets, wherein each of the one or more advertising targets comprises a sequence of slots consistent with one or more of the campaign descriptions, and an overall cost consistent with the pricepoint;
allocating the advertising content of the one or more campaign descriptions to the one or more advertising targets;
for each slot in the sequence of slots, making a bid on the slot consistent with the pricepoint;
for a first slot where the bid is a winning bid, instructing a first content provider to deliver a first item of advertising content in the first slot via a first media conduit and a first performance tag to the pool of consumers;
receiving a first datum from the first performance tag to validate whether a particular consumer viewed the first item of advertising content on the first device, wherein the first item of advertising content is related to a second item of advertising content, the first item of advertising content and the second item of advertising content being associated with a linear story, the second item of advertising content being planned for delivery via the first media conduit;
identifying a triggering event related to at least one of: the first item of advertising content, the second item of advertising content, or the linear story; and
responsive to identifying the triggering event related to at least one of: the first item of advertising content, the second item of advertising content, or the linear story, updating a delivery plan for the second item of advertising content such that the second item of advertising content is planned for delivery via a second media conduit to provide continuity of the linear story.
2. The method of claim 1 , wherein the first item of advertising content and the second item of advertising content are sequential parts of a narrative.
3. The method of claim 1 , wherein the first datum is configured to include a confirmation whether the consumer has seen the first item of advertising content, and the second item of advertising content is not delivered to the consumer until the consumer has seen the first item of advertising content.
4. The method of claim 1 , wherein the pool of consumers comprises a first group of consumers having a first threshold similarity to a member of the target audience, and a second group of consumers having a second threshold similarity to a member of the target audience, and wherein the first item of advertising content is present in two versions, and the first version is delivered to a first slot of inventory accessible to the first group of consumers and a second version is delivered to a second slot of inventory accessible to the second group of consumers.
5. The method of claim 1 , wherein the first datum comprises an indication of whether the consumer has purchased a product featured in the first item of advertising content, and the second item of advertising content is not delivered to the consumer if the consumer has purchased the product.
6. The method of claim 1 , wherein the first slot is on a TV, and a second slot is on a mobile device.
7. The method of claim 6 , wherein a second performance tag for the second item of advertising content includes a gross rating point, and wherein if the gross rating point is below a target number, one or more of the first and second items of advertising content, or a third item of advertising content, is delivered to a third slot of inventory accessible to the consumer on a TV.
8. The method of claim 1 further comprising providing a third item of advertising content to a third device that is associated with a third geographic location.
9. The method of claim 8 further comprising selecting, for delivery of the third item of advertising content, the first media conduit, the second media conduit, or a third media conduit.
10. The method of claim 1 , wherein the first device played a first portion of a media item on the first device at the first geographic location, wherein the second device played a second portion of the media item on the second device at the second geographic location.
11. The method of claim 1 further comprising causing a fourth item of advertising content to be sent to the first device during a first session.
12. The method of claim 1 , wherein the plurality of data sources comprises an IP address, a geolocation, and a publisher login.
13. A method of controlling sequential delivery of cross-screen advertising content to a consumer, the method comprising:
determining that the consumer is a member of a target audience based on consumer information;
identifying a first device and second device accessible to the consumer, wherein the first device is associated with a first geographic location and the second device is associated with a second geographic location, and wherein the consumer information is an aggregation of a first sparse vector associated with the first device and a second sparse vector associated with the second device;
receiving instructions for placement, via a first media conduit, of a first item of advertising content and a second item of advertising content on the first device and the second device, consistent with an advertising budget and the target audience, wherein the second item of advertising content is selected based on a classification of consumers and the consumer having a particular classification to drive the selection of the second item of advertising content from a set of campaign variations;
causing the first media conduit to deliver the first item of advertising content to the first device;
identifying a triggering event related to at least one of: the first item of advertising content, the second item of advertising content, or a linear story; and
responsive to identifying the triggering event related to at least one of: the first item of advertising content, the second item of advertising content, or the linear story, updating a delivery plan for the second item of advertising content such that the second item of advertising content is planned for delivery via a second media conduit to provide continuity of the linear story.
14. The method of claim 13 further comprising providing a third item of advertising content to a third device that is associated with a third geographic location.
15. The method of claim 13 , wherein the first device played a first portion of a media item on the first device at the first geographic location, wherein the second device played a second portion of the media item on the second device at the second geographic location.
16. The method of claim 13 further comprising causing a fourth item of advertising content to be sent to the first device during a first session.