SYSTEMS, METHODS AND ARTICLES FOR BUY-SIDE OPTIMIZATION OF CONTENT PLACEMENT IN LINEAR MEDIACASTS
Systems, methods and articles for automating and optimizing the purchase of spots in mediacasts to allow goals to be met or exceeded in ways that were previously difficult or impossible. An autonomous purchase system is provided where buyers can automatically receive offers for placement opportunities simultaneously via a single interface, and the system can optimize selection of the received offers based on various optimization criteria that may be specified by the advertiser. The optimized selection may be presented using a heat map that allows the user to quickly identify the value of a plurality of offers.
1 . A method of optimizing advertisement placement in linear mediacasts, the method comprising:
storing, in at least one nontransitory processor-readable storage medium, a plurality of offers for advertisement placement opportunities for an advertiser, each of the plurality of offers for advertisement placement opportunities comprising an offer for the advertiser to place one or more advertisements in at least one of a number of linear mediacasts for each of a plurality of mediacast content providers that transmit the linear mediacasts to a plurality of media consumers over a period of time;
receiving, by at least one processor, optimization criteria from the advertiser;
optimizing, by the at least one processor, a selection of a subset of the plurality of offers for advertisement placement opportunities based at least in part on the received optimization criteria; and
presenting, by the at least one processor, the selected subset of the plurality of offers for advertisement placement opportunities to the advertiser via an advertiser-facing user interface.
2 . The method of claim 1 , further comprising:
sending, by the at least one processor, orders for the purchase of advertisement opportunities to the mediacast content providers based on the selected subset of the plurality of offers for advertisement placement opportunities.
3 . The method of claim 2 , further comprising:
subsequent to the sending of the orders, re-optimizing a selection of a plurality of offers for advertisement placement opportunities based on optimization criteria and based on information relating to the sent orders.
4 . The method of claim 3 , further comprising:
prior to re-optimizing, receiving, by the at least one processor, updated optimization criteria from the advertiser.
5 . The method of claim 3 wherein the information regarding the sent orders comprises information relating to at least one of the respective prices of at least some of the sent orders, the performance of at least some of the sent orders, or targeting criteria for at least some of the sent orders.
6 . The method of claim 1 , further comprising:
receiving, by the at least one processor, a spending budget from the advertiser, wherein receiving the optimization criteria comprises receiving an indication that the advertiser requests to maximize advertising impact, and optimizing a selection of a subset of the plurality of offers comprises determining a subset of the offers to select that maximizes the advertising impact without exceeding the received spending budget.
7 . The method of claim 1 , further comprising:
receiving, by the at least one processor, an advertising impact target and a spending budget from the advertiser, wherein receiving the optimization criteria comprises receiving an indication that the advertiser requests to minimize the spending budget, and optimizing a selection of a subset of the plurality of offers comprises determining a subset of the offers to select that minimizes the spend while meeting the advertising impact target.
8 . The method of claim 1 , further comprising:
receiving, by the at least one processor, a spending budget from the advertiser, wherein receiving the optimization criteria comprises receiving an indication that the advertiser requests to maximize gross ratings points (GRPs), and optimizing a selection of a subset of the plurality of offers comprises determining a subset of the offers to select that maximizes the GRPs without exceeding the received spending budget.
9 . The method of claim 1 , further comprising:
receiving, by the at least one processor, a gross ratings points (GRPs) target and a spending budget from the advertiser, wherein receiving the optimization criteria comprises receiving an indication that the advertiser requests to minimize the spending budget, and optimizing a selection of a subset of the plurality of offers comprises determining a subset of the offers to select that minimizes the spending amount while meeting the GRPs target.
10 . The method of claim 1 wherein the selected subset of the plurality of offers comprises a first subset, the method further comprising:
receiving, by the at least one processor via the advertiser-facing user interface, a modification of the first subset of the plurality of offers for advertisement placement opportunities;
re-optimizing, by the at least one processor, a selection of a second subset of the plurality of offers for advertisement placement opportunities based at least in part on the received optimization criteria and the received modification of the first subset of the plurality of offers for advertisement placement opportunities; and
presenting, by the at least one processor, the second subset of the plurality of offers for advertisement placement opportunities to the advertiser via an advertiser-facing user interface.
11 . The method of claim 10 wherein receiving a modification of the first subset of the plurality of offers comprises at least one of: manual selection of an offer that is not in the first subset of the plurality of offers, or manual de-selection of an offer that is in the first subset of the plurality of offers.
12 . The method of claim 10 wherein receiving a modification of the first subset of the plurality of offers comprises receiving filtering criteria that excludes one or more of the plurality of offers from consideration.
13 . The method of claim 12 wherein receiving filtering criteria comprises receiving filtering criteria that relates to at least one of: programming content category, programming content rating, programming content daypart, or programming content target demographics.
14 . The method of claim 1 wherein the optimization criteria includes repetition criteria relating to at least one of:
a maximum number of advertisement opportunities to be selected for a single transmission of any one program; or
a maximum number of advertisement opportunities to be selected during a multi-day time period for any one program.
15 . The method of claim 14 , further comprising:
receiving, by the at least one processor, the repetition criteria from the advertiser.
16 . The method of claim 14 , further comprising:
receiving, by the at least one processor, the repetition criteria from a media content provider that is offering one or more of the advertisement opportunities.
17 . The method of claim 1 wherein the optimization criteria includes smoothing criteria that specifies at least one of:
a maximum percentage of a specified budget that is allowed to be spent for any one program; or
a maximum percentage of a specified budget that is allowed to be spent for any one channel.
18 . The method of claim 1 , further comprising:
receiving, by the at least one processor, a gross ratings points (GRPs) target and a spending budget from the advertiser, wherein receiving the optimization criteria comprises receiving an indication that the advertiser requests to optimize the selection of offers with respect to both the GRPs target and the spending budget, and optimizing a selection of a subset of the plurality of offers comprises determining a subset of the offers that meet both the spending budget and the GRPs target.
19 . The method of claim 1 wherein optimizing a selection of a subset of the plurality of offers takes into account one or more advertiser goals or criteria relating to one or more of: target demographics goals, daypart goals, affiliate goals, market level goals, spot length goals, weekly goals, or excluded programs.
20 . The method of claim 1 wherein optimizing a selection of a subset of the plurality of offers takes into account one or more advertiser priorities relating to a spot length priority or a daypart priority.
21 . The method of claim 1 wherein presenting the selected subset of the plurality of offers comprises presenting the selected subset of the plurality of offers for advertisement placement opportunities on a heat map that is color-coded with respect to at least one of cost per point (CPP) or the number of selected offers for a particular program.
22 . The method of claim 1 , further comprising:
receiving, by the at least one processor, requests for available advertisement placement opportunities from the advertiser;
sending, by the at least one processor, the received requests for available advertisement placement opportunities to the plurality of mediacast content providers; and
receiving, by the at least one processor, the plurality of offers for advertisement placement opportunities from the plurality of mediacast content providers.
23 . A system to optimize advertisement placement in linear mediacasts, the system comprising:
at least one nontransitory processor-readable storage medium that stores at least one of instructions or data, and which stores a plurality of offers for advertisement placement opportunities for an advertiser, each of the plurality of offers for advertisement placement opportunities comprising an offer for the advertiser to place one or more advertisements in at least one of a number of linear mediacasts for each of a plurality of mediacast content providers that transmit the linear mediacasts to a plurality of media consumers over a period of time; and
at least one processor communicatively coupled to the at least one nontransitory processor-readable storage medium, in operation, the at least one processor:
receives optimization criteria from the advertiser;
optimizes a selection of a subset of the plurality of offers for advertisement placement opportunities based at least in part on the received optimization criteria; and
presents the selected subset of the plurality of offers for advertisement placement opportunities to the advertiser via an advertiser-facing user interface.
24 . The system of claim 23 wherein the at least one processor:
sends orders for the purchase of advertisement opportunities to the mediacast content providers based on the selected subset of the plurality of offers for advertisement placement opportunities.
25 . The system of claim 24 wherein the at least one processor:
subsequent to sending of the orders, re-optimizes a selection of a plurality of offers for advertisement placement opportunities based on optimization criteria and based on information relating to the sent orders.
26 . The system of claim 25 wherein the at least one processor:
prior to the re-optimization, receives updated optimization criteria from the advertiser.
27 . The system of claim 25 wherein the information regarding the sent orders comprises information relating to at least one of the respective prices of at least some of the sent orders, the performance of at least some of the sent orders, or targeting criteria for at least some of the sent orders.
28 . The system of claim 23 wherein the at least one processor:
receives a spending budget from the advertiser, wherein the optimization criteria comprises an indication that the advertiser requests to maximize advertising impact, and the at least one processor determines a subset of the offers to select that maximizes the advertising impact without exceeding the received spending budget.
29 . The system of claim 23 wherein the at least one processor:
receives an advertising impact target and a spending budget from the advertiser, wherein the optimization criteria comprises an indication that the advertiser requests to minimize the spending budget, and the at least one processor determines a subset of the offers to select that minimizes the spend while meeting the advertising impact target.
30 . The system of claim 23 wherein the at least one processor:
receives a spending budget from the advertiser, wherein the optimization criteria comprises an indication that the advertiser requests to maximize gross ratings points (GRPs), and the at least one processor determines a subset of the offers to select that maximizes the GRPs without exceeding the received spending budget.
31 . The system of claim 23 wherein the at least one processor:
receives a gross ratings points (GRPs) target and a spending budget from the advertiser, wherein the optimization criteria comprises an indication that the advertiser requests to minimize the spending budget, and the at least one processor determines a subset of the offers to select that minimizes the spending amount while meeting the GRPs target.
32 . The system of claim 23 wherein the selected subset of the plurality of offers comprises a first subset, and the at least one processor:
receives, via the advertiser-facing user interface, a modification of the first subset of the plurality of offers for advertisement placement opportunities;
re-optimizes a selection of a second subset of the plurality of offers for advertisement placement opportunities based at least in part on the received optimization criteria and the received modification of the first subset of the plurality of offers for advertisement placement opportunities; and
presents the second subset of the plurality of offers for advertisement placement opportunities to the advertiser via the advertiser-facing user interface.
33 . The system of claim 32 wherein the modification of the first subset of the plurality of offers comprises at least one of: manual selection of an offer that is not in the first subset of the plurality of offers, or manual de-selection of an offer that is in the first subset of the plurality of offers.
34 . The system of claim 32 wherein the modification of the first subset of the plurality of offers comprises filtering criteria that excludes one or more of the plurality of offers from consideration.
35 . The system of claim 34 wherein the filtering criteria relates to at least one of: programming content category, programming content rating, programming content daypart, or programming content target demographics.
36 . The system of claim 23 wherein the optimization criteria includes repetition criteria relating to at least one of:
a maximum number of advertisement opportunities to be selected for a single transmission of any one program; or
a maximum number of advertisement opportunities to be selected during a multi-day time period for any one program.
37 . The system of claim 36 wherein the at least one processor:
receives the repetition criteria from the advertiser.
38 . The system of claim 36 wherein the at least one processor:
receives the repetition criteria from a media content provider that is offering one or more of the advertisement opportunities.
39 . The system of claim 23 wherein the optimization criteria includes smoothing criteria that specifies at least one of:
a maximum percentage of a specified budget that is allowed to be spent for any one program; or
a maximum percentage of a specified budget that is allowed to be spent for any one channel.
40 . The system of claim 23 wherein the at least one processor:
receives a gross ratings points (GRPs) target and a spending budget from the advertiser, wherein the optimization criteria comprises an indication that the advertiser requests to optimize the selection of offers with respect to both the GRPs target and the spending budget, and the at least one processor determines a subset of the offers that meet both the spending budget and the GRPs target.
41 . The system of claim 23 wherein the at least one processor optimizes a selection of a subset of the plurality of offers taking into account one or more advertiser goals or criteria relating to one or more of: target demographics goals, daypart goals, affiliate goals, market level goals, spot length goals, weekly goals, or excluded programs.
42 . The system of claim 23 wherein the at least one processor optimizes a selection of a subset of the plurality of offers taking into account one or more advertiser priorities relating to a spot length priority or a daypart priority.
43 . The system of claim 23 wherein the at least one processor presents the selected subset of the plurality of offers for advertisement placement opportunities on a heat map that is color-coded with respect to at least one of cost per point (CPP) or the number of selected offers for a particular program.
44 . The system of claim 23 wherein the at least one processor:
receives requests for available advertisement placement opportunities from the advertiser;
sends the received requests for available advertisement placement opportunities to the plurality of mediacast content providers; and
receives the plurality of offers for advertisement placement opportunities from the plurality of mediacast content providers.
45 . A nontransitory processor-readable storage medium that stores at least one of instructions or data, and which stores a plurality of offers for advertisement placement opportunities for an advertiser, each of the plurality of offers for advertisement placement opportunities comprising an offer for the advertiser to place one or more advertisements in at least one of a number of linear mediacasts for each of a plurality of mediacast content providers that transmit the linear mediacasts to a plurality of media consumers over a period of time, the at least one nontransitory processor-readable storage medium, when executed by at least one processor of an audience delivery optimizer system, cause the at least one processor to:
receive optimization criteria from the advertiser;
optimize a selection of a subset of the plurality of offers for advertisement placement opportunities based at least in part on the received optimization criteria; and
present the selected subset of the plurality of offers for advertisement placement opportunities to the advertiser via an advertiser-facing user interface.