Dynamic broadcast lineups based on local and third-party data sources
Inventory data is stored, wherein the inventory data represents for each of a plurality of broadcast stations a corresponding inventory of audio advertising spots available from that broadcast station to be filled by an advertising placement system. An advertising campaign data representing a set of advertising objectives of an advertising campaign is received. The inventory data is used to iteratively select advertising spots to be associated with the advertising campaign, based at least in part on a respective computed fitness of match between each selected advertising spot and said advertising objectives.
1. A system, comprising:
a memory configured to store inventory data representing an inventory of audio advertising spots available from a first broadcast station; and
a network interface coupled to the memory and a processor, wherein:
the network interface is coupled to a first in-band play out appliance associated with the first broadcast station;
the first in-band play out appliance is directly coupled to a first broadcast station mixer output of the first broadcast station; and
the first in-band play out appliance is directly coupled to a first broadcast station mixer input at least in part using an in-band play out appliance audio codec; and
a processor coupled to the memory and configured to:
receive an advertising campaign data representing a set of advertising objectives of an advertising campaign comprising a demographic measurement from a third-party data source;
use the inventory data to iteratively select advertising spots at the first broadcast station to be associated with the advertising campaign, based at least in part on a respective computed fitness of match between each selected advertising spot and said advertising objectives; and
merge said selected advertising spots in real time with previously programmed logs of a first station play out system directly coupled to the first broadcast station mixer input using the first in-band play out appliance.
2. The system recited in claim 1 , wherein the computed fitness of match comprises a primary metric comprising at least one of a demo-match metric and a price efficiency metric.
3. The system recited in claim 2 , wherein the computed fitness of match comprises the primary metric and a secondary metric.
4. The system recited in claim 3 , wherein the secondary metric is transformed to a normalized value.
5. The system recited in claim 4 , wherein the price efficiency metric is evaluated by efficiency in demo impressions for a given amount of money.
6. The system recited in claim 5 , wherein evaluated by efficiency also comprises a bias to achieve a daypart distribution.
7. The system recited in claim 6 , wherein the bias is remnant prorated.
8. The system recited in claim 5 , wherein evaluated by efficiency also comprises an overall fitness including price efficiency and region distribution fitness.
9. The system recited in claim 1 , wherein the processor is further configured to: dynamically reselect advertising spots to be associated with the advertising campaign based at least in part on a change in inventory.
10. The system recited in claim 1 , wherein the processor is further configured to: dynamically reselect advertising spots to be associated with the advertising campaign based at least in part on a subsequently processed campaign.
11. The system recited in claim 1 , wherein the processor is further configured to: dynamically reselect advertising spots to be associated with the advertising campaign based at least in part on recomputing the respective computed fitness of match.
12. The system recited in claim 11 , wherein recomputing comprises at least one of: recomputing aggregated fitness and recomputing overall fitness.
13. The system recited in claim 1 , wherein the processor is further configured to: dynamically reselect advertising spots to be associated with the advertising campaign based at least in part to attain a same or equivalent fitness of match.
14. The system recited in claim 1 , wherein the processor is further configured to: globally optimize the advertising campaign with a second advertising campaign.
15. The system recited in claim 14 , wherein globally optimize comprises optimizing at least one of a supply side and a demand side across both advertising campaigns.
16. The system recited in claim 14 , wherein globally optimize comprises achieving objectives of both advertising campaigns collectively with a maximum fill of ad spots.
17. The system recited in claim 14 , wherein globally optimize comprises achieving objectives of both advertising campaigns collectively with a maximum ROI to the plurality of broadcast stations.
18. The system recited in claim 1 , further comprising a plurality of sidecar appliances in each of the plurality of broadcast stations, wherein the plurality of sidecar appliances are coupled to the memory and the processor by a network connection.
19. A method, comprising:
storing inventory data, wherein the inventory data represents an inventory of audio advertising spots available from a first broadcast station; and
receiving an advertising campaign data representing a set of advertising objectives of an advertising campaign comprising a demographic measurement from a third-party data source;
using the inventory data to iteratively select advertising spots at the first broadcast station to be associated with the advertising campaign, based at least in part on a respective computed fitness of match between each selected advertising spot and said advertising objectives; and
merging said selected advertising spots in real time with previously programmed logs of a first station play out system directly coupled to a first broadcast station mixer input using a first in-band play out appliance.
20. A computer program product, the computer program product being embodied in a non-transitory computer readable storage medium and comprising computer instructions for:
storing inventory data, wherein the inventory data represents an inventory of audio advertising spots available from a first broadcast station; and
receiving an advertising campaign data representing a set of advertising objectives of an advertising campaign comprising a demographic measurement from a third-party data source;
using the inventory data to iteratively select advertising spots at the first broadcast station to be associated with the advertising campaign, based at least in part on a respective computed fitness of match between each selected advertising spot and said advertising objectives; and
merging said selected advertising spots in real time with previously programmed logs of a first station play out system directly coupled to a first broadcast station mixer input using a first in-band play out appliance.