Managing impressions of an advertisement campaign
The present disclosure provides for management of impressions in advertisement campaigns. Impressions may be moved between different impression media based on performance metrics and historical data. Impression budgets may be modified in an active campaign based on forecasts determined using current performance data. Impression budgets may be reallocated between simultaneously active advertisement campaigns.
1. A method for managing impressions, comprising:
determining, using processing circuitry, that a content provider launched at least two advertisement campaigns, each campaign associated with a respective subject being advertised and each campaign allocated a respective number of budgeted impressions;
calculating for each advertisement campaign of the at least two advertisement campaigns, using the processing circuitry, a respective rate of impression generation;
comparing, using processing circuitry, the respective rate of impression generation for each of the at least two advertisement campaigns;
determining, using the processing circuitry, a high-performing campaign of the at least two advertisement campaigns based on the respective rate of impression generation being highest and at least one low-performing campaign of the at least two advertisement campaigns with the respective rate of impression generation being lower than the rate of impression generation of the high-performing campaign;
determining, using the processing circuitry, a redistribution of allocations of the number of budgeted impressions from the at least one low-performing campaign to the high-performing campaign based on each of the respective rates of impression generation of the at least two advertisement campaigns; and
causing to be implemented, using the processing circuitry, the redistribution amongst the at least two advertisement campaigns.
2. The method of claim 1 , wherein respective impressions of a first advertisement campaign of the at least two advertisement campaigns are initially provided using a first medium and respective impressions of a second advertisement campaign of the at least two advertisement campaigns are initially provided using a second medium, the method further comprising determining to switch the respective impressions of the first advertisement campaign from being provided on the first medium to being provided on the second medium based on the respective rates of impression generation.
3. The method of claim 2 , wherein the determining to switch the respective impressions of the first advertisement campaign from being provided on the first medium to being provided on the second medium is further based on attributes of the first medium and attributes of the second medium.
4. The method of claim 1 , wherein the redistribution of allocations of each of the respective number of budgeted impressions amongst the at least two advertisement campaigns results in at least one of the at least two advertisement campaigns to be terminated.
5. The method of claim 1 , wherein determining the redistribution based on the respective rates of impression generation comprises determining the redistribution based on a desired balance of rates of impression generation amongst at least a subset of the at least two advertisement campaigns.
6. The method of claim 1 , wherein determining the redistribution based on the respective rates of impression generation comprises determining the redistribution based on a desired balance of rates of impression generation amongst at least a subset of the at least two advertisement campaigns.
7. The method of claim 1 , wherein determining the redistribution is further based on relative priorities of the respective subjects of the at least two advertisement campaigns.
8. A system for managing impressions, comprising:
memory;
processing circuitry configured for:
determining that a content provider launched at least two advertisement campaigns, each campaign associated with a respective subject being advertised and each campaign allocated a respective number of budgeted impressions, the respective number stored in memory;
calculating for each advertisement campaign of the at least two advertisement campaigns a respective rate of impression generation;
comparing, using the processing circuitry, the respective rate of impression generation for each of the at least two advertisement campaigns;
determining, using the processing circuitry, a high-performing campaign of the at least two advertisement campaigns based on the respective rate of impression generation being highest and at least one low-performing campaign of the at least two advertisement campaigns with the respective rate of impression generation being lower than the rate of impression generation of the high-performing campaign;
determining a redistribution of allocations of the number of budgeted impressions from the at least one low-performing campaign to the high-performing campaign based on each of the respective rates of impression generation of the at least two advertisement campaigns; and
causing to be implemented the redistribution amongst the at least two advertisement campaigns.
9. The system of claim 8 , wherein respective impressions of a first advertisement campaign of the at least two advertisement campaigns are initially provided using a first medium and respective impressions of a second advertisement campaign of the at least two advertisement campaigns are initially provided using a second medium, the processing circuitry further configured for determining to switch the respective impressions of the first advertisement campaign from being provided on the first medium to being provided on the second medium based on the respective rates of impression generation.
10. The system of claim 9 , wherein determining to switch the respective impressions of the first advertisement campaign from being provided on the first medium to being provided on the second medium is further based on attributes of the first medium and attributes of the second medium.
11. The system of claim 8 , wherein the redistribution of allocations of each of the respective number of budgeted impressions amongst the at least two advertisement campaigns results in at least one of the at least two advertisement campaigns to be terminated.
12. The system of claim 8 , wherein the processing circuitry is further configured for determining the redistribution based on a desired balance of rates of impression generation amongst at least a subset of the at least two advertisement campaigns.
13. The system of claim 8 , wherein the processing circuitry is further configured for determining the redistribution based on a desired balance of rates of impression generation amongst at least a subset of the at least two advertisement campaigns.
14. The system of claim 8 , wherein determining the redistribution is further based on relative priorities of the respective subjects of the at least two advertisement campaigns.
15. A non-transitory computer-readable medium having instructions programmed thereon for managing impressions by performing the method comprising:
determining that a content provider launched at least two advertisement campaigns, each campaign associated with a respective subject being advertised and each campaign allocated a respective number of budgeted impressions;
calculating for each advertisement campaign of the at least two advertisement campaigns a respective rate of impression generation;
comparing, using the processing circuitry, the respective rate of impression generation for each of the at least two advertisement campaigns;
determining, using the processing circuitry, a high-performing campaign of the at least two advertisement campaigns based on the respective rate of impression generation being highest and at least one low-performing campaign of the at least two advertisement campaigns with the respective rate of impression generation being lower than the rate of impression generation of the high-performing campaign;
determining a redistribution of allocations of the number of budgeted impressions from the at least one low-performing campaign to the high-performing campaign based on each of the respective rates of impression generation of the at least two advertisement campaigns; and
causing to be implemented the redistribution amongst the at least two advertisement campaigns.
16. The non-transitory computer-readable medium of claim 15 , wherein respective impressions of a first advertisement campaign of the at least two advertisement campaigns are initially provided using a first medium and respective impressions of a second advertisement campaign of the at least two advertisement campaigns are initially provided using a second medium, the method further comprising determining to switch the respective impressions of the first advertisement campaign from being provided on the first medium to being provided on the second medium based on the respective rates of impression generation.
17. The non-transitory computer-readable medium of claim 16 , wherein the determining to switch the respective impressions of the first advertisement campaign from being provided on the first medium to being provided on the second medium is further based on attributes of the first medium and attributes of the second medium.
18. The non-transitory computer-readable medium of claim 15 , wherein the redistribution of allocations of each of the respective number of budgeted impressions amongst the at least two advertisement campaigns results in at least one of the at least two advertisement campaigns to be terminated.
19. The non-transitory computer-readable medium of claim 15 , wherein determining the redistribution based on the respective rates of impression generation comprises determining the redistribution based on a desired balance of rates of impression generation amongst at least a subset of the at least two advertisement campaigns.
20. The non-transitory computer-readable medium of claim 15 , wherein determining the redistribution based on the respective rates of impression generation comprises determining the redistribution based on a desired balance of rates of impression generation amongst at least a subset of the at least two advertisement campaigns.
21. The non-transitory computer-readable medium of claim 15 , wherein determining the redistribution is further based on relative priorities of the respective subjects of the at least two advertisement campaigns.