Methods, systems, and media for managing online advertising campaigns based on causal conversion metrics
Methods, systems, and media for managing online advertising campaigns based on causal conversion metrics are provided.
1. A method for placing advertisements, the method comprising:
receiving, using a hardware processor, an advertising budget for a particular portion of an online advertising campaign;
causing, using the hardware processor, monitoring code to be loaded in association with advertisements presented as part of the online advertising campaign such that the monitoring code determines advertisement viewability information indicative of a probability that the advertisement was viewable to a consumer based at least in part on the amount of time that the advertisement was within a viewport of a web browser;
(a) receiving, using the hardware processor, from each of a plurality of first computing devices, conversion information corresponding to one or more consumers associated with one of the plurality of first computing devices that loaded an advertisement as part of a web page loaded by the web browser executed by one of the plurality of first computing devices based on instructions to load the advertisement received using a first online advertising channel, wherein the advertisement was placed using the first online advertising channel as part of the online advertising campaign according to an initial allocation amongst a plurality of online advertising channels including the first online advertising channel;
(b) receiving, using the hardware processor, advertisement viewability information indicative of a likelihood that each of a plurality of consumers viewed the advertisement based on a position of the advertisement with respect to a viewport presented by one of the plurality of first computing devices, wherein the advertisement viewability information was sent by the monitoring code loaded in association with the advertisement loaded as part of the web page by the web browser executed by one of the plurality of first computing devices computing device corresponding to that consumer from the plurality of consumers;
(c) placing, using the hardware processor, the plurality of consumers into a control group and a test group based on the advertisement viewability information corresponding to each of the plurality of consumers, wherein ones of the plurality of consumers having corresponding advertisement viewability information indicating that the one of the plurality of consumers was likely to not have viewed the advertisement are included in the control group and ones of the plurality of consumers having corresponding advertisement viewability information indicating that the one of the plurality of consumers was likely to have viewed the advertisement are included in the test group;
(d) calculating, using the hardware processor, a causal conversion metric for the first online advertising channel based on a comparison of the conversion information corresponding to consumers of the control group and the conversion information corresponding to consumers of the test group;
(e) repeating, using the hardware processor, (a)-(d) for each of the plurality of online advertising channels other than the first online advertising channel;
receiving, using the hardware processor, from a second computing device, one or more parameters associated with an advertiser;
allocating, using the hardware processor, the budget among the plurality of online advertising channels based on the causal conversion metric corresponding to the first online advertising channel and the causal conversion metrics corresponding to the plurality of online advertising channels other than the first online advertising channel;
transmitting, using the hardware processor, instructions to at least one remote third computing device indicating in what proportion advertisements for the campaign are to be placed using each of the plurality of online advertising channels based at least in part on the causal conversion metrics and the budget, wherein the proportion is based at least on the allocation of the budget; and
causing, using the hardware processor, the first online advertising channel to be used to present advertisements associated with the advertiser to a portion of the plurality of consumers associated with a plurality of fourth computing devices based on the proportion and the one or more parameters.
2. The method of claim 1 , wherein calculating the causal conversion metric further comprises:
calculating a first conversion rate for the control group based on the conversion information corresponding to consumers included in the control group;
calculating a second conversion rate for the test group based on the conversion information corresponding to consumers included in the test group;
comparing the first conversion rate to the second conversion rate; and
calculating a causal conversion rate based on the comparison.
3. The method of claim 1 , wherein calculating the causal conversion metric further comprises:
receiving advertisement cost information corresponding to the cost of presenting each of the plurality of users with the advertisement;
calculating a first return on investment for the control group based on the conversion information corresponding to consumers included in the control group and advertising cost information corresponding to consumers included in the control group;
calculating a second return on investment for the test group based on the conversion information corresponding to consumers included in the test group and advertising cost information corresponding to consumers included in the test group;
comparing the first return on investment to the second return on investment; and
calculating a causal return on investment based on the comparison.
4. The method of claim 1 , wherein allocating the budget further comprises determining whether to place more advertisements on the first online advertising channel or one of the plurality of online advertising channels other than the first online advertising channel based on a comparison of the causal conversion metric corresponding to the first online advertising channel and the causal conversion metrics corresponding to the plurality of online advertising channels other than the first online advertising channel.
5. The method of claim 1 , further comprising:
categorizing the plurality of consumers into a subset of consumers based on a contextual category of a web site with which the advertisement was presented;
calculating a third causal conversion metric for the subset of consumers;
comparing the third causal conversion metric to the causal conversion metric; and
determining whether to place one or more advertisements on web sites in the contextual category using the advertising channel based on the comparison.
6. A method for placing advertisements, the method comprising:
receiving, using a hardware processor, an advertising budget for a particular portion of an online advertising campaign;
causing, using the hardware processor, monitoring code to be loaded in association with advertisements presented as part of the online advertising campaign such that the monitoring code determines advertisement viewability information indicative of a probability that the advertisement was viewable to a consumer based at least in part on the amount of time that the advertisement was within a viewport of a web browser;
(a) receiving, using the hardware processor, from each of a plurality of first computing devices, conversion information corresponding to one or more consumers associated with one of the plurality of first computing devices loaded an advertisement as part of a web page loaded by the web browser executed by one of the plurality of first computing devices based on instructions to load the advertisement received using a first advertising channel, wherein the advertisement was placed using the first online advertising channel as part of the online advertising campaign according to an initial allocation amongst a plurality of online advertising channels including the first online advertising channel;
(b) receiving, using the hardware processor, advertisement viewability information indicative of a likelihood that each of a plurality of consumers viewed the advertisement based on a position of the advertisement with respect to a viewport presented by one of the plurality of first computing devices, wherein the advertisement viewability information was sent by the monitoring code loaded in association with the advertisement loaded as part of the web page by the web browser executed by one of the plurality of first computing devices corresponding to that consumer from the plurality of consumers;
(c) placing, using the hardware processor, the plurality of consumers into a control group and a test group based on the advertisement viewability information corresponding to each of the plurality of consumers, wherein ones of the plurality of consumers having corresponding advertisement viewability information indicating that the one of the plurality of consumers was likely to not have viewed the advertisement are included in the control group and ones of the plurality of consumers having corresponding advertisement viewability information indicating that the one of the plurality of consumers was likely to have viewed the advertisement are included in the test group;
(d) calculating, using the hardware processor, a causal conversion metric for the first online advertising channel based on a comparison of the conversion information corresponding to consumers of the control group and the conversion information corresponding to consumers of the test group;
(e) repeating, using the hardware processor, (a)-(d) for each of the plurality of online advertising channels other than the first online advertising channel;
receiving, using the hardware processor, from a second computing device, one or more parameters associated with an advertiser;
allocating, using the hardware processor, the budget among the plurality of online advertising channels based on the causal conversion metric corresponding to the first online advertising channel and the causal conversion metrics corresponding to the plurality of online advertising channels other than the first online advertising channel;
transmitting, using the hardware processor, instructions to at least one remote third computing device indicating in that proportion advertisements for the campaign are to be placed using each of the plurality of online advertising channels based at least in part on the causal conversion metrics and the budget, wherein the proportion is based at least on the allocation of the budget; and
causing, using the hardware processor, the first online advertising channel to be used to present advertisements associated with the advertiser to a portion of the plurality of consumers associated with a plurality of fourth computing devices based on the proportion and the one or more parameters.
7. The method of claim 6 , wherein calculating the causal conversion metric further comprises:
calculating a first conversion rate for the control group based on the conversion information corresponding to consumers included in the control group;
calculating a second conversion rate for the test group based on the conversion information corresponding to consumers included in the test group;
comparing the first conversion rate to the second conversion rate; and
calculating a causal conversion rate based on the comparison.
8. The method of claim 6 , wherein calculating the causal conversion metric further comprises:
receiving advertisement cost information corresponding to the cost of presenting each of the plurality of users with the advertisement;
calculating a first return on investment for the control group based on the conversion information corresponding to consumers included in the control group and advertising cost information corresponding to consumers included in the control group;
calculating a second return on investment for the test group based on the conversion information corresponding to consumers included in the test group and advertising cost information corresponding to consumers included in the test group;
comparing the first return on investment to the second return on investment; and
calculating a causal return on investment based on the comparison.
9. The method of claim 6 , allocating the budget further comprises determining whether to place more advertisements on the first online advertising channel or one of the plurality of online advertising channels other than the first online advertising channel based on a comparison of the causal conversion metric corresponding to the first online advertising channel and the causal conversion metrics corresponding to the plurality of online advertising channels other than the first online advertising channel.
10. The method of claim 6 , further comprising:
categorizing the plurality of consumers into a subset of consumers based on a contextual category of a web site with which the advertisement was presented;
calculating a third causal conversion metric for the subset of consumers;
comparing the third causal conversion metric to the causal conversion metric; and
determining whether to place one or more advertisements on web sites in the contextual category using the advertising channel based on the comparison.
11. A system for placing advertisements, the system comprising:
a memory; and
a hardware processor that, when executing computer-executable instructions stored in the memory, is configured to:
receive an advertising budget for a particular portion of an online advertising campaign;
cause monitoring code to be loaded in association with advertisements presented as part of the online advertising campaign such that the monitoring code determines advertisement viewability information indicative of a probability that the advertisement was viewable to a consumer based at least in part on the amount of time that the advertisement was within a viewport of a web browser;
(a) receive, from each of a plurality of first computing devices, conversion information corresponding to one or more consumers associated with one of the plurality of first computing devices that loaded an advertisement as part of a web page loaded by the web browser executed by one of the plurality of first computing devices based on instructions to load the advertisement received using a first online advertising channel, wherein the advertisement was placed using the first online advertising channel as part of the online advertising campaign according to an initial allocation amongst a plurality of online advertising channels including the first online advertising channel;
(b) receive advertisement viewability information indicative of a likelihood that each of a plurality of consumers viewed the advertisement based on a position of the advertisement with respect to a viewport presented by one of the plurality of first computing devices, wherein the advertisement viewability information was sent by the monitoring code loaded in association with the advertisement loaded as part of the web page by the web browser executed by one of the plurality of first computing devices corresponding to that consumer from the plurality of consumers;
(c) place the plurality of consumers into a control group and a test group based on the advertisement viewability information corresponding to each of the plurality of consumers, wherein ones of the plurality of consumers having corresponding advertisement viewability information indicating that the one of the plurality of consumers was likely to not have viewed the advertisement are included in the control group and ones of the plurality of consumers having corresponding advertisement viewability information indicating that the one of the plurality of consumers was likely to have viewed the advertisement are included in the test group;
(d) calculate a causal conversion metric for the first online advertising channel based on a comparison of the conversion information corresponding to consumers of the control group and the conversion information corresponding to consumers of the test group;
(e) repeat (a)-(d) for each of the plurality of online advertising channels other than the first online advertising channel;
receive, from a second computing device, one or more parameters associated with an advertiser;
allocate the budget among the plurality of online advertising channels based on the causal conversion metric corresponding to the first online advertising channel and the causal conversion metrics corresponding to the plurality of online advertising channels other than the first online advertising channel;
transmitting instructions to at least one remote third computing device indicating in what proportion advertisements for the campaign are to be placed using each of the plurality of online advertising channels based at least in part on the causal conversion metric and the budget, wherein the proportion is based at least on the allocation of the budget; and
cause the first online advertising channel to be used to present advertisements associated with the advertiser to a portion of the plurality of consumers associated with a plurality of fourth computing devices based on the proportion and the one or more parameters.
12. The system of claim 11 , wherein the hardware processor is further configured to calculate the causal conversion metric by:
calculating a first conversion rate for the control group based on the conversion information corresponding to consumers included in the control group;
calculating a second conversion rate for the test group based on the conversion information corresponding to consumers included in the test group;
comparing the first conversion rate to the second conversion rate; and
calculating a causal conversion rate based on the comparison.
13. The system of claim 11 , wherein the hardware processor is further configured to calculate the causal conversion metric by:
receiving advertisement cost information corresponding to the cost of presenting each of the plurality of users with the advertisement;
calculating a first return on investment for the control group based on the conversion information corresponding to consumers included in the control group and advertising cost information corresponding to consumers included in the control group;
calculating a second return on investment for the test group based on the conversion information corresponding to consumers included in the test group and advertising cost information corresponding to consumers included in the test group;
comparing the first return on investment to the second return on investment; and
calculating a causal return on investment based on the comparison.
14. The system of claim 11 , wherein the hardware processor is further configured to: determine whether to place more advertisements on the first online advertising channel or one of the plurality of online advertising channels other than the first online advertising channel based on a comparison of the causal conversion metric corresponding to the first online advertising channel and the causal conversion metrics corresponding to the plurality of online advertising channels other than the first online advertising channel.
15. The system of claim 11 , wherein the hardware processor is further configured to:
categorize the plurality of consumers into a subset of consumers based on a contextual category of a web site with which the advertisement was presented;
calculating a third causal conversion metric for the subset of consumers;
comparing the third causal conversion metric to the causal conversion metric; and
determining whether to place one or more advertisements on web sites in the contextual category using the advertising channel based on the comparison.