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:
identifying, using processing circuitry, at least two advertisement campaigns, each campaign of the at least two advertisement campaigns 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;
determining, at a predetermined time before completion of any of the at least two advertisement campaigns, a future performance metric for each of the at least two advertisement campaigns based on the respective rate of impression generation for each campaign;
identifying, using the processing circuitry, a high-performing campaign of the at least two advertisement campaigns based on whether the future performance of the high-performing campaign is greater than or equal to a respective predetermined future performance metric threshold;
identifying at least one low-performing campaign of the at least two advertisement campaigns based on whether the future performance metric of the low-performing campaign is less than the respective predetermined future performance metric threshold;
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;
causing to be implemented, using the processing circuitry, the redistribution amongst the high-performing campaign and the at least one low-performing campaign; and
ending the at least one low-performing campaign.
2. The method of claim 1 , further comprising:
determining that the rate of impression generation of the high-performing campaign is greater than or equal to a respective predetermined future performance metric threshold and that the rate of impression generation of the low-performing campaign is lower than the respective predetermined future performance metric threshold.
3. The method of claim 1 , wherein the respective number of budgeted impressions of a first advertisement campaign of the at least two advertisement campaigns are initially provided using a first medium and the respective number of budgeted impressions of a second advertisement campaign of the at least two advertisement campaigns are initially provided using a second medium, the method further comprising.
4. The method of claim 3 , further comprising:
determining whether to switch the respective number of budgeted 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.
5. The method of claim 4 , wherein the determining whether to switch the respective number of budgeted 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.
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. The method of claim 1 , wherein determining the predetermined future performance metric of the at least two advertisement campaigns comprises calculating how many of the number of budgeted impressions are generated impressions.
9. The method of claim 8 , wherein determining the predetermined future performance metric of the advertisement further comprises calculating an effectiveness for the generated impressions.
10. The method of claim 1 , wherein the subject matter associated with the at least two advertisement campaigns respectively are the same or are different.
11. A system comprising:
a memory; and
control circuitry configured to:
identify, using processing circuitry, at least two advertisement campaigns, each campaign of the at least two advertisement campaigns associated with a respective subject being advertised and each campaign allocated a respective number of budgeted impressions, stored in the memory;
calculate for each advertisement campaign of the at least two advertisement campaigns, using the processing circuitry, a respective rate of impression generation;
determine, at a predetermined time before completion of any of the at least two advertisement campaigns, a future performance metric for each of the at least two advertisement campaigns based on the respective rate of impression generation for each campaign;
identify, using the processing circuitry, a high-performing campaign of the at least two advertisement campaigns based on whether the future performance of the high-performing campaign is greater than or equal to a respective predetermined future performance metric threshold;
identify at least one low-performing campaign of the at least two advertisement campaigns based on whether the future performance metric of the low-performing campaign is less than the respective predetermined future performance metric threshold;
determine, 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;
cause to be implemented, using the processing circuitry, the redistribution amongst the high-performing campaign and the at least one low-performing campaign; and
end the at least one low-performing campaign.
12. The system of claim 11 , wherein control circuitry is further configured to:
determine that the rate of impression generation of the high-performing campaign is greater than or equal to a respective predetermined future performance metric threshold and that the rate of impression generation of the low-performing campaign is lower than the respective predetermined future performance metric threshold.
13. The system of claim 11 , wherein the respective number of budgeted impressions of a first advertisement campaign of the at least two advertisement campaigns are initially provided using a first medium and the respective number of budgeted impressions of a second advertisement campaign of the at least two advertisement campaigns are initially provided using a second medium, the method further comprising.
14. The system of claim 13 , wherein control circuitry is further configured to:
determine whether to switch the respective number of budgeted 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.
15. The system of claim 14 , wherein the determination to switch the respective number of budgeted 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.
16. The system of claim 11 , wherein to determine 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.
17. The system of claim 11 , wherein to determine the redistribution is further based on relative priorities of the respective subjects of the at least two advertisement campaigns.
18. The system of claim 11 , wherein to determine the predetermined future performance metric of the at least two advertisement campaigns comprises calculating how many of the number of budgeted impressions are generated impressions.
19. The system of claim 18 , wherein to determine the predetermined future performance metric of the advertisement further comprises calculating an effectiveness for the generated impressions.
20. The system of claim 11 , wherein the subject matter associated with the at least two advertisement campaigns respectively are the same or are different.