Browse Prior Art Database

Method and System for Share-of-Voice Ad Serving

IP.com Disclosure Number: IPCOM000199153D
Publication Date: 2010-Aug-27
Document File: 3 page(s) / 21K

Publishing Venue

The IP.com Prior Art Database

Related People

Pei Ouyang: INVENTOR [+3]

Abstract

A method and system for share-of-voice Ad serving is disclosed. The share-of-voice Ad serving means that booked Ads should be served with the same number of impressions as equally as possible. This property is called ESOV (equivalent share-of-voice). Ads with same property are stored in a list sorted by scores. Each Ad has a score to record how many impressions that Ad has been served. The method disclosed herein enables all Ad servers as a whole to deliver Ads booked to the same property equally.

This text was extracted from a Microsoft Word document.
At least one non-text object (such as an image or picture) has been suppressed.
This is the abbreviated version, containing approximately 48% of the total text.

Method and System for Share-of-Voice Ad Serving

Abstract

A method and system for share-of-voice Ad serving is disclosed.  The share-of-voice Ad serving means that booked Ads should be served with the same number of impressions as equally as possible.  This property is called ESOV (equivalent share-of-voice).  Ads with same property are stored in a list sorted by scores.  Each Ad has a score to record how many impressions that Ad has been served.  The method disclosed herein enables all Ad servers as a whole to deliver Ads booked to the same property equally. 

Description

Disclosed is a method and system for share-of-voice Ad serving.  The share-of-voice Ad serving means that booked Ads should be served with the same number of impressions as equally as possible. 

The method disclosed herein operates within an environment that includes an Ad system containing many adserver hosts.  In the environment, a set of Ads is booked to the adservers.  Each adserver contains the same full set of booked Ads.  Each Ad may have some associated constraints, for demographic targeting, behavior targeting and geo-targeting.  Further, an Ad request contains user cookies.  When an adserver receives an Ad request, the constraints associated with an Ad are evaluated based on the received cookies.  The Ad can only be served if the associated constraints are satisfied.  Each Ad has an associated property.  Ads with the same property should be served equally.  Further, Ads of different properties do not need to maintain the share-of-voice feature.  An Ad request also contains a property.  The Ads booked to this property are qualified to serve that Ad request.  In addition, all Ads are not booked to the Ad system at the same time.  Some Ads may be booked at a later time and some Ads may expire after some time.

Typically, in such an environment, each Ad server may not know how many impressions of each Ad are served by other Ad servers.  An Ad may not be served, even if its number of delivered impressions is behind that of other Ads, due to the associated Ad constraints.  Further, when the number of Ad-requests is low relative to the number of Ad servers and the number of booked Ads, share-of-voice of the Ads may not be maintained in a proper manner.

To overcome these problems, the method disclosed herein enables all Ad servers as a whole to deliver Ads booked to the same property equally.  All the Ads with same property are stored in a list sorted by scores.  Each Ad has a score to record how many impressions that Ad has been served.  The score may be initialized to a random number between 0.0 and 1.0.  Each ad may have its own random number.  Whenever, the Ad is served, the score is incremented by 1.  Thereafter, when new Ads are added to a property, the scores of all the Ads in that property will also be reset to a new random number between 0.0 and 1.0.  The list of Ads may be re-sorted according to the new scores of the Ads.

All the Ads a...