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Method and System for Accurate Estimation of Inventory for Frequency Capped Advertising Campaigns

IP.com Disclosure Number: IPCOM000199392D
Publication Date: 2010-Sep-01
Document File: 6 page(s) / 56K

Publishing Venue

The IP.com Prior Art Database

Related People

Sumanth Jagannath: INVENTOR [+2]

Abstract

A method and system for accurately estimating inventory for advertising campaigns with frequency capping constraints is disclosed. The method and system efficiently estimates the inventory by pre-computing one or more adjustment factors for frequency capping. Further, a sensitivity of the adjustment factors to the advertiser campaigns is used to improve the inventory estimate.

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Method and System for Accurate Estimation of Inventory for Frequency Capped Advertising Campaigns

Abstract

A method and system for accurately estimating inventory for advertising campaigns with frequency capping constraints is disclosed.  The method and system efficiently estimates the inventory by pre-computing one or more adjustment factors for frequency capping.  Further, a sensitivity of the adjustment factors to the advertiser campaigns is used to improve the inventory estimate.

Description

Disclosed is a method and system for accurately estimating inventory for advertising campaigns with frequency capping constraints.  Typically, each advertising campaign in display advertising targets a specific subset of inventory.  Accordingly, a contract is specified by way of an inventory target.  In an example, a contract specification may include information regarding category and gender where the category corresponds to “health” and gender corresponds to “male”.  Thus, inventory for a contract is projected or forecasted based on the contract’s target.  In order to compute an available subset of inventory, other contracts may also be considered that are active and whose targets overlap with the given contract.  For instance, a total of 20 billion ad impressions per day may be allotted.  However, the number of impressions per day for the target (category = health, gender = male) may be only 500 million.  Moreover, there may be a new contract specifying that target may be allocated only 25 million out of the 500 million because there may be other contracts active that would take away the rest of the 500 million impressions.

In order to prevent over exposure of campaign to users, frequency capping may be applied on the advertising campaigns.  Frequency capping specifies a number of times an advertisement may be displayed in a specified period to the users.  For example, consider a contract that is targeting all male visitors to ad inventory categorized as health.  Further, consider that the contract specifies that the ads should not be displayed to the same user more than 5 times a day.  The target (category = health, gender = male) may have forecasted inventory of 500 million impressions per day.  However, if the contract specifies the frequency capping constraint of (FC period = 1 day, FC quantity = 5), the forecasted inventory eligible for the contract may be only 100 million.  Moreover, if there are other active contracts that overlap with the contract’s target, the inventory that can be allocated to this contract is further reduced.

The method and system as disclosed herein estimate an ad inventory that is eligible for a specified contract with frequency capping.  Further, the method and system also calculate a subset of inventory that can be allocated to the contract in the presence of other active contracts, with and without frequency capping constraints.  In order to estimate the inventory and determine contenti...