Browse Prior Art Database

Method and System for Delivering Guaranteed Display Advertisements under Reach and Frequency Requirements

IP.com Disclosure Number: IPCOM000237804D
Publication Date: 2014-Jul-14
Document File: 6 page(s) / 179K

Publishing Venue

The IP.com Prior Art Database

Related People

Jimmy Yang: INVENTOR [+3]

Abstract

A method and system is disclosed for delivering guaranteed display (GD) advertisements (Ads) under reach and frequency requirements. The method and system utilizes predetermined fixed-length streams of ads (patterns) to serve online advertising as per reach and frequency requirements. The method and system utilizes input forecasts to produce a plan or suggest a course of action that gives the publishers the capability to use reach and frequency based forecasts. The presented methodology of constructing and assigning patterns optimizes representativeness as well as user-level diversity and pacing of GD online ads.

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 27% of the total text.

Method and System for Delivering Guaranteed Display Advertisements under Reach and Frequency Requirements

Abstract

A method and system is disclosed for delivering guaranteed display (GD) advertisements (Ads) under reach and frequency requirements.  The method and system utilizes predetermined fixed-length streams of ads (patterns) to serve online advertising as per reach and frequency requirements.  The method and system utilizes input forecasts to produce a plan or suggest a course of action that gives the publishers the capability to use reach and frequency based forecasts.  The presented methodology of constructing and assigning patterns optimizes representativeness as well as user-level diversity and pacing of GD online ads. 

Description

Efficient serving of advertisements (ads) is a key problem and a dominant source of revenue for online publishers.  A large publisher may have hundreds of millions of page visits every day, and tens of thousands of concurrent advertising campaigns to manage.  A guaranteed contract typically demands a certain number of ad impressions to be shown in certain slots on specific pages of the publisher’s website.  A targeted campaign further requires the ad to be shown only to users of certain demographic groups (e.g. age, gender, income level, location) and/or behavioral attributes (e.g. shopping).  User arrivals, in aggregate, follow certain patterns which enables the publisher to forecast the supply of impressions and sell guaranteed advertising campaigns well in advance.  Over short time intervals, however, the arrival of each user type is a lot less predictable.  Even a few percent improvements in drawing the “correct” ad for each slot on the web page that each user sees can improve publisher revenues by tens of millions of dollars, increase advertising efficiency and return on investment for advertisers, and enhance user experience.

Disclosed is a method and system for delivering guaranteed display (GD) ads under reach and frequency requirements. The method and system utilizes predetermined fixed-length streams of ads (patterns) to serve online advertising as per reach and frequency requirements.  The method and system utilizes input forecasts to produce a plan or suggest a course of action that gives the publishers the capability to use reach and frequency based forecasts.  The presented methodology of constructing and assigning patterns optimizes representativeness as well as user-level diversity and pacing of GD online ads. 

In accordance with the method and system, Figure 1 demonstrates three examples of patterns that can be used to serve online advertising.  Accordingly, the first pattern comprises 6 slots, and an equal number of each ad is spread uniformly throughout the pattern.  The next patterns have a length of 8, with campaign C appearing twice as often as campaigns A or B.  The second pattern illustrates uniform pacing (assuming arrivals to be uniform over time), whereas t...