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Method and System for Delivery of Internet Advertisements with Even Pace

IP.com Disclosure Number: IPCOM000240227D
Publication Date: 2015-Jan-14
Document File: 2 page(s) / 37K

Publishing Venue

The IP.com Prior Art Database

Related People

Don Swanson: INVENTOR [+3]

Abstract

A method and system is disclosed for delivering internet advertisements with an even-pace. The method and system maintains an even-delivery and increased revenue based on available bands. An S-curve is utilized for delivering internet advertisements at an optimal rate by adjusting a serving rate for each contract with respect to the bands.

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Method and System for Delivery of Internet Advertisements with Even Pace

Abstract

A method and system is disclosed for delivering internet advertisements with an even-pace.  The method and system maintains an even-delivery and increased revenue based on available bands.  An S-curve is utilized for delivering internet advertisements at an optimal rate by adjusting a serving rate for each contract with respect to the bands.

Description

Typically, advertisement serving strives for a linear pacing such as same number of impressions per day.  Certain bands are commonly referred to as ±10% bands, although such bands squeeze to 0% at end of a contract flight.  Current pacing solution reduces the rate by 2-3 times when the pacing is above the upper band.  Such pacing solutions are reactive where adjustments are carried out when pacing exceeds upper band.  Furthermore, the adjustment factor in the current pacing solution is an arbitrary constant that will not be effective for all contracts.  Gradient descent optimization algorithm also aims for front-loading of delivery by an optional 5% over-pacing.

Disclosed is a method and system for delivering internet advertisements with an even-pace.  The method and system maintains an even-delivery and increased revenue based on available bands.  An S-curve is utilized for delivering internet advertisements at an optimal rate by adjusting a serving rate for each contract with respect to the bands.

In accordance with the method and system, the optimal rate for delivering internet advertisements is maintained.  The system employs the S-curve to maintain the optimal rate for delivering the advertisements.  The optimal rate is maintained by controlling the delivery rate to an optimal value.  Further, the S-curve maintains an even-pacing with no over-delivery and in turn increases revenue for a content publisher.

The system collects three inputs for controlling the over-delivery of the advertisements.  Firstly, the system collects updated delivery amounts for each contract in periodically, e.g. every minute.  Secondly, a linear pacing goal is computed at a nominal serve time for each contract.  Thirdly, the system collects the base serving rate that is computed offline.  When the base serving rate is too high, the system gradually adjusts the base serving rate.  The base serving rate is adjusted in a controlled manner to achieve a stable pacing rate that meets the advertiser’s requirements.  Specifically, the adjustment grows incrementally larger over time as the delivery approaches the upper band.  Thus, the delivery is slowed down eventually to be pa...