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Method and System for Traffic Quality Scoring in Supply Side Platforms

IP.com Disclosure Number: IPCOM000245669D
Publication Date: 2016-Mar-28
Document File: 3 page(s) / 39K

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The IP.com Prior Art Database

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Suleyman Cetintas: INVENTOR [+3]

Abstract

A method and system is disclosed for traffic quality scoring in supply side platforms. The method and system scores search results page views (SRPV) with a comprehensive traffic quality scoring model that evaluates the SRPV traffic using signals across all types of traffic. Types of traffic include, but are not limited to, SRPV, bidded searches, impressions, clicks, and conversions. An overall comprehensive traffic quality score, namely TQ_overall consists of three sub-quality scores each of which focus on different qualities of the overall traffic.

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Method and System for Traffic Quality Scoring in Supply Side Platforms

Abstract

A method and system is disclosed for traffic quality scoring in supply side platforms.  The method and system scores search results page views (SRPV) with a comprehensive traffic quality scoring model that evaluates the SRPV traffic using signals across all types of traffic.  Types of traffic include, but are not limited to, SRPV, bidded searches, impressions, clicks, and conversions.  An overall comprehensive traffic quality score, namely TQ_overall consists of three sub-quality scores each of which focus on different qualities of the overall traffic.

Description

In a sponsored search, the most common traffic quality scoring models are built mainly to work together with the (traffic quality based) dynamic advertisement pricing solutions.  This is for dynamically pricing advertisement click traffic in the CPC (Cost per Click) priced marketplace as well as to help publishers understand the pricing of advertisement click traffic.  The scoring models and pricing models only focus on the click traffic (due to the CPC-based marketplace), and typically the traffic quality based price suggestion is a function of the traffic quality score.  However, there are many other uses of traffic quality.  For instance, in supply side platforms (SSP) where sponsored search traffic is distributed across many search engines, there is a difficulty in optimizing the overall revenue of the SSP given certain traffic quality constraints and certain traffic distribution goals.  In such environments, the traffic of interest is the overall search traffic, which consists of different traffic types such as search results page view (SRPV) traffic, bidded search traffic, advertisement impressions traffic, ad clicks traffic, and ad conversions traffic.  Traffic quality scores for such tasks need to be comprehensive enough to be able to capture complex market dynamics across all the traffic types and implications of the traffic types.

Disclosed is a method and system for traffic quality scoring in supply side platforms.  The method and system scores search results page views (SRPV) with a comprehensive traffic quality scoring model that evaluates the SRPV traffic using signals across all types of traffic.  Types of traffic include, but are not limited to, SRPV, impressions, clicks, and conversions.  An overall comprehensive traffic quality score, namely TQ_overall consists of three sub-quality scores each of which focus on different qualities of the overall traffic.

The first sub-traffic quality score is motivated by the fact that not all SRPVs are commercial, which may not include advertisements.  The page view traffic of search results becomes bidded (commercial) search traffic when one or more advertisements are shown on that page.  The ratio of bidded searches to search results page view traffic at a given dimension is defined as the coverage of that dimension.  The ratio of bidd...