PACING CONTROL FOR ONLINE AD CAMPAIGNS

摘要

Described herein are techniques and systems for online ad campaign pacing. The techniques described herein use budget allocation along with the estimations of bids and response rates. With use of budget allocation, the techniques can use budget pacing to enhance impressions and maximize desired responses, such as desired click-through rates. These techniques focus on enhancing pacing and performance of ad campaigns, such as enhancing performance across distinct and/or unified online ad marketplaces. These techniques are especially useful in the context of a demand-side platform (DSP). In some examples, the techniques assume that impression supply is much larger than advertiser demand for impressions of their ads, so such techniques focus on selecting high performing inventory of ad space. Yet, with such a focus, a smooth or consistent delivery of ads over time is used.

主权项

1. A system, comprising:
grouping circuitry, configured to: receive online ad campaign information, and the campaign information including a sequence of budgets over a respective sequence of time slots of an online ad campaign for at least one ad, a budget of the sequence of budgets including terms for bidding on a plurality of desired ad responses during a respective time slot of the campaign; determine a probability of a given desired ad response of the plurality of desired ad responses, the given response including an impression of an ad, a click on the ad, or both; repeat the determination of the probability of the given response for at least some of the plurality of responses, resulting in a plurality of respective probabilities of the plurality of responses; and group the plurality of responses with respect to the plurality of probabilities, resulting in a plurality of ad pacing groups; and pacing control circuitry, configured to: determine a pacing rate per group of the plurality of ad pacing groups; and adjust the pacing rate, according to a difference between costs of a first time slot and a second time slot of the campaign.