发明名称 Real-Time Bidding System and Methods Thereof for Achieving Optimum Cost Per Engagement
摘要 Systems and methods are disclosed for optimizing an online advertising campaign both before the campaign begins, and dynamically during the campaign. Optimizations are performed comparatively between a plurality of MPs (Media Properties) based on their relative cost-per-engagement. Comparisons are performed by first stack ranking MP inventory including any of sites, feeds, and verticals, based on cost per engagement. Once ranked, scores are assigned to the targeted inventory and a mean score is determined. Then, the inventory is rated as high, normal, or low impact based on their scores compared with the mean and a standard deviation for all scores. Higher impact sites with scores at least a standard deviation above the mean are initially favored, and the MP targeting strategy is dynamically adjusted during the campaign based on periodically re-evaluating the MP rankings, frequencies of engagement, and campaign progress relative to fulfillment in an allotted run time.
申请公布号 US2016063573(A1) 申请公布日期 2016.03.03
申请号 US201414565197 申请日期 2014.12.09
申请人 TubeMogul, Inc. 发明人 Thakkar Kevin;Trenkle John M.;Hughes John;Rose Adam;Lopatecki Jason
分类号 G06Q30/02 主分类号 G06Q30/02
代理机构 代理人
主权项 1. A computerized method where one or more processors determine an initial bidding strategy for an online advertising campaign, comprising: accumulating over a plurality of online advertising auctions a historical database including at least a cost per engagement for each of a plurality of MPs; analyzing the historical database of at least cost per engagement from the plurality of online advertising auctions to determine a ranking order for the plurality of MPs; assigning a score for each MP with respect to at least its historical cost per engagement; determining a mean score for all analyzed MPs; rating each MP to determine an impact level by comparing the score for the MP with respect to the mean score; determining a set of MPs to be targeted for the campaign; and determining an initial allocation for apportioning a campaign budget among the plurality of MPs for bidding on advertising impression opportunities among the plurality of MPs that favors bidding for impression opportunities on targeted MPs with higher impact levels for placement of advertisements at the start of the online advertising campaign.
地址 Emeryville CA US