System and Method for Controlling Purchasing Online Advertisements in a Real-Time Bidding Environment Using a Modified Delivery Profile

摘要

A computer-implemented method for managing purchasing of online advertisements in a real-time bidding system is provided. A setpoint profile defining one or more changes in a setpoint value over time is accessed, wherein the setpoint value indicates a target number of advertisement purchases in a particular time period. A controller executes a control loop feedback algorithm intended to produce actual advertisement purchase results that track the setpoint profile over time. The actual advertisement purchase results may experience time lags when encountering changes in the setpoint value due to the operation of the control loop feedback algorithm. Thus, the method further includes executing a profile modification algorithm to modify the setpoint profile to account for such time lags associated with the actual advertisement purchase results.

主权项

1. A computer-implemented method for managing purchasing of online advertisements in a real-time bidding system, the method comprising:
executing, by a controller, a control loop feedback algorithm having a target of achieving actual advertisement purchase results that track a setpoint profile over time, the setpoint profile defining one or more changes in a setpoint value over time, wherein the setpoint value indicates a target number of advertisement purchases in a particular time period; and executing, by a processor, a profile modification algorithm to modify the setpoint profile to account for time lags associated with the actual advertisement purchase results, the time lags occurring in response to at least some of the setpoint value changes due to the operation of the control loop feedback algorithm.