ELASTICITY OF ENGAGEMENT TO AD QUALITY

摘要

Described herein are solutions for determining quality of online ads and matching the ads to content so that the content is not devalued by the ads. Such solutions may also identify relationships between ads and their influence on user engagement with host content. The solutions may also define and provide the relationships to advertisers, in forms of historical scores and projected scores. The historical scores may include historical elasticity scores and the projected scores may include projected elasticity scores. The scores may be determined per ad and content pair. The solutions can use the scores to influence ad pricing.

主权项

1. A system stored in a storage device executable by a processor, comprising:
historical score circuitry configured to determine a historical score representative of a historical effect of a first ad on a first online property, according to ad engagement data associated with the first ad and relevant to the first online property, property engagement data associated with the first online property and relevant to the first ad, or both; matcher circuitry configured to match a second ad with the first ad, a second online property with the first online property, or both; and projection circuitry configured to determine a projected score representative of a projected effect of the first ad on the first property, the first ad on the second property, the second ad on the first property, the second ad on the second property, or any combination thereof, according to a match by the matcher circuitry.