| 摘要 |
In the present approach, a master computing system directs slave computing systems in the purchasing of advertising within one or more online advertising channels by building a set of models for predicting the outcome of advertising purchases based on data received from the advertising channels, evaluating those models to determine which one(s) to use, allocating an advertiser's budget across the slave systems and channels for a given time period, and adjusting those allocations during the time period based on performance results received from the slave systems. In turn, the slave systems attempt to purchase advertisements within their channels based on their allocation and adjustments and report performance results back to the master system. |
| 主权项 |
1. A method for directing online advertising across multiple online advertising channels, the method comprising:
preparing, by a master computing device, advertising buy data by calculating formulated data from channel data and separating the formulated data and channel data into three separate data sets; building, by the master computing device, predictive models using a first of the three separate data sets; choosing, by the master computing device, which of the predictive models to use by comparing results from running the predictive models using a second of the three separate data sets and eliminating those predictive models that indicate overfit when run using a third of the three separate data sets, predicting, by the master computing device, using the chosen predictive models, results of advertisements purchased in the multiple channels; allocating, by the master computing device, an advertising budget for a given time period for each of the multiple online advertising channels based on the predicted results; communicating the budget allocations across a network from the master computing device to one or more slave computing devices responsible for purchasing online advertisements within the channels; bidding, by the slave computing devices, for online advertisements within the channels based on the communicated budget allocations; communicating, across the network from the slave computing devices to the master computing device, performance results of the bidding for online advertisements; adjusting, by the master computing device, the budget allocation for one or more of the multiple online advertising channels based on the performance results; and communicating the adjusted budget allocation across the network from the master computing device to the slave computing devices responsible for purchasing advertisements within the one or more online advertising channels. |
