发明名称 |
MULTIPLE-ENTITY TEMPORAL BUDGET OPTIMIZATION IN ONLINE ADVERTISING |
摘要 |
Temporal budget optimization in online advertising, comprising: receiving a user selection of a time period in the future and of a joint budget for M online ad entities, wherein M≧2; forecasting, based on historical data associated with the M online ad entities, a future ROI function of each of the M online ad entities, wherein the future ROI function provides revenue as a function of cost; computing individual budgets for the M online ad entities by finding M points to serve as the individual budgets, each of the M points being a certain cost in the future ROI function of a different one of the M online ad entities, such that: the M points have approximately equal derivatives, and a sum of the costs at the M points is approximately equal to the joint budget; and during the time period: tracking a spending of the individual budgets, to determine remaining individual budgets, periodically updating the future ROI functions based on newly-accumulated historical data associated with the M online ad entities, and periodically adjusting, in an online advertising platform, a spending pace of the remaining individual budgets, wherein the adjusting is based on the updated future ROI functions. |
申请公布号 |
US2015081425(A1) |
申请公布日期 |
2015.03.19 |
申请号 |
US201414551212 |
申请日期 |
2014.11.24 |
申请人 |
Kenshoo Ltd. |
发明人 |
Siegman Shahar;Loinger Adiel;Meir Moti;Kaplan Mervyn;Oaknin Jacob H. |
分类号 |
G06Q30/02 |
主分类号 |
G06Q30/02 |
代理机构 |
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代理人 |
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主权项 |
1. A method for temporal budget optimization in online advertising, the method comprising using at least one hardware processor for:
receiving a user selection of a time period in the future and of a joint budget for M online ad entities, wherein M≧2; forecasting, based on historical data associated with the M online ad entities, a future return on investment (ROI) function of each of the M online ad entities, wherein the future ROI function provides revenue as a function of cost; computing individual budgets for the M online ad entities for the time period, by finding M points to serve as the individual budgets, each of the M points being a certain cost in the future ROI function of a different one of the M online ad entities, such that: (i) the M points have approximately equal derivatives, and (ii) a sum of the costs at the M points is approximately equal to the joint budget; and during the time period: (a) tracking a spending of the individual budgets, to determine remaining individual budgets, (b) periodically updating the future ROI functions and the individual budgets, based on newly-accumulated historical data associated with the M online ad entities and on the remaining individual budgets, and (c) periodically adjusting, in an online advertising platform, a spending pace of the remaining individual budgets, wherein the adjusting is based on the updated future ROI functions and the updated individual budgets. |
地址 |
Tel Aviv IL |