Systems and Methods for Predicting and Pricing of Gross Rating Point Scores by Modeling Viewer Data

摘要

Systems and methods are disclosed for characterizing websites and viewers, for predicting GRPs (Gross Rating Points) for online advertising media campaigns, and for pricing media campaigns according to GRPs delivered as opposed to impressions delivered. To predict GRPs for a campaign, systems and methods are disclosed for first characterizing polarized websites and then characterizing polarized viewers. To accomplish this, a truth set of viewers with known characteristics is first established and then compared with historic and current media viewing activity to determine a degree of polarity for different Media Properties (MPs)—typically websites offering ads—with respect to gender and age bias. A broader base of polarized viewers is then characterized for age and gender bias, and their propensity to visit a polarized MP is rated. Based on observed and calculated parameters, a GRP total is then predicted and priced to a client/advertiser for an online ad campaign.

主权项

1. A computerized method wherein one or more processors predict a number of targeted impressions required to fulfill a desired Gross Rating Points for an online ad campaign, comprising:
establishing, by the one or more processors, a database of polarized viewers including their related viewer characteristics and polarization probabilities for the polarized viewers; receiving desired Gross Rating Points for the online ad campaign from a client/advertiser; receiving targeting parameters for the online ad campaign, including a list of Media Properties, viewer characteristics and geographic locations to be targeted for the online ad campaign; estimating, by the one or more processors, the available inventory of polarized viewers that meet the online ad campaign targeting parameters; and predicting, by the one or more processors, the number of impressions that must be purchased to fulfill the desired Gross Rating Points as a function of at least:
the desired Gross Rating Points;viewer characteristics and geographic locations to be targeted; andpolarization probabilities for polarized viewers in the database of polarized viewers.