System and method for executing an advertising campaign that incrementally reaches unexposed target viewers

A system for executing an advertising campaign that incrementally reaches unexposed target viewers comprising:

• a demand-side platform, including one or more processors, the demand-side platform having access to a total budget for an advertising campaign, and demographic and strategic segment targeting parameters for the advertising campaign, wherein the demand-side platform causes the system to:
• generate a list of media properties by:
• automatically generating a first list of media properties reflecting both TV viewing and online viewing, wherein the first list of media properties is based on identified on-target unexposed unique viewers with respect to a TV base plan as well as online media properties visited by identified on-target unexposed unique viewers,
• automatically truncating the first list to generate a truncated first list including media properties having a lowest incremental on-target cost-per-impression, and having a total of budgets equal a specified percentage over a total campaign budget,
• automatically generating a second list of media properties that represent a new plan for the advertising campaign that provides incremental reach beyond that of the TV base plan, wherein automatically generating the second list of media properties includes:
• initially including, in the second list, media properties listed in the TV base plan;
• for each media property in the truncated first list, automatically determining a relative incremental reach compared to the media properties in the second list, and automatically repeatedly moving a media property in the truncated first list having a highest relative incremental reach from the truncated first list to the second list until a sum of the budgets associated with the media properties on the truncated first list equals the total campaign budget;
• and
• signal to a user interface to graphically display a cross screen plan summary comprising, for each of a plurality of screen types, a graphical representation of a screen-specific plan breakdown based on one or more of the first list, the truncated first list, or the second list.

A method of executing an advertising campaign that incrementally reaches unexposed target viewers comprising:

• generating, by a demand-side platform, a first result including a list of media properties, a list of on-target unexposed unique viewers that are within targeted demographic and strategic segments;
• generating, by the demand-side platform, a second result including a list of media properties visited by the on-target unexposed unique viewers and an incremental on-target cost-per-impression based on historical data for each media property in the list of media properties visited by the on-target unexposed unique viewers;
• generating, by the demand-side platform, a third result including a list of media properties, selected from the first and second results, that include media properties having a lowest incremental on-target cost-per-impression, and having a total of budgets equal to a specified percentage over a total campaign budget;
• generating, by the demand-side platform, a fourth result including a list of media properties including media properties from the lists of media properties in the first and second results that are not included in the list of media properties in the third result;
• repeatedly selecting, by the demand-side platform, a media property from the fourth result having the highest relative incremental reach, and including the selected media property in the list of media properties of the third result until a sum of the budgets associated with the media properties on the list of media properties of the third result equals the total campaign budget;
• and
• signaling to a user interface to graphically display a cross screen plan summary comprising, for each of a plurality of screen types, a graphical representation of a screen-specific plan breakdown based on one or more of the first result, the second result, the third result, or the fourth result.