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AssigneeAdobe Inc.
InventorsKevin Thakkar, John M. Trenkle, John Hughes, Adam Rose, Jason Lopatecki
Estimating the term…
Systems and methods are disclosed for optimizing an online advertising campaign both before the campaign begins, and dynamically during the campaign. Optimizations are performed comparatively between a plurality of MPs (Media Properties) based on their relative cost-per-engagement. Comparisons are performed by first stack ranking MP inventory including any of sites, feeds, and verticals, based on cost per engagement. Once ranked, scores are assigned to the targeted inventory and a mean score is determined. Then, the inventory is rated as high, normal, or low impact based on their scores compared with the mean and a standard deviation for all scores. Higher impact sites with scores at least a standard deviation above the mean are initially favored, and the MP targeting strategy is dynamically adjusted during the campaign based on periodically re-evaluating the MP rankings, frequencies of engagement, and campaign progress relative to fulfillment in an allotted run time.
In a digital medium environment of real-time bidding and selection of advertisement opportunities corresponding to viewers simultaneously accessing websites via computing devices, a computerized method for dynamically allocating bids between media properties to determine an efficient bidding strategy for an online advertising campaign, comprising:
A system for dynamically allocating bids between media properties to determine an efficient bidding strategy for an online advertising campaign in a digital medium environment of real-time bidding and selection of advertisement opportunities corresponding to viewers simultaneously accessing websites via computing devices, the system comprising:
A non-transitory computer readable medium for dynamically allocating bids between media properties to determine an efficient bidding strategy for an online advertising campaign in a digital medium environment of real-time bidding and selection of advertisement opportunities corresponding to viewers simultaneously accessing websites via computing devices, the non-transitory computer readable medium storing instructions thereon that, when executed by at least one processor, cause a computing device to:
Dependencies are inferred from the claim text.