Real-time detection of intent-less engagements in digital content distribution systems

A computerized device comprising one or more computer processors configured and operable to:

• for each given campaign of a plurality of campaigns, obtain information pertaining to engagements and conversions of the given campaign when presented in a plurality of traffic segments, wherein each of the plurality of traffic segments comprises traffic related to a plurality of users;
• and
• calculate an aggregated conversion rate of each given campaign of the plurality of campaigns when presented in the plurality of traffic segments, said calculate the aggregated conversion rate of each given campaign comprising:
• obtain a first sum of observed conversions of the given campaign when presented in the plurality of traffic segments;
• obtain a second sum of observed engagements of the given campaign when presented in the plurality of traffic segments;
• and
• calculate the aggregated conversion rate of the given campaign based on the first sum and the second sum, wherein the aggregated conversion rate indicates a probability of a conversion to occur for an engagement with the given campaign when presented in any of the plurality of traffic segments;
• and
• for a given traffic segment presenting one or more campaigns of the plurality of campaigns, calculate an estimated quality score of the given traffic segment, said calculate the estimated quality score of the given traffic segment comprising:
• determine a third sum of observed conversions in the one or more campaigns when presented in the given traffic segment;
• determine an expected sum of conversions of the one or more campaigns based on aggregated conversion rates of the one or more campaigns, as calculated in said calculating the aggregated conversion rate of each given campaign, and based on a number of observed engagements with each one of the one or more campaigns when presented in the given traffic segment;
• and
• based on the third sum of observed conversions and the expected sum of conversions in the given traffic segment, calculate the estimated quality score of the given traffic segment, wherein the estimated quality score of the given traffic segment is indicative of a quality level of the observed engagements with the each one of the one or more campaigns when presented in the given traffic segment, wherein a quality level that is below a threshold indicates that the observed engagements comprise at least some intent-less engagements or fraudulent engagements in the given traffic segment.

A non-transitory computer readable storage medium tangibly embodying a program of instructions that, when executed by a computer, cause the computer to perform a method

• for each given campaign of a plurality of campaigns, obtaining information pertaining to engagements and conversions of the given campaign when presented in a plurality of traffic segments, wherein each of the plurality of traffic segments comprises traffic related to a plurality of users;
• and
• calculating an aggregated conversion rate of each given campaign of the plurality of campaigns when presented in the plurality of traffic segments, said calculating the aggregated conversion rate of each given campaign comprising:
• obtaining a first sum of observed conversions of the given campaign when presented in the plurality of traffic segments;
• obtaining a second sum of observed engagements of the given campaign when presented in the first plurality of traffic segments;
• and
• calculating the aggregated conversion rate of the given campaign based on the first sum and the second sum, wherein the aggregated conversion rate indicates a probability of a conversion to occur for an engagement with the given campaign when presented in any of the plurality of traffic segments;
• and
• for a given traffic segment presenting one or more campaigns of the plurality of campaigns, calculating an estimated quality score of the given traffic segment, said calculating the estimated quality score of the given traffic segment comprising:
• determining a third sum of observed conversions in the one or more campaigns when presented in the given traffic segment;
• determining an expected sum of conversions of the one or more campaigns based on aggregated conversion rates of the one or more campaigns, as calculated in said calculating the aggregated conversion rate of each given campaign, and based on a number of observed engagements with each one of the one or more campaigns when presented in the given traffic segment;
• and
• based on the third sum of observed conversions and the expected sum of conversions in the given traffic segment, calculating the estimated quality score of the given traffic segment, wherein the estimated quality score of the given traffic segment is indicative of a quality level of the observed engagements with the each one of the one or more campaigns when presented in the given traffic segment, wherein a quality level that is below a threshold indicates that the observed engagements comprise at least some intent-less engagements or fraudulent engagements in the given traffic segment.