US 2010/0161419 A1 · System and Method for Allocation and Pricing of Overlapping Impression Pools of Online Advertisement Impressions for Advertising Demand with Frequency Capping

Abstract

An improved system and method for allocating and pricing impression pools of advertisement impressions with frequency capping is provided. An upper bound on the number of impressions which an impression pool can supply to satisfy advertiser demand may be generated and used as a constraint to allocate impressions to satisfy advertiser requests. Either a deterministic upper bound may be generated or a stochastic upper bound may be generated on the number of impressions which an impression pool can supply to satisfy advertiser demand, and this upper bound may be used as a constraint to allocate impressions to satisfy advertiser requests for advertisement placements on the display advertising properties. In an embodiment, frequency caps, display frequencies, arrival rates of unique users, and departure rates of unique users may be used to compute the upper bounds on the number of impressions which an impression pool can supply to satisfy advertiser demand.

Claims20

Dependent claims

A computer system for allocating online advertising, comprising:

a frequency cap engine that computes a plurality of frequency cap constraints for a plurality of impression pools of a plurality of advertisement impressions to satisfy a plurality of requests for a plurality of advertisement placements on a plurality of display properties;
an allocation and pricing optimizer operably coupled to the frequency cap engine that allocates a plurality of advertisement impressions from the plurality of impression pools by maximizing an objective function with a plurality of constraints, including a plurality of supply constraints, a plurality of demand constraints, and the plurality of frequency cap constraints;
and
a storage operably coupled to the frequency cap engine that stores the plurality of impression pools and the plurality of requests for the plurality of advertisement placements on the plurality of display properties.

1 more element

A computer-implemented method for allocating online advertising, comprising:

receiving a plurality of impression pools of a plurality of advertisement impressions;
receiving a plurality of requests for a plurality of advertisement placements on a plurality of display properties;
obtaining a plurality of frequency caps that each indicate a limit to a number of times an advertisement impression of the plurality of advertisement impressions may be displayed to a unique user to satisfy a request of the plurality of requests for the plurality of advertisement placements on the plurality of display properties;
allocating advertisement impressions from the plurality of impression pools by maximizing an objective function with a plurality of constraints, including a plurality of supply constraints, a plurality of demand constraints, and a plurality of frequency cap constraints;
and
outputting an allocation of advertisement impressions for each of the plurality of impression pools of the plurality of advertisement impressions for the plurality of requests for the plurality of advertisement placements on the plurality of display properties.

3 more elements

A computer system for allocating online advertising, comprising:

means for receiving a plurality of impression pools of a plurality of advertisement impressions;
means for receiving a plurality of requests for a plurality of advertisement placements on a plurality of display properties;
means for obtaining a plurality of frequency caps that each indicate a limit to a number of times an advertisement impression of the plurality of advertisement impressions may be displayed to a unique user to satisfy a request of the plurality of requests for the plurality of advertisement placements on the plurality of display properties;
means for computing a plurality of frequency cap constraints for the plurality of impression pools of the plurality of advertisement impressions to satisfy the plurality of requests for the plurality of advertisement placements on the plurality of display properties;
and
means for outputting the plurality of frequency cap constraints for the plurality of impression pools of the plurality of advertisement impressions to satisfy the plurality of requests for the plurality of advertisement placements on the plurality of display properties.

3 more elements

Dependencies are inferred from the claim text.

System and Method for Allocation and Pricing of Overlapping Impression Pools of Online Advertisement Impressions for Advertising Demand with Frequency Capping

Life of this patent

System and Method for Allocation and Pricing of Overlapping Impression Pools of Online Advertisement Impressions for Advertising Demand with Frequency Capping

Life of this patent

Abstract

Claims20