Method and Apparatus for Hierarchical-Model-Based Creative Quality Scores

A non-transitory computer-readable storage medium storing program instructions, wherein the program instructions are computer-executable to implement:

• receiving performance data for a plurality of online advertisement creatives;
• generating a hierarchical model of the plurality of online advertisement creatives based on respective correlations among the plurality of online advertisement creatives;
• using the hierarchical model to estimate a respective performance value for each of at least some of the plurality of online advertisement creatives based on the received performance data;
• and
• determining a creative quality score for each of the at least some of the plurality of online advertisement creatives based on the estimated performance values.

A system, comprising:

• a receiving component implemented on a computing device having at least one processor, wherein the receiving component is configured to:
• receive the performance data for the plurality of online advertisement creatives from the data store;
• a model generator coupled to the receiving component, wherein the model generator is implemented on the computing device having at least the one processor, wherein the model generator is configured to:
• generate a hierarchical model of the plurality of online advertisement creatives based on respective correlations among the plurality of online advertisement creatives;
• a performance estimator coupled to the model generator, wherein the performance estimator is implemented on the computing device having at least the one processor, wherein the performance estimator is configured to:
• use the hierarchical model to estimate a respective performance value for each of at least some of the plurality of online advertisement creatives based on the received performance data;
• and
• a scoring component coupled to the model generator, wherein the scoring component is implemented on the computing device having at least the one processor, wherein the scoring component is configured to:
• determine a creative quality score for each of the at least some of the plurality of online advertisement creatives based on the estimated performance values.