US 2022/0277342 A1Published application

Method for modeling digital advertisement consumption

AssigneeYieldmo, Inc.

InventorsSergei Izrailev, Indu Narayan, Nathaniel Daly, Teddy Jawde, Maziar Hosseinzadeh, Ari Bernstein, Michael Yavonditte, Nisreen Al-Basha, Harsha Gorla

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Abstract

One variation of a method for selectively serving advertising content comprises: receiving identification of an advertisement slot loaded within a webpage; receiving a set of advertisement slot characteristics corresponding to the advertisement slot; accessing a model associating advertisement slot characteristics and user interactions with advertisements; for each target outcome, in a set of target outcomes, calculating an outcome score for the advertisement slot based on the set of advertisement slot characteristics and the model, the outcome score representing a probability of the user interacting with advertising content, presented within the advertisement slot, according to the target outcome; in response to a first outcome score, corresponding to a first target outcome, in the set of target outcomes, exceeding each other outcome score, assigning the first target outcome to the advertisement slot; and selecting a first advertisement, designating the first target outcome, for presentation within the advertisement slot.

Claims17

Dependent claims

A method comprising:

via a computer network, receiving identification of a first advertisement slot loaded within a first webpage accessed at a computing device by a user;
receiving a first set of advertisement slot characteristics corresponding to the first advertisement slot, the first set of advertisement slot characteristics comprising a first address of the first webpage;
accessing a first set of webpage data, stored in a webpage container, corresponding to the first webpage based on the first address;
accessing a catalog of advertisements assigned to a set of webpages comprising the first webpage, each advertisement in the catalog of advertisements defining a target outcome, in a set of target outcomes, representative of a set of target interactions for users interacting with the advertisement;
accessing a model associating advertisement slot characteristics and webpage data to the set of target outcomes;
for each target outcome, in the set of target outcomes:
calculating an outcome score for the first advertisement slot, loaded within the first webpage, based on the first set of advertisement slot characteristics, the first set of webpage data, and the model, the outcome score representing a probability of the user interacting with advertising content, presented within the first advertisement slot, according to the target outcome;
and
storing the outcome score in a first set of outcome scores, associated with the set of target outcomes, for the first advertisement slot;
and
writing the first set of outcome scores to a first advertisement slot container corresponding to the first advertisement slot;
in response to a first outcome score, in the first set of outcome scores, exceeding each other outcome score in the first set of outcome scores:
designating the first advertisement slot for presentation of advertising content specifying a first target outcome, in the set of target outcomes, corresponding to the first outcome score;
and
selecting a first advertisement, in the catalog of advertisements, specifying the first target outcome, for presentation within the first advertisement slot;
in response to serving the first advertisement to the first advertisement slot:
receiving a first set of engagement data representing user interactions with the first advertisement, presented within the first advertisement slot;
for each target outcome, in the set of target outcomes:
calculating an actual outcome score for the first advertisement slot, containing the first advertisement, based on the first set of engagement data;
and
inserting the actual outcome score into a first set of actual outcome scores for the first advertisement slot;
and
writing the first set of actual outcome scores to the first advertisement slot container;
and
storing the first advertisement slot container in the first set of webpage data, stored within the webpage container, corresponding to the first webpage.

22 more elements

A method comprising:

via a computer network, receiving identification of a first advertisement slot loaded within a first webpage accessed at a computing device by a user;
receiving a first set of advertisement slot characteristics comprising a first address of the first webpage and a first location of the first advertisement slot within the first webpage;
accessing a model associating advertisement slot characteristics and user interactions with a set of advertisements in a first advertising campaign;
for a first advertisement, in the first advertising campaign:
accessing a first set of advertisement characteristics stored in a first advertisement container corresponding to the first advertisement, the first set of advertisement characteristics comprising a first advertisement format of the first advertisement;
and
calculating a first outcome score for the first advertisement based on the first set of advertisement slot characteristics, the first set of advertisement characteristics, and the model, the first outcome score representing a probability of the user interacting with the first advertisement, presented within the first advertisement slot, according to a first target outcome defined by the first advertising campaign;
or a second advertisement, in the first advertising campaign:
accessing a second set of advertisement characteristics stored in a second advertisement container corresponding to the second advertisement, the second set of advertisement characteristics comprising a second advertisement format of the second advertisement;
and
calculating a second outcome score for the second advertisement based on the first set of advertisement slot characteristics, the second set of advertisement characteristics, and the model, the second outcome score representing a probability of the user interacting with the second advertisement, presented within the first advertisement slot, according to the first target outcome;
and
in response to the first outcome score exceeding the second outcome score, selecting the first advertisement for presentation within the first advertisement slot accessed by the computing device;
storing the first outcome score and the second outcome score in a first ranked outcome list for the first advertisement slot loaded within the first webpage;
writing the first ranked outcome list to a first advertisement slot container corresponding to the first advertisement slot;
storing the first advertisement slot container in a webpage container corresponding to the first webpage;
and
in response to selecting the first advertisement for presentation within the first advertisement slot:
receiving a first set of engagement data representing user interactions with the first advertisement, presented within the first advertisement slot;
calculating an actual outcome score for the first advertisement slot, containing the first advertisement, based on the first set of engagement data;
and
inserting the actual outcome score in the first ranked outcome list.

19 more elements

A method comprising:

via a computer network, receiving identification of a first advertisement slot loaded within a first webpage accessed at a computing device by a user;
receiving a first set of advertisement slot characteristics comprising a first address of the first webpage and a first device characteristic corresponding to the computing device;
accessing a first set of engagement data associated with the first address of the first webpage, the first set of engagement data representative of user interactions with advertising content rendered within advertisement slots loaded within webpages accessed at the first address;
for each target outcome, in a set of target outcomes:
accessing an outcome model, in a set of outcome models, associating advertisement slot characteristics and user interactions with advertisements and corresponding to the target outcome;
calculating an outcome score for the first advertisement slot based on the first set of advertisement slot characteristics, the first set of engagement data, and the outcome model, the outcome score representing a probability of the user interacting with advertising content, presented within the first advertisement slot, according to the target outcome;
and
inserting the target outcome into a first outcome index ranked according to the outcome score;
publishing the first outcome index to an advertising platform, the first outcome index comprising a set of target outcome and outcome score pairs;
writing the first outcome index to a first advertisement slot container corresponding to the first advertisement slot;
storing the first advertisement slot container in a webpage container, in a set of webpage containers, corresponding to the first webpage;
in response to serving a first advertisement to the first advertisement slot for presentation to the user:
receiving a second set of engagement data representing user interactions with the first advertisement presented within the first advertisement slot;
for each target outcome in the set of target outcomes:
calculating an actual outcome score for the first advertisement slot, containing the first advertisement, based on the second set of engagement data;
and
inserting the actual outcome score into the first outcome index for the first advertisement slot.

14 more elements

Dependencies are inferred from the claim text.

Facts

Application: 17/748,481Filed 19 May 2022
Priority: 2 Mar 2020
Published: 1 Sep 2022
Term ends: Not estimatedThe source records don’t support an estimate.

Classification8 codes

G06Q 30/0246
Determining effectiveness of advertisements: traffic
G06F 16/9574
Browsing optimisation, e.g. caching or content distillation: of access to content, e.g. by caching
G06F 16/958
Retrieval from the web: organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
G06Q 30/0243
Determining effectiveness of advertisements: comparative campaigns

Family

Application62/984,224Us provisional application · filed 2 Mar 2020
Application17/190,133Continuation · filed 2 Mar 2021
Application17/748,481Continuation
US 11,367,103 B2Related patent
US 2021/0272155 A1Published application
US 2022/0277342 A1This patent

From the US filing history. Foreign family members aren’t listed.

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