US 7,031,932 B1Granted

Dynamically optimizing the presentation of advertising messages

AssigneeaQuantive, Inc.

InventorsScott Eric Lipsky, Chen Yu

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Abstract

A facility for adjusting the execution of an advertising campaign in which advertising messages are presented using a plurality of advertising alternatives as described. During a first time period, the facility presents advertising messages using each of the advertising alternatives in accordance with an initial allocation for each of the advertising alternatives. Also during the first time period, the facility tracks the performance of the advertising campaign with respect to each of the advertising alternatives. Based upon the tracking during the first time period, the facility attributes a performance score to each of the advertising alternatives for the first time period. The facility compares these scores, and, based upon the comparison, adjusts the allocations for the advertising alternatives so as to increase one or more allocations for advertising alternatives which compare favorably in the comparison, and so as to reduce one or more allocations for advertising alternatives comparing disfavorably in the comparison. The facility then, during a second time period, presents advertising messages using each of the advertising alternatives in accordance with the adjusted allocation for each of the advertising alternatives.

A method in a computing system for modifying the execution of a computer network-delivered advertising campaign in which advertising messages are presented in placements, and in which placements occur within cost packages, comprising:

compiling data reflecting the effectiveness of the advertising campaign during an evaluation period, the compiled data reflecting the effectiveness of a plurality of cost packages within the campaign, the compiled data further reflecting the effectiveness of one or more placements within each of the cost packages, the compiled data further reflecting the effectiveness of one or more advertising messages presented in each of the plurality of placements;
for each of the plurality of placements, based upon the data reflecting the effectiveness of presenting each advertising message in the placement during the evaluation period, generating a weighting for each of the advertising messages within the placement such that the weightings generated for the advertising messages correlate positively with the level of effectiveness of presenting the advertising messages within the placement;
for each of the plurality of cost packages, based upon the data reflecting the effectiveness of each placement within the cost package during the evaluation period, generating a weighting for each of the placements within the cost package such that the weightings generated for the placements correlate positively with the level of effectiveness of the placements within the cost package;
based upon the data reflecting the effectiveness of each cost package during the evaluation period, generating a weighting for each of the cost packages such that the weightings generated for the cost packages correlate positively with the level of effectiveness of the cost packages within the campaign;
and
continuing the advertising campaign in accordance with the generated weightings for cost packages within the campaign, placements within each cost package, and advertising messages presented in each placement, such that advertising messages are presented within each cost package in accordance with the generated weightings for the cost packages, such that advertising messages are presented within each placement in accordance with the generated weightings for the placements, and such that particular advertising messages are presented within each placement in accordance with the generated weightings for the advertising messages.

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Abstract

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