Method and system for scheduling electronic advertising
AssigneeYahoo! Inc.
InventorsMichael Bigby, Britton Glasser, Adam Taisch, Andy Atherton, Harry Fung
Life of this patent
Estimating the term…
Abstract
A method for scheduling advertising comprises the steps of: estimating a respective fraction of delivered advertisement impressions that result in a response from a user for each of a plurality of advertising contracts, estimating a value per impression for each of the advertising contracts, and scheduling an advertising line under the contract having the highest value per impression at a next available advertising window.
Claims18
A computer-implemented method for scheduling advertising, comprising the steps of:
- estimating, by a processor, a respective fraction of delivered advertisement impressions that result in a response from a user for each of a plurality of advertising contracts, wherein each advertising contract identifies a number of responses to be obtained over a period of time comprising a plurality of time intervals;
- estimating, by a processor, a value per impression for each of the advertising contracts, wherein the value per impression is estimated in near-real time, and
- scheduling, by a processor, an advertising line under the contract having the highest value per impression at a next available advertising window, wherein a number of impressions of the advertising line to be delivered during the next available advertising window is determined by a number of desired responses yet to be obtained for the advertising contract, a real-time estimate of a fraction of the impressions of the advertising line that elicit a response from the user, and a weight assigned to each remaining time interval of the period of time within which the number of responses under the advertising contract is to be obtained, each weight being based on an estimated relative traffic pattern for each remaining time interval.
A computer readable medium encoded with computer program code, wherein, when the computer program code is executed by a processor, the processor performs a method for scheduling advertising, comprising the steps of:
- estimating a respective fraction of delivered advertisement impressions that result in a response from a user for each of a plurality of advertising contracts, wherein each advertising contract identifies a number of responses to be obtained over a period of time comprising a plurality of time intervals;
- estimating a value per impression for each of the advertising contracts, and
- scheduling an advertising line under the contract having the highest value per impression at a next available advertising window, wherein a number of impressions of the advertising line to be delivered during the next available advertising window is determined by a number of desired responses yet to be obtained for the advertising contract, a real-time estimate of a fraction of the impressions of the advertising line that elicit a response from the user, and a weight assigned to each remaining time interval of the period of time within which the number of responses under the advertising contract is to be obtained, each weight being based on an estimated relative traffic pattern for each remaining time interval.
Dependencies are inferred from the claim text.