Strategies for determining the value of advertisements using randomized performance estimates
AssigneeA9.com, Inc.
InventorViatcheslav Galperin
Life of this patent
Estimating the term…
Abstract
Strategies are described for conducting an advertising campaign using a cost-per-transaction (CPT) pricing model. In this model, the advertiser is charged when an end-user takes some express action in response to viewing the advertisement, such as by clicking on the advertisement, purchasing the advertised asset, performing a registration procedure, and so forth. Various solutions allow for the computation of the expected value of a CPT advertisement when there is a scarcity of data pertaining to the actual performance of the CPT advertisement.
Claims18
A computer-implemented method of forming a performance estimate for an advertisement, from which to compute the advertisement's expected value, the method comprising:
- under control of one or more computer systems configured with executable instructions,
- receiving performance data associated with the advertisement;
- forming a probability distribution of possible performance estimates based, at least in part, on the received performance data associated with the advertisement;
- and
- randomly selecting the performance estimate from the probability distribution of possible performance estimates, such that the performance estimate includes a randomized component.
A computer-implemented method of ranking advertisements, comprising:
- under control of one or more computer systems configured with executable instructions,
- identifying an advertisement-triggering event;
- identifying a set of K candidate advertisements that have a bearing on at least one characteristic associated with the advertisement-triggering event;
- estimating the value of each of the set of K candidate advertisements;
- and
- selecting a subset of N advertisements from the set of K candidate advertisements based on the estimated value of the K candidate advertisements,
- wherein the estimating of the value of the K candidate advertisements comprises, for each advertisement of the set of K candidate advertisements:
- forming a probability distribution of possible performance estimates based on performance data of the advertisement;
- and
- randomly selecting a performance estimate from the probability distribution of possible performance estimates to use as the estimated value of the advertisement.
A system comprising:
- a memory and a processor;
- advertising management functionality stored in the memory and executable on the processor for evaluating the value of advertisements, comprising:
- logic configured to identify a set of K candidate advertisements that have a bearing on at least one characteristic associated with an advertisement-triggering event;
- logic configured to estimate the value of each of the set of K candidate advertisements;
- and
- logic configured to select a subset of N advertisements from the set of K candidate advertisements based on the estimated value of the K candidate advertisements,
- wherein the estimating of the value of the K candidate advertisements comprises, for each advertisement of the set of K candidate advertisements:
- forming a probability distribution of possible performance estimates based on performance data of the advertisement;
- and
- randomly selecting a performance estimate from the probability distribution of possible performance estimates to use as the estimated value of the advertisement;
- and
- publication functionality stored in the memory and executable on the processor for publishing the N candidate advertisements identified by the advertising management functionality.
Dependencies are inferred from the claim text.