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US 8,788,336 B1Granted
Estimating cost and/or performance information for an advertisement in an advertising system
AssigneeGoogle Inc.
InventorsArash Baratloo, Monika H. Henzinger, Ming-Yee Iu, Wilburt Labio, Zhe Qian, Keith Randall, Robert J. Stets
Life of this patent
Estimating the term…
Abstract
An advertiser may be provided with fast and accurate estimates of the future cost and/or performance information for one or more actual or hypothetical ads (generally referred to as “proto-ads”). Past auction information may be used to simulate auctions that the proto-ad would have competed in. The proto-ad may then participate in a “replay” of such past auctions.
Claims47
A method comprising:
- receiving, by at least one processor, proto-ad information for a proto-ad, the proto-ad information including a plurality of offer amounts corresponding to the proto-ad;
- receiving, by at least one processor, past auction information corresponding to past auctions based on the received proto-ad information;
- receiving, by at least one processor, traffic trend information based on the received proto-ad information;
- replaying, by at least one processor, past auctions using a first offer amount associated with the received proto-ad information and the received past auction information to generate first auction result information;
- determining, by at least one processor and based on the first auction result information, a first performance estimate for the proto-ad associated with the first offer amount;
- adjusting, by at least one processor, the first performance estimate associated with the first offer amount for the proto-ad based on the received traffic trend information;
- replaying, by at least one processor, past auctions using a second offer amount different from the first offer amount and associated with the received proto-ad information and the received past auction information to generate second auction result information;
- determining, by at least one processor and based on the second auction result information, a second performance estimate for the proto-ad associated with the second offer amount;
- adjusting, by at least one processor, the second performance estimate for the second offer amount for the proto-ad based on the received traffic trend information;
- and
- forwarding, by at least one processor, the adjusted first performance estimate associated with the first offer amount and the adjusted second performance estimate associated with the second offer amount.
8 more elements
A method comprising:
- receiving, by at least one processor, proto-ad information for a proto-ad;
- receiving, by at least one processor, sets of past auction information based on the received proto-ad information;
- receiving, by at least one processor, traffic trend information based on the received proto-ad information;
- for each of the sets of past auction information:
- replaying, by at least one processor, a past auction included in a set of past auction information using a first offer amount associated with the received proto-ad information to generate first auction result information,
- determining, by at least one processor and based on the first auction result information, a number of times that the proto-ad would have been presented for the first offer amount, and
- updating, by at least one processor and based on the number of times that the proto ad would have been presented for the first offer amount, first proto-ad estimate information;
- determining, by at least one processor and based on the first proto ad estimate information, a first performance estimate for the proto-ad associated with the first offer amount;
- adjusting, by at least one processor, the first performance estimate associated with the first offer amount for the proto-ad based on the received traffic trend information;
- for each of the sets of past auction information:
- replaying, by at least one processor, a past auction included in a set of past auction information using a second offer amount different from the first offer amount and associated with the received proto-ad information to generate second auction result information,
- determining, by at least one processor and based on the second auction result information, a number of times that the proto-ad would have been presented for the second offer amount, and
- updating, by at least one processor and based on the number of times that the proto ad would have been presented for the second offer amount, second proto-ad estimate information;
- determining, by at least one processor and based on the second proto ad estimate information, a second performance estimate for the proto-ad associated with the second offer amount;
- adjusting, by at least one processor, the second performance estimate associated with the second offer amount for the proto-ad based on the received traffic trend information;
- and
- forwarding, by at least one processor, the adjusted first performance estimate associated with the first offer amount and the adjusted second performance estimate associated with the second offer amount.
14 more elements
An apparatus comprising one or more processors connected to a storage device, wherein the one or more processors are configured to:
- receive proto-ad information for a proto-ad;
- receive past auction information based on the received proto-ad information;
- receive traffic trend information based on the received proto-ad information;
- replay past auctions using a first offer amount associated with the received proto-ad information and the received past auction information to generate first auction result information;
- determine, based on the first auction result information, a first performance estimate for the proto-ad associated with the first offer amount,
- adjust the first performance estimate associated with the first offer amount for the proto-ad based on the received traffic trend information;
- replay past auctions using a second offer amount different from the first offer amount and associated with the received proto-ad information and the received past auction information to generate second auction result information;
- determine, based on the second auction result information, a second performance estimate for the proto-ad associated with the second offer amount;
- adjust the second performance estimate for the second offer amount for the proto-ad based on the received traffic trend information;
- and
- forward the adjusted first performance estimate associated with the first offer amount and the adjusted second performance estimate associated with the second offer amount.
8 more elements
An apparatus comprising one or more processors connected to a storage device, wherein the one or more processors are configured to:
- receive proto-ad information for a proto-ad,
- receive sets of past auction information based on the received proto-ad information, and
- receive traffic trend information based on the received proto-ad information;
- for each of the sets of past auction information:
- replay a past auction included in a set of past auction information using a first offer amount associated with the received proto-ad information to generate first auction result information,
- determine, based on the first auction result information, a number of times that the proto-ad would have been presented for the first offer amount, and
- update, based on the number of times that the proto ad would have been presented for the first offer amount, first proto-ad estimate information;
- determine, based on the first proto ad estimate information, a first performance estimate for the proto-ad associated with the first offer amount;
- adjust the first performance estimate associated with the first offer amount for the proto-ad based on the received traffic trend information;
- for each of the sets of past auction information:
- replay a past auction included in a set of past auction information using a second offer amount different from the first offer amount and associated with the received proto-ad information to generate second auction result information,
- determine, based on the second auction result information, a number of times that the proto-ad would have been presented for the second offer amount, and
- update, based on the number of times that the proto ad would have been presented for the second offer amount, second proto-ad estimate information;
- determine, based on the second proto ad estimate information, a second performance estimate for the proto-ad associated with the second offer amount;
- adjust the second performance estimate associated with the second offer amount for the proto-ad based on the received traffic trend information;
- and
- forward the adjusted first performance estimate associated with the first offer amount and the adjusted second performance estimate associated with the second offer amount.
14 more elements
Dependencies are inferred from the claim text.