Estimating conversion rate in display advertising from past performance data
US10037543B2 · kind B2 · utility
Assignee
Inventors
Key dates
| Filing date | Aug 13, 2012 |
| Grant date | Jul 31, 2018 |
| Priority date | — |
| Expiry date | Apr 27, 2034 |
Classification
- Technology area (CPC G)Physics
- CPC primaryG06Q30/0254
- WIPO fieldIT methods for management
- WIPO sectorElectrical engineering
Abstract
Embodiments of the invention present an approach to conversion rate estimation which relies on using past performance observations along user, publisher, and advertiser data hierarchies. More specifically, embodiments of the invention model the conversion event at different select hierarchical levels with separate binomial distributions and estimate the distribution parameters individually. It is shown how to combine these individual estimators using logistic regression to identify conversion events accurately. Embodiments of the invention can also handle many practical issues, such as data imbalance, missing data, and output probability calibration, which render this estimation problem more difficult for a real-world implementation of the approach.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.