Pacing control for online ad campaigns
US10068247B2 · kind B2 · utility
Assignee
Inventors
Key dates
| Filing date | Dec 17, 2014 |
| Grant date | Sep 4, 2018 |
| Priority date | — |
| Expiry date | Jan 21, 2037 |
Classification
- Technology area (CPC G)Physics
- CPC primaryG06Q30/0272
- WIPO fieldIT methods for management
- WIPO sectorElectrical engineering
Abstract
Described herein are techniques and systems for online ad campaign pacing. The techniques described herein use budget allocation along with the estimations of bids and response rates. With use of budget allocation, the techniques can use budget pacing to enhance impressions and maximize desired responses, such as desired click-through rates. These techniques focus on enhancing pacing and performance of ad campaigns, such as enhancing performance across distinct and/or unified online ad marketplaces. These techniques are especially useful in the context of a demand-side platform (DSP). In some examples, the techniques assume that impression supply is much larger than advertiser demand for impressions of their ads, so such techniques focus on selecting high performing inventory of ad space. Yet, with such a focus, a smooth or consistent delivery of ads over time is used.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.