Real-time bidding system and methods thereof for achieving optimum cost per engagement

US10453100B2 · kind B2 · utility

Assignee

• Adobe Inc. · US

Inventors

• Kevin Thakkar · Sunnyvale, US
• John M. Trenkle · Albany, US
• John Hughes · San Jose, US
• Adam Rose · San Pablo, US
• Jason Lopatecki · San Francisco, US

Key dates

• Filing date: Dec 9, 2014
• Grant date: Oct 22, 2019
• Expiry date: Sep 12, 2037

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0249
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

Systems and methods are disclosed for optimizing an online advertising campaign both before the campaign begins, and dynamically during the campaign. Optimizations are performed comparatively between a plurality of MPs (Media Properties) based on their relative cost-per-engagement. Comparisons are performed by first stack ranking MP inventory including any of sites, feeds, and verticals, based on cost per engagement. Once ranked, scores are assigned to the targeted inventory and a mean score is determined. Then, the inventory is rated as high, normal, or low impact based on their scores compared with the mean and a standard deviation for all scores. Higher impact sites with scores at least a standard deviation above the mean are initially favored, and the MP targeting strategy is dynamically adjusted during the campaign based on periodically re-evaluating the MP rankings, frequencies of engagement, and campaign progress relative to fulfillment in an allotted run time.