Real-time bidding through placebo-based experimentation
US10650404B2 · kind B2 · utility
Assignee
Inventors
Key dates
| Filing date | Sep 6, 2017 |
| Grant date | May 12, 2020 |
| Priority date | — |
| Expiry date | Mar 3, 2038 |
Classification
- Technology area (CPC G)Physics
- CPC primaryG06Q30/0249
- WIPO fieldIT methods for management
- WIPO sectorElectrical engineering
Abstract
Systems and methods for operating placebo-based experiments are described for online advertisements. One or more embodiments of the disclosed systems and methods utilizes an ad swapping approach to offer placebo media exposures, at no additional cost to an advertiser. One or more embodiments further provide a native experimentation platform that allows users to run tests of ad placements to measure the effectiveness of ads and view results displayed on a user interface. The disclosed systems and methods can assign viewers into a test group if shown the test ad or a control group if shown a control ad. The control ad can be provided at no cost to the advertiser for embodiments where the placebo ad belongs to an alternative advertiser. Effectiveness of third party attribution can also be evaluated. The disclosed systems and methods can define experiment parameters, including control frequency, test viewer groups, and control viewer groups.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.