Methods, systems, and devices for counterfactual-based incrementality measurement in digital ad-bidding platform

US10977697B2 · kind B2 · utility

Assignee

• MEDIAMATH, INC. · US

Inventors

• Prasad Chalasani · New York, US
• Ari Buchalter · New York, US
• Ezra Winston · Pittsburgh, US
• Jaynth Thiagarajan · New York, US

Key dates

• Filing date: May 29, 2019
• Grant date: Apr 13, 2021
• Expiry date: May 29, 2039

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0277
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

A digital ad-buying platform uses counterfactual-based incrementality measurement by implementing randomization and/or a correction for auction win bias to avoid the need to identify counterfactual winner types in the control group. This approach can estimate impact at the individual consumer level. Confidence levels can be determined using Gibbs sampling in the context of causal analysis in the presence of non-compliance.