Methods, systems, and devices for counterfactual-based incrementality measurement in digital ad-bidding platform
US11170413B1 · kind B1 · utility
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Key dates
| Filing date | Mar 1, 2021 |
| Grant date | Nov 9, 2021 |
| Priority date | — |
| Expiry date | Mar 1, 2041 |
Classification
- Technology area (CPC G)Physics
- CPC primaryG06Q30/0277
- WIPO fieldIT methods for management
- WIPO sectorElectrical 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.
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