Pacing objectives of an advertising campaign throughout a duration of the advertising campaign

Pacing objectives of an advertising campaign throughout a duration of the advertising campaign

An advertiser specifies an advertising campaign along with a budget, a duration and one or more objectives associated with the advertising campaign. An online system presenting advertisements from the advertising campaign determines an interval representing a portion of the duration, an interval bud...

Ausführliche Beschreibung

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Bibliographische Detailangaben
Hauptverfasser: Zhu, Zhengyong, Karande, Chinmay Deepak, Jiang, Xiaohu
Format: Patent
Sprache:eng
Schlagworte:
CALCULATING
COMPUTING
COUNTING
DATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FORADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORYOR FORECASTING PURPOSES
PHYSICS
SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE,COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTINGPURPOSES, NOT OTHERWISE PROVIDED FOR
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Beschreibung
Zusammenfassung:An advertiser specifies an advertising campaign along with a budget, a duration and one or more objectives associated with the advertising campaign. An online system presenting advertisements from the advertising campaign determines an interval representing a portion of the duration, an interval budget, and one or more interval objectives. Historical information describing selection and presentation of advertisements by the online system is retrieved, and used to determine one or more filters limiting the number of opportunities to present an advertisement in which advertisements from the advertising campaign are included. The scaling filters may be based on the one or more interval objectives, bid amounts determined for advertisements in the advertising campaign, and bid amounts associated with advertisements previously selected for presentation form the historical data.