Methods, systems, and media for managing online advertising campaigns based on causal conversion metrics

Methods, systems, and media for managing online advertising campaigns based on causal conversion metrics

Methods, systems, and media for managing online advertising campaigns based on causal conversion metrics are provided. In some embodiments, the method comprises: receiving conversion information corresponding to test group including consumers that were presented with an advertisement using an advert...

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Bibliographische Detailangaben
Hauptverfasser: Ahuja, Arun, Tsemekhman, Kiril, Tsemekhman, Vadim
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:Methods, systems, and media for managing online advertising campaigns based on causal conversion metrics are provided. In some embodiments, the method comprises: receiving conversion information corresponding to test group including consumers that were presented with an advertisement using an advertising channel; receiving advertisement viewability information indicative of a probability that each of the consumers viewed the advertisement; determining that a subset of the consumers did not view the advertisement based on the probability; placing the consumers into a control group and a test group based on the probability corresponding to each of the consumers; calculating a causal conversion metric based on a comparison of the conversion information corresponding to consumers of the control group and conversion information corresponding to consumers of the test group; and determining whether to place an advertisement using the advertising channel based on the causal conversion metric.