WO2013036957A2 - Procédés et systèmes pour offrir et acquérir des impressions produites par des publicités - Google Patents

Procédés et systèmes pour offrir et acquérir des impressions produites par des publicités Download PDF

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Publication number
WO2013036957A2
WO2013036957A2 PCT/US2012/054507 US2012054507W WO2013036957A2 WO 2013036957 A2 WO2013036957 A2 WO 2013036957A2 US 2012054507 W US2012054507 W US 2012054507W WO 2013036957 A2 WO2013036957 A2 WO 2013036957A2
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WO
WIPO (PCT)
Prior art keywords
advertisement
impressions
impression
cost
advertisements
Prior art date
Application number
PCT/US2012/054507
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English (en)
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WO2013036957A3 (fr
Inventor
Shigeto Umeda
Original Assignee
Dennoo Inc.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Priority claimed from JP2011197718A external-priority patent/JP2013057918A/ja
Priority claimed from US13/477,981 external-priority patent/US20130066705A1/en
Priority claimed from US13/478,020 external-priority patent/US20130066726A1/en
Priority claimed from US13/540,538 external-priority patent/US20130066707A1/en
Priority claimed from US13/540,528 external-priority patent/US20130066714A1/en
Priority claimed from US13/570,831 external-priority patent/US20130066715A1/en
Application filed by Dennoo Inc. filed Critical Dennoo Inc.
Priority to AU2012305698A priority Critical patent/AU2012305698A1/en
Publication of WO2013036957A2 publication Critical patent/WO2013036957A2/fr
Publication of WO2013036957A3 publication Critical patent/WO2013036957A3/fr

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising
    • G06Q30/0275—Auctions

Definitions

  • the present invention generally relates to methods and systems for processing and displaying advertisements for which the length of display can be set freely and flexibly.
  • processing and displaying an advertisement may include, for example, providing a bidding platform, providing a baseline for assessing and converting costs associated with such advertising, tracking the relevancy of a displayed advertisement to a user based on the user's interaction with the displayed advertisement, etc.
  • Advertising in the field of e-commerce comprises several different types and modes of advertising, such as, for example, search based advertising, branding advertising, etc.
  • One of two main types of advertising mechanisms or e-commerce based advertisements is the "Direct Response Advertisement," such as Cost-Per- Click (CPC) in which cost accrues for clicks, or Cost-per-Action (CPA) in which cost accrues in the event of a particular action or conversion.
  • CPC Cost-Per- Click
  • CPA Cost-per-Action
  • the other major type of e- commerce based advertisement is "branding advertisement” in which cost accrues not based on clicks, actions or effectiveness, but based on the number of "impressions," usually in lots of one thousand impressions, or Cost-per-Mille (CPM).
  • An online advertisement impression is a single appearance of an advertisement on a web page. Each time an advertisement loads onto a user's screen, the ad server may count that loading as one impression.
  • Advertisements in the form of text, banners or images are shown to the user or audience in a fixed form, and advertisements in the form of movies or videos are looped, but the underlying principle remains the same in that all such forms of advertisements are switched according to certain conditions.
  • the time that an advertisement is displayed will be the time that the web pages are displayed.
  • a single advertisement would be shown to the user (over and over again in a looped manner in the context of video based advertisements) from the moment at which the page is displayed to the user until a time at which the user takes some type of action (e.g., moving/jumping to another page, reloading/refreshing the page, etc.).
  • the amount of time before a user moves to another page or reloads the page varies, so the amount of time for which advertisements are displayed will also vary. If the page is shown for a long period, the advertisement will also be shown for a long period.
  • a single advertisement is shown to the user in the advertisement space (e.g., by being looped through the duration of the user's page visit), it is not beneficial to the user in both cases: where the advertisement matches the user's interest, or where the advertisement does not match the user's interest. This is a wasted advertising opportunity for the publisher of the page, loss in efficiency or efficacy of the advertising for the advertiser, and overall loss in realizable revenue for both the advertiser and the publisher.
  • the billing systems for online advertisements include: (1 ) in the case of direct response advertisements: costs accrued for clicks; (2) in the case of branding advertisements: costs based on CPM.
  • direct response advertisements and CPC are advertisements in which cost accrues for the advertiser when the user clicks on an advertisement and progresses or shifts to a website resulting from a click of the advertisement.
  • CTR click through rate
  • CPM models billing for advertisements is predominantly according to CPM models, especially for branding advertisements.
  • advertisers bid (sometimes through Real Time Bidding) for certain advertisement spaces as a function of 1 ,000PVs (1000 page views). That is, the bid price is set for each 1000PV count.
  • Such a CPM model does not take into account critical factors such as an amount of time for displaying advertisements, etc. This results in the advertisers never knowing for what period of time (total number of seconds) the advertisement had a branding effect for the user, and in effect, blindly placing advertisements based on page views without any realization or consideration for what type of a branding effect or other ROI the online advertising campaign provides.
  • Figure 1 provides a brief, general description of a representative environment in which the invention can be implemented
  • Figure 2 is a block diagram illustrating an exemplary architecture of a platform server
  • Figures 3A, 3B, and 3C illustrate differences in page and session view usage between conventional methods and CPS-backed methods
  • Figure 3D proposes a model for effective CPS and illustrates how this effective value compares against traditional advertising billing schema
  • Figure 3E illustrates differences in ad spending allocation between the traditional advertising billing schema and the proposed CPS-backed schema
  • FIG. 4 provides a brief, general description of a representative environment in which a second embodiment of the invention can be implemented
  • Figure 5 is a schematic diagram that shows an example of the relationship between page transition and advertisement display in one embodiment of the technology introduced herein;
  • FIGS 6A and 6B illustrate computation of Gross Rating Point (GRP);
  • Figure 7 is a high-level block diagram showing an example of the architecture for a computer system
  • Figure 8 is a bidding portal for advertisers to place ad bids
  • Figure 9 is a flow diagram depicting an exemplary process for combining CPC and CPS based ad bids in a conventional ad auction
  • Figures 10A, 10B and 10C illustrate an ad ecosystem where conventional page views are converted into sessions and CPS based ad bids are placed;
  • Figures 1 1A, 1 1 B and 1 1 C illustrate the various Key Performance Indicators (KPI) that are provided by the CPS based ad platform to help better understand an ad campaign's effectiveness;
  • KPI Key Performance Indicators
  • Figures 12A, 12B and 12C illustrate an interactive ad slot used to track user interaction
  • Figures 13A, 13B and 13C illustrate an ad slot that both displays advertisements and enables users to "keep”, “share” and “replay” the displayed advertisements;
  • Figure 14 is a flow chart illustrating the time-variable CPS
  • Figure 15 illustrates an advertisement with a time-variable CPS c(t);
  • Figure 16 illustrates function f such that the function assigns rh t ⁇ m i if ⁇ and m i ⁇ m i if > ⁇ ;
  • Figure 17 is a flow chart illustrating a first bid calculation process utilized by the ad platform for bidding for advertisement impressions through an auction;
  • Figure 18 is a flow chart illustrating a second bid calculation process utilized by the ad platform for bidding for advertisement impressions through the auction
  • Figure 19 is a flow chart illustrating an embodiment of the various cost models utilized by the ad platform to charge for the display of advertisements through a given impression;
  • Figure 20 is an example of a system to compute GRP metric for online ads
  • Figure 21 is an example of a system to compute a modified GRP metric for online ads
  • Figure 22 is an embodiment of a system for estimating eGPR
  • Figure 23 illustrates how the ad platform estimates mouse roll over metric
  • Figure 24 is a flow diagram illustrating an embodiment a process of computing the Sounds-Ons metric
  • Figure 25 is an embodiment of a system to estimate clicks based effectiveness metric
  • Figure 26 is an embodiment of a system to estimate Facebook Likes based effectiveness metric
  • Figure 27 is an embodiment of an RTB that can receive CPXs bids
  • Figure 28 shows an illustrate table, in Figures 28A, 28B, 28C, that describes how viewable time and other effectiveness metrics may be used in various effectiveness metrics for web contents;
  • Figure 29 is an embodiment of a system to estimate click through rate.
  • the invention relates to processing and acquiring advertisement impressions for display of a plurality of advertisements.
  • a method for processing and acquiring advertisement impressions includes step (1 ) determining a potential acquiring cost associated with each of a plurality of advertisement impressions available through an auction, where a particular potential acquiring cost associated with a particular advertisement impression is computed based on a cost-per-second (CPS) model.
  • the method further includes step (2) identifying one or more impressions from the plurality of available advertisement impressions, where the potential acquiring cost of each of the one or more identified impressions is less than or equal to a specific cost.
  • CPS cost-per-second
  • the method further includes step (3) computing a bid amount for each of the one or more identified impressions, where the bid amount for the particular identified impression is computed as a function of the particular potential acquiring cost associated the particular identified impression and an overall campaign progress score.
  • the overall campaign progress score is computed as a function of a success of acquiring one or more of the identified impressions through the auction.
  • the method further includes step (4) bidding for each of the one or more identified impressions, through the auction, utilizing the computed bid amount associated with each of the one or more identified impressions.
  • the method further include step (5) acquiring one or more of the identified impressions through the auction, where the particular identified impression is acquired when the computed bid amount for the particular identified impression is greater than one or more other bid amounts received at the auction for the particular identified impression
  • Implementations can include any, all or none of the following features.
  • the method further includes, wherein the specific cost is determined based on: step (6) sorting the plurality of advertisement impressions available through the auction based on the potential acquiring cost associated with each of the plurality of advertisement impressions.
  • the method further includes step (7) computing a goal of an advertisement campaign, the goal computed as a function of one or more of: a total amount of advertisement display time to be acquired through the auction, the advertisement display time computed as a function of a length of time required for display of one or more advertisements from the plurality of advertisements, or a total number of advertisement impressions acquired through the auction.
  • the method further includes step (8) determining the specific cost, the specific cost being the potential acquiring cost associated with a specific advertisement impression, the specific advertisement impression being one of the plurality of advertisement impressions available through the auction, the specific advertisement impression identified based at least in part on the goal and the length of display time associated with each of the sorted plurality of advertisement impressions.
  • the method may further include step (9) determining a goal of an advertisement campaign, the goal computed as a function of a total amount of required advertisement display time for displaying one or more advertisements from the plurality of advertisements.
  • the method may further include step (10) computing a total amount of acquired advertisement display time computed as a function of a length of advertisement display time associated with each of one or more acquired impressions.
  • the method may further include step (1 1 ) determining a difference between the goal of the advertisement campaign and the total amount of acquired advertisement display time, wherein the difference is negative when the total amount of acquired advertisement display time is less than the goal of the advertisement campaign, wherein the difference is positive when the total amount of acquired advertisement display time is greater than or equal to the goal of the advertisement campaign.
  • the method may further include step (12) setting a prior value of the specific cost to a new value, the new value being a function of at least one or more of: the success of acquiring one or more of the identified impressions through the auction, or the prior value of the specific cost.
  • the method may further include step (13) performing said steps (2), (3), (4), (5), (10), (1 1 ) and (12) when the difference between the goal of the advertisement campaign and the total amount of acquired advertisement display time is negative.
  • the method may further include step (14) identifying one or more expensive impressions from the plurality of available advertisement impressions, where the potential acquiring cost of each of the one or more identified impressions is greater than a specific cost.
  • the method may further include step (15) computing a bid amount for each of the one or more identified expensive impressions, the bid amount for the particular identified expensive impression computed as a function of a particular modified potential acquiring cost associated the particular identified expensive impression and the overall campaign progress score.
  • the particular modified potential acquiring cost is computed as a function of the particular potential acquiring cost associated with the particular identified expensive impression.
  • the method further includes step (16) bidding for each of the one or more identified expensive impressions, through the auction, utilizing the computed bid amount associated with each of the one or more identified expensive impressions.
  • the method further includes step (17) acquiring one or more of the identified expensive impressions through the auction.
  • a method of receiving and processing one or more bids for an advertisement impression available through an auction includes receiving, by an auction server, the one or more bids for the advertisement impression available through the auction, where each of the one or more bids are associated with a corresponding advertiser and each of the one or more bids includes a corresponding bid amount.
  • the corresponding bid amount of at least one of the one or more bids is computed by: (1 ) determining, by a platform server, a potential acquiring cost associated with the advertisement impression, wherein the potential acquiring cost associated with the advertisement impression is computed based on a cost-per-second (CPS) model, wherein the potential acquiring cost of the advertisement impression is less than or equal to a specific cost; (2) computing, by the platform server, the bid amount for the advertisement impression as a function of a potential acquiring cost associated the advertisement impression and an overall campaign progress score, the overall campaign progress score computed as a function of a success of acquiring one or more of the identified impressions through the auction.
  • CPS cost-per-second
  • the method further includes comparing, by the auction server, the one or more bids for the advertisement impression at least in part by utilizing the corresponding bid amount associated with each of the one or more bids.
  • the method further includes allocating, by the auction server, the advertisement impression to the advertiser associated with the bid corresponding to a highest bid amount , where the highest bid amount corresponds to the bid amount that is greater than one or more other bid amounts received at the auction for the advertisement impression.
  • FIG. 1 Figure 1 and the following discussion provide a brief, general description of a representative environment in which the invention can be implemented. Although not required, aspects of the invention may be described below in the general context of computer-executable instructions, such as routines executed by a general-purpose data processing device (e.g., a server computer or a personal computer). Those skilled in the relevant art will appreciate that the invention can be practiced with other communications, data processing, or computer system configurations, including: wireless devices, Internet appliances, hand-held devices (including personal digital assistants (PDAs)), wearable computers, all manner of cellular or mobile phones, multi-processor systems, microprocessor-based or programmable consumer electronics, set-top boxes, network PCs, mini-computers, mainframe computers, and the like. Indeed, the terms “computer,” “server,” and the like are used interchangeably herein, and may refer to any of the above devices and systems.
  • PDAs personal digital assistants
  • aspects of the invention are described as being performed exclusively on a single device, the invention can also be practiced in distributed environments where functions or modules are shared among disparate processing devices.
  • the disparate processing devices are linked through a communications network, such as a Local Area Network (LAN), Wide Area Network (WAN), or the Internet.
  • program modules may be located in both local and remote memory storage devices.
  • aspects of the invention may be stored or distributed on tangible computer-readable media, including magnetically or optically readable computer discs, hard-wired or preprogrammed chips (e.g., EEPROM semiconductor chips), nanotechnology memory, biological memory, or other data storage media.
  • computer implemented instructions, data structures, screen displays, and other data related to the invention may be distributed over the Internet or over other networks (including wireless networks), on a propagated signal on a propagation medium (e.g., an electromagnetic wave(s), a sound wave, etc.) over a period of time.
  • a propagation medium e.g., an electromagnetic wave(s), a sound wave, etc.
  • the data may be provided on any analog or digital network (packet switched, circuit switched, or other scheme).
  • a user may use a personal computing device (e.g., a phone 102, a personal computer 104, etc.) to communicate with a network and/or view displays communicated via the network 1 10.
  • a personal computing device e.g., a phone 102, a personal computer 104, etc.
  • the term "phone,” as used herein, may be a cell phone, a personal digital assistant (PDA), a portable email device (e.g., a Blackberry®), a portable media player (e.g., an IPod Touch®), or any other device having communication capability to connect to the network.
  • PDA personal digital assistant
  • portable email device e.g., a Blackberry®
  • portable media player e.g., an IPod Touch®
  • the phone 102 connects using one or more cellular transceivers or base station antennas 106 (in cellular implementations), access points, terminal adapters, routers or modems 108 (in IP-based telecommunications implementations), or combinations of the foregoing (in converged network embodiments).
  • one or more users may also use an electronic display 132 (e.g., an electronic overhead display, an electronic billboard display, etc.) to view information communicated via the network.
  • information communicated may include, for example, advertisements displayed either by themselves or advertisements displayed in conjunction with web pages or other online media a user may be watching/experiencing. Concepts behind display of such advertisements will be explained in further detail in the following sections.
  • the network 1 10 is the Internet, allowing the phone 102 (with, for example, WiFi capability), the personal computer 104, or the electronic display 122 to access content offered via various servers (e.g., web server 120) connected via the network.
  • various servers e.g., web server 120
  • the network 1 10 may be any type of cellular, IP-based or converged telecommunications network, including but not limited to Global System for Mobile Communications (GSM), Time Division Multiple Access (TDMA), Code Division Multiple Access (CDMA), Orthogonal Frequency Division Multiple Access (OFDM), General Packet Radio Service (GPRS), Enhanced Data GSM Environment (EDGE), Advanced Mobile Phone System (AMPS), Worldwide Interoperability for Microwave Access (WiMAX), Universal Mobile Telecommunications System (UMTS), Evolution-Data Optimized (EVDO), Long Term Evolution (LTE), Ultra Mobile Broadband (UMB), Voice over Internet Protocol (VoIP), Unlicensed Mobile Access (UMA), etc.
  • GSM Global System for Mobile Communications
  • TDMA Time Division Multiple Access
  • CDMA Code Division Multiple Access
  • OFDM Orthogonal Frequency Division Multiple Access
  • GPRS General Packet Radio Service
  • EDGE Enhanced Data GSM Environment
  • AMPS Advanced Mobile Phone System
  • WiMAX Worldwide Interoperability for Microwave Access
  • a user uses one of the computing devices (e.g., the phone 102, the personal computer 104, etc.) to connect to an platform server 1 14 through the network 1 10.
  • the platform server 1 14 comprises a server computer 1 16 coupled to a local database 1 18.
  • the term "platform server” as indicated herein, refers to an individual or multiple server stations or other computing apparatus.
  • the platform server is a web server capable of hosting a website and storing content (e.g., various webpages) that is associated with the website.
  • the platform server is separate from a web server, but communicates with a web server to provide, manage, and/or control content generated by the web server.
  • the platform server 1 14 includes various modules (either implemented as software or in hardware) that allow for advertising information to be collected from advertisers wishing to strategically engage in an advertising campaign, and to coordinate and relay ensuing advertisements to end systems.
  • the platform server may independently coordinate the processing and eventual display of advertisements.
  • the platform server may offer interfaces (e.g., APIs) to existing advertising network platforms to coordinate one or more specific advertising activities (e.g., providing abilities for bidding, providing campaign conversion modules, etc.) as will be explained in further detail below.
  • the administration server 1 14 incorporates one or more functional units to achieve each of the above discussed functionalities.
  • the personal computing devices and the administration server 1 14 are connected through the network 1 10 to one or more web servers (e.g., web server 120).
  • Each web server corresponds to a computing station that enables a website provider, for example, to provide web content (e.g., web pages) that can be accessed by the personal computing devices through the network 1 10.
  • An platform server could be a separate server offering the service described herein to, for example, one or more website providers.
  • the administration server could by itself be a website provider that also runs a service that accomplishes the techniques described herein. Additional examples of implementing an administration server, as understood by a person of ordinary skill in the art, are equally suitable for implementing the techniques described herein.
  • the platform server is implemented as a search system that enables advertisement display measures, allowing one or more advertisements to be shown either simultaneously or at various discrete timings based on advertisement data obtained through the network (e.g., from an advertising client 132).
  • the platform server 1 14 may then communicate the advertisement to an advertisement display system (e.g., the user's personal computing device) in which the individual advertisements are shown for a predetermined length of time or according to variables established by the advertising client.
  • An advertisement includes without limitation movies, still images, banners, animated pictures, etc. As processed by the platform server, such advertisements are shown for a period and such periods may be
  • the advertiser predetermined, for example, by the advertiser.
  • the length of the prepared movie or the play time designated by the advertiser will be the display time for the advertisement.
  • the display time will be the time designated by the advertiser.
  • the "display" of an advertisement refers to display of an advertisement that can be substantial or meaningful. For example, on a web screen, if the user scrolls down on the screen, it is preferable that the advertisement scrolls alongside to fit the screen on which it is displayed. However, if the above method is not possible and the user scrolls the screen to the extent that the advertisement is no longer visible on the screen displayed, the advertisement should be stopped, and the time that the advertisement had been played should be recorded (at least for the purpose of computing cost per second of display of the advertisement, as will be explained further below). When the advertisement returns to display on the screen, the advertisement should be resumed, and the total playing time will be recorded at the end of the advertisement or at the time of the next stop.
  • the judgment of "whether the advertisement is displayed or not” can, for example, be that if a certain proportion of the advertisement is not shown within the screen, the advertisement can be considered to be "not displayed on the screen".
  • a "certain proportion” can refer to a proportion at which substantial viewing of the advertisement can be deemed to be difficult, for example at a proportion of 50% or more.
  • more than 50% is merely an example, and the proportion need not be limited to 50% or more.
  • the advertisement display can be divided into a major portion (e.g. the portion where the product or service name to be advertised is shown) and a minor portion, and when the major portion is shown on the screen, it may be judged that the advertisement is displayed on the screen.
  • the techniques discussed herein include a bidding system that allows an advertiser to place a bid for a certain spot and duration of advertisement.
  • the platform server 1 14, in some embodiments may include a bidding platform module 202 to enable the bidding operations.
  • the bidding platform module may present an appropriate GUI to the advertising client 132 to enable the advertiser to make appropriate selections and provide input. These are then taken in by the bidding platform module 202 for further processing and assessing for bidding.
  • the advertiser may use bidding as the method of advertisement display time sales ("purchase" from the advertisers' perspective) in order to determine the order of precedence when displaying the advertisement(s).
  • the amount of advertisement that can be displayed within an advertising space is generally finite.
  • the order in which the advertisements are placed becomes important. Specifically, when displaying advertisements on a specific advertisement space or for specific keywords, an input is made (e.g., in the form of a bid) for the maximum cost/price that the advertiser can bear for that particular combination of duration and order. It is evident that the order or precedence will be higher when this cost/price is higher.
  • WindowArea width*height
  • AdArea AdWidth*AdHeight; sendl_og(AdArea, WindowArea);
  • AdArea AdWidth*AdHeight
  • the length of time that an advertisement will be shown will vary not only according to the advertisement itself, but also according to secondary factors (e.g., keywords, search relevance, etc.).
  • secondary factors e.g., keywords, search relevance, etc.
  • bids are placed for a certain keyword A, and the advertisement to be displayed with higher priority is determined and fixed according to this price.
  • comparisons are not made according to the price per display (or impression) of an advertisement, but by the bid on the price per unit of time, or Cost per Second (CPS).
  • CPS Cost per Second
  • Bids can be placed directly through CPS, or the cost per advertisement can be used as the unit of bid, and divided by the number of seconds of advertisement display in order to calculate the CPS to compare prices between various advertisements.
  • advertisement space F1 and F2 For example, assume that there exist two advertisement spaces (F1 and F2) on a search result page for a certain keyword A, and that the advertisement effect of advertisement space F1 excels that of advertisement space F2. If advertiser D1 bids for price P1 , advertiser D2 bids for price P2, advertiser D3 bids for price P3 and P1 >P2>P3, conventionally, advertiser D1 won advertisement space F1 , advertiser D2 won advertisement space F2 and advertiser D3 could not win an advertisement space. As a result, the publisher/media can only utilize two advertisement spaces (and lose revenue from advertiser D3), and advertiser D3 would lose the opportunity to advertise. [0040] However, using technology introduced herein, for example, the
  • publisher/media can sell the two advertisement spaces (F1 and F2) separately at the time of the bid.
  • advertisement space F1 advertiser D1 bids for a CPS price P1
  • advertiser D2 bids for a CPS price P2
  • advertiser D3 bids for a CPS price P3 and P1 >P2>P3
  • the advertisement display time for F1 can be sold to advertiser D1 , advertiser D2 and advertiser D3 in the respective order.
  • the publisher/media receives an advertising revenue of ⁇ 1 ⁇ ⁇ 1 + ⁇ 2 ⁇ ⁇ 2+ ⁇ 3 ⁇ ⁇ 3 (in reality, if the displayable time exceeds T1 +T2+T3, the order of priority will be determined as D1 >D2>D3. Additionally, the order of priority can be changed according to other factors such as the time in the day, etc.). As a result, the publisher/media can utilize their advertisement space with higher efficiency, and each advertiser will be able to display advertisements with higher efficacy.
  • each advertiser will be able to publish T1/t1 , T2/t2 and T3/t3 advertisements respectively (assuming that there is no upper limit to the display time). For the user, the amount of information received would be greater than the conventional cases in which one advertisement is shown
  • a better system may be one that incorporates a display method in which the price determination method is consistent with that in the conventional market.
  • the advertisement billing is based on CPS * Seconds Displayed.
  • the cost charged to the advertiser is based on the actual display time. This is because the purchase of the advertisement space is not for an entire unit based of a single display, but for the price/cost per second of an advertisement that will be shown only for a certain time length.
  • the "actual display time” should ideally be the "time that the user is actually watching.” The actual display time may be measured using techniques as understood by people of ordinary skill in the art at the time of this application.
  • the realistic time measurement used can be the "time that the
  • the advertisement display time will be measured as the "period in which the advertisement is displayed on the screen".
  • advertisements are shown for a certain periods of time.
  • the advertisements displayed will have a designated order or priority, and more than one advertisement may be shown continuously in a loop.
  • the order, precedence, and length of running such advertisements may be based on a variety of factors. Such factors may be accounted for, for example, through the bidding platform offered in conjunction with the platform server.
  • An example of such a factor may be an order of priority (e.g. time of the day).
  • an order of priority e.g. time of the day.
  • One way to overcome this issue would be to play the advertisements in varying orders with equal likeliness.
  • the index when evaluating the effectiveness can be, for example, Seconds per Click (SPC), or the number of seconds necessary until the user clicks the advertisement. Analyzing that information over, for example, the time of day such events occur, statistical information may be collected to determine order of priority and corresponding bid value for placing advertisements on the web screens. Using these results, the advertisements can be shown in the order of this index.
  • SPC Seconds per Click
  • the platform server 1 14 includes logic for the purposes of determination of the two types of cost determination and to identify targets and correlation between the two types.
  • the platform server may include one or more of the following modules, each being implemented either in hardware, software, or firmware, or a combination thereof: an advertisement (or ad) suggestion module 222 to make determinations and provide according suggestions as to the type, content, duration, etc. of advertisements to be placed on various publishers' sites.
  • the logic incorporated in this module may include, for example, algorithms to identify significance, meaning, context, relevance, etc. of a particular website and accordingly identify relevant advertisements.
  • the platform server 1 14 may include an advertisement accepting means 204 for accepting advertisements uploaded by advertising clients 132.
  • the platform server 1 14 may also include advertisement memory 208 for storing advertisements received from advertisers and advertisement information memory 210 for storing information related to advertisements (e.g., relevance information, order or priority information, etc.).
  • the modules may further include an ad selection module 216 and an ad distribution module 218 that are configured respectively to select an appropriate ad and to transmit the ad to a predetermined web screen based on determinations made by the platform server.
  • these include means that are accessible online by the advertiser.
  • Each component/module identified above may be implemented as discrete software or hardware units or a combination thereof.
  • the advertisement space suggestion module to suggest advertisements for publishing on advertisements spaces and the advertisement bidding means can be combined into or be coupled to a web server 120.
  • the structure of the platform may include, for example (in the case of displaying advertisements in a search result page), a GUI to suggest a page in which the keywords used for the search, the various attributes of the user to which the advertisement is desired to be displayed (gender, age, region, profession, educational background, hobbies, etc), the preferred time of the day to display the advertisement can be entered, etc.
  • the price per unit of time for purchasing the advertisement space and the entry field for purchasing the advertisement space (or an entry page) will be then be displayed.
  • the advertiser inputs (e.g., through the bidding platform) the desired price per unit of time to purchase the advertisement space, and the number of advertisement spaces to purchase.
  • the purchasing of advertisement space can be for the total length of time that the advertisement will be displayed.
  • the advertisement information memory 210 and the advertisement data memory 212 to store the advertisement itself may include, for example, advertisement information database means to store information related to the advertisement and an advertisement data database means respectively to store the advertisement itself.
  • the advertisers are charged according to the size of the ad space, where for example, an ad space occupying 30% of the viewing area in a page view attracts a higher ad placement cost than an ad space occupying just 10% of the viewing area in a page view.
  • the rationale behind such a model could be that the bigger the size of ad display, the greater the chance that the ad will attract a user's attention and create the desired impression.
  • the methodology could account for change in size of ad space in a page view and reflect the change in pricing of cost of ad placement in that page view.
  • the users could be allowed to customize the ad space in their page view.
  • the users could customize the ad space similar to that of a web page loaded in a web browser.
  • the user could minimize the ad space to one of the corners of the page view, drag and drop the ad space in any section of the page view, expand or shrink the ad space, etc.
  • the final cost of the ad placement in the CPS methodology will reflect the cost for placing the ad in the final customized ad space.
  • the specifications of the final customized ad space can be captured and stored, for example, in a web browser cookie. The stored specification can later be used to configure the ad space for the user in other web pages, while using the specification to predetermine the CPS based cost of placing an ad in such an ad space. That further contributes to considerable improvement in fair value-for-money (VFM).
  • VFM fair value-for-money
  • Advertiser A was displayed for only 45 seconds on page view 1 .
  • a full 30 second ad from Advertiser B was displayed on page view 2 and a 25 second ad from Advertiser C was displayed on page view 3 for only 10 seconds.
  • ads either only takes up a portion of the page view, or conversely, the page view is not long enough to show the entire ad. As illustrated in Figure 3B, this typically leads to severe loss in efficiency: lower VFM for advertisers as they are charged for the cost of a full ad even when the ads are not fully played, and smaller, less efficient inventory for publishers.
  • the CPS methodology thus, addresses the severe loss in efficiency associated with the conventional internet advertisement system: improved VFM for advertisers as they are charged, not by ad slots, but by the total play-time for a given ad, and a larger, more efficient inventory for publishers.
  • improved VFM for advertisers as they are charged, not by ad slots, but by the total play-time for a given ad, and a larger, more efficient inventory for publishers.
  • this revived value is aggregated for the entire market, the overall opportunity and improvement is enormous.
  • Figure 3E the graphs illustrate how $1 million was allocated for a 15 sec long ad campaign in the conventional and the CPS-based ad platform
  • the system when the advertiser accesses the bidding platform module of the platform server 1 14, the system, for example, suggests an entry field for the desired conditions regarding the advertisement display.
  • the advertiser 132 inputs the desired conditions accordingly.
  • the platform server 1 14 may request entry of an advertisement.
  • the received advertisement and advertisement information is then stored in the advertisement video database and the advertisement information database by the advertisement reception device.
  • the information stored in the advertisement video database and the information stored in the advertisement information database are related and attributed by an advertisement ID that is unique to each advertisement.
  • the related information when the advertisement information is transmitted to a display device, the related information may also be attributed by the advertisement ID.
  • the user typically has an advertisement display device that is loaded into the web browser (e.g., a widget within a web page, etc.).
  • an advertisement selection device e.g., a widget within a web page, etc.
  • An advertisement selection module 216 selects the advertisement(s) to be displayed based on the received information and the advertisement data stored in the advertisement information database.
  • the advertisement selection module 216 selects the advertisements to be shown, and the advertisement ID of the advertisement to be shown will be sent to the advertisement screening device (e.g., the user's computer).
  • the advertisement transmitting or distribution module 218 After receiving one or more advertisement IDs from the advertisement selection module 216, the advertisement transmitting or distribution module 218 sends one or more advertisements continuously to the advertisement display device.
  • the advertisement screening device displays the advertisement to the user upon reception. For videos, the display time is generally determined by the length that the video advertisement is played. For still images, the display time is determined by the time designated by the advertiser.
  • FIG 4 illustrates the second scenario, where the advertisement display device with which the user watches advertisements is not equipped on the browser, but rather a device that is connected to the internet, such as on an LCD display for street advertising (e.g., device 122).
  • the advertisement display device is not equipped on a web browser, so information as to the basis of selecting the advertisement to display may not exist.
  • the advertisement display device does not send out information for advertisement selection, but instead just display the advertisements continuously in a predetermined order.
  • the display time is generally determined by the length that the video advertisement is played.
  • the display time is determined by the time designated by the advertiser
  • a third scenario of processing and displaying advertisements in accordance with the techniques discussed herein is illustrated with reference to Figure 4.
  • the publishing of advertisements and the displaying on the advertisement viewing device are carried out not directly between the advertiser and the user, but by using interfaces to a Demand Side Platform (DSP) 530 and a Supply Side Platform (SSP) 540.
  • DSP Demand Side Platform
  • SSP Supply Side Platform
  • the composition of this exemplary embodiment constitutes an advertisement exchange that can incorporate the present teachings with conventional advertising exchanges.
  • either the DSP, SSP or both may be included.
  • the composition can be either through a connection with the DSP, a composition with a direct connection to the advertiser, or a combination thereof.
  • the composition can be either through a connection with the SSP, a composition with a direct connection to the user, or a combination.
  • Other similar combinations of one or more DSPs and SSPs, as may be contemplated by a person of ordinary skill in the art, may also be used as alternate or variants of the above discussed composition.
  • the advertisement when the advertisement is sent by the advertiser, it is stored in the DSP, which acts as the mediator on the advertiser's side.
  • the DSP selects an advertisement exchange from among the advertisement exchanges, and the advertisement is published.
  • a bid to determine the price of the advertisement is received from the advertiser through the DSP.
  • the advertisement On the other hand, on the user's side, the advertisement is received not directly from the device devised by this advertisement, but from the SSP, and the advertisement is shown. After receiving the advertisement display request from the user, the SSP selects one or more advertisement exchanges to receive advertisements from, and requests for advertisements.
  • the system devised by this invention, which has received the advertisement request, also receives information necessary to select the advertisement that best matches the user, and according to this information, chooses the best-match advertisement from the displayable advertisements, sending the advertisement to the SSP.
  • the SSP After receiving the advertisement, the SSP sends the advertisement to the user, and the user watches the advertisement.
  • One such exemplary composition is illustrated in Figure 5.
  • the advertising side can increase the effectiveness of their advertisement by widening the array of media/publishers to display their advertisements on.
  • advertisement bidding by the advertiser may also be conducted through DSPs.
  • CPC Cost per Click
  • CPM Cost per Mille Impressions
  • bids according to the technologies described herein are placed either based on Cost per Second (CPS) or a function of CPS and CPC (e.g., CPS*CPC) for branding as well as direct-response-hybrid-bidding
  • CPS*CPC Cost per Second
  • a conversion formula is very useful in allowing an advertiser to readily understand the impact of this new approach and also appreciate the cost savings and efficiency of the CPS based approach.
  • eCPM The effective Cost per Mille (eCPM), or the cost for displaying an advertisement 1000 times for a subject to be displayed, based on past data, is used as a standard for bidding prices.
  • CPM Click Through Rate
  • eCPM CPC x CTR x 1000 (1 )
  • eCPS effective CPS
  • AAL is the average ad length, which is the average length of all ads on the media under consideration.
  • AVT or the average viewable time is defined as the sum of all ad view lengths (AVL) on the media divided by the total number of page views (PV) on the media.
  • V page views
  • eCPS may also be written as:
  • eCPM value may then be converted to an eCPS value. See, e.g., Figure 3D for an approach for comparing eCPM to eCPS and to determine how eCPS value differs from traditional values.
  • the left side of the equation is the value devised based on the techniques introduced herein, and the right side of the equation is the value based on conventional technology.
  • a value that corresponds to eCPM can be calculated in the system devised as a result of the techniques disclosed herein, allowing the variable length advertisement display system of the present application and other conventional systems to exchange advertisements seamlessly.
  • the equation illustrated above is merely an example, and that other conversion formulas, as may be evident to a person of ordinary skill in the art to be obvious variants of the above equation, are also valid examples.
  • an eCPM value may now be converted to an eCPS value.
  • eCPM represents an expected bid for advertising in a publisher's website under the conventional internet advertisement technology.
  • the eCPS represents an expected bid for advertising in a publisher's website under the CPS-based advertisement technology introduced herein.
  • the conventional eCPM valuation developed for keyword based advertisement, emphasizes search-based advertisement while seriously undervaluing media/branding-based advertisement.
  • the expected bid for a search-based advertisement is $3.0 while that for a media-based advertisement is only $0.3.
  • the key reason for the huge disparity in bid costs between the two publisher types is the emphasis on CTR in conventional internet advertisement technology, which does not account for the high branding potential achieved through media-based advertisement.
  • eCPS is the eCPM that can be expected for the publisher in the system that is devised using the techniques introduced herein, and if this value is larger than the eCPM value for conventional technology, it can be expected that the publisher/media will earn a higher revenue from the increased bids.
  • the media based publisher can now expect $0.7 in a CPS-based advertisement platform instead of just $0.3 in a conventional advertisement technology based platform.
  • CPS-based technology would thus allow for market value lost by conventional technology to be rediscovered, the underrated value to be evaluated appropriately, and the entire market to be revitalized.
  • the technology allows media based publishers to publish and benefit from higher quality contents, imparting benefits to the entire advertising ecosystem - the publisher, the advertiser, and the user. Illustration of Ecosystem Utilizing CPS Scheme within Conventional Market
  • the methods and systems disclosed herein also interoperate with conventional systems when, for example, connected via a DSP.
  • the following section discloses the CPS based advertising platform, where various types of bidding schemes, including bidding schemes based on conventional parameters may be accepted and conversion schema applied to allow for interoperability.
  • the advertiser is bidding by CPM
  • the system disclosed herein converts this bid into CPS.
  • the price per 1000 page views was constant regardless of the number of clicks.
  • advertisement slots are not sold by page views (PVs).
  • FIG. 10A illustrates how AVT is computed for each media requesting an ad placement through an Ad network.
  • Media publishers generally request ad placement requests through Ad networks.
  • the ad slot inventory is sold in units of page views, where the advertisers, for e.g., pay eCPM per page view.
  • the page view market needs to be converted to sessions.
  • the session length is estimated based on AVT.
  • the Ad network and in turn Dennoo i.e. a DSP
  • Dennoo will target ad placement in such undervalued media publishers using bid amounts based on eCPS valuation than the conventional eCPM valuation.
  • an SSP such as an Ad network
  • DSPs following the conventional eCPM system, forward the ad placement request to the advertisers and the associated eCPM value.
  • the advertisers utilize the eCPM value to generate an ad placement bid, with the eCPM forming the basis of the bid amount.
  • Dennoo using AVT, generally first computes the session length of the page views in Media2 and the corresponding eCPS bid valuation for the ad slot.
  • Media2 has an AVT value of 35 seconds and a corresponding eCPS valuation of $0.7.
  • Dennoo instead of forwarding a single ad placement request for eCPM value of $0.3, sends three ad placement requests of $0.1 , $0.2, and $0.4, which fully monetize the $0.7 eCPS valuation.
  • Dennoo could select a subset of ads from a preexisting database/list of ad placement bids received from various advertisers.
  • an advertiser could place a bid for 1000 impressions for a given ad or a subset of ads.
  • Such a bid cost will be based on eCPM, i.e. or the cost for displaying an ad or a subset of ads a total of 1000 times.
  • an advertiser could place a bid for 1000 effective impressions for a given ad or a subset of ads.
  • a bid cost will be based on cost per mille effective impressions, i.e. the cost for effective impression of an ad or a subset of ads a total of 1000 times.
  • the subset of ads could be generated such that the ads combined bid amount and play-time lengths meet both the eCPS bid amount and the AVT session length of the ad slot requesting ad placement.
  • Dennoo could play the ad to determine its total play-time.
  • FIG 10C illustrates the ad bid placement process.
  • the advertisers place an ad placement bid to display their advertisement.
  • Each bid includes the bid amount, which is generally the total of the eCPM value of the ad slot and the DSP fees.
  • Advertiserl places a bid of $0.33 and Advertiser5 a bid of $0.35 to their respective DSP.
  • Dennoo selects ad bids from Advertiser2, 3, and 4 with bid amounts of $0.1 , $0,2, and $0,4 respectively.
  • the advertisement from Advertiser2, 3, and 4 have a play-time length of 5 seconds, 10 seconds, and 20 seconds respectively.
  • the other DSPs after recovering their fee of $0.05 and $0.03 from each bid respectively, forward the ad placement bid of $0.3 each to an SSP.
  • Dennoo based on the AVT value, combines the three ads into a single ad of 35 second play-time, where one ad begins when the other ends. This ensures that all the three ads get displayed in the single ad slot. Also, given that the eCPM value is known for the ad slot and the small likely premium advertisers are bidding, Dennoo can bid as high as $0.7, the ad slot's eCPS value, without paying any premium. In Figure 10C, Dennoo places a bid of $0.4 for the combined single ad with the SSP while other DSPs have placed a bid of only $0.3.
  • the SSP determines the highest bid and forwards the advertisement of the winning bid to the Media/webpage requesting the ad and rejects the remaining bids.
  • the bid from Dennoo at $0.4, exceeds the bids from other DSPs and wins the bidding to place the three combined advertisements in the webpage requesting ad placement.
  • machine learning e.g., neural networks, fuzzy logic, or other machine learning techniques as understood by a person of ordinary skill in the art
  • the conditions to be changed and tested include but are not limited to the following: length of ad; time of the day to show ad; position within the page view to deliver the ad; characteristics of the user to which the ad is shown; etc.
  • the sample to be taken will be large enough to yield statistically significant results. [0082]
  • An example of the sampling can be as follows.
  • Cki Ck(i-1 ) -Ck(i-1 )/n (k ⁇ -2o or k>+2o)
  • Advertisers may also bid using a combination of CPC and CPS.
  • CPC is a way by which publishers guarantee to the advertisers the effect (e.g. click) of their ad.
  • CPS is a way by which advertisers guarantee a certain amount of payment to the publisher. For example, limiting the CPC bid to 50% of the market "CPC-only" value, the "guarantee" can be shared equally between the media and the advertiser.
  • CPC-only 50% of the market "CPC-only" value
  • the ad(s) to be shown and their order will be determined based on real-time advertisement display requests.
  • the purpose is to simultaneously consider both types of bids (CPC and CPS), and to optimize for a mixture of CPC and CPS bids.
  • Figure 8 illustrates a bidding portal 800 that advertisers utilize to place an ad bid.
  • the bid type parameter 802 allows the advertiser to choose the bidding process to be used with the ad.
  • the bid type for example, could either be CPS based or CPC based.
  • CPS assumes that the ad is display (branding) advertisements.
  • the bid amount parameter 804 is the amount of money the advertiser wants to spend as ad cost for the advertisement. Depending on the bid type, the bid amount could be either in price per click (for CPC-type ads) or price per second (for CPS-type ads).
  • the keyword parameter 806 is utilized by the advertiser to describe attributes of the advertisement that can be used to determine the most appropriate website and its users to advertise to. For example, an ad associated with keyword parameters, such as baseball, sale, jersey, hat, gloves, etc. together can be used to deduce that the ad could be for sale of baseball related accessories. Based on the deduction, the ad could then be placed in a sports news website that attracts sports fans whom are far more likely to purchase the baseball accessories than a user of a general news website.
  • the filter parameter 808 allows the advertisers to choose the websites the ad will shown in. For example, the advertiser could search for top 10 websites based on web traffic and select a subset from these websites to place the ads in.
  • ad placements requests are already attributed by keywords based on the contents of the requesting website/page and/or user behavioral history.
  • the keywords associated with the ad placement requests will be referred to as "ad space keyword" hereon after.
  • step 902 in Figure 9 in response to a real-time ad request, create a list of ads from all the received ad bids and filter the list to include only those ads with filter parameter 808 that includes the requesting webpage.
  • step 904 determine the bid type 802 for each of the ads on the filtered list and calculate the expected ad placement cost (i.e. bid amount) based on the bid type. For each bid, if the bid type is not CPS, step 906 calculates the expected ad placement cost based on CPC-type. In this embodiment, it is assumed that we are contemplating only two types of ad bid types, CPS and CPC. In general, there could be many different ad bid types and a similar decision process can be used to determine the ad bid type and compute the expected bid cost accordingly.
  • CPC bid type the CTR can be calculated using the correlation between ad keywords 806 and the ad space keywords. The correlation can be predicted based on past data, such as user click through rate, when an ad of the keyword 806 is displayed in an ad space with a given ad space keyword. If there is insufficient data, the bid amount will be the bid amount.
  • step 908 calculates the expected ad placement cost based on CPS-type ad bid.
  • the ad cost will be determined based on the optimal display time that the ad will be displayed for in webpage.
  • the optimal display time can be calculated separately, for e.g., based on the likely length of the ad that will be sufficient to generate a user click of the ad.
  • the likely length of the ad needed for optimal display time can be determined based on the past data, such as previous display lengths of ad and the ad timeline at which user clicks were generated for the ad.
  • step 910 determine if there are additional ad bids for which ad placement costs need to be computed. If yes, repeat steps 904 through 908 as required.
  • step 912 computes a virtual price premium for each ad bid according to the interest- matching between the ad keyword 806 and the ad space keyword.
  • the interest- matching can be based on past data, such as user click through rate, when an ad of the keyword 806 is displayed in an ad space with a given ad space keyword.
  • Step 914 calculates a weighted ratio for each ad. The weighted ratio is based on the virtual price premium determined in step 912 and the actual ad placement cost determined for each ad bid in steps 906 and 908.
  • step 916 the display ranking, according to which the ads will be placed in a ad requesting webpage, will be determined based on the weighted ratio of each ad calculated in step 914.
  • the ad(s) to be shown and their order will be determined based real-time, while simultaneously considering both types of bids (CPC and CPS). Additionally, through interest matching of free keywords, a fair and natural auction (as compared to the arbitrary nature of interest categories) will be realized.
  • the index for the conventional method of advertisement in which the effective price of 1000 impressions is eCPM
  • the indices devised by techniques introduced herein e.g., in which CPS and CPC are designated in combination
  • for branding and direct response are "Branding plus Direct Response CPS (bdCPS)” and “Branding Plus Direct Response CPC (bdCPC)"
  • bdCPS Branding plus Direct Response CPS
  • bdCPC Branding Plus Direct Response CPC
  • the unit of advertisement is the general term "Advertisement", or its shortened form, "Ad(s)”.
  • Ad View AV
  • PV Page View
  • the inherent length of a specific advertisement i.e. the length of an advertisement movie
  • the AL is 15 seconds regardless of the users' actions or display times.
  • Ad View Length The specific time that an ad has been shown on the screen is referred to as the "Ad View Length (AVL)". If a user jumps to a different website after 8 seconds of a 15-second ad has been shown, the AL is 15 seconds, but the AVL is 8 seconds.
  • AAVL Average Ad View Length
  • AAVL Average Ad View Length
  • AAVCR Average Ad View Rate
  • Ad Length is: y AAVLn
  • bCPS in eCPS can be represented by the clicking cost in 1000 PVs, and a connection can be made with bdCPS x bdCPC in eCPS.
  • eCPS (bdCPC + bdCPS x SP x CTR x lOOO (14)
  • eCPS is the eCPM that can be expected for the publisher in the system that is devised using the techniques introduced herein, and if this value is larger than the eCPM value for conventional technology, it can be expected that the publisher/media will yield a higher revenue. This would allow for market value lost by conventional technology to be rediscovered, the underrated value to be evaluated appropriately, and the entire market to be revitalized. Determining Order of Priority for Advertisements
  • the "order of priority for advertisements" can be determined.
  • the expected CTR or the SPC, eCPS, interest matching score, the quality of ad creativeness or the quality of the ad landing page, etc. are indices that are the basis when determining the "quality of the advertisement", and the "order of priority which takes the quality of advertisements into considerations", can be calculated, for example, as below:
  • S(u, k) ⁇ C n (u, k) W raw(u, k) (! 5)
  • S is the total quality score
  • u is the advertiser
  • k is the keyword that is the target of the advertisement
  • Cn is a set of elements that compose the quality
  • Wn is the weighted value for each of these elements.
  • the above equation is merely an example and the formula for calculated the quality of advertisements need not be limited to the above equation.
  • the quality of advertisements in the device devised by this invention need not be based on the Seconds per Click (SPC) index, but for example on the Ad View Click Rate (AVCR).
  • SPC Seconds per Click
  • AVCR Ad View Click Rate
  • AVCR Number of Clicks / Number of Effective Distributions of the Advertisement
  • the systems described herein may be equipped with a mechanism to match keywords that are set for advertisements to become targets for distribution and keywords or the equivalents thereof that users have entered into a webpage or keywords that have been extracted from web pages viewed by the user.
  • the mechanism to calculate the fit of these keywords can be as explained below.
  • the most similar known keyword S (k1 , K2) can be obtained and used as the alternative keyword by calculating the distance between character strings
  • the switching of advertisements are based not on page transition but on time, and additionally, they can switch upon page transition as shown in Figure 5.
  • switching occurs upon page transition, because it would be assumed that a new series of advertisement display occurs upon switching pages, the possibility that the same advertisement will be shown more than once to the same user will become higher.
  • advertisements are distributed by the device devised by this invention rather than based on page transition, if it is assumed that the same series of advertisement display is continuing, a single series of advertisement display becomes longer, and the possibility that the same advertisement will be shown more than once will decrease, but the possibility that a low-priority advertisement is shown will become higher.
  • indices can be used to determine the order of priority in displaying advertisements. Some examples of events or matters that may be the basis of these indices are as illustrated in the chart below.
  • Target for displaying the advertisement (keywords, attribution, etc)
  • the device keywords and attributions that advertisements targets for
  • indices to determine the order of priority to display advertisements can be devised as below, and by determining the order of priority to display advertisements based on these indices, the value of displaying advertisements can be increased - Examples of Methods to Determine Order of priority of
  • Indices to determine the order of priority to display advertisements can be devised as illustrated using illustrative examples below. By determining the order of priority to display advertisements based on these indices, the value of displaying advertisements may be increased, allowing for a more competitive and efficient advertising paradigm.
  • a calculation of the weighted order of priority of display for advertisement group aj may need to be computed.
  • the function w (a j , u (p)), which calculates the weight will express the algorithm for the entire calculation.
  • u (p) expresses the profile of user u when page p is viewed, including the viewing history.
  • c m is the coefficient is based on the attribute type of the keyword, and by adjusting this coefficient, the attribute value of both the DSP and the SSP may be determined.
  • the Cost per Second (CPS) of an advertisement can be varied within a given advertisement.
  • the CPS of an advertisement can be varied for each image frame in the advertisement.
  • the CPS of an advertisement can be varied for each section of the advertisement, where each section is defined by a fixed length of time.
  • the CPS value for a given section of the advertisement can be determined based on a detected user's interaction with the displayed
  • FIG. 14 illustrates the time-variable CPS process.
  • the ad platform requests and receives an advertisement from an advertiser to be placed in a publisher's advertisement section.
  • the ad platform transmits the advertisement to be placed in the publisher's advertisement section.
  • the ad platform determines an overall eCPS (effective Cost-Per-Second) value for the display of the entire length of the advertisement.
  • the ad platform partitions the advertisement into multiple segments of equal length.
  • a certain advertisement has a creative of length L, and an eCPS value for the entire length of the advertisement of ⁇ 3 ⁇ 4.
  • the ad platform determines the probability of occurrence of each possible user interaction with the advertisement within that partition. Further, the ad platform utilizes a weighed score associated with each user interaction, where the weighted score reflects the value of each user interaction within that partition to the advertiser.
  • the ad platform estimates the probability p[ j) of an occurrence of response a k in the jth segment l j .
  • the ad platform estimates p by the following formula:
  • n jk is the number of occurrences of response a k
  • n kj denotes some prior knowledge about probability of response ak occurring in segment l j .
  • N j is the total number of responses which occurred in segment l j or later and is defined by the following equation:
  • step 1430 for each partition, the ad platform determines an overall score based on the determined probability of occurrence of each possible user action within the segment and the weighed score reflecting the value of each user interaction within that segment to the advertiser.
  • the ad platform determines a new eCPS value that is a function of the weighted average of the partition's overall score and the overall eCPS value of the advertisement.
  • the ad platform calculates the adjusted CPS c(t) (i.e. eCPS) in terms of p[ j) and S j .
  • CPS c(t) i.e. eCPS
  • S j i.e. eCPS
  • the ad platform determines the total cost of displaying the advertisement based on the advertisement partitions displayed to the user and the respective CPS c(t) (i.e. eCPS value) associated with each of the displayed advertisement partition.
  • the ad platform thus, produces a piecewise constant CPS c(t) for the length of the advertisement.
  • Figure 15 illustrates an advertisement with five partitions for which a piece- wise constant CPS c(t) is computed by the ad platform using the above described embodiment.
  • CPS ⁇ 3 ⁇ 4 $ 0.10 eCPS, such that the overall cost of displaying the entire ad of length L of 25 seconds is $2.5.
  • the platform allows the advertisers and the media publishers to track such saved ads and count the effective impressions from replays towards the determination of final cost of the ad campaign.
  • Such a platform not only provides advertisers a more complete picture of the effect of the ad campaign, it also allows the media publishers to fully monetize their user base, when such users share and re-view the saved ads.
  • a "keep" button can be added to the ads or to a user's user page to allow the user to save and collect ads. The user can later view such "kept" ads from the user's user page. Further, the "keep” page will be open to other users who can also watch and share these ads.
  • such "kept" ads will be tracked by the CPS based advertisement platform. So, every time the users watch these "kept” ads, the CPS based advertisement platform will charge the advertisers using a CPS cost basis (i.e. based on consideration such as mouse roll-over time, sound-on time and other user engagements). The ads will disappear from the user's "keep” page once the ad campaign finishes. In embodiment, the platform tracks the number of times the users pressed the "keep” button. Further, the platform could track the users on media publishers such as Facebook and Twitter. The platform could monitor the sites for number of "Like” collected, tweet mentions, etc.
  • the advertisers could be provided with metrics such as "Like” counts, “Keep” counts, tweets, etc. to help enable advertisers to better gauge user interests. Further, the advertisers could be charged for ads based on the ad campaign's effectiveness, where such determination of effectiveness is based on the analysis of "Like” counts, “Keep” counts, tweets, etc.
  • FIGS 13A, 13B, and 13C illustrate one embodiment where the above described "Keep” feature is practiced.
  • the illustrative embodiment is merely meant to describe one embodiment where the "Keep” feature is practiced and is not meant to be a limiting embodiment of the invention in any sense.
  • Figure 13A illustrates a publisher's website "www.nytimes.com” 1300 being viewed through a web browser, where an ad slot 1315 is available in the to publisher's website 1300 to display advertisement amongst other publisher news content 1312, 1330, 1335 and 1360 and a "Kept Ads" section 1340 to view any previously kept ads.
  • the website 1300 includes user accounts that a visitor to the website 1300 can utilize to customize the web pages in the website 1300.
  • a visitor has logged into the website 1300 using the user name John Doe 1305, where the user name is displayed at the top of the current web page 1310.
  • the website 1300 loads their preferences and any visitor specific content they have bookmarked or saved into their user account.
  • the website 1300 can utilize cookies to track the visitor and visitor's preferences and load the visitor specific content to the website every time the visitor visits the website without requiring the visitor to setup a user account or log into such a previously setup user account.
  • the ad slot 1315 in the web page 1310 is used to display advertisements, where the ad slot includes a integrated ad control bar 1330.
  • the ad control bar 1330 includes a rewind button 1322, a play/pause button 1324, a forward button 1326, a keep button 1328 and a share button 1332.
  • the user can use the ad control bar 1330 integrated within the ad slot 1315 to transition to any of the previously displayed advertisements.
  • the ad slot 1315 will rewind the ad back to the beginning of advertisement 3 and replay.
  • the ad slot 1315 will rewind the ad back to the beginning of advertisement 2 and replay.
  • the user may wish to skip any intermediate advertisement between the replayed advertisement and the advertisement that is yet to be fully served at least once to the user and return to fully watch the advertisement that is yet to be fully served. For example, after the user has watched advertisement 1 , the user can use the navigation bar 330 to navigate to either advertisement 2 or 3.
  • the user could click on the forward button 1326 once to transition to advertisement 2 at any point during the viewing of advertisement 1 . Similar to the rewind button 1322, clicking the forward button 1326 twice will transition the user to advertisement 3 at any point during the viewing of advertisement 1 .
  • the play/pause button 1324 allows the user to start playing an advertisement or pause a currently playing advertisement.
  • the share button 1332 allows a user to share the currently playing advertisement in the ad slot 1315 with another user.
  • the user could forward a www link, such as a link to the advertisement in the advertiser's webpage, to the email address of another user.
  • the other user could click on the www link in the email to go to the appropriate webpage, where the advertisement is automatically displayed when the webpage is loaded in the other user's web browser.
  • the user when the user wishes to save any of the ads served through the ad slot 1315, the user can click the "Keep" button 1328 to store a copy of any currently displayed advertisement in the ad slot 1315 to a content repository associated with the user account John Doe in the website 1300.
  • the kept ad can be stored in the user's computer and retrieved and displayed by a server associated with the website 1300 when the user next visits the website 1300. Whenever the user specific content is loaded into the website 1300, a server associated with the website 1300 could track and populate the Kept Ads slot 1340 with the previously saved ads.
  • Each previously saved ad could be displayed in the Kept Ads slot 1340 as list of icons 1345, where clicking on one of the displayed icons 1345 using a mouse could replay the associated advertisement in the ad slot 1315.
  • the advertisement associated with the icons 1345 could be replayed in a media player, such as Windows Media Player, Apple Quicktime player, etc., previously loaded into the user's computer or mobile device.
  • the user could utilize the navigation bar 1346 in the Kept Ads slot 1340 to navigate between the list of icons 1345 and replay any of the stored ads.
  • the backward 1348 and forward 1352 button can be used to navigate between the various icons 1345 displayed in the Kept Ads slot 1340 and the play/pause button 1350 to replay the advertisement currently associated with the selected icon from the icon list 1345.
  • the share button 1354 allows a user to share the currently selected advertisement from the list 1345 with another user.
  • the user could forward a www link, such as a link to the advertisement in the advertiser's webpage, to the email address of another user.
  • the other user could click on the www link in the email to go to the appropriate webpage where the advertisement is automatically displayed when the webpage is loaded in the other user's web browser.
  • the "Keep" button 1328 can act to bookmark a currently playing advertisement that appealed to the user, where the bookmark is tracked by the ad platform that served the bookmarked advertisement.
  • the ad platform manages the Kept Ads slot 1340 and populates the Kept Ads slot 1340 with icons 1345 that act as links to each of the kept ads.
  • the links are associated with copies of the kept advertisements that are stored in servers that are part of the ad platform.
  • the advertisement associated with the icons 1345 could be replayed in a media player, such as Windows Media Player, Apple Quicktime player, etc., previously loaded into the user's computer or mobile device.
  • the user can utilize the navigation bar 1346 in the Kept Ads slot 1340 to navigate between the list of icons 1345 and replay any of the stored ads.
  • the backward 1348 and forward 1352 button can be used to navigate between the various icons 1345 displayed in the Kept Ads slot 1340 and the play/pause button 1350 to replay the advertisement currently associated with the selected icon from the icon list 1345.
  • the share button 1354 allows a user to share the currently selected advertisement from the list 1345 with another user. In one instance, the user could forward a www link, such as a link to the advertisement in the advertiser's webpage, to the email address of another user.
  • the other user could click on the www link in the email to go to the appropriate webpage where the advertisement is automatically displayed when the webpage is loaded in the other user's web browser.
  • the user could utilize the rate button 1356 to rate the replayed advertisement.
  • the ad platform could capture the user provided ratings using a cookie.
  • the platform utilizes the cookies to track such kept ads and count the effective impressions from replays towards the determination of final cost of the ad campaign.
  • Such a platform not only provides advertisers a more complete picture of the effect of the ad campaign, it also allows the media publishers to fully monetize their user base, when such users share and re-view the saved ads. So, every time the users watch these "kept" ads, the CPS based advertisement platform will charge the advertisers using a CPS cost basis (i.e. based on consideration such as mouse roll-over time, sound-on time and other user engagements).
  • the kept ads could be part of an ad campaign with a limited budget.
  • the platform tracks the number of times the users pressed the "keep” button.
  • the platform could track the users on social media publishers such as Facebook and Twitter and collects metrics related to social media that help better track the kept ads within the social media. For an advertisement displayed within a social media publisher, the platform could monitor the sites for number of "Like” collected, tweet mentions, etc for the displayed advertisement.
  • the advertisers could be provided with metrics such as "Like” counts, “Keep” counts, tweets, etc. to help enable advertisers to better gauge user interests. Further, the advertisers could be charged for ads based on the ad campaign's effectiveness, where such determination of effectiveness is based on the analysis of "Like” counts, "Keep” counts, tweets, etc.
  • GRP Gross Rating Point
  • Another aspect of the technology introduced herein is an ability to identify and appreciate the efficacy of an ad campaign, especially when the same advertisements are offered through different media.
  • a branding-type ad shown as a regular TV advertisement and when shown in web media in conjunction with the CPS-based technology disclosed herein.
  • comparisons may extend to other types of advertisements (e.g., search based advertisements) and comparisons may be between or among various different types of media.
  • Figures 6A-6B we use the example illustrated in Figures 6A-6B.
  • the same advertisement is displayed using a TV 530 and also using a CPS-backed ad campaign.
  • the ad clip is shown, for example, every 10 minutes during an hour for 20 seconds each time. However, the area covered by the advertisement is 100% (meaning it occupies the full screen).
  • the advertisement is shown only at 10% of the area of the screen, but is shown continuously for the entire hour (assuming in this example that this is the only advertiser and has bid in a CPS manner for advertising through the entire page session).
  • the ad impression i.e., the effective impression of the ad can be computed as the area multiplied by time of display of the ad.
  • the effective impression for the two types of media is roughly the same - with the TV campaign showing the ad in a larger area, but in overall shorter duration, and the Internet campaign showing the ad in a smaller area, but in overall longer duration. Accordingly, given the approximately equal impression values, one would expect cost of advertising to be the same. However, that is not the case, and cost of advertising in a relative sense needs to be determined.
  • GRP Gross Rating Point
  • the cost is $700 for the above example. That is, for similar ad impressions, the CPS-backed Internet campaign is substantially less expensive relative to the TV counterpart.
  • This computation and comparison has two benefits: it allows an advertiser to readily perceive the difference in cost of campaigning in different media to obtain similar ad impressions; and it also allows an advertiser to readily appreciate the advantage of using CPS-backed technology to achieve similar efficacy while reducing cost of advertising.
  • KPI Key Performance Indicators
  • GRP Global Retrieval Rate Average
  • KPI Key Performance Indicators
  • Another aspect of the technology introduced herein is an ability to identify and appreciate the efficacy of an ad campaign using key performance indicators (KPI) which allow advertisers to better tailor their ads for their target audience.
  • KPI key performance indicators
  • One such KPI provided in the CPS-based ad platform is the effective impression time associated with an ad's keyword 806 and filter parameters 808.
  • ad performance metrics such as total impressions, total number of clicks, CTR, conversions and conversion rates.
  • advertisers are provided not only the above mentioned conventional performance metrics, but additional performance indicators such as impression time and the total effective impression time.
  • additional performance indicators such as impression time and the total effective impression time.
  • the advertisers are given not only the conventional performance metrics like CTR, they are also provided the ad's impression time and the total effective impression time. The advertisers can then truly gauge viewer interest in the ad, for e.g., based on whether the keyword "Baseball" associated with the ad helped place the ad in an appropriate forum.
  • ads with filter 808 such as "ESPN.com”
  • the advertisers can then truly gauge viewer interest in the ad, for e.g., based on whether the website "ESPN.com” associated with the ad helped place the ad in an appropriate forum.
  • a combination of keyword 806 and filter 808 parameters that generate a high effective impression would be very helpful to the advertisers to better target their ad spending effectively.
  • Another KPI provided in the CPS-based ad platform is the correlation between impression time and CTR for an ad campaign.
  • ad performance metrics such as total impressions, total number of clicks, CTR, conversions and conversion rates.
  • advertisers are generally clueless as to at what point in a given ad's play-time was the ad clicked by the user or what the minimum play-time needs to lapse before a user will click an ad.
  • These metrics are highly relevant to an advertiser because they help advertisers determine if an ad's content appeals to its target audience.
  • the metrics also help determine what the best length for an ad should be to generate high number of viewer clicks.
  • FIG. 1 1 B and 1 1 C it can seen that, when ads are played for less than 3 seconds, the percentage of clicks generated within that time period is close to zero. This is understandable, given that users need to at least watch the ad for a few seconds before they will click. As the impression time increases and reaches the full ad length of 15 seconds, the percentage of clicks generated is the highest at this point. Again, this is understandable given that users who watched the entire ad were more likely to click the ad than those who didn't. Another interesting observation that advertisers can utilize in tailoring theirs ads is determine the point of low CTR compared to length of play-time. In FIG.
  • Another practical result of the technology introduced herein is the various provisions available within the ad platform that allows advertisers to track a user's interaction with displayed advertisements and improve the efficiency and relevance (from the user's perspective) of future advertisements shown that best matches the user's interest.
  • the tracking could be done using cookies that capture a user's interaction with a displayed ad.
  • the ad platform utilizes the advertisement rotation in a given user session and the order of displayed advertisements in the rotation to enable a user to return to previously displayed advertisements and forward back to any displayed point in the advertisement last served before the return.
  • the ad platform tracks the user's returns and forwards to identify both a positive impression of the user based on the attention drawn to the displayed advertisement and the relevancy of the displayed advertisement based on the advertisement that was replayed by the user.
  • the ad platform could utilize information relating to the advertisement that was replayed by the user to identify other advertisements that are closely associated with the replayed advertisement and serve such identified advertisements to the user.
  • the associated advertisements that were identified could be added to the advertisement rotation that is being displayed to the user in the current user session.
  • the ad platform could score the relevance of the identified associated advertisements higher when determining advertisements to be placed in rotation in a later user session for the same user, increasing the chances of the advertisements that drew the user's attention earlier is displayed.
  • an ad slot 1218 is available in the to publisher's website 1204 to display 140 seconds of advertisement amongst other publisher news content 1206, 1208, 1210, 1212, 1214 and 1216.
  • 40 seconds can be allocated to advertisement 1 , another 40 seconds to advertisement 2, another 40 seconds to advertisement 3 and 20 seconds to advertisement 4.
  • Advertisements 1 and 2 have been completely served over 80 seconds.
  • About 20 seconds of advertisement 3 has been displayed to the user with another 20 seconds of advertisement 3 and about 50 seconds of advertisement 4 still left to be displayed to the user in the current user session.
  • the ad platform maintains the loaded advertisements, including the previously played
  • the ad platform could allow the user to navigate and play any advertisement, from any timeline point, which has already been loaded into the user's system.
  • the user can use the navigation bar 1222 integrated within the ad slot 1218 to transition to any of the previously displayed advertisements. For example, when the user clicks the rewind button 1224 once in the middle of the display of advertisement 3, the ad slot 1218 will rewind the ad back to the beginning of advertisement 3 and replay. When the user clicks the rewind button 1224 twice in the middle of the display of advertisement 3, the ad slot 1218 will rewind the ad back to the beginning of advertisement 2 and replay.
  • the user may wish to skip any intermediate advertisement between the replayed advertisement and the advertisement that is yet to be fully served at least once to the user and return to fully watch the advertisement that is yet to be fully served.
  • the user can use the navigation bar 1222 to navigate to either advertisement 2 or 3.
  • the user could click on the forward button 1228 once to transition to advertisement 2 at any point during the viewing of advertisement 1 . Similar to the rewind button 1224, clicking the forward button 1228 twice will transition the user to advertisement 3 at any point during the viewing of advertisement 1 .
  • any additional click counts on the forward button 1228 over two, when watching advertisement 1 will not transition the user to
  • clicking the forward button 1228 will let a user transition up to the last advertisement that has been at least partially loaded into the user's system, irrespective of whether any intermediate advertisements between the replayed advertisement and the last loaded
  • the user can perform the above described transitions between advertisements based on other well known methods that allow a user to transition between different segments of rich media displayed to a user through a compatible widget embedded in a given web page or a given web browser.
  • a user can use a mouse pointer 1230 within the ad slot and a motion of the mouse pointer 1230, within the ad slot, left or right along with a click, can rewind or forward the advertisement.
  • a motion left could be signal a rewind while a motion right could signal a forward.
  • the granularity of the rewind or forward of the advertisements per motion-click could be a single advertisement, a few seconds of an advertisement, etc.
  • Other similar forms of clicks to signal a transition are possible and this embodiment is not limited to the above described embodiment. Any known similar combinations of mouse motions with clicks could be used to signal transitions and can be used along with the present invention.
  • the ad platform could utilize the number of user rewind or forwards clicks to determine the exact advertisement the user is interested in watching again.
  • the ad platform could analyze the identified advertisement the user replayed to improve relevancy of later served advertisements to the user. For example, if a user replayed advertisement 1 , which is related to a Nissan automobile, the ad platform could start serving the user with advertisements related to new automobiles, automobile financing, automobile warranties, etc., which are highly likely to appeal to the user if the user is interested in buying a new automobile.
  • the ad platform could utilize the tracking to increase the cost of advertisement display to one advertiser and reduce the cost to the other based on the actual viewing of the advertisement by the user. For example, when a user skipped part way through advertisement 3 and returned to advertisement 1 to watch it again, the ad platform could charge the advertiser of advertisement 1 for serving the advertisement twice to the user. Similarly, the advertiser of advertisement 3 will be charged only for the portion of the
  • the ad platform could charge the advertiser of the replayed advertisement 1 a higher eCPS charge for any portion of the replayed advertisement than the eCPS charge for displaying the advertisement the first time to the user.
  • a practical result of the technology introduced herein is an increase in efficiency and relevance (from the user's side) that an advertisement shown is relevant and matches the user's interest.
  • the loss or waste in advertisement space is substantially mitigated.
  • the cost for a certain branding effort can be measured with higher accuracy and can also be implemented more efficiently.
  • the implementation of a unique bidding and sales technique that combines branding advertisement and direct response advertisements results in at least the following perceivable advantages: (1 ) the set of options for advertisement sales will increase; (2) sales schemes and strategies will diversify and become increasingly specific; and (3) as a result, an expansion of the entire market can be expected. [00172] In online advertisement, due to the legacy that search advertisement was the first major success, direct response advertisements, usually traded using Cost per Click (CPC) and Cost per Action (CPA), have been the mainstream.
  • CPC Cost per Click
  • CPA Cost per Action
  • CPC advertisement Cost per Mille
  • CPCxCTRxl OOO Cost per Mille
  • CPS which is an index that is relevant for direct response advertisements
  • CTR which is an index that is relevant for direct response advertisements
  • CPS offers methods and systems of selling the length of time that an advertisement is displayed on the user's screen, which is independent of CTR and other direct response advertisement- related indices, making CPS a much fairer and efficient scheme of selling advertisements.
  • CPS causes internet or e-commerce advertising measurable and accountable in a manner similar to how audience ratings and CPM cater to television broadcasting.
  • eCPS eCPS
  • eCPM eCPM
  • the technology disclosed herein allows for indices such as the total viewing time on the publisher side, number of views of an ad (AV), average number of seconds that an ad has been seen (AAVL), etc., to be measured and calculated. Such measurement is not possible in conventional online advertisements.
  • indices further offer a mechanism to calculate the suggested value of eCPM and compare with the suggested value against other advertising schemes (i.e., when eCPM is replaced with, for example, CPS (for branding) or CPS*CPC(for branding and direct response)).
  • eCPS expresses the suggested price for bCPS (branding CPS) alone as well as “bdCPSxbdCPC” (branding and direct response). Therefore, as discussed in the various scenarios above, the conventional value of (eCPM) is comparable with the various values or schemes identified herein (eCPS bCPS bdCPS * bdCPC).
  • eCPS is an index that has its primary focus on branding, as compared to conventional eCPM which primarily focuses on direct response. eCPM is also affected by other indices such as CTR and CPC that are directly associated with direct response advertisements, and eCPS allows for such influences to be ignored.
  • a key feature of the technology introduced herein is that "high quality media with higher levels of user engagement", which had been seriously undervalued due to the conventional eCPM valuation, will be able to sell their advertisement space based on the actual time that advertisements have been displayed on users' screens. Additionally, the technology enables value to be revived and allows these "high quality media” to receive advertisement fees commensurate with their "high quality” contents. On media that have “high quality” content, the users stay at pages longer, have longer sessions, and will not readily depart or jump away from pages.
  • the methods and systems disclosed herein disclose another embodiment of an integrated ad platform that allows advertisers to buy inventory of ad slots in media, adjust ad-slot bid price, calculate ad-slot bid score, and calculate GRP-related metrics.
  • media, inventory (ad frame) and cookies are defined as in the below example, where a user with certain attribute information cookie h accesses a media M t , and the ad platform provides the advertisers with an opportunity to show an ad to this user through an ad inventory (ad frame) F t . associated with the ad platform.
  • the ad platform bids for the inventory (ad frame) itself (e.g. buying inventor in bulk such as by CPM).
  • the ad platform bids based on the attribute information that the user has (e.g. bidding for a single impression to a specific cookie, as in real-time bidding, or RTB).
  • RTB real-time bidding
  • AVT t may be defined as the average viewable time (AVT) that the inventory (ad frame) F t has been 60% or more visible on the screen in terms of area, per page view, during a specified time period T.
  • AVT average viewable time
  • AL kJ is defined as the length of the ad creative that is specified for an advertising campaign Camp k l of advertiser Adv k .
  • the advertiser may specify the length of the advertisement.
  • the number of times that the ad creative has been shown in campaign Camp k l is defined as Imp k l
  • the Weighted Average Ad Length refers to the weighted average of all ads that have been served to a certain ad frame F t . during time period T.
  • wAAL is defined as:
  • Imp i j k l is the number of times that Ad / by advertiser k has been served to inventory / ' of Media /
  • AL i j k l is the length of this ad.
  • Effective Impression (elmp) is defined as the full serving of an ad of length AL kJ , the number of Effective Impressions that can be shown within a page view can be expressed as
  • p t is defined as the average price during period T for buying a single impression of inventory F t .
  • the number of seconds of ad impression of F t that can be bought with p is AVT t .
  • the ad platform adjusts the pricing logic accordingly (e.g. if the unit of sales is per Mille Effective Impressions, we may use 1,000 x p as a reference value).
  • the average number of seconds for which all advertisers in period T had an advertising strategy (e.g. the length of the video uploaded, the length of banner impression specified) for inventory F t is wAAL . Therefore, the cost-per-second of strategic time (time for which advertisers had an advertising strategy) can be defined
  • the integrated ad platform in one embodiment, is able to bring more than one advertiser per page view, and AL k l seconds of inventory F t . can be sold to advertiser Adv k .
  • the trade (buying and selling) of inventory is generally based on an auction, and therefore if the bid value is not high enough, the inventory cannot be bought at a pace commanded by the campaign, and if the bid value is excessively high, unnecessary costs are being paid. Therefore, the bid value should be adjusted according to the actual performance.
  • the ad platform can use p as the base value for computing a bid price for buying the inventory.
  • the duration of campaign Camp k l is t Campt i and the time period necessary to determine whether an adjustment in the bid value is necessary or no is t test , the number of judgments that would be conducted during this campaign Camp k l would t,
  • buy i testm is defined as the number of bids that are placed by integrated ad platform for inventory F t during test m
  • campanhas [00193] If winrate i testm falls below a certain optimal value winrate i fiptimal that is defined on various factors (e.g. reach campaign goals), the size of the inventory would not suffice in meeting the campaign goals of advertisers.
  • Campaign goals can be defined by various indices, such as Reach, Action, Budget & Cost, etc. Reach could be further defined by factors such as (a) total impressions; (b) total unique browsers; (c) effective impressions; (d) unique browsers to which effective impressions are served; (e) total seconds; (f) GRP; etc.
  • Action could be further defined by factors such as (a) clicks; (b) conversions; (c) organic searches; (d) social actions such as Facebook likes, Facebook shares, Tweets, Google+, Dennoo Save, etc.
  • Budget & Cost could be further defined by factors such as (a) budget used; (b) cost per action; (c) cost per second; etc.
  • the campaign goals may be met, but the pace may , GoalImpressions Campk i
  • the campaign budget may be used up before the campaign period is over.
  • the bid value at m can be expressed as below.
  • b i iJ PiJ + ⁇ V ( 2 8)
  • the advertiser can designate a maximum bid value maxbid k l m , and depending on this value, even if winrate i >optimal is not reached, the adjustment of beoobid i j m may stop. For example, if there is only one advertiser bidding on the integrated ad platform, winning a bid at a value larger than maxbid k l m would generate a loss for the integrated ad platform, so the bid value will not be increased.
  • the judgment as to which advertiser's ad should be served in an ad-slot through the integrated ad platform will be determined by the campaign and targeting settings designated by the advertisers. There are at least two ways by which targeting can be set for a campaign.
  • advertisements are not shown in an ad-slot if the various ad and ad-slot attributes do not match.
  • Some of the attributes used in the determination are (a) media targeting, i.e., designating a specific media M t ; (b) geographic targeting; (c) demographic targeting; (d) day and time parting (specific dates, days, times), etc.
  • advertisements are shown based on a bid score, where the bid score is calculated using attributes such as (a) ad-slot bid value; (b) interest matching (e.g. keywords, categories); (c) continuation of Ad between page views, etc.
  • Bidscore Ijkl (target medm x ⁇ ⁇ ⁇ x target gea ⁇ a n x n 1 (29)
  • the variables target media x- - -x tar get geo take a value of 1 if it matches the designation by the campaign, and takes a value of 0 if it does not match the designation of the campaign, n is a set of campaign score variables, x n is its value, and a n is the coefficient that designates the weight of this campaign score.
  • n a set of campaign score variables
  • x n its value
  • a n is the coefficient that designates the weight of this campaign score.
  • the targeting scores are (a) Media targeting target media ; (b) Geographic targeting target geo ; (c) Demographic targeting target demo (d) Day Parting target time ; and (e) Frequency Control target freq .
  • An example of the definition of a bid score is expressed as below:
  • Bidscore iw t rget ⁇ ,-,, x target gto x target dtmtl x target timl! x t rget fn
  • a "recency value" can be used in the calculation of the bid score.
  • "recency” is basically the idea that before a conversion (e.g. brochure request through an advertiser's website, where such as request was the intended final goal of an ad campaign), the user is exposed to ads multiple times. For example, the user could have been exposed to a banner ad at Facebook, a second video ad at Yahoo!, and then finally searched for a related keyword, and clicked on an ad to arrive at the landing page, resulting in a "conversion".
  • the integrated ad platform can identify the "recency" of a particular impression (for example, it is the third impression to this user) and the associated conversion with that "recency". Accordingly, the bid score corresponding to a particular "recency" can be adjusted to reflect this added value to the advertiser. Further, if the ad platform determines that the user has not been exposed to any impressions before the search and conversion, then the ad platform can attribute it to offline ads that the user has been exposed to.
  • the order of the ads served will be determined based on the bid score of each ad, with the higher score leading to a higher preference for showing in the given ad-slot.
  • Figure 18 illustrates one of the method utilized by the ad platform to achieve a campaign's goal within the allowed budget and the time frame for running the campaign.
  • the ad platform identifies an impression to bid for at auction.
  • the identified impression could simply be an ad slot available in a publisher's webpage at a particular date and time for a fixed length of time.
  • the ad platform may identify the impression by utilizing a cost-per-mille or other suggested selling price provided by the publisher, where the ad platform may bid for all impressions with suggested selling price less than or equal to a certain max price.
  • the ad platform determines the key advertisement attributes associated with the impression.
  • the key attributes i.e.
  • the key attributes could include the impression type (e.g. banner ad slot), the geographic and demographic data of a user (e.g. 25 year old female from San Francisco, California) to whom the advertisements through the impression is served, the date and time associated with the impression (e.g. 2pm on Monday), etc.
  • the ad platform utilizes the key attributes associated with the impression to match the advertisements from the advertiser with the appropriate impression. For example, when an advertiser is targeting their products to women, the advertiser would gain little from displaying their advertisements about the product to a male user.
  • the key attributes enables the ad platform to filter the available inventory of impressions and only target those impressions which have similar attributes as expected by the advertiser of the advertisements.
  • the ad platform may filter the impressions by computing a matching score that has a zero value when any of the key attributes of the impressions does not match the key attributes associated with the advertisements and computing a bid amount for the impression as a product of the matching score.
  • the bid amount from the ad platform is set to zero, making the chances of the winning the impression through the auction unlikely (and thus filtering out the non-matching impression).
  • the ad platform determines an interest matching score that evaluates the relevancy of the displayed advertisement to the user viewing the advertisement through the impression on, say, the publisher's web page.
  • the interest matching score helps further target the advertisement to the most appropriate user for the message of the advertisement.
  • the interest matching score could be based on the user provided keyword, say, through a search query (e.g. ski boots sale), an article the user is reading (e.g. "What to look for in a Ski boot”), etc.
  • a search query e.g. ski boots sale
  • an article the user is reading e.g. "What to look for in a Ski boot”
  • the interest matching score could be set to a non-zero value, say, as a function of number of interest attributes that matched between the advertisement and the user and the relative importance of the attributes to the advertiser of the advertisement.
  • the interest matching score may be utilized in computing a bid amount for the impression, where the bid amount for the impression is increased by an amount proportional to the interest matching score.
  • the ad platform determines a continuation score for the impression.
  • the continuation score may be computed when the full length of advertisements from the advertiser was not displayed in a prior impression to the user (e.g. when the user changed web page before the ad was fully displayed) and the current impression may allow the advertiser to display the remaining portion of the advertisements to the user.
  • the continuation score may be non-zero value based on a scale that maps the remaining length of advertisement left to be displayed to the user and the relative importance of displaying that remaining length to the user. For example, in many advertisements, the important message of the advertisements is displayed first with relatively less information, such as disclaimer information from the advertiser, may be provided at the end.
  • a sliding scale may be based on a high score corresponding to a large portion of the advertisements left to be displayed and a low score corresponding to a small portion of the advertisements left to be displayed.
  • the continuation score may be utilized in computing a bid amount for the impression, where the bid amount for the impression is increased by an amount proportional to the continuation score when such a score is computed.
  • the ad platform determines a total bid amount to utilize in bidding for the impression.
  • the ad platform computes a bid amount as a function of a potential acquiring cost, where the potential acquiring cost is computed based on a CPS model.
  • the length of the impression available to display advertisements and the associated cost in, say, CPM is utilized to compute a cost- per-second value of the impression.
  • the cost-per-second and the length of the impression say as a product of each other, may be used to computed the potential acquiring cost.
  • the average selling price of the impression, i.e. Pi j in prior auctions during a window of time period, may be the potential acquiring cost. For example, if the impression, available at 5pm, everyday of the week, for 15 seconds, sold for an average price of $1 .5 for the past two months, then the $1 .5 is the potential acquiring cost of the acquiring the impression.
  • the bid amount may be further computed as a function of wins and losses for the ad platform (or for the advertiser) in acquiring the particular impression (or a set of particular impressions) within a given time period.
  • the time period within which the wins and losses of the ad platform are computed are based within a fixed time period, say, a one month time period prior to the date and time of availability of the impression being bid for.
  • the time period within which the wins and losses of the ad platform are computed are based from the beginning of an ad campaign being run by the advertiser (to which the advertisements are part of) up till the date and time of availability of the impression being bid for.
  • the bid amount may be increased by an amount proportional to the ratio of number of times the ad platform won the bid for the impression and the total number of bids placed for the impression.
  • the impression available in two different time periods may be considered same if it's the same ad slot within a publisher's web page, provided at a particular time of the day (e.g. the top banner ad available in the homepage of website www.newyorktimes.com).
  • the interest matching score as defined above, of 1 .5 is computed for the impression.
  • a continuation score as defined above, of 2.5 is computed for the impression.
  • each key attribute is assigned a value of 1 when it matches the advertisement and a value of zero when they don't match.
  • all key attributes such as geography, demography, etc. are assigned a value of 1 given their match.
  • an a coefficient for each attribute is set to 0.1 for the impression.
  • the ad platform places a bid for the impression through the auction and determines whether the platform was able to win the bid for the impression based on the bid.
  • the ad platform updates statistics related to the ad campaign for which the impression was being purchased for (i.e. to display the advertisements associated with the ad campaign in the purchased impression).
  • the ad campaign maintains statistics in the form of total amount of impression time purchased, where the total amount of impression time purchased in the sum of length of each impression purchased through the auction and other means.
  • the ad platform determines the length of the impression, for instance through information attributes associated with the impression, and increases the total amount of impression time purchased by the length of the impression purchased.
  • the ad platform evaluates the various statistics that were updated in step 1814 against the ad campaign's goals to determine if the ad platform has reached the various goals set by the ad campaign.
  • the ad campaign maintains campaign goal in the form of total amount of impression time to be purchased.
  • the ad platform determines whether the goal of total amount of impression time to be purchased is met.
  • the ad platform stops acquiring further impressions until further directions from the advertiser, say, in the form of new set of campaign goals from the advertiser).
  • the ad platform increases the amount of available ad display time while reducing the overall ad cost by buying impressions with long viewable (i.e. display) time and low CPM (i.e. associated ad cost).
  • the ad platform purchases ad slots in the form of impressions through Real-Time Bidding (RTB), where bids are made on CPM basis.
  • RTB Real-Time Bidding
  • the ad inventory comes in many different forms, including space on websites, in RSS feeds, on blogs, in instant messaging applications, in adware, in e-mails, and on other sources.
  • a could be a particular ad slot available in a publisher's page at a given time-slot for an advertiser to display their advertisement in and each of the above information is gathered for each of the available ad slots (i.e. available impressions).
  • the available ad impressions a,, etc. are ordered such that - ⁇ - ' i ⁇ j, where - ⁇ - refers to the eCPS (estimated cost per second).
  • each of the ad impression a has similar combination of audience targeting attributes.
  • Some examples of targeting attributes are: (1 ) information on the user (location, referrer, etc.); (2) type of a website to which the ad slot belongs to (sports, finance, etc.); (3) time of day.
  • the ad platform targets to achieve the goal g c of each campaign ce C A , where CA is the set of all campaigns which are suitable for all of the ad inventories in A.
  • a 2 have different targeting attributes.
  • the method utilized by the ad platform first describe how we can sift out ad inventories with high eCPS, then expresses how the ad platform can make bids to win, and finally make adjustment to the criteria of sifting out ad inventories to help better acquire impressions while reducing ad spending.
  • the ad platform takes the smallest ⁇ such that n, - T. ⁇ G . That is, in order to obtain this amount of viewable time (i.e. at least G seconds), the ad platform can meet the objective by ordering the available ad impressions ahorizon etc., from the ad inventory, such that eCPS of a, is not greater than that of 3 ⁇ 4 if i ⁇ j and acquiring those ad impressions (i.e. ad impressions in terms of eCPM) with an associated eCPS value
  • the ad platform needs to purchase ad impressions a,, where / ' ⁇ ⁇ to meet the campaign goals while sifting out costly ad inventories.
  • the ad platform makes high bids when necessary.
  • the ad platform maintains a score a (where a ⁇ 0 ) to help track campaign goals.
  • the score a takes a higher (or lower) value if the campaigns are underachieving (or overachieving).
  • the previous bid is made based on eCPM price, but ad platform can make a similar bid based on eCPS price: [00232]
  • the ad platform transforms a so it can be appropriately used in the equation 32. That is, the score a is set such that b > m, if m, ⁇ a and ⁇ ⁇ m, if a ⁇ m,.
  • the ad platform Based on the sifting, the ad platform bids only for ad inventories a, with indices / ' ⁇ ⁇ . Since the ad platform has set ⁇ to the smallest value such that ⁇ ; ⁇ ⁇ , ⁇ T t ⁇ G , the ad platform needs to acquire most of the ad impressions with ⁇ ⁇ at the RTB to meet the campaigns' goal G.
  • the ad platform utilizes the following methods to increase its flexibility (i.e.
  • the ad platform could set the smallest ⁇ such that ⁇ . ⁇ ? « ; ⁇ T i ⁇ 0 G for some « 0 > 1 ; or (2) the ad platform leaves ⁇ unchanged, but bids for those impressions in the ad inventory A which have higher eCPS value than that of ad inventory a & (i.e. — being the max eCPS value for all impressions a, in ad inventory A where / ⁇ ⁇ ).
  • the ad platform has increased the number of impressions it bids for while allowing for greater flexibility by not requiring the ad platform to win most of the ad impressions with i ⁇ 9 at the RTB to meet the campaigns' goal G.
  • eCPM bid for ad inventories with higher eCPS than— .
  • Figure 17 illustrates a method utilized by the ad platform to achieve g c for each C G C A at reduced spending (relative to campaigns managed by existing ad platforms).
  • the ad platform sorts the available impressions in ascending order as ⁇ a-i , a 2 , ... ,a n ⁇ based on each impression's associated expected cost-per-second.
  • the expected cost-per-second of each impression is computed from each impression's cost-per-impression m, and the impression's associated length of ad time.
  • the ad platform computes a campaign's goal as the total ad time (as impressions) required to be purchased for the campaign. For example, an ad campaign may require a total of 10,000 sec of ad time to be purchased for displaying various advertisements (at say publishers' web pages) associated with the ad campaign.
  • impression ai has an ad time length of about 10 sec.
  • the sum of ad time of impressions is set to 10 sec for up to impression a ⁇ ⁇ .
  • impression a 7 s has an ad time of 20 sec and the sum of ad time of impressions is 9990 sec
  • adding a 7 s with the ad time of 20 sec to the sum of ad time of impressions gives a sum of ad time of impressions at 10,010 sec (which is greater than the campaign goal of 10,000 sec).
  • the cost-per-second of a 7 5 at 35 cents per second is set as the cost-per-second limit.
  • the ad platform computes a bid amount for the impression that is currently available at the auction.
  • the bid amount is computed as a function of the cost-per-impression cost of the impression and a campaign progress score a maintained by the ad platform.
  • the ad platform utilizes equation 31 and computes a bid amount for impression a-i .
  • the ad platform bids for impression using the computed bid amount as the impression becomes available at the auction, limiting bidding to those impressions with a cost-per-second value less than or equal to the cost-per-second limit.
  • the ad platform determines if the platform won the bid for the impression at the auction.
  • the ad platform wins the auction for impression based on bid computed in step 1716
  • the ad platform in step 1720, decreases the campaign progress score a . For example, after the winning impression in step 1718 with a bid of $0.3 for impression a-i, the ad platform may decrease, by a fixed amount (say 0.05 till a reaches 0) for each win, the score of a to 0.45.
  • the ad platform When the ad platform loses the auction for impression ai based on bid $0.3 in step 1718, the ad platform, in step 1722, increases the campaign progress score a . For example, after losing the bid for impression in step 1718, the ad platform may increase, by a fixed amount for each loss (say 0.05 increase for each loss till a reaches 1 ), the score of a to 0.55. In step 1724, the ad platform may increase the cost-per-second limit, allowing it to bid for increased number of impressions at the auction than was previously possible with the prior cost-per- second limit. For example, previously, the cost-per-second of impression a 75 at 35 cents per second was used to set the previous cost-per-second limit.
  • the ad platform may set the cost-per-second of aso (from the 1702 sorted list of impressions available at the auction) at 40 cents per second as the new cost-per-second limit (i.e. a fixed 5 impression bump from a 7 s to aeo), allowing the ad platform to bid for impressions with cost-per-second up to 40 cents per second.
  • the ad platform may, instead of resetting the cost-per-second limit, bid for impressions with higher cost-per-second value than the currently set cost-per- second limit by utilizing a lower cost-per-impression than the cost-per-impression associated with the impression in computing bid for the impressions with cost-per- second greater than cost-per-second limit.
  • the ad platform may utilize the function f(x) illustrated in Figure 16 to determine the cost- per-mille for the impression the bid amount is computed for.
  • the ad platform utilizes the cost-per-mille associated with the available impression and compute a new cost-per-mille for the impression using the function f(x).
  • the ad platform utilizes the new cost-per-mille in computing a bid for the impression and bids for the impression which the ad platform previously would not have bid for.
  • the ad platform computes a sum of ad time of impressions won as the cumulative sum of length of ad time of impression a, won in the auction at step 1718. For example, impression ai is the first impression won at auction in step 1718 and the impression has an ad time length of about 10 sec. The sum of ad time of impressions won is set to 10 sec for up to impression a ⁇ ⁇ .
  • the ad platform determines whether the sum of ad time of impression won is greater than or equal to the campaign's total ad time goal. If the sum of ad time of impressions won is less than the campaign goal, the ad platform repeats the process from step 1714.
  • step 1732 the ad platform completes acquiring all the impressions needed for meeting the ad campaign's goal.
  • the business model is that the ad inventory is provided by the media, and a margin (e.g. 50%) is taken based on results, and if results do not look like they should look, the inventory will no longer be provided.
  • the ad inventory could be procured either in advance or through real-time bidding (RTB) by the ad platform.
  • Cost Model for Monetizing Smart Phones Media, providing inventory, could monetize smart phone venue through two cost models: (1 ) Ad space (fixed at the bottom of the screen), which will be sold by CPC; (2) Rich-media type ads that expand, which will be sold by CPS.
  • N can be based as a function of (Ad View Length):(Ad Length).
  • the ad platform may optimize click-through-rate (CTR) by adjusting the rotation time.
  • CTR click-through-rate
  • the ad platform may utilize the CPS model for computing the "ad delivery cost" of delivering rich media ads, which in turn will be based on Z.
  • the ad platform will charge advertisers for both ad spaces and rich-media type ads based on the CPC cost model when displaying an advertisement from the advertiser and include an additional cost for the advertisers based on the CPS cost model, constituting the "ad delivery cost" for the advertisement.
  • the advertiser will be charged the CPC cost when the user clicks on the advertisement or performs the advertiser intended actions.
  • the advertiser will be charged an overall cost of delivery of the advertisement independent of whether the user performs the advertiser intended actions or not.
  • the ad platform will charge advertisers for ad spaces (1 ) utilizing the CPC cost model and charge advertisers for the rich-media type ads (2) as a function of both CPC and CPS cost models.
  • the advertiser will be charged the CPC cost when the user clicks on the advertisement or performs the advertiser intended actions.
  • the advertiser will be charged an overall cost of delivery of the advertisement independent of whether the user performs the advertiser intended actions or not.
  • FIG 19 illustrates an embodiment of the various cost models utilized by the ad platform to charge for the display of advertisements through a given impression.
  • the ad platform determines the type of advertisement impression.
  • the advertisement impressions could include fixed ad spaces, such as banners, and rich-media type ad spots, where the user is shown ads that expand and cover the visible portion of the user's computing device for a fixed period of time.
  • the rich-media type ad spots could be used to display video ads or other interactive ads.
  • the ad platform may determine the ad type by utilizing metadata associated with each of the impression, where the meta-data is generally provided by the media publisher.
  • the ad platform computes a portion of ad display cost based on the CPC cost model.
  • the advertiser will be charged a cost-per-click ("CPC") when the user clicks on the advertisement or performs the actions intended by the advertiser.
  • the advertiser intended actions could include the user filing out a form that appears as part of the advertisement, taking additional actions after clicking on the advertisement, etc.
  • the cost-per-click could be the cost expected by the media publisher for generating the intended action.
  • the cost-per-click could be the price the advertiser is willing to pay for receiving the intended action.
  • the cost-per-click could be provided as part of the meta-data, where, for example, it could be $1 .5/click.
  • the ad display cost based on the CPC cost model would be about $1 .5 for a single click of the advertisement by the user (assuming a click is the action intended by the advertiser).
  • the ad platform computes a potential cost of the impression based on cost-per-impression ("CPI") cost model.
  • CPI cost-per-impression
  • the CPI cost for a given impression may be provided by the media publisher as the selling price for the impression and be associated with the impression's meta-data.
  • the ad platform computes the ad delivery coefficient N as a function of the viewed length of the advertisement and the total advertisement length.
  • the ad delivery coefficient N acts as the margin of profit for the ad platform's services.
  • the coefficient N can be a simple constant set by the ad platform for every displayed advertisement.
  • the cost-per-click could be provided as part of the meta-data, where, for example, it could be $1 .5/click.
  • the total ad display cost based on the computed CPC cost is a function of the cost-per- click and the number of intended user actions recorded within a given time period of the display of the advertisement. For example, the ad display cost based on the CPC cost model would be about $1 .5 for a single click of the advertisement by the user (assuming a click is the action intended by the advertiser) within the display of the advertisement.
  • compute total ad display cost as a function of the computed CPC cost and computed CPS cost 1914.
  • GRP Gross Rating Point
  • GRP Gross Rating Point
  • Reach k l refers to the number of unique browsers to which ads are/were actually served to in Camp k l
  • frequency Freq k l refers to the number of times that the same ad has been served to the same unique browser during a given time period.
  • a television commercial is used to illustrate the online GRP as described above. For example, in Tokyo, where there are approximately 5 million households (i.e. Potential Reach) , if a TV show reaches 1 million of these households (i.e. Reach), then the rating point would be 20%. If an ad is shown 3 times during this show, then the number of GRPs would be calculated as below.
  • PotReach k l is determined based on the campaign settings, and the maximum number of impressions per unique browser (or in the case of TV commercials, the number of TVs or households) is given by the frequency cap freqcap k l designated by the advertiser. If the PotReach k l , freqcap k l and the length of the ad to be served AL kJ are determined, then the price per 1 GRP of GRP Campt i can be defined by as below:
  • FIG. 28 The table, shown in Figure 28 ( Figures 28A, 28B, 28C), illustrate how viewable time and other effectiveness metrics may be used in various effectiveness metrics for web contents.
  • viewable time is used here to measure the effectiveness of online ads, in terms of web contents, viewable time can also be seen as the metric of visual recognize-ability of content to users.
  • viewable time can also be seen as the metric of visual recognize-ability of content to users.
  • GRP gross rating point
  • R is the total number of latent targets for the ad
  • r is the realized number of viewers who are targets
  • f is the frequency of the delivery.
  • the ad platform can include the notion of viewable time into GRP and calculate it for web content c in the following way:
  • R c is the number of latent targets for content c
  • V u is the set consisting of time of deliveries of content c to user u
  • t v is the length of engagement (viewable time) when user u is enjoying content c in opportunity v
  • r(t) is the (normalized) effect of the content when it is viewed until time t.
  • An example of a system to compute GRP metric for online ads is shown in Fig. 20.
  • a modified version of this metric for online advertisement can be offered so that it can be compared to GRP metric of TV advertising.
  • the ad platform can offer estimate of eGPR given CPXs bid "b" from an advertiser.
  • the estimated eGRP is given by:
  • T is the content's targeting attribute
  • M(T) and Um(T) is the set of media and users which is specified by T.
  • W(u, m, b) is the probability of winning an impression with attribute (m, u) by means of bid value b
  • f m (u) is the estimated number of times user u visits m
  • Advertisers can compare a TV advertising campaign with an online advertising campaign by means of this metric.
  • An embodiment of a system for estimating eGPR is shown in Fig. 22.
  • Mouse Rollovers the ad platform can measure the length (and time) and the number of times the mouse cursor comes upon the content. This is performed through the following procedure:
  • the content tag measures position pO of the mouse cursor soon after web content c becomes active. [00270] 2. The content tag measures position pt of the mouse cursor at time t, every / seconds. Comparing pt and pt-i, if pt-i is not on c and pt is on c, the tag increases the count of Mouse Rollovers by one. Moreover, if both pt-i and pt are on c, the tag increases the time of Mouse Rollovers by / seconds.
  • the ad platform measure the length (and time) and the number of times the user turned the sound on. This is performed through the following procedure:
  • the tag When the user turns the sound on, the tag increases the count of Sound- Ons by one. In addition, it begins measurement of the duration of sound-on. [00276] 3. When the user turns the sound off, the tag pauses the measurement of the length of sound-on.
  • Total Dwell Time is the sum of the duration of Mouse Rollovers and that of Sound-Ons. The user is expected to focus on the web content during the time and this metric can be referred to as an indicator of how much the content draws users' attention. This metric can be measured content-wise or campaign-wise, according to the client's request. Clicks
  • Clicks is a new metric which incorporates the spatial and temporal position in the content into the existing and widespread measure, the number of clicks.
  • the ad platform can find out more which part of the content is effective to users by means of this metric. This is performed through the following procedure:
  • [00281] 1 When the user clicks the content, the user's browser makes connection to a server which takes measurement of Clicks.
  • the browser sends information which may include, but not limited to, the following: (a) the spatial position of the click in the content frame; (b) the temporal position of the click in the content; (c) the URL of the landing page for the content (if it exists).
  • the server content-wise puts the information on record and redirects the user to the landing page when necessary.
  • the Like button sends information to a server of Facebook and it increases the number of Likes of the corresponding page by one.
  • a server of Facebook notifies the content tag of the increment.
  • the tag communicates a measurement server and the server puts on record information including, but not limited to, the followings:(a) the temporal position of the click on the Like button; (b) the URL that the Like button has; (c) the information on the content. [00289] An embodiment of a system to measure Facebook Likes based effectiveness metric is given in Fig. 26.
  • the ad platform measures time and the number of times users performed rewind while they are watching video contents. This metric is an indicator of which part of the video attracts users' attention.
  • the functionality of rewind is useful, in particular, in video advertising, since this functionality enables viewers to watch video ads which they are interested in and therefore the ads tend to be delivered to people who need them.
  • functionality of rewind and how to take measure is discussed.
  • On the frame of video contents there is an indicator which shows length of the remaining part of the video, and the viewer can rewind it to the desired position by clicking the indicator.
  • L denote the length of the indicator
  • T a denote the length of content a on air. Further let us set 0 ⁇ r1 ⁇ r2 ⁇ 1 appropriately. r1 and r2 can differ from content to content.
  • presentVideo // the present video content (with information related to it): presentVideo // the previous video content (with information related to it): previousVideo // The length of the present content: Ta, the length of the indicator: L,
  • RTBs that can receive CPM bids already exist, there is no RTB that can receive CPXs bids.
  • RTB that can receive CPXs bids is described.
  • Fig.27 shows an embodiment of an RTB that can receive CPXs bids.
  • a user "u" visits website m with ad frames f m j and this generates a chance for ad delivery.
  • the provider publisher, SSPs, ad networks, ad exchanges, etc.
  • RTBs possible buyers
  • A be the set of advertisers (including DSPs or other RTBs), connected to the RTB, who have ads suitable for (u; f mj ).
  • the ad platform calculates score h(a) of bidding history for each advertiser a e A.
  • the ad platform selects n advertisers and solicits these advertisers for their bids.
  • ⁇ a-i ; ;a n ⁇ denote selected advertisers based on h(a).
  • the platform sends a bid request including information on (u; f mj ) and bo j - If these advertisers would like to bid for some of the ad frames, they return data D a including, but not limited to: (a) bid value ba in the unit of CPXs; (b) (required) ad length l a ; (c) ad creative to be delivered.
  • the delivery order bases itself mainly on the bid values of advertisers a-i; ;a n .
  • the ad platform can base its decision on the price based on several factors, but the resultant time-based cost is same for each of the advertisers. This respects the fact that in TV advertising, advertisers pay the same amount of money if their ads are broadcasted in the same region and the same timeslots.
  • the ad platform determines the delivery order and CPXs in the following way:
  • the ad platform calculates the order based on data D a , ....,D an and delivers each ad in the calculated order.
  • Ad ⁇ aii, ....,a ik ⁇ be the set of advertisers whose ad is delivered in the order calculated in 1 .
  • the ad platform computes CPXs price c in light of data
  • the ad platform can determine the order so that the effect of advertising becomes high in the ascending order of b ⁇ ; ....; b in . For instance, if it is the case that the earlier an ad is served the better the effect of the ad becomes, then ad platform would deliver ads in the descending order of bn bin. In addition, in cases where ad platform deliver ads in the descending order above, the ad platform has at least 3 candidates of the CPXs price: [00311] (a) If the last ad delivered belongs to k-th highest bidder, the ad platform takes k+1 -th highest bid as the CPXs price.
  • the ad platform takes the average of k highest bids as the CPXs price.
  • the ad platform may request all advertisers in advance for their highest possible CPXs that they are willing to pay for; if the predicted cost is higher than this value, the advertiser is excluded from delivery.
  • the ad platform charges for ad delivery using CPXs "c" described above.
  • the following procedure shows how the ad platform, in one embodiment, computes each advertiser's payment.
  • the duration of ad delivery be denoted by tii; ...;t ik , where t N corresponds to the ad of a .
  • P N c/10000 x t N .
  • the publisher SSP, ad network, RTB or what not) that offered the impression obtains R (defined in equation 43) as its revenue, where F is the fee for using our RTB. Otherwise, they gain some predetermined amount of money.
  • the ad platform can accept CPXs bids as shown earlier, the ad platform can also accept bids in the other forms (such as cost per click (CPC)) by transforming them into their CPXs equivalent).
  • CPC cost per click
  • the ad platform may deal with CPC in the following manner (a similar method may be applied to the conversion of other form of bids).
  • step one the ad platform first identifies an ad with an appropriate length of delivery for with desired CPC, and next converts the CPC bid into a CPXs bid. Ad length inferred from CPC
  • One formula is given by: (44)
  • is the sum of the number of users in the data who didn't clicked or who were still watching the ad at time 3 ⁇ 4, and di is the number of users in the data who clicked at 3 ⁇ 4.
  • S(t) is monotone-decreasing.
  • the RTB discussed above could accept CPC bids in the following manner.
  • the ad platform prepares a database from which the platform can draw the predicted CTR r with a query.
  • the information used to form the query includes, but is not limited to, the information listed below:
  • the platform may then convert CPC bid b into CPXs bid bx, using CTR r and t a mentioned above, in the following manner: b x r x. 10000
  • the ad platform may also allow for bids in the form of Cost per GRP.
  • G denote the desired cost per GRP.
  • L be the temporal length of the ad to be delivered, and let R denote the total reach of all the media conforming to the targeting attribute that the advertiser specified. Then the ad platform may convert G into CPXs bid b in the following way:
  • Figure 7 is a high-level block diagram showing an example of the architecture for a computer system 600 that can be utilized to implement, for example, a platform server (e.g., 1 14 from Fig. 1 ), a web server (e.g., 125 from Fig. 1 ), or any other computing device identified in the above disclosure.
  • the computer system 600 includes one or more processors 605 and memory 610 connected via an interconnect 625.
  • the interconnect 625 is an abstraction that represents any one or more separate physical buses, point to point connections, or both connected by appropriate bridges, adapters, or controllers.
  • the interconnect 625 may include, for example, a system bus, a Peripheral Component Interconnect (PCI) bus, a HyperTransport or industry standard architecture (ISA) bus, a small computer system interface (SCSI) bus, a universal serial bus (USB), IIC (I2C) bus, or an Institute of Electrical and Electronics Engineers (IEEE) standard 694 bus, sometimes referred to as "Firewire.”
  • PCI Peripheral Component Interconnect
  • ISA HyperTransport or industry standard architecture
  • SCSI small computer system interface
  • USB universal serial bus
  • I2C IIC
  • IEEE Institute of Electrical and Electronics Engineers
  • the processor(s) 605 may be, or may include, one or more programmable general-purpose or special-purpose microprocessors, digital signal processors, programmable controllers, application specific integrated circuits (ASICs), programmable logic devices (PLDs), or the like, or a combination of such devices.
  • ASICs application specific integrated circuits
  • PLDs programmable logic devices
  • the memory 610 is or includes the main memory of the computer system 1 100.
  • the memory 610 represents any form of random access memory (RAM), read-only memory (ROM), flash memory (as discussed above), or the like, or a combination of such devices.
  • the memory 610 may contain, among other things, a set of machine instructions which, when executed by processor 605, causes the processor 605 to perform operations to implement embodiments of the present invention.
  • the network adapter 615 provides the computer system 600 with the ability to communicate with remote devices, such as the storage clients, and/or other storage servers, and may be, for example, an Ethernet adapter or Fiber Channel adapter.
  • the words “comprise,” “comprising,” and the like are to be construed in an inclusive sense (i.e., to say, in the sense of “including, but not limited to”), as opposed to an exclusive or exhaustive sense.
  • the terms “connected,” “coupled,” or any variant thereof means any connection or coupling, either direct or indirect, between two or more elements. Such a coupling or connection between the elements can be physical, logical, or a combination thereof.
  • the words “herein,” “above,” “below,” and words of similar import when used in this application, refer to this application as a whole and not to any particular portions of this application.

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Abstract

L'invention concerne une technologie basée sur le coût à la seconde (CPS), qui est destinée à la publicité sur Internet. Dans un mode de réalisation, les systèmes et procédés ci-décrits accroissent l'efficience et l'efficacité des publicités basées sur Internet. L'efficience est améliorée car les publicités deviennent pertinentes pour l'utilisateur, la perte ou le gaspillage de l'espace publicitaire et des contacts pour l'éditeur diminuent, et les publicités ne sont affichées que pendant la durée qui convient et sont facturées en fonction de la durée réelle à l'annonceur. Dans des modes de réalisation, le coût pour un certain effet de marque peut être mesuré et utilisé avec plus de précision. Dans des modes de réalisation où plusieurs publicités sont présentées en même temps ou à des moments différents, la technologie ci-décrite fournit des modèles d'enchères uniques qui permettent à un annonceur de faire une offre pour un espace publicitaire d'un affichage publicitaire. Ces modèles d'enchères comprennent des offres basées sur le CPS, qui dépendent du CPS et du coût par clic, qui sont basées sur le CPS effectif, etc. Des modèles de conversion destinés à la comparaison d'un schéma publicitaire à l'aide de modèles classiques et de nouveaux modèles sont également décrits.
PCT/US2012/054507 2011-09-09 2012-09-10 Procédés et systèmes pour offrir et acquérir des impressions produites par des publicités WO2013036957A2 (fr)

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AU2012305698A AU2012305698A1 (en) 2011-09-09 2012-09-10 Methods and systems for bidding and acquiring advertisement impressions

Applications Claiming Priority (24)

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JP2011-197718 2011-09-09
JP2011197718A JP2013057918A (ja) 2011-09-09 2011-09-09 可変長の広告を表示また、入札するシステム
US201161540164P 2011-09-28 2011-09-28
US61/540,164 2011-09-28
US201161568594P 2011-12-08 2011-12-08
US61/568,594 2011-12-08
US13/324,325 US8694373B2 (en) 2011-09-09 2011-12-13 Methods and systems for processing and displaying advertisements of variable lengths
US13/324,325 2011-12-13
US201261600380P 2012-02-17 2012-02-17
US61/600,380 2012-02-17
US201261615834P 2012-03-26 2012-03-26
US61/615,834 2012-03-26
US201261635819P 2012-04-19 2012-04-19
US61/635,819 2012-04-19
US13/477,981 2012-05-22
US13/477,981 US20130066705A1 (en) 2011-09-09 2012-05-22 Methods and systems for processing and displaying advertisements of variable lengths
US13/478,020 2012-05-22
US13/478,020 US20130066726A1 (en) 2011-09-09 2012-05-22 Methods and systems for bidding and displaying advertisements utilizing various cost models
US13/540,538 2012-07-02
US13/540,538 US20130066707A1 (en) 2011-09-09 2012-07-02 Methods and systems for tracking ad relevancy using user interaction
US13/540,528 2012-07-02
US13/540,528 US20130066714A1 (en) 2011-09-09 2012-07-02 Methods and systems for an integrated ad campaign in social media
US13/570,831 US20130066715A1 (en) 2011-09-09 2012-08-09 Methods and systems for time-variable cps based on user interaction with advertisement
US13/570,831 2012-08-09

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