公开(公告)号：US20140122221A1

公开(公告)日：2014-05-01

申请号：US13664088

申请日：2012-10-30

Applicant: John Stattler ,  John Stattler ,  John Stattler ,  YAHOO! INC.

Inventor： Patrick Jordan ,  Prabhakar Krishnamurthy ,  Sergei Vassilvitskii ,  Mohammad Mahdian

IPC: G06Q30/02

CPC classification number: G06Q30/02

Abstract: A method, system, and computer program product for optimizing bidding over multiple advertising campaigns having a least two campaign types. The optimization is subjected to at least one constraint quantifying a multiple campaign spending limit amount. The method commences by identifying a collection of the multiple advertising campaigns, then evaluating each of the constituent member advertising campaigns to determine its respective optimized spending amount. Then the method calculates (e.g., sums) an aggregate spending amount by aggregating the individual campaign spending amounts. When the aggregate spending amount is greater than the multiple campaign constraint, then the method apportions the multiple campaign spending limit amount to the constituent member advertising campaigns which is in turn used to determine a reduced spending limit. The time period under which the spending is optimized can be any time period suited for forming bids to bid on inventory of impressions into which advertisements can be placed.

Abstract translation: 一种方法，系统和计算机程序产品，用于优化具有至少两种活动类型的多个广告活动的出价。 优化受到量化多个广告系列支出限额的至少一个限制。 该方法开始于识别多个广告活动的集合，然后评估每个组成成员广告活动以确定其相应的优化支出金额。 然后，该方法通过聚合各个活动支出金额来计算（例如，总和）总支出金额。 当总支出金额大于多个广告系列约束时，该方法将多个广告系列支出限额金额分配给组成成员广告活动，这些广告活动又用于确定减少的支出限额。 支出优化的时间段可以是适合于形成出价以针对可以放置广告的展示的库存出价的任何时间段。

公开(公告)号：US20140089106A1

公开(公告)日：2014-03-27

申请号：US13629413

申请日：2012-09-27

Applicant: YAHOO! INC.

Inventor： Patrick Jordan ,  Prabhakar Krishnamurthy ,  Mohammad Mahdian ,  Sergei Vassilvitskii

IPC: G06Q30/02

CPC classification number: G06Q30/0275 ,  G06Q30/0202 ,  G06Q30/0242

Abstract: A system and method for formulating a bid on an impression for an Internet advertising campaign using market forecast data are provided. The system and method comprise determining a bid policy using an advertiser goal type, an advertiser payment type, and a budget parameter. Historical impression data pertaining to the advertising campaign is sampled using any applicable sampling technique. The sampled data is used to derive forecast data that predicts the future state of the market. The bid policy and the forecast data are used to derive a spend curve, from which an optimal bid is formulated that results in a proper and efficient allocation of the advertiser's budget.

Abstract translation: 提供了使用市场预测数据来制定针对互联网广告活动的印象的出价的系统和方法。 该系统和方法包括使用广告客户目标类型，广告商付款类型和预算参数来确定出价政策。 使用任何适用的抽样技术对有关广告活动的历史印象数据进行抽样。 采样数据用于推导预测未来市场状况的预测数据。 出价政策和预测数据用于获得支出曲线，从中可以制定最佳出价，从而实现广告客户预算的适当和有效的分配。