公开(公告)号：US20160180373A1

公开(公告)日：2016-06-23

申请号：US14573979

申请日：2014-12-17

Applicant: Yahoo! Inc.

Inventor： Jian Xu ,  Kuang-chih Lee ,  Wentong Li ,  Hang Qi ,  Quan Lu

IPC: G06Q30/02

CPC classification number: G06Q30/0244 ,  G06Q30/0272

Abstract: Described herein are techniques and systems for online ad campaign pacing. The techniques described herein use budget allocation along with the estimations of bids and response rates. With use of budget allocation, the techniques can use budget pacing to enhance impressions and maximize desired responses, such as desired click-through rates. These techniques focus on enhancing pacing and performance of ad campaigns, such as enhancing performance across distinct and/or unified online ad marketplaces. These techniques are especially useful in the context of a demand-side platform (DSP). In some examples, the techniques assume that impression supply is much larger than advertiser demand for impressions of their ads, so such techniques focus on selecting high performing inventory of ad space. Yet, with such a focus, a smooth or consistent delivery of ads over time is used.

Abstract translation: 这里描述了在线广告系列投放安排的技术和系统。 本文描述的技术使用预算分配以及出价和响应率的估计。 通过使用预算分配，这些技术可以使用预算投放安排来增加展示次数并最大化期望的响应，例如所需的点击率。 这些技术专注于提高广告系列的投放安排和效果，例如提升不同的和/或统一的在线广告市场的效能。 这些技术在需求侧平台（DSP）的上下文中特别有用。 在一些示例中，这些技术假定，对于广告的展示次数，展示供应量远远大于广告客户的需求，因此此类技术将重点放在选择高性能的广告空间广告资源。 然而，随着时间的推移，广告的流畅或一致性得到了这样的关注。