Apparatus, method, and program for calculating advertising budget allocation.

Abstract

To improve the cost-effectiveness of budget allocation when calculating the budget distribution for advertising across multiple ad units. [Solution] First, the device 100 acquires past conversion data for n (where n is an integer greater than or equal to 3) multiple advertising campaigns (S201). Next, the device 100 constructs a predictive model based on the conversion data to predict the incremental CPA or a corresponding value for each advertising campaign (S202). Then, the device 100 acquires a target value from the user terminal 110 (S203). This target value may be, for example, a target budget or target incremental CPA set by the user using the user terminal 110. Next, the device 100 uses the incremental CPA model for each advertising campaign to determine the budget allocation x={x1,x2,…,x} to satisfy the target value across n media. n The system calculates the budget allocation (S204) and, if necessary, sends display information to the user terminal 100 to show the budget allocation (S205).

Claims

1. A method for calculating the budget allocation for advertising to n advertising units (where n is an integer greater than or equal to 3), A step of receiving the target value from the user terminal, For i between 1 and n (inclusive), the allocation budget x to the i-th ad unit is as follows: i The incremental CPA for that ad unit or the corresponding value y i Let y be a function representing a predictive model that forecasts the trend of i = f i (x i ) When expressed as, (a) The target value is the target budget, and for at least several i, f i (x i ) are the same or within a first predetermined range, and x for all i i The sum of the above is the same as the target value or within the second predetermined range, (b) The target value is the target incremental CPA or a value corresponding thereto, and for at least a plurality of i, f i (x i ) is the same as the target value or within a third predetermined range The steps include calculating a variable xi that satisfies the following conditions, The calculated n variables x = {x 1 ,x 2 ,…,x n The step of sending} and Includes.

2. The method according to claim 1, The aforementioned calculation step involves calculating the variable xi for i between 1 and n, under constraints on the budget allocation to at least one advertising unit.

3. A method for calculating the budget allocation for advertising to n advertising units (where n is an integer greater than or equal to 3), The user terminal receives the target budget b, and For i between 1 and n, the allocation budget x to the i-th ad unit is as follows: i and the incremental CPA for that ad unit or the corresponding value y i The function y represents the relationship between i = f i (x i When expressed as ), the steps are to calculate a variable xi that satisfies the following conditions, f 1 (x 1 ) = f 2 (x 2 ) = … = f n (x n ) b = x 1 + x 2 + … + x n The calculated n variables x = {x 1 ,x 2 ,…,x n The step of sending} and Includes.

4. A method for calculating the budget allocation for advertising to n advertising units (where n is an integer greater than or equal to 3), The steps include receiving the target incremental CPA or the corresponding value c from the user terminal, For i between 1 and n, the allocation budget x to the i-th ad unit is as follows: i and the incremental CPA for that ad unit or the corresponding value y i The function y represents the relationship between i = f i (x i When expressed as ), the steps are to calculate a variable xi that satisfies the following conditions, c = f 1 (x 1 ) = f 2 (x 2 ) = … = f n (x n ) The calculated n variables x = {x 1 ,x 2 ,…,x n The step of sending} and Includes.

5. The method according to any one of claims 1 to 4, The aforementioned function f i (x) is a model constructed using nonlinear regression.

6. The method according to claim 3 or 4, The transmission of the aforementioned n variables x is performed by the n function f = {f 1 ,f 2 ,…,f n This involves transmitting display information for displaying the n variables x on a graph illustrating}.

7. The method according to claim 6, The aforementioned display information is shown on the graph as y = f 1 (x 1 ) = f 2 (x 2 ) = … = f n (x n Display the straight line.

8. The method according to claims 1 to 7, For each of the aforementioned n advertising units, the steps include obtaining conversion data, For each of the n advertising units, the step of constructing a predictive model for that advertising unit based on the acquired conversion data. Includes.

9. A method for calculating the budget allocation for advertising to n advertising units (where n is an integer greater than or equal to 3), A step of receiving the target value from the user terminal, The steps include setting an initial budget for each ad unit, The first step involves calculating the incremental CPA or its corresponding value for each ad unit, and adding a predetermined amount to the budget of the ad unit that minimizes the calculated incremental CPA or its corresponding value. If the total budget for all advertising units reaches the target value, the second step is to determine the budget allocation based on the budget set for the n advertising units at that time or before the addition of the predetermined amount. Includes.

10. The method according to claim 9, If the total budget for all ad units does not reach the target value, the third step further includes repeating the first step for at least some of the n ad units.

11. The method according to claim 10, The third step is to repeat the first step, excluding the ad unit in question, if the sum of the budgets for all ad units has not reached the target value, and the budget for the ad unit in which the first step was performed has reached the maximum budget allocated to that ad unit.

12. A method according to claim 10 or 11, If the budget of the ad unit in which the first step has been performed has reached the maximum budget allocated to that ad unit, the process further includes the step of determining the allocation budget for that ad unit based on the budget set for that ad unit at that time or before the first step was performed, or the maximum budget.

13. A method for calculating the budget allocation for advertising to n advertising units (where n is an integer greater than or equal to 3), A step of receiving the target value from the user terminal, The steps include setting an initial amount for each of the n advertising units, in addition to the incremental CPA or the corresponding value; The first step is to determine the distribution budget corresponding to the amount set for each advertising unit and calculate the total amount, If the total amount reaches the target value, the second step is to determine the budget allocation based on the budget set for the n advertising units at that time. Includes.

14. The method according to claim 13, If the total amount does not reach the target value, the third step further includes adding a predetermined amount to the amount set for each advertising unit and repeating the first step for at least some of the n advertising units.

15. The method according to claim 14, The third step is to repeat the first step, excluding the advertising unit for which the total amount has not reached the target value and for which an upper budget limit has been set as a constraint, if the allocated budget for that advertising unit has reached the upper budget limit.

16. The method according to claim 15, For advertising units that have been given a budget limit as a constraint, if the allocated budget for said advertising unit has reached the said budget limit, the method further includes the step of determining the allocated budget for said advertising unit based on the budget set for said advertising unit at that time or before the addition of the predetermined amount, or based on the said budget limit.

17. A method for calculating the allocation of advertising budget to n (an integer greater than or equal to n³) advertising units, A step of receiving the target value from the user terminal, The steps include setting an initial budget for each ad unit, The first step involves calculating the incremental CPA or its corresponding value for each ad unit, and adding a predetermined amount to the budget of the ad unit that minimizes the calculated incremental CPA or its corresponding value. If the incremental CPA or the corresponding value of the ad unit after the first step has been performed has reached the target value, the second step is to determine the allocation budget for the ad unit based on the budget set for the ad unit or the target value at that time or before the addition of the predetermined amount. Includes.

18. The method according to claim 17, If the incremental CPA or the corresponding value of the ad unit for which the first step was performed has not reached the target value, the third step further includes repeating the first step for at least some of the n ad units.

19. The method according to claim 18, The third step is to repeat the first step, excluding the ad unit in question, if the incremental CPA or the corresponding value of the ad unit in which the first step was performed has not reached the target value, and the budget of the ad unit in which the first step was performed has reached the maximum budget allocated to that ad unit.

20. A program for causing a computer to execute a method for calculating the budget allocation of advertising to n advertising units (where n is an integer greater than or equal to 3), wherein the method is: A step of receiving the target value from the user terminal, For i between 1 and n (inclusive), the allocation budget x to the i-th ad unit is as follows: i The incremental CPA for that ad unit or the corresponding value y i Let y be a function representing a predictive model that forecasts the trend of i = f i (x i ) When expressed as, (a) The target value is the target budget, and for at least several i, f i (x i ) are the same or within a first predetermined range, and x for all i i The sum of the above is the same as the target value or within the second predetermined range, (b) The target value is the target increment CPA or a corresponding value, and for at least a number of i, f i (x i ) is the same as the target value or within a third predetermined range. The steps include calculating a variable xi that satisfies the following conditions, The calculated n variables x = {x 1 ,x 2 ,…,x n The step of sending} and Includes.

21. A program for causing a computer to execute a method for calculating the budget allocation of advertising to n advertising units (where n is an integer greater than or equal to 3), wherein the method is: A step of receiving the target value from the user terminal, The steps include setting an initial budget for each ad unit, The first step involves calculating the incremental CPA or its corresponding value for each ad unit, and adding a predetermined amount to the budget of the ad unit that minimizes the calculated incremental CPA or its corresponding value. If the total budget for all advertising units reaches the target value, the second step is to determine the budget allocation based on the budget set for the n advertising units at that time or before the addition of the predetermined amount. Includes.

22. A program for causing a computer to execute a method for calculating the budget allocation of advertising to n advertising units (where n is an integer greater than or equal to 3), wherein the method is: A step of receiving the target value from the user terminal, The steps include setting an initial amount for each of the n advertising units, in addition to the incremental CPA or the corresponding value; The first step is to determine the distribution budget corresponding to the amount set for each advertising unit and calculate the total amount, If the total amount reaches the target value, the second step is to determine the budget allocation based on the budget set for the n advertising units at that time. Includes.

23. A device for calculating the budget allocation for advertising to n advertising units (where n is an integer greater than or equal to 3), The target value is received from the user's terminal. For i between 1 and n (inclusive), the allocation budget x to the i-th ad unit is as follows: i The incremental CPA for that ad unit or the corresponding value y i Let y be a function representing a predictive model that forecasts the trend of i = f i (x i ) When expressed as, (a) The target value is the target budget, and for at least several i, f i (x i ) are the same or within a first predetermined range, and x for all i i The sum of the above is the same as the target value or within the second predetermined range, (b) The target value is the target increment CPA or a corresponding value, and for at least a number of i, f i (x i ) is the same as the target value or within a third predetermined range. We calculate a variable xi that satisfies the following conditions, The calculated n variables x = {x 1 ,x 2 ,…,x n It is configured to send}.

24. A device for calculating the budget allocation for advertising to n advertising units (where n is an integer greater than or equal to 3), The target value is received from the user's terminal. Set an initial budget for each ad unit. The incremental CPA or its corresponding value is calculated for each ad unit, and a predetermined amount is added to the budget of the ad unit that minimizes the calculated incremental CPA or its corresponding value. If the total budget for all advertising units reaches the target value, the system is configured to determine the budget allocation based on the budget set for the n advertising units at that time or before the addition of the predetermined amount.

25. A device for calculating the budget allocation for advertising to n advertising units (where n is an integer greater than or equal to 3), The target value is received from the user's terminal. Set an initial amount for each of the n advertising units, in addition to the incremental CPA or the corresponding value. The distribution budget corresponding to the amount set for each ad unit is determined, and the total amount is calculated. If the total amount reaches the target value, the system is configured to determine the budget allocation based on the budget set for the n advertising units at that time.

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