Ad Deployment via Exposure Interval and Bid Type Analysis
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Solution Overview
Problem
Existing advertising systems fail to optimize revenue generation from advertisements by not effectively determining the most lucrative bid type and exposure interval for content segments, leading to suboptimal ad deployment and revenue potential.
Innovation Solution
Computing an exposure interval for content segments and identifying candidate advertisements with CPT and non-CPT bids to determine which ad will generate greater expected revenue, and deploying ads based on these calculations to maximize revenue, while also considering user demographics and ad placement strategies.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If traditional auction-based ad allocation is used, then ad slots can be allocated to advertisers based on bids, but the system cannot optimize revenue by considering exposure intervals and CPT bid types
Solution Approach 1:
The patent segments the ad allocation process by introducing exposure interval calculations for different content segments and evaluating multiple bid types (CPT, CPM, CPC) separately for each segment. This allows the system to optimize revenue for each content segment independently based on its specific exposure characteristics, rather than using a uniform auction approach across all slots.
Solution Approach 2:
The patent changes the bidding parameters by introducing CPT (cost per time unit) bid types alongside traditional CPM and CPC bids. The system calculates expected revenue using different parameter sets depending on the bid type and content segment characteristics, enabling more nuanced revenue optimization that accounts for varying exposure intervals across different content types.
2Productivity
If ad deployment is based solely on bid amounts, then allocation is simple, but the system misses opportunities to maximize revenue by considering exposure intervals and ad-performance relationships
Solution Approach 1:
The patent performs preliminary calculations of exposure intervals for each content segment before conducting ad allocation. By pre-computing the expected exposure time for different content segments and storing this information, the system can quickly evaluate expected revenue for different ad candidates without losing valuable exposure interval data during the actual bidding and allocation process.
3Productivity
If the system evaluates multiple bid types and exposure intervals for each ad slot, then revenue optimization improves, but computational complexity and processing time increase
Solution Approach 1:
The patent performs preliminary calculations of exposure intervals for each content segment before conducting ad allocation. By pre-computing and storing exposure interval data, the system avoids redundant calculations during real-time ad bidding, significantly reducing processing time while maintaining accurate revenue optimization.
Solution Approach 2:
The patent creates simplified representations of complex revenue calculations by pre-computing exposure intervals and storing them as reusable data structures. These pre-calculated values serve as copies that can be quickly referenced during ad bidding without requiring full recalculation, reducing computational overhead while preserving accuracy.
Data Source
AI summary
This specification describes technologies relating to content presentation. In general, one aspect of the subject matter described in this specification can be embodied in methods that include the actions of identifying advertisements that are candidates to be provided within an advertising slot of the content segment, determining, based on respective bids, and the exposure interval, which advertisement will generate greater revenue within the advertising slot, and, providing such an advertisement in the advertising slot. Other embodiments of the various aspects include corresponding systems, apparatus, and computer program products.