Ad Impression Allocation Optimizer for Fairness and Revenue

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Solution Overview

Problem

Existing advertising systems struggle to efficiently allocate advertisement impressions between guaranteed and non-guaranteed demand, often resulting in suboptimal revenue and fairness in click or conversion value, due to the artificial separation between long-term and short-term impression markets.

Innovation Solution

A data processing system that uses an optimizer to generate an allocation plan for advertisement impressions, balancing guaranteed and non-guaranteed demand by establishing a relationship between the two, maximizing fairness and revenue, and determining optimal proportions for serving advertisement impressions.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Reliability

If advertisement impressions are artificially separated into guaranteed and non-guaranteed markets, then contract fulfillment and long-term planning are improved, but allocation efficiency and revenue optimization deteriorate

Engineering Contradiction:

Improveguaranteed demand fulfillmentVSAvoidrevenue optimization

Core Design Contradiction:

ReliabilityVSProductivity

Solution Approach 1:

The patent merges the guaranteed and non-guaranteed demand markets into a unified allocation system. The optimizer considers both guaranteed and non-guaranteed demand simultaneously when determining ad impression allocation, allowing the system to leverage insights from both markets to improve overall revenue optimization while still meeting guaranteed contract requirements.

Inventive Principle:

Principle #5Merging (Combining)

Solution Approach 2:

The patent introduces an intermediary optimization layer that mediates between guaranteed and non-guaranteed demand. The optimizer acts as a mediator that processes both demand types, establishes relationships between them, and determines optimal allocation proportions that balance contract fulfillment with revenue maximization.

Inventive Principle:

Principle #24Intermediary (Mediator)

2Reliability

If guaranteed and non-guaranteed demand are allocated separately, then contract compliance is improved, but overall allocation efficiency deteriorates

Engineering Contradiction:

Improvecontract complianceVSAvoidallocation efficiency

Core Design Contradiction:

ReliabilityVSProductivity

Solution Approach 1:

The system combines separate allocation processes into a unified optimization framework. The optimizer simultaneously processes guaranteed and non-guaranteed demand, establishing relationships between the two demand types and determining optimal allocation proportions that improve overall efficiency while maintaining contract compliance.

Inventive Principle:

Principle #5Merging (Combining)

Solution Approach 2:

The patent implements dynamic allocation proportions that can adjust based on real-time conditions. The optimizer determines optimal proportions of guaranteed versus non-guaranteed demand allocation dynamically, allowing the system to adapt to changing market conditions while maintaining both contract compliance and allocation efficiency.

Inventive Principle:

Principle #15Dynamics

3Device complexity

If artificial separation between markets is maintained, then demand forecasting simplicity is improved, but revenue and fairness in click or conversion value deteriorate

Engineering Contradiction:

Improvedemand forecasting complexityVSAvoidrevenue and fairness

Core Design Contradiction:

Device complexityVSProductivity

Solution Approach 1:

The optimizer serves as an intermediary that simplifies the forecasting process while improving outcomes. It processes both guaranteed and non-guaranteed demand through a unified model, establishing relationships between the demand types and determining optimal allocation proportions that maximize revenue and fairness without requiring complex separate forecasting processes.

Inventive Principle:

Principle #24Intermediary (Mediator)

Data Source

PatentUS8311885B2System for display advertising optimization using click or conversion performance

Publication Date: 2012.11.13 RPX CORP

AI summary

An advertisement impression distribution system includes a data processing system operable to generate an allocation plan for serving advertisement impressions. The allocation plan allocates a first portion of advertisement impressions to satisfy guaranteed demand and a second portion of advertisement impressions to satisfy nonguaranteed demand. The data processing system includes an optimizer configured to establish a relationship between the first portion of advertisement impressions and the second portion of advertisement impressions. The relationship defines a range of proportions of allocation of the first portion and the second portion. The optimizer generates a solution maximizing guaranteed demand fairness, non-guaranteed demand revenue, and click value. The solution identifies a determined proportion of the first portion of advertisement impressions to serve and a determined proportion of the second portion of advertisement impressions to serve. The data processing system outputs the allocation plan to control serving of the advertisement impressions.