Awareness Campaign Exposure Profile Optimization
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Solution Overview
Problem
Current online systems lack explicit optimization methods for integrating awareness and direct response campaigns, leading to suboptimal presentation of sponsored content items, as awareness campaigns are not effectively linked to their potential impact on subsequent direct response campaigns.
Innovation Solution
The online system creates benchmark and simulated exposure profiles to predict user responses, determining a delivery control value that assesses the effectiveness of presenting awareness campaign content based on its potential to enhance direct response campaign conversions, thereby optimizing the selection and presentation of sponsored content items.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Device complexity
If awareness campaigns are run independently without integration to direct response campaigns, then awareness campaign optimization is simplified, but the overall campaign effectiveness and conversion rate deteriorate
Solution Approach 1:
The patent merges awareness and direct response campaigns into a unified optimization framework. The system jointly optimizes both campaign types by considering their interdependence, where awareness campaign impressions influence direct response conversion likelihood. This integration allows the system to maximize overall campaign effectiveness rather than treating each campaign separately.
Solution Approach 2:
The system performs preliminary actions by determining delivery control values for awareness campaigns based on predicted impact on future direct response conversions. By evaluating and controlling awareness campaign delivery in advance, the system optimizes the foundation for subsequent direct response efforts, ensuring that awareness spending is strategically allocated to maximize downstream conversion value.
2Ease of operation
If awareness campaigns are optimized solely for impressions without considering direct response impact, then awareness campaign delivery is simplified, but cost-effectiveness and conversion likelihood deteriorate
Solution Approach 1:
The system implements feedback by using predicted direct response conversion likelihood to adjust awareness campaign delivery control values. The optimization process continuously incorporates information about how awareness impressions influence subsequent direct response conversions, creating a closed-loop system that allocates awareness spending to maximize overall return rather than simply maximizing impression volume.
3Productivity
If the system integrates awareness and direct response campaigns with explicit optimization, then campaign effectiveness improves, but system complexity increases
Solution Approach 1:
The patent introduces an intermediary component that calculates delivery control values based on predicted conversion likelihood. This intermediary layer translates the complex relationship between awareness impressions and direct response conversions into actionable optimization signals, managing system complexity by creating a dedicated module that handles the integration logic rather than requiring end-to-end system redesign.
Data Source
AI summary
An online system determines how presenting an awareness campaign to a user will affect the user's likelihood of converting to a related direct response campaign. For the user, the online system creates a benchmark exposure profile representing the user's exposure history before the awareness campaign. Similarly, the online system determines the user's simulated exposure profile, which represents the user's brand exposure history after having been exposed to the awareness campaign. A response prediction for the direct response campaign is determined for the benchmark exposure profile and the simulated exposure profile. The online system estimates the difference between the response prediction and the simulated response prediction to determine a delivery control value of presenting the awareness campaign to a user. The delivery control value is used to determine an effective impression value for the awareness campaign and conversion value for the related direct response campaign.