Booking Engine Forecasting Atom Availability for Ad Campaigns
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Managing dynamic inventory of advertisement atoms in content delivery systems is challenging due to varying numbers of primary and secondary content providers, users, and available content portions, making it difficult to plan and book effective electronic advertisement campaigns.
Innovation Solution
A system and method that utilize a booking engine to receive campaign requests, generate scenarios based on anticipated changes in atom availability, and allow advertisers to select campaigns that meet performance levels, with the ability to identify alternative atoms and order campaigns based on specified criteria.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If the system manages dynamic inventory of advertisement atoms with varying numbers of content providers and users, then the adaptability of the system improves, but the complexity of planning and booking campaigns increases
Solution Approach 1:
The system performs preliminary actions by generating multiple forecast scenarios before final booking decisions are made. The booking engine creates several possible future states (scenarios) of atom availability and presents them to advertisers for selection, allowing planning to be done in advance while accounting for uncertainty about future inventory changes
Solution Approach 2:
The system embraces dynamics by allowing the inventory of atoms to change over time as content providers add or remove atoms. The booking engine continuously updates availability projections based on real-time changes in the number of content providers, users, and available content portions, making the booking process adaptive to dynamic conditions
2Adaptability or versatility
If the system generates multiple scenarios for atom availability, then the ability to plan for future changes improves, but the time required for processing and decision-making increases
Solution Approach 1:
The system performs preliminary computation of multiple forecast scenarios in advance, allowing the booking engine to present pre-calculated options to advertisers. This preliminary action reduces the time needed during actual booking decisions, as the heavy computational workload has already been performed to generate the scenario options
Solution Approach 2:
The system generates multiple scenarios (excessive action) to provide advertisers with sufficient planning options, but then presents only the relevant scenarios to the advertiser for selection. This approach ensures comprehensive planning capability while managing processing time by filtering and presenting only the most relevant forecast options
3Reliability
If the system provides alternative atoms when performance requirements are not met, then the reliability of campaign fulfillment improves, but the complexity of finding and presenting alternatives increases
Solution Approach 1:
The system implements feedback by checking whether generated scenarios meet the advertiser's performance requirements and using this information to guide the search for alternative atoms. When a scenario fails to meet performance thresholds, the system uses this feedback to identify and present alternative atoms that do satisfy the requirements, creating a responsive feedback loop
Solution Approach 2:
The system segments the atom inventory into distinct categories or groups based on characteristics such as content type, audience demographics, or performance metrics. This segmentation allows the booking engine to efficiently search for and present alternative atoms from specific segments when the original selection fails to meet performance requirements, reducing the complexity of the search process
Data Source
AI summary
Systems and methods for planning and booking advertising campaigns are provided. In operation, a booking engine generates a collection of proposed campaigns in response to a campaign request, where the each of the proposed campaigns corresponds to a scenario of atom availability. Such scenarios can account for possible or anticipated changes in the number and cost of atoms or any other changes of interest to the advertiser. The availability for the atoms in the campaign request can be projected using the past history and the known future unavailability of the atoms and is further modified to account for the variation in atom availability associated with each scenario. Thereafter, the booking engine can present the results for each scenario to the advertiser and allow him to select a campaign.