Content Exposure Lift Estimation for Accurate Conversion Attribution
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Current methods for measuring the effectiveness of online advertising campaigns face challenges in accurately attributing conversion actions across different advertising channels, leading to underexposure or overexposure of audiences due to high rates of non-viewable impressions and short exposure times.
Innovation Solution
A method involving a server device that processes user data to separate users into test and control groups based on viewable content exposure, generates temporal distributions of content exposure, and determines lift by comparing conversion rates between converter and non-converter users to optimize content presentation and adjust exposure levels.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If multiple advertising channels are used to deliver advertisements to consumers, then the reach and potential conversion opportunities increase, but the accuracy of attributing conversion actions to specific channels deteriorates
Solution Approach 1:
The patent segments users into test and control groups based on their exposure to viewable advertisements across multiple channels. By dividing the audience and analyzing conversion rates within each segment, the system can attribute conversions to specific advertising channels even when multiple channels are used simultaneously, resolving the attribution accuracy problem while maintaining multi-channel reach
2Productivity
If advertisers increase content exposure frequency and duration, then conversion opportunities increase, but the rate of non-viewable impressions and wasted exposure increases
Solution Approach 1:
The patent implements a feedback mechanism by measuring actual viewability metrics (timestamp information, exposure time) and using this data to determine causal effects of different exposure levels. This feedback loop allows advertisers to optimize exposure frequency and duration based on actual viewable impressions rather than estimated metrics, increasing conversions while reducing wasted exposure on non-viewable impressions
3Measurement precision
If traditional conversion rate measurement is used across all advertising channels, then overall campaign effectiveness can be assessed, but the causal effect of specific exposure levels cannot be determined
Solution Approach 1:
The patent applies preliminary action by placing users into test and control groups before the advertising campaign begins. By pre-segmenting users and controlling exposure levels in advance, the system can later determine the causal effect of specific exposure levels on conversions, preserving causal information that would be lost in traditional post-campaign analysis
Data Source
AI summary
Methods, systems, and media for estimating the causal effect of different content exposure levels are provided.