TECHNICAL FIELD
[001] The present invention relates to the field of electronic advertising and, in particular, relates to the
optimization of serving of one or more advertisements to one or more users by assessing
performance of the one or more advertisements.
BACKGROUND
[002] Internet or online advertising is the fastest growing advertising medium in the last few years.
Due to the advent of the internet, a vast number of users are engaged on the internet through their
portable communication devices. Internet has become the greatest source for running the advertising
business effectively as internet provides a wide range of information about the users who are
consistently indulged in browsing the internet. Advertisers and publishers have made use of this
addiction of the users towards the internet for generating and sharing revenue between each other.
As a result, the users visiting specific websites or mobile applications are often confronted with one
or more advertisements such as banner advertisements, content advertisements and the like.
[003] Moreover, the advertisers transmit the advertisements to various types of communication devices
which are targeted to receive the advertisement. In addition, the advertisements are targeted to the
users who are most likely to click or take some action on viewing the advertisements in order to
generate revenue.
The advertisements are supplied through various advertisement supplying
intermediaries including like advertisement exchanges, advertisement networks, affiliates,
advertisement agencies, and the like. The advertisement supplying intermediaries potentially help
the advertisers by determining which type of advertisements is to be displayed to which type of
users. Moreover, the advertisement supplying intermediaries link the advertisers and the publishers
through a contract for delivering and displaying advertisements on their websites or applications.
[004] Further, the advertisers associated with different domains run a number of advertisement
campaigns on the internet for marketing their products and services through the one or more
advertisements. These advertisement campaigns include various campaign goals that the advertisers
wish to achieve.
The advertisers want to provide the users with relevant advertisements.
Furthermore, the advertisement supplying intermediaries run the advertisement campaigns for alarge number of advertisers. The advertisement supplying intermediaries monitor the performance
of each of the advertisement campaigns in real time.
[005] Presently, the performance of the advertisement campaigns is typically adjudged by calculating
an effective cost per thousand impressions for each type of advertisement which is displayed on the
publisher website or the application. Ranking of the advertisements is done from a high effective
cost per thousand impressions to low effective cost per thousand impressions. The display of
advertisements with a higher effective cost per thousand impressions is assigned a higher priority
than the advertisements with lower effective cost per thousand impressions as they are predicted to
generate more revenues.
[006] The present systems and methods for optimizing serving of the advertisements are inefficient.
Moreover, the present systems and methods do not take into account performance of the
advertisements on various publisher categories. In addition, the present systems and methods do not
take into account daily goals of the advertisers in order to help the advertisers to achieve the desired
result or revenue.
Further, the present systems and methods do not rank the advertisement
campaigns based on the effective cost per thousand impressions and the daily goals. Furthermore,
the present systems and methods serve the same best performing advertisements on a consistent
basis without taking into account the advertiser goals. Moreover, there is no such provision for
adjusting target goal associated with the number of impressions for each advertisement which is
desired based on the performance of the advertisements in real time.
[007] In the light of the above stated discussion, there is a need for system that overcomes the above
stated disadvantages.
1
SUMMARY
[008] In an aspect of the present disclosure, an advertisement serving optimization system for
optimizing serving of one or more advertisements on one or more publishers is provided. The
advertisement serving optimization system includes a fetching module in a processor, the fetching
module is configured for fetching a first set of parameters; a calculation module in the processor, the
calculation module is configured to calculate a probabilistic effective cost per thousand impressions
value for a second set of parameters based on the first set of parameters; a priority setting module in
the processor, the priority setting module is configured for ranking each of a plurality of
advertisement campaigns associated with a corresponding one or more advertisers and anadvertisement serving module in the processor, the advertisement serving module is configured to
serve the one or more advertisements to one or more users on the corresponding one or more
publishers based on the ranking of each of the plurality of advertisement campaigns. The first set of
parameters is associated with the one or more advertisers, the one or more publishers and the one or
more advertisements associated with the one or more advertisers. The second set of parameters is
associated with the one or more advertisers, the one or more publishers and the one or more
advertisements associated with the one or more advertisers.
The effective cost per thousand
impressions is calculated for the one or more advertisements associated with the one or more
advertisers. The rank is assigned based on the probabilistic effective cost per thousand impressions
value and a third set of parameters associated with each of the plurality of advertisement campaigns.
The ranking is performed for assigning a priority level to each of the plurality of advertisement
campaigns. The priority is assigned based on weights. The served one or more advertisements
corresponding to the one or more advertisers are associated with a corresponding one or more
advertisement campaigns of the plurality of advertisement campaigns having a highest rank and
priority. The one or more advertisements are served in real time.
STATEMENT OF THE DISCLOSURE
[009] The present disclosure relates to an advertisement serving optimization system for optimizing
serving of one or more advertisements on one or more publishers is provided. The advertisement
serving optimization system includes a fetching module in a processor, the fetching module is
configured for fetching a first set of parameters; a calculation module in the processor, the
calculation module is configured to calculate a probabilistic effective cost per thousand impressions
value for a second set of parameters based on the first set of parameters; a priority setting module in
the processor, the priority setting module is configured for ranking each of the plurality of
advertisement campaigns associated with the corresponding one or more advertisers and an
advertisement serving module in the processor, the advertisement serving module is configured to
serve the one or more advertisements to one or more users on the corresponding one or more
publishers based on the ranking of each of the plurality of advertisement campaigns.
BRIEF DESCRIPTION OF THE FIGURES[0010] Having thus described the invention in general terms, reference will now be made to the
accompanying drawings, which are not necessarily drawn to scale, and wherein:
[0011] FIG. 1A and FIG. 1B illustrates a general overview of a system for optimizing serving of one or
more advertisements, in accordance with various embodiments of the present disclosure; and
[0012] FIG. 2 illustrates a block diagram of a communication device, in accordance with various
embodiments of the present disclosure.
DETAILED DESCRIPTION
[0013] It should be noted that the terms "first", "second", and the like, herein do not denote any order,
quantity, or importance, but rather are used to distinguish one element from another. Further, the
terms "a" and "an" herein do not denote a limitation of quantity, but rather denote the presence of at
least one of the referenced item.
[0014] FIG. 1A illustrates a general overview of a system 100 for optimizing serving of one or more
advertisements on one or more publishers accessed by one or more users, in accordance with various
embodiments of the present disclosure. The system 100 includes a portable communication device
104 associated with a user 102, one or more publishers 106, one or more advertisers 108, a
communication network 110 and an advertisement serving optimization system 112. In addition, the
advertisement serving optimization system 112 enables the optimizing the serving of the one or more
advertisements on the one or more publishers 106 accessed by the user 102 of the one or more users
in real time.
[0015] Going further, the system 100 enables the one or more publishers 106 to increase performance of
the one or more advertisements and generate higher revenue by providing or serving the one or more
advertisements which are relevant to the user 102 of the one or more users (as explained below in the
patent application). In addition, the user 102 may be any person or individual currently accessing
the portable communication device 104. In an embodiment of the present disclosure, the user 102 is
an owner of the portable communication device 104. Examples of the portable communication
device 104 include but may not be limited to a smart phone, a desktop computer, a laptop, a tablet, a
personal digital assistant, a wearable device or any other portable communication device known in
the art. In addition, the portable communication device 104 is associated with a specific type of
operating system. The type of operating system associated with the portable communication device104 includes but may not be limited to an Android operating system, iOS, Mac operating system,
Windows operating system, Bada operating system and Symbian operating system.
[0016] Moreover, the portable communication device 104 includes an internet facility.
In an
embodiment of the present disclosure, the portable communication device 104 is presently connected
to the internet. In an embodiment of the present disclosure, the portable communication device 104
is connected to the internet through a WiFi connection. In another embodiment of the present
disclosure, the portable communication device 104 is connected to the internet through a data
connection provided by a telecom service provider. In an embodiment of the present disclosure, the
portable communication device 104 is connected to an internet broadband system, a local area
network, a wide area network, a digital or analog cable television network or any other
communication network presently known in the art. The internet broadband system maybe a wired
or a wireless system.
[0017] In an embodiment of the present disclosure, the user 102 accesses the portable communication
device 104 for accessing a browser of one or more browsers for accessing the one or more publishers
106. In an embodiment of the present disclosure, the user 102 accesses one or more websites of the
corresponding one or more publishers 106 for accessing any content. In an embodiment of the
present disclosure, the website accessed by the user 102 on the portable communication device 104
may show content related to interests of the user 102. For example, the user 102 may be interested
in watching online videos, reading blogs, play online games, accessing social networking sites and
the like
[0018] Further, the one or more publishers 106 correspond to one or more website owners for providing
content to the one or more users. Furthermore, the one or more publishers 106 provide the one or
more users with a single type of content or a multiple type of content. The type of content includes
one or more video content, one or more audio content, one or more text content, one or more audio-
video content and the like. Moreover, each of the one or more publishers 106 is associated with a
specific category of publishers. In addition, the specific category of publishers include an e-
commerce category, a games category, a social networking category, a news category, a real estate
category or any other category of publishers known in the art. Examples of the one or more
publishers 106 include but may not be limited to facebook, YouTube, Amazon, jabong, myntra,
fashionandyou, dailymotion, flipkart, snapdeal and twitter.[0019] Going further, the one or more publishers 106 provide space, areas or a part of their web pages
for advertising purposes. These areas or spaces on the web pages are referred to as advertisement
slots. The web page can have the various advertisement slots depending on choice of each of the one
or more publishers 106. The one or more publishers 106 advertise products, services or businesses
to the one or more users for generating revenue. It may be noted that the term publisher in context
of the present application may be referred to as publisher website which may have advertisement
slots for advertising. In an embodiment of the present disclosure, the term publisher in context of
the present application may be referred to as a mobile application or a mobile website which may
have the advertisement slots for advertising.
[0020] In an embodiment of the present disclosure, the one or more publishers 106 display the one or
more advertisements on the corresponding advertisement slots in the web pages of the one or more
publishers 106. In an embodiment of the present disclosure, the one or more publishers 106 display
the one or more advertisements when the user 102 requests for the content to be displayed on the one
or more publishers 106 website. In an embodiment of the present disclosure, the one or more
advertisements are displayed for generating revenue based on number of impressions, number of
clicks, number of installs or other one or more actions taken by the one or more users on viewing or
encountering the one or more advertisements.
[0021] In an embodiment of the present disclosure, the one or more advertisements are displayed during
viewing of the content. For example, a user A encounter an advertisement while watching a video
on a publisher (say, Youtube). In another embodiment of the present disclosure, the one or more
advertisements are displayed along with the content viewed by the user 102 of the one or more users
in the corresponding one or more advertisement slots on the one or more publishers 106. Moreover,
the one or more publishers 106 are associated with the one or more advertisers 108. In addition, the
one or more advertisers 108 provide advertisements to the one or more publishers 106 for displaying
on their website or application. The advertisements are placed on the advertisement slots on the
website or the application.
[0022] Further, the one or more advertisers 108 purchase the one or more advertisement slots from the
one or more publishers 106. In an embodiment of the present disclosure, the one or more advertisers
108 purchase the advertisement slots for displaying the one or more advertisements on the
corresponding advertisement slots for generating revenue based on the number of impressions, the
number of clicks, the number of installs or other one or more actions taken by the one or more userson viewing the corresponding one or more advertisements on the one or more publishers 106.
Moreover, the one or more advertisers 108 provide the one or more advertisements to the one or
more publishers 106 in real time.
[0023] In an embodiment of the present disclosure, the one or more advertisements displayed are
associated with the interests of the user 102. In an embodiment of the present disclosure, the one or
more advertisements correspond to a content viewing history of the one or more users for attracting
more number of clicks from the one or more users in order to increase the revenue generation.
Going further, the one or more advertisers 108 and the one or more publishers 104 are associated
through one or more advertisement supplying intermediaries.
In addition, the advertisement
supplying intermediaries include advertisement exchanges, advertisement networks, affiliates,
advertisement agencies, and the like.
[0024] Moreover, the advertisement supplying intermediaries enables a connection or link between the
one or more publishers 106 and the one or more advertisers 108. In an embodiment of the present
disclosure, the advertisement supplying intermediaries works as a third party medium for efficient
buying and selling of the one or more advertisement slots. In an embodiment of the present
disclosure, the advertisement supplying intermediaries is a platform for buying and selling of
advertisement inventory between the one or more publishers 106 and the one or more advertisers
108. In an embodiment of the present disclosure, the advertisement supplying intermediaries deal
with the one or more publishers 106 and the one or more advertisers 108 through a mutual contract
for defining terms and conditions associated with revenue.
[0025] Moreover, the one or more advertisers 108 define a plurality of advertisement campaigns for
marketing their products on the one or more publishers 106 online through the one or more
advertisements.
Further, each of the plurality of advertisement campaigns defines a series of
campaign goals in order to achieve the desired result and increase revenue. The campaign goals are
defined by the one or more advertisers 108 based on their category of products and a specific
segment of the one or more users that the one or more advertisers 108 wish to target in order to
maximize their profit. In an embodiment of the present disclosure, the advertisement supplying
intermediaries run the plurality of advertisement campaigns on behalf of the one or more advertisers
108.
[0026] In an embodiment of the present disclosure, the advertisement supplying intermediaries monitor
the plurality of advertisement campaigns and performance of each of the plurality of advertisementcampaigns of the each of the corresponding one or more advertisers 108. In an embodiment of the
present disclosure, the plurality of advertisement campaigns defines a time limit for running each of
a campaign provided by the one or more advertisers 108. In addition, the one or more publishers
106 and the one or more advertisers 108 earn revenue based on a compensation method. In an
embodiment of the present disclosure, the compensation method corresponds to an effective cost per
thousand impressions. In addition, the effective cost per thousand impressions (eCPM) is calculated
by dividing a total revenue generated for a particular campaigns and the total number of impressions
as known in the art.
[0027] In an embodiment of the present disclosure, the effective cost per thousand impressions is
utilized for determining the performance of each of the plurality of advertisement campaigns (as
explained below in the patent application). In an embodiment of the present disclosure, the one or
more publishers 106 have a mutual agreement with the one or more advertisers 108 for sharing the
revenue based on the effective cost per thousand impressions.
[0028] Going further, the portable communication device 104 is associated with the communication
network 110. In an embodiment of the present disclosure, the portable communication device 104 is
associated with the one or more publishers 106 and the one or more advertisers 108 through the
communication network 110.
In an embodiment of the present disclosure, the one or more
publishers 106 are associated with the one or more advertisers 108 through the communication
network 110.
In an embodiment of the present disclosure, the advertisement supplying
intermediaries is associated with the one or more publishers 106 and the one or more advertisers 108
through the communication network 110.
[0029] In addition, the communication network 110 enables the portable communication device 104 to
connect to the internet. In an embodiment of the present disclosure, the user 102 accesses the one or
more publishers 106 on the corresponding portable communication device 104 through the
communication network 110. Further, the medium for communication may be infrared, microwave,
radio frequency (RF) and the like. The communication network 110 include but may not be limited
to a local area network, a metropolitan area network, a wide area network, a virtual private network,
a global area network, a home area network or any other communication network presently known in
the art. The communication network 110 is a structure of various nodes or communication devices
connected to each other through a network topology method. Examples of the network topology
include a bus topology, a star topology, a mesh topology and the like.[0030] Going further, the one or more publishers 106 and the one or more advertisers 108 are associated
with the advertisement serving optimization system 112.
In an embodiment of the present
disclosure, the one or more publishers 106 and the one or more advertisers 108 are associated with
the advertisement serving optimization system 112 through the communication network 110.
Moreover, the advertisement serving optimization system 112 performs the optimizing of the serving
of the one or more advertisements to the one or more users on the corresponding one or more
publishers 106. In an embodiment of the present disclosure, the advertisement serving optimization
system 112 is a part of the advertisement supplying intermediaries for optimizing the serving of the
one or more advertisements.
[0031] Further, the advertisement serving optimization system 112 is configured for fetching a first set
of parameters associated with the one or more publishers 106 and the one or more advertisers 108.
Furthermore, the advertisement serving optimization system 112 performs one or more operations on
the first set of parameters (as described below in the patent application).
Moreover, the
advertisement serving optimization system 112 is configured to assign a priority level to each of the
plurality of advertisement campaigns associated with each of the one or more advertisers 108 by
performing one or more operations (as described below in the patent application).
[0032] In addition, the advertisement serving optimization system 112 is configured to calculate the
effective cost per thousand impressions for a second set of parameters (as described below in the
patent application). Further, the advertisement serving optimization system 112 is configured to
serve the one or more advertisements to the one or more users based on a pre-defined criterion (as
mentioned below in the patent application). In an embodiment of the present disclosure, the one or
more advertisements are displayed on the corresponding one or more advertisement slots on the
corresponding one or more publishers 106.
[0033] It may be noted that in FIG. 1A, the user 102 is associated with the portable communication
device 104; however those skilled in the art would appreciate that there are more number of users
associated with more number of portable communication devices. For example, a user X, a user Y
and a user Z are associated with a communication device D1, a communication device D2 and a
communication device D3. It may also be noted that in FIG. 1A, the user 102 accesses the one or
more publishers 106 on the corresponding portable communication device 104; however those
skilled in the art would appreciate that there more number users accessing the one or more publishers
106 on more number of portable communication devices.[0034] In an embodiment of the present disclosure, as illustrated in FIG. 1B, the advertisement serving
optimization system 112 is part of the one or more publishers 106. In an embodiment of the present
disclosure, the one or more publishers 106 include the advertisement serving optimization system
112. In an embodiment of the present disclosure, the advertisement serving optimization system 112
is located on a backend of each of the one or more publishers 106. In an embodiment of the present
disclosure, the one or more publishers 106 are registered on the advertisement serving optimization
system 112. In another embodiment of the present disclosure, the one or more publishers 106 have
an account on the advertisement serving optimization system 112. In an embodiment of the present
disclosure, the advertisement serving optimization system 112 provides a web-based interface for the
one or more publishers 106.
[0035] Going further, in an embodiment of the present disclosure, the one or more publishers 106
register on the advertisement serving optimization system 112 by paying some pre-defined amount
of money in order to avail one or more services offered by the advertisement serving optimization
system 112. In an embodiment of the present disclosure, the advertisement serving optimization
system 112 may accept multiple forms of payment to fund the account, such as electronic transfer
(e.g., automated clearing house (ACH) transfer or wire transfer) from a designated bank account,
credit card (e.g., Visa, MasterCard, Discover, American Express), online wallet (e.g., PayPal,
Amazon Payments and Google Checkout) and/or mobile payment.
[0036] In an embodiment of the present disclosure, the advertisement serving optimization system 112
enables the one or more publishers 106 to download one or more comprehensive reports associated
with the performance of the one or more advertisements associated with the one or more advertisers
108.
[0037] FIG. 2 illustrates a block diagram 200 of a communication device 202, in accordance with
various embodiments of the present disclosure. The communication device 202 includes a processor
204, a control circuitry module 206, a storage module 208, an input/output circuitry module 210 and
a communication circuitry module 212. In an embodiment of the present disclosure, the processor
204 includes one or more components of the advertisement serving optimization system 112.
Further, the one or more components of the advertisement serving optimization system 112 in the
processer 204 includes a fetching module 204a, a calculation module 204b, a priority setting module
204c, an advertisement serving module 204d, an updation engine 204e and a database 204f.[0038] It may be noted that to explain the system elements of FIG. 2, references will be made to the
system elements of FIG. 1A and FIG. 1B. In an embodiment of the present disclosure, the
processor 204 enables the working of the advertisement serving optimization system 112 for the
optimizing of the serving of the one or more advertisements to the one or more users on the
corresponding one or more publishers 106. In an embodiment of the present disclosure, the one or
more components of the advertisement serving optimization system 112 enables the optimizing of
the serving of the one or more advertisements on the one or more publishers 106. In an embodiment
of the present of the disclosure, the communication device 202 enables the hosting of the
advertisement serving optimization system 112.
[0039] Going further, the fetching module 204a in the processor 204 is configured for fetching the first
set of parameters. In addition, the first set of parameters is associated with the one or more
advertisers 108, the one or more publishers 106 and the one or more advertisements associated with
the one or more advertisers 106. In an embodiment of the present disclosure, the fetching module
204a fetches the first set of parameters from a server associated with the one or more publishers 106
and the one or more advertisers 108. In an embodiment of the present disclosure, the advertisement
serving optimization system 112 is linked with the server of each of the one or more publishers 106
and each of the one or more advertisers 108 for fetching the first set of parameters.
[0040] Further, the first set of parameters corresponds to one or more publisher properties and one or
more advertiser properties. In an embodiment of the present disclosure, the first set of parameters
contains one or more properties associated with each of the plurality of advertisement campaigns of
the one or more advertisers 108. In an embodiment of the present disclosure, the first set of
parameters correspond to information associated with the user 102 and the portable communication
device 104 fetched in real time when the user 102 accesses the one or more publishers 106. In an
embodiment of the present disclosure, the first set of parameters is pre-stored in a database of the
advertisement supplying intermediaries. In an embodiment of the present disclosure, the first set of
parameters is pre-stored in the advertisement serving optimization system 112.
[0041] Furthermore, the first set of parameters include but may not be limited to a name of each of the
one or more advertisers 108, an advertiser ID of each of the one or more advertisers 108, an
advertiser category of each of the one or more advertisers 108, an advertiser campaign information
for each of the one or more advertisers 108, an advertiser campaign ID for each of the one or more
advertisers 108, a banner type, a banner ID for each of the one or more advertisements, a publisherID for each of the one or more publishers 106, name of an operating system associated with the
portable communication device 104 accessed by the user 102 of the one or more users, time of
impression request by the one or more publishers 106, an OS version of the portable communication
device 104 accessed by the user 102 of the one or more users, a publisher category for each of the
one or more publishers 106 and a network ID.
[0042] In addition, the advertiser category corresponds to a class of products or services associated with
the one or more advertisers 108. In an embodiment of the present disclosure, the advertiser category
corresponds to a type of the products, services and the like illustrated through the one or more
advertisements. Moreover, the publisher category corresponds to a specific class of website or
application associated with each of the one or more publishers 106. The publisher category includes
real estate category, games category, e-commerce category or any other class of websites which are
capable of displaying the one or more advertisements to the one or more users.
[0043] In an embodiment of the present disclosure, the advertiser category and the publisher category is
determined by utilizing binary identification. In an embodiment of the present disclosure, each
publisher is recognized through a binary code. The binary code is pre-stored in the advertisement
serving optimization system 112. In an embodiment of the present disclosure, a fixed number of
binary codes are stored in the advertisement serving optimization system 112 based on number of the
one or more publishers 106 and the one or more advertisers 108 are linked with the advertisement
serving optimization system 112.
In an embodiment of the present disclosure, the binary
identification is done when the user 102 accesses the one or more publishers 106 and the one or
more advertisers 108 are trying to display the one or more advertisements on the one or more
publishers 106.
[0044] In an embodiment of the present disclosure, the operating system and the operating system
version of the portable communication device 104 is determined by extracting a device ID of the
portable communication device 104 when the user 104 accesses the one or more publishers 106
through the corresponding portable communication device 104. In an embodiment of the present
disclosure, the network ID corresponds to an ID of an advertisement network managing the
optimization of the serving of the one or more advertisements for the one or more publishers 106 and
the one or more advertisers 108. Moreover, the advertisement campaign information corresponds to
information associated with one or more campaign goals associated with each of the plurality of
advertisement campaigns.[0045] Moreover, the calculation module 204b in the processor 204 is configured to calculate a
probabilistic effective cost per thousand impressions value for the second set of parameters based on
the first set of parameters. In addition, the second set of parameters is associated with the one or
more advertisers 108, the one or more publishers 106 and the one or more advertisements associated
with the one or more advertisers 108. The effective cost per thousand impressions is calculated for
the one or more advertisements associated with the one or more advertisers 108.
[0046] In an embodiment of the present disclosure, the calculation module 204b monitors the
performance of each of the one or more advertisements on the corresponding one or more publishers
106 by calculating the effective cost per thousand impressions on a pre-defined intervals of time. In
an embodiment of the present disclosure, the effective cost per thousand impressions is calculated
for a number of combinations of the one or more advertisers 108 and the one or more publishers 106.
In an embodiment of the present disclosure, the effective cost per thousand impressions is calculated
for determining performance of each of the one or more advertisements on each of the one or more
publishers 106.
In an embodiment of the present disclosure, the effective cost per thousand
impressions is calculated in real time.
[0047] Moreover, the second set of parameters corresponds to a plurality of combinations of the one or
more publishers 106 and the one or more advertisers 108. Further, the second set of parameters
include but may not be limited to an effective cost per thousand impressions for each banner ID on
each publisher of the one or more publishers 106, an effective cost per thousand impressions for each
of the one or more advertisers 108 on each of the one or more publishers 106, an effective cost per
thousand impressions for each of the one or more advertisers 108 on each of one or more publisher
categories associated with each of the one or more publishers 106, an effective cost per thousand
impressions for each of one or more advertiser categories associated with the one or more advertisers
108 on each of the one or more publishers 106, an effective cost per thousand impressions for each
of the one or more advertiser categories on each of the one or more publisher categories, an effective
cost per thousand impressions for each of one or more banners IDs on each of the one or more
publishers 106, an effective cost per thousand impressions for each of the one or more banner IDs on
each of the one or more publisher categories, an effective cost per thousand impressions for each of
the one or more advertisers 108 on each of one or more networks, an effective cost per thousand
impressions of each of the one or more banner IDs on each of the one or more networks, an effective
cost per thousand impressions of each of the one or more advertiser categories on each of the one ormore networks, an effective cost per thousand impressions for each of one or more banner types on
each of the one or more networks, an effective cost per thousand impressions for each of the one or
more banner types on each of the one or more publishers 106 and an effective cost per thousand
impressions for each of the one or more banner types on each of the one or more publisher
categories.
[0048] In an embodiment of the present disclosure, the calculation module 204b calculates the effective
cost per thousand impressions for each of the above stated second set of parameters.
In an
embodiment of the present disclosure, the calculation module 204b also calculates the number of
impressions, the number of clicks and the number of installs corresponding to each of the one or
more advertisements. In an embodiment of the present disclosure, the calculation module 204b
calculates the second set of parameters after collecting information about each of the one or more
publishers 106, the one or more advertisers 108 and the one or more advertisements.
[0049] In an embodiment of the present disclosure, the second set of parameters is divided into
independent parameters and dependent parameters. The dependent parameter corresponds to the
effective cost per thousand impressions for each banner ID on each of the one or more publishers
106. In an embodiment of the present disclosure, the remaining parameters correspond to the
independent parameters.
[0050] For example, a user A visits a publisher P through a portable communication device D (say,
laptop). The publisher P displays a banner advertisement B on an advertisement slot S on the
publisher P. Moreover, the publisher P is an e-commerce category publisher. In addition, the banner
advertisement B has a banner id (say, 001) and an advertiser associated with the banner
advertisement B has an advertiser ID (say, 01). The calculation module 204b calculates total number
of impressions, total number of clicks, total number of installs and total revenue generated of the
banner advertisement B with the banner ID (001) on all the e-commerce publishers. Further, the
calculation module 204b calculates the effective cost per thousand impressions for the banner ID
(001) on all the e-commerce publishers based on the standard formula.
[0051] In an embodiment of the present disclosure, the calculation module 204b calculates the effective
cost per thousand impressions for category sub-parameters.
The category sub-parameters
correspond to category of the one or more publishers 106. In an embodiment of the present
disclosure, the effective cost per thousand impressions is calculated based on a regression equationwhich predicts the effective cost per thousand impressions on basis of the first set of parameters and
the second set of parameters. The regression equation is given by
2 Y = Beta0 + (Beta i * parameter i) for i=1 to n
[0052] In the above regression equation, Y denotes the probabilistic effective cost per thousand
impressions, Beta corresponds to weights and parameter corresponds to the first set of parameters
and the second set of parameters. In an embodiment of the present disclosure, the Beta can be in
decimal and negative numbers. For example, the regression equation calculates the effective cost
per thousand impression for an advertiser a1 on a publisher p1 with some banner type t1 and banner
id b1 on a network n1.
[0053] Further, in an embodiment of the present disclosure, the calculation is performed based on a
generation of a request from the one or more publishers 106. In an embodiment of the present
disclosure, the one or more publishers 106 request the one or more advertisement for displaying to
the user 102. In an embodiment of the present disclosure, the identification of the banner type is
performed using the binary identification when the banner ad request is made. Moreover, the banner
type includes interstitial, banner, dialog, expandable and app icon. For example, a publisher P
requests the advertisement from an ad server. The banner type includes a banner b1 (interstitial), a
banner b2 (banner), a banner b3 (dialog), a banner b4 (expandable) and a banner b5 (app icon). The
request is made for a banner ad which is displayed on the publisher P website. According to the
regression equation, b2 is equal to 1 and b1, b3, b4 and b5 are zero. Therefore, the calculation
module 204b identifies the advertisement as banner ad according to the binary code and assigns
weigh to correct parameter.
[0054] In an embodiment of the present disclosure, the advertiser category is computed in the same way
as above for calculating the effective cost per thousand impressions. Similarly, the calculation
module 204b calculated the effective cost per thousand impressions for rest of the second set of
parameters for monitoring the performance of the one or more advertisements in real time.
[0055] Going further, the priority setting module 204c in the processor 204 is configured for ranking
each of the plurality of advertisement campaigns associated with each of the one or more advertisers
108. The rank is assigned based on the probabilistic effective cost per thousand impressions value
and a third set of parameters associated with each of the plurality of advertisement campaigns. In
addition, the ranking is performed for assigning a priority level to each of the plurality of
advertisement campaigns. Moreover, the priority is assigned based on weights. In an embodimentof the present disclosure, the priority setting module 204c gives higher priority to one or more
advertisement campaigns of the plurality of advertisement campaigns based on their performance.
[0056] Further, the third set of parameters corresponds to one or more properties associated with each of
the plurality of advertisement campaigns. The one or more properties associated with each of the
plurality of advertisement campaigns include a daily event goal, a time limit for each of the plurality
of advertisement campaigns and a set priority. In addition, the third set of parameters is defined by
each of the one or more advertisers 108 for their corresponding advertisement campaigns. In an
embodiment of the present disclosure, the one or more advertisers may or may not define the third
set of parameters.
[0057] In an embodiment of the present disclosure, the ranking is done for allowing advertisement
campaigns of the plurality of advertisement campaigns having a better effective cost per thousand
impressions value to be given a higher preference for displaying targeted advertisements to the one
or more users. Further, the ranking allows the advertisement supplying intermediaries to generate
more revenue by displaying the one or more advertisements of the one or more advertisers 108
having a higher effective cost per thousand impressions which in turn benefits the advertisement
supplying intermediaries. In an embodiment of the present disclosure, the priority setting module
204c assigns more weight to the advertisement campaigns with higher effective cost per thousand
impressions by taking in account the campaigns goals of the one or more advertisers 104 in order to
allow the one or more advertisers 108 achieve their target in the defined time limit.
[0058] In an embodiment of the present disclosure, the rank calculation when the daily event goal is
provided for each of the plurality of advertisement campaigns is based on multiplication of a pre-
defined factor and a cumulative effective cost per thousand impressions. Moreover, the pre-defined
factor is based on a total number of events for each of the plurality of advertisement campaigns, a
remaining number of events for each of the plurality of advertisement campaigns, total time for each
of the plurality of advertisement campaigns and a remaining time for each of the plurality of
advertisement campaigns. In an embodiment of the present disclosure, the rank is calculated using
the formula given below
D= (Re/Te)/(Tt/Rt)
Rank=D*y
[0059] In the above formula, D corresponds to the pre-defined factor, Re corresponds to remaining
number of events, Te corresponds to total number of events, Tt corresponds to total number of timeand Rt corresponds to remaining number of events. Moreover, the rank is calculated by multiplying
the pre-defined factor (D) and the predicted effective cost per thousand impressions (y).
[0060] In an embodiment of the present disclosure, the daily event goal is dynamically calculated when
the one or more advertisers 108 do not provide the daily event goal based on a predictive batch
processing method. In an embodiment of the present disclosure, a data associated with the one or
more advertisements is fetched for a pre-defined interval of time and the daily event goal is then
calculated based on the data. In an embodiment of the present disclosure, the priority is assigned
based on a pre-determined criterion when the data is not available for the pre-defined interval of
time. In an embodiment, the pre-determined criterion corresponds to a pre-defined goal associated
with the number of impressions given to the one or more advertisements. For example, a banner is
provided a goal of 30,000 impressions and if the banner reaches 80% goal at end of the pre-defined
interval (say, 7 days), then the goal is increased by 20%. In another case, when the banner reaches
40% goal, then the goal is decreased by 20%. In this way, the priority setting module 204c gives
more weight to banners which are performing well as compared to banners which are not based on
the effective cost per thousand impressions.
[0061] Going further, the advertisement serving module 204d in the processor 204 is configured to serve
the one or more advertisements to the one or more users on the corresponding one or more
publishers 106 based on the ranking of each of the plurality of advertisement campaigns. The served
one or more advertisements corresponding to the one or more advertisers 108 associated with a
corresponding one or more advertisements campaigns of the plurality of advertisement campaigns
having the highest rank and priority. In addition, the one or more advertisements are served in real
time.
[0062] In an embodiment of the present disclosure, the one or more advertisements are served in a
decreasing order of the effective cost per thousand impressions. In an embodiment of the present
disclosure, the advertisement serving module 204d allows serving of the one or more advertisements
having higher effective cost per thousand impressions taking into account the daily event goals of the
one or more advertisers 108.
In an embodiment of the present disclosure, the one or more
advertisements are displayed in the corresponding advertisement slots of the corresponding one or
more publishers 106. In an embodiment of the present disclosure, the one or more advertisements
are served on a specific category of publishers on which the one or more advertisers 108 have the
highest effective cost per thousand impressions.[0063] In an embodiment of the present disclosure, the one or more advertisements are served for the
one or more advertisers 108 belonging to a specific category of advertisers having the highest
effective cost per thousand impressions on the specific category of the one or more publishers 106.
In an embodiment of the present disclosure, the one or more advertisements is served in one or more
formats including audio format, rich media format, video format, multi-media format and the like.
In an embodiment of the present disclosure, the one or more advertisements are displayed in a sorted
list. In an embodiment of the present disclosure, the one or more advertisements are served based on
the operating system of the portable communication device 104.
[0064] Moreover, the updation engine 204e in the processor 204 is configured to dynamically update the
first set of parameters, the second set of parameters, the third set of parameters and the rank of each
of each of the plurality of advertisement campaigns. In addition, the updating is done in real time.
In an embodiment of the present disclosure, the updating is done for machine based learning and
refining the optimization algorithm. Further, the database 204f in the processor 204 is configured to
store the first set of parameters, the second set of parameters and the third set of parameters.
[0065] It may be noted that in FIG. 2, various modules of the advertisement serving optimization
system 112 are shown that illustrates the working of the advertisement serving optimization system
112; however those skilled in the art would appreciate that the advertisement serving optimization
system 112 may have more number of modules that could illustrate overall functioning of the
advertisement serving optimization system 112.
[0066] Going further, the communication device 202 includes any suitable type of portable electronic
device. Examples of the communication device 202 include but may not be limited to a personal e-
mail device (e.g., a Blackberry.TM. made available by Research in Motion of Waterloo, Ontario), a
personal data assistant ("PDA"), a cellular telephone, a Smartphone, the laptop computer, and the
tablet computer. In another embodiment of the present disclosure, the communication device 202
can be a desktop computer.
[0067] From the perspective of this disclosure, the control circuitry module 206 includes any processing
circuitry or processor operative to control the operations and performance of the communication
device 202. For example, the control circuitry module 206 may be used to run operating system
applications, firmware applications, media playback applications, media editing applications, or any
other application. In an embodiment, the control circuitry module 206 drives a display and process
inputs received from the user interface. From the perspective of this disclosure, the storage module208 includes one or more storage mediums including a hard-drive, solid state drive, flash memory,
permanent memory such as ROM, any other suitable type of storage component, or any combination
thereof. The storage module 208 may store, for example, media data (e.g., music and video files),
application data (e.g., for implementing functions on the communication device 202).
[0068] From the perspective of this disclosure, the I/O circuitry module 210 may be operative to convert
(and encode/decode, if necessary) analog signals and other signals into digital data.
In an
embodiment, the I/O circuitry module 210 may also convert the digital data into any other type of
signal and vice-versa. For example, the I/O circuitry module 210 may receive and convert physical
contact inputs (e.g., from a multi-touch screen), physical movements (e.g., from a mouse or sensor),
analog audio signals (e.g., from a microphone), or any other input. The digital data may be provided
to and received from the control circuitry module 206, the storage module 208 or any other
component of the communication device 202. It may be noted that the I/O circuitry module 210 is
illustrated in FIG. 2 as a single component of the communication device 202; however those skilled
in the art would appreciate that several instances of the I/O circuitry module 210 may be included in
the communication device 202.
[0069] The communication device 202 may include any suitable interface or component for allowing
the user 102 to provide inputs to the I/O circuitry module 210. The communication device 202 may
include any suitable input mechanism. Examples of the input mechanism include but may not be
limited to a button, keypad, dial, a click wheel, and a touch screen.
In an embodiment, the
communication device 202 may include a capacitive sensing mechanism, or a multi-touch capacitive
sensing mechanism. In an embodiment, the communication device 202 may include specialized
output circuitry associated with output devices such as, for example, one or more audio outputs. The
audio output may include one or more speakers built into the communication device 202, or an audio
component that may be remotely coupled to the communication device 202.
[0070] The one or more speakers can be mono speakers, stereo speakers, or a combination of both. The
audio component can be a headset, headphones or ear buds that may be coupled to the
communication device 202 with a wire or wirelessly. In an embodiment, the I/O circuitry module
210 may include display circuitry for providing a display visible to the user 102. For example, the
display circuitry may include a screen (e.g., an LCD screen) that is incorporated in the
communication device 202. The display circuitry may include a movable display or a projecting
system for providing a display of content on a surface remote from the communication device 202(e.g., a video projector). In an embodiment, the display circuitry may include a coder/decoder to
convert digital media data into the analog signals. For example, the display circuitry may include
video Codecs, audio Codecs, or any other suitable type of Codec.
[0071] The display circuitry may include display driver circuitry, circuitry for driving display drivers or
both. The display circuitry may be operative to display content. The display content can include
media playback information, application screens for applications implemented on the electronic
device, information regarding ongoing communications operations, information regarding incoming
communications requests, or device operation screens under the direction of the control circuitry
module 206. Alternatively, the display circuitry may be operative to provide instructions to a remote
display. In addition, the communication device 202 includes the communication circuitry module
212. The communication circuitry module 212 may include any suitable communication circuitry
operative to connect to a communication network and to transmit communications (e.g., voice or
data) from the communication device 202 to other devices within the communications network. The
communication circuitry module 212 may be operative to interface with the communication network
using any suitable communication protocol. Examples of the communication protocol include but
may not be limited to Wi-Fi, Bluetooth RTM, radio frequency systems, infrared, LTE, GSM, GSM
plus EDGE, CDMA, and quadband.
[0072] In an embodiment, the communication circuitry module 212 may be operative to create a
communications network using any suitable communications protocol.
For example, the
communication circuitry module 212 may create a short-range communication network using a
short-range communications protocol to connect to other devices. For example, the communication
circuitry module 212 may be operative to create a local communication network using the Bluetooth,
RTM protocol to couple the communication device 202 with a Bluetooth, RTM headset.
[0073] It may be noted that the computing device is shown to have only one communication operation;
however, those skilled in the art would appreciate that the communication device 202 may include
one more instances of the communication circuitry module 212 for simultaneously performing
several communication operations using different communication networks.
For example, the
communication device 202 may include a first instance of the communication circuitry module 212
for communicating over a cellular network, and a second instance of the communication circuitry
module 212 for communicating over Wi-Fi or using Bluetooth RTM.[0074] In an embodiment of the present disclosure, the same instance of the communication circuitry
module 212 may be operative to provide for communications over several communication networks.
In an embodiment, the communication device 202 may be coupled to a host device for data transfers,
syncing the communication device 202, software or firmware updates, providing performance
information to a remote source (e.g., providing riding characteristics to a remote server) or
performing any other suitable operation that may require the communication device 202 to be
coupled to the host device. Several computing devices may be coupled to a single host device using
the host device as a server. Alternatively or additionally, the communication device 202 may be
coupled to the several host devices (e.g., for each of the plurality of the host devices to serve as a
backup for data stored in the communication device 202).

Claims:
What is claimed is:
1.
An advertisement serving optimization system for optimizing serving of one or more advertise-
ments on one or more publishers, the advertisement serving optimization system comprising:
a fetching module in a processor, the fetching module being configured for fetching a first set of
parameters, wherein the first set of parameters being associated with one or more advertisers, the one
or more publishers and the one or more advertisements associated with the one or more advertisers;
a calculation module in the processor, the calculation module being configured to calculate a
probabilistic effective cost per thousand impressions value for a second set of parameters based on
the first set of parameters, wherein the second set of parameters being associated with the one or
more advertisers, the one or more publishers and the one or more advertisements associated with the
one or more advertisers and wherein the effective cost per thousand impressions being calculated for
the one or more advertisements associated with the one or more advertisers;
a priority setting module in the processor, the priority setting module being configured for
ranking each of a plurality of advertisement campaigns associated with each of the one or more
advertisers, wherein the rank being assigned based on the probabilistic effective cost per thousand
impressions value and a third set of parameters associated with each of the plurality of advertisement
campaigns, wherein the ranking being performed for assigning a priority level to each of the
plurality of advertisement campaigns and wherein the priority being assigned based on weights; and
an advertisement serving module in the processor, the advertisement serving module being
configured to serve the one or more advertisements to one or more users on the corresponding one or
more publishers based on the ranking of each of the plurality of advertisement campaigns, wherein
the served one or more advertisements corresponding to the one or more advertisers being associated
with a corresponding one or more advertisements campaigns of the plurality of advertisement
campaigns having a highest rank and priority and wherein the one or more advertisements being
served in real time.
2.
The advertisement serving optimization system as recited in claim 1, further comprising an upda-
tion engine in the processor, the updation engine being configured to dynamically update the first setof parameters, the second set of parameters, the third set of parameters and the rank of each of each
of the plurality of advertisement campaigns and wherein the updating being done in real time.
3.
The advertisement serving optimization system as recited in claim 1, wherein the first set of pa-
rameters comprises at least one of a name of each of the one or more advertisers, an advertiser ID of
each of the one or more advertisers, an advertiser category of each of the one or more advertisers, an
advertiser campaign information for each of the one or more advertisers, an advertiser campaign ID
for each of the one or more advertisers, a banner type, a banner ID for each of the one or more ad-
vertisements, a publisher ID for each of the one or more publishers, name of an operating system as-
sociated with a portable communication device accessed by a user of the one or more users, time of
impression request by the one or more publishers, an operating system version of the portable com-
munication device accessed by the user of the one or more users, a publisher category for each of the
4.
one or more publishers and a network ID.
The advertisement serving optimization system as recited in claim 3, wherein the advertiser cate-
gory and the publisher category being determined by utilizing a binary identification.
5.
The advertisement serving optimization system as recited in claim 1, wherein the second set of
parameters comprises at least one of an effective cost per thousand impressions for each banner ID
on each publisher of the one or more publishers, an effective cost per thousand impressions for each
of the one or more advertisers on each of the one or more publishers, an effective cost per thousand
impressions for each of the one or more advertisers on each of one or more publisher categories as-
sociated with each of the one or more publishers, an effective cost per thousand impressions for each
of one or more advertiser categories associated with the one or more advertisers on each of the one
or more publishers, an effective cost per thousand impressions for each of the one or more advertiser
categories on each of the one or more publisher categories, an effective cost per thousand impres-
sions for each of one or more banners IDs on each of the one or more publishers, an effective cost
per thousand impressions for each of the one or more banner IDs on each of the one or more pub-
lisher categories, an effective cost per thousand impressions for each of the one or more advertisers
on each of one or more networks, an effective cost per thousand impressions of each of the one or
more banner IDs on each of the one or more networks, an effective cost per thousand impressions of
each of the one or more advertiser categories on each of the one or more networks, an effective cost
per thousand impressions for each of one or more banner types on each of the one or more networks,
an effective cost per thousand impressions for each of the one or more banner types on each of theone or more publishers and an effective cost per thousand impressions for each of the one or more
banner types on each of the one or more publisher categories.
6.
The advertisement serving optimization system as recited in claim 1, wherein the third set of pa-
rameters corresponds to one or more properties associated with each of the plurality of advertisement
campaigns, wherein the one or more properties associated with each of the plurality of advertisement
campaigns comprises at least one of a daily event goal, a time limit for each of the plurality of adver-
7.
tisement campaigns and a set priority.
The advertisement serving optimization system as recited in claim 1, further comprising a data-
base in the processor, the database being configured to store the first set of parameters, the second
set of parameters and the third set of parameters.
8.
The advertisement serving optimization system as recited in claim 1, wherein the calculation be-
ing performed based on a generation of a request from the one or more publishers.
9.
The advertisement serving optimization system as recited in claim 1, wherein the rank calcula-
tion when the daily event goal being provided for each of the plurality of advertisement campaigns
being based on multiplication of a pre-defined factor and a cumulative effective cost per thousand
impressions and wherein the pre-defined factor being based on a total number of events for each of
the plurality of advertisement campaigns, a remaining number of events for each of the plurality of
advertisement campaigns, total time for each of the plurality of advertisement campaigns and a re-
10.
maining time for each of the plurality of advertisement campaigns.
The advertisement serving optimization system as recited in claim 1, wherein the one or more
advertisements being displayed based on the effective cost per thousand impressions in a decreasing
order of the effective cost per thousand impressions.