Determining a Regret Metric for Advertisement Campaigns

• Main Authors: Gummadi Subha Ramakrishna, Nagarajan Chandrashekhar, Bhalgat Anand Sumatilal
• Format: Patent
• Language: English
• Published: 18.05.2017
• Subjects: CALCULATING; COMPUTING; COUNTING; DATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FORADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORYOR FORECASTING PURPOSES; PHYSICS; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE,COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTINGPURPOSES, NOT OTHERWISE PROVIDED FOR

An advertising ("ad") system allows users to specify a budget for an advertisement ("ad") campaign including ad requests ("ads"), and the ad system automatically determines bids on a per-impression basis to pace the ad spend according to the budget. The ad system computes a "regret" metric for the ad campaign, which is the total amount over the course of the ad campaign that the advertiser had to pay for presenting an ad above the ideal bid (e.g., the bid that would have captured at least a threshold number of the lowest priced impressions during the ad campaign's life while spending the budget). The ad system may use the regret metric to indicate the performance of the ad campaign, e.g., as feedback for the advertiser.