Adobe Inc.
Methods for viewer modeling and bidding in an online advertising campaign

Abstract:

Systems and methods are disclosed for employing supervised machine learning methods with activities and attributes of viewers with truth as input, to produce models that are utilized in determining probabilities that an unknown viewer belongs to one or more demographic segment categories. Using these models for processing viewer behavior, over a period of time a database of known categorized viewers is established, each categorized viewer having a probability of belonging to one or more segment categories. These probabilities are then used in bidding for online advertisements in response to impression opportunities offered in online media auctions. The probabilities are also used in predicting on-target impressions and GRPs (Gross Rating Points) in advance of online advertising media campaigns, and pricing those campaigns to advertiser/clients. Strategies are also disclosed for fulfilling a campaign when an available inventory of known categorized viewers is not adequate to fulfill a campaign in a required runtime.