Methods and apparatus for optimizing advertisement allocation

Abstract

In some embodiments, an apparatus includes a weight module, a performance module and an allocator module. The weight module calculates a weight for each segment from a set of segments of potential advertisement placements matching a criterion. The weight for a segment is based at least partially on (1) a budget score for an advertisement campaign and (2) a number of potential placements for the segment. The performance module calculates a performance score for the advertisement campaign at each segment from the set of segments. The performance score of the segment is based on a success metric for an advertisement at the segment and a number of impressions for the segment. The allocator module presents the advertisement at a placement associated with the segment if the weight for the segment is greater than a first threshold and the performance score for the segment is greater than a second threshold.

1 - 20 . (canceled) 
     
     
         21 . A method, comprising:
 receiving a datum associated with an advertisement campaign;   calculating a budget score for the advertisement campaign, the budget score being based on the datum and a number of advertisement units in a campaign budget of the advertisement campaign;   calculating a weight for each segment from a plurality of segments of potential placements matching a criterion of the advertisement campaign, the weight for a segment from the plurality of segments being based on the budget score and a number of potential placements for that segment from the plurality of segments; and   sending a signal such that at least one advertisement from the advertisement campaign is presented to a placement associated with the segment from the plurality of segments when the weight for that segment meets a criterion.   
     
     
         22 . The method of  claim 21 , wherein the criterion is a first criterion, the sending the signal includes sending the signal such that the at least one advertisement from the advertisement campaign is presented to the placement associated with the segment from the plurality of segments when the weight for that segment meets the first criterion and a predicted performance of the advertisement campaign for that segment meets a second criterion. 
     
     
         23 . The method of  claim 21 , further comprising:
 generating a random value for the criterion.   
     
     
         24 . The method of  claim 21 , further comprising:
 calculating a predicted performance value for the segment from the plurality of segments based on a relationship of a success metric for the segment from the plurality of segments and a number of impressions for the segment from the plurality of segments.   
     
     
         25 . The method of  claim 21 , wherein the budget score for the advertisement campaign increases as the number of advertisement units in the campaign budget of the advertisement campaign increases or the number of potential placements matching the criterion of the advertisement campaign decreases. 
     
     
         26 . The method of  claim 21 , wherein the sending the signal includes sending the signal such that the at least one advertisement is presented to a greater number of segments from the plurality of segments as the budget score for the advertisement campaign increases. 
     
     
         27 . The method of  claim 21 , wherein the advertisement units include at least one of advertisement impressions, advertisement clicks, conversion rate, time spent, engagement rate, reach frequency, or brand-lift. 
     
     
         28 . The method of  claim 21 , further comprising:
 calculating the number of advertisement units in the campaign budget, the number of advertisement units being based on a total budget of the campaign budget of the advertisement campaign and a cost of each advertisement from the advertisement campaign.   
     
     
         29 . An apparatus, comprising:
 a memory storing a weight module configured to calculate a weight for each segment from a plurality of segments of potential advertisement placements matching a first criterion, the weight for a segment from the plurality of segments being based at least partially on a number of potential placements for the segment from the plurality of segments;   the memory storing a performance module configured to calculate a performance score for the advertisement campaign at each segment from the plurality of segments, the performance score of the segment from the plurality of segments being based on a success metric for the at least one advertisement at the segment from the plurality of segments; and   the memory storing an allocator module configured to send a signal such that the at least one advertisement is presented at a placement associated with the segment from the plurality of segments when at least one of (1) the weight for the segment meets a second criterion, or (2) the performance score for the segment meets a third criterion.   
     
     
         30 . The apparatus of  claim 29 , wherein:
 the memory stores a budget module configured to calculate the budget score for the advertisement campaign, the budget score being based on a number of advertisement units in a campaign budget of the advertisement campaign and a number of potential advertisement placements matching the first criterion of the advertisement campaign.   
     
     
         31 . The apparatus of  claim 29 , wherein:
 the memory stores a placement estimator module configured to predict a number of potential placements for each segment from the plurality of segments.   
     
     
         32 . The apparatus of  claim 29 , wherein the performance, module is configured to assign a maximum performance score for the performance score of the segment from the plurality of segments prior to the at least one advertisement being placed at a placement associated with the segment from the plurality of segments. 
     
     
         33 . The apparatus of  claim 29 , wherein the allocator module is configured to generate a random value for at least one of the second criterion or the third criterion. 
     
     
         34 . The apparatus of  claim 29 , wherein the weight for the segment from the plurality of segments is at least partially based on a ratio of the number of potential placements for the segment from the plurality of segments to a number of potential placements for the remaining segments from the plurality of segments. 
     
     
         35 . The apparatus of  claim 29 , wherein the weight for the segment from the plurality of segments is based at least partially on a budget score for an advertisement campaign with at least one advertisement. 
     
     
         36 . The apparatus of  claim 29 , wherein the performance score of the segment from the plurality of segments is based at least partially on a number of impressions for the segment from the plurality of segments. 
     
     
         37 . A non-transitory processor-readable medium storing code representing instructions to cause a processor to:
 receive a datum associated with a campaign budget of an advertisement campaign;   calculate a weight for each segment from a plurality of segments of potential advertisement placements matching a criterion, the weight for a segment from the plurality of segments being based at least partially on, the datum associated with the campaign budget;   calculate a predicted performance value for the segment from the plurality of segments based on a success metric for the segment from the plurality of segments; and   send a signal to present an advertisement from the advertisement campaign at a placement associated with the segment from the plurality of segments based on at least one of (1) the weight for the segment, or (2) the predicted performance value for the segment.   
     
     
         38 . The non-transitory processor-readable medium of  claim 37 , wherein the code representing instructions to cause the processor to send includes code representing instructions to cause the processor to send the signal such that the advertisement from the advertisement campaign is presented at the placement associated with the segment from the plurality of segments when the weight for the segment meets a first criterion and the predicted performance value for the segment meets a second criterion. 
     
     
         39 . The non-transitory processor-readable medium of  claim 37 , wherein the success metric for the segment from the plurality of segments includes a number of clicks for an advertisement from the advertisement campaign displayed at a placement associated with the segment from the plurality of segments. 
     
     
         40 . The non-transitory processor-readable medium of  claim 37 , wherein the campaign budget of the advertisement campaign provides for at least one of a number of advertisement impressions or a number of advertisement clicks. 
     
     
         41 . The non-transitory processor-readable medium of  claim 37 , wherein the predicted performance value for the segment from the plurality of segments is a maximum predicted performance value prior to an advertisement from the advertisement campaign being placed at a placement associated with the segment from the plurality of segments. 
     
     
         42 . The non-transitory processor-readable medium of  claim 37 , wherein the success metric for the segment from the plurality of segments includes a number of items purchased and associated with an advertisement from the advertisement campaign displayed at a placement associated with the segment from the plurality of segments.