Methods for controlling an advertising campaign

Details Methods for controlling an advertising campaign Methods for controlling an advertising campaign

2007-10-15

2010-11-16

Dixon, Thomas (Department: 3684)

Data processing: financial, business practice, management, or co

Automated electrical financial or business practice or...

Discount or incentive

Reexamination Certificate

active

07835937

ABSTRACT:
Methods and systems consistent with the present invention enable the control of aspects of an advertising campaign, such as revenue expenditure, by comparing actual and desired behavior and incorporating feedback and feed-forward error correction to continuously adjust the campaign's behavior. In certain embodiments, this control is achieved without considering individual advertisement requests or ad placements, thus bypassing the lowest-level details and instead adjusting behavior on a campaign-wide level using an adaptive control system.

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Copending U.S. Appl. No. 11/979,096, filed Oct. 31, 2007, in the name of Niklas Karlsson, entitled “Pre-Shape Filter.”
Copending U.S. Appl. No. 11/979,098, filed Oct. 31, 2007, in the name of Niklas Karlsson, entitled “Advertising Revenue Predictor.”
Colombo, Richard, “A Model for Diagnosing and Reducing Nonresponse Bias,” Journal of Advertising Research, Jan.-Apr. 2000, p. 85 (12 pages).

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