Patent ID: 11928711
Assignee: INTEGRAL AD SCIENCE, INC.
Field: IT methods for management (Electrical engineering)
Classification: CPC G | IPC G

Claim 0:
1. A method for determining whether to present an advertisement on client devices, the method comprising:
setting, using a hardware processor of a server, a campaign frequency cap for an advertising campaign based on campaign characteristics, wherein the campaign frequency cap is set an initial level to inhibit the campaign frequency cap from being reached prior to determining information regarding converting users;
in response to determining that the campaign frequency cap has not been exceeded, inserting, using the hardware processor, client-side code into an advertisement from the advertising campaign that is presented on a plurality of client devices, wherein the client-side code, when executed by each of the plurality of client devices, causes each client device to: determine a probability of whether the advertisement in the advertising campaign was likely to have been viewed on a client device based on size of the advertisement, and determine an in-view time of a web page that includes the advertisement on the client device;
determining, using the hardware processor, whether each of the plurality of client devices is one of a subset of converting users from a plurality of user types based on page visitation information responsive to the advertisement that was received from the inserted client-side code executing on each of the plurality of client devices;
determining, using the hardware processor, for each of the client devices identified as one of a subset of converting users, an expected number of viewed advertisements for the advertising campaign based on the probability of whether the advertisement in the advertising campaign was likely to have been viewed on a client device of one of the subset of converting users;
in response to determining the expected number of viewed advertisements for the advertising campaign based on the probability of whether the advertisement in the advertising campaign was likely to have been viewed on the client device of one of the subset of converting users, generating, using the hardware processor, a probabilistic distribution of campaign conversions as a function of the number of advertisements each of the subset of converting users viewed prior to performing a conversion event;
in response to generating the probabilistic distribution of campaign conversions as the function of the number of advertisements each of the subset of converting users viewed prior to performing the conversion event, comparing, using the hardware processor, a shape of the generated probabilistic distribution of campaign conversions against shapes of distributions for other campaigns;
in response to the comparison of the shape of the generated probabilistic distribution of campaign conversions against shapes of distributions for other campaigns indicating that a difference between the shape of the generated probabilistic distribution and one of the shapes of distributions for the other campaigns is greater than a threshold amount, modifying, using the hardware processor, the campaign frequency cap for the advertising campaign;
transmitting, using the hardware processor, a request to an advertising server to prevent the advertisement and additional advertisements within the advertising campaign from being served to client devices in response to determining that the modified campaign frequency cap has been exceeded;
in response to transmitting the request to the advertisement server to prevent the advertisement and the additional advertisements within the advertising campaign from being served to the client devices, determining, using the hardware processor, whether the advertisement and the additional advertisement have been presented on the client devices using the client-side code;
in response to determining that the advertisement and the additional advertisement have been presented on one or more of the client devices, determining, using the hardware processor, that the advertisement server has not complied with the transmitted request; and
determining, using the hardware processor, whether the client device that received the advertisement and the additional advertisement and that was not in compliance with the transmitted request to the advertisement server to prevent the advertisement and the additional advertisements within the advertising campaign from being served to the client devices is being correctly identified by the advertisement server.