Patent ID: 11880861
Assignee: TATARI, INC.
Field: IT methods for management (Electrical engineering)
Classification: CPC G | IPC G

Claim 7:
8. A system for debiasing media creative efficiency, comprising:
a processor;
a non-transitory computer-readable medium; and
stored instructions translatable by the processor for:
retrieving offline data from a database, the offline data including spot airing data comprising information on media creatives and networks on which the media creatives aired through linear television, the information containing biases due to a plurality of factors;
determining, based at least on the media creatives and the networks in the spot airing data, a plurality of media creatives with overlapping networks on which the plurality of media creatives aired so as to allow for a media creative performance analysis;
conducting the media creative performance analysis on the plurality of media creatives, the media creative performance analysis comprising:
computing a media creative efficiency for each media creative of the plurality of media creatives per network, wherein the media creative efficiency is defined in terms of an incremental lift in unique visitors to a website per dollar spent on a respective media creative;
creating a data structure for storing observations suitable as input to a weighted generalized linear model (GLM), wherein each entry in the data structure represents a network-media creative combination derived from the determined plurality of media creatives with overlapping networks;
modifying the data structure to include a network spend for the each entry;
computing a media creative efficiency for each respective network-media creative-network spend combination in the data structure, wherein the media creative efficiency is defined in terms of an incremental lift in unique visitors to a website per the network spend on the respective network-media creative combination; and
performing a weighted GLM fitting operation over input data in the data structure to obtain quantified impacts of the plurality of media creatives beyond effects of the overlapping networks and differences in the networks and audiences of the networks;

adjusting the media creative efficiency for each network-media creative-network spend combination in the data structure utilizing the obtained quantified impacts of the plurality of media creatives to thereby debias the media creative efficiency for each network-media creative-network spend combination in the data structure; and
presenting, through a user interface, results from the adjusting, the presenting including generating a visualization for displaying the results on the user interface, the results including the plurality of media creatives and corresponding debiased media creative efficiencies as adjusted and stored in the data structure.