Patent ID: 11880865
Assignee: CPL ASSETS, LLC
Field: IT methods for management (Electrical engineering)
Classification: CPC G | IPC G

Claim 13:
14. A system comprising:
one or more computer readable storage devices configured to store:
a plurality of computer-executable instructions;
a plurality of placements, wherein each placement of the plurality of placements indicates a location within a user interface where a creative is rendered;
a plurality of creatives, wherein each creative of the plurality of creatives includes one or more images or text associated with one or more advertisements; and
weightings data comprising a plurality of weightings corresponding to the plurality of creatives, wherein the weightings data associated with each creative includes historical performance data of advertisements associated with each creative; and
one or more hardware computer processors in communication with the one or more computer readable storage devices to execute the plurality of computer-executable instructions to cause the system to:
receive, from a web server in communication with a target device, a request for one or more creatives to be placed on a webpage at one or more available placements, wherein the request includes device identifying information identifying the target device;
generate performance forecast data for a first creative of the plurality of creatives at a first placement of the plurality of placements by:
accessing the historical performance data corresponding to the first creative;
determining a reference value for each placement that the first creative may be used on; and
determining performance forecasts for the first creative based at least in part on the historical performance data;
perform statistical tests on the historical performance data to determine a likely future performance of the first creative at a first placement by:
determining a confidence value by comparing the first creative to reference values, wherein the confidence value indicates that the first creative at the first placement will likely outperform other creatives of the plurality of creatives at the first placement;
generate weightings data for the first creative at the first placement based at least in part on the confidence value and performance forecasts, wherein the confidence value is adjusted based on an aggressiveness factor, wherein a high aggressiveness factor corresponds to more weight being placed on the first creative, and wherein the aggressiveness factor is computed based at least in part on two or more of:
(i) a number of creatives that are a part of an advertising plan;
(ii) a number of inquiries available for evaluating a top performer's performance with respect to revenue generated or number of selections over a period of time;
(iii) a degree to which the confidence values on top performers impression conversion rate and revenue per thousand impressions are consistent;
and (iv) an amount of dispersion of the confidence values of creatives with respect to variation of the confidence values in relation to a mean confidence value;
generate and transmit, to the web server, instructions for accessing the first creative and for displaying the first creative on the target device at a first placement, wherein the instructions are configured for transmission from the web server to the target device to allow the target device to access the first creative from a server external to the web server;
determine conversion success of the first creative based at least in part on whether the target device reaches online content associated with selection of the first creative; and
update the weightings data based at least in part on the determined conversion success.