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DYNAMIC MEDIA BUY OPTIMIZATION USING ATTRIBUTION-INFORMED MEDIA BUY EXECUTION FEEDS
DYNAMIC MEDIA BUY OPTIMIZATION USING ATTRIBUTION-INFORMED MEDIA BUY EXECUTION FEEDS
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机译:使用归因信息化的媒体购买执行馈送进行动态媒体购买优化
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摘要
Touchpoint encounters, which represent exposure to messages transmitted through a network to users, include attributes that define universal unique identifiers (UUIDs) for user devices and at least one cross-device user engagement stack. The cross-device user engagement stack consolidates the touchpoint encounters from the user devices with different UUIDs but associated with a single user. A stimulus attribution predictive model outputs attribution parameters to estimate an effectiveness of the messages to elicit positive responses from the users. Media buy execution feed parameters are generated to quantify a set of spending amounts, based on the attribution parameters, so as to specify a cost-effective amount to deliver one of the messages to the users. The media buy execution feed parameters are delivered to programmatic media buying execution platforms that attempt to deliver the messages in accordance with the spending amounts.
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