Synchronizing Survey Collection with Ad Distribution During an Ad Campaign

Number: 20210295358
Published: 2021-09-23
Filed: 2020-03-17
Assignee: DISNEY ENTERPRISES, INC.
Inventors: Li; Binbin, Budninskiy; Maxim, Rangsikitpho; Joshua, Auslander; Jamie, Hwang; Kenneth, Conrad; Amanda, Asselin; Simon
CPC: G06Q30/0254; G06Q30/0203; G06Q30/0245
Verdict: Set aside ad-tech survey/campaign sync, business
Source: Google Patents · FreePatentsOnline

Abstract

A system includes a hardware processor and a memory storing software code for controlling distribution of ad surveys to target audiences. For each target audience, the hardware processor executes the software code to receive ad data describing an ad volume distributed to the target audience during a predetermined time interval of an ad campaign, and to receive survey data describing a survey volume distributed to the target audience and a survey response volume collected from the target audience during the predetermined time interval. The software code also determines a next survey sampling rate for the target audience based on the ad data and the survey data, such that the volume of survey responses collected from the target audience during matches an ad distribution volume for the target audience within a predetermined threshold during each predetermined time interval of the ad campaign.

Background

BACKGROUND

Advertising (ad) campaign strategies are increasingly reliant on the collection of vast amounts of data regarding potential customers to determine when and where to target advertisements in order to best ensure a successful ad campaign. Moreover, in online advertising, it is important to be able to correctly and accurately evaluate the performance of an ad campaign in real-time. The performance of an ad campaign demonstrates whether or not an advertising strategy results in a positive return on investment (ROI) and guides further actions, such as budget allocation and campaign operations, for example.

One technique for assessing ad campaign performance during the campaign is to evaluate surveys completed by human responders who are exposed to the advertising, as well as from human responders who are not. Surveys are typically collected from exposed-group responders (responders that have been exposed to an ad campaign that is being assessed) and control-group responders (responders that have not been exposed to the ad campaign), in real-time. Because the effectiveness of the ad campaign may be determined by the difference between the survey responses collected form the exposed-group and control-group responders, the accuracy of that effectiveness determination depends on how well the sampled population of responders represents the overall target consumer population for the ad campaign. SUMMARY

There are provided systems and methods for synchroni

Claims

1. A system comprising: a computing platform including a hardware processor and a system memory storing a software code for controlling distribution of ad surveys to a plurality of target audiences during an ad campaign spanning a plurality of predetermined time intervals; the hardware processor configured to execute the software code to: receive ad data describing an ad volume distributed to each of the plurality of target audiences during a predetermined time interval of the ad campaign; receive survey data describing a survey volume distributed to each of the plurality of target audiences and a survey response volume collected from each of the plurality of target audiences during the predetermined time interval; and determine a next survey sampling rate for each of the plurality of target audiences for a next predetermined time interval of the ad campaign based on the ad data and the survey data, such that a volume of survey responses collected from each of the plurality of target audiences matches an ad distribution volume to each of the plurality of target audiences within a predetermined threshold during each of the plurality of predetermined time intervals of the ad campaign. || 11. A method for use by a system including a computing platform having a hardware processor and a system memory storing a software code for controlling distribution of ad surveys to a plurality of target audiences during an ad campaign spanning a plurality of predetermined time intervals, the method comprising: receiving, by the software code executed by the hardware processor, an ad data describing an ad volume distributed to each of the plurality of target audiences during a predetermined time interval of the ad campaign; receiving, by the software code executed by the hardware processor, a survey data describing a survey volume distributed to each of the plurality of target audiences and a survey response volume collected from each of the plurality of target audiences during the predetermined time interval; and determining, by the software code executed by the hardware processor, a next survey sampling rate for each of the plurality of target audiences for the next predetermined time interval of the ad campaign based on the ad data and the survey data, such that a volume of survey responses collected from each of the plurality of target audiences matches an ad distribution volume to each of the plurality of target audiences within a predetermined threshold during each of the plurality of predetermined time intervals of the ad campaign.