RU130738U1 - AUTOMATED SYSTEM FOR FORECASTING CAPACITY OF ADVERTISING PLACES FOR DETERMINING ITS COST - Google Patents

Abstract

An automated system for predicting the capacity of an ad slot to determine its value, containing a sub-block for setting a cycle for a time period, a sub-block for setting a cycle for advertising positions of a product element, a sub-block for setting a cycle for targeting measurements, an input block for calculating an open product element inventory, ad unit for the time period, ad unit for the time period, unit for comparing ma an open inventory of advertising positions with the maximum volume for sale and issuing the minimum value from them, and the sub-block for setting the cycle for the time period includes an input signal divider, a unit for calculating the maximum purchase volume and an adder for the volumes of advertising positions, a sub-block for setting the cycle for the advertising positions of the product element includes a unit for calculating the amount of inventory on an advertising position, an OR element, a unit for multiplying shares of target audiences and a unit for multiplying by the amount of inventory of an advertising position, subbl To set a cycle for targeting measurements, it includes a unit for calculating the share of the target audience’s value for a given measurement, and the output of the input unit for calculating the open inventory of the product element is connected to the input divider of the input signal, one output of which is connected through the unit for calculating the volume of inventory at the advertising position to the input of the OR element, the second - through successively included block for calculating the maximum purchase volume and the adder of the purchase volume for the time period - to the input of the volume comparison unit

Description

The utility model relates to the field of advertising and computer technology, in particular, to a system for automatically predicting the capacity of an advertising space to determine its value.

Terms and abbreviations used in the description:

1. ASRR - an automated system for advertising.

2. Targeting - an advertising mechanism that allows you to select from the entire existing audience only that part that meets the specified criteria (target audience), and show ads to her.

3. Advertising medium (RN) - a distribution network of advertising and / or information content, united by a common name and having, as a rule, one owner or company that determines the information and / or program policy (TV channel, radio station, Internet site, magazine, newspaper, etc. .).

4. Advertising position (RPZ), advertising space - the ability of an advertising medium to display a certain amount of continuous in time and space (location on media or geography) content allocated for advertising messages (PC).

5. Direction of sales of NP - a group of advertising spots allocated to a group of advertising media according to a specific sales principle and pricing. The direction of sales, as a rule, corresponds to a separate organizational unit. The NP is solely responsible (owns) for the inventory pool corresponding to the allocated RM group.

6. Targeting is a way to achieve the most effective target audience of an advertising campaign with a minimum of non-target coverage.

7. Measurement of targeting (Measurement) - a condition for dividing the audience of the pH according to certain social. -Dem. or other signs. Used to target ads. For example, to show an advertising message only to residents of a certain region (the “Geography” dimension is used) or to an audience of a certain age group (“Age” dimension).

Possible Targeting Measurements:

but. Geography (Geo) - settlements of Russia are used as a list of values

b. Age - age of user

from. Gender - user gender (M or F)

d. Income group - A for low income, B - for medium, C - for high

8. BS banner system, krutilka - a program that provides a demonstration of advertising messages to the user on the site page. The program works in real time, i.e. determines what exactly needs to be shown to the user at the time the page loads.

9. VIMB - a specific example of an automated advertising system.

10. VoD - Video on Demand. This is a way of consuming media, in which the viewer himself chooses the content to watch. Content can be accessed both over the Internet and through delivery to a set-top box.

11. Inventory, open inventory - the amount of advertising space quantitatively expressed in units of inventory specific to a particular type of launch vehicle. For example, in seconds, minutes, squares, contacts, clicks, etc.

12. Forecast of open inventory - an algorithmized procedure, the implementation of which allows you to get the estimated value of RPZ inventory for a given target audience in the future period.

13. Website - a set of electronic documents / files of a private individual or organization on the Internet.

14. A product is an offer for advertising that is formed for sale and which meets certain market needs. The product, from the point of view of the placement system, is a set of conditions (values, measurements) that allow you to select inventory for the purpose of sale, and inventory selected according to these conditions.

15. The set of parameters for the purchase / sale of advertising inventory (Main characteristics):

but. the product's name

b. product duration

from. sales model (CPM, CPC, CPA, statics) - a method of value formation (fixed price, auction model), mark-ups for possible types of targeting (in time - hours / days; according to the user's geography; according to the theme of the advertising platform; by keywords located on the advertising site / or with the keywords that the user requested when searching on this site and / or when switching to it; type of user device; user profile, etc.)

d. types of advertising media: graphics, animation, video, text, mixed advertising.

16. Product element - a part of the Product that determines the conditions for selecting inventory by measurements from the Inventory of Measurement inventory, and which has the qualitative characteristics of the product.

17. Page group - many pages of one site having a common Advertising position (or several common Advertising positions). Often a page group consists of one page (for example, Yandex. Home).

18. Element ХИ РН (ЭХИРН) - inventory volume per position / bottom (for Plasma the position is TVr, for Radio - part of the day)

19. EII - unit of measure of inventory. Used in the planning, sale of inventory units of the volume of advertising space.

20. Distribution of the forecast - "Distribution of the audience by measurements." This guide contains information about the default distribution of the audience in the context of one or another Dimension for a given direction of sales. The directory contains a list of values for the Dimension, as well as the proportion of this value in relation to the entire audience.

21. Reference set (OM) - one or several values from the directory of audience distributions for one Targeting Dimension. Measurement is a measure of the audience that can be targeted.

22. Precedent - a scenario that determines the interaction of the user (actor) with the system. It includes a schematic diagram, specifications of event flows with a certain level of detail and, optionally, prototypes of user interfaces tied to these specifications.

23. The main flow of events is the optimal sequence of conditions, actions of the user and the system, the implementation of which leads to the achievement of the target result of the precedent

BACKGROUND OF THE INVENTION

Historically, large network search engines sell ad space based on keyword-driven search results, without using the results of preliminary forecasting the effectiveness of an ad space to determine its value. For example, Yahoo! ® conducts auctions for specific keywords, and the highest bidder (s) places their ads on pages containing Yahoo! ® search results, or they receive preferred placement among search results, i.e. at the top of the list of results .

As advertising on the Internet develops, many companies now acquire large publishing facilities from which they can sell advertisements. In particular, Google® subscribes publishers to its AdSense® ad network. Advertisers pay Google® to serve ads to members of the AdSense® network. Google® then pays some or all of the advertising revenue to individual publishers. For example, a publisher on the AdSense® network may have an article on their website that talks about digital cameras, and Google’s AdSense® displays digital camera advertisements from advertisers on the AdSense® network on this website. Google® auctioned the keywords “digital camera” to advertisers on its AdSense® network and displayed ads from the highest bidder (s).

There are many problems with this private ad network model. Firstly, companies that create ad networks have an inherent conflict of interest because they represent both the publisher and the advertiser. Secondly, due to the fact that there are many companies that create advertising networks, advertisers have the burden of managing purchases across many advertising networks, which leads to significant costs and difficulties for the advertiser. Thirdly, since publishers are, from a purely practical point of view, blocked in the same advertising network, competition between advertisers is limited, which leads to a lower return on investment for publishers. Fourth, the lack of common standards for terms and conditions and behavioral segmentation are the main obstacles to achieving the full market value of interactive advertising display. There is also no ongoing standardization between publishers for accepted media and ad formats. Fifth, small publishers currently individually have very little ability, even if they cater to hard-to-reach audiences. Finally, Internet service providers and other owners of large user databases do not realize the full amount of information they have, due to privacy issues and a lack of a proper sales market. And in this case, preliminary prediction of the effectiveness or capacity of an ad slot to determine its value is becoming increasingly important.

Also known from the prior art, for example, is a system for providing advertising trade, comprising: a publisher broker for representing at least one publisher, the publisher broker determining the asking price of the advertising space on at least one publisher web page; an advertiser broker to represent at least one advertiser, the advertiser broker managing one of the at least one advertiser bid for an ad slot; an audience data broker for presenting at least one owner of user data, the audience data broker aggregating user information and associating aggregated user information with a user identifier, wherein the audience data broker delivers aggregated user information and provides a signature with aggregated user information to confirm the source of aggregated user information; and an exchange to provide an ad slot transaction between the publisher’s broker and the advertiser’s broker and to provide sales transactions for aggregated user information between the audience data broker and one or more of the advertiser’s broker and the publisher’s broker, the exchange verifying the signature for the aggregated user information , attaches aggregated information about the user to the requested price and sets a cookie on the user's computing device, which the broker identifies It is an audience data store and stores aggregated user information, whereby the publisher broker, advertiser broker, audience data broker and exchange are executed by one or more computing devices. An advertiser broker manages advertisements. The publisher sets the classification of attendance accounting and sets the asking price through the publisher’s broker. The exchange provides information on the publisher’s webpage to the advertiser’s broker. An ad slot transaction is based on a pricing model: CPM, CPM, CPC, CPM, or revenue sharing. Audience data broker is evaluated based on the quality of aggregated user information. The assessment is carried out automatically by the exchange RU No. 2431194, IPC G06Q 30/00 (2006.01), 04.17.2007).

The disadvantage is that several users participate in evaluating the effectiveness of advertising trade and the advertiser’s price for an ad slot and automatic preliminary forecasting of the cost of an ad slot is not provided, which significantly reduces the system’s responsiveness and functionality.

Thus, based on the analysis of technical solutions, you can formulate a business need that defines the task for a real utility model, which is described below.

Given the possibilities of krutilok, there is a large (infinite) number of options for targeting the audience. For the effective sale of advertising on the Internet, you must be able to assess the audience size of each advertising position (banner space). This data is needed both for pricing, and in order to be able to evaluate the possibility of accepting a new order with the specified targeting.

In well-known ASRP, a rating forecast is implemented, which is based on time series, seasonal factors, etc. However, this forecast has a fundamental drawback - it works only on a limited number of target audiences, while connecting a new audience to the forecast takes 3-4 hours. However, an order for placing on the Internet can be arbitrarily targeted, and the system should answer the question about the amount of inventory available in 1-2 minutes.

For the same reason, one cannot use typical mathematical forecasting packages for solving this problem, such as SPSS (www.predictivesolutions.ru), Statistica (www.statsoft.ru), etc.

In addition to changing the current approach to inventory management, it is also necessary to provide for the possibility of adding new Targeting Dimensions (now only Geo, Age and Gender are available), as well as the possibility of their use for a particular NP.

The technical result of the proposed utility model is the provision of automatic preliminary forecasting of the advertising space capacity for a significant increase in the efficiency of forecasting, the speed of the advertising system in terms of expanding decision-making opportunities for placement, and also increasing the functionality in terms of adding new targeting dimensions.

The above technical result is achieved in an automated system for predicting the capacity of an advertising space for determining its cost, comprising a sub-block for setting a cycle for a time period, a sub block for setting a cycle for advertising positions of a product element, a sub-block for setting a cycle for targeting measurements input unit for calculating the open inventory of a product item, ad unit for the amount of advertising positions by time period, ad unit and purchases by time period, a unit for comparing the volume of open inventory of advertising positions with the maximum volume for sale and issuing the minimum value from them, moreover, the sub-block for setting the cycle for the time period includes an input signal divider, a unit for calculating the maximum purchase volume and an adder for the volume of advertising positions, the subunit of setting the cycle for the advertising positions of a product element includes a unit for calculating the amount of inventory on an advertising position, an OR element, a unit for multiplying shares of target audiences, and a mind block knives for the inventory volume of the advertising position, the sub-block for setting the cycle for targeting measurements includes a unit for calculating the share of the target audience value for the given measurement, while the output of the input unit for calculating the open inventory of the product element is connected to the input divider of the input signal, one output of which is through the block calculating the amount of inventory at the advertising position is connected to the input of the OR element, the second through successively included block for calculating the maximum purchase volume and the adder of the purchase volume the time period - to the input of the unit for comparing the volume of the open inventory of advertising positions with the maximum volume for sale and issuing the minimum value from them, the first output of the OR element through the series-connected unit for calculating the share of the target audience value for a given dimension, the unit for multiplying the shares of the target audiences, the unit for multiplying by the inventory volume of the advertising position, the adder of the ad position volumes and the ad volume adder for the time period is connected to the input of the open volume comparison unit nventarya advertising positions with maximum volume for sale and outputting a minimum value of them, the output of which is the output of the automated system, and the second output of the OR gate is connected to the second input of the adder volumes of advertising positions.

The utility model is illustrated by drawings.

Figure 1 is a schematic diagram of an automated system for predicting the capacity of an ad slot to determine its value.

Figure 2 is an example of editing a set of OM Site.

Figure 3 is a form for inputting a forecast of open inventory into a block for inputting a request for counting open inventory of a product element.

4 is a form of the history of making a forecast.

The automated system for predicting the capacity of an ad slot to determine its value contains the sub-block for setting the cycle for the time period 1, the sub-block for setting the cycle for the advertising positions of the product element 2, the sub-block for setting the cycle for targeting measurements 3, the request input block for calculating the open inventory of the product element 4, the adder of the volume of advertising positions for the time period 5, the adder of the purchase volume for the time period 6, the comparison unit 7 of the volume of open inventory of advertising positions with the maximum volume for sale and the issuance of the minimum value from them, and the sub-block for setting the cycle for time period 1 includes an input signal divider 8, a unit for calculating the maximum purchase volume 9 and an adder for the volumes of advertising positions 10, a sub-block for setting the cycle for advertising positions of product element 2 includes a unit for calculating the amount of inventory at advertising position 11, an OR element 12, a unit for multiplying shares of target audiences 13, and a unit for multiplying by the amount of inventory advertising of the 14th position, the subunit of setting the cycle for targeting measurements 3 includes a unit for calculating a fraction of the target audience value for a given measurement 15, while the output of the input unit for calculating the open inventory of the product element 4 is connected to the input divider of the input signal 8, one output of which the unit for calculating the amount of inventory at advertising position 11 is connected to the input of the OR element 12, the second through successively included block for calculating the maximum purchase volume 9 and the adder of the purchase volume for a time period of 10 to the input of the comparison unit 7 of the volume of the open inventory of advertising positions with the maximum volume for sale and the issuance of the minimum value from them, the first output of the OR element 12 through the series-connected block for calculating the share of the target audience value for a given dimension 15, the block for multiplying the shares of the target audiences 13, the unit for multiplying by the inventory volume of the advertising position 14, the adder of the volumes of the ad positions 10 and the adder of the volumes of the ad positions for the time period 5 is connected to the input of the comparison unit 7 of the volume of the open inventory Klama positions with a maximum volume for sale and the issuance of a minimum value from them, the output of which is the output of an automated system, and the second output of the OR element 12 is connected to the second input of the adder of the volumes of advertising positions 10.

The following describes the preparation of the system for operation, which includes the formation of a source database in the form of reference books, data measurements, the formation of reference sets to adjust and improve the accuracy of forecasting, and then the work of the system to generate and issue a forecast. Reference books of measurements and values.

The following directories are formed in the system:

1. Measurement Reference for banner systems.

2. Directory of targeting segments banner systems

3. VIMB Measurement Reference.

4. Directory of VIMB Values (there may be several).

In the BS Measurements reference book for each Banner system, all Measurements are recorded by which this BS allows targeting.

In the BS Targeting Segments directory for each Dimension of each BS, targeting segments are recorded - a set of values that this BS distinguishes within the framework of this Dimension.

All possible targeting measurements allowed in the VIMB system are recorded in the VIMB Measurement Directory. For each VIMB Dimension (hereinafter simply “Dimension”), the following attributes are set:

- Dimension Name

- A list of Sales Locations where this Dimension can be used for targeting.

- For each associated NP

- Period of use Measurements for NP

In the VIMB Values Directory, all possible values for each of the Measurements are recorded. Values have the following attributes:

- The measurement to which this value applies

- Value Name

- Type Geo. object (only for reference Geo. objects)

- Parental value (only for reference Geo. Objects).

Next, a bunch (see, for example, the Table) of the BS Measurement and VIMB Measurement reference books is carried out. Each Measurement of the BS Measurement reference book is associated with one Measurement from the VIMB Measurement reference book.

Similarly, a combination of reference books of the BS Targeting Segments and VIMB Values is carried out. However, each segment may be associated with several values of VIMB, and may not be associated with any value (this way, for example, too small BS capabilities by Geo are cut off).

Filling all the directories, as well as the formation of their links, is carried out by the support staff. Directories and bundles are formed by scripts and do not have a user interface (an exception is a directory of Geo objects).

Table. VIMB Measurements VIMB Values BS measurements BS segments Geo Russia Moscow Moscow Geo Russia Moscow Sverdlovsk region Yekaterinburg Sverdlovsk region Kirovgrad Age one Age eighteen- 2 ... ... 18+ one hundred BUT BUT Floor m Floor M well F BUT BUT

Handbook "Distribution of the audience by measurements."

The system creates a new directory "Distribution of the audience by measurements." This guide contains information about the default distribution of the audience in the context of one or another Dimension for a given direction of sales. In the current iteration, the distribution is set only for interactive NPs: the Internet and VOD. Because distribution is considered default, then it applies to all RPZ.

The directory contains a list of values for the Dimension, as well as the proportion of this value in relation to the entire audience. For values that are not set in this directory, the system will not be able to calculate the balance of the inventory. In the current iteration, this directory is created and filled with values through scripts by the help desk.

Geo Dimension.

By Geo Measurement, value distributions are defined at three levels: Country, Region, and City.

In filling out the handbook for this Dimension, the following rules must be observed:

- The total percentage of all values of one level for one parent cannot be more than 100%.

Examples:

1) Level Country (Country / All)

A country Percent Russia 95% Germany one% Kazakhstan one% ...

2) Level Region (Region / Russia)

Region Percent Moscow 10% St. Petersburg 8% Sverdlovsk region one% Nizhny Novgorod Region one% ...

3) City Level (City / Region)

City Percent Yekaterinburg 70% Nizhny Novgorod fifty% Novosibirsk 65% ...

Age dimension

By Measurement Age, the distribution is set for each age value in the range from 0 to 100 and N / O.

- The total percentage of all values for this Dimension should be 100%.

Example:

Age / All

Age Percent 0 0% one 0% ... eighteen 5% ... 35 5% ... one hundred 0% BUT 10%

Gender Measurement

According to Gender, the distribution is defined for all possible values, namely: Men, Women and N / A.

- The total percentage of all values for this Dimension should be 100%.

Example:

Gender / All

Floor Percent Men 44% Women 46% BUT 10%

Revenue Dimension

According to the Income Measurement, the distribution is specified for all possible values, namely: A, B, C and N / O.

- The total percentage of all values for this Dimension should be 100%.

Example:

Income / All

Income Percent BUT 10% AT 25% FROM 35% BUT thirty%

Reference sets

In interactive NPs: Internet and VOD - for each RPZ, you can make refinements to certain values of the reference book “Distribution of the audience by measurements”, as well as for a set of values in total.

Refinements are specified through the so-called reference sets (OM).

A reference set is one or more values from the Distribution reference book for one Dimension.

In OM, it makes sense to combine only those values whose total share relative to all the values of this Dimension is known, and it differs from the default sum of shares.

The reference sets of one RPZ and in the framework of one Dimension should not intersect, i.e. two OMs cannot contain a single identical value! This is a necessary condition for calculations, because in the general case, with intersecting OMs, it is impossible to say what proportion each of the values entering and not entering OM has.

Reference sets are defined at the level of the Site or Page Group, and then inherited by the corresponding RPZ.

Support sets are not periodized. If you change the composition or share of OM, these changes take effect immediately.

Formation of Supporting Sets Supporting sets are formed by users of the system. Supporting

sets and their shares can be set at the level of the Site or Page Groups. Moreover, these OMs are inherited by the corresponding RPz.

When registering the Site, it is indicated at what level OM will be set. If the audience of different Page Groups of the Site is different in composition, then you need to choose the level of Page Groups. Otherwise, the level of the Site.

The system provides the ability to change the OM job level if necessary. When moving from the level of the Site to the level of Page Groups, each Page Group inherits OMs and their shares as they were specified for the Site. Then the user can edit them. When switching from the Page Groups level to the Site level, the user must select the Page Group from which you want to copy OMs.

When forming OM-in, the user sets a set of values for the Measurements of each of them and indicates a percentage. The system allows you to select only those values for which a default share is specified in the directory Distribution of audiences by dimensions.

To measure "Age" in one OM, only a range of ages or one specific age is allowed, but not an arbitrary set of values.

To Measure a “Geo” in one OM, it is allowed to select several Geo objects only if all of them belong to the same parent Geo object.

Use of support sets to refine the distribution.

For RPZs, the entire space in one dimension or another (and level in the case of Geo) is divided into two parts.

X is the space made up of the Support Sets on this Dimension, and in the case of Geo also at this level (Country, Region or City).

- все остальное пространство по данному Измерению (в случае Гео - и по данному уровню).

- the rest of the space for this Dimension (in the case of Geo - and for this level).

Let be

- доля i-того значения пространства X, согласно справочнику «Распределений аудитории по измерениям».

- the fraction of the ith value of the space X, according to the reference book “Distributions of the audience by dimensions”.

- уточненная доля i-того значения, входящего в пространство X.

is the specified fraction of the ith value entering the space X.

- доля j-того значения пространства

, согласно справочнику «Распределений аудитории по измерениям».

is the fraction of the jth value of space

, according to the reference book “Distributions of the audience by measurements”.

- уточненная доля j-того значения, входящего в пространство

.

is the specified fraction of the jth value entering the space

.

It is known that

- сумма всех долей всегда равна 100%. Где n - количество аудиторий пространства X, m - количество аудиторий пространства

.

- the sum of all shares is always equal to 100%. Where n is the number of audiences in the space X, m is the number of audiences in the space

.

- после введения поправок в коэффициенты. =>Similarly

- after the introduction of amendments to the coefficients. =>

неизменно, т.е.:We believe that the distribution of values within space

invariably, i.e.:

From here we get the formula for calculating the shares of those values that are not included in any of the OM:

, т.е. равно умолчательному, т.к. второе слагаемое в скобках=0, а знаменатель равен 100%).(If there is no OM for this Dimension (and level), then

, i.e. equal to the default, because the second term in brackets = 0, and the denominator is 100%).

To calculate the fraction of the value that is included in one or more OM, another formula is used.

but. If the value is included in OM, in which there are no other values, then the fraction of the value is equal to the fraction of OM. The rules described in paragraph b do not apply in this case.

, входящей в данный ОМ такая:b. If the value is included in the OM, which includes several other values from the "Distributions" directory, then we believe that the distribution of shares within the OM is also subject to the default distribution. Let k be the number of values included in a particular OM. Then the formula for calculating the adjusted share

included in this OM is:

= Доли ОМ).(This is a general formula; it also works in the case when OM includes only one value. In this case, the fraction is 1, and the sum contains only one term, i.e.

= Shares OM).

Thus, it is possible to calculate the fraction of any value.

Use case "Edit a set of support sets."

The prototype of the screen form shown in Figure 2 - editing a set of OM Site.

The main flow of events: Adding new OM.

The main flow of events begins when the user requests the form of the OM Site or Page Groups (depends on the specified level of the Support Sets task). The system displays on a form all used OMs and their percentage shares.

For each new OM:

- The user selects Dimension: by which it is necessary to form OM.

- The user selects the values for the Dimension that you want to include in the OM. Only values are available for selection, for which a share in the directory Distribution of audiences by dimensions is specified. And which are not included in any other OM of this Site / Group of pages.

If the selected Dimension is "Geo":

- If you select more than one value, the system allows you to select only Geo objects related to one parent Geo object. If the selected Dimension is "Age":

- When choosing, it is allowed to set only either exactly one value or a range of values.

- The user confirms the choice of values for the formation of OM

- The system, as the default value of the share, sets the sum of shares (in percent) of all the values included in the OM, according to the reference book Distribution of the audience by measurements.

- The user edits the OM share. However, the system does not allow you to enter a value greater than 100%.

The screen form for inputting the forecast of open inventory is presented in FIG. 3 - the Form for inputting the forecast of open inventory.

The screen form of the forecast history is presented in FIG. 4 — the forecast history history form.

The main flow of events: Enter the forecast of open inventory.

The main event flow begins when the user opens the input form.

Forecast of open inventory.

- The user indicates the attributes of the downloaded forecast:

- Forecast unit: Contacts or Thousands of contacts;

- Interval for loading volume: per day, per week, two weeks, per month or total;

- Prediction distribution: Evenly or 5-2

- The user indicates the Period and Volume (capacity) for the specified period. The system allows you to enter a forecast for several periods at a time, provided that these periods do not overlap.

- The user saves the forecast.

- If one of the Periods is not equal to the calendar month, the system informs the user about this.

The system calculates and stores the volume of each CI RN Element.

- The indicated Volume is recalculated from the EII specified in the attribute of the Forecast unit of measurement in the EII used in the ECIRI.

- The indicated Volume on the Period is interpreted as the volume in the specified Interval for loading the volume. If the “Total” option is selected, then this is the volume for the specified Period.

- Depending on the selected Forecast Distribution, the forecast is distributed either evenly on all days (“Evenly” option), or distributed so that the volume is 2 times larger on weekdays than on weekends.

The work (functioning) of the automated system for forecasting the capacity of an advertising space to determine its value (Precedent "Calculation of the Open inventory of the Product / Product Element") shown in Figure 1 is as follows.

The main flow of events: Calculation of the Open inventory of the Product / Product Element. A use case begins when, in the process of executing a use case, the system requests data about the Open inventory of the Product or Product Element.

1. For each day of the specified period, the system calculates the volume of the Open inventory of the Product Element.

2. The system calculates the volume of Open Inventory separately for each RPZ included in the Product Element.

3. The system reads the inventory volume of the Element XI RN of the corresponding RPZ on the corresponding day.

4. If the Product Audience is set for the Product Element (via Targeting), the system calculates the share of this audience using the Audience Distribution by Dimensions reference book and RPZ Reference Sets (inherited from the Site or Page Group). To calculate the shares of each value included in the target audience, the algorithm described in the Using Support Sets section to refine the distribution is used. The total open inventory of RPZs on this day is equal to the product of the volume of EHIRN inventory by the calculated share.

5. The system summarizes the open inventory for all RPZs.

6. The system summarizes the Open inventory of all RPZs for all days on a given period, receiving the Open inventory of the Product Element (step 2).

7. If you want to calculate the volume of the Product as a whole, the system summarizes

An open inventory of all its Product Elements (step 3). On the other hand, the system calculates the maximum possible volume for sale based on the sales rules specified in the Product (step 4).

8. The system summarizes the maximum volumes of Product inventory per day for each day from a given period. The maximum amount of Product inventory per day is calculated by the system:

- For retail, by dividing the maximum amount of the Product’s inventory in the period to which the given day relates to the number of days in this period. The maximum amount of product inventory in a period and the number of days in this period are determined by the purchase rule specified in the product for the period to which this day belongs.

- For packages, by dividing the volume of the package’s inventory by the duration of the package (in days) and multiplying by the maximum amount of the product’s inventory in the period (number of packages per day). The volume of the package’s inventory and the duration of the package are the Product attributes, the maximum number of package items per day is determined by the purchase rule specified in the Product for the period to which the given day belongs.

9. The system calculates the Open inventory of the Product / Product Element as the minimum value of two:

- The volume of the Open Product / EP inventory obtained in steps 2 and 3.

- The maximum possible sales volume, calculated in step 4. As a result of the functioning of the automated system, an open inventory forecast is made, which allows you to get the estimated value of RPG inventory (advertising space) for a given target audience in the future period.

Thus, by the combination of blocks presented in the formula, the technical result of the proposed utility model is achieved, which is to ensure automatic preliminary forecasting of the cost of the advertising space to significantly increase the efficiency of issuing forecasts, the speed of the advertising system in terms of expanding its target audience, as well as increasing functionality in terms of adding new targeting dimensions.

Claims (1)

An automated system for predicting the capacity of an ad slot to determine its value, containing a sub-block for setting a cycle for a time period, a sub-block for setting a cycle for advertising positions of a product element, a sub-block for setting a cycle for targeting measurements, an input block for calculating an open product element inventory, ad unit for the time period, ad unit for the time period, unit for comparing ma an open inventory of advertising positions with the maximum volume for sale and issuing the minimum value from them, and the sub-block for setting the cycle for the time period includes an input signal divider, a unit for calculating the maximum purchase volume and an adder for the volumes of advertising positions, a sub-block for setting the cycle for the advertising positions of the product element includes a unit for calculating the amount of inventory on an advertising position, an OR element, a unit for multiplying shares of target audiences and a unit for multiplying by the amount of inventory of an advertising position, subbl To set a cycle for targeting measurements, it includes a unit for calculating the share of the target audience’s value for a given measurement, and the output of the input unit for calculating the open inventory of the product element is connected to the input divider of the input signal, one output of which is connected through the unit for calculating the volume of inventory at the advertising position to the input of the OR element, the second - through successively included block for calculating the maximum purchase volume and the adder of the purchase volume for the time period - to the input of the volume comparison unit an open inventory of advertising positions with a maximum volume for sale and issuing a minimum value from them, the first output of an OR element through sequentially included block for calculating a fraction of the target audience’s value for a given dimension, a block for multiplying shares of target audiences, a block for multiplying by the amount of inventory of an advertising position, an ad for ad volumes positions and the ad volume ad for the time period is connected to the input of the unit for comparing the volume of open inventory of advertising positions with the maximum amount A sale and outputting a minimum value of them, the output of which is the output of the automated system, and the second output of the OR gate is connected to the second input of the adder volumes of advertising positions.

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