公开(公告)号：US20170068987A1

公开(公告)日：2017-03-09

申请号：US14847070

申请日：2015-09-08

Applicant: Facebook, Inc.

Inventor： Michael Daniel Levinson ,  William Bullock ,  Nathan John Davis ,  Chinmay Deepak Karande

IPC: G06Q30/02

CPC classification number: G06Q30/0246 ,  G06Q30/0275

Abstract: An advertisement system measures an ad lift metric for advertisement campaigns, which indicates the increase in conversions that can be attributed to the advertisement campaign. As impression opportunities become available for users for the ad in the lift study, the advertisement system determines whether the user is in a test group or a control group. To limit bias in the lift study, rather than holding out ads from being provided to users after the ad has been selected for the user and right before the impression, the system holds out the ads at a higher level in the ad selection process. In this manner, not all test group users receive the advertisement. The system computes the lift metric as e.g., the incremental lift (difference between conversion rates in the test and control groups), and this is divided by conversion rate of an exposed target group minus the incremental lift.

Abstract translation: 广告系统衡量广告活动的广告提升度量，这表明可以归因于广告活动的转化次数增加。 由于电梯研究中的广告的用户可以看到展示机会，所以广告系统确定用户是否在测试组或对照组中。 为了限制电梯研究中的偏见，而不是在为用户选择广告并在展示之前提供给用户，而是在广告选择过程中将广告提升到更高级别。 以这种方式，并非所有测试组用户都收到广告。 系统计算升力量度，例如增量提升（测试和控制组中转换率之间的差异），并将其除以暴露目标组的转化率减去增量提升。