Airbnb, Inc.

Teng Wang

Ganesh Venkataraman

Shike Mei

Shawn Chen

A cost-focused determination of whether to deliver an electronic advertisement or notice to a particular user can be made through a cumulative consideration of the predicted return on investment over each of a plurality of electronic channels. A plurality of channel-specific budget values are calculated for the user, one for each channel, each setting an upper spending limit for advertisement to the user over that channel based on the user's information and their activity on the channel. A global budget is calculated for the user using a weighted aggregation of the channel-specific values, information about the user and their activity with the advertiser, and consideration of 'overlap' effects of advertising to the same user on several channels. When managing whether to deliver an advertisement over a channel, if the channel-specific value is lower than the global budget, the advertisement is delivered, and the global budget is decreased by a complementary amount.

Cross-channel personalized marketing optimization

One of more unique products can be selected for advertisement over a digital marketing channel. The selection is based on the calculation of a base impression budget, calculated per product per day, which calculation considers information related to a product, including supply and demand at the market level, characteristics of the property, and popularity of the listing. A real-time, or current, impression budget is calculated to determine whether a particular product should be recommended to a user. Every time the product is advertised to a user, a user intent value is calculated, indicating the user's likelihood of purchasing the product within a given period of time, along with the user intent of every user to which the product has been advertised. The user intent calculation may consider information specific to the user, such as the user's activity history and profile. These user intent values are subtracted from the base impression budget to obtain a real-time impression budget. If the real-time budget is greater than zero, the product will be advertised to a user. By these means, a bound is set on the number of times a product may be advertised before it is assumed to be sold.

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Millbrae, CA, United States of America

Teng Wang