Methods, systems, and devices for counterfactual-based incrementality measurement in digital ad-bidding platform

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United States of America Patent

PATENT NO 11170413
SERIAL NO

17188469

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Abstract

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A digital ad-buying platform uses counterfactual-based incrementality measurement by implementing randomization and/or a correction for auction win bias to avoid the need to identify counterfactual winner types in the control group. This approach can estimate impact at the individual consumer level. Confidence levels can be determined using Gibbs sampling in the context of causal analysis in the presence of non-compliance.

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Patent Owner(s)

Patent OwnerAddress
MEDIAMATH ACQUISITION CORPORATION853 BROADWAY 21ST FLOOR NEW YORK NY 10003

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Inventor(s)

Inventor Name Address # of filed Patents Total Citations
Buchalter, Ari New York, US 5 74
Chalasani, Prasad New York, US 25 135
Thiagarajan, Jaynth New York, US 6 74
Winston, Ezra New York, US 7 76

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