Patent Application
20150348119
1. Technical Field
The present teaching relates to methods and systems for advertising. Specifically, the present teaching relates to methods and systems for targeted advertising and conversion measurement.
2. Discussion of Technical Background
The rapid development of digital content access platforms, such as the Internet, mobile Internet, and smart TV, has made it possible for a user to electronically access virtually any content at any time from any location using any device. Such free access to digital content without limitations in time, space, or platforms has enabled great opportunity for advertisers and publishers in advertising. On the other hand, with the explosion of information, it has become increasingly important to provide users with advertisement that is relevant to the user.
Efforts have been made to attempt to deliver advertisements to targeted users who are most likely interested in the advertisements. A shortcoming of the traditional approaches is that it merely aggregates user activities on a particular platform while a user's everyday life spans across multiple platforms. For example, users' explicit interests (e.g., user's preferences declared in social networks) or implicit interests (e.g., interests inferred by analyzing the user's online content consumption) have been collected online and used as a basis for targeted advertising by known approaches. However, online behaviors constitute only a portion of a user's daily activities, which, sometimes, are insufficient to build a comprehensive and accurate user profile for the purpose of targeted advertising. This is particularly true for certain users, who are not used to using the Internet, such as elderly people. Even on the same platform, e.g., online platform, a user's activities also span cross different devices, which makes the traditional approaches even more ineffective in capturing the user's online behaviors to build a comprehensive and accurate user profile. For example, traditional approaches rely primarily on cookies in tracking users' online activities. However, these approaches are no longer suitable in today's mobile world as mobile devices usually do not have reliable cookies. As another example on the TV platform, there is currently no way to use online digital data, such as media consumption and transaction data, to create personalized TV programs to appropriate audiences.
Another line of efforts in attempting to optimize targeted advertising have been made to measure the advertisement conversion rate, which is the rate at which an advertisement exposure event leads to a corresponding advertisement conversion event. The underlying goal is to provide an indicator to the marketers, e.g., advertisers or publishers, regarding the effectiveness of their advertisements, advertisement placements, etc. The convergence of consumer devices over the past several years has created a situation where the average consumer digests media from multiple devices at different platforms (e.g., online, offline, TV, etc.) on a daily basis. For example, different activities may be performed on different devices or platforms, e.g., being exposed to an advertisement of a product on one device but making online purchase of the advertised product on another device. Sometimes, the purchase may even be made offline, e.g., at a local store. In addition, as there is a gap in time between viewing an advertisement and the actual transaction caused by the advertisement, it is even harder to link the viewing activity and purchasing activity across time. Furthermore, one user in a user group, e.g., a household, may be exposed to an advertisement but a different user from the same user group may make the purchase. These create difficulties in estimating the conversion rate of an advertisement.
Traditional approaches, however, are unable to handle the difficulties as they evaluate advertisement conversion at each platform separately to judge effectiveness or, more commonly, use guesstimate to approximate their return on investment (ROI) on advertisement spending. For example, advertisers traditionally utilize modeling and assumptions to track the effectiveness of their campaigns, often using metrics such as click through rate (CTR) to approximate sales. However, the use of CTR or other traditionally-utilized often produce inaccurate information regarding the effectiveness of the advertising campaigns and, as a result, inhibit the ability of advertisers (or other entities) to optimize advertisement spending.
Therefore, there is a need for improvements over the conventional approaches to providing targeted advertisement and conversion measurement.
The present teaching relates to methods and systems for advertising. Specifically, the present teaching relates to methods and systems for targeted advertising and conversion measurement.
In one example, a method, implemented on at least one machine, each having at least one processor, storage, and a communication platform connected to a network for targeted advertising is presented. First information related to an online activity of a user is received. The online activity is associated with a first attribute to be used to identify the user. Second information related to an offline activity of the user is received. The offline activity is associated with a second attribute to be used to identify the user. A connection between the online activity and the offline activity of the user is then identified by matching the first attribute with the second attribute. A profile of the user is obtained based, at least in part, on the identified connection. A request of serving an advertisement is received. The user is selected from a plurality of users based on the profile of the user and information related to the request. The advertisement is provided to the user.
In another example, a method, implemented on at least one machine, each having at least one processor, storage, and a communication platform connected to a network for advertisement conversion measurement is presented. A request of serving an advertisement is received. The advertisement is provided to a user based on information related to the request and a profile of the user. The user is associated with a first identifier. Information related to offline activities of the user is received. Each of the offline activities is identified based on the first identifier associated with the user. At least one offline activity of the user is identified from the received information. The at least one offline activity relates to an event associated with the advertisement. A measure of serving the advertisement is determined based on the identified at least one offline activity of the user.
In a different example, a system having at least one processor, storage, and a communication platform for targeted advertising is presented. The system includes an online events processing module, an offline events processing module, an online-offline events matching module, an online-offline data mining module, and an advertisement serving module. The online events processing module is configured to receive first information related to an online activity of a user. The online activity is associated with a first attribute to be used to identify the user. The offline events processing module is configured to receive second information related to an offline activity of the user. The offline activity is associated with a second attribute to be used to identify the user. The online-offline events matching module is configured to identify a connection between the online activity and the offline activity of the user by matching the first attribute with the second attribute. The online-offline data mining module is configured to obtain a profile of the user based, at least in part, on the identified connection. The advertisement serving module is configured to receive a request of serving an advertisement, select the user from a plurality of users based on the profile of the user and information related to the request, and provide the advertisement to the user.
In another example, a system having at least one processor, storage, and a communication platform for advertisement conversion measurement is presented. The system includes an advertisement serving module, an offline events processing module, an events matching module, and an advertisement conversion measurement module. The advertisement serving module is configured to receive a request of serving an advertisement and provide the advertisement to a user based on information related to the request and a profile of the user. The user is associated with a first identifier. The offline events processing module is configured to receive information related to offline activities of the user. Each of the offline activities is identified based on the first identifier associated with the user. The events matching module is configured to identify at least one offline activity of the user from the received information. The at least one offline activity relates to an event associated with the advertisement. The advertisement conversion measurement module is configured to determine a measure of serving the advertisement based on the identified at least one offline activity of the user.
Other concepts relate to software for targeted advertising and conversion measurement. A software product, in accord with this concept, includes at least one non-transitory machine-readable medium and information carried by the medium. The information carried by the medium may be executable program code data regarding parameters in association with a request or operational parameters, such as information related to a user, a request, or a social group, etc.
In one example, a non-transitory machine readable medium having information recorded thereon for targeted advertising is presented. The recorded information, when read by the machine, causes the machine to perform a series of steps. First information related to an online activity of a user is received. The online activity is associated with a first attribute to be used to identify the user. Second information related to an offline activity of the user is received. The offline activity is associated with a second attribute to be used to identify the user. A connection between the online activity and the offline activity of the user is then identified by matching the first attribute with the second attribute. A profile of the user is obtained based, at least in part, on the identified connection. A request of serving an advertisement is received. The user is selected from a plurality of users based on the profile of the user and information related to the request. The advertisement is provided to the user.
In another example, a non-transitory machine readable medium having information recorded thereon for advertisement conversion measurement is presented. The recorded information, when read by the machine, causes the machine to perform a series of steps. A request of serving an advertisement is received. The advertisement is provided to a user based on information related to the request and a profile of the user. The user is associated with a first identifier. Information related to offline activities of the user is received. Each of the offline activities is identified based on the first identifier associated with the user. At least one offline activity of the user is identified from the received information. The at least one offline activity relates to an event associated with the advertisement. A measure of serving the advertisement is determined based on the identified at least one offline activity of the user.
The methods, systems, and/or programming described herein are further described in terms of exemplary embodiments. These exemplary embodiments are described in detail with reference to the drawings. These embodiments are non-limiting exemplary embodiments, in which like reference numerals represent similar structures throughout the several views of the drawings, and wherein:
In the following detailed description, numerous specific details are set forth by way of examples in order to provide a thorough understanding of the relevant teachings. However, it should be apparent to those skilled in the art that the present teaching may be practiced without such details. In other instances, well known methods, procedures, components, and/or circuitry have been described at a relatively high-level, without detail, in order to avoid unnecessarily obscuring aspects of the present teaching.
One aspect of the present teaching is to improve the accuracy of estimating conversion rates by recognizing seemingly discrete activities performed by different users or on different devices/platforms, and linking them to the underlying advertisement that was exposed and subsequently led to the corresponding conversion activities. For example, the present teaching is able to link together these disparate elements into a common framework and measure offline transactions from cross-device advertisement exposure to enable marketers (e.g., advertisers, publishers, etc.) to maximize the return on their marketing investments. The marketers are able to find out how actual sales of product or service are impacted or driven by specific types of advertisements or platforms on which advertisements are served. The present teaching thus allows the marketers to correlate e-commerce and offline sales to specific users or user groups and campaigns in order to better understand the relationship between advertisement investment and revenue.
Another aspect of the present teaching is to create personal identifications that persist across time with respect to each user of mobile devices, for example, in the absence of cookies so that the conversion rate in the mobile space can be more accurately estimated. For example, whenever a user is exposed to an advertisement, information regarding the user's device, IP address, etc., may be obtained (e.g., device identifier, browser identifier, IP address, etc.). Such information may be used to generate a unique identifier for the user, and the unique identifier may be stored with information about the exposure of the advertisement. When an online conversion relating to the advertisement occurs at a later time, information regarding the user's device, IP address, etc., may again be obtained and used to generate another unique identifier. To compute the conversion rates, information on both advertisement exposures and conversions are retrieved and processed. Via the unique user identifiers (e.g., associated with exposures, associated with conversions, etc.), the conversion rates can be estimated by matching the unique identifiers associated with exposure data and the unique identifiers associated with conversion data.
Still another aspect of the present teaching is to plan and create personalized TV programs to appropriate audiences based on online and/or offline digital data collected from different digital data sources. The association between digital data and TV media consumption data allows devising useful information, such as who watches what on TV and consumes what online media and/or offline purchases, etc. Data analytics of such useful information can be used for future TV program planning by the TV program operators with respect to different audience based on online/offline digital data. In addition to benefiting TV program planning, the meaningful linkage between digital data and TV consumption data can also benefit other parties, including publishers and advertisers. For example, based on online digital data and TV consumption data, recommendations may be provided to advertisers regarding TV programs in which certain advertisements are to be incorporated, the regions in which certain advertisements are to be shown, and/or the audiences for which certain advertisements are to be presented. In addition, based on digital data and TV consumption data, recommendations may also be provided to content providers as to what media are more perceptive in which region and/or for which audience.
Additional novel features will be set forth in part in the description which follows, and in part will become apparent to those skilled in the art upon examination of the following and the accompanying drawings or may be learned by production or operation of the examples. The novel features of the present teaching may be realized and attained by practice or use of various aspects of the methodologies, instrumentalities and combinations set forth in the detailed examples discussed below.
Online information sources 108 may comprise any online platform on which user activities occur. User activities may comprise exposure events, conversion events, or other user activities. An exposure event may comprise consumption, either actively or passively by a user, of a piece of content, such as an advertisement or a TV program. Thus, an exposure event may also be considered a media consumption event. Examples of online advertising include contextual ads on search engine result pages, banner ads, blogs, rich media ads, interstitial ads, online classified advertising, advertising networks, and e-mail marketing. A conversion event may comprise any event that is triggered by a prior exposure event, such as a transaction that is motivated by viewing the corresponding advertisement. In another example, navigating to the advertiser's website by clicking links on the corresponding advertisement may also be a conversion event.
Additionally, or alternatively, online information sources 108 may comprise content providers, such as publishers or content distributors, where online exposure events occur. The content provides may be, for example, Yahoo!, Google, Facebook, CNN, ESPN, etc. The online information sources 108 may also include online service providers, such as e-commerce operators or e-logistics operators, where online conversion events happen. The online service providers include, for example, Amazon.com, Ebay.com, Wayfair.com, Hayneedle.com, to name a few. It is understood that, some websites may act as both online content providers and service provider as both exposure and conversion events may occur on the same website. For example, Amazon.com provides personalized product recommendations to a user, which is considered as an exposure event; the user may decide to purchase one of the recommend products at Amazon.com, which is a conversion event at the same source.
Offline information sources 110 may comprise any offline platform on which user activities occur. The offline information sources 110 may comprise retailers, such as local stores of Walmart, Whole Foods, Apple, automotive dealers, movie theaters, pharmacies, travel agencies, etc. The offline information sources 110 may also include financial institutes, such as banks, credit card companies, or insurance companies. In addition, the offline information sources 110 may include 3rd party clearance houses or 3rd party logistics operators. Offline user conversion events may occur and be recorded in an offline information source 110. For example, a user may purchase an advertised product at a local store using his/her credit card and opt to ship the product to his/her parents at another state. The offline conversion event may thus occur at the local retailer, and its associated information may be recorded by and retrieved from the retailer, the credit card company, or the shipping carrier. In addition to offline conversion events, exposure or media consumption events may also occur offline, in the forms of, for example, in-store advertisement or billboard advertisement. It is understood that, some entities may be both online information sources 108 and offline information sources 110. For example, the local stores of Walmart are considered as offline information sources 110 while its e-commerce website (Walmart.com) is an online information source 108.
Information about users' online and offline activities, e.g., user events, may be continuously or periodically monitored and fed into the integrated data mining mechanism 104 for associating related user events, regardless of when, where, and how the events occur, making the associations meaningful through data mining, and eventually utilizing the data mining results to optimize the advertisement serving. In this embodiment, the association of related user events may also be performed by the information association mechanism 112 that is independent of the integrated data mining mechanism 104. The information association mechanism 112 may be an entity that is dedicated on matching purchase events at different platforms for the same person or household based on, for example, personally identifiable information (PII) or physical address. The matched events may be provided to the integrated data mining mechanism 104 by the information association mechanism 112 as a service. In addition to information about related user events, information about a user, e.g., user demographic information or behavior information may be also fed into the integrated data mining mechanism 104 from the 3rd party information provider 116. Both user information and events association information may be used by the integrated data mining mechanism 104 in user profiling and targeted advertising.
One of the applications of the integrated data mining mechanism 104 includes targeted advertising. This may be performed in conjunction with the advertisement serving mechanism 106 in response to a request from the advertisers 118, publisher 120, or advertisement serving organizations 114. An advertiser 118, such as a manufacturer, a dealer, or an agent, may send an advertisement serving request to the integrated data mining mechanism 104 either directly, or through a publisher 120 (where the advertisement is to be presented) or a dedicated advertisement serving organization 114. Based on the received request, the integrated data mining mechanism 104 may identify the targeted users based on previously-created user profiles, which were created based on information from the online information sources 108, offline information sources 110, information from the information association mechanism 112, and/or information from the 3rd party information provider 116. On the other hand, the integrated data mining mechanism 104 may also track the behaviors of the targeted uses after they have been exposed with the advertisement and provide advertisement conversion measurement to the advertisers 118 and/or publishers 120 based on the tracked user behaviors as feedback to determine the effectiveness of the served advertisement.
The system 100 in
The user events are discrete events at different dimensions, including user, time, space, platform, devices, or other dimensions. As shown in
Similarly, for user events detected on the offline platform, the events processing engine 302 may include an offline user ID creating module 408, an offline events information identifying module 410, and an offline events database 412. In an embodiment, the offline user ID creating module 408 is responsible for generating an offline user ID for each offline activity based on user-related information, such as PII. The offline events information identifying module 410 identifies or retrieves information associated with each detected offline event. The information includes, but is not limited to, the time at which the event occurs, the user who performs the activity, the locale at which the event occurs, the type of the event (e.g., exposure or conversion event), and content associated with the event (e.g., advertisement, news articles, blog posts, etc.). The created offline user ID is then associated with the identified offline events information and stored into the offline events database 412. In another example, processing of offline user events may be performed by an information association mechanism 112 that is independent of the integrated data mining mechanism 104. In that situation, the integrated data mining mechanism 104 may have an agreement with the information association mechanism 112 to access its offline events database.
For user events detected on the TV platform, the events processing engine 302 may include a TV user ID creating module 414, a TV events information identifying module 416, and a TV events database 418. In an embodiment, the TV user ID creating module 414 is responsible for generating a TV user ID for each TV activity. In one example, the TV user ID creating module 414 may be part of a set-top box, and may monitor and collect user behaviors on the TV platform. The TV events information identifying module 416 and TV events database 418 may also be part of the set-top box, and may identify or retrieve information associated with each detected TV event and store the TV user ID with associated information, respectively.
The user-based events grouping module 504, on the other hand, performs a user-based grouping at the first-stage based on predefined grouping rules. In one example, all the events associated with the same user are clustered by the user-based events grouping module 504 in conjunction with a user database 512, regardless of the time, platform, device, or the associated content, and are stored into the user-based events database 514. In another example, the user-based grouping may be performed for the household level such that all the events related to members of the same household are grouped. In still another example, other user groups, such as the same demographic group, the same social group, etc., may be used as a basis for user-based events grouping. In any event, a second-stage grouping based on the same associated content, e.g., advertisement, may be also conducted by a user-exposure mapping module 516 to further divide the user groups into sub-groups, each of which is related to the same content. Eventually, the sub-groups obtained from the exposure-user mapping module 510 and/or the user-exposure mapping module 516 are stored in the grouped events database 518. Each sub-group includes events associated with the same user/user group and the same exposure content.
The data mining results obtained from the data mining engine 306 are provided to the service engine 308 for different applications. In this embodiment, the service engine 308 performs user profiling by a user profiling module 608, advertisement profiling by an advertisement profiling module 610, advertisement conversion measurement by a conversion measuring module 612, and targeted advertising by an advertisement targeting module 614. The user profiling module 608 determines a user's long-term and short-term interests of topics, brands, products, or services by looking into both the user's media consumption patterns obtained from the user's exposure events and also the user's purchase behaviors obtained from the user's conversion events. User profiles created and updated by the user profiling module 608 are stored in the user profiles database 616. Similarly, the advertisement profiling module 610 is responsible for creating profiles of each particular advertisement. The advertisement profile may include information about, for example, popularities of the advertisement with respect to demographic groups, geographic regions, platforms, devices, serving time, etc. The advertisement profiles may be stored in an advertisement profiles database 618 and provided to the advertisers 118 as desired.
The applications of the service engine 308 also include targeted advertising and conversion measurement in response to advertisement serving requests from the advertisers 118. The request may include information of the targeted users, such as demographic or lifestyle date of desired audience, or information related to the advertisement itself, such as the topic of the advertisement. Based on the information in the request, the advertisement targeting module 614 may determine targeted users by matching the request information with user profile information. The identified targeted users are then served with the advertisement by the advertisement serving mechanism 106. After the advertisement is served, the advertisement targeting module 614 notifies the conversion measuring module 612 about whom the targeted users are and which advertisement has been served such that the conversion measuring module 612 can track each targeted user's conversion events to identify all the conversion events that are triggered by the served advertisement. The tracked information and measured conversion rate are stored in a conversion statistics database 620 and fed back to the advertisers 118 about the effectiveness of the served advertisement.
More detailed disclosures of various aspects of the system 100 are covered in different U.S. patent applications entitled “METHOD AND SYSTEM FOR RECOMMENDING TARGETED TELEVISION PROGRAMS BASED ON ONLINE BEHAVIOR,” “METHOD AND SYSTEM FOR TARGETED ADVERTISING BASED ON ASSOCIATED ONLINE AND OFFLINE USER BEHAVIORS,” “METHOD AND SYSTEM FOR ADVERTISEMENT CONVERSION MEASUREMENT BASED ON ASSOCIATED DISCRETE USER ACTIVITIES,” and “METHOD AND SYSTEM FOR ASSOCIATING DISCRETE USER ACTIVITIES ON MOBILE DEVICES.”
The present teaching particularly relates to a system, method, and/or programs for targeted advertising and conversion measurement that address the shortcomings associated the conventional advertising solutions.
The online events processing module 702 and offline events processing module 704 interface with user events occurring on the online and offline platforms, respectively. The online events processing module 704 is configured to receive information related to online activities of a user (e.g., a user event). The online activity includes, for example, an advertisement exposure event or an advertisement conversion event that occurs online at a website. The online activity is associated with one or more attributes to be used to identify the user, including, but not limited to, the user's identity (e.g., name), physical address, social security number, cookie, IP address, and user account. The online events processing module 702 may be implemented differently depending on the specific device on which a user event occurs. For example, on PCs or laptops, the online events processing module 702 may be a cookie registration application. On mobile devices or other environments in which traditional cookies are unavailable, the online events processing module 702 may comprise an application embedded in a webpage that monitors user activities on the webpage and generates a unique code for each user activity based on attributes of the user and/or the user's device. The offline events processing module 704 is configured to receive information related to offline activities of the user. The offline activity includes, for example, an advertisement exposure event or an advertisement conversion event that occurs offline, e.g., at a local store. The offline activity is also associated with one or more attributes to be used to identify the user, including, but not limited to, the user's identity, physical address, social security number, payment card number, and shopper card number. It is understood that the same or different attributes may be used by the online and offline events processing module 702, 704 in different examples.
The online-offline events matching module 706 in the system 700 is configured to identify connections between the online activities and offline activities of the same user or user group by matching the attributes associated with the online and offline activities. For example, name and address match may be conducted in order to match the online and offline events associated with the same user or users in the same household. For privacy and security concerns, in some examples, some attributes of a matched event, e.g., PII, are removed once the connections of the online and offline activities have been identified. The user or the user group is then assigned with a matched user ID, and all the events of the user or user groups are now associated with the matched user ID. All the user online and offline activities associated with the same matched user ID are sent to the online-offline data mining module 708 to build a new user profile or update an existing user profile of the corresponding user. The details of building user profile based on user online and offline behaviors have been described above with respect to
The advertisement serving mechanism 106, upon receiving an advertisement serving request from an advertiser 118, forwards information related to the request to the online-offline data mining module 708. The information includes, for example, campaign objective, demographic information, user ID, publisher information, and advertisement information, to name a few. Use some or all of the information in the request as criteria, the online-offline data mining module 708 can search the user profiles database 616 to find out targeted users 102 with matched profiles. The targeted users 102 are provided to the advertisement serving mechanism 106 for targeted advertising.
The offline events processing module 704 is configured to monitor all the user events on the offline platform to receive information related to offline activities. The offline events processing module 704 creates a user ID for each received offline activity based on one or more attributes of the respective user. The online-offline events matching module 706 then identifies offline events that are associated with each of the targeted users by matching the targeted user IDs with the user IDs of the corresponding offline events. The online-offline events matching module 706 then further identifies offline events that are also related to the advertisement exposure. The offline activities include, for example, offline transactions of a product that is shown in the advertisement. In this example, the online-offline events matching module 706 identifies the offline purchase activities of the targeted users to whom the advertisement has been exposed and matches the targeted users' offline purchase activities with their exposure to the online advertisement.
The matched results are sent to the online-offline data mining module 708 for updating the user profiles and are also sent to an advertisement conversion measurement module 1002 for calculating the conversion rate of the advertisement exposure. Based on the conversion rate, the advertisers 118 can have a better understanding of the effectiveness of the advertisement exposed to the online users. Accordingly, the system 1000 provides an improved ROI solution for the advertisers and/or publishers, in particular, by demonstrating that a particular set of advertisements led to the actual sale of a product or service. Based on the ROI solutions, the advertisers and/or publishers can optimize their advertisement serving strategies to achieve the highest yield.
After the advertisement is served, the mobile events processing module 1202 monitors all the user events on the mobile platform and creates a unique user ID for each of the received user mobile events in the same manner as it did for the advertisement exposure events. The unique user IDs are stored in the mobile events database 1208 as well. In this embodiment, the mobile events processing module 1202 is further configured to identify all the conversion events that are related to the served advertisement. The mobile events matching module 1204 is responsible for matching conversion IDs of the received conversion events with the exposure IDs. The results of the matching are sent to the mobile data mining module 1206 for updating the user profiles and are also sent to the advertisement conversion measurement module 1002 for counting the advertisement conversion rate. It is understood that although only the mobile platform is illustrated in
In one example, the mobile events processing module 1202 may be implemented as an application, e.g., script, embedded in a webpage. The webpage may be a webpage on which the advertisement is presented or a webpage on which a transaction of the advertised product or service can be conducted. For example, the webpage may the advertiser's own page, a publisher's webpage where the advertisement is published, or an e-commerce site where the advertised product or service can be purchased. The user can access to the webpage either through a web browser or any mobile apps on the mobile device. For example, an embedded script may use unique signals on the user's browser and HTTP requests to generate a unique ID for that user. In one example, the unique ID is a hashed (SHA-1) combo of IDFA, user agent, and IP address, among others. One example of the unique ID is Mozilla/5.0 (iPhone; CPU iPhone OS 5—0—1 like Mac OS X) AppleWebKit/534.46 (KHTML, like Gecko) Mobile/9AA405+209.124.171.9----SHA-1--->8c02511bf16749d790bf491498e ae5c20e0a1b3a
The unique user ID may be created in response to an exposure event, such as serving the advertisement to the user. The creation of unique user ID may be also triggered by a click-based conversion, e.g., clicking the advertisement and automatically taken to the advertiser's webpage, a view-through (non-clicking) conversion, e.g., navigating to the advertiser's webpage without clicking on the advertisement, or a transaction conversion, e.g., loading the confirmation page of purchasing the advertised product or service. The user IDs for both the exposure and conversion events are created using the same algorithm and attribute(s). It is understood that there can be any arbitrary number of intermediate pages between the exposure page and the conversion page when the user IDs are created for the respective exposure and conversion events on the mobile platform.
To implement the present teaching, computer hardware platforms may be used as the hardware platform(s) for one or more of the elements described herein. The hardware elements, operating systems, and programming languages of such computers are conventional in nature, and it is presumed that those skilled in the art are adequately familiar therewith to adapt those technologies to implement the processing essentially as described herein. A computer with user interface elements may be used to implement a personal computer (PC) or other type of work station or terminal device, although a computer may also act as a server if appropriately programmed. It is believed that those skilled in the art are familiar with the structure, programming, and general operation of such computer equipment and as a result the drawings should be self-explanatory.
The computer 1900, for example, includes COM ports 1902 connected to and from a network connected thereto to facilitate data communications. The computer 1900 also includes a central processing unit (CPU) 1904, in the form of one or more processors, for executing program instructions. The exemplary computer platform includes an internal communication bus 1906, program storage and data storage of different forms, e.g., disk 1908, read only memory (ROM) 1910, or random access memory (RAM) 1912, for various data files to be processed and/or communicated by the computer, as well as possibly program instructions to be executed by the CPU 1904. The computer 1900 also includes an I/O component 1914, supporting input/output flows between the computer and other components therein such as user interface elements 1916. The computer 1900 may also receive programming and data via network communications.
Hence, aspects of the method of targeted advertising and conversion measurement, as outlined above, may be embodied in programming. Program aspects of the technology may be thought of as “products” or “articles of manufacture” typically in the form of executable code and/or associated data that is carried on or embodied in a type of machine readable medium. Tangible non-transitory “storage” type media include any or all of the memory or other storage for the computers, processors or the like, or associated modules thereof, such as various semiconductor memories, tape drives, disk drives and the like, which may provide storage at any time for the software programming.
All or portions of the software may at times be communicated through a network such as the Internet or various other telecommunication networks. Such communications, for example, may enable loading of the software from one computer or processor into another. Thus, another type of media that may bear the software elements includes optical, electrical, and electromagnetic waves, such as used across physical interfaces between local devices, through wired and optical landline networks and over various air-links. The physical elements that carry such waves, such as wired or wireless links, optical links or the like, also may be considered as media bearing the software. As used herein, unless restricted to tangible “storage” media, terms such as computer or machine “readable medium” refer to any medium that participates in providing instructions to a processor for execution.
Hence, a machine readable medium may take many forms, including but not limited to, a tangible storage medium, a carrier wave medium or physical transmission medium. Non-volatile storage media include, for example, optical or magnetic disks, such as any of the storage devices in any computer(s) or the like, which may be used to implement the system or any of its components as shown in the drawings. Volatile storage media include dynamic memory, such as a main memory of such a computer platform. Tangible transmission media include coaxial cables; copper wire and fiber optics, including the wires that form a bus within a computer system. Carrier-wave transmission media can take the form of electric or electromagnetic signals, or acoustic or light waves such as those generated during radio frequency (RF) and infrared (IR) data communications. Common forms of computer-readable media therefore include for example: a floppy disk, a flexible disk, hard disk, magnetic tape, any other magnetic medium, a CD-ROM, DVD or DVD-ROM, any other optical medium, punch cards paper tape, any other physical storage medium with patterns of holes, a RAM, a PROM and EPROM, a FLASH-EPROM, any other memory chip or cartridge, a carrier wave transporting data or instructions, cables or links transporting such a carrier wave, or any other medium from which a computer can read programming code and/or data. Many of these forms of computer readable media may be involved in carrying one or more sequences of one or more instructions to a processor for execution.
Those skilled in the art will recognize that the present teaching is amenable to a variety of modifications and/or enhancements. For example, although the implementation of various components described above may be embodied in a hardware device, it can also be implemented as a software only solution. In addition, the components of the system as disclosed herein can be implemented as a firmware, firmware/software combination, firmware/hardware combination, or a hardware/firmware/software combination.
While the foregoing has described what are considered to be the best mode and/or other examples, it is understood that various modifications may be made therein and that the subject matter disclosed herein may be implemented in various forms and examples, and that the teachings may be applied in numerous applications, only some of which have been described herein. It is intended by the following claims to claim any and all applications, modifications and variations that fall within the true scope of the present teaching.
The present application is related to a U.S. patent application having an attorney docketing No. 022999-0428392, filed on even date, entitled METHOD AND SYSTEM FOR RECOMMENDING TARGETED TELEVISION PROGRAMS BASED ON ONLINE BEHAVIOR, a U.S. patent application having an attorney docketing No. 022999-0428404, filed on even date, entitled METHOD AND SYSTEM FOR ADVERTISEMENT CONVERSION MEASUREMENT BASED ON ASSOCIATED DISCRETE USER ACTIVITIES, and a U.S. patent application having an attorney docketing No. 022999-0428405, filed on even date, entitled METHOD AND SYSTEM FOR ASSOCIATING DISCRETE USER ACTIVITIES ON MOBILE DEVICES, all of which are incorporated herein by reference in their entireties.
