Inferring interactions with advertisers

• US 10,049,377 B1
• Filed: 06/29/2011
• Issued: 08/14/2018
• Est. Priority Date: 06/29/2011
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google LLC (Alphabet Inc.)
• Inventors: Motoyama, Ken Lee
• Primary Examiner(s): Brown, Luis A
• Application Number:
  US13/171,893
• Time in Patent Office: 2,603 Days
• Field of Search: 705 1473, 705 1441, 705 1443, 705 1449, 705 1469, 705 27, 715808, 715844, 713150
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

This specification describes technologies relating to inferring interactions with advertisers. In general, one aspect of the subject matter described in this specification can be embodied in methods that include providing an online advertisement to a system, receiving data from the system indicating an interaction of the system with the online advertisement and data indicating a subsequent interaction of the system with an online resource of an advertiser associated with the online advertisement, and inferring that an advertisement conversion has occurred based on the received data. Other embodiments of this aspect include corresponding systems, apparatus, and computer program products.

Claims

1. A computer-implemented method comprising:

providing, to a client device, an online resource, with the online resource provided by one or more first computer systems configured to implement an online service for providing resources;

wherein the one or more first computer systems are further configured for automatic communication with client device software for automatically transmitting, to the one or more first computer systems, data indicative of network addresses accessed by the client device;

retrieving, from the client device, data identifying the online resource representing one or more interactions with one or more second computer systems;

detecting, based on the retrieved data, an interaction of the client device with the online resource, wherein the detecting is performed independent of sending a request to the one or more second computer systems for data indicative of the interaction;

responsive to the detecting,

determining that a secure communications protocol is executed for encrypted communication by the client device with a web page of the one or more second computer systems, with the determining being based on identification of a secure network address that is one of the one or more network addresses accessed by the client device;

retrieving, from a repository, resource data specifying a conversion rate for the online resource when the secure communications protocol is executed for encrypted communication;

performing a conversion simulation based on the resource data and data indicative of an amount of time the client device interacted with the web page for estimating whether a resource conversion has occurred;

determining an amount of time that the client device spends accessing a secure web page; and

estimating, based on the conversion simulation and the amount of time the client device spends accessing the secure web page, whether the resource conversion has occurred, the estimating being performed independent of sending a request to the one or more second computer systems for data indicative of the resource conversion.

2. The method of claim 1, wherein the interaction with the online resource comprises requesting the web page.

3. The method of claim 1, wherein an occurrence of the resource conversion comprises a transaction with an online resource provider.

4. The method of claim 3, wherein the transaction with the online resource provider comprises a commercial transaction.

5. The method of claim 1, further comprising identifying an amount of information communicated between the client device and the web page.

6. The method of claim 1, further comprising:

providing, by the one or more first computer systems, the client device software to the client device.

7. The method of claim 1, wherein the web page comprises a web site of an advertiser.

8. The method of claim 1, wherein the client device comprises a web browser.

9. The method of claim 1, wherein estimating whether the resource conversion has occurred is performed absent information provided by an online content provider indicating that the resource conversion has occurred.

10. The method of claim 1, wherein estimating whether the resource conversion has occurred comprises generating an inferred conversion rate for the online resource.

11. The method of claim 10, further comprising selecting the online resource for display based on the inferred conversion rate of the online resource.

12. A system, comprising:

one or more processing devices; and

one or more non-transitory computer readable media storing instructions that are executable by the one or more processing devices to perform operations comprising;

providing, to a client device, an online resource, with the system configured to implement an online service for providing resources, and with the online resource provided by the system;

wherein the system is further configured for automatic communication with client device software for automatically transmitting, to the system, data indicative of network addresses accessed by the client device;

retrieving, from the client device, data identifying the online resource representing one or more interactions with one or more other systems;

detecting, based on the retrieved data, an interaction of the client device with the online resource, wherein the detecting is performed independent of sending a request to the one or more other systems for data indicative of the interaction;

responsive to the detecting,

determining that a secure communications protocol is executed for encrypted communication by the client device with a web page of the one or more other systems, with the determining being based on identification of a secure network address that is one of the one or more network addresses accessed by the client device;

retrieving, from a repository, resource data specifying a conversion rate for the online resource when the secure communications protocol is executed for encrypted communication;

performing a conversion simulation based on the resource data and data indicative of an amount of time the client device interacted with the web page for estimating whether a resource conversion has occurred;

determining an amount of time that the client device spends accessing a secure web page; and

estimating, based on the conversion simulation and the amount of time the client device spends accessing the secure web page, whether the resource conversion has occurred, the estimating being performed independent of sending a request to the one or more second computer systems for data indicative of the resource conversion.

13. The system of claim 12, wherein the operations further comprise identifying an amount of information communicated between the client device and the web page.

14. The system of claim 12, wherein estimating whether the resource conversion has occurred is performed absent information provided by the an online content provider indicating that the resource conversion has occurred.

15. The system of claim 12, wherein estimating whether the resource conversion has occurred comprises generating an inferred conversion rate for the online resource.

16. The system of claim 15, wherein the operations further comprise selecting the online resource for display based on the inferred conversion rate of the online resource.

17. One or more non-transitory computer readable media storing instructions executable by one or more processing devices of one or more first computer systems to perform operations comprising:

providing, to a client device, an online resource, with the online resource provided by the one or more first computer systems, which are configured to implement an online service for providing resources;

wherein the one or more first computer systems are further configured for automatic communication with client device software for automatically transmitting, to the one or more first computer systems, data indicative of network addresses accessed by the client device;

retrieving, from the client device, data identifying the online resource representing one or more interactions with one or more second computer systems;

detecting, based on the retrieved data, an interaction of the client device with the online resource, wherein the detecting is performed independent of sending a request to the one or more second computer systems for data indicative of the interaction;

responsive to the detecting,

determining that a secure communications protocol is executed for encrypted communication by the client device with a web page of the one or more second computer systems, with the determining being based on identification of a secure network address that is one of the one or more network addresses accessed by the client device;

retrieving, from a repository, resource data specifying a conversion rate for the online resource when the secure communications protocol is executed for encrypted communication;

performing a conversion simulation based on the resource data and data indicative of an amount of time the client device interacted with the web page for estimating whether a resource conversion has occurred;

determining an amount of time that the client device spends accessing a secure web page; and

estimating, based on the conversion simulation and the amount of time the client device spends accessing the secure web page, whether the resource conversion has occurred, the estimating being performed independent of sending a request to the one or more second computer systems for data indicative of the resource conversion.

18. The one or more non-transitory computer readable media of claim 17, wherein the operations further comprise identifying an amount of information communicated between the client device and the web page.

19. The one or more non-transitory computer readable media of claim 17, wherein estimating whether the resource conversion has occurred is performed absent information provided by an online content provider indicating that the resource conversion has occurred.

20. The one or more non-transitory computer readable media of claim 17, wherein estimating whether the resource conversion has occurred comprises generating an inferred conversion rate for the online resource.

21. The one or more non-transitory computer readable media of claim 20, wherein the operations further comprise selecting the online resource for display based on the inferred conversion rate of the online resource.