Systems and methods for digital spend based targeting and measurement

• US 10,055,759 B2
• Filed: 10/30/2015
• Issued: 08/21/2018
• Est. Priority Date: 06/29/2011
• Status: Active Grant

• Current Assignee: American Express Travel Related Services Company, Inc. (American Express Company)
• Original Assignee: American Express Travel Related Services Company, Inc. (American Express Company)
• Inventors: Bonalle, David, Bender, Brian, Dedeoglu, Mehmet E., Rane, Rajendra, Odinec, Tamara, Lowery, Patrick
• Primary Examiner(s): Stoltenberg, David J
• Application Number:
  US14/929,199
• Publication Number:
  US 20160055500A1
• Time in Patent Office: 1,026 Days
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

The present disclosure includes a system, method, and article of manufacture for spend based targeting. In various embodiments, the system may transmit, to a third party system, a spend data file associating a first party cookie ID with spend data, as well as a first party cookie ID and/or a third party cookie ID to a web client. The web client may transmit the first party cookie ID and/or the third party cookie ID to the third party system, and the third party system may generate a look alike model for targeting advertisements to the web client based on the spend data file and clickstream data associated with the web client. In various embodiments, the third party system may match the third party cookie ID with the first party cookie ID in the spend data file, which may associate a customer with a segment.

Claims

1. A method comprising:

transmitting, by a computer-based system, a first party cookie ID and a third party cookie ID to a web client associated with a customer, in response to the web client browsing on a website associated with a first party system,

wherein the first party cookie ID is associated with a model,

wherein the model associates the market segment of interest to the customer with the first party cookie ID,

wherein the first party system is unable to identify the customer without the first party cookie ID,

wherein a third party system receives web browsing data,

wherein the web client transmits the first party cookie ID and the third party cookie ID to the third party system in association with the web browsing data,

wherein the third party system is unable to associate the web browsing data with the customer,

wherein the third party system associates the third party cookie ID with a model file and the first party cookie ID,

wherein the third party system updates the model file to create an updated model file such that the web browsing data is associated with the third party cookie ID, and

wherein a third party system transmits an updated model file to the first party system.

2. The method of claim 1, wherein the third party system matches the third party cookie ID with the first party cookie ID in the updated model file.

3. The method of claim 1, wherein the updated model file associates the customer with a segment.

4. The method of claim 1, wherein the third party system receives the web browsing data from a second party system in association with the third party cookie ID.

5. The method of claim 4, wherein the second party system serves targeted advertisements to the web client based on the updated model file.

6. The method of claim 1, wherein the first party cookie ID is deleted from the web browsing data.

7. The method of claim 1, further comprising transmitting, by the computer-based system and to the third party system, the updated model file associating the first party cookie ID with the market segment data.

8. The method of claim 1, further comprising:

receiving, by the computer-based system, the updated model file from the third party system;

associating, by the computer-based system, the updated model file to the web browsing data; and

determining, by the computer-based system and based on the association, a market segment where the customer at least one of is likely to browse or has recently browsed.

9. The method of claim 8, wherein the determining results in a look alike targeting model.

10. The method of claim 1, wherein a second party system provides a second party cookie ID to the web client.

11. The method of claim 1,

wherein a second party system transmits the web browsing data to the third party system, and

wherein the web browsing data is associated with at least one of the web client or the third party cookie ID.

12. The method of claim 1, wherein the third party system deletes the first party cookie ID from the updated model file.

13. The method of claim 1, further comprising:

assigning, by the computer-based system and based on the updated model file, the model to an advertiser, wherein a segment of the customer defines the model;

translating, by the computer-based system and based on the web browsing data, the segment of the model into targeting logics,

wherein the targeting logics comprise a look alike model,

wherein the targeting logics are used to track browsing activity of the customer, and

wherein a targeted advertisement is transmitted to the customer, in response to the browsing activity satisfying criteria associated with the targeting logics.

14. The method of claim 13, wherein the translating comprises translating the segment of the customer into a Boolean string.

15. The method of claim 13, further comprising transmitting, by the computer-based system, the targeting logics to a second party system, wherein the second party system transmits the targeted advertisement to the customer, based on the model assigned to the advertiser.

16. The method of claim 13, further comprising:

validating, by the computer-based system, the model;

scoring, by the computer-based system, the model; and

ranking, by the computer-based system, the model.

17. A web client system comprising:

a web client processor; and

a tangible, non-transitory memory communicating with the processor,

the tangible, non-transitory memory having instructions stored thereon that, in response to execution by the processor, cause the processor to perform operations comprising;

receiving, by the web client processor associated with a customer, a first party cookie ID and a third party cookie ID, in response to the web client system browsing on a website associated with a first party system; and

transmitting, by the web client processor, the first party cookie ID and the third party cookie ID to the third party system in association with web browsing data,

wherein the first party cookie ID is associated with a model,

wherein the model associates the market segment of interest to the customer with the first party cookie ID,

wherein the first party system is unable to identify the customer without the first party cookie ID,

wherein a third party system receives web browsing data,

wherein the third party system is unable to associate the web browsing data with the customer,

wherein the third party system associates the third party cookie ID with a model file and the first party cookie ID,

wherein the third party system updates the model file to create an updated model file such that the browsing data is associated with the third party cookie ID, and

wherein a third party system transmits an updated model file to the first party system.

18. A method comprising:

receiving, by a third party system, web browsing data;

receiving, by the third party system and from a web client, a first party cookie ID and a third party cookie ID in association with the web browsing data,

wherein the third party system is unable to associate the web browsing data with the customer;

associating, by the third party system, the third party cookie ID with a model file and the first party cookie ID;

updating, by the third party system, the model file to create an updated model file such that the web browsing data is associated with the third party cookie ID;

transmitting, by the third party system, the updated model file to the first party system,

wherein a web client associated with a customer receives the first party cookie ID and the third party cookie ID, in response to the web client browsing on a website associated with a first party system,

wherein the first party cookie ID is associated with a model,

wherein the model associates the market segment of interest to the customer with the first party cookie ID, and

wherein the first party system is unable to identify the customer without the first party cookie ID.

19. A method comprising:

receiving, by a web client associated with a customer, a first party cookie ID and a third party cookie ID, in response to the web client browsing on a website associated with a first party system; and

transmitting, by the web client, the first party cookie ID and the third party cookie ID to the third party system in association with web browsing data,

wherein the first party cookie ID is associated with a model,

wherein the model associates the market segment of interest to the customer with the first party cookie ID,

wherein the first party system is unable to identify the customer without the first party cookie ID,

wherein a third party system receives web browsing data,

wherein the third party system is unable to associate the web browsing data with the customer,

wherein the third party system associates the third party cookie ID with a model file and the first party cookie ID,

wherein the third party system updates the model file to create an updated model file such that the browsing data is associated with the third party cookie ID, and

wherein a third party system transmits an updated model file to the first party system.