Data packet transmission optimization of data used for content item selection
First Claim
1. A system to optimize exchange of data used for third-party content selection, comprising:
- a data processing system having a keyword selection component, a keyword performance component, and a historic online activity database;
the keyword selection component identifies, based on data stored in the historic online activity database, a cluster of client devices that previously performed a plurality of online activities of an online activity type in relation to a product or service context;
the keyword selection component determines, based on the data stored in the historic online activity database, from a plurality of keywords, a subset of keywords associated with the plurality of online activities of the online activity type that the cluster of client devices performed in relation to the product or service context;
the keyword performance component determines a performance metric of the subset of keywords based on the plurality of online activities of the online activity type that the cluster of client devices performed in relation to the product or service context; and
the keyword selection component transmits, to a computing device of a third-party content provider, the subset of keywords and the performance metric;
wherein a parameter value determined for a first keyword of the subset of keywords based on the performance metric is used to select a content item of the third-party content provider associated with the product or service context responsive to a request for third-party content, the request for third-party content indicative of the first keyword, the selected content item configured for display on a client device.
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Accused Products
Abstract
Systems and methods for providing third-party content can include a data processing system receiving criteria defining online activities of an online activity type related to a product or service context from a computing device of a third-party content provider. The data processing system can identify a cluster of client devices based on the defined online activities, and determine a subset of keywords associated with the defined online activities and the identified cluster of client devices. The data processing system can determine a performance metric of the subset of keywords based on the cluster of client devices, and provide the subset of keywords and the performance metric to the computing device. The data processing system can receive from the computing device a parameter value of a first keyword of the subset of keywords to use in selecting content items of the third-party content provider associated with the first keyword.
24 Citations
20 Claims
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1. A system to optimize exchange of data used for third-party content selection, comprising:
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a data processing system having a keyword selection component, a keyword performance component, and a historic online activity database; the keyword selection component identifies, based on data stored in the historic online activity database, a cluster of client devices that previously performed a plurality of online activities of an online activity type in relation to a product or service context; the keyword selection component determines, based on the data stored in the historic online activity database, from a plurality of keywords, a subset of keywords associated with the plurality of online activities of the online activity type that the cluster of client devices performed in relation to the product or service context; the keyword performance component determines a performance metric of the subset of keywords based on the plurality of online activities of the online activity type that the cluster of client devices performed in relation to the product or service context; and the keyword selection component transmits, to a computing device of a third-party content provider, the subset of keywords and the performance metric; wherein a parameter value determined for a first keyword of the subset of keywords based on the performance metric is used to select a content item of the third-party content provider associated with the product or service context responsive to a request for third-party content, the request for third-party content indicative of the first keyword, the selected content item configured for display on a client device. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11)
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12. A method of providing third-party content based on keyword performances, comprising:
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identifying, by a data processing system, based on data stored in a historic online activity database, a cluster of client devices that previously performed a plurality of online activities of an online activity type in relation to a product or service context; determining, by the data processing system, based on the data stored in the historic online activity database, from a plurality of keywords, a subset of keywords associated with the plurality of online activities of the online activity type that the cluster of client devices performed in relation to the product or service context; determining, by the data processing system, a performance metric of the subset of keywords based on the plurality of online activities of the online activity type that the cluster of client devices performed in relation to the product or service context; and providing, by the data processing system, for a computing device of a third-party content provider, access to the subset of keywords and the performance metric, a parameter value determined, by the computing device of the third-party content provider, for a first keyword of the subset of keywords based on the performance metric is used to select a content item of the third-party content provider associated with the product or service context responsive to a request for third-party content, the request for third-party content indicative of the first keyword, and the selected content item is provided for display on a client device. - View Dependent Claims (13, 14, 15, 16, 17, 18, 19)
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20. A non-transitory computer-readable medium comprising computer code instructions stored thereon, the computer code instructions, when executed by one or more processors, cause a data processing system to:
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identify, based on data stored in a historic online activity database, a cluster of client devices that previously performed a plurality of online activities of an online activity type in relation to a product or service context; determine, based on the data stored in the historic online activity database, from a plurality of keywords, a subset of keywords associated with the plurality of online activities of the online activity type that the cluster of client devices performed in relation to the product or service context; determine a performance metric of the subset of keywords based on the plurality of online activities of the online activity type that the cluster of client devices performed in relation to the product or service context; and provide, for a computing device of a third-party content provider, access to the subset of keywords and the performance metric, a parameter value determined, by the computing device of the third-party content provider, for a first keyword of the subset of keywords based on the performance metric is used to select a content item of the third-party content provider associated with the product or service context responsive to a request for third-party content, the request for third-party content indicative of the first keyword, and the selected content item is provided for display on a client device.
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Specification