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User-targeted advertising

  • US 10,198,744 B2
  • Filed: 09/14/2012
  • Issued: 02/05/2019
  • Est. Priority Date: 02/04/2008
  • Status: Active Grant
First Claim
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1. A method performed by one or more processing devices, comprising:

  • identifying users, each user being associated with user profile data specifying one or more characteristics of the user;

    for each user,extracting, from the user profile data, the one or more characteristics of the user; and

    generating a structured data set representing the one or more characteristics of the user;

    for each of a plurality of structured data sets, tagging the structured data set with a tag specifying, for each of the one or more characteristics of that structured data set, whether that characteristic satisfies one or more conditions, with a condition specifying a particular characteristic of a structured data set;

    wherein each structured data set represents a different user associated with the user profile data;

    storing, in a data storage, the plurality of the structured data sets tagged with respective tags;

    following the tagging, receiving data specifying at least one of the one or more conditions as being a condition of a content provider;

    searching the respective tags of the plurality of structured data sets stored in the data storage to determine one or more structured data sets, of the plurality of structured data sets, that are each associated with a tag specifying a condition that corresponds to the condition of the content provider, the one or more structured data sets representing a first set of users;

    following determination of the one or more structured data sets representing the first set of users, identifying one or more content items for presentation to the first set of users;

    determining a first expected performance of the one or more content items if the one or more content items are presented to the first set of users, the first expected performance being associated with a first period of time and being based on the first set of users and characteristics currently associated with the first set of users;

    determining a second expected performance of the one or more content items if the one or more content items are presented to the first set of users, the second expected performance being associated with a second period of time, different from the first period of time, and being based on the first set of users and the characteristics currently associated with the first set of users; and

    presenting the first expected performance and the second expected performance to the content provider;

    wherein a particular structured data set representing one or more particular characteristics of a particular user comprises one or more attribute-value pairs, and wherein a particular tag specifies whether one or more values of the one or more attribute-value pairs satisfies one or more conditions of that particular structured data set.

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