Audience matching network with performance factoring and revenue allocation

• US 10,229,430 B2
• Filed: 07/18/2014
• Issued: 03/12/2019
• Est. Priority Date: 08/01/2003
• Status: Active Grant

• Current Assignee: Yahoo AD Tech LLC
• Original Assignee: Oath Inc. (Verizon Communications Inc.)
• Inventors: Beyda, Gil, Balasubramanian, Krishna, Locker, Donald J., McDonald, Kevin M., Wilson, Joseph G., Morgan, David R., Lowery, Alison P.
• Primary Examiner(s): Alvarez, Raquel
• Application Number:
  US14/334,783
• Publication Number:
  US 20150046256A1
• Time in Patent Office: 1,698 Days
• Field of Search: 705 1449, 705 1473, 705 1453, 705 147, 705 1456, 705 1466, 709219, 709229
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0258 Registration
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0274 Split fees
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: H04L 69/329 in the application layer [OSI layer 7]

Abstract

Performance based delivery of content to an audience member. A network of audience member information collection domains provide information about audience members. A profiled audience member may belong to a network segment. Delivery of an advertisement to the profiled audience member is accommodated based upon membership in the network segment and performance criteria. The performance criteria may be configured to benefit a publisher, such as by maximizing revenue. Allocating revenue based upon the collection of data used to target audience members is also provided.

Claims

1. A computer-implemented method for delivery of content to a client computer, the method comprising:

collecting profile data relating to a client computer from a plurality of information collection domains;

defining a plurality of segments relating to the plurality of information collection domains by organizing the profile data as a plurality of facts, each fact having one or more attributes, and defining each segment of the plurality of segments as a logical combination of one or more facts of the plurality of facts;

determining that the client computer is a member of a segment of the plurality of segments by determining that the profile data relating to the client computer includes attributes matching the logical combination of one or more facts for the segment;

receiving, from a server, a segment identifier for the segment of which the client computer is determined to be a member;

transmitting to the client computer a segment-targeting cookie that includes the segment identifier; and

transmitting an advertisement to the client computer based on the segment identifier in the segment-targeting cookie.

2. The method of claim 1, further comprising:

selecting an advertisement for transmission to the client computer with a highest available payment to a publisher.

3. The method of claim 2, further comprising:

receiving, from the publisher, a set of delivery criteria corresponding to potentially deliverable advertisements,

wherein selecting the advertisement for transmission to the client computer with the highest available payment to the publisher is based upon a comparison of current delivery metrics to the set of delivery criteria.

4. The method of claim 1, further comprising:

optimizing transmitting the advertisement based on advertisement inventory served by a third party.

5. The method of claim 4, wherein optimizing transmitting the advertisement based on advertisement inventory served by the third party includes providing information about membership in the segment in connection with an advertisement serving function of the third party.

6. The method of claim 1, wherein the segment is defined by examining the profile data for client computers.

7. A computer-implemented method for allocating revenue between a plurality of data providers, the revenue corresponding to delivery of content to a client computer having access to a network domain and a plurality of information collection domains, the method comprising:

collecting profile data relating to a client computer from a plurality of information collection domains, the information collection domains being associated with a plurality of data providers;

defining a plurality of segments relating to the plurality of information collection domains by organizing the profile data as a plurality of facts, each fact having one or more attributes, and defining each segment of the plurality of segments as a logical combination of one or more facts of the plurality of facts;

determining that the client computer is a member of a segment of the plurality of segments by determining that the profile data relating to the client computer includes attributes matching the logical combination of one or more facts for the segment;

receiving, from a server, a segment identifier for the segment of which the client computer is determined to be a member;

transmitting to the client computer a segment-targeting cookie that includes the segment identifier;

accommodating the transmission of an advertisement to the client computer based upon the segment identifier in the segment-targeting cookie; and

allocating revenue corresponding to the delivery of the advertisement between the plurality of data providers based upon participation of the plurality of data providers as sources of the profile data.

8. The method of claim 7, wherein the information collection domains include a first domain and a second domain that is separate from the first domain, and

wherein the set of attributes include a first attribute based upon profile data collected in association with activity by the client computer in the first domain and a second attribute based upon profile data collected in association with activity by the client computer in the second domain.

9. The method of claim 8, wherein allocating revenue includes accounting for participation of a first of the plurality of data providers for providing profile data upon which the first attribute is based and a second of the plurality of data providers for providing profile data upon which the second attribute is based.

10. The method of claim 7, further comprising:

determining a value that the collected profile data used to determine that the client computer is a member of a segment is deemed to have on audience member behavior; and

accounting for the value in allocating revenue corresponding to the delivery of the advertisement.

11. The method of claim 10, wherein determining the value includes an examination of a set of factors associated with the collection of the information.

12. The method of claim 11, wherein the set of factors includes at least one factor selected from the group comprising recency, frequency, and primacy.

13. The method of claim 11, wherein the set of factors includes a half-life analysis.

14. The method of claim 11, wherein the set of factors includes at least one factor selected from the group comprising recency, frequency, segment correlation, half-life analysis, primacy, and intensity.

15. A system for delivery of content to a client computer, the system comprising:

a memory having processor-readable instructions stored therein; and

a processor configured to access the memory and execute the processor-readable instructions, which when executed by the processor configures the processor to perform a plurality of functions, including functions to;

collect profile data relating to a client computer from a plurality of information collection domains;

define a plurality of segments relating to the plurality of information collection domains by organizing the profile data as a plurality of facts, each fact having one or more attributes, and defining each segment of the plurality of segments as a logical combination of one or more facts of the plurality of facts;

determine that the client computer is a member of a segment of the plurality of segments by determining that the profile data relating to the client computer includes attributes matching the logical combination of one or more facts for the segment;

receive, from a server, a segment identifier for the segment of which the client computer is determined to be a member;

transmit to the client computer a segment-targeting cookie that includes the segment identifier; and

transmit an advertisement to the client computer based on the segment identifier in the segment-targeting cookie.

16. The system of claim 15, wherein the processor configured to access the memory and execute the processor-readable instructions further includes functions to:

select an advertisement for transmission to the client computer with a highest available payment to a publisher.

17. The system of claim 16, wherein the processor configured to access the memory and execute the processor-readable instructions further includes functions to:

receive, from the publisher, a set of delivery criteria corresponding to potentially deliverable advertisements,

wherein selecting the advertisement for transmission to the client computer with the highest available payment to the publisher is based upon a comparison of current delivery metrics to the set of delivery criteria.

18. The system of claim 15, wherein the processor configured to access the memory and execute the processor-readable instructions further includes functions to:

optimize transmitting the advertisement based on advertisement inventory served by a third party.

19. The system of claim 18, wherein optimizing transmitting the advertisement based on advertisement inventory served by the third party includes providing information about membership in the segment in connection with an advertisement serving function of the third party.

20. The system of claim 15, wherein the segment is defined by examining the profile data for client computers.