Customizing a common taxonomy with views and applying it to behavioral targeting
First Claim
1. A computerized method for generating a taxonomic view of a standard taxonomy usable for behavioral targeting of one or more users by at least one entity, the method comprising:
- receiving a subset of categories of the standard taxonomy from the at least one entity, wherein each category in the subset of categories is tagged based on a legacy taxonomy of the at least one entity;
applying a taxonomy slicer to the subset of categories to reassemble the standard taxonomy that includes categories that were manually-tagged;
generating the taxonomic view of the standard taxonomy that includes the categories that were manually-tagged based at least in part on connecting a plurality of the subset of categories of the standard taxonomy with their respective closest ancestors within the standard taxonomy when at least one parent of at least one category of the categories that were manually-tagged is not manually-tagged; and
applying a formal grammar to the taxonomic view to determine an audience segment, wherein the formal grammar comprises one or more rules for interpreting relationships between two categories in the taxonomic view.
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Abstract
Systems, methods, and computer-readable storage media are provided for generating a taxonomic view from a standard taxonomy and generating audience segments for targeting using a formal grammar. A manually-tagged subset of categories of the standard taxonomy is provided to a server. Each category in the subset of categories is tagged based on an entity'"'"'s own legacy taxonomy. A taxonomy slicer is applied to the subset of manually-tagged categories to determine parent/child relationships for each category in the subset, and to assemble the categories into the taxonomic view. The taxonomic view maintains interoperability with the standard taxonomy, and with other entities using views of the standard taxonomy. Further, a formal grammar is defined for specifying online behaviors for targeting, and is applied to extracted categories of the standard taxonomy and/or taxonomic view. The formal grammar may be programmatically applied during behavioral targeting.
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Citations
20 Claims
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1. A computerized method for generating a taxonomic view of a standard taxonomy usable for behavioral targeting of one or more users by at least one entity, the method comprising:
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receiving a subset of categories of the standard taxonomy from the at least one entity, wherein each category in the subset of categories is tagged based on a legacy taxonomy of the at least one entity; applying a taxonomy slicer to the subset of categories to reassemble the standard taxonomy that includes categories that were manually-tagged; generating the taxonomic view of the standard taxonomy that includes the categories that were manually-tagged based at least in part on connecting a plurality of the subset of categories of the standard taxonomy with their respective closest ancestors within the standard taxonomy when at least one parent of at least one category of the categories that were manually-tagged is not manually-tagged; and applying a formal grammar to the taxonomic view to determine an audience segment, wherein the formal grammar comprises one or more rules for interpreting relationships between two categories in the taxonomic view. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A computer memory storing computer-useable instructions that, when accessed by one or more computing devices, cause the one or more computing devices to perform a method for applying a formal grammar to define one or more audience segments, the method comprising:
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applying a taxonomy slicer to a plurality of categories from a taxonomy to generate a taxonomic view of the taxonomy by directly connecting at least two categories of the plurality of categories that are not directly connected in the taxonomy; applying the formal grammar to the taxonomic view to determine the one or more audience segments, wherein the formal grammar comprises one or more rules for interpreting a combination of two or more categories from the taxonomic view; and applying the one or more audience segments in determining one or more users that satisfy the combination of the two or more categories from the taxonomic view during behavioral targeting of the one or more users by at least one entity. - View Dependent Claims (9, 10, 11, 12, 13)
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14. A system for generating a taxonomic view of a standard taxonomy usable for behavioral targeting of one or more users by at least one entity, the system comprising:
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a server having one or more processors and one or more computer memories; and a data store coupled with the server, wherein the server; (1) receives a subset of categories of the standard taxonomy, wherein each of a plurality of categories in the subset of categories is tagged by an entity based on each category in a legacy taxonomy of the entity corresponding to one or more categories in the standard taxonomy; (2) applies a taxonomy slicer to the subset of categories of the standard taxonomy to generate the taxonomic view of the standard taxonomy by directly connecting at least two manually-tagged categories that are not directly connected in the standard taxonomy; (3) applies a formal grammar to the taxonomic view to determine one or more audience segments, wherein the formal grammar comprises one or more rules for interpreting a combination of two or more categories from the standard taxonomy; and (4) applies the one or more audience segments to determine the one or more users that satisfy the combination of the two or more categories from the standard taxonomy during the behavioral targeting of the one or more users by the at least one entity. - View Dependent Claims (15, 16, 17, 18, 19, 20)
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Specification