Audience commonality and measurement
First Claim
1. A method of characterizing multiple networked media channels by calculating audience commonality metrics, the method comprising the steps of:
- identifying a set of one or more object media channels;
identifying multiple sets of subject media channels wherein each subject media channel set comprises one or more subject media channels; and
, calculating audience commonality metrics for each set of subject media channels wherein the step of calculating audience commonality metrics for one set of subject media channels comprises the steps of;
identifying visitor entities;
accessing media consumption histories associated with visitor entities; and
, assessing the degree of audience overlap between the set of object media channels and the subject media channels based at least in part on the identified visitor entities and their related media consumption histories.
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Accused Products
Abstract
Audience commonality metrics for characterizing the relationship between networked media channels based on audience overlap of identified visitor entities and their related media consumption histories. Audience commonality metrics may be scalars or multi-dimensional metrics and may take into account and/or be used in conjunction with data related to on- or off-network media channels, on- or off-network activities, sociographics and/or demographics. The current invention may be used in the design of networked advertising campaigns, identification of new or unusual market segments and/or valuation of media buys. A system according to the current invention comprises access to a configuration, an input for receiving audience commonality data, an audience commonality metrics engine and an output for providing calculated audience commonality metrics. Data related to identified visitor entities may be received, determined and/or inferred from resources such as a cookie, log file, sniffer, firewall, proxy server, client agent, tracking pixel and/or tool
129 Citations
37 Claims
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1. A method of characterizing multiple networked media channels by calculating audience commonality metrics, the method comprising the steps of:
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identifying a set of one or more object media channels;
identifying multiple sets of subject media channels wherein each subject media channel set comprises one or more subject media channels; and
,calculating audience commonality metrics for each set of subject media channels wherein the step of calculating audience commonality metrics for one set of subject media channels comprises the steps of;
identifying visitor entities;
accessing media consumption histories associated with visitor entities; and
,assessing the degree of audience overlap between the set of object media channels and the subject media channels based at least in part on the identified visitor entities and their related media consumption histories. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21)
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22. A method for selecting a set of favorable networked advertising destinations in relation to a target audience comprising the steps of:
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characterizing a target audience by identifying one or more characteristic media channels;
identifying a set of favorable networked advertising destinations by selecting networked advertising destinations with favorable audience commonality metrics with respect to one or more of the characteristic media channels wherein;
an audience commonality metric characterizes the extent of audience overlap between sets of media channels based on identified visitor entities and their related media consumption histories. - View Dependent Claims (23, 24, 25, 26, 27)
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28. A method for identifying media channels of interest based on the performance of a networked advertising campaign operating on multiple networked advertising destinations comprising the steps of:
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identifying the top advertising destinations associated with the networked advertising campaign;
identifying favorable media channels comprising media channels with favorable audience commonality metrics with respect to the top networked advertising destinations;
accessing a history of media channels representing exposures to visitors who engaged the networked advertising campaign; and
,identifying media channels of interest by finding media channels common to both the set of favorable media channels and the history of media channels. - View Dependent Claims (29)
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30. A method for analyzing a set of advertising opportunities associated with networked advertising destinations comprising the steps of:
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characterizing one or more potential advertising opportunity purchasers for a networked advertising campaign by identifying one or more characteristic media channels per potential advertising opportunity purchaser;
accessing audience commonality metrics for one or more characteristic media channels with respect to one or more networked advertising destinations related to the advertising opportunities;
matching potential advertising opportunity purchasers for a networked advertising campaign with networked advertising destinations related to the advertising opportunities based on the audience commonality metrics. - View Dependent Claims (31, 32)
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33. A system for characterizing the relationship between multiple networked media channels by calculating audience commonality metrics, the system comprising:
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access to a configuration comprising;
configuration data identifying a set of one or more object media channels; and
,configuration data identifying multiple sets of subject media channels wherein each set of subject media channels comprises one or more subject media channels;
an input for receiving audience commonality data for correlating identified users with media consumption events related to media channels;
an audience commonality metrics engine for calculating audience commonality metrics per set of subject media channels with respect to the set of object media channels using the audience commonality data and an algorithm; and
,an output for providing calculated audience commonality metrics. - View Dependent Claims (34, 35, 36, 37)
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Specification