Method For Targeting Control Of Online Advertising And Associated Method And System
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Abstract
A method, a device and a system are proposed for controlling advertising in an information network, in particular the Worldwide Web (WWW), via which several users have access to information. The system has a data-processing device formed as a profiler which allocates a user identity to every user and which evaluates first data which a first device provides and which contains details about his access behaviour to the information, in particular logfile data. The profiler also evaluates for the respective users second data which a second device provides and which contains details about the users'"'"' interests in the type of information which is preferably gathered via questionnaires online and/or offline. The profiler supplements the first and/or second data with third data which a third device provides and which contains details about the identity of the respective user. These personal data come from a service provider system such as e.g. the freemail system www.freemail.de. The profiler extracts control data for the respective user from the data and transmits these to a control device for controlling the advertising, in particular to an adserver.
49 Citations
36 Claims
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1-15. -15. (canceled)
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16. A method for controlling online advertising in an information network over which several users have access to information, comprising the following steps:
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allocating a user identity to every user;
recording for every user first data containing details about the user'"'"'s access behavior to the information;
recording second data for the respective user, the second data containing details about the user'"'"'s interest in the type of information;
supplementing the first and/or second data by third data containing details about the identity of the respective user;
extracting control data for the respective user from the first, second and/or third data and transmitting the control data to a control device for controlling the advertising; and
storing at least the control data extracted for every user in a user profile under the allocated user identity. - View Dependent Claims (17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31)
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32. A device for controlling online advertising and for extending the reach of the online advertising from a first internet platform having a first usership with a first reach onto a second internet platform having a second usership with a second, larger reach, comprising:
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data memory for data recorded for the first usership and including first and/or second data containing details about users'"'"' access behavior or details about users'"'"' interest regarding online information, and also including third data containing personal details about the respective users, in order to ascertain, from these data recorded for the first usership first control data for the online advertising on the first internet platform;
a data processor ascertaining a first advertising volume achieved by the online advertising on the first internet platform and comparing the achieved first advertising volume with a planned advertising volume, and establishing whether the achieved first advertising volume is smaller than the planned advertising volume, and then ascertaining, from the first and/or second data recorded for the first usership second control data for the online advertising on the second internet platform; and
a data recorder recording, for the second usership, the third data containing personal details about the respective users, and the data-processor ascertaining profiles for both userships having commonalities and/or differences in order to gear the online advertising on the second internet platform to the profile of the first usership.
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33. A system for controlling online advertising in an information network via which several users have access to information, comprising:
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a data processor allocating a user identity to every user and evaluating the first data which a first data device provides, the first data containing details about a user'"'"'s access behavior to the information, the data processor evaluating second data for the respective user provided by a second device, the second data containing details about the interests of the user in the type of information, the data processor supplementing the first and/or second data with third data provided by a third device, the third data containing details about the identity of the respective user;
the data processor extracting control data for the respective user from the data and transmits them to a control device for controlling the advertising. - View Dependent Claims (34, 35, 36)
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Specification