Campaign Management Platform for Network-Based Online Advertising and Directed Media Transmission System
First Claim
1. A method of managing an online advertising campaign, comprising:
- deriving user profile information for a user accessing a target website over network;
deriving network traffic information for user client device access to the target website;
determining extrinsic data factors associated with the client device access to the target website;
compiling behavioral information regarding user access to the target website or related websites;
storing the network traffic information in a durable identifier embedded in a data structure associated with IP data traffic transmitted between the client device and the target website over a carrier network; and
analyzing the profile information, traffic information, behavioral information, and extrinsic data factors to facilitate determination of effectiveness of one or more targeted content messages provided by the target website.
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Accused Products
Abstract
Embodiments of a system and method for managing multi-media advertising campaigns across multiple online and offline media sources are described. A durable network identifier is associated with a client device that is used to access an advertising network. The durable identifier comprises an alphanumeric tag associated with network traffic transmitted through routing devices of the network. The durable identifier indexes relevant user demographic and client device information for facilitating the delivery of directed media within the advertising network and is embedded within requests sent from the client computer to a target server computer over a network. A campaign management platform processes certain user metrics provided by the tag processing service and supplements this information with certain extrinsic data. Analysis processes determine behavioral or contextual targeting, as well as user response to ad messages.
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Citations
40 Claims
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1. A method of managing an online advertising campaign, comprising:
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deriving user profile information for a user accessing a target website over network; deriving network traffic information for user client device access to the target website; determining extrinsic data factors associated with the client device access to the target website; compiling behavioral information regarding user access to the target website or related websites; storing the network traffic information in a durable identifier embedded in a data structure associated with IP data traffic transmitted between the client device and the target website over a carrier network; and analyzing the profile information, traffic information, behavioral information, and extrinsic data factors to facilitate determination of effectiveness of one or more targeted content messages provided by the target website. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20)
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21. A method of managing an advertising campaign for an ad server providing one or more targeted ad messages to a client computer through one or more target websites served by respective server computers, the method comprising:
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associating a durable identifier with network traffic transmitted between the client computer and a target website over a carrier network, the durable identifier comprising an alphanumeric data string consisting of a plurality of fields, each field of the plurality of fields indexing a respective characteristic related to at least one of client device attributes and user attributes; defining a refresh rate for at least one field of the plurality of fields and dictating a replacement time for a portion of the durable identifier relative to an initial time of access of the target website by the client computer; defining a behavior modifier for at least one field of the plurality of fields and dictating a replacement time for a portion of the durable identifier relative to previous behavior of the user; and providing the durable identifier to the ad server to facilitate determination of effectiveness of the one or more targeted ad messages. - View Dependent Claims (22, 23, 24, 25, 26, 27, 28, 29, 30)
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31. A method comprising:
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providing a manager server computer in a network coupling a plurality of client computers to one or more target server computers; defining a durable identifier for each client computer; associating the durable identifier with network traffic from each client computer over the network, the durable identifier comprising a plurality of fields storing information related to location of the client computer, network carrier, user profile data, and an encrypted representation of the client computer network identifier; storing the durable identifier for each client computer in a data store coupled to the manager server computer; replacing at least one field of each durable identifier on a periodic basis; and correlating contents of the durable identifier to derive behavioral trends relating to network usage by a user of the client computer. - View Dependent Claims (32, 33, 34, 35, 36, 37, 38, 39, 40)
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Specification