System and Method for Monitoring Efficacy of Online Advertising

• US 20090327070A1
• Filed: 06/25/2009
• Published: 12/31/2009
• Est. Priority Date: 06/25/2008
• Status: Abandoned Application

• Current Assignee: Uniloc Luxembourg S.à r.l. (f/k/a Uniloc Luxembourg S.A.) (Uniloc Corporation Pty. Limited)
• Original Assignee: Uniloc USA, Inc. (Uniloc Corporation Pty. Limited)
• Inventors: Etchegoyen, Craig S.
• Application Number:
  US12/492,039
• Publication Number:
  US 20090327070A1
• Time in Patent Office: Days
• US Class Current: 705/14.45
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0246 Traffic

Abstract

Systems and methods are provided for determining the efficacy of online advertising campaigns. In one approach, the method involves, in response to a user of a network device accessing a web page on which an advertisement is displayed, caching an impression in a first database, and receiving device data regarding the network device. The device data may comprise a combination of user-configurable and non-user-configurable machine parameters. A unique device identifier for the network device may be generated based on the machine parameters. The generated device identifier may be utilized to gain insight into which online ads users look at and which products and/or services they tend to buy.

Claims

1. A method for determining efficacy of online advertising, comprising:

in response to a user of a network device accessing a web page on which an advertisement is displayed, (a) caching an impression in a first database and (b) receiving device data regarding the network device, the device data comprising a combination of user-configurable and non-user-configurable machine parameters;

in response to the user clicking on the advertisement, (a) caching a user click in the first database and (b) directing the user from the web page to a landing page;

generating a device identifier for the network device based on the machine parameters;

associating the cached impression and the cached user click with the device identifier;

calculating device-specific cached impressions and device-specific cached clicks associated with the device identifier; and

displaying information regarding at least one of the device-specific cached impressions and the device-specific cached clicks.

2. The method of claim 1, further comprising storing the device identifier and data regarding at least one of the cached impression and the cached user click in a second database.

3. The method of claim 1, further comprising calculating a device-specific click-through rate.

4. The method of claim 3, wherein calculating the device-specific click-through rate comprises dividing the device-specific cached clicks by the device-specific cached impressions.

5. The method of claim 3, further comprising calculating a general click-through rate.

6. The method of claim 5, wherein:

the first database updates a total impression count for the advertisement, in response to the user of the network device accessing the web page on which the advertisement is displayed;

the first database updates a total click count for the advertisement, in response to the user clicking on the advertisement; and

the step of calculating the general click-through rate comprises dividing the total click count by the total impression count.

7. The method of claim 6, further comprising displaying at least one of the device-specific click-through rate and general click-through rate.

8. The method of claim 1, further comprising:

in response to the user making a purchase on the landing page, (a) caching a conversion in the first database and (b) directing the user from the landing page to a conversion page;

associating the cached conversion with the device identifier;

calculating device-specific cached conversions associated with the device identifier; and

displaying the device-specific cached conversions.

9. The method of claim 8, further comprising storing the device identifier and data regarding the cached conversion in a second database.

10. The method of claim 8, further comprising calculating a device-specific conversion rate.

11. The method of claim 10, wherein calculating the device-specific conversion rate comprises dividing the device-specific cached conversions by one of the device-specific cached impressions and the device-specific cached clicks.

12. The method of claim 10, further comprising calculating a general conversion rate.

13. The method of claim 12, wherein:

the first database updates a total impression count for the advertisement, in response to the user of the network device accessing the web page on which the advertisement is displayed;

the first database updates a total click count for the advertisement, in response to the user clicking on the advertisement;

the first database updates a total conversion count for the advertisement, in response to the user making the purchase on the landing page; and

the step of calculating the general conversion rate comprises dividing the total conversion count by one of the total impression count and the total click count.

14. The method of claim 13, further comprising displaying at least one of the device-specific conversion rate and general conversion rate.

15. A system for determining efficacy of online advertising, comprising:

a first database adapted to, in response to a user of a network device accessing a web page on which an advertisement is displayed, (a) cache an impression and (b) cache device data regarding the network device, the device data comprising a combination of user-configurable and non-user-configurable machine parameters;

a redirector in operative communication with the first database and adapted to, in response to the user clicking on the advertisement, (a) report a user click to the first database, and (b) direct the user from the web page to a landing page;

a conversion tracker in operative communication with the first database and adapted to, in response to the user making a purchase on the landing page, (a) report a conversion to the first database, and (b) direct the user from the landing page to a conversion page; and

a device identifier producer in operative communication with the first server and adapted to generate a device identifier for the network device based on the machine parameters.

16. The system of claim 15, further comprising:

a second database adapted to receive (a) the device identifier from the device identifier producer and (b) information regarding any impressions, any user clicks, and any conversions associated with the device identifier from the first database;

a display unit; and

a processor module in operative communication with the second database and the display unit, the processor module being adapted to;

calculate total impressions, total clicks, and total conversions for each unique device identifier; and

instruct the display unit to display at least one of the total impressions, the total clicks, and the total conversions for each unique device identifier.

17. The system of claim 16, wherein the second server provides the advertisement displayed on the web page.

18. An apparatus for determining efficacy of online advertising, comprising:

a communication module;

a display module;

at least one processor operatively coupled to the communication module and the display module; and

a memory module operatively coupled to the at least one processor and comprising executable code for the at least one processor to;

in response to a user of a network device accessing a web page on which an advertisement is displayed, (a) cache an impression in a first database and (b) receive device data regarding the network device, the device data comprising a combination of user-configurable and non-user-configurable machine parameters;

in response to the user clicking on the advertisement, (a) cache a user click in the first database and (b) direct the user from the web page to a landing page;

generate a device identifier for the network device based on the machine parameters;

associate the cached impression and the cached user click with the device identifier;

calculate device-specific cached impressions and device-specific cached clicks associated with the device identifier; and

instruct the display module to display information regarding at least one of the device-specific cached impressions and the device-specific cached clicks.

19. The apparatus of claim 18, wherein the at least one processor instructs the communication nodule to send the device identifier and data regarding at least one of the cached impression and the cached user click to a second database.

20. The apparatus of claim 18, wherein the at least one processor:

in response to the user making a purchase on the landing page, (a) caches a conversion in the first database and (b) directs the user from the landing page to a conversion page;

associates the cached conversion with the device identifier;

calculates device-specific cached conversions associated with the device identifier; and

instruct the display module to display information regarding the device-specific cached conversions.