AUTOMATED USER SEGMENT SELECTION FOR DELIVERY OF ONLINE ADVERTISEMENTS
First Claim
1. A method for determining whether a user of a network should be targeted for the delivery of advertisements over the network, comprising:
- automatically determining by a first computer whether each of a plurality of user segments should be targeted for the delivery of advertisements via each of a plurality of Web sites accessible over the network, wherein the automatically determining comprises automatically applying a plurality of tests to each unique user segment and Web site combination and wherein each test is used to determine whether a particular user segment in the plurality of user segments should be targeted for the delivery of advertisements via a particular Web site in the plurality of Web sites;
storing the results of the determination in one or more data structures, wherein each data structure includes an identification of a Web site in the plurality of Web sites and one or more user segments that should be targeted for the delivery of advertisements via the identified Web site; and
accessing the data structure(s) by a second computer to determine whether a user that belongs to at least one of the plurality of user segments and that has accessed one of the plurality of Web sites should be targeted for the delivery of advertisements via the accessed Web site.
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Abstract
A system, method and computer program product is provided that automatically selects certain user segments for and excludes certain user segments from receiving online advertisements (“ads”) via various publisher Web sites included within an online ad network. By automatically determining which user segments should be targeted for the delivery of online ads on each publisher Web site, an embodiment of the present invention can advantageously increase the performance of the online ad network while reducing the amount of cost, time and potential errors involved in managing the network.
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Citations
20 Claims
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1. A method for determining whether a user of a network should be targeted for the delivery of advertisements over the network, comprising:
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automatically determining by a first computer whether each of a plurality of user segments should be targeted for the delivery of advertisements via each of a plurality of Web sites accessible over the network, wherein the automatically determining comprises automatically applying a plurality of tests to each unique user segment and Web site combination and wherein each test is used to determine whether a particular user segment in the plurality of user segments should be targeted for the delivery of advertisements via a particular Web site in the plurality of Web sites; storing the results of the determination in one or more data structures, wherein each data structure includes an identification of a Web site in the plurality of Web sites and one or more user segments that should be targeted for the delivery of advertisements via the identified Web site; and accessing the data structure(s) by a second computer to determine whether a user that belongs to at least one of the plurality of user segments and that has accessed one of the plurality of Web sites should be targeted for the delivery of advertisements via the accessed Web site. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
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11. A computer program product comprising a computer-readable medium having computer program logic recorded thereon for enabling a processing unit to determine whether a user of a network should be targeted for the delivery of advertisements over the network, comprising:
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first means for enabling the processing unit to determine whether each of a plurality of user segments should be targeted for the delivery of advertisements via each of a plurality of Web sites accessible over the network, wherein the first means comprises means for enabling the processing unit to apply a plurality of tests to each unique user segment and Web site combination and wherein each test is used to determine whether a particular user segment in the plurality of user segments should be targeted for the delivery of advertisements via a particular Web site in the plurality of Web sites; second means for enabling the processing unit to store the results of the determination in one or more data structures, wherein each data structure includes an identification of a Web site in the plurality of Web sites and one or more user segments that should be targeted for the delivery of advertisements via the identified Web site; and third means for enabling the processing unit to access the stored data structure(s) to determine whether a user that belongs to at least one of the plurality of user segments and that has accessed one of the plurality of Web sites should be targeted for the delivery of advertisements via the accessed Web site. - View Dependent Claims (12, 13, 14, 15, 16, 17, 18, 19)
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20. A system, comprising:
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a first computer system configured to execute user segment selection logic to determine whether each of a plurality of user segments should be targeted for the delivery of advertisements via each of a plurality of Web sites accessible over a network, wherein the determination includes applying a plurality of tests to each unique user segment and Web site combination and wherein each test is used to determine whether a particular user segment in the plurality of user segments should be targeted for the delivery of advertisements via a particular Web site in the plurality of Web sites; and a second computer system that is configured to access a database that stores the results of the determination in one or more data structures, each data structure including an identification of a Web site in the plurality of Web sites and one or more user segments that should be targeted for the delivery of advertisements via the identified Web site, and to execute targeted user identification logic to access the data structure(s) in the database to determine whether a user that belongs to at least one of the plurality of user segments and that has accessed one of the plurality of Web sites should be targeted for the delivery of advertisements via the accessed Web site.
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Specification