GENERATING USER PROFILES
First Claim
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1. A computer-implemented method, comprising:
- identifying event data for a user identifier based on past user sessions associated with the user identifier, the event data specifying events that occurred during the past user sessions;
categorizing each of the events as belonging to one or more vertical categories;
for each vertical category, determining a user identifier interest weight for the user identifier based on the events associated with the vertical category;
generating user identifier demographics data for the user identifier based on population demographics for each site visited during the past user sessions as specified by the event data, the population demographics for each site identifying one or more demographic features of visitors to the site;
generating user identifier profile data for the user identifier based on the user identifier interest weights and the user identifier demographics data; and
selecting advertisements for user sessions associated with the user identifier based on the user identifier profile data.
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Abstract
Methods, systems, and apparatus, including computer program products, for generating user identifier profiles. A user identifier profile characterizes a user based on events that occurred during past user sessions for a user (e.g., past online activities). An event is an action that occurs during a user session, such as a web page view, an advertisement click-through, and a conversion. A user identifier profile can be used, for example, to select advertisements targeted to the user. A user identifier profile includes information about inferred user interests and inferred user demographics.
85 Citations
20 Claims
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1. A computer-implemented method, comprising:
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identifying event data for a user identifier based on past user sessions associated with the user identifier, the event data specifying events that occurred during the past user sessions; categorizing each of the events as belonging to one or more vertical categories; for each vertical category, determining a user identifier interest weight for the user identifier based on the events associated with the vertical category; generating user identifier demographics data for the user identifier based on population demographics for each site visited during the past user sessions as specified by the event data, the population demographics for each site identifying one or more demographic features of visitors to the site; generating user identifier profile data for the user identifier based on the user identifier interest weights and the user identifier demographics data; and selecting advertisements for user sessions associated with the user identifier based on the user identifier profile data. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
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11. A system, comprising:
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a user interest module configured to; identify event data for a user identifier based on past user sessions associated with the user identifier, the event data specifying events that occurred during the past user sessions; categorize each of the events as belonging to one or more vertical categories; for each vertical category, determine a user identifier interest weight for the user identifier based on the events associated with the vertical category; a user demographics module configured to; generate user identifier demographics data for the user identifier based on population demographics for each site visited during the past user sessions as specified by the event data, the population demographics for each site identifying one or more demographic features of visitors to the site; a user profile module configured to; generate user identifier profile data for the user identifier based on the user identifier interest weights and the user identifier demographics data; and an advertisement selection module configured to; select advertisements for user sessions associated with the user identifier based on the user identifier profile data. - View Dependent Claims (12, 13, 14, 15, 16, 17)
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18. A computer-implemented method, comprising:
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identifying event data for a user identifier based on past user sessions associated with the user identifier that occurred during a first time period, the event data specifying events that occurred during the past user sessions; categorizing each of the events as belonging to one or more vertical categories; for each vertical category, determining a user identifier interest weight for the user identifier based on the events that belong to the vertical category; generating long-term user identifier profile data for the user identifier based on the user identifier interest weights from the event data that are based on past user sessions that occurred during the first time period; generating short-term user identifier profile data for the user identifier based on the user identifier interest weights from the event data that are based on past user sessions that occurred during a second time period that is a most recent sub-period of the first time period; selecting a candidate advertisement set based on the long-term user identifier profile data; and adjusting a ranking order of the candidate advertisement set based on the short-term user identifier profile data. - View Dependent Claims (19, 20)
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Specification