SYSTEM AND METHOD FOR BACKEND ADVERTISMENT CONVERSION

• US 20110191714A1
• Filed: 02/03/2010
• Published: 08/04/2011
• Est. Priority Date: 02/03/2010
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Yang, Yang, Ting, Chyr-Chong, Saha, Partha
• Granted Patent: US 8,689,136 B2
• Time in Patent Office: Days
• US Class Current: 715/805
• CPC Class Codes: G06F 3/048 Interaction techniques based on graphical user interfaces [GUI]
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A system for backend conversion attribution of an advertisement served to a user device. The advertisement server provides an advertisement to the user device. The advertisement server receives user information from the user device. The advertisement server stores attributable event information and the user information into an attributable event record in a data store. Based on a user event, a conversion server receives conversion information and the user information from the user device. The conversion server stores the conversion information and the user information into a conversion record in the data store. An attribution server matches the attributable event record with the conversion record.

Claims

1. A system for backend conversion attribution of an advertisement served to a user device comprising:

an advertisement server in communication with the user device, the advertisement server providing the advertisement to the user device based on an advertisement request, the advertisement server storing attributable event information and user information into an attributable event record in a data store;

a conversion server in communication with the user device, the conversion server receiving conversion information and the user information, the conversion server storing the conversion information and the user information into a conversion record in the data store.

an attribution server in communication with the data store, wherein the attribution server matches the attributable event record with the conversion record.

2. The system according to claim 1, wherein the attribution server operates asynchronously with respect to the advertisement server and conversion server.

3. The system according to claim 2, wherein the conversion server operates asynchronously with respect to the advertisement server.

4. The system according to claim 1, wherein the advertisement server and the conversion server provide independent data paths for the attributable event information and the conversion information to the attribution server.

5. The system according to claim 4, wherein the advertisement server has a first domain and the conversion server has a second domain, where the first domain is different from the second domain.

6. The system according to claim 1, wherein the attribution server matches the attributable event record to the conversion record based on a user ID contained the user information.

7. The system according to claim 6, wherein the user ID is based on one or more of a user IP address, a mac address, a browser version, a screen resolution.

8. The system according to claim 1, wherein the attribution server only matches the conversion record to attributable event records that occurred within a predefined time period.

9. The system according to claim 1, wherein the attribution server limits the number of times an attributable event record can be matched with a conversion to a predetermined number.

10. The system according to claim 1, wherein the attribution server calculates an attribution report.

11. The system according to claim 1, wherein the attribution server is implemented on a grid computing network.

12. The system according to claim 1, wherein the conversion event is an event from a group consisting of purchasing a product, filling in a web form, requesting a web page.

13. The system according to claim 1, wherein the conversion information includes one or more of an advertiser identification, a product identification, a purchase price, a discount indicator.

14. A method for backend conversion attribution of an advertisement to a conversion event, the method comprising:

retrieving attributable event records from a backend data store;

retrieving conversion records from the backend data store;

matching the conversion records to the attributable event records based on user information;

wherein the matching happens asynchronously with the conversion event.

15. The method according to claim 14, wherein the conversion record is matched to attributable event records that occurred only within a predefined time period.

16. The method according to claim 14, wherein an attributable event record can be matched with a conversion record only a predetermined number of times.

17. The method according to claim 14, wherein particular type of conversion record can be matched only a predetermined number of times for a particular user ID.

18. The method according to claim 14, further comprising bucketing the attributable event records into daily files.

19. The method according to claim 14, further comprising joining attributable event records with the conversion records based on a user identification.

20. A computer readable medium having stored therein instructions executable by a programmed processor for backend conversion attribution of an advertisement to a conversion event, the computer readable medium comprising instructions for:

retrieving attributable event records from a backend data store;

retrieving conversion records from the backend data store;

matching the conversion records to the attributable event records based on user information;

wherein the matching happens asynchronously with the conversion event.

21. The computer readable medium according to claim 20, wherein the conversion record is matched to attributable event records that occurred only within a predefined time period.

22. The computer readable medium according to claim 20, wherein an attributable event record can be matched with a conversion record only a predetermined number of times.

23. The computer readable medium according to claim 20, wherein a particular type of conversion can be matched only a predetermined number of times for a particular user ID.

24. The computer readable medium according to claim 20, further comprising instructions for bucketing the attributable event records into daily files.

25. The computer readable medium according to claim 20, further comprising instructions for joining attributable event records with the conversion records based on a user identification.