EVALUATING PREFERENCES OF USERS ENGAGING WITH ADVERTISEMENTS

• US 20110258039A1
• Filed: 04/14/2010
• Published: 10/20/2011
• Est. Priority Date: 04/14/2010
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: MARKOV, MARTIN, CHUNG, WOOK, PATWA, PRITESH
• Application Number:
  US12/759,966
• Publication Number:
  US 20110258039A1
• Time in Patent Office: Days
• US Class Current: 705/14.45
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0255 based on user history

Abstract

Embodiments of the present invention relate to systems, methods, and computer-storage media for providing a method of evaluating preferences of particular users with respect to engaging with advertisements. In one embodiment, advertisements are delivered to users based on user engagement with advertisements. In particular, a request is received from an advertiser to present an advertisement to a set of users meeting a threshold user engagement level. After evaluating user engagement levels of the set of users, a subset of the set of users meeting the threshold user engagement level is determined. The advertisement is then presented to the subset of users.

Claims

1. Computer-storage media having computer-executable instructions embodied thereon that, when executed, perform a method of assigning commercial values to users based on interactions of the users with a plurality of advertisements, the method comprising:

receiving advertisement interaction data associated with each of the plurality of advertisements;

sorting the advertisement interaction data based on user identifiers for a plurality of users, each user having been exposed to at least one of the plurality of advertisements;

assigning a commercial value to each user of the plurality of users based on each user'"'"'s interaction with the at least one of the plurality of advertisements to which they were exposed; and

defining a set of users based on similarity of commercial values of the users.

2. The computer-storage media of claim 1, wherein the assigned commercial value is based on an industry of a presented advertisement.

3. The computer-storage media of claim 1, wherein the assigned commercial value is based on a time of day an advertisement is presented.

4. The computer-storage media of claim 1, wherein the method further comprises:

targeting advertisements to the set of users based on the similarity of commercial values of the users.

5. The computer-storage media of claim 1, wherein advertisement interaction data comprises at least one of an advertiser identifier, a user identifier of a user presented at least one advertisement, an indication of user action in response to a presentation of an advertisement, a time of day an advertisement is presented, and an industry of a presented advertisement.

6. The computer-storage media of claim 5, wherein the method further comprises:

targeting advertisements to the set of users based on the industry of the advertisement presented to the user.

7. Computer-storage media having computer-executable instructions embodied thereon that, when executed, perform a method of delivering advertisements to users based on user engagement with advertisements, the method comprising:

receiving, from an advertiser, a request for an advertisement to be presented to a set of users, each user meeting a pre-determined user engagement level threshold;

evaluating user engagement levels of the set of users based on user interactions of the set of users with a plurality of advertisements;

determining a subset of the set of users based on the evaluated user engagement levels, wherein each user of the subset of users meets the pre-determined user engagement level threshold; and

presenting the advertisement to the subset of users.

8. The computer-storage media of claim 7, wherein each user of the set of users has made at least one online purchase.

9. The computer-storage media of claim 7, wherein the user interactions of the set of users are determined based on advertisement interaction data sorted according to user identifiers.

10. The computer-storage media of claim 7, wherein the pre-determined user engagement level threshold is provided by the advertiser.

11. The computer-storage media of claim 7, wherein the pre-determined user engagement level threshold comprises a minimum threshold of user engagement activity.

12. The computer-storage media of claim 7, wherein the pre-determined user engagement level threshold comprises a maximum threshold of user engagement activity.

13. The computer-storage media of claim 11, wherein the method further comprises:

targeting advertisements to the subset of users based on the pre-determined user engagement level threshold to maximize user clicks of advertisements.

14. The computer-storage media of claim 12, wherein the method further comprises:

targeting advertisements to the subset of users based on the pre-determined user engagement level threshold to minimize user clicks of advertisements.

15. A method of improving the accuracy of an evaluated effectiveness of an advertisement based on user engagement levels, the method comprising:

receiving data representing an evaluated effectiveness of an advertisement based on user interactions with the advertisement;

evaluating the engagement level of users who interacted with the advertisement based on historical engagement levels of the users;

determining a normalization factor of evaluated effectiveness based on the historical engagement of the users exposed to the advertisement; and

adjusting the evaluated effectiveness of the advertisement based on the determined normalization factor.

16. The method of claim 15, wherein the evaluated effectiveness of an advertisement is measured using a p-click effectiveness metric.

17. The method of claim 15, wherein the historical engagement of the users is based on advertisements similar to the evaluated advertisement.

18. The method of claim 15, wherein user interactions are determined based on advertisement interaction data.

19. The method of claim 15, wherein adjusting the evaluated effectiveness of the advertisement comprises increasing the evaluated effectiveness of the advertisement based on a number of low engagement users exceeding a threshold number of low engagement users.

20. The method of claim 15, wherein adjusting the evaluated effectiveness of the advertisement comprises decreasing the evaluated effectiveness of the advertisement based on a number of high engagement users exceeding a threshold number of high engagement users