EVALUATING THIRD PARTY TARGETING DATA
First Claim
1. A method for analyzing targeting data comprising:
- receiving the targeting data;
identifying a variable to analyze, wherein the variable to analyze indicates one or more events;
identifying one or more independent variables that impact the presence of the one or more events;
generating a model for analyzing the targeting data that includes the variable to analyze and the independent variables as inputs to the generated model; and
analyzing the generated model to determine an effect of the targeting data on the variable to analyze.
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Accused Products
Abstract
Determining the impact or influence of targeting data on the success of an advertisement may be useful for improving targeting and evaluating third party targeting data. Advertising may be more effective when it is properly targeted based on the audience viewing the advertisement. Identifying the audience and determining information about that audience are part of the targeting process. Audience information or targeting data may be provided by third party data providers that can be used by publishers and/or advertisers to improve targeting. Utilizing a model for assessing the value provided by targeting data may be effective when multiple variables are considered to properly attribute advertisement success to the targeting data.
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Citations
22 Claims
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1. A method for analyzing targeting data comprising:
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receiving the targeting data; identifying a variable to analyze, wherein the variable to analyze indicates one or more events; identifying one or more independent variables that impact the presence of the one or more events; generating a model for analyzing the targeting data that includes the variable to analyze and the independent variables as inputs to the generated model; and analyzing the generated model to determine an effect of the targeting data on the variable to analyze. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11)
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12. A computer system for evaluating targeting data comprising :
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a server configured to provide targeted advertisements and measure results from the provided targeted advertisements; and an evaluator coupled with the server that comprises; a receiver that receives targeting data; an identifier that identifies a dependent variable to analyze and one or more independent variables that impact the effectiveness of the targeting data; a modeler that develops a model for an interaction between the dependent variable and the independent variables; and an analyzer that uses the model to determine whether the targeting data influenced the dependent variable. - View Dependent Claims (13, 14, 15, 16, 17, 18)
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19. In a computer readable medium having stored therein data representing instructions executable by a programmed processor for analyzing targeting, the storage medium comprising instructions operative for:
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receiving internal targeting data and external targeting data; identifying at least one variable that is impacted by the internal or external targeting data; generating a linear model for analyzing an impact of the internal targeting data and the external targeting data on a conversion rate; and attributing, with the linear model, a contribution from each of internal targeting data and external targeting data to the conversion rate. - View Dependent Claims (20, 21, 22)
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Specification