COMPOSITE PUBLISHER AUDIENCE PROFILES IN COMPREHENSIVE ADVERTISING CAMPAIGN MANAGEMENT AND OPTIMIZATION
First Claim
1. A method comprising:
- using one or more computers, obtaining a first set of information comprising statistical information relating to advertisement campaign performance relating to multiple advertising campaigns and associated with each of multiple online advertising channels and each of multiple offline advertising channels;
using one or more computers, obtaining a second set of information comprising one or more objectives relating to an online and offline advertising campaign;
using or more computers, obtaining a third set of information comprising;
a set of multiple composite audience segment profiles, wherein each of the composite audience segment profiles comprises elements obtained from multiple publishers;
for at least one advertiser or proxy of an advertiser, one or more target customer profiles; and
one or more matching programs for matching one or more of the composite audience segment profiles with at least one of the one or more target customer profiles;
using one or more computers, utilizing at least one of the one or more matching programs to match at least one of the one or more composite audience segment profiles with at least one of the one or more target customer profiles; and
using one or more computers, based at least in part on the first, the second, and the third sets of information, generating and storing a set of allocations or allocation recommendations relating to optimization of the advertising campaign, wherein the set includes components relating to multiple online and offline channels.
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Accused Products
Abstract
Techniques are provided for integrated and comprehensive advertising campaign management and optimization. Techniques are provided in which advertisers, including large-budget advertisers such as Chief Marketing Officers, can easily, efficiently and optimally define, manage and implement advertising budgets and campaigns, from high to granular levels, across a variety of online and offline channels. Techniques are provided in which advertiser target customer profile templates, publisher audience segment profile templates, and matching templates are generated, modified, stored, selected and utilized to efficiently optimize advertising campaigns. Techniques are provided in which elements of multiple publisher audience segment profile templates are combined to form a composite audience segment profile template which may be matched with an advertiser target customer profile template.
34 Citations
20 Claims
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1. A method comprising:
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using one or more computers, obtaining a first set of information comprising statistical information relating to advertisement campaign performance relating to multiple advertising campaigns and associated with each of multiple online advertising channels and each of multiple offline advertising channels; using one or more computers, obtaining a second set of information comprising one or more objectives relating to an online and offline advertising campaign; using or more computers, obtaining a third set of information comprising; a set of multiple composite audience segment profiles, wherein each of the composite audience segment profiles comprises elements obtained from multiple publishers; for at least one advertiser or proxy of an advertiser, one or more target customer profiles; and one or more matching programs for matching one or more of the composite audience segment profiles with at least one of the one or more target customer profiles; using one or more computers, utilizing at least one of the one or more matching programs to match at least one of the one or more composite audience segment profiles with at least one of the one or more target customer profiles; and using one or more computers, based at least in part on the first, the second, and the third sets of information, generating and storing a set of allocations or allocation recommendations relating to optimization of the advertising campaign, wherein the set includes components relating to multiple online and offline channels. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13)
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14. A system comprising:
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one or more server computers coupled to a network; and one or more databases coupled to the one or more server computers; wherein the one or more server computers are for; obtaining a first set of information comprising statistical information relating to advertisement campaign performance relating to multiple advertising campaigns and associated with each of multiple online advertising channels and each of multiple offline advertising channels; obtaining a second set of information comprising one or more objectives relating to an online and offline advertising campaign; obtaining a third set of information comprising; a set of multiple composite audience segment profiles, wherein each of the composite audience segment profiles comprises elements obtained from multiple publishers; for at least one advertiser or proxy of an advertiser, one or more target customer profiles; and one or more matching programs for matching one or more of the composite audience segment profiles with at least one of the one or more target customer profiles; utilizing at least one of the one or more matching programs to match at least one of the one or more composite audience segment profiles with at least one of the one or more target customer profiles; and based at least in part on the first, the second, and the third sets of information, generating and storing a set of allocations or allocation recommendations relating to optimization of the advertising campaign, wherein the set includes components relating to multiple online and offline channels. - View Dependent Claims (15, 16, 17, 18, 19)
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20. A computer readable medium or media containing instructions for executing a method comprising:
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using one or more computers, obtaining a first set of information comprising statistical information relating to advertisement campaign performance relating to multiple advertising campaigns and associated with each of multiple online advertising channels and each of multiple offline advertising channels; using one or more computers, obtaining a second set of information comprising one or more objectives relating to an online and offline advertising campaign; using or more computers, obtaining a third set of information comprising; a set of multiple composite audience segment profiles, wherein each of the composite audience segment profiles comprises elements obtained from multiple publishers; for at least one advertiser or proxy of an advertiser, one or more target customer profiles; and one or more matching programs for matching one or more of the composite audience segment profiles with at least one of the one or more of target customer profiles; using one or more computers, utilizing at least one of the one or more matching programs to match at least one of the one or more composite audience segment profiles with at least one of the one or more target customer profiles, comprising matching a first composite audience segment profile with a first target customer profile of a first advertiser, wherein the first composite audience segment profile comprises at least two audience segment profile elements, wherein each of the at least two elements is obtained from a different publisher, and wherein the at least two audience segment profile elements include information identifying publisher audience portions, publisher audience subsets, or publisher audience reach; and using one or more computers, based at least in part on the first, the second, and the third sets of information, generating and storing a set of allocations or allocation recommendations relating to optimization of the advertising campaign, wherein the set includes components relating to multiple online and offline channels.
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Specification