SYSTEMS, METHODS, AND MEDIA FOR MOBILE ADVERTISING CONVERSATION ATTRIBUTION

• US 20140095297A1
• Filed: 10/01/2013
• Published: 04/03/2014
• Est. Priority Date: 10/01/2012
• Status: Active Grant

• Current Assignee: Dstillery, Inc.
• Original Assignee: Dstillery, Inc.
• Inventors: O'REILLY, Thomas
• Granted Patent: US 9,552,590 B2
• Time in Patent Office: Days
• US Class Current: 705/14.45
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0267 Wireless devices

Abstract

A method for mobile advertising conversion attribution can include receiving, for example, at a conversion tracking server, a signal from a user device indicating that a conversion tag has been received. The signal can include a segment identifier, and a user agent (UA) and/or an internet protocol (IP) address of the user device. A conversion identifier can be defined that is associated with the segment identifier, the UA, and/or the IP address. The conversion identifier can be stored in a first database along with an indication of when the conversion identifier was received. A second database can be searched for an advertisement identifier that matches the conversion identifier and was received within a predetermined period of time before the conversion identifier. If a match between the conversion identifier and an advertisement identifier is located, a signal indicating that an advertisement was converted can be sent to an advertiser.

Claims

1. A method, comprising:

receiving, at a first time, an indication of receipt of a conversion tag by a user device, the indication of receipt of the conversion tag including a segment identifier and at least one of a user agent of the user device or an Internet Protocol (IP) address of the user device;

defining a conversion identifier associated with the segment identifier and at least one of the user agent or the IP address;

defining, in the first database, an association between the first time and the conversion identifier;

identifying, in a second database, an advertisement identifier matching the conversion identifier and associated with a second time, the second time occurring within a predetermined period of time before the first time;

defining an association between the conversion identifier and the advertisement identifier, the association indicating that an advertisement was successfully converted; and

reporting the indication that the advertisement was successfully converted to an advertiser.

2. The method of claim 1, wherein the segment identifier is a first segment identifier, the method further comprising:

receiving, at the second time and from the user device, an indication of receipt of an advertisement tag including a second segment identifier and at least one of the user agent or the IP address;

defining the advertisement identifier, the advertisement identifier associated with the second segment identifier and at least one of the user agent or the IP address; and

defining, in the second database, an association between the second time and the advertisement identifier.

3. The method of claim 1, further comprising:

generating the conversion tag, the conversion tag configured to be received by the user device and to cause the user device to send the indication of receipt of the conversion tag.

4. The method of claim 1, wherein the conversion identifier does not personally identify the user of the user device.

5. The method of claim 1, wherein the conversion identifier is not associated with a cookie.

6. The method of claim 1, wherein defining a conversion identifier includes hashing collectively the user agent and the IP address.

7. The method of claim 1, wherein identifying the advertisement identifier includes matching (1) the segment identifier, (2) the user agent, and (3) the IP address of the conversion identifier with (1) a segment identifier, (2) a user agent, and (3) an IP address of the advertisement identifier.

8. The method of claim 1, wherein:

the segment identifier is a first segment identifier, the user agent is a first user agent, and the IP address is a first IP address,

the conversion identifier is a first hash of at least one of the first segment identifier, the first user agent, or the first IP address,

the advertisement identifier is a second hash of at least one of a second segment identifier, a second user agent, or a second IP address, and

the identifying includes matching the first hash with the second hash.

9. The method of claim 1, wherein identifying the advertisement identifier includes matching the segment identifier with a segment identifier of the advertisement identifier.

10. A method, comprising:

generating an advertisement tag configured to be received by a user device;

receiving, at a first time, an indication of receipt of the advertisement tag including at least one of a user agent or an IP address;

defining a first database entry including an association between the first time and at least one of the user agent or the IP address;

receiving, at a second time, an indication of receipt of a conversion tag including at least one of the user agent or the IP address, the indication of receipt of the conversion tag independent from the indication of receipt of the advertisement tag;

defining a second database entry including an association between the second time and at least one of the user agent or the IP address;

identifying a conversion event based on a comparison of the first database entry and the second database entry; and

reporting the conversion event to an advertiser.

11. The method of claim 10, wherein:

the indication of receipt of the advertisement tag includes both the user agent and the IP address, and

the indication of receipt of the conversion tag includes both the user agent and the IP address.

12. The method of claim 10, wherein:

receiving the indication of receipt of the advertisement tag includes receiving a segment identifier,

the first database entry includes an association between the segment identifier, the first time, and at least one of the user agent or the IP address,

the second database entry includes an indication of the segment identifier.

13. The method of claim 10, wherein:

receiving the indication of receipt of the advertisement tag includes receiving a first segment identifier,

the first database entry includes an association between the first segment identifier, the first time, and at least one of the user agent or the IP address,

receiving the indication of receipt of the conversion tag includes receiving a second segment identifier,

the second database entry includes an association between the second segment identifier, the second time, and at least one of the user agent or the IP address,

the identifying the conversion event includes matching the first segment identifier to the second segment identifier.

14. The method of claim 10, wherein

receiving the indication of receipt of the advertisement tag includes receiving a first segment identifier,

the first database entry includes an association between the first segment identifier, the first time, and at least one of the user agent or the IP address,

receiving the indication of receipt of the conversion tag includes receiving a second segment identifier,

the second database entry includes an association between the second segment identifier, the second time, and at least one of the user agent or the IP address, and

the identifying includes:

matching the first segment identifier to the second segment identifier,

matching at least one of the user agent or the IP address of the first database entry to at least one of the user agent or the IP address of the second database entry, and

determining that the first time and the second time are within a predetermined window of time.

15. The method of claim 10, wherein generating the advertisement tag includes configuring the advertisement tag to cause the user device to send the indication of receipt of the advertisement tag when the advertisement tag is received by the user device.

16. The method of claim 10, wherein the indication of receipt of the conversion tag does not include an indication of the advertisement tag.

17. The method of claim 10, wherein defining the first database entry includes generating a hash of at least one of the user agent or the IP address.

18. The method of claim 10, wherein generating the advertisement tag includes configuring the advertisement tag to cause the user device to send the indication of receipt of the advertisement tag when the advertisement tag is received by the user device, the indication of receipt of the advertisement including a first segment identifier, the method further comprising:

generating the conversion tag, the conversion tag configured to cause the user device to send the indication of receipt of the conversion tag when the advertisement tag is received by the user device, the indication of receipt of the conversion tag including a second segment identifier.

19. The method of claim 10, wherein the advertisement tag is associated with an advertisement campaign and the conversion tag is associated with at least one of a pageview, a registration, a coupon use, a survey response, or a purchase associated with the advertisement campaign.

20. A non-transitory processor-readable medium storing code representing instructions to be executed by a processor, the code comprising code to cause the processor to:

receive an advertisement tag including a first segment identifier;

send, to a compute device at a first time and in response to receiving the advertisement tag, the first segment identifier and at least one of an indication of a user agent or an indication of an IP address such that the compute device defines an advertisement identifier associated with the first time and at least one of the first segment identifier, the user agent, or the IP address;

receive a conversion tag including a second segment identifier;

send, to the compute device at a second time after the first time and in response to receiving the conversion tag, the second segment identifier and at least one of the indication of the user agent or the indication of the IP address such that the conversion tracking server (1) defines a conversion identifier associated with the second time and at least one of the second segment identifier, the user agent, or the IP address, (2) identifies a conversion based on a match of the conversion identifier to the advertisement identifier, and (3) reports the conversion to an advertiser.

21. The non-transitory processor-readable medium of claim 20, wherein:

the advertisement tag is associated with an advertisement,

the conversion tag is associated with at least one of a purchase or a view associated with the advertisement, and

the code to identify the conversion includes code to verify that the second time is within 24 hours of the first time.