SYSTEMS AND METHODS FOR TARGETING AD IMPRESSIONS

• US 20140358677A1
• Filed: 08/20/2014
• Published: 12/04/2014
• Est. Priority Date: 09/26/2011
• Status: Active Grant

• Current Assignee: American Express Travel Related Services Company, Inc. (American Express Company)
• Original Assignee: American Express Travel Related Services Company, Inc. (American Express Company)
• Inventors: Durvasula, Sastry VSM, Gebb, Lucas Saunders, Govani, Rachna R., Koul, Priyadarshini, Peltier, Sarah Claire, Schultz, Stephanie, Tiku, Sripriya V.
• Granted Patent: US 9,715,697 B2
• Time in Patent Office: Days
• US Class Current: 705/14.45
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0246 Traffic

Abstract

The present disclosure includes a system, method, and article of manufacture for targeting ad impressions. A list of customer records may be transmitted to a service provider system that identifies a matched customer and installs a cookie on a web client associated with the matched customer. The system may further receive a campaign request from a merchant and transmit the campaign request to the service provider system which may add a flag to the cookie based on the campaign request as well as instruct a media buyer system to bid on an ad impression for the matched customer based on the flag. The system may further receive an expenditure associated with the matched customer who received the ad impression and compare the expenditure to an expenditure associated with a customer who did not receive targeted ad impression but fits parameters associated with the campaign request.

Claims

1-20. -20. (canceled)

21. A system comprising:

a processor configured for targeting an ad impression,

a tangible, non-transitory memory configured to communicate with the processor,

the tangible, non-transitory memory having instructions stored thereon that, in response to execution by the processor, cause the processor to perform operations comprising;

receiving, by the processor, a campaign request from a merchant, wherein the campaign request includes at least one of a product identifier or a type of customer to be targeted;

determining, by the processor, a first group of customers for an ad impression;

selecting, by the processor, a second group of customer based on look alike modeling of the first group of customers;

transmitting, by the processor, a list of customer records to a service provider system, wherein the service provider system identifies a matched customer and wherein the service provider system installs a cookie on a web client associated with the matched customer;

transmitting, by the processor, the campaign request to the service provider system, wherein the service provider system tags the cookie based on the campaign request and instructs a media buyer system to bid on an ad impression for the matched customer based on the tag; and

modifying, by the processor, the cookie to at least one of;

associate or disassociate the matched customer with at least one of;

a category or type of ad impression.

22. The system of claim 21, wherein the service provider system determines the matched customer by analyzing personally identifying information (“

PII”

).

23. The system of claim 21, wherein the product identifier is at least one of a universal product code or a stock keeping unit.

24. The system of claim 21 further configured to perform operations comprising identifying, by the processor, a first expenditure associated with the matched customer who received the ad impression.

25. The system of claim 24, further configured to perform operations comprising comparing, by the processor, the first expenditure to a second expenditure associated with a customer who did not receive an ad impression based on the campaign request but fits parameters associated with the campaign request.

26. The system of claim 25, further configured to perform operations comprising determining, by the processor, the value of the ad-impression based on the comparing.

27. The system of claim 25, further configured to perform operations comprising generating, by the processor, a report showing the results of the comparing.

28. The system of claim 21, further configured to perform operations comprising permitting, by the processor and via the web client, the matched customer to select a type of ad impression in which the matched customer is interested.

29. The system of claim 21, further configured to perform operations comprising generating, by the processor, a report showing a click through associated with customers who received targeted ad impressions.

30. The system of claim 21, wherein the first group of customers and the second group of customers are included in a list of customers.

31. A method, comprising:

receiving, by a computer based system configured for targeting an ad impression, a campaign request from a merchant, wherein the campaign request includes at least one of a product identifier or a type of customer to be targeted;

determining, by the computer based system, a first group of customers for an ad impression;

selecting, by the computer based system, a second group of customer based on look alike modeling of the first group of customers;

transmitting, by the computer based system, a list of customer records to a service provider system, wherein the service provider system identifies a matched customer and wherein the service provider system installs a cookie on a web client associated with the matched customer;

transmitting, by the computer based system, the campaign request to the service provider system, wherein the service provider system tags the cookie based on the campaign request and instructs a media buyer system to bid on an ad impression for the matched customer based on the tag; and

modifying, by the computer based system, the cookie to at least one of;

associate or disassociate the matched customer with at least one of;

a category or type of ad impression.

32. The method of claim 31, wherein the service provider system determines the matched customer by analyzing personally identifying information (“

PII”

).

33. The method of claim 31, wherein the product identifier is at least one of a universal product code or a stock keeping unit.

34. The method of claim 31, further comprising identifying, by the computer based system, a first expenditure associated with the matched customer who received the ad impression.

35. The method of claim 34, further comprising comparing, by the computer based system, the first expenditure to a second expenditure associated with a customer who did not receive an ad impression based on the campaign request but fits parameters associated with the campaign request.

36. An article of manufacture including a non-transitory, tangible computer readable storage medium having instructions stored thereon that, in response to execution by a computer-based system configured for targeting an ad impression, cause the computer-based system to perform operations comprising:

receiving, by the computer based system, a campaign request from a merchant, wherein the campaign request includes at least one of a product identifier or a type of customer to be targeted;

determining, by the computer based system, a first group of customers for an ad impression;

selecting, by the computer based system, a second group of customer based on look alike modeling of the first group of customers;

transmitting, by the computer based system, a list of customer records to a service provider system, wherein the service provider system identifies a matched customer and wherein the service provider system installs a cookie on a web client associated with the matched customer;

transmitting, by the computer based system, the campaign request to the service provider system, wherein the service provider system tags the cookie based on the campaign request and instructs a media buyer system to bid on an ad impression for the matched customer based on the tag; and

modifying, by the computer based system, the cookie to at least one of;

associate or disassociate the matched customer with at least one of;

a category or type of ad impression.

37. The article of claim 36, wherein the service provider system determines the matched customer by analyzing personally identifying information (“

PII”

).

38. The article of claim 36, wherein the product identifier is at least one of a universal product code or a stock keeping unit.

39. The article of claim 36, further configured to perform operations comprising identifying, by the computer based system, a first expenditure associated with the matched customer who received the ad impression.

40. The article of claim 39, further configured to perform operations comprising comparing, by the computer based system, the first expenditure to a second expenditure associated with a customer who did not receive an ad impression based on the campaign request but fits parameters associated with the campaign request.