SYSTEM AND METHOD FOR UNIFYING USER-LEVEL DATA ACROSS DIFFERENT MEDIA PLATFORMS

• US 20150332316A1
• Filed: 07/24/2015
• Published: 11/19/2015
• Est. Priority Date: 01/15/2013
• Status: Active Grant

• Current Assignee: Datorama Technologies Ltd. (Salesforce.com, Inc.)
• Original Assignee: Datorama Technologies Ltd. (Salesforce.com, Inc.)
• Inventors: Cohen Kassko, Efraeim, Sarig, Ran
• Granted Patent: US 9,965,772 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• 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
• CPC Class Codes: G06Q 30/0255 based on user history

Abstract

A system and method for unifying user-level data across a plurality of media platforms are provided. The method includes receiving user-level data events from the plurality of media platforms, wherein each event relates to at least one online advertisement viewed by a plurality of users; processing the received user-level data events to detect a group of user-level data events related to the same user of the plurality of users; combining user-level data from each group of user-level data events related to the same user; assigning a unique user identifier to the combined user-level data to result in a unified user-level data related to a particular user; and storing the unified user-level data in a database, thereby providing consistent user-level data across the plurality of media platforms.

Claims

1. A method for unifying user-level data across a plurality of media platforms, comprising:

receiving user-level data events from the plurality of media platforms, wherein each event relates to at least one online advertisement viewed by a plurality of users;

processing the received user-level data events to detect a group of user-level data events related to the same user of the plurality of users;

combining user-level data from each group of user-level data events related to the same user;

assigning a unique user identifier to the combined user-level data to result in a unified user-level data related to a particular user; and

storing the unified user-level data in a database, thereby providing consistent user-level data across the plurality of media platforms.

2. The method of claim 1, further comprising:

performing a sessionization process to detect all user-level data events in each group of user-level data events that do not belong to a current session.

3. The method of claim 2, further comprising:

assigning a session identifier for each user-level data event in the group of user-level data events based on the sessionization process.

4. The method of claim 1, wherein processing the received user-level data events further comprises:

analyzing each of the received user-level data events to generate additional metadata;

for each of the received user-level data events, generating a respective similarity vector containing data pieces from at least one of;

information contained in the respective user-level data event and metadata;

comparing the generated similarity vectors; and

computing a similarity score based on the comparisons.

5. The method of claim 4, wherein the group of user-level data events includes user-level data events having a respective similarity score over a predefined threshold.

6. The method of claim 1, wherein each of the user-level data events includes at least one of:

a timestamp, a user agent, an internet protocol (IP) address of a user device, and at least one event parameter.

7. The method of claim 1, wherein the unique user identifier is at least a global user identifier.

8. The method of claim 1, wherein a received user-level data event includes at least:

a conversion tag, wherein the conversion tag allows to uniquely track post-impression and post-click conversion performed by a user.

9. The method of claim 1, wherein each of the plurality of media platform is any one of:

an ad-serving system of an ad-serving company, a social media website, an advertiser website, and a content publisher.

10. A non-transitory computer readable medium having stored thereon instructions for causing one or more processing units to execute the method according to claim 1.

11. A system for unifying user-level data across a plurality of media platforms, comprising:

a processor; and

a memory, the memory containing instructions that, when executed by the processor, configure the system to;

receive user-level data events from the plurality of media platforms, wherein each event relates to at least one online advertisement viewed by a plurality of users;

process the received user-level data events to detect a group of user-level data events related to the same user of the plurality of users;

combine user-level data from each group of user-level data events related to the same user;

assign a unique user identifier to the combined user-level data to result in a unified user-level data related to a particular user; and

store the unified user-level data in a database, thereby providing consistent user-level data across the plurality of media platforms.

12. The system of claim 11, wherein the system is further configured to:

perform a sessionization process to detect all user-level data events in each group of user-level data events that do not belong to a current session.

13. The system of claim 11, wherein the system is further configured to:

assign a session identifier for each user-level data event in the group of user-level data events based on the sessionization process.

14. The system of claim 11, wherein the system is further configured to:

analyze each of the received user-level data events to generate additional metadata;

for each of the received user-level data events, generate a respective similarity vector containing data pieces from at least one of;

information contained in the respective user-level data event and metadata;

compare the generated similarity vectors; and

compute a similarity score based on the comparisons.

15. The system of claim 14, wherein the group of user-level data events include user-level data events having a respective similarity score over a predefined threshold.

16. The system of claim 11, wherein each of the user-level data events includes at least one of:

a timestamp, a user agent, an internet protocol (IP) address of a user device, and at least one event parameter.

17. The system of claim 11, wherein the unique user identifier is at least a global user identifier.

18. The system of claim 11, wherein a received user-level data event includes:

at least a conversion tag, wherein the conversion tag allows to uniquely track post-impression and post-click conversion performed by a user.

19. The system of claim 11, wherein each of the plurality of media platform is any one of:

an ad-serving system of an ad-serving company, a social media website, an advertiser website, and a content publisher.

20. A system for tracking users across a plurality of media platforms, comprising:

a unified tracking module for generating unified user-level data of each user across the media of advertising platforms;

a database configured to store the unified user-level data generated each user;

a trafficking manager configured to provide a pixel trafficking service by tapping into the plurality of advertising platforms; and

a data aggregator configured to receive raw data from the unified tracking module.

21. The system of claim 20, wherein the unified tracking module is further configured to:

track post-impression and post-click conversion related to a user activity on at least an advertiser website, wherein the track is performed using at least conversion tags.

22. The system of claim 20, wherein the trafficking manager is further configured to:

create conversion tags; and

update a media plan of a respective advertiser website to call the proprietary tracking tags in order to capture changes in the media plan and tracking user activity.

23. The system of claim 20, wherein the trafficking manager is further configured to:

connect to each of the plurality of the media platforms;

extract the media plan of each of the plurality of the advertising platforms;

learn various entities of the extracted media plan; and

map the extracted media plan into a predefined media plan.

24. The system of claim 20, wherein the unified tracking module is further configured to:

receive user-level data events from the plurality of media platforms, wherein each event relates to at least one online advertisement viewed by a plurality of users;

process the received user-level data events to detect a group of user-level data events related to the same user of the plurality of users;

combine user-level data from each group of user-level data events related to the same user;

assign a unique user identifier to the combined user-level data to result in the unified user-level data related to a particular user; and

store the unified user-level data in the database, thereby providing consistent user-level data across the plurality of media platforms.

25. The system of claim 24, wherein the unified tracking module is further configured to:

perform a sessionization process to detect all user-level data events in each group of user-level data events that do not belong to a current session.

26. The system of claim 25, wherein the unified tracking module is further configured to:

assign a session identifier for each user-level data event in the group of user-level data events based on the sessionization process.