Behavioral targeting system
First Claim
1. A method, implemented by at least one computer processor, for determining a user profile from online activity, the method comprising:
- processing a user data set, comprising event information from a plurality of events, compiled from past on-line activity between users of the user data set and an entity;
analyzing the user data set to ascertain a level of performance of the event information to predict user interest in each of a plurality of categories, wherein a category specifies a subject matter;
generating a plurality of models, one for each of the plurality of categories, wherein each model comprises a plurality of weights for determining a user interest score in a corresponding category;
generating weights for the plurality of models by ascribing a predictive value to a plurality of types of the event information in accordance with the level of performance of a particular type of the event information to predict the user interest in a corresponding category;
storing the plurality of models at the entity for the plurality of categories;
receiving, at the entity, the event information from at least one event from a user;
classifying the event information in a particular category of the plurality of categories;
identifying a type of the received event information;
selecting a model, based on the particular category, to generate at least a user profile score for the particular category; and
generating the at least one user profile score for the particular category by applying at least one weight based on the type of the received event information and the particular category from the model selected, wherein the user profile score indicates the user interest in the subject matter of the particular category.
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Accused Products
Abstract
A behavioral targeting system determines user profiles from online activity. The system includes a plurality of models that define parameters for determining a user profile score. Event information, which comprises on-line activity of the user, is received at an entity. To generate a user profile score, a model is selected. The model comprises recency, intensity and frequency dimension parameters. The behavioral targeting system generates a user profile score for a target objective, such as brand advertising or direct response advertising. The parameters from the model are applied to generate the user profile score in a category. The behavioral targeting system has application for use in ad serving to on-line users.
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Citations
24 Claims
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1. A method, implemented by at least one computer processor, for determining a user profile from online activity, the method comprising:
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processing a user data set, comprising event information from a plurality of events, compiled from past on-line activity between users of the user data set and an entity; analyzing the user data set to ascertain a level of performance of the event information to predict user interest in each of a plurality of categories, wherein a category specifies a subject matter; generating a plurality of models, one for each of the plurality of categories, wherein each model comprises a plurality of weights for determining a user interest score in a corresponding category; generating weights for the plurality of models by ascribing a predictive value to a plurality of types of the event information in accordance with the level of performance of a particular type of the event information to predict the user interest in a corresponding category; storing the plurality of models at the entity for the plurality of categories; receiving, at the entity, the event information from at least one event from a user; classifying the event information in a particular category of the plurality of categories; identifying a type of the received event information; selecting a model, based on the particular category, to generate at least a user profile score for the particular category; and generating the at least one user profile score for the particular category by applying at least one weight based on the type of the received event information and the particular category from the model selected, wherein the user profile score indicates the user interest in the subject matter of the particular category. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. A system for determining user interest from online activity, the system comprising:
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at least one server computer is configured for; processing a user data set, comprising event information from a plurality of events, compiled from past on-line activity between users of the user data set and an entity, analyzing the user data set to ascertain a level of performance of the event information to predict user interest in each of a plurality of categories, wherein a category specifies a subject matter, generating a plurality of models, one for each of the plurality of categories, wherein each model comprises a plurality of weights for determining a user interest score in a corresponding category, and generating weights for the plurality of models by ascribing a predictive value to a plurality of types of the event information in accordance with the level of performance of a particular type of the event information to predict the user interest in a corresponding category; at least one storage device for storing the plurality of models at the entity for the plurality of categories; the server computer is further configured for; receiving, at the entity, the event information from at least one event from a user, classifying the event information in a particular category of the plurality of categories, identifying a type of the received event information, for selecting a model, based on the particular category, to generate at least a user profile score for the particular category, and generating the at least one user profile score for the particular category by applying at least one weight based on the type of the received event information and the particular category from the model selected, wherein the user profile score indicates the user interest in the subject matter of the particular category. - View Dependent Claims (11, 12, 13, 14, 15, 16, 17, 18)
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19. A non-transitory computer readable storage medium comprising a set of instructions which, when executed by a computer, causes the computer to determine a user profile from online activity, the set of instructions for:
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processing a user data set, comprising event information from a plurality of events, compiled from past on-line activity between users of the user data set and an entity; analyzing the user data set to ascertain a level of performance of the event information to predict user interest in each of a plurality of categories, wherein a category specifies a subject matter; generating a plurality of models, one for each of the plurality of categories, wherein each model comprises a plurality of weights for determining a user interest score in a corresponding category; generating weights for the plurality of models by ascribing a predictive value to a plurality of types of the event information in accordance with the level of performance of a particular type of the event information to predict the user interest in a corresponding category; storing the plurality of models at the entity for the plurality of categories; receiving, at the entity, the event information from at least one event from a user; classifying the event information in a particular category of the plurality of categories; identifying a type of the received event information; selecting a model, based on the particular category, to generate at least a user profile score for the particular category; and generating the at least one user profile score for the particular category by applying at least one weight based on the type of the received event information and the particular category from the model selected, wherein the user profile score indicates the user interest in the subject matter of the particular category. - View Dependent Claims (20, 21, 22, 23, 24)
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Specification