Method and system for determining overall content values for content elements in a web network and for optimizing internet traffic flow through the web network

• US 9,177,326 B2
• Filed: 02/21/2012
• Issued: 11/03/2015
• Est. Priority Date: 07/25/2008
• Status: Active Grant

• Current Assignee: OpenX Ltd.
• Original Assignee: OpenX Technologies, Inc. (OpenX Ltd.)
• Inventors: Audenaert, Anke, Lustig, Hanno, DiLorenzo, Michele, Rodriguez, Andres
• Primary Examiner(s): Pollack, Melvin H
• Application Number:
  US13/401,440
• Publication Number:
  US 20120185329A1
• Time in Patent Office: 1,351 Days
• Field of Search: 709/235
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/08 Auctions
• CPC Class Codes: H04L 43/02 Capturing of monitoring data
• CPC Class Codes: H04L 43/04 Processing captured monitoring data, e.g. for logfile generation
• CPC Class Codes: H04L 67/535 Tracking the activity of the user network monitoring arrangements H04L43/00; recording of computer activity G06F11/34

Abstract

A method for optimizing traffic flow through a web network including collecting data corresponding to the content elements, determining a revenue value for each content element, calculating an overall content value for each content element based on the corresponding revenue value and revenue generated from subsequent flow of a user during a visit to the network, and modifying the network based on the overall content value and the content data, so as to maximize the value of the network. Also disclosed is a system for determining overall content values for a plurality of content elements including an analytic server for receiving content data corresponding to the content elements, and a processor determining a revenue value for each element and calculating an overall content value for each content element based on the corresponding revenue value and revenue generated from subsequent traffic flow of a user during a visit to the network.

Claims

1. A method for optimizing internet traffic flow through a web network containing a plurality of interlinked content elements on websites within the web network, providing access to a user via a user interface on a user device, to receive content served by a content server upon receiving a request from the user device, the method comprising:

collecting, by a tracking server coupled to the content server, content data corresponding to a single location of a content element within the plurality of interlinked content elements of the web network, dynamically accessed by the user during a visit to the web network, wherein the content element is a portion of a web page and the single location is a coordinate on the web page, and the content data includes data reflecting the number of times the user visited a particular content element and the number of times the user transitioned from one content element to another;

obtaining, an initial revenue value corresponding to each content element based on the corresponding content data;

calculating a subsequent flow value corresponding to at least one of value and revenue generated from subsequent flow during a visit by the user to the web network for viewing of other content elements, beginning at the location of the content element and associated with a probability of a transition from the content element to multiple of the plurality of interlinked content elements;

calculating an overall content value, by an iterative algorithm, for the content element based on a corresponding revenue value and a corresponding subsequent flow value; and

modifying the web network based on the overall content value and the content data, by

     1) embedding links to other content elements and

     2) adding additional revenue-elements, to increase overall revenue generated by the web network.

2. The method of claim 1 wherein collecting content data comprises collecting traffic data and value data.

3. The method of claim 2 wherein the traffic data comprises transition values that reflect a total number of user transitions from one content element to other content elements and view values that reflect the total number of user views for each content element in the web network in a given period of time.

4. The method of claim 3 further comprising generating a result for use in modifying the web network based on the overall content value and the content data.

5. The method of claim 4 wherein the result comprises a ranking of a plurality of content elements based on corresponding overall content values.

6. The method of claim 4 wherein the result comprises a ranking of a plurality of content elements based on corresponding view values.

7. The method of claim 4 wherein the result comprises a scatter plot for a plurality of content elements based on corresponding view values and corresponding overall content values.

8. The method of claim 4 wherein the result comprises a correlation coefficient representing a correlation between overall content values and view values of a plurality of content elements.

9. The method of claim 8 wherein modifying comprises:

identifying at least one of the plurality of content elements with a significant imbalance between the identified content element'"'"'s overall content value and view value, based on the correlation; and

modifying the web network so as to reduce the imbalance.

10. The method of claim 9 wherein modifying comprises altering interlinking between the plurality of interlinked content elements based on the correlation coefficient so as to reduce the imbalance.

11. The method of claim 1 wherein at least a portion of the content data is collected statically.

12. The method of claim 1 wherein at least a portion of the content data is collected dynamically.

13. The method of claim 1 wherein the content element is selected from at least one of a group comprising:

a web page, a web page type, a web page element, a video, a widget, a flash module, an AJAX module, a display ad, and a combination of any of the foregoing.

14. The method of claim 13 wherein the content element is at least a portion of a web page that is part of an online advertising network.

15. The method of claim 2 wherein the value data is based at least in part on revenue based parameters.

16. The method of claim 15 wherein at least one revenue based parameter is selected from a group comprising advertising revenue, affiliate marketing revenue, sponsorship revenue, content licensing cost, data collection costs, web network maintenance costs, and ecommerce transaction revenue.

17. The method of claim 2 wherein the value data is based at least in part on nonrevenue based parameters.

18. The method of claim 17 wherein at least one non-revenue based parameter is selected from a group comprising at least one of number of subscriptions, number of registrations, number of memberships, number of online transactions, number of offline transactions, ranking information, number of red pixels, and predetermined subjective value.

19. A system for determining an overall content value for a content element in a web network containing a plurality of interlinked content elements on websites within the web network, providing access to a user interface on a user device, to receive content served by a content server upon receiving a request from the user device, the system comprising:

an analytic server configured to receive content data relating to a single location of the content element within the interlinked content elements of the web network, dynamically accessed by the user during a visit to the web network, wherein the content element is a portion of a web page and the single location is a coordinate on the web page, and the content data includes data designating the number of times the user visited a particular content element and the number of times user transitioned from one content element to another; and

a processor in operable communication with the analytic server, the processor configured to receive an initial revenue value for each content element based on the content data, and to determine a subsequent flow value for the content element corresponding to at least one of value and revenue generated from subsequent flow during a visit by the user to the web network for viewing of other content elements, beginning at the location of the content element and associated with a probability of a transition from the content element to multiple of the plurality of interlinked content elements;

the processor further configured to calculate an overall content value by an iterative algorithm, based on the initial revenue value and the subsequent flow value, the processor further configured to modify the web network based on the overall content value and the content data, by

     1) embedding links to the other content elements and

     2) adding additional revenue elements to increase overall revenue generated by the web network .

20. The system of claim 19 wherein the content data comprises traffic data, and the traffic data comprises transition values that designate a total number of user transitions from one content element to other content elements and view values that designate the total number of user views for each content element in the web network in a given period of time.

21. The system of claim 19 further comprising a filter module in operable communication with the analytic server, wherein the filter module is configured to filter a plurality of overall content values.

22. The system of claim 20 wherein the processor is configured to determine a correlation between overall content values and view values.

23. The system of claim 20 wherein the processor is configured to generate a scatter plot for a plurality of content elements based on corresponding view values and corresponding overall content values, such that content elements having a significant imbalance between overall content value and view value are easily identifiable.

24. The system of claim 19 wherein the analytic server is in communication with a content management system and is configured to modify the web network based on the overall content value and the content data.

25. The system of claim 19 wherein the analytic server is configured to dynamically receive traffic data.

26. The system of claim 19 wherein the analytic server is configured to dynamically receive value data.

27. The system of claim 19 wherein the content element is selected from a group comprising:

a web page, a web page type, a web page element, a video, a widget, a flash module, an AJAX module, a display ad, and a combination of any of the foregoing.

28. The system of claim 27 wherein the content element is within a web page that is part of an online advertising network.

29. A method for determining an overall content value for a content element in a web network containing a plurality of interlinked content elements on websites within the web network, providing access to a user via a user interface on a user device, to receive content served by a content server upon receiving a request from the user device, the method comprising:

obtaining, by an analytics server, content data related to a single location of the content element within the interlinked content elements of the web network, dynamically accessed by the user during a visit to the web network, wherein the content element is a portion of the web page and the single location is a coordinate on the web page, and the content data includes data designating the number of times the user visits a particular content element and the number of times the user transitions from one content element to another;

obtaining an initial revenue value corresponding to each content element;

calculating a subsequent flow value corresponding to at least one of value and revenue generated from subsequent flow during a visit by the user to the web network for viewing of other content elements, beginning at the location of the content element and associated with a probability of a transition from the content element to multiple of the plurality of interlinked content elements; and

calculating the overall content value, by iterative algorithm, for the content element based on the revenue value and subsequent flow value; and

modifying the web network based on the overall content value and the content data, by

     1) embedding links to other content elements and adding additional revenue-elements to increase overall revenue generated by the web network.

30. The method of claim 29 wherein the content data comprises transition values to designate a total number of user transitions from one content element to other content elements and view values to designate the total number of user views for each content element in the web network in a given period of time.

31. The method of claim 29 wherein the content element is selected from a group comprising:

a web page, a web page type, a web page element, a video, a widget, a flash module, an AJAX module, a display ad, and a combination of any of the foregoing.

32. The method of claim 31 wherein the content element is within a web page that is part of an online advertising network.