Browser cookie analysis and targeted content delivery

• US 9,210,222 B2
• Filed: 03/13/2013
• Issued: 12/08/2015
• Est. Priority Date: 03/13/2013
• Status: Active Grant

• Current Assignee: Adobe Inc.
• Original Assignee: Adobe Systems Incorporated (Adobe Inc.)
• Inventors: Field, Kimen Catherine
• Primary Examiner(s): Lazaro, David
• Assistant Examiner(s): Ye, Zi
• Application Number:
  US13/799,733
• Publication Number:
  US 20140280816A1
• Time in Patent Office: 1,000 Days
• Field of Search: 709223-224, 726/10, 726/30, 705/14.66
• US Class Current: 1/1
• CPC Class Codes: G06F 16/95 Retrieval from the web
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: H04L 67/02 based on web technology, e.g. hypertext transfer protocol [HTTP]
• CPC Class Codes: H04L 67/14 Session management for real-time applications in data packet communications networks H04L65/1066
• CPC Class Codes: H04L 67/53 using third party service providers
• CPC Class Codes: H04L 67/535 Tracking the activity of the user network monitoring arrangements H04L43/00; recording of computer activity G06F11/34

Abstract

Techniques are disclosed for collecting, analyzing and compiling information stored in browser cookies, and using such information to deliver web content targeted to a particular user or audience. A browser cookie is a data structure that is stored on a user'"'"'s computer and that can contain information regarding that user'"'"'s previous web browsing activity. In one embodiment, information collected from browser cookies is analyzed and compiled so as to allow such information to be selectively correlated with web content stored in a targeted content repository. For example, browser cookie data indicating that a user has visited websites that sell airline tickets may be correlated with a banner advertisement for travel insurance. Once such a correlation is established, the targeted content—for example, the aforementioned travel insurance advertisement—can subsequently be delivered to future website visitors whose computers store browser cookies containing data identified as being correlated with such targeted content.

Claims

1. A browser cookie analysis methodology, comprising:

saving browser cookie data that is collected from a plurality of website visitors in a browser cookie data repository hosted by a targeted content administrator;

establishing a correlation between selected browser cookie data stored in the browser cookie data repository and selected web content that is saved in a targeted content repository that is also hosted by the targeted content administrator, wherein

the correlation is established based on user input received via a user interface generated by the targeted content administrator,

the user input defines a custom segment that includes a browser cookie parameter, a browser cookie value, and one or more relationships between the browser cookie parameter and the browser cookie value,

the browser cookie parameter is selected from a plurality of browser cookie parameters stored in the browser cookie data repository,

the browser cookie value is selected from a plurality of browser cookie values stored in the browser cookie data repository,

the one or more relationships between the browser cookie parameter and the browser cookie value include at least one of “

equals”

, “

contains”

, “

excludes”

, and “

approximates”

, and

the user input further identifies the selected web content that is saved in the targeted content repository, and that is associated with the defined custom segment;

saving a definition of the custom segment via the targeted content administration user interface; and

receiving a targeted content request from a web server, the targeted content request including detected cookie data; and

sending the selected web content to the web server based on a determination that the detected cookie data satisfies the defined custom segment.

2. The browser cookie analysis methodology of claim 1, wherein the browser cookie data is collected from the plurality of website visitors by a programming element that is served to a corresponding browser for each of the plurality of website visitors.

3. The browser cookie analysis methodology of claim 1, wherein the browser cookie data is collected from the plurality of website visitors by a programming element that is served to a corresponding browser for each of the plurality of website visitors in response to a content retrieval request.

4. The browser cookie analysis methodology of claim 1, wherein the user interface includes

a custom segment definition control panel through which the browser cookie parameter and the browser cookie value are selected, and

a targeted content selection control panel through which the selected web content is identified.

5. The browser cookie analysis methodology of claim 1, wherein establishing the correlation further comprises selecting the browser cookie parameter from a drop-down menu listing the plurality of browser cookie parameters stored in the browser cookie data repository.

6. The browser cookie analysis methodology of claim 1, further comprising:

incorporating the selected web content into a marketing box that is embedded within a webpage hosted by the web server; and

serving the webpage, including the selected content, to a selected website visitor.

7. A non-transient computer readable medium having instructions encoded thereon that, when executed by one or more processors causes a browser cookie analysis process to be carried out, the process comprising:

saving browser cookie data that is collected from a plurality of website visitors in a browser cookie data repository hosted by a targeted content administrator;

establishing a correlation between selected browser cookie data stored in the browser cookie data repository and selected web content that is saved in a targeted content repository that is also hosted by the targeted content administrator, wherein

the correlation is established based on user input received via a user interface generated by the targeted content administrator,

the user input defines a custom segment that includes a browser cookie parameter, a browser cookie value, and one or more relationships between the browser cookie parameter and the browser cookie value,

the browser cookie parameter is selected from a plurality of browser cookie parameters stored in the browser cookie data repository,

the browser cookie value is selected from a plurality of browser cookie values stored in the browser cookie data repository,

the one or more relationships between the browser cookie parameter and the browser cookie value include at least one of “

equals”

, “

contains”

, “

excludes”

, and “

approximates”

, and

the user input further identifies the selected web content that is saved in the targeted content repository, and that is associated with the defined custom segment;

saving a definition of the custom segment via the targeted content administration user interface;

receiving a targeted content request from a web server, the targeted content request including detected cookie data; and

sending the selected web content to the web server based on an existing correlation between the targeted content and the a determination that the detected cookie data satisfies the defined custom segment.

8. The non-transient computer readable medium of claim 7, wherein the browser cookie analysis process further comprises serving a programming element to a corresponding browser for each of the plurality of website visitors, each programming element being configured to collect the browser cookie data from the corresponding browser.

9. The non-transient computer readable medium of claim 7, wherein the browser cookie data stored in the browser cookie data repository includes data selected from a group consisting of a name-value pair and a uniform resource locator.

10. The non-transient computer readable medium of claim 7, wherein establishing the correlation further comprises identifying the selected web content from a plurality of available web content segments presented in a targeted content selection control panel.

11. The non-transient computer readable medium of claim 7, wherein the browser cookie analysis process further comprises:

incorporating the selected web content into a marketing box that is embedded within a webpage hosted by the web server; and

serving the webpage, including the selected content, to a selected website visitor.

12. A browser cookie analysis system, comprising:

a storage device;

a targeted content repository;

a browser cookie data repository that contains data extracted from a plurality of browser cookies that are associated with a corresponding plurality of website visitors;

a programming element stored on a web server, the programming element configured to extract data from a first browser cookie that is associated with a first website visitor; and

a processor operatively coupled to the storage device, the processor configured to execute instructions that are stored in the storage device, and that, when executed, cause the processor to carry out a browser cookie analysis process that comprises;

receiving the data extracted from the plurality of browser cookies that are associated with the plurality of website visitors and save said data in the browser cookie data repository;

establishing a correlation between selected content stored in the targeted content repository and selected browser cookie data stored in the browser cookie data repository, wherein

the correlation is established based on user input received via a targeted content administration user interface,

the user input defines a custom segment that includes a browser cookie parameter, a browser cookie value, and one or more relationships between the browser cookie parameter and the browser cookie value,

the browser cookie parameter is selected from a plurality of browser cookie parameters stored in the browser cookie data repository,

the browser cookie value is selected from a plurality of browser cookie values stored in the browser cookie data repository,

the one or more relationships between the browser cookie parameter and the browser cookie value include at least one of “

equals”

, “

contains”

, “

excludes”

, and “

approximates”

, and

the user input further identifies the selected content that is stored in the targeted content repository, and that is associated with the defined custom segment;

saving a definition of the custom segment via the targeted content administration user interface; and

sending the selected content to a second website visitor upon receipt of browser cookie data that satisfies the defined custom segment.

13. The browser cookie analysis system of claim 12, wherein the browser cookie data that satisfies the defined custom segment is received from a browser of the second website visitor.

14. The browser cookie analysis system of claim 12, wherein the programming element is further configured to be sent from the web server to a browser of the first website visitor in response to a content retrieval request sent from the browser of the first website visitor to the web server.

15. The browser cookie analysis system of claim 12, wherein the programming element is a JavaScript element.

16. The browser cookie analysis system of claim 12, further comprising a marketing box embedded within web content that is rendered in a browser of the second website visitor, wherein the marketing box is configured to display the selected content.

17. The browser cookie analysis system of claim 12, wherein the programming element is further configured to extract data from a plurality of browser cookies associated with the first website visitor.

18. The browser cookie analysis system of claim 12, wherein the data extracted from the browser cookie that is associated with the first website visitor is selected from a group consisting of a name-value pair and a uniform resource locator.