Separation of models based on presence or absence of a feature set and selection of model based on same
First Claim
1. A computer-implemented method of building differentiated models, the method comprising:
- receiving a selection of one or more features on which to build separate models based on the presence or absence of the one or more features, the one or more features comprising a non-converting visit to an advertiser'"'"'s website;
applying a first filter to separate entities into a first group having the one or more features and a second group not having the one or more features, the first group of entities having at least one non-converting visit to the advertiser'"'"'s website and the second group of entities not having at least one non-converting visit to the advertiser'"'"'s website;
for the first group;
identifying a first archetypical population of entities from the first group, the first archetypical population comprising converters having a non-converting visit to the advertiser'"'"'s website prior to conversion;
identifying a first standard population of entities from the first group, the first standard population comprising non-converters which visited the advertiser'"'"'s website; and
determining a first feature set for inclusion in a first model based on a strength of correlation between each feature in the first feature set and being in the first archetypical population as compared to the first standard population;
for the second group;
identifying a second archetypical population of entities from the second group, the second archetypical population comprising converters which converted on a first visit to the advertiser'"'"'s website, the second archetypical population different from the first archetypical population;
identifying a second standard population of entities from the second group, the second standard population comprising non-converters which did not visit the advertiser'"'"'s website, the second standard population different from the first standard population; and
determining a second feature set for inclusion in a second model based on a strength of correlation between each feature in the second feature set and being in the second archetypical population as compared to the second standard population;
accessing a media consumption history of a specified entity;
determining which of the first model or the second model is applicable to the specified entity based on the presence or absence of a non-converting visit to the advertiser'"'"'s website in a media consumption history of the specified entity;
scoring the specified entity based on the applicable model; and
bidding on an opportunity to expose the specified entity to advertising content based on a result of the scoring.
11 Assignments
0 Petitions
Accused Products
Abstract
Separate models are built to predict the likelihood of conversion based on the presence or absence of one or more features. For example, a first model may be built to predict the likelihood of conversion of a non-converter who has never visited an advertiser'"'"'s website before and a second model may be built to predict the likelihood of conversion of a non-converter who has visited an advertiser'"'"'s website before. To determine which model to apply to an entity, the consumption history of the entity is searched for the presence or absence of the one or more features used to separate the models. The entity'"'"'s consumption history is then scored based on the applicable model to determine the likelihood of conversion.
12 Citations
15 Claims
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1. A computer-implemented method of building differentiated models, the method comprising:
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receiving a selection of one or more features on which to build separate models based on the presence or absence of the one or more features, the one or more features comprising a non-converting visit to an advertiser'"'"'s website; applying a first filter to separate entities into a first group having the one or more features and a second group not having the one or more features, the first group of entities having at least one non-converting visit to the advertiser'"'"'s website and the second group of entities not having at least one non-converting visit to the advertiser'"'"'s website; for the first group; identifying a first archetypical population of entities from the first group, the first archetypical population comprising converters having a non-converting visit to the advertiser'"'"'s website prior to conversion; identifying a first standard population of entities from the first group, the first standard population comprising non-converters which visited the advertiser'"'"'s website; and determining a first feature set for inclusion in a first model based on a strength of correlation between each feature in the first feature set and being in the first archetypical population as compared to the first standard population; for the second group; identifying a second archetypical population of entities from the second group, the second archetypical population comprising converters which converted on a first visit to the advertiser'"'"'s website, the second archetypical population different from the first archetypical population; identifying a second standard population of entities from the second group, the second standard population comprising non-converters which did not visit the advertiser'"'"'s website, the second standard population different from the first standard population; and determining a second feature set for inclusion in a second model based on a strength of correlation between each feature in the second feature set and being in the second archetypical population as compared to the second standard population; accessing a media consumption history of a specified entity; determining which of the first model or the second model is applicable to the specified entity based on the presence or absence of a non-converting visit to the advertiser'"'"'s website in a media consumption history of the specified entity; scoring the specified entity based on the applicable model; and bidding on an opportunity to expose the specified entity to advertising content based on a result of the scoring. - View Dependent Claims (2, 3, 4, 5)
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6. A non-transitory computer readable storage medium storing computer program instructions for building differentiated models, the computer program instructions comprising instructions for:
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receiving a selection of one or more features on which to build separate models based on the presence or absence of the one or more features, the one or more features comprising a non-converting visit to an advertiser'"'"'s website; applying a first filter to separate entities into a first group having the one or more features and a second group not having the one or more features, the first group of entities having at least one non-converting visit to the advertiser'"'"'s website and the second group of entities not having at least one non-converting visit to the advertiser'"'"'s website; for the first group; identifying a first archetypical population of entities from the first group, the first archetypical population comprising converters having a non-converting visit to the advertiser'"'"'s website prior to conversion; identifying a first standard population of entities from the first group, the first standard population comprising non-converters which visited the advertiser'"'"'s website; and determining a first feature set for inclusion in a first model based on a strength of correlation between each feature in the first feature set and being in the first archetypical population as compared to the first standard population; for the second group; identifying a second archetypical population of entities from the second group, the second archetypical population comprising converters which converted on a first visit to the advertiser'"'"'s website, the second archetypical population different from the first archetypical population; identifying a second standard population of entities from the second group, the second standard population comprising non-converters which did not visit the advertiser'"'"'s website, the second standard population different from the first standard population; and determining a second feature set for inclusion in a second model based on a strength of correlation between each feature in the second feature set and being in the second archetypical population as compared to the second standard population; accessing a media consumption history of a specified entity; determining which of the first model or the second model is applicable to the specified entity based on the presence or absence of a non-converting visit to the advertiser'"'"'s website in a media consumption history of the specified entity; scoring the specified entity based on the applicable model; and bidding on an opportunity to expose the specified entity to advertising content based on a result of the scoring. - View Dependent Claims (7, 8)
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9. A system comprising:
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a processor; a computer readable storage medium storing processor-executable computer program instructions for building differentiated models, the computer program instructions comprising instructions for; receiving a selection of one or more features on which to build separate models based on the presence or absence of the one or more features, the one or more features comprising a non-converting visit to an advertiser'"'"'s website; applying a first filter to separate entities into a first group having the one or more features and a second group not having the one or more features, the first group of entities having at least one non-converting visit to the advertiser'"'"'s website and the second group of entities not having at least one non-converting visit to the advertiser'"'"'s website; for the first group; identifying a first archetypical population of entities from the first group, the first archetypical population comprising converters having a non-converting visit to the advertiser'"'"'s website prior to conversion; identifying a first standard population of entities from the first group, the first standard population comprising non-converters which visited the advertiser'"'"'s website; and determining a first feature set for inclusion in a first model based on a strength of correlation between each feature in the first feature set and being in the first archetypical population as compared to the first standard population; for the second group; identifying a second archetypical population of entities from the second group, the second archetypical population comprising converters which converted on a first visit to the advertiser'"'"'s website, the second archetypical population different from the first archetypical population; identifying a second standard population of entities from the second group, the second standard population comprising non-converters which did not visit the advertiser'"'"'s website, the second standard population different from the first standard population; and determining a second feature set for inclusion in a second model based on a strength of correlation between each feature in the second feature set and being in the second archetypical population as compared to the second standard population; accessing a media consumption history of a specified entity; determining which of the first model or the second model is applicable to the specified entity based on the presence or absence of a non-converting visit to the advertiser'"'"'s website in a media consumption history of the specified entity; scoring the specified entity based on the applicable model; and bidding on an opportunity to expose the specified entity to advertising content based on a result of the scoring. - View Dependent Claims (10, 11, 12, 13, 14, 15)
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Specification