Systems and methods for targeting ad impressions

• US 9,715,696 B2
• Filed: 08/20/2014
• Issued: 07/25/2017
• Est. Priority Date: 09/26/2011
• Status: Active Grant

• Current Assignee: American Express Travel Related Services Company, Inc. (American Express Company)
• Original Assignee: American Express Travel Related Services Company, Inc. (American Express Company)
• Inventors: Durvasula, Sastry V S M, Koul, Priyadarshini, Schultz, Stephanie, Gebb, Lucas Saunders, Govani, Rachna R., Peltier, Sarah Claire, Tiku, Sripriya V.
• Primary Examiner(s): Brown, Luis A
• Application Number:
  US14/464,439
• Publication Number:
  US 20140365297A1
• Time in Patent Office: 1,070 Days
• Field of Search: 705 1441, 705 1442, 705 1445, 705 1473, 705 26, 705 27, 707102, 707501, 709217
• CPC Class Codes: G06Q 30/0241 Advertisements
• 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

Abstract

The present disclosure includes a system, method, and article of manufacture for targeting ad impressions. A list of customer records may be transmitted to a service provider system that identifies a matched customer and installs a cookie on a web client associated with the matched customer. The system may further receive a campaign request from a merchant and transmit the campaign request to the service provider system which may add a flag to the cookie based on the campaign request as well as instruct a media buyer system to bid on an ad impression for the matched customer based on the flag. The system may further receive an expenditure associated with the matched customer who received the ad impression and compare the expenditure to an expenditure associated with a customer who did not receive targeted ad impression but fits parameters associated with the campaign request.

Claims

1. A system comprising:

a processor,

a tangible, non-transitory memory configured to communicate with the processor,

the tangible, non-transitory memory having instructions stored thereon that, in response to execution by the processor, cause the processor to perform operations comprising;

transmitting, by the processor and in response to receiving, a list of customer records to a service provider system,

wherein the list of customer records is created based on a type of customer to be targeted by a merchant as part of a campaign request,

wherein the service provider system identifies a matched customer by analyzing personally identifying information (“

PII”

) from the list of customer records and

wherein the identifying the matched customer is based on the PII from a transaction account issuer system matching the PII stored by the service provider system,

wherein a cookie is installed on a web client associated with the matched customer,

wherein the cookie is installed by at least one of the service provider system or the transaction account issuer system,

wherein the cookie is an anonymized cookie that is stripped of PII that is associated with the matched customer,

wherein the matched customer is part of an anonymized list of matched customers,

wherein the anonymized list of matched customers comprises cookie data associated with each matched customer and excludes the PII;

transmitting, by the processor and based on the installing of the cookie, the campaign request to the service provider system,

wherein the service provider system tags the cookie with a tag based on the campaign request

wherein the tag includes instructions for instructing a media buyer system to bid on the ad impression for the matched customer based on the tag,

wherein upon navigating to a website, the cookie is transmitted from the web client to the media buyer system to indicate that the matched customer is online,

wherein the media buyer system purchases the ad impression that is sent to the matched customer;

modifying, by the processor and based on tagging the cookie, a flag associated with the cookie to at least one of;

associate or disassociate the matched customer with at least one of;

a category or type of the ad impression;

identifying, by the processor and based on the modifying, a first expenditure associated with the matched customer that received the ad impression;

comparing, by the processor, the first expenditure to a second expenditure associated with a customer that did not receive the ad impression based on the campaign request but fits parameters associated with the campaign request; and

generating, by the processor, a report showing the results of the comparing.

2. The system of claim 1, further configured to perform operations comprising receiving the campaign request from the merchant, wherein the campaign request includes the type of customer to be targeted.

3. The system of claim 1, further configured to perform operations comprising determining, by the processor, a value of the ad impression based on the comparing.

4. The system of claim 1, further configured to perform operations comprising generating, by the processor, a report showing the results of the comparing.

5. The system of claim 1, wherein campaign request is associated with a product identifier.

6. The system of claim 5, wherein the product identifier is at least one of a universal product code or a stock keeping unit.

7. The system of claim 1, further configured to perform operations comprising permitting, by the processor and via the web client, the matched customer to select a type of ad impression in which the matched customer is interested.

8. The system of claim 1, further configured to perform operations comprising generating, by the processor, a report showing a click through associated with customers that received the ad impression.

9. The system of claim 1, wherein the cookie is removed from a browser in response to a selection by the matched customer of a type of ad impression in which the matched customer is not interested.

10. The system of claim 1, wherein the tags are based on at least one of transaction history or attribute information that fits within parameters associated with the campaign request.

11. The system of claim 1, further comprising filtering the list of customer records based on at least one of transaction history or attribute information that fits within parameters associated with the campaign request.

12. A method comprising:

transmitting, by the computer based system and in response to receiving, a list of customer records to a service provider system,

wherein the list of customer records is created based on a type of customer to be targeted by a merchant as part of a campaign request,

wherein the service provider system identifies a matched customer by analyzing personally identifying information (“

PII”

) from the list of customer records and

wherein the identifying the matched customer is based on the PII from a transaction account issuer system matching the PII stored by the service provider system,

wherein a cookie is installed on a web client associated with the matched customer,

wherein the cookie is installed by at least one of the service provider system or the transaction account issuer system,

wherein the cookie is an anonymized cookie that is stripped of PII that is associated with the matched customer,

wherein the matched customer is part of an anonymized list of matched customers,

wherein the anonymized list of matched customers comprises cookie data associated with each matched customer and excludes the PII;

transmitting, by the computer based system and based on the installing of the cookie, the campaign request to the service provider system,

wherein the service provider system tags the cookie with a tag based on the campaign request

wherein the tag includes instructions for instructing a media buyer system to bid on the ad impression for the matched customer based on the tag,

wherein upon navigating to a website, the cookie is transmitted from the web client to the media buyer system to indicate that the matched customer is online,

wherein the media buyer system purchases the ad impression that is sent to the matched customer;

modifying, by the computer based system and based on tagging the cookie, a flag associated with the cookie to at least one of;

associate or disassociate the matched customer with at least one of;

a category or type of the ad impression;

identifying, by the computer based system and based on the modifying, a first expenditure associated with the matched customer that received the ad impression;

comparing, by the computer based system, the first expenditure to a second expenditure associated with a customer that did not receive the ad impression based on the campaign request but fits parameters associated with the campaign request; and

generating, by the computer based system, a report showing the results of the comparing.

13. The method of claim 12, wherein campaign request is associated with a product identifier.

14. The method of claim 13, wherein the product identifier is at least one of a universal product code or a stock keeping unit.

15. An article of manufacture including a non-transitory, tangible computer readable storage medium having instructions stored thereon that, in response to execution by a computer-based system, cause the computer-based system to perform operations comprising:

transmitting, by the computer based system and in response to receiving, a list of customer records to a service provider system,

wherein the list of customer records is created based on a type of customer to be targeted by a merchant as part of a campaign request,

wherein the service provider system identifies a matched customer by analyzing personally identifying information (“

PII”

) from the list of customer records and

wherein the identifying the matched customer is based on the PII from a transaction account issuer system matching the PII stored by the service provider system,

wherein a cookie is installed on a web client associated with the matched customer,

wherein the cookie is installed by at least one of the service provider system or the transaction account issuer system,

wherein the cookie is an anonymized cookie that is stripped of PII that is associated with the matched customer,

wherein the matched customer is part of an anonymized list of matched customers,

wherein the anonymized list of matched customers comprises cookie data associated with each matched customer and excludes the PII;

transmitting, by the computer based system and based on the installing of the cookie, the campaign request to the service provider system,

wherein the service provider system tags the cookie based on the campaign request and instructs a media buyer system to bid on an ad impression for the matched customer based on the tag,

wherein the service provider system tags the cookie with a tag based on the campaign request

wherein the tag includes instructions for instructing a media buyer system to bid on the ad impression for the matched customer based on the tag,

wherein upon navigating to a website, the cookie is transmitted from the web client to the media buyer system to indicate that the matched customer is online,

wherein the media buyer system purchases the ad impression that is sent to the matched customer;

modifying, by the computer based system and based on tagging the cookie, a flag associated with the cookie to at least one of;

associate or disassociate the matched customer with at least one of;

a category or type of the ad impression;

identifying, by the computer based system and based on the modifying, a first expenditure associated with the matched customer that received the ad impression;

comparing, by the computer based system, the first expenditure to a second expenditure associated with a customer that did not receive the ad impression based on the campaign request but fits parameters associated with the campaign request; and

generating, by the computer based system, a report showing the results of the comparing.