Audience matching network with performance factoring and revenue allocation

• US 9,928,522 B2
• Filed: 12/17/2004
• Issued: 03/27/2018
• Est. Priority Date: 08/01/2003
• Status: Active Grant

• Current Assignee: Yahoo AD Tech LLC
• Original Assignee: Oath Inc. (Verizon Communications Inc.)
• Inventors: Beyda, Gil, Balasubramanian, Krishna, Locker, Donald J., McDonald, Kevin M., Wilson, Joseph G., Morgan, David R., Lowry, Alison P.
• Primary Examiner(s): Alvarez, Raquel
• Application Number:
  US11/014,248
• Publication Number:
  US 20050165644A1
• Time in Patent Office: 4,848 Days
• Field of Search: 705 1466, 705 1449, 709219, 709229
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0258 Registration
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0274 Split fees
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: H04L 69/329 in the application layer [OSI layer 7]

Abstract

Performance based delivery of content to an audience member. A network of audience member information collection domains provide information about audience members. A profiled audience member may belong to a network segment. Delivery of an advertisement to the profiled audience member is accommodated based upon membership in the network segment and performance criteria. The performance criteria may be configured to benefit a publisher, such as by maximizing revenue. Allocating revenue based upon the collection of data used to target audience members is also provided.

Claims

1. A computer implemented method for performance based delivery of content to a client computer having access to a network domain and a plurality of audience member information collection domains, the method comprising:

collecting profile data relating to the client computer from the plurality of audience member information collection domains;

managing audience segments corresponding to the audience member information collection domains;

determining that the client computer is a member of a network segment that includes client computers having a set of attributes corresponding to profile data collected from the plurality of audience member information collection domains, wherein the network segment is affiliated with the network domain;

transmitting a segment-targeting cookie, which includes a segment identifier for the network segment of client computers, to the client computer; and

accommodating the delivery of an advertisement to the client computer based upon the segment identifier in the segment-targeting cookie and performance criteria configured to benefit a publisher of content in which the advertisement is placed.

2. The method of claim 1, wherein the performance criteria includes maximizing revenue to the publisher.

3. The method of claim 2, wherein accommodating the delivery of an advertisement includes selecting an advertisement with the highest available payment to the publisher.

4. The method of claim 1, further comprising:

receiving from the publisher a set of delivery criteria corresponding to potentially deliverable advertisements; and

selecting an advertisement with the highest available payment to the publisher based upon a comparison of current delivery metrics to the set of delivery criteria.

5. The method of claim 1, further comprising:

optimizing the delivery of advertisement inventory served by a third party.

6. The method of claim 5, wherein optimizing the delivery of advertisement inventory served by the third party includes providing information about membership in the network segment in connection with an advertisement serving function of the third party.

7. The method of claim 1, wherein the network segment is defined by examining the profile data for client computers.

8. The method of claim 1, wherein the network segment is defined by examining the profile data for client computers that have engaged in a desired behavior.

9. A computer implemented method for allocating revenue between two or more data providers, said revenue corresponding to the delivery of content to a client computer having access to a network domain and a plurality of audience member information collection domains, the method comprising:

collecting profile data relating to the client computer from the plurality of audience member information collection domains, said audience member information collection domains being associated with the two or more data providers;

managing audience segments corresponding to the audience member information collection domains;

determining that the client computer is a member of a network segment that includes client computers having a set of attributes corresponding to the profile data collected from the plurality of audience member information collection domains;

transmitting a segment-targeting cookie, which includes a segment identifier for the network segment of client computers, to the client computer;

accommodating the delivery of an advertisement to the client computer based upon the segment identifier in the segment-targeting cookie; and

allocating revenue corresponding to the delivery of the advertisement between said two or more data providers using said computer based upon participation of said two or more data providers as sources of the profile data.

10. The method of claim 9, wherein the audience member information collection domains include a first domain and a second domain that is separate from the first domain, and the set of attributes include a first attribute based upon profile data collected in association with activity by the client computer in the first domain and a second attribute based upon profile data collected in association with activity by the client computer in the second domain.

11. The method of claim 10, wherein allocating revenue includes accounting for participation of a first of said two or more data providers for providing profile data upon which the first attribute is based and a second of said two or more data providers for providing profile data upon which the second attribute is based.

12. The method of claim 9, further comprising:

determining a value that the collected profile data used to determine that the client computer is a member of a network segment is deemed to have on audience member behavior; and

accounting for the value in allocating revenue corresponding to the delivery of the advertisement.

13. The method of claim 12, wherein determining the value includes an examination of a set of factors associated with the collection of the information.

14. The method of claim 13, wherein the set of factors includes at least one factor selected from the group comprising recency, frequency, and primacy.

15. The method of claim 13, wherein the set of factors includes a half-life analysis.

16. The method of claim 13, wherein the set of factors includes at least one factor selected from the group comprising recency, frequency, segment correlation, half-life analysis, primacy, and intensity.

17. A computer implemented method for performance based delivery of content to a client computer having access to a network domain and a plurality of audience member information collection domains, the method comprising:

assigning a domain cookie containing a unique identifier to the client computer;

collecting profile data relating to the client computer from the plurality of audience member information collection domains;

accessing the profile data for the client computer in response to identification of the unique identifier for the client computer;

determining that the client computer is a member of a network segment that includes client computers having a set of attributes corresponding to profile data collected from the plurality of audience member information collection domains, wherein the network segment is affiliated with the network domain;

transmitting a segment-targeting cookie, which includes a segment identifier for the network segment of client computers, to the client computer; and

accommodating the delivery of an advertisement to the client computer based upon the segment identifier in the segment-targeting cookie and using performance criteria configured to benefit a publisher of content in which the advertisement is placed.

18. The method of claim 17, wherein the performance criteria includes maximizing revenue to the publisher.

19. The method of claim 18, wherein accommodating the delivery of an advertisement includes selecting an advertisement with the highest available payment to the publisher.

20. The method of claim 17, further comprising:

receiving from the publisher a set of delivery criteria corresponding to potentially deliverable advertisements; and

selecting an advertisement with the highest available payment to the publisher based upon a comparison of current delivery metrics to the set of delivery criteria.

21. The method of claim 17, further comprising:

optimizing the delivery of advertisement inventory served by a third party.

22. The method of claim 21, wherein optimizing the delivery of advertisement inventory served by the third party includes providing information about membership in the network segment in connection with an advertisement serving function of the third party.

23. The method of claim 17, wherein the segment identifier is separate from the unique identifier.

24. A computer implemented method for performance based delivery of targeted advertisements in an HTTP client-server computer system, the method comprising:

managing audience segments of client computers corresponding to a network of audience member information collection domains;

determining that a profiled client computer is a member of a network segment that includes client computers having a set of attributes corresponding to profile data collected in the network of audience member information collection domains; and

accommodating the delivery of a targeted advertisement to the profiled client computer based upon membership in the network segment and performance criteria configured to benefit a publisher of content in which the targeted advertisement is placed, wherein accommodating the delivery of the advertisement includes;

receiving a request for content from a client computer;

transmitting the content to the client computer;

receiving a first cookie having client computer identifier data;

identifying the client computer from among a plurality of different client computers using the client computer identifier data included in the first cookie;

receiving a second cookie having content segment identifier data based on the content requested by the client computer, the content segment identifier data of the second cookie being different from the client identifier data of the first cookie;

classifying the client computer within at least one of a plurality of different client content segments based on the identification of the client computer using the client identifier data included in the first cookie and based on a plurality of client profile data stored in a database;

identifying the targeted advertisement from among a plurality of advertisements based on the classification of the client computer within the at least one of the plurality of different client content segments; and

transmitting the identified targeted advertisement to the client computer.