System and methods for using a revenue value index to score impressions for users for advertisement placement

• US 10,410,245 B2
• Filed: 05/15/2013
• Issued: 09/10/2019
• Est. Priority Date: 05/15/2013
• Status: Active Grant

• Current Assignee: OpenX Technologies, Inc. (OpenX Ltd.)
• Original Assignee: OpenX Technologies, Inc. (OpenX Ltd.)
• Inventors: Fairchild, Jason, Saifee, Qasim, Audenaert, Anke
• Primary Examiner(s): Brady, Marie P
• Application Number:
  US13/895,316
• Publication Number:
  US 20140344049A1
• Time in Patent Office: 2,309 Days
• CPC Class Codes: G06Q 30/0246 Traffic

Abstract

A system and methods are disclosed for creating and using a revenue value index to score impressions and users for purposes of determining fair pricing for advertisement (“ad”) placement or to provide analytics and information to publishers for future use. The revenue value index may be configured to evaluate data obtained or acquired from first-party, publisher platforms and/or third-party platforms or other data sources for the purpose of valuing either ad impressions or the users engaging the websites on which ads are likely to be placed. The revenue value index may be utilized for either providing value information to entities (for example, publishers) or for measuring the value of ad impressions or users for use in determining fair pricing in real-time auctions conducted for ad placement.

Claims

1. A method for providing a revenue-value-index and scoring system within a network interface for dynamic ad placement on a webpage by an ad server over a network, the method comprising:

in a platform including a data processor and memory storing executable code, said data processor driven by said executable code to execute control and web-based actions via said network interface for receiving an ad request, by an ad request and delivery engine in said platform coupled to the network, the ad request and delivery engine coupled to the network interface, to receive an ad request and to serve and value an ad impression from a publisher device;

receiving, by a statistics data collector in the platform coupled to the network interface including the data processor driven by said executable code to execute said control and web-based actions via the network interface, information about the ad impression from a plurality of data management platforms coupled to the ad server, including a first-party data platform, a third-party data platform, and a publisher data platform;

processing, by the statistics data collector, the received information and storing the processed information in at least one modifiable format including a real-time format, near-term format, and long-term format

modifying, by the statistics data collector, the processed information upon receiving additional information by the ad request in at least one of the real-time format, the near-term format, and the long-term format as additional information is received from the ad request and delivery engine;

determining, by a discrete determination module coupled, by the network, to the data processor, the network interface and the ad server, a plurality of different attributes in the stored processed information relating to the ad impression comprising a context, content on a webpage, and historic information relating to click-throughs to the webpage and viewability of the webpage by a user device;

assigning a first respective score, by the data processor executing said control and web-based actions via said network interface, to each individual one of the plurality of different attributes by a scoring index for evaluating ad impressions and designating the first respective individual score to each individual attribute;

computing a total first score, by the data processor, by aggregating first respective individual first scores assigned to each individual one of the plurality of different attributes for each ad impression, the total score representative of a revenue value determined for each ad impression and providing the total score to a revenue-value index;

providing, by the data processor, the revenue value for each ad impression provided for each ad unit on every webpage of a website;

receiving information on a user, by the data processor executing said control and web-based actions via said network interface, from the data management platforms and one or more sources;

assigning a separate respective second score, by the data processor executing said control and web-based actions via said network interface, to each individual one of the plurality of different user attributes, and to consider with the revenue value for each ad impression and context; and

computing another second total score for the ad impression, by the data processor executing said control and web-based actions via said network interface, by aggregating separate respective second scores assigned to each individual one of the plurality of different user attributes to establish another second revenue value for the ad impression and providing the second revenue value to the revenue-value-index;

computing, by the data processor, a first overall revenue from each webpage by adding the revenue value for each ad impression for each ad unit in each webpage;

computing, by the data processor, a second overall revenue of the website or network of sites by adding together the first overall revenue value for each webpage on a website or network of sites.

2. The method of claim 1, further comprising:

providing access to a publisher device to obtain at least individual components of the total first score for user segmentation or to provide access to the revenue-value-index to match impression inventory to one or more potential buyers.

3. The method of claim 2, further comprising user activity that includes first-party cookie data relating to the user.

4. The method of claim 1, wherein the network is a telecommunications network for sending data in a variety of different communication protocols, said telecommunications network including at least one of a wireless communication network or a cellular communications network for sending and receiving data via at least one of short messaging service, multimedia messaging service, hypertext transfer protocol, direct data connection, wireless access point, and email.

5. The method of claim 1, wherein the ad request and delivery engine accesses stored information including a source of the ad request, a site of the ad request, and information about advertisement placement.

6. The method of claim 1, wherein the revenue value for each ad impression is used to inform a price of a market floor for ad placement.

7. The method of claim 1, wherein the data management platforms include the first-party platform that is mobile with cloud computing capability.

8. The method of claim 1, wherein the data management platforms include the third-party platform from which the data processor receives at least:

1) system and non-personal information including a number of visitors to a particular website, types of browsers, visit times and length of visits by users by their user device, webpages visited, referring pages and exit pages, a location of a given impression on the webpage, the number of ad units on the webpage, historic information about a given webpage including click-through rates and time spent by users on the webpage, and

     2) personal information including product order information, name, address, phone number, email address, credit card information, promotional surveys, sweepstakes, email programs, direct mail programs, site registration, buying habits, and areas of interest.

9. A system for providing a revenue-value-index via a network interface in a network for dynamic ad placement on a webpage over the network, the system comprising:

an ad request and delivery engine executed by a data processor in a platform coupled to the network, the ad request and delivery engine configure to communicate with digital publisher content servers to receive an ad request, configure to communicate to an ad server to serve an ad, and configure to communicate to receive indirect and direct requests, the ad request and delivery engine allocating ad impressions;

an optimization engine executed by the data processor in the platform configured to produce optimization information to generate direct bids at an auction based on revenue values computed for the ad impressions, the optimization engine coupled for communication to the ad request and delivery engine;

a revenue-value-index and scoring system executed by the data processor in the platform coupled for communication to the optimization engine and the ad request and delivery engine configured to compute total scores for the ad impressions by assigning respective individual first scores to a plurality of different attributes associated with the ad impressions, wherein each respective individual first score is assigned to each of the plurality of different attributes, and by aggregating each respective individual first scores;

the revenue-value-index and scoring system executed by the data processor further configured to generate revenue values for every webpage on a website by adding the total scores for the ad impressions for each ad unit on every webpage of a website and configured to compute an overall revenue of the website or network of sites by adding together the revenue values for each webpage on a website or network of sites;

a statistics-data collector executed by the data processor coupled to the revenue-value-index and scoring system via the network interface and configured to further receive information on a user and information on the ad impressions from data management platforms or other sources, configured to assign respective individual scores to each of a plurality of different attributes of the user by evaluating user activity including first-party cookie data and third-party user data and configured to compute a total score for each of the ad impressions by aggregating the respective individual scores assigned to the user to establish a revenue value for the ad impression; and

the data management platforms coupled to the revenue-value-index and scoring system via the network interface, the data management platforms including a third-party platform from which the data processor receives at least

     1) an input on system and non-personal information, including a number of visitors to a particular website, an input on types of browsers, an input on visit times and an input on length of visits by users by their user device, an input on webpages visited, an input referring to pages and exit pages, an input on a location of a given impression on the webpage, an input on a number of ad units on the webpage, an input on historic information about a given webpage including click-through rates and an input on time spent by users on the webpage, and an input received on other information to measure popularity, traffic, and effectiveness of the website or any specific area within it;

and

     2) an input on personal information including product-order information, name, address, phone number, email address, credit card information, promotional surveys, sweepstakes, email programs, direct mail programs, site registration, buying habits, and areas of interest.

10. The system of claim 9, further comprising a publisher device is provided access to obtain at least individual components of the total scores for user segmentation or to the revenue-value-index and scoring system to match impression inventory to potential buyers.

11. The system of claim 10, wherein the statistics data collector modifies data received in a real-time format, a near-term format, and a long-term format as additional information is received from the ad request and delivery engine.

12. The system of claim 11, wherein the attributes include user session frequency via the user device.

13. The system of claim 11, wherein the network is a telecommunications network for sending data in a variety of different communication protocols, said telecommunications network including at least one of a wireless communication network or a cellular communications network for sending and receiving data via at least one of short messaging service, multimedia messaging service, hypertext transfer protocol, direct data connection, wireless access point, and email.

14. The system of claim 11, wherein the revenue value for the ad impression is provided to other entities, including, market buyers and agencies.

15. The system of claim 11, wherein the revenue value for the ad impression is used to inform a price of a market floor for ad placement.

16. The system of claim 11, wherein the data management platforms include a first-party platform, a publisher data platform, a third-party platform, and other sources.

17. The system of claim 11, wherein the statistics data collector includes an auction event data collector that has an input to receive information from the ad request and delivery engine.