Attribution of responses to advertising

• US 11,157,950 B2
• Filed: 05/09/2014
• Issued: 10/26/2021
• Est. Priority Date: 05/09/2014
• Status: Active Grant

• Current Assignee: 2KDirect, Inc.
• Original Assignee: 2KDirect, Inc.
• Inventors: Bonzi, Joe, Thomas, Shane
• Primary Examiner(s): Brown, Alvin L
• Application Number:
  US14/274,400
• Publication Number:
  US 20150324847A1
• Time in Patent Office: 2,727 Days
• Field of Search: 705 14
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A facility for analyzing electronic advertising is described. The facility determines that a particular client device has been used to activate a first advertising message for a particular cause. In response, the facility identifies a second advertising message for that cause that was presented on the same client device at a time before the first advertising message was activated. In response, the facility determines that the activation of the first advertising message is at least partly attributable to the presentation of the second advertising message.

Claims

1. A method performed by a computing system for analyzing electronic advertising, the method comprising:

receiving a notification of activation of a search advertising message by a client device,

wherein the search advertising message is presented on a search results webpage displayed on the client device in response to a search query input by a user of the client device,

wherein the notification includes a URL for a landing page associated with the search advertising message, and

wherein the activation of the search advertising message on the client device causes display of the landing page as indicated by the URL;

in response to receiving the notification of the activation of the search advertising message,

accessing records of advertising messages that were presented on the client device before presentation of the search advertising message on the client device,

wherein the advertising messages are of different types including a banner advertising message, a video advertising message, an animation advertising message, or an audio advertising message,

wherein a type of advertising message is selected for presentation on the client device in a particular instance of a particular webpage based on contextual data including;

a subject of the particular webpage,

a website of the particular webpage,

a section of the website of the webpage,

demographic information about the user, or

web browsing behavior of the user, and

wherein each record of an advertising message is associated with a target URL for a target landing page such that activation of the advertising message would cause the client device to present the target landing page as indicated by the target URL;

identifying a plurality of advertising messages, from among those associated with the records of advertising messages, whose target URLs match the URL of the search advertising message;

measuring an effect of each type of the identified advertising messages, presented on the client device before presentation of the search advertising message, to cause activation of the search advertising message by the user; and

recording an indication that activation of the search advertising message should be at least partly attributed to presentation of at least one of the identified advertising messages of a particular type and the measured effect of the particular type relative to other types of the identified advertising messages.

2. The method of claim 1 wherein the plurality of advertising messages include one or more types of advertising messages different than search advertising messages.

3. The method of claim 1 wherein the plurality of advertising messages include display advertising messages.

4. The method of claim 1 wherein the plurality of advertising messages include search advertising messages.

5. The method of claim 1 wherein the notification includes a user identifier and wherein the notification is received from a client device with which the user identifier of the notification is associated.

6. The method of claim 1 wherein the notification is an HTTP request, the method further comprising:

responding to the notification with a redirect command identifying the landing page of the search advertising message.

7. The method of claim 1 wherein the notification includes a cookie portion.

27. The method of claim 1, wherein identifying the plurality of advertising messages that were presented on the client device before presentation of the activated search advertising message and whose landing page URL matches the landing page URL for the activated search advertising message comprises:

for each advertising message that was presented on the client device before presentation of the activated search advertising message,

determining whether the landing page URL for the advertising message that was presented on the client device before presentation of the activated search advertising message matches the landing page URL for the activated search advertising message.

8. One or more instances of computer-readable media collectively storing contents configured to perform a method for analyzing electronic advertising, the method comprising:

(a) determining that a client device has been used to present a first advertising message of a first type,

wherein the first advertising message was presented on the client device in response to input by a user,

wherein the first advertising message is associated with a first URL for a first landing page;

(b) in response to (a),

accessing records of advertising messages that were presented on the client device before presentation of the first advertising message on the client device,

wherein the advertising messages are of different types including a banner advertising message, a video advertising message, an animation advertising message, or an audio advertising message,

wherein a particular type of a particular advertising message is selected for presentation based on contextual data including;

a subject of a webpage on which the particular advertising message is presented,

a website of the webpage,

a section of the website to which the webpage belongs,

demographic information about the user, or

web browsing behavior of the user, and

wherein each record or an advertising message is associated with a target URL for a target landing page such that activation of the target URL causes presentation of the target landing page indicated by the target URL;

identifying a second advertising message, from among those associated with the records of advertising messages, of a second type that has a second URL that matches the first URL for the first landing page; and

(c) in response to (b),

measuring a relative effect of the first type and the second type of the advertising messages presented on the client device before presentation of the first advertising message, to cause the activation the first URL by the user; and

generating an indication that the activation of the first URL is at least partly attributable to the presentation of at least one of the advertising messages of the second type based on the measured effect.

9. The instances of computer-readable media of claim 8 wherein the first type of advertising messages and the second type of advertising messages are different types.

10. The instances of computer-readable media of claim 8 wherein the first type of advertising messages and the second type of advertising messages are the same type.

11. The instances of computer-readable media of claim 8, further comprising:

receiving a notification that the client device has been used to present the advertising message of the first type, the received notification indicating at least one advertising message of a third type that was presented on the client device at a time before the client device was used to present the advertising message of the first type,

wherein (b) is performed using contents of the notification.

12. The instances of computer-readable media of claim 8, further comprising:

receiving a notification that the client device has been used to present the advertising message of the first type, the received notification containing a client identifier; and

using the client identifier contained in the received notification to retrieve from an information resource separate from the received notification indications of at least one advertising message of a third type that was presented on the client device at a time before the client device was used to activate the advertising message of the first type, wherein (b) is performed using the retrieved indications.

28. The one or more instances of computer-readable media of claim 8 collectively storing contents configured to perform a method for analyzing electronic advertising, wherein the identifying comprises:

identifying advertising messages of the second type that were presented on the client device before presentation of the advertising message of the first type; and

for each identified advertising message of the second type,

determining whether the identified advertising message of the second type has a landing page URL that matches the landing page URL for the advertising message of the first type.

13. A method for analyzing electronic advertising, the method comprising:

(a) determining that a first advertising message of a first type has been activated in connection with a user identifier,

wherein the first advertising message is associated with a first URL for a first landing page, and

wherein activation of the first advertising message causes display of the first landing page indicated by the first URL;

(b) in response to (a),

accessing records of advertising messages that were presented at a device before presentation of the first advertising message,

wherein the advertising messages are of different types including a banner message, a video message, an animation message, or an audio message,

wherein a particular type of advertising message is selected for presentation on a particular webpage based on;

a subject of the particular webpage,

a website of the particular webpage,

a section of the website including the webpage,

demographic information about the user, or

web browsing behavior of the user, and

wherein each record of an advertising message is associated with a target URL for a target landing page such that activation of the advertising message causes presentation of the target landing page indicated by the target URL;

identifying a second advertising message, from among the records of advertising messages, of a second type that has a second target URL that matches the first URL of the first landing page for the first advertising message of the first type; and

(c) in response to (b),

measuring an effect of the second type of the second advertising message on the user to activate the first URL for the first landing page, and

generating an indication that the activation of the first advertising message of the first type in connection with the user identifier is at least partly attributable to the presentation of the second advertising message of the second type based on the measured effect.

14. The method of claim 13 wherein activation of the first advertising message of the first type occurred on a client device, and presentation of the second advertising message of the second type also occurred on the client device.

15. The method of claim 13 wherein activation of the first advertising message of the first type occurred on a first client device, and presentation of the second advertising message of the second type occurred on a second client device distinct from the first client device.

16. One or more computer memories collectively storing an advertising attribution data structure, the data structure comprising a plurality of entries, each entry comprising:

an indication of a first advertising message of a first type activated from a client device at a first time,

wherein the first advertising message was presented on the client device in response to input by a user of the client device,

wherein the indication includes a first target URL for a first target landing page associated with the first advertising message, and

wherein activation of the first advertising message on the client device causes display of the first target landing page indicated by the first target URL;

an indication of multiple records of advertising messages presented on the client device before presentation of the first advertising message of the first type on the client device,

wherein the advertising messages include the first type and a second type different from the first type,

wherein a particular type of advertising message is selected for presentation on a particular webpage based on contextual data of the particular webpage or the user of the client device, and

wherein each record of a particular advertising message is associated with a particular target URL for a particular target landing page;

for the first advertising message of the first type activated from the client device at the first time;

an indication of a second advertising message, from among the records of advertising messages, of the second type that was presented on the client device before the presentation of the first advertising message of the first type on the client device, and

an indication of a second target URL usable to retrieve a second landing page for the second advertising message of the second type,

wherein the second target URL matches the first target URL usable to retrieve the first target landing page for the first advertising message of the first type such that contents of the data structure are adapted for use to evaluate an effect that presenting advertising messages of the second type has had on activation of advertising messages of the first type.

17. The computer memories of claim 16 wherein advertising messages of the first type are search advertising messages.

18. The computer memories of claim 16 wherein advertising messages of the second type are display advertising messages.

19. The computer memories of claim 16 wherein each entry further comprises information identifying the client device.

20. The computer memories of claim 16 wherein, in each entry, the indication of the advertising message of the second type comprises information identifying the advertising message of the second type.

21. The computer memories of claim 16 wherein, in each entry, the indication of the advertising message of the second type comprises information identifying the second type of advertising message.

22. The computer memories of claim 16 wherein, in each entry, the indication of the advertising message of the second type comprises information identifying a date on which the advertising message of the second type was presented on the client device.

23. The computer memories of claim 16 wherein, in each entry, the indication of the advertising message of the second type comprises information identifying a time on which the advertising message of the second type was presented on the client device.

24. The computer memories of claim 16 wherein each entry further comprises information identifying a date on which the advertising message of the first type was activated from the client device.

25. The computer memories of claim 16 wherein each entry further comprises information identifying a time at which the advertising message of the first type was activated from the client device.

26. The computer memories of claim 16 wherein at least one entry further comprises an indication of a plurality of advertising messages of the second type that were presented on the client device at times all earlier than the first time.