Method and apparatus for delivering targeted content to website visitors

A method implemented using software stored in non-transitory memory, the software executing on a processor of a computer, the method comprising:

• receiving, at a database, survey response information for a plurality of participating audience members, the survey response information transmitted over a computer network from a plurality of computers, each computer from the plurality of computers associated with a participating audience member from the plurality of participating audience members, the plurality of participating audience members from a plurality of audience members;
• receiving, at the database, website visitation information for the plurality of participating audience members;
• receiving, at the database, demographic information for the plurality of participating audience members;
• receiving, at the database, demographic information for a plurality of non-participating audience members, each non-participating audience member from the plurality of non-participating audience being an audience member from the plurality of audience members from whom no survey response information is received;
• receiving, from a content provider, targeted content that is of interest to audience members within a target group with a particular attitude;
• determining, by a processor, a plurality of attitude values, each attitude value from the plurality of attitude values associated with an attitude for a participating audience member from the plurality of participating audience members, based at least in part on the survey response information and the demographic information;
• determining, by the processor, a target group Reach Index for each website from a plurality of candidate websites based on a reach of that website for audience members within the target group;
• identifying, by the processor, an opposing group from the participating audience members, the opposing group having attitude values dissimilar to the target group;
• determining, by the processor, an opposing group Reach Index for each website from the plurality of candidate websites based on a reach of that website for audience members within the opposing group;
• determining, by the processor, a Net Support Score (NSS) for each website from the plurality of candidate websites based on the target group Reach Index and the opposing group Reach Index;
• extracting, by the processor, for each website from the plurality of candidate websites website layout information including at least one of:
• (i) page length, (ii) number of advertisements on that website, (iii) location of advertisements on that website, (iv) percentage of surface area of that website taken up with advertisements information, (v) size of advertisements on that website, (vi) number of pixels on that website that are used to display advertisements relative to number of pixels that are used to display other content, or (vii) prominence of advertisements relative to non-advertising content on that website;
• determining, by a processor, Quality Visitation Index (QVI) value for each website from the plurality of candidate websites based on the NSS for that website and a quotient of a metric associated with the website layout information for that website and an average of the metric for the plurality of candidate websites;
• selecting, by the processor, a website from the plurality of candidate websites for the delivery of the targeted content based on the QVI value for the website;
• and
• delivering the targeted content such that as a result of an audience member from the plurality of audience members accessing the website, a computer of that audience member displays the webpage that incorporates the targeted content.