Evaluating preferences of users engaging with advertisements
AssigneeMicrosoft Corporation
InventorsPRITESH PATWA, WOOK CHUNG, MARTIN MARKOV
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Abstract
Embodiments of the present invention relate to systems, methods, and computer-storage media for providing a method of evaluating preferences of particular users with respect to engaging with advertisements. In one embodiment, advertisements are delivered to users based on user engagement with advertisements. In particular, a request is received from an advertiser to present an advertisement to a set of users meeting a threshold user engagement level. After evaluating user engagement levels of the set of users, a subset of the set of users meeting the threshold user engagement level is determined. The advertisement is then presented to the subset of users.
Claims20
Computer-storage media having computer-executable instructions embodied thereon that, when executed, perform a method of assigning commercial values to users based on interactions of the users with a plurality of advertisements, the method comprising:
- receiving advertisement interaction data associated with each of the plurality of advertisements;
- sorting the advertisement interaction data based on user identifiers for a plurality of users, each user having been exposed to at least one of the plurality of advertisements;
- assigning a commercial value to each user of the plurality of users based on each user's interaction with the at least one of the plurality of advertisements to which they were exposed;
- and
- defining a set of users based on similarity of commercial values of the users.
Computer-storage media having computer-executable instructions embodied thereon that, when executed, perform a method of delivering advertisements to users based on user engagement with advertisements, the method comprising:
- receiving, from an advertiser, a request for an advertisement to be presented to a set of users, each user meeting a pre-determined user engagement level threshold;
- evaluating user engagement levels of the set of users based on user interactions of the set of users with a plurality of advertisements;
- determining a subset of the set of users based on the evaluated user engagement levels, wherein each user of the subset of users meets the pre-determined user engagement level threshold;
- and
- presenting the advertisement to the subset of users.
A method of improving the accuracy of an evaluated effectiveness of an advertisement based on user engagement levels, the method comprising:
- receiving data representing an evaluated effectiveness of an advertisement based on user interactions with the advertisement;
- evaluating the engagement level of users who interacted with the advertisement based on historical engagement levels of the users;
- determining a normalization factor of evaluated effectiveness based on the historical engagement of the users exposed to the advertisement;
- and
- adjusting the evaluated effectiveness of the advertisement based on the determined normalization factor.
Dependencies are inferred from the claim text.