US 2018/0018706 A1Published application

Data management platform and method of bridging offline collected data with automated online retargeted advertising

AssigneeCatalyst Trade c/o Jeffrey Tognetti

InventorJeffrey TOGNETTI

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Abstract

A method and system that can be used to bridge offline and online retargeting of advertisements. A business may collect customer information, for example customer browsing activity on a business website or customer communications with the business. This data may then be on-boarded to a data management platform. Keywords may be harvested from the customer information, and the customer's subsequent internet browsing behavior may be tracked, for example by submitting a customer ID to an ad exchange in a bid request, and receiving, in the reply to the bid request, browsing data for the customer. When the customer visits sites relevant to the keywords, such as sites with the keywords in the URL, the customer may be determined to be in the market for a particular product and the customer may be the subject of a retargeted advertisement, such as a phone solicitation.

Claims20

Dependent claims

A method of bridging offline and online retargeting of advertisements, the method comprising:

receiving, on a data management platform comprising a processor and a memory, a customer data file associated with a customer, the customer data file comprising customer device data;
performing at least one of:
selecting one or more keywords in a customer communication provided in the customer data file, selecting one or more keywords summarizing a customer communication provided in the customer data file, selecting one or more keywords from a provided list of keywords, or selecting one or more keywords based on customer activity provided in the customer data file;
associating, with a processor, the one or more keywords with a profile of the customer;
submitting, with a processor, to an ad exchange, a bid request to provide advertising to the customer, the bid request including the customer device data;
receiving, with a processor, customer browsing data indicating a URL of at least one website accessed by the customer;
parsing, with a processor, visited website information including at least the URL of the at least one website, and identifying one or more keywords associated with the profile of the customer in at least one of a hostname and a pathname of the URL of the at least one website;
flagging the profile of the customer;
and
providing a retargeted advertisement to the customer.

7 more elements

A data management system for bridging offline and online retargeting of advertisements, the system comprising a processor, a memory, and a network connection, the memory comprising computer code executable by the processor to cause the data management system to carry out the following steps:

receiving, on the data management system, a customer data file associated with a customer, the customer data file comprising customer device data;
performing at least one of:
selecting one or more keywords in a customer communication provided in the customer data file, selecting one or more keywords summarizing a customer communication provided in the customer data file, selecting one or more keywords from a provided list of keywords, or selecting one or more keywords based on customer activity provided in the customer data file;
associating, with the processor, the one or more keywords with a profile of the customer;
submitting, with the processor, via the network connection, to an ad exchange, a bid request to provide advertising to the customer, the bid request including the customer device data,
receiving, with the processor, customer browsing data indicating a URL of at least one website accessed by the customer;
parsing, with the processor, visited website information including at least the URL of the at least one website, and identifying one or more keywords associated with the profile of the customer in at least one of a hostname and a pathname of the URL of the at least one website;
flagging, in the memory, the profile of the customer;
and
transmitting, with the processor, a notification indicating that the customer has been flagged.

7 more elements

Dependencies are inferred from the claim text.