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US 8,386,314 B2Granted
Online ad detection and ad campaign analysis
AssigneeAccenture Global Services Limited
InventorsStephen Denis Kirkby, Peter Kellet, Matthew Figg, Jarred Holman
Life of this patent
Estimating the term…
Abstract
Metrics for online ads are captured by parsing web pages to identify ad beacons containing information identifying whether the online ads are for a particular client. These metrics are used to determine key performance indicators for auditing and competitor analysis for an online ad campaign.
Claims22
A scanning computer system configured to scan web sites for online ad information, the scanning computer system comprising:
- data storage storing information identifying online ads for a client;
- a processor configured to
- scan the web sites based on a location of a hosting web server for the online ad information,
- parse content of web pages of the web sites for client and competitor ads,
- identify ad beacons from the parsed web pages, wherein the ad beacons retrieve ad images for the online ads for the client;
- use the information in the data storage to determine whether the ad beacons identify the online ads for the client,
- determine metrics for the online ads for the client, and
- generate reports from the parsed web pages including key performance indicators (KPIs) which determine the effectiveness of ads relative to the content and web site, wherein the reports include an audit service report which is compiled from attributes and the metrics for captured client and competitor ads and a competitor analysis report based on analysis of metrics for the competitor ads on the parsed web pages, wherein the competitor analysis report identifies which competitors are advertising and where and how often the competitors are advertising, and wherein the KPIs include at least one of cost per click, cost per page and page location, depth versus breadth scan, and actual placement versus planned placement;
- a network interface configured to communicate with web servers hosting the web sites operable to include the online ads for the client;
- and
- a graphical user interface (GUI) for presenting the client with the attributes, the metrics for the captured ads and for the competitors, the KPIs, and the reports as generated, wherein the GUI allows users to dynamically search their advertising statistics, selected KPIs and the reports for viewing.
8 more elements
A system configured to determine information for online ads, the system comprising:
- at least one scanning computer system configured to
- scan web sites based on a location of a hosting web server for the information for online ads,
- parse content of web pages of the web sites for client and competitor ads,
- identify ad beacons from the parsed web pages, wherein the ad beacons retrieve ad images for the online ads for the client,
- determine whether the ad beacons include information identifying the online ads as online ads for the client, and
- determine metrics for the online ads identified as online ads for the client;
- and
- an ad analysis system including
- a database storing the metrics for the online ads identified as online ads for the client,
- a computer system configured to generate reports from the metrics and from the parsed web pages including key performance indicators (KPIs) which determine the effectiveness of ads relative to the content and web site, wherein the reports include an audit service report which is compiled from attributes and the metrics for captured client and competitor ads and a competitor analysis report based on analysis of metrics for the competitor ads on the parsed web pages, wherein the competitor analysis report identifies which competitors are advertising and where and how often the competitors are advertising, and wherein the KPIs include at least one of cost per click, cost per page and page location, depth versus breadth scan, and actual placement versus planned placement,
- a network interface configured to communicate with web servers hosting the web sites operable to include the online ads for the client, and
- a graphical user interface (GUI) for presenting the client with the attributes, the metrics for the captured ads and for the competitors, the KPIs, and the reports as generated, wherein the GUI allows users to dynamically search their advertising statistics, selected KPIs and the reports for viewing.
9 more elements
A non-transitory computer readable medium storing computer code that when executed by a computer system performs a method of analyzing an online ad campaign, the method comprising:
- retrieving information from data storage operable to be used to identify online ads for a client;
- scanning web sites hosted on web servers based on a location of a hosting web server using the information to identify any of the online ads in the web sites;
- parsing content of web pages of the web sites for client and competitor ads;
- identifying ad beacons from the parsed web pages, wherein the ad beacons retrieve ad images for the online ads for the client;
- using the information in the data storage to determine whether the ad beacons identify the online ads for the client;
- determining metrics for the identified online ads;
- determining key performance indicators (KPIs) from the metrics, wherein the KPIs include at least one of cost per click, cost per page and page location, depth versus breadth scan, and actual placement versus planned placement;
- and generating reports from the parsed web pages from at least one of the KPIs and
- the metrics, wherein the reports include an audit service report which is compiled from attributes and the metrics for captured client and competitor ads and a competitor analysis report based on analysis of metrics for the competitor ads on the parsed web pages, wherein the competitor analysis report identifies which competitors are advertising and where and how often the competitors are advertising.
6 more elements
A scanning computer system configured to scan web sites for online ad information, the scanning computer system comprising:
- data storage storing information identifying online ads for a client;
- a processor configured to
- scan the web sites based on a region-based scan for the online ad information,
- parse content of web pages of the web sites for client and competitor ads,
- identify ad beacons from the parsed web pages, wherein the ad beacons retrieve ad images for the online ads for the client,
- use the information in the data storage to determine whether the ad beacons identify the online ads for the client,
- determine metrics for the online ads for the client, and
- generate reports from the parsed web pages including key performance indicators (KPIs) which determine the effectiveness of ads relative to the content and web site, wherein the reports include an audit service report which is compiled from attributes and the metrics for captured client and competitor ads and a competitor analysis report based on analysis of metrics for the competitor ads on the parsed web pages, wherein the competitor analysis report identifies which competitors are advertising and where and how often the competitors are advertising, and wherein the KPIs include at least one of cost per click, cost per page and page location, depth versus breadth scan, and actual placement versus planned placement;
- a network interface configured to communicate with web servers hosting the web sites operable to include the online ads for the client;
- and
- a graphical user interface (GUI) for presenting the client with the attributes, the metrics for the captured ads and for the competitors, the KPIs, and the reports as generated, wherein the GUI allows users to dynamically search their advertising statistics, selected KPIs and the reports for viewing.
8 more elements
Dependencies are inferred from the claim text.