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US 8,712,844 B2Granted
Use of natural query events to improve online advertising campaigns
AssigneeYahoo! Inc.
InventorJoshua M. Koran
Life of this patent
Estimating the term…
Abstract
A system and method to identify targeting criteria for online advertising campaigns based on natural query event data are described. A request to determine targeting criteria is received from an advertiser entity. Natural or algorithmic query event data related to the advertiser entity is retrieved from a data storage module. Attribute data associated with targeted customers is extracted based on the retrieved natural query event data. Finally, the attribute data is further processed to determine a set of criteria to target advertisements to the customers.
Claims27
A method, comprising:
- receiving in a data storage module of a portal entity customer natural query event data from a plurality of customers;
- retrieving, by a computer, natural query event data from the data storage module that is related to subject matter of interest to an advertiser entity;
- extracting, by a computer, attribute data from the data storage module associated with the customers based on the natural query event data, wherein the attribute data comprises attributes to identify customers;
- generating, by a computer, a matrix comprising attributes that identify customers related to the subject matter of interest for the advertiser;
- selecting a plurality of sets of advertising targeting criteria from the matrix, wherein an advertising targeting criteria set identifies a group of customers by at least one of the attributes;
- retrieving performance parameters for each set of advertising targeting criteria that identifies, for each set of advertising targeting criteria, a historical click-through rate for customers with attributes identified in the set of advertising targeting criteria;
- and
- selecting, by a computer, at least one set of advertising targeting criteria based on the performance parameters related to the subject matter of interest for the advertiser.
5 more elements
A computer readable medium containing executable instructions, which, when executed in a processing system, cause said processing system to perform a method comprising:
- receiving in a data storage module of a portal entity customer natural query event data from a plurality of customers;
- retrieving natural query event data from the data storage module that is related to subject matter of interest to an advertiser entity;
- extracting attribute data from the data storage module associated with the customers based on the natural query event data, wherein the attribute data comprises attributes to identify customers;
- generating a matrix comprising attribute that identify customers related to the subject matter of interest for the advertiser;
- selecting a plurality of sets of advertising targeting criteria from the matrix, wherein an advertising targeting criteria set identifies a group of customers by at least one of the attributes;
- retrieving performance parameters for each set of advertising targeting criteria that identifies, for each set of advertising targeting criteria, a historical click-through rate for customers with attributes identified in the set of advertising targeting criteria;
- selecting at least one set of advertising targeting criteria based on the performance parameters related to the subject matter of interest for the advertiser.
4 more elements
A system, comprising:
- A server, comprising a processor and memory, for:
- receiving in a data storage module of a portal entity customer natural query event data from a plurality of customers;
- retrieving natural query event data from the data storage module that is related to subject matter of interest to an advertiser entity;
- extracting attribute data from the data storage module associated with the customers based on the natural query event data, wherein the attribute data comprises attributes to identify customers;
- generating a matrix comprising attribute that identify customers related to the subject matter of interest for the advertiser;
- selecting a plurality of sets of advertising targeting criteria from the matrix, wherein an advertising targeting criteria set identifies a group of customers by at least one of the attributes;
- retrieving performance parameters for each set of advertising targeting criteria that identifies, for each set of advertising targeting criteria, a historical click-through rate for customers with attributes identified in the set of advertising targeting criteria;
- selecting at least one set of advertising targeting criteria based on the performance parameters related to the subject matter of interest for the advertiser.
5 more elements
Dependencies are inferred from the claim text.