System and method for assessing effectiveness of online advertising
AssigneeGhostery, Inc.
InventorJohn Wesley Kittrell
Life of this patent
Estimating the term…
Abstract
A system for accurately estimating global impression volumes at tag and host levels, and for computing global page views and reach estimates, collects impression volumes for various tracking technologies and for several hosts from a panel of users. The collected panel data is normalized, e.g., to minimize spurious and/or non-human activity data. A scaling factor is computed using measured global impression volume of a reference tag and impression volume of the reference tag with respect to the panel. The required global estimates are obtained by scaling the normalized panel data using the computed scaling factor.
Claims18
A method for determining global impression volumes, the method comprising performing at a processor coupled to a memory and in communication with a communication interface, the steps of:
- receiving in the memory, via the communication interface, from a selected panel of computers, panel impression data associated with a plurality of tags, at least one tag being a reference tag;
- preprocessing the received panel impression data to obtain normalized impression data for each tag in the plurality of tags, the preprocessing comprising reconstruction to balance an inaccuracy associated with a first privacy setting, in the panel impression data;
- receiving in the memory, via the communication interface, global impression data from at least one computer distinct from any computer in the selected panel, the global impression data comprising global reference tag data for the reference tag, and impression data associated with each tag comprising impression volume of that tag, representing a number of instances of that tag that were loaded;
- computing an upscaling factor based on, at least in part, a ratio of the global reference tag data to the normalized impression data associated with the reference tag;
- and
- for a specified tag within the plurality of tags, computing global impression volume based on, at least in part, the upscaling factor and the normalized impression data associated with the specified tag.
A system for determining global impression volumes, the system comprising:
- a data collector for collecting:
- (i) from a selected panel of computers, panel impression data associated with a plurality of tags, at least one tag being a reference tag, impression data associated with each tag comprising impression volume of that tag, representing a number of instances of that tag that were loaded, and (ii) global impression data from at least one computer distinct from any computer in the selected panel, the global impression data comprising global reference tag data for the reference tag;
- a data reconstructor to reconstruct supplemental data so as to balance an inaccuracy associated with a first privacy setting in the panel impression data, thereby to obtain normalized impression data for each tag in the plurality of tags;
- an analyzer to compute an upscaling factor based on, at least in part, a ratio of the global reference tag data to the normalized impression data associated with the reference tag;
- and
- an estimator to compute, for a specified tag within the plurality of tags, global impression volume based on, at least in part, the upscaling factor and the normalized impression data associated with the specified tag.
Dependencies are inferred from the claim text.