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    • 专利摘要:
    ESTIMATION OF THE AUDIENCE SEGMENT. The present invention relates to methods, systems, and apparatus, which includes computer programs encoded in a computerized storage medium for estimating segments from key values for impression advertising.
    公开号:BR112012004376B1
    申请号:R112012004376-5
    申请日:2010-08-23
    公开日:2020-12-01
    发明作者:Raimondas Kiveris
    申请人:Google Inc.；
    IPC主号:
    专利说明:

    [0001] [0001] This specification refers to online advertising.
    [0002] [0002] The Internet provides access to a wide variety of resources, such as video and / or audio files, as well as web pages for particular subjects or new particular articles. Access to these resources has provided opportunities for advertisements to be made available with the resources. For example, web pages can include ad windows in which ads can appear. Ad windows can be defined on the web page or they can be defined to display with the web page.
    [0003] [0003] Publishers and / or advertisers often want information that describes an audience segment for an ad or advertising campaign. Obtaining this information can help facilitate segment targeting and / or behavioral targeting. For example, considering that a segment of users who visit a publisher's website is defined by users who are interested in both i) cooking ii) and sewing. If accurate information describing the segment can be obtained, publishers and / or advertisers can determine to target ads only to page views that match the segment, to target ads to all users belonging to the segment, or not to target no ads for the segment.
    [0004] [0004] However, obtaining accurate segment information can be time consuming, as there are often millions of protocol records that are required for processing. SUMMARY
    [0005] [0005] In general, an aspect of the subject in question described in this specification can be incorporated into methods that include actions to access, through a data processing device, the publisher's records, which includes the old prints of description of data distributed to page views of publisher sites, data including, for each impression: a user identifier, a publisher identifier that identifies a publisher, page view value that identifies a page view, and a plurality of values publisher key of the publisher provided for the impression; generate, through the data processing apparatus, from the publisher's records data on the publisher's page view for each publisher, data on the publisher's page view for each publisher comprising the representative records of the page view of the page views that occurred during a first period of time, each page view record representing one or more page views associated with a user identifier and a publisher identifier pair during a second period of time that occurred during the first time period, each page view record including: a user identifier, a publisher identifier, and the publisher key values, provided for the impressions that occurred for one or more page views represented by a page view record ; receiving, in the data processing apparatus, a segment definition for a publisher, the segment definition defining a segment through one or more publisher key values of the publisher; designate, through the data processing apparatus, the segment user identifiers from records that include the publisher's key values that satisfy the segment defined by the segment definition; determining, through the data processing apparatus, one or more segment characteristics based on the user identifiers, assigned to the segment and a page display record of the user identifiers, assigned to the segment; and providing, in response to the segment definition, the response data that describes one or more characteristics of the segment. Other modalities of this aspect include systems, apparatus and corresponding computer programs, configured to perform the actions for the methods, encoded in the computerized storage devices.
    [0006] [0006] Another innovative aspect of the subject in question described in this specification can be incorporated in the methods that include the actions to generate, through a data processing device, the data on the publisher's page view for a plurality of publishers, data about the publisher's pageview for each publisher comprising the representative pageview records of the pageviews that occurred during a first period of time, each pageview record representing one or more pageviews associated with an identifier and a publisher identifier pair, each page view record including: a user identifier, a publisher identifier that identifies a publisher, and the publisher key values, provided for impressions that occurred for one or more views represented by a view record of page; receiving, in the data processing apparatus, a segment definition for a publisher, the segment definition defining a segment through one or more publisher key values of the publisher; determining, through the data processing apparatus, the page views for which the publisher's key values that satisfy the segment defined by the segment definition were provided for the impressions; determining, through the data processing apparatus, one or more segment characteristics based on the page views that are determined to satisfy the segment definition; and providing, in response to the segment definition, the response data that describes one or more characteristics of the segment. Other modalities of this aspect include systems, apparatus and corresponding computer programs, configured to perform the actions for the methods, encoded in the computerized storage devices.
    [0007] [0007] The details of one or more modalities of the subject in question described in this specification are described in the attached drawings and in the description below. Other characteristics, aspects and advantages of the subject in question will become apparent from the description, drawings and claims. BRIEF DESCRIPTION OF THE DRAWINGS
    [0008] [0008] Figure 1 is a block diagram of an environment in which a segment estimation system can be used.
    [0009] [0009] Figure 2 is a block diagram of an exemplary page view record.
    [0010] [00010] Figure 3 is a flow diagram of an exemplary process for determining one or more characteristics of a segment.
    [0011] [00011] Figure 4 is a flow diagram of an exemplary process for determining a segment quality calculation.
    [0012] [00012] Figure 5 is a flow diagram of an exemplary process for determining page views that satisfy a segment definition.
    [0013] [00013] Figure 6 is a flow diagram of another exemplary process for determining one or more characteristics of a segment.
    [0014] [00014] Reference numbers and similar designations in the various drawings indicate similar elements. DETAILED DESCRIPTION
    [0015] [00015] In general, the subject matter of this specification refers to the estimation of the sizes of the audience segment and the segment of population audiences. An audience segment represents an aggregate group of prospective users who have demographic characteristics, for example, behavioral characteristics or patterns. Described here is a segment estimation system that estimates the size of an audience segment for a website and the quality of the audience segment. The segment estimation system uses the segment data definition that defines a segment for a web site and determines from the page view and the impression data, the number of users that belong to the segment. The number of pageviews in the segment is compared to the number of pageviews in the segment and outside the segment to determine the quality of the segment. Depending on the size and quality of the segment, the publisher may make different targeting decisions. For example, if the segment size is large, but if the quality is not high, the publisher may decide to target only the segment, that is, target only users who belong to the segment when they are viewing a page that also belongs to the segment. If the segment size is large and the quality is high, the publisher can decide to target the segment and outside the segment, that is, target users who belong to the segment regardless of whether they are viewing a page that also belongs to the segment. Finally, if the segment is small in size, the publisher may decide not to target the segment. §1.0 Exemplary Operating Environment
    [0016] [00016] Figure 1 is a block diagram of an environment 50 in which the segment estimation system 100 can be used. Environment 50 includes a computer network 52, such as a local area network (LAN), wide area network (WAN), the Internet, or a combination thereof, which connects publisher's web site 60, client devices from publisher 62, advertiser web sites 70, advertiser client devices 72, an advertiser management system 74, user devices 76, and segment estimation system 100.
    [0017] [00017] Each web site 60 is one or more web page resources associated with a domain name, and each web site is hosted by one or more servers. An exemplary web site is a collection of web pages formatted in the hypertext markup language (HTML) that can contain text, graphics, multimedia content and programming elements, such as scripts. Each web site 60 is maintained by a publisher, for example, an entity that manages and / or owns the web site. In summary, the term "publisher" will also be used to refer to a website 60 that is managed and / or owned by the publisher. Similar websites 70 are maintained by these corresponding advertisers, and the term "advertiser" will also be used to refer to a website 70 that is managed and / or owned by an advertiser.
    [0018] [00018] Client devices of publisher 62, client devices of advertiser 72, and client devices of user 76 are electronic devices that are under the control of users and that are capable of requesting and receiving data over the network 52 A client device typically includes an application for the user, such as a web browser, to facilitate sending and receiving data over the network 52, such as requesting a resource (for example, page content) from a publisher 60 or an advertiser 70. Exemplary client devices include personal computers, mobile communication devices and other devices that send and receive data over the network 52.
    [0019] [00019] The ad management system 74 can deliver ads from advertisers 70 to the web pages of publishers 60. For example, publishers 60 can send ad requests for one or more ads to the ad management system 74. The ad management system 74 responds by sending the ads to publishers who have requested it 60 for publication on the publishers' web pages, resulting in impressions for the ad when web pages are displayed with the ads on client devices user 76. Ads may include links embedded in destination pages, for example, pages on advertisers' 70 websites, to which a user is directed when the user clicks on an ad displayed on a publisher's web page. Publisher records 80 store data records that describe past impressions distributed to page views of the publisher's private websites. A page view represents a request to load a single page from an Internet site. For each old impression, the data includes a user identifier, a publisher identifier, a page view value, and the publisher key values of the publisher, provided for the particular impression. The user identifier and the publisher identifier identify the user and the publisher, respectively. The page view value identifies a particular example of a web page page view for a particular publisher site and where the impression occurred. The key value is typically a multiple that includes the publisher's identifier, a key, and a value related to a particular impression. Key values can be created or specified by publishers and can include a keyword, number, term or expression and attributes described such as targeting and demographics data that can be tracked by the ad management system 74 and / or by each corresponding publisher 60. Examples of such attribute data include contextual data, that is, data defined by the publisher's impression ratings, such as interests, keywords and "hobbies"; a user's gender, age, salary level and education level; a location (for example, zip code, city, and / or country) of the user or client device that requested the web page; and other information that can be tracked by the ad management system 74 and / or by publishers 60. Additional information, such as the duration and date of an impression, can also be stored in publisher records 80.
    [0020] [00020] In some deployments, to protect users' privacy, the ad management system anonymizes a user's impression data so that the data stored in records 80 cannot be associated with the user. For example, the user's identity may be obscured or established for a single number that is not otherwise associated with the user; and user addresses (if known) can be obfuscated to no more than one postal service area, such as a postal code. Records 80 can also be encrypted to further protect user information in the event of unauthorized system access. Additional techniques to protect user privacy can also be implemented. § 2.0 Segment Estimation System
    [0021] [00021] The segment estimation system 100 can estimate the audience segment sizes of a website 60 using the data collected in records 80. For example, the estimates generated by system 100 can provide a website publisher 60 with the knowledge to making informed decisions allowed the publisher to view the effects on segment size and quality before actually creating the audience segment.
    [0022] [00022] In practice, the segment estimation system 100 facilitates the targeting of ads to consumers. For example, system 100 can provide data to ad management system 74 which describe one or more characteristics of a selected audience segment. The data can be used to direct ads to future page views associated with user identifiers within the selected audience segment for a publisher's website 60.
    [0023] [00023] The segment estimation system 100 employs scanner 104 to access and scan publisher records 80. Specifically, scanner 104 retrieves records which include user identifiers, publisher identifiers, the value page view and key values for each ad impression, and organizes publisher records 80 through user identifier and publisher identifier. These ordered records are stored in the data store about a publisher's records 116. In some deployments, the scanner scans publisher records 80 daily after all the publisher records for a particular day have been collected.
    [0024] [00024] Aggregator 106 accesses records for publisher 116 and aggregates records through user identifier / publisher identifier pairs. These aggregated records are stored in the publisher page view data store 114 as data about the publisher page view. In some deployments, publisher page view data for each publisher includes records representative of the page view of the page views that occurred during a first period of time, for example, a month. Each page view record represents one or more page views associated with a user identifier and a publisher identifier pair during a second period of time that occurred during the first period of time, for example, a day in the month. Therefore, if a particular user has visited a publisher for twenty different days in the course of a month, then there would be twenty records in the data store on page 114 with the corresponding user identifier and a publisher identifier pair. In addition, each record includes publisher key values, provided for the impressions that occurred on page views represented by a page view record. Page view records are described in more detail in Figure 2.
    [0025] [00025] The segment management device 102 receives information about the segment definition from a publisher. The segment definition defines a segment using one or more publisher key values from the publisher. The segment definition is provided to segment estimator 108, which uses the view data from page 114 and information about the segment definition to determine one or more segment characteristics, such as the segment size, the number of views segment page size, and / or segment quality.
    [0026] [00026] In some deployments, segment estimator 108 assigns segment user identifiers from page view data 114 to records that include publisher key values that satisfy the segment defined by the segment definition. From these designated user identifiers, one or more segment characteristics are determined. The determination of these characteristics is described in more detail in figure 2.
    [0027] [00027] In some deployments, segment estimator 108 also determines a segment quality calculation. In some deployments, the quality calculation is given by the following formula:
    [0028] [00028] The determined quality of one or more segment characteristics, such as the segment size, the number of page views of the segment, the users belonging to the segment, and / or the quality of the segment, can be provided to the publisher in the form of segment response data 112. The publisher can review segment response data 112 through the use of a user interface to determine whether the segment should be further analyzed and / or targeted. In some deployments, if a publisher decides to target a segment, segment management device 102 can generate segment population data 113 and provide segment population data to the ad management system 74 for targeting. Population data for segment 113 is, in some deployments, an association of user identifiers and the data that defines the segment. This association is used as targeting criteria. Ad management system 74 or publisher request 60 can use segment 113 population data to target ads to future page views associated with user identifiers, assigned to the segment, or in some deployments, with any other user that is considered to belong to the segment when users visit a publisher’s private site.
    [0029] [00029] In some deployments, system 100 receives or retrieves data that does not carry any contextual value. This data can take up storage space and add processing time to system 100. Thus, in some deployments, segment management device 102 provides a mechanism for identifying, classifying and disposing of excess data. For example, segment management device 102 can delete unique and old identifiers, ad descriptors, client errors, etc. Unique and old identifiers are any identifier that identifies a unique occurrence, for example, just a simple page view for a particular user identifier over a period of one month. Ad descriptors are descriptors that describe an ad's size, style and / or location. This data is unlikely to be used by customers to create behavioral profiles for a group of users.
    [0030] [00030] Client errors can apply uniform ad resource locators, created incorrectly.
    [0031] [00031] The segment management device 102 can implement strategies to manage and discard private key values. For example, segment management device 102 can discard particular key values in advance, according to a list of key value hindered types, for example, private ad descriptors. In some deployments, device 102 can identify low value key values and filter those key values. For example, the key values for page views that provided only a small number of users in any 30-day period, for example, less than 3, can be identified by aggregator 106 and filtered. § 3.0 Exemplary Page View Record
    [0032] [00032] Figure 2 is a block diagram of an exemplary page view record 200. A page view record 200 represents a key value page / map view that indicates which of the publisher's key values have been provided for the impressions for that corresponding page view. A 200 page view record in the example described is in the record format that includes a cell for each column. The cells represent aggregated publisher registration data for a single user for one day. The following record 200 is provided as an example, and the other data structures that associate page views with key values or other attributes tracked by the publisher can also be used.
    [0033] [00033] The exemplary page view record 200 is configured to improve storage space allocation and processing efficiency. In the exemplary deployment described below, a 200 page view record is a compact record that stores the print data for a user identifier / publisher identifier pair for one day. In addition, only the key values that were provided for the prints so that the user identifier of that day is stored in register 200. These key values are indicated by a bit map stored in the register. Columns for other key values that were not provided for impressions are not included in the record.
    [0034] [00034] A page view record 200 is generated by aggregator 106 and the resulting aggregate record is stored in the data store on page view 114. In some deployments, a record is generated per user, per day for a page on private web for up to 30 days. For example, there can be up to 30 records for each publisher's user identifier / identifier pair during 30 days of page view data 114 for any given web page on a publisher's website. In addition, other time periods can also be used.
    [0035] [00035] In other deployments, however, private web pages are not crawled, and only the publisher's key values are crawled. In these deployments, a record is generated per user, per day for up to 30 days. For example, there can be up to 30 records for each user identifier / publisher identifier pair during 30 days of page view data 114.
    [0036] [00036] The described record of page 200 includes a column 202 representing a user publisher / key publisher identifier pair. In some deployments, this key is a multiple of the user identifier and the publisher identifier, for example, either the user identifier or the data derived from the user identifier and which is uniquely associated with the user identifier and the publisher identifier. Columns 204, 206, 208, 210, 212, 214, 216 and 218 correspond to the key values that the publisher tracks and which were delivered to impressions for that user on a particular day (or some other minimum time interval). In this example, there is a column for each key value that corresponds to the key values that were provided for the impressions for that day.
    [0037] [00037] For example, suppose a publisher with the publisher identifier of "1000" served by three page views from a user session associated with the user identifier shown in column 202. Each page view also served by one or more ads, and for each ad impression, key values were provided. Considering that all of these page views were on a publisher's private website, for example, a website identified by the value "S10", and by a particular zone, for example, the web page identified by an identifier "Zl 1." Key exemplary values of the publisher's records for the private publisher and the private user for a day are: hobby = knit; page = cooking; page view = 1 int = cook; page view = 1 context = finance; kw = new finances; c = n; page view = 4 context = finance; page view = 4 context = finance; q = wsj_prime; page view = 4 int = films; hobby = knit; page view = 16
    [0038] [00038] In the example above, the key value of "page view = <x>" is used in this example to aggregate impressions within page views. For example, there are six aggregated impressions within three page views (for example, numbered 1,4 and 16) for publisher "1000."
    [0039] [00039] A 200 page view record represents data written using the data above for page views 1,4 and 16 and the six impressions.
    [0040] [00040] Column 204 includes a "knit" key value for a "hobby" key type. The index value indicates an index on a bitmap, which will be described below. Similarly, columns 206, 208, 210, 212 and 214 include a different key value for the publisher, that is, column 206 includes a "movies" key value for an "int" key type (interest ); column 208 includes a key value for "cooking" for a key type "int"; column 210 includes a "new finance" key value for a "keyword" key type; column 212 includes a "finance" key value for a "context" key type; and column 214 includes a key value of "wsj_prime" for a key type "q" (question parameter). Column 216 includes a key value of "S10" that indicates the site S10. The site identifier identifies the publisher's private website. Column 218 includes a key value of "Zll" that indicates an ad zone, for example, a particular web page.
    [0041] [00041] The number of page views for which the key value has been provided differs for each key value. For example, the key value for "knitting" occurred in two page views (that is, in page views 1 and 16, for a total page view of 2); the key value of "movies" occurred in a page view (that is, in page 16 view, for a total page view of 1); etc. In some deployments, the number of page views can also be stored in the cell as part of a value of nuple. However, the use of the bitmap, described below, can also be used to determine page view counts.
    [0042] [00042] Each respective field of a 200 page view record includes a respective index value. These index values are used for the index within the bitmaps that are stored in column 220. These index values are used to generate a key value page / map view for each of one or more page views represented by a page view record. In some deployments, the key value page / map view is a key value page / bit view that has a corresponding first value (for example, "1") in an indexed position that corresponds to an index value value of a publisher key value that was provided for an impression for the page view, and which has a corresponding second value (for example, "0") in an indexed position that corresponds to a respective index value of a key value from the publisher that was not provided for printing for page view.
    [0043] [00043] As shown in figure 2, the page / bitmap display of the key value is indexed from left to right, with the leftmost bit being in the index position of 0, with the rightmost bit being at the index position of 7. For example, the first bit map 242 that corresponds to the page view (1); the second bit map 244 corresponds to the page view (4); and the third bitmap 246 corresponds to page view (16). For each bitmap, column 204 corresponds to index 0, column 206 corresponds to index 1, column 216 corresponds to index 2, column 208 corresponds to index 3, column 214 corresponds to index 4, column 210 5 corresponds to to index 5, column 212 corresponds to index 6, and column 218 corresponds to index 7. If a bit is low (that is, 0), if the page view did not include an impression with a key value indexed by the bit. On the other hand, if a bit is (that is, 1), if the page view has included an impression with a key value indexed by the bit. Although the columns in figure 2 are not in the order of the indexed values, in some deployments the columns can be arranged in an additional order in relation to the bitmap index, that is, KV0, KV1, KV2 ... KV7.
    [0044] [00044] Note that all three impressions are for site identifier S10 and zone identifier ZI 1 and that site identifier S10 and zone identifier ZI 1 are indexed by indexes 2 and 7, respectively. Consequently, the bits in indexes 2 and 7 in each bitmap are equal to 1.
    [0045] [00045] For the position of the bitmap in index 0, the first bitmap 242 includes the value of 1, since the key value of "knit", which is stored in column 204 and associated with index 0, was provided for printing with the first page view (page view 1). Likewise, the third bitmap 246 includes the value of 1 in the index position 0, since the key value of "trimming" was also provided for printing with the third page view (page view 16) . On the other hand, the second bitmap 244 includes the value of 0 in the index position 0, since the key value of "knitting" was not provided for printing with the second page view (page view 4).
    [0046] [00046] The bits remaining in bit maps 242, 244 and 246 are determined in a similar way. Once the bitmaps are generated, adding all the respective bits in a particular index position for all bitmaps generates a number that is equal to the number of the page views for which the key value has been provided.
    [0047] [00047] The page view / bitmaps of the key value facilitates an efficient search for an assignment of user identifiers to the segments. In some deployments, segment estimator 108 generates, from the segment definition, a segment bit mask for each page view record. The segment bit mask has a first corresponding value (for example, "1") in an indexed position that corresponds to a respective index value of a publisher key value in the segment definition, and a second corresponding value (for example , "0") in an indexed position that corresponds to the respective indexed value of a publisher key value not in the segment definition. Segment estimator 108 compares the segment bit mask definition of a page view record with each page view / bit maps of the key value of a page view record to determine which user identifiers belong to a segment .
    [0048] [00048] For example, considering that a segment is defined as users who received impressions from publisher 1000 with one or more of the following key values: ingredients = chickpeas int = movies int = trip 10 kw = new finances
    [0049] [00049] The segment definition is represented in this way by the following "Boolean" equation: ingredients = chickpeas OR int = movies OR int = travel OR kw = new finances in some deployments, the segment definition can also specify a minimum number of page views over a period of time. A default setting is 1 page view for any given day; however, the segment definition can also specify other pageview requirements, for example, 100 pageviews for any period of a week or 10 pageviews for any given day, etc.
    [0050] [00050] For register 200, segment estimator 108 will generate the following definition of segment bit mask: 01000100. The bit mask is created by comparing key values with register 200. Index positions 1 and 5 are assigned to the value 1 since the key values "int = movies" and "kw = new finances" are both present definition of segment.
    [0051] [00051] Segment estimator 108 performs bitwise operations to determine whether a particular page view meets a segment definition. For example, the segment bit mask definition corresponds to the bitmaps in page view 242, 244, and 246, and the two page views are determined to satisfy the segment definition. Consequently, the user identifier is assigned to the segment. In addition, the two page views for that day are counted (that is, the second page view for bit map 244, due to the presence of "new finances", and the third page view for bit map 246, due to the presence of "films").
    [0052] [00052] Segment estimator 108 implements the necessary Boolean algebra through segment definition. For example, having the necessary segment definition, the presence of all key values (for example, ingredients = chickpeas AND int = films AND int = travel AND, then none of the page views would have been counted.
    [0053] [00053] The segment definition bit mask indexes the bits that are used in a segment definition on a per record basis. As each record for a user identifier / publisher identifier pair corresponds only to user activity for a day on a particular publisher page (or some other minimal processing period), the page / bit view maps of the key values corresponding to each record in the user identifier / publisher identifier pair may differ. Consequently, segment estimator 108 generates a segment definition bit mask for each record. For example, suppose that the same user for record 200 returned to the publisher's website the next day and caused 20 page views to be generated. A page view record for the next day is likely to have more than seven bits in a page view / key value, as additional or different key values have been provided.
    [0054] [00054] For example, assume that for all page views the next day, 15 key values were provided, and that these key values included "grain_de_bico", "movies", "travel" and "new finance". The bitmap of the page view / key value for the next day would thus be 15 bits. Now also assume that the respective key values are indexed in positions 1,3, 14 and 15. Given this index, the bit mask of the segment definition for the same segment definition would also have 15 bits, and would consist of the values " 010100000000011 ".
    [0055] [00055] The segment definition above is a relatively simple segment definition ("OR" operations) and requires only a bit mask. However, more complex segment definitions can also be used. For these more complex definitions (for example, the use of AND operators, NAND operators, NOR operators, etc.), more than one bit mask may be required for each register.
    [0056] [00056] In addition, if particular page view counts by time period are necessary, then segment estimator 108 can perform additional decision operations (ie page view count is evaluated over a period of time) time) in response to comparing the bitmask to the bitmaps to determine whether a user belongs to a defined segment. § 4.0 Exemplary processes
    [0057] [00057] Figure 3 is a flow diagram of an exemplary process 300 for determining one or more characteristics of a segment. Process 300 can be implemented in the segment estimation system 100 of figure 1.
    [0058] [00058] Process 300 accesses the publisher's records (302). For example, scanner 104 accesses publisher records 80. Publisher records 80 store old data description prints distributed to page views of private publisher sites. In particular, publisher 80 records can store print data and page view data. For each impression in records 80, the data can include a user identifier, a publisher identifier, a page view value, and any number of publisher key values of the publisher provided for the impression.
    [0059] [00059] Process 300 generates, from the publisher's records, data about the publisher's page view for each publisher (302). For example, the scanner generates publisher records 116 from publisher records, and aggregator 106 generates page view data for each publisher from publisher records 116. Data about publisher page view can , for example, include records that are representative of the page view of the page views that occurred during a first period of time, such as a period of time of one month. Each page view record within a month can represent one or more page views associated with a user identifier and a publisher identifier pair during a second period of time (for example, a day) that occurred during the month . Each page view record represented within a one day time period includes a specific user identifier, a publisher identifier, and the publisher's key values, provided for the impressions that occurred for one or more page views. Although the exemplary time periods of one month and one day are used, process 300 can generate page view records for different periods of time.
    [0060] [00060] Process 300 receives a segment definition for a publisher (306). For example, segment management device 102 receives a segment definition for a publisher. The segment definition defines a segment using one or more publisher key values from the publisher. The segment definition can also include a minimum (or maximum) page view definition that defines multiple page views and a minimum (or maximum) time period during which the page views occurred. The segment estimator assigns segment user identifiers from records that include the publisher's key values that satisfy the segment defined by the segment definition.
    [0061] [00061] Process 300 determines one or more segment characteristics based on user identifiers, assigned to the segment and page view records of user identifiers, assigned to the segment (308). For example, segment estimator 108 determines segment characteristics based on the current users assigned to the segment. Determining segment characteristics can include determining a first number of page views from the available page view records. The available page view records may include records for user identifiers, designated for a particular segment. In some deployments, determining segment characteristics includes determining targeting criteria based on page view records for specific user identifiers assigned to a segment.
    [0062] [00062] Process 300 provides in response to the segment definition, the response data that describes one or more characteristics of the segment (310). For example, segment management device 102 uses segment definition to determine and provide response data with respect to segment characteristics. In one example, response data can be provided to an ad management system to facilitate targeting the ad for future page views, associated with specific user identifiers, assigned to a segment.
    [0063] [00063] Figure 4 is a flow diagram of an exemplary process 400 for determining a segment quality calculation. Process 400 can, for example, be implanted in segment estimator 108.
    [0064] [00064] Process 400 determines a first number of page views from the page views records of user identifiers, assigned to the segment (402). For example, segment estimator 108 determines which page view / key value maps in page view data 114 indicate which publisher key values satisfy the segment definition. From this information, a total number of page views in segment is generated, that is, page views that include the key values that satisfy the segment definition.
    [0065] [00065] Process 400 determines a second number of page views from the page views records of user identifiers, assigned to the segment (404). For example, segment estimator 108 determines a total number of page views represented by user identifier page view records, assigned to the segment, that is, both page views in segment and out of segment for the user , which in some deployments are all page views associated with the user identifier that belongs to the segment.
    [0066] [00066] Process 400 determines a segment quality calculation that is proportional to a ratio of the second number of page views to the first number of page views (406). For example, segment estimator 108 uses the first number of page views and the second number of page views to calculate a segment quality calculation. In some deployments, the quality calculation can be a measurement of the sum of page views in segment and out of segment with the number of page views in segment.
    [0067] [00067] Figure 5 is a flow diagram of an exemplary process 500 for determining page views that satisfy a segment definition. The process 500 can, for example, be implanted in the aggregator 106 or in the segment estimator 108.
    [0068] [00068] Process 500 generates a bitmap of the page view / key value that represents each of one or more page views represented by a page view record (502). For example, aggregator 106 generates bitmaps to represent page views in a page view record. In practice, for each page view record, the publisher's key values are stored in the respective fields in a page view record. Each field is associated with a respective index value.
    [0069] [00069] As detailed in figure 2, the page view bitmap / key value includes a first value in an indexed position that corresponds to a respective index value of a publisher key value that was provided for a print to page view. In addition, the bitmap includes a second value in an indexed position that corresponds to a respective index value of a publisher key value that has not been provided for printing for page view.
    [0070] [00070] Process 500 generates a bit mask for each page view record from the segment definition (504). For example, segment estimator 108 generates one or more bit masks for each page view record using the segment definition. Depending on the complexity of the segment definition, only a bit mask for a page view record may need to be generated for each page view record. In an example, each bit mask includes a first value in an indexed position that corresponds to a respective index value of a publisher key value in the segment definition. In addition, the bit mask can include a second key value in an indexed position that corresponds to the respective indexed value of a publisher key value not in the segment definition.
    [0071] [00071] For each page view record for the publisher, process 500 compares the bit mask (s) of the segment definition of the page view record with each page view bitmap / key value of the record. page view (506). For example, segment estimator 108 performs a comparison of the bit mask of the segment definition and the bitmap of the page view / key value. If the bit mask of the page view register segment definition corresponds to one of the page view bitmap / key value of the register, and the corresponding comparison of the bitmap and bit mask generates a true Boolean value , then the user identified in the registry can be counted as a member of the segment.
    [0072] [00072] Figure 6 is a flow diagram of another exemplary process 600 for determining one or more characteristics of a segment. Process 600 can, for example, be implanted in segment management device 102 or segment estimator 108, or a combination of both.
    [0073] [00073] Process 600 receives a segment definition for a publisher (602). For example, segment management device 102 receives a segment definition for a particular publisher that defines a segment using one or more key values. The key values belong to each individual publisher, and as such can be defined by each publisher.
    [0074] [00074] Process 600 determines page views that have publisher key values that satisfy the segment defined by the segment definition (604). For example, segment estimator 108 determines page views that have key values that match the key values required for inclusion in a segment defined by a segment definition.
    [0075] [00075] Process 600 determines one or more segment characteristics based on the page views that are determined to satisfy the segment definition (606). For example, segment estimator 108 determines the segment characteristics of page view data 114 based on the page views that are predetermined to satisfy the segment definition.
    [0076] [00076] Process 600 provides in response to the segment definition, response data that describes one or more characteristics of the segment (608). For example, segment management device 102 provides response data 112. Response data 112 describes the characteristics of each segment.
    [0077] [00077] Process 600 in response to the publisher's input, creates segment population data for targeting a segment defined by the segment definition (610). For example, segment management device 102 can create an association of user identifiers and data that define the segment. Ad management system 74 or request publisher 60 can use population data from segment 113 to direct advertisements to future page views associated with user identifiers, assigned to the segment, or, in some deployments, with any other users who are considered to belong to the segment when users visit a particular publisher’s site.
    [0078] [00078] The modalities of the subject in question and the operations described in this specification can be implemented in digital electronic circuit, or in software, firmware, or computer hardware, which includes the structures described in this specification and their structural equivalents, or in combinations of one or more of them.
    [0079] [00079] The modalities of the subject in question described in this specification can be implemented as one or more computer programs, that is, one or more computer program instruction modules, encoded in a computerized storage medium for execution, or to control the operation of a data processing device. Alternatively or in addition, the program instructions can be encoded in an artificially generated propagated signal, for example, an electrical signal generated by a machine, optical or electromagnetic, which is generated to encode the information for transmission to the appropriate receiving device for execution by a data processing device. A computerized storage medium can be, or be included in, a computer-readable storage device, a computer-readable storage substrate, a matrix or a random or serial access memory device, or a combination one or more of them. In addition, although a computerized storage medium is not a propagated signal, a computerized storage medium can be a source or destination of computer program instructions encoded in an artificially generated propagated signal. The computerized storage medium can also be, or be included in, one or more separate components or physical media (for example, CDs, discs, or other multiple storage devices).
    [0080] [00080] The operations described in this specification can be implemented as operations performed using a data processing device on data stored on one or more storage devices that can be read by a computer or received from other sources.
    [0081] [00081] The term "data processing apparatus" encompasses all types of apparatus, devices and machines for data processing, which include, for example, a programmable processor, a computer, a system on a chip, or some multiple, or combinations, of the previous one. The device can include a special purpose logic circuit, for example, an FPGA (field programmable logic port) or an ASIC (application specific integrated circuit). The device may also include, in addition to the hardware, code that creates an execution environment for the computer program in question, for example, the code that constitutes the processor firmware, a protocol stack, a basic management system database, an operating system, a cross-platform runtime environment, a virtual machine, or a combination of one or more of them. The device and execution environment can carry out different infrastructures of the different computing model, such as Web services, grid computing infrastructures and distributed computing.
    [0082] [00082] A computer program (also known as a program, software, software application, script, or code) can be written in any form of programming language, which includes compiled or interpreted languages, declarative or procedural languages, and it can be installed in any form, which includes as a standalone program or as a module, component, subroutine, object, or other unit suitable for use in a computing environment. A computer program can, but does not have to correspond to a file on a file system. A program can be stored in a part of a file that holds other programs or data (for example, one or more scripts stored in a marked-out document), in a single file dedicated to the program in question, or in multiple coordinated files ( for example, files that store one or more modules, subprograms, or pieces of code). A computer program can be installed to run on one computer or on multiple computers that are located on one site or distributed across multiple sites and interconnected over a communication network.
    [0083] [00083] The processes and logical flows described in this specification can be performed by one or more programmable processors that execute one or more computer programs to perform actions through the operation on input data and the generation of sending. Logical processes and flows can also be performed and a device can also be deployed as a special purpose logic circuit, for example, an FPGA (field programmable logic port) or an ASIC (integrated circuit for specific application).
    [0084] [00084] Processors suitable for executing a computer program include, by way of example, both microprocessors for general and specific purposes, and any one or more processors for any type of digital computer. Generally, a processor will receive instructions and data from a read-only memory or a random access memory or both. The essential elements of a computer are a processor to perform actions according to instructions and one or more memory devices to store instructions and data. Generally, a computer will also include, or be operatively coupled to receive data from or transfer data to, or both, one or more mass storage devices to store the data, for example, magnetic, magneto-optical disks or optical disks . However, a computer does not need to have such devices.
    [0085] [00085] Suitable devices for storing computer program instructions and data include all forms of non-volatile memory, media and memory devices, which include, for example, semiconductor memory devices, eg EPROM , EEPROM, and temporary memory devices; magnetic disks, for example, internal hard disks or removable disks; magneto-optical discs and CD-ROM and DVD-ROM discs. The processor and memory can be supplemented by, or incorporated into a special purpose logic circuit.
    [0086] [00086] To provide interaction with the user, the modalities of the subject in question described in this specification can be implanted in a computer that has a display device, for example, a CRT (cathode ray tube) or LCD monitor ( liquid crystal display), to display information to the user and a keyboard and pointing device, for example, a mouse or a trackball, through which the user can provide input to the computer. Other types of devices can be used to provide interaction with a user; for example, feedback provided to the user can be any form of sensory feedback, for example, visual feedback, auditory feedback, or tactile feedback; and input from the user can be received in any form, which includes acoustic, speech, or tactile input. In addition, a computer can interact with a user when sending documents to and receiving documents from a device that is used by the user; for example, when sending web pages to a web browser on a user's client device in response to requests received from the web browser.
    [0087] [00087] The modalities of the subject in question described in this specification can be implemented in a computing system that includes a "back-end" component, for example, as a data server, or that includes a middleware component, for example, an application server, or that includes a "front-end" component, for example, a client computer that has a graphical user interface or a web browser through which a user can interact with a deployment of the subject in question in this specification, or any combination of one or more such back-end, middleware, or front-end components. The system components can be interconnected by any form or means of digital data communication, for example, a communication network. Examples of communication networks include a local area network ("LAN") and a wide area network ("WAN"), an inter-network (for example, the Internet), and peer-to-peer networks (for example , ad hoc peer-to-peer networks).
    [0088] [00088] The computing system can include clients and servers. A client and server are usually remote from each other and typically interact over a communication network. The client and server relationship grows due to computer programs that are developed on the respective computers and that have a client-server relationship in relation to each other. In some embodiments, a server transmits data (for example, an HTML page) to a customer's device (for example, for the purposes of displaying data and receiving user registration from a user who interacts with the customer's device ). The data generated on the client device (for example, a result of user interaction) can be received from the client device on the server.
    [0089] [00089] Although this description contains many specific implementation details, these should not be construed as limitations on the scope of any inventions or what should be claimed, but rather as descriptions of characteristics specific to the particular modalities of particular inventions. Certain characteristics that are described in this specification in the context of separate modalities can also be implemented in combination with a single modality. On the other hand, several characteristics that are described in the context of a single modality can be implemented in multiple modalities separately or in any suitable subcombination. In addition, although the characteristics can be described above as acting on certain combinations and even initially claimed as such, one or more characteristics from a claimed combination can in some cases be removed from the combination, and the claimed combination can be directed to a subcombination or variation of a subcombination.
    [0090] [00090] Similarly, although the operations are described in the drawings in a particular order, this should not be understood as a requirement for such operations to be carried out in the particular order shown or in the sequential order, or for all illustrated operations to be carried out to achieve the desired results. In certain circumstances, multitasking and parallel processing can be advantageous. In addition, the separation of various components of the system in the modalities described above should not be understood as a requirement for such separation in all modalities, and it should be understood that the program and system components described can generally be integrated together in one product. single software, or can be packaged in multiple software products.
    [0091] [00091] Therefore, the particular modalities of the subject in question have been described. Other modalities are within the scope of the following claims. In some cases, the actions recited in the claims may be carried out in a different order and still achieve the desired results. In addition, the processes described in the attached figures do not necessarily require the particular order shown, or sequential order to achieve the desired results. In certain deployments, multitasking and parallel processing can be advantageous.
    权利要求:
    Claims (12)
    [0001]
    Computer implemented method characterized by the fact that it comprises the steps of: access, through a data processing device, publisher records including old data description prints distributed for page views to publisher websites; generate, through the data processing apparatus, from the publisher's records, publisher's page view data for each publisher site, the publisher's page view data for each publisher site specifying page views that occurred during a first period of time and including page view records, each page view record representing one or more page views associated with a user identifier during a second period of time that occurred during the first period of time; receiving, in the data processing apparatus, a segment definition for a publisher website, the segment definition defining a segment through one or more publisher key values; designate, through the data processing apparatus, for the segment, user identifiers that satisfy the segment defined by the segment definition; determine a first number of page views from the page view records of the user identifiers assigned to the segment, the first number of page views equal to the number of page views associated with publisher key values provided for an impression that meets the definition of segment; determine a second number of page views from the page view record of the user identifiers assigned to the segment, the second number of page views equal to the total number of page views represented by the page view records of the user identifiers users assigned to the segment; determining a segment quality measurement that is proportional to a ratio of the second number of page views to the first number of page views; and provide, in response to the segment definition, response data describing the segment quality measurement for the segment.
    [0002]
    Method according to claim 1, characterized by the fact that each page view record includes, for each page view the page view record it represents, a page view map / key value indicating which of the values publisher keys were provided for impressions for the page view.
    [0003]
    Method, according to claim 2, characterized by the fact that: determining the first number of page views from the page view record of the user identifiers assigned to the segment comprises determining the number of page views / key value maps that indicate publisher key values that satisfy the segment definition.
    [0004]
    Method, according to claim 3, characterized by the fact that it still comprises: generate population data for the segment, the population data for the segment being an association of user identifiers designated for the segment defined by the segment definition data and the data defining the segment; and provide, in response to the segment definition, the population data for the segment to a publisher to facilitate ranking the ad for future page views associated with the user identifiers assigned to the segment.
    [0005]
    System characterized by the fact that it comprises: a data processing apparatus; and a data storage system in data communication with the data processing apparatus and storing a method that causes the data processing apparatus to carry out operations comprising the steps of: access publisher records including old data description impressions distributed for page views to publisher sites; generate, from the publisher’s records, publisher’s pageview data for each publisher’s site, publisher’s pageview data for each publisher’s site specifying page views that occurred during a first period of time and including pageview records, each pageview record representing one or more pageviews associated with a user identifier during a second period of time that occurred during the first period of time; receiving a segment definition for a publisher site, the segment definition defining a segment through one or more publisher key values; designate, for the segment, the user identifiers that satisfy the segment defined by the segment definition; determine a first number of page views from the page view records of the user identifiers assigned to the segment, the first number of page views equal to the number of page views associated with publisher key values provided for an impression that meets the definition of segment; determine a second number of page views from the page view records of the user identifiers assigned to the segment, the second number of page views equal to the total number of page views represented by the page view records of the user identifiers users assigned to the segment; determining a segment quality measurement that is proportional to a ratio of the second number of page views to the first number of page views; and provide, in response to the segment definition, response data describing the segment quality measurement for the segment.
    [0006]
    System, according to claim 5, characterized by the fact that each page view record includes, for each page view that the page view record it represents, a page view map / key value indicating which of publisher key values were provided for impressions for the page view.
    [0007]
    System according to claim 5, characterized by the fact that the operation of determining the first number of page views from the page view record of the user identifiers assigned to the segment comprises determining the number of view maps of page / key value indicating publisher key values that satisfy the segment definition.
    [0008]
    System, according to claim 5, characterized by the fact that the operations still comprise: generate population data for the segment, the population data for the segment being an association of user identifiers designated for the segment defined by the segment definition data and the data defining the segment; and provide, in response to the segment definition, the population data for the segment to a publisher to facilitate ranking the ad for future page views associated with the user identifiers assigned to the segment.
    [0009]
    Memory storage device storing a method that makes the data processing device perform operations, characterized by the fact that the operations comprise: access publisher records including old data description impressions distributed for page views to publisher sites; generate, from the publisher's records, publisher page view data for each publisher site, publisher page view data for each publisher site specifying page views that occurred during a first period of time and including pageview records, each pageview record representing one or more pageviews associated with a user identifier during a second period of time that occurred during the first period of time; receiving a segment definition for a publisher site, the segment definition defining a segment using one or more key values of the publisher; designate, for the segment, user identifiers that satisfy the segment defined by the segment definition; determine a first number of page views from the page view records of the user identifiers assigned to the segment, the first number of page views equal to the number of page views associated with publisher key values provided for an impression that meets the definition of segment; determine a second number of page views from the page view record of the user identifiers assigned to the segment, the second number of page views equal to the total number of page views represented by the page view records of the user identifiers users assigned to the segment; determining a segment quality measurement that is proportional to a ratio of the second number of page views to the first number of page views; and provide, in response to the segment definition, response data describing the segment quality measurement for the segment.
    [0010]
    Device, according to claim 9, characterized by the fact that each page view record includes, for each page view that the page view record it represents, a page view map / key value indicating which of publisher key values were provided for impressions for the page view.
    [0011]
    Device according to claim 10, characterized by the fact that the operation of determining the first number of page views from the page view record of the user identifiers assigned to the segment comprises determining the number of view maps of page / key value indicating publisher key values that satisfy the segment definition.
    [0012]
    Device, according to claim 11, characterized by the fact that the operations still comprise: generate population data for the segment, the population data for the segment being an association of user identifiers designated for the segment defined by the segment definition data and the data defining the segment; and provide, in response to the segment definition, the population data for the segment to a publisher to facilitate ranking the ad for future page views associated with the user identifiers assigned to the segment.
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    同族专利:
    公开号 | 公开日
    AU2010292843A1|2012-03-15|
    US20110055009A1|2011-03-03|
    CN102576443A|2012-07-11|
    JP5587414B2|2014-09-10|
    WO2011031433A3|2011-05-19|
    CA2772324A1|2011-03-17|
    US8639575B2|2014-01-28|
    US20140143045A1|2014-05-22|
    CN104680395B|2018-03-16|
    EP2471038A4|2014-10-15|
    JP2013503392A|2013-01-31|
    EP2471038A2|2012-07-04|
    CN102576443B|2015-04-15|
    US8370202B2|2013-02-05|
    WO2011031433A2|2011-03-17|
    BR112012004376A2|2016-03-15|
    AU2010292843B2|2015-05-21|
    CN104680395A|2015-06-03|
    US20130124316A1|2013-05-16|
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    法律状态:
    2018-01-02| B25D| Requested change of name of applicant approved|Owner name: GOOGLE LLC (US) |
    2019-01-08| B06F| Objections, documents and/or translations needed after an examination request according [chapter 6.6 patent gazette]|
    2019-07-23| B06U| Preliminary requirement: requests with searches performed by other patent offices: procedure suspended [chapter 6.21 patent gazette]|
    2020-06-16| B09A| Decision: intention to grant [chapter 9.1 patent gazette]|
    2020-12-01| B16A| Patent or certificate of addition of invention granted [chapter 16.1 patent gazette]|Free format text: PRAZO DE VALIDADE: 10 (DEZ) ANOS CONTADOS A PARTIR DE 01/12/2020, OBSERVADAS AS CONDICOES LEGAIS. |
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    US12/549,970|2009-08-28|
    US12/549,970|US8370202B2|2009-08-28|2009-08-28|Audience segment estimation|
    PCT/US2010/046289|WO2011031433A2|2009-08-28|2010-08-23|Audience segment estimation|
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