Systems and methods for digital spend based targeting and measurement

Patent metadata

Field	Value
Publication number	US-2016055500-A1
Application number	US-201514929199-A
Country	US
Kind code	A1
Filing date	Oct 30, 2015
Priority date	Jun 29, 2011
Publication date	Feb 25, 2016
Grant date	—

Abstract

The present disclosure includes a system, method, and article of manufacture for spend based targeting. In various embodiments, the system may transmit, to a third party system, a spend data file associating a first party cookie ID with spend data, as well as a first party cookie ID and/or a third party cookie ID to a web client. The web client may transmit the first party cookie ID and/or the third party cookie ID to the third party system, and the third party system may generate a look alike model for targeting advertisements to the web client based on the spend data file and clickstream data associated with the web client. In various embodiments, the third party system may match the third party cookie ID with the first party cookie ID in the spend data file, which may associate a customer with a segment.

First claim

What is claimed is:

1 . A method comprising:
transmitting, by a spend based targeting computer-based system, a first party cookie ID and a third party cookie ID to a web client associated with a customer, in response to the web client browsing on a website associated with a first party,
wherein the first party cookie ID is associated with a model, and
wherein the model associates the market segment of interest to a customer with the first party cookie ID.

2 . The method of claim 1 , wherein a third party system matches the third party cookie ID with the first party cookie ID in the model file.

3 . The method of claim 1 , wherein the model file associates a customer with a segment.

4 . The method of claim 1 , wherein a third party system receives the browsing data from a second party system in association with the third party cookie ID.

5 . The method of claim 4 , wherein the second party system serves targeted advertisements to the web client based on the updated model.

6 . The method of claim 1 , wherein the first party cookie ID is deleted from the browsing data.

7 . The method of claim 1 , further comprising transmitting, by the computer-based system and to a third party system, the model file associating the first party cookie ID with the market segment data.

8 . The method of claim 1 , further comprising:
receiving, by the computer-based system, an updated model file from a third party system; associating, by the computer-based system, the updated model file to browsing data; and determining, by the computer-based system and based on the association, a market segment where the customer at least one of is likely to browse or has recently browsed.

9 . The method of claim 8 , wherein the determining results in a look alike targeting model.

10 . The method of claim 1 :
wherein a third party system associates the third party cookie ID with the model file and the first party cookie ID, wherein the web client transmits the first party cookie ID and the third party cookie ID to the third party system in association with web browsing data, and wherein a second party system provides a second party cookie ID to the web client.

11 . The method of claim 1 :
wherein a second party system transmits the browsing data to a third party system, wherein the browsing data is associated with at least one of the web client or the third party cookie ID, wherein the third party system updates a model file such that the browsing data is associated with the third party cookie ID,

12 . The method of claim 1 , wherein a third party system deletes the first party cookie ID from the updated model file.

13 . The method of claim 1 , wherein a first party is unable to identify the customer without the first party cookie ID, and wherein a third party is unable to associate the browsing data with the customer.

14 . The method of claim 1 , wherein a third party system transmits the updated model file to a first party system.

15 . The method of claim 1 , further comprising:
assigning, by the computer-based system and based on a model file, a model to an advertiser, wherein a segment of the customer defines the model; translating, by the computer-based system and based on browsing behavior of the customer, the segment of the model into targeting logics;
wherein the targeting logics comprise a look alike model, and
wherein the targeting logics are used to track browsing activity of the customer, and
wherein a targeted advertisement is transmitted to the customer, in response to the browsing activity satisfying criteria associated with the targeting logics.

16 . The method of claim 15 , wherein the translating comprises translating the segment of the customer into a Boolean string.

17 . The method of claim 15 , further comprising transmitting, by the computer-based system, the targeting logics to a second party system, and wherein the second party system transmits the targeted advertisement to the customer, based on the model assigned to the advertiser.

18 . The method of claim 15 , further comprising:
validating, by the computer-based system, the model; scoring, by the computer-based system, the model; and ranking, by the computer-based system, the model.

19 . A system comprising:
a spend based targeting processor; a tangible, non-transitory memory communicating with the processor; the tangible, non-transitory memory having instructions stored thereon that, in response to execution by the processor, cause the processor to perform operations comprising:
transmitting, by the processor, a first party cookie ID and a third party cookie ID to a web client associated with a customer, in response to the web client browsing on a website associated with a first party,
wherein the first party cookie ID is associated with a model, and
wherein the model associates the market segment of interest to the customer with the first party cookie ID.

20 . An article of manufacture including a non-transitory, tangible computer readable storage medium having instructions stored thereon that, in response to execution by a spend based targeting computer-based system, cause the computer-based system to perform operations comprising:
transmitting, by the computer-based system, a first party cookie ID and a third party cookie ID to a web client associated with a customer, in response to the web client browsing on a website associated with a first party,
wherein the first party cookie ID is associated with a model, and
wherein the model associates the market segment of interest to the customer with the first party cookie ID.

Assignees

• American Express Travel Relate

Inventors

• Bonalle David
• Bender Brian
• Dedeoglu Mehmet E
• Rane Rajendra
• Odinec Tamara
• Lowery Patrick

Classifications

• G06Q30/02

  Marketing; Price estimation or determination; Fundraising · CPC title

• G06Q30/0269

  based on user profile or attribute · CPC title

• G06Q30/0243

  Comparative campaigns · CPC title

• G06Q30/0255 Primary

  based on user history · CPC title

• G06Q30/0204 Primary

  Market segmentation · CPC title