Online content campaign classification

Patent metadata

Field	Value
Publication number	US-9947017-B2
Application number	US-201213455885-A
Country	US
Kind code	B2
Filing date	Apr 25, 2012
Priority date	Mar 3, 2009
Publication date	Apr 17, 2018
Grant date	Apr 17, 2018

Abstract

A content evaluation system includes a scanning server to scan web sites to determine metrics for online ads. The content evaluation system may include a content evaluation server to classify the online ads into campaign groups based on the metrics, and each group is associated with a different ad campaign.

First claim

What is claimed is:

1. An online content evaluation system comprising:
a scanning server to scan web sites and to collect metrics for online ads the metrics including coverage, targeting, and delivery metrics, wherein each web site has a hierarchy of web pages starting at a home page, wherein to collect the metrics, the scanning server determines a location of the online ads in the hierarchy of web pages and a location of the online ads in the web pages, and wherein the scanning comprises:
parsing web pages for the web sites,
identifying computer code from the parsed web pages, wherein the computer code is a regular image expression or a click thru URL,
determining whether the computer code includes information identifying the online ads as online ads for a predetermined company, and
determining values for the metrics for the online ads identified as online ads for the predetermined company;

data storage storing the values for the metrics for the online ads; and
a content evaluation server to classify online ads, wherein to classify the online ads, the content evaluation server:
classifies the online ads into candidate groups based on the metrics and metric values, wherein, for each candidate group, the online ads classified into the candidate group are estimated to be in a same ad campaign;
executes a group merging process to merge at least some of the candidate groups, wherein to execute the group merging process, the content evaluation server:
selects candidate groups for comparison based on a determination that time periods for online ads in the candidate groups overlap, and on indications that the candidate groups are associated with a same campaign;
merges the at least some selected candidate groups based on the metrics, including visual and non-visual metrics for the online ads in the at least some selected candidate groups, wherein the visual metrics include text, color, and size, of each of the online ads and the non-visual metrics include domain name and filename of each of the online ads; and
determines campaign groups at least from the merged groups; and

assigns an ad campaign to each campaign group.

2. The online content evaluation system of claim 1 , wherein to classify the online ads, the content evaluation server:
prioritizes the metrics for the online ads; and
classifies the online ads into the candidate groups based on the prioritized metrics, wherein the prioritized metrics from highest priority to lowest priority comprise click through URL, filename, time and day online ads are detected, and domain name of web site hosting each online ad.

3. The online content evaluation system of claim 1 , wherein to classify the online ads into candidate groups, the content evaluation server:
determines click through URLs for the online ads from the metrics;
determines filenames for the online ads from the metrics; and
assigns online ads having a same click through URL and a same or similar filename into a same candidate group.

4. The online content evaluation system of claim 3 , wherein to classify the online ads into candidate groups, the content evaluation server is to:
parse the filenames;
identify portions of the filenames and ignoring other portions of the filenames for comparison; and
compare the identified portions of the filenames based upon a vector cosine similarity measure to determine a similarity of the filenames, wherein the filenames having a similarity greater than a threshold are considered similar for determining whether to assign to a same candidate group.

5. An online content evaluation system comprising:
data storage storing online ad information, wherein the online ad information comprises metrics for online ads determined from scanning web sites on the Internet, wherein the metrics include coverage, targeting, and delivery metrics, and wherein the web sites have a hierarchy of web pages starting at a home page; and
a processor to:
collect the metrics for the online ads and determine a location of the online ads in the hierarchy of web pages and locations of the online ads in the web pages;
classify the online ads into candidate groups based on the online ad information, wherein, for each candidate group, the online ads classified into the candidate group are estimated to be in a same ad campaign;
execute a group merging process to merge at least some of the candidate groups, wherein to execute the group merging process, the processor:
selects candidate groups for comparison;
determines a time period for each of the selected candidate groups, the time period ranging from an earliest first day to a latest last day online ads in each of the candidate groups were identified from the scanning;
determines whether the time periods for the selected candidate groups overlap;
in response to a determination that the time periods do not overlap, marking the selected candidate groups as not to merge;
in response to a determination that the time periods overlap, merge at least some of the selected candidate groups based on the metrics, including visual and non-visual metrics for the online ads in the selected candidate groups, wherein the visual metrics include text, color, and size, of each of the online ads and the non-visual metrics include domain named filename of each of the online ads; and
determine campaign groups at least from the merged groups; and

assign an ad campaign to each campaign group.

6. The online content evaluation system of claim 5 , wherein to classify the online ads into candidate groups based on the online ad information, the processor
prioritizes the metrics for the online ads; and
classifies the online ads into candidate groups based on the prioritized metrics.

7. The online content evaluation system of claim 6 , wherein the prioritized metrics from highest priority to lowest priority comprise, for each online ad, click through URL of the online ad, filename of the online ad, time the online ad was first detected and last detected on same days, and domain name of web site hosting the online ad.

8. The online content evaluation system of claim 5 , wherein to classify the online ads into candidate groups based on the online ad information, the processor
determines click through URLs for the online ads from the online ad information;
determines filenames for the online ads from the online ad information; and
assigns online ads having a same click through URL and a same or similar filename into a same candidate group.

9. The online content evaluation system of claim 8 , wherein to assign the online ads having a same click through URL and a same or similar filename into a same candidate group, the processor
parses the filenames;
identifies portions of the filenames and ignoring other portions of the filenames for comparison; and
compares the identified portions of the filenames based upon a vector cosine similarity measure to determine a similarity of the filenames based on a threshold.

10. The online content evaluation system of claim 8 , wherein to classify the online ads, the processor uses other metrics including an amount of time an online ad was first detected and last detected on same days, and domain name of web site hosting an online ad.

11. The online content evaluation system of claim 5 , wherein to select the candidate groups for comparison, the processor
determines whether a set of candidate groups were previously indicated as being associated with a same campaign; and
excludes candidate groups in the set from future comparison to other candidate groups based on the previous indications.

12. The online content evaluation system of claim 5 , wherein the processor

Assignees

• Figg Matthew
• Accenture Global Services Ltd

Inventors

• Figg Matthew

Classifications

• G06Q30/02 Primary

  Marketing; Price estimation or determination; Fundraising · CPC title

• G06Q10/10

  Office automation; Time management · CPC title