Dismiss
InnovationQ will be updated on Sunday, Oct. 22, from 10am ET - noon. You may experience brief service interruptions during that time.
Browse Prior Art Database

Method and System for Recommending Segments to Target Advertisement based on Devices and Advertisers

IP.com Disclosure Number: IPCOM000240228D
Publication Date: 2015-Jan-14

Publishing Venue

The IP.com Prior Art Database

Related People

Aravindan Raghuveer: INVENTOR [+3]

Abstract

A method and system is disclosed for recommending segments to target advertisements across devices and advertisers. The recommendation extends beyond the segments supposedly to be related to an industry of the advertiser. The method and system utilizes multiple metrics which includes one or more of, but not limited to, clicks, conversion and brand-related searches. The method and system measures the segments with multiple criteria for comprehensive assessment.

This text was extracted from a Microsoft Word document.
At least one non-text object (such as an image or picture) has been suppressed.
This is the abbreviated version, containing approximately 19% of the total text.

Method and System for Recommending Segments to Target Advertisement based on Devices and Advertisers

Abstract

A method and system is disclosed for recommending segments to target advertisements across devices and advertisers.  The recommendation extends beyond the segments supposedly to be related to an industry of the advertiser.  The method and system utilizes multiple metrics which includes one or more of, but not limited to, clicks, conversion and brand-related searches.  The method and system measures the segments with multiple criteria for comprehensive assessment.

Description

When advertisers specify advertisement campaigns, two strategies are usually employed to choose targeted segments.  First, segments supposedly to be related to an industry of the advertiser are chosen.  For example, an advertiser of a bank tends to choose segments related to finance.  Second, similar segments on different platforms are chosen such as mobile and desktop.  However, both strategies can be questioned since the advertiser needs to explore outside the established related segments and obtain additional audiences.  The strategies can be questioned since the users behave differently on different platforms and the good segments can be different.  Thus, both the advertisers and content publishers demand a framework to assess the segments and recommend segments tailored for the advertiser and delivery platforms.

Disclosed is a method and system for recommending segments to target advertisement based on devices and advertisers.  The method and system provides a framework to recommend segments for targeting advertisements based on devices and advertisers.  The recommendation extends beyond the segments supposedly to be related to the industry of the advertiser.  Thus, the advertisers can explore outside verticals of targeted industries to reach additional users.  The method and system utilizes multiple metrics which includes one or more of, but not limited to, clicks, conversion and brand-related searches.  The recommendation is tailored for different devices and advertisers.  The method and system measures the segments with multiple criteria for comprehensive assessment.

The framework is applied to multiple top advertisers and to reach two important insights.  One, the method and system provides advertiser means to explore outside current segments targeted by the advertisers to increase reach and conversion rate.  For instance, a telecom-mobile advertiser can increase the conversion rate if the telecom-mobile advertiser also targets the entertainment/television segment.  Second, the best performing segments within the same campaign are very different between mobile and desktop.  For instance, the performance of search re-targeting segments is more efficient in mobile than on desktop.

Thus, the framework provides a practical guideline to select the segments inside and outside of the advertisers' industries on various platforms.  The framewor...