Sequential delivery of advertising content across media devices
The technology relates to sequential or tailored delivery of advertising content across a plurality of media conduits. The invention achieves sequential story telling for advertising campaigns in place of single-series advertising, by delivering over a period of several sessions on a variety of devices. An advertiser can air a campaign on a consumer individual's cell phone device, continue the second portion of the campaign via a desktop browser session, and conclude with the third portion of the campaign on the individual's OTT device. The technology provides advanced controls over targeting and scheduling with high precision.
1 . A method, comprising:
receiving one or more campaign descriptions from an advertiser, wherein the one or more campaign descriptions comprise a schedule for sequential delivery of two or more items of advertising content to a consumer who is in a target audience, wherein the target audience is defined by one or more demographic factors,
the target audience being defined from a pool of consumers based on a graph of consumer properties, wherein the graph contains information, for each consumer in the pool of consumers, about at least one of: one or more devices, consumer demographic data, or consumer online behavioral data, wherein the information used for the graph comes from a plurality of data sources;
receiving a first datum from a first performance tag to validate whether the consumer viewed a first item of advertising content via a first media conduit, wherein the first item of advertising content is related to a second item of advertising content, the first item of advertising content and the second item of advertising content being associated with an advertisement sequence;
identifying a triggering event comprising an impression of a competitor advertisement that is not part of the advertisement sequence; and
responsive to identifying the triggering event related to the impression of the competitor advertisement, causing an update to a delivery plan for the second item of advertising content such that the second item of advertising content is planned for delivery via a second media conduit.
2 . The method of claim 1 , further comprising, responsive to determining that within the graph of consumer properties, particular information associated with the consumer is missing relative to known information associated with other consumers in the pool of consumers included in the graph of consumer properties, inferring the particular information using the known information.
3 . The method of claim 1 , wherein the information in the graph of consumer properties includes data from a panel and at least one other data source.
4 . The method of claim 1 , wherein the first item of advertising content is delivered via a first media conduit and the second item of advertising content is initially planned for delivery via the first media conduit until the delivery plan is updated in view of the triggering event.
5 . The method of claim 1 , wherein the first media conduit includes a first device and the second media conduit includes a second device.
6 . The method of claim 1 , wherein the first conduit and the second conduit comprise either a TV or a mobile device, wherein the information in the graph of consumer properties includes an aggregation of a first sparse vector associated with the TV and a second sparse vector associated with the mobile device.
7 . The method of claim 1 , wherein the second item of advertising content is planned for delivery to the consumer to provide continuity of a linear story associated with the advertisement sequence.
8 . The method of claim 1 , wherein the first datum is configured to include a confirmation whether the consumer has been served the first item of advertising content, and the second item of advertising content is not delivered to the consumer until the consumer has been served the first item of advertising content.
9 . The method of claim 1 further comprising receiving a second datum either with the first datum, or separate from the first datum, wherein the second datum comprises an indication of whether the consumer has purchased a product featured in the first item of advertising content, and the second item of advertising content is not delivered to the consumer if the consumer has purchased the product.
10 . The method of claim 1 , wherein the first media conduit includes a first network and the second media conduit includes a second network.
11 . The method of claim 1 further comprising receiving a second datum either with the first datum, or separate from the first datum, wherein the second datum comprises an indication of a user action that comprises a purchase, a search, or a browsing action, wherein the delivery plan is updated in view of the user action.
12 . A method of measuring sequential delivery of cross-screen advertising content to a consumer, the method comprising:
determining that the consumer is a member of a target audience based on consumer information;
identifying a first device and second device accessible to the consumer;
identifying a delivery plan for placement, via a first media conduit, of a first item of advertising content and a second item of advertising content on the first device and the second device;
identifying a triggering event related to a competitor advertisement; and
responsive to identifying the triggering event related to the competitor advertisement, causing an update to the delivery plan for the second item of advertising content such that the second item of advertising content is planned for delivery via a second media conduit.
13 . The method of claim 12 , wherein the first device is associated with a first geographic location and the second device is associated with a second geographic location.
14 . The method of claim 12 , wherein the consumer information is an aggregation of a first sparse vector associated with the first device and a second sparse vector associated with the second device.
15 . The method of claim 12 , wherein the second item of advertising content is selected based on a classification of consumers and the consumer having a particular classification to contribute to the selection of the second item of advertising content from a set of campaign variations.
16 . The method of claim 12 , wherein the second item of advertising content is planned for delivery via the second media conduit to provide continuity of an advertisement sequence.
17 . The method of claim 12 further comprising receiving a confirmation that the consumer has been served the first item of advertising content, wherein the second item of advertising content is not delivered to the consumer until the consumer has been served the first item of advertising content.
18 . The method of claim 12 further comprising receiving an indication that the consumer has purchased a product featured in the first item of advertising content, wherein the second item of advertising content is not delivered to the consumer if the consumer has purchased the product.
19 . The method of claim 12 , wherein the first media conduit includes the first device and the second media conduit includes the second device.
20 . The method of claim 12 , wherein the first media conduit includes a first network and the second media conduit includes a second network.
21 . The method of claim 12 further comprising receiving an indication of a user action that comprises a purchase, a search, or a browsing action, wherein the delivery plan is updated in view of the user action.