Systems and Methods for Attribution of a Conversion to an Impression Via a Demand Side Platform
The present invention is directed towards methods and systems for attribution of a conversion to an impression via a demand side service executing on one or more servers. The demand side service may match conversion events that occurred within a period of time of advertisements to impressions corresponding to the advertisements. The demand side service may identify a plurality of event records for the conversion events matched to the impressions. The demand side service may match an event of an event record from the plurality of event records corresponding to an advertiser and a user, to a plurality of impressions matched by the demand side service for the advertiser and the user. The demand side service may select an impression from the plurality of impressions with a time stamp less than a time stamp of a conversion event of the event record. The demand side service may further store an attribution of the selected impression with the conversion event of the event record.
1 . A method for attribution of a conversion to an impression via a demand side service, the method comprising:
(a) identifying, by a demand side service executing on one or more servers, a plurality of event records for conversion events that occurred within a period of time of advertisements matched to impressions by the demand side service;
(b) matching, by the demand side service, an event of an event record from the plurality of event records corresponding to an advertiser and a user, to a plurality of impressions matched by the demand side service for the advertiser and the user;
(c) selecting, by the demand side service, an impression from the plurality of impressions with a time stamp less than a time stamp of a conversion event of the event record; and
(d) storing, by the demand side service, an attribution of the selected impression with the conversion event of the event record.
2 . The method of claim 1 , wherein step (a) further comprises identifying, by the demand side service, event records corresponding to a user click within the period of time.
3 . The method of claim 1 , wherein step (a) further comprises identifying, by the demand side service, event records corresponding to a user view within the period of time.
4 . The method of claim 1 , wherein step (a) further comprises identifying, by the demand side service, the plurality of event records for conversion events that occurred within a predetermined number of days.
5 . The method of claim 1 , wherein step (b) further comprises matching, by the demand side service, the event of a post view conversion to the plurality of impressions.
6 . The method of claim 1 , wherein step (b) further comprises matching, by the demand side service, the event of a post click conversion to the plurality of impressions.
7 . The method of claim 1 , wherein step (b) further comprises matching, by the demand side service, the event records having an advertiser identifier and a user identifier matching the advertiser identifier and the user identifier of records for the plurality of impressions.
8 . The method of claim 1 , wherein step (c) further comprises selecting, by the demand side service, the impression from the plurality of impressions with the time stamp closest to the time stamp of the event record.
9 . The method of claim 1 , wherein step (d) further comprises calculating, by the demand side service, a time lag for attribution by subtracting the time stamp of the impression from the event time stamp.
10 . The method of claim 9 , further comprising determining, by the demand side service, whether the time lag for attribution is within an attribution window for a campaign of the advertiser corresponding to the impression.
11 . A system for attribution of a conversion to an impression via a demand side service, the system comprising:
a demand side service executing on one or more servers, the demand side service matching advertisements to impression opportunities; and
an events database comprising a plurality of event records for conversion events that occurred within a period of time of advertisements matched to impression opportunities by the demand side service;
wherein an attribution component of the demand side service matches an event of an event record from the plurality of event records of the events database corresponding to an advertiser and a user to a plurality of impressions matched by the demand side service for the advertiser and the user, and selects an impression from the plurality of impressions with a time stamp less than a time stamp of a conversion event of the event record; and
wherein the attribution component stores an association of the selected impression with the conversion event of the event record.
12 . The system of claim 11 , wherein the demand side service identifies event records corresponding to a user click within the period of time.
13 . The system of claim 11 , wherein the demand side service identifies event records corresponding to a user view within the period of time.
14 . The system of claim 11 , wherein the demand side service identifies the plurality of event records for conversion events that occurred within a predetermined number of days.
15 . The system of claim 11 , wherein the attribution component matches the event of a post view conversion to the plurality of impressions.
16 . The system of claim 11 , wherein the attribution component matches the event of a post click conversion to the plurality of impressions.
17 . The system of claim 11 , wherein the attribution component matches the event records having an advertiser identifier and a user identifier matching the advertiser identifier and the user identifier of records for the plurality of impressions.
18 . The system of claim 11 , wherein the attribution component selects the impression from the plurality of impressions with the time stamp closest to the time stamp of the event record.
19 . The system of claim 11 , wherein the attribution component calculates a time lag for attribution by subtracting the time stamp of the impression from the event time stamp.
20 . The system of claim 19 , wherein the attribution component determines whether the time lag for attribution is within an attribution window for a campaign of the advertiser corresponding to the impression.