BROAD MATCHING ALGORITHM FOR DISPLAY ADVERTISEMENTS
A method of matching advertisements to users is disclosed. A plurality of attributes of a population of users is identified. A selection is received of an attribute of the plurality of attributes to which a target value is to be broadly matched. A correspondence of an advertisement to a user is determined based on a broad matching of the target value to the attribute. The advertisement is matched to the user based at least in part on the determining of the correspondence.
1 . A method comprising:
identifying a plurality of attributes of a population of users;
receiving a selection of an attribute of the plurality of attributes to which a target value is to be broadly matched;
determining a correspondence of an advertisement to a user based on a broad matching of the target value to the attribute, the determining of the correspondence being performed by at least one processor; and
matching the advertisement to the user based at least in part on the determining of the correspondence.
2 . The method of claim 1 , wherein the target value is selected from a set of target values associated with the attribute.
3 . The method of claim 2 , wherein the broad matching of the target value to the attribute is based on a similarity between the user and a set of additional users, the set of additional users identified based on an exact matching of the target value to the attribute.
4 . The method of claim 3 , wherein the similarity is based on a matching score of an additional target value to an additional attribute.
5 . The method of claim 1 , further comprising reducing a bid for advertising space in which the presentation of the advertisement is to occur based on a degree of the broad matching of the target value to the attribute.
6 . The method of claim 1 , further comprising modifying a charge for the presentation of the advertisement based on an expected conversion rate of the user, the expected conversion rate being based on a breadth of the broad matching.
7 . The method of claim 1 , wherein the determining of the correspondence and the selecting of the advertisement are performed in response to a user accessing content on a web site having an advertising space for the presentation of the advertisement to the user.
8 . A system comprising:
a processor-implemented module configured to:
identify a plurality of attributes of a population of users;
receive a selection of an attribute of the plurality of attributes to which a target value is to be broadly matched;
determine a correspondence of an advertisement to a user based on a broad matching of the target value to the attribute; and
matching the advertisement to the user based at least in part on he determining of the correspondence.
9 . The system of claim 8 , wherein the target value is selected from a set of target values associated with the attribute.
10 . The system of claim 9 , wherein the broad matching of the target value to the attribute is based on a similarity between the user and a set of additional users, the set of additional users identified based on an exact matching of the target value to the attribute.
11 . The system of claim 10 , wherein the similarity is based on a matching score of an additional target value to an additional attribute.
12 . The system of claim 8 , wherein the processor-implemented module is further configured to reduce a bid for advertising space in which the presentation of the advertisement is to occur based on a degree of the broad matching of the target value to the attribute.
13 . The system of claim 8 , wherein the processor-implemented module is further configured to modify a charge for the presentation of the advertisement based on an expected conversion rate of the user, the expected conversion rate being based on a breadth of the broad matching.
14 . The system of claim 8 , wherein the determining of the correspondence and the selecting of the advertisement are performed in response to a user accessing content on a web site having an advertising space for the presentation of the advertisement to the user.
15 . A non-transitory machine readable medium embodying a set of instructions that, when executed by a processor, cause the processor to perform operations, the operations comprising:
identifying a plurality of attributes of a population of users;
receiving a selection of an attribute of the plurality of attributes to which a target value is to be broadly matched;
determining a correspondence of an advertisement to a user based on a broad matching of the target value to the attribute; and
matching the advertisement to the user based at least in part on he determining of the correspondence.
16 . The non-transitory machine readable medium of claim 15 , wherein the target value is selected from a set of target values associated with the attribute.
17 . The non-transitory machine readable medium of claim 16 , wherein the broad matching of the target value to the attribute is based on a similarity between the user and a set of additional users, the set of additional users identified based on an exact matching of the target value to the attribute.
18 . The non-transitory machine readable medium of claim 17 , wherein the similarity is based on a matching score of an additional target value to an additional attribute.
19 . The non-transitory machine readable medium of claim 15 , further comprising reducing a bid for advertising space in which the presentation of the advertisement is to occur based on a degree of the broad matching of the target value to the attribute.
20 . The non-transitory machine readable medium of claim 15 , further comprising modifying a charge for the presentation of the advertisement based on an expected conversion rate of the user, the expected conversion rate being based on a breadth of the broad matching.