Service for associating network users with profiles
A system is disclosed that maps user IDs (such as IP addresses) and geographic regions to particular categories or “segments” reflective of user profiles. The mappings may be based on behavioral data reflective of user browsing activities, offline data (e.g., survey data or demographic data), or a combination thereof. In one embodiment, the mappings are generated using data collected by a plurality of Internet Service Providers (ISPs) regarding their subscribers. The system also includes a query interface that enables content providers to retrieve segment data associated with particular user IDs.
1. A computer-implemented method for enabling content providers to provide targeted content to users, the method comprising:
accessing a first mapping that maps specific subscriber computing device IDs to corresponding segments, said subscriber computing device IDs associated with particular network users, said first mapping generated using user-specific data associated with said network users;
accessing a second mapping that maps segments to corresponding geographic regions, said second mapping generated using aggregated data associated with residents of said regions; and
providing a query interface that provides functionality for retrieving segment data associated with particular subscriber computing device IDs, said query interface configured to receive, from a content provider, a request that specifies a subscriber computing device ID and to respond to the request by a process that comprises:
determining whether the subscriber computing device ID is mapped in the first mapping to at least one segment;
when the subscriber computing device ID is determined to be mapped to at least one segment, returning, via the query interface and in response to the request, an indication of the at least one segment, to thereby enable the content provider to provide targeted content to a subscriber computing device associated with the subscriber computing device ID that is based on information specific to a corresponding user associated with the subscriber computing device ID; and
when the subscriber computing device ID is determined to not be mapped in the first mapping to at least one segment, determining a geographic region associated with the subscriber computing device ID, looking up in the second mapping one or more segments associated with the geographic region, and returning, via the query interface and in response to the request, an indication of the one or more segments associated with the geographic region, to thereby enable the content provider to provide to the subscriber computing device associated with the subscriber computing device ID content that is targeted to the geographic region,
said method performed by a computing system that is programmed to perform the method, said computing system comprising one or more computing devices.
2. The method of claim 1 , wherein at least the first mapping is generated based on offline data associated with the network users.
3. The method of claim 1 , wherein the second mapping is generated based on offline data associated with the residents.
4. The method of claim 1 , further comprising generating the first mapping by using behavioral data reflective of Internet access activities of the network users to map subscriber computing device IDs to behavioral segments.
5. The method of claim 1 , wherein the first mapping is based at least partly on behavioral data collected by a plurality of ISPs.
6. The method of claim 5 , wherein the method further comprises:
providing, to at least a first ISP of said plurality of ISPs, access to a behavioral segmentation system that applies a behavioral segmentation process to behavioral data collected by the first ISP; and
receiving over a network, and storing in a database, behavioral segmentation data generated by the behavioral segmentation system.
7. The method of claim 1 , wherein the process comprises, when the subscriber computing device ID is determined to be mapped to at least one segment, looking up and returning both (1) an indication of the at least one segment to which the subscriber computing device ID is mapped, and (2) an indication of the one or more segments associated with said geographic region.
8. The method of claim 1 , wherein the subscriber computing device IDs are associated with IP addresses associated with the network users.
9. Non-transitory computer storage having stored thereon a computer program including one or more executable modules that instruct a computer system to at least:
access, by said computer system, a first mapping that maps specific subscriber computing device IDs to corresponding segments, said subscriber computing device IDs associated with particular network users, said first mapping generated using user-specific data associated with said network users;
access, by said computer system, a second mapping that maps segments to corresponding geographic regions, said second mapping generated using aggregated data associated with residents of said regions; and
provide a query interface that provides functionality for retrieving segment data associated with particular subscriber computing device IDs, said query interface configured to receive, from a content provider, a request that specifies a subscriber computing device ID and to respond to the request by a process that comprises:
determining whether the subscriber computing device ID is mapped in the first mapping to at least one segment;
when the subscriber computing device ID is determined to be mapped to at least one segment, returning, via the query interface and in response to the request, an indication of the at least one segment, to thereby enable the content provider to provide targeted content to a subscriber computing device associated with the subscriber computing device ID that is based on information specific to a corresponding user associated with the subscriber computing device ID; and
when the subscriber computing device ID is determined to not be mapped in the first mapping to at least one segment, determining a geographic region associated with the subscriber computing device ID, looking up in the second mapping one or more segments associated with the geographic region, and returning, via the query interface and in response to the request, an indication of the one or more segments associated with the geographic region, to thereby enable the content provider to provide to the subscriber computing device associated with the subscriber computing device ID content that is targeted to the geographic region,
said computer system comprising one or more computing devices.
10. The non-transitory computer storage of claim 9 , wherein at least the first mapping is generated based on offline data associated with the network users.
11. The non-transitory computer storage of claim 9 , wherein the second mapping is generated based on offline data associated with the residents.
12. The non-transitory computer storage of claim 9 wherein the one or more executable modules further instruct the computer system to generate the first mapping by using behavioral data reflective of Internet access activities of the network users to map subscriber computing device IDs to behavioral segments.
13. The non-transitory computer storage of claim 9 , wherein the first mapping is based at least partly on behavioral data collected by a plurality of ISPs.
14. The non-transitory computer storage of claim 13 , wherein the one or more executable modules further instruct the computer system to generate the first mapping by a mapping process that comprises:
providing, to at least a first ISP of said plurality of ISPs, access to a behavioral segmentation system that applies a behavioral segmentation process to behavioral data collected by the first ISP; and
receiving over a network, and storing in a database, behavioral segmentation data generated by the behavioral segmentation system.
15. The non-transitory computer storage of claim 9 , wherein the process comprises, when the subscriber computing device ID is determined to be mapped to at least one segment, looking up and returning both (1) an indication of the at least one segment to which the subscriber computing device ID is mapped, and (2) an indication of the one or more segments associated with said geographic region.
16. The non-transitory computer storage of claim 9 , wherein the subscriber computing device IDs are associated with IP addresses associated with the network users.
17. A computing system comprising:
one or more computing devices configured to execute instructions, wherein the instructions are configured to cause the computing system to at least:
access a first mapping that maps specific subscriber computing device IDs to corresponding segments, said subscriber computing device IDs associated with particular network users, said first mapping generated using user-specific data associated with said network users;
access a second mapping that maps segments to corresponding geographic regions, said second mapping generated using aggregated data associated with residents of said regions; and
provide a query interface that provides functionality for retrieving segment data associated with particular subscriber computing device IDs, said query interface configured to receive, from a content provider, a request that specifies a subscriber computing device ID and to respond to the request by a process that comprises:
determining whether the subscriber computing device ID is mapped in the first mapping to at least one segment;
when the subscriber computing device ID is determined to be mapped to at least one segment, returning, via the query interface and in response to the request, an indication of the at least one segment, to thereby enable the content provider to provide targeted content to a subscriber computing device associated with the subscriber computing device ID that is based on information specific to a corresponding user associated with the subscriber computing device ID; and
when the subscriber computing device ID is determined to not be mapped in the first mapping to at least one segment, determining a geographic region associated with the subscriber computing device ID, looking up in the second mapping one or more segments associated with the geographic region, and returning, via the query interface and in response to the request, an indication of the one or more segments associated with the geographic region, to thereby enable the content provider to provide to the subscriber computing device associated with the subscriber computing device ID content that is targeted to the geographic region.
18. The computing system of claim 17 , wherein at least the first mapping is generated based on offline data associated with the network users.
19. The computing system of claim 17 , wherein the second mapping is generated based on offline data associated with the residents.
20. The computing system of claim 17 , wherein the subscriber computing device IDs are associated with IP addresses associated with the network users.