Audience Commonality and Measurement
Audience commonality metrics for characterizing the relationship between networked media channels based on audience overlap of identified visitor entities and their related media consumption histories. Audience commonality metrics may be scalars or multi-dimensional metrics and may take into account and/or be used in conjunction with data related to on- or off-network media channels, on- or off-network activities, sociographics and/or demographics. The current invention may be used in the design of networked advertising campaigns, identification of new or unusual market segments and/or valuation of media buys. A system according to the current invention comprises access to a configuration, an input for receiving audience commonality data, an audience commonality metrics engine and an output for providing calculated audience commonality metrics. Data related to identified visitor entities may be received, determined and/or inferred from resources such as a cookie, log file, sniffer, firewall, proxy server, client agent, tracking pixel and/or tool.
1 . A computer-implemented method of measuring audience commonality, the method comprising:
receiving a selection of at least one media channel at an audience commonality system;
identifying multiple visitors to the at least one media channel;
identifying at least one other media channel;
measuring the audience overlap, the audience overlap comprising the number of common visitor entities between the at least one media channel and at least one other media channel, wherein at least some of the visitor entities of the at least one other media channel are not visitor entities of the at least one media channel;
estimating an expected overlap by assuming no relationship between the at least one media channel and the at least one other media channel; and
generating an audience commonality metric, at an audience commonality system, by comparing the measured audience overlap to the estimated expected overlap.
2 . The method of claim 1 wherein the audience commonality metric characterizes the audience overlap of visitor entities during a time window.
3 . The method of claim 1 wherein:
a media channel is selected from the list of: a website, a webpage, a video stream and a music stream.
4 . The method of claim 1 wherein:
the at least one other media channel is an advertising destination.
5 . The method of claim 1 wherein:
the audience commonality metric characterizes the audience overlap of visitors meeting a consumption event criterion.
6 . The method of claim 1 wherein:
the audience commonality metric characterizes the audience overlap of visitors which have completed on online purchase.
7 . The method of claim 1 wherein:
the audience commonality metric characterizes the audience overlap of high value visitors.
8 . A computer-implemented method comprising:
receiving a selection of at least one media channel at an audience commonality system;
identifying multiple visitors to the at least one media channel;
identifying a plurality of media channel sets, each media channel set comprising at least one other media channel, at least some of the visitor entities of each media channel set are not visitor entities of the at least one media channel;
measuring the audience overlap for each respective media channel set, each audience overlap comprising the number of common visitor entities between the at least one media channel and the respective media channel set;
estimating an expected overlap for each respective media channel set in the plurality of media channel sets by assuming no relationship between the at least one media channel and the at least one other media channel;
standardizing an audience commonality metric of each respective media channel set by comparing the measured audience overlap to the estimated expected overlap, at an audience commonality system; and
ordering the plurality of media channel sets by the standardized audience commonality metrics.
9 . The method of claim 8 wherein the audience commonality metrics characterize the audience overlap of visitor entities during a time window.
10 . The method of claim 8 wherein:
a media channel is selected from the list of: a website, a webpage, a video stream and a music stream.
11 . The method of claim 8 wherein:
the media channel sets each comprise one or more advertising destinations.
12 . The method of claim 11 wherein:
ordering comprises ordering the plurality of sets according to a media buy price.
13 . The method of claim 8 wherein:
the audience commonality metric characterizes the audience overlap of visitors meeting a consumption event criterion.
14 . The method of claim 8 wherein:
the audience commonality metric characterizes the audience overlap of visitors which have completed on online purchase.
15 . The method of claim 8 wherein:
the audience commonality metric characterizes the audience overlap of visitors meeting a demographic profile.
16 . The method of claim 8 wherein:
the audience commonality metric characterizes the audience overlap of high value visitors.