SEGMENT OPTIMIZATION FOR TARGETED ADVERTISING
A system for generating behavior segments and serving targeted ads. The system generates variables based on data from targeted users, incorporates recency, frequency, and velocity for the variables; optimizes the variables; converts the variables into behavior segments; and saves the behavior segments to a database. The system updates the behavior segments in real time. When a publisher requests an ad call, the system generates a score for advertisements based on the user profile, multiplies the score by the amount each advertiser is willing to pay for serving their ad, selects the highest value, and serves the ad.
1 . A computer-implemented method for serving ads based on behavior segments, the method comprising the steps of:
receiving, with a computer, an ad call comprising a user identification;
responsive to receiving said ad call, retrieving, with a computer, a user profile for a user that matches the user identification;
retrieving, with a computer, one or more behavior segments, wherein said behavior segments comprise variables that are relevant to any of a product, advertisement, or target population based on said variable's correlation to a consumer's likelihood of providing a response related to that product, advertisement, or association to a target population, wherein said variables are combined to form a plurality of rules, and wherein said rules are combined to form a behavior segment for any of the product, advertisement, or target population;
associating in real time, with a computer, one or more of said rules in each of said one or more behavior segments with at least one advertisement;
mapping to said user, with the computer, those of said rules in each of said one or more behavior segments that have been associated with at least one advertisement and that also apply to the user;
calculating with a computer a behavior segment lift for each mapped rule by comparing a response rate of a targeted audience to a response rate of a non-targeted audience, wherein user profiles within a targeted audience comprise information about a user in said targeted audience which indicates that an advertisement is more likely to appeal to such user based on likelihood of generating a response from such user;
applying said behavior segment lift with a computer, to generate a rule level correction factor for each mapped rule in each behavior segment;
using said rule level correction factor for each mapped rule with a computer, to perform a score adjustment to produce a score for each mapped advertisement;
multiplying, with a computer, the score for each mapped advertisement by a bid price; and
selecting, with a computer, for serving to said user the advertisement having a highest value when multiplied by the bid price.
2 . The method of claim 1 , wherein the user profile is retrieved from any of a browser cookie and a user profile storage.
3 . The method of claim 1 , wherein the score adjustment process further comprises:
blending an output of at least one other predictive model based on at least one variable that is not included in the behavior segment definition with said rule level correction factor.
4 . The method of claim 1 , wherein the behavior segments comprise variables associated with a product and expressed by any of a beacon, Boolean logic, a proxy, and a composite of behavior segments.
5 . The method of claim 1 , wherein the behavior segment includes any of recency, frequency, and velocity.