System and method for targeting advertisements
Methods and systems for performing targeted advertising are described. Relative concentration of consumer types in the audience of particular media content is determined by measuring the coincidence of key values identifying certain consumer types, and other key values identifying audiences of particular media content, in a database.
1. A system comprising:
a data aggregator comprising at least one database server;
a memory operable to store at least one program; and
at least one processor communicatively coupled to the memory, in which the at least one program, when executed by the at least one processor, causes the at least one processor to:
receive target Internet browsing characteristic data describing consumer characteristics targeted by an advertiser wherein the target Internet browsing characteristics are selected by the advertiser and wherein the Internet browsing characteristics comprises a category of website visit histories;
determine, from the received target Internet browsing characteristic data describing consumer characteristics and one or more databases provided by the data aggregator, a first set of a plurality of Internet user keys associated with one or more users exhibiting the target Internet browsing characteristic data linked with at least one media consuming behavior, the one or more databases storing data describing the plurality of user keys and target Internet browsing characteristic data associated with each of the plurality of user keys;
determine a first count of Internet users included in the first set;
determine a second count of a total number of Internet users whose data is contained in the one or more databases;
determine a media target list, the media target list comprising a second set of a plurality of Internet user keys associated with one or more Internet users exhibiting a first media consuming behavior;
determine a third count of Internet users included in the second set;
identify the Internet user keys in the first set that match the Internet user keys in the second set;
determine a fourth count of a number of Internet user keys in the first set that match the Internet user keys in the second set;
determine a first index value based at least in part on a ratio between an incidence of the target Internet browsing characteristic in the media target list and an incidence of the target Internet browsing characteristic among Internet users whose data is contained in the one or more databases based on the first count, second count, third count and fourth count, wherein the first index value facilitates performing a comparison of a relative measure of targeting a particular set of Internet users, with the target Internet browsing characteristic, based at least in part on an index value determination of respective index values corresponding to a defined value applied to media consuming behavior connected to a media; and
generate a table organized by at least the first index value, the respective index values, the ratio between the incidences of target Internet browsing characteristics, or by consumer characteristics targeted by the advertiser, and wherein the generated table provides at least a list of consumers associated with the media consuming behavior and within at least the first count, the second count, the third count, and the fourth count.
2. A non-transitory computer-readable storage medium that stores instructions which, when executed by one or more processors, cause the one or more processors to perform a method comprising:
receiving target Internet browsing characteristic data describing consumer characteristics targeted by an advertiser wherein the target Internet browsing characteristic is selected by the advertiser;
determining, from the received target Internet browsing characteristic data describing consumer characteristics including categories of website visit history and one or more databases provided by a data aggregator, a first set of a plurality of Internet user keys associated with one or more users exhibiting the target Internet browsing characteristic data linked with at least one media consuming behavior, the one or more databases storing data describing a plurality of user keys and the target characteristic data associated with each of the plurality of user keys;
determining a first count of Internet users included in the first set;
determining a second count of a total number of Internet users whose data is contained in the one or more databases;
determining a media target list, the media target list comprising a second set of one or more Internet user keys associated with one or more Internet users exhibiting a first media consuming behavior;
determining a third count of Internet users included in the second set;
identifying the Internet user keys in the first set that match the Internet user keys in the second set;
determining a fourth count of a number of Internet user keys in the first set that match the Internet user keys in the second set;
determining a first index value based at least in part on a ratio between an incidence of the target Internet browsing characteristic in the media target list and an incidence of the target characteristic among Internet users whose data is contained in the one or more databases based on the first count, second count, third count and fourth count, wherein the first index value facilitates performing a comparison of a relative measure of targeting a particular set of Internet users based at least in part on an index value determination of respective index values corresponding to a defined value applied to media consuming behavior connected to a media; and
generate a table organized by at least the first index value, the respective index values, the ratio between the incidences of target Internet browsing characteristics, or by consumer characteristics targeted by the advertiser, and wherein the generated table provides at least a list of consumers associated with the media consuming behavior and within at least the first count, the second count, the third count, and the fourth count.
3. A computer-implemented method, comprising:
receiving target Internet browsing characteristic data describing consumer characteristics including website visit history targeted by an advertiser wherein the target Internet browsing characteristic data is selected by the advertiser;
determining, from the received target Internet browsing characteristic data describing consumer characteristics and one or more databases provided by a data aggregator, a first set of a plurality of Internet user keys associated with one or more users exhibiting the target browsing characteristic data linked with at least one media consuming behavior, the one or more databases storing data describing a plurality of user keys and the target characteristic data associated with each of the plurality of user keys;
determining a first count of Internet users included in the first set;
determining a second count of a total number of Internet users whose data is contained in the one or more databases;
determining a media target list, the media target list comprising a second set of one or more Internet user keys associated with one or more Internet users exhibiting a first media consuming behavior;
determining a third count of Internet users included in the second set;
identifying the Internet user keys in the first set that match the Internet user keys in the second set;
determining a fourth count of a number of Internet user keys in the first set that match the Internet user keys in the second set;
determining a first index value based at least in part on a ratio between an incidence of the target Internet browsing characteristic in the media target list and an incidence of the target Internet browsing characteristic among Internet users whose data is contained in the one or more databases based on the first count, second count, third count and fourth count, wherein the first index value facilitates performing a comparison of a relative measure of targeting a particular set of Internet users, with the target characteristic, based at least in part on an index value determination of respective index values corresponding to a defined value applied to media consuming behavior connected to a media; and
generate a table organized by at least the first index value, the respective index values, the ratio between the incidences of target browsing characteristics, or by consumer characteristics targeted by the advertiser, and wherein the generated table provides at least a list of consumers associated with the media consuming behavior and within at least the first count, second count, third count, and fourth count.
4. The system of claim 1 , wherein the at least one program, when executed by the at least one processor, further causes the at least one processor to:
determine a second media target list, the second media target list comprising a respective set of one or more Internet user keys associated with respective one or more Internet users exhibiting a second media consuming behavior, wherein the second media consuming behavior is different than the first media consuming behavior;
determine a second index value based at least in part on a respective ratio between a respective incidence of the target Internet browsing characteristic in the second media target list and the incidence of the target characteristic among Internet users whose data is contained in the one or more databases based on the first count, second count, third count and fourth count;
determine a ranking of the first index value and the second index value; and
generate a table including at least the first index value and the second index value based at least in part on the ranking, wherein the table is utilized for performing the comparison of the relative measure of targeting the particular set of Internet users, with the target characteristic, among at least one media outlet.
5. The system of claim 1 , wherein each of the respective index values is based at least in part on the particular set of Internet users that are associated with particular consumer characteristics included in the target Internet browsing characteristic data for a respective media outlet.
6. The system of claim 1 , wherein the first index is based on a logarithm of the ratio between the incidence of the target Internet browsing characteristic in the media target list and the incidence of the target characteristic among Internet users whose data is contained in the one or more databases based on the first count, second count, third count and fourth count.
7. The non-transitory computer-readable storage medium of claim 2 , wherein the method further comprises:
determining a second media target list, the second media target list comprising a respective set of one or more Internet user keys associated with respective one or more Internet users exhibiting a second media consuming behavior, wherein the second media consuming behavior is different than the first media consuming behavior;
determining a second index value based at least in part on a respective ratio between a respective incidence of the target Internet browsing characteristic in the second media target list and the incidence of the target characteristic among Internet users whose data is contained in the one or more databases based on the first count, second count, third count and fourth count;
determining a ranking of the first index value and the second index value; and
generating a table including at least the first index value and the second index value based at least in part on the ranking, wherein the table is utilized for performing the comparison of the relative measure of targeting the particular set of Internet users, with the target characteristic, among at least one media outlet.
8. The non-transitory computer-readable storage medium of claim 2 , wherein each of the respective index values is based at least in part on the particular set of Internet users that are associated with particular consumer characteristics included in the target Internet browsing characteristic data for a respective media outlet.
9. The non-transitory computer-readable storage medium of claim 2 , wherein the first index is based on a logarithm of the ratio between the incidence of the target Internet browsing characteristic in the media target list and the incidence of the target characteristic among Internet users whose data is contained in the one or more databases based on the first count, second count, third count and fourth count.
10. The computer-implemented method of claim 3 , further comprising:
determining a second media target list, the second media target list comprising a respective set of one or more Internet user keys associated with respective one or more Internet users exhibiting a second media consuming behavior, wherein the second media consuming behavior is different than the first media consuming behavior;
determining a second index value based at least in part on a respective ratio between a respective incidence of the target Internet browsing characteristic in the second media target list and the incidence of the target characteristic among Internet users whose data is contained in the one or more databases based on the first count, second count, third count and fourth count;
determining a ranking of the first index value and the second index value; and
generating a table including at least the first index value and the second index value based at least in part on the ranking, wherein the table is utilized for performing the comparison of the relative measure of targeting the particular set of Internet users, with the target characteristic, among at least one media outlet.
11. The computer-implemented method of claim 3 , wherein each of the respective index values is based at least in part on the particular set of Internet users that are associated with particular consumer characteristics included in the target Internet browsing characteristic data for a respective media outlet.
12. The computer-implemented method of claim 3 , wherein the first index is based on a logarithm of the ratio between the incidence of the target Internet browsing characteristic in the media target list and the incidence of the target characteristic among Internet users whose data is contained in the one or more databases based on the first count, second count, third count and fourth count.