Granted Patent B2

US 10,755,300 · App. 15/824,833 · Granted Aug 25, 2020

Inventors: Jonah Goodhart (Ithaca, NY); Noah Goodhart (Ithaca, NY); David J. Titus (Mount Airy, MD); Michael Garrett Seiler (Brooklyn, NY); Elliot Aaron Kulakow (Brooklyn, NY)

Assignee: ORACLE AMERICA, INC.

G06Q30/0244G06Q30/0201G06Q30/0242

Abstract

Claims (142)

1. A method, comprising:

modifying an advertisement content object to include a data collection script, wherein the data collection script executes each time a triggering event is detected to capture activity data, wherein the activity data includes curser data and an identification of the triggering event, and wherein the advertisement content object is modified by:

provisioning an advertisement identifier;

retrieving one or more script templates;

retrieving an advertisement asset; and

combining the (1) advertisement identifier, (2) the one or more script templates or an injected script, and (3) the advertisement asset into a modified advertisement content object;

serving the modified advertisement content object;

receiving a set of activity data, wherein the activity data is received from the data collection script included in the modified advertisement content object;

transforming, for each activity data of the set of activity data, the activity data to a pixel position at a particular time corresponding to the triggering event, wherein the pixel position is relative to a reference pixel of the advertisement content object;

generating a weighting parameter for each activity data of the set of activity data, wherein the weighting parameter corresponds to the triggering event that triggered execution of the data collection script capturing the activity data;

creating a zero value matrix;

generating a heat map data structure by populating the zero value matrix using the pixel position and weighting parameter for each activity data of the set of activity data;

convolving the heat map data structure using a heterogeneous heat diffusion equation;

normalizing the convolved heat map data structure to a predefined range;

generating a visual image by applying a color map to the normalized convolved heat map data structure that associates a color with each value of the normalized convolved heat map data structure and modifying each value with a proportional alpha transparency value; and

providing the visual image for display.

2. The method of claim 1 , wherein the trigger event includes one of:

loading of the modified advertisement content object by a browser, a cursor being moved over the modified advertisement content object, and the modified advertisement content object being clicked upon.

3. The method of claim 1 , wherein visual image is generated using captured activity data for particular advertisement campaign.

4. The method of claim 1 , wherein the heterogeneous heat diffusion equation is

∇

2

⁢

T

-

δ

⁢

⁢

T

δ

⁢

⁢

t

=

δ

⁡

(

x

_

)

.

5. The method of claim 1 , wherein the heterogeneous heat diffusion equation is solved by applying a Green's function to the heterogeneous heat diffusion equation.

6. The method of claim 1 , wherein modifying the advertisement content object further includes:

determining that the advertisement content object comprises an action script;

disassembling the action script;

assembling an injected script by combining the disassembled action script with the one or more script templates; and

combining the advertisement identifier, the injected script, and the advertisement asset into the modified advertisement content object.

7. The method of claim 1 , wherein activity data is received upon detecting each trigger event in real-time.

8. A system comprising:

one or more processors;

a memory; and

a non-transitory machine-readable storage medium containing instructions, which when executed on the one or more processors, cause the one or more processors to perform operations including:

modifying an advertisement content object to include a data collection script, wherein the data collection script executes each time a triggering event is detected to capture activity data, wherein the activity data includes curser data and an identification of the triggering event, and wherein the advertisement content object is modified by:

provisioning an advertisement identifier;

retrieving one or more script templates;

retrieving an advertisement asset; and

combining the (1) advertisement identifier, (2) the one or more script templates or an injected script, and (3) the advertisement asset into a modified advertisement content object;

serving the modified advertisement content object;

receiving a set of activity data, wherein the activity data is received from the data collection script included in the modified advertisement content object;

transforming, for each activity data of the set of activity data, the activity data to a pixel position at a particular time corresponding to the triggering event, wherein the pixel position is relative to reference pixel of the advertisement content object;

generating a weighting parameter for each activity data of the set of activity data, wherein the weighting parameter corresponds to the triggering event that triggered execution of the data collection script capturing the activity data;

creating a zero value matrix;

generating a heat map data structure by populating the zero value matrix using the pixel position and weighting parameter for each activity data of the set of activity data;

convolving the heat map data structure using a heterogeneous heat diffusion equation;

normalizing the convolved heat map data structure to a predefined range;

generating a visual image by applying a color map to the normalized convolved heat map data structure that associates a color with each value of the normalized convolved heat map data structure and modifying each value with a proportional alpha transparency value; and

providing the visual image for display.

9. The system of claim 8 , wherein the trigger event includes one of:

loading of the modified advertisement content object by a browser, a cursor being moved over the modified advertisement content object, and the modified advertisement content object being clicked upon.

10. The system of claim 8 , wherein visual image is generated using captured activity data for particular advertisement campaign.

11. The system of claim 8 , wherein the heterogeneous heat diffusion equation is

∇

2

⁢

T

-

δ

⁢

⁢

T

δ

⁢

⁢

t

=

δ

⁡

(

x

_

)

.

12. The system of claim 8 , wherein the heterogeneous heat diffusion equation is solved by applying a Green's function to the heterogeneous heat diffusion equation.

13. The system of claim 8 , wherein modifying the advertisement content object further includes:

determining that the advertisement content object comprises an action script;

disassembling the action script;

assembling an injected script by combining the disassembled action script with the one or more script templates; and

combining the advertisement identifier, the injected script, and the advertisement asset into the modified advertisement content object.

14. The system of claim 8 , wherein the activity data is received upon detecting each trigger event in real-time.

15. A non-transitory machine-readable storage medium containing instructions, which when executed by one or more processors, cause the one or more processors to perform operations including:

modifying an advertisement content object to include a data collection script, wherein the data collection script executes each time a triggering event is detected to capture activity data, wherein the activity data includes curser data and an identification of the triggering event, and wherein the advertisement content object is modified by:

provisioning an advertisement identifier;

retrieving one or more script templates;

retrieving an advertisement asset; and

combining the (1) advertisement identifier, (2) the one or more script templates or an injected script, and (3) the advertisement asset into a modified advertisement content object;

serving the modified advertisement content object;

receiving a set of activity data, wherein the activity data is received from the data collection script included in the modified advertisement content object;

transforming, for each activity data of the set of activity data, the activity data to a pixel position at a particular time corresponding to the triggering event, wherein the pixel position is relative to reference pixel of the advertisement content object;

generating a weighting parameter for each activity data of the set of activity data, wherein the weighting parameter corresponds to the triggering event that triggered execution of the data collection script capturing the activity data;

creating a zero value matrix;

generating a heat map data structure by populating the zero value matrix using the pixel position and weighting parameter for each activity data of the set of activity data;

convolving the heat map data structure using a heterogeneous heat diffusion equation;

normalizing the convolved heat map data structure to a predefined range;

generating a visual image by applying a color map to the normalized convolved heat map data structure that associates a color with each value of the normalized convolved heat map data structure and modifying each value with a proportional alpha transparency value; and

providing the visual image for display.

16. The non-transitory machine-readable storage medium of claim 15 , wherein the trigger event includes one of:

loading of the modified advertisement content object by a browser, a cursor being moved over the modified advertisement content object, and the modified advertisement content object being clicked upon.

17. The non-transitory machine-readable storage medium of claim 15 , wherein visual image is generated using captured activity data for particular advertisement campaign.

18. The non-transitory machine-readable storage medium of claim 15 , wherein the heterogeneous heat diffusion equation is

∇

2

⁢

T

-

δ

⁢

⁢

T

δ

⁢

⁢

t

=

δ

⁡

(

x

_

)

.

19. The non-transitory machine-readable storage medium of claim 15 , wherein the heterogeneous heat diffusion equation is solved by applying a Green's function to the heterogeneous heat diffusion equation.

20. The non-transitory machine-readable storage medium of claim 15 , wherein the activity data is received upon detecting each trigger event in real-time.

Assignments (2)

Continuity (5)

Cited By (10)

US 12,238,092 US 12,271,865 US 12,273,339 US 12,373,538 US 12,380,797 US 12,382,443 US 12,446,014 US 12,554,825 US 12,597,030 US 12,626,262