SYSTEM AND METHOD FOR ASSESSING PUBLISHER QUALITY
A method, a system, and an article are provided for assessing and managing the presentation of digital content by a group of publishers. An example computer-implemented method can include: obtaining data including a history of (i) content presentations by a plurality of publishers on a plurality of client devices and (ii) user activity associated with the content presentations on the client devices; determining a touch point journey for each of a plurality of conversion events; calculating one or more first performance indicators for each publisher based on the touch point journeys; calculating one or more second performance indicators for each publisher based on the history of user activity associated with the content presentations; calculating a publisher quality score for each publisher based on the first and second performance indicators; and, based on the calculated scores, facilitating an adjustment of content presentations by the plurality of publishers.
1 . A computer-implemented method, comprising:
obtaining data comprising a history of (i) content presentations by a plurality of publishers on a plurality of client devices and (ii) user activity associated with the content presentations on the client devices;
identifying a plurality of conversion events associated with the content presentations;
determining a touch point journey for each conversion event, the touch point journey comprising a sequence of one or more of content presentations associated with the conversion event;
calculating one or more first performance indicators for each publisher based on the touch point journeys;
calculating one or more second performance indicators for each publisher based on the history of user activity associated with the content presentations;
calculating a score for each publisher based on the one or more first performance indicators and the one or more second performance indicators, the score comprising an indication of publisher quality; and
based on the calculated scores, facilitating an adjustment of content presentations by the plurality of publishers.
2 . The method of claim 1 , wherein the user activity comprises action taken by users during and after the content presentations.
3 . The method of claim 2 , wherein the action taken by users after the content presentations comprises installing a software application and interacting with the software application.
4 . The method of claim 1 , wherein at least one of the conversion events comprises action encouraged by one or more of the content presentations.
5 . The method of claim 1 , wherein determining the touch point journey comprises:
generating a directed graph in which nodes represent the publishers and edges represent interaction between publishers.
6 . The method of claim 1 , wherein the one or more first performance indicators for a publisher comprise a measure of interaction between the publisher and other publishers.
7 . The method of claim 1 , wherein the one or more second performance indicators for a publisher comprise a measure of user activity associated with content presented by the publisher.
8 . The method of claim 1 , wherein the score is calculated using an isolation forest model.
9 . The method of claim 1 , wherein calculating the score comprises:
calculating a first score comprising an indication of anomalous publisher performance; and
calculating a second score comprising an indication of a favorability of the anomalous publisher performance.
10 . The method of claim 1 , wherein facilitating the adjustment of content presentations comprises preventing a publisher from presenting content.
11 . A system, comprising:
one or more computer processors programmed to perform operations comprising:
obtaining data comprising a history of (i) content presentations by a plurality of publishers on a plurality of client devices and (ii) user activity associated with the content presentations on the client devices;
identifying a plurality of conversion events associated with the content presentations;
determining a touch point journey for each conversion event, the touch point journey comprising a sequence of one or more of content presentations associated with the conversion event;
calculating one or more first performance indicators for each publisher based on the touch point journeys;
calculating one or more second performance indicators for each publisher based on the history of user activity associated with the content presentations;
calculating a score for each publisher based on the one or more first performance indicators and the one or more second performance indicators, the score comprising an indication of publisher quality; and
based on the calculated scores, facilitating an adjustment of content presentations by the plurality of publishers.
12 . The system of claim 11 , wherein the user activity comprises action taken by users during and after the content presentations.
13 . The system of claim 11 , wherein at least one of the conversion events comprises action encouraged by one or more of the content presentations.
14 . The system of claim 11 , wherein determining the touch point journey comprises:
generating a directed graph in which nodes represent the publishers and edges represent interaction between publishers.
15 . The system of claim 11 , wherein the one or more first performance indicators for a publisher comprise a measure of interaction between the publisher and other publishers.
16 . The system of claim 11 , wherein the one or more second performance indicators for a publisher comprise a measure of user activity associated with content presented by the publisher.
17 . The system of claim 11 , wherein the score is calculated using an isolation forest model.
18 . The system of claim 11 , wherein calculating the score comprises:
calculating a first score comprising an indication of anomalous publisher performance; and
calculating a second score comprising an indication of a favorability of the anomalous publisher performance.
19 . The system of claim 11 , wherein facilitating the adjustment of content presentations comprises preventing a publisher from presenting content.
20 . An article, comprising:
a non-transitory computer-readable medium having instructions stored thereon that, when executed by one or more computer processors, cause the computer processors to perform operations comprising:
obtaining data comprising a history of (i) content presentations by a plurality of publishers on a plurality of client devices and (ii) user activity associated with the content presentations on the client devices;
identifying a plurality of conversion events associated with the content presentations;
determining a touch point journey for each conversion event, the touch point journey comprising a sequence of one or more of content presentations associated with the conversion event;
calculating one or more first performance indicators for each publisher based on the touch point journeys;
calculating one or more second performance indicators for each publisher based on the history of user activity associated with the content presentations;
calculating a score for each publisher based on the one or more first performance indicators and the one or more second performance indicators, the score comprising an indication of publisher quality; and
based on the calculated scores, facilitating an adjustment of content presentations by the plurality of publishers.