MEASUREMENT OF EFFECTS OF CONTENT EXPOSURE USING DISTRIBUTED COMPUTATION
Some implementations disclosed herein measure an effect of content exposure (e.g., lift attributable to ad campaign content) by comparing exposed and unexposed conversion (e.g., visit) rates. The measurement processing is distributed between the computing systems used/controlled by different entities: a processing entity and a conversion data collection entity (e.g., a selling entity) so that identifier-level conversion data (e.g., user-level conversion data, device-level conversion data, household-level conversion data, etc.) does not need to leave the conversion data collection entity system(s).
1 . A method comprising:
at a processor within a first computing environment:
determining exposed group data and unexposed group data, the exposed group data identifying user identities of users exposed to content and the unexposed group data identifying user identities of users not exposed to the content;
transmitting the exposed group data and unexposed group data to a second computing environment, wherein the second computing environment is configured to compute aggregate data based on the exposed group data, the unexposed group data, and identifier-level conversion data, wherein the second computing environment is distinct from the first computing environment;
receiving the aggregated data from the second computing environment; and
determining an effect of exposure to the content by comparing exposed and unexposed conversion rates determined based on the received aggregate data.
2 . The method of claim 1 , wherein the first computing environment does not receive the identifier-level conversion data.
3 . The method of claim 1 , wherein the identifier-level conversion data is exclusively maintained within the second computing environment.
4 . The method of claim 1 , wherein the unexposed group is identified by identifying users having one or more attributes matching one or more attributes of users of the exposed group.
5 . The method of claim 4 , wherein the unexposed group is identified based on data received from the second computing environment, wherein the second computing environment generates the data by generalizing the identifier-level conversion data for individual users.
6 . The method of claim 1 , wherein the exposed group data and unexposed group data correspond to a specified time period.
7 . The method of claim 1 further comprising computing multi-touch attribution (MTA) weights and providing the MTA weights to the second computing environment, wherein the second computing environment performs MTA weighted conversions using the MTA weights and the first computing environment is prohibited from accessing the MTA weighted conversions.
8 . The method of claim 1 , wherein the exposed group data and unexposed group data are sent to a module within the second computing environment via an application programming interface (API) call, wherein results are returned via an API response.
9 . The method of claim 1 , wherein the aggregate data comprises aggregate counts of exposed conversions, exposed users, unexposed conversions, unexposed users, standard deviation of conversion for the exposed users, and standard deviation of conversion for the unexposed users.
10 . The method of claim 1 , wherein the aggregate data comprises aggregate counts of, sub-dimension data, comprising exposed conversions, exposed users, unexposed conversions, and unexposed users.
11 . The method of claim 1 , wherein the aggregate data comprises matched rate data.
12 . The method of claim 1 , wherein determining the effect of exposure to the content comprises determining incremental lift attributable to ad campaign content by comparing the exposed and the unexposed conversion rates determined based on the received aggregate data.
13 . The method of claim 12 , wherein the incremental lift is calculated as a percentage increase between an exposed conversion rate and an unexposed conversion rate based on exposed conversions, exposed users, unexposed conversions, and unexposed users.
14 . The method of claim 1 , wherein the aggregate data comprises data identifying some identifier-level data without revealing conversion-specific data.
15 . The method of claim 1 , wherein:
the first computing environment comprises information that is confidentially maintained for a first business entity; and
the second computing environment comprises information that is confidentially maintained for a second business entity different than the first business entity.
16 . The method of claim 1 , further comprising:
sending a list of one or more attributes to the second computing environment, wherein the second computing environment appends its own identifier-level-specific data with the attributes, at the identifier level; and
sending a communication to the second computing environment regarding an insight associated with the one or more attributes; and
receiving a response to the communication comprising the insight, wherein the response does not provide identifier-level-specific data.
17 . An electronic device comprising:
a non-transitory computer-readable storage medium; and
one or more processors coupled to the non-transitory computer-readable storage medium, wherein the non-transitory computer-readable storage medium comprises program instructions that, when executed on the one or more processors, cause the system to perform operations comprising:
determining exposed group data and unexposed group data, the exposed group data identifying user identities of users exposed to content and the unexposed group data identifying user identities of users not exposed to the content;
transmitting the exposed group data and unexposed group data to a second computing environment, wherein the second computing environment is configured to compute aggregate data based on the exposed group data, the unexposed group data, and identifier-level conversion data, wherein the second computing environment is distinct from the first computing environment;
receiving the aggregated data from the second computing environment; and
determining an effect of exposure to the content by comparing exposed and unexposed conversion rates determined based on the received aggregate data.
18 . The electronic device of claim 17 , wherein the first computing environment does not receive the identifier-level conversion data.
19 . The electronic device of claim 17 , wherein the identifier-level conversion data is exclusively maintained within the second computing environment.
20 . The electronic device of claim 17 , wherein the unexposed group is identified by identifying users having one or more attributes matching one or more attributes of users of the exposed group.
21 . The electronic device of claim 20 , wherein the unexposed group is identified based on data received from the second computing environment, wherein the second computing environment generates the data by generalizing the identifier-level conversion data for individual users.
22 . A non-transitory computer-readable storage medium, storing program instructions computer-executable on a computer to perform operations comprising:
determining exposed group data and unexposed group data, the exposed group data identifying user identities of users exposed to content and the unexposed group data identifying user identities of users not exposed to the content;
transmitting the exposed group data and unexposed group data to a second computing environment, wherein the second computing environment is configured to compute aggregate data based on the exposed group data, the unexposed group data, and identifier-level conversion data, wherein the second computing environment is distinct from the first computing environment;
receiving the aggregated data from the second computing environment; and
determining an effect of exposure to the content by comparing exposed and unexposed conversion rates determined based on the received aggregate data.