System and method for collection of advertising usage information
A system comprises users disposed in various locations within a region, each user associated with an advertisement of an associated web property, each advertisement for enabling visitors to navigate to the associated web property; pods distributed within the region, each user being associated with at least one pod located more proximate to the user than another pod and that stores account information on the advertisement associated with the user; an advertisement channel for receiving a content request from a visitor, for obtaining an advertisement of a web property based on the content request, and for presenting the advertisement to the visitor in response to the content request; and a tag-based tracking mechanism for collecting visitor events if the visitor navigates to the web property and for forwarding visitor data based on the visitor events to the pod associated with the user that is associated with the advertisement.
1. A system comprising:
user computers coupled to a network and disposed in various geographic locations within a region, each user computer being associated with at least one advertisement of an associated web property, each advertisement for enabling visitors to navigate to the associated web property via the advertisement;
remote processing systems, at least one of the remote processing systems comprising a processing device and a data storage device, the remote processing systems coupled to the network and geographically distributed, each user computer being associated with at least one of the remote processing systems that is located more proximate to the user computer than another one of the remote processing systems and that stores account information on the advertisement associated with the user computer, the remote processing systems being geographically disposed apart from each other in varying continental regions;
an advertisement channel coupled to the network and operative to receive a content request from a particular visitor, to obtain a particular advertisement of a particular web property based on the content request, and to present the particular advertisement to the particular visitor in response to the content request, the particular advertisement belonging to an advertisement group, the advertisement group belonging to an advertisement campaign;
a tag-based tracking mechanism operative to collect visitor session data if the particular visitor navigates to the particular web property from the particular advertisement, wherein the tag-based tracking mechanism includes at least one HTML tag on the web property and the at least one HTML tag is operative to request an instrumentation script from a script server, the instrumentation script being operative to collect the visitor session data;
a server operative to receive the visitor session data from the tag-based tracking mechanism, to extract visitor data based on the visitor session data, and further operative to forward the visitor data based on the visitor session data to the one of the remote processing systems associated with the user that is associated with the particular advertisement; and
a campaign optimizer operative to optimize performance of the particular advertisement and of the advertisement campaign based on the visitor session data, the performance including cost efficiency and effectiveness of the particular advertisement and of the advertisement campaign.
2. The system of claim 1 , wherein the user computers include at least one of advertisers and agencies.
3. The system of claim 1 , wherein the account information includes advertisement tracking information.
4. The system of claim 3 , wherein the advertisement tracking information includes at least one of prominence information, rank information, click through rate information, funneling information and conversion information.
5. The system of claim 4 , wherein the advertisement tracking information is based on the particular advertisement, the advertisement group to which the particular advertisement belongs, and the advertisement campaign to which the advertisement group belongs.
6. The system of claim 1 , wherein the content request includes a keyword-based search request.
7. The system of claim 1 , further comprising two advertisement servers coupled to the network, a given one of the two advertisement servers being located more proximate to the advertisement channel and operative to store the advertisements of the user computers.
8. The system of claim 7 , wherein the advertisement channel is operative to send an advertisement request to the given one of the advertisement servers in response to the content request of the particular visitor, and the given one of the advertisement servers is operative to forward one or more advertisements to the advertisement channel in response to the advertisement request.
9. The system of claim 8 , wherein the given one of the advertisement servers is operative to compare the advertisement request against criteria associated with the advertisements to determine which advertisements should be forwarded to the advertisement channel.
10. The system of claim 8 , wherein the given one of the advertisement servers is operative to compare at least one of bid amounts, performance characteristics, and relevance to prioritize the advertisements being forwarded to the advertisement channel.
11. The system of claim 1 , wherein the tag-based tracking mechanism includes at least one of custom code, navigation code and program code on the web property.
12. The system of claim 1 , wherein the instrumentation script is deactivated if the user account is inactive.
13. The system of claim 1 , wherein the instrumentation script is operative to collect at least one of impression events, lead events, browser events, shopper events, conversion events, and revenue events.
14. The system of claim 1 , further comprising a remote processing system collection server coupled to an image server, the image server operative to forward the collected information to a remote processing system collection server coupled to the image server, the remote processing system collection server operative to forward the visitor data based on the collected information to the one of the remote processing systems associated with the user that is associated with the particular advertisement.
15. The system of claim 1 , wherein the HTML tag on the advertisement is operative to direct the visitors to a redirect server, the redirect server being operative to collect event data and redirect the visitors to the associated web property.
16. A computerized method comprising:
providing remote processing systems, at least one of the remote processing systems comprising a processing device and a data storage device, the remote processing systems coupled to a network and geographically distributed within a region where user computers are located, each user computer being associated with at least one advertisement of an associated web property, each advertisement for enabling visitors to navigate to the associated web property via the advertisement, each user computer being associated with at least one of the remote processing systems that is located more proximate to the user computer than another one of the remote processing systems and that stores account information on the advertisement associated with the user computer, the remote processing system being geographically disposed apart from each other in varying continental regions;
electronically receiving by an advertisement channel coupled to the network a content request from a particular visitor;
electronically obtaining by the advertisement channel a particular advertisement of a particular web property based on the content request, the particular advertisement belonging to an advertisement group, the advertisement group belonging to an advertisement campaign;
electronically presenting the particular advertisement to the particular visitor in response to the content request;
collecting by a tag-based tracking mechanism, by a computing device, visitor session data if the particular visitor navigates to the particular web property from the particular advertisement, wherein the tag-based tracking mechanism includes at least one HTML tag on the web property and the at least one HTML tag is operative to request an instrumentation script from a script server, the instrumentation script being operative to collect the visitor session data;
electronically receiving by a server the visitor session data during the collecting;
extracting by the server visitor data based on the visitor session data;
forwarding the visitor data based on the visitor session data to the one of the remote processing systems associated with the user computer that is associated with the particular advertisement; and
optimizing performance of the particular advertisement and of the advertisement campaign based on the visitor session data, the performance including cost efficiency and effectiveness of the particular advertisement and of the advertisement campaign.
17. The method of claim 16 , wherein the user computers include at least one of advertisers and agencies.
18. The method of claim 16 , wherein the account information includes advertisement tracking information.
19. The method of claim 18 , wherein the advertisement tracking information includes at least one of prominence information, rank information, click through rate information, funneling information, conversion information, and revenue information.
20. The method of claim 19 , wherein the advertisement tracking information is based on the particular advertisement, the advertisement group to which the particular advertisement belongs, and the advertisement campaign to which the advertisement group belongs.
21. The method of claim 16 , wherein the content request includes a keyword-based search request.
22. The method of claim 16 , further comprising storing the advertisements of the user computers on a given one of two advertisement servers coupled to the network, the given one of the two advertisement servers being located more proximate to the advertisement channel than the other advertisement server.
23. The method of claim 22 , further comprising
sending by the advertisement channel an advertisement request to the given one of the advertisement servers in response to the content request of the particular visitor; and
forwarding by the given one of the advertisement servers one or more advertisements to the advertisement channel in response to the advertisement request.
24. The method of claim 23 , further comprising
comparing by the given one of the advertisement servers the advertisement request against criteria associated with the advertisements to determine which advertisements should be forwarded to the advertisement channel.
25. The method of claim 23 , further comprising
comparing by the given one of the advertisement servers at least one of bid amounts, performance characteristics, and relevance to prioritize the advertisements being forwarded to the advertisement channel.
26. The method of claim 16 , further comprising deactivating the instrumentation script if the user account is inactive.
27. The method of claim 16 , further comprising
collecting by the instrumentation script at least one of impression events, lead events, browser events, shopper events, conversion events, and revenue events.
28. The method of claim 16 , further comprising
forwarding by an image server the collected information to a remote processing system collection server coupled to the image server; and
forwarding by the remote processing system collection server the visitor data based on the collected information to the one of the remote processing system associated with the user that is associated with the particular advertisement.
29. The method of claim 16 , further comprising
directing by the HTML tag on the advertisement the visitors to a redirect server;
collecting by the redirect server event data; and
redirecting by the redirect server the visitors to the associated web property.
30. The method of claim 16 comprising attributing visitor event information to one or more advertisements.
31. The method of claim 30 wherein attributing visitor event information to a given advertisement comprises attributing to an advertisement that most recently brought a visitor to an advertiser's web property.
32. The method of claim 30 wherein attributing visitor event information to one or more advertisements comprises attributing to one or more advertisements that contributed to a given visitor event.