Multi-dimensional method for optimized delivery of targeted on-line brand advertisements
A method of delivering targeted on-line advertising to an end user of a computer network system comprises creating an advertisement campaign having a plurality of dimensions associated therewith, obtaining end user data based upon engagement of the end user with the network system, profiling advertisement content available on the network system to identify specific items of advertisement content that are compatible with the advertising campaign, for each item of compatible advertisement content, utilizing the end user data and metrics associated with the plurality of dimensions associated with the advertisement campaign to develop an effectiveness measurement, and utilizing the effectiveness measurements to select at least one item of compatible advertisement content for display to the end user.
1. A method of delivering targeted on-line advertising to an end user of a computer network system, the method comprising:
defining, through a network server of the computer network system, an ad targeting criteria associated with an advertising campaign, the ad targeting criteria having a plurality of dimensions, including audience, context, time, placement and engagement, each dimension having a weighting factor (w) and a plurality of metrics associated therewith;
obtaining, by the network server, metrics data for the plurality of metrics, and storing the metrics data in a metrics database;
obtaining, by the network server, end user data based upon engagement of the end user with the computer network system, and storing the end user data in an end user database;
profiling, by the network server, advertisement content available on the computer network system to identify items of advertisement content that are compatible with the ad targeting criteria;
calculating an effectiveness measurement value for each item of compatible advertisement content based upon the end user data and the metrics data using the network server, wherein the effectiveness measurement value comprises a Prime Target Rank (PTR), the PTR being a positive real number, wherein
PTR=w 1 *A+w 2 *C+w 3 *T+w 4 *P+w 5 *E ( w 1 +w 2 +w 3 +w 4 +w 5 =1.0)
A=Audience (positive real number)
C=Context (positive real number)
T=Time (positive real number)
P=Placement (positive real number)
E=Engagement (positive real number);
selecting, by the network server, at least one item of compatible advertisement content based on the effectiveness measurement values; and
delivering the selected compatible advertisement content from the network server to the end user.
2. The method of claim 1 , wherein, each of the plurality of dimensions has specific values associated with the metrics in that dimension by the ad targeting criteria.
3. The method of claim 1 , and further comprising:
comparing the PTR of the advertising campaign with a PTR of at least one other advertising campaign to determine the effectiveness of the advertising campaign.
4. An advertisement delivery system for delivering targeted on-line advertising to an end user of a computer network system, the advertisement delivery system comprising:
a network server in the computer network system, the network server configured to define an ad targeting criteria associated with an advertising campaign, the ad targeting criteria having a plurality of dimensions, including audience, context, time, placement and engagement, each dimension having a weighting factor (w) and a plurality of metrics associated therewith;
a metrics database storing metrics data for the plurality of metrics; and
an end user database storing end user data obtained by the network server based upon engagement of the end user with the computer network system;
the network server further configured to profile advertisement content available on the computer network system to identify items of advertisement content that are compatible with the ad targeting criteria, and to calculate an effectiveness measurement value for each item of compatible advertisement based upon the end user data and the metrics data content using the network server, wherein the effectiveness measurement value comprises a Prime Target Rank (PTR), the PTR being a positive real number, wherein:
PTR=w 1 *A+w 2 *C+w 3 *T+w 4 *P+w 5 *E ( w 1 +w 2 +w 3 +w 4 +w 5 =1.0)
A=Audience (positive real number)
C=Context (positive real number)
T=Time (positive real number)
P=Placement (positive real number)
E=Engagement (positive real number);
the network server further configured to select at least one item of compatible advertisement content based on the effectiveness measurement values, and to deliver the selected compatible advertisement content from the network server to the end user.
5. The advertisement delivery system of claim 4 , wherein the network server compares the PTR of the advertising campaign with a PTR of at least one other advertising campaign to determine the effectiveness of the advertising campaign.
6. The advertisement delivery system of claim 4 , wherein the network server selects at least one item of compatible advertisement content based upon yield criteria.