PERFORMANCE OF AD CAMPAIGNS TARGETING DEMOGRAPHIC AUDIENCES USING THIRD PARTY DATA
The present disclosure describes improving target segments data provided by data management platforms and generating a new target segment that is not available from data management platforms. An advertisement platform compares multiple target segments received from data management platforms. Each of the multiple target segments includes a plurality of items and target group metadata. Then, the advertisement platform retrieves memberships related to the same user or device from the multiple target segments, and determines whether the memberships are logically inconsistent by applying predetermined logical consistency rules. If the memberships are logically inconsistent, the advertisement platform modifies the multiple target segments by eliminating the inconsistent items.
1 . A method for improving audience campaign targeting data, the method comprising:
comparing multiple target segments, each of the multiple target segments including a plurality of items and metadata of the target group;
retrieving memberships related to items representing a same user from the multiple target segments;
determining whether the memberships are logically inconsistent based on target group metadata related to the memberships; and
modifying the multiple target segments by eliminating the items related to the logically inconsistent memberships.
2 . The method of claim 1 , wherein each of the plurality of items includes a user cookie or a device identification.
3 . The method of claim 1 , wherein determining whether the memberships are logically inconsistent based on the target group metadata comprises:
applying predetermined logical consistency rules to the memberships related to the items representing the same user in multiple target segments.
4 . The method of claim 3 , wherein the memberships are logically inconsistent when one of the memberships in one target segment is a mutually exclusive overlapping of other membership of the memberships in other target segments.
5 . The method of claim 1 , further comprising
storing the multiple target segments in distributed data warehouse.
6 . The method of claim 1 , wherein the target group metadata includes demographic information or personal preference.
7 . The method of claim 1 , wherein the eliminating the items related to the logically inconsistent memberships comprises ignoring the items related to the logically inconsistent memberships.
8 . The method of claim 7 , further comprising:
establishing a profile after ignoring the items related to the logically inconsistent memberships.
9 . A method for improving audience campaign targeting data, the method comprising:
integrating multiple target segments, each of the multiple target segments including a plurality of items and metadata of the target group;
retrieving memberships related to items representing a same user from the integrated multiple target segments;
determining whether the memberships are logically inconsistent based on target group metadata related to the memberships;
modifying the integrated multiple target segments by eliminating the items related to logically inconsistent memberships; and
generating a new target segment including a set of items associated with desired targeting criteria, the set of items being selected from the modified integrated multiple target segments.
10 . The method of claim 9 , wherein the new target segment includes a new target group metadata consisting of user characteristics that rarely changes over time.
11 . The method of claim 9 , wherein each of the plurality of items includes a user cookie or a device identification.
12 . The method of claim 9 , wherein determining whether the memberships are logically inconsistent based on the target group metadata:
applying predetermined logical consistency rules to the memberships related to items representing the same user in multiple target segments.
13 . The method of claim 9 , further comprising
storing the multiple target segments in distributed data warehouse.
14 . The method of claim 9 , wherein the target group metadata includes demographic information or personal preference.
15 . A machine-readable non-transitory storage medium having stored thereon a computer program comprising at least one code section for providing advertisements, the at least one code section being executable by a machine for causing the machine to perform a method comprising:
comparing multiple target segments, each of the multiple target segments including a plurality of items and metadata of the target group;
retrieving memberships related to items representing a same user from the multiple target segments;
determining whether the memberships are logically inconsistent based on the target group metadata related to the memberships; and
modifying the multiple target segments by eliminating the items related to the logically inconsistent memberships.
16 . The machine-readable non-transitory storage medium of claim 15 , wherein each of the plurality of items includes a user cookie or a device identification.
17 . The machine-readable non-transitory storage medium of claim 15 , wherein determining whether the memberships are logically inconsistent comprises:
applying predetermined logical consistency rules to the memberships.
18 . The machine-readable non-transitory storage medium of claim 15 , wherein the target group metadata includes a certain number corresponding to each of the target group metadata.
19 . The machine-readable non-transitory storage medium of claim 15 , wherein the method further comprising:
storing the multiple target segments in distributed data warehouse.
20 . The machine-readable non-transitory storage medium of claim 15 , wherein the target group metadata includes a gender and an age range.