WO2009067461A1 - Service de mise en correspondance d'adresses ip avec des segments utilisateurs - Google Patents

Service de mise en correspondance d'adresses ip avec des segments utilisateurs Download PDF

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Publication number
WO2009067461A1
WO2009067461A1 PCT/US2008/083939 US2008083939W WO2009067461A1 WO 2009067461 A1 WO2009067461 A1 WO 2009067461A1 US 2008083939 W US2008083939 W US 2008083939W WO 2009067461 A1 WO2009067461 A1 WO 2009067461A1
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WIPO (PCT)
Prior art keywords
subscriber
data
segmentation
isp
address
Prior art date
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PCT/US2008/083939
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English (en)
Inventor
Simon Chamberlain
Harley Giles
Andrew Lientz
Brian Stack
Yacine Abdous
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Experian Marketing Solutions, Inc.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Priority claimed from US11/942,611 external-priority patent/US20090132559A1/en
Priority claimed from US11/942,613 external-priority patent/US7996521B2/en
Application filed by Experian Marketing Solutions, Inc. filed Critical Experian Marketing Solutions, Inc.
Publication of WO2009067461A1 publication Critical patent/WO2009067461A1/fr

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Classifications

    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04H—BROADCAST COMMUNICATION
    • H04H60/00—Arrangements for broadcast applications with a direct linking to broadcast information or broadcast space-time; Broadcast-related systems
    • H04H60/29—Arrangements for monitoring broadcast services or broadcast-related services
    • H04H60/33—Arrangements for monitoring the users' behaviour or opinions
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04H—BROADCAST COMMUNICATION
    • H04H20/00—Arrangements for broadcast or for distribution combined with broadcast
    • H04H20/10—Arrangements for replacing or switching information during the broadcast or the distribution
    • H04H20/103—Transmitter-side switching
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04H—BROADCAST COMMUNICATION
    • H04H20/00—Arrangements for broadcast or for distribution combined with broadcast
    • H04H20/65—Arrangements characterised by transmission systems for broadcast
    • H04H20/76—Wired systems
    • H04H20/82—Wired systems using signals not modulated onto a carrier
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04H—BROADCAST COMMUNICATION
    • H04H60/00—Arrangements for broadcast applications with a direct linking to broadcast information or broadcast space-time; Broadcast-related systems
    • H04H60/29—Arrangements for monitoring broadcast services or broadcast-related services
    • H04H60/31—Arrangements for monitoring the use made of the broadcast services
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04H—BROADCAST COMMUNICATION
    • H04H60/00—Arrangements for broadcast applications with a direct linking to broadcast information or broadcast space-time; Broadcast-related systems
    • H04H60/35—Arrangements for identifying or recognising characteristics with a direct linkage to broadcast information or to broadcast space-time, e.g. for identifying broadcast stations or for identifying users
    • H04H60/46—Arrangements for identifying or recognising characteristics with a direct linkage to broadcast information or to broadcast space-time, e.g. for identifying broadcast stations or for identifying users for recognising users' preferences
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04H—BROADCAST COMMUNICATION
    • H04H60/00—Arrangements for broadcast applications with a direct linking to broadcast information or broadcast space-time; Broadcast-related systems
    • H04H60/61—Arrangements for services using the result of monitoring, identification or recognition covered by groups H04H60/29-H04H60/54
    • H04H60/66—Arrangements for services using the result of monitoring, identification or recognition covered by groups H04H60/29-H04H60/54 for using the result on distributors' side
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L61/00—Network arrangements, protocols or services for addressing or naming
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00—Network arrangements or protocols for supporting network services or applications
    • H04L67/2866—Architectures; Arrangements
    • H04L67/30—Profiles
    • H04L67/306—User profiles

Definitions

  • This disclosure relates to computer-processes for using ISP-collected behavioral data to ascertain preferences of Internet users.
  • this disclosure relates to computer processes for associating particular IP addresses with particular user categories or segments, including but not limited to, behavioral segments.
  • Advertisers are willing to pay more for targeted media, because response rates are demonstrably better, hi fact, recent studies show that advertisements targeted based on the users' past behavior, spending characteristics, demographics, and other data yield superior results when compared to advertisements that are merely contextually placed.
  • Examples of contextual placement include selecting an ad based on the content of the page being viewed or based on a current search query submitted by the user). Most, if not all, digital advertising inventory may soon be sold with a behavioral component.
  • ISPs Internet Service Provider
  • Access providers e.g., Multi-System Operators (MSOs), IPTV Operators, Mobile Operators, Telecommunication Companies, VoIP Operators, etc.
  • MSOs Multi-System Operators
  • IPTV Operators IPTV Operators
  • Mobile Operators Mobile Operators
  • Telecommunication Companies VoIP Operators
  • VoIP Operators etc.
  • ISPs IP-System Operators
  • the following disclosure focuses mainly on ISPs but should be construed as exemplary and for ease of discussion only. It will be understood by those of skill in the art that similar systems and methods can be applied to a broad range of access providers.
  • a system uses behavioral data collected by ISPs to categorize particular ISP subscribers.
  • the behavioral data may, for example, include the identities of particular web sites and/or web pages accessed by particular subscribers, the search queries used by the subscribers to conduct Internet searches, and/or other types of behavioral information.
  • the ISP subscribers are assigned to particular behavioral categories or "segments" using a behavioral segmentation schema that maps particular subscriber behaviors to particular behavioral segments.
  • the ISP subscribers may also be mapped to other segment types, such as demographic segments derived from off-line data about the subscribers. For example, segments may relate to demographic data, consumer spending data, credit data, survey response data, and the like.
  • the mappings of subscribers to these segments are preferably updated over time (e.g., daily, hourly, or in real time) to reflect the most recent data related to the subscribers.
  • the subscriber-to-segment mappings are made available to advertisers and other content targeting entities via a query interface that, for example, supports queries of the form "what are the segment ID(s) associated with IP address X?"
  • a content targeting system that provides all or a portion of the content of the web page may request and retrieve the segmentation data associated with the user's current IP address.
  • the content targeting system may use this information to select an ad or other content to display on the requested page.
  • the user may be unknown to or unrecognized by the content targeting system.
  • the content targeting system/provider can still provide targeted content that is based on the user's past browsing activities. Further, because the ISPs can track all of their subscribers' web site accesses, this content can be selected based on the user's browsing activities across numerous independent web sites.
  • the process of mapping subscribers (and their IP addresses) to behavioral segments is performed using behavioral data collected by each of a plurality of ISPs.
  • This mapping is completed, in various embodiments, by the ISPs and/or an entity separate from the ISPs, referred to as the "segmentation service provider" or "SSP.”
  • SSP Segmentation service provider
  • the resulting mappings of IP addresses to segments from across multiple ISPs can then also be aggregated by the SSP.
  • the SSP provides access to the aggregated subscriber-to-segment mappings using the query interface described above. By aggregating the mappings across many ISPs, the SSP increases its coverage in a given market and therefore the likelihood that it will be able to return subscriber-specific segmentation data for a given IP address.
  • the task of assigning subscribers to segments is performed by the SSP.
  • the SSP provides each ISP with a traffic processing system that collects and preprocesses clickstream data reflective of the internet access activities of the ISP's customers.
  • the ISPs transmit this preprocessed clickstream data (preferably in real time) to a segmentation system operated by the SSP, optionally with attached anonymous demographic data (e.g., household income, age, etc.) corresponding to the associated subscribers.
  • anonymous demographic data e.g., household income, age, etc.
  • the SSP's segmentation system uses the ISP-reported subscriber data to periodically build a mapping of IP addresses to behavioral segments, hi another embodiment, the task of assigning subscribers to segments is performed at the ISP's respective locations using segmentation hardware and/or software supplied by the SSP; in this embodiment, the ISPs preferably transmit the mappings of IP addresses to segments to the SSP. Both approaches may be used in combination. Segmentations relating to non- behavioral data can also be associated with a subscriber by the SSP in much the same way, and, in some embodiments, may be used exclusive of web browsing behavioral data. Indications of the segments to which a subscriber or IP address-holder belong may be referred to as segment IDs in this disclosure.
  • a common segmentation schema is preferably applied across all of the ISPs.
  • the segmentation mappings are effectively standardized across ISPs, meaning that the subscribers of all ISPs are categorized using the same segment definitions and criteria.
  • the SSP may publish the segmentation schema to participating content targeting entities, which may use the schema in the design of their content selection and/or content targeting systems.
  • the SSP may also supply the content targeting entities with an API (application program interface), which may be in the form of a web service interface, for generating requests for segmentation data.
  • API application program interface
  • the system advantageously enables a content provider to provide highly relevant, behaviorally targeted content to a user even if any one or more of the following conditions exists: (1) the user is unknown to or unrecognized by the targeted content provider; (2) the subscriber has never previously accessed a web property of, or associated with, the targeted content provider; (3) the request from the subscriber's browser/computer does not include a cookie, or a least does not include a cookie set by the targeted content provider; (4) the targeted content provider considers its information about a known user to be insufficient; or (5) the SSP has information from the content providers about the subscribers that the content provider may be unable to look up in a timely fashion.
  • These benefits are provided without exposing any information that personally identifies the subscriber (e.g., name, address, or phone number) to the targeted content provider.
  • the SSP's system may update particular IP-to- segment mappings substantially in real time between segmentation builds. For example, the SSP's system may perform a segmentation build (i.e., generate a new set of mappings) every 24 hours, and update selected mappings as real time clickstream data is received from the ISPs. These updates may be performed "on demand" as requests are received from targeted content providers, such that responses to these requests reflect the subscribers' most recent browsing activities. For example, when the SSP's system receives a request for the segment ID(s) associated with a particular IP address/subscriber, it may use any new clickstream data received for this subscriber since the last segmentation build to update the subscriber's IP-to- segment mappings. If the request from the targeted content provider specifies the URL of the page being requested by the subscriber, the SSP may additionally use this URL to update the subscriber's mapping.
  • a segmentation build i.e., generate a new set of mappings
  • These updates may be performed "on demand" as requests are
  • the SSP's system is also capable of generating and serving non-subscriber-specific profile or segment data for EP addresses of non-participating or "out-of-network" ISPs. This may be accomplished in various ways. For example, in one embodiment, each ISP supplies the SSP with collected behavioral data arranged by a postal code, such as a ZIP code. In addition, the SSP may gather non-behavioral data from other sources, such as Experian's INSOURCE SM proprietary database or other proprietary or commercially or publicly available databases. The SSP aggregates this data across ISPs and postal codes, and applies a segmentation process to this aggregated data to assign each postal code to one or more behavioral segment ID(s).
  • the SSP's system looks up all or a portion of the postal code corresponding to the IP address; the SSP then uses this information to look up and return the corresponding location-based segments.
  • the SSP's system may additionally or alternatively return other types of location-based segment/profile data in this scenario, such as demographic segment data obtained from various off-line sources. Further, the SSP may incorporate usage data or recent browsing activity associated with the IP address from the requesting content provider or similar content providers connecting to the SSP system.
  • One aspect of the present disclosure includes a system having a computer data repository that maps specific IP addresses to specific user segments, derived from behavioral data, such as subscriber Internet activity data, from multiple ISPs, demographic data, subscription data, and/or survey data.
  • the system further includes a server that provides network-based access to the computer data repository and accepts requests that identify an IP address and look up from the computer data repository, and return information identifying, one or more user segments corresponding to the EP address, hi an aspect of the disclosure, the system further includes a cache controller in communication with the server, wherein the cache controller provides storage and retrieval of recently accessed user segments associated with a specific IP address from the computer data repository and allows said server to return the information identifying one or more user segments corresponding to said IP address without accessing the computer data repository upon a second request.
  • Another aspect of the present disclosure provides a computer-implemented method of supporting targeting of content to users, including receiving a request that identifies an IP address of an ISP subscriber, determining whether the IP address can be mapped to subscriber-specific segmentation data that is specific to said ISP subscriber, returning at least the subscriber-specific segmentation data to said entity in response to the request, if the IP address maps to a specific subscriber, and, if it does not, identifying a geographic region corresponding to the IP address and returning region-specific segmentation data to the entity in response to the request.
  • a further aspect of this disclosure provides a computer-implemented method of enabling the supply of targeted content to Internet users. It includes using an ISP's subscriber's web site accesses to generate one or more behavioral segmentations associated with the ISP subscriber, supplying an ISP system with a dataset mapping one or more behavioral segmentations to an account ID associated with the ISP subscriber, wherein the ISP system includes a mapping of the account ID to one or more IP addresses associated with the ISP subscriber; accepting a requesting IP address from a content targeting entity, wherein the IP address is associated with a web page request; forwarding the requesting IP address to the ISP system; receiving one or more behavioral segment IDs associated with the unique ID that maps to said requesting IP address; and providing the behavioral segment IDs(s) to said content targeting entity, wherein said content targeting entity can select content for inclusion in said requested web page, based, at least in part, on said one or more behavioral segmentations.
  • Still another aspect of the present disclosure provides method of enabling targeted web site content by accepting an IP address, corresponding to an ISP subscriber system, from which a request has been made for a web page from a requesting party; determining an ISP system associated with the IP address; when the ISP system maintains a segmentation dataset, retrieving one or more subscriber segment IDs from the segmentation dataset that are associated with the IP address; when the ISP system does not maintain a segmentation dataset, identifying a geographic region corresponding to the EP address and determining a location segment ID, based, at least in part, on the geographic region; and providing the location segment ID or the one or more subscriber segment ⁇ D(s) to the requesting party, wherein the requesting party can use the location segment ID or the subscriber segment ID(s) to help select targeted content for said web page.
  • An aspect of the present disclosure sets forth a computer-implemented method of profiling web browsing behavior of an ISP subscriber that: tracks web site accesses of the subscriber across a plurality of web sites over a period of time by analyzing clickstream data collected by an ISP; tracks IP addresses assigned to the subscriber during that period of time; generates a dataset that associates the web site accesses with an account ID of the subscriber; and uses the dataset to map the account ID of the subscriber to a set of one or more behavioral segments based, at least in part, on identities of the plurality of web sites accessed by the subscriber.
  • Another aspect of the present disclosure provides a computer- implemented method of profiling web browsing behavior of an ISP subscriber including the steps of accepting a dataset of web site accesses of an ISP subscriber across a plurality of web sites over a period of time, associated with an account ID; creating a segment dataset by associating said account ID with a set of one or more behavioral segments, based in part upon identities of the web sites accessed by the subscriber; and receiving IP address-to-account ID mappings to enable the set of one or more behavioral segments to be accessed with reference to one or more IP addresses associated with said subscriber.
  • Another aspect of the present disclosure provides a system for profiling web browsing behavior of an ISP subscriber having an input module that can accept a set of traffic data associated with an ISP subscriber, a dataset that defines a plurality of behavioral segments indicative of web browsing behavior, and a segmentation module adapted to utilize the set of traffic data to associate one or more of the plurality of behavior segments with the subscriber.
  • the system may further provide that the set of traffic data utilizes a non- identifying account ID to designate said ISP subscriber.
  • Still another aspect of the present disclosure includes a system for providing subscriber segmentation having an IP mapping module to correlate at least one subscriber ID with at least one currently associated IP address and a segmentation system.
  • the segmentation system includes a subscriber data store capable of maintaining data about a subscriber associated with the subscriber ID and a segmentation module to map the subscriber ID to a set of at least one subscriber-attribute segment BD, identified, at least in part, on the data about the subscriber associated with the subscriber ID.
  • Figure 1 illustrates a high level diagram of the general components of an embodiment of a system as contemplated by the disclosure herein.
  • Figure 2A illustrates a detailed view of an embodiment of a system as contemplated by the disclosure depicting elements involved in building behavioral segmentations.
  • Figure 2B illustrates a detailed view of an embodiment of a system as contemplated by the disclosure depicting elements involved in maintaining segment ID(s) of all types assigned to the correct households.
  • Figure 2C illustrates a detailed view of an embodiment of a system as contemplated by the disclosure depicting elements involved in providing segment ID(s) to a content provider such that a content provider can customize content provided to a specific user.
  • Figure 3 illustrates a flow diagram of an embodiment of a method as contemplated by the disclosure herein.
  • Figure 4 illustrates a flow diagram of an embodiment of a method as contemplated by the disclosure herein.
  • Figure 5 illustrates a flow diagram of an embodiment of a process for providing the segmentation information to advertisers for use in creating targeted advertising.
  • Figure 6 is an illustrative screen shot for an embodiment of a system of the disclosure herein that allows segmentations to be customized.
  • Figure 7 illustrates an embodiment of a system as contemplated by the disclosure depicting elements involved in providing segment ID(s) to a content provider such that a content provider can customize content provided to a specific user.
  • Figure 8 illustrates a flow diagram of an embodiment of a method for providing segmentation information to a targeted content provider.
  • Figure 9 illustrates a flow diagram of a method for dividing a segmentation database to enhance querying efficiency.
  • FIG. 1 depicts a system that generates and serves subscriber-specific and region-specific segmentation data according to one embodiment of the invention.
  • the drawing also illustrates the various entities involved.
  • a segmentation service provider (SSP) 102 works with one or more associated Internet Service Providers (ISPs) 104 to generate subscriber or household level segmentation data for each ISP subscriber 106.
  • the ISPs that participate in this process are referred to as belonging to the SSP's network.
  • many different ISPs that provide Internet access in many different geographic regions are part of the network.
  • the ISPs and SSP also preferably cooperate to generate location-based segmentation data for particular postal codes and/or other geographic regions.
  • the segmentation data generated via these processes is ultimately made available to targeted content providers 108, such as web site operators and advertisers, which use this information to target content to users.
  • the SSP 102 provides each ISP 104 with a behavioral segmentation processing system 112 that is configured to analyze the Internet access activities of ISP subscribers, and to assign the subscribers to particular behavioral segments.
  • This behavioral segmentation process is preferably performed using a "standard" behavioral segmentation schema 110 that is supplied to the ISPs by the SSP.
  • this schema maps particular types of Internet access behaviors, such as particular web site visits and query terms/phrases, to particular behavioral categories or "segments.”
  • the behavioral segmentation data of each subscriber is reported to the SSP's system in association with the IP address currently assigned to the respective subscriber.
  • the task of performing subscriber-level behavioral segmentation is performed in-whole or in-part by the SSP.
  • the SSP may provide some or all of the ISPs with a traffic processing system that generates clickstream data reflective of subscriber actions, and transmits this clickstream data in real time to the SSP's system.
  • the SSP's system may use this data to perform periodic subscriber-level segmentation builds.
  • the SSP may update particular IP-to-segment mappings between segmentation builds to incorporate the most recent clickstream data for the corresponding subscribers.
  • the ISPs also preferably report the subscribers' browsing behaviors to the SSP in association with the respective ZIP or postal codes of the subscribers. This allows the SSP to aggregate behavior data from multiple ISPs and postal codes, and to assign particular postal codes or regions to particular behavioral segments based on the Internet access activities of the subscribers in such regions.
  • the segmentation schema used for this purpose may, but need not, be the same as the schema used for subscriber-level segmentation.
  • the subscriber-level segmentation data (preferably mappings of IP addresses to segments) and the location-based segmentation data (preferably mappings of postal codes to segments) are stored in a global segmentation database 116. These two types of segmentation data may, of course, alternatively be stored in separate databases.
  • the SSP 102 also operates one or more front end servers 118 (one shown).
  • the front end servers implement an API (Application Programming Interface) 120 or other query interface for handling real time requests for segmentation data. These requests typically come from the servers of the targeted content providers 108, such as web site operators and ad serving entities.
  • API Application Programming Interface
  • a targeted content provider's system 108 may receive a request for a web page from an ISP subscriber 106, or may receive a request to serve an advertisement on a web page served to the ISP subscriber by some other entity, (hi either case, the IP address of the subscriber is available to the targeted content provider.) hi response, the targeted content provider's system makes an API call/query to the front end server 118 to request segmentation data corresponding to the IP address. The front end server 118 responds by looking up and returning segmentation data that corresponds to this IP address.
  • This segmentation data may include the identifiers of one or more segments or categories (for example segment ID(s)) that can be used to select targeted content to provide to the user.
  • the SSP system may update the subscriber's IP- to-segment mapping on-the-fly at the time of this request so that the returned segment IDs reflect the most recent browsing behaviors of the subscriber.
  • the returned behavioral segmentation data is typically subscriber-specific, meaning that it is based on the past Internet access behavior of this particular subscriber. If the IP address corresponds to an out-of-network ISP, the behavioral segmentation data returned is location-based segmentation data based on all or a portion of the postal code corresponding to the IP address.
  • a commercially available service such as Quova, Digital Envoy, or Maxmind, may be used to map the IP addresses to ZIP codes, for example
  • the front end server may also return one or more types of non-behavioral segment data for the particular subscriber or region, as described below.
  • the subscriber-level mappings of IP addresses to segments may be stored at the ISP locations to which they correspond, rather than in a central/global database maintained by the SSP.
  • the SSP's front end server 118 may forward this request to the corresponding ISP.
  • the ISP would then respond with the segment ID(s), which the front end server 118 would then return to the requesting targeted content provider.
  • Figure 1 depicts a direct interaction between the targeted content provider and the computers of the ISP subscribers, this need not be the case.
  • the targeted content provider's system 108 may supply the targeted content (such as an advertisement) to a server of a web site operated by a separate entity; this server may then incorporate the content into a web page requested by the subscriber.
  • a given ISP subscriber may frequent gardening web sites, may review a tropical flower blog, and enter search terms such as "orchid” and "plant seed.” These activities may occur across any number of web sites, including web sites that are operated completely independently of one another. Based on this information, the behavioral segmentation system may assign this subscriber (and other subscribers exhibiting similar behaviors) to a "Hobbyist - Gardener" segment.
  • a targeted content provider's system 108 may then use this information (as obtained by requesting segmentation data for the subscriber's IP address) to target the subscriber with ads or other content related to, for example, gardening tools, green house tours, and books on flowers.
  • an advertiser may tag each ad with identifiers for segments to which it corresponds, and use these tags to dynamically select ads to display.
  • the disclosed system enables the content provider to provide highly relevant content to the user even if any one or more of the following conditions exists: (1) the subscriber is unknown to or unrecognized by the targeted content provider's system 108; (2) the subscriber has never previously accessed a web property of, or associated with, this targeted content provider; (3) the request from the subscriber's browser does not include a cookie, or at least does not include a cookie set by the targeted content provider; (4) the information maintained by the targeted content provider would not, by itself, be sufficient to provide meaningful targeted content to the user; or (5) the SSP has information from the content providers about the subscribers that the content provider may be unable to look up in a timely fashion. Further, because no information that personally identifies the subscriber (e.g., name, address, phone number, etc.) is provided to the targeted content provider 108, the subscriber's privacy is maintained.
  • the subscriber's privacy is maintained.
  • an ISP provides the gateway for users to access the Internet, all web site requests, searches, and the like are passed through the ISP's system. In so doing, the ISP may be able to derive data regarding the users' interests. Even more, a third party segment processor can gather the information for users of multiple ISPs and is in an even better position to provide segmentation modeling to categorize the users for marketing and content-delivery purposes.
  • Figure 2A generally shows one ISP system 204 which provides services to a number of ISP subscriber systems 206.
  • the ISP system 204 also connects to a central data system 222 which may be operated by the SSP 102.
  • the ISP system 204 includes one or more managed servers 224 that may include hardware and/or software provided to the ISP by the SSP 102.
  • the managed server 224 can include one or more physical machines, such as servers, operating one or more databases, hi an embodiment, the managed servers 224 reside within an ISP firewall but do not share subscriber identifying information with either the ISP system 204 or the SSP system 222.
  • the ISP system 204 further includes an ISP router 226 and a database of account information 228.
  • This account information may include subscriber names, addresses, billing information, Account IDs and the like.
  • the router 226 When ISP subscribers use their systems 206 to make service requests (such as requesting a web page), the request is transmitted to the router 226 which forwards it to the appropriate server on a network, such as the Internet, hi the illustrated embodiment, the router 226 also stores a copy of the request in a table or database of browsing behavior data 230.
  • This browsing behavior data can then be used in two ways: to perform subscriber-specific segmentation and to perform location-specific segmentation. Each will be described in turn.
  • the managed server 224 may pre-process collected behavioral data using methods such as those described in U.S.
  • the managed servers 224 can utilize the browsing behavior to perform subscriber-level segmentation in which specific subscribers are assigned to particular behavioral segments or categories.
  • the browsing behavior data collected over some window of time e.g., 1 day or 1 week
  • the behavioral segmentation processor 112 of the managed servers 224 is passed to a behavioral segmentation processor 112 of the managed servers 224. Because ISPs commonly assign IP addresses dynamically, the behavioral events (web site accesses, search query submissions, etc.) recorded over time for a given IP address do not necessarily correspond to a single subscriber.
  • the ISP system 204 and/or managed servers 224 preferably track the changes in IP address and associate them with a specific subscriber or household, such as through a persistent key or account ID. This is accomplished, in an embodiment, through the IP-account ID look-up table 230.
  • This look-up table 230 can track usage of multiple devices utilizing different IP addresses for a subscriber, i.e. the look-up table does not need to have a one-to-one correlation. While multiple IP addresses may correlate to a single account, it is less likely that multiple account IDs would be assigned to one IP address at a given time. For example, a subscriber may access the Internet through both a desktop "home" computer, as well as a laptop “work” computer.
  • both Internet access and digital cable television services may utilize IP address-based services, and an ISP may receive both Internet web site requests from a computer and "on demand" television programming requests from a digital cable box. Maintaining this table is described in greater detail with respect to Figure 2B.
  • the behavioral segmentation schema 110 is used to determine which behavioral segments apply to each subscriber. This process may include a straight look-up in which specific web site accesses or search query submissions map to one or more behavior segments. Typically, some threshold level of subscriber activity is required before a subscriber is assigned to a particular behavioral segment. For instance, the subscriber may have to access some threshold number of unique web sites (e.g., 2) in a particular category, or may have to submit some number of search queries falling in a particular category.
  • some threshold level of subscriber activity is required before a subscriber is assigned to a particular behavioral segment. For instance, the subscriber may have to access some threshold number of unique web sites (e.g., 2) in a particular category, or may have to submit some number of search queries falling in a particular category.
  • Other criteria may also be taken into consideration, such as amount of time spent viewing a particular site or page, the content displayed on an accessed page, the percentage of time spent viewing a particular category of site versus another site, etc. Relatively recent events (e.g., those occurring over the last hour or 24 hours) may be given more weight than other events.
  • the subscriber-to-segment mappings resulting from this process are stored in an account-to-segment database 232.
  • This database 232 may be updated periodically (e.g., hourly or daily) to reflect new iterations of the segmentation process. Further, in some embodiments, the mappings may be updated substantially in real time as behavioral data is collected.
  • the managed servers 224 may also or alternatively determine segmentations based on other information, such as demographic information and the like. For example, in an embodiment, segmentations may be created only from demographic data or other data irrespective of browsing behavior.
  • This data may be stored in a database 234 storing "offline data.”
  • the offline data may include demographic data, purchase data, survey data, and the like.
  • the system can utilize any combination of public or proprietary databases.
  • Targeted content providers and/or advertisers may supply client data, such as client lists, personal survey data, or the like; similarly, the SSP and/or ISP can incorporate data from unaffiliated sources, hi an embodiment, some or all of this data can be keyed to a location, such as a postal code.
  • the ISP account information database 228 may provide account IDs tied to the subscriber's postal code. This information can then be combined with the offline data 234 by a demographic segmentation processor 236. The resulting segmentations may be approximations in some instances where the offline data is keyed to postal codes, but, in an embodiment, the resulting segmentations are keyed to the individual accounts. These segmentations can be added to the Account-to- Segment database 232. In an embodiment, this segmentation processing (of behavioral segmentation processor 112 and/or demographic segmentation processor 236) occurs at various times, such as periodically, during system lulls, based on a maximum wait time, triggered by new browsing activity, or the like.
  • the segmentation data stored in the Account-to-Segment Database 232 will be transmitted to the central data system for storage in the global segmentation database 116 at various times. To be useful for external systems, however, the segmentations are generally keyed back to the IP addresses.
  • the IP-Account ID look-up table 230 can thus be used to translate the segmentations (238) and send the resulting IP-keyed segmentation data 240 to the global segmentation database 116. This account to IP address translation may occur more often than the segmentation creation, to help ensure that the IP address currently assigned to the subscriber is reflected in the global segmentation database 116.
  • a portion or all of the account-to-segment database 232 may be translated and sent to the global segmentation database 116. This would preferably be done where the Account ID-IP address translation processor 238 can translate small portions of the account-to-segment database 232 for transmission, thus reducing the processing capacity and bandwidth required to update and transmit the segmentations created by the managed servers 224. For example, only segmentation mappings for one subscriber may need to be updated when that subscriber is assigned a new IP address, such as by resetting his router.
  • the system may provide location-based segmentations. While unreliable for the building of behavioral segments, an IP address alone can be used to establish the country of origin of a current user with a high degree of accuracy, hi some instances, IP addresses can be used to approximate locations of subscribers/users down to the region, city or, in the US, even the postal code level. Thus, if the global segmentation database 116 does not recognize an IP address during a query, it can instead supply location-based segmentation data for the location associated with the IP address. This may occur, for example, when a targeted content provider 108 seeks segmentation information for an out-of-network subscriber 107 (see Figure 1).
  • the browsing behavior 230 of a number of ISP subscribers 106 can be associated with the postal codes, or some other location identifier, of those ISP subscribers (perhaps through the use of ISP account information 228).
  • This location-based data can be gathered from one or more ISP systems 204. hi an embodiment, this location-based data is processed in much the same way as the managed server 224 processes IP-based data.
  • the browsing behavior is keyed to a location identifier, which is generally static, however, the location segmentation typically does not need to deal with the same translation issues for the non-static IP address mappings.
  • the ZIP segmentation processor 114 may combine the browsing behavior 230 from multiple ISPs 104 and may preferably utilize the same behavioral segmentation schema as the managed server's behavioral schema 110 to create behavior segmentations that are keyed by location — typically ZIP code or ZIP+4, in the United States — and stored in a ZIP-to-segment database 242.
  • Offline data 244 can be used to create demographic or other segmentations.
  • the offline data 244 will correlate to offline data 234 in an embodiment; in another, offline data 234 and offline data 244 may be the same and stored in a single location that is accessible by both the managed servers 224 and central data system 222.
  • the ZIP-to-segment data 242 is added to the global segmentation database 116, in an embodiment, allowing a single query to that database to return segmentation data based on either the IP address associated with the query or the approximate or actual location of the IP address or both in various embodiments.
  • the location-based segmentations are primarily used to be able to approximate segmentation for a given ISP subscriber 106 who may (1) subscribe to an ISP 104 that does not provide behavior data to the SSP 102 or (2) may opt out of providing behavior data based on their own browsing behavior. A subscriber 106 may be able to opt out of authorizing use of this information.
  • the ISP account information database 228 may include this opt-in or opt-out information, and the Account ID and/or associated IP address may be flagged to prevent processing of that user's browsing behavior on an individual/household basis.
  • the subscriber's browsing behavior may still be utilized for location-based segmentation processing. In another embodiment, this processing may also be restricted.
  • the processing described herein is representative only. The distribution and management of the various databases and processing modules may change in different embodiments without departing from the spirit of this disclosure.
  • the ISP system 204 may conduct much of the processing on its own hardware, while the segmentation processing provider 102 provides the segmentation schema to the ISP system 204.
  • Databases depicted herein may comprise multiple physical databases, be combined as portions of a single physical database, and the like.
  • Figure 2B illustrates the portions of the system that update the assignments of subscribers to segments and help ensure that IP addresses are associated with the proper segmentations.
  • the ISP system's IP allocation server 246 works with the managed servers 224 to keep the IP address- Account ID look-up table 230 up to date.
  • the ISP system 204 assigns an IP address to the subscriber system 206.
  • this BP address may vary each time a subscriber system connects.
  • the IP allocation server 246 allocates the IP addresses to the ISP subscriber systems 206.
  • the allocation server forwards a copy of this assignment to the EP -Account ID look-up table 230 and the table is updated to reflect that the subscriber system 206 associated with a given account is currently utilizing the new D? address, hi an embodiment, the account-IP translation processor 238 observes this update, and amends the IP-segment database 240, based on the account-segment database 232. This update is then propagated to the global DP database 116. This process allows the account- segment database 232 to remain more stable, and perhaps be rebuilt less while lessening the risk that queries of the global D?
  • IP-segment database 240 would reflect outdated IP-segmentation pairings, hi an embodiment, if the subscriber 206 has opted out of allowing subscriber or household level segmentation processing, the IP-segment database 240 and, in turn, the global IP database 116 may indicate that the currently assigned B? address matches to an opt out code, a null set segmentation, or the like.
  • the central data system 222 will generally provide other parties with access to the segmentation data stored in the global IP database 116. As described above, this may be through a front end server 118, which may include an API 120 or other interface for querying the database 116.
  • a front end server 118 which may include an API 120 or other interface for querying the database 116.
  • the request is typically routed through the ISP system 204' s ISP router 226 to the provider system, such as a web server, hi some cases, this may be a targeted content provider system 208.
  • the provider system 208 may query the central data system 222 to retrieve segmentation data on which to determine what content to provide to the subscriber system 206.
  • the targeted content provider system 208 generally receives only the IP address of the subscriber system making the request. Using this IP address, the content provider system 208 may utilize an API client 248 to submit a query through the front end server's 118 API 120. Such a query may reflect "what segment ID(s) are associated with [X] IP address?” or "is [X] EP address associated with segmentation [Y]?”
  • the front end server queries the global EP database 116 and provides the appropriate response to the targeted content provider system 208.
  • the global EP database should include segmentation data corresponding to the subscriber/household having the currently assigned IP address matching the EP address of the request.
  • associated ISPs are those that supply traffic data and communicate with the segment processor system 104, while those that are not associated do not supply such information.
  • the IP address will typically be translated to an estimated or identified location indicator, such as a postal code, for example a ZIP code or ZEP+4 code, and the global EP database 116 will provide approximated segmentation data based on the location indicator.
  • the targeted content provider system 208 can then use the segmentation data to choose appropriate content to include in the web page or other requested service. This requested content is then provided to the subscriber system 206 through the ISP system 204.
  • This process of looking up and serving the segment data for an EP address preferably occurs substantially in real time (e.g., in less than Vz second).
  • the segmentation data may be supplied to the targeted content provider's system, and associated content selected, before the page is rendered.
  • the global segmentation database 116 is preferably stored entirely within high speed solid state RAM to help provide faster look-ups and reduce request response time, hi order to achieve this RAM distribution cost effectively, the segmentation mappings may be distributed across multiple servers.
  • a subscriber 106 may request the ESPN.com home page, which may include customizable content for the viewer.
  • the request is sent to the ESPN server (targeted content provider system 208) through the ISP router 226.
  • the ESPN server queries the central data system 222 through its front end server 118, using the ESPN server API client 248.
  • the query may represent "Is the subscriber assigned IP address 12.34.56.78 associated with a 'Sports Fan - Baseball' segmentation or a 'Sports Fan - Football' segmentation?" hi the example, the subscriber uses an affiliated ISP system, so his or her data has been analyzed and segment ID(s) have been assigned to IP address 12.34.56.78.
  • the global IP database 116 is checked for the segmentation associations of that IP address and returns, for example, "Sports Fan - Football" to the ESPN server.
  • the ESPN server may then customize the ESPN.com homepage so that the headline story is an NFL story. Another user may instead be included in the "Sports Fan - Baseball" segmentation and be provided with a headline story regarding the upcoming MLB playoff series.
  • the targeted content provider system 208 may be a web server as in the example above, or may be an advertisement provider contracted by a web server.
  • an ISP system may include an internal content selector 252 that accesses the global IP database 116 without being routed through external systems. This content selected 252 may be able to access the managed servers' databases, such as IP-segment database 240 or account-segment database 232, in still another embodiment.
  • An internal content selector 252 may be included in an ISP system providing IP-based television services, for example.
  • each targeted content provider 108 may have a digital signature or other authentication information that is passed with API calls.
  • the front end servers may use this information to limit accesses to the global database and to track queries for billing purposes.
  • the disclosed system and processes do not expose any subscriber identifying information to the other entities involved. Even though managed servers 224 may be provided by the SSP 102, in an embodiment, no subscriber identifying information leaves the ISP system 204 location. As shown in the embodiment of Figures 1, 2A, and 2B, only behavioral data keyed to location identifiers and/or segmentation data keyed to IP addresses leave the ISP location. In other embodiments, full clickstream data — including page requests, search requests, and the like — may be keyed to the account BD and passed to the SSP 102. It is generally preferable to remove identifying information before passing data across any public network to help maintain the privacy of the subscribers.
  • the targeted content provider 108 receives only D? addresses and associated segmentation data. At least in part because D? addresses are not statically assigned to subscribers, it will also be difficult for the SSP 102 to identify specific individuals.
  • Figure 3 depicts a method of initializing and updating the segmentations.
  • a subscriber 106 initiates a login for his system 206 (such as with his login ID and password).
  • the ISP system 204 accepts the login and password and checks it against its subscriber database (block 362). If the login and password indicate a correct subscriber, the ISP system 204 assigns an IP address (block 364) and returns it to the subscriber system 206 to complete the login process (block 366). If the subscriber has not been initialized in the segmentation system, a new account ID may then be generated and associated with the subscriber.
  • the subscriber may already have an account ID that is added to the managed servers 224 look-up table 230. This account ID is then associated with the newly assigned IP address for the subscriber (block 368). It is understood that other system triggers may initiate updates of the look-up table 230. These events may include forced renews by the ISP system 204, expiration of an D? assignment from a DHCP, connection optimizations, and the like. [0074] Continuing to Figure 4, as a subscriber browses web sites, submits search queries, and the like, the requests are brokered through the ISP system 204. For example, a subscriber might make a web site request or enter a search query in block 470.
  • This information is transmitted from the subscriber's system 206 to the ISP system 204.
  • the ISP system 204 does at least two things. One, it relays the user's request to the appropriate web site (block 472) and returns it to the subscriber system 206 for display (block 474). Two, it creates a copy of the user's web site request and stores it in the browsing behavior database 230 (block 476). In block 478, this data is then sent to the segmentation processor 112 to determine behavior segmentations, hi an embodiment, the traffic or behavior segmentations may be augmented with offline data segmentation (such as demographic segmentations) and stored in the account-segment database 232.
  • IP address-account ID look-up table can then be used to create IP-segment database 240 (block 482), which is then forwarded to the central data system 222 (block 484).
  • the central data system 222 uses this data to update the global segmentation database (block 486).
  • the segment ID(s) may be updated with each browsing request captured and copied by the ISP system 204. However, it is unlikely that the segment ID(s) would change greatly with single web site requests. Therefore, in an embodiment, either the ISP system 204 or the managed server 224 or both maintain a record of traffic data associated with a particular account ID for a given amount of time. For example, traffic data for the past twenty-four hours, past week, past month, or the like may be maintained. Then segments may be processed and associated with the account ID for the traffic data from the past twenty four hours, the past week, the most recent twenty-four hours of activity, the most recent week of activity, and the like, up to the amount of data maintained. Further, a given subscriber's segment associations may be updated hourly or substantially in real time as the subscriber engages in new activity.
  • the segmentation process can make use of a look-up table.
  • the behavioral segmentation schema 110 includes segment classifications for various web sites, web pages within web sites, and search term combinations.
  • the behavioral segmentation module 112 may thus compare the traffic data associated with a given account ID to the classifications in the schema 110, and may assign segment ID(s) to the account ID for any matches found, or where some threshold number of matches is found (e.g., three distinct web site accesses within a given segment).
  • demographic data or other offline data 234 may also factor into assigning segment ID(s). For example, an ISP subscriber may visit an electronics store web site, but demographic information may be available indicating that the household income is less than $50,000. In such a case, the ISP subscriber may fit into a "Value Consumer Electronics" segment, rather than a "Premium Consumer Electronics” segment. Traffic data indicating a likely purchase event of a large screen plasma television may alter the segmentation assigned, however.
  • FIG. 5 depicts an embodiment of a process for providing the segmentation information to targeted content providers 108 for use in selecting targeted content.
  • certain web sites may include targeted advertising blocks that are either managed by the web site operator or a separate advertising entity. Rather than placing a consistent advertisement or set of advertisements to all individuals viewing the web site, the operator may wish to provide behaviorally targeted advertisements to those most likely to be interested.
  • a subscriber requests a page that is serviced by an advertiser system 208 (block 590). This request is forwarded to the ISP system 204, which in turn requests the page from the associated web site system 588 (block 592).
  • the web site system forwards the IP address to the advertiser seeking the appropriate advertisement to include in the web site (block 594).
  • the web site operator and advertiser may be the same entity.
  • the advertiser system 208 requests the segmentation data for the IP address from the central data system 222 (this may be through the front end server 118 and API 120, in an embodiment), hi various scenarios, different things may happen at this point.
  • the central data system 222 may check the IP address to determine if it is from an associated — or participating — ISP system (block 598). If it is, the IP address is used to request subscriber-level segmentations from the global segmentation database (block 5100). Whether the IP address is from an associated ISP system 104 or not, the central data system 222 can, in an embodiment, provide location segments (block 5102).
  • the advertiser system 208 uses segmentations to determine an appropriate targeted advertisement at block 5106.
  • the advertisement is provided to the web site operator, who forwards it along with the rest of the web site contents, to the ISP system 204 (block 5108).
  • the advertiser system 208 instead may supply the advertisement directly to the ISP system for forwarding to the subscriber system, while the web site operator forwards the remainder of the web site contents, hi either case, the advertisement and contents of the web site are forwarded by the ISP system 204 to the subscriber system 206 for display at block 5110.
  • a subscriber who has recently spent time reviewing, for example, luxury automobile web sites, may then view a news site that has an advertisement for special financing on a Mercedes Benz in the sidebar.
  • the IP address is from an associated ISP system 204, and the behavior and MOSAIC segments that correspond to that IP address are provided to a requesting targeted content provider system 208.
  • the IP address is not part of an associated ISP system 104, but the IP address can be mapped to a United States ZIP code, a United Kingdom postcode, or the like, behavioral segmentations based on the location, a MOSAIC segment, and/or other location segmentations corresponding to the locality is then provided to the targeted content provider system 208.
  • reasons for this may include, for example, that a subscriber has opted out of being included in the system, the IP address was not mappable for some reason, or a request to the ISP for segmentation information timed out for any reason, hi this case, the advertiser may not receive any segmentation data.
  • the IP address is mapped to the most likely first three digits of a ZIP code or postal code, and that is mapped to a MOSAIC or location-based segment, in an embodiment this is accomplished through the location segmentation module 114.
  • the SSP 102 may also report information regarding the browsing trends of users falling into such a segment. This mapping preferably determines the most likely geographic location so that some information may be reported, rather than allowing returns that do not include segmentation information. Another implementation may attempt to trend the requests for any IP addresses whose locations cannot be determined.
  • the next level includes getting the exact ZIP code or postal code — and in the United States, can include ZIP+4 — but similarly reports a MOSAIC or location-based segmentation, and, optionally, browsing trends of other users in the same ZIP or postal code. In an embodiment, this may require an agreement with the ISP 104 that is associated with the IP address in question, hi an embodiment, a third level returns both location-based segments (like MOSAIC) and behavioral segments. As described above, this can occur when there is an agreement with the ISP system to provide traffic data and store traffic segmentation data.
  • this opt-in procedure may occur through the subscriber's ISP system 204.
  • the SSP 102 possibly through an associated front end server 118 — may provide an opt-in procedure.
  • a subscriber may opt in at different levels or be in control of each specific item of information that can be forwarded to advertisers. For example, a subscriber may allow demographic information, but not credit information or specific web site visits to be reported.
  • the various players in the systems and methods cannot derive subscriber-identifying information.
  • the SSP's central data system 222 cannot connect IP addresses received from the advertiser systems with specific personally identifiable information, or in some instances, even browsing behavior data (or click stream data) that it had previously received because it only receives browsing behavior data from the ISP system associated with a general location identifier.
  • advertisers that query the segment processor receive generic segmentation information in return, unless a subscriber has opted in for them to see specific click stream data.
  • IP addresses are not static, the advertiser is not aware if an IP address on one day is associated with the same subscriber on another day.
  • All of the processes, process steps and components described herein, including those described as being performed by a particular entity such as an ISP, SSP, or targeted content provider, may be embodied in, and fully automated via, software modules executed by one or more general purpose or special purpose computers/processors.
  • the code modules may be stored in any type of computer-readable medium or computer storage device. Some functions may alternatively be implemented in special-purpose hardware to improve performance.
  • the connections between the targeted content provider systems 208, the central data system 222, and the ISP systems 204 may be through any appropriate communications medium, such as a LAN, WAN, the Internet, a wired or wireless network, a satellite network, or the like.
  • the ISP subscribers 106 may generally include individuals or households who typically access the ISPs to gain access to Internet services, digital television services, digital radio services, and the like. Subscribers use their ISP subscriber systems 206 (typically computers, set-top boxes, routers, or the like) to connect to their ISP system 204 through a dial-up connection, a cable modem, a DSL connection, a LAN, a WAN, a WiFi, WiMax, or other wireless network, or the like.
  • ISP subscriber systems 206 typically computers, set-top boxes, routers, or the like
  • an API includes four types of queries: (1) a request for all information held for a particular IP address; (2) a request as to whether a particular EP address is associated with specified attributes; (3) a request for all information held based on some other known attribute, e.g., ZIP code or name and address; and (4) a request as to whether a particular individual based on name and address fits specified attributes.
  • the requests and responses can utilize XML, for example, the following may indicate a type 1 request:
  • ⁇ is in> may indicate behavior segments, and other information, such as demographic information may also be returned in an embodiment.
  • the API includes some measure of authentication (as mentioned briefly above) to restrict access to advertisers, who, for example, have subscribed to the service.
  • This authentication may include IP filtering, passwords, some method of encryption, and/or the like.
  • an authentication process is automatic between the advertiser systems and the API, to help keep the process quick.
  • the API may track what advertisers are accessing the segmentation information, hi an embodiment, accesses through the API may be metered, such as to determine access fees chargeable to each advertiser, or the like. In an embodiment, an API fee may be based on the number of accesses or matches. Higher fees can be levied where both behavior and location segments are reported, in an embodiment, hi an embodiment, a correspondingly lower fee could be charged to reflect the error margin of the IP address to postal code mapping. This revenue could be shared with the ISPs, such as, for example, based on the matches to each ISP's subscriber base. Another option can be to charge a per-site license fee, and/or an ongoing monthly update fee, in an embodiment.
  • the behavior segmentation schema 110 may define likely interests of population segments based on individual or group Internet surfing behavior observed via the ISP.
  • the schema may be built through market research and trending data indicating which webpage and/or search requests are likely to indicate a particular hobby, interest, purchasing need, or the like.
  • the behavior segmentation schema 110 is preferably public or made known to partners, such as targeted content providers, so that the targeted content providers can understand consistent trends in subscribers associated with the same segmentations.
  • the key drivers of the assignment of behavior segmentations generally may be based on the browsing behavior data 230 that the ISP system 204 provides to the managed servers 224 and/or central data system 222, such as, for example, web sites visited and search terms entered.
  • More specific data may also be delivered by the ISPs and used for segmentation, such as, for example, information regarding specific web pages visited at each site, links used (including click-through events for advertisements), estimations or actual observed web site dwell times, and the like.
  • Monitoring of downloads or electronic mail could also be possible, although this would most likely be implemented only with subscribers who choose to "opt in” to such monitoring.
  • an ISP system 204 may also report demographic information, such as age, nationality, income bracket, occupation, and the like, and/or other non-identifying information, which may be stored in the ISP account information database 228. ISPs may gather this information directly from subscribers during service sign-up, separate surveys, and/or the like, as well as indirectly through authorized credit checks, modeling likely characteristics based on non-identifying information supplied, third party data sources, and/or the like.
  • this demographic data or other offline data 234 may provide segmentation data, such as, for example, MOSAIC data, to be determined by the demographic segmentation processor 236.
  • MOSAIC Lifestyle database is a publicly available geodemographic segmentation system developed by Experian and AGS consisting of segments grouped into 60 Lifestyle Clusters (or "types") within 12 Lifestyle Groups. The basic premise of geodemographic segmentation is that people tend to gravitate towards communities with people of similar backgrounds, interests, and means. Thus data that is keyed to postal codes or other location identifiers can be analyzed to provide MOSAIC segmentations.
  • the variables used in the creation of the MOSAIC typology include: race and ethnic origin; age; family status; non-family household types, including college dormitories and military quarters; travel to work; education; employment by industry and occupation; income; forms of income; housing tenure; housing type; vehicle ownership; household size; age of dwelling and tenure.
  • the MOSAIC segmentation schema is refreshed annually based on Census estimates. [0093] In an embodiment, the behavior segmentation schema 110 follows the structure of MOSAIC'S 3 tiered structure.
  • one behavioral segmentation schema may include: "groups,” “types,” and “segments.” Groups provide broad, but simple descriptions that help when interpreting more granular "types.” The types provide much more granularity than "groups” and provide a good level of targeting for an advertiser's broader marketing objectives. Segments can be more granular still. These segments may allow advertisers to create their own segmentation schema (such as by combining different segments to create their own personalized "groups" or segmentations). A behavior segmentation schema that uses a different number of tiers, such as 1, 2, 4 or 5, may alternatively be used. For example, in an embodiment, rather than or in addition to defining custom "groups," an advertiser could create custom "segments,” such as based on specific web site accesses and/or search term combinations.
  • Behavioral segments could, for example, include groups that include a Visited an Automotive Web site group (a subscriber who had visited a web site in an "Automotive” category); a Visited a Retail Web site group (a subscriber who had visited a web site in the a "Shopping & Classifieds” category); and a Visited an Insurance Web site group (a subscriber who had visited a web site in an "Insurance” category).
  • More specific types could then include, for example, a Premium Vehicle Browser type (a subscriber who visited, for example, one ofwww.mercedesbenz.com, www.porsche.com, www.bentley.com, or www.bmw.com); a Consumer Electronics Shopper type (a subscriber who visited one of the web sites in a "Shopping & Classifieds - Appliances & Electronics" sub-category of "Shopping and Classifieds”); and a Travel Insurance Purchaser (a subscriber who visited a specific travel insurance web site or the travel section of a general insurer).
  • a Premium Vehicle Browser type a subscriber who visited, for example, one ofwww.mercedesbenz.com, www.porsche.com, www.bentley.com, or www.bmw.com
  • Consumer Electronics Shopper type a subscriber who visited one of the web sites in a "Shopping & Classifieds - Appliances & Electronics" sub-category of "Shopping and Classifieds”
  • the behavioral segmentation criteria could include, for example, any of a number of individual web sites that have been categorized by the SSP system 202, stored in the mapping database 110, or otherwise created and accessible to the SSP system 202. For example, Hitwise currently has categorized over 1 million web sites in its database. Similarly, any possible search terms may be utilized to create segments. It would also be conceivable to integrate target MOSAIC segments into these custom segments. These segments could be custom groupings selected by an advertiser, for example, based on their own market research or web site or search preferences.
  • Figure 6 illustrates a screenshot that an embodiment of a system as disclosed could provide to allow such custom segmentation.
  • Figure 7 also helps to illustrate the segmentation hierarchy of an embodiment. For example, "groups,” “types,” and “segments” could be displayed in a general tree structure. Check boxes next to each of these can be selected or unchecked to define the segmentation, hi an embodiment, the custom segment may be triggered if a user visits every selected criterion, any of the selected criteria, or some combination thereof. For complex segmentations, additional screens may be required to organize which of the selections are required, which are optional and the like.
  • these behavior segments can be attached to unique IDs in the same manner as any other behavior segment.
  • the central data system 222 may have a filter module or routine that ensures that the custom behavioral segments are reported only to the advertiser that set up such segments.
  • a standard behavioral schema 110 used by the SSP 102 may have behavior segments — possibly at the group level — for "Sports Enthusiast” and "Consumer Electronics Purchaser - Video Games.”
  • a specific advertiser A may wish to find not only people who fall in these two categories, but more specifically individuals who visited both espn.com and visited the Xbox 360 web site.
  • advertiser A requests segmentation information on an IP address used by a subscriber fitting this segment, it may then serve an advertisement for a basketball video game that has licensed the ESPN brand.
  • Advertiser B in the same situation would be notified only that the subscriber falls in the "Sports Enthusiast” and “Consumer Electronics Purchaser - Video Games” segments, and not that the subscriber falls in the custom "ESPN/Xbox Fan” segment.
  • a key differentiation between MOSAIC and behavior segments as contemplated in at least one embodiment is that whereas one household could only fall into one MOSAIC group and one MOSAIC type, it is intended that a household would potentially have multiple behavior segments. These segments can be attached based on behavior observed over some arbitrary period, such as, for example, the most recent one week, two weeks, one month, one yearly quarter, and the like.
  • the timing component for the behavior segments also allows the behavior segments to change over time to be up to date with more recent behaviors expressed by the subscriber. This may also provide for the opportunity to target multiple behavior segments rather than just a single behavior. For example, in an embodiment, an advertiser may be interested in targeting households in the market for both consumer electronics and personal computers, rather than one or the other.
  • each ISP system managed server 224 may maintain control over and store its own segmentation mappings (such as in the IP-segment database 240, and/or account to segment database 232). This may help maintain control of subscriber data within an ISP firewall and aid in compliance with privacy requirements.
  • An example of such an embodiment is illustrated in Figure 7.
  • ISP systems 204, an SSP system 222, and a targeted content provider system 208 are generally in communication across a network, similarly as described with respect to Figures 1 and 2C, for example.
  • SSP system 222 includes front end server 118 that accepts and responds to segmentation requests, such as from targeted content provider 208.
  • the segmentation mappings are stored within the managed server 224 resident as a part of the ISP system 204.
  • SSP system 222 includes an IP- ISP database 721 that maintains information concerning which IP addresses are associated with which ISPs.
  • the front end server 118 thus acts at least in part as a segmentation request hub. It accepts requests for segmentation data related to specific IP addresses, determines to which ISP system(s) they should be directed (using IP-ISP database 721), forwards the requests to the appropriate ISP system(s), and then waits for and forwards the responses, hi an embodiment, the SSP system 242 includes a ZEP-segment database 242 to provide geographic level data for IP addresses that are not associated with a participating ISP system 204 or otherwise are unrecognized.
  • the ISP System 204 includes managed server 224, which includes an account to segment database 232 and an IP-account ID look-up 230. Typically, segmentation requests for a specific IP address from the targeted content provider 208 are forwarded by the front end server 118 to the proper managed server 224. The managed server 224 translates the IP address to the account ID to obtain the proper segment ID(s) and returns them.
  • SSP system 222 includes a cache controller 723.
  • Cache controller 723 stores recently requested IP-segmentation data for quick retrieval. Additionally, one or both of ZIP-segment database and the ISP system's segmentation database can be stored in high speed solid state RAM for retrieval.
  • the cache controller 723 preferably includes a high speed data store.
  • the cache controller may reside entirely within high speed RAM (random access memory).
  • Suitable RAM includes DRAM (Dynamic RAM), SDRAM (Synchronous DRAM), DDR RAM (Double data rate RAM), DDR SDRAM, and the like.
  • the cache controller 723 acts as a gateway for requests by storing the IP address and segmentation datum such as in the form of one or more segment IDs from recent requests. It allows the SSP system 222 to respond to certain requests without querying an ISP system 204's managed server 224.
  • the cache controller 723 may be omitted in some embodiments.
  • the front end server 118 passes the IP address of a request to the cache controller 723. If the IP address is found in the cache controller and the IP address entry is less than, for example, five minutes old, the segment ID(s) stored in the cache can be returned to the requestor, generally saving time over forwarding the IP address query to the proper ISP system over a network and waiting for a response. If the cache controller does not have an entry for the requested IP address or the IP address is too old, the front end server 120 can determine whether the IP address corresponds to an associated ISP, using IP-ISP database 721. The SSP system can then forward the request to the proper ISP/ISP system, wait for a response, and then return the resulting segmentation data, generally one or more segment IDs. If the ISP is not associated with the SSP, the front end server 118 can access the ZIP-segment database 242 to retrieve location-based segmentations, in an embodiment.
  • the front end server 118 will preferably update the cache controller 723 with the IP address and segment ID(s) of the response from a managed server 224. In this way, another request for that IP address, if within the time limit, can be processed by the cache controller 723 without needing to cross networks to ISP systems. This will significantly decrease average segment request response time.
  • the timeout for the cache controller 723 may be shorter or longer than the five minutes provided as an example.
  • the time limit may vary among IP addresses based on ISP association, typical network connection associated with the IP address, or the like. For example, a longer TTL (time to live) value may be used to cache data for cable modem subscribers than for DSL subscribers to reflect the lower frequency with which IP addresses are typically reassigned in cable modem systems.
  • storing the segmentation databases or tables (such as, for example, global segmentation database 116, ZIP to Segment database 242, and/or managed server's account to segment database 232 or IP-Segment database 240) in RAM is a preferred embodiment to help achieve faster response times.
  • segmentation databases or tables such as, for example, global segmentation database 116, ZIP to Segment database 242, and/or managed server's account to segment database 232 or IP-Segment database 240
  • Figure 7 illustrates such an embodiment of account to segment database 232. As shown, account to segment database 232 is distributed across multiple physical servers and/or RAM drives 727 using, for example, a hash algorithm 725 or another algorithm that enables the mappings to be distributed substantially uniformly.
  • RAM drives includes hardware with RAM memory, such as servers, personal computers, or the like.
  • CDBs constant databases
  • each RAM drive or server 727 may include its own hash algorithms for distributing data among the CDBs.
  • FIG. 8 illustrates an exemplary method of responding to a segmentation queiy in accordance with systems as illustrated in Figure 7.
  • Targeted content provider system 208 sends a request for the segment IDs associated with a particular IP address or a similar inquiry keyed to an IP address to SSP system 222 (block 8120).
  • the targeted content provider system 208 may, for example, be an ad server system, a web server system, an interactive television system, or some other type of system that selects targeted content in real time to present to users.
  • the SSP system 222 accepts the request (block 8122). In an embodiment, the request is accepted by the front end server 118.
  • the SSP system 222 checks the cache controller 723 for recent segmentation entries associated with the IP address.
  • the segment ID(s) associated with the IP address are returned to the targeted content provider system 208 (block 8128).
  • the targeted content provider system 208 can then accept the segment response (block 8130) and process the segments to determine specific content, targeted advertising or the like. If there is no current data in the cache controller 723, the SSP system checks to see if the IP address is related to an associated ISP system 204 using an IP-ISP matching database 721 (block 8132).
  • An associated ISP is one that connects to the SSP 222 and helps to provide segmentation data.
  • the SSP system 222 can determine the general location of the IP address and retrieve segmentation based on a geographic area, such as through ZIP-segment database 242 (block 8134). The SSP system 222 then returns the geographic segment ID(s) (block 8136). If the IP address is associated with an associated ISP system 204, the SSP system forwards the query to the appropriate ISP system 204 (block 8138). The ISP System's managed server 224 translates the IP address into a currently tied account ID, for example, using IP-account ID look-up table 230 (block 8140). The account ID is then looked up in the account to segment database 232.
  • a hash function may be used to determine on which of several servers and/or RAM drives the segmentation data is stored (block 8142). Similarly, each RAM drive or server 727 may be partitioned into several CDBs 729, and another hash function can determine which CDB stores the required segmentation information (block 8144). Additional information about the distribution and formatting of segmentation databases is discussed below with respect to Figure 9.
  • the managed server 224 then retrieves the segment rD(s) associated with the account ID (block 8146) and returns the segment ID(s) to the SSP system (block 8148). The SSP system 222 then knows what segment ID(s) are associated with the IP address of the query and stores the information in the cache controller (block 8150).
  • the SSP system 222 then forwards the segment ID(s) to the targeted content provider 208 (block 8152).
  • queries can be handled in a similar manner. For example, “yes” or “no” responses can be determined for queries such as "Is the user associated with IP address [X] part of segment [Y]?"
  • the SSP system can only associate the segments with the IP address and cannot tie the information to any specific individual.
  • the ISP system 204 cannot match specific users to segmentation data due to encryption and double blind features disclosed in U.S. Provisional Application No. 61/105,012, entitled “Systems and Methods for Providing Real Anonymized Marketing Information,” owned by the assignees of the present disclosure and incorporated in its entirety by reference herein.
  • any of a number of segmentation databases can be large datasets that are more efficiently accessed by distributing the data across multiple machines and/or data structures.
  • a global segmentation database 116 is distributed.
  • the global segmentation database 116 data can first be divided by IP address based on ISP associations.
  • each ISP's EP -to- segmentation mappings are stored in RAM on its own server(s) or other hardware.
  • the data can be packed more efficiently by storing the segmentation data associated with multiple ISPs on a single server where they are known to only require a portion of the server, hi some instances, larger ISPs may require multiple servers.
  • the data for such an ISP is preferably split uniformly among the required servers.
  • the central data system 222 distributes the global segmentation database 116 without regard to ISP affiliations of the IP address entries.
  • segment database 9154 resides in persistent memory, such as one or more hard drives, tape drives, optical drives, and the like. Although access to such a segment database 9154 may be relatively slow, the system may use such a database for back-up or applications that are not time-sensitive.
  • the system processes the parameters and allocates the required number of destination servers 9162.
  • the parameters include the size of the segment database 9154 and the amount of memory available on each destination server 9162. It is preferable to distribute the segmentation data uniformly, so that no destination server is overloaded.
  • the system may help assure such uniformity by performing a hash operation on the database keys to create uniform keys (block 9158).
  • the keys may include the IP addresses of entries — such as with the global segmentation database 116 — or Account IDs — such as with Account to Segment database 232.
  • the system can then distribute the segmentation data entries based on a simple operation (block 9160), such as by performing a modulo function on the uniform key based on the selected number of servers to distribute the entries among the destination servers 9162) N - Furthermore, the same or a similar method can be used to distribute data within a RAM drives 727 to multiple CDBs. As an example, as a single CDB is currently limited to 4 GB of data, the segmentation schema above may be needed for larger RAM drives 727 or other hardware. For example, a 14 GB segmentation database 9154 may be included within a single RAM drive 727, and the RAM drive may thus split the 14 GB of data among four CDBs.
  • the system can compute this simply by the function: Ceiling(Source Size/Destination Size), which returns the integer that is greater than or equal to the segment database 9154 size divided by the destination database 9162 size. Using this number with the MOD function separates the uniformly keyed segmentation entries among the CDBs 9162o, 9 ⁇ 62 ⁇ , 9162 2 , and 9162 3 . The data can similarly be accessed through much the same process to determine, quickly and efficiently, where the data can be located.
  • the managed server 224 can process alterations and updates to the segment database 9154, such as processing new subscribers, new subscriber activity, new offline data related to subscribers and the like. Periodically, the CDBs 9162 can then be updated from the segment database 9154. In various embodiments, the CDBs 9162 are updated once a day, twice a day, one a week, dynamically during slow usage times, or the like. In an embodiment, the managed server 224 can both process new segmentation data and hash the data into CDBs 9162 in background processors and hardware. Each newly hashed CDB can then replace its older counterpart in the high speed RAM or server that actually handles segmentation requests.
  • This segmentation schema provides an additional advantage to the disclosed systems and methods because it allows the systems to be linearly scalable or nearly so. Whenever the segmentation databases require more space, additional drives can be added and/or RAM allocated to the system, and the system can rehash the data to allocate a portion of it to the newly added server, drive, or partition such that an even distribution can be maintained. It will be understood by those of ordinary skill in the art that any of the various segmentation databases (116, 232, 240, 242, and the like) disclosed herein, individually or in any combination, can be distributed in this way to servers with varying capacities and including conventional memory, high speed memory, CDBs, or the like.
  • some embodiments of the described systems and methods may provide subscriber-level and location-level behavior segmentations; some may provide subscriber- and location-level demographic segmentations (or other segmentations based on offline data); still others may provide both.
  • the managed servers 224 and/or the central data system 222 may be controlled, in various embodiments, by an independent segmentation service processor 102, an ISP 104, any subsidiary of these, or the like.
  • Various functions and modules also may be distributed among the ISP system 204 and any independent SSP systems differently than described herein.
  • segmentation schema described herein may be privately developed, maintained as proprietary, include publicly available segments, and the like. It is not required that any specific schema, such as the described MOSAIC schema, be used.
  • the ISPs are used for illustrative purposes only, and other service providers may utilize similar services in accordance with the disclosures herein.
  • segmentation and requests may be conducted on the basis of mobile phone numbers, SIM (Subscriber Identity Module) card numbers (such as an ICCID or Integrated Circuit Card ID), Wi-Fi address, Bluetooth address, IMEI (International Mobile Equipment Identity) number, IMSI (International Mobile Subscriber Identity) number, MEID (Mobile Equipment Identifier), and/or the like.
  • SIM Subscriber Identity Module
  • IMEI International Mobile Equipment Identity
  • IMSI International Mobile Subscriber Identity
  • MEID Mobile Equipment Identifier
  • a mobile services provider utilizes a SIM card number to help deliver subscriber requests to a particular mobile smart phone
  • the mobile services provider can track data requests from the phone and utilize that data for behavioral segmentation.
  • the content provider may query the mobile device for its SIM card number. This number could then be passed to the SSP to retrieve associated segmentation data. If the subscriber obtains a new mobile phone and SM card, the new SIM number can then be associated with the past service request data to help maintain accurate behavioral or other segmentation data.
  • Service providers of all types will have some way to locate and to address a relevant subscriber service device, and it will be understood by those of skill in the art how to implement a system according to the present disclosure utilizing these alternative addressing schemes, in addition to or alternatively to IP addresses.

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Abstract

La présente invention concerne un système qui utilise des données comportementales collectées par des ISP (104) et/ou d'autres types de données, telles que des données démographiques et/ou des données d'études, pour catégoriser des abonnés ISP particuliers (106). Les abonnés ISP sont attribués à des catégories particulières ou des « segments » à l'aide d'un schéma de segmentation (110) qui met en correspondance les comportements d'un abonné particulier avec des segments particuliers. Les mises en correspondance abonné-segment (116) sont mises à disposition d'entités de ciblage de contenu (108) via une interface de requête (120) qui, par exemple, prend en charge des requêtes de la forme « quels sont les segments associés à l'adresse IP X ? »
PCT/US2008/083939 2007-11-19 2008-11-18 Service de mise en correspondance d'adresses ip avec des segments utilisateurs WO2009067461A1 (fr)

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US11/942,611 US20090132559A1 (en) 2007-11-19 2007-11-19 Behavioral segmentation using isp-collected behavioral data
US11/942,613 US7996521B2 (en) 2007-11-19 2007-11-19 Service for mapping IP addresses to user segments

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WO2020169968A1 (fr) * 2019-02-20 2020-08-27 Smartpipe Technologies Ltd Segmentation, sur la base d'un serveur, d'informations d'abonné et conversion de format de contenu pour la fourniture de contenu ciblé
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