WO2014012118A2 - Détermination de mesure de services de publicité améliorée - Google Patents

Détermination de mesure de services de publicité améliorée Download PDF

Info

Publication number
WO2014012118A2
WO2014012118A2 PCT/US2013/050572 US2013050572W WO2014012118A2 WO 2014012118 A2 WO2014012118 A2 WO 2014012118A2 US 2013050572 W US2013050572 W US 2013050572W WO 2014012118 A2 WO2014012118 A2 WO 2014012118A2
Authority
WO
WIPO (PCT)
Prior art keywords
user
browser
information
registration
advertiser
Prior art date
Application number
PCT/US2013/050572
Other languages
English (en)
Other versions
WO2014012118A3 (fr
Inventor
Martin Smith
Ron Hill
Greg Neal
David Olson
Original Assignee
Trueffect, 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 US13/934,204 external-priority patent/US20140108131A1/en
Application filed by Trueffect, Inc. filed Critical Trueffect, Inc.
Priority to AU2013289916A priority Critical patent/AU2013289916A1/en
Priority to CN201380043688.5A priority patent/CN104641389A/zh
Priority to EP13817503.9A priority patent/EP2873050A4/fr
Priority to CA2879152A priority patent/CA2879152A1/fr
Publication of WO2014012118A2 publication Critical patent/WO2014012118A2/fr
Publication of WO2014012118A3 publication Critical patent/WO2014012118A3/fr
Priority to HK15111428.2A priority patent/HK1210851A1/xx

Links

Classifications

    • 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

Definitions

  • Implementations described herein relate generally to systems, methods, and processes for counting the unique viewers of internet ads. For example, implementations relate to determining whether a single user has been exposed and/or interacted with an ad one or more times from a single or multiple devices (work computer, home computer, tablet, smartphone, etc.) and/or multiple locations (work, home, other). Additionally, reports can be generated that demonstrate how many of the customers of that advertiser don't accept or regularly delete cookies.
  • Internet advertising counting methodologies have generally relied on internet cookies to track the users to determine how many times they have been exposed to ads. More specifically, the counting methodologies have generally relied on third-party internet cookie tracking because the vast majority of tracking companies utilize cookies within their own domain to serve internet ads and track the performance. In many cases, information from an advertiser site domain is transferred to the ad server site domain via the third-party cookies to be used for ad targeting purposes. Internet users are becoming increasingly aware of the data transfer and object to the transfer without their knowledge and permission.
  • first-party cookie counting is less susceptible to automated cookie blocking and deletion than third-party cookie counting because users are more comfortable with cookies from companies they know and trust.
  • automated cookie deletion programs such as anti- spy ware programs are focused on known tracking companies and generally leave first-party cookies alone.
  • internet browsers can be set to:
  • First-Party cookies can get rejected or deleted by the browser but are less likely to get deleted because they are associated with a specific advertiser rather than an unknown company or third-parry ad server.
  • a process to provide reach and/or frequency calculations is provided.
  • a multiple-step process successively refines a reach calculation by adding:
  • a method comprises comprising: receiving persistent browser information from a client system at an adserver, wherein the persistent browser information is set within a domain of an advertiser and the adserver is operating within the domain of the advertiser; receiving at least one of (i) system information related to the client system and (ii) registration information related to a user of the client system from the domain of the advertiser; and determining advertising metrics based on the persistent browser information and at least one of the of (i) the system information and (ii) the registration information.
  • a system comprises an adserving server configured to: receive persistent browser information from a client system, wherein the persistent browser information of the client system is set within a domain of an advertiser and the adserving server is operating within the domain of the advertiser; receive at least one of (i) system information related to the client system and (ii) registration information related to a user of the client system from the domain of the advertiser; and determine advertising metrics based on the persistent browser information and at least one of the of (i) the system information and (ii) the registration information.
  • a system and method of using browser and/or device information to identify a user and/or device is provided.
  • a method comprises: receiving persistent browser information from a client system at an adserver, wherein the persistent browser information is set within a domain of an advertiser and the adserver is operating within the domain of the advertiser; receiving at least one of (i) system information related to the client system and (ii) registration information related to a user of the client system from the domain of the advertiser; and identifying a user on the client system based on the persistent browser information and at least one of the of (i) the system information and (ii) the registration information.
  • a system comprises an adserving server configured to: receive persistent browser information from a client system, wherein the persistent browser information of the client system is set within a domain of an advertiser and the adserving server is operating within the domain of the advertiser; receive at least one of (i) system information related to the client system and (ii) registration information related to a user of the client system from the domain of the advertiser; and identify a user on the client system based on the persistent browser information and at least one of the of (i) the system information and (ii) the registration information.
  • a system of caching (for example, memory or other data storage caching) is provided using adserving information to serve one or more
  • a method comprises identifying a user location; logging at least one attribute of the user location; importing a user identifier from a secondary system; comparing at least one attribute of one or more plurality of log records to at least one attribute of the user location; and sorting the plurality of log records based on the attribute comparison.
  • a system comprises one or more devices configured to identify a user location; log at least one attribute of the user location in a non-transitory data log; import a user identifier from a secondary non-transitory data storage system; compare at least one attribute of one or more plurality of log records to at least one attribute of the user location; and sort the plurality of log records based on the attribute comparison.
  • Figure 1 illustrates an example ad serving operating environment.
  • Figure 2 is a flow chart of scenarios of browser security settings
  • Figure 3 is a comparison of first-party ad server setup (domain) to third-party ad server setup (domain).
  • Figure 4 has example reports with the data collected and potential charts depicting the path analysis of a user on different devices and across different locations.
  • Figure 5 illustrates a general purpose computing system in which various operations described herein may execute.
  • Figure 6 illustrates example operations used for determining one or more metrics related to advertisement serving.
  • Figure 7 shows an example implementation of an ad serving environment in which a plurality of identifiers are used in targeting an advertisement to be provided to a user.
  • Figure 8 shows another example implementation of an ad serving environment in which a browser and/or device fingerprint identifier is used in targeting an advertisement to be provided to a user.
  • Figure 9 shows another example implementation of an ad serving environment in which a pixel firing measurement is performed.
  • Figure 10 illustrates an example of a first party advertisement serving environment.
  • Figure 11 illustrates another example of a first party advertisement serving environment.
  • Figure 12 illustrates yet another example first party advertisement serving environment.
  • Figure 13 illustrates example operations of a method of serving an advertisement.
  • United States patent number 7,904,520 entitled “First Party Advertisement Serving" issued March 8, 2011 to Neal et al. describes various first-party advertisement serving techniques and is incorporated by reference herein in its entirety. As described herein, these techniques can be useful in improved measurement of advertisement serving, such as determinations of advertisement reach and frequency. Ad counts based on cookies set in the first-party domain of the advertiser, for example, can be used in determining various measurements related to advertisement serving.
  • a First-Party measurement system may be much less likely as impacted by cookie blockings or deletions as third-party measurement systems, a
  • measurement model is provided that, in one implementation, comprehends systematically a normalized measurement capability as the measurement landscape becomes increasingly challenging.
  • a model that comprehends one or more factors that impact measurement accuracy and provides advertisers one or more robust and empirical ways to understand performance of their advertising, make effective attribution and media investment decisions is provided.
  • a production validation methodology provides normalized measurement across the following response dimensions:
  • MMA use a new/old cookie technique to track users for reach and frequency counting.
  • this technique if no cookie is present, a new cookie is set and the impression and reach are counted, but the technique does not look for a previous impression to link for multi-impression tracking. If a cookie is present, however, the cookie's status is changed to old and then the impression and the reach is counted. The technique also looks back in the log files for a previous ad exposure for multi-impression counting.
  • This technique enables an ad serving company to track ad exposure and frequency to a specific browser to allow for strategic ad rotation as well as Return on Investment (ROI) calculations by a publisher site.
  • ROI Return on Investment
  • cookies are blocked or deleted by any one of the above mentioned processes, the reach numbers will be much higher because new cookies look like unique users and frequency numbers will be understated because it appears that ads are displayed to multiple users not just one. For example, one person that has their browser set to reject cookies seeing the same ad twice in two different internet surfing sessions will be counted as being two people (reach) seeing the add one time each (frequency) whereas they should be counted as one person with a frequency of two.
  • the flawed standard new/old cookie setting and reach calculation process is supplemented by including the addition of: 1) Identification numbers added to log files of a first-party cookie;
  • a user identifier is a standard cookie with an ID set on a browser by an ad server.
  • the user identifier comprises a combination of a server number and a sequence ID generated by an algorithm in each server.
  • An alternate user identifier (e.g., Alt_User_ID) is provided to a client device (e.g., by TCP/IP communications in conjunction with HTTP headers) and is created in one or more log files (e.g., from an IP address and a user agent string (e.g., operating system, browser brand and version)).
  • the alternate user identifier may include a device and/or browser "fingerprint" that includes information that can be used to identify a device and/or browser in use on the device.
  • Non-limiting information that may be used to assemble a "fingerprint" for the device and/or browser may include information such as a user agent (including browser type (e.g., Internet Explorer, Chrome, Apple Safari, Firefox, etc., version, operating system), plug in(s) present, fonts, screen resolution, color depth (e.g., 16, 32 bit, etc.), computer settings, Internet Protocol address, MAC address, or other information that can be obtained or derived from the device and/or browser.
  • a user agent including browser type (e.g., Internet Explorer, Chrome, Apple Safari, Firefox, etc., version, operating system), plug in(s) present, fonts, screen resolution, color depth (e.g., 16, 32 bit, etc.), computer settings, Internet Protocol address, MAC address, or other information that can be obtained or derived from the device and/or browser.
  • a registration identifier (e.g., Registration_ID) is set by one or more site-side systems as a first-party cookie and is read/writeable by the other systems in the First-Party domain space.
  • a Customer Management System leverages user registration information to create a cookie with a unique customer identifier. Scenarios ( Figure 1)
  • Figure 1 shows an example ad serving operating environment.
  • one or more devices 100 such as but not limited to the work computer, home computer, tablet and smart phone devices shown, connect to various web sites on a network (e.g., the Internet) via a browser 150 operating on the one or more devices 100.
  • the devices 100 may connect to a publisher web site 200, an ad server web site 250 and/or an advertiser web site 300 via the browser 150.
  • the browser may provide registration information data to the advertiser web 300 site to establish credentials when accessing the advertiser web site 300.
  • the registration information data may be used, for example to log in or otherwise inform the web site of the identity of the user and/or establish credentials with the web site.
  • the browser 150 may be set at various privacy settings, such as accept all cookies, reject third party cookies but accept first party cookies or reject all cookies.
  • a user has their browser set to accept all cookies (101) and the user already has a User_ID (102).
  • An Alt_User_ID is then created in a log file (103) and the following reports are generated: 1) User_ID reach and frequency reports (105); 2) Alt_User_ID reach and frequency reports (106); 3) User Device reports (107); 4) user cookie deletion reports (108).
  • a subsequent check is made for a Registration_ID (109). If one is found, the
  • Registration_ID is added to the log file (110) and the following reports are generated: 1)
  • Registration_ID reach and frequency reports (113); 2) User Device Reports (114); 3) User Location reports (115); 4) user cookie deletion reports (116).
  • a user has their browser set to accept all cookies and the user already has a User_ID (102).
  • the Alt_User_ID is then created in the log file (103) and the following reports are generated: 1) User_ID reach and frequency reports (105); 2) Alt_User_ID reach and frequency reports (106); 3) User Device reports (107); 4) User cookie deletion reports (108).
  • a subsequent check is made for the Registration_ID (109).
  • the User_ID cookie is set and the Alt_User_ID is then created in the log file (104) and the following reports are generated: 1) User_ID reach and frequency reports (105); 2) Alt_User_ID reach and frequency reports (106); 3) User Device reports (107); 4) Cookie Deletion report (108).
  • a subsequent check is made for the Registration_ID (109). If one is found, the Registration_ID is added to the log file (110) and the following reports are generated: 1) Registration_ID reach and frequency reports (113); 2) User Device Reports (114); 3) User Location reports (115); 4) user cookie deletion reports (116).
  • a user has their browser set to accept all cookies and the user does not have a User_ID.
  • the User_ID cookie is set and the Alt_User_ID is then created in the log file and the following reports are generated: 1) User_ID reach and frequency reports; 2) Alt_User_ID reach and frequency reports; 3) User Device reports.
  • a subsequent check is made for the Registration_ID (109). If one is not found, nothing happens unless the user visits the advertiser site (111) and gets an Registration_ID in which case the Registration_ID is added to the log file (112) and the following reports are generated: 1) Registration_ID reach and frequency reports (113); 2) User Device Reports (114); 3) User Location reports (115); 4) user cookie deletion reports (116).
  • user has their browser set to reject third-party cookies (101).
  • the Alt_User_ID is created in the log file (203) and the following reports are generated: 1) User_ID reach and frequency reports (205); 2) Alt_User_ID reach and frequency reports (206); 3) User Device reports (207); 4) Cookie Deletion reports (208).
  • a subsequent check is made for the Registration_ID (209). If one is found, the Registration_ID is added to the log file (210) and the following reports are generated: 1) Registration_ID reach and frequency reports (213); 2) User Device Reports (214); 3) User Location reports (215); 4) user cookie deletion reports (216).
  • user has their browser set to reject third-party cookies (101). If the User_ID does not exist (202), the Alt_User_ID is created in the log file (204) and the following reports are generated: 1) User_ID reach and frequency reports (205); 2) Alt_User_ID reach and frequency reports (206); 3) User Device reports (207); 4) Cookie Deletion reports (208). A subsequent check is made for the Registration_ID (209). If one is found, the
  • Registration_ID is added to the log file (210) and the following reports are generated: 1) Registration_ID reach and frequency reports (213); 2) User Device Reports (214); 3) User Location reports (215); 4) user cookie deletion reports (216).
  • a user has their browser set to reject third-party cookies (101). If the User_ID does not exist (202), the Alt_User_ID is created in the log file (204) and the following reports are generated: 1) User_ID reach and frequency reports (205); 2) Alt_User_ID reach and frequency reports (206); 3) User Device reports (207) 4) Cookie Deletion reports (208). A subsequent check is made for the Registration_ID (209).
  • Registration_ID is added to the log file (212) and the following reports are generated: 1) Registration_ID reach and frequency reports (213); 2) User Device Reports (214); 3) User Location reports (215); 4) user cookie deletion reports (216).
  • user has their browser set to reject all cookies (101).
  • the Alt_User_ID is created in the log file (303) and the following reports are generated: 1) User_ID reach and frequency reports (305); 2) Alt_User_ID reach and frequency reports (306); 3) User Device reports (307); 4) Cookie Deletion reports (308).
  • a subsequent check is made for the Registration_ID (309). If one is found, the Registration_ID is added to the log file (310) and the following reports are generated: 1) Registration_ID reach and frequency reports (313); 2) User Device Reports (314); 3) User Location reports (315); 4) user cookie deletion reports (316).
  • a user has their browser set to reject all cookies (101). If the User_ID does not exist (302), the Alt_User_ID is created in the log file (304) and the following reports are generated: 1) User_ID reach and frequency reports (305); 2) Alt_User_ID reach and frequency reports (306); 3) User Device reports (307) 4) Cookie Deletion reports (308). A subsequent check is made for the Registration_ID (309).
  • Registration_ID is added to the log file (312) and the following reports are generated: 1) Registration_ID reach and frequency reports (313); 2) User Device Reports (314); 3) User Location reports (315); 4) user cookie deletion reports (316).
  • Figure 3 provides a comparison of a first-party ad serving system to a third-party ad serving system.
  • first party and third party systems A distinction between first party and third party systems is that a first-party ad server (550) acts on behalf of the advertiser (600) and can read and write cookies in the advertiser domain (Domainl.com) or sub-domain (ad.Domainl.com).
  • the third-party ad serving model the third-party ad server (850) sets cookies in their own domain (Domain3.com) and does not work on behalf of the advertiser (900).
  • Third-party cookie ad servers are targeted by many anti-spyware programs for deletion and are susceptible third-party cookie blocking and rejection in browsers.
  • a campaign reporting system includes users surfing the web, ads served to their browsers, cookies accepted, rejected or deleted by/from their browsers, a database that logs files with the associated user cookie and ad information and a reporting system that uses cookies to track users and report on the reach and frequency of those ads.
  • Internet Ads are typically controlled by cookies placed on the browser and enable the ad serving company to control which ads are viewed by the user.
  • Internet browsers continue to evolve and new devices continue to be introduced that can take advantage of internet access.
  • Cookie-type functionality is also evolving into files and databases as evidenced, but not limited to, the growing popularity of companies using Adobe FlashTM Local Shared Objects and
  • the process of the ad being served captures the unique cookie ID along with other user system data (IP Address, Browser Type, etc.) and the ad information (ad name, campaign, site, width/height, site section, etc.).
  • the log files are processed to generate reports to show how many ads were served and then the reach of those ads (unique users) and frequency of those ads to the users as well as the actions by the users (click through, purchase, etc.).
  • Cookies can be used to control the reach and frequency of the ads to help optimize the mix and increase the ROI of the campaign. If cookies are rejected or deleted it makes the reach and frequency reporting less accurate because many new cookies are served and subsequently counted as first impressions and unique users.
  • the user rejects third-party cookies but accepts first-party cookies there are a few scenarios: 1) when the user visits the Domainl.com website the user will receive a first-party cookie. 2) When the user visits a different domain site the user will be viewed as a third-party and will be able to read the first-party Domain cookie (Ad.domainl.com) but any cookie writing will be rejected.
  • the log files will capture a "new" cookie when the cookie is set on the first- party domain and continue to count accurately for each third-party ad serve on the external domain. If the external domain is the first time the user is seen, the Domainl.com cookie will not be set because it will be viewed as a third-party cookie to the external domain.
  • This difference can be significant because if the cookies are set in the first-party domain (ad.Domainl.com) they can be read in the third-party domain (200) even if the browser is set to not accept third-party cookies.
  • the log files will also be updated with new->old cookies and reach will be counted correctly in this scenario, making the first-party ad serving process more accurate for reporting and optimization purposes.
  • the third-party ad serving and counting process and the first-party ad serving and counting process will be similar but there could be counting discrepancies when the user accesses the web from different locations or devices. For example, a user may login from work (110) and then surf the web and view ads and then go home, login and view ads on a separate computer (120), tablet (130), or smartphone (140). In this scenario the standard reach and frequency counting process would count a reach of 2 and a frequency of one even though the same ad was viewed on both systems and should be counted as a reach of one and frequency of two.
  • a first-party system using the Alt_User_ID would see different User_ID's and different Alt_User_ID's but the same Registration_ID and could link the user across locations (IP addresses) and systems (work computer, home computer, tablet or smartphone).
  • IP addresses IP addresses
  • systems work computer, home computer, tablet or smartphone.
  • an enhanced counting process could correctly count the reach and frequency while standard third-party counting techniques could be significantly different.
  • a new reach and frequency counting process works in a first-party cookie mode and captures multiple data points to help counting accuracy whether the user has their browser set to accept or reject cookies, there is a cookie deletion action by a the user or an anti-spam/spyware system or they use different forms of access such as work computer, home computer, tablet and smartphone.
  • Fig. 1 depicts an example ad serving environment.
  • an advertisement serving system works on behalf of an advertiser and generates ad tags that are then placed by a publisher advertising system into purchased media inventory.
  • the web page can have many calls to different servers for content.
  • the browser sends a request to the advertisement server (250) along with a number of headers. These headers help the browser and the hosting server determine the best way to provide the requested information.
  • the user agent string is included in one of the headers provided from the browser.
  • the user agent string from Microsoft Internet Explorer 9, by default, provides the following information to the server:
  • Trident Token (Trident/5.0) (User-Agent: Mozilla/5.0 (compatible; MSIE 9.0;
  • Fig. 6 shows example operations of a process 600 for determining data related to advertisement serving operations.
  • the process 600 may be performed to determine statistics such as, but not limited to, impression frequency, reach, site overlap, path analysis and the like.
  • the process generates source data logs in operation 602.
  • the source data logs may include all or a subset of transaction data collected in an advertisement serving process, such as for a campaign or within a particular domain.
  • the transaction data for example, comprises all or a subset of impressions, clicks, and pings.
  • the data may further include name value pairs from the raw data.
  • the source data logs can then be loaded into an analysis system, such as into staging tables, in operation 604.
  • the data is organized into sets for analysis.
  • the sets may be organized around one or more advertising campaigns (e.g., by a campaign ID), an advertisement serving domain, such as for first party advertisement serving, (e.g., by a domain ID), around a start date, an end date and/or a date range, or by any other set organization useful for analysis.
  • the analysis system analyzes the source data logs (e.g., from the staging tables) in a variety of manners.
  • the analysis system performs the data analysis against a cookie, such as described above with respect to the standard new/old cookie paradigm.
  • the analysis system performs data analysis against alternate user ID data (e.g., data that can be used to identify a user by browser or client device as described above).
  • the analysis system performs data analysis against registration identification information (e.g., a Registration ID) that is readable and/or writeable in the first party domain space within a first party advertisement scheme.
  • registration identification information e.g., a Registration ID
  • the results of operation 606 are then compared to the results of operations 608 and/or 610 to create a normalized data set in operation 612.
  • the normalized data set for example, can be used to identify instances in which cookies (or other persistent browser information) may have been blocked or deleted.
  • the normalized data thus, provides improved measurement over standard new/old cookie analysis schemes.
  • operation 608 or operation 610 may be performed in isolation or both operations 608 and 610 may be performed and the results compared to the results of operation 606.
  • results of a standard cookie analysis may be compared to an analysis performed using alternate user information (operation 608) and/or an analysis performed using registration identification information (operation 610).
  • Figure 7 shows an example implementation of an ad serving environment in which a plurality of identifiers are used in targeting an advertisement to be provided to a user.
  • the ad serving environment may use two or more of the user identifier, the alternate user identifier and the registration user identifier described herein as well as any number of other identifiers, including derivatives of those or other identifiers.
  • one or more devices 100 A such as but not limited to the work computer, home computer, tablet and smart phone devices shown, connect to various web sites on a network (e.g., the Internet) via a browser 150A operating on the one or more devices 100A.
  • the devices 100A may connect to a publisher web site 200A, an ad server web site 250A and/or an advertiser web site via the browser 150A.
  • a rendering engine executing on rendering server 450A provides a placeholder tag in the browser 150A of one or more of the devices 100A.
  • First party information (cookie or other data elements), if present at the device 100A (e.g., in browser 150A), are identified and provided to an ad server 400A.
  • the ad server 400A accesses memory cache server 250A (or other data storage device such as a database, disc storage or the like) to match one or more elements of the first party information and a unique (or semi-unique) browser fingerprint detail.
  • the memory cache server 250A and/or the ad server 400A identify and/or selects two or more identifiers, such as a user identifier, an alternate user identifier (e.g., a browser fingerprint) and/or a registration information identifier, to use to identify one or more advertisements from an advertiser database 300A or other external data provider data sets 350A to provide to the ad server 400A for targeting engine/creative selection decisioning as well as measurement counting accuracy.
  • the ad server 400A determines whether to provide any additional or replacement identifiers and/or first party data elements back to the browser 150A to be used for relatively more relevant and/or accurate targeting information for targeting and creative selection to serve advertisements.
  • Figure 8 shows another example implementation of an ad serving environment in which a browser and/or device fingerprint identifier is used in targeting an advertisement to be provided to a user.
  • the fingerprint identifier may be used alone or with one or more other identifiers.
  • one or more devices 100B such as but not limited to the work computer, home computer, tablet and smart phone devices shown, connect to various web sites on a network (e.g., the Internet) via a browser 150B operating on the one or more devices 100B.
  • the devices 100B may connect to a publisher web site 200B, an ad server web site 250BA and/or an advertiser web site via the browser 150B.
  • a rendering engine executing on rendering server provides a placeholder tag in the browser 150B of one or more of the devices 100B as described above with respect to Figure 7.
  • Browser and/or device fingerprint elements are used to create a unique (or semi-unique) fingerprint key (e.g., a universal key) for the browser 150B and/or device 100B.
  • the fingerprint key may be stored in the browser 150B or the elements may be provided to an ad/meta data server 250B, which can use the elements to create on or more keys for use in an ad serving process.
  • the fingerprint key may be a universally unique key or sufficiently distinct to statistically sufficiently distinguish a wide sampling of devices and/or browsers for the purpose of serving ads.
  • first party data elements e.g., cookie or other data
  • first party data elements may be forward to the ad/meta data server 250B as well.
  • the ad/meta data server 250B selects universal key or fingerprint key records for targeting from an advertiser database 300B or from any other third party data provider 350B.
  • New targeting information e.g., based on fingerprint selections
  • the ad server 250B may also determine whether to provide any additional information such as identifiers and/or first party data elements back to the browser 150B to be used for relatively more relevant and/or accurate targeting information for targeting and creative selection to serve advertisements.
  • Figure 9 shows another example implementation of an ad serving environment in which a pixel firing measurement is performed.
  • one or more devices lOOC such as but not limited to the work computer, home computer, tablet and smart phone devices shown, connect to various web sites on a network (e.g., the Internet) via a browser 150C operating on the one or more devices lOOC.
  • the devices lOOC may connect to a publisher web site 200C, an ad server web site and/or an advertiser web site via the browser 150C.
  • a rendering engine executing on rendering server 450C provides a placeholder tag in the browser 150C of one or more of the devices lOOC.
  • First party information (cookie or other data elements), if present at the device lOOC (e.g., in browser 150C), are identified and provided to an ad server 400C.
  • Browser and/or device fingerprint elements are also identified and provided to the ad server 400C.
  • the ad server 400C accesses memory cache server 250C (or other data storage device such as a database, disc storage or the like) to match one or more elements of the first party information and a unique (or semi-unique) browser fingerprint detail.
  • the fingerprint key or detail may be a universally unique key or sufficiently distinct to statistically sufficiently distinguish a wide sampling of devices and/or browsers for the purpose of serving ads.
  • the memory cache server 250C and/or the ad server 400C identify and/or select one or more identifiers, such as a user identifier, an alternate user identifier (e.g., a browser fingerprint) and/or a registration information identifier, to use to identify one or more identifiers, such as a user identifier, an alternate user identifier (e.g., a browser fingerprint) and/or a registration information identifier, to use to identify one or more identifiers, such as a user identifier, an alternate user identifier (e.g., a browser fingerprint) and/or a registration information identifier, to use to identify one or more identifiers, such as a user identifier, an alternate user identifier (e.g., a browser fingerprint) and/or a registration information identifier, to use to identify one or more identifiers, such as a user identifier, an alternate user identifier (e.g., a browser fingerprint) and/or
  • memory cache server 300C can identify appropriate pixel(s) to fire on a browser 150C (either advertiser, publisher, or other) to ensure accurate counting and measurement via using an appropriate primary key set and closing a loop.
  • the ad server 400C receives decisioning pixel identifiers to send back to the browser 150C one or more instructions to fire one or more determined measurement pixel(s).
  • Fig. 5 is a schematic diagram of a computing device 1000 upon which a creatives management or deployment system may be implemented.
  • implementations include various steps. A variety of these steps may be performed by hardware components or may be embodied in machine-executable instructions, which may be used to cause a general- purpose or special-purpose processor programmed with the instructions to perform the steps. Alternatively, the steps may be performed by a combination of hardware, software, and/or firmware.
  • FIG. 5 illustrates an exemplary system useful in implementations of the described technology.
  • a general purpose computer system 1000 is capable of executing a computer program product to execute a computer process. Data and program files may be input to the computer system 1000, which reads the files and executes the programs therein.
  • Some of the elements of a general purpose computer system 1000 are shown in FIG. 5 wherein a processor 1002 is shown having an input/output (I/O) section 1004, a Central Processing Unit (CPU) 1006, and a memory section 1008.
  • I/O input/output
  • CPU Central Processing Unit
  • the computer system 1000 may be a conventional computer, a distributed computer, or any other type of computer.
  • the described technology is optionally implemented in software devices loaded in memory 1008, stored on a configured DVD/CD-ROM 1010 or storage unit 1012, and/or communicated via a wired or wireless network link 1014 on a carrier signal, thereby
  • the I/O section 1004 is connected to one or more user-interface devices (e.g., a keyboard 1016 and a display unit 1018), a disk storage unit 1012, and a disk drive unit 1020.
  • the disk drive unit 1020 is a DVD/CD-ROM drive unit capable of reading the DVD/CD-ROM medium 1010, which typically contains programs and data 1022.
  • Computer program products containing mechanisms to effectuate the systems and methods in accordance with the described technology may reside in the memory section 1008, on a disk storage unit 1012, or on the DVD/CD-ROM medium 1010 of such a system 1000.
  • a disk drive unit 1020 may be replaced or supplemented by a floppy drive unit, a tape drive unit, or other storage medium drive unit.
  • the network adapter 1024 is capable of connecting the computer system to a network via the network link 1014, through which the computer system can receive instructions and data embodied in a carrier wave. Examples of such systems include SPARC systems offered by Sun Microsystems, Inc., personal computers offered by Dell Corporation and by other manufacturers of Intel-compatible personal computers, PowerPC -based computing systems, ARM-based computing systems and other systems running a UNIX-based or other operating system. It should be understood that computing systems may also embody devices such as Personal Digital Assistants (PDAs), mobile phones, gaming consoles, set top boxes, etc.
  • PDAs Personal Digital Assistants
  • the computer system 1000 When used in a LAN-networking environment, the computer system 1000 is connected (by wired connection or wirelessly) to a local network through the network interface or adapter 1024, which is one type of communications device.
  • the computer system 1000 When used in a WAN- networking environment, the computer system 1000 typically includes a modem, a network adapter, or any other type of communications device for establishing communications over the wide area network.
  • program modules depicted relative to the computer system 1000 or portions thereof may be stored in a remote memory storage device. It is appreciated that the network connections shown are exemplary and other means of and communications devices for establishing a communications link between the computers may be used.
  • software instructions and data directed toward operating the subsystems may reside on the disk storage unit 1012, disk drive unit 1020 or other storage medium units coupled to the computer system. Said software instructions may also be executed by CPU 1006.
  • the implementations described herein are implemented as logical steps in one or more computer systems.
  • the logical operations are implemented (1) as a sequence of processor- implemented steps executing in one or more computer systems and (2) as interconnected machine or circuit modules within one or more computer systems.
  • the implementation is a matter of choice, dependent on the performance requirements of a particular computer system. Accordingly, the logical operations making up the embodiments and/or implementations described herein are referred to variously as operations, steps, objects, or modules.
  • logical operations may be performed in any order, unless explicitly claimed otherwise or a specific order is inherently necessitated by the claim language.
  • the implementations described herein are implemented as logical steps in one or more computer systems.
  • the logical operations are implemented (1) as a sequence of processor- implemented steps executing in one or more computer systems and (2) as interconnected machine or circuit modules within one or more computer systems.
  • the implementation is a matter of choice, dependent on the performance requirements of the computer system being used. Accordingly, the logical operations making up the implementations described herein are referred to variously as operations, steps, objects, or modules.
  • logical operations may be performed in any order, unless explicitly claimed otherwise or a specific order is inherently necessitated by the claim language.
  • articles of manufacture are provided as computer program products.
  • One implementation of a computer program product provides a transitory or non-transitory computer program storage medium readable by a computer system and encoding a computer program.
  • Another implementation of a computer program product may be provided in a computer data signal embodied in a carrier wave by a computing system and encoding the computer program.
  • implementations described herein are provided as follows. These are merely examples of systems and methods that may be used with systems and methods described herein, such as but not limited to metric determination, user identification, fingerprinting (e.g., browser and/or device fingerprinting), memory or other storage caching and the like.
  • a first party advertisement serving environment in which an adserver shares a domain of an advertiser is provided. Since the adserver shares the advertiser's domain, the adserver has first party access to cookies set by the advertiser and can thus read and write to the advertiser's cookie data set on a user's browser. Even if the user has blocked the use of third party cookies via his browser security settings, the adserver can read and write to first party cookies of the advertiser without being blocked by the security settings. Further, such first party cookies of an advertiser are less likely to be considered spyware and blocked or deleted by an anti-spyware program. Thus, the adserver operating within the domain of the advertiser can provide advertisement services that might not be available to a third party adserver.
  • an advertiser provides access to one of its sub-domains to an adserver.
  • the adserver can then serve web pages and components of web pages (for example, advertisements) from the sub-domain to which it was granted access by the advertiser.
  • a cookie originally written by a web server of the advertiser is available to be read and written to by a web server of the adserver.
  • a computer user who modifies browser options in order to block the setting of third party cookies will not block the reading of cookies by a sub-domain because the cookies were set in the first party context on the advertiser's site.
  • the environment includes a web browser, an advertiser web site having an associated domain and web server, a first party cookie, a publisher web site, and an adserver serving advertisements into the publisher web site.
  • the associated web server sets the first party cookie to the browser.
  • the browser accesses the publisher web site that contains advertisements served by the adserver, the browser sends the advertiser's cookie to the adserver and requests an advertisement.
  • the adserver receives cookies because the adserver' s domain is a sub-domain of the advertiser's domain.
  • the adserver reads the cookie and based on the cookie value sends the requested content back to the browser. Further explanation of this process can be found in RFC 2109 entitled HTTP State Management Mechanism.
  • the use and deployment of web servers and cookie technology is structured so that an advertiser's Customer Relationship Management (CRM) system can fully utilize the real time data gathered and shared by both the advertiser and the adservers through shared cookies. Because both the advertiser and the adserver read and write to the same cookies, data can be shared in real-time. Delays caused by current methods of periodically synchronizing adserver and advertiser data (e.g., overnight cookie synchronization) are eliminated or at least reduced.
  • CRM Customer Relationship Management
  • the adserver that is serving web advertising from within an advertiser domain is not limited to serving advertisements depicting the primary advertiser. Instead, the adserver can serve advertisements from one or more other companies (or fourth parties). If the fourth parties have pre-existing relationships with the advertiser (e.g., marketing partnerships, cross-selling agreements, joint ventures, etc.) both the advertiser and fourth parties can reap the extra benefits of having the fourth party advertisements be served from within a sub-domain of the advertiser.
  • the fourth parties have pre-existing relationships with the advertiser (e.g., marketing partnerships, cross-selling agreements, joint ventures, etc.) both the advertiser and fourth parties can reap the extra benefits of having the fourth party advertisements be served from within a sub-domain of the advertiser.
  • the adserver can serve e-mail advertising via the first party domain of the advertiser.
  • the e-mail advertisements originate from within the domain of the advertiser, which may be a trusted e-mail provider of its customers.
  • the e-mail advertisement may thus be delivered as a trusted or approved e-mail message directly to an in-box of its customers instead of being blocked by spam filtering.
  • a virgin domain is set up by an adserver.
  • a web server is configured within a virgin domain and no set-cookie options are selected.
  • no cookies will be created in the future - and no cookies were previously created by any web server within this virgin domain - the virgin domain remains free of cookies as does any advertising served from the virgin domain.
  • a cookie-less advertisement serving environment has therefore been created for the adserver. Although no cookies are used, the environment still provides for the impression and click reporting functions on the performance of advertisements, which can be used in further advertising selection.
  • FIG. 10 illustrates a block diagram of an example system 500 showing first party advertisement serving.
  • a user operates a web browser 502 that includes one or more cookies 504.
  • the web browser 502 may be resident on any digital media addressable device, such as but not limited to a personal computer, a laptop computer, a handheld device (e.g., a cell phone, an MP3 player, a blackberry, a personal data assistant), or the like.
  • the user directs the browser 502 to a web site 506, such as "www.website.com," via the browser 502.
  • the web site 506 is served by a publisher 508, which is responsible for the overall content of the web site 506.
  • the browser 502 sends a request to the publisher 508 for content of the web site 506 served by that publisher 508.
  • the publisher 508 serves the web site 506 by providing content for at least a portion of the site. As described above, if one or more of the cookies 504 had previously been set by the publisher 508, the one or more of the cookies 504 set by the publisher 508 is forwarded to the publisher 508 along with the request.
  • the web site 506 also includes a banner advertisement 510 served by an adserver 512.
  • the adserver 512 is associated with at least one advertiser 514 and provides advertisements in the banner 510 on behalf of the at least one advertiser 514.
  • One or more other components of the web site may be served by a content provider other than the publisher 508, such as another advertiser or other content provider.
  • the adserver 512 shares a domain 516 with the advertiser 514. In this
  • the advertiser has a domain 516 of "advertiser.com,” and the adserver 512 is assigned a sub-domain of the advertiser's domain, i.e., "ads.advertiser.com.” Since the adserver 512 shares the domain of the advertiser 514, the adserver 512 has first party access to a cookie that has been previously been set by the advertiser 514. Thus, if the user has previously made a purchase on a web site published by the advertiser 514, the advertiser site may have set a cookie on the user's browser 502 identifying the user as a customer. The browser 502 then sends a copy of the cookie set by the advertiser 514 to the adserver 512 along with a request for content for the banner advertisement 510.
  • an advertiser 514 can provide sub-domain access to an adserver 512.
  • the advertiser 514 uses its domain name service (DNS) servers to delegate or redirect sub-domain DNS requests to adserver DNS servers.
  • DNS domain name service
  • This process is called DNS delegation.
  • DNS Name Server
  • the advertiser 514 can point their host name to the adserver' s Internet Protocol (IP) address by means of an Address Record (or "A Record”) in the advertiser DNS servers.
  • IP Internet Protocol
  • the adserver' s hardware and software are co-located within the advertiser's infrastructure or co-located on the same network as the advertiser's infrastructure.
  • an adserver DNS server When an adserver DNS server receives a redirect, it takes the logical name of a sub-domain sent from the advertiser DNS server (e.g., "ads.companyname.com") and resolves it into an adserver IP address. For example, "ads.companyname.com” would be resolved into an IP address, such as "216.150.209.230.”
  • a browser request for the web site e.g., "ads.companyname.com”
  • ads.companyname.com travels to the advertiser DNS server and then to the adserver DNS server.
  • the adserver DNS server would return the IP address "216.150.209.230" to the browser.
  • the browser After receiving the associated IP address, the browser sends any cookies associated with the domain ".advertiser.com” along with the web page request to the associated IP address.
  • DNS delegation for example, is that it can seamlessly integrate with an adserver' s existing proprietary solutions for load-balancing and fail-over of advertisement serving.
  • the adserver 512 receives the request to serve the advertiser banner 510 and determines an advertisement for displaying in the banner 510.
  • the adserver 512 may determine an appropriate content for the advertising banner 510 depending upon at least one value of a cookie received from the browser 502.
  • the adserver 512 may recognize cookie values identified for advertisement selection that the advertiser' s web server originally placed in the cookie. For example, if an advertiser's web server recognizes that a particular customer who is visiting the advertiser' s web site is a high value customer.
  • the advertiser 514 previously communicated with an adserver 512 to convey the rule that whenever the adserver 512 encounters cookie data with
  • the adserver 512 should recognize that it is dealing with a high value customer of the advertiser 514 and should serve advertising appropriate to such a customer.
  • the "Target” cookie value can be reset by the advertiser's web server to reflect the customer's current value status. For instance, the customer may be a "medium_value” customer when he first accesses the advertiser's web site, but then makes a large purchase.
  • the advertiser's web server can update the customer's status to "high_value” and then reset the cookie information accordingly.
  • the updated cookie value will instantaneously cause a "high_value" advertisement to be returned from the adserver' s web server to the customer's browser 502.
  • the adserver 512 is serving web advertising from within the domain 516 of the advertiser 514
  • the adserverl 12 may not be not limited to serving advertisements on behalf of the primary advertiser 514. Instead, the adserver 512 can serve advertisements from one or more other companies (or fourth parties). If the fourth parties have pre-existing relationships with the advertiser 514 (e.g., marketing partnerships, cross-selling agreements, joint ventures, etc.) both the advertiser 514 and fourth parties can reap the extra benefits of having the fourth party advertisements be served from within a sub-domain of the advertiser 514.
  • the user's browser is directed to a web site of the advertiser 514, which is located within the advertiser's domain "advertiser.com.”
  • FIG. 11 illustrates another example of a first party advertisement serving environment 600.
  • the figure includes three columns.
  • the first column includes four representations of a computer workstation 602 representing a computer user and a web browser. Although a workstation is shown in FIG. 11, the browser can be running from any
  • each representation of the workstation represents the same workstation, but at a later time.
  • the first workstation representation might occur in Hour 1, the second in Hour 2, etc.
  • the second column includes representations of a web site 604 that the browser in column 1 is viewing at a given time.
  • the third column contains
  • a user directs her web browser to the "http://home.lender.com” web site. She then completes a "Request Loan” web form and the Lender web server sets a cookie on her browser containing the completed information.
  • Lender the advertiser, enters into an arrangement with Adserver to serve banner advertisements on publisher web sites "publisherl.com” and “publisher2.com.”
  • Lender and Adserver configure their servers and DNS servers according to an implementation described above.
  • Adserver has a domain of "ads.lender.com” that is a sub-domain of the advertiser Lender's domain
  • “publisherl.com” that includes a banner advertisement for Lender that is served by Adserver. Because the user's browser already contains a cookie for the domain lender.com created in Hour 1 by the lender web server, the cookie is sent by the browser to the Adserver web server along with a request for the banner advertisement. The Adserver web server reads the cookie and recognizes that the customer has a pending loan application. In response, the Adserver web server sends "Banner 1" advertisement back to the web browser.
  • Hour 3 the user visits “lender.com” again and this time selects a rate of 4%. This information is added to the "lender.com” cookie by the Lender web server.
  • Hour 4 the user directs her browser to the second publisher web site "publisher2.com,” which also contains a Lender banner advertisement. The browser sends the lender.com cookie to the Adserver web server requesting the banner advertisement. The Adserver web server reads the cookie and recognizes that the rate or 4% as set by the Lender web server in Hour 3. In response, the Adserver web server sends "Banner 4" back to the web browser.
  • FIG. 12 illustrates yet another example first party advertisement environment 700.
  • the environment 700 includes a plurality of web sites 702, 704, and 706.
  • Each of the web sites 702, 704, and 706 are hosted by a publisher (e.g., CNN, MSN, and yahoo).
  • two of the web sites 702 and 704 include a component 708 and 710 served by advertisers 714 and 716, respectively.
  • the web site 702, for example, includes a banner advertisement 708 served by an advertiser 714, such as "Advertiser 1".
  • the third web site 706 includes a component 712, which is served by a third party adserver 718.
  • the web site when a user directs her browser to the web site 702, the web site includes a link directing the browser to an address within the logical domain of the advertiser 714 to retrieve an advertisement for the banner advertisement 708.
  • the domain of "Advertiser 1" is ".advertiserl.com”
  • the web site might include a link to a sub-domain of Advertiser 1, such as "ads.advertiserl.com.”
  • the browser sends a request to the "ads.advertiserl.com” sub-domain.
  • the request is forwarded to a DNS server associated with the "advertiserl.com” domain, which includes a name server (NS) redirector 720.
  • the NS redirector 720 directs the request of to a DNS server associated with the adserver 718, which in turn resolves the sub-domain
  • ads.advertiserl.com to an IP address of the adserver 718.
  • the adserver 718 shares the domain of the advertiser 714 and thus has first party access to read and write to cookie data stored on the user's browser as if the adserver 718 were the advertiser 714.
  • web site 704 includes a banner advertisement 710 and a link to a logical domain of another advertiser 716 (e.g., "Advertiser 2") to retrieve an advertisement for the banner advertisement 710.
  • a link to a sub-domain of Advertiser 2 such as
  • the browser sends a request to the "ads.advertiser2.com” sub-domain.
  • the request is forwarded to a DNS server associated with the "advertiser2.com” domain, which includes a name server (NS) redirector 722.
  • the NS redirector 722 redirects the request to a DNS server associated with the adserver 718, which in turn resolves the sub-domain "ads.advertiser2.com” to an IP address of the adserver 718.
  • another adserver may service the banner advertisement 710 on behalf of Advertiser 2.
  • a third web site 706 includes another banner advertisement 712 and a link directly to the adserver 718 to service the banner advertisement 712 on the web site 706.
  • the adserver 718 acts as a typical third party adserver on behalf of the web site 706.
  • the adserver 718 shown in FIG. 12 acts as a first party advertisement service for the web pages 702 and 704, but acts as a third party advertisement service for the web page 706.
  • the adserver 718 may also support secure socket layer (SSL) protocol (e.g., HTTPS://) to at least one of the advertisers 714 and 716.
  • SSL secure socket layer
  • the adserver can use a certificate of the advertiser to enable SSL communication.
  • the advertiser may purchase an SSL certificate for the sub-domain "ads.advertiser.com” and supply the adserver with the certificate to match the sub-domain delegated to the adserver and the parent domain of the advertiser.
  • FIG. 13 illustrates example operations 800 of a method of serving an
  • a user directs a browser to a web site hosted by a publisher and including a component such as a banner advertisement served by an adserver in operation 802.
  • the user may, for example, enter a uniform resource locator (URL) or an Internet Protocol address in the browser to direct the browser to a desired web site.
  • the web site includes a link to the publisher for retrieving content for the web site and a link to the adserver to retrieve an advertisement for a component of the web site, such as a banner advertisement.
  • the browser accesses the web site, the browser sends a content request to the publisher via the link from the web site for content in operation 804.
  • the publisher responds to the content request by providing content for the web site to the browser in operation 806.
  • the browser also sends an advertisement serving request directed to a sub-domain of an advertiser via the link to request advertising content in operation 808.
  • the request is routed to a DNS server of a parent domain of the advertiser in operation 810.
  • the DNS server redirects the advertisement serving request to a DNS server of the sub-domain that is associated with the adserver serving the banner advertisement of the web site in operation 812.
  • infrastructure associated with the sub-domain may be co-located with infrastructure of the parent domain of the advertiser, may be co-located on a private network, may be accessible via a public network (e.g., the Internet), or the like.
  • the advertisement serving request may be redirected by a DNS server of the parent domain of the advertiser in a number of ways.
  • DNS delegation is used in which a name server (NS) record in the DNS server points to a DNS server of the adserver.
  • NS name server
  • the advertisement serving request directed to the sub-domain is received by the DNS server of the advertiser and forwarded to the adserver via an NS record that points to a DNS server of the adserver.
  • the following example instructions could be added, for example, to a domain zone file for a domain "advertiser.com" under which an advertiser wants its first party cookies to be served.
  • the sub-domain "ads.advertiser.com” would be assigned to the adserver, which would assign IP addresses of its system to the name “ads.”
  • the DNS server of the parent domain of the advertiser utilizes an Address Record ("A Record") in the parent domain DNS server to point to an address of a server of the adserver, such as pointing directly to an Internet Protocol (IP) address of the server.
  • a Record an Address Record
  • IP Internet Protocol
  • the browser includes a copy of one or more cookie associated with a domain of the advertiser (e.g., the parent domain, the sub-domain, or another domain of the advertiser)
  • the one or more cookie is forwarded to the adserver in operation 814.
  • the one or more cookie may be forwarded to the adserver along with the advertisement service request or may be forwarded to the adserver separately from the advertisement service request.
  • the adserver may read and write to the cookie as a first party directly associated with the cookie because the adserver shares the domain of the advertiser.
  • the one or more cookie on the browser may be updated directly by either the advertiser or the adserver without having to synchronize information between the advertiser and the adserver.
  • the adserver receives the advertisement serving request from the publisher web site in operation 816.
  • the adserver may receive the advertisement serving request at a DNS server of the adserver after it has been redirected, such as described above with respect to operation 812.
  • the adserver DNS server resolves the sub-domain into an address (e.g., an IP address) and forwards the advertisement serving request to a server associated with the address.
  • a server of the adserver may receive the advertisement serving request directly from the DNS server of the advertiser via an address record (A Record) of the advertiser DNS server.
  • a Record address record
  • the adserver also receives the one or more cookie in operation 818.
  • the one or more cookie may be received together with the advertisement service request or may be received separately from the advertisement service request.
  • the adserver receives the advertisement serving request and the one or more cookie (if applicable) and selects an advertisement from a plurality of advertisements.
  • the adserver may select the advertisement based at least in part upon a cookie associated with the parent domain of the advertiser. If no cookie is transmitted, however, the adserver may select the advertisement according to other criteria. As described above, the adserver may select an advertisement associated with the advertiser or may select an advertisement on behalf of another party (i.e., a fourth party).
  • the fourth party for example, may have a cross-marketing agreement in place with the advertiser or may simply be another party unrelated to the advertiser.
  • the adserver then forwards content for the selected advertisement to the browser in operation 820.
  • the content is forwarded directly from the adserver to the browser via an open socket.
  • Other implementations are also contemplated.
  • adservers are provided with the ability to avoid creating cookies through the use of "virgin domains.”
  • virgin domains include new domains that have either never existed or have never served cookies.
  • Adservers, advertisers, and publishers can purchase new domains from domain registrars, such as GODaddy.com or Network Solutions.
  • the virgin status of a particular domain can be verified in a number of manners.
  • a database of domain names is cross-checked to ensure virgin status of the any contemplated domain.
  • an audit of the domain registrars is completed to verify virgin status.
  • a series of log files are maintained and used to audit a domain's status to ensure that it is a virgin domain.
  • Adservers within verified virgin domains can thus serve content and any cookies that were previously created in other domains are not passed to the web servers within the virgin domains.
  • an adserver may believe a domain qualifies as a virgin domain, but later unexpectedly receives cookies from a browser through the domain.
  • the adserver can detect receipt of the cookies in association with the ostensibly virgin domain and alert administrative personnel. In this manner, the administration personnel can replace the domain with a new truly virgin domain and perform other corrective actions (e.g., the initial domain can be removed from a database of virgin domains).
  • the adserver may take a corrective action to restore the virgin status of the domain by deleting or expiring the cookie received from the browser.
  • the adserver can re-issue the cookie received from the browser and set the "expires" attribute of the cookie to a date in the past. Other implementations are also contemplated.
  • a browser session is created with HTTP requests and responses that do not contain state information, i.e., cookie data.
  • the session limits the data passed in "Cookie” and "Set-Cookie” commands that normally carry state information between participating web servers and browsers.
  • the stateless session - where no cookie is read or written - is created by a web server residing within a virgin domain.
  • a fully-qualified host name comprises a host (e.g., "www") and domain name (e.g., ".company.com”).
  • a domain name comprises two or more domain levels (e.g., ".company” is a second level domain and ".com” is a top level domain).
  • a domain name that has never before existed (or existed and has never been used) is set up for the purpose of serving cookie-less advertisements as a virgin domain. Within the virgin domain, any number of fully-qualified host names can be configured and deployed.
  • a cookie can be state information that passes between an origin server (e.g., a web server) and a user agent (e.g., a browser), and is stored by the user agent. Further information concerning these technologies can be found in the HTTP/ 1.0 RFC 2109 specification standards.
  • a virgin domain is set up by an adserver.
  • a web server is configured within a virgin domain and no set-cookie options are selected.
  • no cookies will be created in the future - and no cookies were previously created by any web server within this virgin domain - the virgin domain remains free of cookies as does any advertising served from the virgin domain.
  • a cookie-less advertisement serving environment has therefore been created for the adserver. Although no cookies are used, the environment still provides for the impression and click reporting functions on the performance of advertisements, which can be used in further advertising selection.

Landscapes

  • Business, Economics & Management (AREA)
  • Strategic Management (AREA)
  • Engineering & Computer Science (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Finance (AREA)
  • Economics (AREA)
  • Game Theory and Decision Science (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Marketing (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Theoretical Computer Science (AREA)
  • Information Transfer Between Computers (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Computer And Data Communications (AREA)

Abstract

Selon l'invention, un utilisateur peut visualiser des créations à partir de multiples emplacements (même ordinateur portatif) et de multiples dispositifs (ordinateur de travail, ordinateur domestique, tablette, téléphone intelligent). L'utilisateur peut également ajuster ses réglages de confidentialité sur son navigateur afin d'accepter ou de rejeter des témoins de connexion et/ou avoir un logiciel anti-pourriel/anti-logiciel espion qui supprime régulièrement des témoins de connexion. L'invention porte sur un procédé de comptage amélioré qui utilise la technologie brevetée de témoin du domaine d'origine pour suivre des utilisateurs à travers des canaux d'accès et des réglages de confidentialité sur leur navigateur. La précision des calculs de portée et de fréquence, calculés par témoins du domaine tiers classiques, varie grandement du fait de la non acceptation et de la suppression de témoins. Des témoins du domaine d'origine réduisent cette variabilité mais sont encore sujets à une non acceptation ou à une suppression, de sorte qu'il est nécessaire d'entreprendre des actions supplémentaires pour offrir la possibilité de rapports précis. Des étapes supplémentaires permettant d'augmenter la précision d'un rapport de portée et de fréquence ont été développées. Une étape consiste à écrire une valeur dans le fichier journal qui est une combinaison de l'adresse IP et du type de navigateur. Une seconde étape consiste à exploiter la technologie du domaine d'origine et à capturer un ID d'enregistrement auprès d'un système publicitaire secondaire et à l'écrire également dans le fichier journal. Ces deux étapes permettent la génération de rapports: 1) qui fournissent des calculs de portée et de fréquence plus précis ; 2) qui permettent à plusieurs dispositifs de faire des rapports concernant des utilisateurs (ordinateur domestique, ordinateur de travail, tablette, téléphone intelligent) ; 3) qui permettent de faire des rapports à plusieurs endroits (travail, domicile, autre, etc.) ; 4) qui permettent de rapporter le nombre d'utilisateurs qui n'acceptent pas ou qui suppriment régulièrement les témoins.
PCT/US2013/050572 2012-07-13 2013-07-15 Détermination de mesure de services de publicité améliorée WO2014012118A2 (fr)

Priority Applications (5)

Application Number Priority Date Filing Date Title
AU2013289916A AU2013289916A1 (en) 2012-07-13 2013-07-15 Enhanced adserving metric determination
CN201380043688.5A CN104641389A (zh) 2012-07-13 2013-07-15 增强广告服务度量确定
EP13817503.9A EP2873050A4 (fr) 2012-07-13 2013-07-15 Détermination de mesure de services de publicité améliorée
CA2879152A CA2879152A1 (fr) 2012-07-13 2013-07-15 Determination de mesure de services de publicite amelioree
HK15111428.2A HK1210851A1 (en) 2012-07-13 2015-11-19 Enhanced adserving metric determination

Applications Claiming Priority (10)

Application Number Priority Date Filing Date Title
US201261671646P 2012-07-13 2012-07-13
US61/671,646 2012-07-13
US201361767802P 2013-02-22 2013-02-22
US61/767,802 2013-02-22
US13/934,204 US20140108131A1 (en) 2012-07-13 2013-07-02 Enhanced adserving metric determination
US13/934,206 2013-07-02
US13/934,203 2013-07-02
US13/934,206 US20140108092A1 (en) 2012-07-13 2013-07-02 Enhanced adserving metric determination
US13/934,204 2013-07-02
US13/934,203 US20140122223A1 (en) 2012-07-13 2013-07-02 Enhanced adserving metric determination

Publications (2)

Publication Number Publication Date
WO2014012118A2 true WO2014012118A2 (fr) 2014-01-16
WO2014012118A3 WO2014012118A3 (fr) 2014-07-10

Family

ID=52471881

Family Applications (1)

Application Number Title Priority Date Filing Date
PCT/US2013/050572 WO2014012118A2 (fr) 2012-07-13 2013-07-15 Détermination de mesure de services de publicité améliorée

Country Status (6)

Country Link
EP (1) EP2873050A4 (fr)
CN (1) CN104641389A (fr)
AU (1) AU2013289916A1 (fr)
CA (1) CA2879152A1 (fr)
HK (1) HK1210851A1 (fr)
WO (1) WO2014012118A2 (fr)

Cited By (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US9783628B2 (en) 2009-04-23 2017-10-10 ATRP Solutions, Inc. Dual-mechanism thickening agents for hydraulic fracturing fluids
US10654960B2 (en) 2012-08-30 2020-05-19 Pilot Polymer Technologies, Inc. Dual-mechanism thickening agents for hydraulic fracturing fluids

Families Citing this family (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
CN110097389A (zh) * 2018-01-31 2019-08-06 上海甚术网络科技有限公司 一种广告流量反作弊方法
CN110415045A (zh) * 2019-08-02 2019-11-05 秒针信息技术有限公司 一种向浏览器推送广告的方法、装置、设备和介质
CN114943024B (zh) * 2022-05-31 2023-04-25 北京永信至诚科技股份有限公司 一种基于浏览器的指纹采集方法和装置

Family Cites Families (11)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US7958224B2 (en) * 1999-02-17 2011-06-07 Catalina Marketing Corporation Incentive network for distributing incentives on a network-wide basis and for permitting user access to individual incentives from a plurality of network servers
US7836009B2 (en) * 2004-08-19 2010-11-16 Claria Corporation Method and apparatus for responding to end-user request for information-ranking
US7904520B2 (en) * 2005-06-09 2011-03-08 Trueffect, Inc. First party advertisement serving
CN102084388A (zh) * 2008-06-23 2011-06-01 双重验证有限公司 基于因特网的广告的自动监控和验证
JP2012506098A (ja) * 2008-10-15 2012-03-08 コンテクストウェブ・インコーポレーテッド ＥＴａｇを使用してインターネット広告媒体を表示する方法及びシステム
WO2011069073A1 (fr) * 2009-12-03 2011-06-09 Comscore, Inc. Mesure de l'efficacité publicitaire sans groupe témoin
US20120084349A1 (en) * 2009-12-30 2012-04-05 Wei-Yeh Lee User interface for user management and control of unsolicited server operations
WO2011119187A1 (fr) * 2010-03-23 2011-09-29 Google Inc. Mesures et rapports de performance de trajet de conversion
US20110314114A1 (en) * 2010-06-16 2011-12-22 Adknowledge, Inc. Persistent Cross Channel Cookie Method and System
US9760905B2 (en) * 2010-08-02 2017-09-12 Visa International Service Association Systems and methods to optimize media presentations using a camera
US20120150641A1 (en) * 2010-12-09 2012-06-14 Jeffrey Brooks Dobbs Method and apparatus for linking and analyzing data with the disintermediation of identity attributes

Non-Patent Citations (1)

* Cited by examiner, † Cited by third party
Title
See references of EP2873050A4 *

Cited By (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US9783628B2 (en) 2009-04-23 2017-10-10 ATRP Solutions, Inc. Dual-mechanism thickening agents for hydraulic fracturing fluids
US10654960B2 (en) 2012-08-30 2020-05-19 Pilot Polymer Technologies, Inc. Dual-mechanism thickening agents for hydraulic fracturing fluids

Also Published As

Publication number Publication date
CN104641389A (zh) 2015-05-20
CA2879152A1 (fr) 2014-01-16
WO2014012118A3 (fr) 2014-07-10
EP2873050A2 (fr) 2015-05-20
EP2873050A4 (fr) 2016-01-20
AU2013289916A1 (en) 2015-03-05
HK1210851A1 (en) 2016-05-06

Similar Documents

Publication Publication Date Title
JP7444921B2 (ja) 分散された人口統計情報を使用してインプレッションを特定する方法及び装置
US20200294086A1 (en) Managing associations between device identifiers
JP6191972B2 (ja) オンラインメディアの表示に関する視聴率情報を決定するための方法及び装置
US20140122223A1 (en) Enhanced adserving metric determination
JP6441817B2 (ja) 入札の予想収益に基づくリアルタイム入札の開始
US10827037B2 (en) Server to server interaction in content item selection events
US11012494B2 (en) Method and system for online conversion attribution
JP2015532800A (ja) 分散したデモグラフィック情報を用いてインプレッションを決定するための方法及び装置
US20150032539A1 (en) Data management process utilizing a first-party technique
WO2014012118A2 (fr) Détermination de mesure de services de publicité améliorée
US20190370856A1 (en) Detection and estimation of fraudulent content attribution

Legal Events

Date Code Title Description
121 Ep: the epo has been informed by wipo that ep was designated in this application

Ref document number: 13817503

Country of ref document: EP

Kind code of ref document: A2

ENP Entry into the national phase in:

Ref document number: 2879152

Country of ref document: CA

WWE Wipo information: entry into national phase

Ref document number: 2013817503

Country of ref document: EP

ENP Entry into the national phase in:

Ref document number: 2013289916

Country of ref document: AU

Date of ref document: 20130715

Kind code of ref document: A