Method, algorithm, and computer program for targeting messages including advertisements in an interactive measurable medium

US8260663B1 · kind B1 · utility

Assignee

• Carl Meyer · US

Inventors

• Sanjay Ranka · Cupertino, US
• E. Diane Chang · Mountain View, US
• Daniel Veiner · San Francisco, US

Key dates

• Filing date: Dec 7, 2001
• Grant date: Sep 4, 2012
• Expiry date: Mar 27, 2029

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0241
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

Method, procedure, algorithm, system, and computer program and computer program product for improving and optimizing or attempting to optimize performance of messaging campaigns, particularly to marketing campaigns in which advertisements or other messages are distributed over an interactive measurable medium such as the Internet. When message is an advertisement, campaign involves a list of ad alternatives and a target customer population. Goal of message manager or marketing manager is to allocate ad alternatives to customer population to optimize business objectives such as maximizing the number of positive responses received. This is achieved at least in part by segmenting customer population into segments and then finding best allocation of ad alternatives for each segment. The number of segments and grouping of a customer population changes at different stages of the campaign. When the message is other than an advertisement, goal is to allocate messages to optimize analogous business or campaign objectives, typically measured by the number of successes or successful responses.