Real-time-ready behavioral targeting in a large-scale advertisement system

US8442863B2 · kind B2 · utility

Assignee

• Microsoft Corporation · US

Inventors

• Badrish Chandramouli · Bellevue, US
• Jonathan D. Goldstein · Kirkland, US
• Xin Jin · Beijing, CN
• Balan Sethu Raman · Redmond, US
• Songyun Duan · Campion Road, US

Key dates

• Filing date: Jun 17, 2010
• Grant date: May 14, 2013
• Expiry date: May 30, 2031

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0243
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

A “Real-Time-Ready Analyzer” combines a data stream management system (DSMS) with a map-reduce (M-R) framework to construct a streaming map-reduce framework that is suitable for real-time Behavioral Targeting (BT) (or other temporal queries). The Real-Time-Ready Analyzer allows users to write “dual-intent” temporal analysis queries for BT. These queries are succinct and easy to express, scale well on large-scale offline data, and can also work over real-time data. Further, the Real-Time-Ready Analyzer uses the aforementioned streaming map-reduce framework to provide dual-intent algorithms for end-to-end BT phases. Experiments using real data from an advertisement system show that the Real-Time-Ready Analyzer is very efficient and incurs orders-of-magnitude lower development effort than conventional systems.