System and Method for Targeting Advertisements

Abstract

Methods and systems for performing targeted advertising are described. Relative concentration of consumer types in the audience of particular media content is determined by measuring the coincidence of key values identifying certain consumer types, and other key values identifying audiences of particular media content, in a database.

1 . A system comprising:
 memory operable to store at least one program; and   at least one processor communicatively coupled to the memory, in which the at least one program, when executed by the at least one processor, causes the at least one processor to:
 (a) receive target characteristic data describing consumer characteristics targeted by an advertiser; 
 (b) determine, from one or more databases, a first set of one or more Internet user keys associated with one or more users exhibiting the target characteristic data, 
 the one or more databases storing data describing a plurality of user keys and target characteristic data associated with each of the plurality of user keys; 
 (c) determine a first count of Internet users included in the first set; 
 (d) determine a second count of a total number of Internet users whose data is contained in the one or more databases; 
 (e) determine a media target list, the media target list comprising a second set of one or more Internet user keys associated with one or more Internet users exhibiting a media consuming behavior; 
 (f) determine a third count of Internet users included in the second set; 
 (g) identify the Internet user keys in the first set that match the Internet user keys in the second set; 
 (h) determine a fourth count of the number of Internet user keys in the first set that match the Internet user keys in the second set; and 
 (i) determine an index used to measure an incidence of the target characteristic in the media target list relative to an incidence of the target characteristic among Internet users whose data is contained in the one or more databases based on the first count, second count, third count and fourth count. 
   
     
     
         2 . A non-transitory computer-readable storage medium that stores instructions which, when executed by one or more processors, cause the one or more processors to perform a method comprising:
 (a) receiving target characteristic data describing consumer characteristics targeted by an advertiser;   (b) determining, from one or more databases, a first set of one or more Internet user keys associated with one or more users exhibiting the target characteristic data,
 the one or more databases storing data describing a plurality of user keys and the target characteristic data associated with each of the plurality of user keys; 
   (c) determining a first count of Internet users included in the first set;   (d) determining a second count of a total number of Internet users whose data is contained in the one or more databases;   (e) determining a media target list, the media target list comprising a second set of one or more Internet user keys associated with one or more Internet users exhibiting a media consuming behavior;   (f) determining a third count of Internet users included in the second set;   (g) identifying the Internet user keys in the first set that match the Internet user keys in the second set;   (h) determining a fourth count of the number of Internet user keys in the first set that match the Internet user keys in the second set; and   (i) determining an index used to measure an incidence of the target characteristic in the media target list relative to an incidence of the target characteristic among Internet users whose data is contained in the one or more databases based on the first count, second count, third count and fourth count.   
     
     
         3 . A computer-implemented method, comprising:
 (a) receiving target characteristic data describing consumer characteristics targeted by an advertiser;   (b) determining, from one or more databases, a first set of one or more Internet user keys associated with one or more users exhibiting the target characteristic data,
 the one or more databases storing data describing a plurality of user keys and the target characteristic data associated with each of the plurality of user keys; 
   (c) determining a first count of Internet users included in the first set;   (d) determining a second count of a total number of Internet users whose data is contained in the one or more databases;   (e) determining a media target list, the media target list comprising a second set of one or more Internet user keys associated with one or more Internet users exhibiting a media consuming behavior;   (f) determining a third count of Internet users included in the second set;   (g) identifying the Internet user keys in the first set that match the Internet user keys in the second set;   (h) determining a fourth count of the number of Internet user keys in the first set that match the Internet user keys in the second set; and   (i) determining an index used to measure an incidence of the target characteristic in the media target list relative to an incidence of the target characteristic among Internet users whose data is contained in the one or more databases based on the first count, second count, third count and fourth count.