System and method for behavioral segment optimization based on data exchange

Abstract

System and method for automatic definition and tuning of user segment combinations used for targeted advertisement and marketing. Automated analysis and feedback modules may provide, ad hoc, optimized market segments definitions that maximize the conversion ratio for advertisements. The system and method may optimize of segment data based on a learning-running process built around a data exchange within a real-time bidding (RTB) media exchange system. In identifying qualified combinations for segments on-going loops or iterations may analyze the correlation between the performance of an advertisement or “creative” and user data, based on a set of parameters. As a part of data segmentation, embodiments of the present invention find combinations of parameters that may predict lift. Segment combinations are optimized by, for example combining a segment combination with one or more other segment combinations and/or dividing a segment combination into two or more different combinations.

1 - 7 . (canceled) 
     
     
         8 . A method of improving segment combinations comprising information characterizing behaviors of groups of users of computers in a computer network, the method comprising:
 receiving, at a computer server, user response data concerning an advertisement exposed to a first plurality of computer users operating computers connected to the computer network, the identities of the computers of the users being identified with a segment combination based on the computers' previous accessing of a data publisher Website, the user response data providing a user response rate value indicative the responsiveness of the users of the computers to the advertisement;   identifying from the user response data, at least one segment combination of the plurality as a candidate for division, based on the received user response data;   determining if the segment combination comprises additional segment parameters capable of dividing the values of a segment combination parameter currently used to identify user computers in the segment combination;   receiving further user response data within a pre-determined time period and determining a second time based on the received further user response data that the segment combination is a candidate for division;   creating at least one new segment combination by replacing the currently used parameter with one of the additional segment parameters; and   writing an identifier of the new segment combination, using a computer server connected to the network, on computers of a second plurality of computer users at the time each second plurality computer user access a Web site of a data publisher to identify the computers of the second plurality users with the new combination, where the new segment combination is written to the computers to be accessible and identifiable to a serving system of an advertisement placement organization.   
     
     
         9 . The method of  claim 8  comprising, for at least one of the new computer users, using a computer, who access the Website of a media publisher, by virtue of that access, sending to the users' computer an advertisement targeted to the new segment. 
     
     
         10 . The method of  claim 8 , comprising: dividing a parameter currently used within the segment combination by splitting the range of the parameter into two sub ranges to associate the computers of the users to the segment combination. 
     
     
         11 . The method of  claim 8 , wherein the user response data provides a user response rate value indicative the responsiveness of the users to the advertisement, and a user volume value indicative of the number of users exposed to the advertisement by segment combination, and wherein said identifying from the user response data, at least one segment combinations of the plurality as a candidate for division, based on the received user response data, comprises identifying segment combinations having achieved a user response rate that is lower than a pre-determined value and a user volume value that is higher than a pre-determined threshold amount. 
     
     
         12 . The method of  claim 8 , wherein the additional segment parameters are determined from parameters existing in a segment definition associated with a segment comprising the segment combination. 
     
     
         13 . The method of  claim 8 , wherein the additional segment parameters are created from dividing minimum and maximum range values associated with a parameter then currently used in a segment comprising the segment combination. 
     
     
         14 . The method of  claim 8 , wherein the segment combination is divided after the server determines that the segment combination is a candidate for division in the pre-determined period more than a pre-determined number of times. 
     
     
         15 . The method of  claim 8 , wherein the segment combination is a combination of two previously identified segment combinations and the dividing splits the segment combination into the two previously identified combinations, rather than adding segment parameters. 
     
     
         16 - 20 . (canceled) 
     
     
         21 . A system comprising:
 a computer server connected to a computer network to receive user response data concerning an advertisement exposed to a first plurality of computer users operating computers connected to the computer network, the identities of the computers of the users being identified with a segment combination based on the computers' previous accessing of a data publisher Website, the user response data providing a user response rate value indicative the responsiveness of the users of the computers to the advertisement;   the computer server identifying from the user response data, at least one segment combination of the plurality as a candidate for division, based on the received user response data;   the computer server determining if the segment combination comprises additional segment parameters capable of dividing the values of a segment combination parameter currently used to identify user computers in the segment combination;   the computer server receiving further user response data within a pre-determined time period and determining a second time based on the received further user response data that the segment combination is a candidate for division;   the computer server creating at least one new segment combination by replacing the currently used parameter with one of the additional segment parameters; and   the computer server writing an identifier of the new segment combination on computers of a second plurality of computer users at the time each second plurality computer user access a Web site of a data publisher to identify the computers of the second plurality users with the new combination, where the new segment combination is written to the computers to be accessible and identifiable to a serving system of an advertisement placement organization.