Advertising Conversion Attribution

Abstract

An advertising attribution system determines an attribution value for a set of advertising modalities associated with a conversion event. The modalities each provided an advertisement to a user who performed the conversion event. A conversion value associated with each of a plurality of modality subsets is determined representing the value to the advertiser of providing advertisements by the modalities in each modality subset. Based on the conversion value of each modality subset, a marginal value for each modality is determined for the set of modalities associated with the conversion event.

What is claimed is: 
     
         1 . A computer-implemented method for determining attribution value for an advertising environment, comprising:
 determining an attribution for a first set of advertising modalities with respect to a first set of users, the first set of advertising modalities directing advertisements to the first set of users;   determining an attribution for a second set of advertising modalities with respect to a second set of users, the second set of users includes users which have received advertisements from the first set of advertising modalities, and the second set of advertising modalities directing advertisements to the second set of users;   determining an attribution for the first set of advertising modalities with respect to the second set of users; and   scaling the attribution of the first set of advertising modalities with respect to the second set of users based on a portion of the second set of users which were included in the attribution to the second set of advertising modalities with respect to the second set of users.