Management of an advertising exchange using email data

Abstract

In some examples, a computer-implemented method of managing an advertising exchange is provided. The method uses email data and provides an interactive user interface for controlling management of data in an email channel. One or more inputs of online audience data is received. The online audience data includes email channel inventory from multiple publishers. Offline audience data including offline shopping behavior is sourced from at least one or more offline source. The online audience data and the offline audience data is included in a unified customer database, and the interactive user interface includes interface elements selectable to present online and offline audience data sourced from the unified customer database.

1 . (canceled) 
     
     
         2 . A computer-implemented method of managing an advertising exchange using email data, the method comprising operations performed by at least one processor at a first system, the operations including:
 providing an interactive user interface for controlling management of data in an email channel;   presenting, in the interactive user interface, a first user interface element selectable to implement an online front end query tool;   providing a destination portal having a destination format for receipt of audience data transmitted by one or more publishers in a format independent of the destination format;   receiving one or more inputs of online audience data from the one or more publishers, the online audience data including email channel inventory from multiple publishers, the online audience data having one or more attributes from a group of audience attributes, the online audience data including records from each publisher that do not include the same type of information or format;   transforming the records into a common format and storing the transformed records in a unified database;   presenting, in the interactive user interface, a second user interface element selectable to implement a predictive model of offline attribution relating to offline audience data generated by a second system;   implementing a predictive model of offline attribution relating to offline audience data generated by the second system;   the offline audience data including offline shopping behavior sourced from at least one or more offline sources;   including in the unified customer database the online audience data and the offline audience data, the interactive user interface including interface elements selectable to present online and offline audience data sourced from the unified customer database;   receiving a query via the front end query tool;   accessing information in the unified customer database responsive to the query; and   providing the responsive information via the front end query tool.   
     
     
         3 . The method of  claim 2 , wherein the one or more publishers is a network of multiple publishers. 
     
     
         4 . The method of  claim 2 , wherein the transforming comprises normalizing the audience data, converting the audience data to a predetermined format, inputting missing values, appending additional information, cleansing, and manipulating the data for querying in a unified customer database. 
     
     
         5 . The method of  claim 2 , wherein the unified customer database comprises a series of databases for each of the one or more publishers. 
     
     
         6 . The method of  claim 2 , wherein the query is from an advertiser. 
     
     
         7 . The method of  claim 2 , wherein the responsive information is a count of available email inventory. 
     
     
         8 . A system for management of an advertising exchange using email data, the system comprising:
 one or more databases; and   one or more processors for performing operations including:   providing an interactive user interface for controlling management of data in an email channel;   presenting, in the interactive user interface, a first user interface element selectable to implement an online front end query tool;   providing a destination portal having a destination format for receipt of audience data transmitted by one or more publishers in a format independent of the destination format;   receiving one or more inputs of online audience data from the one or more publishers, the online audience data including email channel inventory from multiple publishers, the online audience data having one or more attributes from a group of audience attributes, the online audience data including records from each publisher that do not include the same type of information or format;   transforming the records into a common format and storing the transformed records in a unified database among the one or more databases;   presenting, in the interactive user interface, a second user interface element selectable to implement a predictive model of offline attribution relating to offline audience data generated by a second system;   implementing a predictive model of offline attribution relating to offline audience data generated by the second system;   the offline audience data including offline shopping behavior sourced from at least one or more offline sources;   including in the unified customer database the online audience data and the offline audience data, the interactive user interface including interface elements selectable to present online and offline audience data sourced from the unified customer database;   receiving a query via the front end query tool;   accessing information in the unified customer database responsive to the query; and   providing the responsive information via the front end query tool.   
     
     
         9 . The system of  claim 8 , wherein the one or more publishers is a network of multiple publishers. 
     
     
         10 . The system of  claim 8 , wherein the transforming comprises normalizing the audience data, converting the audience data to a predetermined format, inputting missing values, appending additional information, cleansing, and manipulating the data for querying in a unified customer database. 
     
     
         11 . The system of  claim 8 , wherein the unified customer database comprises a series of databases for each of the one or more publishers. 
     
     
         12 . The system of  claim 8 , wherein the query is from an advertiser. 
     
     
         13 . The system of  claim 2 , wherein the responsive information is a count of available email inventory. 
     
     
         14 . A non-transitory machine-readable medium comprising instructions which, when read by a machine, cause the machine to perform operations at a first system, the operations including:
 providing an interactive user interface for controlling management of data in an email channel;   presenting, in the interactive user interface, a first user interface element selectable to implement an online front end query tool;   providing a destination portal having a destination format for receipt of audience data transmitted by one or more publishers in a format independent of the destination format;   receiving one or more inputs of online audience data from the one or more publishers, the online audience data including email channel inventory from multiple publishers, the online audience data having one or more attributes from a group of audience attributes, the online audience data including records from each publisher that do not include the same type of information or format;   transforming the records into a common format and storing the transformed records in a unified database;   presenting, in the interactive user interface, a second user interface element selectable to implement a predictive model of offline attribution relating to offline audience data generated by a second system;   implementing a predictive model of offline attribution relating to offline audience data generated by the second system;   the offline audience data including offline shopping behavior sourced from at least one or more offline sources;   including in the unified customer database the online audience data and the offline audience data, the interactive user interface including interface elements selectable to present online and offline audience data sourced from the unified customer database;   receiving a query via the front end query tool;   accessing information in the unified customer database responsive to the query; and   providing the responsive information via the front end query tool.   
     
     
         15 . The medium of  claim 14 , wherein the one or more publishers is a network of multiple publishers. 
     
     
         16 . The medium of  claim 14 , wherein the transforming comprises normalizing the audience data, converting the audience data to a predetermined format, inputting missing values, appending additional information, cleansing, and manipulating the data for querying in a unified customer database. 
     
     
         17 . The medium of  claim 14 , wherein the unified customer database comprises a series of databases for each of the one or more publishers. 
     
     
         18 . The medium of  claim 14 , wherein the query is from an advertiser. 
     
     
         19 . The medium of  claim 14 , wherein the responsive information is a count of available email inventory.