Data management platform for digital advertising

Abstract

A data management apparatus for digital advertising includes a data integration processor for collecting and storing data from providers, resolving heterogeneity of the data at schema and data levels, and performing validity checks of the data; an analytics processor for receiving validated data from the data integration processor and providing to users custom, nesting-aware, SQL-like query language and a library of data mining methods, machine learning models, and analytical user profiles (AUP); and an activation processor for encapsulating complex computations performed in real-time, segment evaluation, and online user classification using runtime user profiles (RUP).

Description

CROSS REFERENCE TO RELATED APPLICATIONS[0001]This application claims priority to U.S. provisional patent application Ser. No. 61 / 801,001, filed Mar. 22, 2013, which application is incorporated herein in its entirety by this reference thereto.BACKGROUND OF THE INVENTION[0002]1. Technical Field[0003]The invention relates generally to digital advertising. More particularly, the invention relates to a data management platform for digital advertising.[0004]2. Description of the Related Art[0005]Over the last decade, a number of radical changes have reshaped the worlds of digital advertising, marketing, and media. The first is an innovation called programmatic buying, which is the process of executing media buys in an automated fashion through digital platforms, such as real-time bidding exchanges (RTBEs) and demand-side platforms (DSPs). This method replaces the traditional use of manual processes and negotiations to purchase digital media. Instead, an advertisement (ad) impression is ma...

AI Technical Summary

Benefits of technology

[0009]An embodiment of the invention comprises a data management platform (DMP) that integrates the following functionalities:1. Data integration: A DMP is configured to cleanse and integrate data from multiple platforms or channels with heterogeneous schema. Importantly, such integration may have to happen at the finest granular level by linking the same audience or users across different platforms. By such functionality, a deeper and more insightful audience analytics may be obtained across campaign activities.2. Analytics: A DMP provides full cross channel reporting and analytics capabilities. Examples may include, but are not limited to, aggregation, user behavior correlation analysis, multi-touch attribution, defined as attributing credit to the channels which contributed to a final action of an audience, tag management, analytical modeling, etc. Furthermore, such DMP may be delivered through cloud-based software-as-a-service (SaaS) to end users and provide them the flexibility to plug in their own analytical intelligence.3. Activation: A DMP is configured to not only get data in, but also send data out in real-time. In other words, such DMP may need to make the insights actionable. For example, such DMP may be configured to perform modeling and scoring in real-time by combining online and offline data and sending the data to other platforms to optimize the downstream media and enhance the customer experience.

Problems solved by technology

With the advance of such technologies, one challenge to the marketers today is that the marketing strategy becomes more complicated than ever before.

While much work has been done to optimize each individual channel, how different channels interact with each other is little understood.

One main obstacle is that while there are abundant data to leverage, such data may be in different platforms and in different forms.

Performing even finer grain analytics across channels may be virtually impossible, which may be important to the effectiveness, attributions, and accurate rate of return of different channels.

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