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

The invention is a data management platform (DMP) that can cleanse and integrate data from multiple sources with different schemas. It provides analytics capabilities to help understand audience behavior and make data actionable. It can also be delivered as a cloud-based software-as-a-service (SaaS) to end users, providing flexibility to plug in their own analytical intelligence. The technical effects of this invention are better data integration and analytics, as well as real-time activation of data to optimize 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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