Proxy Behaviors for Audience Selection in Behavioral Modeling
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Solution Overview
Problem
Existing systems for selecting entities for online advertising and customized content face challenges when consumption events from un-integrated content providers are unavailable, as they cannot be included in behavioral modeling, limiting the assessment of suitability for advertising delivery.
Innovation Solution
A system that uses proxy behaviors to assess entity suitability by selecting proxy consumption events from available data, building a behavioral model to approximate the desirable audience, even when complete behavior data is not available, allowing for entity selection based on consumption history analysis.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If a direct measurement system collects consumption histories from integrated content providers, then the behavioral model can be built accurately, but content providers that do not integrate cannot have their consumption events included
Solution Approach 1:
The patent introduces proxy behaviors as an intermediary mechanism to bridge the gap between unavailable direct consumption events and the need for behavioral modeling. Proxy behaviors serve as substitute indicators that can be observed from available data (such as ad interactions, search queries, or other measurable actions) to infer the underlying consumption patterns that would otherwise be inaccessible from un-integrated content providers.
Solution Approach 2:
The patent creates proxy consumption events that copy or replicate the informational value of the original unavailable consumption events. Instead of requiring direct access to the original consumption data, the system generates surrogate data points that capture the essential behavioral characteristics needed for audience segmentation and behavioral modeling, effectively copying the functional role of the missing data.
2Loss of information
If content providers integrate with the direct measurement system to share consumption events, then complete behavior data is available, but content providers may refuse due to privacy concerns or integration requirements
Solution Approach 1:
Proxy behaviors act as an intermediary layer that eliminates the need for direct integration between content providers and the measurement system. Instead of requiring content providers to share their consumption event data directly, the system observes and infers behavioral patterns from publicly available or alternatively measurable actions, thereby mediating the information flow without requiring system integration.
Solution Approach 2:
The system performs self-service by generating its own behavioral insights without requiring data cooperation from content providers. Rather than depending on external data sources that require integration agreements, the measurement system independently constructs behavioral models using proxy metrics that it can observe and measure directly from user interactions with advertisements and other measurable actions.
3Adaptability or versatility
If proxy behaviors are used to approximate desirable audience behavior, then entities can be selected even with incomplete data, but the behavioral model is based on estimated rather than direct behavior data
Solution Approach 1:
The patent transforms the measurement parameters from direct consumption event metrics to proxy behavior metrics. By changing the fundamental parameters being measured (from direct purchase events to ad interactions, search queries, or other observable actions), the system maintains the ability to build behavioral models even when the original parameters are unavailable, accepting a trade-off in directness but gaining versatility in data sources.
Solution Approach 2:
The system creates proxy consumption events that copy the essential informational content of the original unavailable events. These proxy events are constructed to replicate the behavioral signal needed for audience segmentation, capturing the underlying patterns of interest through alternative observable actions that serve as surrogates for the missing direct measurement data.
Data Source
AI summary
Method and system for assessing the suitability of an entity using a proxy. A description of a behavior associated with a desirable audience is received. A proxy behavior estimated to be characteristic of the desirable audience is selected. The proxy behavior comprises the performance of proxy events related to the consumption of media received by an entity over a network, which can be found in an entity's consumption history. An entity can be assessed for inclusion in a proxy audience, by examining the entity's consumption history for proxy behaviors. A behavioral model is built using a training set comprising the proxy audience. By applying the behavioral model to the consumption history of a specified entity, the specified entity's suitability for selection can be determined. Advantageously, in an embodiment, the invention enables the use of behavioral modeling techniques even when the complete behavior of the desirable audience is not available.