CN104641389A

CN104641389A - Enhanced ad-serving metric determination

Info

Publication number: CN104641389A
Application number: CN201380043688.5A
Authority: CN
Inventors: M·史密斯; R·希尔; G·尼尔; D·奥尔森
Original assignee: Trueffect Inc
Current assignee: Trueffect Inc
Priority date: 2012-07-13
Filing date: 2013-07-15
Publication date: 2015-05-20
Also published as: EP2873050A4; WO2014012118A2; HK1210851A1; EP2873050A2; WO2014012118A3; CA2879152A1; AU2013289916A1

Abstract

A user can view creative from multiple locations and multiple devices. The user can also adjust their privacy settings on their browser to accept or reject cookies and/or have anti-spam/spyware software that regularly deletes cookies. The enhanced counting method uses the patented first-party cookie technology to track users across access channels and across privacy settings on their browser. Additional steps to increase the accuracy of reach and frequency reporting have been developed. One step is to write a value into the log file that is a combination of the IP address and browser type. A second step is to leverage the first-party technology and capture a registration ID from a secondary advertiser system and write that to the log file as well. These two steps enable the generation of reports that: 1) provide more accurate reach and frequency calculations; 2) enable cross device reporting on users; 3) enable multi-location reporting; 4) enable reporting on the number of users that don't accept or regularly delete cookies.

Description

Strengthen advertising service tolerance to determine

Technical field

The system that implementation relate generally to described herein is used for counting unique beholder of Internet advertisement, method and process.Such as, implementation relates to and determines that whether unique user exposes to advertisement and/or mutual with advertisement from single or multiple device (working computer, home computer, flat computer, smart phone etc.) and/or multiple position (work, family, other) one or many.In addition, these gray how many clients of expression can be produced do not accept or delete the report of cookie termly.

Background technology

Advertisement lasts ground via the Internet increases and evolution fast.Explorer technology has evolved to and has comprised safety and privacy and consider and new equipment expansion.Internet advertisement method of counting usually depend on follow the tracks of user the Internet cookie with determine they how many times expose to advertisement.More particularly, method of counting usually depends on third party the Internet cookie and follows the tracks of, because most of tracking company uses the cookie in their own domain to provide (serve) Internet advertisement and tracking performance.In many cases, the information from advertiser site territory is transmitted to Advertisement Server website territory to be used to target advertisements object via third party cookie.Internet user is becoming the object of data transmission and the transmission more and more understood when not having they know and permit.Such as, if access www (point) Domainl (point) com, then will obtain by Domainl.com advertisement with the various third party cookie of tracking partner setting and by their website partner and many Domainl.com first party cookie of built-in system setting.Responsively, browser manufacturer strengthened to cookie control access with make user can: 1) stop all cookie; 2) third party cookie is stopped; 3) all cookie are allowed.Some mobile browsers are set to acquiescently stop third party cookie and are only allowed first party cookie.Standard the Internet advertising practices uses third party cookie to count the coverage pattern that Internet advertisement exposes and these expose and frequency.The problem run into when using third party cookie to count advertisement viewing is: third party cookie viewed device, auxiliary routine or user oneself can stop or delete.When third party cookie is stopped or deletes, coverage pattern and frequency counting accuracy can be over-evaluated/are underestimated respectively significantly.Enjoyably, compared with counting with third party cookie, first party cookie counting is less stopped by automatic cookie and deletes, because user feels more comfortable for the cookie of the company known from them and trust.In addition, automatic cookie delete program (such as, Anti-Spyware) is paid close attention to known tracking company and usually ignores first party cookie.

The increase of digital device and the appearance of new only first party browser are provided with following trend: the validity limiting traditional third party's measuring technique and the dealer in the ecosystem depending on them, because they do not control up-stream system.Research shows three times of ascendant trend-be greater than now traditional coverage pattern and the frequency measuring defect all the time.The same factor affecting measuring technique also affects performance measurement-with the association of the response of similar speed display advertisement.

Summary of the invention

Because the privacy strengthened is considered, newer explorer and counter-espionage product make easier acceptance and the deletion controlling the Internet cookie on their browser of user.Such as, explorer can be set to:

1) all cookie are accepted;

2) refuse third party cookie, but accept first party cookie;

3) all cookie are refused.

Internet advertisement business uses coverage pattern to determine, and how many users have seen that their advertisement calculates to carry out rate of return on investment (ROI).

Due to the undulatory property of the third party the Internet cookie that problem described herein causes, the coverage pattern calculating of being measured the third party cookie that guide version 1 (on Dec 8th, 2008) (its full content is incorporated herein by reference) describes by interactive advertisement office (IAB) audient coverage pattern is becoming more and more unreliable.

First party cookie can refuse or delete by viewed device, but unlikely deleted, because they associate with particular advertisement business, but not associates with unknown company or third party's Advertisement Server.

In one implementation, the process that coverage pattern and/or frequency computation part are provided is provided for.In a specific implementation mode, such as, multi-step process calculates by adding every coverage pattern of improving continuously below:

1) user ID;

2) the alternative user ID of journal file; With

3) user from advertiser's register system registers ID.

In one implementation, a kind of system and method for determining the tolerance relevant to advertising service is provided.

In one example in which, a kind of method comprises: receive permanent browser information at Advertisement Server place from client machine system, wherein in gray territory, arranges described permanent browser information and Advertisement Server operates in gray territory; (i) system information relevant to client machine system and (ii) and at least one the user-dependent register information of client machine system is received from gray territory; And determine advertisement metrics based at least one in permanent browser information and (i) system information and (ii) register information.

In another example, a kind of system comprises: advertisement services server, be configured to: receive permanent browser information from client machine system, the permanent browser information of described client machine system is wherein set in gray territory and advertisement services server operates in gray territory; (i) system information relevant to client machine system and (ii) and at least one the user-dependent register information of client machine system is received from gray territory; And determine advertisement metrics based at least one in permanent browser information and (i) system information and (ii) register information.

In another implementation, provide a kind of browser and/or device information of using to identify the system and method for user and/or device.

In one example in which, a kind of method comprises: receive permanent browser information at Advertisement Server place from client machine system, wherein in gray territory, arranges described permanent browser information and Advertisement Server operates in gray territory; (i) system information relevant to client machine system and (ii) and at least one the user-dependent register information of client machine system is received from gray territory; And identify the user on client machine system based at least one in permanent browser information and (i) system information and (ii) register information.

In another example, a kind of system comprises: advertisement services server, is configured to: receive permanent browser information from client machine system, wherein in gray territory, arranges described permanent browser information and Advertisement Server operates in gray territory; (i) system information relevant to client machine system and (ii) and at least one the user-dependent register information of client machine system is received from gray territory; And identify the user on client machine system based at least one in permanent browser information and (i) system information and (ii) register information.

In another implementation, provide a kind of advertising service information that uses to provide the cache systems (such as, storer or other data-carrier store high-speed cache) of one or more advertisement.

In one example in which, a kind of method comprises: identify customer location; At least one attribute of recording user position; User identifier is imported from backup system; At least one attribute of one or more log recording and at least one attribute of customer location are compared; And relatively arrange described multiple log recording based on attribute.

In another example, a kind of system comprises: one or more device, is configured to: identify customer location; By at least one attribute record of customer location in non-transient data daily record; User identifier is imported from auxiliary non-transient data storage system; At least one attribute of one or more log recording and at least one attribute of customer location are compared; And relatively arrange described multiple log recording based on attribute.

There is provided this summary of the invention with the selection of the concept further described in a specific embodiment below according to reduced form introduction.This summary of the invention is not intended key feature or the essential feature of the theme of Identification Demand protection, is also not intended to the scope for the claimed theme of restriction.By the various implementation of more specifically writing below and as is furthermore shown in the figures and as in claims the embodiment of implementation that defines, the further feature of claimed theme, details, effectiveness and advantage will become clear.

Accompanying drawing explanation

Fig. 1 represents example ad service operations environment.

Fig. 2 is the process flow diagram of the situation that secure browser is arranged.

Fig. 3 is that first party Advertisement Server setting (territory) arranges comparing of (territory) with third party's Advertisement Server.

Fig. 4 has illustrative report, the data that this illustrative report has collection and the potential chart described with the path analysis of the user of leap diverse location on different device.

Fig. 5 represents the general-purpose computing system that can perform various operation described herein.

Fig. 6 represents the exemplary operation for determining the one or more tolerance relevant to advertising service.

Fig. 7 illustrates that multiple identifier is used to aim at the example implementations that will be provided to the advertising service environment of the advertisement of user.

Fig. 8 illustrates that browser and/or device fingerprint identifier are used to aim at another example implementations that will be provided to the advertising service environment of the advertisement of user.

Fig. 9 illustrates and performs another example implementations that pixel lights the advertising service environment of measurement.

Figure 10 represents the example of first party advertising service environment.

Figure 11 represents another example of first party advertising service environment.

Figure 12 represents another exemplary first party advertising service environment.

Figure 13 represents the exemplary operation of the method providing advertisement.

Embodiment

Various first party Advertisement serving technology is described and its full content is incorporated herein by reference in the title being presented to the people such as Neal on March 8th, 2011 the 7th, 904, No. 520 United States Patent (USP)s that are " First Party Advertisement Serving ".As described herein, these technology can contribute to the measurement of the advertising service improved, the determination of such as advertisement coverage pattern and frequency.Such as, the ad counting based on the cookie arranged in gray first party territory can be used to determine the various measurements relevant to advertising service.

Although first party measuring system unlikely may be subject to the impact that cookie stops or deletes as third party's measuring system in many instances, but a kind of measurement model is provided in one implementation, when measuring situation and becoming more and more challenging, this measurement model systematically comprises standardization measurement capability.

In some implementations, there is provided a kind of model, this model comprises one or more factor of affecting measurement accuracy and is provided for understanding the performance of their advertisement, makes the empirical method of one or more stalwartnesses that effective ownership (attribution) and investment in media determine for advertiser.In one implementation, such as, producing confirmation method provides the standardization of leap response dimension below to measure:

Coverage pattern and frequency

Media are overlapping

Device is overlapping

Closed-loop measuring and response ownership

The counting way (interactive advertisement office (IAB), MMA) of usual acceptance uses new/old cookie Technical Follow-Up user to carry out coverage pattern and frequency counting.In this technology, if there is no cookie, then arrange new cookie and count impression and coverage pattern, but this technology is not found the former impression linked to carry out the tracking of many impression.But if there is cookie, then the state of cookie is changed to old and counts impression and coverage pattern subsequently.This technology also in journal file to return find before advertisement exposure to carry out many impression count.This technology makes advertising service agency can follow the tracks of advertisement exposure for particular browser and frequency, calculates to allow the tactic ad rotation that performed by publisher's website and rate of return on investment (ROI).If cookie is stopped by any one process in above-mentioned process or deletes, then coverage pattern quantity will be much higher, because new cookie seems unique subscriber, and number of frequencies will be underestimated, because seem that advertisement is displayed to multiple user instead of is only shown to a user.Such as, the people being set to browser refuse cookie sees that in two different Internet surfing sessions same advertisement will be counted as two people's (coverage pattern) for twice, everyone in these two people sees this advertisement once (frequency), and they should be counted as a people with frequency two.

In one implementation, the new/old cookie setting of supplementary defective standard and coverage pattern computing is come by comprising every interpolation below:

1) identiflication number of the journal file of first party cookie is added to;

2) the ID value in order to count advertisement more accurately in situation below set by the system based on auxiliary ad-vertisement trade station point:

A) there is the user of the browser being set to stop or delete cookie or the Rogue Anti-Spyware performing same operation;

B) user on different device (computing machine, flat computer, smart phone);

C) the user of diverse location.

definition

Discre value is below only the example of value that can use in one or more system described here or process.

User identifier (such as, User_ID) is the standard cookie with the ID arranged on a web browser by Advertisement Server.In one implementation, such as, user identifier (User_ID) comprises the combination of server numbering and the serial ID produced by the algorithm in each server.

Substitute user identifier (such as, Alt_User_ID) client apparatus is provided to (such as, by tcp/ip communication together with HTTP head), and create in one or more journal file and substitute user identifier (such as, according to IP address and user agent's character string (such as, operating system, browser brand and version)).In one implementation, such as, alternative user identifier can comprise device and/or browser " fingerprint ", and described device and/or browser " fingerprint " comprise the information that can be used to be identified in device and/or the browser that device uses.Such as, the non-limiting information that can be used to " fingerprint " of apparatus for assembling and/or browser can comprise such as user agent and (comprise browser type (such as, Internet Explorer, Chrome, Apple Safari, Firefox etc., version, operating system), exist plug-in unit, font, screen resolution, color depth (such as, 16,32 than top grade), computer installation, Internet Protocol address, MAC Address information, or the out of Memory that can obtain from device and/or browser or derive.

Registration identifier (such as, Registration_ID) is set to first party cookie by one or more website side system, and can by other system read/write in first party domain space.In one implementation, such as, customer management system (CMS) utilizes user's register information to create the cookie with unique customer identifier.

situation (Fig. 1)

Fig. 1 shows example ad service operations environment.In this environment, one or more device 100 (such as, but be not limited to, the working computer illustrated, home computer, flat computer and intelligent telephone equipment) be connected to various websites on network (such as, the Internet) via the browser 150 of operation on described one or more device 100.Such as, device 100 can be connected to publisher website 200, Advertisement Server website 250 and/or advertiser website 300 via browser 150.

When user is the registered user of advertiser website, such as, register information data can be supplied to advertiser website 300 to set up voucher when accessing advertiser website 300 by browser.Such as, register information data can be used to identity from user to website that login website or otherwise notify and/or set up voucher with website.

As mentioned above, browser 150 can be set according to various privacy, such as accept all cookie, refuse third party cookie but accept first party cookie, or refusing all cookie.

In a situation, user is set to by its browser accept all cookie (101) and user has had User_ID (102).Then in journal file, create Alt_User_ID (103) and produce below report: 1) User_ID coverage pattern and frequency report (105); 2) Alt_User_ID coverage pattern and frequency report (106); 3) user's set report (107); 4) user cookie deletes report (108).To Registration_ID execution inspection (109) subsequently.If find Registration_ID, then Registration_ID is added to journal file (110) and produces report below: 1) Registration_ID coverage pattern and frequency report (113); 2) user's set report (114); 3) Subscriber Location Report (115); 4) user cookie deletes report (116).

In another situation, user is set to accept all cookie by its browser and user has had User_ID (102).Then in journal file, create Alt_User_ID (103) and produce below report: 1) User_ID coverage pattern and frequency report (105); 2) Alt_User_ID coverage pattern and frequency report (106); 3) user's set report (107); 4) user cookie deletes report (108).To Registration_ID execution inspection (109) subsequently.If do not find Registration_ID, then what does not occur (117), access advertiser site (111) except non-user and obtain Registration_ID, in this case, Registration_ID is added to journal file (112) and produces report below: 1) Registration_ID coverage pattern and frequency report (113); 2) user's set report (114); 3) Subscriber Location Report (115); 4) user cookie deletes report (116).

In another situation, user is set to accept all cookie by its browser and user does not have User_ID (102).User_ID cookie is set and in journal file, create Alt_User_ID (104) subsequently and produce below report: 1) User_ID coverage pattern and frequency report (105); 2) Alt_User_ID coverage pattern and frequency report (106); 3) user's set report (107); 4) cookie deletes report (108).To Registration_ID execution inspection (109) subsequently.If find Registration_ID, then Registration_ID is added to journal file (110) and produces report below: 1) Registration_ID coverage pattern and frequency report (113); 2) user's set report (114); 3) Subscriber Location Report (115); 4) user cookie deletes report (116).

In another situation, user is set to accept all cookie by its browser and user does not have User_ID.User_ID cookie is set and in journal file, create Alt_User_ID subsequently and produce below report: 1) User_ID coverage pattern and frequency report; 2) Alt_User_ID coverage pattern and frequency report; 3) user's set report.To Registration_ID execution inspection (109) subsequently.If do not find Registration_ID, then what does not occur, access advertiser site (111) except non-user and obtain Registration_ID, in this case, Registration_ID is added to journal file (112) and produces report below: 1) Registration_ID coverage pattern and frequency report (113); 2) user's set report (114); 3) Subscriber Location Report (115); 4) user cookie deletes report (116).

In another situation, its browser is set to refusal third party cookie (101) by user.If there is User_ID (202), then in journal file, create Alt_User_ID (203) and produce below report: 1) User_ID coverage pattern and frequency report (205); 2) Alt_User_ID coverage pattern and frequency report (206); 3) user's set report (207); 4) Cookie deletes report (208).To Registration_ID execution inspection (209) subsequently.If find Registration_ID, then Registration_ID is added to journal file (210) and produces report below: 1) Registration_ID coverage pattern and frequency report (213); 2) user's set report (214); 3) Subscriber Location Report (215); 4) user cookie deletes report (216).

In another situation, its browser is set to refusal third party cookie (101) by user.If there is User_ID (202), then in journal file, create Alt_User_ID (203) and produce below report: 1) User_ID coverage pattern and frequency report (205); 2) Alt_User_ID coverage pattern and frequency report (206); 3) user's set report (207); 4) Cookie deletes report (208).To Registration_ID execution inspection (209) subsequently.If do not find Registration_ID, then what does not occur (217), and obtain Registration_ID, in this case, Registration_ID is added to journal file (212) and produces report below: 1) Registration_ID coverage pattern and frequency report (213); 2) user's set report (214); 3) Subscriber Location Report (215); 4) user cookie deletes report (216).

In another situation, its browser is set to refusal third party cookie (101) by user.If there is no User_ID (202), then in journal file, create Alt_User_ID (204) and produce below report: 1) User_ID coverage pattern and frequency report (205); 2) Alt_User_ID coverage pattern and frequency report (206); 3) user's set report (207); 4) Cookie deletes report (208).To Registration_ID execution inspection (209) subsequently.If find Registration_ID, then Registration_ID is added to journal file (210) and produces report below: 1) Registration_ID coverage pattern and frequency report (213); 2) user's set report (214); 3) Subscriber Location Report (215); 4) user cookie deletes report (216).

In another situation, its browser is set to refusal third party cookie (101) by user.If there is no User_ID (202), then in journal file, create Alt_User_ID (204) and produce below report: 1) User_ID coverage pattern and frequency report (205); 2) Alt_User_ID coverage pattern and frequency report (206); 3) user's set report (207); 4) Cookie deletes report (208).To Registration_ID execution inspection (209) subsequently.If do not find Registration_ID, then what does not occur, access advertiser site (211) except non-user and obtain Registration_ID, in this case, Registration_ID is added to journal file (212) and produces report below: 1) Registration_ID coverage pattern and frequency report (213); 2) user's set report (214); 3) Subscriber Location Report (215); 4) user cookie deletes report (216).

In another situation, its browser is set to refuse all cookie (101) by user.If there is User_ID (302), then in journal file, create Alt_User_ID (303) and produce below report: 1) User_ID coverage pattern and frequency report (305); 2) Alt_User_ID coverage pattern and frequency report (306); 3) user's set report (307); 4) Cookie deletes report (308).To Registration_ID execution inspection (309) subsequently.If find Registration_ID, then Registration_ID is added to journal file (310) and produces report below: 1) Registration_ID coverage pattern and frequency report (313); 2) user's set report (314); 3) Subscriber Location Report (315); 4) user cookie deletes report (316).

In another situation, its browser is set to refuse all cookie (101) by user.If there is User_ID (302), then in journal file, create Alt_User_ID (303) and produce below report: 1) User_ID coverage pattern and frequency report (305); 2) Alt_User_ID coverage pattern and frequency report (306); 3) user's set report (307); 4) Cookie deletes report (308).To Registration_ID execution inspection (309) subsequently.If do not find Registration_ID, then what does not occur (317), and obtain Registration_ID, in this case, Registration_ID is added to journal file (312) and produces report below: 1) Registration_ID coverage pattern and frequency report (313); 2) user's set report (314); 3) Subscriber Location Report (315); 4) user cookie deletes report (316).

In another situation, its browser is set to refuse all cookie (101) by user.If there is no User_ID (302), then in journal file, create Alt_User_ID (304) and produce below report: 1) User_ID coverage pattern and frequency report (305); 2) Alt_User_ID coverage pattern and frequency report (306); 3) user's set report (307); 4) Cookie deletes report (308).To Registration_ID execution inspection (309) subsequently.If find Registration_ID, then Registration_ID is added to journal file (310) and produces report below: 1) Registration_ID coverage pattern and frequency report (313); 2) user's set report (314); 3) Subscriber Location Report (315); 4) user cookie deletes report (316).

In another situation, its browser is set to refuse all cookie (101) by user.If there is no User_ID (302), then in journal file, create Alt_User_ID (304) and produce below report: 1) User_ID coverage pattern and frequency report (305); 2) Alt_User_ID coverage pattern and frequency report (306); 3) user's set report (307); 4) Cookie deletes report (308).To Registration_ID execution inspection (309) subsequently.If do not find Registration_ID, then what does not occur, access advertiser site (311) except non-user and obtain Registration_ID, in this case, Registration_ID is added to journal file (312) and produces report below: 1) Registration_ID coverage pattern and frequency report (313); 2) user's set report (314); 3) Subscriber Location Report (315); 4) user cookie deletes report (316).

Fig. 3 provides comparing of first party advertisement service system and third party's advertisement service system.Difference between first party system and Third party system is: first party Advertisement Server (550) represents advertiser (600) and carries out operating and can at read and write cookie in the advertisement quotient field (Domain1.com) or subdomain (ad.Domain1.com).In third party's advertising service model, third party's Advertisement Server (850) arranges cookie and does not represent advertiser (900) work in its oneself territory (Domain3.com).Third party cookie Advertisement Server is aimed to delete by many Anti-Spywares, and stopped and refusal by third party cookie.

Method described herein promotes to realize the workflow of individual player and advertiser and/or the workflow between agency (such as, TPAS) and publisher.Activity report system comprises: the user of surfing on web, be supplied to the advertisement of the browser of user, by the cookie of the browser of user/accept from the browser of user, refuse or delete, the database of the file of the record related user cookie of tool and advertising message, and use cookie follow the tracks of user and report the coverage pattern of those advertisements and the reporting system of frequency.

In the browser of user, there is the privacy making user can refuse all cookie, only refusal third party cookie and/or accept all cookie and control.Also exist and identify third party Data Collection cookie and the anti-spam and the spying program that arrange to delete them.

The cookie that Internet advertisement is placed on a web browser usually controls and makes advertising service agency can control user to watch which advertisement.Explorer continues evolution, and continues to introduce the new equipment that the Internet can be utilized to access.The function of cookie type is also evolved to file and database, as proof, but is not limited to, and uses Adobe Flash ^tMlocal shared object and Microsoft Silverlight ^tMthe popularity of the increase of the company of " separate, stored (isolated storage) " ability.The advertisement principle (such as, the frequency of advertisement exposure) of usual acceptance is employed to guarantee that user can not expose too much to same advertisement by these technology, therefore reduces the possibility that advertisement damages.

In report side, the process of advertisement is just being provided to catch unique cookie ID and other user system data (IP address, browser type etc.) and advertising message (advertised name, activity, website, width, website part etc.).Journal file is processed to produce report, thus shows to user and provide how many advertisements and the action (click, purchase etc.) showing the coverage pattern (unique subscriber) of those advertisements and the frequency of those advertisements subsequently and performed by user.Cookie can be used to the coverage pattern and the frequency that control advertisement, to help to optimize mixing and the ROI increasing described activity.If cookie is rejected or deletes, then this make coverage pattern and frequency report not too accurate because provide many new cookie and these new cookie are counted as first impression and unique subscriber subsequently.Third party cookie is usually rejected more than first party cookie and/or deletes.But first party cookie technology can be used to produce coverage pattern and frequency report more accurately, and this process of easily extensible is to comprise extra attribute, thus makes this process even more accurate.

Example implementations (Fig. 3) can be understood when user's access has website (such as, the Domainl.com) of first party advertisement relation with first party Advertisement Server.First party relation make first party Advertisement Server can under First-Party Model (ad.Domainl.com) read and write cookie, the relation data (ad.domainl.com=high_value) that can store in their cookie to utilize advertising company, thus represent them relevant advertisements is provided.When user accesses Domainl.com website and logins, they receive Domainl.com and register cookie (that is, Domainl.com=RegID=1234).When user subsequently on web surfing and enter first party Advertisement Server represent Domainl.com the website of advertisement is provided time, first party Advertisement Server will receive the content of Domainl.com cookie tank and can represent Domainl.com and utilize any data be stored in cookie.In this situation, particular advertisement can be supplied to by the activity provided from first party Advertisement Server knows that they are users of high level (high-value) registered user of the registration of advertiser site.If user worries online privacy, then their browser can be set to by they:

1) all cookie are refused;

2) only third party cookie is refused;

3) all cookie are accepted.

refuse all cookie

If user refuses all cookie, then they will send new cookie from first party Advertisement Server (ad.domainl.com) or Domainl.com at every turn ask, and first party Advertisement Server journal file will catch new User_ID at every turn, as long as but user logins from consistent IP address and browser, just constructs identical Alt_User_ID.In this case, can trace into: this user returns, and in fact Advertisement Server or advertiser can produce about customer location, operating system and browser type and the report of quantity of user not accepting or delete termly cookie.

only refuse third party cookie

If user refuses third party cookie but accepts first party cookie, then there are some situations: 1) when user accesses Domainl.com website, user will receive first party cookie.2) when user access not same area website time, user will be regarded as third party and can read first party territory cookie (Ad.domainl.com), but any cookie write will be rejected.When arranging cookie on first party territory, journal file will catch " new " cookie, and continues to count exactly each third party's advertising service on external domain.It if external domain is seen by user first, then Domainl.com cookie can not be set, because will be regarded as third party cookie for external domain.This difference can be very important, because if arrange this cookie in first party territory (ad.Domainl.com), even if then browser is set to not accept third party cookie, also can read them in third-party domain (200).Journal file also will be utilized the old cookie of new-> and upgrades and correctly will count coverage pattern in this situation, make first party advertising service process for report and optimization object more accurate.

accept all cookie

If user accepts all cookie, then third party's advertising service and counting process process with first party advertising service and count will be similar, but when user accesses web from diverse location or device, may there is counting difference.Such as, user can login from work (110), then surfing and watch advertisement on web, then goes home, logins and watch advertisement on different computing machines (120), flat computer (130) or smart phone (140).In this situation, even if having viewed same advertisement and should be counted as coverage pattern one and frequency two in two systems, standard coverage pattern and frequency counting process are also by counting coverage pattern 2 and frequency one.

But, in various implementations, use the first party system of Alt_User_ID will see different User_ID and different al t_User_ID, but see identical Registration_ID, and the user of spanning position (IP address) and system (working computer, home computer, flat computer or smart phone) can be linked.In this situation, strengthening counting process can correctly count coverage pattern and frequency, and standard third party counting technology may be different significantly.

In various first party implementation, new coverage pattern and frequency counting process work and catch multiple data point to help count accuracy under first party cookie mode, no matter be that its browser is set to accept cookie or refusal cookie by user, there is the cookie performed by user or anti-spam/espionage network and delete action, or they use multi-form access (such as, working computer, home computer, flat computer and smart phone).

exemplary operation

Fig. 1 describes example ad service environment.In this implementation, advertisement service system represents advertiser's work and produces advertisement tag, and this advertisement tag is not published person's ad system subsequently and is placed in purchase Media inventory (inventory).When user utilizes their browser (150) surfing to webpage, webpage can have many callings to different server for content.When asking advertisement tag, request is sent to Advertisement Server (250) by browser together with many heads.These head Help Viewers and host server determine providing the best way of asked information.User agent's character string is included in one of head provided from browser.Information is below supplied to server by user agent's character string from Microsoft Internet Explorer 9 acquiescently:

1) Apply Names and version (" Mozilla/5.0 ")

2) compatible mark (" compatibility ")

3) version token (" MSIE 9.0 ")

4) platform token (Windows NT 6.1 ")

5) (user agent: Mozilla/5.0 is (compatible for Trident token (" Trident/5.0 "); MSIE 9.0; Windows NT 6.1; Trident/5.0).

In many browsers, user agent's character string can be changed, but user needs to be skilled technically, or working procedure is to perform this change.Usually, most of user does not know that these user agent's character strings exist and never will can change them.In typical web surfing process, user will from one of their system (working computer (110), home computer (120), flat computer (130), smart phone (140) etc.) (100) accessed web page, publisher website (200) will send the HTTP head that can comprise advertisement tag, its HTTP header information is sent to advertisement deployment server (250) by instruction browser by described advertisement tag, and asks advertisement.Because advertisement tag has " main frame: media.Domainl.com ", so browser will send any cookie in the cookie tank of the Domainl.com that can be used to counting, coverage pattern and frequency computation part along user agent.

Fig. 6 illustrates the exemplary operation of the process 600 for determining the data relevant to AD service operation.Such as, process 600 can be performed to determine statistics, such as, but not limited to, impression frequency, coverage pattern, website are overlapping, path analysis etc.In implementation shown in Figure 6, such as, this process produces source data daily record in operation 602.Such as, source data daily record can be included in such as the whole or subset of the Transaction Information of collecting in activity or the advertising service process in special domain.Such as, Transaction Information comprises impression, clicks and send it back the whole or subset of display information (ping).These data also can comprise the name-value pair from raw data.Source data daily record can be loaded in analytic system (such as, middle table (staging table)) subsequently in operation 604.In a specific implementation mode, such as, data are organized as set to analyze.Such as, can around one or more advertising campaign (such as, according to movable ID), such as first party advertising service advertising service territory (such as, according to territory ID), around Start Date, Close Date and/or date range or according to contribute to analyze any other set tissue organize this set.

Analytic system analyzes source data daily record (such as, from middle table) in every way.In operation 606, such as, the cookie that analytic system describes for the new/old cookie example of such as above reference standard performs data analysis.In operation 608, analytic system performs data analysis for alternative user ID data (such as, as above can viewed device or client apparatus be used for identifying the data of user).In operation 610, analytic system performs data analysis for the registration recognition information (such as, registering ID) that can read in the first party domain space in first party advertisement scheme and/or write.

The result of operation 606 is compared to create standardized data collection by the result with operation 608 and/or 610 subsequently in operation 612.Such as, standardized data collection can be used to the example that identification cookie (or other permanent browser information) may be stopped or delete.Relative to the new/old cookie analytical plan of standard, therefore standardized data provides the measurement of improvement.

Importantly, it is noted that operation 608 or operation 610 can be executed independently, or can both executable operations 608 and 610, and the result of result with operation 606 is compared.Therefore, the result that standard cookie analyzes (operation 606) can be substituted analysis (operating 608) that user profile performs and/or uses the analysis of registration recognition information and executing (operating 610) to compare with using.

Fig. 7 illustrates that multiple identifier is used to aim at the example implementations that will be provided to the advertising service environment of the advertisement of user.Such as, this advertising service environment can use user identifier described herein, two or more and other identifier any amount of (comprising the derivant of these identifiers or other identifier) substituted in user identifier and registered user's identifier.In example shown in Figure 7, such as, one or more device 100A (such as, but be not limited to, the working computer illustrated, home computer, flat computer and intelligent telephone equipment) various websites on network (such as, the Internet) are connected to via the browser 150A operated on described one or more device 100A.Such as, device 100A can be connected to publisher website 200A, Advertisement Server website 250A and/or advertiser website via browser 150A.

In this specific examples, the render engine that rendering server 450A performs provides placeholder label in the browser 150A of one or more device 100A.If first party information (cookie or other data element) to be present on device 100A (such as, be present in browser 150A), then first party information (cookie or other data element) is identified and is provided to Advertisement Server 400A.Advertisement Server 400A access memory cache server 250A (or other data storage device, such as database, disk storage etc.), to mate one or more element and unique (or half is unique) browser details in fingerprint of first party information.

Memory cache server 250A and/or Advertisement Server 400A identifies and/or selects two or more identifiers (such as, user identifier, alternative user identifier are (such as, browser fingerprint) and/or register information identifier), for the one or more advertisements identified from advertiser database 300A or other external data provider data set 350A, to be supplied to Advertisement Server 400A, thus aim at engine/creativeness selection decision and measurement count accuracy.Advertisement Server 400A determine whether by any additionally or replace identifier and/or first party data element and provide and be back to browser 150A, to be used to relatively more relevant and/or to aim at information accurately, thus for aiming at and creatively selecting to provide advertisement.

Fig. 8 illustrates that browser and/or device fingerprint identifier are used to aim at another example implementations that will be provided to the advertising service environment of the advertisement of user.As described herein, fingerprint identifier can be used alone or use together with other identifier one or more.In example shown in Figure 8, such as, one or more device 100B (such as, but be not limited to, the working computer illustrated, home computer, flat computer and intelligent telephone equipment) various websites on network (such as, the Internet) are connected to via the browser 150B operated on described one or more device 100B.Such as, device 100B can be connected to publisher website 200B, Advertisement Server website 250BA and/or advertiser website via browser 150B.

In this specific examples, as described above with reference to Figure 7, the render engine that rendering server performs provides placeholder label in the browser 150B of one or more device 100B.Browser and/or device fingerprint elements are used to unique (or half is unique) the fingerprint key (such as, universal key) creating browser 150B and/or device 100B.Such as, fingerprint key can be stored in browser 150B, or this element can be provided to advertisement/meta data server 250B, and advertisement/meta data server 250B can use the establishment of this element for one or more keys of advertising service process.Fingerprint key can be general unique key, or enough different so that the extensive sampling in order to provide the object of advertisement to be statistically enough to discriminating device and/or browser.

Except fingerprint key or fingerprint elements, if there is first party data element (such as, cookie or other data), then first party data element also can be forwarded to advertisement/meta data server 250B.Advertisement/meta data server 250B selects universal key for aiming at or fingerprint key data record from advertiser database 300B or from any other third party's metadata provider 350B.New aiming information (such as, selecting based on fingerprint) is provided and is back to Advertisement Server 250B, selects to provide advertisement, and determine for measuring for aiming and creativeness.As described above with reference to Figure 7, Advertisement Server 250B also can determine whether by any extra information (such as, identifier and/or first party data element) provide and be back to browser 150B, to be used to relatively more relevant and/or to aim at information accurately, thus for aiming at and creatively selecting to provide advertisement.

Fig. 9 illustrates and performs another example implementations that pixel lights the advertising service environment of measurement.In the example shown in fig. 9, such as, one or more device 100C (such as, but be not limited to, the working computer illustrated, home computer, flat computer and intelligent telephone equipment) various websites on network (such as, the Internet) are connected to via the browser 150C operated on described one or more device 100C.Such as, device 100C can be connected to publisher website 200C, Advertisement Server website and/or advertiser website via browser 150C.

In this specific examples, the render engine that rendering server 450C performs provides placeholder label in the browser 150C of one or more device 100C.If first party information (cookie or other data element) to be present on device 100C (such as, be present in browser 150C), then first party information (cookie or other data element) is identified and is provided to Advertisement Server 400C.Browser and/or device fingerprint elements are also identified and are provided to Advertisement Server 400C.Advertisement Server 400C access memory cache server 250C (or other data storage device, such as database, disk storage etc.), to mate one or more element and unique (or half is unique) browser details in fingerprint of first party information.As mentioned above, fingerprint key or details can be general unique keys, or enough different so that in order to the extensive sampling of the object and statistically enough discriminating devices and/or browser that provide advertisement.

Memory cache server 250C and/or Advertisement Server 400C identifies and/or selects one or more identifier (such as, user identifier, alternative user identifier are (such as, browser fingerprint) and/or register information identifier), for the one or more advertisements identified from advertiser database 300C or other external data provider data set 350C, to be supplied to Advertisement Server 400C, thus for pixel management and measurement details.Such as, memory cache server 300C can identify that suitable pixel to light on browser 150C (advertiser, publisher or other), thus via the suitable master key collection of use and closed loop guarantees accurate counting and measurement.Advertisement Server 400C receives and determines pixel logo symbol, so that the one or more instructions being used for lighting one or more measurement pixel determined are sent back to browser 150C.

exemplary computer system

Fig. 5 is the schematic diagram of the calculation element 1000 that can realize creative management or deployment system.As discussed herein, implementation comprises various step.These steps various can be performed by hardware component, or can realize with machine-executable instruction, and described machine-executable instruction can be used to make to utilize the universal or special processor of these instruction programmings to perform these steps.Alternatively, the combination by hardware, software and/or firmware performs these steps.

Fig. 5 represents the example system of the implementation contributing to described technology.General-purpose computing system 1000 can perform computer program to perform computer disposal.Data and program file can be imported in computer system 1000, and computer system 1000 reads this file and perform this program in this computer system 1000.Some parts of general-purpose computing system 1000 are illustrated in Figure 5, and wherein processor 1002 is shown as and has I/O (I/O) part 1004, CPU (central processing unit) (CPU) 1006 and memory portion 1008.Can there is one or more processor 1002, thus the processor 1002 of computer system 1000 comprises single CPU (central processing unit) 1006 or multiple processing unit (being commonly called parallel processing environment).Computer system 1000 can be the computing machine of traditional computer, distributed computer or other type any.Computer system 1000 in Fig. 5, alternatively with the software service that the software service loaded in storer 1008, the DVD/CD-ROM 1010 configured or storage unit 1012 store and/or realize via the software service that wired or wireless network link 1014 transmits over the carrier signal, is transformed to the custom-built machine for realizing the operation described by described technology thus.

I/O part 1004 is connected to one or more user's interface device (such as, keyboard 1016 and display unit 1018), disk storage unit 1012 and disk drive unit 1020.Usually, in modern system, disk drive unit 1020 is the DVD/CD-ROM driver elements can reading DVD/CD-ROM medium 1010, and DVD/CD-ROM medium 1010 comprises program and data 1022 usually.The computer program comprised for realizing the mechanism of this system and method according to the technology described can be arranged in the memory portion 1008 of this system 1000, is positioned on disk storage unit 1012, or is positioned on DVD/CD-ROM medium 1010.Alternatively, disk drive unit 1020 can be replaced by diskette drive units, band driver element or other storage medium driver element or be supplemented.Computer system can be connected to network via network link 1014 by network adapter 1024, by network link 1014, and the instruction and data that computer system can comprise in reception carrier.The example of this system comprise provided by Sun Microsystems, Inc. SPARC system, by Dell company and the personal computer provided by other manufacturer of Intel compatible personal computer, the computing system based on PowerPC, the computing system based on ARM with run based on the operating system of Unix or other system of other operating system.Should be appreciated that, computing system also can comprise the devices such as such as personal digital assistant (PDA), mobile phone, game machine, Set Top Box.

When using computer system 1000 in LAN networked environment, computer system 1000 is by being connected to localized network as a kind of network interface of communicator or adapter 1024 (by wired connection or wirelessly).When using computer system 1000 in WAN networked environment, computer system 1000 generally includes the communicator of modulator-demodular unit, network adapter or other type any to set up communication on a wide area network.In networked environment, the program module described relative to computer system 1000 or its part can be stored in remote memory storage device.Should be appreciated that, it is exemplary that the network illustrated connects, and can use the miscellaneous equipment for setting up communication link between the computers and communicator.

According to implementation, the software instruction and the data that relate to operational subsystems can be positioned at disk storage unit 1012, disk drive unit 1020 or be coupled on other storage medium unit of computer system.Described software instruction also can be performed by CPU 1006.

Implementation described herein is implemented as the logic step in one or more computer system.A series of step of processors realization that logical operation is implemented as (1) performs in one or more computer system and the machine of the interconnection in (2) one or more computer system or circuit module.According to the performance requirement of particular computer system, implementation is the problem selected.Therefore, the logical operation forming the embodiments described herein and/or implementation is called operation, step, object or module in every way.In addition, should be appreciated that, logical operation can perform according to any order, unless to point out in addition clearly or claim language needs certain order inherently.

Implementation described herein is implemented as the logic step in one or more computer system.The step of a sequence processor realization that logical operation is implemented as (1) performs in one or more computer system and the machine of the interconnection in (2) one or more computer system or circuit module.According to the performance requirement of the computer system used, implementation is the problem selected.Therefore, the logical operation forming implementation described herein is called operation, step, object or module in every way.In addition, should be appreciated that, logical operation can be performed by according to any order, unless to point out in addition clearly or claim language needs certain order inherently.

More than illustrate, example and data provide structure to example implementations of the present invention and the complete description of use.Due to many implementations of the present invention can be realized without departing from the spirit and scope of the present invention, so the present invention is present in following appended claim.In addition, the architectural feature of different implementation can be combined in another implementation when not departing from the claim quoted.

In some implementations, provide goods as computer program.An implementation of computer program provides a kind of transient state that can encode by computer system reads and to computer program or non-Transient calculation machine program recorded medium.Can with to be included in by computing system in carrier wave and the computer data signal that computer program is encoded to provide another implementation of computer program.

In addition, some operation in said method must be positioned at before other operates naturally to make the method for description perform as described above.But if this order sequence does not change the function of the method, then the method described is not limited to the order of the operation described.That is, need to recognize: when not departing from the scope and spirit of claim, certain operations can be performed before or after other operation.

exemplary first party ad system

The example of the first party ad system that can use in various implementation described here is provided as follows.These are only the examples of the system and method that can use together with system and method described herein, such as, but not limited to, tolerance determine, user's identification, fingerprint recognition (such as, browser and/or device fingerprint recognition), storer or other memory cache etc.

In one example in which, provide first party advertising service environment, in this first party advertising service environment, Advertisement Server shares gray territory.Because Advertisement Server shares gray territory, so Advertisement Server has first party access to the cookie arranged by advertiser, and therefore can the gray cookie data that arrange on the browser of user of read and write.Even if user has been arranged via his secure browser block the use of third party cookie, Advertisement Server also can the gray first party cookie of read and write and not stopped by security setting.In addition, gray this first party cookie is unlikely regarded as spy and is stopped by Anti-Spyware or delete.Therefore, the advertising service that the Advertisement Server operated in gray territory can provide third party's Advertisement Server possibly cannot use.

In one example in which, advertiser provides access to one of its subdomain to Advertisement Server.Advertisement Server can be allowed the subdomain of access to provide the parts (such as, advertisement) of webpage and webpage from it by advertiser subsequently.Therefore, the cookie write at first by gray web server can by the web server read and write of Advertisement Server.Amendment browser options reads cookie by subdomain, because cookie is arranged on gray website in first party situation to stop that the computer user of the setting of third party cookie can not stop.

In another example, this environment comprises web browser, the advertiser website of the related territory of tool and web server, first party cookie, publisher website and advertisement is supplied to the Advertisement Server of publisher website.When browser access advertiser website, first party cookie is set to browser by the web server of association.Certain time afterwards, when browser access comprises the publisher website of the advertisement provided by Advertisement Server, gray cookie is sent to Advertisement Server and asks advertisement by browser.Advertisement Server receives cookie, because the territory of Advertisement Server is the subdomain in gray territory.Advertisement Server reads cookie and based on this cookie value, the content of request is sent back to browser.Can be the further explanation finding this to process in the RFC 2109 of HTTP state management mechanisms at title.

In another example, structure web server and the using and disposing of cookie technology, make gray Customer Relationship Management (CRM) system can fully be used the real time data collected by advertiser and Advertisement Server and shared by the cookie shared.Because advertiser and the Advertisement Server cookie that all read and write is identical, so data can be shared in real time.Be eliminated by the delay that synchronously current method of Advertisement Server and advertiser data (such as, cookie overnight is synchronous) causes termly or be at least reduced.

In one example in which, in the advertisement quotient field, provide the Advertisement Server of web advertisement to be not limited to provide a description main gray advertisement.Alternatively, Advertisement Server can provide advertisement from other company one or more (or four directions).If four directions and advertiser have existing relation (such as, market cooperative relationship, more district's sales agreement, unitization etc.), then advertiser and four directions can obtain the extra benefit providing cubic advertisement in gray subdomain.

In another implementation, Advertisement Server can provide e-mail advertisement via gray first party territory.E-mail advertisement is derived from gray territory, and this advertiser can be the Email providers of the trust of its client.Therefore, e-mail advertisement can be directly delivered to the inbox of its client as the email message of trusting or ratify, instead of is stopped by rubbish filtering.

In another implementation, original domain is set up by Advertisement Server.In original domain, configure web server, and select not arrange cookie option.Therefore, because can not cookie-be created future and in the past do not create cookie-so original domain keeps not having cookie, any advertisement also do not provided from original domain by any web server in this original domain.Therefore, for Advertisement Server creates without cookie advertising service environment.Although do not use cookie, this environment still provides the impression about advertisement performance and click function of reporting that can use when further advertisement selection.

Figure 10 represents the block scheme of the example system 500 that first party advertising service is shown.In this implementation, user operation comprises the web browser 502 of one or more cookie 504.Web browser 502 can be positioned on any Digital Media addressable device, such as, but not limited to, personal computer, laptop computer, handheld apparatus (such as, cell phone, MP3 player, blackberry, blueberry, personal digital assistant) etc.Browser 502 is guided to website 506 via browser 502 by user, such as " www.website.com ".Website 506 is provided by publisher 508, and publisher 508 is responsible for the overall content of website 506.Browser 502 sends the request of the content to the website 506 provided by publisher 508 to publisher 508.Publisher 508 provides website 506 by the content being at least partially provided for this website.As mentioned above, if arranged by publisher 508 before one or more cookie 504, then the described one or more cookie 504 arranged by publisher 508 are transmitted to publisher 508 by together with this request.

In implementation shown in Figure 10, website 506 also comprises the banner 510 provided by Advertisement Server 512.Advertisement Server 512 associates with at least one advertiser 514, and representative at least one advertiser 514 described provides advertisement in banner 510.Other assemblies one or more of website can be provided by the content supplier (such as, another advertiser or other content supplier) except publisher 508.

Advertisement Server 512 and advertiser 514 shared domain 516.In this implementation, the territory 516 that advertiser has " advertiser.com ", and the subdomain in gray territory is assigned to Advertisement Server 512, i.e. " ads.advertiser.com ".Because Advertisement Server 512 shares the territory of advertiser 514, so Advertisement Server 512 has first party access to the cookie arranged by advertiser 514 in the past.Therefore, if user carried out purchase in the past on the website of being issued by advertiser 514, then advertiser site may be provided with cookie user being identified as client on the browser 502 of user.The copy of the cookie arranged by advertiser 514 is sent to Advertisement Server 512 by browser 502 subsequently together with the request of the content to banner 510.

There is advertiser 514 and the various methods of accessing the subdomain of Advertisement Server 512 can be provided.In one implementation, such as, advertiser 514 uses its domain name service (DNS) server subdomain DNS request is assigned (delegate) or reboots to Advertisement Server dns server.This process is called as DNS and assigns.This point can realize by creating name server (NS) record pointing to Advertisement Server dns server in advertiser's dns server.The further explanation that can this is found in RFC1591 to process.In another implementation, by address record (or " A Record ") in advertiser's dns server, advertiser 514 can make their Hostname point to Internet Protocol (IP) address of Advertisement Server.In another implementation, the hardware and software of Advertisement Server is co-located in gray infrastructure or is co-located in the network identical with gray infrastructure.

When Advertisement Server dns server receive reboot time, its obtains the logical name (such as, " ads.companyname.com ") of the subdomain sent from advertiser dns server, and it is resolved to ad server IP address.Such as, " ads.companyname.com " will be resolved as IP address, such as " 216.150.209.230 ".Advertiser's dns server is advanced to the browse request of website " ads.companyname.com ", then advances to Advertisement Server dns server.Advertisement Server dns server will return to browser IP address " 216.150.209.230 ".After the IP address receiving association, any cookie associated with territory " .advertiser.com " and web-page requests are sent to the IP address associated by browser.Such as, the advantage that DNS assigns is: it seamlessly can be combined load balance for advertising service and failover with the existing proprietary solution of Advertisement Server.

Advertisement Server 512 receives for providing the request of advertiser's banner 510 and determining in banner 510 advertisement of display.Such as, Advertisement Server 512 can be that ad banner 510 determines suitable content according at least one value of the cookie received from browser 502.When Advertisement Server 512 receives and reads the cookie 504 with browse request, such as, the gray web server of Advertisement Server 512 identifiable design is placed on the cookie value identified for advertisement selection in cookie primitively.Such as, suppose that gray web server recognizes that the specific consumers of accessing gray website is high level client.Cookie 504 is set to the browser 502 of client by web server subsequently, this cookie 504 IncFlds " .advertiser.com " and data " Target=high_value (high level) ".Advertiser 514 carried out communicating to transmit following rule with Advertisement Server 512 in the past: when Advertisement Server 512 runs into the cookie data with " Target=high_value ", Advertisement Server 512 should be realized that it is processing the high level client of advertiser 514 and suitable advertisement should be supplied to this client.During each client's access " www.advertiser.com " website, " Target (target) " cookie value can be reset by gray web server with the currency state reflecting client.Such as, when client accesses gray website first, this client can be " medium_value (medium value) " client, but this client makes a big purchase in large quantities subsequently.The state updating of this client can be " high_value (high level) " by gray web server, then correspondingly resets cookie information.If the browser of this client 502 is mutual with the web server of Advertisement Server subsequently, then the cookie value after upgrading will make " high_value " advertisement return to the browser 502 of this client from the web server of Advertisement Server immediately.

Although Advertisement Server 512 provides web advertisement in the territory 516 of advertiser 514, Advertisement Server 112 can be not limited to represent main advertiser 514 and provide advertisement.Alternatively, Advertisement Server 512 can provide advertisement from other company one or more (or four directions).If four directions has existing relation (such as with advertiser 514, market cooperative relationship, more district's sales agreement, unitization etc.), then advertiser 514 and four directions can obtain the extra benefit providing cubic advertisement in the subdomain of advertiser 514.

If the advertisement in user's click or otherwise selection banner 510, then the browser of user is directed to the website of the advertiser 514 being positioned at gray territory " advertiser.com ".

Figure 11 represents another example of first party advertising service environment 600.This figure comprises three row.First row comprises four expressions of the computer workstation 602 representing computer user and web browser.Although workstation shown in Figure 11, can from any device (including but not limited to: personal digital assistant (PDA), mobile phone, notebook, desktop PC etc.) running browser that can perform browser.From the top of this page to bottom, each expression of workstation represents identical workstation, but represents the workstation of time afterwards.Such as, the first workstation expresses possibility and occurs in hour 1, and the second workstation expresses possibility and occurs in hours 2, etc.Secondary series comprises the expression of the website 604 that browser in row 1 was watched in preset time.3rd row comprise the advertiser " Lender (credit side) " of domain name service (DNS) server and the configuration of Advertisement Server " Adserver (Advertisement Server) " structure and Advertisement Server web server and are used for the expression of the implementation banner on the website of publisher being made to the rule of response.

Continue above example, in hour 1, its web browser is guided to " http://home.lender.com " website by user.User completes subsequently " application for credit " web form, and credit side's web server arranges the cookie of the information comprised on the browser of user.Credit side (advertiser) and Advertisement Server consult to provide banner in publisher website " publisher1.com " and " publisher2.com ".Credit side and Advertisement Server are according to above-mentioned their server of implementation configuration and dns server.Advertisement Server has territory " ads.lender.com ", and this territory " ads.lender.com " is the subdomain in the territory " lender.com " of advertiser credit side.In hours 2, its browser is guided to the website " publisher1.com " of publisher by user, and this website " publisher1.com " comprises the banner for credit side provided by Advertisement Server.Because the browser of user has comprised the cookie of the territory lender.com created in hour 1 by credit side's web server, so send to Advertisement Server web server by browser by this cookie and to the request of banner.Advertisement Server web server reads this cookie and recognizes that this client has loan application undetermined.Responsively, " banner 1 " ad-delivery is back to web browser by Advertisement Server web server.

In hours 3, user accesses again " lender.com " and current select 4% interest rate.This information is added to " lender.com " cookie by credit side's web server.In hours 4, its browser is guided to the second publisher website " publisher2.com " also comprising credit side's banner by user.Lender.com cookie is sent to the Advertisement Server web server of request banner by browser.Advertisement Server web server reads this cookie and recognizes the interest rate being provided with 4% by credit side's web server in hours 3.Responsively, " banner 4 " is sent back to web browser by Advertisement Server web server.

Figure 12 represents another exemplary first party advertising environments 700.In this implementation, environment 700 comprises multiple website 702,704 and 706.Each in website 702,704 and 706 is by publisher (such as, CNN, MSN and yahoo) trustship (host).In addition, two websites 702 and 704 comprise the assembly 708 and 710 provided by advertiser 714 and 716 respectively.Such as, website 702 comprises the banner 708 provided by advertiser 714 (such as, " advertiser 1 ").3rd website 706 comprises the assembly 712 provided by third party's Advertisement Server 718.

Therefore, when its browser is guided to website 702 by user, this website comprises link for this browser being guided to the address in the domain logic of advertiser 714 to retrieve the advertisement of banner 708.If the territory of " advertiser 1 " is such as " .advertiser1.com ", then this website can be included in the link of the subdomain (such as, " ads.advertiser1.com ") of advertiser 1.In order to retrieve the advertising message of banner 708, request is sent to " ads.advertiser1.com " subdomain by this browser.This request is forwarded to the dns server associated with " advertiser1.com " territory, and this dns server comprises name server (NS) and reboots device 720.NS reboots device 720 and this request is guided to the dns server associated with Advertisement Server 718, and subdomain " ads.advertiser1.com " is resolved to again the IP address of Advertisement Server 718 by this dns server.As mentioned above, Advertisement Server 718 shares the territory of advertiser 714, and therefore has first party access and to be stored in cookie data on the browser of user with read and write, just look like Advertisement Server 718 is advertisers 714.

Similarly, website 704 comprise banner 710 and to the link of domain logic of another advertiser 716 (such as, " advertiser 2 ") to obtain the advertisement of banner 710.If the territory of advertiser 2 is such as " .advertiser2.com ", then website 704 can be included in the link of the subdomain (such as, " ads.advertiser2.com ") of advertiser 2.In order to retrieve the advertising message of banner 710, request is sent to " ads.advertiser2.com " subdomain by this browser.This request is forwarded to the dns server associated with " advertiser2.com " territory, and this dns server comprises name server (NS) and reboots device 722.NS reboots device 722 and this request is rebooted dns server to associating with Advertisement Server 718, and subdomain " ads.advertiser2.com " is resolved to again the IP address of Advertisement Server 718 by this dns server.Alternatively, another Advertisement Server can represent advertiser 2 and provide banner 710.Because Advertisement Server 718 shares the territory of advertiser 714 and advertiser 716, therefore Advertisement Server 718 has first party access and to be stored in cookie data on the browser of user with read and write, just look like Advertisement Server 718 is advertisers 714 and 716.

3rd website 706 comprises another banner 712 with the direct link to Advertisement Server 718 to provide banner 712 on website 706.By this way, Advertisement Server 718 is as the typical third party's Advertisement Server representing website 706.Therefore, the Advertisement Server 718 shown in Figure 12 is used as first party advertising service for webpage 702 and 704, but is used as third party's advertising service for webpage 706.

In a specific implementation mode, Advertisement Server 718 also can support security socket layer (SSL) agreement (such as, HTTPS: //) at least one in advertiser 714 and 716.By sharing gray domain logic, Advertisement Server can use gray certificate can realize SSL traffic.Such as, advertiser can be subdomain " ads.advertiser.com " buy SSL certificate and to Advertisement Server provide this certificate with coupling be assigned to the subdomain of Advertisement Server and gray father field.

Figure 13 represents the exemplary operation 800 of the method providing advertisement.In operation 802, browser is guided to website by user, and this website is by publisher's trustship and comprise the assembly of the banner such as provided by Advertisement Server.Such as, user can input uniform resource locator (URL) or Internet Protocol address in a browser browser to be guided to the website of expectation.Website comprises the link to Advertisement Server of the link to publisher of the content for retrieving website and the advertisement for the assembly (such as, banner) of retrieving website.In operation 804, when browser access website, content requests is sent to publisher via the link from website for content by browser.In operation 806, publisher makes response by the content of website is supplied to browser to content requests.

In operation 808, browser also receive and send via this chain point to gray subdomain ad service request to ask ad content.In operation 810, this request is routed to the dns server of gray father field.In operation 812, ad service request is rebooted the dns server to the subdomain associated with the Advertisement Server of the banner providing website by dns server.As mentioned above, the infrastructure associated with this subdomain can be co-located at same place with the infrastructure of gray father field, can be co-located on private network, can via access such as public networks (such as, the Internet).

Ad service request can be rebooted in many ways by the dns server of gray father field.In one implementation, such as, use DNS to assign, name server (NS) record wherein in dns server points to the dns server of Advertisement Server.By this way, the ad service request being directed to this subdomain is received by gray dns server, and is forwarded to Advertisement Server via the NS record of the dns server pointing to Advertisement Server.Such as, illustrative instructions below can be added to the territory area file in territory " advertiser.com ", and under this instruction, advertiser wants the first party cookie providing it.

; Subdomain is assigned

In this implementation, subdomain " ads.advertiser.com " will be assigned to Advertisement Server, and Advertisement Server will the IP address assignment of its system to title " ads ".

In another implementation, the dns server of gray father field uses address record (" A Record ") in father field dns server to point to the address of the server of Advertisement Server, such as directly points to Internet Protocol (IP) address of server.Also imagine other implementation.

In operation 814, if browser comprises the copy of the one or more cookie associated with gray territory (such as, gray father field, subdomain or another territory), then described one or more cookie is forwarded to Advertisement Server.Described one or more cookie can be transmitted to Advertisement Server together with ad service request, or can be transmitted to Advertisement Server dividually with ad service request.Advertisement Server can be used as the first party read and write cookie with cookie direct correlation, because Advertisement Server shares gray territory.Therefore, the one or more cookie on browser directly can be upgraded by advertiser or Advertisement Server, and need not between advertiser and Advertisement Server synchronizing information.

In operation 816, Advertisement Server receives ad service request from publisher website.Such as, reboot ad service request described in reference operation 812 more than such as after, Advertisement Server can receive this ad service request at the dns server place of Advertisement Server.This subdomain is resolved to address (such as, IP address) again and ad service request is transmitted to the server with this address information by Advertisement Server dns server.In another implementation, the server of Advertisement Server can record (A Record) via the address of advertiser's dns server and directly receive ad service request from gray dns server.Also imagine other implementation.

In operation 818, if forward the one or more cookie associated with gray father field from browser, then Advertisement Server also receives described one or more cookie.As mentioned above, described one or more cookie can be received together with ad service request, or can be received dividually with ad service request.

Advertisement Server receives ad service request and described one or more cookie (if being suitable for), and selects an advertisement from multiple advertisement.Such as, Advertisement Server can select advertisement based on the cookie associated with gray father field at least in part.But if do not send cookie, then Advertisement Server can select advertisement according to other criterion.As mentioned above, Advertisement Server can select the advertisement associated with advertiser, or can select the advertisement representing the opposing party (that is, four directions).Such as, the 4th can have Shang Yue district, place sales agreement with advertiser, or can be only the opposing party irrelevant with advertiser.

In operation 820, the content of the advertisement of selection is transmitted to browser by Advertisement Server subsequently.In one implementation, such as, via open socket, content is directly transmitted to browser from Advertisement Server.Also imagine other implementation.

At needs or when expecting without cookie advertisement, such as, the ability by using " original domain " to avoid creating cookie is provided to Advertisement Server.As mentioned above, original domain comprises the neofield that there is or provide never cookie never.Advertisement Server, advertiser and publisher can buy neofield from territory greffier (such as, GODaddy.com or Networking Solutions & provisioned (Network Solutions)).

The virgin state of special domain can be verified in many ways.In one implementation, such as, the database of domain name by cross-check to guarantee the virgin state in any territory expected.In another implementation, the examination & verification of territory greffier is completed to verify virgin state.In another implementation, a series of journal file is kept and described a series of journal file is used to audit the state in territory to guarantee that it is original domain.Therefore Advertisement Server in the original domain of empirical tests can provide content, and any cookie created in other territory in the past is not transmitted to the web server in original domain.

In some cases, Advertisement Server can believe that a territory has the qualification of original domain, but afterwards, unexpectedly receives cookie by this territory from browser.So, Advertisement Server can detect the reception of the cookie associated with surperficial original domain and alert management personnel.By this way, managerial personnel can replace this territory with new true original domain and perform other corrective action (such as, initial domain can be removed by the database from original domain).Alternatively, Advertisement Server can take corrective action with by deleting the cookie that receives from browser or making the expired virgin state recovering this territory of cookie that receives from browser.In one implementation, such as, Advertisement Server again can send the cookie that receives from browser and " expires (expired) " of this cookie is set to the date in the past.Also imagine other implementation.

In another implementation, the HTTP request not comprising status information (that is, cookie data) and response is utilized to create browser session.This session is limited in the data transmitted in " Cookie " and " Set-Cookie (arranging cookie) " order, and " Cookie " and " Set-Cookie (arranging cookie) " order is transferring status data between the web server of participating in and browser usually.Cookie is not had to be created by the web server being positioned at original domain by the stateless session read or write.

Fully domain qualified hostname comprises main frame (such as, " www ") and domain name (such as, " .company.com ").Domain name comprises two or more territories level (such as, " .company " be territory, the second level and " .com " is TLD).In one implementation, the domain name that never there is (or exist and never used) is in the past established as original domain to provide without the object of cookie advertisement.In original domain, can configure and dispose any amount of completely qualified host name.Usually, cookie transmits and the status information stored by user agent between original server (such as, web server) and user agent's (such as, browser).The further information about these technology can be found in HTTP/1.0RFC 2109 codes and standards.

In another implementation, original domain is set up by Advertisement Server.In original domain, configuring web server, and selecting without arranging cookie option.Therefore, because can not cookie-be created future and without any creating cookie-so original domain keeps not having cookie before web server in this original domain, any advertisement also do not provided from original domain.Therefore, for Advertisement Server creates without cookie advertising service environment.Although do not use cookie, this environment still provides the impression about advertisement performance and click function of reporting that can use when further advertisement selection.

Although in necessarily detailed degree, describe many implementations of the present invention above, those skilled in the art can make many changes to the disclosed embodiments without departing from the spirit or scope of the present invention.All directions are quoted (such as, upper and lower, upwards, downward, left and right, left, to the right, top, bottom, top, below, vertical, level, clockwise and counterclockwise) only for the object that identifies to help reader understanding the present invention, instead of create the restriction about position of the present invention, orientation or use especially.Connect and quote (such as, attached, coupling, connection etc.) and should broadly explain and relative movement between the intermediate member that can comprise between the connection of parts and parts.So, connection is quoted and must not be inferred that two parts directly connect and are in fixed relationship each other.In more than describing to comprise or all the elements shown in accompanying drawing should be construed as merely illustrative and nonrestrictive.The change of details or structure can be made when not departing from spirit of the present invention defined by the appended claims.

Claims

1. a method, comprising:

Receive permanent browser information at Advertisement Server place from client machine system, wherein described permanent browser information is set in gray territory and Advertisement Server operates in gray territory;

(i) system information relevant to client machine system and (ii) and at least one the user-dependent register information of client machine system is received from gray territory; And

Advertisement metrics is determined based at least one in permanent browser information and (i) system information and (ii) register information.

2. the method for claim 1, wherein said Advertisement Server operates in gray appointment subdomain.

3. the method for claim 1, wherein said tolerance comprises at least one in coverage pattern and frequency.

4. the method for claim 1, wherein (i) system information is captured with at least one in (ii) register information.

5. method as claimed in claim 4, wherein (i) system information is written to journal file with at least one in (ii) register information.

6. the method for claim 1, wherein (i) system information associates with permanent browser information with at least one in (ii) register information.

7. method as claimed in claim 6, wherein (i) system information associates with the permanent browser information in journal file with at least one in (ii) register information.

8. the method for claim 1, wherein said system information comprises at least one in device identification, location identifier, operating system, browser identifier, browser brand, browser version, Internet Protocol address, MAC Address.

9. the method for claim 1, wherein said register information comprises the register information of user to the system associated with gray territory.

10. the method for claim 1, also comprises: upgrade permanent browser information.

11. methods as claimed in claim 10, the permanent browser information wherein upgraded comprises the cookie of renewal.

12. methods as claimed in claim 11, the cookie wherein upgraded is written to browser file to store.

13. methods as claimed in claim 10, wherein said permanent browser information comprises at least one in the local shared object of browser, Adobe Flash, Microsoft Silverlight, HTML5, Javascript etc.

14. the method for claim 1, wherein said permanent browser information comprises cookie.

15. the method for claim 1, wherein said permanent browser information comprises first party browser cookie.

16. the method for claim 1, wherein said permanent browser information is used to use the user the information identification computer system that obtains in gray territory.

17. the method for claim 1, wherein said tolerance comprise every below at least one: path analysis; Buy the site performance of the website of advertisement listings; With the media capabilities of particular media type.

18. methods as claimed in claim 17, wherein said tolerance provides closed loop tracking system, this closed loop tracking system make advertiser can follow needle at multiple advertisement exposures of action that can realize the advertiser site of media ownership is taked.

19. the method for claim 1, wherein use from the value of the IP address computation of being collected by Advertisement Server and ask the user agent's character string provided to identify user by the HTTP head GET from browser to server.

20. methods as claimed in claim 19, wherein compare the value of calculating and gray registration value, to identify the user of at least one crossed in multiple access means and multiple access location.

21. methods as claimed in claim 20, wherein compare the value of calculating and registration value, to provide advertisement to the user identified further and to report the user of at least one crossed in multiple access means and multiple access location.

22. the method for claim 1, wherein in gray territory, identify user based at least one in the following by the Advertisement Server operated in gray appointment subdomain: the browser cookie based on registration, the browser file based on registration and the browser data storehouse based on registration.

23. the method for claim 1, wherein said permanent browser information comprises and creates by user the cookie that account or the register system logined arrange in gray territory thereon.

24. methods as claimed in claim 23, wherein said register information comprises advertiser's registered type identifier.

25. methods as claimed in claim 24, wherein compare register information and Advertisement Server user identifier, to determine the existence of the multiple Advertisement Server user identifiers for single registered type identifier on single assembly.

26. methods as claimed in claim 25, wherein based on register information produce report identify permanent browser information whether standing below operation at least one: stopped by user and delete.

27. methods as claimed in claim 24, wherein substitute user identifier by register information and Advertisement Server and compare, to confirm the existence of the multiple customer location in single position for single registered type ID or link address.

28. methods as claimed in claim 24, wherein substitute user identifier by register information and Advertisement Server and compare, to report the existence of the multiple user's sets for single registered type identifier.

29. methods as claimed in claim 24, wherein compare register information and Advertisement Server user identifier and alternative user identifier, to produce path analysis.

30. methods as claimed in claim 29, wherein said path analysis is used to identify that user or user group relatively may check and buy the device of product, position and at least one in the time in one day subsequently.

31. methods as claimed in claim 24, wherein register information and Advertisement Server user ID and alternative user ID are compared, to produce path analysis report, thus the coverage pattern understood for the crossover device of user or user group, position and the advertisement exposure of at least one in the time in one day and frequency.

32. methods as claimed in claim 24, wherein said advertisement metrics is analyzed to determine relatively efficient or effective advertiser site, device and medium type and to provide type.

33. methods as claimed in claim 25, wherein said medium type comprises at least one in Rich Media, video, expansion advertisement, banner, e-mail advertisement.

34. methods as claimed in claim 24, wherein said register information is used to by user identifier and the alternative user identifier be not stored in cookie are compared the user identifying and delete cookie.

35. methods as claimed in claim 34, wherein identify that the operation of the user deleting cookie also comprises and user identifier and the registration identifier of being assigned by backup system are compared.

36. methods as claimed in claim 35, also comprise: produce report, this report identification: (i) coverage pattern and frequency information; (ii) user's path analysis; (iii) user's access system changeability and preference.

37. the method for claim 1, wherein said register information comprises the information arranged in gray territory by register system.

38. 1 kinds of systems, comprising:

Advertisement services server, is configured to:

Receive permanent browser information from client machine system, the permanent browser information of described client machine system is wherein set in gray territory and advertisement services server operates in gray territory;

39. 1 kinds of methods, comprising:

The user on client machine system is identified based at least one in permanent browser information and (i) system information and (ii) register information.

40. methods as claimed in claim 39, wherein said Advertisement Server operates in gray appointment subdomain.

41. methods as claimed in claim 39, wherein (i) system information is captured with at least one in (ii) register information.

42. methods as claimed in claim 41, wherein (i) system information is written to journal file with at least one in (ii) register information.

43. methods as claimed in claim 39, wherein (i) system information associates with permanent browser information with at least one in (ii) register information.

44. methods as claimed in claim 43, wherein (i) system information associates with the permanent browser information in journal file with at least one in (ii) register information.

45. methods as claimed in claim 39, wherein said system information comprises at least one in device identification, location identifier, operating system, browser identifier, browser brand, browser version, Internet Protocol address, MAC Address.

46. methods as claimed in claim 39, wherein said register information comprises the register information of user to the system associated with gray territory.

47. methods as claimed in claim 39, also comprise: upgrade permanent browser information.

48. methods as claimed in claim 47, the permanent browser information wherein upgraded comprises the cookie of renewal.

49. methods as claimed in claim 48, the cookie wherein upgraded is written to browser file to store.

50. methods as claimed in claim 47, wherein said permanent browser information comprises at least one in the browser utilizing Adobe Flash local shared object, Microsoft Silverlight, HTML5, Javascript etc.

51. methods as claimed in claim 39, wherein said permanent browser information comprises cookie.

52. methods as claimed in claim 39, wherein said permanent browser information comprises first party browser cookie.

53. methods as claimed in claim 39, wherein said permanent browser information is used to use the user the information identification computer system that obtains in gray territory.

54. methods as claimed in claim 39, wherein identify that the operation of user comprises the user agent's character string using and provide from the value of the IP address computation of being collected by Advertisement Server and being asked by the HTTP head GET from browser to server.

55. methods as claimed in claim 54, wherein compare the value of calculating and gray registration value, to identify the user of at least one crossed in multiple access means and multiple access location.

56. methods as claimed in claim 55, wherein compare the value of calculating and registration value, to provide advertisement to the user identified further and to report the user of at least one crossed in multiple access means and multiple access location.

57. method as claimed in claim 39, wherein identifies user based at least one in the following by the Advertisement Server operated in gray appointment subdomain in gray territory: the browser cookie based on registration, the browser file based on registration and the browser data storehouse based on registration.

58. methods as claimed in claim 39, wherein said permanent browser information comprises and creates by user the cookie that account or the register system logined arrange in gray territory thereon.

59. methods as claimed in claim 58, wherein said register information comprises advertiser's registered type identifier.

60. methods as claimed in claim 59, wherein compare register information and Advertisement Server user identifier, to determine the existence of the multiple Advertisement Server user identifiers for single registered type identifier on single assembly.

61. methods as claimed in claim 60, wherein based on register information produce report identify permanent browser information whether standing below operation at least one: stopped by user and delete.

62. methods as claimed in claim 59, wherein substitute user identifier by register information and Advertisement Server and compare, to confirm the existence of the multiple customer location in single position for single registered type ID or link address.

63. methods as claimed in claim 59, wherein substitute user identifier by register information and Advertisement Server and compare, to report the existence of the multiple user's sets for single registered type identifier.

64. methods as claimed in claim 59, wherein said register information is used to by user identifier and the alternative user identifier be not stored in cookie are compared the user identifying and delete cookie.

65. methods as described in claim 64, wherein identify that the operation of the user deleting cookie also comprises and user identifier and the registration identifier of being assigned by backup system are compared.

66. methods as claimed in claim 39, wherein said register information comprises the information arranged in gray territory by register system.

67. 1 kinds of methods, comprising:

Identify customer location;

At least one attribute of recording user position;

User identifier is imported from backup system;

At least one attribute of one or more log recording and at least one attribute of customer location are compared; And

Described multiple log recording is relatively arranged based on attribute.

68. methods as described in claim 67, wherein housekeeping operation comprises and relatively grading to user based on attribute.

69. methods as described in claim 67, at least one attribute of wherein said customer location is relevant to the region of customer location, and at least one attribute of each log recording is relevant to the region of user.

70. methods as described in claim 67, wherein compare operation determines that whether each in described multiple access system is compatible with destination locations.

71. methods as described in claim 67, also comprise: identify the access system incompatible with destination locations.

72. methods as described in claim 67, also comprise: in report interface, show the access system after arranging in a hierarchical manner.

73. 1 kinds of systems, comprising:

Identify customer location;

By at least one attribute record of customer location in non-transient data daily record;

User identifier is imported from auxiliary non-transient data storage system;

Described multiple log recording is relatively arranged based on attribute.

74. systems as described in claim 73, wherein housekeeping operation comprises and relatively grading to user based on attribute.

75. systems as described in claim 73, at least one attribute of wherein said customer location is relevant to the region of customer location, and at least one attribute of each log recording is relevant to the region of user.

76. systems as described in claim 73, wherein compare operation determines that whether each in described multiple access system is compatible with destination locations.

77. systems as described in claim 73, also comprise: identify the access system incompatible with destination locations.

78. systems as described in claim 73, also comprise: in report interface, show the access system after arranging in a hierarchical manner.