Incremental Update Of Long-Term And Short-Term User Profile Scores In A Behavioral Targeting System

Abstract

A behavioral targeting system determines user profiles from online activity. The system includes a plurality of models that define parameters for determining a user profile score. Event information, which comprises on-line activity of the user, is received at an entity. To generate a user profile score, a model is selected. The model comprises recency, intensity and frequency dimension parameters. The behavioral targeting system generates a user profile score for a target objective, such as brand advertising or direct response advertising. The parameters from the model are applied to generate the user profile score in a category. The behavioral targeting system has application for use in ad serving to on-line users.

1 . A method for determining a user profile from online activity, said method comprising:
 collecting event information up to a first period of time, wherein said event information comprises on-line activity between a user and an entity;   processing said event information so as to generate a long-term user profile score, wherein said long-term user profile score is used to assess user behavior based on said user's long-term interest;   receiving, at said entity, event information subsequent to said first period of time;   processing said event information received subsequent to said first period of time so as to generate a short-term user profile score, wherein said short-term profile score is used to assess user behavior based on said user's short-term interest;   re-calculating said long-term user profile score without re-processing said event information collected up to said first period of time; and   combining said long-term user profile score and said short term user to generate a user profile score.   
     
     
         2 . The method as set forth in  claim 1 , wherein:
 processing said event information so as to generate a long-term user profile score comprises processing said event information to compute an intensity dimension comprising a decay component; and   re-calculating said long-term user profile score comprises increasing said decay component based on a time associated with said user profile score.   
     
     
         3 . The method as set forth in  claim 1 , wherein:
 processing said event information so as to generate a long-term user profile score comprises processing said event information to compute a recency dimension; and   re-calculating said long-term user profile score comprises incrementing said recency dimension based on a time associated with said user profile score.   
     
     
         4 . The method as set forth in  claim 1 , wherein processing said event information so as to generate a long-term user profile score comprises batch processing said event information to generate said long-term user profile score. 
     
     
         5 . The method as set forth in  claim 1 , wherein processing said event information to generate a short-term user profile score comprises processing said event information in real-time to generate said short-term user profile score. 
     
     
         6 . The method as set forth in  claim 1 , wherein said time subsequent to said first period of time comprises at least one hour. 
     
     
         7 . The method as set forth in  claim 1 , wherein said time subsequent to said first period of time comprises two days. 
     
     
         8 . A computer readable medium comprising a set of instructions which, when executed by a computer, cause the computer to determine a user profile from online activity, said instructions for:
 collecting event information up to a first period of time, wherein said event information comprises on-line activity between a user and an entity;   processing said event information so as to generate a long-term user profile score, wherein said long-term user profile score is used to assess user behavior based on said user's long-term interest;   receiving, at said entity, event information subsequent to said first period of time;   processing said event information received subsequent to said first period of time so as to generate a short-term user profile score, wherein said short-term profile score is used to assess user behavior based on said user's short-term interest;   re-calculating said long-term user profile score without re-processing said event information collected up to said first period of time; and   combining said long-term user profile score and said short term user to generate a user profile score.   
     
     
         9 . The computer readable medium as set forth in  claim 8 , wherein:
 processing said event information so as to generate a long-term user profile score comprises processing said event information to compute an intensity dimension comprising a decay component; and   re-calculating said long-term user profile score comprises increasing said decay component based on a time associated with said user profile score.   
     
     
         10 . The computer readable medium as set forth in  claim 8 , wherein:
 processing said event information so as to generate a long-term user profile score comprises processing said event information to compute a recency dimension; and   re-calculating said long-term user profile score comprises incrementing said recency dimension based on a time associated with said user profile score.   
     
     
         11 . The computer readable medium as set forth in  claim 8 , wherein processing said event information so as to generate a long-term user profile score comprises batch processing said event information to generate said long-term user profile score. 
     
     
         12 . The computer readable medium as set forth in  claim 8 , wherein processing said event information to generate a short-term user profile score comprises processing said event information in real-time to generate said short-term user profile score. 
     
     
         13 . The computer readable medium as set forth in  claim 8 , wherein said time subsequent to said first period of time comprises at least one hour. 
     
     
         14 . The computer readable medium as set forth in  claim 8 , wherein said time subsequent to said first period of time comprises two days. 
     
     
         15 . A system comprising:
 at least one server for collecting a first set of event information up to a first period of time, and for receiving a second set of event information subsequent to said first period of time, wherein said event information comprises on-line activity between a user and an entity;   batch processing unit, coupled to said server, for processing said event information to generate a long-term user profile score, wherein said long-term user profile score is used to assess user behavior based on said user's long-term interest;   real-time processing unit, coupled to said server, for processing said event information received subsequent to said first period of time so as to generate a short-term user profile score, wherein said short-term profile score is used to assess user behavior based on said user's short-term interest; and   wherein, said server for re-calculating said long-term user profile score without re-processing said event information collected up to said first period of time, and for combining said long-term user profile score and said short term user to generate a user profile score.   
     
     
         16 . The system as set forth in  claim 15 , wherein said server further for processing said event information to compute an intensity dimension comprising a decay component, and for increasing said decay component based on a time associated with said user profile score. 
     
     
         17 . The system as set forth in  claim 15 , wherein said server further for processing said event information to compute a recency dimension, and for incrementing said recency dimension based on a time associated with said user profile score. 
     
     
         18 . The system as set forth in  claim 15 , wherein said time subsequent to said first period of time comprises at least one hour. 
     
     
         19 . The system as set forth in  claim 15 , wherein said time subsequent to said first period of time comprises two days.