Method and system for influencing auction based advertising opportunities based on user characteristics

Abstract

Disclosed is a computer implemented method of bidding for advertisement opportunities based on user behavior data. The computer implemented method may include receiving a primary bid value associated with an audience list including a plurality of users. Further, each user of the plurality of users may be associated with user behavior data corresponding to a primary filtering criteria. Further, the computer implemented method may include receiving a secondary bid value associated with a sub-audience list including one or more users. Further, the one or more users may be associated with user behavior data corresponding to a secondary filtering criteria. Additionally, the computer implemented method may include transmitting a bid for an advertisement opportunity based on each of the primary bid value and the secondary bid value. The advertisement may be presentable to the one or more users.

The following is claimed: 
     
         1 . A method of bidding for advertisement opportunities, wherein the method is computer implemented, the method comprising:
 receiving a specification of a first audience list based on primary filtering criteria, wherein the first audience list comprises a plurality of users having user behavior data corresponding to the primary filtering criteria;   receiving a primary bid value associated with the first audience list;   specifying an adjustment to the primary bid value based on at least one contextual variable, wherein specifying the adjustment to the primary bid value based on the at least one contextual variable comprises:
 specifying an adjustment filtering criteria, wherein specifying the adjustment filtering criteria comprises receiving a selection of the following: 
   an adjustment filter type and an adjustment filter parameter,
 wherein receiving the selection the adjustment filter type comprises receiving a selection of at least one from a group consisting of the following:
 an additional audience list based adjustment, 
 keyword based adjustment, 
 affinity based adjustment, 
 web traffic history based adjustment, 
 location based adjustment, and 
 time based adjustment; 
 
 wherein receiving the selection the adjustment filter parameter comprises receiving a selection of at least one from a group consisting of the following:
 at least one additional audience list, 
 at least one keyword, 
 at least one interest, 
 at least one web domain, 
 at least one web page, 
 at least one location, and 
 at least one time, and 
 
   specifying an adjustment value to be applied to the primary bid value when the at least one contextual variable is detected in association with an advertisement opportunity, wherein specifying the adjustment value comprises receiving a specification of the following:
 a percentage of adjustment for the primary bid value, wherein the percentage is configured to be either of a positive value and a negative value, wherein an adjustment to the positive value indicates a multiplier to the primary bid value, and wherein an adjustment to the negative value indicates a divider of the primary bid value; 
   tracking an online behavior of the plurality of users in the first audience list to detect the at least one contextual variable, wherein tracking the online behavior of the plurality of users comprises:
 accessing a web page that has been accessed by a user of the plurality of users, 
   performing natural language processing on the web page to determine keywords associated with the web page, and
 associating the keywords with the user; and 
   transmitting a bid for the advertisement opportunity, wherein transmitting the bid for the advertisement opportunity comprises:   calculating the bid, when the at least one contextual variable is detected in association with the advertisement opportunity, by adjusting the primary bid value by the following:
 the multiplier associated with the adjustment value when the adjustment value is positive for the at least one contextual variable, and 
 the divider associated with the adjustment value when the adjustment value is negative for the at least one contextual variable. 
   
     
     
         2 . The method of  claim 1 , wherein each of the primary filtering criteria and the adjustment filtering criteria is based on at least one characteristic of user behavior data. 
     
     
         3 . The method of  claim 2 , wherein the user behavior data comprises data corresponding to online activity performed by a user, wherein the at least one characteristic comprises at least one of the following: a domain name, a webpage identifier, a keyword, an affinity value of the keyword, a demographic variable, a psychographic variable, device data and a time corresponding to capture of the user behavior data. 
     
     
         4 . The method of  claim 3 , wherein, the device data comprises at least one of the following: a device identifier associated with a user device, indicator of screen size of the user device, a network identifier associated with a communication network used for performing the online activity, an Internet Service Provider (ISP) associated with the communication network, an Operating System (OS) identifier of an OS installed on the user device and a browser identifier of a browser installed on the user device. 
     
     
         5 . The method of  claim 1 , further comprising:
 establishing a profile for the user, wherein the profile comprises the keywords;   determining the user profile satisfies the at least one contextual variable; and   adding the user to a second audience list upon a determination that the at least one contextual variable is satisfied.   
     
     
         6 . The method of  claim 1 , further comprising:
 receiving a notification of the advertisement opportunity, wherein the advertisement opportunity is associated with the user having profile data satisfying the at least one contextual variable; and   evaluating the at least one contextual variable based on at least one of the primary filtering criteria and the adjustment filtering criteria, wherein each of the primary filtering criteria and the adjustment filtering criteria comprises a preferable contextual variable, wherein transmitting the bid for the advertisement is further based on evaluation of the preferable contextual variable.   
     
     
         7 . The method of  claim 6 , further comprising:
 receiving a notification of the advertisement opportunity, wherein the notification comprises a user identifier corresponding to the user; and   detecting presence of the user identifier in at least one of the first audience list and the second list, wherein transmitting the bid for the advertisement is based further on presence of the user identifier in at least one of the first audience list and the second list.   
     
     
         8 . The method of  claim 10 , wherein the bid for the advertisement comprises the primary bid value-when the user identifier is present in the first audience list and absent in the second audience list. 
     
     
         9 . The method of  claim 10 , wherein the bid for the advertisement comprises the secondary bid value, wherein the user identifier is present in each of the first audience list and the second audience list. 
     
     
         10 . The method of  claim 1 , further comprising:
 receiving a notification of a win based on the bid; and   transmitting the advertisement to be based on receiving the notification of the win.   
     
     
         11 . The method of  claim 1 , wherein the user behavior data is anonymous. 
     
     
         12 . A method of bidding for advertisement opportunities, wherein the method is computer implemented, the method comprising:
 creating an audience list, wherein creating the first audience list comprises:
 receiving primary filtering criteria for creating the first audience list; 
 filtering a set of users based on the primary filtering criteria, wherein each user in the set of users is associated with user behavior data, wherein the primary filtering criteria is based on at least one characteristic of user behavior data; and 
 identifying a plurality of users from the set of users based on filtering of the set of users, wherein the plurality of users constitutes the first audience list; 
   receiving a primary bid value associated with the first audience list;
 specifying a first adjustment to the primary bid value based on a first contextual variable, wherein specifying the adjustment to the primary bid value based on the first contextual variable comprises:
 specifying an adjustment filtering criteria, wherein specifying the adjustment filtering criteria comprises receiving a selection of the following: 
 
 an adjustment filter type and an adjustment filter parameter,
 wherein receiving the selection the adjustment filter type comprises receiving a selection of at least one from a group consisting of the following:
 an additional audience list based adjustment, 
 keyword based adjustment, 
 affinity based adjustment, 
 web traffic history based adjustment, 
 location based adjustment, and 
 time based adjustment; 
 
 wherein receiving the selection the adjustment filter parameter comprises receiving a selection of at least one from a group consisting of the following:
 at least one additional audience list, 
 at least one keyword, 
 at least one interest, 
 at least one web domain, 
 at least one web page, 
 at least one location, and 
 at least one time, and 
 
 
 specifying an adjustment value to be applied to the primary bid value when the first contextual variable is detected in association with an advertisement opportunity, wherein specifying the adjustment value comprises receiving a specification of the following:
 a slider for specifying a percentage by which to adjust the primary bid value, wherein slider is configured to be manipulated in a positive direction and negative direction such that the percentage can be specified as a positive value and a negative value, wherein an adjustment to the positive value indicates a multiplier to the primary bid value, and wherein an adjustment to the negative value indicates a divider of the primary bid value; 
 
 specifying a second adjustment to the primary bid value based on a second contextual variable, wherein specifying the adjustment to the primary bid value based on the second contextual variable comprises:
 specifying an additional adjustment filtering criteria, wherein specifying the additional adjustment filtering criteria comprises receiving a selection of the following: an additional adjustment filter type and an additional adjustment filter parameter, and 
 specifying an additional adjustment value to be applied to the primary bid value when the second contextual variable is detected; 
 
 specifying logical operations for combining the first adjustment and the second adjustment to the primary bid value when calculating a bid; 
 tracking an online behavior of the plurality of users in the first audience list to detect one of the following: the first contextual variable and the second contextual variable, wherein tracking the online behavior of the plurality of users comprises:
 accessing a web page that has been accessed by a user of the plurality of users, 
 performing natural language processing on the web page to determine keywords associated with the web page, 
 associating the keywords with the user, and 
 establishing a profile for the user; and 
 
 receiving a notification of the advertisement opportunity, wherein the advertisement opportunity corresponds to the user having the profile that satisfies at least one of the following: the first contextual variable and the second contextual variable; 
 transmitting the bid for the advertisement opportunity, wherein transmitting the bid for the advertisement opportunity comprises:
 calculating the bid, when the first contextual variable and the second contextual variable are detected in association with the advertisement opportunity, by adjusting the primary bid value by the adjustment value and the additional adjustment value in accordance to the logical operations specified for combining the first adjustment and the second adjustment. 
 
   
     
     
         13 . The method of  claim 12 , wherein transmitting the bid for the advertisement opportunity further comprises:
 calculating the bid, when only the first contextual variable is detected in association with the advertisement opportunity, by adjusting the primary bid value by the following:
 the multiplier associated with the adjustment value when the adjustment value is positive for the at least one contextual variable, and 
 the divider associated with the adjustment value when the adjustment value is negative for the at least one contextual variable. 
   
     
     
         14 . The method of  claim 12 , wherein transmitting the bid for the advertisement opportunity further comprises:
 calculating the bid, when only the second contextual variable is detected in association with the advertisement opportunity, by adjusting the primary bid value by the following:
 the multiplier associated with the additional adjustment value when the adjustment value is positive for the at least one contextual variable, and 
 the divider associated with the additional adjustment value when the adjustment value is negative for the at least one contextual variable. 
   
     
     
         15 . A method of bidding for advertisement opportunities, wherein the method is computer implemented, the method comprising:
 creating a first audience list, wherein creating the first audience list comprises:
 receiving primary filtering criteria for creating the first audience list; 
 filtering a set of users based on the primary filtering criteria, wherein each user in the set of users is associated with user behavior data, wherein the primary filtering criteria is based on at least one characteristic of user behavior data; and 
 identifying a plurality of users from the set of users based on filtering of the set of users, wherein the plurality of users constitutes the first audience list; 
   receiving a primary bid value associated with the first audience list;   specifying a first adjustment to the primary bid value based on a first contextual variable, wherein specifying the adjustment to the primary bid value based on the first contextual variable comprises:
 specifying an adjustment filtering criteria, wherein specifying the adjustment filtering criteria comprises receiving a selection of the following: 
   an adjustment filter type and an adjustment filter parameter,
 wherein receiving the selection the adjustment filter type comprises receiving a selection of at least one from a group consisting of the following:
 an additional audience list based adjustment, 
 keyword based adjustment, 
 affinity based adjustment, 
 web traffic history based adjustment, 
 location based adjustment, and 
 time based adjustment; 
 
 wherein receiving the selection the adjustment filter parameter comprises receiving a selection of at least one from a group consisting of the following:
 at least one additional audience list, 
 at least one keyword, 
 at least one interest, 
 at least one web domain, 
 at least one web page, 
 at least one location, and 
 at least one time, and 
 
 specifying an adjustment value to be applied to the primary bid value when the first contextual variable is detected in association with an advertisement opportunity, wherein specifying the adjustment value comprises receiving a specification of the following:
 a slider for specifying a percentage by which to adjust the primary bid value, wherein slider is configured to be manipulated in a positive direction and negative direction such that the percentage can be specified as a positive value and a negative value, wherein an adjustment to the positive value indicates a multiplier to the primary bid value, and wherein an adjustment to the negative value indicates a divider of the primary bid value, and 
 a blacklist indicator, wherein the blacklist indicator, upon activation, is configured to set the primary bid value to zero; 
 
 specifying a second adjustment to the primary bid value based on a second contextual variable, wherein specifying the adjustment to the primary bid value based on the second contextual variable comprises:
 specifying an additional adjustment filtering criteria, wherein specifying the additional adjustment filtering criteria comprises receiving a selection of the following: an additional adjustment filter type and an additional adjustment filter parameter, and 
 specifying an additional adjustment value to be applied to the primary bid value when the second contextual variable is detected; 
 
 tracking an online behavior of the plurality of users in the first audience list to detect the first contextual variable, wherein tracking the online behavior of the plurality of users comprises:
 accessing a web page that has been accessed by a user of the plurality of users, 
 performing natural language processing on the web page to determine keywords associated with the web page, 
 associating the keywords with the user, 
 establishing a profile for the user based on, at least in part, the keywords, 
 associating the user with the first contextual variable when profile data for the user corresponds to the first contextual variable, and 
 associating the user with the second contextual variable when profile data for the user corresponds to the first contextual variable; and 
 
 generating a second audience list having users associated with the first contextual variable; 
 generating a third audience list having users associated with the second contextual variable; 
 specifying logical operations for combining the first adjustment and the second adjustment to the primary bid value; 
 receiving a notification of the advertisement opportunity, wherein the advertisement opportunity comprises a user identifier; 
 determining whether the user identifier is associated with a user at least one of the following: the first audience list, the second audience list, and the third audience list; 
 transmitting the bid for the advertisement opportunity, wherein transmitting the bid for the advertisement opportunity comprises:
 calculating the bid, when the user identifier is associated with the first audience list, the second audience list, and the third audience list, by adjusting the primary bid value by the adjustment value and the additional adjustment value in accordance to the logical operations specified for combining the first adjustment and the second adjustment. 
 
   
     
     
         16 . The method of  claim 15 , wherein specifying logical operations for combining the first adjustment and the second adjustment to the primary bid value when calculating the comprises graphical user interface manipulations within a workspace, wherein the graphical user interface manipulations correspond to at least one of the following:
 dragging and dropping of at least one audience list, and   generating an overlap in a Venn diagram like workspace interface.