Providing data and analysis for advertising on networked devices

Abstract

Methods, systems, and apparatus, including computer programs encoded on computer storage media, for providing data and analysis for advertising on networked devices. One of the methods includes creating a vector of identifiers representing an ad opportunity. The method includes linking data attributes that describe the ad opportunity to the identifiers. The method includes expressing the data attributes following predefined scheme of hierarchy. The method includes linking a taxonomy describing data attributes. The method includes obtaining outcome measurements of ad events associated with the ad opportunity. The method also includes associating user interaction events with the ad with at least one of the identifiers or data attributes associated with the identifier.

What is claimed is: 
     
         1 . A computer-implemented method for modeling ad opportunities, comprising:
 creating a vector of identifiers representing an ad opportunity, comprising:
 linking data attributes that describe the ad opportunity to the identifiers; 
 expressing the data attributes following a predefined scheme of hierarchy; 
 linking a taxonomy describing the data attributes; 
   obtaining outcome measurements of ad events associated with the ad opportunity; and   associating user interaction events with the ad with at least one of the identifiers or the data attributes associated with the identifier.   
     
     
         2 . The computer-implemented method of  claim 1 , wherein the vector comprises a user identifier, a media identifier, a location identifier, and an ad spot identifier. 
     
     
         3 . The computer-implemented method of  claim 2 , wherein the media identifier is associated with at least one of a publisher, an application, a website, a video source, and a media segment. 
     
     
         4 . The computer-implemented method of  claim 2 , wherein the user identifier is associated with at least one of a set of device identifiers or media channel identifiers or signatures. 
     
     
         5 . The computer-implemented method of  claim 1 , wherein:
 the vector further comprises data attributes identifying one or more spot positions, each spot position identifying at least one of a screen position and a frame position;   the screen position is at least one of a top location for display, a bottom location for display, sides for display, and   the frame position is at least one of pre-roll, mid-roll, post-roll for video.   
     
     
         6 . The computer-implemented method of  claim 1 , wherein:
 the data attributes further contain an identifier, a name, a source, a usage preference, and a pricing information;   the media identifier comprises at least one of publishers, application or site, and segments of the media; and   the user identifier is further linked to a set of device and media specific identifiers.   
     
     
         7 . A non-transitory computer readable medium, encoded with computer program instructions that when executed by one or more computers cause the one or more computers to perform operations for modeling ad opportunities comprising:
 creating a vector of identifiers representing an ad opportunity, comprising:
 linking data attributes that describe the ad opportunity to the identifiers; 
 expressing the data attributes following predefined scheme of hierarchy; 
 linking a taxonomy describing data attributes; 
   obtaining outcome measurements of ad events associated with the ad opportunity; and   associating user interaction events with the ad with at least one of the identifiers or data attributes associated with the identifier.   
     
     
         8 . The non-transitory computer readable medium of  claim 7 , wherein the vector comprises a user identifier, a media identifier, a location identifier, and an ad spot identifier. 
     
     
         9 . The non-transitory computer readable medium of  claim 8 , wherein the media identifier is associated with at least one of a publisher, an application, a website, a video source, and a media segment. 
     
     
         10 . The non-transitory computer readable medium of  claim 8 , wherein the user identifier is associated with at least one of a set of device identifiers or media channel identifiers or signatures. 
     
     
         11 . The non-transitory computer readable medium of  claim 7 , wherein:
 the vector further comprises data attributes identifying one or more spot positions, each spot position identifying at least one of a screen position and a frame position;   the screen position is at least one of a top location for display, a bottom location for display, sides for display, and   the frame position is at least one of pre-roll, mid-roll, post-roll for video.   
     
     
         12 . The non-transitory computer readable medium of  claim 7 , wherein:
 the data attribute furthers contain an identifier, a name, a source, a usage preference, and a pricing information;   the media identifier comprises at least one of publishers, application or site, and segments of the media; and   the user identifier is further linked to a set of device and media specific identifiers.   
     
     
         13 . A system for modeling ad opportunities, comprising:
 (a) one or more computers and one or more storage devices storing instructions that are operable, when executed by the one or more computers, to cause the one or more computers to perform operations comprising:
 (i) creating a vector of identifiers representing an ad opportunity, comprising:
 (1) linking data attributes that describe the ad opportunity to the identifiers; 
 (2) expressing the data attributes following a predefined scheme of hierarchy; 
 (3) linking a taxonomy describing data attributes; 
 
 (ii) obtaining outcome measurements of ad events associated with the ad opportunity; and 
 (iii) associating user interaction events with the ad with at least one of the identifiers or the data attributes associated with the identifier. 
   
     
     
         14 . The system of  claim 13 , wherein the vector comprises a user identifier, a media identifier, a location identifier, and an ad spot identifier. 
     
     
         15 . The system of  claim 14  wherein the media identifier is associated with at least one of a publisher, an application, a website, a video source, and a media segment. 
     
     
         16 . The system of  claim 14 , wherein the user identifier is associated with at least one of a set of device identifiers or media channel identifiers or signatures. 
     
     
         17 . The system of  claim 13 , wherein:
 the vector further comprises data attributes identifying one or more spot positions, each spot position identifying at least one of a screen position and a frame position;   the screen position is at least one of a top location for display, a bottom location for display, sides for display, and   the frame position is at least one of pre-roll, mid-roll, post-roll for video.   
     
     
         18 . The system of  claim 13 , wherein:
 the data attributes further contain an identifier, a name, a source, a usage preference, pricing information;   the media identifier comprises at least one of publishers, application or site, and segments of the media; and   the user identifier is further linked to a set of device and media specific identifiers.