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.

What is claimed is: 
     
         1 . A method of bidding for advertisement opportunities, comprising:
 receiving a specification of a first audience list including a plurality of users having user behavior data associated with a primary filtering criteria;   receiving a primary bid value associated with the first audience list;   tracking an online behavior of the plurality of users in the first audience list to detect a contextual variable;   adjusting the primary bid value based on the contextual variable, the primary bid being adjusted by
 when the online behavior is positive for the contextual variable, multiplying the primary bid by an adjustment factor to obtain an adjusted bid, or 
 when the online behavior is negative for the contextual variable, dividing the primary bid by the adjustment factor to obtain the adjusted bid. 
   
     
     
         2 . The method of  claim 1 , wherein the primary filtering criteria is based on a 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. 
     
     
         4 . The method of  claim 3 , wherein the characteristic of user behavior data includes 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. 
     
     
         5 . The method of  claim 3 , further comprising analyzing the user behavior data with natural language processing. 
     
     
         6 . The method of  claim 5 , wherein the natural language processing builds a user profile based on the analyzing of the user behavior data. 
     
     
         7 . The method of  claim 6 , wherein the user behavior data associated with the user profile includes text data, image data, audio data, or combinations thereof. 
     
     
         8 . The method of  claim 1 , further comprising:
 establishing a profile for the user, wherein the profile comprises a keyword;   determining the user profile satisfies the contextual variable; and   adding the user to a second audience list upon a determination that the contextual variable is satisfied.   
     
     
         9 . The method of  claim 8 , further comprising:
 receiving a notification including a user identifier corresponding to the user, the notification being received from an advertiser; and   transmitting the primary bid or the adjusted bid for an advertisement based on the presence of the user identifier in the first audience list, the second list, or the first and second audience lists.   
     
     
         10 . The method of  claim 9 , further comprising detecting the presence of the user identifier in the first audience list, the second list, or the first and second audience lists. 
     
     
         11 . The method of  claim 10 , wherein a bid for the advertisement is the primary bid when the user identifier is present in the first audience list and absent in the second audience list. 
     
     
         12 . The method of  claim 10 , wherein a bid for the advertisement is the adjusted bid when the user identifier is present in each of the first audience list and the second audience list. 
     
     
         13 . The method of  claim 1 , further comprising:
 receiving a notification of a win based on the primary bid or the adjusted bid; and   transmitting an advertisement to an ad server, an ad exchange, or a content server based on receiving the notification of the win.   
     
     
         14 . The method of  claim 1 , wherein the user behavior data is anonymous. 
     
     
         15 . A system for bidding on advertisement opportunities, comprising:
 a processor configured to:
 receive a specification of a first audience list including a plurality of users having user behavior data associated with a primary filtering criteria; 
 receive a primary bid value associated with the first audience list; 
 track an online behavior of the plurality of users in the first audience list to detect a contextual variable; 
 adjust the primary bid value based on the contextual variable, the primary bid being adjusted by
 when the online behavior is positive for the contextual variable, multiplying the primary bid by an adjustment factor to obtain an adjusted bid, or 
 when the online behavior is negative for the contextual variable, dividing the primary bid by the adjustment factor to obtain the adjusted bid; and 
 
   an output configured to transmit the primary bid or the adjusted bid to an ad entity, the ad entity being an ad server, an ad exchange, or a content server.   
     
     
         16 . The system of  claim 15 , wherein the primary filtering criteria is based on a characteristic of user behavior data corresponding to online activity performed by a user. 
     
     
         17 . The system of  claim 16 , wherein the processor is further configured to
 analyze the user behavior data with natural language processing; and   build a user profile based on an analysis of the user behavior data.   
     
     
         18 . The system of  claim 17 , wherein the user behavior data associated with the user profile includes text data, image data, audio data, or combinations thereof. 
     
     
         19 . The system of  claim 15 , further comprising:
 establishing a profile for the user, wherein the profile comprises a keyword;   determining the user profile satisfies the contextual variable; and   adding the user to a second audience list upon a determination that the contextual variable is satisfied.   
     
     
         20 . The system of  claim 19 , wherein the processor further configured to receive a notification including a user identifier corresponding to the user, the notification being received from an advertiser, and wherein the primary bid or the adjusted bid is transmitted by the output based on the presence of the user identifier in the first audience list, the second list, or the first and second audience lists.