Analyzing Second Party Digital Marketing Data

Abstract

Disclosed herein are system, method, and computer program product embodiments for analyzing second party advertising data. An embodiment operates by determining a set of dimensions that a source uses to aggregate data for an advertising campaign. The embodiment creates a subunit advertising campaign based at least in part on the advertising campaign, the determined set of dimensions, and a dimension of interest. The embodiment receives measurement data associated with an execution of the subunit advertising campaign. The embodiment then analyzes the measurement data.

What is claimed is: 
     
         1 . A computer implemented method for obtaining standardized first party measurement data for an advertising campaign executing at a remote device, comprising:
 querying, by at least one processor over a network, the remote device to determine a set of dimensions that the remote device uses to aggregate measurement data for the advertisement campaign;   determining, by the at least one processor, that a dimension of interest is absent from the set of dimensions that the remote device uses to aggregate measurement data for the advertisement campaign;   splitting, by the at least one processor, the advertising campaign into a plurality of subunit advertising campaigns using the dimension of interest, wherein each subunit advertising campaign in the plurality of subunit advertising campaigns comprises a respective value in the range of values defined by the dimension of interest, and each subunit advertising campaign in the plurality of subunit advertising campaigns comprises the set of dimensions that the remote device uses to aggregate measurement data for the advertisement campaign;   in response to the splitting, transmitting, by the at least one processor over the network, each subunit advertising campaign to the remote device for execution by the remote device;   receiving, by the at least one processor over the network, the standardized first party measurement data from the remote device in response to the transmitting, wherein the standardized first party measurement data approximates first party measurement data for the advertising campaign executing on the remote device; and   executing, by the at least one processor, a second advertising campaign based at least in part on the standardized first party measurement data from the remote device.   
     
     
         2 . The method of  claim 1 , wherein the querying further comprises:
 querying, by the at least one processor over the network, the remote device to determine the set of dimensions that the remote device uses to aggregate measurement data for the advertisement campaign using a configuration file stored at the remote device or a web service of the remote device.   
     
     
         3 . The method of  claim 1 , wherein the dimension of interest represents a demographic characteristic, behavioral pattern, or geographic region. 
     
     
         4 . The method of  claim 1 , further comprising:
 processing, by the at least one processor, the standardized first party measurement data based on other first party measurement data, second party measurement data, or third party measurement data.   
     
     
         5 . The method of  claim 1 , wherein the executing further comprises:
 generating, the at least one processor, the second advertising campaign in response to analyzing the standardized first party measurement data; and   transmitting, by the at least one processor, the second advertising campaign to the remote device for execution by the remote device.   
     
     
         6 . The method of  claim 1 , further comprising:
 creating, by the at least one processor, a respective second subunit advertising campaign for each value in a range of values for a second dimension of interest based at least in part on the advertising campaign, wherein the second dimension of interest is present in the set of dimensions of the advertising campaign.   
     
     
         7 . The method of  claim 6 , further comprising:
 second transmitting, by the at least one processor, each second subunit advertising campaign to a second remote device for execution by the second remote device;   second receiving, by the at least one processor, second standardized first party measurement data from the second remote device based at least in part on the second transmitting; and   processing, by the at least one processor, the second standardized first party measurement data based at least in part on the standardized first party measurement data.   
     
     
         8 . A system for obtaining standardized first party measurement data for an advertising campaign executing at a remote device, comprising:
 a memory; and   at least one processor coupled to the memory and configured to:
 query, over a network, the remote device to determine a set of dimensions that the remote device uses to aggregate measurement data for the advertisement campaign; 
 determine that a dimension of interest is absent from the set of dimensions that the remote device uses to aggregate measurement data for the advertisement campaign; 
 split the advertising campaign into a plurality of subunit advertising campaigns using the dimension of interest, wherein each subunit advertising campaign in the plurality of subunit advertising campaigns comprises a respective value in the range of values defined by the dimension of interest, and each subunit advertising campaign in the plurality of subunit advertising campaigns comprises the set of dimensions that the remote device uses to aggregate measurement data for the advertisement campaign; 
 in response to the splitting, transmit, over the computer network, each subunit advertising campaign to the remote device for execution by the remote device; 
 receive, over the computer network, the standardized first party measurement data from the remote device in response to the transmission of each subunit advertising campaign to the remote device for execution by the remote device, wherein the standardized first party measurement data approximates first party measurement data for the advertising campaign executing on the remote device; and 
 execute a second advertising campaign based at least in part on the standardized first party measurement data from the remote device. 
   
     
     
         9 . The system of  claim 8 , wherein to query, the at least one processor is further configured to:
 query the remote device to determine the set of dimensions that the remote device uses to aggregate measurement data for the advertisement campaign using a configuration file stored at the remote device or a web service of the remote device.   
     
     
         10 . The system of  claim 8 , wherein the dimension of interest represents a demographic characteristic, behavioral pattern, or geographic region. 
     
     
         11 . The system of  claim 8 , wherein the at least one processor is further configured to:
 process the standardized first party measurement data based on other first party measurement data, second party measurement data, or third party measurement data.   
     
     
         12 . The system of  claim 8 , wherein to execute, the at least one processor is further configured to:
 generate the second advertising campaign in response to analyzing the standardized first party measurement data; and   transmit the second advertising campaign to the remote device for execution by the remote device.   
     
     
         13 . The system of  claim 8 , wherein the at least one processor is further configured to:
 create a respective second subunit advertising campaign for each value in a range of values for a second dimension of interest based at least in part on the advertising campaign, wherein the second dimension of interest is present in the set of dimensions of the advertising campaign.   
     
     
         14 . The system of  claim 13 , wherein the at least one processor is further configured to:
 second transmit each second subunit advertising campaign to a second remote device for execution by the second remote device;   second receive second standardized first party measurement data from the second remote device based at least in part on the second transmission of each second subunit advertising campaign to the second remote device for execution by the second remote device; and   process the second standardized first party measurement data based at least in part on the standardized first party measurement data.   
     
     
         15 . A non-transitory computer-readable medium having instructions stored thereon that, when executed by at least one computing device, causes the at least one computing device to perform operations comprising:
 querying, over a network, the remote device to determine a set of dimensions that the remote device uses to aggregate measurement data for the advertisement campaign;   determining that a dimension of interest is absent from the set of dimensions that the remote device uses to aggregate measurement data for the advertisement campaign;   splitting the advertising campaign into a plurality of subunit advertising campaigns using the dimension of interest, wherein each subunit advertising campaign in the plurality of subunit advertising campaigns comprises a respective value in a range of values defined by the dimension of interest, and each subunit advertising campaign in the plurality of subunit advertising campaigns comprises the set of dimensions that the remote device uses to aggregate measurement data for the advertisement campaign;   in response to the splitting, transmitting, over the computer network, each subunit advertising campaign to the remote device for execution by the remote device;   receiving, over the computer network, standardized first party measurement data from the remote device in response to the transmitting, wherein the standardized first party measurement data approximates first party measurement data for the advertising campaign executing on the remote device; and   executing a second advertising campaign based at least in part on the standardized first party measurement data from the remote device.   
     
     
         16 . The non-transitory computer-readable medium of  claim 15 , wherein the querying further comprises:
 querying the remote device to determine the set of dimensions that the remote device uses to aggregate measurement data for the advertisement campaign using a configuration file stored at the remote device or a web service of the remote device.   
     
     
         17 . The non-transitory computer-readable medium of  claim 15 , wherein the dimension of interest represents a demographic characteristic, behavioral pattern, or geographic region. 
     
     
         18 . The non-transitory computer-readable medium of  claim 15 , wherein the operations further comprise:
 processing the standardized first party measurement data based on other first party measurement data, second party measurement data, or third party measurement data.   
     
     
         19 . The non-transitory computer-readable medium of  claim 15 , wherein the operations further comprise:
 creating a respective second subunit advertising campaign for each value in a range of values for a second dimension of interest based at least in part on the advertising campaign, wherein the second dimension of interest is present in the set of dimensions of the advertising campaign.   
     
     
         20 . The non-transitory computer-readable medium of  claim 19 , wherein the operations further comprise:
 second transmitting each second subunit advertising campaign to a second remote device for execution by the second remote device;   second receiving second standardized first party measurement data from the second remote device based at least in part on the second transmitting; and   processing the second standardized first party measurement data based at least in part on the standardized first party measurement data.