Abstract: The present invention provides techniques for use in audience-related measurements, including hybrid techniques which include use of panel-based audience-related measurement information and census-based audience-related measurement information. Techniques are provided in which panel-based audience-related measurement information is obtained from multiple providing entities, and census-based audience-related measurement information is obtained one or more providing entities. The obtained information is stored in a database. The stored information may be provided to the information-providing entities, and may be used in calibrating or improving the accuracy of audience-related measurements.

Abstract: Methods and systems for determining the effect of a host on network latency while delivering online ads are disclosed. Observational test data relating to one or more network latency tests conducted on a plurality of hosts may be obtained. A first group and a second group of hosts may be created, wherein the first group includes the host and the second group doesn't include the host. At least one predetermined metric for each of the first group and the second group is computed based on the test data. A ratio of the at least one predetermined metric for the first group to the at least one predetermined metric for the second group is computed. The host may then be ranked based at least in part on the ratio.

Abstract: Methods and systems for determining the effect of a host on network latency while delivering online ads are disclosed. Observational test data relating to one or more network latency tests conducted on a plurality of hosts may be obtained. A first group and a second group of hosts may be created, wherein the first group includes the host and the second group doesn't include the host. At least one predetermined metric for each of the first group and the second group is computed based on the test data. A ratio of the at least one predetermined metric for the first group to the at least one predetermined metric for the second group is computed. The host may then be ranked based at least in part on the ratio.

Abstract: The present invention provides techniques for use in audience-related measurements, including hybrid techniques which include use of panel-based audience-related measurement information and census-based audience-related measurement information. Techniques are provided in which panel-based audience-related measurement information is obtained from multiple providing entities, and census-based audience-related measurement information is obtained one or more providing entities. The obtained information is stored in a database. The stored information may be provided to the information-providing entities, and may be used in calibrating or improving the accuracy of audience-related measurements.

Abstract: Techniques are provided that can be used in experimentation in online advertising. In an experiment, a short, recurring time interval during a period may be divided into a set of segments. Serving opportunities to users occurring during each of the segments may be associated with a particular specified experimental treatment. The short duration of the interval and segments may aid in reducing experimental bias by reducing variation in non-experimental variables between different treatment groups. User behavior following experimental treatment may be tracked and utilized in measurement of user response associated with the treatment. Results of the experiment may be utilized in optimizing aspects of an online advertising campaign.

Abstract: A system and method for scaling causal lift is disclosed. Randomized experimental study data and observational data related to an advertising campaign is obtained. Response lift data from the randomized experimental study data and response lift data from the observational data are determined using regression discontinuity analysis. A model which includes an estimated response rate that corresponds to the randomized experimental study is created from the observational data using regression discontinuity analysis.

Abstract: The present invention provides techniques for use in audience-related measurements, including hybrid techniques which include use of panel-based audience-related measurement information and census-based audience-related measurement information. Techniques are provided in which panel-based audience-related measurement information is obtained from multiple providing entities, and census-based audience-related measurement information is obtained one or more providing entities. The obtained information is stored in a database. The stored information may be provided to the information-providing entities, and may be used in calibrating or improving the accuracy of audience-related measurements.

Abstract: A system and method for conducting randomized trials on ad exchanges are disclosed. A list of all cookies on an advertising exchange may be compiled, and a random sample of cookies may be drawn from the list of cookies for each of one or more test groups and a control group. One or more users from each of the one or more test groups may be targeted if each of the one or more users satisfy predetermined targeting criteria of an advertising campaign and if each of the one or more users satisfy one or more predetermined test criteria. One or more users from the control group may be targeted if each of the one or more users satisfy the predetermined targeting criteria. Audience reactions from each of the test groups and the control may be compared.

Abstract: Techniques are provided which improve performance of bid agents on online advertising exchanges. Methods and systems elicit an advertiser's goals for an online advertising campaign. One or more bid agents are selected to be included in a bid program based at least in part on the goals. Each of the bid agents is matched to one or more goals, and each of the bid agents is configured to calculate a bid for an ad call based at least in part on predetermined rules. One or more parameters of the selected bid agents are set based at least in part on marketplace conditions in an online advertising exchange.

Abstract: Methods and systems are provided for emotional mapping, such as of online users, based at least in part on online activities of users. Techniques are provided in which information including a set of emotional states is generated or obtained, such as a hierarchical network of emotional states representing a spectrum of human emotions. Information regarding user online activities and content choices of a user is obtained. Based at least in part on this information, the user is classified into an emotional state of the set of emotional states, and advertisements or content may be targeted to the user accordingly.

Abstract: Methods and systems are disclosed which allow determining the effect of advertising on users' online activity. A tracking pixel may be placed on a merchant's website (e.g., on a welcome page) which allows an advertisement provider to receive identification information for each user who visits the webpage, and allows the advertisement provider to provide or receive cookie information to a user's browser application. The advertisement provider may create a list of users comprising at least part of the cookie information and the corresponding identification information for each user. The advertisement provider may select at least two groups of users from the list of users, wherein a first group of users is served advertisements relating to the merchant, and a second group of users, different from the first group, is not served advertisements relating to the merchant.

Abstract: The present invention provides techniques including providing coupon basket and mobile coupon basket applications that include providing a graphical user interface including a set of informational items, such as in response to a shopping-related search query, relating to offers or deals relating to a purchase or acquisition. Each of the items may include an indication of a total, or net, cost of the purchase or acquisition, including such things as tax, shipping and any applicable advertisements or coupons, which may provide the user with a quick summary of purchase or acquisition options, along with the net cost associated with each.

Abstract: An optimized targeting system can properly identify and determine information about an audience as part of the targeting process. Surveys may be used in place of advertisements on a page for receiving specific information about an audience that can be combined with known targeting data to generate an optimization model that better targets the audience. The model may be used for selecting targeted advertisements based on information about the audience. Interactions with the targeted advertisements and additional survey responses may be used to further refine the model. The model may consider and account for selection bias in the survey responses.

Abstract: Determining the impact or influence of targeting data on the success of an advertisement may be useful for improving targeting and evaluating third party targeting data. Advertising may be more effective when it is properly targeted based on the audience viewing the advertisement. Identifying the audience and determining information about that audience are part of the targeting process. Audience information or targeting data may be provided by third party data providers that can be used by publishers and/or advertisers to improve targeting. Utilizing a model for assessing the value provided by targeting data may be effective when multiple variables are considered to properly attribute advertisement success to the targeting data.

Abstract: A computer-implemented method of marketing includes identifying an opportunity to serve an advertisement or a promotion to a user. Information about the user is gathered. Through the use of at least one processor, an expected responsiveness of the user to advertisements is determined based on the gathered information. Through the use of the at least one processor, an expected responsiveness of the user to promotions is also determined based on the gathered information. The advertisement or the promotion is provided to the user based on the determined expected responsiveness of the user to advertisements and the determined expected responsiveness of the user to promotions.

Abstract: The present invention provides techniques which can be viewed as natural experiments in online advertising. Techniques are provided in which online advertising information is used in obtaining experimental information for measuring or estimating an impact of a variable such as a user-advertisement relationship, such as advertisement targeting, on performance of an advertisement, such as may be measured using conversation rates, click through rates, or other metrics. Techniques are provided that include use of a difference-in-differences technique, including use of performance information relating to performance of two different advertisements relative to a treatment group and a control group.

Abstract: The present invention provides techniques including determining or providing guaranteed delivery advertising offers or products based at least in part on advertisement retargeting related information, such as predicted, forecasted, or assessed advertisement retargeting serving opportunities over a period of time. Historical user online activity information may be obtained, patterns leading to retargeting opportunities may be determined, and, based at least on the determined patterns, a prediction or assessment may be made of future retargeting opportunity availability. Guaranteed delivery advertising offers or products, or parameters thereof, may be determined based at least in part on the prediction or assessment.

Abstract: Techniques are provided in which an advertisement basket application is provided to a user, such as a mobile user, through which the user can store advertisements, including promotions or coupons, as the user enters or encounters them online. Stored advertisements may include advertisements that are or are incorporated into applications with which the user may interact over time. Upon detection of a triggering condition or conditions indicating a potential use of a stored advertisement, an electronic alert is provided to the user. User interaction with stored advertisements is tracked and used in measuring advertisement performance, which may include brand engagement value.

Abstract: The present invention provides techniques for use in audience-related measurements, including hybrid techniques which include use of panel-based audience-related measurement information and census-based audience-related measurement information. Techniques are provided in which panel-based audience-related measurement information is obtained from multiple providing entities, and census-based audience-related measurement information is obtained one or more providing entities. The obtained information is stored in a database. The stored information may be provided to the information-providing entities, and may be used in calibrating or improving the accuracy of audience-related measurements.

Abstract: The present invention provides techniques associated with online advertisement brand engagement value, which can be of critical importance to brand advertisers. Techniques are also included involving use of brand engagement value across various online and offline advertising media and venues. Techniques are provided in which experiments are conducted, such as eyeball-tracking experiments, which include measurements to determine brand engagement value of particular online advertisement impressions. Information from the experiments is utilized in making determinations of brand engagement value, or anticipated brand engagement value, of online advertisement impressions for which brand engagement value has not been measured.