Presenting content packages based on audience retargeting

摘要

A present technology intelligently retargets invitational content to a user by maintaining a user profile that includes data descriptive of the user's interaction with invitational content previously presented to the user and making decisions regarding retargeting based on an analysis of the user profile. The information in the user profile is not limited to whether or not the user completed a conversion action associated with invitational content presented. Rather, the profile is expanded to include such information as where on the conversion continuum the user abandoned the process and details of how the invitational content was presented to the user, e.g. colors used, situation, and message. When presented with a request for invitational content, the system uses the profile information to influence which content is selected and how it is presented to the user. This enables the system to re-present invitational content in a form and/or situation where the user is more likely to complete the conversion action.

主权项

1. A method comprising:
obtaining contextual-characteristics data descriptive of a device's interaction with items of invitational content within a network of application-delivery channels, the device being associated with a user; analyzing the contextual characteristics data to identify one or more modifications to a presentation of a same item of invitational content previously presented to the device , the one or more modifications being identified as having a higher likelihood of conversion, and the one or more modifications comprising a modified form of the same item of invitational content on a different network channel, wherein the different network channel comprises a different website or a different digital media channel; and retargeting the same item of invitational content responsive to a failure by the user to convert the same item of invitational content when previously presented, wherein retargeting comprises re-presenting the same item of invitational content according to the one or more modifications.