Systems and methods for digital spend based targeting and measurement

摘要

The present disclosure includes a system, method, and article of manufacture for measuring the effectiveness of an advertisement. In various embodiments, the system may compare exposed data indicating that a first customer was exposed to a targeted advertisement to a first spending activity associated with the first customer. The system may further compare unexposed data indicating that a second customer was exposed to a neutral advertisement to a second spending activity associated with the second customer. Further still, the system may, in various embodiments, generate a spend report based on the comparing the exposed data to the first spending activity and the comparing the unexposed data to the second spending activity.

主权项

1. A method, comprising:
transmitting, by a computer-based system and to a third party system, a measurement file that associates a first customer with first spending activity and a first party cookie ID; transmitting, by the computer-based system, the first party cookie ID and a third party cookie ID to a web client associated with the first customer, in response to the web client browsing on a website associated with a first party; receiving, by the computer-based system, an updated measurement file with exposed data and unexposed data, both associated with a third party cookie ID, and wherein the first party cookie ID is disassociated from the exposed data and the unexposed data; wherein the first party cookie ID is associated with a model, wherein the model associates the market segment of interest to the first customer with the first party cookie ID, wherein the web client transmits the first party cookie ID and the third party cookie ID to the third party system in association with web browsing data, wherein a second party system provides a second party cookie ID to the web client, wherein the second party system transmits the browsing data to the third party system, wherein the browsing data is associated with at least one of the web client or the third party cookie ID, wherein the third party system updates a model file such that the browsing data is associated with the third party cookie ID, and wherein the third party system transmits the updated model file to the first party system; storing, by the computer-based system, the updated measurement file in a database; tuning, by the computer-based system, the database to optimize database performance, wherein the tuning includes placing frequently used files on separate file systems to reduce in and out bottlenecks; comparing, by the computer-based system and from the database, exposed data indicating that the first customer was exposed to a targeted advertisement to the first spending activity associated with the first customer, wherein the exposed data comprises the measurement file; comparing, by the computer-based system and from the database, unexposed data indicating that a second customer was exposed to a neutral advertisement to a second spending activity associated with the second customer, wherein the neutral advertisement is based on the second customer conforming to updated model logics; and generating, by the computer-based system, a spend report based on the comparing the exposed data to the first spending activity and the comparing the unexposed data to the second spending activity.