DETECTING PROHIBITED DATA USE IN AUCTION-BASED ONLINE ADVERTISING

摘要

Techniques are provided that relate to online advertising, such as in connection with an auction-based online advertising market, including techniques for determining evidence of prohibited use of user segment information by an advertiser. Segment information may be utilized in allowing a targeted advertising opportunity for an advertiser. The advertiser may, for example, have agreed not to use such segment information outside of the allowed opportunity. Particular users in a segment may be identified and utilized as indicator users for use in determining evidence of prohibited use of segment information by an advertiser in bidding occurring after the targeted advertising opportunity. For example, later advertiser bidding relating to near-threshold in-segment or out-of-segment indicator users may be analyzed. Alternatively or additionally, for example, bidding relating to false positive or false negative indicator users may be analyzed, where such indicator users may be falsely identified by an advertiser as being in-segment or out-of-segment.

主权项

1. In connection with an auction-based online advertising market, a method comprising:
using one or more computers, obtaining first information specifying an online user segment, wherein the segment comprises a plurality of users grouped at least in part according to information about the users, and wherein the segment can be used in online advertisement targeting; using one or more computers, allowing an advertiser a first opportunity to target one or more users in the segment with one or more online advertisements; using one or more computers, obtaining second information relating to bidding of the advertiser relating to targeting of one or more of a set of indicator users with one or more online advertisements, wherein the set of indicator users includes at least one user in the segment and at least one user not in the segment, and wherein the bidding occurs after advertisement serving in accordance with the first opportunity; and using one or more computers, utilizing the second information in performing an analysis to determine evidence of prohibited use of segment information relating to the segment by the advertiser in bidding.