Obtaining Metrics for Online Advertising Using Multiple Sources of User Data

摘要

A system for obtaining metrics for online advertising uses multiple sources of user data, including panel data, social networking system data, and user data from other online service providers. To avoid data leakage that could occur if the different providers were to share their user data, an advertising server accesses user data from the various sources and applies rules for obtaining the advertising metrics from the various user data sources. The rules may determine what data to use when there are conflicts between the different sources. Derived data may also be used to provide an indication of underlying demographics data without revealing personal information from the data source.

主权项

1. A method comprising:
identifying a user identifier associated with an advertising impression of an advertising campaign; receiving, at an advertising server, user demographics for the user identifier, the user demographics received from a plurality of user data sources, each user data source maintaining a different set of data relating to the user identifier, wherein the user demographics are not shared between user data sources; determining, at the advertising server, aggregated user demographics for the user identifier based on the received user demographics; updating a viewing statistics set associated with the advertising campaign with the aggregated user demographics; and computing, at the advertising server, estimated viewing statistics for the advertising campaign by applying an estimation model to the viewing statistics set.