METHOD AND APPARATUS FOR DETERMINING WEBSITE POLARIZATION AND FOR CLASSIFYING POLARIZED VIEWERS ACCORDING TO VIEWER BEHAVIOR WITH RESPECT TO POLARIZED WEBSITES

摘要

Websites and viewers are characterized for online advertising media campaigns, enabling online bidding capabilities for media campaigns, including pricing based on delivered Gross Rating Points (GRPs) instead of delivered impressions. GRPs for a campaign are estimated based on characterizing polarized Websites and then characterizing polarized viewers. A truth set of viewers having known characteristics is established and then compared with historic and current media viewing activity to determine a degree of polarity for different Media Properties (MPs), such as Websites offering ads, with respect to viewer characteristics such as gender and age bias. A broader base of polarized viewers is then characterized for age and gender bias, and their propensity to visit a polarized MP is rated. Based on observed and calculated parameters, bidding functionalities are enabled, including predicting a GRP total and pricing GRPs to a client and/or advertiser for an online ad campaign.

主权项

1. A computer implemented method for profiling electronic media properties and viewers with respect to polarization, comprising:
a processor accessing a truth set database of viewers having known viewer characteristics and cookies; said processor analyzing behavior of viewers in said truth set and recording said viewers' viewing activity with respect to different media properties; said processor rating each media property visited by viewers in said truth set according to a degree of polarity with respect to characteristics of said viewers in the truth set; based upon said rating, said processor establishing a set of polarized media properties; said processor analyzing viewing activity of viewers who are not within said truth set with respect to media viewing activity respective of said set of polarized media properties; said processor assigning a degree of polarization to said viewers who are not within said truth set with respect to media viewing activity respective of said set of polarized media properties visited by said viewers who are not within said truth set; and said processor placing viewers who are not within said truth set to whom a degree of polarization is assigned in a database of polarized viewers.