Invention Grant
- Patent Title: Incremental update of long-term and short-term user profile scores in a behavioral targeting system
- Patent Title (中): 在行为定位系统中增加长期和短期用户配置文件分数
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Application No.: US11394358Application Date: 2006-03-29
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Publication No.: US07904448B2Publication Date: 2011-03-08
- Inventor: Christina Yip Chung , Abhinav Gupta , Joshua M. Koran , Long-Ji Lin , Hongfeng Yin
- Applicant: Christina Yip Chung , Abhinav Gupta , Joshua M. Koran , Long-Ji Lin , Hongfeng Yin
- Applicant Address: US CA Sunnyvale
- Assignee: Yahoo! Inc.
- Current Assignee: Yahoo! Inc.
- Current Assignee Address: US CA Sunnyvale
- Agency: Stattler-Suh PC
- Main IPC: G06F7/00
- IPC: G06F7/00
Abstract:
A behavioral targeting system determines user profiles from online activity. The system includes a plurality of models that define parameters for determining a user profile score. Event information, which comprises on-line activity of the user, is received at an entity. To generate a user profile score, a model is selected. The model comprises recency, intensity and frequency dimension parameters. The behavioral targeting system generates a user profile score for a target objective, such as brand advertising or direct response advertising. The parameters from the model are applied to generate the user profile score in a category. The behavioral targeting system has application for use in ad serving to on-line users.
Public/Granted literature
- US20070260624A1 Incremental update of long-term and short-term user profile scores in a behavioral targeting system Public/Granted day:2007-11-08
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