Model for generating user profiles in a behavioral targeting...

Details Model for generating user profiles in a behavioral targeting... Model for generating user profiles in a behavioral targeting...

2006-03-29

2010-10-05

Jalil, Neveen Abel (Department: 2165)

Data processing: database and file management or data structures

Database and file access

Record, file, and data search and comparisons

C707S784000

Reexamination Certificate

active

07809740

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.

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