Determining advertising effectiveness outside of a social networking system
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United States of America Patent
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Oct 28, 2014
Issued Date -
N/A
app pub date -
Dec 22, 2010
filing date -
Dec 22, 2010
priority date (Note) -
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Abstract
A social networking system or other user registration site builds a log of exposures by users to advertisements outside of the user registration site to determine their effectiveness. For each user exposed to an advertisement, a log entry is created indicating that the user has been exposed to the advertisement. Tracking pixels are embedded into advertisements that, when accessed, enable the social networking system or user registration site to log access to the advertisement by the user. From the log files, the user registration site identifies exposed users and selects unexposed users with similar demographics and/or behavior information to generate a control group. The two groups can be surveyed about the advertisement to determine its effectiveness. The user exposure information also can be used to retarget advertisements, to measure advertising effectiveness on connections of exposed users, and to measure actions of exposed users.
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