Automatic Mouse Movement Analysis Enhances Web Advertising
Application
Browser mouse monitoring algorithms for improved targeting of web
advertisement to client needs.
Key Benefits
- Novel integration of client side instrumentation and server side
information.
- Detects misleading information that otherwise misclassifies client
intent.
Technical Summary
Software has been developed that combines a novel algorithm with the
integration of user side instrumentation and server side information that is
capable of picking up on the subtleties of internet user activities translating
into more accurate measurement and categorization of the client interests. It
has become clear that current software does not always correctly summarize the
web activity of a potential client. For example, user actions (keyword input in
web search engines and web link selection) are collected and assigned to
navigational or informational categories. Web advertisers can then place their
respective advertising to suit the needs of the client based off of these
claims. However it has been proven that these actions do not necessarily define
the intent of the client. This means that in some cases the category assignment
is misleading and advertising created with these categories in mind is wasteful.
The potential client could be searching for a category similar to that keyword
(informational) or for a specific website or product with said keyword included
in the name (navigational). In these situations, misplaced advertising would
yield in little or no product sales. Our novel software algorithm and strategy
is able to better identify these ambiguous actions and thus leads to a better
assessment of client intent and state of mind. With this software, advertisers
will be able to determine the specific needs of a potential client, correctly
identify ambiguous actions, and market their product in a manner that could sway
an undecided shopper or direct a client with specific interests to the
advertiser's product.
Developmental Stage
Algorithms and code compatible with the leading web browsers is
available.
Patent Information
App Type |
Country |
Serial No. |
Patent No. |
File Date |
Issued Date |
Patent Status |
Utility (parent) |
United States |
12/608,965 |
8,606,725 |
10/29/2009 |
12/10/2013 |
Issued |
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