Patent ID: 11887160
Assignee: ZETA GLOBAL CORP.
Field: IT methods for management (Electrical engineering)
Classification: CPC G | IPC G

Claim 8:
9. A method of targeted content curation and placement optimization comprising:
presenting, via a processor connected to a publication network and a data cloud, targeted content at a specified location on the publication network;
receiving, from the publication network, impression data including an engagement action with the targeted content and a piece of identification metadata;
determining an identity profile associated with each engagement action by matching the piece of identification metadata with a known identifier included in a particular identity profile stored in one or more-identity graphs stored in a memory of the data cloud;
retrieving the identity profiles associated with each engagement action from the memory of the data cloud;
determining a geographic location for each engagement action by identifying a piece of location data associated with each piece of matched identification metadata, each piece of location data identified from one of the retrieved identity profiles;
receiving, via a graphical user interface (GUI), a user selection of a geographic location and a specified radius for a geofence boundary;
defining a geofence around the selected location based on the geofence boundary;
accessing a memory of the data cloud to determine multiple intender attributes for each identity profile having a geographic location within the geofence;
identifying one or more geo-specific intender attributes based on a comparison of the intender attributes for a first population including identity profiles having a location within the geofence and the intender attributes for a second population including a sample of identity profiles having a location outside the geofence;
displaying, in the GUI, a map and one or more metrics, the map showing a store location at the center of the geofence and a concentration of intender consumers located within the geofence overlaid on the store location, the one or more metrics including a predicted and current amount of sales for the store location, the intender consumers corresponding to identity profiles having the geo-specific intender attributes;
adjusting, via the publication network, one or more bid parameters of an online demand side portal based on the concentration of intender customers displayed in the map and a difference between the current and predicted amount of sales shown in the GUI, the adjusted bid parameters increasing a number of placements accessible online within the geofence displayed on the map that receive bids from the demand side portal; and
submitting, based on the adjusted bid parameters, one or more bids to an online bidding exchange that reserves one or more online placements for targeted content at a specified location on the publication network.