Yahoo Devises Site-Sequence Algorithm To Improve Behavioral Targeting

Ad networks have all along tried to understand user behavior in order to be able to deliver the most relevant ad to the visitor. However, one big problem is that most users who agree to be behaviorally targeted are the more tech-savvy ones; consumers who use a lot of internet. This means that their behavior cannot be generically applied to the rest of the users – those who use internet minimally.

In order to counter this, Yahoo has devised what is known as a Site-sequence value. In a patent published by Yahoo, the company has elaborated on what they mean by site-sequencing and how it will help them in targeting ads better.  The inventors write

“the site-sequence values indicate a sequence from a first site to a second site for at least one user identified with a corresponding engagement level;determining cumulative site-sequence values from the site-sequence values for combinations of pairs of sites and distinct engagement levels;determining likelihood values from the cumulative site-sequence values, wherein the likelihood values characterize probabilities for sequences between sites at distinct engagement levels”

To tell it in simple words, Yahoo studies visits from Site A to Site B from a variety of users to study the general engagement level. It also studies visits from Site B to Site C to see the engagement level. Doing so will let Yahoo know whether or not visitors to Site A be interesting in advertisements related to Site C.

Looks like an interesting concept. What do you think?