Oracle Corporation
Optimization of online advertising assets

Abstract:

A system for collecting and presenting information about advertising analytics comprises an ad preparation server, an ad server and an analytics server. The ad preparation server receives advertising assets (e.g., ads) and modifies them to include a data collection script. The preparation server then sends the modified ads to the ad server for delivery along with underlying content to users. The underlying content and modified ads are delivered to client devices that present the content and execute the data collection script. The data collection script collects and sends advertising analytic data back to the analytics server in a non-intrusive manner. The present invention also includes a method for preparing ads, a method for deriving a heat map, a method for generating and sending advertising data, and a method for generating a representation of a focus of attention for a user.