Search retargeting company Magnetic has received a patent for its search retargeting technology. The patent covers Magnetic's programmatic technology for retargeting based on keywords, enabling advertisers to reach audiences with digital display advertising based on search intent.
The United States Patent and Trademark Office issued U.S. Patent No. 8,990,105 describes Systems, Methods, and Media for Targeting Advertisements based on User Search Information. It describes receiving one or more seed words related to a topic for targeting advertisements. Automatically selected keywords for the topic are based on the received one or more seed words.
Determining and displaying a forecasted pixel volume value is based at least in part on the automatically selected keywords. Receiving an address is associated with monitoring code and receiving one or more campaign targeting requirements that control when the monitoring code is served to users. And it modifies the monitoring code to incorporate the automatically selected keywords and the one or more campaign targeting requirements.
Programmatic advertising is expected to become a $20 billion-dollar industry in 2016, representing nearly 65% of U.S. digital display ad spending, per eMarketer. Many advertisers rely on site-level data for real-time retargeting because it helps them reach audiences that have shown intent through site visitation. Using keyword data from search marketing to find and reach audiences, marketers can engage consumers early on, even before they visit an advertiser's Web site, thus providing an effective solution for prospecting.
The patent, originally filed in January 2011, belongs to Josh Shatkin-Margolis, and Niels Meersschaert. It was granted on March 24, 2015. It is intended to increase visibility of advertisements from a search query on an engine listed in a results page.