Criteo‘s patent involves a method for generating structured classification data of a website. A computing device captures webpages, extracts data, generates candidate classes using classifiers, assigns a consensus class, and updates product attributes in a catalog for targeted advertising. GlobalData’s report on Criteo gives a 360-degree view of the company including its patenting strategy. Buy the report here.

According to GlobalData’s company profile on Criteo, Dynamic premium pricing was a key innovation area identified from patents. Criteo's grant share as of February 2024 was 51%. Grant share is based on the ratio of number of grants to total number of patents.

Generating structured classification data of a website

Source: United States Patent and Trademark Office (USPTO). Credit: Criteo SA

A recently granted patent (Publication Number: US11880414B2) discloses a method for generating structured classification data of a website. The method involves capturing webpages from a website, extracting data based on various features, generating candidate classes for each webpage using classifiers, assigning a consensus class to each webpage, determining attributes of products on product webpages, comparing attributes with a product catalog, updating the catalog, and generating graphical display advertisements based on updated attributes. The method is particularly useful for ecommerce platforms and online content platforms selling advertising placements.

The method utilizes unsupervised clustering algorithms, such as mean shift or Lloyd's algorithm, to assign candidate classes to webpages based on features like URL, images, DOM, tracking elements, color sets, metadata, content, layout, and CSS data. It also involves aggregating candidate classes into a preferred class, identifying instrumentations and style attributes associated with webpages, generating advertisements based on style attributes, preventing ads from being placed in blacklisted classes, and identifying changes over time on webpages. Additionally, the method assigns weights to webpages based on consensus class counts and determines advertisements to be inserted based on the weight and performance criteria like ad view data, user interaction data, and conversion data. The patent aims to streamline the process of classifying webpages, updating product catalogs, and generating targeted advertisements for improved user engagement and advertising effectiveness.

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