WO2009088554A2 - Targeted television advertisements based on online behavior - Google Patents
Targeted television advertisements based on online behavior Download PDFInfo
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- WO2009088554A2 WO2009088554A2 PCT/US2008/081037 US2008081037W WO2009088554A2 WO 2009088554 A2 WO2009088554 A2 WO 2009088554A2 US 2008081037 W US2008081037 W US 2008081037W WO 2009088554 A2 WO2009088554 A2 WO 2009088554A2
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- WIPO (PCT)
- Prior art keywords
- online
- top box
- identifier
- user
- interface device
- Prior art date
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Classifications
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N7/00—Television systems
- H04N7/16—Analogue secrecy systems; Analogue subscription systems
- H04N7/173—Analogue secrecy systems; Analogue subscription systems with two-way working, e.g. subscriber sending a programme selection signal
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/60—Network structure or processes for video distribution between server and client or between remote clients; Control signalling between clients, server and network components; Transmission of management data between server and client, e.g. sending from server to client commands for recording incoming content stream; Communication details between server and client
- H04N21/61—Network physical structure; Signal processing
- H04N21/6156—Network physical structure; Signal processing specially adapted to the upstream path of the transmission network
- H04N21/6175—Network physical structure; Signal processing specially adapted to the upstream path of the transmission network involving transmission via Internet
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0207—Discounts or incentives, e.g. coupons or rebates
- G06Q30/0239—Online discounts or incentives
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
- H04N21/47—End-user applications
- H04N21/472—End-user interface for requesting content, additional data or services; End-user interface for interacting with content, e.g. for content reservation or setting reminders, for requesting event notification, for manipulating displayed content
- H04N21/4722—End-user interface for requesting content, additional data or services; End-user interface for interacting with content, e.g. for content reservation or setting reminders, for requesting event notification, for manipulating displayed content for requesting additional data associated with the content
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/60—Network structure or processes for video distribution between server and client or between remote clients; Control signalling between clients, server and network components; Transmission of management data between server and client, e.g. sending from server to client commands for recording incoming content stream; Communication details between server and client
- H04N21/61—Network physical structure; Signal processing
- H04N21/6106—Network physical structure; Signal processing specially adapted to the downstream path of the transmission network
- H04N21/6125—Network physical structure; Signal processing specially adapted to the downstream path of the transmission network involving transmission via Internet
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
- H04N21/81—Monomedia components thereof
- H04N21/812—Monomedia components thereof involving advertisement data
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N7/00—Television systems
- H04N7/16—Analogue secrecy systems; Analogue subscription systems
- H04N7/162—Authorising the user terminal, e.g. by paying; Registering the use of a subscription channel, e.g. billing
- H04N7/163—Authorising the user terminal, e.g. by paying; Registering the use of a subscription channel, e.g. billing by receiver means only
Definitions
- the field of the present invention relates to online access and targeted delivery or presentation of advertisements.
- online advertisements are targeted based on observed viewing of or interacting with a television advertisement by a television viewer.
- TVP Television provider
- any suitable transmission medium including but not limited to coaxial cable, fiber-optical cable, network cable, phone line, satellite transmission, or VHF or UHF transmission.
- Internet service provider (ISP; equivalent ⁇ , an online access provider) - an entity that provides online access to a subscriber or user via any suitable transmission medium, including but not limited to coaxial cable, fiber-optical cable, network cable, phone line, satellite transmission, wireless transmission
- ISP Internet service provider
- any suitable transmission medium including but not limited to coaxial cable, fiber-optical cable, network cable, phone line, satellite transmission, wireless transmission
- the online access enables the subscriber to access the Internet and its myriad online sites, or to access any future network successor to the Internet.
- ISP/TVP in some instances a single entity (or providers controlled by a single entity) can provide to one or more subscribers or users both television service and online access. Such an entity is referred to herein as an ISP/TVP.
- an ISP and a TVP are represented schematically in the drawings by separate labeled boxes, the drawings are intended to encompass implementations in which the ISP and the TVP are independent entities as well as other implementations in which a common
- ISP/TVP provides both services.
- STB Set-top box - a device that connects a television and a signal source.
- the STB receives an incoming signal, extracts content from the received signal, and transmits the extracted content to the television to be presented to a viewer.
- the signal source can be one or more of a computer network cable
- the content can include, but is not limited to, video (which often can include an audio portion), audio, Internet web pages, interactive games, or other content.
- An STB may or may not include a dedicated television tuner. Each STB typically is assigned an identifier of some sort by the corresponding TVP, e.g., to enable the TVP to direct specific signals or programming to a specific STB, to identify the source of requests, commands, queries, or responses received from a particular STB, or for other purposes.
- an STB identifier might be known only to the corresponding TVP and not available for outside communication.
- the STB is connected to the Internet as a signal source (directly, through another device, or through the corresponding TVP; connected to the Internet only, or also connected in parallel to another signal source such as a cable television transmission infrastructure)
- the STB identifier can include an STB IP address ⁇ i.e., an Internet Protocol address).
- the STB identifier can include an identifier specific to the other signal source in addition to the STB IP address.
- the STB identifier is static, while in other instances (particularly those involving an STB IP address) the STB identifier is dynamic and can change from time to time.
- an STB need not be physically located on top of a television set literally. Under current technology, STBs often are located physically adjacent to the television set, such as in a media cabinet or the like, but it is not even necessary that the STB be located in proximity to the television. Nor is it necessary that the STB be a box, literally. Rather, a STB might be implemented, for example, as a circuit board, integrated circuit, set of integrated circuits, or software that is physically integrated with another "box,” such as the television, a cable or other connection, a computer, or a building equipment or junction box, which also has other functions, or without being housed in any "box" at all.
- Digital video recorder (DVR, alternatively personal video recorder or PVR) - a device that stores video content in a digitally encoded format on a digital storage medium, such as a hard drive, and enables playback of the stored content.
- a DVR can comprise a stand-alone unit connected to a television, a component of an STB, or a signal source, or the DVR can comprise software that programs a computer to perform DVR storage and playback functions.
- Video-on-Demand a system that allows users to select and view video content delivered from a signal source in response to a request from the user.
- the requested video content can be viewed at a time of the user's own choosing and can be paused, rewound, or fast-forwarded as desired by the user.
- a VOD system can "stream" the content (enabling viewing of portions of a requested item of video content while other portions are still being delivered from the signal source), or the VOD system can "download” the content and allow viewing only after a complete item is delivered from the signal source.
- Some VOD systems allow users to select and watch video content over a network as part of an interactive television system.
- Interactive Television interactive TV, iTV, idTV, or ITV
- Interactive television can include, but is not limited to, access to Web sites through TV "crossover links," electronic mail and online chat, online commerce, or enhanced graphics (relative to standard television offerings).
- IPTV Internet Protocol Television
- IPTV Internet Protocol Television
- IPTV Internet Protocol
- IPTV typically is supplied by a broadband service provider using a closed network infrastructure.
- IPTV also can be provided over the Internet or other publicly accessible computer network, in which case it might be referred to as Internet TV or TV-over- Internet.
- IPTV also can be used to deliver video or other content over a corporate LAN or other business network.
- Online user interface device any user interface device used to access a remote network such as the Internet, including but not limited to a cell phone or mobile handset, a personal digital assistant (PDA), or a networked computer (desktop, workstation, notebook, laptop, or other).
- a remote network such as the Internet, including but not limited to a cell phone or mobile handset, a personal digital assistant (PDA), or a networked computer (desktop, workstation, notebook, laptop, or other).
- PDA personal digital assistant
- Online access device any device used to connect an online user interface device to a remote network such as the Internet, including but not limited to a modem, a wired or wireless router, a wireless access point, a wired network adapter (e.g., Ethernet adapter), a wireless network adapter (e.g., IEEE 802.11 , ED-VO, EDGE, HSPA, CDMA, GSM, or other), or an optical fiber based network adapter (e.g., a network interface unit or optical network terminal).
- a modem e.g., Ethernet adapter
- a wireless network adapter e.g., IEEE 802.11 , ED-VO, EDGE, HSPA, CDMA, GSM, or other
- an optical fiber based network adapter e.g., a network interface unit or optical network terminal.
- Different types of online access devices can be and sometimes are combined into a single unit (e.g., a modem that also functions as a router for a LAN).
- An online user interface device and an online access device can be, and sometimes are, combined into a single unit (e.g., a computer with a built-in Ethernet adapter, wireless adapter, or modem).
- Each online access device typically is identified on the Internet by an Internet Protocol address ⁇ i.e., an IP address; currently, under IPv4, an IP address comprises a sequence of four numbers each ranging from O to 255, i.e., a 32-bit address). Every transmission of data over the Internet includes a destination IP address to enable the transmitted data to reach its intended destination.
- an online device has a static IP address, while in other, more common instances an online access device has an IP address that is dynamic and changes from time to time.
- IP addresses are referred to herein for enabling data transmitted via the Internet to reach its intended destination, that terminology is intended to encompass any functionally equivalent online access device identifier employed to route such transmitted data to its intended destination through the Internet or through any future successor network. For example, under IPv6, 128-bit addresses will be employed.
- Router any device that acts as a junction between networks, to buffer and transfer data between or among them.
- a router can be employed to connect a local area network (LAN) to the Internet, thereby enabling online user interface devices connected to the LAN to share a connection to the Internet through the router.
- the router receives data from devices on the LAN and transmits them to the Internet directed to their corresponding destinations, and receives data from the Internet and directs them to the corresponding devices on the LAN.
- LAN local area network
- Modem - a device that enables online access by a user by acting as an interface between the online access provider's network transmission system and the user's computer or other online user interface device.
- Modems vary according to the type of provider network transmission system. Unless a specific type of modem is specified, the term "modem” shall encompass telephone modems, cable modems, DSL modems, wireless modems, satellite modems, or modems for providing online access to any other suitable network transmission system.
- Cable modem - a type of modem that enables digital data transmission over cable television infrastructure. Cable modems are primarily used to deliver broadband Internet access using modulation frequencies that are not used for traditional television transmission.
- ADSL Digital Subscriber Line
- DSL Digital Subscriber Line
- a data communications technology that enables faster data transmission over a copper telephone line than a conventional modem can provide.
- ADSL data transmission employs frequencies that typically are not used for voice transmission, usually frequencies beyond the range of normal human hearing (higher than about 2OkHz). Propagation of such high-frequency signals over standard copper telephone lines typically is poor, typically limiting the use of DSL to distances less than about 5 km.
- CO central office
- the ADSL signal is stripped off and routed into a conventional data network, while any voice-frequency signal is routed into the conventional telephone network. That arrangement enables a single telephone line to be used for both data transmission and telephone calls simultaneously.
- DSL modem an ADSL transceiver, also known as an ADSL modem, used to connect one or more computers to a phone line to use an ADSL service.
- a DSL modem also can be referred to as a remote ADSL termination unit (ATU-R).
- An ADSL modem can also be configured to act as a router, managing the connection and sharing of the ADSL service with multiple computer or other networked devices. Such a combined device can be referred to as a DSL modem/router or similar terminology.
- DSL modem Digital Subscriber Line Access Multiplexer
- DSL modem Digital Subscriber Line Access Multiplexer
- CMTS Cable Modem Termination System
- CMTS Cable Modem Termination System
- a cable company typically connects its headend to the Internet using high capacity data links, directly or through a network service provider.
- the CMTS enables data communication with each subscriber's cable modem.
- CMTSs are capable of serving different cable modem population sizes, which can range from 4,000 cable modems to 150,000 or more.
- a given cable company headend may have only a few CMTSs, or a dozen or more, depending on the size of the cable modem population serviced by that headend.
- DHCP Dynamic Host Configuration Protocol
- IP addresses Internet Protocol addresses
- subnet masks subnet masks
- default routers default routers
- IP parameters IP parameters
- the assignment usually occurs when a DHCP-configured computer, modem, router, or other device boots up or regains connectivity to the network.
- the DHCP client i.e., DHCP software resident in the device
- the query is typically initiated immediately after booting up and before the client initiates any IP-based communication with other hosts.
- the DHCP server then replies to the client with its assigned IP address, subnet mask, domain name server (DNS), and default gateway information (referred to as "stateful" assignment).
- the assignment of the IP address usually expires after a predetermined period of time, at which point the DHCP client and server renegotiate a new IP address from the DHCP server's predefined pool of IP addresses.
- DNS domain name server
- the IP address of a given computer varies over time, various network- related functions are more difficult. For example, configuring firewall rules to allow access to or from a machine that receives its IP address via DHCP is more complicated because the IP address varies from time to time. Network administrators typically must enable access to an entire remote DHCP subnet for a particular TCP/UDP port.
- DHCPv ⁇ which is the Dynamic Host Configuration Protocol for Internet Protocol Version 6 (IPv6)
- IPv6 Internet Protocol Version 6
- IPv6 can still be used to statefully assign addresses if needed or desired by a network administrator.
- DHCPv6 can also be used to distribute information that is not otherwise discoverable, e.g., the domain name server.
- User (equivalent ⁇ , subscriber, viewer) - the term "user” shall be construed as one or more persons receiving online access or television service at a delivery end-point within a household, office, business, or other site or establishment served by an online access provider or television service provider.
- delivery of an online ad to or tracking of online activity of "the user” based on viewing or other activity by the "user” related to a television advertisement might involve a single person, or one person might view a television ad while the corresponding online ad might be delivered to another person in the household, office, business, or other site or establishment.
- Television ads or programming can be one television set or multiple sets of a given user; likewise, online access or ad delivery can involve one or more computers or other online interface devices of a given user.
- a business having multiple physical locations may be served by separate online or television services, but in other instances, a business may have an internal LAN or WAN that extends service provided to multiple physical locations.
- some computers and televisions are portable, and can access the service provided from remote locations. Accordingly, the term "user" is intended to refer to that person or those persons who receive the provided services and does not require a fixed or single location in such instances.
- Behavioral targeting - the delivery of specific advertisements to a subscriber the advertisements being selected on the basis of activity of the subscriber, typically recent activity, including but not limited to: online or television-based searches conducted by the subscriber; content viewed or otherwise accessed by the subscriber online or on television; online or television advertisements viewed, clicked on, interacted with, or otherwise accessed by the subscriber; shopping or purchases made by the subscriber online or through a television; and any other form of previous subscriber online or television activity.
- Central Ad Server - a computer server that manages delivery of advertisements (television or online) to visitors of online sites or viewers of television programs.
- a local ad server can be typically run by a single publisher to serve ads to visitors of websites or viewers of television programs of that publisher, or by a single advertiser to serve ads into ad space acquired by the advertiser on various websites or television programs.
- a third-party or remote ad server typically is remotely located and delivers advertisements of various advertisers to visitors of websites or viewers of programs of multiple publishers.
- the remote ad server acts as a central conduit for delivering advertisements, enabling advertisers and publishers to track the distribution of their online or television advertisements and to control the rotation and distribution of their advertisements across the Internet or television system from one location.
- the advertisements can be stored on the CAS for later delivery, can be transmitted to the CAS and then delivered from the CAS upon receiving an ad request, or can be delivered from another source in response to an ad request received and routed by the CAS.
- third-party ad servers include Doubleclick's DART for Publishers central ad server (also known as DFP) and Doubleclick's DART for Advertisers central ad server (also known as DFA).
- a CAS can be owned or used by a TVP, an ISP, an STB provider or modem provider, an online content provider, a profile aggregator, a profile distributor, an ad broker, an ad network, an ad exchange, an ad agency, an online advertiser, a TV advertiser, a TV ad space owner, or a TV content provider, representatives or proxies of any of those entities, or other entities.
- CAS will operate independently of an ISP or TVP.
- Profile provider An entity that has or collects profile information that is used to target advertisements.
- the profile provider cooperates with a CAS, which receives all or part of the profile information from the profile provider for use in targeting television or online advertisements.
- User profile information derived from online or television activity can include, for example, observed online behavior of a user accessing the Internet (e.g., viewed online content viewed or accessed, online searches performed, online purchases made, or times and dates of such behavior), observed viewing or interaction behavior of a television viewer (e.g., television programs or ads viewed, responses to interactive programs or advertisements, or times and dates of such behavior), or demographic information collected from an Internet user or television viewer.
- Examples of profile providers can include, but are not limited to, any entity that owns or uses: (1 ) a visited Internet site server; (2) a server delivering content, images, audio, video, text, or any combination directed to an online user interface device (such as a computer or other online interface device) via an online access device (such as a modem or router), either directly or indirectly (e.g., via a redirect); (3) a server delivering content, images, audio, video, text, or any combination directed to a television via a set- top box; (4) a server delivering an ad to an online user interface device via an online access device on behalf of an advertiser or an ad network; (5) a server delivering a television ad to a television via a set-top box on behalf of an advertiser or an ad network; (6) a server recording an activity conducted from an online user interface device such as a click on an ad or a link to an ad, a viewing of an ad, a click on
- a profile provider is: (9) a company sponsoring and having access to a program located on the user's computer or other online user interface device or on the user's set-top box that can observe the user's online or television activity (with the user's permission), such as a browser toolbar or desktop search software.
- a profile provider broadly, can be: (10) any entity able to collect behavioral profiles (observed online activity or observed viewing or viewing-related activity) or demographic profiles (provided by the user), typically including a device identifier (e.g., a set-top box identifier or an online access identifier) used when the profile was observed or collected and the date and time the profile was observed or collected, regardless of whether or not the entity collected a given profile directly through contact with the user's computer or television or indirectly from another entity such as those listed in this paragraph.
- a device identifier e.g., a set-top box identifier or an online access identifier
- a user's online or viewing activity will result in direct contact between the television (via a set-top box) or the online user interface device (via an online access device) and the profile provider, e.g., if the profile provider is an online commerce site, the user makes a purchase at the site, and the online commerce site generates a profile for that user.
- the profile provider might also own or otherwise control a CAS, in which case user profiles can be immediately available to the CAS without need for transmission between separate entities.
- Profiles or partial profiles provided by a profile provider to a CAS can contain any quantity of profile information, such as, in one example, just an online access IP address or set-top box IP address or other STB identifier used by a person at the time his profile was collected and the identity of the profile provider.
- the profile can include, e.g., a profile identifier or profile name, a username, or a login ID; the profile can be referenced by or included in a cookie or tag placed on a user's STB or online user interface device.
- the IP address can be provided by the profile provider itself or might be obtained by the CAS when a user enqaqes in any online or television activity or provides an item of demographic information and is redirected by a profile provider to the CAS.
- a profile can be more extensive and can include demographic or behavioral information, such as an extensive browsing history, shopping or purchase histories, content or programs viewed, and other information concerning the user's characteristics or the user's activities.
- a profile includes PII; in other instances it does not.
- the profile provider is an entity, many or most of the actions attributed to the profile provider are actually performed by equipment under the administrative control of the profile provider, such as computers, servers, software running on those computers or servers, network connection hardware or software, or other equipment.
- PII Personally Identifiable Information
- Non-Personally-ldentifiable Information (non-PII) - information about a person that typically cannot be used to specifically identify that person, including but not limited to: city, state, or country of residence, age, gender, race, ethnicity, school or workplace (if sufficiently large), salary or income, hobbies, dynamically assigned IP addresses, online sites visited, online searches conducted, or other information that is useful to know about a person but does not by itself allow one knowing the information to identify the particular person.
- Cookie - a text file placed on a user's computer by a server that also serves content to the user's computer using browser software.
- the cookie typically can be read or altered only by a server operating under the same Internet domain as the server that originally placed the cookie.
- the cookie file can be used to identify a computer that has already been in contact with the same domain and can also be used to store PII or non-PII pertaining to a user of that computer.
- a cookie can store non-PII such as previous searches conducted at the site, or pages viewed or visited at the site, by the computer user.
- a cookie can be used to store a usemame used by the user to access a site, customized preferences of the user, or various pieces of PII. It should be noted that a cookie file can also be created, altered, or deleted by software located on the user's computer.
- TV ad Television advertisement - a full screen video ad, a partial screen video ad, a banner ad, a text ad, an audio ad, or any other form of advertisement suitable for delivery to and visual or audible presentation by a television set.
- the system begins issuing coupons targeted at purchases that the shopper has made previously or that the system predicts the shopper may wish to make based on past purchases.
- online advertisements are readily targeted based on an Internet user's online activities without using PII.
- the use of cookies enables an ad server to recognize an Internet site visitor who has been previously presented with ads by the ad server or who has conducted searches or accessed content at sites linked to the ad server. The ad server can target future advertising to the site visitor based on that previous activity.
- PII Regardless of whether PII is used or not, targeting advertising in one medium based on activity in another can be problematic.
- the PII has typically been required to make the connection between the different media, because different devices are typically employed to access each one.
- a selected online advertisement is automatically directed to, or online activity is automatically tracked and recorded from, an online user interface device. That online user interface device corresponds, at the time the advertisement is directed or the activity is tracked, to a first online access identifier.
- the advertisement is directed or the activity is tracked based on information from a user profile, which user profile references or includes a first set-top box identifier. That information is derived at least in part from automatically collected data related to user behavior with respect to at least one television advertisement delivered to a set-top box, which set-top box corresponds, at the time of that user behavior, to the first set-top box identifier.
- the first online access identifier is associated with the first set-top box identifier.
- the online access identifier and the set-top box identifier can be associated by each being referenced or included in the user profile. In some implementations, the online access identifier and the set-top box identifier can be associated in a database. [0040] In some implementations, the online advertisement, or the tracked and recorded online activity, can be linked to the delivered television advertisement in a database.
- the observed user behavior can include user interaction responsive to the delivered television advertisement or the observed user behavior can include user commands executed during presentation of the delivered television advertisement.
- the first set-top box identifier includes a tag or a cookie placed on the set-top box, or the first online access identifier includes a tag or cookie placed on the online user interface device.
- the first set-top box identifier includes a set-top box IP address, or the first online access identifier includes an online access IP address.
- the profile information includes a profile identifier that is referenced or included in a tag or a cookie placed on the online access user interface device, or is related to a usemame or logon ID provided by the user.
- profile information can be derived at least in part from automatically collected data related to user behavior with respect to previous online activity from an online user interface device corresponding, at the time of the previous online activity, to at least one online access identifier related to the first user profile information or electronically associated with the first set-top box identifier.
- the first online access identifier can include a first online access IP address.
- an electronic association of the first set-top box identifier and the first online access IP address can be: received from at least one provider of television service or online access to the user, established by a common IP address for the set-top box and the online user interface device, or established using a database of set-top box identifiers, online access IP addresses, and corresponding times and dates.
- a cookie or tag subsequently placed on the online user interface device can act as the online access identifier, instead of or in addition to the online access IP address.
- Figs. 1 -9 illustrate schematically a system for targeting online advertisements based on television viewing or interacting behavior.
- the embodiments shown in the figures are exemplary and should not be construed as limiting the scope of the present disclosure and/or appended claims.
- DETAILED DESCRIPTION OF EXEMPLARY EMBODIMENTS [0047]
- the disclosed exemplary systems and methods enable delivery of targeted online advertisements or tracking and recording of online behavior based on television viewing or interacting behavior.
- Specific user profile information related to a first set-top box identifier is derived at least in part from observed user behavior related to at least one television advertisement delivered to a set-top box corresponding, at the time of the observed user behavior, to the first set-top box identifier.
- a first selected online advertisement is directed to an online user interface device corresponding, at the time the online advertisement is directed, to a first online access identifier, or (ii) selected online activity is tracked and recorded automatically from an online user interface device corresponding, at the time of the tracked and recorded online activity, to a first online access identifier.
- the selected online advertisement or the tracked and recorded online activity can be linked in a database to the delivered television advertisement.
- the first online access identifier is related to the user profile information or electronically associated with the first set-top box identifier.
- the user profile information or the electronic association of online access and set-top box identifiers may or may not include personally identifiable information.
- the user profile information, online access identifiers, or set-top box identifiers can be related or electronically associated for many or all of the users of a multitude of users before directing online ads to any of the multitude of users.
- the user profile information, online access identifiers, or set-top box identifiers can be related or electronically associated for one or a few of a multitude of users at any given time as needed for directing online ads to users, with additional user profiles and identifiers related or electronically associated at later times for directing other online ads to additional users.
- the relations or electronic associations can include one or more of (i) an earlier online access identifier and a later set-top box identifier, (ii) an earlier set-top box identifier and a later online access identifier, or (iii) contemporaneous online access and set-top box identifiers.
- Such differing relations and associations can become necessary, e.g., as IP addresses are assigned and reassigned under DHCP.
- the multitude of users can be any set made up of a large number of users and does not necessarily include every user having online access or television service through a particular company or provider.
- the system described can operate only with respect to a subset of users, such as those users who have capabilities needed to implement this system (e.g., suitable hardware, software, or operating system), those who have done some sort of subscription, or those selected based on criteria as to which operation of the system is considered desirable, less expensive to implement, or profitable.
- those users might be chosen that have STBs with an operating system, software, or hardware capable of accepting TV ads from a CAS.
- the fact that other users may exist as to which the system does not operate is not intended to negate the advantages of the system as to those users for which the system does operate.
- a user's modem 32 (an online access device) is connected to Internet service provider (ISP) 22 for providing online access via computer 34 (an online user interface device), and that user's STB 36 is connected to television provider (TVP) 24 for providing television service via television 38.
- ISP Internet service provider
- TVP television provider
- online access device 32 and online user interface device 34 are integrated in a single unit, while in other instances they comprise separate units.
- set-top box 36 and television 38 are integrated in a single unit, while in other instances they comprise separate units.
- ISP 22 can offer Internet access via any suitable online access device 32 (a modem, router, or network adapter suitable for connecting to cable, DSL, wireless, satellite, Ethernet, or any other transmission system).
- Any suitable online access device 32 a modem, router, or network adapter suitable for connecting to cable, DSL, wireless, satellite, Ethernet, or any other transmission system.
- Modem 32 and computer 34 are described only as specific examples of online access and interface devices, respectively; the use of those specific examples shall not be construed as limiting the scope of the present disclosure or appended claims.
- ISP 22 and TVP 24 are represented schematically in the drawings by separate labeled boxes, the drawings and examples are intended to encompass implementations in which the ISP and the TVP are independent entities as well as other implementations in which a common ISP/TVP provides both services.
- an online access IP address is assigned to modem 32 in any suitable way by ISP 22 (for example, as described above).
- ISP 22 for example, as described above.
- IPmodem online access IP address
- IPmodem can be static, but it is more typically the case that IPmodem is dynamic, and changes from time to time as each new online access IP address is assigned to the user's modem 32 (by DHCP or other suitable means).
- the set-top box identifier can assume more varied forms, which can be employed alone or in any of various suitable or desirable combinations.
- each set-top box might be assigned an internal identifier (static or dynamic) operative only within the scope of the television transmission infrastructure of TVP 24, but without direct access to or from any outside server, network, or system.
- TVP 24 mediates any exchanges of data or content between the set-top box 36 and any outside server or system (such as central ad server CAS 40, for example).
- STB 36 might be provided with Internet access via TVP 24, in which case the STB 36 is assigned an STB IP address (static or dynamic) by TVP 24.
- STB 36 might be provided with Internet access through its own modem (separate from modem 32) via ISP 22 or TVP 24 (which would assign the corresponding STB IP address, statically or dynamically).
- a connection 35 between the user's modem 32 the user's STB 36 enables the STB 36 also to obtain online access via the same IP address as the user's online access ⁇ i.e., via modem 32, as shown in Fig. 2).
- the modem IP address is the only IP address "seen" by other servers or computers communicating via the Internet with the user's computer 34 or STB 36 via modem 32.
- the modem 32, computer 34, or STB 36 can each have a uniquely assigned IP address (or analog thereof) directly accessible to other servers on the Internet. Such future implementations are intended to fall within the scope of the present disclosure.
- the STB can exchange data with or receive programming or content from another server or system (such as CAS 40) via the Internet, in addition to any direct transmissions between STB 36 and TVP 24.
- user profile information is derived at least in part from earlier online activity performed using a user's computer 34 at the user's online access IP address through modem 32.
- the online site 50 can generate a user profile that can include, e.g., a profile identifier and the user's online access IP address (IPmodem) that corresponds to the modem 32 at the time the online site is accessed.
- IPmodem online access IP address
- the profile identifier can be transmitted to the user's computer 34, e.g., for storage as a tag or a cookie.
- the profile identifier can be a username, login name, or other suitable identifier associated with the user, any of which may or may not be stored on the user's computer 34 depending on the specific implementation. Any one or more among the profile identifier, username, login ID, cookie, online access IP address, and so forth can serve as an online access identifier or a portion thereof.
- a portion of the user profile information derived from the user's online activity from the online access IP address, including the profile identifier or online access identifier, can be delivered electronically to a central ad server (CAS) 40 (from the accessed site 50 as in Fig. 4, or from another profile provider).
- CAS central ad server
- a targeted television advertisement is selected by CAS 40 based at least in part on the delivered profile information.
- the targeted television advertisement is directed to the user's STB 36 via ISP 22 if modem 32 and STB 36 share the online access IP address IPmodem (as in Fig. 5A), or via TVP 24 using an associated set-top box identifier IDSTB (as in Fig. 5B).
- IPmodem as in Fig. 5A
- IDSTB an associated set-top box identifier
- the association between the online access IP address for the earlier online activity and the STB identifier can be established for targeting the television advertisement in any suitable way, including but not limited to those disclosed in App. No. 11/736,544, already incorporated herein by reference.
- the association between the online behavior from IPmodem and subsequent delivery of the targeted ad to IDSTB can be established by: use of PII or non-PII as needed, desired, or permitted; use of a common identifier or user pseudonym for a user's modem and set-top box by an ISP/TVP; use of a common online access IP address used by both modem 32 and STB 36; cooperation between the ISP, TVP, and/or CAS to associate IPmodem and IDSTB, with or without using PII; and so on.
- the delivery of the targeted television advertisement to the user's STB 36 can be achieved in a variety of ways.
- the advertisement can be pre-stored on CAS 40 and transmitted directly from CAS 40 to the user's STB 36 (as in Figs. 5A and 5B).
- the advertisement can be pre-stored on CAS 40 by virtue of it having been transmitted (i) from the accessed online site 50, (ii) from another online site, (iii) from another ad server, ad network, ad exchange, or advertiser, or (iv) from another entity.
- the transmission can be accomplished through a transmission request from accessed online site 50.
- the targeted television advertisement can be transmitted directly to the user's STB 36 from accessed online site 50 or from another online site or ad server (neither of these alternatives is shown), without the pre-storing step onto CAS 40.
- the user's STB 36 can be instructed by CAS 40 to retrieve the advertisement directly from accessed site 50, from CAS 40, from another online site, or from another ad server, using for example the URL given to the CAS 40 by the profile provider.
- the television advertisement need not be transmitted directly to STB 36; instead it can be transmitted through one or more intermediate servers (i.e., a server hosted by an ISP, a TVP, a cable company, or a telecommunications company, for example).
- the television advertisement can be streamed or otherwise delivered for real-time viewing, or it can be delivered to the user's STB 36 or an associated DVR for later viewing.
- CAS 40, online site 50, or another profile provider can transmit (directly or indirectly) to STB 36 instructions to provide a notification when the targeted television advertisement is presented on the user's television 38 (as a result of the earlier, observed user online behavior), or to provide an opportunity for the user to interact with the targeted television advertisement (to observe user behavior after the targeted television advertisement is delivered).
- Such interactions can include any of a wide variety of queries, responses, or actions.
- the viewer might be asked whether the advertisement was relevant or whether the user wishes to receive additional ads of the same type or from the same advertiser.
- the user might be asked to choose among alternative products about which further information or advertisements are available.
- a user might be given an opportunity to shop or make a purchase through the television advertisement.
- the viewer might be asked whether he or she wishes to release certain PII to the advertiser.
- the notification that a targeted TV ad has been presented or interacted with is transmitted from the user's STB 36, or from a server that participated in or is aware of the delivery of the television ad to STB 36, to CAS 40 (for example, via modem 32 and ISP 22 as in Fig. 6A or via TVP 24 as in Fig. 6B; in either case perhaps also via one or more intermediate servers).
- the notification can include the profile identifier included with the original advertising request received by CAS 40.
- the notification can be transmitted from STB 36 to online site 50 (directly, via modem 32 and ISP 22 as in Fig. 6C or via TVP 24 as in Fig. 6D; or indirectly via CAS 40, not shown).
- the notification can merely indicate that the television advertisement has been viewed, or can include more extensive information derived from the user's behavior related to the television advertisement (before, during, or after its viewing).
- the profile identifier can be transmitted to CAS 40 (e.g., by reading the cookie or tag stored by computer 34, or by receiving a username, login name, or other suitable online access identifier).
- CAS 40 can transmit one or more selected ⁇ i.e., targeted) online advertisements to the user's computer 34 via modem 32 at its current online access IP address or can track and record the user's online activities via modem 32 at that current online access IP address (as in Fig. 7A).
- the current online access IP address for modem 32 may or may not be the same as that used to initially access online site 50.
- the selected online advertisement can be targeted based on any suitable or desirable criteria, including observed user behavior related to the television advertisement directed to STB 36.
- the profile identifier can be transmitted to online site 50 (directly, as in Fig. 7B; or indirectly via CAS 40 or other intermediate server, not shown) or to another ad server (not shown) in a manner similar to that described above for CAS 40.
- online site 50 or the other ad server can transmit one or more selected online advertisements or selected online content to the user's computer 34 or can track the user's online activities (directly, as in Fig. 7B; or indirectly via CAS 40 or another server, not shown).
- instructions for online ad delivery or online tracking are not necessarily transmitted (e.g., by CAS 40 or other ad server, by online site 50 or other online site, by an ISP or a TVP) in real time, nor are they necessarily transmitted electronically via a network.
- instructions are transmitted continuously as notifications are received, are transmitted only at certain time intervals or upon occurrence of certain events, or are transmitted only upon accumulation of a prescribed number of received notifications.
- Those instructions can be transmitted immediately over the Internet or other network by any suitable protocol (e.g., TCP/IP), can be transmitted via email, can be stored on a digital storage medium that is physically transported, can be delivered as hardcopy printout, or can be delivered by any other suitable or desired means.
- the profile provider e.g., the proprietor of online site 50 or another online entity (that uses or benefits from use of the profile information) can send an electronic communication to CAS 40, preferably automatically, such as by having the profile provider's server pre-programmed to send such electronic communication, which electronic communication contains instructions or information useful to CAS 40 in causing a selected online ad to be transferred to the online user interface device 34 at the proper time or in causing tracking of online behavior from the online user interface device 34 to occur.
- the electronic communication received by CAS 40 can contain information or instructions related to possible user behavior related to the targeted television advertisement.
- the electronic communication can take a variety of forms, and can include, but is not limited to, one or more of: (1) an indicator of which online ad that should be transmitted, such as a URL or ad title given by the profile provider to retrieve the correct online ad from a corresponding ad server, or the actual online ad itself; (2) an indicator of information about the user (likely not PII), such as profile information or a code or keyword to access that information in a database, online access identifiers, STB identifiers, IP addresses, times and dates of online site visits or television ads viewed, (3) an indicator describing user activity (previous ads viewed or interacted with) or user interests, or (4) responses desired of CAS 40 dependent upon user activity related to the delivered television ad (e.g., "if the user chooses 'A', deliver online ad 'X'" or "if the user sees television ad 'B', track online behavior at online domains T and T").
- the electronic communication can be sent for each instance of a user viewing or interacting with a television advertisement, or a list can be created and transmitted at suitable intervals containing information about a number of such television ads. In some instances, the electronic communication can be delivered before the corresponding television ad is delivered, with the instructions in the communication to be executed after delivery of the television ad.
- the tracking of online activity that is enabled by the association of an STB identifier with an online access identifier (using an online access IP address as described above or by other methods such as those described below) can allow an advertiser to evaluate the effectiveness of the television advertising or to refine targeting criteria for the online or television advertising.
- targeted online advertising as a follow-up to targeted television advertising that is enabled by the association of the STB identifier with the online access identifier (using an IP address as described above or by other methods such as those described below) can be employed to increase the effectiveness of combined online and television advertising over that of either advertising medium alone.
- a particular targeted online advertisement thus directed typically is selected for delivery to the user's online user interface device (using the corresponding online access identifier) based on the user's observed behavior related to the television advertisement.
- interactive user behavior can be accomplished by TV viewers by clicking or selecting with a remote or other interface to the STB, or otherwise providing a selection to the TVP, during a so-called "interactive" advertisement.
- the clicking or selection can be done with respect to a particular link, command, or additional ad, by shopping or making purchases via the television, or by other user-controlled choices.
- Other observed viewer behavior can also be derived from analysis of user habits in selecting TV programs, which selections can be used in deciding what TV ad to deliver or avoid delivering to the user, and this type of interaction too can be used for the purposes described herein, namely custom delivery of online advertisements or decisions to record online behavior to measure the effectiveness of the TV ads.
- User behavior can also be derived from analysis or detection of user commands received by the television at a particular time, such as "skip,”, "fast-forward,” “change channel,”, “change volume,” or “mute” commands.
- Certain patterns of such commands can imply user skippinq a television advertisements, and an advertiser can direct (or perhaps avoid directing) online ads to the user in response to such skipping, for example.
- Information about observed behavior related to television advertisements optionally in association with collected demographic information, can be used by the CAS or by the profile provider to direct a targeted online ad.
- the implementations described above, as well as those described below can also be used to direct online advertisements or to track online activity in response to user behavior related to a non-targeted television advertisement.
- the notification transmitted from the user's STB, or from a server that participated in or is aware of the delivery of the non-targeted television ad to STB 36 can be directed to any entity that participated in or benefitted from delivery of the television advertisement to enable that entity to cause online ads to be directed to the user or to track and record the user's subsequent online activity.
- the television ads can be temporally interleaved with television programming or spatially combined (e.g., overlaid or juxtaposed) with television programming.
- FIG. 1 Another implementation of systems and methods according to the present disclosure is suitable for instances in which users are provided with both online access and television service by a common ISP/TVP (represented in the drawings by both of the boxes 22 and 24).
- a common ISP/TVP represented in the drawings by both of the boxes 22 and 24.
- the users of online access service ⁇ i.e., the subscribers
- IPmodem is temporarily allocated to the user's modem 32 for online access, often through DHCP.
- the dynamically assigned online access IP address is replaced after some time interval (or after some event occurs) by another IP address allocated to modem 32.
- the ISP/TVP 22/24 transmits (as in Fig.
- a CAS 40 or perhaps to multiple CASs, the online access IP addresses of a multitude of users, perhaps along with corresponding pseudonyms, aliases, or other identifiers uniquely associated with the IP addresses, e.g., user XY123 is connected to the Internet through a modem 32 that is assigned IP address abc.def.ghi.jkl.
- Each online access IP address, and perhaps also its associated pseudonym, can be transmitted to CAS 40 immediately upon its allocation or reallocation by ISP/TV 22/24, which could be advantageous in sending targeted online ads to the user's modem quickly.
- online access IP addresses can be transmitted periodically to CAS 40 at any necessary or desirable time interval or after any specified event, such as the collection of a predefined number of pairings.
- the pseudonyms and online access IP addresses typically comprise non-PII, although PII can be included as well if needed, desired, or permitted.
- the use of pseudonyms or other identifiers to associate online access and set-top box identifiers is disclosed in App. No. 11/736,544, already incorporated herein by reference. [0064] ISP/TVP 22/24 additionally transmits (as in Fig.
- an STB identifier (IDSTB) allocated to STB 36 (statically or dynamically) and associates it with the pseudonym previously associated with the user's modem 32, e.g., user XY123 has an STB 36 with identifier PQRS456 in addition to a modem 32 for online access at IP address abc.def.ghi.jkl.
- the STB identifier can take any of the forms already described, including an identifier internal to ISP/TVP 22/24, an STB IP address allocated to STB 36 independent of modem 32, or a modem IP address that is shared by STB 36 (as in Fig. 2).
- the association of the user's online access IP address and the user's STB identifier at CAS 40 typically constitutes non-PII.
- ISP/TVP 22/24 reports to CAS 40 (as in Fig. 8A or 8B) that, at a given time, user XY123 can access the Internet through modem 32 using online access IP address abc.def.ghi.jkl and can receive television service through STB 36 using STB identifier PQRS456.
- Those associations can be stored on CAS 40, or stored only by ISP/TVP 22/24 and transmitted to CAS 40 as needed.
- the STB 36 can monitor presentation of a television advertisement (targeted or not) on the user's television 38, or interaction of the user with an interactive television advertisement, and can transmit a notification of the same to CAS 40 (as in Fig.
- the television advertisement can be delivered to STB 36 over the TVP portion of the ISP/TVP infrastructure using a dedicated cable advertisement channel, an IP based protocol, or any other communication protocol, or the television advertisement can be delivered to STB 36 via the ISP portion of the ISP/TVP infrastructure.
- subsequent online activity of user XY123 using online access IP address abc.def.ghi.jkl or any subsequently assigned online access IP address associated with user XY123 can be tracked and recorded by CAS 40 (and subsequently linked to the delivered television advertisement).
- one or more targeted online advertisements can be directed by CAS 40 to user XY123 at online access IP address abc.def.ghi.jkl or any subsequently assigned online access IP address associated with user XY123 upon subsequent online activity by that user(in both cases, as shown in Fig. 7A).
- CAS 40 can cause one or more targeted online advertisements to be directed to the online access IP address currently associated with user XY123 from another online site or server (not shown).
- subsequent online activity of user XY123 using online access IP address abc.def.ghi.jkl or any subsequently assigned online access IP address associated with user XY123 can be tracked by online site 50 (and subsequently linked to the delivered television advertisement).
- one or more targeted online advertisements can be directed by online site 50 to user XY123 at online access IP address abc.def.ghi.jkl or any subsequently assigned online access IP address associated with user XY123 upon subsequent online activity by that user (in both cases, as shown in Fig. 7B).
- online site 50 can cause one or more targeted online advertisements to be directed to the current online access address from another online site or server (not shown).
- Targeted online ads can be selected based on any suitable profile information or criteria, as described elsewhere herein.
- ISP/TVP 22/24 reports updated online access IP addresses or STB identifiers to CAS 40 (as in Fig. 8A or 8B).
- the updated IP addresses, identifiers, and their associated pseudonyms can be transmitted to CAS 40 immediately upon allocation or reallocation by ISP/TV 22/24, or can be transmitted periodically to CAS 40 at any necessary or desirable time interval (fixed or variable).
- assignment of a pseudonym associated with both the online access IP address and the STB identifier can facilitate delivery of online ads to modem 32 based on the user's observed behavior related to a television advertisement delivered via STB 36, it is not necessary.
- a TVP/ISP can make associations between online access identifiers and set-top box identifiers without any involvement of CAS 40 or other outside server or profile provider.
- the TVP/ISP can make such associations in real time, or the associations can be established later using database or log files to correlate television ads delivered to STB's and online ads or activity from users' computers. Associations thus established can be used to cause online ads to be directed to users' computers from CAS 40 or other ad server.
- the TVP/ISP itself can track and record online behavior and can share the resulting data with a profile provider or television advertiser as permitted or desired.
- CAS 40 need not necessarily rely on updates of the IP address associated with the user pseudonym.
- CAS 40 can set a cookie or tag on computer 34. That cookie can associate, upon future encounters with CAS 40, the user of computer 34 with a user profile associated with user XY123 or with STB identifier PQRS456 associated with user XY123, independent of any update by ISP/TVP 22/24 of the IP address associated with user XY123.
- Subsequent contact between CAS 40 and the user's computer 34, with online tracking or delivery of targeted online ads could then be implemented as described above when using a profile identifier.
- the cookie placed by CAS 40 can therefore act as an online access identifier.
- the user need not receive both television service and Internet access from a common service provider.
- a user's STB 36 can periodically contact a CAS 40 (or multiple CASs) via the IP address of the user's modem 32 that is therefore common to STB 36.
- the common IP address IPmodem
- Modem 32 can include a router to route network traffic properly among the user's computer (or computers or other devices) 34 and the user's STB 36.
- a separate router can be employed, or computer 34 or STB 36 or television 38 can include routing functions, for properly routing network traffic passing through modem 32, with STB 36 providing routing functions or being connected to the separate router, to computer 34, or to television 38 as appropriate.
- STB 36 reports the common IP address to CAS 40 with which it is in contact.
- STB 36 itself might not know the common IP address it is using, because it communicates through modem 32. In such circumstances, STB 36 nevertheless can report the common IP address to CAS 40 (e.g., at some appropriate time interval) simply by initiating communication through modem 32 to CAS 40, thereby enabling CAS 40 to extract the common IP address from the communication.
- the use of a common IP address associate online access and set-top box IP addresses is disclosed in App. No. 11/736,544, already incorporated herein by reference.
- that common IP address can, at least initially, comprise the electronic association that enables targeted online advertising or tracking/recording based on observed user behavior related to a television advertisement (described further below).
- STB 36 can be connected to a local area network (LAN) that shares modem 32 for online access.
- LAN local area network
- network traffic is routed to a common IP address ⁇ i.e., the IP address of modem 32) for STB 36 and other devices connected to the LAN.
- the user can receive online access from any online service provider via any suitable modem 32 (from cable, DSL, wireless, satellite, or any other transmission system) or other suitable online access device and can receive television service from any suitable television service provider through STB 36.
- the term "common IP address” denotes the IP address of a modem 32 or other online access device to which remote network traffic is routed for all of the multiple devices sharing a common connection to the remote network (Internet 10) through that modem.
- IP address of a modem connecting to the Internet a router in a local area network (LAN) would constitute the common IP address for multiple devices connected to the LAN for online access, even though those multiple devices typically also have individual IP addresses assigned by the router for routing traffic within the LAN.
- An online site or server accessed by any one of the multiple devices only "sees" the common IP address (IPmodem).
- IP modem IP address
- each device can have its own unique network address.
- the common IP address enables delivery of targeted online ads to modem 32 based on television access through STB 36 having the common IP address (or based on other user profile information derived from television activity observed as originating from the STB IP address of STB 36, i.e., from the common IP address).
- the existence of the common IP address associates the online access IP address and the set-top box IP address. This need not necessarily include PII.
- a time interval for periodic reporting by the STB 36 to the CAS 40 can be set to any appropriate time period, e.g., every five minutes, every hour, or at some other necessary or desirable time interval for reporting the common IP address to CAS 40.
- the time interval can be selected to be commensurate with a typical or average time interval for dynamic reassignment of the online access IP address by the user's Internet Service Provider.
- the selected time interval can be made adjustable if needed or desired.
- the contact between the STB 36 and the CAS 40 may not be set to occur at a fixed time interval but rather irregularly, such as instances where it is triggered by dynamic reassignment of the online access IP address by the ISP 22.
- user profile information derived from the user's activity related to that television advertisement can be delivered electronically from STB 36 (or from a server that participated in or aware of delivery of the television ad to STB 36) to CAS 40. Delivery from STB 36 can be via modem 32 (as in Fig. 6A) or via TVP 24 (as in Fig. 6B), and can include intermediate servers.
- subsequent online activity of the user using modem 32 using the common IP address applicable at the time of the subsequent online activity; Fig.
- CAS 40 can be tracked by CAS 40, or one or more targeted online advertisements can be directed by CAS 40 to the user later (using the common IP address applicable when directing the online ad; Fig. 7A).
- CAS 40 can cause one or more targeted online advertisements to be directed to the applicable online access address from another online site or server (not shown).
- subsequent online activity of the user using the applicable online access IP address can be tracked by online site 50 or one or more targeted online advertisements can be subsequently directed by online site 50 to the user at the applicable online access IP address (in both cases, as shown in Fig. 7B).
- online site 50 can cause one or more targeted online advertisements to be subsequently directed to the online access address from another online site or server (not shown).
- Targeted online ads can be selected based on any suitable criteria, as described elsewhere herein.
- CAS 40 need not necessarily rely further on such a common IP address for subsequent online ads or online tracking related to that television ad.
- CAS 40 can set a cookie or tag on computer 34 that associates the user of computer 34 with the user profile that is associated with the television ad originally delivered to STB 36.
- the association of the user of computer 34 with the television ad delivered to STB 36 is recognized by CAS 40 by reading the cookie. Subsequent contact between CAS 40 and the user's computer 34, with online tracking or delivery of targeted online ads, could then be implemented as described above when using a profile identifier.
- the cookie placed by CAS 40 can therefore act as an online access identifier.
- the targeted online ad can be directed to a modem at a common IP address previously reported by STB 36 to CAS 40 as the common IP address associated with modem 32 and STB 36 and from which the notification was received.
- the targeted online ad can be directed to a modem at a common IP address reported by STB 36 as the common IP address applicable at a later time. It may often happen that a user accesses the Internet through modem 32 only a substantial time interval after transmission of the notification to CAS 40 or online site 50. In that case, the common IP address reported to CAS 40 or online site 50 as part of the notification might no longer be assigned to modem 32 (and hence to STB 36), and the targeted online ad or the online tracking might be misdirected. This difficulty can be addressed in one of several ways.
- CAS 40 can read a cookie it previously set on that computer (if any) and determine if the online access IP address reported by computer 34 at that previous encounter is the same as that reported at the current encounter. If so, then it is highly likely that the current online access IP address is the applicable common IP address shared by STB 36 at the time of the television ad delivery, and the targeted online ad or online tracking will be correctly directed.
- CAS 40 can forgo the opportunity for targeted online ads or online tracking, or (ii) CAS 40 can direct an online ad or track online behavior at the current IP address reported by computer 34 despite the possibility of erroneous online ad delivery or erroneous online tracking.
- the decision to forgo the opportunity can be automatic or can be based on any suitable criterion, e.g., the time intervals between STB 36 reporting the television ad delivery and computer 34 reporting its online access IP addresses.
- a database is maintained recording, for each television advertisement delivered to STB 36, the applicable common IP addresses then assigned to modem 32, along with corresponding dates and times and observed ad related user behavior (e.g., mere user viewing of the TV ad, user interaction with the TV ad, or information related to targeting of the TV ad), if any.
- ad related user behavior e.g., mere user viewing of the TV ad, user interaction with the TV ad, or information related to targeting of the TV ad
- Such an STB/ad database also includes the most recent common IP address, whether any TV ad was delivered to the STB while assigned that IP address or not.
- the STB/ad database is often referenced as a "log” or "history,” or by using alternative terms.
- the STB/ad database can be stored and updated by STB 36 or computer 34, and can preferably be transmitted to and stored by CAS 40.
- the STB/ad database can be updated at regular temporal intervals, or updating can be triggered by specific events, e.g., receiving a television ad or reassignment of the common IP address, and the updating includes transmission of the updated database to CAS 40.
- the STB/ad database typically would be updated using data provided by the STB itself, because the STB can most readily associate its current common IP address with its own past common IP addresses (as disclosed in App. No. 11/736,544, already incorporated herein by reference).
- the current common IP address is transmitted by modem 32 to CAS 40 or online site 50. If an STB ad database record is found having that common IP address as its most recently assigned common IP address, then it is possible that the STB associated with that database record is the STB 36 associated with the modem 32. The likelihood of that association being valid depends on the relative lengths of the time intervals between successive reassiqnments of the common IP address and successive updates of the database on CAS 40.
- the associated STB/ad database can be searched for records of previous observed user behavior related to previously delivered television ads.
- CAS 40 or online site 50 can track the subsequent online activity from modem 32 or deliver targeted online ads to modem 32 (as in Fig. 7A or 7B) responsive to the observed behavior, as already described above.
- the current common IP address and the common IP address at the time of previous delivery of a television ad ⁇ i.e., a previous STB identifier) may not be the same, but they are nevertheless associated by the STB/ad database.
- the periodic interval is preferably sufficiently small relative to the typical or average time interval between reallocation of IP addresses to keep the probability that a database matching the current common IP address does not correspond to the STB 36 connected the modem 32 (resulting in a targeted online ad being directed to the common IP address based on behavior observed for a different STB) within acceptable limits.
- Such a time intervals can be minutes, hours, days, or some other suitable or desired time interval.
- a small fraction of targeted online ads will be directed based on observed behavior from the wrong STB, if the STB/ad database has not been updated since the most recent common IP address reassignment, but that fraction can be reduced by reducing the update time interval, at a cost of repetitive processing and transmission.
- the STB/ad database can be updated or purged on any desired schedule, so that it can cover an immediately preceding time period of hours, days, weeks, or some other suitable or desired time period.
- the user's modem 32, computer 34, or STB 36 can be assigned an extra identifier for validating an association established by searching the STB/ad database and avoiding erroneous online ads or tracking.
- Such an extra identifier need not include PII and can be permanently or temporarily assigned.
- Such extra identifiers are described in App. No. 11/736,544 cited above, and any extra identifier can be included in the records of the STB/ad database and in the transmission of the current common IP address by modem 32 to CAS 40 or online site 50.
- extra identifiers could include an equipment serial number or a portion thereof, a device MAC address or a portion thereof, a username, a pseudonym, a confirmation number (random or not), a tag, or any other identifying code or data element.
- CAS 40 can place an extra identifier on STB 36 or computer 34 the first time contact is made and read or amend the extra identifier every time afterwards that contact is made.
- Such an extra identifier would be considered a "cookie" when stored on computer 34 and used by online servers to recognize the visitor's computer; such an extra identifier on modem 32 or STB 36 would serve an analogous function.
- the extra identifier can include the common IP address that modem 32 and STB 36 use when in contact with CAS 40, so that, when in contact, CAS 40 can compare the current common IP address with previous common IP addresses without necessarily searching through a database. From a privacy perspective, there is an advantage to using extra identifiers placed by CAS 40 on STB 36, modem 32, or computer 34, because that can enable the user to control the extra identifiers and set privacy settings to match user preference.
- a user may, for example, erase an extra identifier, alter an extra identifier to inform the CAS the next time it is in communication that the user is not interested in targeted ads, interested only in ads targeting behavior from the last seven days, interested in ads in certain categories only, or interested in all types of ads except for certain excluded categories (e.g., adult content).
- an extra identifier can also report the extra identifier. Matching such an extra identifier can significantly reduce the likelihood that a targeted online ad will be misdirected.
- An STB/ad database or an extra identifier can also be employed in the other implementations disclosed herein.
- a television advertiser or other profile provider can request, via the delivered television advertisement and STB 36, permission to contact the user by telephone, electronic mail, or postal mail, and can additionally request the user's preferred means of communication. Such contact would typically require PII.
- the request for permission can be accompanied by a request for the user to provide or confirm any PII required for making contact with the user, or the advertiser may use PII already available to the advertiser, the TVP, or the profile provider.
- the request for permission can include further permission for the television advertiser or profile provider to receive or retrieve the necessary PII from STB 36 or CAS 40 (if available therefrom). Any of the requests described can be made directly by the television advertiser or profile provider, indirectly via CAS 40, or by CAS 40 on behalf of the television advertiser or profile provider. If the viewer grants permission, that permission can become part of the profile information, along with any additional profile information collected in the course of the subsequent contact.
- the request for permission can include further permission for the television advertiser or profile provider to receive or retrieve the necessary PII from STB 36 or CAS 40 (if available therefrom).
- Any of the requests described can be made directly by the television advertiser or profile provider, indirectly via CAS 40, or by CAS 40 on behalf of the television advertiser or profile provider. If the viewer grants permission, that permission can become part of the profile information, along with any additional profile information collected in the course of the subsequent contact.
- the implementations requiring determination, use, storage, or transmission of IP addresses those can be achieved in a variety of ways. Examples
- Additional targeting criteria can be employed to direct targeted online ads to or track online behavior from the correct online user interface device, based on information concerning user behavior related to a TV ad delivered to the associated set-top box. Examples of such targeting criteria are disclosed in App. No. 11/736,544, already incorporated herein by reference. Even if the correct online user interface device (or group of devices sharing a network address) is determined, in some instances that device can be used by multiple users. In such instances, online advertisements can also be targeted, or online activity tracked, based on information concerning user behavior related to a TV ad delivered to the associated set-top box, but further taking into consideration the particular online activity on the user interface device at a given time (e.g., type of online content viewed or online searches performed).
- the user's computer 34 or other online user interface device can be configured to filter the targeted online advertisements. Examples are disclosed in App. No. 11/736,544, already incorporated herein by reference.
- the online user interface device 34 is a mobile device (e.g., an Internet-enabled cell phone, handset, PDA, or laptop computer) that is intermittently disconnected from modem 32 and is connected to the Internet through another connection (e.g., another LAN, a wireless hotspot, or a cell phone network, as in Fig. 9). Examples are disclosed in App. No. 11/736,544, already incorporated herein by reference.
- the online ads can be provided by a wide variety of sources or entities. Examples are disclosed in App. No. 11/736,544, already incorporated herein by reference, of various sources for targeted television advertisements. Targeted online ads can be provided by a similar array of sources or entities.
- revenue can be generated and distributed among the involved entities in a wide variety of ways. Some examples are disclosed in App. No. 11/736,544, already incorporated herein by reference.
- a profile provider can be compensated for enabling targeting of a television advertisements as well as subsequent online ads targeted based on the television ad.
- the systems and methods disclosed herein can be implemented as general or special purpose computers or other programmable hardware devices programmed through software or as hardware or equipment "programmed” through hard wiring, or a combination of the two.
- Computer programs or other software if used, can be implemented in temporary or permanent storage or in replaceable media, such as by including programming in microcode, object-oriented code, web-based or distributed software modules that operate together, RAM, ROM, CD-ROM, DVD-ROM, hard drives, thumb drives, flash memory, optical media, magnetic media, semiconductor media, or any future storage alternatives.
- the product can be a physical product, intangible product, or a service.
Abstract
Description
Claims
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- 2008-10-23 EP EP08869729A patent/EP2238755A4/en not_active Withdrawn
- 2008-10-23 WO PCT/US2008/081037 patent/WO2009088554A2/en active Application Filing
- 2008-10-23 AU AU2008347029A patent/AU2008347029B2/en active Active
- 2008-10-23 KR KR1020107017261A patent/KR101562685B1/en active IP Right Grant
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- 2010-12-30 US US12/981,925 patent/US8595069B2/en active Active
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Cited By (8)
Publication number | Priority date | Publication date | Assignee | Title |
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US8477786B2 (en) | 2003-05-06 | 2013-07-02 | Apple Inc. | Messaging system and service |
US8745048B2 (en) | 2005-09-30 | 2014-06-03 | Apple Inc. | Systems and methods for promotional media item selection and promotional program unit generation |
US8700613B2 (en) | 2007-03-07 | 2014-04-15 | Apple Inc. | Ad sponsors for mobile devices based on download size |
US8464315B2 (en) | 2007-04-03 | 2013-06-11 | Apple Inc. | Network invitation arrangement and method |
US8671000B2 (en) | 2007-04-24 | 2014-03-11 | Apple Inc. | Method and arrangement for providing content to multimedia devices |
US9367847B2 (en) | 2010-05-28 | 2016-06-14 | Apple Inc. | Presenting content packages based on audience retargeting |
US10218801B2 (en) | 2014-03-13 | 2019-02-26 | Panasonic Intellectual Property Management Co., Ltd. | Information device identification system, information device identification method, information device, non-transitory computer readable recording medium for use in a computer which can associate identical users with each other |
CN109587525A (en) * | 2017-09-29 | 2019-04-05 | 深圳市中兴微电子技术有限公司 | Service push method and system, set-top box, business service platform and storage medium |
Also Published As
Publication number | Publication date |
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CN101911689A (en) | 2010-12-08 |
US20090172728A1 (en) | 2009-07-02 |
AU2008347029B2 (en) | 2014-02-06 |
US10321198B2 (en) | 2019-06-11 |
US11831964B2 (en) | 2023-11-28 |
US8566164B2 (en) | 2013-10-22 |
CA2710774C (en) | 2016-03-15 |
KR101562685B1 (en) | 2015-10-23 |
US20220109919A1 (en) | 2022-04-07 |
CA2710774A1 (en) | 2009-07-16 |
CN101911689B (en) | 2014-12-24 |
JP2011513803A (en) | 2011-04-28 |
US20110099576A1 (en) | 2011-04-28 |
KR20100106563A (en) | 2010-10-01 |
US11095952B2 (en) | 2021-08-17 |
JP5707588B2 (en) | 2015-04-30 |
EP2238755A2 (en) | 2010-10-13 |
WO2009088554A3 (en) | 2009-09-11 |
IL206660A0 (en) | 2010-12-30 |
AU2008347029A1 (en) | 2009-07-16 |
HK1150918A1 (en) | 2012-01-13 |
EP2238755A4 (en) | 2012-12-19 |
US20190335246A1 (en) | 2019-10-31 |
US20140082664A1 (en) | 2014-03-20 |
IL206660A (en) | 2015-03-31 |
US8595069B2 (en) | 2013-11-26 |
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