Targeted television advertisements based on online behavior

• US 10,178,442 B2
• Filed: 11/03/2017
• Issued: 01/08/2019
• Est. Priority Date: 04/17/2007
• Status: Active Grant

• Current Assignee: Intent IQ, LLC (AlmondNet, Inc.)
• Original Assignee: Intent IQ, LLC (AlmondNet, Inc.)
• Inventors: Shkedi, Roy
• Primary Examiner(s): Ekpo, Nnenna N
• Application Number:
  US15/803,631
• Publication Number:
  US 20180124474A1
• Time in Patent Office: 431 Days
• Field of Search: 725 34- 36, 709218, 705 14, 705 1449, 705 1453, 705 1454, 705 1466
• CPC Class Codes: G06F 16/248 Presentation of query results
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: H04L 12/66 Arrangements for connecting between networks having differing types of switching systems, e.g. gateways
• CPC Class Codes: H04L 61/5007 Internet protocol [IP] addresses
• CPC Class Codes: H04L 67/306 User profiles
• CPC Class Codes: H04N 21/25891 being end-user preferences retrieval of video data in a video database based on user preferences G06F16/739; arrangements for recognizing users' preferences H04H60/46; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18
• CPC Class Codes: H04N 21/42684 Client identification by a unique number or address, e.g. serial number, MAC address, socket ID network arrangements, protocols or services for addressing or naming H04L61/00
• CPC Class Codes: H04N 21/44222 Analytics of user selections, e.g. selection of programs or purchase activity monitoring of user selections in data processing systems G06F11/34; arrangements for monitoring the user's behaviour or opinions in broadcast systems H04H60/33
• CPC Class Codes: H04N 21/44224 Monitoring of user activity on external systems, e.g. Internet browsing
• CPC Class Codes: H04N 21/4532 involving end-user characteristics, e.g. viewer profile, preferences monitoring of user activities for profile generation for accessing a video database G06F16/739; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18
• CPC Class Codes: H04N 21/6125 involving transmission via Internet transmission by internet of broadcast information H04H60/82
• CPC Class Codes: H04N 21/64322 IP
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

In a method for delivering targeted television advertisements based on online behavior, IP addresses indicating online access devices and IP addresses indicating television set-top boxes are electronically associated for a multitude of users. Using user profile information derived from online activity from one of the online access IP addresses, a television advertisement is selected, such as by using behavioral targeting or demographic information, and automatically directed to the set-top box indicated by the set-top IP address associated with that online access IP address. Preferably neither the user profile information nor the electronic association of online access and set-top box IP addresses includes personally identifiable information.

Claims

1. A computer system comprising at least one hardware server computer, wherein the computer system is programmed and connected to perform a method comprising:

(a) receiving at the computer system electronic indicia of a first online user interface device identifier;

(b) automatically facilitating direction of a first television advertisement, so that it is presented, selectively, via a first set-top box indicated by a first set-top box identifier, based on;

(i) electronic indicia of profile information derived automatically from online activity of a first user via a first online user interface device indicated by the first online user interface device identifier; and

(ii) association information received from a third party provider of television service to the first user, which association information electronically associates the first set-top box identifier and the first online user interface device identifier; and

(c) wherein the computer system is programmed to facilitate direction of the first television advertisement without causing online behavioral profile information pertaining to the first user to be transmitted to the television service provider, and without receiving from the television service provider personally identifiable information pertaining to the first user.

2. The computer system of claim 1 wherein the computer system being programmed to automatically facilitate direction of the first television advertisement comprises the computer system being programmed to automatically transmit electronic indicia of the first television advertisement to the first set top box.

3. The computer system of claim 1 wherein the method that the computer system is programmed and connected to perform further comprises automatically selecting the first television advertisement, from among a plurality of possible television advertisements, using the online profile information.

4. The computer system of claim 1 wherein the electronic indicia of part (b)(i) are received at the computer system via redirection of the first online user interface device.

5. The computer system of claim 1:

(d) wherein the association information in part (b)(ii) comprises electronic indicia of online user interface device identifiers and electronically associated set-top box identifiers for a multitude of users, which multitude includes the first user, received at the computer system from the television service provider;

(e) wherein the method that the computer system is programmed and connected to perform further comprises receiving at the computer system from the first set-top box a request for a television advertisement; and

(f) wherein the method that the computer system is programmed and connected to perform further comprises, responsive to receipt of the electronic indicia in part (b)(i), automatically facilitating direction of the first television advertisement.

6. The computer system of claim 1 wherein the computer system being programmed to automatically facilitate direction of the first television advertisement comprises the computer system being programmed to automatically transmit to the television service provider the first online user interface device identifier.

7. The computer system of claim 1 wherein the method that the computer system is programmed and connected to perform further comprises:

(d) receiving at the computer system electronic indicia of a second online user interface device identifier;

(e) automatically facilitating direction of a second television advertisement, so that it is presented, selectively, via a second set-top box indicated by a second set-top box identifier, using (i) electronic indicia of profile information derived automatically from online activity of a second user via a second online user interface device indicated by the second online user interface device identifier; and

(ii) association information received from the television service provider, which association information electronically associates the second set-top box identifier and the second online user interface device identifier;

(f) wherein the computer system is programmed to automatically facilitate direction of the second television advertisement without causing online behavioral profile information pertaining to the second user to be transmitted to the television service provider, and without receiving from the television service provider personally identifiable information pertaining to the second user; and

(g) wherein which television advertisement is directed to which set-top box depends on differences between the online activities of the first and second users using the first and second online user interface devices, respectively.

8. The computer system of claim 1 wherein the method that the computer system is programmed and connected to perform further comprises causing a request to be transmitted to the television service provider to electronically associate the first online user interface device identifier with the first set-top box identifier.

9. The computer system of claim 1 wherein the first online user interface device identifier comprises an online access IP address and the first set-top box identifier comprises a set-top box IP address.

10. The computer system of claim 1 wherein the electronic association of the first online user interface device identifier and the first set-top box identifier is based at least in part on a common IP address to which network traffic is routed for both online access and the set-top box of the first user.

11. The computer system of claim 10 wherein at least a portion of the indicia in part (b)(i) is derived from online activity of the first user from an online access IP address that differs from the common IP address, and the online user interface device identifier includes a cookie or tag placed on the first online user interface device.

12. The computer system of claim 10 wherein the common IP address is an IP address dynamically assigned to a modem or router connected to the first online user interface device and to the first set-top box.

13. The computer system of claim 10 wherein the method that the computer system is programmed and connected to perform further comprises:

(i) receiving an additional identifier corresponding to the first set-top box; and

(ii) causing the television advertisement to be directed to the first set-top box only if the first set-top box corresponds to the additional identifier.

14. The computer system of claim 10 wherein the method that the computer system is programmed and connected to perform further comprises storing the common IP address, and intermittently updating the common IP address.

15. The computer system of claim 10 wherein the method that the computer system is programmed and connected to perform further comprises storing the common IP address, and periodically updating the common IP address.

16. The computer system of claim 10 wherein the computer system is programmed to facilitate direction of the first television advertisement to the first set-top box only if the common IP address assigned to the first user and the date and time corresponding thereto match an online access IP address corresponding to specific online activities and the corresponding dates and times of the online activities that appear in a list of online access IP addresses corresponding to specific online activities and times and dates corresponding to each of the online activities.

17. The computer system of claim 1 wherein the method that the computer system is programmed and connected to perform further comprises storing electronic associations between online user interface device identifiers and set-top box identifiers for a multitude of users, which multitude includes the first user.

18. The computer system of claim 17 wherein the method that the computer system is programmed and connected to perform further comprises updating at least one of the stored identifiers.

19. The computer system of claim 1 wherein the computer system is programmed to facilitate direction of the first television advertisement to the first set-top box upon a first electronic contact, between the first set-top box and the computer system, after the online profile information is derived.

20. The computer system of claim 1 wherein the computer system is programmed to facilitate direction of the first television advertisement to the first set-top box only in response to a request for advertisements originating from the first set-top box.

21. The computer system of claim 1 wherein the computer system is programmed to facilitate direction of the first television advertisement to the first set-top box without a request for advertisements originating from the first set-top box.

22. The computer system of claim 1 wherein the television service provider also provides online access to the first user using the first online user interface device.

23. The computer system of claim 1 wherein the first online user interface device identifier is an IP address associated with a modem or router used by the first user for online access.

24. The computer system of claim 1 wherein the first online user interface device identifier is a cookie or tag placed on the first online user interface device.

25. An article comprising a tangible data storage medium that is not a transitory propagating signal encoding computer-readable instructions that, when applied to a computer system comprising at least one hardware server computer, instruct the computer system to perform a method comprising:

(a) receiving at the computer system electronic indicia of a first online user interface device identifier;

(b) automatically facilitating direction of a first television advertisement, so that it is presented, selectively, via a first set-top box indicated by a first set-top box identifier, based on;

(i) electronic indicia of profile information derived automatically from online activity of a first user via a first online user interface device indicated by the first online user interface device identifier; and

(ii) association information received from a third party provider of television service to the first user, which association information electronically associates the first set-top box identifier and the first online user interface device identifier; and

(c) wherein the instructions cause the computer system to facilitate direction of the first television advertisement without causing online behavioral profile information pertaining to the first user to be transmitted to the television service provider, and without receiving from the television service provider personally identifiable information pertaining to the first user.

26. The article of claim 25 wherein the computer-readable instructions further cause the computer system to automatically select the first television advertisement, from among a plurality of possible television advertisements, using the online profile information.

27. The article of claim 25 wherein the computer-readable instructions further cause the computer system:

(d) to receive at the computer system electronic indicia of a second online user interface device identifier;

(e) to automatically facilitate direction of a second television advertisement, so that it is presented, selectively, via a second set-top box indicated by a second set-top box identifier, using (i) electronic indicia of profile information derived automatically from online activity of a second user via a second online user interface device indicated by the second online user interface device identifier; and

(ii) association information received from the television service provider, which association information electronically associates the second set-top box identifier and the second online user interface device identifier;

(f) to automatically facilitate direction of the second television advertisement without causing online behavioral profile information pertaining to the second user to be transmitted to the television service provider, and without receiving from the television service provider personally identifiable information pertaining to the second user; and

(g) wherein which television advertisement is directed to which set-top box depends on differences between the online activities of the first and second users using the first and second online user interface devices, respectively.

28. The article of claim 25 wherein the computer-readable instructions further cause the computer system to cause a request to be transmitted to the television service provider to electronically associate the first online user interface device identifier with the first set-top box identifier.

29. The article of claim 25 wherein the computer-readable instructions further cause the computer system to automatically facilitate direction of the first television advertisement based on association information that electronically associates the first online user interface device identifier and the first set-top box identifier and that is based at least in part on a common IP address to which network traffic is routed for both online access and the set-top box of the first user.

30. The article of claim 29 wherein the computer-readable instructions further cause the computer system (i) to receive an additional identifier corresponding to the first set-top box;

and (ii) to cause the television advertisement to be directed to the first set-top box only if the first set-top box corresponds to the additional identifier.