In-program content targeting

• US 20070079325A1
• Filed: 09/30/2005
• Published: 04/05/2007
• Est. Priority Date: 09/30/2005
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: de Heer, David
• Granted Patent: US 8,132,203 B2
• Time in Patent Office: Days
• US Class Current: 725/32
• CPC Class Codes: H04N 21/234318 by decomposing into objects, e.g. MPEG-4 objects
• 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 21/47205 for manipulating displayed content, e.g. interacting with MPEG-4 objects, editing locally
• CPC Class Codes: H04N 21/4722 for requesting additional data associated with the content
• CPC Class Codes: H04N 21/8456 by decomposing the content in the time domain, e.g. in time segments
• CPC Class Codes: H04N 7/17318 Direct or substantially direct transmission and handling of requests

Abstract

In-program content targeting is described. A default data stream containing default content associated with multiple segments of a particular program is generated and transmitted. An alternate data stream containing alternate content for one or more of the multiple segments is also generated and transmitted. A client device receiving the default content via the default data stream detects the availability of alternate content via the data stream. Based on profile data associated with the client device (or a user of the client device) and profile data associated with the alternate content, the client device may access the alternate data stream for one or more segments of the particular program.

Claims

1. A method implemented at least in part by a computing device, the method comprising:

generating a default data stream comprising default media content corresponding to first and second segments of a media program;

generating an alternate content data stream comprising alternate media content that corresponds to the second segment of the media program; and

transmitting the default data stream and the alternate content data stream, such that a recipient can access the default data stream to enable presentation of the default media content corresponding to the first segment of the media program and dynamically access the alternate content data stream to enable presentation of the alternate media content instead of the default media content corresponding to the second segment of the media program.

2. The method as recited in claim 1, wherein:

the alternate media content has associated content profile data;

generating the default data stream further comprises embedding a trigger in the default data stream that identifies the alternate content data stream and the content profile data; and

the recipient of the default data stream dynamically accesses the alternate content data stream based on the content profile data.

3. The method as recited in claim 1, wherein the media program comprises at least one of a television program or a movie.

4. The method as recited in claim 1, wherein the alternate media content comprises a program segment that may be targeted based on at least one of a geographic location, a demographic characteristic, or a psychographic characteristic.

5. The method as recited in claim 1, wherein the alternate media content comprises a program segment that may be targeted based on a profile of a viewer.

6. The method as recited in claim 1, wherein the alternate media content comprises a portion of the media program.

7. The method as recited in claim 1, wherein the alternate media content comprises:

a portion of the media program; and

an advertisement.

8. The method as recited in claim 1, wherein the alternate media content comprises an alternate media program.

9. A system comprising:

a processor;

a memory;

a tuner application, stored in the memory and executed on the processor, configured to provide access to a plurality of media data streams;

a profile data store configured to maintain user profile data;

a content targeting application configured to;

detect a trigger associated with a default data stream over which a media program is being received, the trigger identifying an alternate data stream and alternate content profile data;

compare the alternate content profile data with the user profile data; and

in an event that the alternate content profile data matches the user profile data, direct the tuner application to access the alternate data stream instead of the default data stream for at least a portion of the media program.

10. A system as recited in claim 9, wherein the media program comprises at least one of a television program or a movie.

11. A system as recited in claim 9, wherein the trigger is detected within the default data stream.

12. A system as recited in claim 9, wherein the trigger is detected within an out-of-band data stream.

13. A system as recited in claim 9, wherein:

the content profile data represents at least one of a demographic characteristic, a psychographic characteristic, or a geographic location; and

the user profile data represents at least one of a demographic characteristic, a psychographic characteristic, or a geographic location.

14. A system as recited in claim 9, implemented as at least one of a television set-top box, a personal computer, or a media center.

15. One or more computer-readable media comprising computer-readable instructions which, when executed, cause a computer system to:

maintain user profile data associated with a user of the computer system;

access a default data stream;

receive a first segment of a media program via the default data stream;

determine that alternate content is available via an alternate data stream for a second segment of the media program;

identify content profile data associated with the alternate content;

determine, based on a comparison of the user profile data and the content profile data, to present the alternate content;

access to the alternate data stream; and

receive the alternate content.

16. The one or more computer-readable media as recited in claim 15, further comprising computer-readable instruction which, when executed, cause the computer system to:

detect the end of the alternate content; and

access the default data stream again to receive a third segment of the media program.

17. The one or more computer-readable media as recited in claim 15, wherein the media program comprises at least one of a television program or a movie.

18. The one or more computer-readable media as recited in claim 15, wherein the alternate content comprises at least one of a segment of a television program, a segment of a movie, an alternate television program, or an alternate movie.

19. The one or more computer-readable media as recited in claim 18, wherein the alternate content further comprises an advertisement.

20. The one or more computer-readable media as recited in claim 15, wherein the user profile data comprises at least one of a demographic characteristic associated with a user of the computer system, a psychographic characteristic associated with a user of the computer system, or a geographic location associated with the computer system.