System and Method for Targeting Advertisements
First Claim
1. A computer-implemented method of targeting advertisements to a consumer, the method comprising:
- (a) accessing a computer-stored purchase record associated with the consumer, the purchase record including information related to a set of initial purchases made by the consumer;
(b) determining one or more behavioral characteristics of the consumer from the purchase record, wherein the behavioral characteristics are not directly observable from the set of initial purchases; and
(c) selecting one or more advertisements to present to the consumer, the advertisements corresponding to a set of potential purchases, wherein the selection of advertisements is based on the one or more behavioral characteristics of the consumer.
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Abstract
An advertisement selection system is presented in which vectors describing an actual or hypothetical market for a product or desired viewing audience can be determined. An ad characterization vector is transmitted along with a consumer ID. The consumer ID is used to retrieve a consumer characterization vector which is correlated with the ad characterization vector to determine the suitability of the advertisement to the consumer. The consumer characterization vector describes statistical information regarding the demographics and product purchase preferences of a consumer, and is developed from previous purchases or viewing habits. A price for displaying the advertisement can be determined based on the results of the correlation of the ad characterization vector with the consumer characterization vector.
35 Citations
14 Claims
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1. A computer-implemented method of targeting advertisements to a consumer, the method comprising:
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(a) accessing a computer-stored purchase record associated with the consumer, the purchase record including information related to a set of initial purchases made by the consumer;
(b) determining one or more behavioral characteristics of the consumer from the purchase record, wherein the behavioral characteristics are not directly observable from the set of initial purchases; and
(c) selecting one or more advertisements to present to the consumer, the advertisements corresponding to a set of potential purchases, wherein the selection of advertisements is based on the one or more behavioral characteristics of the consumer. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A computer-implemented method of targeting advertisements to a consumer, the method comprising:
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(a) accessing a computer-stored purchase record associated with a consumer, the purchase record containing initial purchase data representing a set of initial purchases made by the consumer;
(b) relating the purchase record to at least one consumer characteristic by applying at least one computer-stored heuristic rule;
(c) accessing a set of advertisements corresponding to a set of potential purchases, wherein the set of potential purchases is substantially unrelated to the set of initial purchases; and
(d) matching one or more of the advertisements to the consumer based on the at least one consumer characteristic. - View Dependent Claims (9, 10, 11, 12, 13, 14)
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Specification