TARGETED ADVERTISEMENT IN THE DIGITAL TELEVISION ENVIRONMENT
First Claim
1. A method for targeting an advertisement, the method comprising:
- storing a profile tag in each of a plurality of digital devices, each profile tag comprising demographic information of an associated user;
transmitting first and second target tags each comprising demographic information of a plurality of users, the first target tag being associated with a first advertisement and the second target tag being associated with a second advertisement;
identifying a first number of matches defined by a first measure of similarity between the first target tag and the profile tags of the plurality of users;
supplying the first number to a first advertiser attempting to play the first advertisement during a first commercial break;
identifying a second number of matches defined by a second measure of similarity between the second target tag and the profile tags of the plurality of users;
supplying the second number to a second advertiser attempting to play the second advertisement during the first commercial break;
enabling the first and second advertisers to compete for a right to advertise during the first commercial break, said first and second advertisers to make offers using the first and second matching numbers;
using the offers to select one of the first and second advertisements; and
playing the selected advertisement during the first commercial break.
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Accused Products
Abstract
A method for targeted advertisement includes storing a profile tag associated with each user in a device maintained by that user. Each profile tag includes the demographic information of its associated user. A multitude of target tags are also transmitted to the users. Each target tag is associated with an advertiser and includes the demographic information of the users. The advertisements and their corresponding target tags are transmitted and cached in the devices maintained by the users. The number of matches between the target tags and the user profiles are supplied to their respective advertisers. The advertisers use the matching number to modify the prices they are willing to offer for the commercial break. The target tags include information that is used to select one of the cached advertisement for playing during the commercial break.
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Citations
56 Claims
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1. A method for targeting an advertisement, the method comprising:
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storing a profile tag in each of a plurality of digital devices, each profile tag comprising demographic information of an associated user;
transmitting first and second target tags each comprising demographic information of a plurality of users, the first target tag being associated with a first advertisement and the second target tag being associated with a second advertisement;
identifying a first number of matches defined by a first measure of similarity between the first target tag and the profile tags of the plurality of users;
supplying the first number to a first advertiser attempting to play the first advertisement during a first commercial break;
identifying a second number of matches defined by a second measure of similarity between the second target tag and the profile tags of the plurality of users;
supplying the second number to a second advertiser attempting to play the second advertisement during the first commercial break;
enabling the first and second advertisers to compete for a right to advertise during the first commercial break, said first and second advertisers to make offers using the first and second matching numbers;
using the offers to select one of the first and second advertisements; and
playing the selected advertisement during the first commercial break. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18)
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19. A method for targeting an advertisement, the method comprising:
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storing a profile tag in each of a plurality of digital devices, each profile tag comprising demographic information of an associated user;
transmitting an advertisement and an associated target tag comprising demographic information of a plurality of users;
identifying a number of matches defined by a measure of similarity between the target tag and the profile tags of the plurality of users;
supplying the identified number to an advertiser attempting to play the advertisement during a commercial break;
enabling the advertiser and a service provider to negotiate an offer for the advertisement to be played during the commercial break, said offer being defined by the identified number;
playing the advertisements during the first commercial break if the agreement is reached. - View Dependent Claims (20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32, 33)
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34. A digital receiver comprising:
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a memory configured to store a profile tag comprising demographic information of an associated user;
a first cache configured to store a plurality of advertisements and a plurality of target tags received via a first channel, each target tag being associated with a different one of a plurality of advertisements and comprising an offer price for the associated advertisement;
said digital receiver further configured to;
compare the profile tag to each of the target tags to identify a plurality of measures of similarity;
transmit the plurality of measures of similarity;
compare the plurality of advertisement offers included in the plurality of target tags; and
select and play one of the plurality of stored advertisements during a commercial break. - View Dependent Claims (35, 36, 37, 38, 39, 40, 41, 42, 43)
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44. A digital receiver comprising:
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a memory configured to store a profile tag comprising demographic information of an associated user;
a first cache configured to store an advertisements and a target tag received via a first channel, the target tag comprising an offer price for playing the associated advertisement;
said digital receiver further configured to;
compare the profile tag to the target tag to determine a measure of similarity;
transmit the measure of similarity to the advertiser;
receive an updated offer price representative of the measure of similarity; and
play the advertisement during a commercial break if the updated agreement is accepted by a service provider. - View Dependent Claims (45, 46, 47, 48, 49, 50, 51, 52, 53)
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54. A system adapted to transmit targeted advertisement to a plurality of digital devices associated with a plurality of users, the system comprising:
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a transmitter adapted to transmit a first target tag, a first advertisement, a second target tag, and a second advertisement to the plurality of digital receivers associated with a plurality of users, each of the first and second target tags comprising demographic information of the plurality of users, the first target tag being associated with the first advertisement of a first advertiser and the second target tag being associated with the second advertisement of a second advertiser;
a receiver adapted to receive a first number of matches identified by a first measure of similarity between the first target tag and a plurality of profile tags associated with the plurality of users, and a second number of matches identified by a second measure of similarity between the second target tag and the plurality of profile tags; and
a networked system adapted to enable the first and second advertisers to make offers for a right to advertise during a commercial break, said first and second advertisers being enabled to vary their offers in accordance with the received first and second number of matches, wherein said transmitter is further adapted to transmit modified target tags comprising modified offers to at least a subset of the plurality of users characterized as having profile tags matching the first and second target tags, wherein one of the modified target tags causes a subset of the plurality of devices associated with the subset of plurality of users to play one of the first and second advertisement during a commercial break. - View Dependent Claims (55)
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56. A system adapted to transmit targeted advertisement to a plurality of digital devices associated with a plurality of users, the system comprising:
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a transmitter adapted to transmit a target tag and an advertisement to the plurality of digital devices, the target tag comprising demographic information of the plurality of users, the target tag being associated with the advertisement of an advertiser;
a receiver adapted to receive a number of matches identified by a first measure of similarity between the target tag and a plurality of user profile tags associated with the plurality of users; and
a networked system adapted to enable the advertiser and a service provider to negotiate and reach a financial agreement for the advertisement in accordance with the identified number;
wherein said transmitter is further adapted to transmit updated information to at least a subset of the users identified by the matches and in response causing the advertisement to be played during a commercial break to the subset of the users.
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Specification