Targeted Television Advertising Based on Profiles Linked to Multiple Online Devices

• US 20130036434A1
• Filed: 08/03/2012
• Published: 02/07/2013
• Est. Priority Date: 08/03/2011
• Status: Active Grant

• Current Assignee: Intent IQ, LLC (AlmondNet, Inc.)
• Original Assignee: Intent IQ, LLC (AlmondNet, Inc.)
• Inventors: Shkedi, Roy, Ben-Yishai, Dror
• Granted Patent: US 8,683,502 B2
• Time in Patent Office: Days
• US Class Current: 725/14
• CPC Class Codes: H04N 21/25841 involving the geographical location of the client retrieval from the Internet by querying based on geographical locations G06F16/9537; arrangements for identifying locations of receiving stations in broadcast systems H04H60/51; location of the user terminal in data switching networks H04L67/52; services making use of the location of users or terminals in wireless networks H04W4/02; locating users or terminals in wireless networks H04W64/00
• 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 21/2668 Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles information retrieval from the Internet by querying with filtering and personalisation G06F16/9535; arrangements for replacing or switching information during the broadcast H04H20/10; push services over packet-switching network H04L12/1859; adaptation of message content in packet-switching networks H04L51/063
• CPC Class Codes: H04N 21/4104 Peripherals receiving signals from specially adapted client devices
• CPC Class Codes: H04N 21/4108 characterised by an identification number or address, e.g. local network address protecting specific internal or external computer components using identification number G06F21/73; network arrangements, protocols or services for addressing or naming H04L61/00
• CPC Class Codes: H04N 21/4112 having fewer capabilities than the client, e.g. thin client having less processing power or no tuning capabilities
• CPC Class Codes: H04N 21/4126 The peripheral being portable, e.g. PDAs or mobile phones
• 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 21/435 Processing of additional data, e.g. decrypting of additional data, reconstructing software from modules extracted from the transport stream
• CPC Class Codes: H04N 21/43615 Interfacing a Home Network, e.g. for connecting the client to a plurality of peripherals home Audio Video Interoperability [HAVI] data switching networks H04L12/2805
• 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 21/4524 involving the geographical location of the client retrieval from the Internet by querying based on geographical locations G06F16/9537; systems specially adapted for using geographical information in broadcast systems H04H60/70; protocols in which the network application is adapted for the location of the user terminal in communication control or processing H04L67/52; services making use of the location of users or terminals in wireless networks H04W4/02; locating users or terminals in wireless networks H04W64/00
• 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 21/4882 for displaying messages, e.g. warnings, reminders arrangements for providing short real-time information to substation in data switching networks H04L12/1895
• CPC Class Codes: H04N 21/6125 involving transmission via Internet transmission by internet of broadcast information H04H60/82
• CPC Class Codes: H04N 21/6402 Address allocation for clients address allocation in data networks H04L61/50
• CPC Class Codes: H04N 21/64322 IP
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 21/84 Generation or processing of descriptive data, e.g. content descriptors systems specially adapted for using meta-information in broadcast systems H04H60/73

Abstract

A profile provider: (i) associates a primary online device (OD1) with a set-top box (STB); (ii) a location of OD1 at some point in time is estimated to be “near” the STB, thereby establishing a STB proxy location; (iii) one or more secondary online devices (OD2s) are observed to be located “near” the STB proxy location and are associated with the STB; and (iv) a television advertisement is selected to be directed to the STB, which selection is based at least in part on profile information linked to one of the associated OD2s. The method can be particularly advantageous in situations wherein: the STB is not connected to any computer network; the STB is not ever connected to the same local area network as OD1 or OD2; or television service (used by the STB) and online access (used by OD1 and OD2s) are provided by different service providers.

Claims

1. A method implemented using a programmed hardware computer system, the method comprising:

(a) using the computer system, selecting a television advertisement to be directed to a set-top box, which television advertisement is selected based at least in part on profile information pertaining to a user of or online activity performed with a secondary online device associated with the set-top box,

(b) wherein the association between the secondary online device and the set-top box is indicated by (i) stored electronic indicia of a proxy location of the set-top box, which proxy location is a location of a primary online device at a time when the primary online device is estimated to have been at a location shared with the set-top box, and (ii) stored electronic indicia indicating that the secondary online device is estimated to have been at least transiently located at the proxy location of the set-top box.

2. The method of claim 1 further comprising, using the computer system, identifying as the primary online device an online device estimated to be at a location shared by the set-top box, and storing the electronic indicia of the proxy location of the set-top box.

3. The method of claim 1 further comprising, using the computer system, identifying one or more secondary online devices that are each estimated to have been at least transiently located at the proxy location of the set-top box and storing electronic indicia of a corresponding association between the set-top box and each one of the one or more identified secondary online devices.

4. The method of claim 3 further comprising, using the computer system, deleting or disregarding the stored electronic indicia of the corresponding association between the set-top box and one of the one or more identified secondary online devices that has not been estimated to be located, within a specified time period after having been estimated to have been at least transiently located at the proxy location, at the proxy location of the set-top box.

5. The method of claim 1 wherein the set-top box lacks online access.

6. The method of claim 1 wherein the set-top box lacks a wireless connection to the secondary online device.

7. The method of claim 1 wherein the stored electronic indicia of the proxy location of the set-top box comprise data indicating at least a portion of an IP address used to route network traffic to the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box.

8. The method of claim 1 wherein the stored electronic indicia of the proxy location of the set-top box comprise data indicating by an estimated geographic location of the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box.

9. The method of claim 1 wherein the profile information includes a history of online activity performed with the secondary online device.

10. The method of claim 1 further comprising, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a time period during which the secondary online device is estimated to be at the proxy location of the set-top box.

11. The method of claim 10 wherein (i) the proxy location of the set-top box is indicated by at least a portion of an IP address used to route network traffic to the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box, and (ii) the secondary online device is estimated to be at the proxy location based on at least a portion of an IP address, used to route network traffic to the secondary online device, that matches at least a portion of the IP address that indicates the set-top box proxy location.

12. The method of claim 1 further comprising, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a selected time period, based on an observed correlation between (i) a specific television program or channel being presented via the set-top box during the selected time period and (ii) at least a portion of the profile information.

13. The method of claim 1 further comprising, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a selected time period, based on an observed correlation between (i) the selected time period and (ii) previous specific time periods during which the secondary online device was estimated to have been at the proxy location of the set-top box.

14. A computer-implemented method of dealing with online activity of a user having a set-top box and a secondary online device, the method comprising:

(a) receiving at a computer a notification, wherein the notification;

(i) includes or references a set-top box identifier, and (ii) results from and signifies a television advertisement being presented using the set-top box that corresponds to the set-top box identifier; and

(b) based on the notification, automatically with the computer causing an action to be taken with respect to online activity through the secondary online device subsequent to presentation of the television advertisement, which secondary online device corresponds, at the time of the action, to a secondary online device identifier,

(c) wherein the secondary online device identifier is associated with the set top box identifier, and that association is indicated by (i) stored electronic indicia of a proxy location of the set-top box, which proxy location is a location of a primary online device at a time when the primary online device is estimated to have been at a location shared with the set-top box, and (ii) stored electronic indicia indicating that the secondary online device is estimated to have been at least transiently located at the proxy location of the set-top box.

15. The method of claim 14 further comprising linking in a database electronic indicia indicating (i) the action in part (b) and (ii) the presented television advertisement.

16. The method of claim 14 wherein the action in part (b) includes causing a selected online advertisement to be directed to the secondary online device.

17. The method of claim 14 wherein the action in part (b) includes causing recording that a select online activity occurred subsequent to presentation of the television advertisement, which online activity was tracked from the secondary online device.

18. The method of claim 14 further comprising, using the computer system, identifying as the primary online device an online device estimated to be at a location shared by the set-top box, and storing the electronic indicia of the proxy location of the set-top box.

19. The method of claim 14 further comprising, using the computer system, identifying one or more secondary online devices that are each estimated to have been at least transiently located at the proxy location of the set-top box and storing electronic indicia of a corresponding association between the set-top box and each one of the one or more identified secondary online devices.

20. The method of claim 19 further comprising, using the computer system, deleting or disregarding the stored electronic indicia of the corresponding association between the set-top box and one of the one or more identified secondary online devices that has not been estimated to be located, within a specified time period after having been estimated to have been at least transiently located at the proxy location, at the proxy location of the set-top box.

21. The method of claim 14 wherein the set-top box lacks online access.

22. The method of claim 14 wherein the set-top box lacks a wireless connection to the secondary online device.

23. The method of claim 14 wherein the stored electronic indicia of the proxy location of the set-top box comprise data indicating at least a portion of an IP address used to route network traffic to the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box.

24. The method of claim 14 wherein the stored electronic indicia of the proxy location of the set-top box comprise data indicating an estimated geographic location of the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box.

25. The method of claim 14 wherein the profile information includes a history of online activity performed with the secondary online device.

26. The method of claim 14 further comprising, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a time period during which the secondary online device is estimated to be at the proxy location of the set-top box.

27. The method of claim 26 wherein (i) the proxy location of the set-top box is indicated by at least a portion of an IP address used to route network traffic to the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box, and (ii) the secondary online device is estimated to be at the proxy location based on at least a portion of an IP address, used to route network traffic to the secondary online device, that matches at least a portion of the IP address that indicates the set-top box proxy location.

28. The method of claim 14 further comprising, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a selected time period, based on an observed correlation between (i) a specific television program or channel being presented via the set-top box during the selected time period and (ii) at least a portion of the profile information.

29. The method of claim 14 further comprising, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a selected time period, based on an observed correlation between (i) the selected time period and (ii) previous specific time periods during which the secondary online device was estimated to have been at the proxy location of the set-top box.

30. A machine comprising a hardware computer system structured and programmed to perform a method comprising:

(a) using the computer system, selecting a television advertisement to be directed to a set-top box, which television advertisement is selected based at least in part on profile information pertaining to a user of or online activity performed with a secondary online device associated with the set-top box,

(b) wherein the association between the secondary online device and the set-top box is indicated by (i) stored electronic indicia of a proxy location of the set-top box, which proxy location is a location of a primary online device at a time when the primary online device is estimated to have been at a location shared with the set-top box, and (ii) stored electronic indicia indicating that the secondary online device is estimated to have been at least transiently located at the proxy location of the set-top box.

31. The system of claim 30 wherein the method further comprises, using the computer system, identifying as the primary online device an online device estimated to be at a location shared by the set-top box, and storing the electronic indicia of the proxy location of the set-top box.

32. The system of claim 30 wherein the method further comprises, using the computer system, identifying one or more secondary online devices that are each estimated to have been at least transiently located at the proxy location of the set-top box and storing electronic indicia of a corresponding association between the set-top box and each one of the one or more identified secondary online devices.

33. The system of claim 32 wherein the method further comprises, using the computer system, deleting or disregarding the stored electronic indicia of the corresponding association between the set-top box and one of the one or more identified secondary online devices that has not been estimated to be located, within a specified time period after having been estimated to have been at least transiently located at the proxy location, at the proxy location of the set-top box.

34. The system of claim 30 wherein the set-top box lacks online access.

35. The system of claim 30 wherein the set-top box lacks a wireless connection to the secondary online device.

36. The system of claim 30 wherein the stored electronic indicia of the proxy location of the set-top box comprise data indicating at least a portion of an IP address used to route network traffic to the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box.

37. The system of claim 30 wherein the stored electronic indicia of the proxy location of the set-top box comprise data indicating by an estimated geographic location of the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box.

38. The system of claim 30 wherein the profile information includes a history of online activity performed with the secondary online device.

39. The system of claim 30 wherein the method further comprises, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a time period during which the secondary online device is estimated to be at the proxy location of the set-top box.

40. The system of claim 39 wherein (i) the proxy location of the set-top box is indicated by at least a portion of an IP address used to route network traffic to the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box, and (ii) the secondary online device is estimated to be at the proxy location based on at least a portion of an IP address, used to route network traffic to the secondary online device, that matches at least a portion of the IP address that indicates the set-top box proxy location.

41. The system of claim 30 wherein the method further comprises, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a selected time period, based on an observed correlation between (i) a specific television program or channel being presented via the set-top box during the selected time period and (ii) at least a portion of the profile information.

42. The system of claim 30 wherein the method further comprises, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a selected time period, based on an observed correlation between (i) the selected time period and (ii) previous specific time periods during which the secondary online device was estimated to have been at the proxy location of the set-top box.

43. An article comprising a tangible medium encoding computer-readable instructions that, when applied to a computer system, instruct the computer system to perform a method comprising:

(a) using the computer system, selecting a television advertisement to be directed to a set-top box, which television advertisement is selected based at least in part on profile information pertaining to a user of or online activity performed with a secondary online device associated with the set-top box,

(b) wherein the association between the secondary online device and the set-top box is indicated by (i) stored electronic indicia of a proxy location of the set-top box, which proxy location is a location of a primary online device at a time when the primary online device is estimated to have been at a location shared with the set-top box, and (ii) stored electronic indicia indicating that the secondary online device is estimated to have been at least transiently located at the proxy location of the set-top box.

44. The article of claim 43 wherein the method further comprises, using the computer system, identifying as the primary online device an online device estimated to be at a location shared by the set-top box, and storing the electronic indicia of the proxy location of the set-top box.

45. The article of claim 43 wherein the method further comprises, using the computer system, identifying one or more secondary online devices that are each estimated to have been at least transiently located at the proxy location of the set-top box and storing electronic indicia of a corresponding association between the set-top box and each one of the one or more identified secondary online devices.

46. The article of claim 45 wherein the method further comprises, using the computer system, deleting or disregarding the stored electronic indicia of the corresponding association between the set-top box and one of the one or more identified secondary online devices that has not been estimated to be located, within a specified time period after having been estimated to have been at least transiently located at the proxy location, at the proxy location of the set-top box.

47. The article of claim 43 wherein the set-top box lacks online access.

48. The article of claim 43 wherein the set-top box lacks a wireless connection to the secondary online device.

49. The article of claim 43 wherein the stored electronic indicia of the proxy location of the set-top box comprise data indicating at least a portion of an IP address used to route network traffic to the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box.

50. The article of claim 43 wherein the stored electronic indicia of the proxy location of the set-top box comprise data indicating by an estimated geographic location of the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box.

51. The article of claim 43 wherein the profile information includes a history of online activity performed with the secondary online device.

52. The article of claim 43 wherein the method further comprises, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a time period during which the secondary online device is estimated to be at the proxy location of the set-top box.

53. The article of claim 52 wherein (i) the proxy location of the set-top box is indicated by at least a portion of an IP address used to route network traffic to the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box, and (ii) the secondary online device is estimated to be at the proxy location based on at least a portion of an IP address, used to route network traffic to the secondary online device, that matches at least a portion of the IP address that indicates the set-top box proxy location.

54. The article of claim 43 wherein the method further comprises, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a selected time period, based on an observed correlation between (i) a specific television program or channel being presented via the set-top box during the selected time period and (ii) at least a portion of the profile information.

55. The article of claim 43 wherein the method further comprises, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a selected time period, based on an observed correlation between (i) the selected time period and (ii) previous specific time periods during which the secondary online device was estimated to have been at the proxy location of the set-top box.

56. A machine comprising a hardware computer system structured and programmed to perform a method of dealing with online activity of a user having a set-top box and a secondary online device, the method comprising:

(a) receiving at the computer system a notification, wherein the notification;

(i) includes or references a set-top box identifier, and (ii) results from and signifies a television advertisement being presented using the set-top box that corresponds to the set-top box identifier; and

(b) based on the notification, automatically with the computer system causing an action to be taken with respect to online activity through the secondary online device subsequent to presentation of the television advertisement, which secondary online device corresponds, at the time of the action, to a secondary online device identifier,

(c) wherein the secondary online device identifier is associated with the set top box identifier, and that association is indicated by (i) stored electronic indicia of a proxy location of the set-top box, which proxy location is a location of a primary online device at a time when the primary online device is estimated to have been at a location shared with the set-top box, and (ii) stored electronic indicia indicating that the secondary online device is estimated to have been at least transiently located at the proxy location of the set-top box.

57. The system of claim 56 wherein the method further comprises linking in a database electronic indicia indicating (i) the action in part (b) and (ii) the presented television advertisement.

58. The system of claim 56 wherein the action in part (b) includes causing a selected online advertisement to be directed to the secondary online device.

59. The system of claim 56 wherein the action in part (b) includes causing recording that a select online activity occurred subsequent to presentation of the television advertisement, which online activity was tracked from the secondary online device.

60. The system of claim 56 wherein the method further comprises, using the computer system, identifying as the primary online device an online device estimated to be at a location shared by the set-top box, and storing the electronic indicia of the proxy location of the set-top box.

61. The system of claim 56 wherein the method further comprises, using the computer system, identifying one or more secondary online devices that are each estimated to have been at least transiently located at the proxy location of the set-top box and storing electronic indicia of a corresponding association between the set-top box and each one of the one or more identified secondary online devices.

62. The system of claim 61 wherein the method further comprises, using the computer system, deleting or disregarding the stored electronic indicia of the corresponding association between the set-top box and one of the one or more identified secondary online devices that has not been estimated to be located, within a specified time period after having been estimated to have been at least transiently located at the proxy location, at the proxy location of the set-top box.

63. The system of claim 56 wherein the set-top box lacks online access.

64. The system of claim 56 wherein the set-top box lacks a wireless connection to the secondary online device.

65. The system of claim 56 wherein the stored electronic indicia of the proxy location of the set-top box comprise data indicating at least a portion of an IP address used to route network traffic to the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box.

66. The system of claim 56 wherein the stored electronic indicia of the proxy location of the set-top box comprise data indicating an estimated geographic location of the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box.

67. The system of claim 56 wherein the profile information includes a history of online activity performed with the secondary online device.

68. The system of claim 56 wherein the method further comprises, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a time period during which the secondary online device is estimated to be at the proxy location of the set-top box.

69. The system of claim 68 wherein (i) the proxy location of the set-top box is indicated by at least a portion of an IP address used to route network traffic to the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box, and (ii) the secondary online device is estimated to be at the proxy location based on at least a portion of an IP address, used to route network traffic to the secondary online device, that matches at least a portion of the IP address that indicates the set-top box proxy location.

70. The system of claim 56 wherein the method further comprises, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a selected time period, based on an observed correlation between (i) a specific television program or channel being presented via the set-top box during the selected time period and (ii) at least a portion of the profile information.

71. The system of claim 56 wherein the method further comprises, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a selected time period, based on an observed correlation between (i) the selected time period and (ii) previous specific time periods during which the secondary online device was estimated to have been at the proxy location of the set-top box.

72. An article comprising a tangible medium encoding computer-readable instructions that, when applied to a computer system, instruct the computer system to perform a method of dealing with online activity of a user having a set-top box and a secondary online device, the method comprising:

(a) receiving at the computer system a notification, wherein the notification;

(i) includes or references a set-top box identifier, and (ii) results from and signifies a television advertisement being presented using the set-top box that corresponds to the set-top box identifier; and

(b) based on the notification, automatically with the computer system causing an action to be taken with respect to online activity through the secondary online device subsequent to presentation of the television advertisement, which secondary online device corresponds, at the time of the action, to a secondary online device identifier,

(c) wherein the secondary online device identifier is associated with the set top box identifier, and that association is indicated by (i) stored electronic indicia of a proxy location of the set-top box, which proxy location is a location of a primary online device at a time when the primary online device is estimated to have been at a location shared with the set-top box, and (ii) stored electronic indicia indicating that the secondary online device is estimated to have been at least transiently located at the proxy location of the set-top box.

73. The article of claim 72 wherein the method further comprises linking in a database electronic indicia indicating (i) the action in part (b) and (ii) the presented television advertisement.

74. The article of claim 72 wherein the action in part (b) includes causing a selected online advertisement to be directed to the secondary online device.

75. The article of claim 72 wherein the action in part (b) includes causing recording that a select online activity occurred subsequent to presentation of the television advertisement, which online activity was tracked from the secondary online device.

76. The article of claim 72 wherein the method further comprises, using the computer system, identifying as the primary online device an online device estimated to be at a location shared by the set-top box, and storing the electronic indicia of the proxy location of the set-top box.

77. The article of claim 72 wherein the method further comprises, using the computer system, identifying one or more secondary online devices that are each estimated to have been at least transiently located at the proxy location of the set-top box and storing electronic indicia of a corresponding association between the set-top box and each one of the one or more identified secondary online devices.

78. The article of claim 77 wherein the method further comprises, using the computer system, deleting or disregarding the stored electronic indicia of the corresponding association between the set-top box and one of the one or more identified secondary online devices that has not been estimated to be located, within a specified time period after having been estimated to have been at least transiently located at the proxy location, at the proxy location of the set-top box.

79. The article of claim 72 wherein the set-top box lacks online access.

80. The article of claim 72 wherein the set-top box lacks a wireless connection to the secondary online device.

81. The article of claim 72 wherein the stored electronic indicia of the proxy location of the set-top box comprise data indicating at least a portion of an IP address used to route network traffic to the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box.

82. The article of claim 72 wherein the stored electronic indicia of the proxy location of the set-top box comprise data indicating an estimated geographic location of the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box.

83. The article of claim 72 wherein the profile information includes a history of online activity performed with the secondary online device.

84. The article of claim 72 wherein the method further comprises, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a time period during which the secondary online device is estimated to be at the proxy location of the set-top box.

85. The article of claim 84 wherein (i) the proxy location of the set-top box is indicated by at least a portion of an IP address used to route network traffic to the primary online device at the time when the primary online device is estimated to have been at the location shared with the set-top box, and (ii) the secondary online device is estimated to be at the proxy location based on at least a portion of an IP address, used to route network traffic to the secondary online device, that matches at least a portion of the IP address that indicates the set-top box proxy location.

86. The article of claim 72 wherein the method further comprises, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a selected time period, based on an observed correlation between (i) a specific television program or channel being presented via the set-top box during the selected time period and (ii) at least a portion of the profile information.

87. The article of claim 72 wherein the method further comprises, using the computer system, causing the selected television advertisement to be directed to the set-top box, for presentation during a selected time period, based on an observed correlation between (i) the selected time period and (ii) previous specific time periods during which the secondary online device was estimated to have been at the proxy location of the set-top box.

88. A method implemented using a programmed hardware computer system, the method comprising:

(a) using the computer system, determining an association among a set of devices, which set includes (i) a plurality of first, identified online devices, wherein network traffic was routed to each of the first online devices using a first, common IP address or portion thereof during a first, selected time period, and (ii) an additional device that is not an identified online device;

(b) using the computer system, determining that network traffic has been routed to a selected minimum number of multiple first online devices of the set of associated devices during a second, subsequent time period using a second, common IP address or portion thereof that is different from the first, common IP address or portion thereof; and

(c) causing an advertisement to be selected for direction to the additional device, based at least in part on profile information associated with a second online device, wherein network traffic is routed to the second online device using the second, common IP address or portion thereof.

89. The method of claim 88 wherein the second online device is one of the first online devices.

90. The method of claim 88 wherein the second online device is an added online device that was not a member of the set of associated devices during the first time period.

91. The method of claim 88 wherein the first time period has a selected duration.

92. The method of claim 88 wherein the first time period begins when first network traffic is routed using the first, common IP address or portion thereof to one of the first online devices and continues at least until second network traffic is routed using the same common IP address or portion thereof to the same one of the first online devices, after other network traffic has been routed using the same common IP address or portion thereof to each of the first online devices other than the same one of the first online devices.

93. The method of claim 88 wherein each of the first online devices is identified by a corresponding cookie, tag, or device fingerprint.

94. The method of claim 88 further comprising, using the computer system, selecting the advertisement to be directed to the additional device of part (c).

95. The method of claim 88 wherein part (c) comprises causing an advertisement to be selected for direction to the additional device, based at least in part on profile information pertaining to a user of the second online device.

96. The method of claim 88 wherein part (c) comprises causing an advertisement to be selected for direction to the additional device, based at least in part on profile information derived from online activity performed with the second online device.

97. A machine comprising a hardware computer system structured and programmed to perform a method of dealing with online activity of a user having a set-top box and a secondary online device, the method comprising:

(a) using the computer system, determining an association among a set of devices, which set includes (i) a plurality of first, identified online devices, wherein network traffic was routed to each of the first online devices using a first, common IP address or portion thereof during a first, selected time period, and (ii) an additional device that is not an identified online device;

(b) using the computer system, determining that network traffic has been routed to a selected minimum number of multiple first online devices of the set of associated devices during a second, subsequent time period using a second, common IP address or portion thereof that is different from the first, common IP address or portion thereof; and

(c) causing an advertisement to be selected for direction to the additional device, based at least in part on profile information associated with a second online device, wherein network traffic is routed to the second online device using the second, common IP address or portion thereof.

98. The system of claim 97 wherein the second online device is one of the first online devices.

99. The system of claim 97 wherein the second online device is an added online device that was not a member of the set of associated devices during the first time period.

100. The system of claim 97 wherein the first time period has a selected duration.

101. The system of claim 97 wherein the first time period begins when first network traffic is routed using the first, common IP address or portion thereof to one of the first online devices and continues at least until second network traffic is routed using the same common IP address or portion thereof to the same one of the first online devices, after other network traffic has been routed using the same common IP address or portion thereof to each of the first online devices other than the same one of the first online devices.

102. The system of claim 97 wherein each of the first online devices is identified by a corresponding cookie, tag, or device fingerprint.

103. The system of claim 97 wherein the method further comprises, using the computer system, selecting the advertisement to be directed to the additional device of part (c).

104. The system of claim 97 wherein part (c) comprises causing an advertisement to be selected for direction to the additional device, based at least in part on profile information pertaining to a user of the second online device.

105. The system of claim 97 wherein part (c) comprises causing an advertisement to be selected for direction to the additional device, based at least in part on profile information derived from online activity performed with the second online device.

106. An article comprising a tangible medium encoding computer-readable instructions that, when applied to a computer system, instruct the computer system to perform a method of dealing with online activity of a user having a set-top box and a secondary online device, the method comprising:

(a) using the computer system, determining an association among a set of devices, which set includes (i) a plurality of first, identified online devices, wherein network traffic was routed to each of the first online devices using a first, common IP address or portion thereof during a first, selected time period, and (ii) an additional device that is not an identified online device;

(b) using the computer system, determining that network traffic has been routed to a selected minimum number of multiple first online devices of the set of associated devices during a second, subsequent time period using a second, common IP address or portion thereof that is different from the first, common IP address or portion thereof; and

(c) causing an advertisement to be selected for direction to the additional device, based at least in part on profile information associated with a second online device, wherein network traffic is routed to the second online device using the second, common IP address or portion thereof.

107. The article of claim 106 wherein the second online device is one of the first online devices.

108. The article of claim 106 wherein the second online device is an added online device that was not a member of the set of associated devices during the first time period.

109. The article of claim 106 wherein the first time period has a selected duration.

110. The article of claim 106 wherein the first time period begins when first network traffic is routed using the first, common IP address or portion thereof to one of the first online devices and continues at least until second network traffic is routed using the same common IP address or portion thereof to the same one of the first online devices, after other network traffic has been routed using the same common IP address or portion thereof to each of the first online devices other than the same one of the first online devices.

111. The article of claim 106 wherein each of the first online devices is identified by a corresponding cookie, tag, or device fingerprint.

112. The article of claim 106 wherein the method further comprises, using the computer system, selecting the advertisement to be directed to the additional device of part (c).

113. The article of claim 106 wherein part (c) comprises causing an advertisement to be selected for direction to the additional device, based at least in part on profile information pertaining to a user of the second online device.

114. The article of claim 106 wherein part (c) comprises causing an advertisement to be selected for direction to the additional device, based at least in part on profile information derived from online activity performed with the second online device.