Advertisement selection system supporting discretionary target market characteristics

• US 6,216,129 B1
• Filed: 03/12/1999
• Issued: 04/10/2001
• Est. Priority Date: 12/03/1998
• Status: Expired due to Term

• Current Assignee: Prime Research Alliance E, LLC
• Original Assignee: Expanse Networks, Inc.
• Inventors: Eldering, Charles A.
• Primary Examiner(s): Black, Thomas
• Assistant Examiner(s): Coby, Frantz
• Application Number:
  US09/268,526
• Time in Patent Office: 760 Days
• Field of Search: 705/10, 705/14, 705/4, 705/26, 705/36, 709/206, 707/4, 707/10, 707/100
• US Class Current: 705/36.00R
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 40/06 Asset management; Financial planning or analysis
• CPC Class Codes: Y10S 707/99934 Query formulation, input preparation, or translation

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. The system can be used to both increase the effectiveness and cost efficiency of advertisements, as well as for determining the price for transmitting or viewing an advertisement, based on the correlation of the ad with the consumer profile.

Claims

1. A computer implemented method for selecting a targeted advertisement to be presented to a consumer by determining the similarity between a profile of the consumer which is generated from detailed purchase records of the consumer and a profile for each of a plurality of advertisements, wherein the profile for each advertisement identifies discretionary characteristics of an intended target market of the advertisement, the method comprising:

receiving the advertisement profile for each of the plurality of advertisements;

retrieving the consumer profile, wherein the detailed purchase records used to generate the consumer profile include multiple point-of-sale transactions;

calculating a correlation factor between each advertisement profile and the consumer profile as a scalar product of the consumer profile and the advertisement profile; and

selecting the targeted advertisement to present to the consumer responsive to said calculating a correlation factor.

2. The method described in claim 1, wherein

each advertisement profile includes a demographic characterization of the intended target market;

the consumer profile includes a demographic characterization of the consumer; and

said calculating a correlation factor includes calculating the correlation factor between the demographic characterization of the intended target market and the demographic characterization of the consumer.

3. The method described in claim 1, wherein

each advertisement profile includes a product preference characterization of the intended target market;

the consumer profile includes a product preference characterization of the consumer; and

said calculating a correlation factor includes calculating the correlation factor between the product preference characterization of the intended target market and the product preference characterization of the consumer.

4. The method of claim 1, further comprising determining a price to present the targeted advertisement to the consumer, wherein the price is a function of the correlation factor.

5. The method of claim 4, wherein the price is an increasing monotonic function of the correlation factor.

6. The method of claim 4, wherein the price is a decreasing monotonic function of the correlation factor.

7. The method of claim 1, wherein the discretionary characteristics include an indicator associated with a particular product, and further comprising determining if the detailed purchase records support the indicator associated with the product.

8. The method of claim 7, wherein the associated indicator includes previously purchased, never purchased, or only purchases.

9. The method of claim 8, wherein said correlating is only performed if the detailed purchase records support the associated indicator.

10. The method of claim 1, wherein the detailed purchase records are accumulated in at least one external database.

11. The method of claim 1, wherein the multiple point-of-sale transactions included in the detailed purchase records are transacted at a plurality of locations.

12. The method of claim 1, further comprising presenting the targeted advertisement to the consumer via a television.

13. The method of claim 12, wherein the targeted advertisement is transmitted to the television via a telecommunications access system.

14. The method of claim 13, wherein the television access system includes cable television systems, switched digital video systems, and microwave telecommunications systems.

15. The method of claim 1, further comprising presenting the targeted advertisement to the consumer via mail.

16. The method of claim 1, wherein the consumer profile and each advertisement profile are in the form of vectors.

17. A computer implemented method for selecting a targeted advertisement for a consumer by comparing a profile of the consumer which is generated from multiple transactions of the consumer to a profile of each of a plurality of advertisements, wherein each advertisement profile identifies discretionary characteristics of an intended target market of the advertisement, the method comprising:

receiving the advertisement profile for the advertisement;

retrieving the consumer profile, wherein the multiple transactions used to generate the consumer profile include purchases of the consumer from multiple points-of-sale;

calculating a correlation factor between the advertisement profile and the consumer profile as a scalar product of the consumer profile and the advertisement profile; and

selecting the targeted advertisement to present to the consumer responsive to said calculating a correlation factor.

18. The method of claim 17, wherein the multiple transactions further include television viewing transactions.

19. The method of claim 17, wherein said retrieving the consumer profile includes

retrieving a detailed transaction record, wherein the detailed transaction record includes an inventory of each of the multiple transactions which occurred over a predetermined time interval; and

generating the consumer profile from the detailed transaction record.

20. The method of claim 19, wherein said retrieving the consumer profile further includes retrieving a set of heuristic rules associated with transactions within the detailed transaction records, the set of heuristic rules defining a probabilistic measure of demographic characteristics of a person performing the transactions, and said generating the consumer profile includes generating the consumer profile based on the detailed transaction record and the set of heuristic rules.

21. The method of claim 19, wherein said retrieving the detailed transaction record includes

storing each of the multiple transactions of the consumer;

and

generating the detailed transaction record based on the stored transactions.

22. A computer system for selecting a targeted advertisement to be presented to a consumer by determining the similarity between a profile of the consumer which is generated from detailed purchase records of the consumer and a profile of each of a plurality of advertisements, each profile identifying discretionary characteristics of an intended target market of the advertisement, the system comprising:

a storage medium;

means for receiving the advertisement profile for the a advertisement;

means for retrieving the consumer profile, wherein the detailed purchase records used to generate the consumer profile include multiple point-of-sale transactions;

means for calculating a correlation factor between the advertisement profile and the consumer profile as a scalar product of the consumer profile and the advertisement profile; and

means for selecting the targeted advertisement to present to the consumer responsive to said calculating a correlation factor.

23. The system of claim 22, further comprising means for accumulating detailed purchase records from a plurality of point of sale transactions.

24. The system of claim 22, further comprising means for accumulating detailed purchase records from a plurality of locations.

25. The system of claim 22, further comprising

means for retrieving a pricing function; and

means for determining a price for displaying the advertisement to the consumer, wherein the price is determined from the correlation factor and the pricing function.

26. The system of claim 22, further comprising means for transmitting the targeted advertisement to the consumer.

27. The system of claim 26, wherein the means for transmitting is a television access system.

28. The system of claim 26, wherein the means for transmitting is mail delivery.

29. The system of claim 22, wherein said means for retrieving a consumer profile includes:

means for retrieving the detailed purchase records of the consumer;

means for retrieving a set of heuristic rules associated with products included in the detailed purchase records, wherein the set of heuristic rules define a probabalistic measure of demographic characteristics of a purchaser of corresponding products; and

means for generating the consumer profile from the detailed purchase records and the set of heuristic rules.

30. A computer program embodied on a computer-readable medium for selecting a targeted advertisement for a consumer by comparing a profile of the consumer which is generated from multiple transactions of the consumer to a profile of each of a plurality of advertisements, wherein each advertisement profile identifies specific characteristics of an intended target market of the advertisement, the computer program comprising:

a source code segment for receiving the advertisement profile for the advertisement;

a source code segment for retrieving the consumer profile, wherein the multiple transactions used to generate the consumer profile include purchases of the consumer from multiple points-of-sale; and

a source code segment for calculating a correlation factor between the advertisement profile and the consumer profile as a scalar product of the consumer profile and the advertisement profile; and

a source code segment for selecting the targeted advertisement to present to the consumer responsive to said calculating a correlation factor.

31. The computer program described in claim 30, further comprising a source code segment for transmitting said correlation factor to advertisers.