Auction for targeted content

• US 7,661,116 B2
• Filed: 10/09/2007
• Issued: 02/09/2010
• Est. Priority Date: 02/25/2000
• Status: Expired due to Term

• Current Assignee: Vulcan Patents LLC
• Original Assignee: Vulcan Patents LLC
• Inventors: Johnson, Bonnie M., Tomasi, Annarosa, Humphries, Matthew B., Slaney, Malcolm
• Primary Examiner(s): Saltarelli; Dominic D
• Application Number:
  US11/869,369
• Publication Number:
  US 20080109284A1
• Time in Patent Office: 854 Days
• Field of Search: 725/9, 725/12, 725/22, 725/32, 725/34
• US Class Current: 725/22
• CPC Class Codes: G06Q 30/0202 Market predictions or forecasting for commercial activities
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/08 Auctions
• CPC Class Codes: H04H 60/45 for identifying users
• CPC Class Codes: H04N 21/42201 biosensors, e.g. heat sensor for presence detection, EEG sensors or any limb activity sensors worn by the user input arrangements for interaction with the human body based on nervous system activity detection G06F3/015
• CPC Class Codes: H04N 21/42203 sound input device, e.g. microphone
• CPC Class Codes: H04N 21/4223 Cameras H04N23/00 takes precedence
• CPC Class Codes: H04N 21/4415 using biometric characteristics of the user, e.g. by voice recognition or fingerprint scanning cryptography using biological data H04L9/3231; authentication in networks using biometric H04L63/0861
• CPC Class Codes: H04N 21/44224 Monitoring of user activity on external systems, e.g. Internet browsing
• 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 21/4542 Blocking scenes or portions of the received content, e.g. censoring scenes
• CPC Class Codes: H04N 21/4751 for defining user accounts, e.g. accounts for children
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 7/163 by receiver means only

Abstract

Displaying personalized content to content observers by content providers (e.g., advertisers) who disseminate content over a network is disclosed. In particular, enabling the display of targeted content to television viewers is disclosed. Identification of the content observer(s) observing a content display device at a particular time (and/or identification of the content display site) is made, and targeted content for display is selected based on a determination of content appropriate for display to those content observer(s) in accordance with a criterion based on the identity and/or a characteristic of the content observer(s) (and/or the content display site). The attention of each content observer can be sold to the content provider that places the highest value on that content observer'"'"'s attention. In particular, the value paid by content providers over time can be maximized.

Claims

1. A computer-implemented method of displaying advertisements to viewers via a display device in order to increase value received over time from advertisers for display of the advertisements, the method comprising:

receiving, for each of multiple advertisements, instructions from an advertiser regarding display of an advertisement,

wherein the instructions comprise a value to be received from the advertiser for each display of the advertisement,

wherein the value to be received from the advertiser varies for the same advertisement based on a characteristic of at least one of the viewers, and

wherein the value to be received from the advertiser further varies for the same advertisement based on a number of viewers;

ascertaining, at or just prior to the time of an advertisement display opportunity, a number of viewers in a vicinity of the display device and a distinctive characteristic of at least one of the viewers, wherein the distinctive characteristic is ascertained without requiring action by the at least one viewer;

selecting, at or just prior to the time of the advertisement display opportunity, one of the multiple advertisements to display, wherein the selection is made based on the received instructions and the ascertained distinctive characteristic of the at least one viewer;

displaying, via the display device, the selected advertisement to the number of viewers, including the at least one viewer;

recording an indication that the displayed advertisement was displayed to the number of viewers; and

receiving the value from the advertiser based on the recorded indication regarding the number of viewers and the ascertained distinctive characteristic of the at least one viewer.

2. The method of claim 1, further comprising:

tracking viewing behavior of the at least one viewer, wherein the viewing behavior comprises characteristics associated with the viewer'"'"'s viewing of the display device;

predicting a number of subsequent advertisement display opportunities based on the tracked viewing behavior; and

selecting an advertisement to be displayed during each of the predicted advertisement display opportunities based on the received instructions and the ascertained distinctive characteristic of the at least one viewer.

3. The method of claim 1 wherein the instructions further comprise a selected number of times that the advertisement is to be displayed to the at least one viewer.

4. The method of claim 1 wherein the instructions further comprise a duration of time during which the advertisement is to be displayed to the at least one viewer.

5. The method of claim 1 wherein the instructions further comprise an indication that the advertisement is not to be displayed to viewers with certain characteristics.

6. The method of claim 1 wherein the instructions further comprise an indication that the same advertisement is to be displayed on all available display channels at the same time.

7. The method of claim 1, further comprising:

receiving, from each of the at least one viewers, for at least one of the multiple advertisements, instructions from the viewer regarding display of the at least one advertisement,

wherein the instructions comprise a value to be received from the viewer for each display of the at least one advertisement,

wherein the selection of one of the multiple advertisements to display to the at least one viewer is made based on the instructions received from the advertisers, the ascertained distinctive characteristic of the at least one viewer, and the instructions received from the at least one viewer.

8. The method of claim 1 wherein the value received from the advertiser is further based on the behavior of the at least one viewer during display of the advertisement, wherein the behavior is induced by the display of the advertisement.

9. A system for displaying advertisements to at least one viewer via a display device in order to increase value received over time from advertisers for display of the advertisements, the system comprising:

means for receiving, for each of multiple advertisements, instructions from an advertiser regarding display of an advertisement, the instructions comprising;

a value to be received from the advertiser for each display of the advertisement, wherein the value to be received varies for the same advertisement based on a characteristic of the at least one viewer, wherein the value to be received further varies for the same advertisement based on a number of viewers,

a selected number of times that the advertisement is to be displayed to the viewer, and

a last available date on which the advertisement may be displayed to the viewer;

means for ascertaining, at or just prior to the time of an advertisement display opportunity, a number of viewers in a vicinity of the display device and a distinctive characteristic of at least one of the viewers, wherein the distinctive characteristic is ascertained without requiring action by the viewer;

means for selecting, at or just prior to the time of the advertisement display opportunity, one of the multiple advertisements to display,

wherein the selection is made based on the received instructions and the ascertained distinctive characteristic of the at least one viewer, and

wherein an advertisement with a higher value to be received from an advertiser is selected before an advertisement with a lower value to be received from an advertiser, unless;

the advertisement with the higher value has already been displayed the selected number of times, or

the last available date of the advertisement with the lower value occurs before the last available date of the advertisement with the higher value,

so that the value received over time from the advertisers is increased for a set of advertisement display opportunities even if the advertisement with the higher value is not selected for the advertisement display opportunity, wherein the set of advertisement display opportunities includes the advertisement display opportunity;

means for displaying, via the display device, the selected advertisement to the at least one viewer;

means for recording an indication that the displayed advertisement was displayed to the at least one viewer; and

means for receiving the value from the advertiser based on the recorded indication that the advertisement was displayed, the ascertained distinctive characteristic of the viewer, and the ascertained number of viewers.

10. The system of claim 9, further comprising:

means for tracking viewing behavior of the viewer, wherein the viewing behavior comprises characteristics associated with the viewer'"'"'s observation of the display device;

means for predicting a number of subsequent advertisement display opportunities based on the tracked viewing behavior; and

means for selecting an advertisement to be displayed during each of the predicted advertisement display opportunities based on the received instructions and the ascertained distinctive characteristic of the viewer.

11. The system of claim 9 wherein the means for selecting the advertisement to be displayed during each of the predicted advertisement display opportunities comprises:

means for scheduling for display during one or more of the predicted advertisement display opportunities an advertisement with a highest value to be received from an advertiser,

wherein the scheduling comprises scheduling the selected number of displays of the advertisement with the highest value without exceeding the predicted number of advertisement display opportunities, and

wherein the advertisement with the highest value is scheduled for display during predicted advertisement display opportunities that occur nearer to the last available date of the advertisement before it is scheduled for display during predicted advertisement display opportunities that occur nearer to a first available date on which the advertisement may be displayed; and

means for scheduling for display, for each remaining advertisement, during one or more of the predicted advertisement display opportunities an advertisement with a next highest value to be received from an advertiser,

wherein the scheduling comprises scheduling the selected number of displays of the advertisement with the next highest value without exceeding a remaining number of predicted advertisement display opportunities and without scheduling over an advertisement that has already been scheduled for display, and

wherein the advertisement with the next highest value is scheduled for display during predicted advertisement display opportunities that occur nearer to the last available date of the advertisement before it is scheduled for display during predicted advertisement display opportunities that occur nearer to the first available date of the advertisement,

so that advertisements with higher values to be received are scheduled for display before advertisements with lower values to be received, while filling in each of the predicted advertisement display opportunities.

12. The system of claim 9 wherein the instructions further comprise an indication that the same advertisement is to be displayed on all available display channels at the same time.

13. The method of claim 9 wherein the instructions further comprise a selected frequency with which the advertisement is displayable to the viewer.

14. The method of claim 9 wherein the instructions further comprise specified times or ranges of times during which the advertisement may be displayed to the viewer.

15. The method of claim 14 wherein the specified times or ranges of times are defined relative to another display of the same advertisement or to a display of another advertisement.

16. The system of claim 9 wherein the value received from the advertiser is further based on the behavior of the viewer during display of the advertisement, wherein the behavior is induced by the display of the advertisement.

17. A computer-readable medium encoded with processing instructions for implementing a method, performed by a computer, for displaying content to content observers via a display device in order to increase value received over time from content providers for display of the content, the method comprising:

receiving, for each of multiple sets of content, instructions from a content provider regarding display of a set of content, the instructions comprising;

a value to be received from the content provider for each display of the set of content, wherein the value to be received varies for the same set of content based on a characteristic of at least one of the content observers, and wherein the value to be received further varies for the same set of content based on a number of content observers,

a selected number of times that the set of content is to be displayed to a content observer, and

a last available date on which the set of content may be displayed to the content observer;

ascertaining, at or just prior to the time of a content display opportunity, a number of content observers in a vicinity of the display device and a distinctive characteristic of at least one of the content observers, wherein the distinctive characteristic is ascertained without requiring action by the at least one content observer;

selecting, at or just prior to the time of the content display opportunity, one of the multiple sets of content to display,

wherein the selection is made based on the received instructions and the ascertained distinctive characteristic of the at least one content observer, and

wherein a set of content with a higher value to be received from a content provider is selected before a set of content with a lower value to be received from a content provider, unless;

the set of content with the higher value has already been displayed the selected number of times, or

the last available date of the set of content with the lower value occurs before the last available date of the set of content with the higher value,

so that the value received over time from the content providers is increased for a set of content display opportunities even if the set of content with the higher value is not selected for the content display opportunity, wherein the set of content display opportunities includes the content display opportunity;

displaying, via the display device, the selected set of content to the number of content observers, including the at least one content observer;

recording an indication that the displayed set of content was displayed to the number of content observers; and

receiving the value from the content provider based on the recorded indication regarding the number of content observers and the ascertained distinctive characteristic of the at least one content observer.

18. The computer-readable medium of claim 17, further comprising:

tracking observation behavior of the at least one content observer, wherein the observation behavior comprises characteristics associated with the content observer'"'"'s observation of the display device;

predicting a number of subsequent content display opportunities based on the tracked observation behavior; and

selecting a set of content to be displayed during each of the predicted content display opportunities based on the received instructions and the ascertained distinctive characteristic of the at least one content observer.

19. The computer-readable medium of claim 17 wherein selecting the set of content to be displayed during each of the predicted content display opportunities comprises:

scheduling for display during one or more of the predicted content display opportunities a set of content with a highest value to be received from a content provider,

wherein the scheduling comprises scheduling the selected number of displays of the set of content without exceeding the predicted number of content display opportunities, and

wherein the set of content with the highest value is scheduled for display during predicted content display opportunities that occur nearer to the last available date of the set of content before it is scheduled for display during predicted content display opportunities that occur nearer to a first available date on which the set of content may be displayed; and

scheduling for display, for each remaining set of content, during one or more of the predicted content display opportunities a set of content with a next highest value to be received from a content provider,

wherein the scheduling comprises scheduling the selected number of displays of the set of content with the next highest value without exceeding a remaining number of predicted content display opportunities and without scheduling over a set of content that has already been scheduled for display, and

wherein the set of content with the next highest value is scheduled for display during predicted content display opportunities that occur nearer to the last available date of the set of content before it is scheduled for display during predicted content display opportunities that occur nearer to the first available date of the set of content,

so that sets of content with higher values to be received are scheduled for display before sets of content with lower values to be received, while filling in each of the predicted content display opportunities.

20. The computer-readable medium of claim 17, further comprising:

receiving, from each of the at least one content observers, for at least one of the multiple sets of content, instructions from the content observer regarding display of the at least one set of content, the instructions comprising;

a value to be received from the content observer for each display of the at least one set of content,

a selected number of times that the at least one set of content is to be displayed to the content observer, and

a last available date on which the at least one set of content may be displayed to the content observer,

wherein the selection of one of the multiple sets of content to display to the at least one content observer is made based on the instructions received from the content providers, the ascertained distinctive characteristic of the at least one content observer, and the instructions received from the at least one content observer.