Targeted online advertisements based on viewing or interacting with television advertisements

• US 8,566,164 B2
• Filed: 12/31/2007
• Issued: 10/22/2013
• Est. Priority Date: 12/31/2007
• Status: Active Grant

• Current Assignee: Intent IQ, LLC (AlmondNet, Inc.)
• Original Assignee: Intent IQ, LLC (AlmondNet, Inc.)
• Inventors: Shkedi, Roy, Shlomo, Ronen
• Primary Examiner(s): Bartley, Kenneth
• Application Number:
  US11/968,117
• Publication Number:
  US 20090172728A1
• Time in Patent Office: 2,122 Days
• Field of Search: 705/14.4, 705/14.49, 705/14.53, 705/14.54, 705/14.66, 705/14.73, 725/34
• US Class Current: 705/14.66
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0239 Online discounts or incentives
• CPC Class Codes: H04N 21/4722 for requesting additional data associated with the content
• CPC Class Codes: H04N 21/6125 involving transmission via Internet transmission by internet of broadcast information H04H60/82
• CPC Class Codes: H04N 21/6175 involving transmission via Internet broadcast-related systems characterised by the transmission system being the Internet H04H60/82
• 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

In a computer-implemented method, a selected online advertisement is automatically directed to, or online activity is automatically tracked and recorded from, an online user interface device which corresponds, at the time the advertisement is directed or the activity is tracked, to a first online access identifier. The advertisement is directed or the activity is tracked based on information from a user profile that references or includes a first set-top box identifier. That information is derived at least in part from automatically collected data related to user behavior with respect to at least one television advertisement delivered to a set-top box, which set-top box corresponds, at the time of that user behavior, to the first set-top box identifier. The first online access identifier is associated with the first set-top box identifier, by being referenced or included in the user profile, by being associated in a database, or otherwise.

Claims

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

(a) with the computer system automatically causing, in response to online activity from a first online user interface device, a first selected online advertisement to be directed to the first online user interface device, which online user interface device corresponds, at a time the first selected online advertisement is directed, to a first online access identifier;

(b) wherein the first selected online advertisement is selected based on information from a first user profile, which first user profile references or includes a first set-top box identifier that the computer system has electronically associated with the first online access identifier;

(c) wherein the information in part (b) is derived at least in part from automatically collected first data related to user behavior with respect to at least one television advertisement delivered to a set-top box, which set-top box corresponds, at a time of that user behavior, to the first set-top box identifier; and

(d) wherein the first set-top box identifier and the first online access identifier are associated without using personally identifiable information pertaining to either a user of the first online user interface device or a user of the set-top box that corresponds to the first set-top box identifier, based on automatically recognizing that the online user interface device corresponding to the first online access identifier and the set-top box corresponding to the first set-top box identifier are connected, independently of each other, to a common local area network.

2. The method of claim 1 further comprising linking in a database the first online advertisement to the television advertisement delivered to the set-top box corresponding to the first set-top box identifier.

3. The method of claim 1:

(i) further comprising with the computer system automatically causing, in response to online activity from a second online user interface device, a second selected online advertisement to be directed to the second online user interface device, which second online user interface device corresponds, at a time the second selected online advertisement is directed, to a second online access identifier;

(ii) wherein the second selected online advertisement is selected based on information from a second user profile, which second user profile references or includes a second set-top box identifier that the computer system has electronically associated with the second online access identifier;

(iii) wherein the information in part (ii) is derived at least in part from automatically collected second data related to user behavior with respect to at least one television advertisement delivered to a set-top box, which set-top box corresponds, at a time of that user behavior, to the second set-top box identifier;

(iv) wherein the second set-top box identifier and the second online access identifier are associated without using personally identifiable information pertaining to either a user of the second online user interface device or a user of the set-top box that corresponds to the second set-top box identifier, based on automatically recognizing that the online user interface device corresponding to the second online access identifier and the set-top box corresponding to the second set-top box identifier are connected, independently of each other, to a common local area network; and

(v) wherein which online advertisement is delivered to which online user interface device depends on differences between the first user profile and the second user profile.

4. The method of claim 3 wherein the act in part (i) is performed without causing online behavioral profile information from the second user profile to be transmitted to a third party that provides television service to the user of the set-top box that corresponds to the second set-top box identifier.

5. The method of claim 1 wherein the association between the first online access identifier and the first set-top box identifier is recorded by the first online access identifier being referenced or included in the first user profile.

6. The method of claim 1 wherein the association between the first online access identifier and the first set-top box identifier is recorded in a database.

7. The method of claim 1 wherein the data in part (c) includes data collected from user interaction responsive to the delivered television advertisement.

8. The method of claim 1 wherein the data in part (c) includes data collected from user commands executed during presentation of the delivered television advertisement.

9. The method of claim 1 wherein the first set-top box identifier includes a tag or a cookie placed on the set-top box, or the first online access identifier includes a tag or cookie placed on the first online user interface device.

10. The method of claim 1 wherein the first set-top box identifier includes a set-top box IP address, or the first online access identifier includes an online user interface device IP address.

11. The method of claim 1 wherein the information in part (b) includes a profile identifier, which profile identifier is referenced or included in a tag or a cookie placed on the first online user interface device.

12. The method of claim 1 wherein the information in part (b) is derived at least in part from automatically collected data related to user behavior with respect to previous online activity from an online user interface device, which online user interface device corresponds, at a time of the previous online activity, to at least one online access identifier associated with the first set-top box identifier.

13. The method of claim 1 wherein (i) the first online access identifier includes a first online access IP address and (ii) the first set-top box identifier is associated with the first online access IP address, further, according to the time and date of at least a portion of the user behavior using a database of set-top box identifiers, at least one online access IP address, and corresponding times and dates.

14. The method of claim 1 wherein the act in part (a) is further based on information concerning online activity from an online user interface device.

15. The method of claim 1 wherein the act in part (a) is performed without causing online behavioral profile information from the first user profile to be transmitted to a third party that provides television service to the user of the set-top box that corresponds to the first set-top box identifier.

16. A system comprising one or more computers, wherein the one or more computers are programmed and connected to:

(a) automatically cause, in response to online activity from a first online user interface device, a first selected online advertisement to be directed to the online user interface device, which first online user interface device corresponds, at a time the first selected online advertisement is directed, to a first online access identifier;

(b) wherein the first selected online advertisement is selected based on information from a first user profile, which first user profile references or includes a first set-top box identifier that the computer system has electronically associated with the first online access identifier;

(c) wherein the information in part (b) is derived at least in part from automatically collected first data related to user behavior with respect to at least one television advertisement delivered to a set-top box, which set-top box corresponds, at a time of that user behavior, to the first set-top box identifier; and

(d) wherein the first set-top box identifier and the first online access identifier are associated without using personally identifiable information pertaining to either a user of the first online user interface device or a user of the set-top box that corresponds to the first set-top box identifier, based on automatically recognizing that the online user interface device corresponding to the first online access identifier and the set-top box corresponding to the first set-top box identifier are connected, independently of each other, to a common local area network.

17. The system of claim 16 wherein the computer system includes at least one computer programmed and connected to link in a database the first online advertisement to the television advertisement delivered to the set-top box corresponding to the first set-top box identifier.

18. The system of claim 16 wherein the one or more computers are further programmed and connected to:

(i) automatically cause, in response to online activity from a second online user interface device, a second selected online advertisement to be directed to the second online user interface device, which second online user interface device corresponds, at a time the second selected online advertisement is directed, to a second online access identifier;

(ii) wherein the second selected online advertisement is selected based on information from a second user profile, which second user profile references or includes a second set-top box identifier that the computer system has electronically associated with the second online access identifier;

(iii) wherein the information in part (ii) is derived at least in part from automatically collected second data related to user behavior with respect to at least one television advertisement delivered to a set-top box, which set-top box corresponds, at a time of that user behavior, to the second set-top box identifier;

(iv) wherein the second set-top box identifier and the second online access identifier are associated without using personally identifiable information pertaining to either a user of the second online user interface device or a user of the set-top box that corresponds to the second set-top box identifier, based on automatically recognizing that the online user interface device corresponding to the second online access identifier and the set-top box corresponding to the second set-top box identifier are connected, independently of each other, to a common local area network; and

(v) wherein which online advertisement is delivered to which online user interface device depends on differences between the first user profile and the second user profile.

19. The system of claim 18 wherein the one or more computers is further programmed and connected to automatically cause the second selected online advertisement to be directed to the second online user interface device without causing online behavioral profile information from the second user profile to be transmitted to a third party that provides television service to the user of the set-top box that corresponds to the second set-top box identifier.

20. The system of claim 16 wherein the information in part (b) includes a profile identifier, which profile identifier is referenced or included in a tag or a cookie placed on the first online user interface device.

21. The system of claim 16 wherein the information in part (b) is derived at least in part from automatically collected data related to user behavior with respect to previous online activity from an online user interface device, which online user interface device corresponds, at a time of the previous online activity, to at least one online access identifier associated with the first set-top box identifier.

22. The system of claim 16 wherein the one or more computers is further programmed and connected to automatically cause the first selected online advertisement to be directed to the first online user interface device without causing online behavioral profile information from the first user profile to be transmitted to a third party that provides television service to the user of the set-top box that corresponds to the first set-top box identifier.

23. An article comprising a non-transitory, tangible medium encoding computer-readable instructions that, when applied to a programmed hardware computer system coupled to the Internet, instruct the computer system to:

(a) automatically cause, in response to online activity from a first online user interface device, a first selected online advertisement to be directed to the first online user interface device, which first online user interface device corresponds, at a time the first selected online advertisement is directed, to a first online access identifier;

(b) wherein the first selected online advertisement is selected based on information from a first user profile, which first user profile references or includes a first set-top box identifier that the computer system has electronically associated with the first online access identifier;

(c) wherein the information in part (b) is derived at least in part from automatically collected first data related to user behavior with respect to at least one television advertisement delivered to a set-top box, which set-top box corresponds, at a time of that user behavior, to the first set-top box identifier; and

(d) wherein the first set-top box identifier and the first online access identifier are associated without using personally identifiable information pertaining to either a user of the first online user interface device or a user of the set-top box that corresponds to the first set-top box identifier, based on automatically recognizing that the online user interface device corresponding to the first online access identifier and the set-top box corresponding to the first set-top box identifier are connected, independently of each other, to a common local area network.

24. The medium of claim 23 wherein the medium further encodes computer readable instructions that, when applied to the computer system, instruct the computer system to link in a database the first online advertisement to the television advertisement delivered to the set-top box corresponding to the first set-top box identifier.

25. The medium of claim 23 wherein the medium further encodes computer readable instructions that, when applied to the system, instruct the computer system to:

(i) automatically cause, in response to online activity from a second online user interface device, a second selected online advertisement to be directed to the second online user interface device, which second online user interface device corresponds, at a time the second selected online advertisement is directed, to a second online access identifier;

(ii) wherein the second selected online advertisement is selected based on information from a second user profile, which second user profile references or includes a second set-top box identifier that the computer system has electronically associated with the second online access identifier;

(iii) wherein the information in part (ii) is derived at least in part from automatically collected second data related to user behavior with respect to at least one television advertisement delivered to a set-top box, which set-top box corresponds, at a time of that user behavior, to the second set-top box identifier;

(iv) wherein the second set-top box identifier and the second online access identifier are associated without using personally identifiable information pertaining to either a user of the second online user interface device or a user of the set-top box that corresponds to the second set-top box identifier, based on automatically recognizing that the online user interface device corresponding to the second online access identifier and the set-top box corresponding to the second set-top box identifier are connected, independently of each other, to a common local area network; and

(v) wherein which online advertisement is delivered to which online user interface device depends on differences between the first user profile and the second user profile.

26. The medium of claim 25 wherein the instructions instruct the computer system to perform the act in part (i) without causing online behavioral profile information from the second user profile to be transmitted to a third party that provides television service to the user of the set-top box that corresponds to the second set-top box identifier.

27. The medium of claim 23 wherein the information in part (b) includes a profile identifier, which profile identifier is referenced or included in a tag or a cookie placed on the first online user interface device.

28. The medium of claim 23 wherein the information in part (b) is derived at least in part from automatically collected data related to user behavior with respect to previous online activity from an online user interface device, which online user interface device corresponds, at a time of the previous online activity, to at least one online access identifier associated with the first set-top box identifier.

29. The medium of claim 23 wherein the instructions instruct the computer system to perform the act in part (a) without causing online behavioral profile information from the first user profile to be transmitted to a third party that provides television service to the user of the set-top box that corresponds to the first set-top box identifier.