Methods and apparatus for classifying an audience in a content distribution network

• US 8,935,721 B2
• Filed: 07/15/2009
• Issued: 01/13/2015
• Est. Priority Date: 07/15/2009
• Status: Active Grant

• Current Assignee: Time Warner Cable Enterprises LLC (Charter Communications Incorporated)
• Original Assignee: Time Warner Cable Enterprises LLC (Charter Communications Incorporated)
• Inventors: Tidwell, Justin, Samame, Eduardo G., Santangelo, Bryan
• Primary Examiner(s): Parry, Chris
• Application Number:
  US12/503,772
• Publication Number:
  US 20110015989A1
• Time in Patent Office: 2,008 Days
• Field of Search: None
• US Class Current: 725/34
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: H04N 21/25883 being end-user demographical data, e.g. age, family status or address arrangements for identifying locations of users in broadcast systems H04H60/52
• CPC Class Codes: H04N 21/26225 involving billing parameters, e.g. priority for subscribers of premium services
• CPC Class Codes: H04N 21/26241 involving the time of distribution, e.g. the best time of the day for inserting an advertisement or airing a children program
• CPC Class Codes: H04N 21/44213 Monitoring of end-user related data arrangements for monitoring the users' behaviour or opinions in broadcast systems H04H60/33
• CPC Class Codes: H04N 21/6582 Data stored in the client, e.g. viewing habits, hardware capabilities, credit card number arrangements where receivers interact with the broadcast H04H20/38
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

Methods and apparatus for identifying, distributing, and/or utilizing data regarding audience qualities within an advertisement management system. In one embodiment, the methods and apparatus of the present invention provide a technique for classifying data collected about an audience, and creating and grouping qualifiers to those classifications. Methods and apparatus for managing an advertising inventory via a management system, and using the aforementioned audience data, are also disclosed. The inventory is defined in one variant by predicted secondary content insertion opportunities and a particular audience of the primary content associated with the insertion opportunity. Subscriber privacy and anonymity is also optionally maintained via e.g., hashing or encrypting data relating to the CPE and/or subscriber, thus ensuring that audience data is not traceable to a specific user account.

Claims

1. A method of advertising management for use in a content distribution network, comprising:

receiving first information regarding a weight or variance to be applied to at least one demographic criteria to be met by a first audience of an advertisement at an advertising management apparatus within said content distribution network;

receiving second information regarding at least one parameter relating a second audience to an opportunity for insertion of one or more advertisements at said advertising management apparatus;

utilizing said advertising management apparatus to generate first data related to a quality of a match between said first information and said second information;

said advertising management apparatus adjusting said weight or said variance to be applied to said at least one demographic criteria to be met by said first audience based at least in part on said first data related to said quality of said match; and

utilizing at least said adjusted weight or said adjusted variance to generate second data related to said quality of said match.

2. The method of claim 1, further comprising obtaining information relating said second audience from one or more records relating to respective one or more subscribers of said network, said records maintained by an operator of said network.

3. The method of claim 1, further comprising obtaining information relating said second audience from respective consumer premises equipment (CPE) in use by said second audience.

4. The method of claim 1, further comprising selecting one or more advertisements for insertion at said opportunity, said act or selecting based at least in part on said second data relating to said quality of said match.

5. The method of claim 4, wherein said act of utilizing at least said adjusted weight or said adjusted variance to generate second data related to said quality of said match further comprises determining, for a selected delivery platform, a projection of future demand of content;

and

wherein said act of selecting said one or more advertisements is based at least in part on said projection.

6. The method of claim 4, wherein said act of selecting is based at least in part on a relationship between a subject matter of said one or more advertisements and a subject matter of a least a portion of primary content, said primary content having one or more scheduled ones of said opportunities into which said one or more advertisements are to be inserted.

7. An advertising management apparatus for use in a content delivery network, comprising:

computerized apparatus comprising a processor and at least one storage device in data communication therewith, said at least one storage device configured to store a computer program comprising a plurality of instructions configured to, when executed cause said advertising management apparatus to;

access first data regarding one or more target audience qualities of an advertisement;

access second data regarding one or more audiences at a plurality of insertion opportunities;

generate data relating to a quality of a match between said first data and said second data;

adjust a weight or a variance to be applied to at least one demographic criteria to be met by said one or more target audiences based at least in part on said generated data related to said quality of said match;

utilize at least said adjusted weight or said adjusted variance to generate second data related to said quality of said match; and

utilize said generated second data to determine whether a number of instances where said quality of said match would be sufficient to cause selection of said advertisement for insertion meets or exceeds a threshold.

8. The apparatus of claim 7, wherein said computerized apparatus comprises a computer or server disposed within an extant advertising insertion system of said network.

9. The apparatus of claim 7, wherein said second data comprises an advertising inventory.

10. The apparatus of claim 7, wherein said second data is obtained from at least one of:

(i) records relating to one or more subscribers of said network maintained by an operator of said network, and (ii) data obtained by said operator of said network via respective consumer premises equipment (CPE) of said one or more subscribers.

11. The apparatus of claim 7, wherein said computer program is further configured to, when executed, select one or more advertisements for insertion at individual ones of said plurality of insertion opportunities based at least in part on said generated data relating to said quality of said match.

12. The apparatus of claim 11, wherein:

said generation of said data regarding said quality of said match comprises determining, for a selected delivery platform, a projection of future demand for delivery of content via said delivery platform; and

said selection of said one or more advertisements is based at least in part on said projection.

13. The apparatus of claim 12, wherein said projection is based at least in part on a linear regression of historical usage data of said delivery platform.

14. The apparatus of claim 11, wherein said selection is based at least in part on a relationship between a subject matter of said selected one or more advertisements and that of at least a portion of primary content into which said selected one or more advertisements are being inserted.

15. The apparatus of claim 11, wherein said selection is based at least in part on one or more advertising campaign goals provided by an advertiser, said advertising campaign comprising a plurality of advertisements and including at least one of said selected one or more advertisements.

16. A method of managing advertising within a network comprising:

accessing first information regarding a plurality of placement opportunities for advertisements using a management entity of said network;

accessing second information regarding an audience associated with individual ones of said plurality of placement opportunities using said management entity of said network;

accessing third information identifying a target audience associated with one or more advertisements within a campaign using said management entity of said network;

comparing a number of instances where said target audience matches said audience associated with individual ones of said plurality of placement opportunities to an advertiser provided threshold number; and

when it is determined that said number of instances does not meet or exceed said threshold number, said management entity of said network adjusting one or more aspects of said target audience associated with said one or more advertisements within said campaign.

17. The method of claim 16, wherein said act of accessing first information regarding said plurality of placement opportunities and said second information regarding said audience associated with individual ones of said plurality of placement opportunities comprises accessing an advertising inventory data structure having both said first and second information contained therein.

18. The method of claim 16, wherein said first information regarding said plurality of placement opportunities comprises time slots available for inserting one or more advertisements;

and

wherein said second information regarding said audience associated with individual ones of said plurality of placement opportunities comprises demographic information.

19. The method of claim 16, wherein said method further comprises selecting one or more advertisements for which a target audience of each of said one or more advertisements has at least a first level of similarity to said audience associated with said individual ones of said plurality of placement opportunities.

20. The method of claim 16, wherein said method further comprises selecting one or more advertisements that can fit into a time slot associated with a respective opportunity and that are compatible with a delivery platform associated with said respective opportunity.