Targeting online ads based on political demographics

• US 9,092,805 B2
• Filed: 06/02/2014
• Issued: 07/28/2015
• Est. Priority Date: 08/23/2011
• Status: Active Grant

• Current Assignee: Audience Partners, LLC (Altice USA, Inc.)
• Original Assignee: Audience Partners, LLC (Altice USA, Inc.)
• Inventors: Dittus, Jeffrey A.
• Primary Examiner(s): SHANG, ANNAN Q
• Application Number:
  US14/293,637
• Publication Number:
  US 20140278980A1
• Time in Patent Office: 421 Days
• Field of Search: 725 32- 36, 709217-232
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• 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 21/4758 for providing answers, e.g. voting
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

Systems and methods for facilitating and targeting of online ads to voters within a selected political demographic are presented. Audience targeting may be accomplished in several ways including: geo-targeting; contextual targeting; behavioral targeting; site placement; and targeted household television ads. This segment or neighborhood level targeting allows more granularity based upon, for example, hot topics and people interested in those topics based upon where populations of people live (i.e., the location of the household) and voter registration. In this manner, a candidate may delivery an ad in order to influence a select group of people in a particular location. In some embodiments, the ad is delivered by dropping and later reading a tracking cookie that associates the voter'"'"'s browser with political demographic information.

Claims

1. A method for targeting messages to voters comprising the steps of:

receiving a plurality of first records for a first group of voters, each including political demographic information associated with a first voter;

determining the likely identity of the first voter browsing a first website;

creating a cookie that correlates a browser of the first voter to at least a subset of the political demographic information associated with the first voter using a processor;

sending the cookie to the browser of the first voter across the internet, wherein the cookie is configured to allow subsequent association of the political demographic information with the browser at a second website.

2. The method of claim 1, further comprising the steps of

causing an advertisement to be transmitted to the browser when the cookie is detected at the second website;

determining if the political demographic information associated with the cookie matches a selected demographic criteria to determine whether to bid on an advertisement impression;

creating a record of the cookie in a second group of records that can be shared with other partners to determine which browsers correspond to selected demographic criteria;

wherein

a unique identifier of the cookie cannot be used to determine the identity of the first voter;

the subset of the political demographic information includes a political party associated with the first voter; and

the political demographic information includes at least one voting district associated with the first voter.

3. A system for displaying a plurality of messages to potential voters comprising:

a data mining provider computer system receiving information from a first browser that includes a first cookie identifier, associated with a first cookie, that correlates a first user set of political demographic information associated with a likely identity of a first user of the first browser with the first browser;

the data mining provider computer system receiving a first target set of political demographic information that includes information for targeting advertisements to potential voters;

the data mining provider computer system comparing the first user and first target sets of political demographic information to determine a first dataset of responsive cookies that match the first target set of political demographic criteria;

the data mining provider computer system transmitting the first dataset of responsive cookies to a digital service provider computer system;

the digital service provider computer system receiving a first request to serve an advertisement impression; and

the digital service provider computer system requesting, automatically using a processor, display of a first ad impression to the first browser if at least one of the first cookies is among the first dataset of responsive cookies.

4. The system of claim 3, wherein the first target set of political demographic information includes at least one political district.

5. The system of claim 3, wherein the first user set of political demographic information includes at least at a political party associated with the likely identity of the first user.

6. The system of claim 5, further comprising the digital service provider computer system automatically

generating, using the processor, a bid for the right to display the first ad impression, and

sending the bid to an advertisement exchange.

7. The system of claim 3 further comprising

the data mining provider computer system receiving information from a second browser that includes at least one second cookie identifier, associated with a second cookie, that correlates a second user set of political demographic information associated with a likely identity of a second user of the second browser with the second browser;

the data mining provider computer system receiving a second target set of political demographic information that includes information for targeting advertisements to potential voters;

the data mining provider computer system

comparing

both

the first user set of political demographic information and

the second user set of political demographic information

to both

the first target set of political demographic information and

the second target set of political demographic information, and

determining both

the first dataset of responsive cookies that match the first target set of political demographic criteria and

a second dataset of responsive cookies that match the second target set of political demographic criteria;

the data mining provider computer system transmitting both the first dataset of responsive cookies and the second dataset of responsive cookies to the digital service provider computer system; and

the digital service provider computer system bidding, automatically using the processor,

a first amount to display a second ad impression to the first browser if the first cookie is among the first dataset of response cookies, and

a second amount to display a third ad impression to the second browser if the second cookie is among the second dataset of response cookies.

8. The system of claim 7 wherein

the first target set of political demographic information is associated with registered Republicans;

the second set of political demographic information is associated with registered Democrats;

the second ad impression is selected from a Republican ad set,

the third ad impression is selected from a Democratic ad set, and

the Republican ad set does not include the third ad impression.

9. The system of claim 8 wherein

the first amount is unequal to the second amount;

and

both the Republican ad set and the Democratic ad set include the first ad impression.

10. The system of claim 7 wherein

the first user set of political demographic information comprises information from voter registration records associated with the likely identity of the first user, and

the second user set of political demographic information comprises information from census data associated with the likely identity of the second user.

11. The system of claim 10 wherein

neither the first dataset nor the second dataset includes the likely identities of either the first user or the second user.

12. The system of claim 7 further comprising

the digital service provider computer system bidding, automatically using the processor,

a third amount to display a third ad impression to the second browser if

the second cookie is among the second dataset of response cookies and

the second cookie is among the first dataset of response cookies;

and further

wherein the third amount is greater than the second amount.

13. A non-volatile computer readable medium having stored therein a plurality of instructions for targeting a message to selected potential voters comprising and

for causing one or more processors on a network device to execute the steps of:

providing an electronic map interface configured to allow a user to select political demographic criteria to define a target group of voters;

transmitting instructions to a data mining provider computer system to determine a subset of registered voters in a database, the subset of registered voters defining a part of the target group;

selecting a message to display to the subset of voters; and

transmitting instructions to a digital service provider computer system to automatically request electronic display of the message to users of a group of electronic devices who have a likely identity of one of the voters in the subset of voters.

14. The computer readable medium of claim 13, wherein the step of transmitting instructions to the digital service provider computer system to automatically request electronic display of a message comprises requesting display of an advertisement to a subset of cable, IPTV, mobile or satellite TV subscribers whose household includes at least one member that is in the subset of voters.

15. The computer readable medium of claim 13, wherein the step of transmitting instructions to the digital service provider computer system to automatically request electronic display of the message comprises bidding on ad impressions to be displayed on an electronic device associated with at least one member that is in the subset of voters.

16. The computer readable medium of claim 13, wherein the step transmitting instructions to the digital service provider computer system to automatically request electronic display of the message comprises requesting display of the message as an ad impression on an electronic device, which is coupled to a cable, satellite or mobile network and associated with at least one member that is in the subset of voters.

17. The computer readable medium of claim 13, wherein a user of a browser on one of the group of electronic devices is identified as matching-selected demographic criteria based on at least one tracking cookie placed on the browser.

18. The computer readable medium of claim 13, wherein the electronic map interface allows a user to select the political party affiliation of voters to target with the message.

19. The computer readable medium of claim 13, wherein the electronic map interface allows a user to select at least one electoral criterion, voting geography and associated media network geographies.

20. A system for targeting a message to selected potential voters comprising:

an advertising computer system receiving a request for displaying one or more advertisements to a group of individuals, the request including selected political demographic criteria to define the group;

a data mining provider computer system determining, via a processor, a subset of electronic records of a database that match the selected political demographic criteria;

a digital service provider computer system identifying at least one electronic device associated with the subset of electronic records; and

the digital service provider computer system transmitting the one or more advertisements to the electronic device.

21. The system of claim 20, further comprising

the digital service provider computer system bidding on an ad exchange for ad impressions associated with a browser running on the electronic device;

and

the database includes Internet Protocol addresses.

22. The system of claim 21 wherein

the database further includes

latitude and longitude coordinates, and

postal addresses correlated with the Internet Protocol addresses.

23. The system of claim 20, wherein

a cable provider operates the digital service provider computer system and the electronic device is associated with at least one cable subscriber.

24. The system of claim 23 further comprising

the digital service provider computer system bidding on an ad exchange for ad impressions associated with the electronic device.

25. The system of claim 20, wherein the electronic device is a set top box associated with at least one household and is configured to display live TV to viewers in the household.