Method and apparatus to perform real-time audience estimation and commercial selection suitable for targeted advertising
First Claim
1. A method for use in targeting assets to users of user equipment devices in a communications network, comprising the steps of:
- operating a processor to progressively incorporate, over time, a plurality of user inputs by one or more users of a user equipment device into a model of a user composition of the one or more users, the model including a plurality of user classification parameters, and wherein the progressively incorporating comprises;
developing an observation model based on first inputs by one or more users with respect to one or more user equipment devices; and
developing a signal model reflective of the possible states and dynamics of a user composition of one or more users of a first user equipment device with respect to time, wherein said observation model probabilistically relates measurement data related to said first inputs to the possible states and dynamics;
filtering the user composition model to obtain an estimate of a current user composition of the user equipment device; and
targeting one or more assets in the communications network using the estimated current user composition.
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Abstract
A targeted advertising system selects an asset (e.g., ad) for a current user of a user equipment device (e.g., a digital set top box in a cable network). The system can first operate in a learning mode to receive user inputs and develop evidence that can characterize multiple users of the user equipment device audience. In a working mode, the system can process current user inputs to match a current user to one of the identified users of that user equipment device audience. Fuzzy logic and/or stochastic filtering may be used to improve development of the user characterizations, as well as matching of the current user to those developed characterizations. In this manner, targeting of assets can be implemented not only based on characteristics of a household but based on a current user within that household.
175 Citations
31 Claims
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1. A method for use in targeting assets to users of user equipment devices in a communications network, comprising the steps of:
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operating a processor to progressively incorporate, over time, a plurality of user inputs by one or more users of a user equipment device into a model of a user composition of the one or more users, the model including a plurality of user classification parameters, and wherein the progressively incorporating comprises; developing an observation model based on first inputs by one or more users with respect to one or more user equipment devices; and developing a signal model reflective of the possible states and dynamics of a user composition of one or more users of a first user equipment device with respect to time, wherein said observation model probabilistically relates measurement data related to said first inputs to the possible states and dynamics; filtering the user composition model to obtain an estimate of a current user composition of the user equipment device; and targeting one or more assets in the communications network using the estimated current user composition. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31)
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Specification