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Sequential delivery of advertising content across media devices

  • US 9,980,011 B2
  • Filed: 07/25/2016
  • Issued: 05/22/2018
  • Est. Priority Date: 07/24/2015
  • Status: Active Grant
First Claim
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1. A method for delivering advertising content sequentially to a consumer across two or more display devices, the method being performed by at least one computer system containing at least one hardware processor and at least one memory storing instructions that when executed by the at least one processor, cause the at least one computer system to perform operations comprising:

  • receiving, by the at least one hardware processor, a pricepoint and one or more campaign descriptions from an advertiser, wherein each of the campaign descriptions comprises a schedule for sequential delivery of two or more items of advertising content across two or more devices accessed by a consumer, wherein the devices include a TV and one or more mobile devices, and a target audience, wherein the target audience is defined by one or more demographic factors;

    defining, by the at least one hardware processor, a pool of consumers based on a graph of consumer properties, the graph being of a set of nodes and edges connecting pairs of nodes, where two nodes that are connected by an edge are similar to one another according to at least a criterion, and wherein a weight of an edge defines a strength of similarity, the graph containing information about the two or more TV and mobile devices used by each consumer, demographic and online behavioral data on each consumer and similarities between pairs of consumers, and wherein the pool of consumers comprises consumers having at least a threshold similarity to a member of the target audience;

    receiving, by the at least one hardware processor, inventory comprises one or more slots for TV and online;

    identifying, by the at least one hardware processor, one or more advertising targets, wherein each of the one or more advertising targets comprises a sequence of slots consistent with one or more of the campaign descriptions, and an overall cost consistent with the pricepoint;

    allocating, by the at least one hardware processor, the advertising content of the one or more campaign descriptions to the one or more advertising targets;

    for each slot in the sequence of slots, making a bid on the slot consistent with the pricepoint;

    for a first slot where a bid is a winning bid;

    instructing, by the at least one hardware processor, a first content provider to deliver a first item of advertising content in the first slot and a first performance tag to the pool of consumers on a first device;

    receiving, by the at least one hardware processor, a first datum from the first performance tag to validate whether a particular consumer viewed the first item of advertising content on the first device; and

    depending on the first datum, for a second slot where a bid is a winning bid, instructing, by the at least one hardware processor, a second content provider to deliver a second item of advertising content in the second slot and a second performance tag to the particular consumer on a second device,wherein one of the first device and the second device is a TV, and the other device is a mobile device.

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