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

• Current Assignee: Videoamp, Inc.
• Original Assignee: Videoamp, Inc.
• Inventors: Ray, Debajyoti, McCray, Ross, Gullo, David, Prasad, Jay
• Primary Examiner(s): Corbo, Nicholas T
• Application Number:
  US15/219,264
• Publication Number:
  US 20170034592A1
• Time in Patent Office: 666 Days
• Field of Search: None
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: H04N 21/25866 Management of end-user data customer care in data networks H04L41/5077
• 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 21/25891 being end-user preferences retrieval of video data in a video database based on user preferences G06F16/739; arrangements for recognizing users' preferences H04H60/46; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18
• 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 21/4126 The peripheral being portable, e.g. PDAs or mobile phones
• CPC Class Codes: H04N 21/41407 embedded in a portable device, e.g. video client on a mobile phone, PDA, laptop constructional details of equipment or arrangements specially adapted for portable computer application G06F1/1626; arrangements specially adapted for mobile receivers in broadcast systems H04H20/57
• CPC Class Codes: H04N 21/44016 involving splicing one content stream with another content stream, e.g. for substituting a video clip
• CPC Class Codes: H04N 21/44224 Monitoring of user activity on external systems, e.g. Internet browsing
• CPC Class Codes: H04N 21/44226 on social networks
• CPC Class Codes: H04N 21/4532 involving end-user characteristics, e.g. viewer profile, preferences monitoring of user activities for profile generation for accessing a video database G06F16/739; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 21/8456 by decomposing the content in the time domain, e.g. in time segments

Abstract

The technology relates to sequential or tailored delivery of advertising content across a plurality of media conduits. The invention achieves sequential story telling for advertising campaigns in place of single-series advertising, by delivering over a period of several sessions on a variety of devices. An advertiser can air a campaign on a consumer individual'"'"'s cell phone device, continue the second portion of the campaign via a desktop browser session, and conclude with the third portion of the campaign on the individual'"'"'s OTT device. The technology provides advanced controls over targeting and scheduling with high precision.

Claims

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.

2. The method of claim 1, further comprising:

obtaining, by the at least one hardware processor, a second datum from the second performance tag for the second item of advertising content; and

,

optionally, instructing, by the at least one hardware processor, a third content provider to deliver an additional item of advertising content to an additional slot accessible to the consumer on a third device, based on the second datum,

wherein the third device is optionally the same as either the first device or the second device.

3. The method of claim 1, wherein the first item of advertising content and the second item of advertising content are sequential parts of a narrative.

4. The method of claim 1, wherein the first datum comprises a confirmation whether the consumer has seen the first item of advertising content, and the second item of advertising content is not delivered to the consumer until the consumer has seen the first item of advertising content.

5. The method of claim 1, wherein the pool of consumers comprises a first group of consumers having a first threshold similarity to a member of the target audience, and a second group of consumers having a second threshold similarity to a member of the target audience, and wherein the first item of advertising content is present in two versions, and the first version is delivered to a first slot of inventory accessible to the first group of consumers and a second version is delivered to a second slot of inventory accessible to the second group of consumers.

6. The method of claim 1, wherein the first datum comprises an indication of whether the consumer has skipped or declined to view the first item of advertising content, and the second item of advertising content is not delivered to the consumer if the consumer has skipped or declined to view the first item of advertising content.

7. The method of claim 1, wherein the first datum comprises an indication of whether the consumer has purchased a product featured in the first item of advertising content, and the second item of advertising content is not delivered to the consumer if the consumer has purchased the product.

8. The method of claim 2, wherein the second performance tag for the second item of advertising content includes a gross rating point, and wherein if the gross rating point is below a target number, one or more of the first and second items of advertising content, or a third item of advertising content, is delivered to a third slot of inventory accessible to the consumer on a TV.

19. The method of claim 1, wherein the information about two or more TV and mobile devices used by each consumer has been obtained probabilistically at least in part.

9. A method for optimizing an advertising campaign, 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 one 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 selected from;

age range, gender, and location;

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 devices used by each consumer, demographic 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, a list of inventory from one or more content providers, wherein the list of inventory comprises one or more segments 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 based on the inventory;

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;

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

applying, by the at least one hardware processor, a machine learning technique to the first and second performance tags, in order to improve the allocating the advertising content of the one or more campaign descriptions to the one or more advertising targets.

12. The method of claim 9, further comprising:

obtaining, by the at least one hardware processor, a second datum from the second performance tag for the second item of advertising content; and

,

optionally, instructing, by the at least one hardware processor, a third content provider to deliver an additional item of advertising content to an additional slot accessible to the consumer on a third device, based on the second datum,

wherein the third device is optionally the same as either the first device or the second device.

13. The method of claim 12, wherein a second performance tag for the second item of advertising content includes a gross rating point, and wherein if the gross rating point is below a target number, one or more of the first and second items of advertising content, or a third item of advertising content, is delivered to a third slot of inventory accessible to the consumer on a TV.

14. The method of claim 9, wherein the first item of advertising content and the second item of advertising content are sequential parts of a narrative.

15. The method of claim 9, wherein the first datum comprises a confirmation whether the consumer has seen the first item of advertising content, and the second item of advertising content is not delivered to the consumer until the consumer has seen the first item of advertising content.

16. The method of claim 9, wherein the first datum comprises an indication of whether the consumer has skipped or declined to view the first item of advertising content, and the second item of advertising content is not delivered to the consumer if the consumer has skipped or declined to view the first item of advertising content.

17. The method of claim 9, wherein the first datum comprises an indication of whether the consumer has purchased a product featured in the first item of advertising content, and the second item of advertising content is not delivered to the consumer if the consumer has purchased the product.

18. The method of claim 9, wherein the pool of consumers comprises a first group of consumers having a first threshold similarity to a member of the target audience, and a second group of consumers having a second threshold similarity to a member of the target audience, and wherein the first item of advertising content is present in two versions, and the first version is delivered to a first slot of inventory accessible to the first group of consumers and a second version is delivered to a second slot of inventory accessible to the second group of consumers.

10. 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:

constructing, by the at least one hardware processor, a graph of consumer properties for a pool of consumers, 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 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;

identifying, by the at least one hardware processor, a consumer in the pool of consumers based on one or more demographic factors, and based on one or more indices of similarity to members of a target audience;

identifying, by the at least one hardware processor, two or more display devices accessible to the consumer, wherein the two or more display devices comprise at least one TV and at least one mobile device;

purchasing two or more slots of advertising inventory wherein one or more slots are delivered on a TV, and one or more slots are delivered on a mobile device;

instructing, by the at least one hardware processor, a first media conduit to deliver a first item of advertising content to the consumer on a first device, and, if the media conduit confirms that the consumer was exposed to the first item of advertising content, instructing, by the at least one hardware processor, a second media conduit to deliver a second item of advertising content to the consumer on a second device, wherein one of the first and second devices is a TV, and one of the first and second devices is a mobile device.

11. A method of controlling sequential delivery of cross-screen advertising content to a consumer, 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:

constructing, by the at least one hardware processor, a graph of consumer properties for a pool of consumers, 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 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;

determining, by the at least one hardware processor, that the consumer in the pool of consumers is a member of a target audience;

identifying, by the at least one hardware processor, a first and second device accessible to the consumer;

receiving, by the at least one hardware processor, instructions for placement of a first and second item of advertising content on the first and second device, consistent with an advertising budget and the target audience;

causing, by the at least one hardware processor, a first media conduit to deliver the first item of advertising content to the first device; and

when the first item of advertising content has been viewed by the consumer, causing, by the at least one hardware processor, a second media conduit to deliver the second item of advertising content to the second device,

wherein the first and second device comprise a TV and a mobile device.