System and method for online trading of television advertising space

• US 20060253323A1
• Filed: 03/14/2006
• Published: 11/09/2006
• Est. Priority Date: 03/15/2005
• Status: Abandoned Application

• Current Assignee: Optical Entertainment Network, Inc.
• Original Assignee: Optical Entertainment Network, Inc.
• Inventors: Phan, John, Easty, Allen D.
• Application Number:
  US11/374,882
• Publication Number:
  US 20060253323A1
• Time in Patent Office: Days
• US Class Current: 705/14.530
• 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: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: H04H 20/106 Receiver-side switching
• CPC Class Codes: H04H 20/82 using signals not modulated onto a carrier
• CPC Class Codes: H04H 60/46 for recognising users' preferences

Abstract

An online targeted advertising system comprises a first interface operable to enable a TV program distributor to access an online targeted advertising exchange and identify ad avails as commodities, a second interface operable to enable a TV-viewing household to access the online targeted advertising exchange and carry out transactions related to the identified ad avails, and a third interface operable to enable an advertiser to access the online targeted advertising exchange and carry out transactions related to the identified ad avails.

Claims

1. An online targeted advertising system, comprising:

a first interface operable to enable a TV program distributor to access an online targeted advertising exchange and identify ad avails as commodities;

a second interface operable to enable a TV-viewing household to access the online targeted advertising exchange and carry out transactions related to the identified ad avails; and

a third interface operable to enable an advertiser to access the online targeted advertising exchange and carry out transactions related to the identified ad avails.

2. The system of claim 1, further comprising a database for storing TV-viewing household profile data.

3. The system of claim 2, wherein the TV-viewing household profile database comprises at least one of demographics data, geographic data, survey data, personal preference data, online activity data, advertiser-generated data, telephone activity data, past purchases data, and TV viewing data.

4. The system of claim 1, further comprising a database for storing TV programming data and time slots for running advertisements.

5. The system of claim 1, further comprising a database for storing advertisements.

6. The system of claim 1, wherein the third interface further comprises a coordinated cross-platform advertising option enabling the advertiser to deliver consistent targeted advertising via at least one of online advertisement, ad-supported telephone dial-tone, mobile device display advertisement, and video-on-demand header and trailer advertisement.

7. The system of claim 1, wherein the third interface further comprises a specification of a time period for running an ad.

8. The system of claim 1, wherein the third interface further comprises a specification of a number of ad impressions.

9. The system of claim 1, wherein the third interface further comprises an upload interface for uploading an ad by the advertiser.

10. The system of claim 1, wherein the third interface further comprises a specification of payment.

11. The system of claim 1, further comprising a fourth interface operable to enable a broker access to the online targeted advertising exchange to facilitate ad avail transactions between advertisers.

12. The system of claim 1, further comprising a fourth interface operable to enable a broker access to the online targeted advertising exchange to facilitate ad avail transactions between the TV-viewing household and the advertiser.

13. The system of claim 1, further comprising a fourth interface operable to enable a broker access to the online targeted advertising exchange to facilitate ad avail transactions between the TV program distributor and the advertiser.

14. The system of claim 1, further comprising a fourth interface operable to enable a broker access to the online targeted advertising exchange to facilitate ad avail transactions between the TV-viewing household and the TV program distributor.

15. An online targeted advertising method, comprising:

enabling a TV program distributor access to an online targeted advertising exchange and identify ad avails as commodities;

enabling a TV-viewing household access to the online targeted advertising exchange and carry out transactions related to the identified ad avails; and

enabling an advertiser access to the online targeted advertising exchange and carry out transactions related to the identified ad avails.

16. The method of claim 15, further comprising enabling the advertiser access to stored TV-viewing household profile data.

17. The method of claim 16, wherein enabling the advertiser access comprises enabling the advertiser access to at least one of demographics data, geographic data, survey data, personal preference data, online activity data, advertiser-generated data, telephone activity data, past purchases data, and TV viewing data.

18. The method of claim 15, further comprising enabling the advertiser access to stored TV programming data and time slots for running advertisements.

19. The method of claim 15, further comprising enabling the advertiser to deliver consistent targeted advertising via at least one of online advertisement, ad-supported telephone dial-tone, mobile device display advertisement, and video-on-demand header and trailer advertisement.

20. The method of claim 15, further comprising enabling the advertiser to specify a time period for running an ad.

21. The method of claim 15, further comprising enabling the advertiser to specify a specification of a number of ad impressions.

22. The method of claim 15, further comprising enabling the advertiser to upload an ad.

23. The method of claim 15, further comprising enabling the advertiser to specify a payment.

24. The method of claim 15, further comprising enabling the advertiser to upload a new ad in response to a change in at least one of advertising strategy, current events, target household, and viewer feedback.

25. The method of claim 15, wherein enabling a TV-viewing household access to the online targeted advertising exchange comprises enabling the TV-viewing household to bid on the identified ad avails.

26. The method of claim 15, wherein enabling an advertiser access to the online targeted advertising exchange comprises enabling the advertiser to bid on the identified ad avails.