TARGETED ADVERTISEMENT IN THE DIGITAL TELEVISION ENVIRONMENT

• US 20080109376A1
• Filed: 10/30/2007
• Published: 05/08/2008
• Est. Priority Date: 10/30/2006
• Status: Active Grant

• Current Assignee: Maxlinear Incorporated
• Original Assignee: Maxlinear Incorporated
• Inventors: Walsh, Brendan, Ling, Curtis
• Granted Patent: US 8,700,449 B2
• Time in Patent Office: Days
• US Class Current: 705/80
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0264 based upon schedule
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 50/188 Electronic negotiation
• CPC Class Codes: H04N 21/25435 involving characteristics of content or additional data, e.g. video resolution or the amount of advertising
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

A method for targeted advertisement includes storing a profile tag associated with each user in a device maintained by that user. Each profile tag includes the demographic information of its associated user. A multitude of target tags are also transmitted to the users. Each target tag is associated with an advertiser and includes the demographic information of the users. The advertisements and their corresponding target tags are transmitted and cached in the devices maintained by the users. The number of matches between the target tags and the user profiles are supplied to their respective advertisers. The advertisers use the matching number to modify the prices they are willing to offer for the commercial break. The target tags include information that is used to select one of the cached advertisement for playing during the commercial break.

Claims

1. A method for targeting an advertisement, the method comprising:

storing a profile tag in each of a plurality of digital devices, each profile tag comprising demographic information of an associated user;

transmitting first and second target tags each comprising demographic information of a plurality of users, the first target tag being associated with a first advertisement and the second target tag being associated with a second advertisement;

identifying a first number of matches defined by a first measure of similarity between the first target tag and the profile tags of the plurality of users;

supplying the first number to a first advertiser attempting to play the first advertisement during a first commercial break;

identifying a second number of matches defined by a second measure of similarity between the second target tag and the profile tags of the plurality of users;

supplying the second number to a second advertiser attempting to play the second advertisement during the first commercial break;

enabling the first and second advertisers to compete for a right to advertise during the first commercial break, said first and second advertisers to make offers using the first and second matching numbers;

using the offers to select one of the first and second advertisements; and

playing the selected advertisement during the first commercial break.

2. The method of claim 1 further comprising:

transmitting the first advertisement using a first logical channel different than a second logical channel used to broadcast regular programming;

transmitting the second advertisement using one of the first logical channel and a third logical channel; and

caching the first and second advertisements in the plurality of digital devices.

3. The method of claim 2 further comprising:

caching the first and second target tags in the plurality of digital devices.

4. The method of claim 3 wherein each of said first and third logical channels has a data rate lower than a data rate of the second logical channel.

5. The method of claim 4 further comprising:

storing the regular program interrupted during the first commercial break;

playing one of the cached first and second advertisements during the first commercial break; and

resuming playing of the time-shifted regular program following termination of the first commercial break.

6. The method of claim 5 further comprising:

storing the played advertisement in a second cache.

7. The method of claim 6 further comprising:

tracking a number of interactions between a user and the advertisement stored in the second cache of the digital device associated with the user.

8. The method of claim 7 wherein each profile tag further comprises preference information.

9. The method of claim 8 wherein said preference information is updated in accordance with the user'"'"'s behavior.

10. The method of claim 9 wherein said preference information is supplied by its user in a survey.

11. The method of claim 8 wherein said first number of matches are further defined by geographical locations of the plurality of digital devices.

12. The method of claim 11 wherein said first number of matches are determined by the plurality of digital devices.

13. The method of claim 11 wherein said first number of matches are determined by a remote server.

14. The method of claim 6 further comprising:

refreshing the advertisement stored in the second cache.

15. The method of claim 11 further comprising:

loading a web browser to enable a user to whom one of the first and second cache advertisements is played to access a web site to make an inquiry about the advertised product/service.

16. The method of claim 11 further comprising:

autodialing a phone number to enable a user to whom one of the first and second cache advertisements is played to make an inquiry about the advertised product/service.

17. The method of claim 11 further comprising:

establishing a subscription fee of at least one of the users in accordance with a number or duration of commercial breaks the user is caused to experience.

18. The method of claim 1 wherein the selection is made using data included in the target tags of the first and second target tags.

19. A method for targeting an advertisement, the method comprising:

storing a profile tag in each of a plurality of digital devices, each profile tag comprising demographic information of an associated user;

transmitting an advertisement and an associated target tag comprising demographic information of a plurality of users;

identifying a number of matches defined by a measure of similarity between the target tag and the profile tags of the plurality of users;

supplying the identified number to an advertiser attempting to play the advertisement during a commercial break;

enabling the advertiser and a service provider to negotiate an offer for the advertisement to be played during the commercial break, said offer being defined by the identified number;

playing the advertisements during the first commercial break if the agreement is reached.

20. The method of claim 19 further comprising:

transmitting the advertisement using a first logical channel different than a second logical channel used to broadcast regular programming;

said first logical channel having a lower data rate than the second logical channel; and

caching the advertisement and the target tag in the matching digital devices prior to playing the advertisement.

21. The method of claim 20 further comprising:

storing the regular programming interrupted during the first commercial break;

playing the cached advertisements during the first commercial break; and

resuming playing of the time-shifted regular programming following termination of the first commercial break.

22. The method of claim 21 further comprising:

caching the played advertisement in a second cache.

23. The method of claim 22 further comprising:

tracking a number of interactions between a user and the advertisement stored in the second cache of the user'"'"'s associated digital device.

24. The method of claim 23 wherein each profile tag further comprises preference information.

25. The method of claim 24 wherein said preference information is updated in accordance with the user'"'"'s behavior.

26. The method of claim 25 wherein said preference information is supplied by its user in a survey.

27. The method of claim 19 wherein said number of matches is further defined by geographical locations of the plurality of digital devices.

28. The method of claim 19 wherein said number of matches is determined by the plurality of digital devices.

29. The method of claim 19 wherein said first number of matches is determined at a remote server.

30. The method of claim 22 further comprising:

refreshing the advertisement stored in the second cache.

31. The method of claim 27 further comprising:

loading a web browser to enable a user to whom the cached advertisement is played during first commercial break to access a web site to make an inquiry about the advertised product/service.

32. The method of claim 27 further comprising:

autodialing a phone number to enable a user to whom the cached advertisement is played during the commercial break to make an inquiry about the advertised product/service.

33. The method of claim 19 further comprising:

establishing a subscription fee of at least one of the plurality of users in accordance with a number or duration of commercial breaks the user is caused to experience.

34. A digital receiver comprising:

a memory configured to store a profile tag comprising demographic information of an associated user;

a first cache configured to store a plurality of advertisements and a plurality of target tags received via a first channel, each target tag being associated with a different one of a plurality of advertisements and comprising an offer price for the associated advertisement;

said digital receiver further configured to;

compare the profile tag to each of the target tags to identify a plurality of measures of similarity;

transmit the plurality of measures of similarity;

compare the plurality of advertisement offers included in the plurality of target tags; and

select and play one of the plurality of stored advertisements during a commercial break.

35. The digital receiver of claim 34 wherein said digital receiver is configured to receive the plurality of advertisements using a first logical channel different than a second logical channel used to broadcast regular programming, wherein said first logical channel has a data rate lower than a data rate of the second logical channel.

36. The digital receiver of claim 35 wherein said digital receiver is further configured to:

interrupt a regular program during the commercial break;

play the selected advertisements during the commercial break; and

resume playing the regular program following termination of the commercial break in a time-shifted manner.

37. The digital receiver of claim 36 further comprising:

a second cache adapted to store the played advertisement;

said digital receiver further configured to track a number of interactions between the associated user and the advertisement stored in the second cache.

38. The digital receiver of claim 37 wherein each profile tag further comprises preference information.

39. The digital receiver of claim 38 wherein said preference information is supplied by the associated user in a survey, said preference information to be updated in accordance with the associated user'"'"'s behavior.

40. The digital receiver of claim 39 wherein the measure of similarity for the digital receiver is further determined by its geographical location.

41. The digital receiver of claim 40 further comprising a module adapted to refresh the advertisement stored in the second cache.

42. The digital receiver of claim 40 further comprising a web browser adapted to enable the associated user to access a web site to make an inquiry about the advertised product/service.

43. The digital receiver of claim 40 further comprising an autodialer adapted to autodial a phone number to enable the associated user to make an inquiry about the advertised product/service.

44. A digital receiver comprising:

a memory configured to store a profile tag comprising demographic information of an associated user;

a first cache configured to store an advertisements and a target tag received via a first channel, the target tag comprising an offer price for playing the associated advertisement;

said digital receiver further configured to;

compare the profile tag to the target tag to determine a measure of similarity;

transmit the measure of similarity to the advertiser;

receive an updated offer price representative of the measure of similarity; and

play the advertisement during a commercial break if the updated agreement is accepted by a service provider.

45. The digital receiver of claim 44 wherein said digital receiver is further configured to receive the advertisement using a first logical channel different than a second logical channel used to broadcast regular programming, wherein said first logical channel has a data rate lower than a data rate of the second logical channel.

46. The digital receiver of claim 45 wherein said digital receiver is further configured to:

interrupt a regular program during the commercial break;

play the advertisement during the commercial break; and

resume playing the regular program following termination of the commercial break in a time-shifted manner.

47. The digital receiver of claim 46 further comprising:

a second cache adapted to store the played advertisement;

said digital receiver further configured to track a number of interactions between a user and the advertisement stored in the second cache.

48. The digital receiver of claim 47 wherein the profile tag further comprises preference information.

49. The digital receiver of claim 48 wherein said preference information is supplied by its user in a survey and is updated in accordance with the user'"'"'s behavior.

50. The digital receiver of claim 49 wherein the measures of similarity is further determined by a geographical location of the digital receiver.

51. The digital receiver of claim 50 further comprising a module adapted to refresh the advertisement stored in the second cache.

52. The digital receiver of claim 51 further comprising a web browser adapted to enable the associated user to access a web site to make an inquiry about the advertised product/service.

53. The digital receiver of claim 51 further comprising an autodialer adapted to autodial a phone number to enable the associated user to make an inquiry about the advertised product/service.

54. A system adapted to transmit targeted advertisement to a plurality of digital devices associated with a plurality of users, the system comprising:

a transmitter adapted to transmit a first target tag, a first advertisement, a second target tag, and a second advertisement to the plurality of digital receivers associated with a plurality of users, each of the first and second target tags comprising demographic information of the plurality of users, the first target tag being associated with the first advertisement of a first advertiser and the second target tag being associated with the second advertisement of a second advertiser;

a receiver adapted to receive a first number of matches identified by a first measure of similarity between the first target tag and a plurality of profile tags associated with the plurality of users, and a second number of matches identified by a second measure of similarity between the second target tag and the plurality of profile tags; and

a networked system adapted to enable the first and second advertisers to make offers for a right to advertise during a commercial break, said first and second advertisers being enabled to vary their offers in accordance with the received first and second number of matches, wherein said transmitter is further adapted to transmit modified target tags comprising modified offers to at least a subset of the plurality of users characterized as having profile tags matching the first and second target tags, wherein one of the modified target tags causes a subset of the plurality of devices associated with the subset of plurality of users to play one of the first and second advertisement during a commercial break.

55. The system of claim 54 wherein the system is adapted to transmit the first advertisement using a first logical channel different than a second logical channel used to broadcast regular programming, and transmit the second advertisement using one of the first logical channel and a third logical channel, wherein said first and third logical channels have data rates lower than a data rate of the second logical channel.

56. A system adapted to transmit targeted advertisement to a plurality of digital devices associated with a plurality of users, the system comprising:

a transmitter adapted to transmit a target tag and an advertisement to the plurality of digital devices, the target tag comprising demographic information of the plurality of users, the target tag being associated with the advertisement of an advertiser;

a receiver adapted to receive a number of matches identified by a first measure of similarity between the target tag and a plurality of user profile tags associated with the plurality of users; and

a networked system adapted to enable the advertiser and a service provider to negotiate and reach a financial agreement for the advertisement in accordance with the identified number;

wherein said transmitter is further adapted to transmit updated information to at least a subset of the users identified by the matches and in response causing the advertisement to be played during a commercial break to the subset of the users.