TARGETED TELEVISION ADVERTISEMENTS BASED ON ONLINE BEHAVIOR

• US 20080259906A1
• Filed: 04/17/2007
• Published: 10/23/2008
• Est. Priority Date: 04/17/2007
• Status: Active Grant

• Current Assignee: Intent IQ, LLC (AlmondNet, Inc.)
• Original Assignee: AlmondNet, Inc.
• Inventors: Shkedi, Roy
• Granted Patent: US 7,861,260 B2
• Time in Patent Office: Days
• US Class Current: 370/352
• CPC Class Codes: G06F 16/248 Presentation of query results
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: H04L 12/66 Arrangements for connecting between networks having differing types of switching systems, e.g. gateways
• CPC Class Codes: H04L 61/5007 Internet protocol [IP] addresses
• CPC Class Codes: H04L 67/306 User profiles
• 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 21/42684 Client identification by a unique number or address, e.g. serial number, MAC address, socket ID network arrangements, protocols or services for addressing or naming H04L61/00
• CPC Class Codes: H04N 21/44222 Analytics of user selections, e.g. selection of programs or purchase activity monitoring of user selections in data processing systems G06F11/34; arrangements for monitoring the user's behaviour or opinions in broadcast systems H04H60/33
• CPC Class Codes: H04N 21/44224 Monitoring of user activity on external systems, e.g. Internet browsing
• 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 21/6125 involving transmission via Internet transmission by internet of broadcast information H04H60/82
• CPC Class Codes: H04N 21/64322 IP
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

In a method for delivering targeted television advertisements based on online behavior, IP addresses indicating online access devices and IP addresses indicating television set-top boxes are electronically associated for a multitude of users. Using user profile information derived from online activity from one of the online access IP addresses, a television advertisement is selected, such as by using behavioral targeting or demographic information, and automatically directed to the set-top box indicated by the set-top IP address associated with that online access IP address. Preferably neither the user profile information nor the electronic association of online access and set-top box IP addresses includes personally identifiable information.

Claims

1. A computer-implemented method comprising:

(a) electronically associating online access IP addresses and received set-top box IP addresses for each of a multitude of users; and

(b) using user profile information derived from online activity from a first one of the online access IP addresses to automatically cause a first television advertisement to be directed to the set-top box indicated by the set-top box IP address associated with the first online access IP address.

2. The method of claim 1 wherein neither the user profile information in part (b) nor the association between the first online access IP address and its associated set-top box IP address includes personally identifiable information.

3. The method of claim 1

(i) further comprising using user profile information derived from online activity from a second one of the online access IP addresses to automatically cause a second television advertisement to be directed to the set-top box indicated by the set-top box IP address associated with the second online access IP address.

(ii) wherein which television advertisement is delivered to which set-top box depends on differences between the online activities from the first and second online access IP addresses, respectively.

4. The method of claim 3 wherein neither the user profile information in part (i) nor the association between the second online access IP address and its associated set-top box IP address includes personally identifiable information.

5. The method of claim 1 further comprising storing electronic associations between the online access IP addresses and the received set-top box IP addresses.

6. The method of claim 1 wherein the online activity comprises requesting a search.

7. The method of claim 1 wherein the first television advertisement is caused to be directed to the set-top box upon first being contacted by the set-top box after the user profile information is derived.

8. The method of claim 1 wherein the first television advertisement is selected from among a plurality of possible television advertisements based on the user profile information derived from the online activity from the first online access IP address.

9. The method of claim 8 wherein the first television advertisement is selected based at least partly on demographic or behavioral attributes included in the user profile information.

10. The method of claim 1 wherein the first television advertisement is selected based at least partly on the basis of television content viewed at the time the first television advertisement is to be presented by the set-top box.

11. The method of claim 1 wherein the online access and set-top box IP addresses are both received from a service provider that provides both online access and television service to each of the multitude of users.

12. The method of claim 11 wherein the association of the online access and set-top box IP addresses of each user is based on at least a pseudonym assigned to the associated IP addresses of that user.

13. The method of claim 11 wherein part (a) comprises the act of storing the online access IP addresses and the set-top box IP addresses, and further comprising updating at least one of the received online access IP addresses or at least one of the received set-top box addresses.

14. The method of claim 1 wherein the association of the online access and set-top box IP addresses of each user is based on a common IP address to which network traffic is routed for both the online access device and set-top box of that user.

15. The method of claim 14 wherein the common IP address is an IP address dynamically assigned to a modem or router used by the user for online access and connected to the user'"'"'s set-top box.

16. The method of claim 14 further comprising:

(i) receiving an identifier corresponding to the set-top box of the user; and

(ii) causing the television advertisement to be transmitted only if directed to the set-top box corresponding to the identifier.

17. The method of claim 14 wherein part (a) comprises the act of storing the common IP address, and further comprising updating the common IP address of the user.

18. The method of claim 14 wherein part (a) comprises the act of storing the common IP address, and further comprising periodically updating the common online access and set-top box IP address of the user.

19. The method of claim 14 wherein:

(i) the user profile information in part (b) includes a list of online access IP addresses corresponding to specific online activities and times and dates corresponding to each of the online activities; and

(ii) the television advertisement is caused to be directed to the set-top box of one of the users only if any of the listed online access IP addresses corresponding to the specific online activities and the corresponding dates and times of the online activities match the common IP address assigned to that user and the date and time corresponding thereto.

20. The method of claim 19 wherein part (a) comprises the act of storing the common IP address and dates and times corresponding thereto, and further comprising periodically updating (i) the common IP address and times and dates corresponding thereto or (ii) the list of online access IP addresses corresponding to specific online activities and time and dates corresponding to each of the online activities.

21. The method of claim 1 wherein the first television advertisement is received at a central ad server and directed to the set-top box.

22. The method of claim 1 wherein part (b) comprises directing instructions to a profile provider, to an online site, or to an ad server to direct the first television advertisement to the set-top box.

23. The method of claim 1 wherein part (b) comprises directing instructions to the set-top box to retrieve the first television advertisement from a profile provider, from an online site, or from a central ad server.

24. The method of claim 1 wherein the first television advertisement is caused to be directed only in response to a request for advertisements originating from the user'"'"'s set-top box.

25. The method of claim 1 wherein the first television advertisement can be directed without a request for advertisements originating from the user'"'"'s set-top box.

26. The method of claim 1 wherein the online access IP address of each user is an IP address associated with a modem or router used by that user for online access.

27. The method of claim 1 wherein only advertisements satisfying criteria selected by each user are directed to the set-top box of that user.

28. The method of claim 1 further comprising receiving a revenue amount as a result of directing the advertisement.

29. The method of claim 1 further comprising paying a revenue amount to a profile provider as a result of using the user profile information in part (b).

30. A computer-implemented method comprising electronically delivering, to a server that electronically associates a multitude of online access IP addresses and IP addresses indicating corresponding television set-top boxes, user profile information derived from online activity from a first online access IP address, as a result of which a first selected television advertisement can be directed to the set-top box indicated by the set-top box IP address associated with the first online access IP address.

31. The method of claim 30 wherein neither the user profile information nor the association between the first online access IP address and its associated set-top box IP address includes personally identifiable information.

32. The method of claim 30 further comprising electronically delivering, to the server, user profile information derived from online activity from a second one of the online access IP addresses, as a result of which a second television advertisement, different from the first television advertisement, can be directed to the set-top box indicated by the set-top box IP address associated with the second online access IP address, wherein which television advertisement is to be delivered to which set-top box depends on differences between the online activities from the first and second IP addresses, respectively.

33. The method of claim 32 wherein neither the user profile information derived from the online activity from the second online access IP address nor the association between the second online access IP address and its associated set-top box IP address includes personally identifiable information.

34. The method of claim 30 further comprising receiving a revenue amount from a proprietor of the server as a result of the electronic delivering act.

35. The method of claim 30 further comprising receiving a revenue amount as a result of the electronic delivering act, wherein the revenue amount is received in response to each instance in which revenue is generated as a result of displaying the selected television advertisement on the set-top box associated with the first online access IP address.

36. The method of claim 30 further comprising electronically identifying the first television advertisement for subsequent direction to the set-top box.

37. The method of claim 36 wherein the first television advertisement is selected based at least partly on a specific search request, which request has originated from the online access IP address.

38. The method of claim 36 wherein the first television advertisement is selected based at least partly on demographic or behavioral attributes included in the derived user profile information.

39. The method of claim 36 further comprising receiving a revenue amount from a provider of the television advertisement as a result of electronically delivering the user profile information.

40. The method of claim 39 wherein the revenue amount is received from an advertiser that has contracted to display a TV ad to persons who have characteristics contained in the user profile information.

41. The method of claim 30 further comprising electronically delivering the first television advertisement to the server for subsequent direction to the set-top box.

42. The method of claim 30 further comprising directing the television advertisement to the set-top box in response to instructions received from the server.

43. The method of claim 30 wherein (i) the step of electronically delivering user profile information comprises delivering the first user online access IP address.

44. A computer-implemented method of operating an Internet site comprising electronically delivering user profile information derived from online activity on the Internet site from a first online access IP address, as a result of which:

(a) a server, which electronically associates a multitude of online access IP addresses and IP addresses indicating corresponding television set-top boxes, causes direction of a select television advertisement to the set-top box indicated by the set-top box IP address associated with the first online access IP address, and (b) a revenue amount is received.

45. The method of claim 44 wherein the user profile information derived from the online activity from the first online access IP address does not include personally identifiable information.

46. The method of claim 45 wherein the user profile information derived from the online activity comprises an indication of a search request originating from the first online access IP address.

47. The method of claim 45 wherein the user profile information derived from the online activity comprises demographic attributes collected through the Internet site from the first online access IP address.

48. The method of claim 44 wherein (i) the step of electronically delivering user profile information derived from the online activity comprises delivering a first user online access IP address;

(ii) the selection of a television advertisement to be delivered to the STB associated with the first user online access IP address is performed by the online site; and

(iii) the selection of a television advertisement is based on user profile information not delivered by the site.

49. The method of claim 44 wherein the step of electronically delivering user profile information derived from the online activity comprises redirecting a user accessing the site from the first online access IP address.

50. The method of claim 44 wherein the revenue amount of part (b) is received from an advertiser that has contracted with the proprietor of the Internet site to display a TV ad to an audience of the Internet site.

51. The method of claim 44 wherein the revenue amount of part (b) is received in response to each instance in which revenue is generated as a result of displaying the select television advertisement on the set-top box associated with the first online access IP address.