METHOD AND APPARATUS TO PERFORM REAL-TIME AUDIENCE ESTIMATION AND COMMERCIAL SELECTION SUITABLE FOR TARGETED ADVERTISING

• US 20160142754A1
• Filed: 11/23/2015
• Published: 05/19/2016
• Est. Priority Date: 05/02/2006
• Status: Active Grant

• Current Assignee: Invidi Technologies Corporation
• Original Assignee: Invidi Technologies Corporation
• Inventors: Kouritzin, Michael, Kim, Surrey, Hailes, Jarett, Sheehan, Patrick M., Peterson, Alden Lloyd, Cox, Earl
• Granted Patent: US 9,693,086 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: H04H 20/106 Receiver-side switching
• CPC Class Codes: H04H 60/45 for identifying users
• CPC Class Codes: H04H 60/63 for services of sales data processing systems or methods specially adapted for electronic commerce G06Q30/00
• CPC Class Codes: H04N 21/252 Processing of multiple end-users' preferences to derive collaborative data
• 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 21/2668 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 21/44222 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 21/4661 Deriving a combined profile for a plurality of end-users of the same client, e.g. for family members within a home user profiles in network data switching protocols H04L67/306
• CPC Class Codes: H04N 21/4665 involving classification methods, e.g. Decision trees
• CPC Class Codes: H04N 21/4667 Processing of monitored end-user data, e.g. trend analysis based on the log file of viewer selections
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

A targeted advertising system selects an asset (e.g., ad) for a current user of a user equipment device (e.g., a digital set top box in a cable network). The system can first operate in a learning mode to receive user inputs and develop evidence that can characterize multiple users of the user equipment device audience. In a working mode, the system can process current user inputs to match a current user to one of the identified users of that user equipment device audience. Fuzzy logic and/or stochastic filtering may be used to improve development of the user characterizations, as well as matching of the current user to those developed characterizations. In this manner, targeting of assets can be implemented not only based on characteristics of a household but based on a current user within that household.

Claims

1. A method for use in targeting assets to users of user equipment devices in a communications network, comprising the steps of:

operating a processor to progressively incorporate, over time, a plurality of user inputs by one or more users of a user equipment device into a model of a user composition of the one or more users, the model including a plurality of user classification parameters, and wherein the progressively incorporating comprises;

developing an observation model based on first inputs by one or more users with respect to one or more user equipment devices; and

developing a signal model reflective of the possible states and dynamics of a user composition of one or more users of a first user equipment device with respect to time, wherein said observation model probabilistically relates measurement data related to said first inputs to the possible states and dynamics;

filtering the user composition model to obtain an estimate of a current user composition of the user equipment device; and

targeting one or more assets in the communications network using the estimated current user composition.

2. The method of claim 1, wherein the filtered user composition model is free of user equipment device usage patterns for the users obtained before the progressive incorporation of the plurality of user inputs.

3. The method of claim 1, further comprising:

receiving first user inputs at a first time; and

receiving second user inputs at a second time after the first time, and wherein the second user inputs are incorporated into the model to a greater degree than are the first user inputs.

4. The method of claim 1, further comprising:

establishing a reference event, wherein the progressively incorporated inputs occurred at times after the reference event.

5. The method of claim 1, wherein the targeting comprises:

receiving one or more lists of assets for delivery at the user equipment device;

obtaining one or more targeting parameters for the one or more lists of assets; and

determining a level of correspondence between the user classification parameters of the current user composition of the user equipment device and the targeting parameters for the one or more lists of assets.

6. The method of claim 5, wherein the determining is performed in multiple dimensions relating to multiple classification and targeting parameters.

7. The method of claim 6, further comprising:

voting for at least one asset of the one or more lists of assets based on the determined level of correspondence between the user classification parameters of the current user composition of the user equipment device and the targeting parameters for the one or more lists of assets.

8. The method of claim 1, further comprising:

progressively incorporating, over time, a plurality of user inputs by users of a plurality of additional user equipment devices into a plurality of models of user composition of the users, the models including a plurality of user classification parameters;

filtering the user composition models to obtain estimates of current user compositions of the plurality of additional user equipment devices; and

aggregating the current user compositions of the user equipment device and the plurality of additional user equipment devices to obtain a current user composition of an aggregated audience, wherein the targeting comprises using the aggregated audience current user composition for use in targeting one or more assets in the communications network.

9. The method of claim 1, wherein the filtering the user composition model comprises:

employing a stochastic filter to estimate said user composition at a time of interest through an approximate conditional distribution of a signal given the signal and observation models and second inputs by one or more users.

10. The method as set forth in claim 9, wherein said inputs are a click stream of user inputs over time and said observation model models said click stream as a Markov chain.

11. The method as set forth in claim 10, wherein said observation model takes into account programming related information for network content indicated by at least some of said inputs.

12. The method as set forth in claim 11, further comprising the step of processing said Markov chain using a mathematical model wherein observations of said Markov chain may only transition to a subset of a full set of states, where said subset depends on a current state of said Markov chain.

13. The method as set forth in claim 9, wherein said step of developing an observation model comprises modeling said observation model as a Markov chain or a k step Markov chain.

14. The method as set forth in claim 13, wherein the transition function for the observation Markov chain depends upon a position of the signal to estimate.

15. The method as set forth in claim 9, wherein said signal is established as representing said user composition and a separate factor affecting said user inputs.

16. The method as set forth in claim 9, wherein a model of said signal allows for representation of said user composition as including two or more users.

17. The method as set forth in claim 9, wherein a model of said signal allows for representation of a change in said user composition.

18. The method as set forth in claim 17, wherein said change is a change in a number of users associated with said user equipment device.

19. The method as set forth in claim 9, wherein said step of employing a stochastic filter comprises obtaining probabilistic estimates of said signal based on said observation model and measurement data.

20. The method as set forth in claim 19, wherein said step of employing a stochastic filter comprises defining a nonlinear filter to obtain probabilistic estimates of said signal based on said observation model and measurement data.

21. The method as set forth in claim 20, wherein said step of employing a stochastic filter further comprises establishing an approximation filter for approximating operation of said nonlinear filter.

22. The method as set forth in claim 21, wherein said approximation filter is a particle filter.

23. The method as set forth in claim 21, wherein said approximation filter is a discrete space filter.

24. The method as set forth in claim 9, wherein said step of using comprises providing information based on said user composition to a network platform operative to insert assets into a content stream of said network.

25. The method as set forth in claim 24, wherein said information identifies demographics of one or more users of said user equipment device.

26. The method as set forth in claim 25, wherein said platform is operative to aggregate user composition information associated with multiple user equipment devices and to select one or more assets for insertion based on said aggregated information.

27. The method as set forth in claim 26, wherein said platform is operative to process information from multiple user equipment devices as an observation model and to apply a filter with respect to said observation model to estimate an aggregate composition of a network audience at said time of interest.

28. The method as set forth in claim 25, wherein said platform is operative to select assets for insertion based on said aggregate composition and additional information affecting a delivery value of particular assets.

29. The method as set forth in claim 24, wherein said information identifies one or more appropriate assets for delivery to said user equipment device based on said user composition.

30. The method as set forth in claim 9, wherein said step of using comprises selecting, at said user equipment device, an asset for delivery to said one or more users.

31. The method as set forth in claim 9, wherein said step of using comprises reporting a goodness of fit of an asset delivered at said user equipment device with respect to said one or more users.