In-program content targeting

• US 8,132,203 B2
• Filed: 09/30/2005
• Issued: 03/06/2012
• Est. Priority Date: 09/30/2005
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: de Heer, David L.
• Primary Examiner(s): LONSBERRY, HUNTER B
• Application Number:
  US11/239,763
• Publication Number:
  US 20070079325A1
• Time in Patent Office: 2,349 Days
• Field of Search: 725/32, 725 34- 36, 725 93- 95, 726/35
• US Class Current: 725/34
• CPC Class Codes: H04N 21/234318 by decomposing into objects, e.g. MPEG-4 objects
• 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 21/47205 for manipulating displayed content, e.g. interacting with MPEG-4 objects, editing locally
• CPC Class Codes: H04N 21/4722 for requesting additional data associated with the content
• CPC Class Codes: H04N 21/8456 by decomposing the content in the time domain, e.g. in time segments
• CPC Class Codes: H04N 7/17318 Direct or substantially direct transmission and handling of requests

Abstract

In-program content targeting is described. A default data stream containing default content associated with multiple segments of a particular program is generated and transmitted. An alternate data stream containing alternate content for one or more of the multiple segments is also generated and transmitted. A client device receiving the default content via the default data stream detects the availability of alternate content via the data stream. Based on profile data associated with the client device (or a user of the client device) and profile data associated with the alternate content, the client device may access the alternate data stream for one or more segments of the particular program.

Claims

1. A method implemented at least in part by a computing device, the method comprising:

generating a default data stream as a rights-managed multicast stream, the default data stream comprising default media content corresponding to first and second segments of a media program;

generating an alternate content data stream as a rights-managed multicast stream, the alternate content data stream comprising alternate media content that;

corresponds to the second segment of the media program, but does not correspond to the first segment of the media program; and

includes a program ID and content profile data for targeting the alternate media content to a viewer;

embedding a trigger in the default data stream, wherein the trigger;

indicates that the alternate media content is available to replace the second segment of the default media content; and

includes a target profile ID, the target profile ID being associated with the content profile data of the alternate media content and being used to target the alternate media content to the viewer;

organizing the default data stream and the alternate content data stream into a service collection of rights-managed multicast streams;

transmitting the default data stream as a first rights-managed multicast stream and the alternate content data stream as a second rights-managed multicast stream, the first rights-managed multicast stream being separate from the second rights-managed multicast stream;

mapping the rights-managed multicast streams of the service collection, wherein the mapping provides an association between the alternate media content and the default media content of the service collection;

mapping the program IDs of the alternate content data stream and at least two service collections carrying alternate content data streams;

serving the first and second rights-managed multicast streams over a network to at least one client device, such that the client device can access the default data stream to enable presentation of the default media content corresponding to the first segment of the media program and dynamically access the alternate content data stream to enable presentation of the alternate media content instead of the default media content corresponding to the second segment of the media program;

reporting a connection to the alternate content data stream, the reporting being an alternate content access record;

compiling a report of the alternate content access records indicating a degree to which each alternate content data stream has been accessed; and

generating a bill based on the report of the alternate content access records.

2. The method as recited in claim 1, wherein the client device dynamically accesses the alternate content data stream based on the content profile data and at least one trigger.

3. The method as recited in claim 1, wherein the media program comprises at least one of a television program or a movie.

4. The method as recited in claim 1, wherein the alternate media content comprises a program segment that may be targeted based on at least one of a geographic location, a demographic characteristic, or a psychographic characteristic.

5. The method as recited in claim 1, wherein the alternate media content comprises a program segment that may be targeted based on the profile of a viewer.

6. The method as recited in claim 1, wherein the alternate media content comprises a portion of the media program.

7. The method as recited in claim 1, wherein the alternate media content comprises:

a portion of the media program; and

an advertisement.

8. The method as recited in claim 1, wherein the alternate media content comprises an alternate media program.

21. The method as recited in claim 1, wherein the trigger further includes encoded metadata specifying timing information and program IDs associated with the alternate content data stream for replacing the second segment of the default media content with the alternate media content.

22. The method as recited in claim 1, wherein the first rights-managed multicast stream and the second rights-managed multicast stream are assigned at least one stream identifier, wherein the stream identifier provides an association between the default media content of the default data stream with the alternate media content of the alternate content data stream.

9. A system comprising:

a processor;

a memory;

a tuner application, stored in the memory and executed on the processor, configured to provide access to a plurality of media data streams, the plurality of media streams include at least one default data stream and at least one alternate content data stream, wherein the default data stream and the alternate content data stream are multicast streams;

a profile data store configured to maintain user profile data including whether the user has opted-in for content targeting;

a content targeting application configured to, when the user has opted-in for content targeting;

detect a trigger embedded in the at least one default data stream over which a media program is being received, the trigger being encoded metadata indicating that the at least one alternate content data stream corresponds to a segment of the media program of the default data stream, the trigger having a target profile ID associated with the alternate content data stream for replacing at least one segment of the default data stream;

compare the target profile ID with the user profile data; and

in an event that the alternate content profile data matches the user profile data, direct the tuner application to access the alternate content data stream instead of the default data stream for at least a portion of the media program.

10. A system as recited in claim 9, wherein the media program comprises at least one of a television program or a movie.

11. A system as recited in claim 9, wherein the trigger is detected within the default data stream.

12. A system as recited in claim 9, wherein the trigger is detected within an out-of-band data stream.

13. A system as recited in claim 9, wherein:

the content profile data represents at least one of a demographic characteristic, a psychographic characteristic, or a geographic location; and

the user profile data represents at least one of a demographic characteristic, a psychographic characteristic, or a geographic location.

14. A system as recited in claim 9, implemented as at least one of a television set-top box, a personal computer, or a media center.

15. One or more computer-readable media comprising computer-readable instructions which, when executed, cause a computer system to perform operations comprising:

maintaining user profile data associated with a user of the computer system;

accessing a service collection of rights-managed multicast streams, wherein the service collection includes a default data stream and at least one alternate data stream;

receiving from the service collection a first segment of a media program from the default data stream;

detecting a trigger embedded in the default data stream, the trigger identifying the at least one alternate data stream;

accessing the trigger to determine alternate content is available from the alternate data stream for a second segment of the media program;

accessing the trigger to identify content profile data associated with the alternate content;

determining, based on a comparison of the user profile data and the content profile data, to present the alternate content;

accessing the alternate data stream transmitted with the default data stream;

receiving from the service collection the alternate content;

rendering the alternate content;

responsive to rendering the alternate content, noting alternate content information including a time, program identifier, and target group consistent with the user profile data;

sending the alternate content information to a reporting server; and

switching from the alternate data stream to the default data stream when the content profile data does not match the user profile data.

16. The one or more computer-readable media as recited in claim 15, the operations further comprising:

detecting the end of the alternate content; and

accessing the default data stream again to receive a third segment of the media program.

17. The one or more computer-readable media as recited in claim 15, wherein the media program comprises at least one of a television program or a movie.

18. The one or more computer-readable media as recited in claim 15, wherein the alternate content comprises at least one of a segment of a television program, a segment of a movie, an alternate television program, or an alternate movie.

19. The one or more computer-readable media as recited in claim 18, wherein the alternate content further comprises an advertisement.

20. The one or more computer-readable media as recited in claim 15, wherein the user profile data comprises at least one of a demographic characteristic associated with a user of the computer system, a psychographic characteristic associated with a user of the computer system, or a geographic location associated with the computer system.