Methods and apparatus for evaluating an audience in a content-based network

• US 9,178,634 B2
• Filed: 07/15/2009
• Issued: 11/03/2015
• Est. Priority Date: 07/15/2009
• Status: Active Grant

• Current Assignee: Time Warner Cable Enterprises LLC (Charter Communications Incorporated)
• Original Assignee: Time Warner Cable Enterprises LLC (Charter Communications Incorporated)
• Inventors: Tidwell, Justin, Samame, Eduardo G., Santangelo, Bryan
• Primary Examiner(s): Featherstone, Mark D
• Application Number:
  US12/503,749
• Publication Number:
  US 20110016482A1
• Time in Patent Office: 2,302 Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: H04H 20/103 Transmitter-side switching
• CPC Class Codes: H04H 60/06 Arrangements for scheduling broadcast services or broadcast-related services
• CPC Class Codes: H04H 60/31 Arrangements for monitoring the use made of the broadcast services
• CPC Class Codes: H04H 60/45 for identifying users
• CPC Class Codes: H04H 60/66 for using the result on distributors' side
• CPC Class Codes: H04N 21/44224 Monitoring of user activity on external systems, e.g. Internet browsing

Abstract

Methods and apparatus for identifying, creating and distributing audience qualities and other information to an advertisement management system and/or an advertisement decision maker. In one embodiment, the methods and apparatus of the invention provide a technique for classifying data collected about an audience, and creating and grouping qualifiers to those classifications. The invention further includes methods and apparatus for managing an advertising inventory via a management system. The inventory is defined in one variant by predicted or known secondary content insertion opportunities, and a particular audience of the primary content associated with the insertion opportunity. Subscriber privacy and anonymity is also optionally maintained via e.g., hashing or encrypting data relating to the CPE and/or subscriber, thus ensuring that audience data is not traceable to a specific user account.

Claims

1. Content management apparatus for use within a content delivery network, said apparatus comprising:

an advertising subsystem having an advertising content store, said advertising subsystem configured to identify at least one advertising placement opportunity in delivered content;

a data collection subsystem;

a processing subsystem in data communication with said data collection subsystem;

a data storage subsystem in data communication with said processing subsystem, said data storage subsystem configured to store user-related data; and

an anonymization module configured to substantially anonymize at least portions of said user-related data, said anonymized user-related data being stored in said data storage subsystem based on at least one anonymous identifier;

wherein said data collection subsystem is configured to gather said user-related data, and said processing subsystem is configured to process said user-related data and generate an advertising product based at least in part on said processed user-related data and said at least one placement opportunity;

wherein said processing subsystem is further configured to assign a plurality of parameters configured to describe said advertising product and enable an automatic purchase of a particular one of said advertising product when at least a percentage across said plurality of parameters relating to said particular one of said advertising product matches a purchaser-determined threshold percentage identified by said purchaser; and

wherein said at least one anonymous identifier comprises a cryptographic hash of at least a media access control (MAC) address associated with a consumer premises equipment (CPE) of a user.

2. The apparatus of claim 1, wherein said processing subsystem comprises an enrichment module configured to enrich said collected user-related data in at least one aspect.

3. The apparatus of claim 1, wherein said advertising content store comprises a plurality of advertisements or promotions from a plurality of different advertisers.

4. The apparatus of claim 1, wherein said advertising product comprises an advertising inventory element, said element comprising:

(i) data related to said at least one placement opportunity; and

(ii) data related to at least one of a user demographic or psychographic associated with said at least one placement opportunity.

5. The apparatus of claim 3, wherein at least a portion of said plurality of advertisements or promotions from said plurality of different advertisers have descriptive metadata associated therewith, said metadata being used by said processing subsystem to identify potential candidate advertisements or promotions for a given one of said at least one placement opportunity.

6. The apparatus of claim 3, wherein at least a portion of said plurality of advertisements or promotions from said plurality of different advertisers each comprise descriptive metadata associated therewith, said metadata being used by said processing subsystem to determine a suitability of a given advertisement or promotion for said advertising product.

7. A method of generating an inventory element in a content delivery network, said method comprising:

determining, at an entity of said content delivery network, an opportunity for placement of at least one of a plurality of advertisements in a content stream, said opportunity for placement comprising a plurality of parameters descriptive thereof;

determining one or more qualities of an audience of said opportunity for placement;

generating an inventory element comprising a synthesis of said one or more qualities of said audience and said plurality of parameters descriptive of said opportunity for placement, at said entity of said content delivery network;

charging a source of said at least one of a plurality of advertisements a premium for access to said synthesis of said one or more qualities of said audience and said plurality of parameters descriptive of said opportunity for placement;

enabling an automatic purchase of said at least one of said plurality of advertisements when it is determined that at least a percentage across said plurality of parameters descriptive of said opportunity for placement matches a purchaser-determined threshold percentage identified by said source;

wherein said access to any information about said synthesis of said one or more qualities of said audience and said opportunity for placement is not provided to said source of said at least one of said plurality of advertisements when said premium is not paid.

8. The method of claim 7, wherein said one or more qualities of said audience comprise one or more of psychographic, geographic, demographic, and/or behavioral data.

9. The method of claim 7, further comprising selecting a second one or more of said plurality of advertisements based at least in part on a relationship thereof to said one or more qualities of said audience.

10. The method of claim 7, wherein said inventory element comprises a prioritized list of said plurality of advertisements, a priority of said list based at least in part on a relationship between said one or more qualities of an audience of said opportunity for placement and one or more attributes of a target audience of each of said plurality of advertisements.

11. The method of claim 7 wherein said act of generating said inventory element is performed at least in part at a headend entity of a cable network.

12. The method of claim 7, wherein said entity of said content delivery network comprises a network headend.

13. The method of claim 9, wherein said selection is further based at least in part on one or more factors regarding potential for revenue.

14. The method of claim 9, further comprising generating a ranked list of said plurality of advertisements based at least in part on said relationship.

15. A non-transitory computer readable apparatus comprising media adapted to contain a computer program comprising a plurality of instructions, which are configured to, when executed:

determine one or more opportunities for insertion of one or more of a plurality of available advertisements;

access data related to a plurality of users;

generate an output comprising an inventory of individual ones of said one or more opportunities for insertion having a plurality of users associated therewith that share a plurality of characteristics with a respective plurality of characteristics of at least one of said plurality of available advertisements;

assign a monetary value to at least one individual one of said one or more opportunities for insertion, said monetary value being based at least in part on a time period that remains before an occurrence of said at least one individual one of said one or more opportunities for insertion; and

enable an automated purchase of said one or more opportunities for insertion by a provider of one or more of said plurality of available advertisements when a pre-defined threshold monetary value in a purchaser profile of a purchaser is at least met by said assigned monetary value and when a percentage of said characteristics of said plurality of users associated with said one or more opportunities which match said plurality of characteristics of said plurality of available advertisements matches a purchaser-determined threshold percentage identified by said purchaser.

16. The apparatus of claim 15, wherein said apparatus comprises a hard disk drive of a computerized host apparatus, said host apparatus being in data communication with a two-way content delivery network.

17. The apparatus of claim 15, wherein said computer program further comprises instructions which, when executed, cause at least a portion of said generated output to be transmitted to an entity which posts or makes said inventory available to at least one advertiser.

18. The apparatus of claim 15, wherein said access of data related to said plurality of users occurs via access to a data file related to activities of one or more subscribers of a content delivery network, said data file comprising information collected from one or more customer premises equipment associated with respective ones of said one or more subscribers.

19. The apparatus of claim 17, wherein said transmission to an entity which posts or makes said inventory available to at least one advertiser further formats said at least portion of said generated output based at least in part on a data structure or protocol which allows for a machine-readable version of said at least portion of generated output.

20. A non-transitory computer readable apparatus comprising media adapted to contain a computer program comprising a plurality of instructions, which are configured to, when executed:

determine, at an entity of said content delivery network, an opportunity for placement of at least one of a plurality of advertisements in a content stream;

determine a plurality of qualities of an audience of said opportunity for placement;

evaluate said a plurality of qualities of said audience and said opportunity for placement, at said entity of said content delivery network; and

charge a source of said at least one of a plurality of advertisements a premium for access to information about said evaluation of said one or more qualities of said audience and said opportunity for placement;

enable an automatic purchase of said opportunity for placement when at least a percentage of said plurality of qualities of said audience matches a source-determined threshold percentage identified by said source;

wherein said access to any of said information about said evaluation of said one or more qualities of said audience and said opportunity for placement is not provided to said source of said at least one of said plurality of advertisements when said premium is not paid.