QAM Device MAC-to-IP Mapping for Addressable Advertising
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Solution Overview
Problem
Existing programmatic advertising systems for Quadrature Amplitude Modulation (QAM) networks lack unique IP addresses, limiting geo-location targeting, frequency capping, addressable audience targeting, and ad pacing capabilities, and require costly data sharing and management by network operators.
Innovation Solution
Cross-mapping QAM devices with IP devices within the same household to associate Media Access Control (MAC) addresses with IP addresses, enabling programmatic systems to utilize unique IP identifiers for targeting and pacing, while allowing marketers to retain their first-party data and adhere to Interactive Advertising Bureau (IAB) OpenRTB standards.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If QAM devices use placeholder or static IP addresses in programmatic advertising systems, then network operators avoid implementing complex address mapping infrastructure, but marketers lose geo-location targeting, frequency capping, and addressable audience targeting capabilities
Solution Approach 1:
The patent introduces an intermediary component (ad server or network equipment) that automatically performs MAC-to-IP address mapping and substitution. This intermediary translates the simple MAC address format into the IP address format required by programmatic advertising systems, enabling marketers to access geo-location and audience targeting data without requiring network operators to build complex mapping infrastructure. The intermediary handles the complexity internally while presenting a simplified interface to both operators and marketers.
2Adaptability or versatility
If QAM network operators manage all targeting through ad server driven executions using their first party data, then marketers can access audience data for targeting, but operators incur additional equipment and resource costs and marketers must provide and share their first-party data
Solution Approach 1:
The patent enables marketers to self-serve their targeting needs by providing them with access to IP address data through standard programmatic interfaces. Instead of operators managing all targeting centrally, marketers can independently configure their own targeting campaigns using the IP address information made available through the mapping system. This self-service approach reduces operator workload and data sharing requirements while maintaining comprehensive targeting capabilities.
3Measurement precision
If QAM network operators secure and share first party data from marketers in a privacy compliant manner, then accurate audience targeting can be achieved, but this adds costs for data sharing integrations and creates burdens for both marketers and operators
Solution Approach 1:
The patent extracts only the essential IP address information from the complex web of first-party data, eliminating the need for operators to collect, store, and share sensitive personal data. By focusing solely on IP address mapping from MAC addresses, the system achieves accurate audience identification through a minimal data set that can be processed locally without expensive data sharing integrations or complex privacy compliance infrastructure.
Data Source
AI summary
The present invention relates to methods, systems, and apparatus using programmatic advertising to provide content to a user of a first Quadrature Amplitude Modulation (QAM) customer premises device located at a first customer premises. An exemplary method embodiment includes the steps of: storing information associating a first Media Access Control (MAC) address of the first QAM customer premises device located at the first customer premises with a first Internet Protocol (IP) address corresponding to the first customer premises; receiving, at a network equipment device, a first message including the first MAC address and information identifying an ad opportunity, the first message not including the first IP address; determining an IP address corresponding to the first MAC address from the stored information; generating an advertisement request including the first IP address; and communicating the generated advertisement request including the first IP address to a supply side platform.