Set-Top Box Ad Targeting via Online Profile Association
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Solution Overview
Problem
Existing systems face challenges in delivering targeted television advertisements based on online user profiles across different media platforms, particularly in ensuring that the advertisements are presented to the intended user while they are watching television, as households often have multiple users with distinct preferences.
Innovation Solution
An automatic method is implemented to select and present television advertisements based on an online user's profile, associating the set-top box with the user's preferences for specific television programs or channels, ensuring that the advertisement is shown during the user's preferred content.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If cross-medium targeted advertising is implemented to deliver television advertisements based on online user profiles, then advertising effectiveness is improved, but device association complexity increases
Solution Approach 1:
The patent introduces an intermediary association mechanism that links online access devices (computers) with television devices (set-top boxes) through shared household identifiers. This intermediary layer enables cross-medium advertising delivery without requiring direct complex associations between specific online behavior data and television viewing devices, thus maintaining advertising effectiveness while reducing system complexity
Solution Approach 2:
The system segments the advertising delivery process into distinct components: online profile creation, device association through household identifiers, and targeted advertisement delivery. By separating these functions, the system manages complexity while achieving effective cross-medium targeting
2Device complexity
If household-level association is used to link online profiles with television devices, then advertising delivery is simplified, but advertising precision deteriorates
Solution Approach 1:
The patent applies local quality by allowing different levels of association granularity within the same system. While the overall household-level association provides simplicity, the system can still deliver targeted advertisements to specific users within the household by maintaining individual online profiles and using contextual signals from currently viewed television programs to refine ad delivery precision
3Productivity
If targeted advertisements are delivered during preferred television programs, then user engagement is improved, but system complexity increases
Solution Approach 1:
The system uses feedback from television program viewing data to dynamically adjust advertisement delivery. By monitoring which programs users are watching and cross-referencing with online profile preferences, the system automatically selects and delivers relevant advertisements during appropriate programs, improving engagement while managing complexity through automated decision-making algorithms
Data Source
AI summary
In an automatic, computer-implemented method, a selected television advertisement is presented automatically in association with a television program or channel, which in turn is selected based at least in part on information from an online user profile that contains information indicating a user's preference for that television program or channel. The television advertisement is selected based at least in part on additional information from the online user profile that is unrelated to the selected television program or channel. The selected television advertisement is presented on or during the selected television program or channel via a set-top box, which has a set-top box identifier associated with the online user profile.