Set-Top Box Ad Targeting via Automatic Content Recognition
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Solution Overview
Problem
Current advertisement targeting methods, such as the zip-code model, fail to accurately capture individual user interests within a household, leading to ineffective ad delivery and unreliable data collection due to limitations in internet-based advertising technologies.
Innovation Solution
Implementing a system that creates user profiles for secondary connected devices, allowing for targeted advertisements to be delivered based on individual user preferences and behaviors, using automatic content recognition (ACR) technology to verify ad playback and segment content packages for personalized advertising on secondary devices like smartphones and tablets.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If traditional zip-code model or internet-based advertising technologies are used for advertisement targeting, then advertisement delivery can be implemented, but the accuracy of capturing individual user interests is poor and data collection is unreliable
Solution Approach 1:
The patent introduces a set-top box as an intermediary device between the content delivery network and the user's secondary devices. This intermediary captures content playback information locally, performs content recognition, and delivers targeted advertisements without relying on external internet-based tracking systems. The set-top box acts as a trusted mediator that collects data privately and processes targeting logic, thereby improving measurement precision while avoiding the complexity of distributed internet-based tracking across multiple devices.
Solution Approach 2:
The system implements a feedback mechanism where the set-top box monitors content playback on secondary devices, recognizes advertised content through ACR technology, and uses this feedback information to deliver subsequent targeted advertisements. This closed-loop feedback system reliably tracks whether users actually viewed advertisements, improving data collection reliability without requiring complex external verification systems.
2Measurement precision
If user profiles are created for secondary connected devices with individual user preferences, then advertisement targeting precision is improved, but system complexity increases
Solution Approach 1:
The set-top box automatically creates and maintains user profiles by monitoring which users operate which secondary devices and what content they consume. The system self-updates profile information based on observed viewing patterns and ACR data without requiring manual user input or complex external profile management systems. This automated self-service approach improves targeting precision while keeping the system relatively simple by leveraging existing infrastructure.
Solution Approach 2:
The system pre-creates user profiles and associates them with secondary devices before advertisement delivery begins. By establishing user profiles in advance based on device usage patterns and viewing history, the system is ready to deliver targeted advertisements immediately when content is played back, improving precision without requiring complex real-time profile creation and management during ad delivery.
3Reliability
If automatic content recognition technology is used to verify ad playback, then data collection reliability is improved, but processing time and system complexity increase
Solution Approach 1:
The system performs content recognition and advertisement verification in advance by monitoring content playback as it occurs during normal viewing. The set-top box continuously analyzes content being displayed on secondary devices and pre-identifies advertisement segments before formal delivery occurs. This preliminary processing ensures reliable data collection without adding significant delay to the advertisement delivery process itself.
Solution Approach 2:
The patent combines the content recognition function with the existing set-top box infrastructure, merging ACR technology into the already-present content decoding and delivery system. By integrating advertisement verification with the normal content playback processing that already occurs at the set-top box, the system achieves reliable data collection without requiring separate, time-consuming verification steps.
4Productivity
If content is selectively modified with secondary advertisements based on playback indication and content attributes, then advertisement effectiveness is improved, but content processing complexity increases
Solution Approach 1:
The set-top box serves as an intermediary that handles content modification by inserting secondary advertisements into the content stream destined for secondary devices. Rather than requiring complex modification systems at each secondary device or in the cloud, the centralized set-top box performs the insertion operation, simplifying the overall system architecture while maintaining high advertisement effectiveness through precise targeting based on user profiles and content attributes.
Data Source
AI summary
Systems and methods of pushing content to secondary connected devices include pushing targeted content such as interactive advertisements, banners, games or application to secondary connected devices in a household. The targeted content may reflect user preferences associated with the secondary connected devices, including user behaviour and previous interaction with various forms of content viewed on the secondary connected devices. The targeted content may be either locally cached or retrieved from an advertisement server at the time of pushing to the secondary connected devices.