Set-Top Box Linking for Dynamic-IP Ad Tracking
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Solution Overview
Problem
Current systems face challenges in delivering targeted online advertisements based on television viewing or interacting behavior, particularly due to the use of dynamic device addresses, which complicates the correlation between online and television activities without relying on personally identifiable information (PII).
Innovation Solution
A system that associates a set-top box identifier with an online access identifier, such as an IP address, to enable targeted online advertisements based on user behavior observed through television viewing or interaction, using a central ad server to link these identifiers and deliver advertisements accordingly.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If dynamic device addresses are used for online access, then adaptability and ease of operation are improved, but the ability to accurately correlate online and television activities deteriorates
Solution Approach 1:
The patent introduces a set-top box identifier as an intermediary element that bridges the connection between television viewing activities and online access. This identifier acts as a stable mediator that remains consistent across both TV and online platforms, enabling accurate correlation of user activities even when online IP addresses change dynamically. The set-top box identifier serves as the connecting link that resolves the contradiction between dynamic addressing and accurate tracking.
Solution Approach 2:
The set-top box identifier is designed to serve multiple functions simultaneously: it identifies the television service subscriber, tracks television viewing behavior, and enables online advertisement targeting. This multi-functional identifier works across different media platforms (TV and online), providing a universal solution that maintains correlation accuracy regardless of the specific platform or dynamic IP address changes.
2Measurement precision
If set-top box identifier is associated with online access identifier, then advertisement targeting accuracy is improved, but device complexity increases
Solution Approach 1:
The patent merges the television service identification system with the online access identification system by associating the set-top box identifier with the online access identifier. This combination creates a unified identification framework that leverages existing infrastructure from both TV and online domains, achieving accurate ad targeting without requiring entirely new complex systems. The merging approach reuses proven technologies from both platforms.
Solution Approach 2:
The system enables self-service by allowing the set-top box and online access systems to automatically exchange and associate their respective identifiers without requiring manual intervention or complex external coordination. The association process occurs automatically through the existing service infrastructure, reducing the need for additional complex management systems while maintaining targeting accuracy.
Data Source
AI summary
In a computer-implemented method, a selected online advertisement is automatically directed to, or online activity is automatically tracked and recorded from, an online user interface device which corresponds, at the time the advertisement is directed or the activity is tracked, to a first online access identifier. The advertisement is directed or the activity is tracked based on information from a user profile that references or includes a first set-top box identifier. That information is derived at least in part from automatically collected data related to user behavior with respect to at least one television advertisement delivered to a set-top box, which set-top box corresponds, at the time of that user behavior, to the first set-top box identifier. The first online access identifier is associated with the first set-top box identifier, by being referenced or included in the user profile, by being associated in a database, or otherwise.