Set-Top Box Location Proxy for Household Ad Targeting
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Solution Overview
Problem
In multi-user households, selecting the most appropriate targeted advertisement for presentation during media consumption is challenging due to the presence of multiple user profiles, as existing methods fail to accurately determine which user profile to use based on the active user and their device location.
Innovation Solution
A method is disclosed where multiple online devices, including a set-top box, are associated to determine a primary online device's location, which serves as a proxy for the household location, allowing targeted advertisements to be selected based on the profile of the primary device or secondary devices near the proxy location during media content presentation.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If multiple user profiles are collected for different users in a household, then advertising targeting capability is improved, but difficulty in selecting the appropriate profile for ad presentation increases
Solution Approach 1:
The patent introduces a set-top box as an intermediary device that mediates between multiple online devices and the advertisement delivery system. The STB receives location information from multiple ODs, determines a proxy location for the household, and uses this proxy location to select the appropriate user profile for ad presentation. This intermediary resolves the complexity by providing a centralized decision-making point rather than requiring direct comparison of multiple profiles.
Solution Approach 2:
The system implements feedback mechanisms where the set-top box continuously receives location information from online devices, compares it with the proxy location, and adjusts profile selection accordingly. The system monitors which ODs are near the proxy location and uses this feedback to dynamically determine which user profile should be used for advertisement targeting, creating a closed-loop control system.
2Ease of operation
If advertisement selection is based on profile information from any online device, then advertising delivery is simplified, but accuracy of targeting the active user decreases
Solution Approach 1:
The patent applies local quality by associating different characteristics with different online devices based on their location relative to the proxy location. Online devices that are near the proxy location are given higher weight or priority in profile selection. This means the system doesn't treat all ODs equally, but rather assigns different 'qualities' or weights to profiles based on their spatial relationship to the household location, improving targeting accuracy while maintaining automated operation.
3Measurement precision
If device association and location tracking are implemented, then advertisement targeting accuracy is improved, but system complexity increases
Solution Approach 1:
The set-top box is designed as a universal device that performs multiple functions: it acts as a router for media content, a location aggregation point for multiple ODs, a proxy location calculator, and an advertisement delivery mechanism. By consolidating these diverse functions into a single device, the system reduces overall complexity compared to having separate systems for each function, while still achieving accurate advertisement targeting through location-based profile selection.
Data Source
AI summary
A profile provider: (i) associates a set of devices (including two or more online devices and possibly a set-top box); and (ii) delivers an advertisement targeted using profile information associated with one of the online devices. The advertisement is presented along with media content. If the media content is viewed using a single-viewer display, then profile information is used that is associated with an online device used to select or receive the media content. If the media content is viewed using a multiple-viewer display, then profile information is used that is associated with an online device used to select, receive, or present the media content or with an online device associated with one or more of those online devices.