Set-Top Box Viewer Information Capture for Targeted Ad Insertion
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Solution Overview
Problem
Current set-top box ad insertion methods are not viewer-specific, relying on geographic targeting, which limits the effectiveness of advertising delivery based on individual viewer preferences and behaviors.
Innovation Solution
A set-top box equipped with an access network interface and display device interface that captures viewer information, such as demographics and viewing habits, to select and insert targeted advertising content into primary content.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Area of stationary object
If geographic-based ad insertion is used, then ad delivery coverage is improved, but ad targeting precision deteriorates
Solution Approach 1:
The patent segments the audience from a broad geographic level down to individual households and persons within households. Set-top boxes capture viewer identity information (such as viewer ID, household ID) to enable ad insertion at the individual person level rather than just geographic level, thus maintaining wide coverage while achieving precise targeting.
Solution Approach 2:
The patent adds a new dimension of targeting by incorporating viewer identity information (person-level data) alongside traditional geographic data. This multi-dimensional approach allows ads to be targeted based on both location and individual viewer characteristics, resolving the contradiction between coverage and precision.
2Productivity
If viewer-specific information is captured and used, then ad targeting effectiveness is improved, but system complexity increases
Solution Approach 1:
The set-top box is designed with multi-functionality, serving both as a traditional content delivery device and as a viewer information capture device. By integrating viewer identification and information collection capabilities into the existing set-top box infrastructure, the patent avoids creating separate complex systems while enabling viewer-specific ad targeting.
Solution Approach 2:
The system automatically captures viewer information using the set-top box's existing capabilities without requiring additional manual input or complex external systems. The set-top box itself performs the information capture and passes it to the ad insertion system, reducing overall system complexity.
3Device complexity
If traditional geographic ad insertion is used, then system simplicity is maintained, but viewer engagement decreases
Solution Approach 1:
The patent changes the key parameter for ad selection from geographic location alone to a combination of geographic location and viewer identity characteristics. This parameter change enables more relevant ads that match viewer preferences and behaviors, thereby increasing engagement while using the same set-top box infrastructure.
Data Source
AI summary
Various embodiments of how information about viewers of content provided via a set-top box can be captured, used to identify one or more of the viewers, and insert advertising into content viewed using the set-top box. The captured information can be used for other purposes.