HK1150918B - Targeted television advertisements based on online behavior - Google Patents

Abstract

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 both being referenced or included in the user profile, by being associated in a database, or otherwise.

Description

Targeted television advertising based on online behavior

Background

The field of the invention relates to online access and targeted delivery or presentation of advertisements. In particular, online advertisements are targeted based on viewing or interaction with television advertisements observed by television viewers.

The systems or methods disclosed herein may be related to U.S. non-provisional application No. 11/736,544, filed on 17.4.2007, which is hereby incorporated by reference as if fully set forth herein.

Some terms used in the present disclosure or appended claims are defined as follows.

Television Provider (TVP), an entity that provides Television services to subscribers or users over any suitable transmission medium, including but not limited to coaxial cable, fiber optic cable, network cable, telephone lines, satellite transmission, or Very High Frequency (VHF) or Ultra High Frequency (UHF) transmission.

Internet Service Provider (ISP), equivalent to an online access Provider), an entity that provides online access to a subscriber or user through any suitable transmission medium, including but not limited to coaxial cable, fiber optic cable, network cable, telephone lines, satellite transmission, wireless transmission (e.g., worldwide interoperability for Microwave access (WiMax), wireless fidelity (WiFi), or other IEEE 802 wireless protocol), or VHF or UHF transmission. Online access enables a user to access the internet and its various online sites, or to access the internet at any future network successor.

ISP/TVP-in some instances, a single entity (or provider controlled by a single entity) may provide both television service and online access to one or more subscribers or users. Such an entity is referred to herein as an ISP/TVP. Although the ISP and TVP are schematically represented in the figure by individually labeled blocks, the figure is intended to encompass implementations in which the ISP and TVP are separate entities and other implementations in which a common ISP/TVP provides both services.

Set-top box (STB) is a device that connects a television and a signal source. The STB receives an input signal, extracts content from the received signal, and transmits the extracted content to the television for presentation to a viewer. The signal source may be one or more of a computer network cable (e.g., an ethernet or other transmission-rate cable), a satellite dish, a coaxial cable connected to a cable television system, a telephone line or digital subscriber line, a wireless network connection, an antenna (VHF, UHF, digital, or other), or other suitable signal source. Content may include, but is not limited to, video (which often may include an audio portion), audio, internet web pages, interactive games, or other content. The STB may or may not include a dedicated television tuner. Each STB is typically assigned some sort of identification by the corresponding TVP, for example, to enable the TVP to transmit a particular signal or program to a particular STB, to identify the source of a request, command, query, or response received from a particular STB, or for other purposes. In some instances, such STB identification may be known only to the corresponding TVP and is not available for external communications. The STB identification may include an STB IP address (i.e., an internet protocol address) if the STB is connected to a network as a signal source (either directly, through another device, or through a corresponding TVP; connected only to the internet, or also connected in parallel to another signal source, such as a cable television transmission infrastructure). If the STB is connected to both the Internet and another signal source, the STB identification may include an identification specific to the other signal source in addition to the STB IP address. In some instances, the STB identification is static, while in other instances (particularly those that include an STB IP address), the STB identification is dynamic and can change from time to time.

Regardless of its name, the STB need not be physically located literally on top of the television. With current technology, STBs are often physically located close to a television, such as in a media cabinet, or the like, and even STBs need not be located close to the television. Nor does the STB need to literally be a box. Rather, the STB can be implemented as, for example, a circuit board, integrated circuit, a combination of integrated circuits, or software that is physically integrated with another "box," such as a television, cable or other connection, computer, or construction equipment or junction box, or that is not disposed in any "box" at all, which also has other functionality.

Digital Video Recorder (DVR, optionally a personal Video Recorder or PVR) -a device that stores Video content in a digitally encoded format on a Digital storage medium, such as a hard disk, and makes playback of the stored content feasible. The DVR may comprise a stand-alone unit that is connected to a television, STB component, or signal source, or the DVR may comprise software that controls the computer for DVR storage and playback functions.

Video-on-Demand (VOD), a system that allows a user to select and view Video content delivered from a source in response to a request from the user. Typically, the requested video content may be viewed each time the user selects itself, and may be paused, rewound, or fast forwarded as desired by the user. The VOD system may "stream" the content (making the option portion of the request to view the video content available while other portions are still being delivered from the signal source), or the VOD system may "download" the content and allow viewing only after the entire content is delivered from the signal source. Some VOD systems are part of an interactive television system that allows users to select and view video content over a network.

Interactive Television (iTV), any television system that enables a viewer to interact with video content delivered to a television. Interactive television may include, but is not limited to, access to web sites via TV "cross-links," email and online chat, online commerce, or enhanced graphics (as opposed to what is provided by standard television).

Internet Protocol Television (IPTV), a system in which Television content is transmitted over a computer network using the Internet Protocol (IP). For residential users, IPTV is often offered in conjunction with video-on-demand, and can also be packaged with internet services such as internet access and Voice-over-IP (VoIP). Commercially binding IPTV, VoIP, and internet access within the industry is sometimes referred to as "triple play". Additional telecommunications services (e.g., mobile voice or data services) may be added, resulting in a "four-way play", and so on. IPTV is typically provided by a broadband service provider using a closed network infrastructure. IPTV may also be provided over the internet or other public access computer network, in which case it may be referred to as internet TV or TV on the internet. IPTV may also be used to deliver video or other content over a corporate Local Area Network (LAN) or other commercial network.

Online user interface device — any user interface device for accessing a remote network such as the Internet, including but not limited to a cellular telephone or mobile handset, a Personal Digital Assistant (PDA), or a networked computer (desktop, workstation, notebook, laptop, or other).

Online Access device-any device used to connect an online user interface device to a remote network such as the Internet, including but not limited to a modem, a wired or wireless router, a wireless access point, a wired network adapter (e.g., an Ethernet adapter), a wireless network adapter (e.g., IEEE 802.11, ED-VO, EDGE, HSPA, CDMA, GSM, or other), or a fiber-based network adapter (e.g., a network interface unit or an optical network terminal). The different types of online access devices may be and sometimes are combined into a single unit (e.g., the modem also functions as a LAN router). The online user interface device and the online access device may, and sometimes are, combined into a single unit (e.g., a computer with a built-in ethernet adapter, wireless adapter, or modem). Each online access device is typically identified on the internet by an internet protocol address (i.e., an IP address; currently, under IPv4, an IP address includes a sequence of four bits, each ranging from 0-255, i.e., a 32-bit address). Each transmission of data over the internet includes a destination IP address that causes the transmitted data to reach its intended destination. In some examples, the online devices have static IP addresses, while in other, more common examples, the online access devices have dynamic and constantly changing IP addresses. Although reference is made herein to an IP address for enabling data transmitted over the internet to reach its intended destination, the term is intended to encompass any functionally equivalent identification of an online access device for routing such transmitted data to its intended destination over the internet or over any future network of successor stations. For example, under IPv6, a 128-bit address would be employed.

Router-any device that acts as a connection between networks to buffer and transfer data between or among them (networks). For example, a router may be used to connect a Local Area Network (LAN) to the internet, thus enabling an online user interface device to connect to the LAN to share a connection to the internet through the router. The router receives data from devices on the LAN and transmits them to the internet directed to their corresponding destinations, and receives data from the internet and directs them to corresponding devices on the LAN.

Modem-a device that enables online access for a user by acting as an interface between the online access provider's network transmission system and the user's computer or other online user interface device. The modem varies according to the type of network transmission system of the provider. Unless a specific type of modem is specified, the term "modem" shall include a telephone modem, a cable modem, a DSL modem, a wireless modem, a satellite modem, or a modem for providing online access to any other suitable network transmission system.

Cable Modem-A type of modem that enables digital data transmission over a cable television infrastructure. Cable modems are primarily used to provide broadband internet access using modulated frequencies that are not used for traditional television transmission.

Asymmetric Digital Subscriber Line (ADSL, or DSL as a rule), a data communication technique that enables data transmission over copper telephone lines to be faster than conventional modems can provide. ADSL data transmission employs frequencies that are typically not used for voice transmission, usually frequencies that exceed the normal human hearing range (above about 20 kHz). Propagation of such high frequency signals over standard copper telephone lines is typically poor and the use of DSL is typically limited to distances of less than about 5 km. Once the signal reaches the telephone company's nearest Central Office (CO for short), the ADSL signal is stripped and routed into the conventional data network, while any voice frequency signals are routed into the conventional telephone network. This arrangement enables a single telephone line to be used for both data transmission and telephone calls simultaneously.

DSL modem-an ADSL transceiver for connecting one or more computers to a telephone line to use ADSL services, also known as an ADSL modem. The DSL modem may also be referred to as a remote ADSL termination unit (ATU-R). The ADSL modem can also be configured to act as a router, managing connections and sharing ADSL services with multiple computers or other network devices. Such a combined device may be referred to as a DSL modem/router or similar terminology.

Digital Subscriber Line Access Multiplexer (DSLAM) -a device that enables high-speed connections between telephone lines and computer networks such as the internet. Typically it is located at a telephone company central office and connects a plurality of Digital Subscriber Lines (DSL) to a computer network, typically the internet, using suitable multiplexing techniques.

Cable Modem Termination System (CMTS), a device typically found in Cable company's head end (head end) that is used to provide data communications over Cable infrastructure, thus enabling the Cable company to provide services such as broadband internet access or VoIP to its subscribers. To provide high-speed data services (i.e., broadband access), cable companies typically connect their head-ends to the internet either directly using high-capacity data links or through network service providers. On the subscriber side of the head end, the CMTS enables data communication with each subscriber's cable modem. Different CMTSs can serve different cable modem population sizes, which can range from 4000 cable modems to 150000 or more. A given cable company's head-end may have only a few CMTSs, or a dozen or more, depending on the size of the cable modem population served by the head-end.

Dynamic Host Configuration Protocol (DHCP), a system that automatically assigns internet Protocol addresses (IP addresses), subnet masks, default routers, and other IP parameters, which are needed to properly route data transmissions to or from a particular device connected to a network. Allocation typically occurs when a DHCP-configured computer, modem, router, or other device initiates or restores connectivity to the network. The DHCP client (i.e., the software on which DHCP resides in the device) issues a query requesting a response from a DHCP server on the network. Typically, the query is initiated immediately after startup and before the client initiates any IP-based communication with other hosts. The DHCP Server then replies to the client with its assigned IP address, subnet mask, Domain Name Server (DNS) and default gateway information (called "stateful" assignment). The assignment of IP addresses is typically terminated after a predetermined period of time, at which point the DHCP client and server renegotiate a new IP address from the DHCP server's predetermined pool of IP addresses. Because under DHCP, the IP address of a given computer changes over time, different network-related functions are more difficult. For example, because IP addresses change from time to time, it is more complicated to configure firewall rules that allow access to or from a machine that receives its IP address through DHCP. Typically, for a particular TCP/UDP port, a network administrator must make access to the entire remote DHCP subnetwork feasible. This complication may also arise in other instances. In the factory, many resident routers and firewalls are configured to act as DHCP servers for the home network. The computer may also act as a DHCP server. Internet Service Providers (ISPs) typically use DHCP to assign an IP address of an individual to a user. DHCPv6, which is a dynamic host configuration Protocol of Internet Protocol (IPv 6) with a Version number of 6, enables local generation (i.e., "stateless" allocation) of IP addresses. Although this stateless address auto-configuration of IPv6 substantially eliminates the main motivation for DHCP in IPv4, DHCPv6 may still be used to statefully assign addresses if needed or desired by a network administrator. The DHCPv6 may also be used to distribute information that is not otherwise discovered, such as domain name servers.

User (equivalent to a subscriber, viewer) -the term "user" is to be interpreted as one or more persons receiving online access or television services at a delivery endpoint at a home, office, business, or other location or facility served by an online access provider or television service provider. For example, delivery of online advertisements (ads) to a "user" or tracking of online activity to a "user" based on viewing or other activity by the "user" related to television advertisements may include: a corresponding online advertisement may be transmitted to another person at home, office, business, or other location or facility, either by the individual or while one is watching a television advertisement. The television advertisement or program schedule may be a television or a plurality of televisions of a designated user; likewise, online access or advertisement delivery may include one or more computers or other online interface devices of a given user. In some instances, an enterprise having multiple physical locations may be served by a single online service or television service, but in other instances, the enterprise may have an internal LAN or WAN that extends the services provided to multiple physical locations. Also, some computers and televisions are portable and have access to services provided from remote locations. Accordingly, in such instances, the term "user" is intended to refer to the person or persons receiving the service and need not be a fixed or single location.

Behavioral targeting-the delivery of specific advertisements to a user, the advertisements being selected based on the user's activities, typically based on current activities, including but not limited to: online or television-based searches by users; content viewed or otherwise accessed by a user online or on a television; online or television advertisements viewed, clicked on, interacted with, or otherwise accessed by a user; shopping or purchases made by the user online or via television; and any other form of prior user online activity or television activity.

Central Ad Server (CAS) — a computer Server that manages the delivery of advertisements (television or online) to visitors to online sites or viewers of television programs. The local ad server may typically be run by a single publisher to provide ads to visitors of that publisher's network site or viewers of television programs, or by a single advertiser to provide ads to ad space obtained at different network sites or advertisers of television programs. Typically, third party or remote ad servers are remotely located and deliver advertisements of different advertisers to visitors of multiple publishers' web sites or viewers of programs. The remote ad server acts as a central conduit for delivering advertisements, enabling advertisers and publishers to track the distribution of their online or television advertisements and to control the circulation and distribution of their advertisements from one location to the internet or television system. The ads may be stored on the CAS for later delivery, may be transmitted to the CAS and then delivered from the CAS in accordance with the received ad request, or may be delivered from another source in response to an ad request received and routed by the CAS. Examples of third party ad servers include DART for DoubleClick (also known as DFP) for publisher-centric ad servers and DART for Doubleclick (also known as DFA) for advertiser-centric ad servers. In some instances, the CAS may be owned or used by a TVP, ISP, STB provider or modem provider, online content provider, profile aggregation organization (profile aggregator), profile distributor, ad broker, ad network, ad exchange platform, ad agency, online advertiser, TV ad space owner, or TV content provider, a representative or agent of any of those entities, or other entity. In some instances, the CAS will operate independently of the ISP or TVP.

Profile provider-an entity that has or collects profile information for targeting advertisements. In this context, a profile provider cooperates with a CAS, which receives all or part of the profile information from the profile provider for targeting television or online advertisements. User profile information derived from online or television activity may include, for example, observed online behavior of a user accessing the internet (e.g., viewing or access of viewed online content, performed online searches, online purchases made, or the time and date of such behavior), observed viewing or interaction behavior of a television viewer (e.g., a television program or advertisement viewed, a response to an interactive program or advertisement, or the time and date of such behavior), or demographic information collected from an internet user or television viewer.

Examples of profile providers may include, but are not limited to, any entity that owns or uses: (1) a visited internet site server; (2) a server that delivers content, images, audio, video, text, or any combination directed to an online user interface device (such as a computer or other online interface device) directly or indirectly (e.g., by redirection) through an online access device (such as a modem or router); (3) a server that transmits content, images, audio, video, text, or any combination targeted to a television through a set-top box; (4) a server for transmitting the advertisement to the online user interface device through the online access device on behalf of the advertiser or the advertisement network; (5) transmitting television advertisements to a server of the television through the set-top box on behalf of advertisers or an advertisement network; (6) a server that logs activities performed from the online user interface device, such as clicking on an advertisement or a link to an advertisement, viewing of an advertisement, clicking on a link to specific content, searching, a request for product information, receipt of specific content, product purchase, phone call made, or any other selected or definable user activity; (7) a server that records activities performed through the user's television, such as clicking on an advertisement or a link to an advertisement, viewing of an advertisement, clicking on a link to specific content, a request for product information, receipt of specific content, product purchase, or any other selected or definable user activity; or, (8) a server that facilitates instant messaging or any other type of communication on behalf of the user.

Another example of a profile provider is: (9) a company originating and having access to a program located on the user's computer or other online user interface device or on the user's set-top box may view the user's online or television activities (subject to user permission), such as browsing a toolbar, or desktop search software. The profile provider can broadly be: (10) any entity capable of collecting behavioral profiles (observed online activity or observed viewing or viewing-related activity) or demographic profiles (provided by the user), which profiles typically include a device identification (e.g., a set-top box identification or online access identification) used when the profile was observed or collected and the date and time the profile was observed and collected, regardless of whether the entity collected the specified profile directly through contact with the user's computer or television or indirectly from another entity such as those listed in this paragraph. In some cases, the user's online or viewing activity will result in a direct contact between the television (via the set-top box) or online user interface device (via the online access device) and the profile provider, for example, if the profile provider is an online commerce site, the user makes a purchase at the site, and the online commerce site generates a profile for the user. In other cases, there may be indirect contact between the profile provider and the user, for example, if the user makes a purchase at an online commerce site, the site in turn reports information about the user to a profile provider. In some cases, too, the profile provider may own or otherwise control the CAS, in which case the user profile may be immediately available to the CAS without being transferred between separate entities.

The profile or portion of the profile provided by the profile provider to the CAS can contain any amount of profile information, such as, in one example, only the online access IP address or set-top box IP address or other STB identification used by the individual at the time his profile was collected, and the identity of the profile provider. The profile may include, for example, a profile identification or profile name, a user name, or a login ID; the configuration file may be referenced or included in a cookie or tag placed on the user's STB or online user interface device. The IP address may be provided by the profile provider itself or may be available by the CAS when the user is engaged in any online or television activity or provides demographic information items and is redirected to the CAS by the profile provider. In another example, the profile may be more extensive and may include demographic or behavioral information, such as a large browsing history, shopping or purchase history, content or programming viewed, and other information about the user's characteristics or the user's activities. In some examples, the configuration file includes PII; in other instances it is not included. Although the profile provider is an entity, many or most of the activities attributed to the profile provider are actually performed by devices under the administrative control of the profile provider, such as computers, servers, software running on those computers or servers, network connection hardware or software, or other devices. These activities may still be referred to as being performed "by the profile provider," whether automatically, semi-automatically, or manually.

Personal Identity Information (PII) -information that can be used to identify a particular individual, including but not limited to: name, Social Security Number (SSN), date of birth, street address, email address, static IP address (if any), telephone Number (home, work, wireless), financial account Number (bank account, credit account, or any other financial data), driver's license Number, vehicle registration Number, vehicle license Number, facial photograph, fingerprint, handwriting or signature, or any other information that may help identify a particular individual.

Non-personal identity information (non-PII) -information that is not typically used to specifically identify the person, includes, but is not limited to: cities, countries, or resident countries, age, gender, race, ethnicity, school or workplace (if large enough), salary or income, hobbies, dynamically assigned IP addresses, online sites visited, online searches conducted, or other information useful for knowing individuals, but not itself allowing someone to know the information identifying a particular individual.

cookie-text file placed on the user's computer by the server, which also provides content to the user's computer using browser software. cookies typically can only be read or changed by servers operating in the same internet domain as the server where the cookie was originally placed. The cookie file may be used to identify computers that have connected to the same domain and may also be used to store PII or non-PII for the user of that computer. In a first example, the cookie may store non-PII, such as a previous search at the site by the computer user, or a page viewed or accessed at the site by the computer user. In a second example, cookies may be used to store the user name used by the user access site, the user's customized preferences, or different portions of the PII. It should be noted that the cookie file may also be created, changed, or deleted by software located on the user's computer.

Television advertisement (TV ad) -full screen video advertisement, partial screen video advertisement, banner advertisement, text advertisement, audio advertisement, or any other form suitable for transmission and visual or audible presentation by a television set.

Currently, different systems and methods are used to target advertisements based on user, viewer, or customer behavior. Some of which may rely on the collection of Personally Identifying Information (PII) to enable correlation of a person who will exhibit a behavior with an advertisement targeted to that person; in others, advertisements may be targeted without collecting PII. In those latter cases, it is often the case that the medium of the action is the same as the medium of the advertisement. For example, so-called "meeting cards" distributed by many grocery stores need not be linked to PII. At the checkout station, the shopper takes the card out to accept different discounts, thus allowing the store to link a list of purchased products to the card. As the system "learns" the shopper's purchasing habits, the system begins issuing coupons targeting purchases the shopper has made before, or the system predicts based on past purchases, the shopper may want to make. In another example, online advertising is easily targeted based on internet user online activity without using PII. The use of cookies enables the advertising server to identify internet site visitors that have previously been presented with advertisements by the advertising server, or that have searched for or accessed content at a site linked to the advertising server. The ad server may target future ads to site visitors based on the prior campaign. For example, a user who has searched for airline tickets in southern California on an online travel site may then receive targeted online advertisements for Disneyland, possibly transmitted to the user's computer by an advertisement server that collects user search information from the online travel site when the user visits some other online site.

Regardless of whether PII is used or not, targeting advertisements in one medium based on activity in another medium can be problematic. Currently, various schemes are implemented, in a developmental stage, or under consideration, where PII is used, for example, to target television advertisements based on viewer online behavior. Some of those schemes include agreements or alliances among television providers, online access providers, online search portals, or online sites. Because different devices are typically used to access each medium, PII is typically already required to make connections between the different media. Other proposed solutions would make it feasible to target television advertisements based on observed online behavior without the user's PII (e.g., the above-referenced application No. 11/736,544). However, whether PII is used or not, for example, often using dynamic device addresses to make online access feasible would create a large technical hurdle for targeting advertisements across media.

Tracking and recording user behavior in one medium in response to behavior observed in another medium is also a desirable goal. This capability may enable advertisers to more accurately target future advertisements, to evaluate the effectiveness of a particular advertisement or advertising campaign, or for other purposes. However, the same issues that must be addressed for cross-media targeting (e.g., PII usage or not, dynamic device address) must also be addressed for cross-media tracking.

It would therefore be desirable to provide a system and method for delivering targeted online advertisements to television viewers that can be implemented based on television viewing or interaction behavior of the television viewers, with or without the use of PII linking the users television and online activity, regardless of the use of dynamic device addresses for user online access or television services.

Summary of The Invention

In a computer-implemented method, selected online advertisements are automatically targeted to, or online activity from, an online user interface device is automatically tracked and recorded. The online user interface device corresponds to a first online access identifier when an advertisement is targeted or activity is tracked. Advertisements are targeted or campaigns are tracked based on information from a user profile that references or includes a first set-top box identifier. The information is derived, at least in part, from automatically collected data relating to user behavior with respect to at least one television advertisement delivered to a set-top box corresponding to a first set-top box identifier at the time of the user behavior. The first online access identifier is associated with a first set-top box identifier.

In some implementations, the online access identifier and the set-top box identifier may be associated by being referenced or included in the user profile, respectively. In some implementations, the online access identification and the set-top box identification may be associated in a database.

In some implementations, online advertisements or tracked and recorded online activities may be linked in a database to delivered television advertisements.

In some implementations, the observed user behavior may include user interaction in response to the transmitted television advertisement, or the observed user behavior may include user commands executed during presentation of the transmitted television advertisement.

In some implementations, the first set-top box identifier includes a tag or cookie placed on the set-top box, or the first online access identifier includes a tag or cookie placed on the online user interface device. In some implementations, the first set-top box identification includes a set-top box IP address, or the first online access identification includes an online access IP address. In some implementations, the profile information includes a profile identification that is referenced or included in a tag or cookie placed on the online access user interface device or associated with a user name or login ID provided by the user. In some examples, the profile information may be derived, at least in part, from automatically collected data relating to user behavior with respect to prior online activity from an online user interface device that, at the time of said prior online activity, corresponds to at least one online access identifier that is related to or electrically associated with the first user profile information.

In some implementations, the first online access identification may include a first online access IP address. In various examples, the electrical association of the first set-top box identification and the first online access IP address may: at least one provider of television services or online access received from the user is established by a common IP address for the set-top box and the online user interface device, or using a database of set-top box identifications, online access IP addresses and corresponding times and dates. In these implementations, a cookie or label subsequently placed on the online user interface device may serve as the online access identification, instead of or in addition to the online access IP address.

The objects and advantages relating to the delivery of targeted online advertising based on television viewing or interactive behavior may become apparent from the representative embodiments of interest as described in the figures and disclosed in the written description and/or claims below.

Brief Description of Drawings

Fig. 1-9 schematically illustrate systems for targeting online advertisements based on television viewing or interaction behavior.

The embodiments shown in the figures are representative and should not be construed as limiting the scope of the disclosure and/or appended claims.

Detailed description of representative embodiments

The disclosed representative systems and methods enable the delivery of targeted online advertisements based on television viewing or interactive behavior or the tracking and recording of online behavior. The specific user profile information associated with the first set-top box identifier is derived at least in part from observed user behavior associated with at least one television advertisement delivered to the set-top box corresponding to the first set-top box identifier at the time of the observed user behavior. In response to the user profile information, (i) a first selected online advertisement is targeted to an online user interface device corresponding to the first online access identifier when the online advertisement is targeted, or (ii) selected online activity is automatically tracked and recorded from an online user interface device corresponding to the first online access identifier at the time of the tracked and recorded online activity. The selected online advertisements or tracked and recorded online activities may be linked in a database to the transmitted television advertisements. The first online access identifier is associated with user profile information or is electronically associated with the first set-top box identifier. Depending on the particular implementation, the user profile information or the electrical association of the online access identifier and the set-top box identifier may or may not include personal identification information.

User profile information, online access identification, or set-top box identification may be associated or electronically associated with most or all of the large number of users before targeting online advertising to any of the large number of users. Alternatively, user profile information, online access identification, or set-top box identification may be associated or electronically associated with one or more of a number of users at any given time when it is desired to target online advertisements to the users, with additional user profiles and identifications being associated or electronically associated later in order to target other online advertisements to additional users. The relationship or electrical association may include one or more of (i) an earlier online access identification and a later set-top box identification, (ii) an earlier set-top box identification and a later online access identification, or (iii) a contemporaneous online access identification and set-top box identification. These different relationships and associations may become necessary, such as, for example, assigning and reassigning IP addresses under DHCP.

The large number of users may be any group of many users and unnecessarily includes each user having online access or television services through a particular company or provider. For example, the described system may work with respect to only a subset of users, such as those with the capabilities (e.g., appropriate hardware, software, or operating systems) required to implement the system, those who complete a subscription of some sort, or those who are selected based on criteria regarding which operation of the system is deemed advisable, low cost to implement, or profitable. For example, those users having STBs with operating systems, software, or hardware capable of accepting TV ads from the CAS can be selected. In any event, the fact that there may be other users of the system who are not working is not intended to deny the advantages of the system with respect to those users who are working with the system.

Representative implementations of the various methods disclosed hereinIs schematically shown in fig. 1-8. As shown in fig. 1, user's modem 32 (online access device) is connected to an Internet Service Provider (ISP)22 for providing online access through computer 34 (online user interface device), and user's STB36 is connected to television provider (TVP)24 for providing television services through television 38. In some examples, the online access device 32 and the online user interface device 34 are combined in a single unit, while in other examples they comprise separate units. Likewise, in some instances, the set-top box 36 and the television 38 are combined in a single unit, while in other instances they comprise separate units. ISP22 may provide internet access through any suitable online access device 32 (a modem, router, or suitable network adapter for connecting to a cable, DSL, wireless, satellite, ethernet, or any other transmission system). The modem 32 and computer 34 are described separately merely as specific examples of online access and interface devices; the use of these specific examples should not be construed as limiting the scope of the disclosure or the appended claims. Although ISP22 and TVP24 are schematically represented in the figures by individually labeled boxes, the figures and examples are intended to encompass implementations in which the ISP and TVP are separate entities and other implementations in which a common ISP/TVP provides both services. In any disclosed implementation, an IP address (IP) is accessed online by ISP22 (e.g., as described above) in any suitable manner_{Modem with a plurality of modems}) To modem 32. At any given time, any data or content directed to the user for online transmission is directed at that time to the online access IP address (IP) assigned to modem 32_{Modem with a plurality of modems})。IP_{Modem with a plurality of modems}May be static, but more typically IP is the case_{Modem with a plurality of modems}Is dynamic and changes from time to time as each new online access IP address is assigned (either DHCP or other suitable means) to the user's modem 32.

The set-top box identification may take many more varied forms, which may be used alone or in any different suitable or desirable combination. In some television transmission systems, particularly those employing set-top boxes with limited functionality (and possibly no network functionality), each set-top box may be assigned an internal identifier (static or dynamic) that is only valid within the confines of the television transmission infrastructure of TVP24, but not directed to or from any external server, network, or system. The TVP24 mediates data or content exchange between the set top box 36 and any external server or system, such as the central ad server 40, for example. In some television delivery systems, STB36 with internet access may be provided via TVP24, and in such a case, STB36 is assigned an STB IP address (static or dynamic) by TVP 24. In some television transmission systems, STB36 with internet access may be provided through the STB 36's own modem (separate from modem 32) via ISP22 or TVP24 (which would assign a corresponding STB IP address, static or dynamic). In some implementations, in addition to the connection between STB36 and TVP24, connection 35 between user's modem 32 and user's STB36 enables STB36 to obtain online access through the same IP address as user's online access (i.e., through modem 32, as shown in FIG. 2). In this arrangement, the modem IP address is a unique IP address that is "visible" by other servers or computers that communicate with the user's computer 34 or STB36 through modem 32 via the internet. In future implementations, for example, following future implementations of IPv6, modem 32, computer 34, or STB36 may each have a uniquely assigned IP address (or the like) that can directly access other servers on the internet. Such future implementations are intended to be within the scope of the present disclosure. In any implementation in which the STB has an IP address, the STB can exchange data with other servers or systems (e.g., CAS40) over the internet or receive programming or content from other servers or systems (e.g., CAS40) over the internet in addition to any directed transmission between STB36 and TVP 24.

In one implementation of the systems and methods according to the present disclosure, a user profile messageInformation originates at least in part from earlier online activities performed by the user's computer 34, via the modem 32, with the user's online access IP address. When a user is engaged in an online activity (e.g., accessing online site 50, as shown in FIG. 3), online site 50 may generate a user profile, including, for example, a profile identification and the user's online access IP address (IP)_{Modem with a plurality of modems}) The user's online access IP address corresponds to the modem 32 when accessing the online site. In one example, the profile identification may be transmitted to the user's computer 34, for example, for storage as a tag or cookie. In another example, the profile identification may be a user name, login name, or other suitable identification associated with the user, any of which may or may not be stored on the user's computer 34 depending on the particular implementation. Any one or more of profile identification, user name, login ID, cookie, online access IP address, etc. may be used as the online access identification or a portion thereof. A portion of the user profile information derived from the online activity of the user from the online access IP address, including the profile identification or online access identification, may be transmitted electronically to a Central Advertising Server (CAS)40 (from an accessed site 50 as in fig. 4, or from another profile provider). The targeted television advertisement is selected by CAS40 based at least in part on the transferred profile information.

If modem 32 and STB36 share online access IP address IP_{Modem with a plurality of modems}(as in FIG. 5A), then the targeted television advertisement is targeted to the user's STB36 through ISP22 or using the associated set-top box identification ID through TVP24_STBDirected to the user's STB36 (as in fig. 5B). An association between the online access IP address and STB identification for earlier online activities may be established for targeting television advertisements in any suitable way, including but not limited to those disclosed in application No. 11/736,544, which has been incorporated herein by reference. For example, in the IP from_{Modem with a plurality of modems}On-line behavior and subsequentTo ID_STBMay be established by: PII or non-PII is used as needed, required, or permitted; using by the ISP/TVP a common identification for the user's modem and set-top box or the user's pseudonym; using a common online access IP address used by both modem 32 and STB 36; collaborating among ISPs, TVPs, and/or CAS to correlate IP_{Modem with a plurality of modems}And ID_STBWith or without PII; and so on.

The delivery of targeted television advertisements to the user's STB36 described in FIGS. 5A and 5B may be accomplished in a variety of ways upon request. The ad can be pre-stored on CAS40 and transmitted directly from CAS40 to the user's STB36 (as in fig. 5A and 5B). Because the advertisement has been transmitted (i) from the accessed online site 50, (ii) from another online site, (iii) from another ad server, ad network, ad exchange, or advertiser, or (iv) from another entity, the advertisement may be pre-stored on CAS 40. In the case where an advertisement has been transmitted to CAS40 from a site other than the accessed online site 50 and stored on CAS40, the transmission may be accomplished by a transmission request from the accessed online site 50. Alternatively, the targeted television advertisement can be transmitted directly to user's STB36 from accessed online site 50 or from another online site or ad server (none of these alternatives are shown), without having been pre-stored on CAS 40. In another case, CAS40 may instruct user's STB36 to obtain ads directly from accessed site 50, from CAS40, from another online site, or from another ad server, using, for example, a URL to CAS40 by the profile provider. In any alternative, the television advertisement need not be transmitted directly to STB 36; instead, it may be transmitted through one or more intermediate servers (i.e., servers hosted by an ISP, TVP, cable company, or telecommunications company, for example). The television advertisement may be streamed or otherwise delivered for viewing in real-time, or it may be delivered to the user's STB36 or an associated DVR for subsequent viewing.

CAS40, online site 50, or another profile provider may transmit (directly or indirectly) instructions to STB36 to provide notification of when a targeted television advertisement is presented to a user's television 38 (as a result of earlier, observed user online behavior), or to provide the user with an opportunity to interact with a targeted television advertisement (to observe user behavior after the targeted television advertisement is delivered). These interactions may include any of a wide variety of queries, responses, or activities. In one example, the viewer may be asked whether the advertisement is relevant or whether the user wants to receive additional advertisements of the same type or from the same advertiser. In another example, the user may be asked to select among alternative products regarding further information or advertising available. In another example, the user may be provided with an opportunity to shop or make a purchase via television advertising. In another example, the viewer may be asked if he or she wants to release a certain PII to the advertiser. In response to the presentation of the targeted advertisement or the occurrence of a particular interaction, a notification that the targeted advertisement has been presented or interacted with is transmitted to CAS40 from the user's STB36, or from a server participating in or aware of the delivery of the television advertisement to STB36 (e.g., through modem 32 and ISP22 as in FIG. 6A or through TVP24 as in FIG. 6B; and in both cases, possibly also through one or more intermediate servers). The notification may include a profile identification included with the initial ad request received by CAS 40. Alternatively, a notification can be transmitted from STB36 to online site 50 (either directly through modem 32 and ISP22 as in FIG. 6C or through TVP24 as in FIG. 6D; or indirectly through CAS40, not shown). The notification may simply indicate that the television advertisement has been viewed, or may include a greater amount of information (before, during, or after its viewing) derived from the user's behavior in connection with the television advertisement.

Subsequently, when the user re-accesses one or more online sites via modem 32, the profile identification can be transmitted to CAS40 (e.g., by reading a cookie or label stored by computer 34, or by receiving a username, login name, or other suitable online access identification). In response, CAS40 may transmit one or more selected (i.e., targeted) online advertisements to the user's computer 34 via modem 32 at its current online access IP address, or may track and record the user's online activity via modem 32 at the current online access IP address (as in FIG. 7A). The current online access IP address of modem 32 may or may not be the same as the IP address used to initially access online site 50. The selected online advertisements may be targeted based on any suitable or desirable criteria, including observed user behavior with respect to television advertisements directed to STB 36.

Alternatively, the profile identification can be transmitted to online site 50 (directly, as in FIG. 7B; or indirectly through CAS40 or other intermediate server, not shown), or to another ad server (not shown) in a manner similar to that described above for CAS 40. In response, the online site 50 or other ad server may transmit one or more selected online ads or selected online content to the user's computer 34 or may track the user's online activity (either directly, as in FIG. 7B; or indirectly through the CAS40 or other server, not shown).

In various alternative implementations, the instructions for online ad delivery or online tracking need not be transmitted in real-time (e.g., by CAS40 or other ad server, by online site 50 or other online site, by ISP or TVP), nor need they be transmitted electronically over a network. In some implementations, the instructions are transmitted continuously as notifications are received, the instructions are transmitted only at certain time intervals or when certain events occur, or the instructions are transmitted only when the received notifications accumulate to a specified amount. Those instructions may be transmitted immediately over the internet or other network in any suitable protocol (e.g., TCP/IP), may be transmitted via email, may be stored on a physically migrated digital storage medium, may be transmitted as a hardcopy printout, or may be transmitted in any other suitable or desirable manner.

A profile provider (e.g., the owner of online site 50) or other online entity that uses or benefits from the use of profile information may send an electronic communication to CAS40, preferably automatically, such as by having the profile provider's server pre-program to send such electronic communication containing instructions or information useful to CAS40, such that the selected online advertisement is delivered to online user interface device 34 at the appropriate time or to cause tracking of online behavior from online user interface device 34 to occur. The electronic communications received by CAS40 may contain information or instructions regarding possible user activities associated with the targeted television advertisement. The electronic communication may take a variety of forms and may include, but is not limited to, one or more of the following: (1) an indicator of the online advertisement that should be transmitted, such as a URL or advertisement title supplied by a profile provider to obtain the correct online advertisement from the corresponding advertisement server or the actual online advertisement itself; (2) indicators of information about the user (which may not be PII), such as profile information or codes or keywords accessing the information in a database, online access identification, STB identification, IP address, time and date of online site access or television advertisement viewing, (3) indicators describing user activity (prior advertisement viewing or interaction therewith) or user interest, or (4) responses expected by CAS40 in dependence on user activity associated with the delivered television advertisement (e.g., "if the user selects ' A ', delivers online advertisement ' X '", or "if the user watches television advertisement ' B ', tracks online behavior in online fields ' Y ' and ' Z"). As shown in FIGS. For the instance that each user watches or interacts with a television advertisement, an electronic communication may be sent, or a list may be created and transmitted at appropriate intervals, the list containing information about a number of such television advertisements. In some instances, the electronic communication may be transmitted before the corresponding television advertisement is transmitted, with instructions being executed after the transmission of the television advertisement.

Tracking online activity made feasible by the association of STB identifications with online access identifications (using online access IP addresses as described above or by other methods such as those described below) may allow advertisers to assess the effectiveness of television advertisements or improve targeting criteria for online or television advertisements. Presentation of targeted online advertisements as a continuation of targeted television advertisements may be used to improve the effectiveness of combined online advertisements and television advertisements over separate alternative advertising media, where targeted television advertisements are made available through association of STB identifications with online access identifications (using online access IP addresses as described above or by other methods such as those described below).

The particular targeted online advertisement that is typically targeted in this way is selected for delivery to the user's online user interface device (using the corresponding online access identifier) based on the observed user's behavior with respect to television advertisements. The observed, interactive user behavior may be achieved during so-called "interactive" advertising by a television viewer clicking or selecting using a remote control or other interface to the STB, or otherwise providing a selection to the TVP. Clicking or selecting may be accomplished with respect to a particular link, command, or additional advertisement by shopping or making purchases via television, or by other user-controlled selection. Other observed viewer behavior may also result from analysis of the user's habits in selecting TV programs, which selection may be used to decide what TV advertisements to deliver to the user or to avoid delivering to the user, and this type of interaction may also be used for the purposes described herein, i.e., the customized delivery of online advertisements or the decision to record online behavior for measuring the effectiveness of TV advertisements. User behavior may also result from analysis or detection of user commands received by the television at a particular time, such as "skip", "fast forward", "change channel", "change volume", or "silent" commands. For example, certain modes of these commands may involve the user skipping a television advertisement, and in response to such skipping, the advertiser may target (or possibly avoid targeting) an online advertisement to the user. Information about observed behavior related to television ads, optionally in conjunction with collected demographic information, may be used by the CAS or profile provider to target targeted online ads.

In addition to targeting online advertisements or tracking online behavior in response to user behavior related to targeted television advertisements, the implementations described above, and those described below, may also be used to target online advertisements or track online activity in response to user behavior related to non-targeted television advertisements. In these cases, the notification transmitted from the user's STB or from a server participating in or aware of the delivery of the non-targeted television advertisement to STB36 may be directed to any entity participating in or benefiting from the delivery of the television advertisement to enable that entity to cause the online advertisement to be directed to the user or to track and record the user's subsequent online activities. Whether targeted or not, the television advertisement may be temporally interleaved with the television programming or spatially integrated with (e.g., overlaid on or juxtaposed to) the television programming.

Another implementation of the system and method according to the present disclosure is suitable for instances in which both online access and television services are provided to users through a common ISP/TVP (represented in the figure by both blocks 22 and 24). As already described, the user of the online access service (i.e., the subscriber) is not provided with a static IP address; instead of dynamic IP addresses IP_{Modem with a plurality of modems}An example of modem 32 that is temporarily configured to the user, often via DHCP, for online access is typical. After some time interval (or after some event occurs), the dynamically assigned online access IP address is reset by another IP address assigned on modem 32. ISP/TVP22/24 transmits (as in fig. 8A) the online access IP addresses of a large number of users, possibly along with corresponding pseudonyms, aliases, or other identifiers uniquely associated with the IP addresses, to CAS40, or possibly to multiple CAS, for example, user XY123 connects to the internet through modem 32 assigned IP address abc. Each online access IP address, and possibly its associated pseudonym, is assigned or reassigned by the ISP/TVP22/24The time of distribution may be immediately transmitted to CAS40, which is advantageous in immediately sending targeted online advertisements to the user's modem. Alternatively, the online access IP address, and possibly its corresponding pseudonym, may be transmitted to CAS40 periodically at any necessary or desired interval or after any particular event (e.g., a predetermined number of pairs are collected). Pseudonyms and online access IP addresses typically include non-PII, but may also include PII if needed, desired, or allowed. The use of pseudonyms or other identifiers to associate online access with set-top box identifiers is disclosed in application No. 11/736,544, which has been incorporated herein by reference.

ISP/TVP22/24 in turn transmits (as in FIG. 8A or 8B) a STB Identification (ID) assigned (statically or dynamically) to STB36_STB) To CAS40 and associates it with a pseudonym previously associated with the user's modem 32, for example, user XY123 has STB36 with the identification PQRS456 in addition to modem 32 for online access at IP address abc. The STB identification may take any of the forms already described, including identification internal to the ISP/TVP22/24, an STB IP address assigned to STB36 independently of modem 32, or a modem IP address shared by STB36 (as in fig. 2). The association of the user's online access IP address with the user's STB identification at CAS40 typically constitutes a non-PII.

ISP/TVP22/24 reports to CAS40 that at a given time user XY123 can access the internet through modem 32 using online access IP address abc.def.ghi.jkl and can receive television services through STB36 using STB identification PQRS456 (as in fig. 8A or 8B). Those associations may be stored on CAS40, or simply by ISP/TVP22/24 and transmitted to CAS40 when needed. STB36 may monitor the presentation of television advertisements (targeted or non-targeted) on user's television 38, or user interaction with interactive television advertisements, and may transmit a notification of the same to CAS40 (as in FIG. 6A or 6B, as appropriate) or to online site 50 (as in FIG. 6C or 6D, as appropriate) along with STB identification PQR 456. Examples of interactions with television advertisements that may be reported are given above. Television advertisements may be delivered to STB36 through the TVP portion of the ISP/TVP infrastructure using a dedicated cable television advertisement channel, an IP-based protocol, or any other communication protocol, or television advertisements may be delivered to STB36 through the ISP portion of the ISP/TVP infrastructure.

In response to the notification transmitted to CAS40, CAS40 may track and record subsequent online activity (and subsequently link to the delivered television advertisement) of user XY123 using online access IP address abc. Alternatively, one or more targeted online advertisements may be directed by the CAS40 to user XY123 at the online access IP address abc.def.ghi.jkl or any subsequently assigned online access IP address associated with user XY123 (both of which are shown in FIG. 7A) based on the user's subsequent online activity. Alternatively, CAS40 may cause one or more targeted online advertisements to be targeted from another online site or server (not shown) to the online access IP address currently associated with user XY 123. Subsequent online activity of user XY123 using online access IP address abc.def.ghi.jkl or any subsequently assigned online access IP address associated with user XY123 may be tracked by online site 50 (and subsequently linked to the delivered television advertisement) in response to the notification transmitted to online site 50. Alternatively, one or more targeted online advertisements may be targeted by the online site 50 to the user XY123 at the online access IP address abc.def.ghi.jkl or any subsequently assigned online access IP address associated with the user XY123 (both as shown in FIG. 7B) based on the user's subsequent online activity. Alternatively, online site 50 may cause one or more targeted online advertisements to be targeted to the current online access address from another online site or server (not shown). The targeted online advertisements may be selected based on any suitable profile information or criteria, as described elsewhere herein.

When an IP address or STB identification is dynamically assigned and reassigned, ISP/TVP22/24 reports the updated online access IP address or STB identification to CAS40 (as in FIG. 8A or 8B). The updated IP addresses, identities and their associated pseudonyms may be transmitted to CAS40 immediately upon configuration or reconfiguration of ISP/TV 22/24, or may be transmitted to CAS40 periodically at any necessary or desired time interval (fixed or varying). While assigning a pseudonym associated with the online access IP address and STB identification may facilitate delivery of online advertisements to modem 32 based on observed behavior of a user in connection with television advertisements delivered through STB36, this is not required. What is needed is an association between the STB identification associated with the earlier delivered television advertisement and the online access IP address of the subsequent online activity to make subsequent delivery of the online advertisement feasible based on the user's earlier television activity (PII dependent or perhaps preferably not).

The TVP/ISP can associate between the online access identification and the set-top box identification without involving CAS40 or other external servers or profile providers. The TVP/ISP may make this association in real time or the association may be created later using a database or log file to associate the television advertisement delivered to the STB with an online advertisement or campaign from the user's computer. The association thus established may be used to cause online ads to be targeted to the user's computer from CAS40 or other ad servers. The TVP/ISP itself can track and record online behavior and can share the results data with the profile provider or television advertiser as permitted or desired.

CAS40 need not necessarily rely on updates to the IP address associated with the user's pseudonym. CAS40 may set a cookie or label on computer 34 as soon as computer 34 encounters a user from an IP address associated with, for example, user XY 123. Upon encountering CAS40 in the future, the cookie may associate the user of computer 34 with the user profile associated with user XY123, or associate the user of computer 34 with the user profile associated with STB identification PQRS456 associated with user XY123, independently of any updates to the IP address associated with user XY123 by ISP/TVP 22/24. Subsequent connections between CAS40 and the user's computer 34, and the online tracking or delivery of targeted online advertisements, can then be made as described above when profile identification is used. The cookie placed by CAS40 may thus serve as an online access identifier.

However, in another implementation of the system and method according to the present disclosure, the user need not receive both television services and internet access from a public service provider. In a representative embodiment arranged as shown in fig. 2, user's STB36 can periodically connect CAS40 (or multiple CAS) through the IP address of user's modem 32 (and thus common to STB 36). Shared IP address (IP)_{Modem with a plurality of modems}) Dynamically assigned by ISP22 to the user's modem 32 or other online access device. Modem 32 may include a router to properly route network traffic among user's computer (or computers or other devices) 34 and user's STB 36. Alternatively, a separate router may be employed, or computer 34 or STB36 or television 38 may include routing functionality for properly routing network traffic through modem 32, with STB36 providing routing functionality or being connected to a separate router, to computer 34, or to television 38 as appropriate. STB36 reports the common IP address to the connected CAS 40. However, since STB36 communicates through modem 32, STB36 may not itself know the common IP address being used. In this case, STB36 can still report the common IP address to CAS40 (e.g., at some suitable interval) by merely initiating a communication from modem 32 to CAS40, thereby enabling CAS40 to extract the common IP address from the communication. The use of a common IP address that associates an online access IP and a set-top box IP address is disclosed in application No. 11/736,544, which has been incorporated by reference herein.

In this implementation, the common IP address may, at least initially, constitute an electrical association that enables targeted online advertising or tracking/recording based on observed user behavior related to television advertising (described further below). For example, STB36 may be connected to a Local Area Network (LAN) that shares modem 32 for online access. Cloth hereinIn this regard, for STB36 and other devices connected to the LAN, network traffic is routed to a common IP address (i.e., the IP address of modem 32). The user may receive online access from any online service provider via any suitable modem 32 (by cable, DSL, wireless, satellite or any other transmission system) or other suitable online access means, and may receive television services from any suitable television service provider via STB 36. In this implementation, the term "common IP address" refers to the IP address of the modem 32 or other online access device to which remote network traffic is routed for a common connection through the modem to a remote network (Internet 10) shared by all of the multiple devices. For example, the IP address of a modem connected to the internet, a router within a Local Area Network (LAN), will create a common IP address for multiple devices connected to the LAN for online access, even though those multiple devices typically also have private IP addresses assigned by the router for routing traffic within the LAN. An online site or server accessed through any one of multiple devices can only "discover" a common IP address (IP)_{Regulating device Modem with a plurality of modems}). As noted above, in future network implementations (e.g., IPv6), each device may have its own unique network address.

The common IP address enables the delivery of targeted online advertisements to modem 32 based on television access by STB36 having the common IP address (or based on other user profile information derived from television activities observed to originate from the STB IP address of STB36, i.e., from the common IP address). The presence of the common IP address associates the online access IP address with the set-top box IP address. This need not necessarily include PII. The time interval periodically reported to CAS40 by STB36 can be set to any suitable time period, for example, every five minutes, every hour, or some other necessary or desired time interval for reporting the common IP address to CAS 40. The time interval may be selected to be commensurate with a typical or average time interval for dynamic reassignment of online access IP addresses by the user's internet service provider. The selected time interval can be made adjustable, if needed or desired. Alternatively or additionally, the connection between STB36 and CAS40 may not be set to occur at fixed time intervals, but rather irregularly, as it is triggered by dynamic reassignment of online access IP addresses by ISP 22.

User profile information derived from the user's activities associated with a television advertisement (targeted or non-targeted) can be electronically transmitted from STB36 (or from a server participating in or aware of the delivery of the television advertisement to STB36) to CAS40 as the user views, interacts with, or otherwise responds to the television advertisement (targeted or non-targeted). The transmission from STB36 may be through modem 32 (as in fig. 6A) or through TVP24 (as in fig. 6B), and may include an intermediary server. Subsequent online activities of the user using modem 32 (using the common IP address applicable at the subsequent online activity; FIG. 7A) can be tracked by CAS40 in response to the notification transmitted to CAS40, or later one or more targeted online ads can be targeted to the user by CAS40 (using the common IP address applicable when targeting online ads; as in FIG. 7A). Alternatively, CAS40 may cause one or more targeted online advertisements to be targeted to the applicable online access address from another online site or server (not shown). In response to the notification transmitted to the online site 50, subsequent online activity of the user using the applicable online access IP address may be tracked by the online site 50, or one or more targeted online advertisements may then be targeted by the online site 50 to the user at the applicable online access IP address (both of which are shown in FIG. 7B). Alternatively, online site 50 may cause one or more online advertisements to be subsequently targeted to the online access address from another online site or server (not shown). The targeted online advertisements may be selected based on any suitable criteria, as described elsewhere herein.

Different methods of determining an applicable common IP address for targeted online advertising or tracking online behavior are described below. Once an applicable common IP address is identified for a given television ad delivered to STB36, CAS40 does not necessarily need to further rely on such common IP address for subsequent online ads or online tracking related to the television ad. CAS40 may set a cookie or tag on computer 34 that associates the user of computer 34 with the user profile associated with the television advertisement originally delivered to STB 36. When encountered in the future, the association of the user of computer 34 with the television advertisement delivered to STB36 is identified by CAS40 by reading a cookie, independent of any change in the common IP address. Subsequent connections between CAS40 and the user's computer 34, as well as online tracking or delivery of targeted online advertisements, may then be made when profile identification is used as described above. The cookie placed by CAS40 may thus serve as an online access identifier.

The targeted online advertisement can be directed to the modem at the common IP address previously reported to CAS40 by STB36, which is the IP associated with modem 32 and STB36 that receives the notification therefrom. Alternatively, the targeted online advertisements may be targeted to the modem at a common IP address reported by STB36, as applicable at a later time. It may often happen that a user does not access the internet via modem 32 until a substantial time interval after the transmission of a notification to CAS40 or online site 50. In this case, the common IP address reported to CAS40 or online site 50 as part of the notification may no longer be assigned to modem 32 (and thus STB36), and the targeted online advertisement or online tracking may be misdirected. This difficulty can be addressed by one of several methods.

In one example, when encountering a user's computer 34 from an online IP address corresponding to the IP address reported by STB36 at the time the television ad was delivered, CAS40 may read a cookie (if any) previously set on the computer and determine whether the online access IP address reported by computer 34 at the time of the previous encounter is the same as that reported at the current encounter. If so, then it is highly likely that the current online access IP address is the applicable common IP address shared by STB36 at the time of television advertisement delivery, and that the targeted online advertisement or online tracking will be correctly targeted. If the earlier and currently reported online access IP addresses do not match, then (i) CAS40 may forgo the opportunity for targeted online advertising or online tracking, or (ii) CAS40 may target online advertising or track online behavior at the current IP address reported by computer 34, regardless of the likelihood of erroneous online ad delivery or erroneous online tracking. The decision to relinquish an opportunity may be automatic or may be based on any suitable criteria, such as, for example, the time interval between STB36 reporting the television ad delivery and computer 34 reporting its online access IP address.

In another example, a database is maintained to record, for each television advertisement delivered to STB36, the applicable common IP address assigned to modem 32 at that time, along with the corresponding date and time and observed advertisements related to user behavior (e.g., user viewing of TV advertisements only, user interaction with TV advertisements, or information related to targeting TV advertisements), if any. Such STB/ad database also includes the most recent common IP address, regardless of whether any TV ad is assigned an IP address while being delivered to the STB. The STB/advertisement database is often referred to as a "log" or "history," or by using alternative terminology. For purposes herein, the term "database" will be considered to encompass a log of such association-specific data, regardless of the format in which the information is maintained or how it is connected or associated. The STB/ad database can be stored and updated by STB36 or computer 34, and preferably can be transmitted to CAS40 and stored by CAS 40. The STB/ad database may be updated at regular intervals or may be triggered to update by certain events, such as receiving a television ad or reassignment of a common IP address, and the update includes transmission to CAS40 of the updated database. The STB/ad database will typically be updated using data provided by the STB itself, since it is quite easy for the STB to associate its current common IP address with the past common IP address it owns (as disclosed in application No. 11/736,544, which has been incorporated herein by reference).

When the user experiences subsequent online activity using modem 32, the current common IP address is transmitted by modem 32 to CAS40 or online site 50. If the STB advertisement database record is found to have the common IP address as its most recently assigned common IP address, it is possible that the STB associated with the database record is the STB36 associated with modem 32. The likelihood that the association is valid depends on the relative length of the time interval between successive reassignments of common IP addresses and successive updates of the database at CAS 40. The associated STB/ad database may be searched for prior observed user behavior related to a previously delivered television ad. If any such records are found, CAS40 or online site 50 may track subsequent online activity from modem 32 or deliver targeted online advertisements to modem 32 (as in FIG. 7A or 7B) in response to the observed behavior, as already described above. The current common IP address and the common IP address at the time of the previous delivery of the television advertisement (i.e., the previous STB identification) may not be the same, but they are still associated by the STB/advertisement database.

If the STB/advertisement database is periodically updated, the periodic intervals are preferably sufficiently small relative to typical or average time intervals between reconfigurations of IP addresses to keep the likelihood that the database matching the current common IP address is inconsistent with STB36 connected to modem 32 (resulting in online advertisements being targeted to the common IP address based on behavioral goals observed for different STBs) within acceptable limits. This time interval may be a few minutes, hours, days, or some other suitable or desired time interval. If the STB/advertisement database has not been updated since the last common IP address reassignment, a small portion of the targeted online advertisements will be targeted based on observed behavior from the wrong STB, however at the expense of repeated processing and transmission, this small portion can be reduced by reducing the time interval of the updates. The STB/ad database may be updated or purged according to any desirable scheme so that it may cover a prior time period of hours, days, weeks, or some other suitable or desired time period.

In another exemplary embodiment, the user's modem 32, computer 34 or STB36 may be assigned an additional identifier for verifying associations established by searching the STB/advertisement database and for avoiding false online advertisements or tracking. This additional identification need not include PII and may be assigned permanently or temporarily. This additional identification is described in the above-referenced application No. 11/736,544, and any additional identification can be included in the record of the STB/ad database and in the transmission of the current common IP address by modem 32 to CAS40 or online site 50. Examples of additional identifiers may include a device serial number or a portion thereof, a MAC address or a portion thereof of a device, a username, a pseudonym, a confirmation number (random or non-random), a tag, or any other identification code or data element. CAS40 may place additional identities on STB36 or computer 34 the first time a connection is made, and may read or modify the additional identities each time a connection is made later. This additional identification will be considered a "cookie" when stored on the computer 34 and used by the online server to identify the visitor's computer; this additional identification on modem 32 or STB36 would provide similar functionality. Additional identifications may include common IP addresses used by modem 32 and STB36 when connected to CAS40 so that CAS40 may compare the current common IP address to the previous common IP address when connected without having to search through a database. From a privacy perspective, the use of additional identifiers placed by CAS40 on STB36, modem 32, or computer 34 has an advantage in that it can enable the user to control the additional identifiers and set privacy settings to suit the user's preferences. The user may, for example, delete the additional logo, change the additional logo to inform the CAS the next time it communicates that the user is not interested in the targeted ad, is only interested in ad targeting behavior from the first seven days, is only interested in ads in certain categories, or is interested in all types of ads except for certain excluded categories (e.g., adult content). In addition to reporting common IP addresses to CAS40, STB36, modem 32, or computer 34 can also report additional identifications. Matching this additional identification can greatly reduce the likelihood that the targeted online advertisement is mistargeted.

The STB/ad database or additional identification may also be employed in other implementations of this disclosure.

Regardless of the particular implementation or implementation employed, the systems and methods disclosed herein may be employed to provide additional opportunities for receiving relevant information to those users viewing or interacting with television advertisements. In a representative embodiment, a television advertiser or other profile provider may request permission to contact the user by telephone, email, or postal mail via the delivered television advertisement and STB36, and may additionally request the user's preferred means of communication. Such a connection would typically require PII. The request for permission may be accompanied by a request for the user to provide or confirm any PII needed to contact the user, or the advertiser may use a PII that is already available to the advertiser, TVP, or profile provider. Optionally, the request for permission may further include permission for the television advertiser or profile provider to receive or acquire the necessary PII (if available therefrom) from STB36 or CAS 40. Any of the described requests can be made directly by a television advertiser or profile provider, indirectly through CAS40, or through CAS40 on behalf of a television advertiser or profile provider. If the viewer agrees to the permission, the permission becomes part of the profile information, along with any additional profile information collected during subsequent contacts.

Any implementation that requires determining, using, storing, or transmitting an IP address may be implemented in a variety of ways. Examples are disclosed in application No. 11/736,544, which has been incorporated herein by reference. In some of such implementations, more than one online user interface device may share an IP address.

Additional targeting criteria may be employed to target or track online behavior to or from the correct online user interface device based on information related to user behavior related to TV advertisements transmitted to an associated set-top box. An example of such a targeting criteria is disclosed in application No. 11/736,544, which has been incorporated by reference herein. Even if the correct online user interface device (or group of devices sharing a network address) is determined, in some instances, the device may still be used by multiple users. In these examples, online advertisements may be targeted or tracked based on information of user behavior related to TV advertisements transmitted to an associated set-top box, but further taking into account specific online activities (e.g., online content viewed or type of online search performed) on the user interface device at a specified time. Examples of such online activities and how to consider are disclosed in application No. 11/736,544, which has been incorporated by reference herein.

In any implementation that includes the delivery of online advertisements, the user's computer 34 or other online user interface device may be configured to filter the targeted online advertisements. Examples are disclosed in application No. 11/736,544, which has been incorporated herein by reference.

Regardless of how the user's online access address and STB IP address are associated, this association may be maintained in some instances even if the online user interface device 34 is a mobile device (e.g., an internet-enabled mobile phone, handset, PDA, or laptop) that is intermittently disconnected from the modem 32 and connected to the internet through another connection (e.g., another LAN, wireless hotspot, or cellular mobile phone network, as in fig. 9). Examples are disclosed in application No. 11/736,544, which has been incorporated herein by reference.

In any implementation that includes the delivery of targeted online advertisements, the online advertisements may be provided by a very large number of sources or entities. Examples of different sources for targeted television advertising are disclosed in application No. 11/736,544, which has been incorporated herein by reference. The targeted online advertisement may be provided by an array of similar sources or entities.

In any of the disclosed implementations, revenue can be generated and distributed among the involved entities in a very large number of ways. Some examples are disclosed in application No. 11/736,544, which has been incorporated herein by reference. In various examples, profile providers may be compensated for making it feasible to target television advertisements and subsequently target online advertisements based on television advertisements.

The systems and methods disclosed herein may be implemented as a general or special purpose computer or other programmable hardware device that is programmed by software or as hardware or apparatus that is "programmed" by hard-wiring, or a combination of both. Computer programs, or other software, if used, may be embodied in temporary or permanent memory or alternative media, such as by programming in microcode, object-oriented code, web-based or distributed software modules working together, RAM, ROM, CD-ROM, DVD-ROM, hard disk drive, thumb drive, flash memory, optical media, magnetic media, semiconductor media, or any future memory alternative.

It is intended that equivalents of the disclosed representative embodiments and methods will fall within the scope of the disclosure and/or appended claims. It is intended that the disclosed representative embodiments and methods, and equivalents thereof, may be modified while remaining within the scope of the disclosure or appended claims. For example, where the term "product" is used in connection with a purchase or purchase request, the product may be a tangible product, an intangible product, or a service.

For the purposes of this disclosure and the appended claims, the conjunction "or" is to be interpreted broadly (e.g., "dog or cat" is to be interpreted as "dog, or cat, or both"; e.g., "dog, cat, or mouse" is to be interpreted as "dog, or cat, or mouse, or any two or three), unless (i) explicitly stated otherwise, e.g., by" or. Or (ii) two or more of the listed alternatives are mutually exclusive in a particular context, in which case an "or" would only encompass combinations of those alternatives including non-mutually exclusive. For the purposes of this disclosure or the appended claims, the words "comprising", "including" and "having", and variants thereof, are to be construed as open-ended terms, with the same meaning as the phrase "at least" appended thereto after each instance.

Claims (27)

1. A computer-implemented method, comprising:

(a) automatically causing a first selected online advertisement to be targeted to an online user interface device in response to online activity from the online user interface device, the online user interface device corresponding to a first online access identifier when the first selected online advertisement is targeted,

(b) wherein the operations in part (a) are based on information from a first user profile that references or includes a first set-top box identification,

(c) wherein the information in part (b) is derived at least in part from automatically collected first data relating to user behavior with respect to at least one television advertisement delivered to a set-top box corresponding to the first set-top box identifier at the time of the user behavior, and

(d) wherein the first online access identifier is associated with the first set-top box identifier.

2. The method of claim 1 wherein the first online access identifier is associated with the first set-top box identifier by referencing or including the first online access identifier in the user profile.

3. The method of claim 1 wherein the operations in part (a) are further based on information about online activity from an online user interface device.

4. A computer-implemented system, comprising:

(a) means for implementing the following: automatically causing a first selected online advertisement to be targeted to an online user interface device in response to online activity from the online user interface device, the online user interface device corresponding to a first online access identifier when the first selected online advertisement is targeted,

(b) wherein the operations in part (a) are based on information from a first user profile that references or includes a first set-top box identification,

(c) wherein the information in part (b) is derived at least in part from automatically collected first data relating to user behavior with respect to at least one television advertisement delivered to a set-top box corresponding to the first set-top box identifier at the time of the user behavior, and

(d) wherein the first online access identifier is associated with the first set-top box identifier.

5. A computer-implemented method, comprising:

(a) automatically tracking and recording a first selected online activity from an online user interface device that corresponds to a first online access identifier when the online activity is tracked and recorded,

(b) wherein the operations in part (a) are based on information from a first user profile that references or includes a first set-top box identification,

(c) wherein the information in part (b) is derived at least in part from automatically collected first data relating to user behavior with respect to at least one television advertisement delivered to a set-top box corresponding to the first set-top box identifier at the time of the user behavior, and

(d) wherein the first online access identifier is associated with the first set-top box identifier.

6. A computer-implemented system, comprising:

(a) means for implementing the following: automatically tracking and recording a first selected online activity from an online user interface device that corresponds to a first online access identifier when the online activity is tracked and recorded,

(b) wherein the operations in part (a) are based on information from a first user profile that references or includes a first set-top box identification,

(c) wherein the information in part (b) is derived at least in part from automatically collected first data relating to user behavior with respect to at least one television advertisement delivered to a set-top box corresponding to the first set-top box identifier at the time of the user behavior, and

(d) wherein the first online access identifier is associated with the first set-top box identifier.

7. A computer-implemented method of processing online activity of a first user, the first user having a first set top box and a first online user interface device, the method comprising:

(a) receiving a notification from a first television advertisement at a central ad server CAS in response to presentation of the first television advertisement on the first set-top box, wherein the notification indicates that the first television advertisement has been viewed or includes information derived from a user's actions related to the first television advertisement; and

(b) automatically causing, based on the notification, a first action with the CAS regarding online activity to be performed through the first online user interface device after the first television advertisement is presented, the first online user interface device corresponding to a first online access identifier at the time of the first action, wherein the first action comprises: either (i) cause a first selected online advertisement to be targeted to the first online user interface device, or (ii) cause recording of a selected online activity occurring after presentation of the first television advertisement, the online activity being tracked from the first online user interface device;

(c) wherein the operations in part (b) are based on information from a first user profile that references or includes a first set-top box identifier;

(d) wherein the information in part (c) indicates that the first television advertisement has been viewed on the first set-top box or the information in part (c) is derived at least in part from automatically collected first data relating to user behavior with respect to the first television advertisement delivered to the first set-top box; and

(e) wherein the first online access identifier is associated with the first set-top box identifier.

8. The method of claim 7, further comprising linking the first selected online advertisement or the tracked and recorded online activity to a transmitted television advertisement in a database.

9. The method of claim 7, further comprising:

(1) receiving a notification at the CAS from a second set-top box in response to presentation of a second television advertisement on the second set-top box, wherein the notification indicates that the second television advertisement has been viewed or includes information derived from behavior of a user related to the second television advertisement; and

(2) based on the notification in section (1), after presenting the second television advertisement, automatically causing a second action with respect to online activity, different from the first action, to be performed by a second online user interface device with the CAS, the second online user interface device corresponding to a second online access identifier associated with a second set top box identifier at the time of the second action, wherein the second action comprises: either (i) cause a second selected online advertisement to be targeted to the second online user interface device, or (ii) cause recording of a selected online activity occurring after presentation of the second television advertisement, the online activity being tracked from the second online user interface device;

(3) wherein the operation in part (2) is based on information from a second user profile that references or includes the second set top box identification;

(4) wherein the information in part (3) indicates that the second television advertisement has been viewed on the second set top box or the information in part (3) is derived at least in part from automatically collected second data relating to user behavior with respect to the second television advertisement transmitted to the second set top box.

10. The method of claim 7 wherein the first online access identifier is electrically associated with the first set-top box identifier by referencing or including the first online access identifier in a user profile.

11. The method of claim 7, wherein the notification in part (a) includes a profile identification included with an initial ad request received by the CAS.

12. The method of claim 7 wherein the first online access identifier and the first set-top box identifier are electronically associated in a database.

13. The method of claim 7 wherein the first set-top box identification comprises a label or cookie on the first set-top box.

14. The method of claim 7 wherein the first set-top box identification comprises a set-top box IP address.

15. The method of claim 7, wherein the first online access identification comprises an online access IP address.

16. The method of claim 7 wherein the first online access identifier comprises a tag or cookie on the first online user interface device.

17. The method of claim 16 wherein the information from the first user profile comprises a profile identification referenced or included in a tag or cookie placed on the first online access user interface device, the information from the first user profile derived at least in part from automatically collected data relating to user behavior of a previous online activity from an online user interface device corresponding to at least one online access identification at the time of the previous online activity, wherein the at least one online access identification is associated with the first set-top box identification.

18. The method of claim 7 wherein the first online access identifier comprises a first online access IP address, the method further comprising receiving an indicator of the association of the first set-top box identifier and the first online access IP address from at least one provider of television service or online access of a user.

19. The method of claim 7 wherein (i) the first online access identifier comprises a first online access IP address, and (ii) the first set-top box identifier is associated with the first online access identifier based on a time and date when the first online access IP address was used for online activity by the first online user interface device, the association using a database of set-top box identifiers, online access IP addresses, and corresponding times and dates.

20. The method of claim 7 wherein the first set-top box identifier comprises a set-top box IP address, the first online access identifier comprises an online access IP address, and the association of the first online access identifier with the first set-top box identifier is based on a common IP address to which network traffic is routed for both the corresponding online user interface device and the corresponding set-top box.

21. The method of claim 7 wherein the information in part (c) is derived at least in part from automatically collected data relating to user behavior with respect to prior online activity from the first online user interface device.

22. A computer-implemented system comprising means for processing online activity of a user having a set top box and an online user interface device:

(a) first means for: receiving a notification from the set-top box at a central ad server CAS in response to the presentation of a television advertisement on the set-top box, wherein the notification indicates that the television advertisement has been viewed or includes information derived from the behavior of a user associated with the television advertisement; and

(b) second means for implementing the following: based on the notification, automatically causing an action with the CAS to be performed, subsequent to presentation of the television advertisement, on an online activity through the online user interface device, the online user interface device corresponding to an online access identifier at the time of the action, wherein the action comprises: either (i) causing a selected online advertisement to be targeted to the online user interface device, or (ii) causing a selected online activity occurring after recording of the presentation of the television advertisement, the online activity being tracked from the online user interface device;

(c) wherein the operations in part (b) are based on information from a user profile that references or includes a set-top box identifier;

(d) wherein the information in part (c) indicates that the television advertisement has been viewed on the set-top box or the information in part (c) is derived at least in part from automatically collected data relating to user behavior with respect to the television advertisement transmitted to the set-top box; and

(e) wherein the online access identifier is associated with the set-top box identifier.

23. The system of claim 22, further comprising a database, wherein the selected online advertisement or the tracked and recorded online activity is linked in the database to a transmitted television advertisement.

24. The system of claim 22 wherein the set-top box identification comprises a tag or cookie on the set-top box.

25. The system of claim 22, wherein the online access identifier comprises a tag or cookie on the online user interface device.

26. The system of claim 22, further comprising a database of set-top box identifications, online access IP addresses, and corresponding times and dates; and wherein (i) the online access identifier comprises an online access IP address, and (ii) the set-top box identifier is associated with the online access identifier by using the database according to the time and date when the online access IP address was used for online activity by the online user interface device.

27. The system of claim 22 wherein the set-top box identification comprises a set-top box IP address, the online access identification comprises an online access IP address, and the association of the online access identification with the set-top box identification is based on a common IP address to which network traffic is routed for both the corresponding online user interface device and the corresponding set-top box.