U.S. patent application number 11/332771 was filed with the patent office on 2006-12-28 for voting and headend insertion model for targeting content in a broadcast network.
Invention is credited to Bruce J. Anderson, Daniel A. Boulet, Daniel C. Wilson.
Application Number | 20060293954 11/332771 |
Document ID | / |
Family ID | 36678227 |
Filed Date | 2006-12-28 |
United States Patent
Application |
20060293954 |
Kind Code |
A1 |
Anderson; Bruce J. ; et
al. |
December 28, 2006 |
Voting and headend insertion model for targeting content in a
broadcast network
Abstract
A system and method is provided for use in connection with
delivering content that is targeted to users of a broadcast
network. In order to select content that is targeted to users of
the broadcast network, signals are received from a plurality of
customer premise equipment devices (CPEs) of the network users via
a broadcast network interface. Based on the received signals,
broadcast assets (e.g., programming, advertisements etc.) are
selected from a collection of available asset options. Accordingly,
at least a portion of the selected assets are inserted into a
content stream of the broadcast network. Once the content stream is
broadcast over a broadcast network interface, at least a portion of
the selected assets area available for receipt by at least a
portion of the CPEs. The CPEs generate reports regarding assets
delivered such that asset providers can be billed based on
guaranteed targeted impressions.
Inventors: |
Anderson; Bruce J.;
(Chesterfield, NJ) ; Boulet; Daniel A.; (Sherwood
Park, CA) ; Wilson; Daniel C.; (Edmonton,
CA) |
Correspondence
Address: |
MARSH, FISCHMANN & BREYFOGLE LLP
3151 SOUTH VAUGHN WAY
SUITE 411
AURORA
CO
80014
US
|
Family ID: |
36678227 |
Appl. No.: |
11/332771 |
Filed: |
January 12, 2006 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
|
60643421 |
Jan 12, 2005 |
|
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|
Current U.S.
Class: |
705/14.1 ;
348/E7.071; 705/14.52; 705/14.66; 725/35 |
Current CPC
Class: |
H04H 60/37 20130101;
H04H 60/46 20130101; H04N 21/2547 20130101; H04N 21/44222 20130101;
G06Q 30/02 20130101; G06Q 30/0273 20130101; H04N 7/17318 20130101;
H04N 21/4756 20130101; H04L 41/5054 20130101; H04N 21/4667
20130101; H04H 20/22 20130101; H04H 60/45 20130101; G06Q 40/00
20130101; H04N 7/173 20130101; H04H 60/16 20130101; H04L 12/14
20130101; H04N 21/47202 20130101; G06Q 30/0264 20130101; H04H 60/97
20130101; H04H 60/40 20130101; H04N 21/23424 20130101; H04H 60/27
20130101; H04L 41/18 20130101; H04N 21/2543 20130101; G06Q 30/0207
20130101; H04H 60/375 20130101; G06Q 30/0242 20130101; H04H 20/103
20130101; G06Q 30/0241 20130101; H04H 20/40 20130101; H04N 21/812
20130101; H04N 21/25866 20130101; H04H 60/47 20130101; H04H 60/51
20130101; H04N 21/26216 20130101; H04N 21/26233 20130101; H04H
20/31 20130101; H04N 21/6582 20130101; G06Q 30/0269 20130101; H04H
60/13 20130101; H04H 60/17 20130101; H04L 41/509 20130101; H04N
21/25891 20130101; H04H 20/106 20130101; H04H 20/33 20130101; H04H
60/06 20130101; H04H 60/33 20130101; H04H 60/43 20130101; H04N
21/26225 20130101; H04H 2201/70 20130101; H04N 21/26208 20130101;
H04H 2201/80 20130101; H04N 21/25883 20130101; G06Q 30/0254
20130101; H04N 21/2668 20130101; H04H 60/66 20130101; H04N 21/44016
20130101; H04N 21/2221 20130101; H04H 60/82 20130101; H04H 60/63
20130101; H04N 21/2365 20130101; H04H 20/18 20130101; H04H 60/32
20130101; H04H 2201/30 20130101; G06Q 30/0272 20130101; H04H 20/38
20130101; H04N 21/252 20130101; H04N 21/262 20130101; H04H 20/26
20130101; H04N 21/2407 20130101 |
Class at
Publication: |
705/014 ;
725/035 |
International
Class: |
G07G 1/14 20060101
G07G001/14; G06Q 30/00 20060101 G06Q030/00; H04N 7/10 20060101
H04N007/10; H04N 7/025 20060101 H04N007/025 |
Claims
1. A method for use in connection with delivering selected content
to users of a broadcast network, the broadcast network primarily
involving synchronized distribution of broadcast content to
multiple users, the method comprising the steps of: receiving
signals from a plurality of customer premise equipment devices
(CPEs) via a broadcast network interface; based on the signals,
selecting assets from a collection of available assets; and
inserting at least a portion of selected assets into a content
stream of the broadcast network.
2. The method of claim 1, further comprising: broadcasting the
content stream over the broadcast network interface, wherein the
selected assets inserted into the broadcast stream are available
for receipt by at least a portion of the CPEs via the network
interface.
3. The method of claim 1, wherein said step of receiving comprises
receiving the signals from currently active CPEs, wherein the
currently active CPEs are outputting content to a network user.
4. The method of claim 1, wherein said step of receiving comprises
receiving the signals from a statistical sample of less than an
entirety of the CPEs associated with the broadcast network.
5. The method of claim 1, further comprising: providing information
to at least a portion of the CPEs regarding a set of said available
assets.
6. The method of claim 5 wherein the information includes at least
one target parameter for each of at least some of the available
assets.
7. The method of claim 6, wherein said step of receiving comprises
receiving individual signals from individual CPEs, wherein each
individual signal indicates a fit between the target parameter for
the at least one available asset and a classification parameter of
an individual CPE.
8. The method of claim 7, wherein the information is provided to
less than all of the CPEs, wherein the CPEs are randomly
selected.
9. The method of claim 1, further comprising developing a content
insertion plan for inserting at least two of the available assets
into the content stream.
10. The method of claim 1, wherein said step of selecting comprises
executing a selection process substantially free from consideration
of information regarding users of individual CPEs.
11. The method of claim 1, wherein said step of selecting further
comprises processing the signals to select at least first and
second different sets of assets.
12. The method of claim 1, wherein inserting further comprises:
inserting a first set of selected assets into a first content
stream of the broadcast network: and inserting a second set of
selected assets into a second content stream of the broadcast
network.
13. The method of claim 12, further comprising: simultaneously
broadcasting the first and second content streams over the
broadcast network interface.
14. The method of claim 1, wherein said step of inserting is
performed at a platform in the broadcast network at a location
separate from each of the plurality of CPEs.
15. The method of claim 1, wherein a first selected asset is
inserted into the content stream during a programming break of a
first broadcast transmission band of the broadcast network.
16. The method of claim 15, wherein a second selected asset is
inserted into a second content stream during the programming break
of the first broadcast transmission band.
17. The method of claim 15, further comprising: inserting a
plurality of different selected assets into a plurality of parallel
content streams during the programming break of the first broadcast
transmission band.
18. The method of claim 17, further comprising: providing a
notification to the CPEs indicating the plurality of parallel
content streams that are available during the programming
break.
19. The method of claim 17, further comprising: identifying
available network bandwidth for a period of time corresponding with
the programming break of the first broadcast transmission band; and
selecting the plurality of parallel content streams based at least
in part on the available network bandwidth.
20-32. (canceled)
33. A method for use in connection with delivering selected content
to users of a broadcast network, the broadcast network primarily
involving synchronized distribution of broadcast content to
multiple users, the method comprising the steps of: generating
information corresponding to a collection of available assets;
broadcasting the information over a broadcast network, wherein the
information is receivable by a plurality of customer premise
equipment devices (CPEs) via the broadcast network; receiving
response signals via the broadcast network, the response signals
originating from at least a portion of the CPEs; and selecting
assets from the collection of available assets based on the
response signals.
34. The method of claim 33, further comprising: inserting at least
a portion of the selected assets into a content stream of the
broadcast network.
35. The method of claim 34, further comprising: broadcasting the
content stream over the broadcast network.
36-46. (canceled)
47. A system for use in connection with delivery of selected
content to users of a broadcast network, wherein the broadcast
network primarily involves synchronized distribution of broadcast
content to multiple users, the system comprising: a content
selection processor operative to: process signals originating from
customer premise equipment devices (CPEs) of users of the broadcast
network; and select assets based at least in part on the processed
signals; an interface to a repository of available assets, wherein
the content selection processor selects assets from the available
assets; an inserter for inserting selected assets into a content
stream of the broadcast network; and a network interface for
broadcasting the content stream.
48. The system of claim 47, wherein the content selection processor
and the inserter are located at a common platform in the broadcast
network.
49. The system of claim 47, wherein the inserter is operative to
splice at least a portion of the selected assets into a programming
break of a first broadcast transmission band of the broadcast
network.
50. The system of claim 48, wherein the inserter is operative to
insert at least a portion of the selected assets into a second
broadcast transmission band during the programming break of the
first transmission band.
51. The system of claim 50, further comprising: a controller for
generating a control signal, wherein the control signal contains
identification information regarding the first and second
transmission bands and content information regarding the selected
assets of the first and second transmission bands.
52. The system of claim 48, wherein the inserter is operative to
insert at least a portion of the selected assets into a collection
of assets for broadcast transmission across the network interface,
wherein the collection of assets are available for receipt and
storage by at least a portion of CPEs associated with the broadcast
network.
53. The system of claim 47, wherein the content selection processor
is further operative to: generate information regarding available
assets.
54. The system of claim 53, wherein the inserter is operative to
insert the information into the content stream, wherein the
information is available for receipt by at least a portion of CPEs
associated with the broadcast network.
55. The system of claim 47, wherein the repository comprises a
content database operatively interconnected to the content
selection processor.
56. The system of claim 47, further comprising: a demographic
database including demographic information associated with the
broadcast network, wherein the demographic information is
accessible by the content selection processor for use in selecting
assets.
57-64. (canceled)
65. A system that delivers content to users of a broadcast network,
said broadcast network primarily involving synchronized
distribution of the content to multiple users, said system
comprising: a content selection processor that processes votes from
customer premises equipment of said users for dissemination of
assets via said equipment; and a content synchronizer that, when
directed by the content selection processor, delivers selected ones
of the assets.
66. The system of claim 65, wherein a delivery of assets includes
insertion of the assets into a programming stream at a platform of
said broadcast network channel switching to an asset transmission
band at customer premises equipment, or a combination thereof.
67. The system of claim 65, wherein said customer premises
equipment generates said votes and provides said votes to the
content selection processor.
68. The system of claim 65, wherein the content selection processor
and the content synchronizer are resident on each said customer
premise equipment and wherein each said customer premise equipment
includes a storage element that stores the assets for retrieval by
the content selection processor.
69. The system of claim 65, wherein the content selection processor
and the content synchronizer are resident at an operations
center.
70. The system of claim 65, wherein the customer premises equipment
of said users generates reports that indicate delivery of the
assets.
71. The system of claim 65, further comprising: a traffic and
billing module that calculates an economic value for the delivery
of the assets based on the reports.
72. The system of claim 65, wherein said traffic and billing module
further calculates the value of the delivery based on a level of
matching of classification parameters of said broadcast network
users to a target audience.
Description
FIELD
[0001] Systems and methods presented herein relate to the provision
of targeted assets via a network interface. In one specific
arrangement, targeted advertising media is provided to users of a
broadcast network, such as a cable television network, based at
least in part on signals received for the current users of the
broadcast network.
BACKGROUND
[0002] Broadcast network content or programming is commonly
provided in conjunction with associated informational content or
assets. These assets include advertisements, associated
programming, public-service announcements, ad tags, trailers,
weather or emergency notifications and a variety of other content,
including paid and unpaid content. In this regard, assets providers
(e.g., advertisers) who wish to convey information (e.g.,
advertisements) regarding services and/or products to users of the
broadcast network often pay for the right to insert their
information into programming of the broadcast network. For
instance, advertisers may provide ad content to a network operator
such that the ad content may be interleaved with broadcast network
programming during one or more programming breaks. The delivery of
such paid assets often subsidizes or covers the costs of the
programming provided by the broadcast network. This may reduce or
eliminate costs borne by the users of the broadcast network
programming.
[0003] In order to achieve a better return on their investment,
asset providers often try to target their assets to a selected
audience that is believed to be interested in the goods or services
of the asset provider. The case of advertisers on a cable
television network is illustrative. For instance, an advertiser or
a cable television network may target its ads to certain
demographic groups based on, for example, geographic location,
gender, age, income etc. Accordingly, once an advertiser has
created an ad that is targeted to a desired group of viewers (e.g.,
targeted group) the advertiser may attempt to procure insertion
times in the network programming when the targeted group is
expected to be among the audience of the network programming.
[0004] Advertisers on the networks have typically attempted to
select insertion times for their ad content based on audience
classification information provided by audience sampling companies,
such Nielsen Media Research Corporation. In broadcast television,
audience sampling has often been performed via the monitoring of a
small sample of selected households. The households are ideally
selected to be representative of the universe of viewers.
Specifically, specialized equipment is provided to the selected
households where demographic information of each household is known
to the sampling company. The specialized equipment is operative to
record the viewing habits of the household and periodically report
the same. The reported viewing habits of the monitored households
are then compiled and sorted to determine, for example, overall
market share by channel, by program, as well as by one or more
demographic groups (e.g., male, female, etc.).
[0005] Audience sampling information in some instances allows
advertisers to effectively identify programming periods for their
ad content during which a targeted group of viewers are expected to
be present. For instance, the audience share and demographics of a
long running television program may be well established.
Accordingly, advertisers having products targeted to the putative
interests of the audience may advertise during the television
program.
[0006] However, in instances where little or no historic
information is available for a program or programming period,
audience sampling information may be of limited value. For example,
for low share networks the Nielsen sampling groups are often too
small to accurately estimate information regarding the viewing
audience. That is, the size and/or demographic make-up of a viewing
audience may not be well estimated or even known. Accordingly,
advertisers may be reluctant to purchase advertising time during
such periods and/or advertiser may provide ad content that is not
well targeted to the actual viewers of the program/programming
period.
[0007] To better target viewers of, for example, low share
networks, various different targeted advertising systems have been
proposed. Often, such targeted advertising systems have been
incorporated into set-top boxes that have access to current viewing
information associated with users of the set-top boxes. These
targeted advertising systems typically utilize such current viewing
information to select assets from storage media and to provide the
selected assets to users. However, such systems have not found
widespread acceptance as the systems require that substantial
resources of stored assets to effectively target different groups
of network users. Due to the necessity of storing assets at the
set-top box, specialized set-top boxes have been required to
implement previous targeted advertising systems. Accordingly,
previous targeted advertising systems have not been backward
compatible with existing user equipment, thereby increasing the
costs associated with implementing such systems. Finally, previous
targeted advertising systems have required the periodic
transmission of large amounts of updated assets (e.g., new
advertisements) to the specialized set top boxes. Due to limited
available bandwidth, such periodic transmission has been
problematic.
SUMMARY
[0008] In view of the above, the inventors of the current system
and methods have recognized that asset providers may more
effectively match their assets to targeted network users if the
asset providers can obtain current information regarding the
network users. Accordingly, systems and methods are provided herein
for providing assets in a broadcast network to network users based
on more signals received from the network users.
[0009] According to a first aspect of the present invention, a
system and method (hereinafter "utility") for use in connection
with delivering content to users of a broadcast network is
provided. The utility includes receiving signals from a plurality
of customer premise equipment devices (CPE's) via a broadcast
network interface. Based on the received signals, assets are
selected from a collection of available asset options. Accordingly,
at least a portion of the selected assets may be inserted into a
content stream of the broadcast network. Further, the selected
assets may be broadcast over a broadcast network interface such
that the selected assets are available for receipt by at least a
portion of the CPE's via the network interface.
[0010] Variations and additional features exist to the above-noted
aspect of the present invention. For instance, the broadcast assets
may include any asset of an asset provider, including, without
limitation, advertising, programming, public service announcements,
etc. Further various steps and processes of the utility may be
performed at different locations within a broadcast network.
Typically, however, these steps and processes are performed at a
location that may be referred to as the head end of the network,
which may generally entail any network components that are upstream
(i.e., across a network interface) of the CPE devices. However, the
various network components may be located at different platforms
within the network. In any case, the utility is operative to
receive information from the CPE devices over the network interface
and provide content (e.g., broadcast content) to the CPE devices
over the network interface.
[0011] To provide content, that more closely matches the putative
interests of a current network audience, the utility may receive
signals from only those CPEs which are currently active. That is,
CPEs which are currently outputting content to a network user. In
another arrangement, the utility may receive signals from a
statistical sample of less than the entirety of the CPEs associates
with the broadcast network. Such CPEs may be randomly selected at
the head end of the network, or the CPEs in the network may
randomly report to the head end. In any case, statistical sampling
less than an entirety of the CPEs associated with the broadcast
network may reduce bandwidth requirements for the utility.
[0012] In a further arrangement, asset option information is
provided to some or all of the CPE devices within the broadcast
network such that the received signals are responsive to
information received from the network interface. In this regard,
the utility may include providing asset option information for a
set of available assets. Further, the information may include at
least one response parameter for each available asset option. In
this regard, the CPE's may receive the asset option information and
generate a responsive signal based on one or more response
parameters for one or more available asset. In any case, the asset
option information may be broadcast over the network interface such
that it is available for receipt by at least a portion of the
CPEs.
[0013] Upon receipt of the signals from the CPE's, the signals may
be processed in order to select assets and/or to generate an
insertion schedule for inserting selected assets (i.e. broadcast
content) into one or more content streams. For instance, in a
television broadcast network, received signals may provide
information regarding a fit between the content of available
advertisements and the putative interests of a current viewing
audience of a television channel. Accordingly, advertisements that
more closely fit the current viewing audience may be selected from
a repository or database of available advertisements. Likewise, the
selected advertisements may be inserted into a data stream of the
television channel during an upcoming commercial break.
[0014] In a further arrangement, different sets of assets may be
selected for insertion into first and second content streams of a
broadcast network. In reference to the above-noted television
network, this may entail inserting a first set of commercials into
a first content stream (e.g. a first television channel) and
inserting a second set of commercials into a second content stream
(e.g. a second television channel). These first and second content
streams may then be simultaneously broadcast over the broadcast
network interface. In this arrangement, the CPEs within the network
may be operative to switch between the first and second content
streams based on classification parameters specific to each
individual CPE. In this regard, assets directed to different users
of the network may be provided for a common timeslot in the network
programming of, for example, a single transmission band (e.g.,
channel). As may be appreciated, the utility is not limited to
insertion of first and second sets of selected assets into first
and second content streams. Rather, utility may be operative to
select a plurality of different assets based on signals received
from the CPE's and insert the selected assets into multiple content
streams. In this regard, the utility may be operative to insert
content into numerous different asset channels of a television
network. Further, the number of the plurality of content streams
may be based on currently available bandwidth within the
network.
[0015] The utility may utilize any components in order to provide
the above-noted functionalities. For instance, the utility may
utilize a content selection processor that is operative to process
signals that originate from the CPEs. This may entail the processor
tallying or otherwise processing the signals to identify assets
that are most closely aligned with a majority of a broadcast
audience and/or that are aligned with desired sub-groups of the
broadcast audience. Accordingly, the content selection processor
may utilize the processed signals, at least in part, to select
assets for broadcast. Further, the content selection processor may
utilize other information such as, for example, information
provider inputs and/or known demographic information, which may be
obtained from any appropriate source, to select assets for
broadcast.
[0016] In any case, asset options may be selected from a repository
of available assets. Such a repository may include a database that
is operatively interconnected to the content selection processor.
In this regard, the repository and processor may be interconnected
over any appropriate communications link. As will be appreciated,
these components need not be located a common location. Typically,
the repository will also be accessible by one or more information
providers to allow such providers to provide assets and/or update
such assets.
[0017] The utility also utilizes an inserter to insert selected
assets into a content stream in the broadcast network. Such an
inserter may be operative to interleave assets into a transmission
band is carrying programming as well as insert assets into
transmission bands that are at the time of insertion carrying no
programming.
[0018] According to another aspect of the present invention, a
method and system (i.e., utility) is provided for matching
available assets to classification parameters of a customer
premises equipment device (CPE). The utility includes receiving, at
a CPE, information (e.g., a list of options) from a broadcast
network interface. This information corresponds to a collection of
available assets that may be provided via the broadcast network.
The information is compared with at least one classification
parameter associated with the CPE. In response to this comparison,
a response signal is generated and transmitted over the broadcast
network interface to a platform in the broadcast network. As may be
appreciated, the response signal may then be utilized by the
network to select assets for broadcast.
[0019] In order to compare the information with at least one
classification parameter, the utility may further identify at least
one constraint associated with each available asset. Accordingly,
the utility is operative to parse the information to identify
available assets and constraints associated with each available
asset. The constraints may be compared with at least one
classification parameter associated with the CPE. In this regard,
if the constraint(s) of a given asset match the classification
parameter(s) of the CPE, the asset may fit the particular CPE.
Accordingly, a response signal may provide an indication of this
fit between an asset and the classification parameters of the CPE.
As may be appreciated, the response signal may be a binary
indicating a match or no match (i.e., one or zero), or the response
signal may be a scaled response indicating a degree of the fit
between the constraint(s) and classification parameter(s) (e.g.
between zero and nine). It will be appreciated that each asset may
have more than one constraint and that a given CPE may have more
than one classification parameter. For instance, the CPE may have a
first set of classification parameters for a first user of the CPE
and a second set of classification parameters for a second user of
the CPE.
[0020] In any case, the classification parameters may be indicative
of putative demographic parameters associated with the users of the
CPE. Such demographic parameters may include, without limitation,
gender, age, income, ethnicity, and geographic location. As noted
above, the response signals may be a numeric representation (e.g.
binary) regarding the appropriateness or fit of a particular asset
to a classification parameter of the CPE. Stated otherwise, the CPE
may receive available asset options and vote on their
appropriateness for presentation to a current user. This vote may
be anonymous to protect the privacy of the user. Accordingly, the
CPE may provide such responses to the network interface, and hence,
a platform within the broadcast network, free of direct information
about the CPE and/or users of the CPE.
[0021] In conjunction with providing responses to the network
interface, the CPE may be operative to receive parallel content
streams from the broadcast network interface where the parallel
content streams contain different assets. Further, the CPE may
receive a control signal (e.g. via the broadcast network interface)
that allows the CPE to recognize that the parallel content streams
are available as well as allow the CPE to switch between these
parallel content streams. Individual CPE devices may be operative
to select between the parallel content streams utilizing the
control signal and/or classification parameters stored at the CPE.
In a further arrangement, the CPE may be operative to transmit an
asset delivered signal indicating which asset was provided to a
network user by the CPE.
[0022] According to another aspect of the invention, a system and
method (i.e., utility) is provided for delivering selected content
to users of a broadcast network. The utility includes providing
informational content to a broadcast network user via the equipment
of the broadcast network user. The utility further includes
receiving content selection information at the broadcast network
via equipment of the broadcast network user and processing the
selection information to determine transmission content for
transmission via the broadcast network. Once content is selected,
at least a portion of that content may be delivered to the
broadcast network user via the equipment of the broadcast network
user.
[0023] Variations exist in the present aspect of the current
invention. For instance, the current invention may be utilized with
forward and store systems wherein transmission content may be
forwarded for storage at the equipment of the broadcast network
user. In this regard, the equipment may later provide the
transmission content to the network user. In another arrangement,
the transmission content may be inserted into a broadcast stream
associated with the broadcast network. Further, multiple
transmission content options may be inserted into parallel
transmission streams and provided in synchronicity. Accordingly,
the equipment of the broadcast network user may then switch between
the transmission content options on the parallel transmission
streams.
BRIEF DESCRIPTION OF THE DRAWINGS
[0024] FIG. 1 illustrates major components of a cable television
network.
[0025] FIG. 2 illustrates bandwidth usage that is dynamically
determined on a geographically dependent basis via networks.
[0026] FIG. 3 illustrates asset insertion as accomplished at a
headend.
[0027] FIG. 4 illustrates an exemplary audience shares of various
networks as may be used to set asset delivery prices for future
breaks associated with the program.
[0028] FIG. 5 illustrates delivery of assets to different users
watching the same programming channel.
[0029] FIG. 6 illustrates audience aggregation across.
[0030] FIG. 7 illustrates a virtual channel in the context of
audience aggregation.
[0031] FIG. 8 illustrates targeted asset insertion being
implemented at Customer Premises Equipment (CPEs).
[0032] FIG. 9 illustrates asset options being transmitted from a
headend on separate asset channels.
[0033] FIG. 10 illustrates a messaging sequence between a CPE, a
network platform, and a traffic and billing (T&B) system.
[0034] FIG. 11A illustrates an example of CPEs that include a
television set and a Digital Set Top Box (DSTB) as used by a
plurality of users.
[0035] FIG. 11B illustrates a user classifier.
[0036] FIG. 12 is a flow chart illustrating a process for
implementing time-slot and targeted impression buys.
[0037] FIG. 13 illustrates communications between a network
platform and a CPE.
[0038] FIG. 14 illustrates an application that is supported by
signals from CPEs and provides targeted assets to users of one or
more channels within a network.
[0039] FIG. 15 illustrates exemplary sequences associated with
breaks on programming channels.
[0040] FIG. 16A illustrates the use of asset channels for providing
assets during a break of a programming channel.
[0041] FIG. 16B illustrates an exemplary asset flotilla.
[0042] FIG. 16C illustrates improved asset options via an increase
in available bandwidth
[0043] FIG. 17A shows an asset option list for a per break/per
channel basis.
[0044] FIG. 17B shows a single asset option list for multiple
breaks and channels.
[0045] FIG. 18 illustrates a process in which CPEs may vote with
respect to asset options for a programming channel.
[0046] FIG. 19 illustrates a process of selecting assets for
insertion into one or more asset channels.
[0047] FIG. 20 illustrates an arbitration process wherein two or
more programming channels have conflicting breaks.
[0048] FIG. 21 illustrates a process of shortening network provided
avail window information for a programming period of at least a
first programming channel.
[0049] FIG. 22 illustrates a process directed to dynamic insertion
of assets with respect to a break of a television programming.
[0050] FIG. 23A illustrates a reporting system.
[0051] FIG. 23B illustrates information that may be included in a
report file.
[0052] FIG. 24 illustrates various network components of a
reporting system and their connections to other functional
components of the overall targeted billing system.
[0053] FIG. 25 illustrates a customer premises side process for
implementing reporting functionality.
[0054] FIG. 26 illustrates a network side process in connection
with the reporting functionality.
[0055] FIG. 27 illustrates a process for interfacing a targeted
asset system with a T&B system.
[0056] FIG. 28 is a block diagram of an exemplary system that
targets content for broadcast networks.
[0057] FIG. 29A is an exemplary component-level block diagram of
the system of FIG. 28 that targets content for broadcast
networks.
[0058] FIG. 29B is an exemplary alternative component-level block
diagram of the system of FIG. 28 that targets content for broadcast
networks.
[0059] FIG. 30 is a block diagram of an exemplary system that
directs CPEs to select informational content for insertion to
broadcast content.
[0060] FIG. 31 is a flowchart of an exemplary targeted content
process.
[0061] FIG. 32 is a block diagram of an exemplary audience
aggregation system.
[0062] FIG. 33 is a flowchart of an exemplary audience aggregation
process.
[0063] FIG. 34 is an exemplary channel scheduling diagram.
[0064] FIG. 35A is a flowchart of an exemplary spot optimization
process.
[0065] FIG. 35B is a flowchart of an exemplary process element of
the spot optimization process of FIG. 35A.
[0066] FIG. 36A is a block diagram of an exemplary targeted content
interface system.
[0067] FIG. 36B is an exemplary Graphical User Interface (GUI) of
the targeted content interface of FIG. 36A.
[0068] FIG. 37 is a flowchart of an exemplary targeted content
interface process.
[0069] FIG. 38A is a block diagram illustrating an exemplary
audience estimation.
[0070] FIG. 38B is a block diagram illustrating another exemplary
audience estimation.
[0071] FIG. 38C is a flowchart of an exemplary audience estimation
process.
[0072] FIG. 39A is a block diagram illustrating targeted content in
Video on Demand ("VOD") networks.
[0073] FIG. 39B is a flowchart of an exemplary VOD targeted content
process.
[0074] FIG. 40A is a block diagram of a system that implements
targeted content with multiple content segments.
[0075] FIG. 40B is a flowchart of a packaged content targeting
process.
DETAILED DESCRIPTION
[0076] The present invention relates to various structure and
functionality for delivery of targeted assets, classification of
network users or consuming patterns, and network monitoring for use
in a communications network, as well as associated business
methods. The invention has particular application with respect to
networks where content is broadcast to network users; that is, the
content is made available via the network to multiple users without
being specifically addressed to individual user nodes in
point-to-point fashion. In this regard, content may be broadcast in
a variety of networks including, for example, cable and satellite
television networks, satellite radio networks, IP networks used for
multicasting content and networks used for podcasts or telephony
broadcasts/multicasts. Content may also be broadcast over the
airwaves though, as will be understood from the description below,
certain aspects of the invention make use of bi-directional
communication channels which are not readily available, for
example, in connection with conventional airwave based televisions
or radios (i.e., such communication would involve supplemental
communication systems). In various contexts, the content may be
consumed in real time or stored for subsequent consumption. Thus,
while specific examples are provided below in the context of a
cable television network for purposes of illustration, it will be
appreciated that the invention is not limited to such contexts but,
rather, has application to a variety of networks and transmission
modes.
[0077] The targeted assets may include any type of asset that is
desired to be targeted to network users. It is noted that such
targeted assets are sometimes referred to as "addressable" assets
(though, as will be understood from the description below,
targeting can be accomplished without addressing in a
point-to-point sense). For example, these targeted assets may
include advertisements, internal marketing (e.g., information about
network promotions, scheduling or upcoming events), public service
announcements, weather or emergency information, or programming.
The targeted assets may be independent or included in a content
stream with other assets such as untargeted network programming. In
the latter case, the targeted assets may be interspersed with
untargeted programming (e.g., provided during programming breaks)
or may otherwise be combined with the programming as by being
superimposed on a screen portion in the case of video programming.
In the description below, specific examples are provided in the
context of targeted assets provided during breaks in television
programming. While this is an important commercial implementation
of the invention, it will be appreciated that the invention has
broader application. Thus, distinctions below between "programming"
and "assets" such as advertising should not be understood as
limiting the types of content that may be targeted or the contexts
in which such content may be provided.
[0078] The following description is divided into a number of
sections. In the Introduction section, the broadcast network and
network programming environments are first described. Thereafter,
an overview of the targeted asset environment is provided including
a discussion of certain shortcomings of the conventional asset
delivery paradigm. The succeeding section provides an overview of a
targeted asset system in accordance with the present invention
highlighting advantages of certain preferred implementations
thereof. Finally, the last section describes individual components
of the system in greater detail and provides a detailed disclosure
of exemplary implementations with specific reference to targeted
advertising in a cable television environment.
I. Introduction
[0079] A. Broadcast Networks
[0080] The present invention has particular application in the
context of networks primarily used to provide broadcast content,
herein termed broadcast networks. Such broadcast networks generally
involve synchronized distribution of broadcast content to multiple
users. However, it will be appreciated that certain broadcast
networks are not limited to synchronously pushing content to
multiple users but can also be used to deliver content to specific
users, including on a user pulled basis. As noted above, examples
of broadcast networks include cable television networks, satellite
television networks, and satellite radio networks. In addition,
audio, video or other content may be broadcast across Internet
protocol and telephony networks. In any such networks, it may be
desired to insert targeted assets such as advertisements into a
broadcast stream. Examples of broadcast networks used to delivery
content to specific users include broadcast networks used to
deliver on demand content such as VOD and podcasts. The present
invention provides a variety of functionality in this regard, as
will be discussed in detail below.
[0081] For purposes of illustration, the invention is described in
some instances below in the context of a cable television network
implementation. Some major components of a cable television network
100 are depicted in FIG. 1. In the illustrated network 100, a
headend 104 obtains broadcast content from any of a number of
sources 101-103. Additionally, broadcast content may be obtained
from storage media 105 such as a via a video server. The
illustrated sources include an antenna 101, for example, for
receiving content via the airwaves, a satellite dish 102 for
receiving content via satellite communications, and a fiber link
103 for receiving content directly from studios or other content
sources. It will be appreciated that the illustrated sources
101-103 and 105 are provided for purposes of illustration and other
sources may be utilized.
[0082] The headend 104 processes the received content for
transmission to network users. Among other things, the headend 104
may be operative to amplify, convert and otherwise process the
broadcast content signals as well as to combine the signals into a
common cable for transmission to network users 107 (although
graphically depicted as households, as described below, the system
of the present invention can be used in implementations where
individual users in a household are targeted). It also is not
necessary that the target audience be composed households or
household members in any sense. For example, the present invention
can be used to create on-the-fly customized presentations to
students in distributed classrooms, e.g., thus providing examples
which are more relevant to each student or group of students within
a presentation being broadcast to a wide range of students. The
headend also processes signals from users in a variety of contexts
as described below. The headend 104 may thus be thought of as the
control center or local control center of the cable television
network 100.
[0083] Typically, there is not a direct fiber link from the headend
104 to the customer premises equipment (CPE) 108. Rather, this
connection generally involves a system of feeder cables and drop
cables that define a number of system subsections or branches. This
distribution network may include a number of nodes 109. The signal
may be processed at these nodes 109 to insert localized content,
filter the locally available channels or otherwise control the
content delivered to users in the node area. The resulting content
within a node area is typically distributed by optical and/or
coaxial links 106 to the premises of particular users 107. Finally,
the broadcast signal is processed by the CPE 108 which may include
a television, data terminal, a digital set top box, DVR or other
terminal equipment. It will be appreciated that digital or analog
signals may be involved in this regard.
[0084] Users employ the network, and network operators derive
revenue, based on delivery of desirable content or programming. The
stakeholders in this regard include programming providers, asset
providers such as advertisers (who may be the same as or different
than the programming providers), network operators such as Multiple
Systems Operators (MSOs), and users--or viewers in the case of
television networks. Programming providers include, for example:
networks who provide series and other programming, including on a
national or international basis; local affiliates who often provide
local or regional programming; studios who create and market
content including movies, documentaries and the like; and a variety
of other content owners or providers. Asset providers include a
wide variety of manufacturers, retailers, service providers and
public interest groups interested in, and generally willing to pay
for, the opportunity to deliver messages to users on a local,
regional, national or international level. As discussed below, such
assets include: conventional advertisements; tag content such as ad
tags (which may include static graphic overlays, animated graphics
files or even real-time video and audio) associated with the
advertisements or other content; banners or other content
superimposed on or otherwise overlapping programming; product
placement; and other advertising mechanisms. In addition, the
networks may use insertion spots for internal marketing as
discussed above, and the spots may be used for public service
announcements or other non-advertising content. Network operators
are generally responsible for delivering content to users and
otherwise operating the networks as well as for contracting with
the networks and asset providers and billing. Users are the end
consumers of the content. Users may employ a variety of types of
CPEs including television, set top boxes, iPOD.TM. devices, data
terminals, satellite delivered video or audio to an automobile,
appliances (such as refrigerators) with built-in televisions,
etc.
[0085] As described below, all of these stakeholders have an
interest in improved delivery of content including targeted asset
delivery. For example, users can thereby be exposed to assets that
are more likely of interest and can continue to have the costs of
programming subsidized or wholly borne by asset providers. Asset
providers can benefit from more effective asset delivery and
greater return on their investment. Network operators and asset
providers can benefit from increased value of the network as an
asset delivery mechanism and, thus, potentially enhanced revenues.
The present invention addresses all of these interests.
[0086] It will be noted that it is sometimes unclear that the
interests of all of these stakeholders are aligned. For example, it
may not be obvious to all users that they benefit by consuming such
assets. Indeed, some users may be willing to avoid consuming such
assets even with an understanding of the associated costs. Network
operators and asset providers may also disagree as to how
programming should best be distributed, how asset delivery may be
associated with the programming, and how revenues should be shared.
As described below, the present invention provides a mechanism for
accommodating potentially conflicting interests or for enhancing
overall value such that the interests of all stakeholders can be
advanced.
[0087] Assets can be provided via a variety of distribution modes
including real-time broadcast distribution, forward-and-store, and
on-demand delivery such as VOD. Real-time broadcast delivery
involves synchronous delivery of assets to multiple users such as
the conventional paradigm for broadcast radio or television (e.g.,
airwave, cable or satellite). The forward-and-store mode involves
delivery of assets ahead of time to CPEs with substantial storage
resources, e.g., a DVR or data terminal. The asset is stored for
later display, for example, as prompted by the user or controlled
according to logic resident at the CPE and/or elsewhere in the
communications network. The on-demand mode involves individualized
delivery of assets from the network to a user, often on a
pay-per-view basis. The present invention can be utilized in
connection with any of these distribution modes or others. In this
regard, important features of the present invention can be
implemented using conventional CPEs without requiring substantial
storage resources to enhance even real-time broadcast programming,
for analog and digital users.
[0088] The amount of programming that can be delivered to users is
limited by the available programming space. This, in turn, is a
function of bandwidth. Thus, for example, cable television
networks, satellite television networks, satellite radio networks,
and other networks have certain bandwidth limitations. In certain
broadcast networks, the available bandwidth may be divided into
bandwidth portions that are used to transmit the programming for
individual channels or stations. In addition, a portion of the
available bandwidth may be utilized for bi-directional messaging,
metadata transmissions and other network overhead. Alternately,
such bi-directional communication may be accommodated by any
appropriate communications channels, including the use of one or
more separate communications networks. The noted bandwidth portions
may be defined by dedicated segments, e.g., defined by frequency
ranges, or may be dynamically configured, for example, in the case
of packetized data networks. As will be described below, in one
implementation, the present invention uses available (dedicated or
opportunistically available) bandwidth for substantially real time
transmission of assets, e.g., for targeted asset delivery with
respect to a defined asset delivery spot. In this implementation,
bi-directional communications may be accommodated by dedicated
messaging bandwidth and by encoding messages within bandwidth used
for asset delivery. A DOCSIS path or certain TELCO solutions using
switched IP may be utilized for bi-directional communications
between the headend and CPEs and asset delivery to the CPEs,
including real-time asset delivery, in the systems described
below.
[0089] It will be appreciated that bandwidth usage may be
dynamically determined on a geographically dependent (or network
subdivision dependent) basis. An example of this is networks, such
as switched digital networks, including node filters as illustrated
in FIG. 2. The illustrated network 200 includes a number of nodes
206 associated with a headend 202 via a high bandwidth link 204.
The content stream transmitted from the headend 202 via the link
204 may include a large amount of content, for example, hundreds of
video channels. Content is delivered from the various nodes 206 to
individual CPEs 210 via local links 207-209 which may have a more
limited bandwidth. For example, these local links 207-209 may
include fiber optic and coaxial cable segments. As shown,
communications between the headend 202 and CPEs 210 are
bi-directional. Due to bandwidth considerations, each of the nodes
206 may include a node filter operative to transmit only a subset
of the content from link 204 to the local links 207-209. In order
to optimize use of the limited bandwidth, the subset may be
different for each of the nodes 206. For example, a given channel
may be transmitted via any one of the local links 207, 208 or 209
only upon request by a CPE 210 on that link. Thus, in the
illustrated example, local link 207 transmits video channels 1, 2,
3, 26 and 181; local link 208 transmits video channels 1, 5, 6, 8,
12 and 20; and local link 209 transmits video channels 1, 3, 4, 5,
17 and 26.
[0090] Such node filters thereby provide a mechanism for optimizing
the use of available bandwidth relative to the desires of users.
However, such node filters may complicate the delivery of assets or
affect the perception of network reach and thus impact the
valuation of asset delivery in the context of the conventional
asset delivery paradigm. That is, in some cases, a given network
may not be immediately available to a user in a specific node area
such that the user, in fact, cannot be reached for a given asset
delivery spot. Perhaps as importantly, the fact that a reduced
number of networks are passed to users in specific node areas may
impact that perception of network reach and asset delivery value.
Node filters also complicate tracking of targeted asset delivery
given the dynamic nature of the network. As discussed below, the
present invention allows for enhanced asset delivery even in
networks implementing node filters. Indeed, the present invention
takes advantage of node filters to identify available bandwidth for
delivery of asset options.
[0091] B. Scheduling
[0092] What programming is available on particular channels or
other bandwidth segments at particular times is determined by
scheduling. Thus, in the context of a broadcast television network,
individual programming networks, associated with particular
programming channels, will generally develop a programming schedule
well into the future, e.g., weeks or months in advance. This
programming schedule is generally published to users so that users
can find programs of interest. In addition, this programming
schedule is used by asset providers to select desired asset
delivery spots.
[0093] Asset delivery is also scheduled. That is, breaks are
typically built into or otherwise provided in programming content.
In the case of recorded content, the breaks are pre-defined. Even
in the case of live broadcasts, breaks are built-in. Thus, the
number and duration of breaks is typically known in advance, though
the exact timing of the spots may vary to some extent. However,
this is not always the case. For example, if sporting events go
into overtime, the number, duration and timing of breaks may vary
dynamically. As discussed below, the system of the present
invention can handle real-time delivery of assets for updated
breaks. In connection with regularly scheduled breaks, as discussed
below, defined avail windows establish the time period during which
certain breaks or spots occur, and a cue tone or cue message
signals the beginning of such breaks or spots. In practice, an
avail window may be as long as or longer than a program and include
all associated breaks. Indeed, avail windows may be several hours
long, for example, in cases where audience demographics are not
expected to change significantly over large programming blocks. In
this regard, an MSO may merge multiple avail windows provided by
programming networks.
[0094] More specifically, a break may include a series of asset
delivery spots and the content of a break may be determined by a
number of entities. For example, some asset delivery is distributed
on a basis coextensive with network programming, e.g., on a
national basis. This asset delivery is conventionally scheduled
based on a timed playlist. That is, the insertion of content is
centrally controlled to insert assets at defined times.
Accordingly, the programming and national asset delivery may be
provided by the programming networks as a continuous content stream
without cues for asset insertion. For example, prime-time
programming on the major networks is often principally provided in
this fashion.
[0095] In other cases, individual spots within a break are
allocated for Regional Operations Center (ROC), affiliate, super
headend or local (headend, zone) content. In these cases, a cue
tone or message identifies the start of the asset delivery spot or
spots (a series of assets in a break may all trigger from one cue).
The cue generally occurs a few seconds before the start of the
asset delivery insertion opportunity and may occur, for example,
during programming or during the break (e.g., during a national
ad). The system of the present invention can be implemented at any
or all levels of this hierarchy to allow for targeting with respect
to national, regional and local assets. In the case of regional or
local targeted asset delivery, synchronous asset options (as
discussed below) may be inserted into designated bandwidth in
response to cues. In the case of national asset delivery, network
signaling may be extended to provide signals identifying the start
of a national spot or spots, so as to enable the inventive system
to insert synchronous national asset options into designated
bandwidth. For example, such signaling may be encrypted for use
only by the inventive targeted asset system.
[0096] Network operators or local network affiliates can generally
schedule the non-national assets to be included within defined
breaks or spots for each ad-supported channel. Conventionally, this
scheduling is finalized ahead of time, typically on a daily or
longer basis. The scheduled assets for a given break are then
typically inserted at the headend in response to the cue tone or
message in the programming stream. Thus, for example, where a given
avail window includes three breaks (each of which may include a
series of spots), the scheduled asset for the first break is
inserted in response to the first cue, the scheduled asset for the
second break is inserted in response to the second cue, and the
scheduled asset for the third break is inserted in response to the
third cue. If a cue is missed, all subsequent assets within an
avail window may be thrown off.
[0097] It will be appreciated that such static, daily scheduling
can be problematic. For example, the programming schedule can often
change due to breaking news, ripple effects from schedule over-runs
earlier in the day or the nature of the programming. For example,
certain live events such as sporting events are difficult to
precisely schedule. In such cases, static asset delivery schedules
can result in a mismatch of scheduled asset to the associated
programming. For example, when a high value programming event such
as a certain sporting event runs over the expected program length,
it may sometimes occur that assets intended for another program or
valued for a smaller audience may be shown when a higher value or
better-tailored asset could have been used if a more dynamic
scheduling regime were available. The present invention allows for
such dynamic scheduling as will be discussed in more detail below.
The invention can also accommodate evolving standards in the field
of dynamic scheduling.
[0098] C. The Conventional Asset Delivery Paradigm
[0099] Conventional broadcast networks may include asset-supported
and premium content channels/networks. As noted above, programming
content generally comes at a substantial cost. That is, the
programming providers expect to be compensated for the programming
that they provide which has generally been developed or acquired at
significant cost. That compensation may be generated by asset
delivery revenues, by fees paid by users for premium channels, or
some combination of the two. In some cases, funding may come from
another source such as public funding.
[0100] In the case of asset-supported networks, the conventional
paradigm involves time-slot buys. Specifically, asset providers
generally identify a particular program or time-slot on a
particular network where they desire their assets to be aired. The
cost for the airing of the asset depends on a number of factors,
but one primary factor is the size of the audience for the
programming in connection with which the asset is aired. Thus, the
standard pricing model is based on the cost per thousand viewers
(CPM), though other factors such as demographics or audience
composition are involved as discussed below. The size of the
audience is generally determined based on ratings. The most common
benchmark for establishing these ratings is the system of Nielsen
Media Research Corporation (Nielsen). One technique used by Nielsen
involves monitoring the viewing habits of a presumably
statistically relevant sampling of the universe of users. Based on
an analysis of the sample group, the Nielsen system can estimate
what portion of the audience particular programs received and, from
this, an estimated audience size for the program can be projected.
Thus, the historical performance of the particular program, for
example, as estimated by the Nielsen system, may be used to set
asset delivery prices for future breaks associated with that
program.
[0101] In practice, this results in a small number of programming
networks being responsible for generating a large portion of the
overall asset revenues. This is graphically depicted in FIG. 4
which generally illustrates this phenomenon, although it is not
based on actual numbers. As shown in FIG. 4, it is often the case
that three or four programming networks out of many available
programming networks garner very large shares whereas the remaining
programming networks have small or negligible share. Indeed, in
some cases, many programming networks will have a share that is so
small that it is difficult to statistically characterize based on
typical Nielsen sampling group sizes. In these cases, substantial
asset revenues may be generated in connection with the small number
of programming networks having a significant share while very
little revenue is generated with respect to the other programming
networks. This is true even though the other programming networks,
in the aggregate, may have a significant number of users in
absolute terms. Thus, the conventional paradigm often fails to
generate revenues commensurate with the size of the total viewing
audience serviced by the network operator. As discussed below, this
is a missed revenue opportunity that can be addressed in accordance
with the present invention.
[0102] As noted above, the pricing for asset delivery depends on
the size of the viewing audience and certain other factors. One of
those factors relates to the demographics of interest to the asset
provider. In this regard, a given program will generally have a
number of different ratings for different demographic categories.
That is, the program generally has not only a household rating,
which is measured against the universe of all households with
televisions, but also a rating for different demographic categories
(e.g., males 18-24), measured against the universe of all members
of the category who have televisions. Thus, the program may have a
rating of 1 (1%) overall and a rating of 2 (2%) for a particular
category. Typically, when asset providers buy a time-slot, pricing
is based on a rating or ratings for the categories of interest to
the asset provider. This results in significant inefficiencies due
to poor matching of the audience to the desired demographics.
[0103] Conventionally, asset insertion is accomplished at the
headend. This is illustrated in FIG. 3. In the illustrated system
300, the headend 302 includes a program feed 304 and an asset
source 306. As noted above, the program feed 304 may be associated
with a variety of programming sources such as video storage, an
antenna, satellite dish or fiber feed from a studio or the like.
The asset source 306 may include a tape library or other storage
system for storing pre-recorded assets. A platform associated with
the headend 302--in this case, denoted a selector 308--inserts
programming from the program feed 304 and assets from the asset
source 306 into the video stream of an individual channel 310. This
is done for each channel to define the overall content 312 that is
distributed to subscribers (or at least to a node filter).
Typically, although not necessarily, the selector 308 effectively
toggles between the program feed 304 and the asset source 306 such
that the programming and assets are inserted in alternating,
non-time overlapping fashion. Thus, as shown in FIG. 3, a
particular channel may include a time segment 314 of programming
followed by a cue tone 316 (which may occur, for example, during a
programming segment, or during a time period of an asset provided
with the programming stream, just prior to an insertion
opportunity) to identify the initiation of a break 318. In response
to the tone, the selector 308 is operative to insert assets into
the programming stream for that channel. At the conclusion of the
break 318, the selector 308 returns to the program feed to insert a
further programming segment 320. An example of a timeline in this
regard is shown in FIG. 15.
[0104] This content 312 or a filtered portion thereof is delivered
to CPEs 322. In the illustrated embodiment the CPE 322 is depicted
as including a signal processing component 324 and a television
display 326. It will be appreciated that these components 324 and
326 may be embodied in a single device and the nature of the
functionality may vary. In the case of a digital cable user, the
signal processing component 324 may be incorporated into a digital
set top box (DSTB) for decoding digital signals. Such boxes are
typically capable of bi-directional messaging with the headend 302
which will be a significant consideration in relation to
functionality described below.
II. System Overview
[0105] A. The Targeted Asset Delivery Environment
[0106] Against this backdrop described in the context of the
conventional asset delivery paradigm, a system embodying the
present invention is described below. The inventive system, in the
embodiments described below, allows for delivery of targeted assets
such as advertising so as to address certain shortcomings or
inefficiencies of conventional broadcast networks. Generally, such
targeting entails delivering assets to desired groups of
individuals or individuals having desired characteristics. These
characteristics or audience classification parameters may be
defined based on personal information, demographic information,
psychographic information, geographic information, or any other
information that may be relevant to an asset provider in
identifying a target audience. Preferably, such targeting is
program independent in recognition that programming is a highly
imperfect mechanism for targeting of assets. For example, even if
user analysis indicates that a particular program has an audience
comprised sixty percent of women, and women comprise the target
audience for a particular asset, airing on that program will result
in a forty percent mismatch. That is, forty percent of the users
potentially reached may not be of interest to the asset provider
and pricing may be based only on sixty percent of the total
audience. Moreover, ideally, targeted asset delivery would allow
for targeting with a range of granularities including very fine
granularities. For example, it may be desired to target a group,
such as based on a geographical grouping, a household
characterization or even an individual user characterization. The
present invention accommodates program independent targeting,
targeting with a high degree of granularity and targeting based on
a variety of different audience classifications.
[0107] FIGS. 5 and 6 illustrate two different contexts of targeted
asset delivery supported in accordance with the present invention.
Specifically, FIG. 5 illustrates the delivery of different assets,
in this case ads, to different users watching the same programming
channel, which may be referred to as spot optimization. As shown,
three different users 500-502 are depicted as watching the same
programming, in this case, denoted "Movie of the Week." At a given
break 504 the users 500-502 each receive a different asset package.
Specifically, user 500 receives a digital music player ad and a
movie promo, user 501 receives a luxury car ad and a health
insurance ad, and user 502 receives a minivan ad and a department
store ad. Alternately, a single asset provider (e.g., a motor
vehicle company) may purchase a spot and then provide different
asset options for the spot (e.g., sports car, minivans, pickup
trucks, etc.). Similarly, separate advertisers may collectively
purchase a spot and then provide ads for their respective products
(e.g., where the target audiences of the advertisers are
complementary). It will be appreciated that these different asset
packages may be targeted to different audience demographics. In
this manner, assets are better tailored to particular viewers of a
given program who may fall into different demographic groups. Thus,
spot optimization refers to the delivery of different assets (by
one or multiple asset providers) in a given spot.
[0108] FIG. 6 illustrates a different context of the present
invention, which may be termed audience aggregation. In this case,
three different users 600-602 viewing different programs associated
with different channels may receive the same asset or asset
package. In this case, each of the users 600-602 receives a package
including a digital music player ad and a movie promo in connection
with breaks associated with their respective channels. Though the
users 600-602 are shown as receiving the same asset package for
purposes of illustration, it is likely that different users will
receive different combinations of assets due to differences in
classification parameters. In this manner, users over multiple
channels (some or all users of each channel) can be aggregated
(relative to a given asset and time window) to define a virtual
channel having significant user numbers matching a targeted
audience classification. Among other things, such audience
aggregation allows for the possibility of aggregating users over a
number of low share channels to define a significant asset delivery
opportunity, perhaps on the order of that associated with one of
the high share networks. This can be accomplished, in accordance
with the present invention, using equipment already at a user's
premises (i.e., an existing CPE). Such a virtual channel is
graphically illustrated in FIG. 7, though this illustration is not
based on actual numbers. Thus, audience aggregation refers to the
delivery of the same asset in different spots to define an
aggregated audience. These different spots may occur within a time
window corresponding to overlapping (conflicting) programs on
different channels. In this manner, it is likely that these spots,
even if at different times within the window, will not be received
by the same users.
[0109] Such targeting including both spot optimization and audience
aggregation can be implemented using a variety of architectures in
accordance with the present invention. Thus, for example, as
illustrated in FIG. 8, targeted asset insertion can be implemented
at the CPEs. This may involve a forward-and-store functionality. As
illustrated in FIG. 8, the CPE 800 receives a programming stream
802 and an asset delivery stream 804 from the headend 808. These
streams 802 and 804 may be provided via a common signal link such
as a coaxial cable or via separate communications links. For
example, the asset delivery stream 804 may be transmitted to the
CPE 800 via a designated segment, e.g., a dedicated frequency
range, of the available bandwidth or via a programming channel that
is opportunistically available for asset delivery, e.g., when it is
otherwise off air. The asset delivery stream 804 may be provided on
a continuous or intermittent basis and may be provided concurrently
with the programming stream 802. In the illustrated example, the
programming stream 802 is processed by a program decoding unit,
such as DSTB, and programming is displayed on television set 814.
Alternatively, the programming stream 802 may be stored in
programming storage 815 for CPE insertion.
[0110] In the illustrated implementation, the asset, together with
metadata identifying, for example, any audience classification
parameters of the targeted audience, is stored in a designated
storage space 806 of the CPE 800. It will be appreciated that
substantial storage at the CPE 800 may be required in this regard.
For example, such storage may be available in connection with
certain digital video recorder (DVR) units. A selector 810 is
implemented as a processor running logic on the CPE 800. The
selector 810 functions analogously to the headend selector
described above to identify breaks 816 and insert appropriate
assets. In this case, the assets may be selected based on
classification parameters of the household or, more preferably, a
user within the household. Such information may be stored at the
CPE 800 or may be determined based on an analysis of viewing habits
such as a click stream from a remote control as will be described
in more detail below. Certain aspects of the present invention can
be implemented in such a CPE insertion environment.
[0111] In FIG. 9, a different architecture is employed.
Specifically, in FIG. 9, asset options transmitted from headend 910
synchronously with a given break on a given channel for which
targeted asset options are supported. The CPE 900 includes a
channel selector 902 which is operative to switch to an asset
channel associated with a desired asset at the beginning of a break
and to return to the programming channel at the end of the break.
The channel selector 902 may hop between channels (between asset
channels or between an asset channel and the programming channel)
during a break to select the most appropriate assets. In this
regard, logic resident on the CPE 900 controls such hopping to
avoid switching to a channel where an asset is already in progress.
As described below, this logic can be readily implemented, as the
schedule of assets on each asset channel is known. Preferably, all
of this is implemented invisibly from the perspective of the user
of set 904. The different options may be provided, at least in
part, in connection with asset channels 906 or other bandwidth
segments (separate from programming channels 908) dedicated for use
in providing such options. In addition, certain asset options may
be inserted into the current programming channel 908. Associated
functionality is described in detail below. The architecture of
FIG. 9 has the advantage of not requiring substantial storage
resources at the CPE 900 such that it can be immediately
implemented on a wide scale basis using equipment that is already
in the field.
[0112] As a further alternative, the determination of which asset
to show may be made at the headend. For example, an asset may be
selected based on voting as described below, and inserted at the
headend into the programming channel without options on other asset
channels. This would achieve a degree of targeting but without spot
optimization opportunities as described above. Still further,
options may be provided on other asset channels, but the selection
as between those channels may be determined by the headend. For
example, information about a household or user (e.g., brand of car
owned, magazines subscribed to, etc.) stored on the headend may be
used to match an asset to a household or user. That information,
which may be termed "marketing labels," may be used by the headend
to control which asset is selected by the CPE. For example, the CPE
may be instructed that it is associated with an "ACME preferred"
customer. When an asset is disseminated with ACME preferred
metadata, the CPE may be caused to select that asset, thereby
overriding (or significantly factoring with) any other audience
classification considerations. However, it will be appreciated that
such operation may entail certain concerns relating to sensitive
information or may compromise audience classification based
targeting in other respects.
[0113] A significant opportunity thus exists to better target users
whom asset providers may be willing to pay to reach and to better
reach hard-to-reach users. However, a number of challenges remain
with respect to achieving these objectives including: how to
provide asset options within network bandwidth limitations and
without requiring substantial storage requirements and new
equipment at the user's premises; how to obtain sufficient
information for effective targeting while addressing privacy
concerns; how to address a variety of business related issues, such
as pricing of asset delivery, resulting from availability of asset
options and attendant contingent delivery; and how to operate
effectively within the context of existing network structure and
systems (e.g., across node filters, using existing traffic and
billing systems, etc.).
[0114] From the foregoing it will be appreciated that various
aspects of the invention are applicable in the context of a variety
of networks, including broadcast networks. In the following
discussion, specific implementations of a targeted asset system are
discussed in the context of a cable television network. Though the
system enhances viewing for both analog and digital users, certain
functionality is conveniently implemented using existing DSTBs. It
will be appreciated that, while these represent particularly
advantageous and commercially valuable implementations, the
invention is not limited to these specific implementations or
network contexts.
[0115] B. System Architecture
[0116] In one implementation, the system of the present invention
involves the transmission of asset options in time alignment or
synchronization with other assets on a programming channel, where
the asset options are at least partially provided via separate
bandwidth segments, e.g. channels at least temporarily dedicated to
targeted asset delivery. Although such options may typically be
transmitted in alignment with a break in programming, it may be
desired to provide options opposite continuing programming (e.g.,
so that only subscribers in a specified geographic area get a
weather announcement, an emergency announcement, election results
or other local information while others get uninterrupted
programming). Selection as between the available options is
implemented at the user's premises, as by a DSTB in this
implementation. In this manner, asset options are made available
for better targeting, without the requirement for substantial
storage resources or equipment upgrades at the user's premises
(e.g., as might be required for a forward-and-store architecture).
Indeed, existing DSTBs can be configured to execute logic for
implementing the system described below by downloading and/or
preloading appropriate logic.
[0117] Because asset options are synchronously transmitted in this
implementation, it is desirable to be efficient in identifying
available bandwidth and in using that bandwidth. Various
functionality for improved bandwidth identification, e.g.,
identifying bandwidth that is opportunistically available in
relation to a node filter, is described later in this discussion.
Efficient use of available bandwidth involves both optimizing the
duty cycle or asset density of an available bandwidth segment
(i.e., how much time, of the time a bandwidth segment is available
for use in transmitting asset options, is the segment actually used
for transmitting options) and the value of the options transmitted.
The former factor is addressed, among other things, by improved
scheduling of targeted asset delivery on the asset channels in
relation to scheduled breaks of the programming channels.
[0118] The latter factor is addressed in part by populating the
available bandwidth spots with assets that are most desired based
on current network conditions. These most desired assets can be
determined in a variety of ways including based on conventional
ratings. In the specific implementation described below, the most
desired assets are determined via a process herein termed voting.
FIG. 10 illustrates an associated messaging sequence 1000 in this
regard as between a CPE 1002 such as a DSTB, a network platform for
asset insertion such as a headend 1004 and a traffic and billing
(T&B) system 1006 used in the illustrated example for obtaining
asset delivery orders or contracts and billing for asset delivery.
It will be appreciated that the functionality of the T&B system
1006 may be split between multiple systems running on multiple
platforms and the T&B system 1006 may be operated by the
network operator or may be separately operated.
[0119] The illustrated sequence begins by loading contract
information 1008 from the T&B system 1006 onto the headend
1004. An interface associated with system 1006 allows asset
providers to execute contracts for dissemination of assets based on
traditional time-slot buys (for a given program or given time on a
given network) or based on a certain audience classification
information (e.g., desired demographics, psychographics, geography,
and/or audience size). In the latter case, the asset provider or
network may identify audience classification information associated
with a target audience. The system 1006 uses this information to
compile the contract information 1008 which identifies the asset
that is to be delivered together with delivery parameters regarding
when and to whom the asset is to be delivered.
[0120] The illustrated headend 1004 uses the contract information
together with a schedule of breaks for individual networks to
compile an asset option list 1010 on a channel-by-channel and
break-by-break basis. That is, the list 1010 lists the universe of
asset options that are available for voting purposes for a given
break on a given programming channel together with associated
metadata identifying the target audience for the asset, e.g., based
on audience classification information. The transmitted list 1010
may encompass all supported programming channels and may be
transmitted to all participating users, or the list may be limited
to one or a subset of the supported channels e.g., based on an
input indicating the current channel or the most likely or frequent
channels used by a particular user or group of users. The list 1010
is transmitted from the headend 1004 to the CPE 1002 in advance of
a break for which options are listed.
[0121] Based on the list 1010, the CPE 1002 submits a vote 1012
back to the headend 1004. More specifically, the CPE 1002 first
identifies the classification parameters for the current user(s)
and perhaps the current channel being watched, identifies the
assets that are available for an upcoming break (for the current
channel or multiple channels) as well as the target audience for
those assets and determines a "fit" of one or more of those asset
options to the current classification. In one implementation, each
of the assets is attributed a fit score for the user(s), e.g.,
based on a comparison of the audience classification parameters of
the asset to the putative audience classification parameters of the
current user(s). This may involve how well an individual user
classification parameter matches a corresponding target audience
parameter and/or how many of the target audience parameters are
matched by the user's classification parameters. Based on these fit
scores, the CPE 102 issues the vote 1012 indicating the most
appropriate asset(s). Any suitable information can be used to
provide this indication. For example, all scores for all available
asset options (for the current channel or multiple channels) may be
included in the vote 1012. Alternatively, the vote 1012 may
identify a subset of one or more options selected or deselected by
the CPE 1002, with or without scoring information indicating a
degree of the match and may further include channel information. In
one implementation, the headend 1004 instructs CPEs (1002) to
return fit scores for the top N asset options for a given spot,
where N is dynamically configurable based on any relevant factor
such as network traffic levels and size of the audience.
Preferably, this voting occurs shortly before the break at issue
such that the voting more accurately reflects the current status of
network users. In one implementation, votes are only submitted for
the programming channel to which the CPE is set, and votes are
submitted periodically, e.g., every fifteen minutes.
[0122] The headend 1004 compiles votes 1012 from CPEs 1002 to
determine a set of selected asset options 1014 for a given break on
a supported programming channel. As will be understood from the
description below, such votes 1012 may be obtained from all
relevant and participating CPEs 1002 (who may be representative of
a larger audience including analog or otherwise non-participating
users) or a statistical sampling thereof. In addition, the headend
1004 determines the amount of bandwidth, e.g., the number of
dedicated asset option channels, that are available for
transmission of options in support of a given break for a given
programming channel.
[0123] Based on all of this information, the headend 1004 assembles
a flotilla of assets, e.g., the asset options having the highest
vote values or the highest weighted vote values where such
weighting takes into account value per user or other information
beyond classification fit. Such a flotilla may include asset
options inserted on the current programming channel as well as on
asset channels, though different insertion processes and components
may be involved for programming channel and asset channel
insertion. It will be appreciated that some assets may be assembled
independently or largely independently of voting, for example,
certain public service spots or where a certain provider has paid a
premium for guaranteed delivery. Also, in spot optimization
contexts where a single asset provider buys a spot and then
provides multiple asset options for that spot, voting may be
unnecessary (though voting may still be used to select the
options).
[0124] In one implementation, the flotilla is assembled into sets
of asset options for each dedicated asset channel, where the time
length of each set matches the length of the break, such that
channel hopping within a break is unnecessary. Alternatively, the
CPE 1002 may navigate between the asset channels to access desired
assets within a break (provided that asset starts on the relevant
asset channels are synchronized). However, it will be appreciated
that the flotilla matrix (where columns include options for a given
spot and rows correspond to channels) need not be rectangular.
Stated differently, some channels may be used to provide asset
options for only a portion of the break, i.e., may be used at the
start of the break for one or more spots but are not available for
the entire break, or may only be used after one or more spots of a
break have aired. A list of the selected assets 1014 and the
associated asset channels is then transmitted together with
metadata identifying the target audience in the illustrated
implementation. It will be appreciated that it may be unnecessary
to include the metadata at this step if the CPE 1002 has retained
the asset option list 1010. This list 1014 is preferably
transmitted shortly in advance of transmission of the asset 1016
(which includes sets of asset options for each dedicated contact
options channel used to support, at least in part, the break at
issue).
[0125] The CPE 1002 receives the list of selected asset options
1014 and associated metadata and selects which of the available
options to deliver to the user(s). For example, this may involve a
comparison of the current audience classification parameter values
(which may or may not be the same as those used for purposes of
voting) to the metadata associated with each of the asset options.
The selected asset option is used to selectively switch the CPE
1002 to the corresponding dedicated asset options channel to
display the selected asset 1016 at the beginning of the break at
issue. One of the asset option sets, for example, the one comprised
of the asset receiving the highest vote values, may be inserted
into the programming channel so that switching is not required for
many users. Assuming that the voting CPEs are at least somewhat
representative of the universe of all users, a significant degree
of targeting is thereby achieved even for analog or otherwise
non-participating users. In this regard, the voters serve as
proxies for non-voting users. The CPE 1002 returns to the
programming channel at the conclusion of the break. Preferably, all
of this is transparent from the perspective of the user(s), i.e.,
preferably no user input is required. The system may be designed so
that any user input overrides the targeting system. For example, if
the user changes channels during a break, the change will be
implemented as if the targeting system was not in effect (e.g., a
command to advance to the next channel will set the CPE to the
channel immediately above the current programming channel, without
regard to any options currently available for that channel,
regardless of the dedicated asset channel that is currently
sourcing the television output).
[0126] In this system architecture, as in forward-and-store
architectures or any other option where selections between asset
options are implemented at the CPE, there will be some uncertainty
as to how many users or households received any particular asset
option in the absence of reporting. This may be tolerable from a
business perspective. In the absence of reporting, the audience
size may be estimated based on voting data, conventional ratings
analysis and other tools. Indeed, in the conventional asset
delivery paradigm, asset providers accept Nielsen rating estimates
and demographic information together with market analysis to gauge
return on investment. However, this uncertainty is less than
optimal in any asset delivery environment and may be particularly
problematic in the context of audience aggregation across multiple
programming networks, potentially including programming networks
that are difficult to measure by conventional means.
[0127] The system of the present invention preferably implements a
reporting system by which individual CPEs 1002 report back to the
headend 1004 what asset or assets were delivered at the CPE 1002
and, optionally, to whom (in terms of audience classification).
Additionally, the reports may indicate where (on what programming
channel) the asset was delivered and how much (if any) of the asset
was consumed. Such reports 1018 may be provided by all
participating CPEs 1002 or by a statistical sampling thereof. These
reports 1018 may be generated on a break-by-break basis,
periodically (e.g., every 15 minutes) or may be aggregated prior to
transmission to the headend 1004. Reports may be transmitted soon
after delivery of the assets at issue or may be accumulated, e.g.,
for transmission at a time of day where messaging bandwidth is more
available. Moreover, such reporting may be coordinated as between
the CPEs 1002 so as to spread the messaging load due to
reporting.
[0128] In any case, the reports 1018 can be used to provide billing
information 1020 to the T&B system 1006 for valuing the
delivery of the various asset options. For example, the billing
information 1020 can be used by the T&B system 1006 to
determine how large an audience received each option and how well
that audience matched the target audience. For example, as noted
above, a fit score may be generated for particular asset options
based on a comparison of the audience classification to the target
audience. This score may be on any scale, e.g., 1-100. Goodness of
fit may be determined based on this raw score or based on
characterization of this score such as "excellent," "good," etc.
Again, this may depend on how well an individual audience
classification parameter of a user matches a corresponding target
audience parameter and/or how many of the target audience
parameters are matched by the user's audience classification
parameters. This information may in turn be provided to the asset
provider, at least in an aggregated form. In this manner, the
network operator can bill based on guaranteed delivery of targeted
messages or scale the billing rate (or increase delivery) based on
goodness of fit as well as audience size. The reports (and/or
votes) 1018 can also provide a quick and detailed measurement of
user distribution over the network that can be used to accurately
gauge ratings, share, demographics of audiences and the like.
Moreover, this information can be used to provide future audience
estimation information 1022, for example, to estimate the total
target universe based on audience classification parameters.
[0129] It will thus be appreciated that the present invention
allows a network operator such as an MSO to sell asset delivery
under the conventional asset delivery (time-slot) buy paradigm or
under the new commercial impression paradigm or both. For example,
a particular MSO may choose to sell asset delivery space for the
major networks (or for these networks during prime time) under the
old time-slot buy paradigm while using the commercial impression
paradigm to aggregate users over multiple low market share
networks. Another MSO may choose to retain the basic time-slot buy
paradigm while accommodating asset providers who may wish to fill a
given slot with multiple options targeted to different
demographics. Another MSO may choose to retain the basic time-slot
buy paradigm during prime time across all networks while using the
targeted impression paradigm to aggregate users at other times of
the day. The targeted impression paradigm may be used by such MSOs
only for this limited purpose.
[0130] FIG. 12 is a flow chart illustrating an associated process
1200. An asset provider (or agent thereof) can initiate the
illustrated process 1200 by accessing (1202) a contracting platform
as will be described below. Alternatively, an asset provider can
work with the sales department or other personnel of a system
operator or other party who accesses such a platform. As a still
further alternative, an automated buying system may be employed to
interface with such a platform via a system-to-system interface.
This platform may provide a graphical user interface by which an
asset provider can design a dissemination strategy and enter into a
corresponding contract for dissemination of an asset. The asset
provider can then use the interface to select (1204) to execute
either a time-slot buy strategy or a targeted impression buy
strategy. In the case of a time-slot buy strategy, the asset
provider can then use the user interface to specify (1206) a
network and time-slot or other program parameter identifying the
desired air times and frequency for delivery of the asset. Thus,
for example, an asset provider may elect to air the asset in
connection with specifically identified programs believed to have
an appropriate audience. In addition, the asset provider may
specify that the asset is to appear during the first break or
during multiple breaks during the program. The asset provider may
further specify that the asset is to be, for example, aired during
the first spot within the break, the last spot within the break or
otherwise designate the specific asset delivery slot.
[0131] Once the time-slots for the asset have thus been specified,
the MSO causes the asset to be embedded (1208) into the specified
programming channel asset stream. The asset is then available to be
consumed by all users of the programming channel. The MSO then
bills (1210) the asset provider, typically based on associated
ratings information. For example, the billing rate may be
established in advance based on previous rating information for the
program in question, or the best available ratings information for
the particular airing of the program may be used to bill the asset
provider. It will thus be appreciated that the conventional
time-slot buy paradigm is limited to delivery to all users for a
particular time-slot on a particular network and does not allow for
targeting of particular users of a given network or targeting users
distributed over multiple networks in a single buy.
[0132] In the case of targeted impression buys, the asset provider
can use the user interface as described in more detail below to
specify (1212) audience classification and other dissemination
parameters. In the case of audience classification parameters, the
asset provider may specify the gender, age range, income range,
geographical location, lifestyle interest or other information of a
targeted audience. The additional dissemination parameters may
relate to delivery time, frequency, audience size, or any other
information useful to define a target audience. Combinations of
parameters may also be specified. For example, an asset provider
may specify an audience size of 100,000 in a particular demographic
group and further specify that the asset is not delivered to any
user who has already received the asset a predetermined number of
times.
[0133] Based on this information, the targeted asset system of the
present invention is operative to target appropriate users. For
example, this may involve targeting only selected users of a major
network. Additionally or alternatively, this may involve
aggregating (1214) users across multiple networks to satisfy the
audience specifications. For example, selected users from multiple
programming channels may receive the asset within a designated time
period in order to provide an audience of the desired size, where
the audience is composed of users matching the desired audience
classification. The user interface preferably estimates the target
universe based on the audience classification and dissemination
parameters such that the asset provider receives an indication of
the likely audience size.
[0134] The aggregation system may also be used to do time of day
buys. For example, an asset provider could specify audience
classification parameters for a target audience and further specify
a time and channel for airing of the asset. CPEs tuned to that
channel can then select the asset based on the voting process as
described herein. Also, asset providers may designate audience
classification parameters and a run time or time range, but not the
programming channel. In this manner, significant flexibility is
enabled for designing a dissemination strategy. It is also possible
for a network operator to disable some of these strategy options,
e.g., for business reasons.
[0135] Based on this input information, the targeted asset system
of the present invention is operative to provide the asset as an
option during one or more time-slots of one or more breaks. In the
case of spot optimization, multiple asset options may be
disseminated together with information identifying the target
audience so that the most appropriate asset can be delivered at
individual CPEs. In the case of audience aggregation, the asset may
be provided as an option in connection with multiple breaks on
multiple programming channels. The system then receives and
processes (1218) reports regarding actual delivery of the asset by
CPEs and information indicating how well the actual audience fit
the classification parameters of the target audience. The asset
provider can then be billed (1220) based on guaranteed delivery and
goodness of fit based on actual report information. It will thus be
appreciated that a new asset delivery paradigm is defined by which
assets are targeted to specific users rather than being associated
with particular programs. This enables both better targeting of
individual users for a given program and improved reach to target
users on low-share networks.
[0136] From the foregoing, it will be appreciated that various
steps in the messaging sequence are directed to matching assets to
users based on classification parameters, allowing for goodness of
fit determinations based on such matching or otherwise depending on
communicating audience classification information across the
network. It is preferable to implement such messaging in a manner
that is respectful of user privacy concerns and relevant regulatory
regimes.
[0137] In the illustrated system, this is addressed by implementing
the system free from persistent storage of a user profile or other
sensitive information including, for example, personally
identifiable information (PII). Specifically, it may be desired to
protect as sensitive information subject matter extending beyond
the established definition of PII. As one example in this regard,
it may be desired to protect MAC addresses even though such
addresses are not presently considered to be included within the
definition of PII in the United States. Generally, any information
that may entail privacy concerns or identify network usage
information may be considered sensitive information. More
particularly, the system learns of current network conditions prior
to transmission of asset options via votes that identify assets
without any sensitive information. Reports may also be limited to
identifying assets that have been delivered (which assets are
associated with target audience parameters) or characterization of
the fit of audience classification parameters of a user(s) to a
target audience definition. Even if it is desired to associate
reports with particular users, e.g., to account for ad skipping as
discussed below, such association may be based on an identification
code or address not including PII. In any event, identification
codes or any other information deemed sensitive can be immediately
stripped and discarded or hashed, and audience classification
information can be used only in anonymous and aggregated form to
address any privacy concerns. With regard to hashing, sensitive
information such as a MAC or IP address (which may be included in a
designated header field) can be run through a hash function and
reattached to the header, for example, to enable anonymous
identification of messages from the same origin as may be desired.
Moreover, users can be notified of the targeted asset system and
allowed to opt in or opt out such that participating users have
positively assented to participate.
[0138] Much of the discussion above has referenced audience
classification parameters as relating to individuals as opposed to
households. FIG. 11 illustrates a theoretical example of a CPE 1101
including a television set 1100 and a DSTB 1102 that are associated
with multiple users 1103-1106. Arrow 1107 represents a user input
stream, such as a click stream from a remote control, over time. A
first user 1105, in this case a child, uses the television 1100
during a first time period--for example, in the morning. Second and
third users 1103 and 1104 (designated "father" and "mother") use
the television during time periods 1109 and 1110, which may be, for
example, in the afternoon or evening. A babysitter 1106 uses the
television during a night time period in this example.
[0139] This illustrates a number of challenges related to targeted
asset delivery. First, because there are multiple users 1103-1106,
targeting based on household demographics would have limited
effectiveness. For example, it may be assumed that the child 1105
and father 1103 in many cases would not be targeted by the same
asset providers. Moreover, in some cases, multiple users may watch
the same television at the same time as indicated by the overlap of
time periods 1109-1110. In addition, in some cases such as
illustrated by the babysitter 1106 an unexpected user (from the
perspective of the targeted asset system) may use the television
1100.
[0140] These noted difficulties are associated with a number of
objectives that are preferably addressed by the targeted asset
system of the present invention. First, the system should
preferably be operative to distinguish between multiple users of a
single set and, in the context of the system described above, vote
and report to the network accordingly. Second, the system should
preferably react over time to changing conditions such as the
transitions from use by father 1103 to use by both father and
mother 1103 and 1104 to use by only mother 1104. The system should
also preferably have some ability to characterize unexpected users
such as the babysitter 1106. In that case, the system may have no
other information to go on other than the click stream 1107. The
system may also identify time periods where, apparently, no user is
present, though the set 1100 may still be on. Preferably, the
system also operates free from persistent storage of any user
profile or sensitive information so that no third party has a
meaningful opportunity to misappropriate such information or
discover the private network usage patterns of any of the users
1103-1106 via the targeted asset system. Privacy concerns can
alternatively be addressed by obtaining consent from users. In this
matter, sensitive information including PII can be transmitted
across the network and persistently stored for use in targeting.
This may allow for compiling a detailed user profile, e.g., at the
headend. Assets can then be selected based on the user profile and,
in certain implementations, addressed to specific CPEs.
[0141] In certain implementations, the present invention monitors
the click stream over a time window and applies a mathematical
model to match a pattern defined by the click stream to predefined
audience classification parameters that may relate to demographic
or psychographic categories. It will be appreciated that the click
stream will indicate programs selected by users, volume and other
information that may have some correlation, at least in a
statistical sense, to the classification parameters. In addition,
factors such as the frequency of channel changes and the length of
time that the user lingers on a particular asset may be relevant to
determining a value of an audience classification parameter. The
system can also identify instances where there is apparently no
user present.
[0142] In a first implementation, logic associated with the CPE
1101 uses probabilistic modeling, fuzzy logic and/or machine
learning to progressively estimate the audience classification
parameter values of a current user or users based on the click
stream 1107. This process may optionally be supplemental based on
stored information (preferably free of sensitive information)
concerning the household that may, for example, affect
probabilities associated with particular inputs. In this manner,
each user input event (which involves one or more items of change
of status and/or duration information) can be used to update a
current estimate of the audience classification parameters based on
associated probability values. The fuzzy logic may involve fuzzy
data sets and probabilistic algorithms that accommodate estimations
based on inputs of varying and limited predictive value.
[0143] In a second implementation, the click stream is modeled as
an incomplete or noisy signal that can be processed to obtain
audience classification parameter information. More specifically, a
series of clicks over time or associated information can be viewed
as a time-based signal. This input signal is assumed to reflect a
desired signature or pattern that can be correlated to audience
classification parameters. However, the signal is assumed to be
incomplete or noisy--a common problem in signal processing.
Accordingly, filtering techniques are employed to estimate the
"true" signal from the input stream and associated algorithms
correlate that signal to the desired audience classification
information. For example, a nonlinear adaptive filter may be used
in this regard.
[0144] In either of these noted examples, certain preferred
characteristics apply. First, the inputs into the system are
primarily a click stream and stored aggregated or statistical data,
substantially free of any sensitive information. This addresses
privacy concerns as noted above but also provides substantial
flexibility to assess new environments such as unexpected users. In
addition, the system preferably has a forgetfulness such that
recent inputs are more important than older inputs. Either of the
noted examples accommodates this objective. It will be appreciated
that such forgetfulness allows the system to adapt to change, e.g.,
from a first user to multiple users to a second user. In addition,
such forgetfulness limits the amount of viewing information that is
available in the system at any one time, thereby further addressing
privacy concerns, and limits the time period during which such
information could conceivably be discovered. For example,
information may be deleted and settings may be reset to default
values periodically, for example, when the DSTB is unplugged.
[0145] A block diagram of a system implementing such a user
classification system is shown in FIG. 11B. The illustrated system
is implemented in a CPE 1120 including a user input module 1122 and
a classification module 1124. The user input module receives user
inputs, e.g., from a remote control or television control buttons,
that may indicate channel selections, volume settings and the like.
These inputs are used together with programming information 1132
(which allows for correlation of channel selections to programming
and/or associated audience profiles) for a number of functions. In
this regard, the presence detector 1126 determines whether it is
likely that a user is present for all or a portion of an asset that
is delivered. For example, a long time period without any user
inputs may indicate that no user is present and paying attention or
a volume setting of zero may indicate that the asset was not
effectively delivered. The classifier 1128 develops audience
classification parameters for one or more users of a household as
discussed above. The user identifier is operative to estimate which
user, of the classified users, is currently present. Together,
these modules 1126, 1128 and 1130 provide audience classification
information that can be used to vote (or elect not to vote) and/or
generate reports (or elect not to generate reports).
[0146] As noted above, one of the audience classifications that may
be used for targeting is location. Specifically, an asset provider
may wish to target only users within a defined geographic zone
(e.g., proximate to a business outlet) or may wish to target
different assets to different geographic zones (e.g., targeting
different car ads to users having different supposed income levels
based on location). In certain implementations, the present
invention determines the location of a particular CPE 1101 and uses
the location information to target assets to the particular CPE
1101. It will be appreciated that an indication of the location of
a CPE 1101 contains information that may be considered sensitive.
The present invention also creates, extracts and/or receives the
location information in a manner that addresses these privacy
concerns. This may also be accomplished by generalizing or
otherwise filtering out sensitive information from the location
information sent across the network. This may be accomplished by
providing filtering or sorting features at the CPE 1101 or at the
headend. For example, information that may be useful in the
reporting process (i.e. to determine the number of successful
deliveries within a specified location zone) may be sent upstream
with little or no sensitive information included. Additionally,
such location information can be generalized so as to not be
personally identifiable. For example, all users on a given block or
within another geographic zone (such as associated with a zip plus
2 area) may be associated with the same location identifier (e.g.,
a centroid for the zone).
[0147] In one implementation, logic associated with the CPE 1101
sends an identifier upstream to the headend 2304 where the
identifier is cross-referenced against a list of billing addresses.
The billing address that matches the identifier is then translated,
for example, using GIS information, into a set of coordinates
(e.g., Cartesian geographic coordinates) and those coordinates or
an associated geographic zone identifier are sent back to the CPE
1101 for storage as part of its location information.
Alternatively, a list may be broadcast. In this case, a list
including location information for multiple or all network users is
broadcast and each CPE 1101 selects it's own information. Asset
providers can also associate target location information with an
asset. For example, in connection with a contract interface as
specified below, asset providers can define target asset delivery
zones. Preferably this can be done via a graphical interface (e.g.,
displaying a map), and the defined zones can match, to a fine level
of granularity, targeted areas of interest without being limited to
node areas or other network topology. Moreover, such zones can have
complex shapes including discontiguous portions. Preferably the
zones can then be expressed in terms that allow for convenient
transmission in asset metadata and comparison to user locations
e.g., in terms of grid elements or area cells.
[0148] In another implementation, individual geographic regions are
associated with unique identifiers and new regions can be defined
based on the union of existing regions. This can be extended to a
granularity identifying individual CPEs at its most fine level.
Higher levels including numerous CPEs may be used for voting and
reporting to address privacy concerns.
[0149] Upon receipt of an asset option list or an asset delivery
request (ADR), the CPE 1101 parses the ADR and determines whether
the location of the CPE 1102 is included in the locations targeted
by the asset referenced in the ADR. For example, this may involve a
point in polygon or other point in area algorithm, a radius
analysis, or a comparison to a network of defined grid or cells
such as a quadtree data structure. The CPE 1101 may then vote for
assets to be received based on criteria including whether the
location of that particular CPE 1101 is targeted by the asset.
[0150] After displaying an asset option, the CPE 1101 may also use
its location information in the reporting process to enhance the
delivery data sent upstream. The process by which the CPE 1101 uses
its location information removes substantially all sensitive
information from the location information. For example, the CPE
1101 may report that an asset targeted to a particular group of
locations was delivered to one of the locations in the group. The
CPE 1101 in this example would not report the location to which
asset was actually delivered.
[0151] Similarly, it is often desired to associate tags with asset
selections. Such tags are additional information that is
superimposed on or appended to such assets. For example, a tag may
provide information regarding a local store or other business
location at the conclusion of an asset that is distributed on a
broader basis. Conventionally, such tags have been appended to ads
prior to insertion at the headend and have been limited to coarse
targeting. In accordance with the present invention, tags may be
targeted to users in particular zones, locations or areas, such as
neighborhoods. Tags may also be targeted based on other audience
classification parameters such as age, gender, income level, etc.
For example, tags at the end of a department store ad may advertise
specials on particular items of interest to particular
demographics. Specifically, a tag may be included in an asset
flotilla and conditionally inserted based on logic contained within
the CPE 1101. Thus the tags are separate units that can be targeted
like other assets, however, with conditional logic such that they
are associated with the corresponding asset.
[0152] The present invention may use information relating to the
location of a particular CPE 1101 to target a tag to a particular
CPE 1101. For example, the CPE 1101 may contain information
relating to its location in the form of Cartesian coordinates as
discussed above. If an asset indicates that a tag may be delivered
with it or instead of it, the CPE 1101 determines whether there is,
associated with any of the potential tags, a location criterion
that is met by the location information contained in the particular
CPE 1101. For example, a tag may include a location criterion
defining a particular neighborhood. If the CPE 1101 is located in
that neighborhood, the CPE 1101 may choose to deliver the tag,
assuming that other criteria necessary for the delivery of the tag
are met. Other criteria may include the time available in the given
break, other demographic information, and information relating to
the national or non-localized asset.
[0153] As briefly note above, targeting may also be implemented
based on marketing labels. Specifically, the headend may acquire
information or marketing labels regarding a user or household from
a variety of sources. These marketing labels may indicate that a
user buys expensive cars, is a male 18-24 years old, or other
information of potential interest to an asset provider. In some
cases, this information may be similar to the audience
classification parameters, though it may optionally be static (not
varying as television users change) and based on hard data (as
opposed to being surmised based on viewing patterns or the like).
In other cases, the marketing labels may be more specific or
otherwise different than the audience classification. In any event,
the headend may inform the CPE as to what kind of user/household it
is in terms of marketing labels. An asset provider can then target
an asset based on the marketing labels and the asset will be
delivered by CPEs where targeting matches. This can be used in
audience aggregation and spot optimization contexts.
[0154] Thus, the targeted asset system of the present invention
allows for targeting of assets in a broadcast network based on any
relevant audience classification, whether determined based on user
inputs such as a click stream, based on marketing labels or other
information pushed to the customer premises equipment, based on
demographic or other information stored or processed at the
headend, or based on combinations of the above or other
information. In this regard, it is therefore possible to use, in
the context of a broadcast network, targeting concepts that have
previously been limited to other contexts such as direct mail. For
example, such targeting may make use of financial information,
previous purchase information, periodical subscription information
and the like. Moreover, classification systems developed in other
contexts, may be leveraged to enhance the value of targeting
achieved in accordance with the present invention.
[0155] An overview of the system has thus been provided, including
introductory discussions of major components of the system, which
provides a system context for understanding the operation of those
components. The various components will now be described in greater
detail in the following sections.
III. Component Overview
[0156] A. Measurement and Voting
[0157] As discussed above, in order to provide targeted assets to
users of a television network, signals received from at least a
portion of the CPEs may be utilized to select asset options for
delivery and/or to determine the size and composition of the
viewing audience. For example, a network operator may receive
signals from all or a sampling of network users. This sampling is
preferably both statistically significant (in terms of sampling
size) and valid in terms of being sufficiently random to be
reliably representative of the universe of all relevant users. In
some cases, the network operator may receive signals only from
users who have "opted in" or agreed to participate in the targeted
asset system, and this group of users may not be statistically
significant or relevant. In many cases, however, these signals may
indicate channels currently being viewed and/or the audience
classification of current users. In this regard, a two-way
communication path between a network platform such as a headend and
CPEs, such as DSTBs, of one or more households may be provided over
a network interface.
[0158] FIG. 13 illustrates communications between a network 1304
platform or platforms operating a targeted asset system in
accordance with the present invention and a CPE 1308. In this
regard, the platform 1304 may include various combinations of the
components discussed above in relation to FIGS. 1-12. Generally,
the platform 1304 includes a headend that is operative to
communicate with CPE over a network interface 1310. As shown, the
CPE 1308 includes a digital set top box (DSTB). As will be
appreciated, each user in the network 1304 may have such a DSTB or
a sub-set (less than all) of the viewers may have such DSTBs. Some
users may have a DSTB but only use it some of the time, e.g., only
when watching HDTV programming. Moreover, some users may have a
DSTB but choose not to participate in the targeted asset system. In
any event, at least a portion of the network viewers have a CPE
1308 that is operative to receive signals via the network interface
1310 as well as provide signals to the network 1304 via the network
interface 1310 for purposes of the targeted asset delivery system.
Further, the network 1304 may be in communication with a traffic
and billing platform 1360 which may act as an intermediary between
asset providers 1370 and the network operator. In this regard, the
T&B platform 1360 may receive target audience parameters and
other constraints from the asset providers 1370 as well as provide
billing information to such asset providers 1370 based on the
delivery of such assets. The T&B platform 1360 may also manage
the flow of targeted assets.
[0159] Generally, signals received from a CPE 1308 are utilized by
the present system for at least three separate applications, which
in some instances may also be combined. These applications may be
termed measurement, voting and reporting. Reporting is described in
more detail below. Measurement relates to the use of the signals to
identify the audience size and, optionally, the classification
composition of the audience. This information assists in estimating
the universe of users available for targeting, including an
estimate of the size and composition of an audience that may be
aggregated over multiple channels (e.g., including low share
channels) to form a substantial virtual channel. Accordingly, a
targeted asset may be provided for the virtual channel to enhance
the number of users who receive the asset. Voting involves the use
of signals received from CPEs 1308 to provide an asset based on
asset indications from the CPEs. In any case, assets may be
selected and inserted into one or more transmitted data streams
based on signals received from one or more CPEs 1308.
[0160] With regard to audience measurement, the two-way
communication between the platform 1304 and CPE 1308 allows for
gathering information which may indicate, at least implicitly,
information regarding audience size and audience classification
composition. In this regard, individual CPEs 1308 may periodically
or upon request provide a signal to the platform 1304 indicating,
for example, that an individual CPE 1308 is active and what channel
is currently being displayed by the CPE 1308. This information,
which may be provided in connection with voting, reporting on other
messages (e.g., messages dedicated to measurement) can be used to
infer audience size and composition. Wholly apart from the targeted
asset system, such information may be useful to support ratings and
share information or for any other audience measurement objective.
Such information may also be utilized to tailor transmissions to
the CPE 1308 and reduce bandwidth and processing requirements.
Referring briefly to FIG. 7, it is noted that of the available
programming channels, four programming channels have the largest
individual share of users (e.g., the four major networks). However,
there are numerous other users in the network albeit in smaller
shares of the total on a channel-by-channel basis. By providing a
common set of asset options to the users of two or more of the
programming channels having a small market share (or even to users
of programming channels with large shares), a virtual channel may
be created. That is, a common asset option or set of asset options
may be provided to an aggregated group from multiple programming
channels. Once combined, the effective market share of a virtual
channel composed of users from small share channels may approximate
the market share of, for example, one of the four major
networks.
[0161] While the aggregation of the users of multiple programming
channels into a virtual channel allows for providing a common set
of asset options to each of the programming channels, it will be
appreciated that the asset will generally be provided for each
individual programming channel at different times. This is shown in
FIG. 15 where two different programming channels (e.g., 1502 and
1504), which may be combined into a virtual channel, have different
scheduled breaks 1512, 1514. In this regard, an asset may be
provided on the first channel 1502 prior to when the same asset is
provided on the second channel 1504. However, this common asset may
still be provided within a predetermined time window (e.g., between
7 p.m. and 8 p.m.). In this regard, the asset may be delivered to
the aggregated market share represented by the virtual channel (or
a subset thereof) within defined constraints regarding delivery
time. Alternatively, the size of such an aggregated audience may be
estimated in advance based on previous reporting, ratings and
census data, or any other technique. Thus measurement or voting is
not necessary to accomplish targeting, though such detailed asset
information is useful. Actual delivery may be verified by
subsequent reporting. As will be appreciated, such aggregation
allows a network operator to disseminate assets based on the
increased market share of the virtual channel(s) in relation to any
one of the subsumed programming channels, as well as allowing an
asset provider to more effectively target a current viewing
audience.
[0162] Another application that is supported by signals from CPEs
is the provision of targeted assets to current users of one or more
channels within the network, e.g., based on voting. Such an
application is illustrated in FIG. 14, where, in one arrangement,
signals received from CPEs 1410 (only one shown) may be utilized to
select assets (e.g., a break asset and/or programming) for at least
one programming channel 1450. In this regard, such assets may be
dynamically selected for insertion into the data stream of the
programming channel 1450, for example, during a break or other
designated time period. In a further arrangement, unused bandwidth
of the network is utilized to provide parallel asset streams during
a break or designated time period of the targeted channel 1450. In
the context of a break, multiple asset channels 1460A-N may be used
to provide asset options during a single break, wherein each asset
channel 1460A-N may provide options directed to different groups of
viewers and/or otherwise carry different assets (e.g., users having
similar audience classification parameters may receive different
assets due to a desired sequencing of packaged assets as discussed
below).
[0163] In such an arrangement, the CPE 1410 may be operative to
select between alternate asset channels 1460A-N based on the noted
signals from the CPE 1410. In addition to targeted audience
aggregation, such a system may be desirable to enhance revenues or
impact for programming, including large share programming (spot
optimization). That is, a single break may be apportioned to two or
more different asset providers, or, a single asset provider may
provide alternate assets where the alternate assets target
different groups of users. Though discussed herein as being
directed to providing different break or interstitial assets to
different groups of users, it should be noted that the system may
also be utilized to provide different programming assets.
[0164] An associated asset targeting system implementing a voting
process is illustrated in FIG. 14. The asset targeting system of
FIG. 14 has a platform 1404, which includes a structure of the
network (i.e., upstream from the users/households) that is
operative to communicate with CPEs 1410 (only one shown) within the
network. The illustrated CPE 1410 includes a signal processing
device 1408, which in the present illustration is embodied in a
DSTB. Generally, the platform 1404 is operative to communicate with
the CPE 1410 via a network interface 1440. In order to provide
parallel asset channels 1460A-N during a break of a programming
channel, e.g., channel 1450, the platform 1404 is in communication
with one or more of the following components: a schedule database
1420, an available asset option database 1422, voting database
1424, a flotilla constructor 1426, a channel arbitrator 1428, and
an inserter 1430. Of note, the listed components 1420-1430 do not
have to be located at a common network location. That is, the
various components of the platform 1404 may be distributed over
separate locations within the network and may be interconnected by
any appropriate communication interfaces.
[0165] Generally, the schedule database 1420 includes information
regarding the timing of breaks for one or more programming
channels, the asset option database 1422 includes available asset
metadata identifying the asset and targeted audience classification
parameters, and the voting database 1424 includes voting
information obtained from one or more CPEs for use in targeting
assets. The actual assets are generally included in a separate
database (not shown). The flotilla constructor 1426 is utilized to
populate a break of a programming channel and/or asset channels
1460A-N with selected assets. The channel arbitrator 1428 is
utilized to arbitrate the use of limited bandwidth (e.g., available
asset channels 1460A-N) when a conflict arises between breaks of
two or more supported programming channels. Finally, the inserter
1430 is utilized to insert selected assets or targeted assets into
an asset stream (e.g., of a programming channel 1450 and/or one or
more asset channels 1460A-N) prior to transmitting the stream
across the network interface 1440. As will be discussed herein, the
system is operative to provide asset channels 1460A-N to support
asset options for breaks of multiple programming channels within
the network.
[0166] In order to provide asset channels 1460A-N for one or more
programming channels, the timing of the breaks on the relevant
programming channels is determined. For instance, FIG. 15
illustrates three programming channels that may be provided by the
network operator to a household via a network interface. As will be
appreciated, many more channels may also be provided. The channels
1502, 1504 and 1506 comprise three programming streams for which
targeted assets are provided. Users may switch between each of
these channels 1502, 1504 and 1506 (and generally many more) to
select between programming options. Each channel 1502, 1504 and
1506 includes a break 1512, 1514 and 1516, respectively, during the
programming period shown. During breaks 1512-1516 one or more asset
spots are typically available. That is, a sequence of shorter
assets may be used to fill the 90-second break. For example, two,
three or four spots may be defined on a single channel for a single
break. Different numbers of spots may be provided for the same
break on different channels and a different number of channels may
be used for different portions of the break.
[0167] In order to provide notice of upcoming breaks or insertion
opportunities within a break, programming streams often include a
cue tone signal 1530 (or a cue message in digital networks) a
predetermined time before the beginning of each break or insertion
opportunity. These cue tone signals 1530 have historically been
utilized to allow local asset providers to insert localized assets
into a network feed. Further, various channels may provide window
start times and window end times during which one or more breaks
will occur. These start and end times define an avail window.
Again, this information has historically been provided to allow
local asset providers to insert local assets into a broadcast
stream. This information may also be utilized by the targeted asset
system to determine when a break will occur during programming.
Accordingly, the system may be operative to monitor programming
channels, e.g., 1502, 1504 and 1506, for cue tone signals 1530 as
well as obtain and store information regarding window start and end
times (e.g., in the schedule database 1420). The available window
information may be received from the T&B system and may be
manually entered.
[0168] Due to the limited bandwidth available for providing
targeted asset delivery, it may be desirable to identify one or
more characteristics associated with each programming channel 1502,
1504 and 1506 when determining which channel(s) should receive
targeted asset delivery for conflicting breaks or how available
bandwidth should be apportioned among the conflicting programming
channels. In this regard, it will be noted that breaks on different
channels are often at least partially overlapping. For instance,
the break 1514 of channel 1504 partially overlaps the break 1516 on
channel 1506. Accordingly, it may be desirable to arbitrate the
limited resources available for targeted asset delivery between the
two channels 1504 and 1506.
[0169] For instance, the arbitrator 1428 (See FIG. 14) may
determine that the first channel 1506 does not currently have
enough users to warrant use of any available bandwidth to provide
targeted asset delivery. Alternatively, the available bandwidth may
be split between the first and second channels 1504, 1506 such that
targeting asset delivery may be provided for each break 1514, 1516.
As a further alternative, the available asset channels may be split
between supporting the first and second channels 1504, 1506, for
example, in proportion to their respective audience sizes. It is
noted that it may be possible to use a given asset channel in
support of only a portion of a break, for example, in connection
with partially overlapping breaks, though this involves certain
practical difficulties related to scheduling and flotilla
construction. This may also require knowledge of the underlying
break structure, e.g., to ensure that the viewer is not returned to
the second half of a sixty-second asset. This information will
generally not be available to the CPE. Also, different numbers of
asset channels may be available at different time periods of a
break. Signals received from CPEs, e.g., recent or historical
signals, may be utilized for arbitration purposes. Further, it will
be appreciated that in some instances one or more channels may
include aligned breaks. For instance, channels having a common
ownership entity (e.g., ESPN and ABC) may have aligned breaks for
certain programming. Accordingly, bandwidth for targeted asset
delivery for these common channels may be shared.
[0170] Referring again to FIG. 14, the use of signals from the CPE
1410 may allow for providing assets that are tailored to current
users or otherwise providing different assets to different groups
of users. In this regard, an asset that has targeting parameters
that match the classification parameters of the greatest number of
users may be provided within the broadcast stream of a supported
programming channel 1450 during a break. It is noted that the most
appropriate asset may thereby be provided to analog or otherwise
nonparticipating users (assuming the voters are representative of
the relevant user universe), yielding a degree of targeting even
for them. Moreover, some targeting benefit can be achieved for a
large number of programming channels, even channels that may not be
supported by asset channels with respect to a given break.
[0171] Alternatively or additionally, different assets may be
provided on the asset channels 1460A-N during the break of a
programming channel. During a break where asset channels 1460A-N
are available, a CPE 1410 of a particular household may, based on a
determination implemented at the CPE 1410, switch to one of the
asset channels 1460A-N that contains appropriate assets.
Accordingly, such assets of the asset channel 1460(A-N) may be
displayed during the break. During the break, the CPE 1410 may stay
on one asset channel 1460A-N (in the case of a break with multiple
spots in sequence) or may navigate through the break selecting the
most appropriate assets. After the break, the CPE 1410 may switch
back to the original programming channel (if necessary). This
switching may occur seamlessly from the point of view of a user. In
this regard, different assets may be provided to different users
during the same break. As will be appreciated, this allows asset
providers to target different groups during the same break. Further
it allows for a network operator to market a single spot to two
different asset providers on an apportioned basis (or allow a
single asset provider to fill a single spot with multiple asset
options). Each asset provider may, for example, thereby pay for an
audience that better matches its target.
[0172] The number of asset channels available for targeted asset
delivery may be limited by the available bandwidth (e.g., unused
channels) of a given network operator. As discussed below, the
system may make use of channels that are opportunistically
available, e.g., channels that are used for VOD at night may be
available to support asset options during the day, or unused
bandwidth within a node filter area may be used for this purpose.
FIG. 16A illustrates the use of four asset channels 1601-1604 for
providing assets during a break 1610 of a programming channel 1600.
As shown, on each asset channel 1601-1604, the break 1610 may be
separated into one or more asset slots that may have different
durations. However, in the case of FIG. 16A, the start and end
times of the asset sets A-C, D-E, F-H and I-K carried by the asset
channels 1601-1604 are aligned with the start and end times of the
break 1610. Each of the asset channels 1601-1604 may carry an asset
that is targeted to a specific audience classification of the users
of the targeted channel 1600 or the users of additional programming
channels having a break aligned with the break 1610 of the
programming channel 1600.
[0173] It should be noted that flotillas need not be rectangular as
shown in FIG. 16A. That is, due to conflicts between breaks or the
intermittent availability of certain asset channels as discussed
above, the total number of asset channels used to support a given
programming channel may change during a break. This is illustrated
in FIG. 16B. As shown, assets A-N are provided during a break 1670
on asset channels 1671-1675 and the supported programming channel
1676. In this case, channels 1674 and 1675 (as well as programming
channel 1676) provide assets throughout the break 1670. Channel
1673 does not provide assets until sometime after the break begins.
Channel 1672 provides assets from the beginning of the break, but
ceases to provide assets prior to the end of the break 1670.
Channel 1671 starts providing assets after the start of the break
1670 and ceases providing assets prior to the end of the break
1670. It will be appreciated that complex flotilla shapes may be
implemented.
[0174] Referring again to FIG. 16A, each asset channel 1601-1604
includes a different combination of assets A-K that may be targeted
to different viewers of the channel 1600 during a given break 1610.
Collectively, the assets A-K carried by the asset channels
1601-1604 define a flotilla 1605 that includes assets that may be
targeted to different groups of users. The most appropriate assets
for a given user may be on different ones of the channels 1601-1604
at different times during the break 1610. These can be delivered to
the user by channel hopping during the break with due consideration
given to the fact that spots on different channels 1601-1604 may
not have the same start and end times. How the various spots in the
flotilla 1650 are populated with assets is described in more detail
below.
[0175] The four asset channels 1601-1604 may be utilized to provide
multiple asset options for different programming channels. For
instance referring to FIG. 15, programming channels 1502 and 1506
have temporally distinct breaks 1512 and 1515. Accordingly, the
system may provide a first four-channel asset flotilla having a
first set of assets during the first break 1512 for the first
channel 1502. Likewise a second four-channel asset flotilla having
a second set of assets may be provided during the second break 1516
for the second channel 1506. In this regard, use of the bandwidth
available for asset channels may be shared between programming
channels 1502 and 1506. In cases where breaks overlap (e.g., breaks
1514 and 1516), one channel may be selected for targeted asset
delivery, or, the available bandwidth for the asset channels may be
split between the conflicting breaks. For example, each programming
channel may be supported by a two-channel asset flotilla or one
programming channel may be supported by three asset channels and
the other programming channel supported by only one asset channel,
for example, due to relative audience sizes or asset delivery
values. Arbitration of available bandwidth between conflicting
channels is handled by the channel arbitrator 1428, as will be more
fully discussed herein.
[0176] Selection of assets to fill a break of a programming
channel, or to fill the available spots within each asset channel
of a flotilla may be based on votes of users of the programming
channel. That is, assets may be selected by the flotilla
constructor 1426 (See FIG. 14) in response to signals received from
CPEs 1410 within the network. As shown in FIG. 13, the process of
selecting and providing targeted assets based on signals from CPEs
includes four general steps. Initially, the platform 1304 provides
(1320) an asset option list of proposed assets to the CPEs 1308 in
the network. This may be based on asset provider contracts and
associated ADRs. Next, each CPE 1308 votes (1330) on the most
appropriate asset or assets from the asset option list. That is,
each CPE 1308 provides a signal to the network 1304 that indicates
the best matching asset(s) for the particular CPE 1308 based on a
comparison of target information to audience classification
information. Based on the votes (1330) from one or more CPEs 1308,
the platform 1304 selects targeted assets from the available assets
and generates (1340) an asset view list and an asset flotilla,
which is provided to each voting CPE 1308. For example, the asset
view list many indicate channels where assets are available and
provide associated audience classification information (if
necessary) to assist in asset selection. Each CPE 1308 may then
receive the view list and flotilla.
[0177] The process by which the votes are used to populate the
various asset spots in a flotilla may involve a number of
considerations. Referring again to FIG. 16A, the flotilla defines a
matrix of assets illustrated as including a horizontal time axis
and a vertical axis of asset channels. In the simple case where all
the assets correspond to spots of the same length (e.g., all 30
second spots and the same number of asset channels are used
throughout the break) the matrix would define a neat arrangement of
rows and columns. The flotilla constructor would then be operative,
among other things, to map assets to row and column addresses of
the matrix, for example, based on their vote rankings.
[0178] Some of the considerations that may be involved in this
regard include the following. First, the programming channel 1600
itself may be populated with an asset sequence determined based on
voting. The assets inserted into the programming channel will be
delivered to analog and otherwise nonparticipating users, as well
as to participating users whose CPEs select that asset sequence,
and may therefore be expected to constitute the largest user
segment of the flotilla. Accordingly, assets with higher vote
rankings may be inserted on the programming channel 1600.
[0179] In addition, in the case of breaks including more than two
spots, first and last spots may be deemed more valuable by asset
providers than middle spots. Accordingly, higher vote ranking
assets may be favored for first and last spots, resulting in
population of the matrix more on a column-by column basis as a
function of votes rather than on a row-by-row basis. However, and
somewhat by contrast, it may be desired to time stagger the highest
vote ranking assets, for example, so that a given user may have the
opportunity to view both the top voted asset and the second-most
voted asset.
[0180] The process of populating the flotilla matrix may also take
into account demographics determined independent of the voting
process. Thus, as noted above, if twelve spots are included in the
flotilla, the spots may be apportioned to reflect, for example, the
demographic composition of the program audience--e.g., two-thirds
female and one-third male, or two-thirds female 18-34 years old and
one-third female 34 and over--or the weighted average of the
program audience (e.g., resulting in a disproportionate channel
allocation for audience segments or assets deemed to have an
exceptionally high or low per user value). Such information may be
based, for example, on conventional ratings information.
[0181] Moreover, this flotilla population process may take into
account system limitations. For example, if the system is
implemented without the ability to navigate between or a preference
against navigating between different channels during a given break,
or if it is desired to minimize hops during a break, then the
flotilla may be constructed so that a given channel has assets
intended for a consistent audience classification throughout a
break. That is, votes may be tabulated on a classification
dependent basis and then corresponding rows may be populated based
on the votes. Additionally, in connection with packaged assets
having a desired sequencing, such sequencing may be considered in
flotilla construction.
[0182] The flotilla construction process may also take into account
the desirability of effectively navigating through an entire break,
which may entail multiple channel hops. For example, it has been
noted asset options may be included on the programming channel as
well as on asset channels. However, the underlying structure of the
assets interleaved into the programming content is generally not
known. Accordingly, either information regarding such underlying
structure can be provided through appropriate signaling or returns
to the programming channel during a break can be precluded so as to
avoid switching to an asset in progress.
[0183] It is also desirable that each customer premises equipment
device be able to navigate across a break selecting assets that are
appropriate for the current user. For example, a flotilla may
include a number of columns correspondent to a sequence of asset
spots for a break. If one column included all assets directed to
children, non-children users would be left without an appropriate
asset option for that spot. Thus, options for avoiding such
situations include making sure that a widely targeted asset is
available in each column or time period, or that the union of the
subsets defined by the targeting constraints for each asset in a
column or time period represents the largest possible subset of the
universe of users. Of course, this may conflict with other flotilla
construction goals and an optimal solution may need to be
arbitrated. In addition, where an issue arises as to which assets
to include in a flotilla, the identity of the relevant asset
providers may be considered (e.g., a larger volume asset provider
or an asset provider who has paid for a higher level of service may
be given preference).
[0184] It will be appreciated that a variety of factors may be
reflected in an algorithm for using the vote information to
populate a flotilla. For example, Gantt chart logic or other
conditional scheduling logic may be implemented in this regard.
[0185] Alternatively, asset options may be provided via a
forward-and-store architecture in the case of CPEs with substantial
storage resources, e.g., DVRs. In this regard, an asset may be
inserted into a designated bandwidth segment and downloaded via the
network interface to the storage of the CPE. Accordingly, the CPE
may then selectively insert the asset from the storage into a
subsequent break. Further, in this architecture, the assets of the
stored options and associated metadata may include an expiration
time. Assets may be discarded (e.g., deleted) upon expiration
regardless of whether they have been delivered. In this
architecture, it will be appreciated that the transmission of
assets does not have a real-time component, so the available
bandwidth may vary during transmission. Moreover, a thirty second
asset may be transmitted in five seconds or over thirty minutes.
The available assets may be broadcast to all CPEs with individual
CPEs only storing appropriate assets. In addition, due to storage
limitations, a CPE may delete an asset of interest and re-record it
later.
[0186] In contrast, in the asset channel architecture, the flotilla
is transmitted in synchronization with the associated break and
requires little or no storage at the CPE. In either case, once an
asset from the storage or flotilla is displayed, each CPE 1308 may
provide (1350) an asset delivery notification (ADN) to the network
platform 1304 indicating that the particular asset was delivered.
The platform 1304 may then provide aggregated or compiled
information regarding the total number of users that received a
given asset to a billing platform 1360. Accordingly, individual
asset providers may be billed in accordance with how many users
received a given asset. Each of these steps 1320-1350 is more fully
discussed herein.
[0187] As noted, signals from the individual CPEs 1308 may be
utilized for targeted asset system purposes. However, it will be
appreciated that while it is possible to receive vote signals from
each CPE 1308 in a network, such full network `polling` may result
in large bandwidth requirements. In one alternate implementation,
statistical sampling is utilized to reduce the bandwidth
requirements between the network 1304 and the CPEs 1308. As will be
appreciated, sampling of a statistically significant and relevant
portion of the CPEs 1308 will provide a useful representation of
the channels currently being used as well as a useful
representation of the most appropriate assets for the users using
those channels.
[0188] In order to provide statistical sampling for the network, a
sub-set of less than all of the CPEs 1304 may provide signals to
the network platform 1304. For instance, in a first arrangement,
each CPE 1308 may include a random number generator. Periodically,
such a random number generator may generate an output. If this
output meets a predetermined criteria (e.g., a number ending with
5), the CPE 1308 may provide a signal to the network 1304 in
relation to an option list. Alternatively, the platform 1304 may be
operative to randomly select a subset of CPEs 1308 to receive a
request for information. In any case, it is preferable that the
subset of CPEs 1308 be large enough in comparison to the total
number of CPEs 1308 to provide a statistically accurate overview of
current network conditions. However, where a fully representative
sampling is not available, attendant uncertainties can be addressed
through business rules, e.g., providing a reduced price or greater
dissemination to account for the uncertainty.
[0189] Referring again to FIG. 14, as noted, a network operator
initially provides an asset option list (the same as list 1010 of
FIG. 10) to at least the CPEs within the network that will vote on
assets from the list. Generally, the asset option list includes a
list of available assets for one or more upcoming breaks. In this
regard, it will be appreciated that a platform 1404 within the
network, see FIG. 14, may be operative to obtain schedule
information for all programming channels that have been identified
to be supported by targeted assets. The platform 1404 may then use
the schedule information to communicate with CPEs 1410 over the
network interface 1440 prior to a break. In particular, the
platform 1404 may be operative to provide the asset option list to
CPEs 1410, for example, periodically.
[0190] FIGS. 17A-17B illustrate exemplary asset option lists 1700.
Specifically, FIG. 17A shows assets listed on a per break, per
channel basis. FIG. 17B shows assets listed for multiple breaks
(specifying audience classification parameters and, optionally,
channels including virtual channels) in a single list. Each asset
option 1710A-N in the list 1700 of FIG. 17A is available for
viewing during a subsequent break. In this regard, an asset
provider may have requested that each such asset option 1710A-N be
made available for a particular time window and/or for a particular
channel (i.e., which may include virtual channels). Furthermore,
the asset option list 1700 may include one or more constraints
1712A-N for each available asset option 1710A-N. Such constraints
1712A-N may include, without limitation, audience classification
parameter information such as the desired age range, gender,
geographic location and/or household income of the target audience
for each asset 1710A-N. Once the list 1710A-N of asset options is
sent to a CPE 1410, the CPE 1410 reviews the asset options and
votes on the suitability of providing those asset options to a
current user of the CPE 1410. In the case of FIG. 17B, CPEs may
vote with respect to all asset options matching the current
programming channel or another channel deemed relevant.
[0191] This process is illustrated in FIG. 18. As shown, the CPE
initially receives (1810) an asset option list corresponding to the
assets that are available for at least one upcoming break. The CPE
then selects (1820) current classification information, which
includes putative information associated with one or more users of
the household. The CPE then identifies (1830) constraints for a
first asset within the list and scores (1840) the asset according
to the suitability of the asset for insertion at a subsequent
break. In general, the asset options are scored (1840) based on the
constraints of the asset as well as the audience classification
information. For instance, an asset having an age constraint (at
least for the age parameter) specifying users between the ages of
50 and 60 may be scored low or not at all (at least for the age
parameter) in relation to an audience classification indicating a
current viewer is between the ages of 18 and 39. In one
arrangement, the more closely the asset targeting constraints
(which may be expressed in terms of audience classification
parameters) and the audience classification information for a user
match, the higher the score for that asset. Likewise, the greater
the divergence between the targeting constraints and the audience
classification information, the lower the score for that asset. In
another arrangement, a simple positive (i.e., matching targeting
constraints and audience classification) or negative (i.e.,
mismatch of targeting constraints and audience classification) may
be provided.
[0192] A determination is then made as to whether there are
additional assets for scoring. If so, the identification (1830) and
scoring (1840) steps are repeated for each asset. Once each
relevant asset within the asset option list has been scored (1840),
the scores are transmitted (1850) to the network operator via the
network interface. For example, the CPE may be instructed to return
scores for the top N assets for a given break or spot, where N is
dynamically configurable. By returning scores to the network
operator rather than providing audience classification information
for a particular user, information regarding a current network
audience is gathered without exposing sensitive information to the
network.
[0193] Generally, scores from the individual CPEs are tallied to
form a composite score. The composite score indicates the degree to
which, independent of a specific user, a particular asset would be
suitable for viewing by a current audience during a subsequent
break. In this regard, a network controller may rank the assets
according to their composite scores for subsequent insertion during
a break.
[0194] A number of factors in addition to vote scores may be
relevant in this regard. First, CPEs may express a negative
preference or exclusion. For example, in connection with a child
user, certain subject matter may be excluded. This may be
implemented by having the asset provider, a network operator or
another party such as a regulatory entity enter an "adult only" or
similar constraint in connection with the asset metadata. An
appropriate field may be provided in connection with a GUI of
platform 1370. In this manner, offensive asset delivery can be
reduced or avoided for sensitive users. Asset providers or networks
(to the extent that laws or regulations allow) may also define
exclusions. Thus, an asset provider may indicate that an asset
should or should not be run in connection with certain types of
programs (e.g., that it should not be run in connection with a "G"
rated program). As a further example, a political candidate may
enter an exclusion to avoid airing assets on a news network or
other network perceived to have a conflicting political base or
agenda (or the network may exclude assets from that candidate).
Commodity codes may also be used in this regard. Thus, assets may
be associated with commodity codes relating to the subject matter
of the asset. These codes may be used by asset providers, network
operators or others to avoid undesired association (e.g.,
successive ads for competitive products). Similarly, networks
having a religious affiliation may exclude assets deemed repugnant.
Many more examples may be envisioned in this regard. Moreover,
negative preferences or exclusions may be specific to users or
households and may be implemented at the CPE. For example, parental
control or idiosyncratic concerns may be addressed in this manner.
It will thus be appreciated that exclusions or negative preferences
may be entered by a variety of entities via a variety of interfaces
and may be reflected in asset metadata, voting metadata, selection
algorithms or other places.
[0195] An additional factor that may be considered in relation to
voting and asset selection relates to the concepts of asset
frequency and progress. Frequency defines the number of times that
an asset provider desires an asset to be shown at a given CPE (or,
in the present context, to a particular user) during a given time
period (may be a week, a month, during a whole campaign or other
period). Progress measures how well a given CPE (or user) is doing
in achieving this target. These factors may be used in voting and
asset selection. For example, if inadequate progress has been made
to date by a user for a specific asset, that user's CPE will be
more likely to vote for the asset at issue and to select it if
available. Moreover, these factors may be considered at the
headend. For example, if a large number of users are behind in
terms of progress, that asset may be inserted in a flotilla
regardless of voting and may be designated for obligatory delivery
by at least the appropriate users.
[0196] More specifically, the flotilla constructor 1426 (See FIG.
14) may create a view list and/or populate a flotilla for a
subsequent break. As shown in FIG. 16, the flotilla includes
multiple slots, e.g., of varying length, on asset channels 1660A-N.
In one arrangement, the entire flotilla 1650 may be populated with
assets based on the overall vote scores of the assets. For
instance, the assets from the asset option list having the highest
scores may be selected. The combined length of any sequence of
assets selected for a given asset channel 1660A-N will match the
length of the break 1610. Alternatively, each asset channel may be
populated with assets based on their scores as well as one or more
demographic constraints.
[0197] For instance, during a major sporting event it may be
anticipated (or verified from vote information) that a majority of
the expected users of the relevant programming channel are males.
Accordingly, three of the asset channels 1601-1604 may be populated
with assets targeted to males. Alternatively, a designated
proportion of the overall spots A-K may be dedicated to assets
targeted to males, or voting may simply be allowed to proceed,
presumably resulting in a large proportion of the inserted assets
being male targeted assets (though it may be desired to reserve
some spots for minority classification users). In this regard, the
highest scoring assets directed to male viewers may be selected.
Further, the three asset channels 1601-1603 (or individual spots)
may be directed to sub-groups of male viewer (e.g., based on age
and/or income). In contrast, the fourth asset channel 1604 (or a
set of spots) may be populated with assets directed towards female
viewers to provide asset delivery to a previously non-represented
portion of the audience or all spots may be allocated based on
voting, which may or may not apportion the spots as described. As
will be appreciated, assets may be selected for the fourth asset
channel 1604 to include, for example, the highest scoring assets
from the asset option list that have a constraint indicating that
the asset is targeted towards females. Once the flotilla is
populated, the CPE of each household may select a particular asset
channel for viewing during the break or may switch between assets
contained on different asset channels within the flotilla based on
audience classification information of the current user of the
CPE.
[0198] It will be appreciated that other considerations may be
involved in flotilla construction. For example, asset providers
often desire to place assets in the first or the last spot within a
break (hence, breaks are often 60 seconds long so as to include
only first and last 30 second spots). Moreover, asset providers may
require a particular asset sequencing or pay a premium for a
certain placement regardless of voting rank. Accordingly,
significant care may be required in populating a flotilla with
respect to rank or other factors.
[0199] To enable the CPE to switch to a designated asset channel
for a break (or, for certain implementations, between asset options
within the flotilla during a break) metadata may be provided in
connection with each asset channel(s) and/or programming
channel(s). As will be appreciated, each individual asset channel
is a portion of an asset stream having a predetermined bandwidth.
These asset channels may be further broken into in-band and
out-of-band portions. Generally, the in-band portion of the signal
supports the delivery of an asset stream (e.g., video). Triggers
may be transmitted via the out-of-band portion of a channel.
Further, such out-of-band portions of the bandwidth may be utilized
for the delivery of the asset option list as well as a return path
for use in collecting votes and reporting information from the CPE.
More generally, it will be appreciated that in the various cases
referenced herein where messaging occurs between the CPE and a
network platform, any appropriate messaging channels may be used
including separate IP or telephony channels.
[0200] The metadata for particular assets may be included in the
out-of-band portion of an associated asset channel and may be in
the form of text messages. For instance, these text messages may be
DCII text messages/headers that are multiplexed into the
out-of-band portion of each asset channel. In this regard, the CPE
may review the metadata of each asset channel to identify which
asset channel contains asset most closely aligned with an audience
classification of a current user.
[0201] Based on the metadata, the CPE may select individual assets
or asset sets depending on the implementation. Thus, in certain
implementations, the CPE may select an asset for the first
time-slot of a break that best corresponds to the audience
classification of the current user. This process may be repeated
for each time-slot within a break. Alternatively, an asset flotilla
may include a single metadata set for each asset channel and the
CPE may simply select one asset channel for an entire break.
[0202] Referring to FIGS. 14 and 19, the process of selecting
assets for insertion into one or more asset channels is described.
Initially, the platform 1404 identifies (1910) breaks in channels
that are targeted for asset delivery. In this regard, the platform
1404 may access the schedule database 1420, which includes
scheduling data for programming channels, to identify upcoming
breaks. Further, the process may include identifying (1920)
overlapping breaks of programming channels. If there is a conflict
between two breaks identified for targeted assets, an arbitration
process may be implemented (1930) by the arbitrator 1428. If no
conflict exists, asset channels may be allocated (1940) to provide
multiple asset options for an upcoming break. Accordingly, voting
data may then be received (1950), for example from the voting data
database 1424 (which stores data compiled from received votes), for
an upcoming time period that includes the upcoming break.
[0203] Based on the voting data, the platform 1404 may access the
asset options database 1422 to populate (1960) the asset channels
that form the flotilla with assets for the upcoming break. Once the
flotilla is populated (1960), it may be broadcast in
synchronization with a break for which targeted asset delivery is
provided. In this regard, the method may include inserting (1970)
the flotilla into allocated asset channels and, perhaps, in the
programming channel. As will be appreciated this step may include
providing metadata in connection with the programming channel,
asset channels or other bandwidth such that a CPE is aware that
asset channels having alternate assets are available and can select
therefrom. For example, metadata on the programming channel may
indicate to the CPE which asset channels are available such that
the CPE may monitor the available asset channels and select assets
based on the audience classification of a current user and the
asset channel metadata.
[0204] Referring to FIG. 20, an arbitration process 2000 is
illustrated. As noted above, in some instances two programming
channels identified for targeted assets may have conflicting
breaks. For instance, referring briefly to FIG. 15 it is noted that
channels 1504 and 1506 have conflicting (i.e., non-aligned and
overlapping) breaks 1514 and 1516. It should be noted that the
exact timing of breaks cannot be determined with great precision
and such timing is generally not known until a cue occurs. As
discussed below, this timing can be estimated based on historical
data to obtain a statistical probability function identifying when
breaks will occur. Accordingly, in cases where limited bandwidth is
available for providing targeted asset delivery, it may be
desirable to arbitrate between channels apparently having
conflicting breaks. This may allow, for example, asset providers to
target one or more demographic groups that are better represented
by one of the conflicting channels, to target the channel having a
greater number of users or to proportionally allocate the bandwidth
based on such factors. In this regard, the process may include
monitoring (2010) a plurality of programming channels for which
targeted asset delivery is provided and identifying (2020) a first
upcoming break on the first channel and a second upcoming break on
the second channel, where the first and second upcoming breaks are
only partially overlapping.
[0205] In the illustrated implementation, information associated
with a current status of at least one, and more preferably both, of
the first and second channels is obtained (2030). This information
is utilized to arbitrate (2040) between the first and second
channels in order to provide targeted asset delivery for at least
one of the channels. For instance, the information may include
information associated with a size of a current audience for one or
both of the first and second channels. It may also include audience
classification information. In this regard, it may be desirable to
arbitrate (2040) between the first and second channel based on
audience size; that is, to provide targeted asset delivery only or
mostly for the channel having a larger viewing audience.
Alternatively or additionally, audience classification information
for the current users of the first and/or second channels may be
obtained (it will often be desired to maximize revenues and, in
this regard, an asset with a smaller target audience but a higher
CPM may be selected for a given spot over an asset with a larger
audience but lower CPM). As a further example, alternate flotillas
may be constructed for a break based on voting and then the highest
revenue flotilla may be inserted. Audience classification
information may be inferred, for example, from the votes of CPEs of
the first and second channels in responding to recently sent asset
options lists. Likewise, arbitration (2040) may be made based on a
desired audience classification parameter (e.g., high income
individuals) irrespective of the overall size of the viewing
audiences of the first and second channels. In this regard, the
channel having a greater percentage or number of users of a desired
classification may be selected. For example, an asset for a certain
luxury car may have more value if delivered to a small audience,
provided that that audience includes more prospective buyers. In
this regard it is noted that flotilla optimization may involve
maximizing factors other than vote scores, e.g., asset delivery
revenues. Similarly, the criteria utilized for arbitration (2040)
may be selected by asset providers. Once a channel is selected
based on the arbitration (2040), targeted asset delivery may be
provided (2050) to the selected channel. Of course, both channels
may be supported with smaller flotillas.
[0206] B. Bandwidth Optimization
[0207] Bandwidth available for transmission of asset options is
generally limited. Accordingly, the asset targeting system can be
enhanced by optimizing the use of each asset channel and
identifying additional bandwidth for exploitation. With regard to
optimizing the use of each asset channel, scheduling information
such as start times and end times for breaks may be obtained for
each programming channel. That is, networks may define avail
windows and this information may be accessed for use by the
targeted asset delivery system. This information may be utilized to
determine approximately when one or more breaks will occur on a
given programming channel. Accordingly, such information may be
utilized for targeting and arbitration purposes. For instance,
referring to FIG. 15, it will be noted that channel 1506 includes
separate avail windows 1550 and 1560 that correspond to two
separate breaks 1516, 1562. However, in some instances a particular
channel may not provide separate avail window information for
separate breaks. For instance, for channel 1502, an avail window
1570 extends over the entire length of a programming period of the
channel 1502. In these cases, multiple breaks may be defined within
a single window. Thus, the first break may be indicated by a first
cue tone (or message) for a window, a second break may be indicated
by a second cue tone within a window, etc. It will be appreciated
that, if a cue tone is missed in the conventional avail window
context, the assets of all subsequent breaks may be affected.
[0208] As avail window information does not correspond directly to
break start and end times, information about the avail windows
1550, 1560 and 1570 may not alone allow for identifying when breaks
will occur and/or if breaks on different channels will be
overlapping. Accordingly, a process is provided for narrowing avail
windows such that available bandwidth for targeted asset delivery
may be more effectively utilized and/or allocated. Referring to
FIG. 21, the process (2100) begins by obtaining (2110) network
provided avail window information for a programming period of at
least a first programming channel. The avail window information
identifies at least a first time period during which one break
occurs. More generally, avail window information may be obtained
(2110) for a plurality of channels (e.g., channels 1502, 1504 and
1506). Once the network provided window information is obtained
(2110), historical information associated with the programming
period of the programming channel(s) is procured (2120). For
example, the system of the present invention may gather actual
break times and statistically process this information. The
historical information is analyzed to identify (2130) historical
run times for one or more breaks of the programming period for the
programming channel(s). In this regard, the system may begin with
only the available window information or with baseline estimates of
break times (which may be wrong). In either case, the system can
then learn break times by monitoring breaks on channels of
interest. The system may be seeded with some historical
information.
[0209] For instance, it may be determined that for a specified 30
minute programming period of a sitcom, that a first break may start
between four and six minutes after the hour or half-hour and end
between six and eight minutes after the hour or half-hour.
Likewise, the beginning and ending times of other breaks during the
programming may be determined. Based on the historical information,
the avail windows for a given channel may be narrowed (2140) to
better correspond with historic break start times and end times.
For instance, an average start time for a break may be at five
minutes after the hour, however, the start time may vary between
four and six minutes. Accordingly, the avail window start time may
be set at three and a half minutes after the hour to provide a
buffer period. An end time for the avail window may likewise be set
to extend beyond an expected/historic end time for the break. In
this regard, a single avail window (e.g., avail window 1570 of
channel 1502) may be shortened to correspond more closely with a
break (e.g., break 1512) and/or broken into temporally separate
time periods that correspond with separate breaks. As noted above,
probability functions can be generated to describe when breaks will
occur, and the best allocation of available bandwidth can be based
on these probabilities. In some cases, breaks will not occur when
expected and, therefore, unexpected conflicts may arise. It is
expected that arbitration processes can be implemented with little
lead time in these cases. In any event, if asset channels are
unavailable, targeted assets will still be available on the
programming channel.
[0210] As will be appreciated, by narrowing the windows on two or
more programming channels, it may be determined that breaks of
those channels are non-overlapping. This may allow for providing
targeted asset delivery using all available asset channels for both
programming channels. Alternatively, it may be determined that
breaks of first and second channels are partially overlapping and
that arbitration between the channels is required. In any case,
once the asset windows are narrowed, the system may limit
monitoring for each programming channel to the narrowed avail time
windows. Narrowing the avail windows improves use of the available
bandwidth. In this manner, asset options can be enhanced by a
process of asset bandwidth multiplexing. Thus, a given asset
channel may support asset options for a first programming channel
at a first time, for a second programming channel at a second time,
and so on. This multiplexing is enhanced by narrowing the avail
windows on a statistical basis as discussed above.
[0211] Asset options can be further improved by increasing the
available bandwidth. This is illustrated in FIG. 16C. The network
bandwidth includes programming channel bandwidth 1650 which may be
divided into a number of programming channels, dedicated asset
channel bandwidth 1652 which, as described above may include a
number of channels that are dedicated to delivery of asset options,
and opportunistic asset channel bandwidth 1654 which includes
channels that, although not dedicated to delivering asset options,
may be available for this purpose from time to time. The system of
the present invention is operative to identify and exploit the
opportunistic asset channels. For example, certain channels in a
cable television network may be used at certain times to deliver
video on demand content. When these channels are not being used to
deliver video on demand content, they may be exploited by the
present invention to provide additional asset options. Similarly,
as discussed above, networks often include node filters that
utilize available bandwidth to deliver programming channels only
upon demand by users within the node area. In these cases, where
the node area users have not demanded programming channels that
fully utilized the available bandwidth, channels may be
opportunistically available for transmission of asset options.
[0212] In FIG. 16C, the dedicated asset channel bandwidth 1652 is
illustrated as including five dedicated asset channels. In
addition, for the illustrated time period, the network is shown as
including opportunistic asset channel bandwidth 1654 including four
additional opportunistic asset channels. The illustrated breaks of
1656, 1658, 1660, 1661 and 1663 illustrate a variety of ways in
which the bandwidth 1652 and 1654 may be utilized. Thus, breaks
1656 and 1658 occur at non-overlapping times. Accordingly, each
break 1656 or 1658 can be supported by all of the dedicated asset
channels and, in this case, do not utilize the opportunistically
available asset channels 1654 (though the opportunistic asset
channels may be utilized to support a broader array of targeting
options). Breaks 1660 and 1661 overlap and thus present a conflict
with regard to scheduling of the dedicated asset channels 1652. In
the illustrated example, the dedicated asset channels are
apportioned as between breaks 1660 and 1661, for example, in
proportion to the size of the audience on those channels.
Alternatively, the available asset options may be supplemented by
using the opportunistic asset channel 1654 as indicated in phantom.
Finally, for break 1663, all of the dedicated asset channels 1652
and some of the opportunistic asset channels 1654 are utilized to
support an increased range of asset options in support of the break
1663.
[0213] C. Dynamic Scheduling
[0214] As noted above, the system allows for dynamically inserting
assets in support of one or more programming channels based on
current network conditions. That is, assets may be selected for
programming channels in view of current network conditions as
opposed to being selected ahead of time based on expected network
conditions. A process 2200 directed to dynamic insertion of assets
with respect to a break of a television programming is illustrated
in FIG. 22. As shown, the process begins by monitoring 2210 a
programming channel, for example, to determine a current program or
current audience size. It will be appreciated that a number of
programming channels may be monitored. In any case, status
information regarding a current status of at least one programming
channel is procured (2220). Such procurement may include the
receipt of signals from one or more CPEs (e.g., DSTBs) within the
broadcast network. In this regard, such status information may be
received in substantially real-time or at least within a time
period that corresponds closely with the break for which targeted
assets are provided. The status information may include, without
limitation, the current programs, the size of the current audience
for one or more programming channels, audience classification
information regarding the audience of a current programming
channel, and/or the geographic composition of an audience of a
current programming channel and, of course, votes with regard to
classification including geography. Such information is preferably
acquired, if at all, with due care to address privacy concerns.
Based on such current status information, asset insertion options
may be identified (2230) for an upcoming programming period of one
or more programming channels. For instance, asset options may be
selected based on current network conditions. In one arrangement,
an asset insertion schedule for a subsequent programming period may
be developed (2240) based on the current network conditions. By way
of example, an asset flotilla for a subsequent break may be
populated with assets based on current network conditions.
Accordingly, the selected assets may be inserted (2250) into the
subsequent break.
[0215] Such a process may ensure that high value air time is
populated with appropriate assets. For instance, where current
network conditions may indicate that an audience is larger than
expected for a current programming period, higher value assets may
be utilized to populate breaks. Such conditions may exist when, for
example, programming with high asset delivery value and a large
expected audience extends beyond a predetermined programming period
into a subsequent programming period with low asset delivery value
(e.g., a sporting event goes into overtime). Previously, assets
directed to the subsequent low value programming period might be
aired to the larger than expected viewing audience based on their
pre-scheduled delivery times resulting in reduced revenue
opportunities. The present system allows for dynamic (e.g.,
just-in-time) asset scheduling or, at least, overriding
pre-scheduled delivery based on changing network conditions.
[0216] D. Reporting
[0217] It would be possible to implement the targeted asset system
of the present invention without receiving reports from CPEs
indicating which assets, from among the asset options, were
delivered to the user(s). That is, although there would be
considerable uncertainty as to what assets were delivered to whom,
assets could be priced based on what can be inferred regarding
current network conditions due to the voting process. Such pricing
may be improved in certain respects in relation to ratings or
share-based pricing under the conventional asset delivery paradigm.
Alternatively, pricing may be based entirely on demographic rating
information such as Nielsen data together with a record of asset
insertion to build an estimate of the number of users who received
an asset. For example, this may work in connection with programming
channels that have good rating information.
[0218] However, in connection with the CPE selection model of the
present invention, it is desirable to obtain report information
concerning actual delivery of assets. That is, because the asset
selection occurs at the CPE (in either a forward-and-store or
synchronized transmission architecture) improved certainty
regarding the size and audience classification values for actual
delivery of assets can be enhanced by way of a reporting process.
As described below, the present invention provides an appropriate
reporting process in this regard and provides a mechanism for using
such report information to enable billing based on guaranteed
delivery and/or a goodness of fit of the actual audience to the
target audience. In addition to improving the quality of billing
information and information available for analysis of asset
effectiveness and return on investment, this reporting information
provides for near real time (in some reporting implementations)
audience measurement with a high degree of accuracy. In this
regard, the reporting may be preferred over voting as a measurement
tool because reports provide a positive, after-the-fact indication
of actual audience size. Accordingly, such information may allow
for improved ratings and share data. For example, such data may be
licensed to networks or ratings measurement entities.
[0219] FIG. 23A illustrates a reporting system 2300 in accordance
with the present invention. The reporting system 2300 is operative
to allow at least some users of a participating user group,
generally identified by reference numeral 2302, to report actual
asset delivery. In the illustrated implementation, such report
information is transmitted to a network platform such as a headend
2304. The report information may be further processed by an
operations center 2306 and a traffic and billing system 2308.
[0220] More specifically, report information is generated by
individual CPEs 2314 each of which includes a report processing
module 2316, an asset selector module 2818 and a user monitoring
module 2320. The user monitoring module 2320 monitors inputs from a
current user and analyzes the inputs to determine putative audience
classification parameter values for the user. Thus, for example,
module 2320 may analyze a click stream from a remote control
together with information useful for matching a pattern of that
click stream to probable audience classification parameter
values.
[0221] These classification parameters may then be used by the
asset selector module 2318 to select an asset or asset sequence
from available asset options. Thus, as described above, multiple
asset sequences may be available on the programming channel and
separate asset channels. Metadata disseminated with or in advance
of these assets may identify a target audience for the assets in
terms of audience classification parameter values. Accordingly, the
module 2318 can select an asset from the available options for
delivery to the user(s) by matching putative audience
classification parameter values of the user to target audience
classification parameter values of the asset options. Once an
appropriate asset option has been identified, delivery is executed
by switching to the corresponding asset channel (or remaining on
the programming channel) as appropriate.
[0222] The report processing module 2316 is operative to report to
the headend 2304 information regarding assets actually delivered
and in some implementations, certain audience classification
parameter values of the user(s) to whom the asset was delivered.
Accordingly, in such implementations, the report processing module
2316 receives asset delivery information from module 2318 and
putative audience classification parameter information for the
user(s) from the user monitoring module 2320. This information is
used to populate various fields of a report file. In other
implementations, audience classification information is not
included in the report. However, it may be presumed that the asset
was delivered to a user or users matching the target parameters.
Moreover, such a presumption may be supported by a goodness of fit
parameter included in the report. Thus, audience classification
information may be inferred even where the report is devoid of
sensitive information.
[0223] In a preferred implementation of the present invention, the
reporting system 2300 may operate in a standard mode or an exposed
mode. In the standard mode, the transmitted report file 2312 is
substantially free of any sensitive information. Thus, for example,
the file 2312 may identify the assets actually delivered, on what
channel and, optionally, goodness of fit measures as described
above. The file 2312 may also include an identification code for
the user at least in its header field. This identification code and
any other information that may be deemed sensitive from a privacy
perspective may be deleted or hashed as an early step in report
processing. In the illustrated implementation, a sanitizing module
2313 deletes or hashes such information before further processing
at the headend 2304. Additionally, in the standard mode, the report
information may be anonymized and aggregated by module 2313 prior
to further processing, for example, for purposes of publishing
audience size and demographics or estimating the target universe
for future broadcasts.
[0224] In the exposed mode, a report file 2310 may include more
information including sensitive information. For example,
information such as name, age, gender, income and the like for a
user may be included in the file 2310. In this regard, various
levels of exposed mode may be defined corresponding to various
levels of allowed potentially sensitive information. This
information may be useful, for example, for comparison with
estimated values to monitor system performance and to diagnose
errors. This information also allows for demonstration that
targeting works. It will be appreciated that operation in the
exposed mode may be limited to a small number of users who have
consented to inclusion of potentially sensitive information in
report files. In this regard, there may be individual control of
participation in exposed mode operation (and at what level of
exposed mode) at the CPE level.
[0225] The report files pass through the headend 2304 and are
processed by an operations center 2306. The operations center 2306
is operative to perform a number of functions including processing
report information for submission to billing and diagnostic
functions as noted above. The operations center 2306 then forwards
the processed report information to the traffic and billing system
2308. The traffic and billing system 2308 uses the processed report
information to provide measurement information to asset providers
with respect to delivered assets, to assign appropriate billing
values for delivered assets, and to estimate the target universe in
connection with developing new asset delivery contracts.
[0226] In order to reduce the bandwidth requirements associated
with reporting, a statistical reporting process may be implemented
similar to the statistical voting process described above. In
particular, rather than having all CPEs report delivery with
respect to all breaks, it may be desirable to obtain reports from a
statistical sampling of the audience 2302. For example, the CPE of
each user may include a random number generator to generate a
number in connection with each reporting opportunity. Associated
logic may be configured such that the CPE will only transmit a
report file when certain numbers are generated, e.g., numbers
ending with the digit "5". Alternatively, the CPE may generate
reports only upon interrogation by the headend 2304 or the headend
2304 may be configured to interrogate only a sampling of the
audience 2302. Such statistical reporting is graphically depicted
in FIG. 23 where users selected to report with respect to a given
reporting opportunity are associated with solid line links and
deselected users are associated with a broken line links. Moreover,
reporting may be batched such that all reports for a time period,
e.g., 24 hours or seven days, may be collected in a single report
transmission. Such transmissions may be timed, for example, to
coincide with low messaging traffic time periods of the network.
Also, the reports from different CPEs may be spread over time as
described below.
[0227] The reporting system 2300 may optionally be configured to
implement asset skip functionality. In certain cases, it may be
possible for users to skip assets as by fast forwarding through the
asset delivery time period. In these cases, the asset provider
suffers a diminution of return on its investment. Specifically, as
noted above, a programming asset is provided at considerable cost.
In the case of asset supported networks, this cost is subsidized in
whole or in part by asset delivery revenues. That is, asset
providers pay for the opportunity to deliver commercial impressions
to users. In the context of the system of the present invention,
the cost of these assets can be readily translated into a cost per
consumer per asset. That is, because the number of targeted
impressions is known from the reporting information, and the cost
per asset is known from the contact information, a cost per user
per asset can be directly calculated. When a user skips an asset,
the value to the asset provider is diminished by this amount.
[0228] In the illustrated system 2300, asset skipping events can be
detected and this information can be reported. The injured asset
provider can then be compensated for this diminution in value
and/or the user can be billed to compensate for such asset
skipping. For example, in the latter regard, programming assets can
be delivered at a discount to users who agree to accept delivery of
assets. In VOD or DVR contexts, other users can skip those assets.
This facilitates asset delivery support in certain contexts that
have previously been limited, as a practical matter, to
pay-per-view. For example, movies or near-term (e.g., next day)
re-runs of network programming provided via a forward-and-store
architecture may be asset supported as asset providers will have
reasonable assurance that their assets have been delivered.
[0229] In this regard, the illustrated system 2300 optionally
includes an asset skip module 2322. The asset skip module 2322 is
operative to identify asset skip events (full or partial) and to
report this information to the network. For example, asset skip
events may be identified based on monitoring a click stream from a
remote control or otherwise monitoring the video stream delivered
to the user. As shown in FIG. 23B, appropriate information may be
included in this regard in a report file 2311. For purposes of
illustration, the file 2311 includes four types of report
information 2311A-D. 2311A identifies the break or spot at issue.
Field 2311B indicates the asset option that was selected by the
CPE. For example, the selected asset may be identified by reference
to an associated asset channel. This information is useful to
identify the injured asset provider so that the asset provider may
optionally be compensated for the asset skip. Field 2311C
identifies certain audience classification parameter values for the
user, which may be included, for example, in exposed mode
operation. Finally, field 2311D includes a skip flag to indicate
whether or not the asset was skipped. This field 2311D allows for
compensating asset providers and appropriately billing users in
relation to asset skipping.
[0230] FIG. 24 illustrates the various network components of a
reporting system 2400, as well as their connection to other
functional components of the overall targeted billing system. The
illustrated system includes a headend controller 2402, an
operations center 2404 and a T&B system 2416. In conventional
networks without targeted asset delivery, the traffic and billing
system generally serves a number of functions. Among these, a
trafficking function involves order entry and assigning assets to
spots. In this regard, an asset delivery schedule is built such
that the headend knows to insert a particular asset upon receiving
an identified cue. Another function relates to billing. When the
headend inserts an asset, it generates an as run log. These as run
logs are used by the traffic and billing system to generate
affidavits verifying delivery of the assets for purposes of
billing. In the case of conventional networks, this is a
straightforward process because the headend knows what was inserted
and therefore what was delivered. Moreover, conventional networks
do not directly measure delivery.
[0231] In the case of a targeted asset delivery system in
accordance with the present invention, this is somewhat more
complicated. Order entry involves audience aggregation, spot
optimization and other concepts as described herein. An interface
for facilitating this process is described in detail below. With
regard to billing, it is desired to provide the T&B system 2416
with information analogous to the conventional as run logs (plus
report information), but delivery information originates from the
CPEs. Moreover, knowledge of what asset was delivered in connection
with what programming channel generally requires: 1) a report from
the CPE indicating what asset channel was employed for what spot;
2) what asset was inserted on that asset channel for that spot; and
3) what programming channel that asset channel was associated with
for that spot.
[0232] The illustrated headend controller 2402 generates as-run
logs 2414 for all asset channels identifying the targeted assets
that have been transmitted via the asset channels. Thus, in step A
of the illustrated system 2400, the as-run logs 2414 from the
headend controller 2402 are processed by the operations center
2404. This processing provides a network based accounting for use
by the T&B system 2416 of all targeted assets that were
inserted by the asset server 2412 on the asset channels. In step B,
virtual channels are correlated to programming channels based on
information from the targeted asset database 2406. In step C of the
illustrated system 2400, report information is processed.
Specifically, an Asset Delivery Notification (ADN) 2410 including
report information is obtained in connection with each asset
delivery by the CPEs or a representative sampling thereof. This
information identifies at least the spot or break and the asset or
asset channel selected. As noted above, all digital set top boxes
can be configured to either return or not return ADNs.
[0233] The as run logs 2414 together with the ADNs 2410 and
targeted asset database information provide a clear picture of what
targeted assets were played with respect to each programming
channel and how many digital set top boxes actually delivered the
assets. This information can be used to generate affidavits 2420
verifying actual asset delivery. As discussed in more detail below,
this enables a new asset delivery paradigm involving a guaranteed
delivery of targeted impressions.
[0234] FIG. 25 generally illustrates a customer premises side
process 2500 for implementing the reporting functionality. The
illustrated process 2500 is initiated by monitoring (2502) asset
delivery. That is, the CPE monitors the channels selected in
connection with a given break for purposes of reporting asset
delivery. A determination is then made (2504) as to whether the CPE
will operate in the standard mode or the exposed mode and, in the
latter case, what level of exposed mode, e.g., fully exposed or
partially exposed. As noted above, exposed mode operation will
generally be limited to users who have specifically assented to
such operation. For operation in the standard mode, the CPE reports
(2506) asset delivery and, perhaps, a goodness of fit measure free
from any sensitive information. In the exposed mode, the CPE
determines (2508) a greater level of information for reporting to
the network. Such information may include sensitive information
regarding the user. In either case, the CPE may run (2510) a
statistical reporting module so as to make a determination (2512)
as to whether to generate a report. Such statistical reporting
reduces the bandwidth requirements associated with reporting. If no
report is to be generated, the system returns to monitoring (2502)
asset delivery.
[0235] On the other hand, where a report is to be delivered, a
report spreading module may be run (2514). The report spreading
module is operative to insure that reports from all reporting CPE
are not generated at the same time. Thus, for example, the report
spreading module may determine a particular time delay in
connection with reporting delivery for a particular break. This
time delay may be predefined and may be different for different
CPEs. Alternatively, the delay may be variable and may be
determined, for example, based on the output of a random number
generator. As a still further alternative, reports may be stored up
for delivery at a time of day (e.g., during the night) when
bandwidth is expected to be more available. In that case, different
CPEs may still report at different times. Reports may be stored for
a longer period prior to transmission. Reports are then generated
(2516) and transmitted as determined by the report spreading
module. The system then continues monitoring (2502) asset
delivery.
[0236] FIG. 26 illustrates a network side process 2600 in
connection with the reporting functionality. The illustrated
process 2600 is initiated by receiving (2602) asset reports
indicating actual asset delivery. As noted above, the reports may
include an identification code and other information deemed
sensitive from a privacy perspective. Such information may be
deleted or hashed as an early step in report processing. In
addition, a determination is made (2604) whether the reports
reflect standard mode or exposed mode operation. For example, a
field may be included in the reports to identify exposed mode or
standard mode operation, or the content of the various reporting
fields may be analyzed to determine whether they reflect standard
mode or exposed mode operation. In the case of standard mode
reports, the report information may be anonymized and aggregated
prior to further processing. Exposed mode reports may be used to
execute (2606) certain diagnostics. For example, actual user
identification information included in the exposed mode report may
be compared to putative audience classification parameter values
(indicated by asset selection) to examine the accuracy of the user
identification logic. Alternatively, in the exposed mode, the
report may simply include an identifier that can be used to access
information regarding a user or household stored at the headend. In
the case of statistical reporting, both the standard mode and the
exposed mode records may be used to determine (2608) audience
parameters. As discussed above, in order to reduce bandwidth
requirements associated with reporting, less than all CPEs, for
example, a statistical sampling thereof, may provide reports.
Accordingly, a statistical model may be used to determine the
audience size and the size of various audience segments based on
the report data.
[0237] Billing parameters and goodness of fit information may then
be determined (2612) based on the report information. The billing
parameters will generally include information regarding the size of
the audience to whom an asset was delivered. The goodness of fit
information relates to how well the actual audience matched the
target audience of the asset provider. In this regard, a premium
may be extracted where the fit is good or a discount or credit may
be applied, or over delivery may be provided where the fit was not
as good. Based on this information, the T&B system can then
generate billing records (2614). It will be appreciated that such
billing reflects guaranteed delivery of targeted impressions with
compensation for less than optimal delivery.
[0238] As noted above, a platform and associated graphical user
interface may be provided for receiving asset contract information.
As will be described in more detail below, asset providers can use
this interface to specify targeting information such as geographic
information, demographic information, run-time information, run
frequency information, run sequence information and other
information that defines asset delivery constraints. Similarly,
constraint information may be provided from other sources. This
contract information may also include certain pricing information
including pricing parameters related to goodness of fit. Moreover,
in accordance with the present invention, report information can be
utilized as described above for purposes of traffic and billing.
All of this requires a degree of integration between the T&B
system, which may be a conventional product developed in the
context of the conventional asset delivery paradigm, and the
targeted asset delivery system of the present invention, which
allows for implementation of a novel asset delivery paradigm.
[0239] Among other things, this integration requires appropriate
configuration of the T&B system, appropriate configuration of
the targeted asset delivery system, and a definition of an
appropriate messaging protocol and messaging fields for transfer of
information between the T&B system and the targeted asset
delivery system. With respect to the T&B system, the system may
be configured to recognize new fields of traffic and billing data
related to targeted asset delivery. These fields may be associated
with: the use of reporting data, as contrasted to ratings or share
data, to determine billing values; the use of goodness of fit
parameters to determine billing parameters; and the use of report
information in estimating the target universe for subsequent
broadcasts. Accordingly, the T&B system is configured to
recognize a variety of fields in this regard and execute associated
logic for calculating billing parameters in accordance with asset
delivery contracts.
[0240] The targeted asset system receives a variety of asset
contract information via a defined graphical user interface. This
asset contract information may set various constraints related to
the target audience, goodness of fit parameters and the like. In
addition, the graphical user interface may be operative to project,
in substantially real time, an estimated target universe associated
with the defined contract parameters. Consequently, integration of
the targeted asset delivery system with the T&B system may
involve configuring the targeted asset delivery system such that
inputs entered via the graphical user interface are mapped to the
appropriate fields recognized by the targeted asset delivery
system. In addition, such integration may involve recognizing
report information forwarded from the targeted asset delivery
system for use in estimating the target universe. Generally, the T
& B system is modified to included logic in this regard for
using the information from the targeted asset delivery system to
project a target universe as a function of various contract
information entered by the asset provider via graphical user
interface.
[0241] In addition, the interface between the targeted asset system
and the T&B system may be expanded in relation to conventional
interfaces to accommodate the targeted asset delivery functionality
as set forth above. That is, because billing is based on a targeted
impressions, additional asset delivery report information is
required by the T&B system to compute billing parameters.
Similarly, information from the targeted asset system is required
to inform the T&B system in estimating a target universe.
Moreover, contract information defining targeting constraints is
passed from the T&B system to the targeted asset system.
Accordingly, a variety of fields are defined for transmission
between the systems as described above. These fields are
accommodated by expanding the messaging interface between the
systems. In addition, an appropriate messaging protocol is defined
for accommodating this expanded messaging asset.
[0242] FIG. 27 illustrates a process 2700 for interfacing the
systems in this regard. The illustrated process 2700 is initiated
by providing (2702) a T&B system. As noted above, the starting
point for providing the T&B system may involve using a
conventional T&B system developed in the context of the
conventional time-slot buy asset delivery paradigm. Fields and a
format for receipt of report data may then be established (2704)
and integrated into the T&B system. In addition, certain fields
and formats may be provided for exporting information from the
T&B system to the targeted asset delivery system, for example,
for use in targeting assets. In operation, contract information
including targeting constraints for particular assets is exported
(2705) from the T&B system to the targeted asset delivery
system. Assets are delivered in accordance with the constraints as
described above. Delivery report data is then obtained (2706) by
the T&B system. This report data may be transmitted from CPEs
and processed by an operations center prior to delivery to the
T&B system as described above. In addition, the T&B system
accesses (2708) contract information relating to a relevant asset
delivery contract. This information may specify certain billing
parameters as a function of audience size and goodness of fit
information. The T&B system is then operative to determine
(2710) billing data based on the contract information and the
report data and to generate (2712) appropriate bills.
IV. Exemplary System Impementations
[0243] The discussion above described a system for providing
targeted assets in a broadcast network. In that discussion, there
were a number of references to providing targeted advertising in a
cable television network. In addition, references were made to
implementing the targeted advertising system using certain
conventional components, with appropriate addition and
modification, at the headend, the CPEs and T&B platforms. This
represents an advantageous, though not limiting, application of the
present invention. This section will describe this application of
the invention in further detail with examples of specific
implementation details.
[0244] It should be appreciated that the examples that follow are
provided to illustrate specific implementations of the invention
and are not intended to limit the scope of the invention. For
example, the invention, as noted above, is not limited to the cable
television environment, nor to targeting of advertisements. In
addition, the systems described below make use of a variety of
communications between CPEs and a network platform such as a
headend. Specific communication processes are described below for
purposes of illustration involving in-band and out-of-band
pathways. It will be appreciated that such communications may be
accomplished by any available means using cable network pathways or
separate networks. Moreover, though the system described below
involves specific voting and reporting processes by which ads are
targeted by matching advertiser targeting constraints to audience
classification parameters and confirmation of delivery is obtained,
it will be appreciated that certain aspects of the invention can be
implemented without voting or reporting.
[0245] Additionally, targeting may be executed with respect to
constraints determined by a user, network operator, content
provider or others rather than by the advertiser. As an example in
this regard, as noted above, a user may define exclusions in an
optional implementation, for example, to protect children or other
sensitive viewers from certain content. In the same manner, a user
may define preferences in such an optional implementation. However,
the system is described below with an emphasis on advertising
defined targeting constraints which represents a commercially
significant application of the invention. Based on the foregoing,
the following description should be understood by way of
illustration of specific implementations and not by limitation.
[0246] Turning now to FIG. 28, a block diagram of system 2800,
which is used to target ads for broadcast telecommunications
networks, is presented. It is noted that the illustrated system is
a headend insertion system, though targeted advertisements may be
inserted at the CPEs as will be discussed below. The illustrated
system 2800 includes a platform such as a headend 2803 that may
receive audio and/or video content from a number of sources, such
as an ad source system 2801 and broadcast content sources 2802
(e.g., of a television network program providers). The source
system 2801 and sources 2802 may provide the audio and/or video
content using digital communications, analog communications, or
combinations thereof. The illustrated system 2800 also receives
communications from broadcast network users for use in targeting
ads, providing selected broadcast content and reporting delivery as
will be described below. In this regard, each user of a
cable-television network may have a CPE 2810 that allows the user
to receive content, such as television programs and advertisements.
A user's particular CPE 2810 may estimate audience classification
parameters of a current user or users and compare those parameters
to targeting constraints of an ad. Accordingly, each user's
particular CPE 2810 may transmit a vote to headend 2803 so that
headend 2803 may configure the ads and/or broadcast content for
delivery to the individual CPEs 2810.sub.1 . . . N.
[0247] To assist in configuring the content for delivery to CPEs
2810.sub.1 . . . N, the illustrated headend 2803 includes content
selection processor 2805 and content synchronizer 2804. Content
synchronizer 2804 receives ads from asset server 2801 and broadcast
content from broadcast content server 2902. For example, broadcast
content sources 2802 may provide various types of audio and/or
video content, such as television programs. Ad source system 2801
may also provide types of audio and/or video content in the form of
advertisements (e.g., commercials). Content synchronizer 2804
receives broadcast content from broadcast content sources 2802 to
selectively insert ads from ad source system 2801 into the
broadcast content. This may involve interleaving ad assets into the
programming content stream and/or inserting ad assets into separate
bandwidth such as dedicated ad channels. Ad assets may also be
transmitted to the CPEs by other means. Content synchronizer 2804
may then coordinate the combined content for delivery to CPEs
2810.sub.1 . . . N.
[0248] In one embodiment, CPEs 2810.sub.1 . . . N independently
vote on the ads to be delivered as described above. For example,
CPEs 2810.sub.1 . . . N may include set-top boxes ("STB")
configured for receiving cable television inputs. In this regard, a
cable television user may selectively receive broadcast content by
changing channels at the set-top box (e.g., each channel may be
configured for conveying a unique stream of video and audio
content). At certain intervals (often predetermined and defined
with cues) in the broadcast content, ads may be inserted by the
headend (in headend insertion implementations) and conveyed to a
customer via the set-top box. Specifically, logic resident on the
CPE 2810.sub.1 . . . N may analyze user inputs and other
information as described above to estimate audience classification
parameters for the current user or users. These parameters are then
compared to targeting constraints associated with particular ads
(which may be represented by an ad ID and associated targeting
constraint information). Based on the comparison, votes including
fit scores may be transmitted to the headend 2803.
[0249] In the illustrated embodiment, headend 2803 receives votes
from a number of CPEs 2810.sub.1 . . . N (from all participating
CPEs or a sampling thereof) in communication therewith via network
interface 2806. Network interface 2806 may transfer the votes to
content selection processor 2805 to aggregate the votes and make ad
insertion selection with due consideration of available bandwidth.
For example, the number of CPEs 2810 and thus users may greatly
exceed the available bandwidth such that the best fit ad (or
another ad individually selected for the user) cannot be provided.
Content selection processor 2805 receives the votes from CPEs
2810.sub.1 . . . N and tallies the votes by ad. A limited number of
ads are provided based on the votes and other consideration. These
ads are inserted into the available ad bandwidth (e.g., on the
programming channel and/or ad channel(s)) and the CPEs 2810.sub.1 .
. . N select from available ad options (if an), for example, based
on audience classification information for the current users. CPEs
2810.sub.1 . . . N may continually transfer votes to headend 2803
such that content selection processor 2805 and content synchronizer
2804 continue to deliver ads during programming channel breaks in
the case of synchronous asset insertion implementations.
[0250] To deliver the targeted ads the system 2800 may operate
essentially in three modes: a first mode that involves insertion of
a flotilla ad option at the headend 2803 coupled with delivery of
the ads through channel switching at the CPE 2810.sub.1 . . . N
(flotilla mode); a second mode that involves delivery by
interleaving the ads with programming content at headend 2803
(interleaving mode); and a third mode that includes delivery by
insertion of the ads at CPEs 2810 (CPE insertion mode). In the
flotilla mode, content synchronizer 2804 transfers a flotilla to
CPEs 2810 such that the CPEs choose ads therefrom and substantially
seamlessly change channels to an ad (some ad options may be
provided on the programming channel) channel. In such an
embodiment, CPEs 2810 may subsequently change to another ad channel
or the programming channel. In the interleaving mode, content
selection processor 2805 may select an ad for delivery during a
predetermined spot within a broadcast network break (e.g., a
"commercial break" observable via a cue in the broadcast network
content). At that time, content selection processor 2805 may direct
content synchronizer 2804 to synchronize the ad with the broadcast
content. Content synchronizer 2804 may insert the selected ad into
the broadcast content stream. In the case of the CPE insertion (or
forward-and-store) mode, ads are transferred to the CPEs 2810.sub.1
. . . N ahead of time (e.g., via an ad channel, another available
channel or any other transfer mechanism) such that the CPEs
2810.sub.1 . . . N can insert ads stored therewith at predetermined
times, or upon detecting cues, within the broadcast network
content. For example, CPEs 2810 may be configured to receive and
store ads from content selection processor 2805. CPEs 2810 may then
retrieve selected ads and insert those ads into the broadcast
content at appropriate times. Such an embodiment is disclosed in
greater detail below in connection with FIG. 30.
[0251] Although discussed with respect to three alternative
embodiments (e.g., flotilla mode, interleaving mode and CPE
insertion mode), those skilled in the art should readily recognize
that the invention is not intended to be limited to a particular
embodiment. For example, content synchronizer 2804 may transfer a
control message that directly controls CPEs 2810 to either channel
switch or insert. Additionally, system 2800 may be configured to
implement one or more of the above-mentioned embodiments. For
example, while CPEs 2810 may be configured to retrieve ads stored
therewith and insert that content into a programming stream,
headend 2803 may override such ad insertion and direct the CPEs to
switch channels to an ad channel.
[0252] Nor should the invention be limited to a particular group
size. For example, content selection processor 2805 may direct ads
to individual CPEs 2810 (e.g., a group of one). Additionally, the
invention should not be limited to a number of advertisers or
broadcast content providers. Rather, broadcast network content and
ads may typically be provided by a number of content providers and
asset providers.
[0253] FIG. 29A is an exemplary component-level block diagram of
system 2800 that targets content for broadcast networks. In this
embodiment, broadcast content is obtained from a number of
broadcast content sources 2802. For example, the sources may
include a number of analog broadcast content sources 2902 as well
as digital broadcast content sources 2904. Some non-limiting
examples of these broadcast content sources 2802 include broadcast
television networks that provide original and/or replay television
broadcast events (e.g., "reruns") and broadcast radio networks that
provide audio content (e.g., talk shows, radio programs, etc.).
Such content may be provided digitally by digital broadcast content
sources 2904.sub.1 . . . N and/or via analog transmission from
analog broadcast content sources 2902.sub.1 . . . N. Headend 2803
(e.g., including, among other things, content synchronizer 2804,
content selection processor 2805, and network interface 2806) may
thereby receive the broadcast content for which targeted ads are
provided.
[0254] Headend 2803 receives the broadcast and/or analog content
via network interface 2930. The illustrated network interface 2930
includes a number of analog receivers 2903.sub.1 . . . N and/or
digital receivers 2905.sub.1 . . . N. Analog receivers 2903.sub.1 .
. . N may be communicatively coupled to analog broadcast content
sources 2902.sub.1 . . . N to receive analog broadcast content.
Similarly, digital receivers 2905.sub.1 . . . N may be
communicatively coupled to digital broadcast content providers
2904.sub.1 . . . N to receive digital broadcast content. This
content may include certain ads as provided. Additional ads may be
interleaved with this content and still further ad options may be
inserted in separate ad channels or other bandwidth.
[0255] In the case of interleaving mode operation and, perhaps, in
the case of flotilla mode operation, ads are interleaved with
programming in the programming channel content stream. The ad
source 2901 stores ads to be interleaved with the broadcast content
received via network interface 2930 or inserted into ad channels or
other bandwidth. For example, in the case of interleaving, analog
broadcast content may be received and stored on headend server
2907. Ad server 2901 may be communicatively coupled to the headend
server 2907 such that the headend server 2907 may control insertion
of the ads at predetermined times within the analog broadcast
content. That is, server 2907 receives the analog programming from
sources 2902.sub.1 . . . N, ads from ad source system 2801 and
insertion information from content selection processor 2805. Upon
detecting a tone in the programming content stream, server inserts
an ad into the stream based on the insertion information.
[0256] Still in reference to ad interleaving, headend server 2907
may be configured for managing analog and/or digital data. For
example, ad server 2901 may provide analog and/or digital ads to
the content server 2907. Preferably, server 2907 configures
received content (i.e., ads and broadcast network content) in a
digital format. In this regard, the server 2907 may be associated
additional components such as an analog-to-digital converter
("ADC") to convert received analog content and storage to store the
received content. Thereafter, the converted digital ads may be
readily inserted into digital broadcast network content using, for
example, ad splicer 2915. For example, ad splicer 2915 may
interleave digital ad content with the digital broadcast network
content to construct an MPEG transport stream containing the
combined digital content. Once the combined digital content is
formed by ad splicer 2915, the data thereof may be digitally
transferred to QAM modulator/upconverter 2916 to prepare (e.g.,
convert to radio frequency, or "RF") the data for conveyance CPEs
2810.
[0257] Additionally, combined content (i.e., ads and broadcast
network content) may be transferred in the analog domain for
ultimate conveyance to CPEs 2810. For example, headend server 2907
may receive ads and analog content and transfer the ads to ad
splicer 2915 for ad insertion. Thus, content (i.e., ads and/or
broadcast network content) received by headend server 2907 may be
in a digital format and/or an analog format. The server 2907 may
convert any analog content to digital and convey the broadcast
network content and the ads to ad splicer 2915 for insertion of the
ads within the broadcast network content. Upon insertion of the ads
within the broadcast network content, ad splicer 2915 may transfer
the combined content to server 2907 such that the combined content
may be converted back to an analog format (i.e., a continuous
waveform). Such may be useful in cable headends having analog
networks. Transfer of this content from ads to splicer 2915 to
headend server 2907 may be performed using one or more of the
Society of Cable Television Engineers ("SCTE") standards. These
standards are known to those skilled in the art.
[0258] In this regard, the analog combined content may then be
transferred to Vertical Blanking Interval ("VBI") encoders
2910.sub.1 . . . N for insertion of data. For example, a VBI is
generally an interval in a signal (e.g., television video signal or
other video display unit signal) that temporarily suspends
transmission of the signal. This temporarily suspended transmission
may allow time for an electron gun of a television or another video
display unit to move and trace a next screen field. The VBIs may be
used to carry data because data sent during a VBI would not be
displayed. Examples of such data include test signals, time codes,
closed captioning, teletext, Copy Generation Management System
("CGMS-A") copy-protection indicators, content ratings for V-chip
use, and other data which can be sent during this time period. As
such, headend server 2907 may transfer analog video of the combined
content to VBI encoders 2910.sub.1 . . . N such that the VBI
encoders may insert data during intervals in which no analog video
content is transferred. Additionally, the VBIs may be used to
transfer control signals to CPEs 2810.sub.1 . . . N (e.g., to
direct the CPEs to change channels, as described hereinabove).
However, as noted above, any available transmission mechanisms via
the cable television networks or other networks may be used for
unidirectional communications between the CPEs 2810 and the server
2907.
[0259] Similar processing is employed in the case of flotilla mode
and CPE insertion mode operation. That is, the headend server 2907
still receives ads from the ad source system 2801 and instructions
from content selection processor 2805. In the case of flotilla mode
operation, the instructions indicate what ads should be included on
which ad channels (and, perhaps, indicate that an advertisement
should be placed on the programming channel) during which breaks
and spots. The server 2904 is then operative to direct insertion of
the ads as described above. In the case of CPE insertion, ads may
be transmitted to the CPEs 2810 via ad channels, off-air
programming channels or other available bandwidth. In this regard,
the server 2907 may direct insertion as described above, except
such insertion generally will not be synchronized with any
programming channel break. Accordingly, insertion generally will
not be in response to a cue. Moreover, there is generally not a
real time component to such transmission. So ads may be transmitted
asynchronously, e.g., in data packets, and transmission of, for
example, a thirty-second ad may take less or considerably more than
thirty seconds as bandwidth allows. In any case, the combined
content (i.e., the broadcast content and ads) or ad content is
transferred to individual CPEs 2810 via network interface 2806. For
example, network interface 2806 may include modulator/upconverters
2911.sub.1 . . . N that receive analog video input streams from VBI
encoders 2910.sub.1 . . . N. Modulator/upconverters 2911.sub.1 . .
. N respectively convert those analog streams to the RF to form
individual RF "channels". Modulator/upconverters 2911.sub.1 . . . N
also receive the analog audio content from headend server 2907 to
be included with the analog video content. The combined RF channels
are then transferred to combiner 2912 for multiplexing into an RF
television signal.
[0260] With regard again to the digital ad insertion, ad splicer
2915 may receive digital broadcast content from digital receivers
2905.sub.1 . . . N and directly interleave digital ads with the
digital broadcast network content. Accordingly, when the
ad-interleaved digital broadcast network content is decoded and
converted to analog for display with a television, the ads may
display at predetermined times within the broadcast content.
[0261] Additionally, content synchronizer 2804 may include black
generator 2917 for providing "black" content during ad insertion
opportunities on ad channels or programming channels. For example,
at periods in broadcast content intended for ad insertion, black
generator 2917 may provide content that displays as black segments
when displayed. This is necessary to provide a content stream into
which the ads may be inserted. Additionally, the black content is
useful because, among other reasons, ads may be configured with
durations that may not necessarily correspond to exact durations of
predetermined time intervals in the broadcast content. The black
content may thus provide a blank canvas for the ad to be inserted
allowing for ads to be "framed" by black content during commercial
breaks.
[0262] As mentioned, ad splicer 2915 transfers the interleaved
digital content to QAM modulator/upconverter 2916 for conversion to
RF. For example, QAM modulator/upconverter 2916 may receive
interleaved digital data (i.e., digital ads interleaved with
digital broadcast content) or non-interleaved digital data. QAM
modulator/up-converter 2916 may modulate the data onto one or more
RF carriers using quadrature amplitude modulation ("QAM")
techniques to generate RF channels. QAM modulator/upconverter 2916
may transfer the RF channels to combiner 2912 such that the RF
channels may be multiplexed into an RF television signal.
[0263] Generally, cable systems in North America operate with 6 MHz
channel bands (with different standards in Europe and elsewhere),
each channel having a QAM signal conveying between 3 and 16 digital
video data streams with their associated audio and data streams
(e.g., television channels). As such, combiner 2912 may combine the
signals into a single RF television signal. One example of such an
RF television signal may include a Frequency Division Multiplexed
("FDM") signal that is delivered to a cable system (e.g., cable
plant 2918) via combiner/diplexer 2919. However, other forms of
signaling/multiplexing may be incorporated to transfer a plurality
of digital data streams to a cable system. One example of such may
include time division multiplexing ("TDM").
[0264] With the analog or digital/interleaved or non-interleaved
content formed into an RF television signal, combiner 2912 may
transfer the RF television signal to combiner/diplexer 2919 such
that the RF television signal may be split into multiple RF
television signals (e.g., typically, with each conveying the same
information) for transfer to one or more cable plants 2918. For
example, the network may interface with a plurality of cable
plants, such as cable plant 2918, to deliver the RF television
signal to a plurality of associated locales (e.g., communities).
Combiner/diplexer 2919 may split a received television signal to
correspond to the number of cable plants interfacing with network.
Each cable plant 2918 may, in turn, transfer the RF television
signal to CPEs 2810.sub.1 . . . N such that each CPE may select a
channel from the RF television signal for observation (e.g.,
viewing and/or listening).
[0265] To assist in determining which ads are synchronized with
broadcast content, in the case of synchronous flotilla mode or
interleaving mode operation, system 2800 includes content selection
processor 2805 as described in FIG. 28. Content selection processor
2805 includes operations center and headend controller 2914, which
directs operations of the content selection processor 2805. For
example, operations center 2914 may interface with optional router
2909 to direct content synchronizer 2804 to synchronize ads with
broadcast content. For example, router 2909 may be provided to
limit access to other headend systems by content selection
processor 2805. Generally, operations center 2914 requires network
schedules from broadcast network content providers 2904, as well as
ad contract information from traffic/billing 2908. These network
schedules may be transferred with a file transfer protocol ("FTP")
from either traffic/billing 2908 or ad server 2901. This transfer
may be automated to occur at the same time that network schedules
are distributed from traffic/billing 2908.
[0266] Additionally, content selection processor 2805 may interface
with CPEs 2810 to receive votes from the CPEs, ad delivery reports
from the CPEs and/or convey information to the CPEs such that the
CPEs may insert ads. For example, CPEs 2810 may generate votes
based on the channel selections, volume control inputs and other
click stream information of their respective users. These votes may
be transferred to content selection processor 2805. As discussed
above, participating CPEs (or at least a sampling thereof) may also
provide report information identifying at least the ads or ad
channels selected for a particular break. Content selection
processor 2805 may, in turn, aggregate report information and
provide the information to traffic/billing 2908, e.g., for use in
certifying to advertisers delivery of targeted impressions or
estimating the target universe in connection with ad campaigns
under consideration. In the case of CPE insertion, content
selection processor 2805 may also transfer ads to the CPEs such
that the CPEs may select ads for display to their respective
users.
[0267] It will thus be appreciated that communications between the
CPEs 2810 and the operations center 2914 may be employed for a
variety of purposes and, as noted above, such communications may be
via the cable television network (involving in-band and out-of-band
pathways) or any other means. For purposes of illustrations,
certain cable television network pathways are discussed below. With
regard to upstream communications, CPEs 2810 may transfer messages
to their associated cable plant 2918. Cable plant 2918 may forward
the messages to network interface 2806 as individual RF signals.
The RF signals may be received by network interface 2806 via
combiner/diplexer 2919 such that they may be transferred upstream
to content selection processor 2805. In this regard, network
interface 2806 may convert the RF signals to processable data via
upstream out-of-band demodulator 2926. For example, upstream
out-of-band demodulator 2926 may receive the modulated RF signal to
demodulate the signal and extract data (e.g., votes or report
information) therefrom. The data may then be transferred to network
controller 2923 using common data transfer techniques. Operations
center 2914 may access the stored votes, reports and other CPE
information on an "as needed" basis, for example, to determine
appropriate ads to be delivered or provide report information to
traffic/billing 2908.
[0268] Generally, "out-of-band" refers to data transmitted outside
a typical path used by primary communications (e.g., the RF
television signal). As such, "in-band" generally refers to the path
used by the primary communications such as the RF television
signal. In this regard, in-band paths are generally used only for
downstream messages whereas out-of-band paths may be used
bi-directionally. In some networks, e.g., satellite television
networks, only in-band paths may be available and upstream
communications may require use of separate communications networks.
However, upstream communications may optionally utilize out-of-band
paths in the illustrated cable television network. An example of
upstream out-of-band demodulator 2926 may include the RPD 2000 by
Motorola, Inc. In this regard, network interface 2806 may
communicate to CPEs 2810 via upstream and downstream out-of-band
signaling while the CPEs 2810 are receiving the RF television
signal that includes the broadcast network content on a separate
in-band path. For example, CPEs 2810 may use out-of-band signaling
to communicate data on a separate in fixed radio frequency. The
invention, however, is not intended to be limited to components
that simply perform either in-band or out-of-band communications.
For example, such features may be combined into a single component,
such as the DVB Interactive Network Adapter INA2320 by Cisco
Systems Inc. In one embodiment, the out-of-band communications are
performed using Internet Protocol ("IP") and/or the Data Over Cable
Service Interface Specification (DOCSIS).
[0269] As noted above, CPEs 2810 may switch to ad channels to
deliver ads. To assist CPEs 2810 in implementing the channel
changes, operations center 2914 may transmit an ad option list for
one or more upcoming breaks together with targeting information,
and may subsequently transfer ad option lists and other messages to
network controller 2923. For example, operations center 2914 may
access vote information from carousel system 2922 and select ads to
be delivered to CPEs 2810. Operations center 2914 may, in turn,
direct the network controller 2923 to notify CPEs 2810 of ad
delivery. In this regard, network controller 2923 may format
messages that include delivery information of the ads. That is, the
messages may include channel locations of ads that may be selected
for delivery by individual CPEs 2810. In certain implementations
where control information is directed to specific CPEs (e.g.,
sending marketing labels or location information, or controlling
CPE insertion from the headend), the message may also include
information pertaining to individual CPEs 2810 (e.g., serial
numbers, STB card numbers, and/or other identifiers).
[0270] The formatted messages may be transferred to CPEs 2810 via
network interface 2806. Network interface 2806 may receive the
messages via downstream out-of-band modulator 2925 to format and
transfer the messages as an RF signal for use by CPEs 2810. In this
regard, out-of-band modulator 2925 may modulate the messages (i.e.,
data thereof) onto an RF signal. An example of out-of-band
modulator includes 2925 the OM-1000 MPEG2/Digital Out-Of-Band
Modulator by Motorola, Inc.
[0271] The modulated RF signal conveying the out-of-band
information may then be transferred to combiner/diplexer 2919 such
that the RF signal may be transferred along with the RF television
signal (i.e., conveying the in-band information) from combiner
2912. The signals may then be split by combiner/diplexer 2919 based
on the number of cable plants 2918 associated with system 2800.
Each cable plant 2918 may then transfer its RF signals to CPEs
2810. Based on the out-of-band information included in the RF
signals, CPEs 2810 may switch to ad channels or insert ads into
broadcast network content (i.e., ads as voted on by the CPEs).
[0272] The various types of signaling shown and described herein
(e.g., in-band signaling and out-of-band signaling) are not
intended to be limiting. Often, such signaling techniques may be
implemented in a variety of ways. Additionally, the invention
should not be limited to RF cable communications as other forms of
communication may be used for ad delivery. For example, system 2800
may be implemented with a hybrid fiber/cable network where ads
and/or broadcast network content are delivered in a combination of
RF and optical digital data techniques. Yet, other embodiments may
include ad insertion being performed through mainly RF networks,
such as terrestrial and/or satellite radio.
[0273] In the case of CPE insertion mode operation, ads may be
downloaded to the individual CPEs 2810 via out-of-band paths. For
example, CPEs 2810 may include storage units, such as hard disk
drives in digital video recorders ("DVRs"). These storage units may
be used to store ads for later viewing. As such, the out-of-band
information transferred in the RF signal may be used to direct
individual CPEs 2810 to retrieve certain ads during predetermined
intervals of the broadcast content for display to the viewer. For
example, during a break in the broadcast content, the out-of-band
information may request that an individual CPE 2810 retrieve ads
meeting advertiser delivery constraints from the storage unit and
display that ad with the user's television. The headend may direct
selection of particular ads or the CPE may select ads, for example,
by matching audience classification parameters of a current user to
targeting constraints of an ad. In such cases, voting may not be
employed, though voting may still be used to select ads transmitted
to the CPEs. Similarly, in certain contexts within flotilla mode
operation (for example, spot optimization implementations where an
advertiser brings a spot but provides multiple ad options for the
spot), voting may be unnecessary, though voting may be employed to
select the ad options in case of limited bandwidth for the
options.
[0274] Other components of content selection processor 2805 include
traffic/billing 2908 and data center 2920. Traffic/billing 2908 may
be configured to receive ad contract information including
targeting constraints and to collect information about the ads that
were delivered by CPEs 2810. For example, CPEs 2810 may provide
reports regarding ad delivery. As those reports are collected,
traffic/billing 2908 may accumulate a count of targeted
impressions, or actual deliveries, of those ads such that the
provider of such ads may be billed based on an accurate number of
individual impressions. This information may also be used for
network measurement (ratings-like data) as well as to estimate the
target universe with respect to ad campaigns under development. In
this regard, traffic/billing 2908 may be communicatively coupled to
content server 2907 to collect information about insertion of ads
from ad server 2901. Operations center 2914 may provide operational
control of traffic/billing 2908 such that operational protocols are
not breached (e.g., to ensure that traffic and billing are not
fraudulently manipulated and/or to ensure that information entered
through traffic/billing 2908 is not compromised). Examples of
traffic and billing interfacing are shown and described below in
FIGS. 36A, 36B and 37.
[0275] Data center 2920 may be configured for collecting data
pertaining to CPEs 2810 as may be desired in certain
implementations, e.g., involving marketing labels. Data center 2920
may be an optional feature of system 2800 that stores information
regarding users of CPEs 2810. For example, as CPEs 2810 cast votes
for certain ads, operations center 2914 may determine various
putative attributes of a user or an aggregated group of audience
members users (e.g., age, income level, etc.). These attributes may
be stored with data center 2920 for use as a byproduct of system
2800. That is, system 2800 can be configured for selectively
delivering ads with broadcast content or controlling or influencing
CPE insertion. Information derived about users of CPEs 2810 may
advantageously provide information about audiences of delivered
content to advertisers and/or broadcast content providers. In one
embodiment, data center 2920 may store attributes of individual
users.
[0276] In addition to data center 2920, system 2800 may optionally
include demographic database 2921. Demographic database 2921 may be
configured to receive demographic information from sources external
to system 2800. For example, survey takers may compile demographic
information of people in a particular region. Also, census
information, financial information, magazine subscriptions and
other information may be available from a variety of sources. This
compiled demographic information may be transferred to demographic
database 2921 to request delivery of ads to users of CPEs 2810 in
lieu of, or in conjunction with, vote casting by CPEs 2810.
[0277] Although one embodiment has been shown and described herein,
those skilled in the art should readily recognize that the
invention is not intended to be limited to the illustrated
components. Rather, certain components may be modified and/or
combined to have essentially the same functionality as the larger
system 2800 described herein. An example of such an embodiment is
shown and described below in FIG. 29B.
[0278] FIG. 29B is an exemplary alternative component-level block
diagram of system 2800 of FIG. 28 that targets content for
broadcast networks. In this embodiment, content selection processor
2805 is configured to provide Internet Protocol (IP) distributed
communications. For example, triggers sent via out-of-band
signaling may be transferred via IP communications through carousel
server 2953 because, among other reasons, certain CPEs 2810 are not
configured to process triggers. An example of such a CPE 2810
includes the DCT-2000 by Motorola Inc. Operations center and
headend controller 2914 may provide the out-of-band triggers via a
carousel format, which is subsequently sent to carousel server 2953
for distribution.
[0279] Also included in this embodiment is a Digital Addressable
Controller, such as model DAC-6000 by Motorola, Inc. DAC 2951
includes components that provide the security and control for
flexible digital systems. Additionally, DAC 2951 provides support
for addressable control functions including Internet Pay-Per-View
("IPPV"), Call Ahead PPV, subscriptions and interactive
applications. DAC 2951 may also interact with traffic/billing 2908
to generate reports used in facilitating system management.
[0280] System 2800 may also include a network controller 2954 such
as the NC1500. Controller 2954 may function as a hybrid fiber coax
(HFC) network controller that enables interactive applications with
DCT2000 terminals. Controller 2954 may allow for interactive
sessions between application servers and DCT2000 terminals by
translating IP to deliver data packets through an out-of-band data
channel. The return path serves as the upstream data path where
Controller 2954 aggregates demodulated data bursts and routes the
data to the appropriate server. As such, NC1500 2954 may be
communicatively coupled to a Return Path Demodulator 2957 such as
model RPD-2000 2957 by Motorola Inc.
[0281] RPD-2000 2957 provides an upstream link for communications
with CPEs 2810 such as DCT 2000 terminals. Typically, such
terminals provide data such as PPV purchase data, Video On Demand
("VOD") purchase data, and status monitoring data. RPD 2957 may
receive the data using burst demodulator modules configured
therewith. RPD 2957 may demodulate, provide forward error
correction, and multiplex the data into a single data packet that
may be transferred to operations center 2914 via Ethernet.
[0282] With respect to downstream data, system 2800 may employ an
out-of-band multiplexer/modulator 2956 such as model OM-1000 2956
by Motorola Corp. OOB MUX 2956 provides an out-of-band data stream
to CPEs 2810. This data stream may be primarily used as a signaling
channel, but may also provide for the transmission of program guide
information, code downloads, Infrared codes, application
information, and/or ads. Moreover, OOB MUX 2956 may be utilized as
a downstream path in an interactive system.
[0283] The input to OOB MUX 2956 may be configured with Ethernet
and/or serial inputs. OOB MUX 2956 may include a Quadrature Phase
Shift Key (QPSK) modulator that modulates data on a 1.5 MHz wide
carrier, and OOB MUX 2956 may operate within a 71-129 MHz frequency
band. Transmitted data packets are typically composed of data that
can be multiplexed either in the OOB MUX 2956 or externally. RPD
2957 and OOB MUX 2956 may be communicatively coupled to DAC
2951.
[0284] Thus, FIGS. 29A and 29B depicted a system adapted for
flotilla mode or interleaved mode operation. In either case,
insertion occurs at the headend. As noted above, insertion can also
be implemented at the CPE 2810. FIG. 30 is a block diagram of
system 3000 where CPEs 2810 select ads (e.g., from ad source system
2801) for insertion to broadcast or other content (e.g., from
broadcast content provider 2802 at the CPE 2810). CPE 2810 may be
configured for receiving a plurality of cable channels carrying
content. The content is transferred from content sources 2801 to
headend 3004 for delivery to CPE 2810. The content has intervals in
which ads may be inserted. In this embodiment, system 3000
incorporates functionality of content selection processing and
content synchronization, such as that respectively performed by
content selection processor 2805 and content synchronizer 2804 of
FIG. 28, at CPE 2810. As such, CPE 2810 may insert ads into content
during breaks in the content.
[0285] More specifically, CPE 2810 may be configured with content
selection processor 3002 to determine which ads should be inserted
into received content. For example, CPE 2810 may cast votes for ads
as described hereinabove. That is, CPEs may vote as to what ads
should be transmitted from the headend 3004, for example, to reduce
the number of ads transmitted while optimally targeting users.
Instead of selecting ads for transmission to the CPEs 2810 based on
voting, the headend may simply cycle through the available
inventory of ads for transmission, where the rate at which ads are
transmitted is a function of the available bandwidth or other
constraints. It will be appreciated that such implementations
without voting are particularly apt for systems without an upstream
out-of-band pathway, such as certain satellite television
implementations. Alternately, the audience classification
information for the user, instead of being used for voting, may be
used to select ads for storage and to select ads for insertion.
That is, the audience classification information may be compared to
targeting constraints such that only ads of potential interest are
stored at the storage element 3001. Current audience classification
information is then used, together with ad delivery constraints, to
select ads for insertion at an insertion opportunity. With the ads
retrieved, content synchronizer 3003 may insert those segments into
broadcast content at certain intervals (e.g., commercial breaks).
For example, content synchronizer 3003 may be communicatively
coupled to network interface 3006 to receive broadcast content from
network 3004. Content synchronizer 3003 may synchronize broadcast
content intervals with ads retrieved by content selection processor
3002. An example of a device that may be configured to perform
functionality of content selection processor 3002 and/or content
synchronizer 3003 includes the BCM 3560 digital TV System-On-Chip
by Broadcom Corp. In addition to performing such functionality, the
BCM-3520 may perform out-of-band signaling.
[0286] Ads may be delivered to CPE 2810 and stored with storage
element 3001 using out-of-band signaling techniques as described
hereinabove. In addition, the ad content may be transmitted from
headend 3004 via ad channels, programming channels or VOD channels
that are opportunistically available, or other bandwidth ahead of
time. For example, an ad server, such as ad source 2901, may store
ads from advertisers. These ads may be transferred via network
interface 3006 to CPE 2810 for storage with storage element 3001
using, e.g., in-band bandwidth as noted above or an out-of-band
data network and downstream out-of-band modulator, such as
out-of-band data network 2924 and downstream out-of-band modulator
2925 of FIG. 29A. Ads may then be combined with (e.g., interleaved
with) the broadcast content at the CPE 2810. Content selection
processor 3002 may extract ads from the content thus transmitted
and store those ads with storage element 3001 for later viewing as
determined by the content selection processor 3002. The invention,
however, is not intended to be limited to out-of-band signaling or
in-band signaling for ad delivery as described above. For example,
other forms of ad delivery may include multiple tuners (e.g., a
first tuner receiving broadcast network content any second tuner
receiving ad content).
[0287] Also shown in this embodiment is content processor 3005
configured on headend 3004. Content processor 3005 may be
configured to receive broadcast content from broadcast content
provider 2802 to provide various features of a communications
network, such as digital splicing, etc. Examples of components
providing such features are shown and described in headend server
2907, ad splicer 2915, each of FIG. 29A. Upon processing, content
processor 3005 may transfer the broadcast content to network
interface 3006 such that the content may be delivered to CPE
2810.
[0288] Although shown and described with respect to a single
broadcast content source 2802, those skilled in the art should
readily recognize that broadcast content source 2802 may represent
a number of broadcast content sources, such as those shown in FIG.
29A, transferring analog and/or digital content to network 3004.
Similarly, ad source system 2801 may be representative of ads
provided by a number of advertisers (e.g., analog and/or digital
segments) to an ad source, such as ad source 2901 of FIG. 29A.
[0289] Additionally, system 3000 describes a single CPE 2810. The
invention, however, is not intended to be limited to a single CPE.
Rather, network interface 3006 may be communicatively coupled to
one or more cable plants, such as cable plant 2918 of FIG. 29A.
Each cable plant may, in turn, communicatively couple to a
plurality of CPEs 2810 within a particular locale. As such, network
interface 3006 may deliver broadcast content and ads to many (e.g.,
hundreds of thousands) of CPEs and these CPEs may include many
different models from various manufacturers with different
capabilities.
[0290] In one embodiment, audience aggregation and spot
optimization may be performed even though individual CPEs 2810 may
retrieve ads from storage element 3001 configured therewith. With
regard to spot optimization, it will be appreciated that different
CPEs delivering the same programming content may insert different
ads at a given break based on the operation of the content
selection processor 3002 as described above. Similarly, with regard
to audience aggregation, different CPEs delivering differing
programming content may delivery the same ad or ads during a
delivery window. Furthermore, content selection processor 3002 may
optionally communicate with the content selection processors of
other CPEs. The CPEs may be configured to voluntarily share
information with one another as directed by a user. As such, the
CPEs may transfer information to one another regarding preferred
information of content segments choices and/or broadcast content
choices. This information may be conveyed to network 3004 via
out-of-band signaling techniques as described hereinabove such that
preferred content may be delivered to those CPEs.
[0291] CPE insertion is not limited to inserting ads into real-time
regular programming transmissions. In this regard, CPE insertion
may be used to insert ads into VOD content, podcasts, time-shifted
programming or other programming transmissions. In the case of VOD
content or podcasts, for example, a programming server platform may
be operative to forward ad metadata including targeting constraints
(including target audience classification information and other
constraints) together with or in advance of the programming
content. This metadata can then be used by content selection
processor 3002 as described above.
[0292] In the case of time-shifted content, broadcast or other
content may be received from the headend 3004 and stored at the CPE
2810 (for example, including a DVR) for later playback. For
example, prime-time broadcast programming may be viewed the
following morning if a user so desires. At the time of viewing,
content selection processor 3002 is operative to insert ads based
on targeting constraints to, including not only matching targeting
constraints to current audience classification parameters, but also
matching targeting constraints to the current time. Thus, for
example, the user viewing prime-time programming in the morning may
receive a breakfast-oriented commercial whereas that commercial
would probably not have been selected by the CPE during prime-time.
In such cases, apportionment of revenues for such ad delivery as
between network operators and content providers may be
negotiated.
[0293] It is noted that the network configuration of FIGS. 29A and
29B, on the one hand, and FIG. 30, on the other, are not exclusive.
Thus, as described above, a network including a particular CPE may
implement any of flotilla insertion, headend interleaving and CPE
insertion in different instances. For example, while delivering
real-time programming, flotilla insertion and/or headend
interleaving may be used to deliver ads during given breaks. Later,
during VOD or time-shifted content delivery, CPE insertion may be
used to deliver ads at the same CPE. For example, selection between
these delivery modes may be made at the headend or at the CPE based
on, for example, the source of the content (e.g., real-time headend
feed or from DVR storage) or headend/CPE messaging.
[0294] FIG. 31 is a flowchart of exemplary targeted content process
3100 applicable to the various ad delivery modes. Process 3100 may
begin when broadcast network content is delivered to CPEs, such as
CPEs 2810 of FIG. 28. For example, a broadcast network (e.g., cable
television, satellite television, and/or satellite radio)
interfacing with CPEs may deliver broadcast content to CPEs. As the
CPEs receive the broadcast network content, they may begin
collecting information regarding selections of the broadcast
network content. Based on the selections, the CPEs may estimate
audience classification information for the current user(s). In
response to an ad list received from the headend, this
classification information may be compared to targeting information
to generate (3101) votes for ads. The votes may be transferred
(3102) from the CPEs to the broadcast network. Alternatively, in
the context of CPE insertion, the audience classification
information may be used internally by the CPEs to select ads for
storage and retrieve ads stored therewith for delivery.
[0295] The audience classification information or other information
related to voting may be used to select (3103) ads for delivery.
For example, the vote information may include information regarding
a level of suitability to receive certain ads or a fit score. The
ads with high fit scores may be delivered by the CPEs. Broadcast
network content may be synchronized with ads to generate (3104)
combined content. For example, the broadcast network content may
include intervals in which ads may be inserted. During these times
and based on the votes, the broadcast network may interleave ads
into the broadcast network content for delivery to the CPEs as
combined content. Alternatively, the ads may be inserted into ad
channels or inserted by CPEs as described above.
[0296] In the case of flotilla mode operation, flotilla information
for a flotilla of ads may be transferred to the CPEs, as described
hereinabove (e.g., via out-of-band signaling, in band signaling,
multiple tuners, etc.). Such flotilla information may describe the
structure of the flotilla and locations (e.g., ad channels) of
individual ads. The flotilla information may be used by the CPEs to
switch channels to an ad channel conveying a suitable ad during the
time interval of the broadcast content. In the case of CPE
insertion, the ads are transferred to the CPEs and stored therewith
for delivery during the intervals. For example, during
predetermined intervals of the broadcast network content, the CPEs
may retrieve stored ads and insert those segments into the
intervals of the broadcast network content. In the case of headend
interleaving, the ads are inserted into the programming channel at
the headend (e.g., as determined by processed votes from the CPEs).
In each of these embodiments, combined content is disseminated
(3105) from the broadcast networks to the users of the CPEs. That
is, the CPEs will ultimately deliver the combined information to
the users.
[0297] In addition to determining the suitability of ads, the
illustrated process 3100 involves determination of cost allocations
for delivered ads. For example, the headend may receive (3106)
reports from CPEs to indicate delivery of ads. From those reports,
a number of broadcast network users who receive the ads may be
determined (3107). Because the ads are targeted, it may be assumed
(or verified, based on exposed mode reports) that these ads were
delivered to users matching the audience classification parameters
of the targeting information. Alternatively, goodness of fit
information from the reports (if available) may be used to estimate
how well the actual audience matched the target audience. The value
of delivered ads may then be calculated (3108) based on the
reports. For example, each ad may have a predetermined value
associated with a single delivery. By multiplying the number of
targeted deliveries times the value associated with a particular
ad, an overall value for the ad may be computed.
[0298] FIG. 32 is a block diagram of exemplary audience grouping
system 3200. That is, the diagram illustrates how audience grouping
may result from operation of the systems as described above. In
this embodiment, content selection processor 3202 receives votes
from CPEs 2810 that indicate suitable ads from a collection of ads
3201-1 . . . N, where N is an integer greater than 1. For example,
CPEs 2810 may be communicatively coupled to a broadcast network,
such as a cable television network, to receive broadcast network
content. Users of CPEs 2810 may vote for ads and then delivery
suitable ads. As a result, groups of CPEs may show the same ad
during a given break or during different breaks (e.g., of different
programming channels) within a time window (audience
aggregation).
[0299] System 3200 illustrates how CPE 2810 users may thus be
grouped. For example, CPEs 2810-1 may determine, based on estimated
audience classification parameters, to deliver ad 3203-1.
Similarly, CPEs 2810-2 may deliver ad 3203-2, and so on.
Accordingly, CPEs are grouped with respect to ad selection. In this
manner, audience segments are grouped based on audience
classification or the like rather than on their current programming
selection as in the conventional paradigm.
[0300] Alternatively, content selection processor 3202 may be
resident on CPEs 2810, thus using audience classification
internally to store ads and to deliver ads stored therewith. As
such, content selection processor 3202 may transfer the ads to a
content synchronizer at CPE 2810 to synchronize the ads with
broadcast network content. That is, the ads may be inserted at
certain intervals while the broadcast network content is being
transferred to CPEs 2810. In this case, grouping results from
independent delivery selections by the CPEs. In one alternative
embodiment, the grouping may be performed by CPEs 2810
communicating with other CPEs, as described hereinabove.
[0301] Although ads 3203 and content selections 3201 are shown
herein having corresponding numbers, those skilled in the art
should readily recognize that the invention is not intended to be
limited to the illustrated embodiment. Rather, the content
selections may involve programming, tags or other content, all of
which may be targeted by the system of the present invention.
[0302] FIG. 33 is a flowchart of exemplary audience grouping
process 3300. Initial features of process 3300 may be similar to
features of process 3100. For example, process 3300 may also begin
when broadcast network content is delivered to CPEs, such as CPEs
2810 of FIG. 28. As such, CPEs may generate (3301) votes for ads.
These votes are then transferred (3302) from the CPEs to the
broadcast network. Again, in CPE insertion cases, audience
classification information may be used internally by the CPEs as
described herein.
[0303] The votes may be used to group (3303) a plurality of
broadcast network users. For example, a number of CPE users may
have similar audience classification parameters. The CPEs may
implicitly determine these attributes based on selections of the
broadcast network content, volume selections and other click stream
information. Examples of these classification parameters may
include age, gender, ethnicity, income level, and other demographic
information. In this regard, the CPEs may generate votes for ads
that may be deemed suitable for the current users according to a
particular attribute(s). The votes may then be transferred to and
subsequently processed by a broadcast network platform, such as
headend 2803 of FIG. 28. The headend may thereby determine a set of
ad options to be transmitted. CPEs select from among these options
based on the classification information and deliver (3304) the
selected assets.
[0304] In any of the flotilla mode, headend interleaving mode and
CPE insertion mode, ads are interspersed with programming at
defined breaks to generate (3305) combined content. For example, a
content selection processor, such as content selection processor
3202 of FIG. 32, may retrieve ads (or at least the schedule of ads)
and pass the ads to a content synchronizer, such as content
synchronizer 2804 of FIG. 28 or content synchronizer 3003 of FIG.
30. The content synchronizer may then insert selected ads or
information may be provided for use by a CPE in changing channels
to an ad channel or the CPE may be operated to insert the selected
ads. In any case, ads may be synchronized with predetermined
intervals (e.g., as indicated by cue tones) within the broadcast
network content to generate a combination of broadcast network
content and ads, as described hereinabove. The combined content is
disseminated (3306) by any of various processes depending on the
mode. For example, the ads may be inserted as the broadcast network
content is being delivered to the CPEs or the CPEs may change to ad
bearing channels at intervals to receive the ads.
[0305] Although unlikely, groups of consumers may receive the same
combined programming and ad content at least over a short period of
time (over time, users will generally receive a unique combination
of content as a function of a series of ad delivery decisions).
Moreover, different users on the same programming channel will
receive different combined content. Users on different programming
channels may receive the same ad during an ad delivery time period.
FIG. 34 is exemplary channel scheduling diagram 3400 in this
regard. Channel scheduling diagram 3400 illustrates the generation
of combined content 3402 (e.g., combined content 1 . . . N, where N
is again an integer greater than 1) via combinations of ads (e.g.,
ad 3403) with programming content (e.g., programming network
content 1 . . . M, where M is also an integer greater than 1). For
example, in the use of network interleaving, broadcast network
content 3401.sub.2 may be delivered to a content synchronizer, such
as content synchronizer 2804 of FIG. 28, where the broadcast
network content 3401 is interleaved with ads. In the case of
flotilla mode operation or CPE insertion, the broadcast network
content 3401 may be combined with ads by inserting the segments
into predetermined time intervals within the broadcast network
content or by channel switching at the predetermined time
intervals.
[0306] With regard to headend interleaving, insertion of ads may
entail receiving broadcast network content from a plurality of
broadcast network content sources as shown and described in FIG.
29A (e.g., via digital and/or analog communications). The content
synchronizer may determine periods of time in the broadcast network
content for which the ad(s) may be inserted in the programming
channel. The content synchronizer may then insert the ad during a
broadcast network content break (e.g. a commercial break). With the
ad(s) inserted (e.g., ad 3403), the combined broadcast network
content and ad(s) is transmitted in a continuous stream to CPEs of
certain users 3410. In the case of CPE insertion, the ads 3403 may
be combined with the programming content 3401 at the CPE. For
example, ads 3403 may be downloaded to CPEs prior to insertion such
that a content synchronizer configured with the CPEs may insert the
ads at the predetermined intervals. An example of such is described
hereinabove in FIG. 30.
[0307] With regard to flotilla mode operation, such operation also
entails receiving broadcast network content from the broadcast
network content providers. The content synchronizer may again
identify breaks in the broadcast network content. Rather than
interleaving the ads in the programming stream, the content
synchronizer may insert the ads in ad channels and send CPEs
flotilla information that assists the CPEs in switching channels to
a channel conveying the ad(s). The channel(s) conveying the ad(s)
may be synchronized to breaks in the programming channel such that,
when the CPEs switch to the ad channel, the ad substantially
seamlessly appears within the broadcast network content. At the
conclusion of the ad(s), a content synchronizer may substantially
seamlessly switch back to the programming channel.
[0308] FIG. 35 is a flowchart of an exemplary spot optimization
process 3500 in the context of flotilla mode operation. In this
implementation, selected ads may be scheduled for synchronized
delivery to network users that optimizes the advertisers ability to
place ads. For example, spot optimization may include a single
advertiser providing a number of ads for a single time slot.
Alternatively, spot optimization may involve a number of
advertisers each having one or more ads vying for shares of a
single time slot based on various audience classifications.
[0309] The illustrated process 3500 begins with an advertiser
providing information regarding desired delivery of ads within
broadcast network content. For example, a provider of ads may
desire insertion of that content into broadcast network content
(e.g., regularly scheduled television programs). As such, the
advertiser may provide ads, as well as information pertaining to a
monetary budget, desired number of audience members and/or a target
audience profile. The advertiser may use the traditional time-slot
paradigm in relation to the placement of its advertising and as
such may specify particular programs, dates, times of day and/or
networks.
[0310] Once this flotilla structure is developed, broadcast network
channels may be monitored (3503). For example, once an advertising
campaign begins, a platform such as headend 2803 of FIG. 28 may
begin monitoring channels of broadcast content providers. From
these monitored broadcast contents, a determination may be made
(3504) regarding timing for transmission of the ads. For example,
broadcast content may have predetermined intervals (e.g.,
commercial breaks) with respect to which ads may be transmitted.
These time intervals may be defined by avail windows and cue tones
within those windows. Monitoring the channels of broadcast content
may provide information regarding such intervals. Thus, in response
to a cue tone or signal, the flotilla ad content may be inserted
(3505) into the available ad channels and, perhaps, the programming
channel. CPEs then select appropriate ads from the flotilla for
delivery, which may involve selecting a single ad channel for a
break or channel hopping during a break. In this manner, CPEs
select among available options for a single spot so as to implement
spot optimization.
[0311] FIG. 36A is a block diagram of an exemplary targeted content
interface configuration 3600. Targeted content interface
configuration 3600 may be used to interface with an advertiser,
such as advertiser 2801 of FIG. 28. Targeted content interface
configuration 3600 may provide the advertiser with an interface to
a system that targets content for broadcast networks, such as
system 2800 of FIG. 28. In this regard, advertiser interface 3601
may include processor 3602 that provides graphical user interface
("GUI") 3604 to an advertiser. For example, processor 3602 may be a
general-purpose computer configured with a monitor to display GUI
3604. GUI 3604 may provide information to the advertiser with
respect to generating an ad campaign (e.g., a television commercial
campaign). Examples of such information may include demographics,
monetary budget, desired time, and/or broadcast network
program.
[0312] Additionally, GUI 3604 may receive information from the
advertiser pertaining to desired/selected ad campaigns. For
example, an information content provider may choose to display
certain ads to a particular viewing audience at a given time of
day. The advertiser may also wish to enter a maximum budget and/or
a cost per ad impression (i.e., delivered ad, although typically
measured in cost per thousand, or "CPM"). Generally, the cost
associated with the ad may be set by the network operator after
negotiation or based on historical data. The advertiser may enter
this information into GUI 3604 such that processor 3602 may, among
other things, transfer the information to traffic/billing system
3610 via interface 3603.
[0313] Interface 3603 may be configured for providing
communications between advertiser interface 3601 and
traffic/billing system 3610. For example, interface 3603 may
communicatively couple to interface 3611 of traffic/billing system
3610 via communication link 3615. Communication link 3615 may be an
Internet link as is used to transport communications via Internet
protocol (e.g., TCP/IP). As such, GUI 3604 may be configured as an
applet that operates within a Web browser, such as Microsoft's
Internet Explorer. In such an embodiment, GUI 3604 may download
information from traffic/billing system 3610 that enables an
advertiser to manage an ad campaign.
[0314] The invention, however, is not intended to be limited to a
particular type of communications between the advertiser and
traffic/billing system 3610. For example, communication link 3615
may be a server connection and/or a virtual private network
connection. In such an embodiment, GUI 3604 may be a customized
software application that allows communications between the
advertiser and traffic/billing system 3610. The software
application may be controlled by instructions 3614 stored with
storage element 3613 of traffic/billing system 3610. For example,
instructions 3614 may direct processor 3612 to deliver an
application to advertiser interface 3601 such that GUI 3604 is
displayed therewith. Ad campaign information may also be entered
manually, as by staff of a network operator or agent thereof. That
is, for example, an advertiser may simply talk to a salesman (e.g.,
over the telephone) and the salesman may use the system as
described herein to enter the information.
[0315] Processor 3612 may also be configured for providing ad
contract information to the targeted advertising system, estimating
a target universe in connection with ad campaign development and
controlling billing operations for a network operator. For example,
processor 3612 may communicate with an operations center, such as
operations center 2914 of FIG. 29A to provide ad content
information and obtain report information for audience estimation
and billing. The operations center may convey information
pertaining to delivered ads of a particular campaign that the
advertiser has entered with traffic/billing system 3610 (i.e., via
GUI 3604). Such information may be based on delivery reports from
CPEs. Based on this information, processor 3612 may generate
billing values associated with delivered ads (e.g., targeted
impressions). As such, a bill may be generated for the advertiser
and delivered to the advertiser via communication link 3615 or
other means, such as traditional mailing, email and/or withdrawal
from a deposit account. However, the network operator may prefer to
handle bills directly. In that regard, processor 3612 may present
the information to the network operator such that a bill may be
generated for the advertiser.
[0316] FIG. 36B is exemplary GUI 3604 of targeted content interface
configuration 3600 of FIG. 36A. In this embodiment, GUI 3604
provides a resource that enables the advertiser to initiate an
advertising campaign. For example, an advertiser may wish to
generate an ad campaign for commercial breaks within broadcast
network content (e.g., television commercial breaks). GUI 3604
allows the advertiser to generate the ad campaign for ads by
entering certain campaign parameters (e.g., cost per impression
3636, billing information 3637, maximum cost per impression 3639,
campaign dates 3642, and/or various demographic information 3631).
Costs associated with each ad may be negotiated with the MSO prior
to the ad campaign.
[0317] An advertiser may provide ads to a system that targets the
ads to certain CPEs, such as CPEs 2810 described hereinabove. For
example, an advertiser may provide ads to an ad server, such as ad
server 2901 of FIG. 29A. The advertiser may then establish desired
delivery attributes (e.g., demographic information 3631, such as
age, gender, income, and/or time of day) for delivery for the ads
via GUI 3604. That is, the advertiser may associate various
attributes of CPE users to ads such that the ads are delivered
accordingly (e.g., based on votes cast by the CPEs as described
hereinabove). Additionally, the advertiser may include information
regarding the maximum cost per impression (e.g., maximum cost per
delivered ad) and/or duration of the ad campaigns.
[0318] GUI 3604 may be implemented as an interfacing application
delivered, for example, to the advertiser by a server based system
(e.g., traffic/billing system 3610). Alternatively, GUI 3604 may be
implemented as a web site in which an advertiser interfaces
through, for example, a Web browser, such as Microsoft Internet
Explorer. In either case, GUI 3604 may provide information to
traffic/billing system 3610 regarding certain campaign information
(e.g., demographics, billing information, etc.). Similarly, GUI
3604 may provide information to advertiser regarding costs
associated with the ad campaigns. For example, GUI 3604 may receive
information from traffic/billing system 3610 regarding the number
of impressions (e.g., deliveries of ads to individual CPEs) and the
costs associated with those impressions.
[0319] While one embodiment has been shown and described herein,
those skilled in the art should readily recognize that the
invention is not intended to be limited to the illustrated
embodiment. For example, GUI 3604 may be implemented in other ways
that fall within the scope and spirit of the invention. Those
skilled in the art are familiar with implementing such interfaces
in a variety of ways. For example, ad delivery may be auctioned to
advertisers. Thus, a spot, an audience segment within a spot or a
level of advertising independent of any spot (e.g., 500,000
impressions targeted to males 18-34) may be sold to the highest
bidder. Moreover, ads may be targeted based on a search directed to
textual matter associated with a program (e.g., in the title,
program description or closed captioning). In this regard, for
example, an advertiser may elect to place ads on programs including
the word NASCAR.
[0320] FIG. 36C illustrates GUI 3645 in an alternative embodiment
to GUI 3604. In this embodiment, GUI 3645 incorporates audience
estimation information. For example, a system used for targeting
ads to CPEs, such as system 2800 of FIG. 28, may provide report
information regarding delivery of ads having specific delivery
constraints. Based on an analysis of this historical information
and/or other information such as census data, an estimated audience
size may be projected for an ad under consideration based on
associated targeting constraints. This audience estimation may be
incorporated into GUI 3645 such that an advertiser may designate
where ads should be delivered as well as budget for delivered
ads.
[0321] GUI 3645 may enable the advertiser to select various
features that correspond to audience members. For example, the
advertiser may input a certain audience profile based on gender
3650, income level 3651, age 3652, geographic region 3653 (e.g.,
zip code, city, suburb, neighborhood, individual dwelling, state,
etc.), as well as other parameters (e.g., channel inclusion 3656,
channel exclusion 3657, program exclusion 3655, etc.) to designate
delivery of a particular ad. Based on these parameters, the system
may estimate an "audience universe" (e.g., a number of audience
members fitting that profile) and allocate a cost for the ad.
Audience estimation is shown and described below in FIGS. 38A
through 38C.
[0322] Intuitively, the advertiser may enter a certain audience
profile according to various audience parameters age 3652, income
level 3651, gender 3650, etc. The parameters of program exclusion
3655 may enable the advertiser to exclude various programs, or
broadcast network content. For example, by entering a certain
broadcast network content program title, the advertiser may
deselect insertion of an ad from that broadcast network content
program.
[0323] Similarly, individual network channels may be included
(i.e., channel inclusion 3656) or excluded (i.e., channel exclusion
3657) by the entry of certain channel information within designated
fields. This may enable the advertiser to designate which channels
receive ads. For example, an advertiser wishing to deliver ads
relating to lingerie would likely not wish to deliver such ads to
viewers of a children's programming channel. As such, the
advertiser may use GUI 3645 to exclude lingerie ads from viewers of
that channel. In a similar fashion, an advertiser may wish to
include certain other channels that would be preferential for a
particular ad campaign. For example, the ad provider may wish to
deliver ads relating to men's shaving products (e.g., shaving
cream, razors, etc.) to viewers of a sports network.
[0324] In addition to the audience selection parameters mentioned,
GUI 3645 may include other parameters that an advertiser may use to
generate a campaign of ads. For example, the advertiser may select
days of the week 3660 and the number of weeks 3661 in which the ads
are to be delivered to the designated audience profile. In this
regard, advertiser may also select the start and end dates 3662 and
the start and end times 3663 of the selected days. As well, the
advertiser may select the frequency 3659 during this campaign in
which the ads are to be delivered to the designated audience
profile. As noted above, the system provides substantial
flexibility in this regard. For example, an advertiser may indicate
a desire to reach 100,000 males age 24-34 with a certain income
level during a certain time window, but exclude individuals who
have already received the ad 10 or more times, all such constraints
may have appropriate GUI elements associated therewith.
[0325] Optional features may include "skipping" certain times in
which the ads are to be delivered. For example, an advertiser may
desire delivery of an ad during a certain week while skipping other
weeks within a campaign start date and end date. The advertiser may
therefore enter the weeks to be skipped in the skip weeks field
3664.
[0326] The system may also use these selected campaign parameters
to estimate the audience universe. For example, the system may
retrieve historical information corresponding to entered campaign
parameters. That is, the system may retrieve the number of audience
members using CPEs at times that correspond to the campaign
parameters. This may be based on report information from similar
campaigns, census data and/or other information. This information
may be displayed in audience universe estimate 3658. Additionally,
GUI 3645 may include cost allocation parameters for which the
system may generate bills for the advertiser. For example, each ad
within a given campaign may have a "cost per impression" 3665. As
such, the system may use an audience universe estimate 3658 and
multiply the cost per impression for an individual ad and may
further multiply by the frequency for the individual ad to estimate
a total cost for a given ad campaign. Billing may be based on price
estimates or actual delivery as determined from reports.
[0327] Other information for GUI 3645 may include items such as
client identification 3667 and the particular market 3668 for the
client. For example, a company such as Intel Corp. may be
identified as a high technology company desiring to display ads to
a certain group of consumers, such as college-educated users
between the ages of 28 and 42. An Intel representative may use GUI
3645 to tailor an ad campaign that delivers ads relating to Intel
processors that enhances delivery of such ads to the desired
audience. The system may therefore use the market information as a
"filter" for certain broadcast network channels having viewership
that resembles a desired audience. In this regard, aggregation of
CPE users may be achieved. Marketing labels may also be used in
this regard as discussed above.
[0328] FIG. 37 is a flowchart of exemplary targeted content
interface process 3700. In this embodiment, an interface is
provided (3701) for use by advertisers. For example, a system used
for targeting ads to CPEs, such as system 2800 of FIG. 28, may
provide a user interface, such as GUI 3604 of FIG. 36B to an
advertiser. With the user interface, the advertiser may communicate
information pertaining to campaigns for selected ads. That is,
advertiser may provide targeting constraints to be associated with
ads. The provider may also provide account/billing information such
that costs associated with campaigns may be provided thereto.
[0329] The system may receive (3702) the information about the ads
from the interface. The system may then associate (3703) the ad
information with the ads of the advertiser. For example, the ad
information may include demographic attributes (e.g., age, gender,
income level, etc.) of desired targets as well as delivery timing,
frequency, etc. As such, the system may target (3704) delivery of
the ads based on the information and demographic information. That
is, the system may provide ads in combination with broadcast
network content as described hereinabove (e.g., flotilla mode,
headend interleaving, CPE insertion, etc.).
[0330] The system may deliver the ads to CPEs. In this regard,
certain CPE users may receive broadcast content combined with a
first ad while other CPE users receive broadcast content combined
with a second ad (e.g., that differs from the first ad).
Regardless, each ad that is delivered to a CPE user is deemed a
targeted impression. The CPEs, upon receiving the ad, may report
back to the system that the segment was delivered. As such, the
system may determine (3705) the number of impressions delivered at
CPEs.
[0331] Based on the number of impressions, the system may associate
(3706) billing values with ad delivery. For example, each ad may
have a predetermined cost per impression associated with the
segment. The total cost for the ad delivery is therefore the number
of impressions times the associated cost per impression. This
information may then be communicated to the advertiser such that
payment can be made.
[0332] Although audience estimation or measurement has been
described above in relation to delivery reports on census data, the
audience can also be estimated based on voting. FIG. 38A is a block
diagram illustrating an exemplary voting-based audience estimation
system. The illustrated headend 3800 is configured with content
selection processor 3801 to receive votes from a plurality of CPEs
2810. Based on those votes, content selection processor 3801 may
inferentially aggregate CPE users into demographic groups and thus
estimate cross-sections of an audience. That is, the votes may
include information pertaining to suitable advertisements for CPE
users. It may therefore be inferred that votes having a high fit
score for an ad are associated with users who match the target
audience.
[0333] Headend 3800 may represent a simplified version of system
2800 shown and described in FIG. 29A. Content selection processor
3801 may receive the votes from CPEs 2810. For example, CPEs 2810
may be configured to monitor channel selections and other click
stream inputs of respective CPE users, as described hereinabove.
Based on these inputs, CPEs 2810 may infer audience classification
parameters of their respective users, such as age, gender, income
level, etc. The CPEs 2810 may further be configured to transfer
votes to content selection processor 3801 as long as CPEs 2810
remain operational. For example, as long as a user is operating a
CPE 2810 to observe broadcast network content (e.g., television
programs), the CPE may monitor the user's channel selections to
determine audience classification parameters. CPE 2810 may then
generate votes that are generally reflective of the classification
parameters and transfer those votes to headend 3800. Headend 3800
may, in turn, process the votes and determine the above-mentioned
classification parameters of the CPE users.
[0334] Since each participating CPE 2810, or at least a sampling
thereof, transfers votes to headend 3800, headend 3800 may estimate
a size of the audience using the network, as well as cross-sections
of that audience. That is, as each CPE 2810 transfers votes to
headend 3800, the votes from each CPE may be processed to determine
the number of audience members using network 3800 and the
composition of the audience. For example, CPEs 2810 of group 3802
may monitor channel selections to determine that group 3802
includes users whose CPEs voted for ads targeted to males between
the ages of 22 and 32. As such, headend 3800 may determine that the
audience of group 3802 has a size as indicated by votes matching
the relevant audience classification. Group 3803, however, may
include users whose CPEs voted for ads matching a family of four.
Accordingly, headend 3800 may determine the audience size of group
3803 based on the number of CPEs 2810 within group 3803 and the
estimated number of family members watching those CPEs. Determining
the entire audience size, therefore, may simply be a matter of
adding the numbers of CPE users for the various groups (e.g., group
3802 and group 3803) and accounting for any sampling factor as well
as the ratio of participating users to the universe of users.
[0335] The invention, however, is not intended to be limited to the
illustrated audience estimation calculation. For example, audience
estimation may be more explicit if audience members were to
intentionally "expose" personal information to network 3800. One
other example of such audience estimation is shown and described
below in FIG. 38B. Accordingly, other forms of audience estimation
may fall within the scope the spirit of this invention.
[0336] FIG. 38B is a block diagram illustrating another exemplary
voting-based audience estimation system, in this case, in the
context of CPE insertion. As noted above, CPE insertion may
optionally be implemented with voting for ad transmission. In this
embodiment, content selection processors 3820 are configured with
individual CPEs 2810 to transfer votes to headend 3800 such that
the network may categorize CPEs 2810 into groups according to
audience classification parameters (e.g., demographics). For
example, content selection processors 3820 of CPEs 2810 may monitor
channel selections of CPE users. Based on these monitored channel
selections, content selection processors 3820 may cast votes that
are used by headend 3800 and/or CPE 2810 to select desired ads for
transmission of broadcast network content with insertion then being
executed at the CPE.
[0337] Headend 3800 may categorize CPE users based on the votes.
For example, CPE users of group 3822 may have channel selection
habits or other click stream inputs that indicate membership in
group 3823. Content selection processors 3820 may process these
inputs and cast votes that indicate a certain suitability for
delivery of certain ads associated with a corresponding target
audience. Headend 3800 may determine the size of the audience
segments based on the target audience and on the votes.
Subsequently, headend 3800 may deliver ads to CPEs 2810 via
interleaving of the ads into broadcast network content at the
network or by separate transmission of the ads to the CPEs together
with insertion information. Alternatively or additionally, headend
3800 may deliver the ads by requesting that CPEs 2810 retrieve the
ad segments from storage configured therewith. Examples of these
CPE operations are shown and described above in connection with
FIGS. 29 and 30. Headend 3800 may also process the votes to
determine a size of the audience in a manner similar to the
audience estimation illustrated in FIG. 38A.
[0338] The immediately preceding sections addressed audience
estimation based on voting. As noted earlier, it may be preferable
to implement audience estimation based on reports as report
information positively indicates delivery of ads. FIG. 38C
illustrates an exemplary process 3860 in this regard. The process
3860 begins by obtaining (3862) reports from participating and
reporting CPEs. As noted above, some CPEs may not include set top
boxes or may otherwise choose not to participate in the targeted
advertising system or the reporting process thereof. Accordingly,
the reports obtained from the CPEs will generally represent only a
portion of the full audience to whom the ad was delivered.
[0339] The estimation process 3860 further involves determining
(3864), for each ad, the raw number of relevant users from the
sample group. In this regard, it may be desired to measure the size
of the overall audience and/or the size of the audience segment
matching the target audience classification for the ad (or some
other segment). In the targeted advertising system of the present
invention, in many cases, these may be assumed to be the same with
respect to reporting users. That is, it is expected that ads will
only be delivered to users having audience classification
parameters that match the target audience for the ad. However, due
to limited bandwidth for providing ad option, a variety of
considerations relating to flotilla construction and other factors,
ads may sometimes be delivered to users who do not perfectly match
the target audience. This may be reflected in a goodness of fit
score that can optionally be provided in connection with reports.
Also, precise audience classification information may be available
for exposed mode users. Thus, the reports may be processed to
identify a number of potentially matching users or users from other
audience classification segments.
[0340] In any event, the raw number of users can be correlated to a
projected audience size (overall audience size and/or audience size
segmented by audience classification groups). This may involve,
among other things: 1) extrapolating the statistical sample group
of reporting CPEs to the full number of estimated participating
CPEs in the audience, 2) extrapolating the full number of
participating users in the audience to the overall number of CPEs
eligible to participate in the audience, and 3) extrapolating the
overall number of CPEs eligible to participate in the audience to
the absolute audience size. E.g., including CPEs without set top
boxes such as analog users in the case where the ad is interleaved
into the programming channel content stream for delivery to analog
users. Extrapolating from the sample group size to the size of the
participating group is a function of the algorithm for selecting
the sample group for reporting. The relative numbers of
participating and nonparticipating users will generally be known
based on the opt-in/opt-out process. The participating users may or
may not be representative of the group of all users eligible to
participate. Consequently, this extrapolation may involve a
correction to reflect any known or assumed statistical difference
between the participating and nonparticipating users which may be
useful for predictive purposes. Moreover, the full number of users
eligible to participate can be extrapolated to the absolute
relevant audience size, for example, based on the relative size of
the audience for the ad at issue in relation to other ad options,
any relevant census or demographic data and other statistically
relevant information. Again, it will be appreciated that the group
of users eligible to participate may or may not be representative
of the overall universe of viewers and statistically based
corrections may be required. In any case, some or all of this
audience estimation information can be reported (3868) to
advertisers, network operators and other interested parties.
[0341] FIG. 39A is a block diagram of a system that targets content
in connection with VOD content. For example, headend 3900 is
configured with content selection processor 3901 that selects ads
perhaps though not necessarily, based on votes with respect to
ordinary programming ads described above and VOD server 3902 to
receive VOD requests and/or actual channel selections from CPEs
2810. As described above, content selection processor 3801 may
select ads for delivery to CPEs 2810. These ads may be forwarded to
CPEs and CPEs may store ads that match an audience classification
of a current user. Separately, a CPE user may request VOD content
and transfer a VOD request to VOD server 2902. Server 2902 may
process the request and forward the VOD content, which may include
tones or messages to trigger ad insertion (and, optionally,
delivery constraints such as ad exclusions).
[0342] Typically, CPEs 2810 receive VOD content in one or more of a
plurality of channels that the CPEs independently select. For
example, network 3900 may simultaneously convey a plurality of
contents across a respective plurality of RF television channels
(e.g., via cable). An individual CPE 2810 may select content from a
channel via tuning (e.g., either digital tuning or analog tuning).
A user of CPE 2810 thus acquires the VOD content by directing the
CPE 2810 to a particular VOD channel. From there, the user may
select the VOD content by actively choosing from a menu of options
presented to the user (e.g., desired VOD content, payment options,
etc.). As such, the VOD selection may be similar to ordering a
pay-per-view event, with the possible exception of a VOD selection
being substantially instantaneous (i.e., "on-demand").
[0343] Targeted ads may also be provided in connection with VOD
content by employing headend interleaving. For example, in certain
implementations ads may be selected on a per user basis as
determined from a user profile developed from votes (with respect
to regular programming breaks) or other information. That user
profile may be used to interleave ads in the VOD content delivered
to the user. Alternatively, such information may be aggregated for
multiple users who have ordered the VOD contract, and best fit ads
may be interleaved in the VOD content. Users may be provide an
option of VOD content with or without ads, with appropriate pricing
based on the option selected.
[0344] In the case of headend interleaving, content selection
processor 3901 may retrieve ads from an ad server, such as ad
server 2901 of FIG. 29A, based on audience classification
parameters. Content selection processor 3901 may further be in
communication with a content synchronizer, such as content
synchronizer 2804 of FIG. 29A. That is, content selection processor
3901 may transfer retrieved ads to the content synchronizer for
synchronization of the ads into the VOD content.
[0345] Although shown and described with respect to certain CPE
insertion and headend interleaving implementations, those skilled
in the art should readily recognize that the invention is not
intended to be limited to these implementations. For example,
content selection processor 3901 may also be configured to select
ads based on user input information. That is, CPEs 2810 may
transfer actual user input information to content selection
processor 3901 such that the content selection processor may
determine audience classifications and appropriate ad delivery.
[0346] FIG. 39B is a flowchart of exemplary VOD targeted content
process 3950 in the context of CPE insertion. In this embodiment,
process 3950 begins with receiving (3951) VOD content selections
and/or channel selections from CPEs, such as CPEs 2810 described
hereinabove. For example, CPEs 2810 may be used to select VOD
content from one or more channels delivered from a network
platform, such as headend 3900 of FIG. 39A. The content selection
information and/or the channel selection information may then be
transferred to a VOD server for processing of the VOD requests.
Based on the VOD content selection, the server may obtain (3952)
VOD selections for delivery to the respective CPEs.
[0347] Although shown and described with respect to VOD selections
being used to determine delivery of advertisements, the present
invention is not intended to be limited to such ad deliveries. For
example, demographic information of an individual VOD customer may
be available in the form of financial or other information obtained
from external sources. In this regard, an advertisement may be
selected for headend insertion based on demographic information
stored with a database, such as demographic database 2921 of FIG.
29A. Other forms of ad delivery within VOD content may also fall
within a scope and spirit of the invention. Also, this
functionality may be applied in other contexts such as
podcasts.
[0348] FIG. 40A is a block diagram of system 4000 configured to
implement targeted content using multiple ads (e.g., ads 4010.sub.1
. . . M and 4011.sub.1 . . . N; again, where M and N are both
integers greater than one). For example, advertiser 4001 may wish
to provide a plurality of related ads to broadcast network content
users (e.g., via headend 3900). The related ads may be provided
during predetermined intervals (e.g., commercial breaks) within the
broadcast network content so that an overall ad message is
delivered to the broadcast network content users.
[0349] Examples of ads 4010.sub.1 . . . M and 4011.sub.1 . . . N
may include a series of ads including a "teaser" ad, a main ad and
a summation ad, where the advertiser desires to have each ad in the
sequence delivered to a targeted audience member a selected number
of time (one or more) before the next ad is delivered. For example,
advertiser 4001 may wish to provide ad 4010.sub.1 to group 3902 of
CPE 2810 users to convey information regarding a product that may
be suitable for the users. Ad 4010.sub.1 may be used to entice CPE
2810 users into observing another ad (e.g., ad 4010.sub.2) from
family 4010 of ads.
[0350] In regard to targeting content using multiple ads 4010.sub.1
. . . M and 4011.sub.1 . . . N, system 4000 may also be configured
to provide the ads based on votes. For example, content selection
processor 3901 may receive votes from CPEs 2810 and indicate a
certain level of suitability for various ads. CPEs may determine to
vote or note vote for an ad and select or not select the ad for
delivery, depending on the CPEs progress with respect to the
defined ad sequence. Content selection processor 3901 may process
the votes and determine whether or not to include a particular ad
in the sequence in a flotilla.
[0351] FIG. 40B is a flowchart of a packaged content targeting
process of 4050. The illustrated process 4050 begins with receiving
(4051) ad family constraints. As noted above, an advertiser may
designate that each ad in a series of ads is to be delivered to a
targeted user a certain number of times before the next ad in the
sequence is shown. These ad family constraints may be transmitted
(4052) to individual CPEs. The CPEs then receive (4053) ad lists
including ads available for a subsequent commercial break. The CPE
may then vote (4054) on ads based in part on ad family constraints.
That is, a CPE generally will not vote for an ad unless the
audience classification of the current user matches the target
audience and the ad family constraints are met, e.g., the user has
not already received that ad the number of times designated by the
advertiser, and has received any prerequisite ads the designated
number of times.
[0352] The headend receives the votes and determines (4055) a
flotilla content as described above. Thus, an ad from the family of
ads will not be inserted into the flotilla unless there are a
sufficient number of users that have voted for that ad. The
flotilla is then inserted (4056) into the available ad channels
and, perhaps, into the programming channel. Upon receiving the
flotilla, individual CPEs will select (4057) and insert any
appropriate ads from the ad family. The CPE can then determine
(4058) whether additional ads from the ad family remain to be
received. If so, the process is repeated upon receipt of an
additional ad list. If not, the ad family may be designated (4059)
as completed such that the CPE will not vote for ads in that family
when included on future ad lists.
[0353] While various embodiments of the present invention have been
described in detail, further modifications and adaptations of the
invention may occur to those skilled in the art. However, it is to
be expressly understood that such modifications and adaptations are
within the spirit and scope of the present invention.
* * * * *