U.S. patent application number 13/452631 was filed with the patent office on 2012-08-09 for system and method for delivering content to users on a network.
Invention is credited to Joe Costello, Jerome Dubreuil, Luc Julia, Yohan Le Nerriec.
Application Number | 20120204109 13/452631 |
Document ID | / |
Family ID | 42132820 |
Filed Date | 2012-08-09 |
United States Patent
Application |
20120204109 |
Kind Code |
A1 |
Julia; Luc ; et al. |
August 9, 2012 |
SYSTEM AND METHOD FOR DELIVERING CONTENT TO USERS ON A NETWORK
Abstract
A system and method for targeting content to users of a device
or network of user-operated devices. In an embodiment, profile
information is determined about a user's media consumption
activities. One or more inputs are received from an external source
to specify what content to target to the user. One or more content
items are selected to target to the user based on the profile
information and the one or more inputs. The selection of content
items is performed without communicating the profile information
outside of the user's device or network of user-operated
devices.
Inventors: |
Julia; Luc; (Oakland,
CA) ; Le Nerriec; Yohan; (San Francisco, CA) ;
Dubreuil; Jerome; (Paris, FR) ; Costello; Joe;
(Los Altos, CA) |
Family ID: |
42132820 |
Appl. No.: |
13/452631 |
Filed: |
April 20, 2012 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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12605267 |
Oct 23, 2009 |
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13452631 |
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11325679 |
Jan 3, 2006 |
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12605267 |
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60641342 |
Jan 3, 2005 |
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Current U.S.
Class: |
715/716 |
Current CPC
Class: |
G06F 16/9535 20190101;
H04N 21/43615 20130101; H04N 21/2665 20130101; H04N 21/25891
20130101; G06Q 30/02 20130101; H04N 21/4667 20130101; G06F 16/437
20190101 |
Class at
Publication: |
715/716 |
International
Class: |
G06F 3/01 20060101
G06F003/01; G06F 15/16 20060101 G06F015/16 |
Claims
1. A system for targeting content to a user, the system comprising:
a time-shift subsystem comprising: a storage medium; a record
component that is operable by a user to select and record, at a
given time, a media program on the storage medium; a playback
component that is operable by a user to enable the user to playback
a recorded media program over a duration that is subsequent to when
the program was recorded; a content selector configured to select a
supplemental content item to present when the recorded program is
played back in the subsequent duration, wherein the content
selector is configured to select, for each recorded media program,
the supplemental content item based at least in part on a time of
the subsequent duration when payback occurs, rather than at the
given time when the media program is recorded.
2. The system of claim 1, wherein the time-shift subsystem is
configured to receive and store a set of supplemental content items
from which the content selector is able to select for presentation
when the recorded program is played back.
3. The system of claim 1, further comprising a profile generator
that that operates with or on the time-shifting subsystem in order
to record profile information corresponding to one or more of (i)
what media programs the user records, and/or (ii) when the user
plays back the recorded media programs.
4. The system of claim 1, wherein the time-shifting subsystem
records information corresponding to what and/or how many
supplemental content items the user viewed when playing back the
recorded media program.
5. The system of claim 1, further comprising: a plurality of
interconnected devices, including one or more devices of the
time-shift subsystem, a profile generating subsystem that is
configured to communicate or operate on at least some of the
plurality of interconnected devices in order to determine profile
information about one or more media consumption activities of the
user.
6. The system of claim 5, wherein the content selector communicates
with the profile generating subsystem, and receives one or more
inputs from a third-party in order to select the supplemental
content item to present at the subsequent duration, based in part
on a result of the content selector executing an algorithm
specified by the one or more inputs that use the profile
information.
7. The system of claim 1, further comprising a control mechanism
that is configured to identify a number of instances in which the
user previously skipped or fast-forwarded supplemental content in
connection with viewing time-shifted content, then precludes the
user in a present instance from being able to skip or fast-forward
time-shifted content if the number of instances exceeds a
threshold.
Description
RELATED APPLICATIONS
[0001] This Application is a Divisional of U.S. patent application
Ser. No. 12/605,267, filed Oct. 23, 2009 which is a
Continuation-In-Part of U.S. patent application Ser. No.
11/325,679, filed Jan. 3, 2006 which claims benefit of priority to
U.S. Provisional Patent Application No. 60/641,342, filed Jan. 3,
2005; all of the aforementioned priority applications are hereby
incorporated by reference in their entirety for all purposes.
TECHNICAL FIELD
[0002] The disclosed embodiments relate generally to the field of
network communications and connectivity. More specifically, the
disclosed embodiments relate to a system and method for delivering
content to users on a network.
BACKGROUND
[0003] Delivering targeted content to computer systems and
interconnected devices has many applications. Many content delivery
applications have an interest in determining whether the user is
likely to be interested in the content before delivering the
content to the user. To this end, an effort is made to learn
information about the user. Traditional approaches have sought the
placement of cookies and other data structures in order to learn
some information about the user. More unscrupulous approaches have
involved the use of "spy-ware", with the particular goal of
delivering very targeted advertisements to users.
[0004] Privacy concerns have always limited the ability of content
providers in acquiring information about the user. In the realm of
network advertisement delivery, privacy concerns limit the ability
of websites and services to target specific advertisements that are
more likely to receive a positive response from the user. While
targeted advertisement are known to draw more favorable responses
from users (and thus are more lucrative), the ability to target
advertisements in relation to computer and network activity has
been limited by what information advertisement providers may
lawfully or ethically obtain.
BRIEF DESCRIPTION OF THE DRAWINGS
[0005] FIG. 1 illustrates a series of data flow processes that
combine to enable and provide targeted content delivery to a system
or network of interconnected devices, according to an embodiment of
the invention.
[0006] FIG. 2 illustrates a system for delivering targeted media to
a designated set of interconnected devices, under an embodiment of
the invention.
[0007] FIG. 3A and FIG. 3B illustrate basic methods for selecting
and enabling selection of targeted content to a designated set of
interconnected devices, under one or more embodiments of the
invention.
[0008] FIG. 4A illustrates a more specific embodiment for using
heuristics and profile data to select content for a designated set
of resources, according to an embodiment of the invention.
[0009] FIG. 4B illustrates a method performed to select content
based on the communicated results of the determinations made on the
designated system or network, according to an embodiment of the
invention.
[0010] FIG. 5 illustrates the components and functionality of the
different systems that enable the use and selection of content
resources based on user profile information, without disclosure of
the profile information outside of the user's system, according to
an embodiment.
[0011] FIG. 6 illustrates AN embodiment in which a third-party
interface is used to enable selection of targeted content on a
user's defined network system.
[0012] FIG. 7 illustrates an architecture for use with an
embodiment such as described in FIG. 6, according to an
embodiment.
[0013] FIG. 8 illustrates a content selection module such as shown
and described with an embodiment of FIG. 7, according to an
embodiment.
[0014] FIG. 9A illustrates an implementation in which a selection
of content items identify links that can be used to retrieve
content items from a network site at a particular instance,
according to an embodiment.
[0015] FIG. 9B illustrates an implementation in which a media feed
is delivered with a package comprising a plurality of supplemental
content items, according to an embodiment.
[0016] FIG. 9C illustrates another embodiment in which a desired
content item is packaged with advertiser supplied algorithms and
queries, as well as a library of supplemental content items, in
order to enable the viewer's system to programmatically select an
appropriate supplemental content item to view with the desired
content item.
[0017] FIG. 10 illustrates a system for implementing content
targeting (such as for placement of advertisement content) to
supplement time-shifted content, according to an embodiment.
DETAILED DESCRIPTION
[0018] Embodiments of the invention enable specific and targeted
content delivery to connected computer systems and defined networks
(such as home networks), for purpose of providing more appealing
content to the viewing audience, but at the same time, maintaining
privacy of any user in the audience. The targeted content may be
commercial in nature, such as in the form of advertisements and
infomercials. However, targeted content may also be provided to
such systems for other purposes, such as entertainment.
[0019] According to an embodiment, content is targeted to a user or
a group of users (e.g. an audience) through the monitoring of the
activities of the user on a system or defined user-network
(sometimes referred to as "designated system" or "designated
network" or "targeted" system/network) that is to be delivered
content. Additionally, information about the users may be obtained
from stored information and files. This information may be used to
enable selection of content, such that the selected content is
targeted to the audience of the system or network, but the
information is not disclosed outside of the user's system or
network, at least not in any meaningful way. As such, information
about the user remains private, while at the same time enabling
programmatic selections of advertisements and other contents to be
made for the designated system or network for purpose of targeting
the particular user based on his demographic and/or
preferences.
[0020] In one embodiment, profile information is obtained about the
users of a system or network. Analysis for determining what content
should be delivered to the users is performed within the system or
network that is to be targeted. One result that can be achieved is
that while the act of selecting content may be performed on a
service that is remote to the targeted system or network, the act
of selection uses results of the programmatic analysis performed
internal to the targeted system or network.
[0021] According to an embodiment, targeted content is provided to
a designated set of one or more interconnected resources.
Programmatic operations are executed using resources that are
private to the one or more interconnected devices. The operations,
when executed, cause or result in (i) monitoring activities of one
or more users of the designated set; (ii) developing profile
information of the one or more users, where the profile information
is based at least partially on information determined from
monitoring activities of the one or more users; (iii) generating,
from the profile information, a set of coded data that represent
selection criteria; and (iv) communicating the set of coded data to
a programmatic source external to the system, where the represented
selection criteria enables programmatic selection of content
resources from a content library for the system.
[0022] A designated set of one or more interconnected resources
includes any combination of computers, devices, applications, and
network resources (e.g. online accounts hosted by third parties)
that are designated to belong or be for use by a user or group of
users, and which are linked to each other through data channels,
networks and/or intermediate devices or resources. A designated set
of one or more interconnected resources includes, for example, (i)
a single desktop computer connected to the Internet, (ii) a
combination of two such connected computers connected over the
Internet, (iii) a desktop computer and a cellular phone or other
device in communication over cellular networks and the Internet,
(iv) a home network, or (v) a "personal network" such as described
in U.S. patent application Ser. No. 10/888,606, the aforementioned
application being incorporated by reference in its entirety and for
all purposes.
[0023] In one embodiment, the set of parameters may be identified
as the selection criteria through use of a parameter reference
resource. Implementations of the parametric reference source
include predefined profiles based on designated parametric values,
or ranges thereof.
[0024] According to another embodiment, a system is provided having
a profile engine and a content requestor. The profile engine is
configured to build one or more profiles of one or more users of
the designated set of interconnected resources. The content
requestor component communicates a set of coded data to a
programmatic source that is external to the designated set, where
the set of coded data represents selection criteria determined from
the one or more profiles. When the set of coded data is decoded by
the external programmatic source, the represented selection
criteria enables programmatic selection of content resources from a
content library. The selected content may be targeted for the
designated system or network.
[0025] The term content may include images, text and/or media.
Content items include files or data that carry or represent
content. Content resources include content items, or data for
locating or using content items and data. Examples of content
contemplated by one or more embodiments of the invention include
advertisements (text ads, banner ads, dynamic media), commercials,
infomercials, and audio or video messages.
[0026] Methods described with this application, or portions
thereof, may be performed programmatically. As used herein, the
term "programmatically" means through the use of programming, code
or computer-implemented instructions.
[0027] Additionally, one or more embodiments described herein may
be implemented using modules. A module may include a program, a
subroutine, a portion of a program, a software component or a
hardware component capable of performing a stated task or function.
As used herein, a module can exist on a hardware component such as
a server independently of other modules, or a module can exist with
other modules on the same server or client terminal, or within the
same program.
[0028] Furthermore, one or more embodiments described herein may be
implemented through the use of instructions that are executable by
one or more processors. These instructions may be carried on a
computer-readable medium. Machines shown in figures below provide
examples of processing resources and computer-readable mediums on
which instructions for implementing embodiments of the invention
can be carried and/or executed. In particular, the numerous
machines shown with embodiments of the invention include
processor(s) and various forms of memory for holing data and
instructions. Examples of computer-readable mediums include
permanent memory storage devices, such as hard drives on personal
computers or servers. Other examples of computer storage mediums
include portable storage units, such as CD or DVD units, flash
memory (such as carried on many cell phones and personal digital
assistants (PDAs)), and magnetic memory. Computers, terminals,
network enabled devices (e.g. mobile devices such as cell phones)
are all examples of machines and devices that utilize processors,
memory, and instructions stored on computer-readable mediums.
Furthermore, processes and methods (including recited steps or
sub-steps) should be assumed to be operated on computing devices
through use of processors and memory.
[0029] Process Overview
[0030] FIG. 1 illustrates a series of data flow processes that
combine to enable and provide targeted content delivery to a system
or network of interconnected resources, under one or more
embodiments of the invention. In an embodiment, content is targeted
because it is selected for user(s) of a system or network. For
purpose of description, one user is assumed to be on a designated
system or network that is to be delivered targeted content.
However, any given system or network may have more than one user,
in which case multiple users of a system may be treated
individually or as a composite.
[0031] As mentioned, targeted content is content that is deemed to
be of interest to users of the system or designated network. In
order to identify what is likely to be of interest to users,
information is needed about the users. In general, more specific
and volumous information yields better identification of what
content is more likely to be of interest to a particular user or
set of users. In addition, the specificity of content that is to be
delivered, as well as the ability of such content to be of interest
to the user, may be directly tied to the quality and amount of
information known about the users of the system or network.
[0032] FIG. 1 illustrates an embodiment in which significant and
specific profile information may be obtained about a set of users
on a system or network for purpose of selecting content for that
system or network, while at the same time maintaining the privacy
of such users. According to one or more embodiments, some or all of
the significant steps needed to select relevant content is
performed entirely within the system or network that is to be
targeted. As shown by FIG. 1, one embodiment provides for a profile
generation process 10 and a determinative data generation process
20 to be performed internally on the system or designated network.
The profile generation process 10 may receive, identify, or procure
profile information of various kinds. Profile information may
include any information about a user, including information that
identifies the user's preferences, information about data and
information stored on the user's computer(s), and information about
the user's network and computing activities. Examples of profile
information include information about web-browsing and usage
activities, such as any of the following: bookmarks, recently
visited web sites, search terms entered or used, advertisement
media selected for viewing, services registered, and e-commerce
activities (e.g. online purchases, auction bids). Some activities
may be related to the media that the user consumers, such as
music/video purchased, play-lists (of music and/or video) created,
and music/video streamed or shared with others. Still further,
profile information determined from observed activities may extend
to devices other than web-browsing computers, including digital
video recorders (e.g. programs recorded or watched, on-demand
viewing) and game stations (e.g. what games played, what services
and functionality used (e.g. player to player chatting) with the
game consoles). Information may also be determined about devices or
resources used by the user(s), such as make, type and model of
computers, cell phones or televisions. Numerous other examples of
profile information exist, including demographic information (e.g.
age, gender, profession), personal identifiable information (e.g.
first name, email address), non-personal identifiable information
(e.g. make of car driven, zip code), and information provided by
the user in response to surveys and questionnaires. Still further
or additionally, profile information may be manually entered by the
user and stored. For example, the user may provide non-specific or
non-personal information, demographic information (e.g. race, sex,
zip code) or voluntarily provide information, such as through a
registration process. One embodiment contemplates the user
completing a form for receiving targeted information, while another
also contemplates the user providing information to have his
information retrieved from other service providers and
third-parties (e.g. cellular phone companies).
[0033] According to one embodiment, profile generation process 10
also receives instructions or a guide as to what information should
be collected. For example, the profile engine 10 may receive
instructions that update or modify what activity of the user is
monitored, and such information may be altered or changed over
different periods of time. As an illustrative example, the profile
information may specify during the Christmas periods what online
shopping purchases the user is making, but switch to monitoring
what music the user is listening to or purchasing in summer
months.
[0034] Furthermore, profile information may be determined from a
variety of sources. FIG. 1 illustrates general sources that include
programmatic monitoring of user-activity 12, provided
user-information 14, and/or information identified, determined or
analyzed from different sources ("other sources 16"). More specific
examples of the different sources of profile information include a
program or process on the user's designated system that scans or
culls stored files and data for information deemed to be pertinent
for creating a profile. Alternatively, some or all of the profile
information may be gathered on an ongoing basis, through use of
programmatic agents and monitors, or other devices. Still further,
profile information may be identified from a data store, or
determined through more complex analysis of user-behavior or
input.
[0035] The profile generation process 10 uses the profile inputs to
generate profile information 22, corresponding to data identified
about the user and his activities. The determinative data
generation process 20 uses the profile information 22 to make
determinations that are carried in the form of parameterized or
coded data 32. The determinations made by the profile information
may have direct effect as to what content is selected for the
designated system or network. However, since the content library
from which content is eventually selected is not known at the time
the determinations are made, an embodiment provides that the
determinative generation process 20 does not make the selections of
content resources. Rather, sufficient determinations are made
within the boundary of the designated system or network so that
coded data 32 can be used to make selections outside of the
designated system/network, without any meaningful information about
the user or his profile being identifiable from the coded data
32.
[0036] Outside of the designated system/network, a content
selection process 30 is invoked using the coded data 32. In one
embodiment, the coded data 32 is matched to a network profile that
best suits the data provided, and content resources 42 are selected
based on the matched network profile. However, different algorithms
may be used to take parameterized or coded data and convert it into
selections. For example, algorithms may combine, weight or
prioritize parametric values in order to identify what content
resources are best suited for the designated system/network as a
whole, or alternatively for individual users of the network/system,
or still further, for different components or types of
activities.
[0037] Thus, selected content resources 42 may be specific to a
user, class of user, type of device, or type of user-activity. For
example, in web browsing activities, the selected content resources
may correspond to one or more of (i) ad-links or banners, (ii)
dynamic hypertext media language (DHTML) content, (iii) audio/video
clips, (iv) email or ad-based messages, and/or (v) links to such
content. The selected content resources 42 may be signaled to the
designated system/network. However, in an alternative
implementation, selected content resources 42 are signaled or
communicated to third-parties that directly or indirectly provide
such content to the targeted system after receiving identification
of the content resources. In the latter case, some of the content
selected for a particular system/network may be known to
third-parties, but the information that resulted in that selection
being made is not known outside of the designated system or
network.
[0038] FIG. 2 illustrates a system for delivering targeted media to
a designated set of interconnected devices, under an embodiment of
the invention. A system such as described with FIG. 2 may be used
to implement, for example, with data flow processes such as
described with FIG. 1. A portion of the overall network may be
provided within the network boundaries of the designated set of
interconnected devices ("designated network" 102). The boundaries
of the designated network 102 is logical, and refers to devices
that are under common control or ownership, and interconnected to
be part of the designated network 102. The boundaries of the
designated network 102 may also include resources (e.g. such as
programs on one account or profile of a sever or station that has
many accounts or profiles) that are under the use of the designated
network 102.
[0039] According to an embodiment, the designated network 102
includes a content requestor 120, a heuristic engine 130, and a
profile engine 140. The profile engine 140 may procure or access
profile data 142 about a user of the designated network 102 from
various sources, including computers 112 (e.g. media center
computers, personal digital assistants, cellular devices and smart
phones), connected media an media devices (e.g. gaming console or
digital video recorder), and a data store of profile information
116 (such as those provided or made available by the user). Profile
engine 140 may obtain profile data 142 from these various sources,
and develop one or more profiles about the user of the designated
network 102.
[0040] Profile information 144 relating to developed profiles may
be communicated to the heuristic engine 130. The heuristic engine
130 may also receive a heuristic model or model data 146 from an
external source 148 in order to enable the heuristic engine 130 to
use heuristics-based determinations. In one implementation, the
heuristics specify rules, conditions and outcomes for parameters
and factors that include the profile information 144. A specific
example of the heuristics that can be used by the heuristic engine
130 include performing a series of if/then determinations. For
example, profile information 1442 may carry data indicating recent
purchases of online music, and the heuristic determinations
performed by the heuristic engine 130 may determine whether the
user recently purchased music, and if so, what genre of music was
purchased. In one embodiment, the heuristic model data 146 may
provide the specific heuristics that are used to make the
determinations, based on the profile information 144. In another
embodiment, the heuristic model data 146 carries information for
configuring or selecting specific heuristic determination. For
example, selecting content resources may include a process in which
specific heuristically determined profiles are matched to content
resources, and the model data 146 may specify the heuristics and
other information for enabling the profile information 144 to be
used for identifying matching content items.
[0041] In an embodiment, heuristically based determinations 154 are
generated by the heuristic engine 130 and then communicated to the
content requestor 120. In one embodiment, the heuristic based
determinations 154 are an implementation of the determinative data
generation process 20 of FIG. 1. As such, the heuristic
determinations 154 may be based on data that is substantially
determinative of what content will eventually be selected for the
designated network 102. The content requestor 120 receives the
heuristic determinations 154 and converts the heuristic
determinations 154 into a request 122 for content. In the end form,
the heuristic determinations 154 may be represented as parameters
or other form of coded data, and the content request 122 is handled
and received by a server-side content selection system 160.
[0042] In one embodiment, the content selection system 160 performs
the act of selecting content resources 162 for the designated
network 102. Generally, one or more embodiments provide that the
content request 122 carries a set of coded data that specifies
selection criteria or factors (such as provided by the heuristic
determinations 154), and content selection system 160 decodes the
coded data to identify selection criteria or profiles. In an
embodiment such as shown, the content selection system 160 includes
a content data library 165, and a heuristic/content association
data 175. Under one implementation, heuristic/content association
data 175 (e.g. a table or index) may include heuristic profile
templates that exist on the content selection system 160 prior to
the content request 122 specifying any parametric or coded data.
The coded data included with the content request 122 may match or
fit one or more of the predefined heuristic profiles, and content
resources associated with those heuristic profile may then selected
for the designated system 102. Thus, while the selection of content
resources is made with the content selection system 160, the
selection may be preordained by the heuristic determinations 154
made on the designated system 102.
[0043] Under one embodiment, the heuristic model source 148 is
included or associated with the content selection library 165,
which also uses heuristic profiles to convert and match parametric
data included in the request 122 with best matching heuristic
profiles. Such an embodiment enables heuristic profiles to be
developed, then marketed to advertisers, for example. Heuristic
model source 148 may specify heuristics that determine whether
profiles from the designated system 102 can match into the desired
heuristic profile.
[0044] As an example, content selection library 165 may generate a
desired or model profile, corresponding to a teenage male who likes
a specific genre of music. The heuristics generated and passed to
the designated system may serve to determine whether the user of
the designated system is of the sex and age, and whether the user
prefers the specific music. For example, a profile store may be
accessed to determine the user's age, which may have been entered
during a registration process. The sex of the user may be
determined from profiling his web browsing activities. For example,
if a user views sport content, he is more likely to be male. The
genre of his music preference may be identified from the user's
digital music library collection, or information contained in the
library (such as songs most listened to, ratings, play-lists, and
music recently purchased).
[0045] Methodology
[0046] FIG. 3A and FIG. 3B illustrate basic methods for selecting
and enabling selection of targeted content to a designated set of
interconnected devices, under one or more embodiments of the
invention. Methods such as described provide for the procurement of
specific and otherwise private information about users of a network
or system for purpose of targeting advertisement and commercial
related content to those users. In particular, the profile
information that is procured is used to select targeted content
without that information becoming usable in any meaningful way
outside of the designated network or system.
[0047] In FIG. 3A, a method is described in which information about
the use is procured and used. In step 310, user behavior and
activities are monitored and recorded. Examples of the type of
activities that may be monitored include: (i) web browsing
activities, (ii) media rendering activities, (iii) channel
selection for television, (iv) Digital Video Recorder (DVR)
selections, and (v) online purchases and activities. Web browsing
activities include, for example, bookmark selection, downloading,
and web page viewing. More specific examples of media rendering
activities include music and video playback. Other examples of
media rendering activities include play-list selection and editing,
and streaming media reception (e.g. through use of a digital
musical subscription). Examples of online purchases and activities
include transactions, auction bids, and log-in monitoring of online
accounts.
[0048] In addition to embodiments provided, numerous other types of
information may be obtained through inspection of data residing on
the designated system or network. For example, such data may be
inspected for indication of whether the user is a heavy or moderate
digital camera user, or whether the user captures video recordings,
as well as the type and quality of such images or video. Email
activity may be monitored to determine if the user is a heavy
e-mailer, whether the user uses his a smart phone to exchange
emails, and how many email accounts the person uses. In addition,
the content of the email messages handled by the user may be
analyzed for key words that are useful in targeting content.
Similar analysis may be performed on other types of messaging,
including instant messaging or Short Message Service messaging.
[0049] Numerous other types of information may be obtained as a
result of step 310. Examples of such information include a
determination as to services and/or applications employed by the
user. For example, step 310 may provide for monitoring as to
whether the user utilizes Internet Voice-Exchange services, such as
provided by SKYPE, what online photo-printing service (if any) the
user prefers, what online music service the user subscribes to or
prefers, and what type of portable media player the user has.
[0050] According to one embodiment, step 310 may be performed at
least in part through the use of programmatic components and agents
that operate in the background of one or more devices in the set.
As such, step 310 may be performed programmatically, and
substantially automatically.
[0051] Step 320 provides that profile information is developed
based in part on the recorded information of step 310. Thus, for
example, information obtained from the programmatic monitoring
forms at least a portion of the overall profile.
[0052] In step 330, a programmatic analysis is performed internal
to the designated set of interconnected devices and resources. For
example, the programmatic analysis may be performed on a machine or
device or resource in the set. The programmatic analysis may
analyze information from the created profiles to identify selection
criteria and/or factors that can subsequently be used to select
targeted content from a content library. The selection
criteria/factors may be parameterized or coded, so as to not reveal
any meaningful information about the users of the interconnected
set of resources. Furthermore, the selection criteria/factors may
be encrypted, either when formed or at the time the selection
criteria is communicated outside of the interconnected set.
[0053] Step 340 provides that targeted media is selected. The
selection may be performed using the selection criteria/factors
identified from the analysis of the preceding step. In one
embodiment, coded and encrypted selection criteria/factors are
communicated using a secure protocol to a service that decodes and
identifies the selection criteria. The selection criteria/factors
are then used to select content resources that match the selection
criteria. In another embodiment, the selection criteria/factors can
be matched against one or more profiles at the site where the
content selection is made. For example, numerous profiles may be
maintained, updated and created at the site or location of content
selection. Each profile may identify a particular advertisement
campaign or set of campaigns for one or more benefactors. Under an
embodiment, the selection criteria communicated from the designated
set may be deemed to match to one or more profiles, and content
resources corresponding to advertisement media for each profile may
then be distributed on the designated set of resources.
[0054] FIG. 3B illustrates additional steps of performing the
programmatic analysis, according to one or more embodiments of the
invention. In FIG. 3B, step 372 provides for receipt of a
programmatic analysis guide or other resource from an external
source. In an embodiment shown with FIG. 2, for example, the
analysis guide is in the form of a model or template of heuristics
that match to existing heuristic profiles at the content selection
site. In this way, the analysis guide creates analysis and
determinations that tie in to what the content selection site is
anticipating and configured for. Alternatively, the guide may
actually serve as instructions or determinations that are executed,
and updated periodically to reflect current interests in targeting
advertisement and other content.
[0055] In step 374, profile data is obtained from the user or users
of the set of interconnected resources. As mentioned, the profile
data may be programmatically procured, using various resources,
including existing data stores, user-actions, and data residing on
computers or other resources that form part of the set of
interconnected resources.
[0056] According to an embodiment, step 376 provides that the
programmatic analysis is performed using profile data, representing
user activity and behavior on the set of interconnected resources,
and programmatic analysis as specified, configured or updated by
the guide. The result is the determination of profiles, which can
be correlated to existing profiles at the site or location where
content selection is to be performed.
[0057] FIG. 4A illustrates a more specific embodiment for using
heuristics and profile data to select content for a designated set
of resources, according to an embodiment. A method such as
described with FIG. 4 may be used with, for example, a system such
as described with FIG. 2. Accordingly, reference made to elements
of FIG. 2 is made to describe a suitable component or element for
performing a step or sub-step being described.
[0058] In step 410, a heuristic data model is downloaded onto the
designated set of resources. In one implementation, the heuristic
data model is downloaded at a period of low user-activity, such as
at night time. The heuristic model data may provide instructions
and specification as to what heuristic operations are to be
performed in making programmatic determinations based on profile
data. In an embodiment such as shown by FIG. 2, the heuristic data
model configures or enables the heuristic engine 130 to make
determinations based on the use of profile data.
[0059] Independently, step 420 provides that one or more profiles
of users of the interconnected set of resources is built through
programmatic monitoring of activities, and processes to scan for
and/or analyze specific data stores or data existing on the
interconnected set.
[0060] In step 430, profile data is used to make heuristic
determinations about the user. Results of the heuristic
determinations may be in the form of parameters or parameter data
sets. Such parameter data sets may be coded, such as through
additional encryption or encoding. However, such form of data
includes inherent protection of the user's profile information
because, among other reasons, (i) it is not understood unless
mapped to the identical heuristic determinations, (ii) the
heuristics that generate the parameterized data change, (iii)
parameterized values may be the same for more than one heuristic
determination. Thus, for example, the heuristic engine 130 may
output parameterized data that is inherently coded and represents
the results of heuristic determinations, as created or updated by
heuristic model data 146.
[0061] Step 440 provides that the parameterized and coded results
of the determinations made in step 430 is communicated to a site or
service where content resources are selected for the designated
system or network. The parameterized and coded results may be
communicated through structuring of a content request query, for
example, that includes the parameterized data in an encoded and/or
encrypted form.
[0062] FIG. 4B illustrates a method performed to select content
based on the communicated results of the determinations made on the
designated system or network. In step 450, profiles are defined for
matching content resources from an inventory to a particular set of
resources. Under one embodiment, the profiles are pre-defined so as
to be existing before the queries and request for content selection
are received. Pre-defined profiles may be based on the existing
content inventory, or on what content resources are to be fielded
to users of networks and systems being served.
[0063] Step 460 provides that a request or other communication for
targeted content delivery is received. For example, the content
requester 420 may send a request with parameterized and coded data,
corresponding to determinations made by the heuristic engine
130.
[0064] In step 470, the parameterized or coded data that represents
the analysis performed internally within the designated network or
system is compared or matched against the predefined profiles. For
example, the parameters of the request that are generated by the
heuristic engine 120 are compared to predefined profiles. The
profiles that are sufficiently satisfied by the parameters in the
request are identified.
[0065] In step 480, content resources are identified for the
requesting system. These content resources may include content
resources that have been previously associated with the predefined
profiles that are satisfied by the parameters contained in the
request. Thus, not all content resources selected for a particular
system are targeted.
[0066] According to an embodiment, the identified content resources
are signaled to the requesting system. The content resources may
include content items for different kinds of devices and
communications, For example, the content resources may include a
packaged media content and/or media content combined with
programmatic attributes for playing back or presenting media and
enabling interactions by the user. Such content may be delivered
for use with a programmatic resource of a user's computer, such as
the user's web browser, media player, or on the user's desktop.
Examples of content resources include files or sets of data in
which audio, video, images and/or text can be rendered and/or
played back. More specific examples of content resources include
banner ads having text, images, video and/or audio, with links to
network sites where services and products are offered. Another
example of a media content resource includes audio/video
commercials and messages, or presentations that require user-input,
such as surveys.
[0067] While content resources may be delivered for rendering and
use on a computer, other embodiments contemplate content resources
that can be shared or distributed to devices operating multiple
platforms, such as mobile cellular communication devices, gaming
consoles, or even a DVR. Thus, for example, a media file may be
displayed on the user's desktop and on his cellular device, or
different files may be rendered on the respective devices.
[0068] As an alternative, content resources may be provided in the
form of links to files. For example, a program executing on the
requesting system may receive links to content that are targeted
for the system, rather than the actual file itself. For example,
one or more link managers may execute on a requesting system and
operate on different devices or resources of that system. A link
manager may trigger retrieval of targeted advertisement or other
content. For example, a link manager may trigger a web browser to
fetch specific files identified by the links when the web browser
is launched.
[0069] Multi-Platform User-Defined Networks
[0070] FIG. 5 illustrates the components and functionality of the
different systems that enable the use and selection of content
resources based on user profile information, without disclosure of
the profile information outside of the user's system, according to
an embodiment. In an embodiment such as shown by FIG. 5, the
designated network of interconnected resources is a "personal
network", which is described in more detail with U.S. patent
application Ser. No. 10/888,606; the aforementioned application
being incorporated by reference herein in its entirety. A personal
network is a set of interconnected devices and resources that can
communicate and share data across networks, domains, and platforms.
Individual components of a personal network are aware of other
components and their capabilities, particularly when the other
components are relevant to that component. However, numerous other
kinds of systems may be used. For example, a system such as shown
by FIG. 5 may correspond to a home network, in which computers,
computing devices and media devices are interconnected with one
another to share data and to enable Internet connectivity of
different devices. Alternatively, no network is needed, as an
embodiment may be implemented on just one connected computer, such
as a desktop computer or media station.
[0071] In an embodiment shown by FIG. 5, the designated network
includes a media station computer 510, a digital video recorder
(DVR) 514, a set top box 518 for receiving digital television media
(e.g. via satellite of cable), and a television monitor 522. The
devices may be interconnected through the media station computer
510. In addition, the user's system may include remotely and
intermittently connected devices, such as a cell phone 532 and a
remote terminal 536. Such devices may communicate with one or more
other devices in the user's system through a gateway 538.
[0072] Embodiments of the invention provide that the designated
network 502 is equipped with components that execute processes for
selecting content items and for obtaining profile information about
the user of the network. Accordingly, the designated network 502
includes a content selection module (or system) 550, which
according to one embodiment and implementation, may correspond to a
combination of the content requestor 120 (FIG. 2), and heuristic
engine 130 (FIG. 2). The content selection module 550 may also
include some or all of the functionality of profile engine 130
(FIG. 2). Additionally, the designated network 502 may include a
usage monitor 555, which includes programmatic components and
agents for procuring data relating to the user's activities on the
designated network. This may include observing user actions,
inspecting files and data entered or used by the user. Specific
devices that may be monitored by the usage monitor 555 include the
media station computer 512 (or software applications running on the
computer), the digital video recorder (DVR) 514, the set top box
518 and even the television monitor 522. The cell phone 532 may
also be monitored on occasion, such as when data is exchanged
between the cell phone and the designated network 502. The remote
terminal 534 may be monitored in a similar manner. Additionally,
the usage monitor 555 may access a data store 556 that stores known
information about the user or users of the designated network 502
(provided information 14 of FIG. 1). This information may also
include user-preferences.
[0073] The content selection module 550 uses the information about
the content items and the profile information to select targeted
content items for the user's system. As described with an
embodiment of FIG. 2, for example, the content selection module 550
may receive programmatic analysis tools in the form of heuristics
and heuristic data models to enable heuristic based determinations
to be made from the profile inputs 551 of the usage monitor 555.
The profile inputs 551 may be used to create profiles (such as
described with FIG. 2) and to execute determinative heuristics that
yield result-oriented parameters. These parameters are used to form
content requests 511 of the content management system 558. As
described elsewhere, the content management system 558 decodes the
content requests 511 using, for example, heuristic profiles, and
selects targeted content items 515 for delivery to the designated
network 502. In an embodiment shown, the content management system
558 includes a content or media library that it manages.
[0074] The content selection module 550 may yield different content
items and resources make for different devices. For example, the
content selection module 550 may identify content items
corresponding to television commercials for when the television is
used. At the same time, the content selection module 550 may select
web-based advertisement for use on the media station, particularly
when the web browser is in operation.
[0075] According to an embodiment, delivered content items 515 may
be distributed to one or more devices of the system. In one
embodiment, all content items are made accessible to a content
distribution component 565. The content distribution component 565
distributes the content to all or select devices. In one
embodiment, the content distribution component 565 can reformat
content items 515 for different platforms and device capabilities
(e.g. screen resolution, audio capabilities, available bandwidth),
as well as device-specific applications. Devices on different
platforms sometimes use different components to perform the same
functionality. Thus, if a particular content item 515 is a banner
advertisement or other web-based content, the content distribution
component 565 may format or configure the content item 515 for
display on each of the media station and the cellular device. Each
of these devices may employ different web browsers, suited for the
particular platform and capabilities of the respected devices.
Thus, according to one embodiment, the content distribution
component 565 may format the particular content item for use on
each platform, device form-factor (including screen resolution) and
pertinent application. When multiple devices are contemplated, the
content distribution component 565 may be configured to identify
what devices are to receive particular content items, and also to
ensure the received content items are properly formatted.
Furthermore, the content distribution module 565 may be configured
to ensure the content items 515 are actually delivered to the
pertinent devices of the user.
[0076] Still further, the content distribution component 565 may be
absent from the designated network 502, are not used on occasion.
Rather, links and identifiers of content items may be communicated
directly or indirectly to content providers (e.g., third party
providers), who then arrange to have the particular content item
provided to a corresponding device of the user. For example, a
content provider of the DVR 514 may communicate to that device and
provide the content items that correspond to that device.
[0077] Remote or roaming devices, such as cell phone 532 and remote
terminal 536 may be treated in different ways. In one embodiment,
such devices are ignored. Alternatively, they may be used for one
or both of dispatching selected content items, retrieving profile
information, and/or monitoring user activity. The gateway 538 may
be monitored in determining profile information.
ALTERNATIVE EMBODIMENTS
[0078] While embodiments described above provide for content
resources to be delivered to a requesting system, alternative
embodiments may return data that enables targeted content delivery
form other sources. For example, the content selection system 160
(FIG. 1) may generate cookies are other data structures that are
accessible through the user's web browser or media player. The
cookies may have a certain code that indicates delivery of specific
web content or advertisements when the user browsers a designated
network location or site.
[0079] Furthermore, while embodiments described above provide for
the act of selecting content resources and items to be performed
offsite from the user's network or system, an alternative
implementation may provide for content selection to take place
within the user's system or network. The following usage examples
illustrate different examples and embodiments of a system in which
content selection is performed within the boundaries of the user's
network.
[0080] Example: A program or other component may be installed on a
connected computer system operated in a closed environment, such as
in a home or within a local area network. The program gathers
profile information from activities of the user, data and files
stored by the user, and/or information provided by the user. The
home computer is also provided a content library that is regularly
updated. The installed program on the computer uses information
about the content items in the library and the profile information
to select content items that are likely of interest, or at least
suited for the user. The installed program then retrieves content
items from the locally stored library and renders the content items
on the user's computer system, and perhaps other components
connected to the computer, such as the user's personal digital
assistant (PDA), or cell phone. At no point does the profile
information leave the computer on which the profile information was
collected. The only communication to the user's closed system are
to update the content items for the content library.
[0081] Example: The example provided above may be altered so that
the user is provided a data store with information about content
items. The actual content items may be left off the user's local
system until they are selected. The information about the content
items may then be used in connection with profile information to
select targeted content items for the user. Once selected, those
content items may be made available for rendering to the different
devices in the user's system.
[0082] Example: The examples provided above may be further altered
so that the installed program on the user's closed system queries
(or send another form of outgoing communication) for either some or
all of the content items or the information about the content
items. The queries of the program may be configured based on
profile information. But the outgoing communication does not reveal
any of the profile information to any source or entity outside of
the user's system or network. Information about content items may
be returned as a result of the query, and this information is then
used to select content items in connection with the profile
information.
[0083] Furthermore, while embodiments such as described with FIG. 2
and elsewhere use heuristics, other embodiments may use alternative
information and determinative processes. Under one alternative
embodiment, a designated system or network of a user may
incorporate and use knowledge, which may be in the form of
instructions and/or information, scripts and programs. The
knowledge may act as a guide for the designated system or network.
Examples of how the knowledge may be used include anyone or more of
the following: (i) aid in determining what profile information to
use or value when selecting content items, (ii) aid in determining
what content items that may match the profile information are of
greater value, (iii) instruct the designated system on what profile
information to monitor, collect or use in the future. In one
embodiment, the knowledge may be generated in connection with
updates to the content library from which content items are made
available to users.
[0084] Example: With respect to any of the examples provided above,
the manner in which the installed program selects content items may
be configured or subject to external influence from knowledge
provided by the service. For example, the knowledge may include
instructions that the program uses to value certain profile
information over other information, or certain content items over
other items, when inspecting the characteristics and attributes of
content items to determine if there is a match or satisfaction
between a content item and a given profile. In the context of
advertisement and promotional media valuation of profile
information and content items may be based on inventory.
[0085] Example: With respect to any of the examples provided above,
the knowledge may inform and/or instruct the installed program as
to what profile information should be collected, and how the
collected profile information may be used. For example, the
knowledge may provide heuristics that specify what profile
information should be used or collected, and what processes/queries
should be performed to select content items.
[0086] Content Provider Tool and Media Packaging
[0087] Embodiments described herein enable a system and method for
targeting content to user(s) of a device or network of
user-operated devices. In an embodiment, profile information is
determined about a user's media consumption activities. A content
provider, advertiser or other third-party (not privy to the user's
activities) may specify one or more inputs that specify what
content to target to the user. One or more content items are
selected to target to the user based on the profile information and
the one or more inputs. The selection of content items is performed
without communicating the profile information outside of the user's
device or network of user-operated devices.
[0088] According to some embodiments, the profile information is
determined programmatically and automatically. Still further, one
or more embodiments provide for obtaining profile information that
encompasses all media consumption activities of the user.
The profile information can be generated in two ways: automatic or
interactive. The generated profile information includes information
of general types: media consumption activities, media content
stored in the user's available media libraries, and the devices
that the user can access. As described, such information may be
obtained programmatically and/or automatically.
[0089] According to one embodiment, profile information is obtained
through use of a platform of network interconnected devices that,
for a given time or duration, is `omniscient` of the user's media
consumption activities. The information state of such a platform
may be deemed omniscient if the platform is able to automatically
and programmatically acquire information relating to media
consumption activities of the user that (i) spans different
activities, content types, and device types, and/or (ii)
encompasses all media consumption activities that are identifiable
from the platform.
[0090] According to some embodiments, a platform or series of
components is provided that acquire information about a user's
media consumption activities that includes (i) media types that are
subjected to user activity, including media types corresponding to
audio, video or photo, websites (and/or documents); (ii) activities
of the user (playback, record, purchase, website tracking, store
etc.); (iii) metadata about media consumption activities (time of
day that media consumption occurred, what device was used etc.),
Numerous other examples are recited below as to possible media
consumption activities.
[0091] Throughout various embodiments described herein, the use of
profile information relating to the user's media consumption
activities is monitored and recorded for use in selecting or
targeting content to the user that is highly relevant to the user's
interest. Such targeted content may correspond to commercial
content, such as advertisements (supplemental content). As an
alternative or addition, the targeted content may correspond to
media selected for enjoyment of the consumer, such as movies, short
subject videos, music, podcasts, photos or photo slideshows,
greeting cards, television (or television-like programs) (sometimes
referred to as primary media content). In various implementations,
content (whether supplemental or primary) can be targeted for
various kinds of content types and delivery mediums. For
supplemental content, the content may correspond to, for example,
audio-video clips or broadcasts, audio commercials (e.g. for
Internet, satellite radio), web-pages, and media layovers or
placements. The mode of delivery may also be varied-for example,
content may be targeted that is streamed, downloaded or `broadcast`
(e.g. over-air, via cable or satellite etc.) to the user.
[0092] Embodiments contemplate that the profile data can be
comprehensive or reflect an omniscient information state of the
user's media consumption activities through a platform that
encompasses or connects a user's defined network of devices. As
such, the profile information may encompass numerous kinds of media
consumption activities that the user is engaged in. Still further,
with other embodiments, the profile data can be limited or specific
to specify types of devices or media consumption activities. In
either case, the accumulation of profile data for use in targeting
content may be achieved while maintaining the user's privacy, by
precluding the data from being communicated outside of the user's
defined network of devices.
[0093] Embodiments recognize that in many applications and
environments, the ability for the system to maintain privacy is
necessary in view of consumer and governmental demands. Such
concerns are relevant even to the extent when there is potential
for consumer information to be leaked or compromised. Accordingly,
at least some embodiments provide that the profile information,
which can be extensive and detailed, is recorded and maintained on
a user's network of interconnected device, and that such
information does not leave the user's network. In this way, privacy
concerns are avoided.
[0094] In some embodiments, the profile information is a complete
or comprehensive record (e.g. reflect omniscient information state
about the user's media consumption activities) of the user's media
consumption activities. The record may be complete/comprehensive in
that (i) the profile information records media consumption
activities across numerous media types and mediums (e.g. different
file types, sources); (ii) the media consumption activities are
associated with time information, including the time the media
consumption activities took place (e.g. when media was experienced,
when activities such as start and stop of media recording took
place); and (iii) the locations of the media consumption
activities, such as identified by the device in the user's network
that is used to consume media or network information indicating
user's location relative to the devices.
[0095] With regard to some embodiments such as described below,
profile data may also include (i) identification of content
consumed by a user (music, video, web pages, documents, online
activity), (ii) identification of media available to the user (e.g.
the user's media library, the media that is purchased or downloaded
by the user etc.), (iii) identification of media content recorded
by the user part of the library, (iv) how much time the user spends
with a particular media consumption activity (e.g. how much
television does the user watch), (v) how much media the user has
recorded or available for use in a user library, (vi) how much
media the user has purchased. Profile data may also correspond to
device information, including information about devices that are
media sources and media output devices, and information that
identified, for example: (i) how many devices the user owns or
operates for media consumption activities, (ii) what type of
devices the user has, (iii) how many devices the user actually
uses, or uses on a regular basis. Profile information may also be
recorded that is specific to a particular media item or media
consumption activity. In television programming (both by broadcast
or by download), this type of profile information may include (i)
what programs the user watches, (ii) what programs the user watches
the most, (iii) what program a user watches before another program,
(iv) what programs the user never watches, (v) what programs the
user records. A program may correspond to a television series,
movie, or other audio-visual work that has a general theme or
storyline. As the examples described above illustrate, the profile
information may include raw data (e.g. what program the user
watches) and calculated data (e.g. what program the user watched
the most). Some calculated information may be pre-determined, while
others may be determined on-the-fly in response to events. The
profile information may extend to metadata information, such as
described with prior embodiments. Furthermore, correlation data may
be determined or recorded. The correlation data may be prompted
into determination by queries from advertisers. This information
may seek to use statistics on the user's activity to identify, for
example, the user's favorite television show and song. In short,
some embodiments provide for the potential to record virtually all
media consumption activities, relating to playback, media output,
purchase or recording. As described by various embodiments, this
information is recorded and used to develop targeted content,
without revealing the profile information outside of the user's
defined network.
[0096] Still further, in some embodiments, the user may volunteer
information relating to, for example, his demographic (age, sex,
income), preferences (i.e. his favorite musician or television
program), lifestyle, type of devices in use etc. As the profile
information is kept private, the user may be able to volunteer the
information to enable more relevant targeting of content to the
user. Volunteer information may also include information that is
based on user interaction. Specific examples include instances when
the user is able to identify or provide input that indicates when
an advertisement or commercial content was relevant to the user.
Still further, the volunteer information may include asking the
user to provide likability input as to a particular media output
(e.g. television show, movie or song). In addition, the user could
allow the profile monitoring or acquisition components to use
information about the user's preferences in his library of media,
such as, for example, identification of what are the user's
specified favorites.
[0097] FIG. 6 illustrates another embodiment in which a third-party
interface is used to enable selection of targeted content on a
user's defined network system. An embodiment such as described with
FIG. 6 may be implemented using, for example, a system such as
described by FIG. 7 or elsewhere in this application (e.g. FIG. 5).
Accordingly, reference is made to elements of FIG. 7 in order to
illustrate suitable components or elements for use in an embodiment
such as described with FIG. 6.
[0098] In an embodiment, a defined network system 602 implements
components or modules that include (or implement processes that
correspond to): (i) media consumption 610, (ii) profile generation
620, (iii) targeted content selection 630, and (iv) targeted
content presentation 640. In an embodiment, the defined network
system 602 comprises at least one computing device, such as a
personal computer, digital video recorder, or other computing
device, on which programming or software operates to enable
performance of the various operations/processes described with FIG.
6. The defined network system 602 may also include home networks,
or combination of devices that are interconnected or otherwise
share an access point (such as in a dwelling). The defined network
may include or extend to devices that are interconnected across a
WAN (e.g. the Internet). Still further, in some embodiments, the
defined network 602 corresponds to a personal network, where
individual devices or resources are owned/controlled by a user and
connected to one another in a manner that enables each device to
know status and capabilities of other pertinent devices.
[0099] Media consumption monitors 610 include processors that are
configured to monitor and interface with one or more media
consumption resources of the user. Examples of such media
consumption resources includes a television, a set-top box, a
personal computer, a media center, a smart television, a smart
telephone, a netbook, electronic book reader, or other device that
the user operates to experience media. Media consumption monitors
610 may be implemented using, for example, a personal computer that
is enabled with programming or software to (i) record media
consumption activities 604 performed on the computing device,
and/or (ii) interface with other devices to enable and/or determine
media consumption activities 604 performed on other computing
devices in the defined network. In other embodiments, the media
consumption monitors 610 may operate as firmware, software or
hardware that reside locally on a device that is used to consume
media. Examples of such devices include: television, set-top boxes,
digital video recorders (DVRs), and gaming stations. The logic on
these devices may report media consumption activities to a
centralized device on the same network, such as to the user's
personal computer. Numerous other variations and embodiments are
possible. Specific examples of media consumption activities include
(i) the user playing back video clips from an online site or
service, (ii) what television shows the user watched (e.g. through
live television shows, or through download/streaming from Internet
or network service); (iii) what music the user listened to on that
computing device or on any monitored device, (iv) what media the
user purchased from the computing device or any monitored device;
(v) what television programs or shows the user recorded for
playback at a later time; (vi) what media the user purchased (e.g.
on-demand, streaming movie rental etc.). In addition to media
consumption activities, information about the user's devices and
the user's interaction with such devices may monitored and
recorded. For example, this information may identify the devices
that the user uses or favors, the interactions the user has with
such devices (e.g. tends to skip through content or commercial,
keeps mute on etc.), the combination of devices that the user uses
for some activities (use speakers with television), and the times
of day the user consumes certain kinds of media. As examples, with
reference to an embodiment of FIG. 7, media consumption monitor 610
may be implemented by usage monitoring processes (755) that are
performed on or with computing device 710 to repeatedly interface
with other devices (e.g. set-top box 718) to determine what
television shows or movies the user watched, ordered (e.g.
on-demand) or downloaded. Similarly, media consumption monitor 610
may be implemented by the computing device 710 to interface with
digital video recorder 714 to identify what shows the user
recorded. Other examples of devices that can be monitored include
as digital stereo systems, digital picture frames, smart phones,
and smart tablets.
[0100] The media consumption monitor 610 can be centralized (e.g.
on or set-top box) or distributed. For example, any computing
device may implement the media consumption monitor 610 by querying
logs on other devices in order to determine the media consumption
activities on those devices. Alternatively, at least some of the
individual devices on the defined network system 602 may be
configured with programming to create and/or communicate logs of
media consumption activities that can be communicated to other
computing devices.
[0101] The processes of media consumption monitor 610 communicate
information 612 corresponding to media consumption activities 604
to the profile generator 620. In some embodiments, information 612
includes media consumption metadata 606, recorded by media
consumption monitor 610. Media consumption metadata 606 includes,
for example, information that (i) identifies when the user watched
a television show, and (ii) if the user recorded a television show,
what time of day the user watched it etc. As mentioned, this
metadata may extend to device information, such as (i) how many
devices the user has, owns or tends to use for media consumption,
(ii) information about the type and/or capability of the devices
that the user has or does use, (iii) which devices the user employs
to perform certain kinds of media consumption activities, (iv) how
often some of all of the devices are used for certain activities
(e.g. how often are the televisions used). In the case of digital
records (e.g. time-shifting recorded television shows), the media
consumption metadata includes (i) how long after recorded did the
user watch the recorded program, (ii) what time of day the user
watched, and (iii) fast-forward or skip actions.
[0102] In one embodiment, profiler 620 structures the information
612 in a database that can be made available for blind queries and
use from an advertiser or other-third party. In this way, the
third-party can query or otherwise invoke processes on the data of
the database, thereby using information about the user's media
consumption activities, without ever learning the contents of the
database. In this way, privacy of the user is maintained.
[0103] The profile database may store a complete or partial record
of all of the above indicated information about the consumer's
media consumption, library and devices. Under one embodiment, this
raw data encompasses a complete record of all of this information
(e.g. omniscient). This information may include a raw subset, as
well as a processed subset. The raw subset can be made available
for a content provider to query in a manner described, in order to
assist the content provider in making targeted content choices. In
order to enhance the process of the content provider, the processed
subset of data may include some synthesized or derived information,
such as those that are the result of the most common queries. For
example, the processed subset may include information such as the
top 20 most viewed content of each type (movies, TV, recorded TV,
web videos, songs, podcasts, photos, etc). The processed subset may
also include, for example, average time per week spent consuming
each media type, consumption in the last week, percentage of each
type of time spent on each media type, percentage of time spent
viewing on each device type, media viewing percentages by time of
day, etc.
[0104] In some embodiments, information derived from such queries
are pre-calculated and can be modified on an ongoing basis to match
what is used by the content providers for each consumer. Such use
of information may enable the targeting process to become
increasingly more efficient for each consumer, depending on the
content provider's needs.
[0105] In order to utilize information maintained by profiler 620,
a set of interfaces and tools may be integrated to enable a
third-party to submit queries, algorithms and heuristics to the
defined network system 602. In particular, a third-party interface
622 may be used to enable an advertiser or other third party to
specify queries 621 and/or algorithms (or heuristics) 623 to enable
the local select of content that the advertiser has available (e.g.
commercial advertisements). The queries 621 may operate directly or
indirectly (e.g. via intermediate components) on profile
information 612. The algorithms 623 may configure or be implemented
as selector 630, which eventually selects content for the user of
the defined network. As described with FIG. 7, an advertiser may
specify inputs that include parameters, algorithms or heuristics to
enable conditional determinations from the contents of a profile
database of media consumption activities. For example, as a simple
case, the advertiser may use a web-interface to structure or
specify a query for identifying one or more television shows the
user watched. The query may process information recorded with the
profiler 620. Moreover, embodiments enable for the advertiser to
structure or specify queries 621 that enable decisions to be
determined by the algorithm 623 that are multi-level (or
synthesized) and blind. For example, the query 621 may extract a
set of raw data from the profile information 612 identifying the
user's most watched television shows, the hours watched and the
media consumption activities. The results of the query are blind,
in that the results are not communicated outside of the user's
defined network. The algorithm 623 may execute on the results to
determine information that enable content selection for the user,
such as a characterization, classification and/or
sub-classification of the user. In determining the content
selection information, the algorithm 623 may execute functions to
perform one or more queries on data from the profile information
612. In some implementations, the algorithm is relatively simple,
requiring a single query of the profile database 621. In other
cases, the algorithm may be complex, requiring multiple queries (or
conditional queries) and complex logic between the queries that are
conditional on the results. The algorithm may also generate and use
queries based on results from prior queries. The results of the
queries 621 and algorithm 623 are not communicated back to the
advertiser, but rather communicated internally (within the user's
defined network) in order to enable selection of targeted content.
Examples for the results of the query may (i) identify whether the
user watched a particular show, (ii) what show the user did watch
on a given night, (iii) what night(s) of the week the user watch
television. As will be described, the results of such a query are
blind to the advertiser. The selector 630 uses the results to make
selections of targeted content items.
[0106] In one embodiment, selector 630 implements the algorithm or
heuristics the advertiser specified via the interface 622. As an
alternative or addition, selector 630 implements the algorithm as
part of its programmatic decision making process. For example,
heuristics or other data specified by the advertiser may configure
the programmatic decision making process of selector 630.
[0107] In one embodiment, selector 630 generates selection data
632, which makes a selection (or enables selection) of content
items delivered to the user's predefined network. In one
embodiment, the rendering or presentation component 640 receives a
package of content items 634, from which one or subset is selected
by selection data 632. For example, the package of content items
634 (e.g. commercials or media advertisements) may be received at
the same time or prior to viewing of a primary media presentation
(e.g. television show, streaming media presentation etc.). The
selection data 632 serves to select which content items from the
package 634 are to be rendered to the user. In this way, the
advertiser can target, for example, a television commercial or
media feed at same time that a television show or streaming media
presentation is being rendered or presented. Still further, in
another embodiment, the selection data 632 may take form in
identifying specific content items (e.g. by links or other
identifier) from which the presentation process 640 can retrieve
and render. The following provide usage scenarios for one or more
embodiments such as described. As another alternative, described
with some prior embodiments, the selection data 632 may be
communicated outside of the user's defined network to enable the
advertiser to send or provide the user's defined network with
targeted content.
[0108] The following provides usage scenarios for implementing one
or more embodiments described herein:
[0109] Usage scenario: In connection with broadcast, download or
network delivery of a television show, an advertiser (e.g. producer
of the television show, or television station/local carrier)
inserts four advertisements in one or more slots of the television
show. The advertiser runs a query to determine what shows the user
has watched recently (or at a particular time) in order to
determine a (i) the media preferences (e.g. taste) of the
individual; or (ii) viewership demographic of the user (e.g. male
or female, age etc.). In a simple case, for example, the advertiser
may run the query to determine what show the user watched before
the television show that he is advertising, either in the current
instance or in one or more recent prior instances. The demographic
determination may coincide with learning what show the user watched
just prior to watching the advertiser's show. The advertiser's
algorithm or heuristic may seek to correlate a demographic of the
user with one of the content items in the package 634.
[0110] Usage scenario: An advertiser may specify a query to
determine viewing demographics of the user (e.g. what television
shows the user watched). Based on this information, the
advertiser's algorithm may select a link that the user's media
presentation component must select prior to rendering, for example,
a movie. To further the example, the link may display a movie
trailer that the user is more likely to be interested in, based on
his viewership demographic.
[0111] FIG. 7 illustrates an architecture for use with an
embodiment such as described in FIG. 6 or elsewhere. As with prior
embodiments, FIG. 7 includes a defined network system that enables
a third-party (e.g. advertisers, promoters or content providers) to
target content to a user of a defined network based on media
consumption activities of the user, without the third-party ever
having access to information about the user's media consumption
activities. In other words, the third-party is able to target
content to the user blindly, and without access to the user's
profile information from which the targeting is enabled.
Information about the user's media consumption activities remains
private.
[0112] In an embodiment such as shown by FIG. 7, the designated
network of interconnected resources is a "personal network", which
is described in more detail with U.S. patent application Ser. No.
10/888,606; the aforementioned application being incorporated by
reference herein in its entirety. However, the defined network
system may correspond to a home network, multiple linked devices of
a user, or just a single personal computer or device.
[0113] In an embodiment shown by FIG. 7, the designated network
includes a media station computer 710, a digital video recorder
(DVR) 714, a set top box 718 for receiving digital television media
(e.g. via satellite of cable), and a television monitor 722.
Numerous other kinds of devices may also be included in the
designated network, such as digital stereos, digital media devices,
digital frames, and media tablets. As an example, smart television
may integrate processing resources and network compatibility into a
television monitor 722, to enable online television/movie services
(e.g. online movie `rental`) or DVR functionality. As mentioned,
various network configuration are possible-for example, the devices
may be interconnected through the computer 710. In one embodiment,
a media profile and selection system (MPSS) 770 is implemented on
the defined network system 702. The MPSS 770 may be implemented on
one device or distributed over multiple devices. In examples
described herein MPSS 770 is assumed to be implemented on the
personal computer 710. The MPSS 770 may be included as
functionality that enables, for example, the computer to establish
or integrate with a personal network. However, in other
implementations, the MPSS 770 may correspond to programming or
logic that operates on a machine independently, or as part of a
home network.
[0114] According to an embodiment, the defined network system 702
may also include remotely and intermittently connected devices,
such as a cell phone 732 and a remote terminal 734 (e.g. laptop or
netbook). Such devices may communicate with one or more other
devices in the user's system through a gateway 738.
[0115] In one embodiment, the MPSS 770 is equipped with components
that execute processes for selecting content items and for
obtaining profile information about the user of the network.
Accordingly, the MPSS 710 includes a content selection module (or
system) 750, and one or more usage monitors 755. The usage monitors
755 correspond to programmatic components and agents for procuring
data relating to the user's activities on the designated network.
In some embodiments, one or more of the usage monitors 755
interface with other devices in the defined network system 702 to
retrieve log information regarding the user's activities. The usage
monitors 755 may also execute on devices to collect such log
information regarding the user's media consumption activities on
that device. Accordingly, the one or more usage monitors 755 may
operate to monitor and record user actions for consuming media. In
the implementation shown, least one usage monitor 755 may interface
with the set-top box 718, DVR 714, television 721 and/or television
tuner (not shown) in order to record (i) what television programs
or movies the user watches, (ii) what television programs or movies
the user records for later viewing (and when the user actually
views the program after recording). The usage monitor 755 may also
execute on computer 710 or other device to record Internet
television (e.g. programs that are downloaded) or video viewing,
media acquisitions (e.g. purchase of songs or movies from an online
site), music preferences and other streaming media services. Still
further, as described with other embodiments, the one or more usage
monitors 755 may inspect files stored on any of the user's devices,
as well data entered or used by the user.
[0116] In some implementations in which cellular data devices (e.g.
cell or smart phone) is part of the user's defined network system
702, media consumption activities on the cellular data devices
(e.g. cell phone 732, electronic book reader or net-book) are also
monitored. For example, the user may place-shift content from his
home to his cellular device, or use his cellular device to listen
to music or see videos/television. MPSS 770 may interface with the
cellular device, with devices accessed and used by the cellular
device (e.g. set-top box), or with the user's online account(s)
where such media consumption activities are enabled for the
cellular device. Similarly, one or more embodiments enable the user
of the defined network system 702 to monitor machines outside of a
local domain or network from which the defined network system 702
is based, but which are owned or operated by the user. For example,
system 702 may monitor machines over a wide area network such as
the Internet. As described with an embodiment of FIG. 6, the
monitoring of usage monitors 755 may extend to metadata data
information (e.g. when the user watched a program), as well as
user-preferences.
[0117] Information gathered by the usage monitors 755 are stored in
a profile database 756 (or table or other data structure). The
contents of the profile database 756 (i.e. its data) may be kept
private, so as to not be accessible to parties other than the user
of the defined network system 702.
[0118] The content selection module 750 uses information provided
from the usage monitors 755 (as well as other information) to
select targeted content items for the user's system. The operation
of the content selection module 750 is described in more detail
with an embodiment of FIG. 8.
[0119] FIG. 8 illustrates a content selection module such as shown
and described with an embodiment of FIG. 7. With reference to FIG.
8, the content selection module 750 includes a third-party
interface 810 to enable a third-party (e.g. content provider and/or
advertiser) to specify inputs that enable the third-party to
programmatically target content items (e.g. advertisements and
promotions) without accessing the user's private profile
information (of consumed media). In the example shown, a content
provider 838 (e.g. advertiser) interacts with the third-party
interface 810 via a tool 802. The tool 802 may correspond to a
programmatic interface that enables the content provider 838 (or
other party) to specify query/algorithmic input). More
specifically, according to some embodiments, the content provider
838 (i) specifies queries 812 and/or algorithmic input 814 via the
tool 802, and (ii) supplies a media package 818 to the user's
system that comprises primary and/or supplemental content. Some
embodiments enable the tool to create queries and algorithms that
run on the user's defined network by, for example, validating the
content provider's syntax or logic structure from which queries and
algorithms are to be implemented. The tool 802 may also provide the
advertiser with sample data to enable the advertiser to model his
queries and input prior to dispatch. The sample data may be based
on, for example, historical information. Feedback 811 (as described
below) from current or past user networks may be used to create the
sample data to facilitate the content provider in designing queries
and algorithms. As an addition or alternative, the content provider
838 may supply a set of data for use with the tool 802, in order to
predict outcome and/or test logic specified with the queries and
algorithm.
[0120] The primary content may correspond to, for example, a
television program or movie, radio station, or music. The
supplemental content 823 corresponds to promotional content and
advertisements. In one embodiment, the advertisements are provided
in form of a collection or library, from which selection is to be
made on the user's system.
[0121] According to some embodiments, the tool 802 executes outside
of the user's defined network system. In one implementation (such
as shown), the tool 802 is a web-based interface to enable the
content provider 838 to deliver targeted content to users. In other
implementations, the tool 802 may reside on or with computing
resources (e.g. PC or server) of the content provider 838. In the
latter case, the tool 802 may have access to sample, test or model
data. In one embodiment, the tool 802 supplies the content provider
838 with package data 815 that enables the queries 812 and/or
algorithmic input 814 to be embedded or integrated with the primary
and supplemental content that is made available from the content
provider 838. The user may request content from the content
provider 838. For example, the user may request a content download
(program, movie etc.) from the content provider. In response to
making the request, the content provider 838 supplies the media
package 818, which includes the primary content that the user has
requested. The media package 818 may be processed by the user's
system to identify query input 812 (specifies by the content
provider 838) and algorithmic input 814.
[0122] In one embodiment, the query input 812 specifies parameters
for querying profile database 756. The query input 812 may take
various forms. In some implementation, some or all of the query
input 812 includes pre-formulated queries from which the content
provider 838 (e.g. advertiser or other third-party) can select from
using the interface 802. In other embodiments, the query input 812
may include expressions or combinations of inputs that the
advertiser can construct to make highly detailed and rich queries
of the profile data in the user's system. These include
multi-variable queries, such as identification of a given user's
favorite shows and whether the user records the favorite shows. A
query process 820 may use the input 812 to generate a query 822 on
the profile database 756. For example, the query 822 may seek to
identify television shows the given user watches during certain
periods on weeknights. An algorithmic implementation process 830
may process the algorithmic input 814 to implement a process for
selecting supplemental content items 823 from the collection or
library of content items provided in the media package 818. The
algorithmic input 814 may correspond to algorithms, functions,
operations or heuristics, specified by the third-party, which are
then used to process the queried profile data 825. As an
alternative to query input 812, the algorithmic input may act as
the source for query input or generation, at least for some of the
queries used in formulating a result under the algorithm. In some
embodiments, the query 822 identifies "raw" profile data which is
relatively unprocessed. The algorithmic process 830 may process the
data to create a synthesized data set, and then further use the
synthesized data set (e.g. most popular media consumption
activities from identifying all media consumption activities) to
perform additional operations including algorithmic decisions,
without ever having access to the profile information. In one
embodiment, the output of the algorithmic process 830 is selection
criteria 832, which may include specific identification or
class/type/genre identification. Selection criteria 832 may be
stored for subsequent use, or implemented on-the-fly. A selector
840 includes or corresponds to programming or logic that has access
to a content roster of the collection of supplemental content items
contained in the media package 818 at a given instance in time (or
alternatively, after passage of a given duration of time) in
connection with a particular event. The selector 840 uses the
selection criteria 832 to select specific content items 844 from
the content roster 842. In this way, the algorithm for selecting
content may be packaged with multiple content items (e.g.
television shows, programs, commercials) from which selection is
made. In this way, the content provider 838 can specify an
algorithm for making content selection (either primary content,
such as a show, movie, or song, or supplementary content, such as
ads or commercials). At the content provider's 838 choosing, the
algorithm may be of a variable level of complexity. The data used
by the algorithm may originate from queries of the profile
database. As mentioned, the queries may be simple (e.g. those
specified by the advertiser) or complex (e.g. those requiring
synthesized information).
[0123] With reference again to FIG. 7, presentation component 780
may display or render supplemental content 823 (the "selected
content items 844") from a collection of supplemental content items
in the media package. The selected content items 844 are displayed
in connection with presentation of the primary media. The medium
for presenting the selected content items 844 may vary. For
example, the selected content items 844 may be incorporated as
commercials in slots that are dispersed through programming
content. Alternatively, the selected content items 844 may be
included as overlays or other forms of ad/promotional content. e
Still further, depending on the implementation, the presentation
component 780 may correspond to, for example, a media player
residing on one of the devices, the set-top box 718, DVR 714 or
television 721.
[0124] Various other usage scenarios, including those that vary the
media, delivery media may be implemented with embodiments such as
described. For example, while an embodiment of FIG. 8 illustrates
the supplemental and primary content being delivered together,
alternative implementations may provide for the collection of
supplemental content to be delivered independently (or at a
different time) than the primary content. Also, the medium used to
deliver the collection of supplemental content may vary from that
used to deliver the primary content. For example, some or all of
the collection of supplemental content may be delivered over a
network PC connection, for use with primary content that is
broadcast by cable, satellite or over-air. In various embodiments,
the collection of supplemental content is packaged with the
algorithm/query input, separate from any primary content that the
user requested. Still further, the algorithm/query input,
supplemental content collection, and primary content may all be
delivered at separate times, over separate communication mediums,
and/or independently of one another.
[0125] As an addition or alternative to embodiments described, the
selected content items 844 identify content items that presentation
component 780 is to retrieve from a source outside of the defined
network system 702. Such content may be rendered at an instance
when the user is consuming media. Various systems and
implementations for delivering and enabling selection of
supplemental content are described below.
[0126] With reference to FIG. 8, some embodiments provide that an
advertiser or content provider is able to receive feedback as to
which advertisement (or targeted content item) was actually
rendered to the user. For example, in an implementation in which
the media package 818 carries a collection of supplemental content
items, the selector 840 on a given user's system may record
feedback 811. A third-party interface 810 may report the feedback
811 to either service 801 (if applicable) or content provider 838.
In one embodiment, the service 801 collects feedback from multiple
user (or user systems) and provides a tally to the content provider
as to the number of views/selections made for individual
supplemental content items. In FIG. 8, the selected content items
844 (corresponding to supplemental content items selected from
media package 818) are recorded, and reported to the content
provider/advertiser. For example, the content selector 840 (FIG. 8)
or some other component of the user's system may signal back to the
content provider 838 (via interface 810 and optionally service 801)
feedback 811 in the form of a count, as to which supplemental
content items from the collection were actually selected and
watched. In this way, the content provider 838 (or advertiser is
able to receive accurate information as to which advertisement item
was actually watched. When distributed over an audience (i.e.
multiple users on multiple networks), an advertiser is able to
receive an accurate count of the number of times a commercial was
viewed, or how popular the underlying program was.
[0127] In one embodiment, the service 801 receives feedback 811
(e.g. count) from multiple users (e.g. multiple networks),
tabulates the feedback 811 for a given content provider, and then
sends that content provider information. As a variation or
alternative, the content provider 838 may receive real-time
feedback (either directly or through the service 801) as to what
advertisements were watched on any given system. This feedback 811
would identify the result of the queries/algorithms the content
provider 838 provided with the supplemental and/or primary content.
In one embodiment, the feedback 811 enables tabulation or counting
of the number of instances that individual supplemental content
items were selected and watched. In addition, some embodiments
provide that the feedback 811 tabulates or counts (from multiple
households or defined networks) the number of instances that a
primary content was viewed. Thus, embodiments enable generation of
`rating` information, indicating the number of households that
watch a given supplemental or primary content. However, unlike
conventional approaches, the feedback 811, when tabulated from
various households, provides a true count (not statistical
extrapolation) of the number of instances that a particular content
item (primary or supplemental) was watched.
[0128] In some embodiments, content provider 838 (or a targeter)
may develop algorithms to increase the count in which
advertisements are viewed using statistical feedback and/or focus
groups. The targeter can target and tune algorithms for selecting
targeted content based on a reliable and actual count of viewers
for the targeted content. With such information, a targeter (such
as an advertiser) may develop, for example, viewer profiles and
categories, and develop understanding as to what/how content is to
be targeted to such individuals. For example, advertisers may
identify classifications for groups of the population that
correspond to "don't fit any category". With feedback as to the
counts of viewed content, this category may effectively be shrunk,
as the advertiser can tune the algorithm to better enable
selections for its viewers.
[0129] Still further, with regard to any of the embodiments
described, additional embodiments enable the user to provide
feedback as to whether they liked or disliked advertisements (e.g.
thumbs up or down) that were programmatically selected for them. As
an alternative, the feedback may be in form of the user specifying
a rating for a particular content (e.g. scale of 1-5). The feedback
may be use to weight, or tune selection algorithms to enable better
future selection of targeted content.
[0130] FIG. 9A illustrates an implementation in which a selection
952 of content items identify links 908 that the presentation
component 780 is to use to retrieve content items 912 from a
network site 915 at a particular instance, such as during the
display/rendering of a movie or television program. In this way,
selection 952 identifies links 908/content items 912 that are
pertinent to the user of the defined network. In one embodiment,
the presentation component (e.g. television system) receives media
feed 914 corresponding to a television program, movie, Internet
content etc. In connection with receiving the media feed 914, the
links 908 enable the presentation component 780 to access and play
advertisement media, for example, on a portion of a presentation
created by the component 780. As an example, the presentation
component 780 may access and play content items located by the
links 908 at the occurrence in the media feed (e.g. movie,
television program etc.) for an advertisement spot. Numerous
variations are possible, such as rendering the content items 912 as
banner ads or still images on one or more of the devices that
comprise the defined network system 702.
[0131] FIG. 9B illustrates an implementation in which a media feed
924 is delivered with a package 922 comprising a plurality of
supplemental content items (e.g. advertisements, depicted as
AD.sub.1 . . . AD.sub.N and individually denoted by numeral 722).
The media feed may correspond to, for example, a television program
or movie that the user downloads from a website or from a network
service, using for example, a personal computer or set-top box. The
selection 952 identifies select content items 922 of package 924 is
to display when for example, an opportunity for displaying
advertisements occurs. For example, the presentation component 780
may correspond to a television system (with or without set-top box)
that is used to show a television program or movie. The package 924
may correspond to multiple advertisements that are delivered
concurrently with the media feed, such as at or just prior to the
time an advertisement is to be displayed in the television program.
Selection 952 serves to specify which content item in the package
is to be used at a given instance, so that the user is shown a
television commercial that matches his interest or demographic.
[0132] FIG. 9C illustrates another embodiment in which a desired
content item (e.g. television show that the user wants to watch) is
packaged with advertiser supplied algorithms and queries, as well
as a library of supplemental content items, in order to enable the
viewer's system to programmatically select an appropriate
supplemental content item to view with the desired content item. An
embodiment of FIG. 9C is applicable to content that the user can
download or request. For example, the user may navigate to a
website to select a television program to download and view on a
television screen. Alternatively, the user may select a television
show by operating a set-top box.
[0133] A content provider packages, or otherwise provides, provider
data 970, comprising (i) the user's desired content (program 976),
(ii) a library 974 of supplemental content items (e.g. commercials,
commercial overlays), (iii) selection algorithm data 972. Selection
algorithm data 972 includes queries and algorithms such as
described with prior embodiments. The content selection module 750
may handle the algorithm data 972 (e.g. via an interface) for
purpose of selecting which supplemental content items in the
library 974 are to be displayed to the viewer in connection with
the rendering of the primary media 976. The content selection
module 750 may execute the algorithm, resulting in identification
975 of one or more of the supplemental content items in the library
being selected for display to the user. The identified supplemental
content items 975 are integrated with the primary media 976 then
presented to the user. In an embodiment, the provider data 970
comprising the algorithm data 972, the primary media 976 and the
library 974 are delivered to the user at time of playback. The
user's system makes the selection of the appropriate supplemental
content item on-the-fly, and that content item is displayed to the
user at the appropriate time. As an example, the user may download
a television program for viewing. The download may include the
provider data 970 (so as to include the algorithm data 972 and
library 974), but the additional data may be transparent to the
user. The user's system initiates playback of the primary media
976, while the algorithm data 972 executes on the user's system to
access the user's profile data, and then selects the appropriate
television commercials from the library 970. The user's experience
is enhanced, because the user views commercials or advertisements
that are actually appealing to him/her. But the user's privacy is
not effected because no information about the user leaves the
user's system.
[0134] As an alternative or addition to an embodiment depicted by
FIG. 9C, primary media 976 may be packaged as a library (e.g.
multiple programs), and the selection algorithm 972 may be
implemented to select one program or primary media 976 from the
library. The same or different selection algorithm 972 may be used
if supplemental content is to be selected.
[0135] Still further, while an embodiment of FIG. 9C illustrates
that the selection algorithm 972 and the content (including
library) or communicated over the same medium (and optionally at
the same time), other embodiments may provide for the selection
algorithm 972, the primary content 976 and the supplemental content
974 to be transmitted to the defined network using separate
mediums. For example, primary content 976 may be broadcast over
cable or air, and the selection algorithm may be pushed over the
Internet to the user. The primary content 976 may be downloaded
using a set-top box, and the selection algorithm 972 and/or
supplemental content 974 may be downloaded or received via a
personal computer and Internet connection. Numerous such variations
are possible.
[0136] Still further, the time in which the selection algorithm 972
is received may be different than the time in which the
supplemental content library or primary content is received. For
example, the supplemental content may be downloaded and stored
(e.g. on DVR, PC or smart television), then selected for playback
at a later date in connection with a live or recorded playback of
primary media.
[0137] Targeting Time-Shifted Content
[0138] Embodiments recognize numerous inefficiencies that arise
when targeting content with the use of time-shifting devices that
allow individuals to record live television. Among other issues,
the use of time-shifting devices (i) allow individuals to skip or
fast-forward through advertisements; (ii) raises the possibility
that the advertisements originally packaged with the television
program that is recorded becomes stale, particularly with increase
of passage of time between when the television show is recorded and
when the show is actually viewed; (iii) its difficult to count when
a recorded television show is watched, when determining the
effectiveness of a television commercial campaign or even the
popularity of a program. Embodiments described below enable use of
profile information (as described with prior embodiments) to select
supplemental content for recorded media programs.
[0139] FIG. 10 illustrates a system for implementing content
targeting (such as for placement of advertisement content) to
supplement time-shifted content, according to an embodiment.
Time-shifting components 1002 include a record component 1010 and
playback component 1020 which interface with a media broadcasting
system. Typical examples of the media broadcasting system include
television programming provided via cable television, satellite
television, over-air, or via Internet. The record and playback
components 1010, 1020 may be provided as part of a single unit,
such as on a DVR, or distributed between units or resources of the
user (e.g. via personal computer). A system 1001 for enabling
targeted content for time-shifted contents include a usage monitor
1030 and a content selector 1040. The usage monitor 1002 may
interact with the time-shifting components 1002 to identify profile
data 1034, which may include (i) what programs are recorded, (ii)
when the programs are being recorded, (iii) when the programs are
played back. Other information regarding the user's interaction
with the time-shifting components 1002 may also be recorded, such
as how often the user fast-forwards or skips content (such as
advertisements). According to some embodiments, this profile
information could be enhanced as much as possible by other usage
data from the network, if available, and also by user volunteered
input if available.
[0140] The content selector 1040 uses the profile data 1034 to
select content for the user at the time of playback occurs. In one
embodiment, the user's interaction with the playback component 1020
may trigger the content selector 1040 to identify and place
targeted content items in the stream of content that is played back
to the user. In one embodiment, the content selector 1040 selects
content for placement in the user's stream based on (i) how fresh
the playback is-meaning the time between recording and playback;
(ii) profile information (such as described with prior
embodiments), including demographic and/or volunteer information,
that is known about the user. In some embodiments, the content
selector's selection is based entirely or in part on rules 1044,
such as the passage of time. For example, if more than a designated
duration of time has passed, then the content selector 1040
automatically replaces the existing advertisement of the recorded
television program with a fresh advertisement. Still further, the
rules may specify what commercials or content is to be incorporated
in the playback based on information (e.g. genre) known of the
recorded program or of the user of the device. The rules 1044 may
operate independent or even without need of a third-party interface
1042, such as described below.
[0141] In even a more simple approach, time shifting component 1002
has stored on it multiple advertisements and supplemental content
that are time appropriate. For example, time shifting component
1002 may store commercials that are time appropriate regardless of
the program that is stored. Alternatively, individual programs may
be recorded for later viewing with a set of advertisements that are
selected in part for that program, and some of the individual
advertisements in the set may be appropriate for certain durations
after the recording takes place. For example, a set of commercials
may include multiple movie trailers. When the user plays back the
recorded program, a movie trailer is played in one of the recorded
slots, but the movie trailer is selected based on the calendar date
of the playback. The movie trailer that is played in the slot is
selected based on the proximity of the time of playback to the
premier of the movie. Similarly, product commercials may be
displayed based on whether a sale promotion for the product exists
at the time playback occurs. Commercials and other content for time
shifting component 1002 may be downloaded and stored on a regular
basis.
[0142] As an additional or alternative embodiment, the content
selector 1040 selects content for placement in the user's stream
based on input from an advertiser or other third-party. This input
may correspond to queries and algorithms, such as described with an
embodiment of FIG. 8. Accordingly, an interface 1042 for use by
advertisers and third-parties is provided such as described with an
embodiment of FIG. 8. The profile information 1034 may extend to
information that is determined from other devices, or the profile
information may be specific to DVRs or other time-shifting
activities. Likewise, the queries and algorithms specified from the
advertiser can be specific to time-shifting activities, or broader
to include other media consumption activities, related metadata,
device information and user-volunteered information. In selecting
supplemental content for rendering at time of playback, the content
selector 1040 may select from content items that are local to the
time-shifting components, the user-defined network, or
alternatively remote from the devices/user-defined network.
[0143] As an example of an embodiment of FIG. 10, time-shifting
components 1002 may correspond to a DVR that stores media feeds
from broadcast television. In this context, the content selection
system 1001 is used to supplement or select advertisements that the
user views when playing back recorded programs. The content
selector 1040 may be embedded within, for example, a DVR, or may
operate to interface with the device, to provide supplemental
content that is fresh and targeted for the user. By fresh, the
supplemental content is pertinent to the user at the time the user
plays back the recorded media, rather than when the user records
the media. In one embodiment, the DVR may maintain a library of
supplemental content items. For example, the DVR may receive
supplemental content items, either at the time of recording, or
after recording has taken place, and then store the content items
for subsequent review and selection. For example, some embodiments
contemplate that DVR receives television commercials at various
instances independent of activities. The commercials may be
received based on profile information (i.e. selected by content
selector 1040), or independent of profile information, in which
case the content selector 1040 selects from the commercials at the
time of playback. Thus, some embodiments contemplate that at the
time of playback, both profile information and freshness of the
commercial (how relevant it is to the particular instance of
playback) can be relevant factors in making determinations. These
television commercials may be provided to the DVR separate from the
television program being recorded. As a variation, the recorded
television program may be delivered with multiple commercials.
Still further, the content selector 1040 may retrieve content items
for inclusion in the programs at time of playback.
[0144] In some DVR applications, a service is provided that shows
the user advertisements to coincide with when the user
fast-forwards or watches stored television commercials. In such
applications in particular, the content selector 1040 enables the
DVR to render commercials or advertisements that are pertinent to
the at the time of playback. As mentioned, the content may be local
to the DVR. In other embodiments, the content may be local to the
user's defined network, but not necessarily local to the DVR. For
example, a catalog or package of content items may be stored on the
DVR or elsewhere in the user-defined network, and the content
selector 1040 may select from the stored package. Still further,
the content selector 1040 may retrieve selected content items from
locations that are remote to the user-defined network. All of the
embodiments described may be implemented without any of the profile
data 1034 being communicated outside of the user's device or
defined network.
[0145] Still further, in some embodiments relating to DVR
applications, the user's actions with regard to advertisements may
be monitored. Individual instances in which the user skips through
or fast-forwards an advertisement may be counted. A user may be
given an allotment of instances in which the user can fast-forward
or skip advertisements in a recorded program. The allotment may
correspond to a count (e.g. no more than three instances per week)
or percentage (e.g. the user can skip through half of the
advertisements). In such embodiments, the user's ability to skip
through or fast-forward through advertisements may be based on the
number of prior instances in which the user-skipped or
fast-forwarded through advertisements. Thus, for example, the user
is forced to watch at least some advertisements, based on prior
history of skipping/watching advertisements. A control mechanism
may be implemented as a component in FIG. 10 to enable or disable
the user's ability to skip or fast-forward advertisements selected
for the user, based on whether the number of past instances in
which the user skipped or fast-forwarded advertisements exceeded
some pre-determined threshold.
[0146] As with embodiments described above, the number of times
stored supplemental content is displayed on, for example, a DVR (or
smart television), may be counted and fed back to a targeter or the
content provider. In addition, the time of playback for the
supplemental content item may be recorded relative to the time the
primary content was first recorded or broadcast or made
available.
CONCLUSION
[0147] Although illustrative embodiments of the invention have been
described in detail herein with reference to the accompanying
drawings, it is to be understood that the invention is not limited
to those precise embodiments. As such, many modifications and
variations will be apparent to practitioners skilled in this art.
Accordingly, it is intended that the scope of the invention be
defined by the following claims and their equivalents. Furthermore,
it is contemplated that a particular feature described either
individually or as part of an embodiment can be combined with other
individually described features, or parts of other embodiments,
even if the other features and embodiments make no mentioned of the
particular feature. This, the absence of describing combinations
should not preclude the inventor from claiming rights to such
combinations.
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