U.S. patent application number 13/490444 was filed with the patent office on 2013-06-06 for consumer driven advertising system.
This patent application is currently assigned to Nfluence Media, Inc.. The applicant listed for this patent is Kevin Allan, Thomas S. Huseby, William Munslow, David Pratt, Brian Roundtree. Invention is credited to Kevin Allan, Thomas S. Huseby, William Munslow, David Pratt, Brian Roundtree.
Application Number | 20130144710 13/490444 |
Document ID | / |
Family ID | 47296426 |
Filed Date | 2013-06-06 |
United States Patent
Application |
20130144710 |
Kind Code |
A1 |
Roundtree; Brian ; et
al. |
June 6, 2013 |
CONSUMER DRIVEN ADVERTISING SYSTEM
Abstract
A system and method for directing self-targeted advertising to
users who are interested in receiving it. A user creates or adopts
one or more personas that define a number of characteristics that
the user has or wants to be associated with. The characteristics of
the personas can be used by advertisers to define members of a
target audience. Each persona included in a target audience has an
address or identifier to which ads are sent. In one embodiment,
users are shown a user interface screen with icons representing a
number of brands. The user provides input that indicates whether
they have different opinions of the brands. Based on the input
received, an estimate is made of the likelihood that the user has a
number of characteristics. The user can arrange the icons
representing the brands on the user interface screen to indicate if
the user likes or dislikes the brand.
Inventors: |
Roundtree; Brian; (Seattle,
WA) ; Huseby; Thomas S.; (Seattle, WA) ;
Allan; Kevin; (Seattle, WA) ; Munslow; William;
(Seattle, WA) ; Pratt; David; (Seattle,
WA) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
Roundtree; Brian
Huseby; Thomas S.
Allan; Kevin
Munslow; William
Pratt; David |
Seattle
Seattle
Seattle
Seattle
Seattle |
WA
WA
WA
WA
WA |
US
US
US
US
US |
|
|
Assignee: |
Nfluence Media, Inc.
|
Family ID: |
47296426 |
Appl. No.: |
13/490444 |
Filed: |
June 6, 2012 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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61603216 |
Feb 24, 2012 |
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61597136 |
Feb 9, 2012 |
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61567594 |
Dec 6, 2011 |
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61533049 |
Sep 9, 2011 |
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61506601 |
Jul 11, 2011 |
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61493965 |
Jun 6, 2011 |
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Current U.S.
Class: |
705/14.44 ;
705/14.53 |
Current CPC
Class: |
G06Q 30/0277 20130101;
G06Q 30/0269 20130101; G06Q 30/0251 20130101; G06Q 30/0255
20130101; G06Q 30/0241 20130101; G06Q 30/0261 20130101 |
Class at
Publication: |
705/14.44 ;
705/14.53 |
International
Class: |
G06Q 30/02 20120101
G06Q030/02 |
Claims
1. A processor-based system, comprising: memory for storing
instructions that are executable by processor electronics;
processor electronics configured to execute the instructions in
order to: present a number of brands to a user; receive an
indication of a user's opinion of one or more of the brands; and
compile the brand opinions to determine a number of characteristics
for the user that can be used to select ads to be delivered to a
computing device associated with the user.
2. The system of claim 1, further comprising a screen and wherein
the instructions cause the processor electronics to display icons
representing a number of brands on the screen and to compile the
brand opinions based on detected movement of one or more of the
icons on the screen.
3. The system of claim 2, wherein the instructions cause the
processor electronics to detect if a user has moved an icon
representing a brand to an area on a screen wherein one area of a
screen indicates a first opinion of a brand and another area
represents a second opinion of a brand.
4. The system of claim 3, wherein the instructions cause the
processor electronics to receive an indication of a user's relative
opinion of brands represented by icons that are located in the same
area of the screen by determining relative user placement of the
icons in the same area.
5. The system of claim 1, further comprising a screen and wherein
the instructions cause the processor electronics to receive input
from the user to vary a size of an icon representing a brand on the
screen, wherein the size of the icon selected by the user is
indicative of the user's opinion of a brand.
6. The system of claim 1, wherein the instructions cause the
processor electronics to combine tag values for a number of tags
that are associated with brands in a manner that is dependent on
the received user's opinion of the brand such that each combined
tag value is representative of a characteristic for the user.
7. The system of claim 1, wherein the instructions are further
configured to display ads that are directed to the user's computing
device.
8. The system of claim 7, wherein the instructions further include
receiving an indication of a user's opinion of a displayed ad.
9. The system of claim 1, wherein the instructions are executable
by the processor electronics to retrieve ads from an address.
10. The system of claim 7, wherein the instructions are executable
by the processor electronics to display an ad from a number of ads
that are stored in the memory.
11. The system of claim 1, wherein the characteristics are
demographic characteristics.
12. A non-transitory computer readable media having instructions
stored thereon that are executable by processor electronics in
order to: present a number of brands to a user; receive an
indication of a user's opinion of one or more of the brands; and
compile the brand opinions to determine one or more characteristics
for the user that can be used to select ads to be delivered to a
computing device associated with the user.
13. The non-transitory computer readable media of claim 12, wherein
the instructions cause the processor electronics to display icons
representing a number of brands on a screen and to compile the
brand opinions based on detected movement of one or more of the
icons on the screen.
14. The non-transitory computer readable media of claim 12, wherein
the instructions cause the processor electronics to detect if a
user has moved an icon representing a brand to an area on a screen,
wherein one area of a screen represents a first opinion of a brand
and another area represents a second opinion of a brand.
15. The non-transitory computer readable media of claim 12, wherein
the instructions cause the processor electronics to receive an
indication of a user's relative opinion of brands by determining a
relative placement of icons that represent the brands in the same
area of a screen.
16. The non-transitory computer readable media of claim 12, wherein
the instructions cause the processor electronics to receive input
from the user to vary a size of an icon representing the brand on a
screen, wherein the size of the icon selected by the user is
indicative of the user's opinion of a brand.
17. The non-transitory computer readable media of claim 12, wherein
the instructions cause the processor electronics to combine tag
values for a number of tags that are associated with brands in a
manner that is dependent on the received user's opinion of the
brand such that each combined tag value is representative of a
characteristic of the user.
18. A non-transitory, computer readable medium with instructions
that are executable by processor electronics, wherein the
instructions cause processor electronics to: display a plurality of
icons that represent brands on a screen; detect how an icon is
moved on the screen; assign a first piece of metadata to the icon
if the icon moved by the user to a first area of the screen; and
assign a second piece of metadata that is different from the first
piece of metadata to the icon if the icon is moved to a second area
of the screen different from the first area of the screen.
19. A non-transitory, computer readable medium with executable
instructions stored thereon that cause processor electronics to:
display content on a screen; indicate different areas on the screen
that assign different categories of metadata to the content; and
assign a first piece of metadata to a first piece of content based
on a detected placement of the content in a first area of the
screen.
20. The non-transitory, computer readable medium of claim 19,
wherein the instructions cause the processor electronics to: assign
a second piece of metadata that is different from the first piece
of metadata to a second piece of content based on a detected
placement of the content a second area of the screen that is
different from the first area of the screen.
21. The non-transitory computer readable media of claim 20, wherein
the content represents a brand.
22. The non-transitory computer readable media of claim 20, further
comprising instructions for causing a processor to re-size the
content displayed on a screen based on the area of the screen in
which the content is placed.
23. The non-transitory computer readable media of claim 22, further
comprising instructions for allowing a user to create a new area on
the screen that will assign different metadata to the content if
the content is placed in the new area.
24. A non-transitory computer readable media with instructions
stored thereon that are executable by processor electronics to:
display content on a screen that represent a number of brands;
detect the arrangement of the content on the screen by a user; and
forward the detected arrangement of the content to a remote
computer system to infer one or more characteristics of the user
based on the detected arrangement of the content on the screen.
25. The non-transitory computer readable media of claim 24, further
comprising instructions that cause the processor electronics to:
receive a persona from a remote computer that defines a number of
characteristics that are based on the detected arrangement of the
content on the screen.
26. The non-transitory computer readable media of claim 25, further
comprising instructions that cause the processor electronics to
display an ad directed to the received persona.
27. The non-transitory computer readable media of claim 26, further
comprising instructions that cause the processor electronics to:
display two or more personas to a user, wherein each persona
represents a different combination of characteristics that can be
selected by advertisers to select a target audience for ads; detect
the selection of a person by the user to receive ads.
28. The non-transitory computer readable media of claim 26, further
comprising instructions that cause the processor electronics to:
receive an indication of a user's opinion of an ad that is
delivered to a persona; and adjust one or more characteristics of
the persona based on the received opinion of an ad.
29. A non-transitory computer readable media with instructions
stored thereon that are executable by processor electronics to:
display content on a screen that represents a number of brands;
detect the arrangement of the content on the screen by a user; and
determine one or more characteristics for a persona to which ads
are to be directed based on the detected arrangement of the content
on the screen.
30. The non-transitory computer readable media of claim 29, further
comprising instructions that cause the processor electronics to
display ads that are directed to the persona.
31. The non-transitory computer readable media of claim 30, further
comprising instructions that cause the processor electronics to
display two or more personas to which ads are to be directed.
32. The non-transitory computer readable media of claim 31, further
comprising instructions that cause the processor electronics to
select a persona to receive ads based on a detected location of the
processor electronics.
33. The non-transitory computer readable media of claim 31, further
comprising instructions that cause the processor electronics to
select a persona to receive ads based on a detected event.
34. The non-transitory computer readable media of claim 31, further
comprising instructions that cause the processor electronics to
select a persona to receive ads based on a time of day.
35. The non-transitory computer readable media of claim 30, further
comprising instructions that cause the processor electronics to:
receive an indication of a user's opinion of an ad that is
delivered to a persona; and adjust one or more characteristics of
the persona based on the received opinion of an ad.
36. A processor-based electronic system, comprising: memory for
storing a sequence of instructions that can be executed by a
processor; processor electronics configured to execute the
instructions in order to: receive an indication of at least one
brand that was viewed by a user with a browser program; determine
likely characteristics of the user based on the received indication
of the at least one brand; match desired characteristics of a
target audience to the determined characteristics of a number of
users; and deliver an ad to the users whose characteristics match
the desired characteristics of the target audience.
37. A non-transitory computer readable media having instructions
stored thereon that are executable by processor electronics to:
receive an indication of at least one brand that was viewed by a
user with a browser program; determine likely characteristics of
the user based on the received indication of the at least one
brand; match desired characteristics of a target audience to the
determined characteristics of a number of users; and deliver an ad
to the users whose characteristics match the desired
characteristics of the target audience.
38. A processor-based electronic system, comprising: memory for
storing a sequence of instructions that can be executed by a
processor; processor electronics configured to execute the
instructions in order to: receive at least one brand from a user;
determine likely demographic characteristics of the user based on
the received brand; match desired demographic characteristics of a
target audience to the determined characteristics of a number of
users; and deliver an ad to users whose demographic characteristics
match the desired demographic characteristics of the target
audience.
Description
CROSS-REFERENCE TO RELATED APPLICATION(S)
[0001] This application claims the benefit of and priority to the
following U.S. Provisional Patent Application Nos. 61/603,216 filed
Feb. 24, 2012; 61/597,136 filed Feb. 9, 2012; 61/567,594 filed Dec.
6, 2011; 61/533,049 filed Sep. 9, 2011; 61/506,601 filed Jul. 11,
2011; and 61/493,965 filed Jun. 6, 2011, each of which is
incorporated herein by reference in its entirety.
TECHNICAL FIELD
[0002] The present application relates generally to computer
systems and in particular to computer-based systems that present
advertising to users.
BACKGROUND
[0003] The most simple method of advertising involves sending
advertisements (hereinafter "ads") to large numbers of potential
customers. Such ads can be delivered via print media such as
newspapers or magazines or via other channels such as radio,
television, e-mail, the Internet and now software applications. The
problem with this approach is that a large investment must be made
to reach those few customers who may actually purchase the goods or
services described in an ad.
[0004] To improve their return on investment (ROI), many
advertisers endeavor to send targeted ads to selected consumers
based on assumed consumer demographics. Demographic companies
collect data on individuals based on the purchases they make,
surveys they fill out, web sites they visit (behavioral tracking)
as well as via other mechanisms. While this approach may lead to a
better ROI for advertisers, the result is that consumers often feel
that they are being watched and that their privacy is being invaded
when they are presented with such targeted ads. In addition, this
"data exhaust sniffing" produces poor results in terms of
granularity. Specifically, when monitoring a user's activity via a
behavioral tracking cookie, nearly every action a user does on her
computer as well as what other users do on their computers is
tracked. This mass of random uncontextualized information makes
inferring granular information very difficult given all the
noise.
[0005] Given these problems, there is a need for a consumer driven
system and method that provides a consumer with a controlled way of
collecting demographics and interests that can be connected with an
advertiser's targeting goals.
BRIEF DESCRIPTION OF THE DRAWINGS
[0006] FIG. 1 illustrates a system with which a user uses a
computing device to receive advertisements that are directed to a
persona that reflects the user's interests and tastes in accordance
with an embodiment of the disclosed technology;
[0007] FIG. 2 illustrates a system with which a user can change the
persona and receive advertisements that may appeal to a different
combination of interests and tastes in accordance with an
embodiment of the disclosed technology;
[0008] FIG. 3 illustrates a system whereby a user can adopt a
persona of others or select a predefined persona and receive
advertisements that may appeal to another's combination of
interests and tastes in accordance with an embodiment of the
disclosed technology;
[0009] FIG. 4 illustrates a representative user interface screen
whereby a user can select one or more personas to receive
advertisements;
[0010] FIG. 5 illustrates a number of representative user interface
screens with which a user can select a persona, vote on received
advertisements; sort brands to define or refine likely demographic
characteristics associated with a persona and define parameters for
receiving ads with a persona in accordance with embodiments of the
disclosed technology;
[0011] FIG. 6 illustrates one method of allowing a user to sort a
number of brands to define likely demographic characteristics for a
persona in accordance with an embodiment of the disclosed
technology;
[0012] FIG. 7 illustrates one method by which likely demographic
characteristics for a persona can be determined based on brand
sorting by a user in accordance with an embodiment of the disclosed
technology;
[0013] FIG. 8 illustrates a representative user interface screen
showing a brand collage associated with a persona in accordance
with an embodiment of the disclosed technology;
[0014] FIG. 9A illustrates a representative word cloud displaying
likely demographic characteristics associated with a persona in
accordance with an embodiment of the disclosed technology;
[0015] FIG. 9B illustrates a radar graph showing how the opinion of
different brands influence the determined demographic
characteristics for a persona;
[0016] FIG. 10 illustrates how a selected persona defines a number
of likely demographic characteristics that can be selected by
advertisers to determine a target audience for advertisements in
accordance with an embodiment of the disclosed technology;
[0017] FIG. 11 illustrates one representative method of determining
a target audience from the likely demographic characteristics of a
number of personas in accordance with an embodiment of the
disclosed technology;
[0018] FIG. 12 illustrates one embodiment of a system for
delivering advertisements to a user's computing device in
accordance with the disclosed technology;
[0019] FIG. 13 illustrates one system for displaying advertisements
on a user's computing device if the computing device is
off-line;
[0020] FIG. 14 illustrates further detail of a system for selecting
and delivering advertisements to a user's computing device in
accordance with an embodiment of the disclosed technology;
[0021] FIG. 15 illustrates a block diagram of a user's computing
device in accordance with an embodiment of the disclosed
technology;
[0022] FIG. 16 illustrates one embodiment of a networked computing
system used in implementing the disclosed technology;
[0023] FIG. 17 illustrates one embodiment of a photo sorter in
accordance with an embodiment of the disclosed technology;
[0024] FIG. 18 illustrates one embodiment of a plurality of
representative user interface screens which display ads to a
user;
[0025] FIG. 19 illustrates one representative method of how persona
information can be shared with other personas;
[0026] FIG. 20 illustrates one embodiment of representative user
interface screens displaying a plurality of user personas logged
into a content server and watching a movie;
[0027] FIG. 21 illustrates one embodiment of a representative user
interface screen for configuring a persona used to allow a software
guru persona to make recommendations to a user;
[0028] FIG. 22 illustrates one embodiment of a system for
delivering advertisements to a user's computing device in
accordance with an embodiment of the disclosed technology;
[0029] FIG. 23 illustrates rescaling brands on a representative
user interface screen;
[0030] FIG. 24 illustrates one embodiment of a representative user
interface screen displaying a persona's interest-based TV
channel;
[0031] FIG. 25 illustrates one embodiment of a system for
delivering advertisements to various user's computing devices in
accordance with the disclosed technology;
[0032] FIG. 26 illustrates various devices that may be used in
accordance with the disclosed technology;
[0033] FIG. 27 illustrates one embodiment of a representative user
interface screen displaying geographic locations of recommended
ads;
[0034] FIG. 28 illustrates one embodiment of a representative user
interface screen displaying a persona's email program;
[0035] FIG. 29 further illustrates one embodiment of a
representative user interface screen displaying a persona's email
program;
[0036] FIG. 30 illustrates one embodiment of a resizing of various
groups of brands relative to other groups of brands.
[0037] FIG. 31 illustrates a prior art method of resizing and
moving an icon without a user having a continuous position on an
icon.
DETAILED DESCRIPTION
[0038] As will be discussed in further detail below, the disclosed
technology allows users to create personas (also referred to as
"advertars" or "advatars") to serve as a privacy screen or a
barrier between a user and advertisers. In addition, the disclosed
technology can serve as a tool to segment a user's
interests/communications. A persona may be represented as an icon
or other symbol that can be selected by a user and has a number of
characteristics (e.g. demographic characteristics) associated with
it. The demographic characteristics may represent either actual or
desired demographic characteristics of the user. The demographic
characteristics associated with the personas can be used by
advertisers to determine a target audience for one or more ads. In
one embodiment, ads are delivered to a persona but the advertiser
does know the identity of the user associated with the persona.
Users may have more than one persona that can receive ads. More
than one persona can be active at any time or one or more of the
user's personas may be programmed to become active based on the
time of day, location of the user, current activity of the user,
and proximity of the user to objects, other users or locations or
other factors.
[0039] Personas can be created by the user, copied from other users
who have defined their personas or adopted from one of a number of
predefined personas. In one embodiment, the demographic
characteristics attributed to a persona are determined based on
responses to the user's indicated opinions such as likes or
dislikes of a number of brands. As used herein, characteristics may
include the demographic characteristics of a population such as
(gender, age, location, marital status etc.) as well as properties,
characteristics or traits relating to single individual users such
as a user's individual interests.
A. Personas
[0040] FIG. 1 illustrates a user 10 who wishes to receive ads from
one or more advertisers 20. The user 10 has selected or created a
persona 30 that serves as a privacy barrier or screen between the
user 10 and the advertisers 20. Ads are delivered to a logical
address, such as to an e-mail address that can be accessed by the
user's computing device to receive the ads. In another embodiment,
ads are delivered to a server computer (not shown) that forwards
the ads to the user's computing device so that the user can receive
the ads. The advertisers 20 may not know the identity or other
personal information of the user 10 other than the fact that the
user's persona has one or more demographic characteristics that
indicate that the user may like to receive ads of the type
presented by the particular advertiser.
[0041] FIG. 2 illustrates how a user 10 may change a persona to a
different persona 30a that receives different types of ads from the
advertisers 20. The user may have only one persona 30a active at
any time or may have more than one persona that that is active to
receive ads. Each persona may reflect the user's desire to receive
different types of ads directed to each persona. For example, a
user may have a persona associated with their job or profession and
another persona associated with their hobbies or interests. The
personas don't have to reflect the actual demographics of the user.
For example, a user who is a bank executive may have a "Work"
persona that is defined to receive ads related to financial
services or products and another "On Vacation" persona that is
defined to receive ads that are likely to appeal to surfers and yet
another "Gifting" persona that is defined to receive ads that are
likely to appeal as gifts to others and may consider the
demographic characteristics of the intended recipient of the
gift.
[0042] Generally, a user has only one persona that is actively
receiving ads at any one time. However, multiple personas can
operate at the same time. As will be described in further detail
below, the particular persona or personas that are actively
receiving ads may be automatically selected based on the time of
day, day of the week, location or activity of the user, proximity
to other users, calendar items/appointments, holidays, seasons,
weather, active applications, events detected by NFCs, advertiser
sales, events, announcements, emails/texts/voice mails received,
keywords and a number of other factors. In one embodiment, a user
may trigger the active persona within a certain distance of a wider
geography while receiving ads from only a portion of the wider
geography to prevent being overwhelmed with ads. For instance,
suppose a user specifies or a persona has learned from inferences
from past user input that the user is interested in ads from a
suburb of Seattle called Redmond while the user is not interested
in surrounding areas of Seattle. Not only can the Redmond persona
be activated when the device enters Redmond, but it can be
activated upon entering the Seattle Metro area. Upon activation
when entering the Seattle Metro area (but before entering Redmond),
deals only from Redmond are sent to the user while deals from other
areas in the Seattle Metro area are not sent to prevent
overwhelming the user. In another embodiment, a persona may deduce
from a user's calendar that the user will travel to Redmond. The
persona may be activated before arrival so ads may be sent to the
user.
[0043] In one embodiment, a dynamic icon on a user's home screen
can display the currently selected persona. For instance, the home
view on an iPhone.TM. displays icons to mail, phone, camera
applications etc. A dynamic icon for a home screen application
containing or otherwise interfacing with the persona(s) can display
a visual representation indicating the selected persona. This may
be through displaying an icon the user has chosen for the persona.
Specifically, if a skiing persona is selected, and the user selects
a picture, text or other content to represent the persona. The
selected picture or other content representing the persona is then
displayed on the device home screen.
[0044] In a like manner, a persona and functionality discussed
herein can be selected and the selected persona content displayed
while in a desktop browser interface/IPTV interface etc. An icon or
other content representing the currently selected/active persona
may be displayed to the user in the tool bar, desktop, browser
window or in other locations.
[0045] In one embodiment, a persona is implemented as a computer
record that represents an address or device identifier to which an
advertisement can be directed as well as a number of
characteristics (e.g. demographic characteristics) that may be
input directly by the user or inferred from user input. The aspects
of a persona that can be seen by an advertiser may not identify the
identity of the user such that the advertiser cannot contact the
user directly other than by the address or device identifier
associated with the persona. In one embodiment, a persona has a
graphic icon that represents the persona and a number of
demographic tags or categories representing the likelihood that the
user falls in that demographic category or wishes to receive ads
that are directed to people in that demographic category.
[0046] In one embodiment, separate cookies and caches are used for
each persona when using a web browser or other computing device.
This segmentation of persona information prevents information cross
over between personas. In addition, this segmentation gives context
to the information in the cookies and caches given that all data is
related to the persona's interests. This makes optional analysis of
such cookies and caches more reliable since the user's activities
only pertain to the selected persona. Optionally, the cookies and
caches can be encrypted to protect privacy.
[0047] FIG. 3 illustrates an embodiment where the user 10 may
define their own persona 30a or may select other personas 30b, 30c
that are created by others or are pre-defined. For example, the
persona 30b may be defined by an acquaintance of the user who likes
golf. The persona 30c may be defined by a golfing retailer or club
manufacturer for its customers who are interested in its products.
Personas can be downloaded from an advertiser's web site, traded on
social media web sites, or sent via e-mail or by other forms of
electronic communication. Personas can be created/supplemented by
taking only certain user selected parts of other personas such as
taking only other's persona information by date, affiliations,
subject matter, keyword etc.
[0048] In one embodiment, personas can be shared by multiple groups
of users (e.g. fans) who receive continual updates from the
owner/owners of the persona. A persona could be a template in which
a user customizes the persona without any updates to the original
persona. A persona may be kept entirely private or just certain
parts may be restricted to others as will be discussed below.
[0049] In one embodiment, a limited persona value sharing enables
privacy to gift recipients. This may be useful for a wedding gift
registry, which may share imprecise values instead of the values
themselves. For instance, the owner of a persona could share that
an acceptable dress size for her is in between sizes 8-10 instead
of sharing a precise size.
[0050] In another embodiment, a user can decline to reveal a
numerical range of dress sizes. Instead, the persona can
non-publicly store the dress size and check with desired vendors
via the Internet to determine if her request dress size is
available in the specific dress. Upon confirmation, the gift buyer
would merely see that the gift is available but not see the size
requested. Upon purchase, the size purchased would typically not be
shown to the purchaser to preserve privacy while the correctly
sized dress is shipped directly to the recipient.
[0051] In other embodiments, sharing precise values is avoided by
assigning arbitrary values such as average, below and above average
etc. When combining these values, an arbitrary value within the
ranges above can be used to arithmetically combine a persona's
precise tag values and an average value. In one embodiment, if the
range of values is between 1 and 10, an average shared value might
be 5, which could be combined with a new value.
[0052] FIG. 4 illustrates a representative user interface screen 50
produced by an application program running on a user's computing
device such a smart phone, tablet computer, laptop, desktop, PDA,
book reader, gaming console or other computing device. The
interface screen displays a number of graphic icons 54a, 54b, 54c,
54d that represent the user's created or selected personas. In the
example shown, the icon 54a represents a persona titled "Shopping
Princess" that is created to receive ads that may appeal to young
females who like to shop. The icon 54b represents a persona titled
"Haute Yoga" and is created to receive ads directed to women who
like yoga. The icon 54c represents a persona titled "Work" and is
created to receive ads directed to the occupation of the user.
Finally, the icon 54d represents a persona titled "Jammin Out" and
is created to receive ads targeted to people with the actual or
declared musical tastes of the user.
[0053] The user may select one or more of the persona icons 54a,
54b, 54c, and 54d to receive ads that are directed to the address
or identifier associated with each particular persona. In this way,
the user's true identity is shielded by the persona so that
advertisers can't determine who the user is but still allows the
user to receive ads that are of interest.
[0054] As will be explained in further detail below, a persona can
be created by providing general demographic data about the user
including their likes or dislikes. In yet another embodiment, a
user can adopt pre-defined personas such as "Seattle Single Male",
"U2 fan" etc. or can adopt celebrity personas that reflect the
demographics and likes/dislikes of a particular celebrity.
[0055] FIG. 5 illustrates a number of representative user interface
screens 50, 60, 70, 80 with which the user can select, modify and
create new personas as well as view received ads and control when a
particular persona is active to receive ads. A user interface
screen 50 shows a number of icons 54a, 54c and 54d discussed above
as well as a new icon 54e. Selecting any of the icons 54a, 54c, and
54d activates the corresponding persona to receive ads. Selecting
the icon 54e starts the process of creating a new persona as will
be described below.
[0056] A user interface screen 60 has one or more controls 62 that
allow the user to view new ads directed to their personas, view
active ads that have been previously directed to their personas,
see ads that have been shared with other personas or received from
other personas and to view ads that have been placed in the trash.
An individual ad 64 can be displayed on the user interface screen
60 along with one or more controls 66 that be selected to view more
details of the ad. Selecting the control 66 may cause the computing
device to open a browser program and direct the browser program to
a web site with further details on the ad. Alternatively, selecting
the control 66 may request that further information about the ad be
sent to the user's computing device. The controls 68a and 68b allow
the user to indicate whether they like or dislike the ad being
displayed. Depending on which control 68a, 68b is selected (i.e.
whether the user likes or dislikes the ad), further refinements may
be made to the user's likely demographic characteristics associated
with the persona. The controls 68a, 68b may also be programmed to
post the ad on a social networking web site with an indication that
the user likes or dislikes the ad. In other embodiments, a user can
drag an ad she likes up or an ad she dislikes down for fine-tuning
her persona as discussed in further detail below. Further
functionality such as controls to cause information to be sent to
the vendor's ad website, to send the ad to others or to social
media can be displayed by tapping the ad which induces the ad to
flip around and display the additional functionality and/or
additional information.
[0057] The user interface screen 70 shows one method of defining a
persona by organizing icons 72 on a screen where the icons
represent a number of brands. The details of brand sorting to
define the demographic characteristics for a persona are discussed
in further detail below.
[0058] The user interface screen 80 provides a number of controls
that allow the user to define details of a selected persona. In the
embodiment shown, the controls include an icon selection window 82a
whereby the user can change the image associated with a persona.
The image can be one of a number of predefined persona images or
selected from any available image present on the user's computing
device or that can be retrieved from a remote site. A control 82b
allows the user to re-name the persona if desired. A control 82c
allows the user to activate or de-activate the persona from
receiving ads. A control 82d allows the user to define a number of
locations or times where the persona will become active to receive
ads.
[0059] In one embodiment, an application running on the user's
computing device receives location information from other sensors
(e.g. GPS receiver etc.) on the computing device to determine its
location. Which persona is active to receive ads can be based on
the user's location. For example, ads directed to golfing may be
delivered after it is detected that a user has visited a golf
course after a predetermined time, even if a user has not indicated
an express interest in golf. Other personas can be activated based
on the time of day, such as after work, or on weekends etc. In
another embodiment, the detection of a signal from an RFID tag or
WIFI transmitter can control which persona is activated. For
example, if the user passes a Starbucks.TM. coffee store and the
user's computing device detects a WIFI signal, a user's "Coffee
Lover" persona or a persona with a tag that indicates the user
likes coffee may be activated to receive and/or request ads for
coffee or other products or services offered by the retailer. The
controls 82d also allow the user to specify which device or program
will be used to retrieve an ad that is directed to the persona
(e.g. browser program, gaming computer such as Nintendo Play
Station III, Xbox 360 etc.).
B. Persona Creation
[0060] Personas can be created in any number of ways. For example,
a user can complete a questionnaire by responding to questions
regarding the user's gender, age, income level, residence,
political affiliation, musical tastes, likes or dislikes (e.g.,
interest keywords), pieces of content (e.g., pictures) she
likes/dislikes and so forth. Such a questionnaire can be provided
on a software application (e.g. an app) that runs on a user's
computing device or on a designated web site. The answers provided
to the questionnaire are converted to one or more likely
demographic characteristics that advertisers can use when choosing
a target audience for their ads. For example, an advertiser may
only want to direct ads to those personas representing single women
living near Washington D.C. that have an interest in French fashion
and own a cat. Characteristics such as demographic characteristics
allow the advertisers to search the personas to find those personas
of users that meet the criteria of the advertiser's target
audience. Ads can then be sent to the addresses or identifiers
associated with each of the personas.
[0061] In many instances users find the task of completing a
questionnaire about their demographics to be invasive of their
privacy and/or too time consuming. In addition, such a
questionnaire is often difficult to complete on a mobile device
with a relatively small screen. Therefore, in another embodiment,
personas are defined in a way that infers the user's demographics
based on the user's opinions of (e.g., how the user likes or
dislikes) various brands which may supplement or even replace the
above techniques of gathering data.
[0062] FIG. 6 illustrates a method by which a user can indicate
their opinion of a brand such as if they like a brand either more
or less or feel neutral about the brand. As used herein, an opinion
may encompass input from any user interaction with or relating to
the brand. Such examples include if a user likes/dislikes,
purchase/would not purchase, want/do not want as well as if a user
is "following" a brand such as following a brand via Twitter.TM..
In the embodiment shown, a user interface screen 100 displays a
number of icons 102a, 102b that represent recognizable consumer
brands. In the embodiment shown, the interface screen is divided
into three areas. A neutral area 104 represents a neutral feeling
about the brand (or unfamiliarity with the brand). An area 106 is
an area where the user places icons representing the brands they
like more while an area 108 is an area into which the user places
the icons that represent the brands they like less. Icons
representing a number of brands are initially shown to the user in
the neutral area 104. Users can then drag and drop the icons into
one of the other areas 106, 108 to indicate that they like the
brand more or less respectively.
[0063] In one embodiment, various other "like" or affinity tiers
such as adding additional tiers can be used to give more
granularity to the user's categorization of the brands. In
addition, in one embodiment, the icons in the "like" row may be
further categorized by a user when icons in the left hand side of
the row are interpreted as the user liking them more as opposed to
icons appearing on the right hand side of the row or vice versa. In
other embodiments, the rows may be replaced by other methods of
organizing icons such as piles, vertical columns, buckets or other
groupings. Relative affinity for these groupings can be indicated
by stacking icons on top of each other, above each other etc. In
other embodiments, a user may assign a number or other rating to a
brand by various input methods such as typing, selecting options
from a menu, accelerometer input, slider bar, speaking, gestures
such as finger gestures or Microsoft Kinect.TM. gestures. In other
embodiments, such as displaying brands on phones with HTML 4
browsers on older mobile devices, input may not be possible via
gestures. Instead, input of brand opinions may be via a keypad for
input into the device or sent via SMS messaging or other means.
[0064] In the example shown, a user has selected the icon 102(b)
representing the brand "Fendi" from the neutral area 104 and has
dropped it into the area 106 in order to indicate that the user
likes this brand more. If the user has no opinion of the brand or
is neutral about the brand, the user can leave the icon in an area
of the screen 104 that groups icons for which no opinion has been
expressed. Alternatively, icons representing brands for which no
opinion or a neutral opinion is expressed can be removed from the
screen and replaced with another icon representing another brand.
Based on the opinions of the user to a group of brands, an estimate
can be made of the likelihood that the user has one or more
demographic characteristics (or would like to receive ads directed
to users having those demographic characteristics). In some
embodiments, brands that are left or placed in the neutral area of
a screen may also be included in determining likely demographic
characteristics in a variety of ways. For instance, if a user has
relatively consistent neutral/unfamiliar opinion towards upscale
brands such as Rolls Royce.TM. and Saks Fifth Avenue.TM., it may be
inferred that the consumer is neutral/unfamiliar to the brands
because her income level is likely not in the range of consumers
who are exposed to these brands.
[0065] In an embodiment, upon selection of a brand such as an
upscale brand (e.g., Rolls Royce) an inference could be made that
the user is a high-income user. In response, a subsequent brand
sorting screen may be presented with additional upscale brands to
confirm the inference and determine other likely upscale
demographic characteristics. For instance, if in the subsequent
brand sorting screen, a user declined selection or voted down of
all of the subsequent upscale brands, then an inference would be
made that the user is a "aficionado" of expensive cars, but not a
"big spender" across different types of categories such as spas,
airplanes etc.
[0066] In the example shown, the brands represent known
manufacturers or providers of goods or services that the user can
buy or use. However for the purposes of the present application,
the term "brand" is meant to be interpreted broadly. A brand may
include, but is not limited to, a logo, trademark, animation, text,
movies, movie clip, movie still, TV shows, books, musical bands or
genres, celebrities, historical or religious figures, geographic
locations, colors, foods (e.g. packaged foods), flowers, animals,
designs, characteristics (young, old, short, tall), emotions
(angry, bored), political views, color combinations, shapes,
graphics, sounds, movement, smells, tastes, slogans, social media
users, personas, patterns, occupations, hobbies or any other thing
that can be associated with some demographic information. For
instance any thing that can be broadly accepted or recognized by a
plurality of users can be a brand. In addition, anything that can
identify a seller/product/service as distinct from another can be a
brand which may include Huggies.TM. brand diapers, Copper River
Salmon, Microsoft.TM. software, a picture of Tom Cruise, a picture
of a frame from one of Tom Cruise's movies, a musical band name, a
musical band album cover, a famous picture such as the picture from
Time magazine celebrating victory in WWII in which a sailor is
kissing a woman, a picture of a house in the country, a picture of
a Porsche.TM. car, a picture of a smiley face as well as concept
brands such as breast cancer awareness or environmentalism etc. In
addition, a brand can be an abstract idea such as "World Peace",
"Save the Whales", political ideologies such as "Republican" or
other concepts about which a user may have an opinion.
[0067] In one implementation, each persona is associated with one
or more tags representing different characteristics such as
different demographic characteristics. The association may be
determined via the brand sorting during persona creation. A tag may
store or be associated with a value that represents the likelihood
(e.g., a probability distribution) that the demographic
characteristic represented by the tag is applicable to a user. For
instance, the value of the tag may reflect a probability that the
user is male while another tag represents the likelihood that the
user lives in New York. Other tags may store values that represent
the likelihood that the user has children, likes Chinese takeout
food, and votes Democratic etc.
[0068] Based on the user's indication of their opinion of the
brands, such as if each brand is liked or disliked, the tag values
can be combined into a composite value that reflects that
likelihood that the user has a particular demographic
characteristic. As an example, assume that a user indicates that
they like Ford brand trucks, Remington brand shotguns and Golden
retriever dogs, while another user indicates that they like
Barney's of New York brand clothes, Vogue magazine and miniature
poodles. Here, the first user likely has a higher probability of
being a male than the second user when one compiles the composite
values of the probability distributions associated to the gender
demographic associated to these brands. A different composite
demographic can be associated with the persona created for each
user. A user may also reuse composite demographics for multiple
personas preventing repetitive entry of opinions. Advertisers then
use these determined demographic characteristics to decide which
personas should receive their ads. Brands may be selected for
presentation to the user for brand sorting based on the likelihood
of a user having a certain a certain demographic characteristic.
For example, selection of a cosmetic brand X likely indicates a
female user in which more brands relevant to females may be
presented.
[0069] In one embodiment, the composite demographic information is
created from the group of brands that are sorted by the user based
on her opinions of the brands. In the example shown in FIG. 7, a
user indicates that they shop for (e.g. like) brands 1, 2 and 4.
The user has indicated that they don't shop for (e.g. don't like)
brand 6 and are neutral towards (e.g. don't like or dislike or are
unfamiliar with) brands 3, 5, 7, and 8. In one embodiment, the tag
values representing the likelihood that a user has a particular
demographic characteristic are combined depending on if the brand
is liked or disliked. In other embodiments, buy/not buy, would
buy/would not buy, use or would use, do not or would not use as
well as other opinions or impressions can be presented alone or in
combination.
[0070] In one embodiment of the disclosed technology, the tags for
the brands represent the same demographic characteristic. For
example, Tag 1 for all the brands may represent the likelihood that
the user is a male between ages 25-40, while Tag 2 may represent
the likelihood that the user is a male between ages 40-55. Tag 3
may represent the likelihood that the user is a woman between ages
18-22 etc. Each tag has or is associated with a value representing
the likelihood of a user having a defined demographic
characteristic. These values for the tags are typically determined
from information gathered from consumers who volunteer information
about themselves and what brands they like, purchase etc. Such
information is typically gathered from marketing data from consumer
surveys or a variety of other data sources. The details of
associating consumer demographic information with particular brands
are considered to be well known to those skilled in marketing. In
other embodiments, users may assign a value to a brand by inputting
the value itself into the computing device, assigning a relative
value to each brand and or tag (brand X given a higher preference
to brand Y by giving brand X a location assignment a screen above
or to the right of brand Y) etc.
[0071] Not every brand may have the same set of tags associated
with it. For example Brand 1 does not have a Tag 4, while Brand 2
does not have Tags 2 and 6 and Brand 6 is lacking Tags 3 and 4.
[0072] In one embodiment, the composite demographic characteristics
for a persona are created by arithmetically combining the values of
the tags for the liked and disliked brands. In the example shown,
Brands 1, 2 and 4 are liked so their tag values are summed while
Brand 6 is disliked so its tag values are subtracted. When combined
as illustrated, Tag 2 has a summed value of 4.0 (1.5 plus 1.5 minus
(-1.0)). A value of 4.0 for a tag may represent a strong likelihood
that a user has the demographic characteristic defined by the tag.
On the other hand, a tag with a combined value of -2.5 may provide
an indication that the user probably does not have the demographic
characteristic associated with the tag and an inference can then be
made. For example, if a composite gender tag value suggests the
user is likely not a male, an inference can be made that the user
is a likely female. A composite of the values of the brand tags
across the brands (e.g., the sum of statistical probabilities of
tag A across brands X to Y as seen in FIG. 7) may also be
represented by a vector that is associated with the persona. Each
brand tag value in FIG. 7 may be a dimension of the vector.
[0073] In one embodiment, based upon the composite demographic
characteristics, the corresponding user or persona may be placed
into pre-computed demographic segments. Such pre-computed segments
are typically determined from marketing survey data. Once the user
is assigned to the segment, additional associated characteristics
of the pre-computed segment may be associated to the user. In
addition, ads that have been specifically designed to target the
pre-computed segment may be delivered to the user.
[0074] In one embodiment, an ad/offer/content that a persona may be
interested in receiving may be matched with the persona based on
said persona vector. Typically an ad comes with tags such as
coffee, sale, spa, dancing lessons etc. Here, an ad/offer's tag
values may be assigned based on marketing data taken from consumer
surveys such as a probability distribution that a certain
demographic (age, sex, income etc.) would likely desire to receive
ads with a given ad tag. The composite of ad tag values represent a
vector for the ad. Each of these offer tag values may therefore be
considered as an ad vector dimension. In one embodiment, tags
related to the ad tags may be assigned along with their associated
values to aid in ad-persona matching.
[0075] Once a persona is defined, a plurality of ads can be ordered
for presentation to the user according to likely persona affinity.
By calculating the distance between the persona vector and the ad
vector, such as their distances in N tag space, ads can be ranked
in order of likely persona desire. The result of this distance
calculation may be a ranked list of ads in order of affinity (i.e.
the distance between the vectors) for a particular persona vector.
In this manner, instead of filtering out ads, a relative ranking of
ads is produced. Alternately, other distances between the ad and
persona vectors (or any of their components) can be calculated to
produce a ranking. Various other methods of ad filtering and ad
sorting to match the appropriate ads to the persona may also be
used. In some embodiments, location, past purchases, sale
times/items, membership in customer loyalty programs, percentage
off and other factors may be used to aid in ad ordering/selection.
In one embodiment, the calculated affinity for a particular ad is
displayed to the user as stars (e.g., an ad with a highly
calculated affinity is four our of four stars etc.). In another
embodiment, the ordering/filtering may consider the ratio of the
geographic distance to an offer and the percentage off. For
instance, if an ad is only 10% off and the distance is several
hundred miles from the user, this ad would have a lower ordering
then an ad that is 90% off and one mile away from the user. Here,
the distance and percentage off etc., may be displayed to the user
as well. In yet another embodiment, the persona may keep track of
ads that resulted in a purchase by the consumer. After a purchase,
the user will not be shown the ad on the persona that made a
purchase or on all her personas.
[0076] Optionally, the dimensions on the persona vector and/or the
ad vector can be normalized by multiplying the dimension by a
scalar between for instance, zero and one, to prevent particularly
strong tag dimensions from skewing the results.
[0077] In one embodiment, the composite persona demographic
information is determined locally on the user's computing device
with which they indicate their preference or opinion regarding
various brands. In another embodiment, the opinion information such
as like/dislike indications about presented brands are sent to a
remote computing device, such a web server that determines the
composite persona demographic information. If sent to a remote
computer, the remote computer can return a persona back to the
user's device.
[0078] In some embodiments, a user may not be limited to the binary
choice of only indicating that they like or dislike a brand. The
user may be presented with controls to indicate that they strongly
like or dislike a brand based on a number of discrete levels or
using a sliding scale etc.
[0079] Other mechanisms for providing an opinion of a brand include
increasing the size of the icons that represent liked brands and
decreasing the size of brands that are disliked. Brand icons may be
stacked or ordered on the screen based how much the user likes or
dislikes one brand compared with another. Other organizing
arrangements can be devised where liked brands are differentiated
from disliked brands. In one embodiment, resized icons may be an
indication of affinity after placement in a particular screen
area.
[0080] Once the user has provided their opinion on several brands,
the user can be shown a table, word cloud or other graphic showing
the demographic information associated with the persona they have
created or are creating. FIG. 8 shows a representative brand
collage 150 with the brands that the user likes shown larger than,
and/or in front of, or in a different color, orientation to those
brands that the user doesn't like. If the user wants to see the
demographic characteristics that are assumed based on their brand
sorting, the user can see a word cloud 160 of the type shown in
FIG. 9A. The word cloud 160 shows the user a grouping of words that
reflect the likely demographic characteristics determined from the
brand sorting. Some words may be shown larger, in different colors,
higher on the screen etc., and in front of other words based on how
likely it is that the user has, or desires to be associated with,
that particular demographic characteristic.
[0081] If the user is happy with their determined demographic
information, the user can complete the persona creation process. If
the user is not happy with the demographic profile created, e.g.
the software thinks the user is a female living in New York but the
user is in fact a male living in Dallas, then the user can either
edit specific demographic criteria or can rearrange the brands
based on different opinions such as like/dislike or provide new
opinion information for a different set of brands.
[0082] At any time, if the user feels that the persona is not
receiving ads that interest the user, the user can edit the
demographic information for the persona. This is particularly true
if a user adopts a persona of a friend or a celebrity etc. The user
may wish to use most of the demographic information associated with
the adopted persona but change it slightly to customize the
information for the particular user.
[0083] In one embodiment, the brand collage and word cloud
discussed above can be supplemented by a radar graph to give the
user more insight into her persona. In FIG. 9B, a radar graph 165
illustrates the brands which had the most influence in creating a
user's persona and their various contributions. As seen here,
Coca-Cola, Ted Baker and Facebook played a larger part with a
weight of 8 while Morrisons played a relatively small part with a
weight of 2. A user can optionally delete brands, add brands or
adjust the contribution of the brands. In another embodiment, tags
(e.g., demographic characteristics) can be displayed in place of
brands on the graph and tags can be modified as desired.
[0084] In this example, the brands such as Coke Cola can be broken
down to show their various tags and displayed to the user along
with relative values. These values can be optionally adjusted or
otherwise modified to the user's liking.
[0085] In another embodiment, adjustments to a persona can be done
by scanning a QR code related to a brand, inputting pictures,
sounds, videos of a brand related data (e.g., taking a picture of a
can of Coca-Cola), using or receiving or viewing a brand or related
keyword in an email, text or other communication. In yet another
embodiment, recording a user's physical location can adjust the
selected persona e.g., going to a Nike store and recording the
user's location on a mobile device via GPS or other means can be
used to supplement a persona with those tag values associated with
the corresponding brand and/or adjust the weight of tag values.
C. Audience Selection
[0086] In one embodiment, once a user has created or adopted one or
more personas, the personas are registered with a server computer
that maps a persona to one or more addresses or other identifiers
to which ads should be delivered. As discussed above, the address
may be an e-mail address, IP address, device id., web site or
another logical address that can be used to direct ads to the
user.
[0087] As shown in FIG. 10, a selected persona defines one or more
demographic characteristics 180 (such as interests like That food)
that may be of interest to advertisers in selecting a target
audience to receive their ads. In the example shown, the persona
"Jammin Out" has a +6 value for the tag that reflects an affinity
for That restaurants. Advertisers looking for potential customers
of That food, That restaurants, and trips to Thailand etc. may
search for personas having a relatively high number for this tag in
order to select a target audience for their ads.
[0088] In addition, FIG. 10 illustrates a taxonomy expanding the
user's interest tags. For example, the user has rated That
Restaurants a +6. As such, the user would probably be interested in
prepared foods in general as well as That foods and perhaps even
travel to Thailand. These relationships can be from user survey
information. The new tags and associated values can be assimilated
into the persona. This expansion of tags provides the user the
opportunity to see additional topics, brands, times, locations and
other related information. In addition, a user may give feedback on
the tag's desirability and associated value.
[0089] FIG. 11 shows further detail of one embodiment of a system
for matching tag values for a number of personas with an
advertiser's needs for a target audience. In the embodiment shown,
a user 200 defines a number of personas 206, 210, 212 each having
different tag values that represent different characteristics such
as demographic characteristics. The persona information is sent to
an audience engine 220 via a wired or wireless computer
communication link. The audience engine 220 stores the persona
information in a database. An advertiser 240 supplies the audience
engine with a list of demographic characteristics such as tags and
associated values they want in a target audience. These demographic
characteristics are coded manually or with the aid of a computer
into one or more tag values 242 or ranges of tag values. The
database of personas stored by the audience engine 220 is then
searched by the computer system to determine those personas having
tag values match all, or as many as possible, of the desired
demographic characteristics. Once the personas have been
identified, ads 256 are supplied from advertising companies 260 to
the audience engine 220 that in turn forwards the ads to the
addresses or identifiers associated with the identified personas.
Alternatively, third party advertising companies and/or the
audience engine 220 may deliver the ads to the personas.
[0090] Ads may be displayed to users on the same device on which
brand sorting occurred or on multiple different devices. The ads
may be shown on these devices within a specified amount of time or
upon an event trigger such as proximity to a merchant's store, the
start of a sale, another user expressing interest in the ad
etc.
[0091] In FIG. 11, brands & advertisers can also gather
personas from multiple users. These personas can also be processed
through steps 1 and 2 in which the yield is similar to the single
user persona case but over multiple users. In either case, an
advertiser can determine audience or single persona/user trends,
similarities in buying habits, and buying locations etc.
Advertisers 240 can get anonymous predictions (without user
identity) regarding predictions which are useful in displaying
particular customized ads, persona/user interests in ads and
associated products, or ordering inventory in anticipation of
purchases. Typically an advertiser 240 would be charged a fee by
the audience engine 220 for displaying an ad and receiving
marketing data pertaining to target audiences. In one embodiment,
an advertiser or other party may analyze the persona information to
discover and target new audiences.
[0092] Audiences and personas may be accessed and transmit data to
the audience engine 220 on multiple applications across multiple
platforms and devices. Typically each type of these interactions
may communicate with the audience engine 220 using an identifier
that represents the user's persona. As such, simultaneously use of
a single persona may be permitted. Advertisers 240 may be charged
for varying access to personas or audiences across various devices,
platforms and applications. For instance, an advertiser may be only
permitted and thus only charged to access certain personas in an
audience using an iPhone.TM. or access can be restricted to
audiences using certain iPhone applications.
[0093] In one embodiment, the audience engine 220 tracks the active
time a user spends on each persona,
actions/choices/votes/location/sharing of ads of the persona, ads
voted on, purchases, click-thrus, impressions, advertising
effectiveness, which application was used with the persona and
which device(s) was used with the persona. This tracking may be
confidential and not revealed to third parties without consumer
permission. The user may be offered a reward such as money, points,
gift cards in return for sharing this or other data. In another
embodiment, the user may chose to share this data with selected
personas owned by others or herself which results in a real-time
sharing of her actions.
[0094] In one embodiment, the demographic information associated
with a persona is refined depending on how the user reacts to ads
delivered to the persona or previous brand sortings. For example,
if the user indicates that they do not like an ad, one or more tag
values associated with the persona may be adjusted. In this way a
persona's determined demographic characteristics can be continually
improved or updated. In one embodiment, ads can be shown as icons
and displayed and assigned affinity/voted on in a manner similar to
how brands are sorted as illustrated in FIG. 6. Answers such as
"like the ad" "neutral" and "dislike the ad", a picture of a
"thumbs up" and "thumbs down" may be displayed on various screen
areas so the user may know where to drag the icons to and thereby
assign affinity to the ad.
[0095] In one embodiment, the feedback from user assigned ad
affinity may make very granular adjustments to a persona. In one
embodiment, a simple vote on an ad may modify a plurality of
aspects of a persona by considering the specific tag, subcategory
tag and associated weights among other things. For example, an ad
was voted "thumbs up" and the ad had the following tags and
associated values: car=1, car/Ford=0.2 and car/Toyota=-1 wherein
car is a category tag and Ford and Toyota are subcategory tags. The
persona could be modified in a plurality of ways. First, the
persona would favor these tags and subcategory tags in a greater
absolute magnitude than if the ad was voted "thumbs down". This
prevents undue voting down because users are more expressive about
things they like as opposed to things they don't like. Second, a
variety of tuning factors may be applied to the tags "car" or
subcategory tags "Ford" and "Toyota". For example, categories may
not all be weighted equally. In one example, categories may be
weighted differently for different cultures. For instance, the
automobile category may receive a higher weight in US culture as
opposed to cultures where automobile ownership is lower.
[0096] If an ad was assigned a negative affinity, the tag and
associated values may play a lessor role in assigning ads in the
future. In one embodiment, no ads with those tags or related tags
might be shown to the user. In another embodiment, ads with these
tags and related tags might be decreased but reintroduced to the
user at a gradual rate to ensure the user does not permanently omit
herself from exposure. In another embodiment, the ads with said
tags and related tags simply have their weights reduced
accordingly. Similar approaches to the above can be applied to
brand sorting.
D. System for Delivering Ads to Personas
[0097] FIG. 12 illustrates an exemplary system 1200 for creating
personas and ad serving to a persona on a computing device. As used
herein, the term "ad" is to be interpreted broadly and can include
promotional materials, rebates, consumer notices, content,
political or religious materials, coupons, advertisements
(including push advertisements), various kinds of recommendations
(such as product/service recommendations, content/media
recommendations), offers, content (movies/TV shows) and other
information that a user may which to receive. At 1202 a mobile
device is shown. On the screen are images representing four
personas tied to a single account. A user may optionally register
the account under any identifier including an email address. In one
embodiment, the email address is one way hashed and discarded after
the hash. The hash is optionally stored by the audience engine and
serves as an identifier. This prevents the storage of user's
identifying information on non-user devices and enables the user to
have an identifier in case she forgets her password etc. In another
embodiment, only one persona is created and no identifier is asked
from the user. Instead, a software install ID or other identifier
is used to identify the persona.
[0098] A persona may be created by optionally choosing a name for
the persona, associated interests/keywords (e.g. to help focus ad
searches), social media accounts to tie the persona to and active
locations/times the persona should be active among other
parameters. Then, a brand sorting screen may be displayed at 1204.
Upon sorting a number of brands, at 1206 and 1208 the brands that
define the persona are transmitted to an audience engine 1210,
which may be on a remote server.
[0099] The persona's demographic characteristics are matched with
ads, offers, coupons, services, products, content recommendations
or other similar things. Typically, the audience engine 1210 is in
communication with a third party ad server and/or ad bidding system
(not shown). The ads may be pre-downloaded to the audience engine
1210 and analyzed. Analysis may be performed by assigning tags and
associating statistical probabilities that particular demographics
would be interested in the ads or assigning probabilities to
existing tags or other data related to the ad. The ads are then
optionally ordered in relevance to the characteristics of a
particular persona's vector as previously discussed. Here, in
response to the persona creation, a plurality of ads are pushed to
the mobile device at 1212 from the audience engine 1210. The ads
are pushed into a local ad server 1216 on the user's computing
device. Here the local ad server is within the application 1214
that created the persona. Within the application 1214, is an ad
tracker 1218 with a ticket book. Each ticket may be used to request
an ad from an in-application persona API 1222. In one embodiment, a
ticket may contain information to display an ad to one or more
personas and/or to different devices or applications associated
with the persona.
[0100] The request for an ad may occur upon a user or a software
request or on the occurrence of an event such as an arrival of the
device at a physical location, keyword in communication,
predetermined by an advertiser, event on a calendar, time of a TV
show, a triggering event such as visiting a website, date of a
product sale etc. API 1222 may start the ad request at 1224, which
is transmitted to ad tracker 1218. Ad tracker 1218 returns a return
ad ticket at 1220 to API 1222. API 1222 then submits the ad ticket
and application ID at 1226 to the local ad server 1216. The local
ad server then displays the ad on the device or other connected
devices at 1228. In one embodiment, the application ID at 1226 can
be directed toward other applications on a plurality of connected
devices in order for an ad to be shown on other devices.
Optionally, upon display of the ad, at 1226 a request can be made
to a connected device to display other content such as a website
related to the displayed ad or the ad itself on other devices.
[0101] FIG. 13 shows an embodiment of a method 1300 of ad serving
while a device is off-line. This method is useful if communication
to other devices is limited or non-existent for a time. This method
provides access to a number of ads regardless of communication
access.
[0102] At 1302 a network is connected to a device 1304 after a
persona is created. 1306 shows the active persona icon in an
application for picture viewing. In this embodiment, the persona
was created in a different application but interfaces with this
picture viewing application to display ads via a persona
identifier. Within the device 1304 either in the photo viewing
application, in the operating system or within another application
or even remotely, lies the local ad server 1216 and local ad cache
1308 which may exist with the local ad server 1216 or
elsewhere.
[0103] Upon desired times or actions, local ad server 1216 takes a
series of operations. At 1310, the local ad server 1216 checks an
ad database 1322 to see if any ads need to be downloaded or need to
be updated based on merchant inventory, sale, user persona changes
etc. At 1313, ads on the device and optionally remote ads are
analyzed to see if the user had clicked through them. Decision
parameters at 1314 can be considered to determine if ads need to be
downloaded. Additional ads maybe downloaded/updated if the network
1302 is available at 1316. At 1318 and 1320, the ad caches maybe
updated and server stats may be updated to give feedback regarding
what the user had clicked though/voted on and any persona changes
that may influence which ads are downloaded. This may be via
audience engine 1210 or other servers.
[0104] These steps serve to create a cache of ads that are updated
for the persona according to varying conditions. When offline, the
ads may be presented to the user in a similar manner to that shown
in FIG. 12. At 1324, ads may be displayed to the user once the ads
are updated. Here, an ad is shown as a banner ad below photos
within a photo sorting application due to the associated ticket
specified for this particular application ID. In this particular
embodiment, the ad shown in this application may be displayed in
response to the content of the pictures in the application such as
tags, facial recognition, GPS coordinates of a picture in addition
to time of a sale mentioned in the ad, location of the device,
location of the ad, keyword in a communication etc.
[0105] In some embodiments, the ads themselves may include specific
triggering events for display specific to each ad such as the offer
time of an ad etc.
E. Masking User Identity
[0106] FIG. 14 illustrates a system 1400 in which a user's identity
can be protected from being discovered during persona advertising.
In one embodiment, a GUID or other non-traceable ID, such as a
software install ID, is assigned to each user/persona and this
information is optionally associated with an IP address as the only
information shared with advertisers etc. At each exposure point, a
new GUID may be assigned to prevent identity triangulation. In one
embodiment, GUIDs are automatically changed even on the same visit
at every exposure point for added privacy.
[0107] At the start operation, the in-app Advatar (persona) 1402
(typically stored on the user's device within an application) has a
Get_Ad 1404 software module which requests a ticket (each ticket
may contain a different GUID(s)) from an Advatar app 1406 on any
desired device connected to a network. The Advatar app may cache a
plurality of tickets in an ad ticket book 1408. The in-app Advatar
1402 is designed to request/receive and display ads via tickets and
optionally designed to accept persona feedback on an ad and the
persona's actions.
[0108] The ticket requested by the in-app Advatar 1402 is sent from
the Advatar app 1406 to the in-app Advatar 1402 with which the
ticket is then associated with an application ID. The application
ID is then sent to an advertiser's ad server 1410, an ad exchange
or real time bidding system. In one embodiment, different tickets
may optionally correspond to tickets to show different personas
ads. From there, the ad ticket and appID is passed to a secure
third party server (e.g., audience engine) 1412 in which this
sever, and optionally not the advertiser's server, knows what the
ticket GUID means in terms of the user's identity or other
sensitive information e.g., profile etc. Another use of the GUID is
that users may appear simultaneously as different GUIDs on
different devices in a secure manner. For example, advertising
server A would see the GUID as 1234 and the same user is seen on
advertising server B as user GUID 4567 but only the server 1412
would be able to determine the true identity of the user. The
apparent GUID may even change periodically while accessing the same
website (server 1412 will periodically assign a new GUID). The
secure third party server 1412 would coordinate the information
with the correct master ID as only it knows the corresponding GUIDs
and identity/persona information. This protects the user from
unwanted contact from advertisers such as SPAM as the advertiser
has no email or other personally identifiable information. Although
in one embodiment, the ad server 1410 has the user's IP address in
order to return an appropriate ad to the persona.
[0109] Given the persona profile on the secure third party server
1412, an appropriate ad or kind of ad is determined. The
appropriate type of ad is then communicated to ad server 1410. The
advertiser's server 1410 then forwards the appropriate ad
determined by the secure third party server 1412 to the in-app
Advatar 1402 via an IP address that the in-app is hosted on. Once
at Advatar 1402 a Show Ad module 1414 then displays or caches the
ad for later display. Various other software embodiments are
contemplated for masking a user's identity.
F. Other Embodiments
[0110] 1. Multi-Device and Multi-Persona Interactivity
[0111] In one embodiment as illustrated in FIG. 20, multiple
personas may be selected which serve to enhance recommendations of
advertisements, products, coupons, movies, music, services, books,
service plans, interests, TV shows (via an Electronic Programming
Guide) etc. Personas may be from different users as well. For
instance, as illustrated, while watching an IP TV, mom, dad, Suzy
and Tommy may each have particular personas selected. Based on the
specific characteristics of the personas, appropriate
recommendations can be displayed to them based on commonalities of
the personas. For instance, if all the selected personas like
pizza, then pizza commercials are shown on the IP TV and/or other
devices associated with the personas to provide multi-device
interaction. The ad can be shown immediately or at later times on
any of the devices. In another embodiment, TV shows that would
likely be of interest to each owner of the selected personas can be
recommended.
[0112] In another embodiment, if a persona has a larger purchasing
history in terms of dollars spent, then when that persona enters
the proximity of the IP TV and her persona is recognized by the IP
TV or other devices the ads appropriate to her persona can be shown
to that persona over the preferences of the other selected personas
with lesser purchasing histories etc. Recognition of the personas
can be via selection on a computing device, proximity of a
computing device (with a persona selected) from an IP TV, on a
network etc.
[0113] In one embodiment, multiple computing devices are connected
such as via a peer-to-peer connection. In one example, a tablet
computer and the IP TV are connected in this manner with the same
persona selected on each device. Each device may display the same
or different content. For instance, during an ad which was
displayed based upon the characteristics of the persona, the movie
on the IP TV may pause for the ad and the website for the ad may be
automatically displayed on the tablet. A "pop-up" window may also
be displayed on any of the devices to display the movie being
paused or other additional information. Variations of the above are
also contemplated.
[0114] In addition, a displayed ad or other content such as a TV
program being watched may be voted on by the user such as "liked"
or "disliked" in addition to saving ad for later viewing or sharing
the ad to other users/personas via email, SMS, social media etc.
The input from the above may be used to refine the persona and
enhance future recommendations. If multiple users view the ad, each
of their personas could vote as desired.
[0115] FIG. 25 further illustrates an implementation of persona use
across multiple devices to close the consumer marketing loop via
multi-device engagement. Here, a persona may be created on device
2704. The personas 2700 receive ads via an application 2706
received from network 2702. Viewing an ad on device 2704, may cause
the display of additional ads on another device 2710 such as IP TV
2708 which includes cable boxes (addressable TV advertising
devices). IP TV 2708 can display more detail on an ad and may be
communicate with the device 2704 to request further information or
request the display of an additional ad at a scheduled time or
location at 2709. Here, both devices 2704, 2708 communicate with
the personas and can supplement them accordingly with user input
from any device in communication with the personas.
[0116] In one embodiment, input received from ads selected on the
IP TV 2708, causes the mobile device 2704 to remind the user of the
ad when she passes a relevant geographical location or upon other
appropriate event. FIG. 27 illustrates a map 3002 of a shopping
center with locations of stores that are offering relevant ads that
are directed to the persona. This provides a consumer navigation
functionality and can help efficiently route the consumer and/or
alert the consumer to a particular ad when in a certain distance of
a store. In this embodiment, WIFI networks can give alerting and
directions to the consumer. In one embodiment, routing a consumer
to stores may be done via a camera in the device. Specifically,
while in a shopping mall, the user may activate the camera, which
displays a view through the camera lens in real time. When the user
points the camera to a specific direction, an overlay of the
location, distance, offer deals (e.g., current inventory) of the
store appears when the device is pointed in the direction the store
is actually at relative to the user's location. This helps orient
and consumer to the correct geographic direction in which to walk
to the merchant in the shopping center.
[0117] FIG. 26 further illustrates another consumer example of
multi-device engagement. Here a persona may be created on a mobile
device 2802 at 2804 or on any other device. At 2808, one or more
personas 2806 may receive filtered/sorted ads on any device
connected to, or associated with, the various personas 2806. At
2810, users can interact with the ads. At 2812, consumer can
receive recommendations for relevant content such as movies and TV
shows and also be served ads. At 2814 the personas may receive
offers targeted from specific retailers. Retailers may also offer
ads only to personas with certain characteristics such as income,
purchase history, device type etc.
[0118] FIG. 24 illustrates a persona IP TV channel to take
advantage of targeted advertising, personas and ad voting. At 2602,
a persona icon is displayed to show that a persona is active.
Content 2604 may be displayed. Ads 2605 can be shown relating to
the persona or the content. Ads can be displayed in a neutral row
2610 and at a certain size. Voted ads can be voted up at 2606 or
down at 2608. Ads may be sized, colored differently or otherwise
marked as voted.
[0119] An ad may be selected and the content 2604 may display
further information such as a movie about the ad. In addition,
multi-device engagement may be implemented at any time as discussed
in this document.
[0120] 2. Brand Sorting Embodiments
[0121] In the embodiment shown in FIG. 6, a plurality of brands are
first displayed in the neutral area 104 for sorting into the other
areas or to be left in area 104. Brands may be presented to a user
based upon statistical market research and the desired attributes
to be collected. For instance, a "like" of the Huggies Diaper.TM.
brand may suggest a high probability distribution that one is a
parent. Selection of Huggies and Toys R' US.TM. brand may further
confirm that one is a parent. Brands may be suggested to a user
based upon sites or actions that the user has engaged in, installed
apps, keywords or senders/recipients in communications, geographic
history (infers you have visited a location related to a brand with
a mobile device), contacts/friends, current or future locations,
interests etc. Each of the brands may be weighted as desired to
help determine desired characteristics.
[0122] Upon brand sorting, ads and other recommendations can be
displayed to a user. Upon ad feedback, the user may be displayed
another series of brands (or ads) to vote on for a finer
granularity of recommendations. In one embodiment, this ad voting
may adjust values of a single persona vector or even multiple
personas. For instance, a demographic dimension within the vector
may be voted up or down by a desired amount depending on how an ad
is voted. For instance, if many ads that are targeted to a certain
demographic are voted up, then that demographic dimension in the
persona may be adjusted up. However, to prevent a single dimension
within a persona vector from unduly influencing the entire persona
vector, dimensions can be optionally bounded.
[0123] In another embodiment of the brand sorter, different
opinions can be asked depending on the desired context. The chart
below illustrates some examples:
TABLE-US-00001 Brands Advertising Offers Up Like More Like This
Save Neutral Don't Care Don't Know Neutral Down Dislike Less Like
This Discard
[0124] Different combinations and actions can be taken from the
above chart. For instance, if a brand is "disliked" the brand's
associated values may simply be weighted down in the persona.
However, if a brand is not liked, the brand's associated values may
be completely discarded. In addition, any associated tags may be
flagged as not suitable for the consumer at all. Alternately, this
"unsuitable" data may only be discarded for a short time and
gradually be reintroduced to the user.
[0125] In other embodiments additional information may be displayed
to the user during brand sorting during drag and drop selection.
For example, as the icon 102b in FIG. 6, is selected by a user with
a finger and is gradually moved from its initial position, the
initial position may be occupied with "peek text" that serves as
information in the space formerly occupied by the icon which may
display additional information such as the name of then brand in
text etc.
[0126] 3. Questionnaire Embodiment
[0127] FIG. 6 also illustrates a method of efficiently presenting
to a user, a single screen for answering multiple questions (e.g.,
whether the user likes selected brands). Specifically, this method
allows a user to answer questions that share the same answer simply
by categorizing the questions into categories. The categories serve
as the answers to the questions. The categories may be represented
by areas on a screen marked with indicia.
[0128] Previously large amounts of screen space such as an entire
single screen is often used for displaying a single question and
potential answers. Such a displayed question maybe regarding brand
X and a set of three answers such as "more", "neutral" and "less".
When a question about brand Y is needed, another entirely new
screen or significant amount of screen real estate is used is used
to display a different question about brand Y but with the same
answers as brand X. However, FIG. 6 provides a method of collecting
information in a much more efficient method in terms of screen real
estate space, which provides a more enjoyable and more intuitive
user experience.
[0129] Specifically, an optional first part of a question may be
displayed on a screen as in FIG. 6 "Fashion Brands You Like" and
then the second part of the question maybe displayed via icons
(e.g., brand X & brand Y). The answers such as user opinions
also need only be displayed once as the questions (brands) share
the same answers. Answering the questions may be done by dragging
the brand icons into the designated answer areas on the screen. In
FIG. 6, area 106 "more", 104 "neutral" and 108 "less" are used as
answers to which the questions (brands) are categorized (e.g., by
assigning metadata to the brands). This method saves significant
screen real estate since the first part of the question and the
answers (more, less, neutral) are the same for each brand and are
thus need only be displayed once. In addition, the brands may be
initially displayed in a "neutral" row. The user need only leave
the icons in that row if she so chooses that answer, which saves
additional time and screen space. To see additional brands, the
user need only swipe the neutral row left or right.
[0130] In another embodiment similar to that shown in FIG. 6, when
additional data needs to be collected, which requires a different
set of answers or questions, the optional first part of the
question of the first brand sorting may be changed along with the
answers and displayed on a subsequent screen. The same or different
brands could be shown which a user would be able to categorize in a
similar manner to FIG. 6. This subsequent screen of new
answers/questions could be displayed by scrolling the first screen
with the first set of answers/questions to the subsequent screen.
The scrolling could be manual (via gesture, button, voice) or
automatic in response to a request for more information to
follow-up on the user's answers input on the first screen. A user
could optionally scroll between the two screens on a touching to
add/modify input.
[0131] 4. Monetization Embodiments
[0132] FIG. 11 also illustrates a system for monetization of the
personas. Here audience engine 220 produces an audience of users
whose personas fit a desired brand or advertiser definition such as
coffee drinkers who live in Seattle and who are over 30 years old,
which is gathered or inferred from brand sorting or other
techniques.
[0133] The advertiser or brand 240 can then use the resulting
persona data from the audience engine 220 to analyze their
products, ad performance, marketing strategy against any desired
audience. Product ad effectiveness to a persona(s) in desired
audiences can be ascertained by comparison of common and/or related
tags between the persona and the ad tags and associated tag values.
Analysis could comprise analyzing user votes on the ads, if the ad
was clicked on by the user, if a product was purchased etc. A fee
could be charged for such services to the advertiser 240.
[0134] Voting on ads can be done within the same mobile device/IP
TV/game console that runs the brand sorter application or via other
applications or other devices with access to a persona. The first
case is shown in FIG. 18 at 1902 in which the persona app is
installed and is where the user initially did the brand sorting.
Ads 1904 may be shown based on persona demographic data obtained
via the brand sorting. The user can vote on ads in a plurality of
ways. As illustrated, a "smiley face" and a "frown face" at 1906,
is shown for voting. Other methods for voting can be used such as
via a slider button, voice input, a "like" button, thumbs up/down,
finger gesture(s) on a touch screen etc.
[0135] In another embodiment, a third party application (mobile or
non-mobile application 1908 or browser webpage on any device) is
used to display ads. Typically, a third party application or
website designates space (e.g., banner ad space, pop-up window
etc.) and pays for a targeted persona ad to be displayed to a
user's device via a persona identifier (or optionally without any
identifier) which a user may identify herself across applications
and webpages. Optionally the destination application/webpage is
given computer instructions to enable voting on the ad by the user
and to gather and send back feedback. An advertisement for the
Persona app is illustrated here.
[0136] Computing assets may be arranged to enable the persona app
1902 and the third party app 1908. A server computer 1910 which may
be a server attached to, or the same server as, the audience engine
in previous figures or a third party server. As illustrated, it is
a server attached and run by the same party as the audience engine
in FIG. 11. Here, house ads that advertise to the persona app are
run as house ads. Ads which may be inserted within the persona
application and other applications, webpages etc. are hosted
"revenue ads".
[0137] FIG. 20 illustrates another embodiment in which personas may
be monetized. FIG. 20 illustrates an option to "watch for free" in
which users associated with a persona are given free access to
selected content. In return for access to the free content, the
user is logged into a content server and further marketing research
can be performed. Additionally, it may be required for the user to
vote on content, ads etc. that are presented during the
content.
[0138] In one embodiment a persona is being used by a media service
such as iTunes.TM. when a user selects to watch a movie for free,
their iTunes account may be initially charged the regular fee to
watch a movie. The charge is refunded if the user watches/interacts
with the ads associated to the movie. A rewards system may be
associated to the persona or the iTunes account and points or money
can be credited if the user sends the ads to others, goes to the
ad's webpages, interacts with ad related content or if the user
buys an advertised product.
[0139] In another embodiment, a user can be credited or otherwise
incentivized if she consents to her data being sold to advertisers.
The credits or better deals can vary according to a sliding scale.
Specifically, more credit is given if more of the persona or even
personally identifiable information is consented to be given to
advertisers.
[0140] 5. Email Accounts and Personas Embodiments
[0141] In one embodiment, under a single user account, each persona
may be associated with a separate email address. This permits the
user to have an email address focused specifically on a single
persona. Each persona my have the ability to decline/filter
communications according to keyword, sender, dates or other
criteria to prevent the persona from being overwhelmed with
unsolicited communications.
[0142] As illustrated in FIGS. 28-29, a persona may be associated
with an email program and an address to help organize information.
New email addresses may be created by appending information to
existing email addresses. For instance, if an email is
brian@roundtree.org, a new email address for a persona may be
brian@roundtree.orq.0mail.com or other methods can be used to
create new email addresses.
[0143] The persona 3102 may access an email program as shown in
FIG. 28. The email program may group persona emails by domain 3104
and may associate an icon and company name upon domain recognition.
An active persona icon 3102 may also be displayed.
[0144] An arbitrary level of importance assignment may be featured
in which high importance messages such as password assignments are
given certain levels that are marked next to the domain "level 1"
indication and lesser important emails are given lesser importance
levels.
[0145] FIG. 29 illustrates functionality of the email program for a
specific persona. Here, emails are listed by domain, assigned
importance levels and may be read. At 3202, advertising can be
directed in the email program using technology discussed in this
document. Optionally, the advertising may be based on the active
persona and/or related to the subject of the message being read. In
addition, once the email is read, it is marked as viewed.
[0146] 6. Persona Sharing Embodiments
[0147] FIG. 19, illustrates several embodiments for persona
sharing. Sharing personas permits users to gain expertise from
other users' personas as consumer feedback is gained.
[0148] An originator 2002 of a persona A can share the persona with
members of Group #1 at 2000 which creates a copy of persona A.
Changes made to persona A are sent to members of Group #1 and the
changes are shared with the originator 2002.
[0149] At 2004, another embodiment called a follower is shown.
Products and services can be recommended to a persona that is
created by the originator 2002 and adopted by the follower. As
such, the characteristics of a merchant created persona could be
factored into the characteristics of the user created persona. A
merchant may offer a plurality of personas for consumers to access.
These merchant personas may be created by relative experts in areas
the merchant is involved in such as product experts. This produces
a loyalty to the merchant. A "wiki" like rating system could be
implemented for the originator persona and/or the authors of the
personas to indicate to potential users the perceived quality of
the persona. Followers may also be given discounts for following
personas of merchants as an incentive.
[0150] Persona characteristics such as popularity or quality rank
relative to other personas, items bought, time spent in personas,
rank in social media competitions could be tracked and shown to
other users and persona creators.
[0151] Finally, copy private at 2006 shows a consumer who makes a
copy of persona A and privately makes one or more updates to the
persona without sharing.
[0152] Additional embodiments may include a method of allowing
sharing of a persona for a specified time. In other embodiment, a
user can share a persona with another user before or after a
desired amount of time, the second user can gradually share less
and less of the first persona, which permits over influencing the
second persona. Different aspects of the information taken from the
persona may be weighted as desired to prevent an undue influence on
the persona as a whole.
[0153] 7. Carrier Guru Persona Embodiment
[0154] In one embodiment illustrated in FIGS. 21-22, enhanced
consumer privacy may also be emphasized. For instance, telecom
carriers, among other types of entities such as health care
organizations, are frequently concerned about having an excessive
amount of information about a consumer and/or sharing said
information with others considering the strict government
regulations and the fact that they store so much personally
identifiable information about a consumer such as their credit card
number etc. As such, information contained in a persona may
debatably increase legal liability to the carrier.
[0155] In the embodiment shown in FIG. 22, a phone/minute plan
could be recommended by a carrier persona in combination with the
user persona. Here a carrier mobile application or website may
allow the user to select a carrier persona via advertar screen 2308
that could be combined with a user persona. The combined new
persona (or a stand alone persona) would serve as a template to
select/manage the user's phone/minute plan or other services at
2302-2304. Alternately, a user persona may be used without
combination with a carrier persona to obtain demographic
characteristics of the user. From this, a carrier can make
appropriate recommendations.
[0156] As illustrated in FIG. 21, an exemplary user interface
screen displays a brand sorting screen similar to that shown in
FIG. 6. Specifically, instead of brand logos being presented for
user sorting, tiles representing activities or locations or other
information the carrier might request the user might engage in are
initially presented in neutral row 2204. Such tiles like wireless
access, document reading, mail may be displayed etc. A question is
displayed to help give the user context such as "how do you use
your mobile". Three rows 2202-2206 are presented and may be given
the indicia "neutral", "drag things here you do more" and "drag
things you do less here".
[0157] Selection of these activities may influence the composition
of the persona and aids in selection of products. However, the
carrier may optionally be insulated from actually having access to
the information in the user's persona.
[0158] In another embodiment, carrier personas may be shared with
advertisers as illustrated in FIG. 22 at 2310, by creating a
barrier 2306 which does not share the user's personally
identifiable information. Carriers could then participate in
monetization of advertising without compromising user privacy.
[0159] In another embodiment, the carrier is able to recommend
products without it or the advertisers having direct access to the
information in user's original or optionally the combined persona.
In this embodiment, the carrier could prevent itself from having
direct access to persona data via an intermediary. Specifically, a
third party could act as an intermediary and host the user's
persona and the user's new combined persona. The carrier need only
deploy/distribute the discussed technology on the device and it
would be insulated from having access to the personas while it may
receive a revenue share in return for deployment/distribution of
the technology on the device. From the new persona, product
recommendations such as minute/plans or even products from any
desired merchant may be recommended to the user.
[0160] 8. Universal Persona Embodiment
[0161] In one embodiment, once a persona is created, the persona
may be used on multiple platforms, devices, applications, as well
as in multiple services such as different search engines, social
media services, merchant services such as iTunes/Amazon services
etc. For instance, a persona created on an iPhone application maybe
accessed by another application on the same device or by the same
or different application on another iOS.TM. device. In addition,
the persona may be accessed by applications across operating
systems, on non-mobile computing device such as a desktop, server
or IP TV, search engines etc.
[0162] In addition, the persona may be formatted or otherwise
adjusted to be used to replace cookies in browsers. For instance,
the Google.TM. search engine typically inserts a cookie on a
computing device to track user activities and aide in user
searches. Persona data may be formatted to replace this cookie.
Instead of tracking information on a user basis, the cookies can be
set to record information on a persona basis. The replacement maybe
transparent to the browser and to the search engine. The result is
a user created functional equivalent to a cookie but specific to a
persona. Upon replacement, a user may decide to stop/limit Google's
tracking and rely on the persona cookie to funnel relevant
advertising and searches to her etc. This produces a privacy
friendly way for a user to curate what is in her cookie and stop
behavioral tracking.
[0163] In one embodiment, a tool bar interface for a persona can be
created. This can be used to display which user persona is active
within a web browser. Upon activation of one persona, a persona
cookie (a separate cookie may exist per persona) may then interface
with a search engine or other service and upon a user typing a
query into the search engine, the persona may influence which
results are shown and/or the order of the search results, ads or
other data shown or output to third parties according to the
characteristics of the persona.
[0164] In one embodiment, advertisers may use SEM and SEO to
influence the search results that a persona receives. Specifically
the SEM and SEO acquired by the advertiser may be related to a
persona's characteristics. In one embodiment, a user searches for
"biking" on a search engine. The term "biking" was purchased by an
advertiser and a resulting search result is a link to the
advertiser created "biking" persona. When the user utilizes the
advertiser's persona, the search results/ads returned while that
persona is active could be influenced by the advertiser.
[0165] In one embodiment, the persona may be stored locally or it
may be stored remotely. Typically an ID is assigned so a user can
access the profile from multiple computing devices.
[0166] In another embodiment, a persona is configured to be used
with and shared via social media (e.g., Facebook.TM.). A persona
may have its own social media account and integrate information,
friends and other information on the social media account to aid in
persona refinement. A description of the persona may be attached
and the persona may be configured to be shared, copied or otherwise
interacted with. In this embodiment, recommendations such as other
users to connect to (e.g., invite as friends) can be made based on
your persona and their persona. This matching may be done by
similar demographic characteristics in a manner similar to how
personas and ads are computed above. Recommendations can be made
ranging from an appropriate time to communicate with someone based
on similar personas and triggering events such as entering a common
geographic area to recommending other users to coordinate group
purchases based on common demographic characteristics. In another
embodiment, a persona could be applied to on-line dating.
Specifically, based upon the persona and optionally other factors,
a suggestion may be made on a suitable match.
[0167] 9. Calendar Embodiment
[0168] In one embodiment, a keyword/phrase may appear on a user
calendar. A user may share their Outlook.TM. calendar or other
calendar with their persona and the merchant's ads may be displayed
to the user in proximity to the date that a user indicated she
needs to replace her tires. This keyword/phrase such as "replace
tires" may be optionally bid on by a merchant. Winning the bid
gives the merchant the right to display their ads to the persona
and get data back on ad conversion rates, consumer behavior
(assuming consumer permission) as well as other information. The
merchant could prepare additional inventory if a certain threshold
of users indicated their tires need replacing.
[0169] 10. Photo Sorter Embodiment
[0170] In FIG. 17, another embodiment is illustrated. Here, a
method 1800 is shown which allows pictures to on a tablet or other
device to be sorted in a manner similar to how brands are sorted as
illustrated in FIG. 6. The pictures in this embodiment are to be
categorized into three different rows (here differently sized). As
a user moves the pictures into a different row, metadata may be
tagged to the picture which aids in sorting the pictures by
changing its properties. For instance row 2 1804 shows pictures to
be sorted. Pictures may optionally be initially placed here. If a
user moves the picture or otherwise assigns the picture to row 1
1802, the picture is assigned the same metadata such as "Italy
2010" 1808. If the picture is moved to row 3 1806, then the picture
will be sent to the trash. Various other embodiments are
contemplated such as different groupings (e.g., columns, piles
etc.) and variations on picture size, orientation etc.
[0171] This embodiment among others also illustrates a resizing of
the image according to categorization. For instance, pictures in
row 3 are smaller than pictures in the other rows. This saves on
screen real estate as pictures in row 3 are less important (they
will be deleted) and therefore resolution is less important.
Resizing may be done dynamically in a variety of methods. One such
method is dynamic resizing which gradually scales the icon down or
up in size as a function of the distance toward a desired area on
the screen. For instance if a picture from row 2 1804 is moved
toward row 3 1804, whose pictures are smaller, the image gradually
and smoothly scales down in size. In one embodiment, a fluid/smooth
effect is displayed to the user as the picture smoothly gets
smaller until it reaches row 2 1806 in which the picture is the
same size as pictures in row 2 1806.
[0172] In one embodiment, are computer executable instructions for
maintaining a continuity of a picture selection point by keeping a
finger or other pointing device continuously in the same place on
an image continually during resizing. For instance, as seen in FIG.
23, if a finger 7002 is placed on a the lower right hand side
corner of a picture 7004 and the user moves it to an area of the
screen which resizes the picture smaller while moving it to the
bottom row (whose icons are smaller than the middle row), the
finger 7002 would remain in the lower right hand of the picture
7004 regardless of the size of the picture. Previously as seen in
the prior art in FIG. 31, if a user resized a picture 2500 using
prior art methods, starting with her finger 2502 in the lower right
hand corner, her finger 2502 typically would not be on the lower
right hand of the picture as the picture would have resized 2504
(outline of original 2500 at 2506) to the point where the image
would scale to such a degree that her finger would not be on the
picture or on the same place on the picture (if the picture got
scaled larger). This continuity of selection point provides less
disorientation to a user and a more natural experience both when
the picture is sized down and up.
[0173] FIG. 30 illustrates an embodiment that can be used with the
photo sorter or other technology discussed herein such as the
exemplary interface screen in FIG. 6. FIG. 33 focuses on resizing
groups of differently sized brands, with gestures on a touch screen
another other input methods may be used.
[0174] At 3300, three rows of brands are displayed 3306-33010, all
with different sizes. In order for a user to see brands in the rows
that are sized smaller, a user could use a gesture such as a two
finger gesture at 3312. The black dot which represent finger input,
on the left most brand and a black dot on the square to its right
(not shown) may be used to instruct the device to resize the row
3306 as the fingers are dragged down on the touch screen.
[0175] At 3302, a brand of row 3306 is enlarged and brands in the
same row are optionally excluded from display. Row 3308 may be
downsized and more ads may be inserted in this row.
[0176] At 3304, a brand of row 3306 is significantly larger and the
brands in row 3308 are now significantly smaller. Any combination
of sizing of the various rows can occur upon a gesture input. Rows,
columns and other grouping may also be used.
[0177] As discussed in this document, the discussed subject matter
solves several technical problems. Specifically solved is the input
and processing of user input information such as brands to
efficiently determine user characteristics on a small mobile device
screen. In addition, the unique layout of how the questions and
answers are presented requires less input by the user, requires
less screen space and provides a more enjoyable user experience
which results in a significantly higher participation rate. The
related processing by a client/server is also made more efficient
due to the enhanced gathering of information. Also solved is the
problem of the user being overwhelmed with irrelevant advertising.
The advertar solution as discussed herein, creates efficiencies as
the user can more easily filter information and therefore be fed
relevant ads.
[0178] 11. Description of Computer Hardware
[0179] Embodiments of the subject matter and the operations
described in this specification can be implemented in digital
electronic circuitry, or in computer software, firmware, or
hardware, including the structures disclosed in this specification
and their structural equivalents, or in combinations of one or more
of them. Embodiments of the subject matter described in this
specification can be implemented as one or more computer programs,
i.e., one or more modules of computer program instructions, encoded
on computer storage medium for execution by, or to control the
operation of, data processing apparatus.
[0180] A non-transitory, computer storage medium can be, or can be
included in, a computer-readable storage device, a
computer-readable storage substrate, a random or serial access
memory array or device, or a combination of one or more of them.
Moreover, while a computer storage medium is not a propagated
signal, a computer storage medium can be a source or destination of
computer program instructions encoded in an artificially-generated
propagated signal. The computer storage medium also can be, or can
be included in, one or more separate physical components or media
(e.g., multiple CDs, disks, or other storage devices). The
operations described in this specification can be implemented as
operations performed by a data processing device using data stored
on one or more computer-readable storage devices or received from
other sources. A representative data processing device is shown in
FIG. 15.
[0181] The data processing device includes "processor electronics"
that encompasses all kinds of apparatus, devices, and machines for
processing data, including by way of example a programmable
microprocessor 602, a computer, a system on a chip, or multiple
ones, or combinations, of the foregoing. The apparatus can include
special purpose logic circuitry, e.g., an FPGA (field programmable
gate array) or an ASIC (application-specific integrated circuit).
The apparatus also can include, in addition to hardware, code that
creates an execution environment for the computer program in
question, e.g., code that constitutes processor firmware, a
protocol stack, a database management system, an operating system,
a cross-platform runtime environment, a virtual machine, or a
combination of one or more of them. The apparatus and execution
environment can realize various different computing model
infrastructures, such as web services, distributed computing and
grid computing infrastructures.
[0182] A computer program (also known as a program, software,
software application, script, or code) can be written in any form
of programming language, including compiled or interpreted
languages, declarative or procedural languages, and it can be
deployed in any form, including as a stand-alone program or as a
module, component, subroutine, object, or other unit suitable for
use in a computing environment. A computer program may, but need
not, correspond to a file in a file system. A program can be stored
in a portion of a file that holds other programs or data (e.g., one
or more scripts stored in a markup language document), in a single
file dedicated to the program in question, or in multiple
coordinated files (e.g., files that store one or more modules,
sub-programs, or portions of code). A computer program can be
deployed to be executed on one computer or on multiple computers
that are located at one site or distributed across multiple sites
and interconnected by a communication network.
[0183] The processes and logic flows described in this
specification can be performed by one or more programmable
processors executing one or more computer programs to perform
actions by operating on input data and generating output. The
processes and logic flows can also be performed by, and apparatus
can also be implemented as, special purpose logic circuitry, e.g.,
an FPGA (field programmable gate array) or an ASIC
(application-specific integrated circuit).
[0184] Processors suitable for the execution of a computer program
include, by way of example, both general and special purpose
microprocessors, and any one or more processors of any kind of
digital computer. Generally, a processor will receive instructions
and data from a read-only memory or a random access memory or both.
The essential elements of a computer are a processor for performing
actions in accordance with instructions and one or more memory
devices for storing instructions and data. Generally, a computer
will also include, or be operatively coupled to receive data from
or transfer data to, or both, one or more mass storage devices 604
for storing data, e.g., flash memory, magnetic disks,
magneto-optical disks, or optical disks. However, a computer need
not have such devices. Moreover, a computing device can be embedded
in another device, e.g., a mobile telephone ("smart phone"), a
personal digital assistant (PDA), a mobile audio or video player, a
handheld or fixed game console (e.g. Xbox 360), a Global
Positioning System (GPS) receiver, or a portable storage device
(e.g., a universal serial bus (USB) flash drive), to name just a
few. Devices suitable for storing computer program instructions and
data include all forms of volatile or non-volatile memory, media
and memory devices, including by way of example semiconductor
memory devices, e.g., EPROM, EEPROM, and flash memory devices;
magnetic disks, e.g., internal hard disks or removable disks;
magneto-optical disks; and CD-ROM and DVD-ROM disks. The processor
and the memory can be supplemented by, or incorporated in, special
purpose logic circuitry.
[0185] To provide for interaction with a user, embodiments of the
subject matter described in this specification can be implemented
on a computer having a display device 608, e.g., an LCD (liquid
crystal display), LED (light emitting diode), or OLED (organic
light emitting diode) monitor, for displaying information to the
user and an input device 606 such as a keyboard and a pointing
device, e.g., a mouse or a trackball, track pad etc., by which the
user can provide input to the computer. In some implementations, a
touch screen can be used to display information and to receive
input from a user. Other kinds of devices can be used to provide
for interaction with a user as well; for example, feedback provided
to the user can be any form of sensory feedback, e.g., visual
feedback, auditory feedback, or tactile feedback; and input from
the user can be received in any form, including acoustic, speech,
or tactile input. In addition, a computer can interact with a user
by sending documents to and receiving documents from a device that
is used by the user; for example, by sending web pages to a web
browser on a user's client device in response to requests received
from the web browser. The data processing apparatus 600 may also
include a wireless transceiver 612 such a cellular radio, WiFi or
WiMax transceiver, Bluetooth transceiver and a network connection
614 etc. The data processing device may also include an output
device such as a printer 610. In addition, the device may include
location sensing devices (GPS etc.), as well as clocks and other
circuitry (not shown).
[0186] As shown in FIG. 16, embodiments of the subject matter
described in this specification can be implemented in a computing
system 700 that includes a back-end component, e.g., as a data
server 750, or that includes a middleware component, e.g., an
application server, or that includes a front-end component, e.g., a
client computer 600 having a graphical user interface or a Web
browser 650 through which a user can interact with an
implementation of the subject matter described in this
specification, or any combination of one or more such back-end,
middleware, or front-end components. The components of the system
can be interconnected by any form or medium of digital data
communication, e.g., a communication network. Examples of
communication networks include a wired or wireless local area
network ("LAN") and a wide area network ("WAN"), an inter-network
710 (e.g., the Internet), and peer-to-peer networks (e.g., ad hoc
peer-to-peer networks).
[0187] The computing system can include any number of clients and
servers. A client and server are generally remote from each other
and typically interact through a communication network. The
relationship of client and server arises by virtue of computer
programs running on the respective computers and having a
client-server relationship to each other. In some embodiments, a
server 750 transmits data (e.g., an HTML page) to a client device
600 (e.g., for purposes of displaying data to and receiving user
input from a user interacting with the client device). Data
generated at the client device (e.g., a result of the user
interaction) can be received from the client device at the server.
In the embodiment shown in FIG. 16, the server computer 750
operates server engine software 760 and web management software 760
to receive data from and send data to remote clients. In addition,
the server computer operates a database 800 to store persona
information for users who wish to receive ads as described above.
Content management software 780 and database management software
790 allow the server computer to store and retrieve persona
information from the database and to search the database for
personas that meet advertiser's criteria for a target audience.
[0188] From the foregoing, it will be appreciated that specific
embodiments of the invention have been described herein for
purposes of illustration, but that various modifications may be
made without deviating from the spirit and scope of the invention.
Accordingly, the invention is not limited except as by the appended
claims.
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