CN103765461B - 基于与多个在线设备联系的概况的目标电视广告 - Google Patents
基于与多个在线设备联系的概况的目标电视广告 Download PDFInfo
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Abstract
概况提供者:(i)把主在线设备(OD1)与机顶盒(STB)相关联;(ii)在某个时间点的OD1的地点被估计为“邻近”STB,由此建立STB代理地点;(iii)一个或多个次在线设备(OD2)被观察到位于“邻近”STB代理地点并且被与STB相关联;并且(iv)电视广告被选择以定向至STB,该选择至少部分地基于被链接于关联的OD2中的一个的概况信息。方法在以下条件下可能是特别有利的:STB不被连接于任何计算机网络;STB始终不被连接于与OD1或OD2相同的局域网;或电视服务(被STB使用)和在线访问(被OD1和OD2使用)被不同的服务提供者提供。
Description
对相关申请的权益主张
本申请要求于08/03/2011提交的临时申请第61/514,840号的权益,该申请在此通过引用并入,如同在本文中完整地阐述。
技术领域
本发明的领域涉及关联或针对有关在线设备(例如台式计算机、便携式计算机、平板电脑、移动电话或智能电话;在本文中称为OD)和机顶盒(在本文中称为STB)的行动或活动。具体地,公开了传送至特定的机顶盒的电视广告可以基于来源于多个在线设备的用户概况信息被定向的方法,仅多个在线设备中的一个需要直接地与机顶盒相关联。
本文公开的系统或方法可以与以下中公开的主题内容有关:
●美国非临时申请第09/593,993号,于06/14/2000提交(现在是美国专利6,925,440);
●美国非临时申请第11/099,861号,于04/06/2005提交(现在是美国专利7,428,493);
●美国非临时申请第11/736,544号,于04/17/2007提交(现在是美国专利7,861,260);
●美国非临时申请第11/968,117号,于12/31/2007提交(美国专利公布2009/0172728A1);
●美国非临时申请第12/131,798号,于06/02/2008提交(美国专利公布2009/0300675A1);
●美国非临时申请第12/131,824号,于06/02/2008提交(美国专利公布2009/0299843A1);
●美国非临时申请第12/186,918号,于08/06/2008提交(美国专利公布2008/0313194A1);
●美国非临时申请第12/257,386号,于10/23/2008提交(美国专利公布2009/0049468A1);
●美国非临时申请第12/688,731号,于01/15/2010提交(现在是美国专利7,890,609);
●美国非临时申请第12/860,666号,于08/20/2010提交(美国专利公布2010/0325659A1);
●美国非临时申请第12/906,007号,于10/15/2010提交(尚未公布);
●美国临时申请第61/393,834号,于10/15/2010提交;以及
●美国非临时申请第12/981,925号,于12/30/2010提交(美国专利公布2011/0099576A1)。
上文列出的申请和公布中的每个在此通过引用并入。虽然列出的申请使用相似的术语,但是在这些申请中使用的术语和在本发明的公开内容中使用的术语之间具有某些差异。在本发明的公开内容中提出的定义或描述应当以本文中为准,如果不一致的话。
背景技术
在本发明的公开内容中使用的术语中的某些被如下地定义。
电视提供者(TVP)——通过任何合适的传输介质把电视服务提供至订阅者或用户的实体,所述传输介质包括但不限于以下项:同轴电缆、光缆、网络电缆、电话线、卫星传输、移动电话传输、3G传输、4G传输、WiMax传输、WiFi传输、其他的IEEE802传输、或VHF或UHF传输。如在本领域中普遍的,在某些文本中,对TVP的引用可以指代被实体控制的计算机系统或其他的设备而不是实体本身。
互联网服务提供者(ISP;等效地,在线访问提供者)——通过任何合适的传输介质把在线访问提供至订阅者或用户的实体,所述传输介质包括但不限于以下项:同轴电缆、光缆、网络电缆、电话线、卫星传输、无线传输(例如3G、4G、WiMax、WiFi或其他的IEEE802无线协议)、或VHF或UHF传输。在线访问使订阅者能够访问互联网和其各种在线站点,或访问互联网的任何未来的网络后继者。如在本领域中普遍的,在某些文本中,对ISP的引用可以指代被实体控制的计算机系统或其他的设备而不是实体本身。
ISP/TVP——在某些情况下,单一的实体(或被单一的实体控制的提供者)可以把电视服务和在线访问二者提供至一个或多个订阅者或用户。这样的实体在本文中被称为ISP/TVP。虽然ISP和TVP在示意图中可以被单独的标签盒示意性地代表,但是示意图意在包括其中ISP和TVP是独立的实体的例子以及其中共同的ISP/TVP提供两个服务的其他例子。
机顶盒(STB)——连接电视和信号源的设备。如被本领域的技术人员意识到的,“电视”是在本领域中已知的或以后开发的能够把电视内容呈现至观看者或用户的任何设备,例如CRT或平板电视机、家庭影院系统、计算机监视器、平板电脑计算设备、或移动电话或其他的手持设备。STB的某些实例包括电缆盒(经常与个人录像机组合)、在线耦合的游戏机、被合适地配置的可以驱动计算机监视器的计算机系统、或允许内容呈现的移动电话系统的模块。STB接收输入的信号,从接收到的信号提取内容,并且把提取的内容传输至电视以被呈现至观看者。
信号源可以是以下项中的一个或多个:计算机网络电缆(例如以太网或其他传输速度的电缆)、圆盘式卫星电视天线、被连接于有线电视系统的同轴电缆、电话线或数字用户线路(DSL)、无线网络连接(例如通过蜂窝电话网络、WiFi或其他的无线连接)、天线(VHF、UHF、数字的或其他的)、或另一个合适的信号源。内容可以包括但不限于视频(其经常可以包括音频部分)、音频、互联网web页面、交互游戏或其他的内容。STB可以或可以不包括专用的电视调谐器。
虽然其是这个名称,但是STB不需要按照字面意思物理地位于电视机的顶部。在当前的技术下,STB经常物理地位于电视机附近,例如在媒体柜或类似的中,但是甚至不是必需的是,STB位于紧邻于电视。也不是必需的是,按照字面意思STB是一个盒子。而是,STB可以实现为例如电路板、集成电路、集成电路的组或软件,其可以与还具有其他的功能的另一个“盒子”例如电视、电缆或其他的连接部、计算机、移动电话或建筑设备或接线盒物理地集成,或根本无需容纳在任何“盒子”中。
在线用户接口设备(等效地,在线设备或OD)——用于(至少间歇地)访问远程网络例如互联网的任何计算机化的设备,包括但不限于智能电话或移动手持设备、个人数字助理(PDA)、游戏控制台、或联网的计算机(台式计算机、工作站、笔记本、膝上计算机或其他的)。
在线访问设备——用于把在线用户接口设备连接于远程网络例如互联网的任何设备,包括但不限于调制解调器、有线或无线路由器、无线接入点、有线网络适配器(例如以太网适配器)、无线网络适配器(例如WiFi、其他的IEEE802.11、WiMax、ED-VO、EDGE、HSPA、CDMA、GSM或其他的)、或基于光纤的网络适配器(例如网络接口单元或光网络终端)。不同类型的在线访问设备可以被组合并且有时被组合为单一的单元(例如还作为用于LAN的路由器起作用的调制解调器)。在线用户接口设备和在线访问设备可以被组合并且有时被组合为单一的单元(例如具有内置的以太网适配器、无线适配器或调制解调器的计算机,或可以被用于在线访问的移动电话)。
每个在线访问设备在互联网上典型地通过互联网协议地址被识别(即IP地址;目前,在IPv4下,IP地址包括每个范围从0至255的四个数字的序列,即32位地址;在IPv6下,IP地址包括128位地址;其他的,未来开发的IP地址协议应当落入本发明的公开内容或所附的权利要求的范围内)。数据通过互联网的每次传输包括目的地IP地址以使传输的数据能够到达其意图的目的地。在某些情况下,在线访问设备具有静态的IP地址,而在其他更普遍的情况下在线访问设备具有动态的并且随时间推移改变的IP地址。虽然IP地址在本文中指用于使通过互联网传输的数据能够到达其意图的目的地,但是该术语意图包括用于把这样传输的数据通过互联网或通过任何未来的后继者网络路由至其意图的目的地的在功能上等效的任何在线访问设备标识符。
设备标识符(例如在线设备标识符或机顶盒标识符)——在线设备或机顶盒典型地由一个或多个设备标识符指示。这样的标识符可以具有任何合适的类型;实例可以包括:根据任何合适的IP地址协议分配的IP地址;被置于设备上或在设备上被识别的标签或cookie;由服务的提供者通过设备或设备的全部或部分的制造商分配的标识符。后者的实例可以包括例如:被TVP分配的STB标识符;被ISP分配的调制解调器或路由器标识符;被设备制造商分配的MAC地址或序列号;或智能电话标识符,例如移动手机号码(MSISDN)、服务订阅者密钥(IMSI或SIM标识符)、电子序列号(ESN)、移动设备标识符(MEID)、或国际移动设备识别码(IMEI)。设备标识符在某些例子中可以是被分配至设备并且用作实际的设备标识符的代理的化名。设备标识符可以被本地存储在设备上,可以被远程地存储在任何相关方的服务器上,或可以被本地并且远程地存储。同一个设备的不同的标识符可以被在数据库中链接,数据库典型地在远程服务器上,或在置于设备上的cookie或标签中。
设备指纹——在线设备或机顶盒在某些例子中可以通过表征设备或安装在设备上的软件的参数的组合被唯一地识别。这样的参数组合可以被称为设备“指纹”并且可以被用作设备标识符。在设备指纹中典型地采用的参数的实例可以包括以下项中的一个或多个:IP地址、设备配置或硬件、设备显示器类型或分辨率、操作系统软件、浏览器软件、浏览器插件或附加软件、其他安装的软件、用户选择的字体、用户选择的语言、时区、或地理地点。任何操作系统或软件可以被程序标识以及被程序版本指定。
路由器——作为网络之间的结点起作用以把数据在它们之间缓存和传递的任何设备。例如,路由器可以被用于把局域网(LAN)连接于互联网,由此使连接于LAN的在线用户接口设备能够通过路由器共享到互联网的连接。路由器从LAN上的设备接收数据并且把数据传输至互联网,导向至各个目的地,并且从互联网接收数据并且把数据导向至LAN上的相应的设备。
调制解调器——通过作为在线访问提供者的网络传输系统和用户的计算机或其他的在线用户接口设备之间的接口起作用使用户能够进行在线访问的设备。调制解调器根据提供者网络传输系统的类型变化。除非调制解调器的具体类型被指定,否则术语“调制解调器”应当包括电话调制解调器、电缆调制解调器、DSL调制解调器、无线调制解调器、卫星调制解调器、或用于把在线访问提供至任何其他合适的网络传输系统的调制解调器。
用户(等效地,订阅者、观看者)——术语“用户”应当被解释为被认为在传送终点接收在线访问或电视服务的单个的人,传送终点典型地位于家庭、办公室、企业、或被在线访问提供者或TVP服务的其他地点或设施内。单个的家庭、办公室、企业或其他地点经常具有多个用户。在某些情况下,具有多个物理地点的企业可以被单独的在线或电视服务服务,但是在其它情况下,企业可以具有把提供的服务扩展至多个物理地点的内部LAN或WAN。此外,某些在线用户接口设备和电视是便携式的并且可以从远程地点访问服务。据此,术语“用户”在这样的例子中不要求固定的或单一的地点。对“用户”的引用在某些文本中实际上指与被认为称为“用户”的单个的人操作的设备(例如电视、电话、膝上计算机或固定地点的计算机)共同地进行的计算机控制的活动(监视、广告传送等等)。然而,应理解,给定的设备可以在不同的时间被多个人操作,例如家庭或企业的不同成员。据此,如在本领域中普遍的,在某些文本中,对“用户”的引用可以指计算机、设备或其他的设备,而不是人。
行为定向——特定的广告到用户的传送,广告基于用户的活动,典型地基于最近的活动被选择,所述活动包括但不限于:被用户进行的基于在线或电视的搜索;被用户在线地或在电视上观看或以其他方式访问的内容;被用户查看、鼠标点击、交互或以其他方式访问的在线或电视广告;被用户在线地或通过电视作出的购物或购买;以及任何其他形式的之前的用户在线或电视活动。
中央广告服务器(CAS)——管理广告的传送(电视或在线)的计算机服务器(设备)。本地广告服务器可以典型地被单一的发布者运行以把广告服务至该发布者的一个或多个网站的访问者或电视节目的观看者,或被单一的广告者运行以把广告服务入在各种网站或电视节目上被广告者获取的广告空间。第三方或远程广告服务器典型地位于远程的地点并且把各种广告者的广告传送至多个发布者的网站的访问者或节目的观看者。远程广告服务器充当用于传送广告的中央导管,使广告者和发布者能够追踪他们的在线或电视广告的分布以及能够控制他们的广告通过互联网或电视系统从一个地点的轮放和分布。本地或远程广告服务器可以被认为是CAS。广告可以被存储在CAS上用于之后的传送,可以被传输至CAS并且然后在接收到广告请求后从CAS传送,或可以响应于被CAS接收和路由的广告请求从另一个源传送。第三方广告服务器的实例包括用于发布者中央广告服务器的DoubleClick’sDART(也被称为DFP)和用于广告者中央广告服务器的DoubleClick’sDART(也被称为DFA)。在某些情况下,CAS可以被以下各方拥有或使用:TVP、ISP、STB提供者或调制解调器提供者、在线内容提供者、概况聚合器、概况分布器、广告经纪人、广告网络、广告交易、广告代理商、在线广告者、电视广告者、电视广告空间拥有者或电视内容提供者、这些实体中的任何的代表或代理、或其他的实体。在某些情况下,该CAS将独立于ISP或TVP进行操作。
概况提供者(PP)——具有或收集用于定向广告的概况信息的实体。在本文的文本中,概况提供者控制CAS或与CAS配合,CAS从概况提供者接收概况信息的全部或部分用于定向电视或在线广告。来源于在线或电视活动的用户概况信息可以包括,例如,观察到的用户访问互联网的在线行为(例如,查看或访问的在线内容,执行的在线搜索,做出的在线购物,或这样的行为的时间和日期)、电视观看者的观察到的观看或交互行为(例如,观看的电视节目或广告,对交互性节目或广告的响应,或这样的行为的时间和日期)、或从互联网用户或电视观看者收集的人口统计信息。
概况提供者的实例可以包括但不限于拥有、控制或使用以下项的任何实体:(1)被访问的互联网站点服务器;(2)通过在线访问设备(例如调制解调器或路由器)直接地或间接地(例如通过重定向)传送被导向至在线用户接口设备(例如计算机或其他的在线接口设备)的内容、图像、音频、视频、文本或任何组合的服务器;(3)通过STB(通过TVP间接地;或通过STBIP地址直接地,而不必知道关注的IP地址对应于STB)传送被导向至电视的内容、图像、音频、视频、文本或任何组合的服务器;(4)把广告通过代表广告者或广告网络的在线访问设备传送至在线用户接口设备的服务器;(5)通过STB(通过TVP间接地;或通过STBIP地址直接地,而不必知道关注的IP地址对应于STB)把代表广告者或广告网络的电视广告传送至电视的服务器;(6)记录从在线用户接口设备进行的活动的服务器,所述活动例如对广告的点击或广告的链接、广告的查看、对特定内容的链接的点击、搜索、对产品信息的请求、特定的内容的接收、产品购买、做出的电话呼叫、或任何其他所选择的和可定义的用户活动;或(7)便利代表用户的瞬时消息或任何其他类型的通信的服务器。
概况提供者的另一个实例是:(8)发起并且能够访问位于用户的计算机或其他的在线用户接口设备上的可以观察用户的在线活动(在用户的允许下)的软件程序(例如浏览器工具栏或桌面搜索软件)的公司。概况提供者宽泛地可以是:(9)能够收集行为概况(例如观察到的在线活动)或人口统计概况(由用户提供)的任何实体,典型地包括当概况信息被观察或收集时使用的设备标识符(例如在线用户接口设备标识符)以及概况信息被观察或收集的日期和时间,与实体是通过与用户的计算机联系直接地收集概况信息还是从另一个实体例如在本定义中列出的那些间接地收集概况信息无关。在某些情况下,用户的在线活动将导致在线用户接口设备(通过在线访问设备)和概况提供者之间的直接联系,例如,如果概况提供者是在线商务站点,用户在该站点进行购物,以及在线商务站点生成该用户的概况。在其它情况下,概况提供者和用户之间可以不具有直接联系,例如,如果用户在在线商务站点进行购物,在线商务站点进而把关于用户的信息报告至概况提供者。此外,在某些条件下,概况提供者可以还拥有或以其他方式控制CAS,在这种情况下用户概况可以立即对CAS可用,而不需要在实体之间传输。
被概况提供者提供至CAS的概况或部分概况可以包含任何量的概况信息,例如,在一个实施例中,仅在线访问IP地址、STBIP地址(不必据此被识别)、STB标识符或设备化名。概况可以包括,例如,概况标识符或概况名称、用户名、或登录ID、或其他的在线用户接口设备标识符;概况可以被置于用户的在线用户接口设备上的cookie或标签引用或被包括在其中。IP地址可以被概况提供者本身提供或当用户进行任何在线活动或提供人口统计信息的条目并且被概况提供者重导向至CAS时,可以通过CAS获得。在另一个实施例中,概况可以是更广泛的并且可以包括人口统计信息或在线行为信息,例如广泛的浏览历史、购物或购买历史、在线查看的内容或节目、以及关于用户的特征或用户的活动的其他信息。在某些情况下,概况包括PII(典型地由用户提供);在其它情况下其不包括PII。
概况不需要被存储在单一的地点中;共同地定义单一的用户概况的概况信息可以被存储在一个或多个服务器上的一个或多个数据库中,在被置于一个或多个用户接口设备上的标签或cookie中,或这些地点的组合。虽然概况提供者在之前的多个段落中被指代为实体,但是归因于概况提供者的行动的许多或大多数实际上由设备在概况提供者的管理控制下进行,例如计算机、服务器、在这些计算机或服务器上运行的软件、网络连接硬件或软件、或其他设备。这样的行动可以仍然被表征为“由概况提供者”执行,无论自动地、半自动地还是手动地执行。据此,如在本领域中普遍的,在某些文本中,对概况提供者的引用可以指代被实体控制的计算机系统或其他的设备而不是实体本身。
个人识别信息(PII)——可以被用于识别特定的人的信息,包括但不限于:名称、社会保险号(SSN)、出生日期、街道地址、电子邮件地址、静态的IP地址(如果有的话)、电话号码(家庭、工作、无线)、财务账户号码(银行账户、信用账户、或任何其他的财务数据)、驾驶执照号码、车辆登记号码、车辆牌照号码、面部照片、指纹、笔迹或签名、或任何其他的可以辅助识别特定的人的信息。
非个人识别信息(非PII)——关于人的典型地不能够被用于专门识别该人的信息,包括但不限于:居住的城市、州或国家、年龄、性别、种族、民族、学校或工作场所(如果足够大的话)、薪水或收入、爱好、动态分配的IP地址、访问的在线站点、进行的在线搜索、或对于了解一个人有用的但是其本身不允许人们知道用于识别特定的人的信息的其他信息。
Cookie——由还把任何类型的内容使用浏览器软件服务至用户的计算机的任何服务器置于用户的计算机上的文本文件。该内容可以包括例如整个web页面、web页面的仅一个部分、一个或多个图像、或甚至单一的像素;用户不需要知道传送这样的内容的每个服务器,并且在许多情况下是不知道的(例如,如果该服务器传送仅单一像素图像的话)。cookie典型地可以仅被在与最初放置该cookie的服务器相同的互联网域名下操作的服务器读取或改变。cookie文件可以被用于识别已经与同一个域名联系的计算机(例如其可以充当在线用户接口设备标识符)并且也可以被用于存储关于该计算机的用户的PII或非PII。在第一实施例中,cookie可以存储非PII,例如被计算机用户在该站点进行的之前的搜索,或在该站点查看或访问的页面。在第二实施例中,cookie可以被用于存储用户用于访问站点的用户名、用户定制的偏好、或各种PII。cookie文件也可以被位于用户的计算机上的软件创建、改变或删除。
电视广告(TV广告)——全屏幕视频广告、局部屏幕视频广告、标题广告、文本广告、音频广告、或任何其他形式的适合传送至电视(如上文定义的)并且被电视视觉或听觉呈现的广告,所述电视包括用于传送电视内容的任何设备。电视广告可以在空间上与电视节目并置或重叠(例如标题广告)或可以在时间上与电视节目交错(例如传统的15秒、30秒或60秒电视/广播广告)。
重导向(或URL重导向或URL转发)——服务器指导在计算机上运行的浏览器或应用获得来自另一个地点的某些请求的信息(例如web页面的全部或部分)的过程,其通过(1)把URL提供至浏览器或应用的第一服务器,以及(2)使用接收到的URL电子地联系URL地址的计算机。URL可以被以许多方式给出至计算机,例如通过把像素(1×1图像标签)内嵌在HTML页面或内容中,通过iFrame或其他的帧重导向,通过JavaScript,通过302HTTP状态码(在HTTP协议中,或通过其他的3xx状态码)(响应于被第一服务器从计算机接收到的请求),通过重定向服务,或通过电子邮件。在一个实施例中,URL可以在计算机以任何方式与第一服务器联系之后被发送至计算机,例如在计算机访问第一服务器以接收内容之后。在另一个实施例中,URL可以通过HTML电子邮件被从第一服务器给出至计算机(在本实施例中,URL在计算机没有与第一服务器联系的情况下被发送)。
各种系统和方法目前被用于基于用户、观看者或顾客行为定向广告。这些中的某些可以依赖于PII的收集以使展示行为的人和以该人为目标的广告的相关联成为可能;在其他中,广告可以在不收集PII的情况下被定向。在后者的这些实施例中,经常的情况是行为的介质和广告的介质是相同的。例如,许多杂货铺分发所谓的“俱乐部卡”,其不需要与PII相联系。购物者在付款时出示该卡以接收各种折扣,由此允许商店把购买条目的列表与该卡联系。当系统“得知”购物者的购买习惯时,系统开始发出以购物者之前已经作出的购买或系统基于过去的购买预测购物者可能希望作出的购买为目标的优惠券。
在另一个实施例中,在线广告基于互联网用户的在线活动被容易地定向,而不使用PII。cookie的使用使广告服务器能够识别已经在之前被广告服务器呈现广告的互联网站点访问者或已经在链接于广告服务器的站点进行搜索或访问内容的互联网站点访问者;cookie不需要包括用于使该功能成为可能的PII。广告服务器可以基于之前的活动把未来的广告定向至站点访问者。已经在在线旅游站点上搜索到南部加利福尼亚州的飞机票的用户,例如,可以在之后接收有针对性的关于迪斯尼乐园的在线广告,其可能在访问某些其他的在线站点时从该在线旅游站点收集用户的搜索信息的广告服务器传送到用户的计算机。
与PII是否被使用无关,以基于一个介质中的活动定向在另一个介质中的广告或基于一个设备类型上的活动定向在另一个设备类型上的广告可能是有问题的。其中PII被用于例如基于观看者的在线行为定向电视广告的各种方案目前被实施、在开发中或正在被考虑。这些方案中的某些涉及TVP、在线访问提供者、在线搜索门户网站或在线站点之间的合约或联盟。PII已经典型地被要求作出在不同的介质之间的连接,因为不同的设备典型地被用于访问每一个。
为了符合在在线环境中的关于用户隐私的各种法律、规章或政策,一个主要的目标是保持用户的PII(其可以或可以不被用于建立作为不同介质的设备之间的关联)与该用户的在线行为概况信息(例如被访问的站点、查看的内容、请求的搜索或购买的产品)的分离。也已经被视为期望的是从隐私的观点保持在以下项之间的相似的分离:(i)用户的在线概况信息和(ii)关于与具体的STB联系的具体的电视观看习惯或概况的信息或数据,即使该观看数据可能不构成PII。
多个提出的方案(例如,如在上文列出的申请中的一个或多个中公开的)将基于观察到的在线行为,同时保持PII的分离或在完全不使用PII的情况下,使电视广告的定向成为可能。无论PII是否被使用并且与其使用的方式无关,动态的设备地址的流行使用,例如用于使在线访问成为可能,创建对于广告的介质间定向的显著的技术障碍。
由于隐私原因,期望的是,避免报告哪个电视节目或频道已经使用具体的STB被观看。在另一个方面,期望的是生成(或存储)关于哪个所选择的或默认的电视广告在哪个电视节目内或在哪个电视频道上传送的STB发起的报告,从而向广告者报告通过STB传送至目标观众的广告的精确数量以及作为结果被广告者拖欠的量,并且向电视广告空间销售者报告在传送广告中使用的库存的量以及作为结果他们拖欠的量。这些表面上不一致的目标创建对于跨介质的灵活的广告系统的技术障碍。
响应于在一个介质中观察到的行为,记录或追踪在另一个介质中的用户行为并且把这些行为相关联也是期望的目标。这样的能力可以使广告者能够更精确地定向未来的广告,能够评价特定的广告或广告活动的有效性,或用于其他的目的。然而,针对跨介质定向必须解决的相同问题(例如PII的使用或不使用、PII与在线行为概况信息的分离、或动态的设备地址的使用)也必须针对跨介质追踪或相关联被解决。
发明内容
本发明的一个方面提供了一种使用编程的硬件计算机系统实现的方法,所述方法包括:
(a)使用所述计算机系统,选择待被定向至机顶盒的电视广告,所述电视广告至少部分地基于关于与所述机顶盒相关联的次在线设备的用户或使用与所述机顶盒相关联的次在线设备进行的在线活动的概况信息被选择,
(b)其中所述次在线设备和所述机顶盒之间的关联被以下项指示:(i)存储的所述机顶盒的代理地点的电子标记,所述代理地点是主在线设备被估计已经位于与所述机顶盒共享的地点时该主在线设备的地点,以及(ii)存储的指示所述次在线设备被估计已经至少瞬时地位于所述机顶盒的代理地点处的电子标记。
本发明的一个方面还提供了一种处理具有机顶盒和次在线设备的用户的在线活动的计算机实现的方法,所述方法包括:
(a)在计算机处接收通知,其中所述通知:(i)包括或涉及机顶盒标识符,并且(ii)来源于并且表示正在使用对应于所述机顶盒标识符的所述机顶盒呈现的电视广告;以及
(b)基于所述通知,使用所述计算机自动地关于在所述电视广告呈现之后通过所述次在线设备进行的在线活动采取行动,所述次在线设备在所述行动的时间对应于次在线设备标识符,
(c)其中所述次在线设备标识符与所述机顶盒标识符相关联,并且该关联通过以下项指示:(i)存储的所述机顶盒的代理地点的电子标记,所述代理地点是主在线设备被估计已经位于与所述机顶盒共享的地点处的时间时该主在线设备的地点,以及(ii)存储的指示所述次在线设备被估计已经至少瞬时地位于所述机顶盒的代理地点处的电子标记。
本发明的一个方面还提供了一种包括被构建和编程以执行包括以下步骤的方法的硬件计算机系统的机器:
(a)使用所述计算机系统,选择待被定向至机顶盒的电视广告,所述电视广告至少部分地基于关于与所述机顶盒相关联的次在线设备的用户或使用与所述机顶盒相关联的次在线设备进行的在线活动的概况信息被选择,
(b)其中所述次在线设备和所述机顶盒之间的关联被以下项指示:(i)存储的所述机顶盒的代理地点的电子标记,所述代理地点是主在线设备被估计已经位于与所述机顶盒共享的地点处的时间时该主在线设备的地点,以及(ii)存储的指示所述次在线设备被估计已经至少瞬时地位于所述机顶盒的代理地点处的电子标记。
本发明的一个方面还提供了一种包括有形介质的物品,所述有形介质编码计算机可读指令,所述计算机可读指令当被应用于计算机系统时指示所述计算机系统执行包括以下步骤的方法:
(a)使用所述计算机系统,选择待被定向至机顶盒的电视广告,所述电视广告至少部分地基于关于与所述机顶盒相关联的次在线设备的用户或使用与所述机顶盒相关联的次在线设备进行的在线活动的概况信息被选择,
(b)其中所述次在线设备和所述机顶盒之间的关联被以下项指示:(i)存储的所述机顶盒的代理地点的电子标记,所述代理地点是主在线设备被估计已经位于与所述机顶盒共享的地点处的时间时该主在线设备的地点,以及(ii)存储的指示所述次在线设备被估计已经至少瞬时地位于所述机顶盒的代理地点处的电子标记。
本发明的一个方面还提供了一种包括硬件计算机系统的机器,所述硬件计算机系统被构建和编程以执行处理具有机顶盒和次在线设备的用户的在线活动的方法,所述方法包括:
(a)在所述计算机系统处接收通知,其中所述通知:(i)包括或涉及机顶盒标识符,并且(ii)来源于并且表示正在使用对应于所述机顶盒标识符的所述机顶盒呈现的电视广告;以及
(b)基于所述通知,使用所述计算机系统自动地关于在所述电视广告呈现之后通过所述次在线设备进行的在线活动采取行动,所述次在线设备在所述行动的时间对应于次在线设备标识符,
(c)其中所述次在线设备标识符与所述机顶盒标识符相关联,并且该关联通过以下项指示:(i)存储的所述机顶盒的代理地点的电子标记,所述代理地点是主在线设备被估计已经位于与所述机顶盒共享的地点处的时间时该主在线设备的地点,以及(ii)存储的指示所述次在线设备被估计已经至少瞬时地位于所述机顶盒的代理地点处的电子标记。
本发明的一个方面还提供了一种包括有形介质的物品,所述有形介质编码计算机可读指令,所述计算机可读指令当被应用于计算机系统时指示所述计算机系统执行处理具有机顶盒和次在线设备的用户的在线活动的方法,所述方法包括:
(a)在所述计算机系统处接收通知,其中所述通知:(i)包括或涉及机顶盒标识符,并且(ii)来源于并且表示正在使用对应于所述机顶盒标识符的所述机顶盒呈现的电视广告;以及
(b)基于所述通知,使用所述计算机系统自动地关于在所述电视广告呈现之后通过所述次在线设备进行的在线活动采取行动,所述次在线设备在所述行动的时间对应于次在线设备标识符,
(c)其中所述次在线设备标识符与所述机顶盒标识符相关联,并且该关联通过以下项指示:(i)存储的所述机顶盒的代理地点的电子标记,所述代理地点是主在线设备被估计已经位于与所述机顶盒共享的地点处的时间时该主在线设备的地点,以及(ii)存储的指示所述次在线设备被估计已经至少瞬时地位于所述机顶盒的代理地点处的电子标记。
本发明的一个方面还提供了一种使用被编程的硬件计算机系统实现的方法,所述方法包括:
(a)使用所述计算机系统,确定在一组设备之间的关联,所述一组设备包括(i)多个已识别的第一在线设备,其中网络流量在第一选择的时间段使用第一共用IP地址或其部分被路由至所述第一在线设备中的每个,以及(ii)另外的设备,所述另外的设备不是已识别的在线设备;
(b)使用所述计算机系统,确定使用不同于所述第一共用IP地址或其部分的第二共用IP地址或其部分在后续的第二时间段已经将网络流量路由至关联的所述一组设备中的选择的最小数量的多个第一在线设备;以及
(c)至少部分地基于与第二在线设备相关联的概况信息,使广告被选择用于定向到所述另外的设备,其中网络流量使用所述第二共用IP地址或其部分被路由至所述第二在线设备。
本发明的一个方面还提供了一种包括硬件计算机系统的机器,所述硬件计算机系统被构建和编程以执行处理具有机顶盒和次在线设备的用户的在线活动的方法,所述方法包括:
(a)使用所述计算机系统,确定在一组设备之间的关联,所述一组设备包括(i)多个已识别的第一在线设备,其中网络流量在第一选择的时间段使用第一共用IP地址或其部分被路由至所述第一在线设备中的每个,以及(ii)另外的设备,所述另外的设备不是已识别的在线设备;
(b)使用所述计算机系统,确定使用不同于所述第一共用IP地址或其部分的第二共用IP地址或其部分在后续的第二时间段已经将网络流量路由至关联的所述一组设备中的选择的最小数量的多个第一在线设备;以及
(c)至少部分地基于与第二在线设备相关联的概况信息,使广告被选择用于定向到所述另外的设备,其中网络流量使用所述第二共用IP地址或其部分被路由至所述第二在线设备。
本发明的一个方面还提供了一种包括有形介质的物品,所述有形介质编码计算机可读指令,所述计算机可读指令当被应用于计算机系统时指示所述计算机系统执行处理具有机顶盒和次在线设备的用户的在线活动的方法,所述方法包括:
(a)使用所述计算机系统,确定在一组设备之间的关联,所述一组设备包括(i)多个已识别的第一在线设备,其中网络流量在第一选择的时间段使用第一共用IP地址或其部分被路由至所述第一在线设备中的每个,以及(ii)另外的设备,所述另外的设备不是已识别的在线设备;
(b)使用所述计算机系统,确定使用不同于所述第一共用IP地址或其部分的第二共用IP地址或其部分在后续的第二时间段已经将网络流量路由至关联的所述一组设备中的选择的最小数量的多个第一在线设备;以及
(c)至少部分地基于与第二在线设备相关联的概况信息,使广告被选择用于定向到所述另外的设备,其中网络流量使用所述第二共用IP地址或其部分被路由至所述第二在线设备。
具体实施方式
方法被使用连接于互联网并且包括一个或多个服务器的计算机系统的概况提供者(PP)实体执行,并且可以被如下地汇总。首先,主在线设备(OD1)与机顶盒(STB)相关联(以任何合适的方式)。其次,在某个时间点(例如在建立与STB的关联之前、同时或之后)的OD1的地点被估计为“邻近”STB。在其被估计为“邻近”STB的时间的OD1地点被用作在之后的步骤中的STB地点的代理。再次,一个或多个次在线设备(OD2)被观察到位于“邻近”STB代理地点(即当OD1被估计为“邻近”STB时的地点)并且作为结果被与STB相关联。第四,系统导致选择的电视广告待被导向至STB,该选择至少部分地基于链接于关联的OD2中的一个的概况信息。在以下的部分中,这些活动中的每个将被更详细地描述,包括变化形式和替代形式。所公开的方法可以使用具有任何合适的连接的任何合适的STB来采用;然而,所公开的方法在以下情境中可能是特别地有利的:STB不被连接于任何计算机网络;STB始终不被连接于与OD1或OD2相同的局域网;或电视服务(被STB使用)和在线访问(被OD1和OD2使用)被不同的服务提供者提供。
把主在线设备(OD1)与机顶盒(STB)相关联
主在线设备(OD1)被直接地与机顶盒(STB)相关联(以任何合适的方式)。“直接地”仅指示STB和OD1之间的关联可以被明确地建立。用于建立或识别这样的明确的关联的各种合适的方式在上文引用的专利和待审的申请中公开。在这些实例中的某些中,TVP/ISP可以把在线访问和电视服务二者提供至给定的订阅者,典型地在已知的单一的地点(例如住宅或企业)。在该服务地点被提供在线访问(通过TVP/ISP)的在线设备可以作为OD1与STB相关联。在其他的实施例中,订阅者的OD1和STB可以基于二者都被连接于共用的LAN(局域网)被相关联。该共用的连接可以以多种方式探测到,例如,通过探测到互联网流量被通过共用的IP地址或其部分路由至OD1和STB二者,或通过探测到OD1和STB二者都被连接于同一个路由器。
在所引用的专利或申请中未公开的其他实例中,TVP可以把包括识别订阅者或订阅者的STB的电子标记的电子邮件发送至订阅者;这样的识别可以采用代表任何数据的化名。标记可以被结合,例如,作为在HTML电子邮件中重导向的1×1像素,或以任何其他的合适的方式。当订阅者打开TVP电子邮件时,用于打开电子邮件的在线设备与STB标识符或订阅者标识符(或化名)共同地重导向至TVP服务器或TVP计算机系统。代替地或另外地,TVP服务器或计算机系统可以获得对订阅者的在线设备的访问以及当订阅者登录至TVP网站或应用(例如使移动设备或平板电脑能够作为对STB的远程控制器起作用的软件应用)时,或当订阅者登录至把在线设备与订阅者的PII共同地导向或重导向至TVP服务器的第三方网站或应用时,获得对他的或她的登录数据的访问。被订阅者用于打开电子邮件或登录的在线设备(下文称为启动在线设备)可以或可以不被作为OD1与订阅者的STB相关联,如下文进一步描述的。在重导向或登录之后,TVP服务器或计算机系统对启动在线设备的访问使TVP系统能够把启动在线设备与STB相关联,如果其选择这样做的话,使用被启动在线设备提供的PII获取订阅者的STB标识符或通过使用被启动在线设备提供的STB标识符化名。TVP系统可以把启动在线设备的在线设备标识符与订阅者的STB标识符或STB化名相关联。
在另一个实施例中,TVP把个性化条形码在电视屏幕上呈现。条形码被个性化,因为其编码指令以把具有把电视屏幕上的条形码拍照的摄像机的移动设备与识别订阅者的STB的标记共同地重导向至在线服务器。移动设备可以被重导向至PP服务器,或至TVP或其他的服务器,该TVP或其他的服务器进而重导向至PP服务器(直接地或通过一个或多个中介服务器)。PP可以然后把STB标识符或化名与移动设备的标识符相关联。另外的关于订阅者或STB的信息可以被编码到个性化条形码中,例如STB的地理地点。在一个实施例中,条形码,例如二维QR(“快速响应”)码,被呈现在电视屏幕上,并且用户被请求使用他的或她的智能电话对条形码拍照(例如以访问电视节目网站)。智能电话上的条形码读取器软件解码条形码,条形码编码可被智能电话的浏览器软件使用的统一资源定位符(URL)。该URL指示在线站点并且还包括关于电视订阅者的STB的标识符或化名。当智能电话访问被编码的URL指示的在线站点时,在线站点服务器可以检索STB标识符或化名并且把其包括在到PP服务器的重导向中。PP放置、修改或识别在用户的智能电话上的其自己的cookie或其他的标识符,以包括或参考用户的STB标识符或化名,由此建立智能电话(启动在线设备)和STB之间的电子关联。在本实施例中,不同的个性化条形码可以被发送至识别它们的分别的STB的不同的电视服务订阅者。
为了作为主在线设备OD1起作用,启动在线设备必须是(i)驻留在STB地点的静态在线设备(例如台式计算机或工作站),或(ii)至少瞬时位于STB地点的移动在线设备(例如膝上型计算机、平板电脑或智能电话)。确定给定的启动在线设备是否可以合适地作为主在线设备OD1起作用在下文描述。TVP典型地知道订阅者的STB的地点并且可以采用或提供该信息的全部或部分以执行或便利后续的步骤。
在上文公开的后一个实施例中(例如其中采用了TVP电子邮件、TVP站点或应用登录或条形码),TVP典型地把关于启动在线设备和订阅者的STB的信息传递至概况提供者实体(PP)或使该信息被传递至PP。这样的PP实体的实施例在上文给出。在上文公开的实施例中的某些中,启动在线设备被重导向至PP服务器或计算机系统(直接地或通过一个或多个中介服务器),例如从托管TVP站点或与软件应用通信的服务器,在从TVP电子邮件至(进而重定向至PP服务器的)TVP服务器或其他服务器的URL重导向之后,或在到(进而重导向至PP服务器的)TVP服务器或其他服务器的被条形码启动的访问之后。这样的URL重导向典型地包括传递订阅者的STB标识符或化名的电子标记的URL地址(或其他的数据传递技术),以及可选择的另外的关于订阅者的信息。
可选择地,在电子邮件或条形码实施例中,启动在线设备可以被导向或重导向(直接地或通过一个或多个中介服务器)至PP服务器或计算机系统,而无需也与TVP服务器或计算机系统联系,例如,如果电子邮件重导向或条形码包括对于在线设备与PP服务器联系以及把订阅者的STB标识符的标记传递至该PP服务器的指令的话。在这种类型的实施例中,在TVP把电子邮件或条形码传输至订阅者之后,订阅者的STB标识符或化名与启动在线设备的标识符的后续的关联可以被建立,而无需TVP的进一步涉及。作为上文描述的不同的重导向中的任何一个的结果,PP服务器可以放置、修改或识别启动在线设备上的cookie;该cookie可以作为在线设备标识符起作用。PP可以使用cookie作为记录定位符把接收到的信息,包括STB标识符或化名的标记,存储在cookie内或中央数据库中。
另外地或代替地,TVP可以放置、修改或识别启动在线设备上的其自己的cookie并且保持cookie或其他的启动在线设备标识符(例如在线设备指纹)以及多个订阅者的关联的STB标识符的日志或数据库。这样的日志或数据库可以被周期性地、间歇地或连续地直接传输至PP。PP可以使用接收到的日志,或以任何其他合适的方式,更新其自己的数据库。在一个实施例中,PP使用接收到的设备指纹(i)识别启动在线设备,如果以及当其之后遇到该在线设备,或(ii)检索在之前关于给定的在线设备收集的地点或概况信息。在另一个实施例中,PP和TVP使用cookie同步来同步它们的cookie;当PP接收到TVP日志文件时,其可以使用TVPcookieID找到关联的PPcookieID并且把STB标记与PP数据库中的有关的PPcookieID相关联并且可能还把STB标记存储在PPcookie中。在cookie同步的一个实施例中,TVP把订阅者的在线设备与对应的TVPcookie标识符一起重导向至PP服务器。PP服务器把TVPcookie标识符与对应的PPcookie标识符相关联。TVP然后可以向PP提供包含TVPcookie标识符和相关联的概况信息(例如STB标记或地理地点)的文件;PP可以使用TVPcookie标识符确定接收到的概况信息被添加到哪个PPcookie标识符中(在中央数据库中或在cookie中,如期望的)。
无论该信息以何种方式被传递至PP,该信息使PP能够把关于通过启动在线设备进行的在线活动的在线概况信息与订阅者的STB标识符相关联,如常规的做法一样。
估计启动在线设备或主在线设备“邻近”STB
在通过在线设备进行的在线活动的过程中,该在线设备可能偶尔地与PP服务器进行电子联系。在每个这样的联系期间,PP服务器可以估计该在线设备的地点并且使该地点信息被存储(例如在日志、历史或数据库中或在启动在线设备上的cookie中)。在PP计算机系统接收启动在线设备标识符和订阅者的STB标识符的电子标记的时间,PP服务器可以(i)估计启动在线设备是否在过去的某个时间“邻近”订阅者的STB(例如如果PP具有关于启动在线设备的任何过去的地点数据的话),(ii)估计启动在线设备当前是否在“邻近”订阅者的STB(例如,如果PP已经通过启动在线设备的重导向接收到电子标记的话)。可选择地,PP服务器可以(iii)监视启动在线设备的地点,即使不是连续地,并且在之后“注意”(估计)其是否“靠近”订阅者的STB运动(例如,通过检查当电子联系在之后在启动在线设备和PP服务器之间作出时其地点)。
“邻近”可以以多种方式定义,并且估计可以以多种方式作出。估计的可靠性(即,不合适的关联将在OD1和订阅者的STB之间建立的概率)可以实质上根据“邻近”如何被定义和估计而变化。在上文描述的条形码实施例中,捕获电视屏幕上的条形码的图像的智能电话可以被假定为当图像被捕获时在STB的地点,并且因此可以被正确地推测为作为OD1起作用。
在第一实施例中,由TVP传递至PP(例如通过直接的传输或重导向)的信息指示订阅者的STB的地点。隐私约束可以限制这样的信息的精确性(例如受限于城市、邮政编码、邻近地区或街道);如果允许,那么完整的地址或精确的地理坐标可以被提供。当遇到启动在线设备时,PP可以估计其地点并且把其与STB地点比较。PP可以通过使用例如逆向IP地址查找(例如在包括IP地址和地理地点的数据库中,这样的数据库的精确性可以从大城市区至精确的街道地址,或任何精确性的中间水平变化)估计启动在线设备的地点,设备GPS坐标或坐标范围,或被设备探测到的附近的WiFi发射器或手机信号塔的相对信号强度。取决于可用的地点数据的精确性(典型地,但不是始终的,对于在线设备地点比对于STB地点更精确),合适的准则(使用多种因素中的一个或集合)可以被建立以估计启动在线设备和订阅者的STB是否彼此“邻近”。准则可以被选择以导致OD1和订阅者的STB之间的关联已经被精确地建立的期望的置信水平。如果准则被满足并且启动在线设备被视为主在线设备OD1,那么当其“邻近”订阅者的STB时的其地点可以在后续的操作中用作代理STB地点。
在另一个实施例中,在线设备和STB可以在不检查任何地点或距离准则或阈值的情况下被自动地估计为彼此“邻近”。例如,如果启动在线设备上的软件应用被用于控制STB,那么启动在线设备可以在不检查任何地点或距离准则的情况下被自动地假定为“邻近”STB。在另一个实施例中,如果启动在线设备被用于在深夜打开来自TVP的电子邮件,并且如果已知所关联的STB是住宅STB(例如因为TVP提供至PP仅关于住宅STB的信息),那么可以被自动地假设(不使用用于STB或在线设备的任何地点信息)的是,启动在线设备“邻近”STB(基于在深夜订阅者在他或她的住宅的推测)。在另一个实施例中,如果已知STB是在住宅(例如因为TVP提供PP至仅关于住宅STB的信息),并且如果PP把启动在线设备地点识别为住宅地点(例如因为来自第三方数据库的启动在线设备IP地址的逆向查找把IP地址识别为住宅IP地址),那么PP可以自动地假设启动在线设备在STB住宅地点,而不使用用于STB或在线设备的任何地点信息。在一个变化形式中,PP可以把启动在线设备地点确认为订阅者的STB住宅地点,或基于其在某个时间时期内在该地点遇到启动在线设备的次数,取消其之前对STB住宅地点的识别(例如,为了减少当探测到订阅者的在线设备在朋友的住宅IP地址时错误地把订阅者的在线设备与朋友的住宅STB相关联的可能性)。
在另一个实施例中,在其中已知STB位于住宅地点(无论是否已知住宅的实际地址)但是不具有识别IP地址是否被分配至企业或住宅的数据库的情况下,启动在线设备可能被观察到被在两个不同的IP地址使用,并且可以推测,该IP地址中的一个可能对应于订阅者的工作场所并且另一个对应于订阅者的住宅。工作场所和住宅地点可以基于在这些地点连接于共用的LAN的在线设备的数量被区分。例如,在IPv4架构中,如果IP地址中的一个被十个不同的在线设备共享并且另一个IP地址仅被三个不同的在线设备共享,那么可能的是第一个IP地址是工作场所地址并且第二个IP地址是家庭地址,因为合理的是推测在工作场所比在家庭具有更多的在线设备。相似地,在IPv6架构的某些情况中,如果一个IP地址的前缀与九个其他的在线设备的IP地址的前缀相同,并且如果另一个IP地址的前缀仅与两个其他的在线设备的IP地址的前缀相同,那么可能的是第一个IP地址对应于工作场所并且第二个IP地址对应于家庭。更一般地,被连接于与给定的在线设备共用的LAN的其他的在线设备的数量可以指示该在线设备是位于住宅还是位于工作场所。
在又一个实施例中,如果电视订阅者从同一个提供者(TVP/ISP)接收电视服务和在线访问服务二者,那么PP可以确定被启动在线设备使用的IP地址的所有权以确定启动在线设备是否在STB地点(在其处订阅者接收电视服务)。这样的实施例假设电视订阅者在家庭接收在线访问服务的提供者不同于在工作场所或在其他的地点(例如咖啡店或朋友的房屋)的订阅者的在线访问的提供者;否则订阅者的STB可以被错误地估计为位于工作场所。这样的错误的可能性可以通过也考虑启动在线设备与PP通信的一天中的时间和一周中的天数被减少。如果是周末,与一天中的时间无关,如果IP地址被订阅者的TVP/ISP拥有的话,那么订阅者可能在家。如果是工作日(周一至周五)并且在工作期间,那么订阅者可能在工作场所;如果在工作周期间并且在清晨、晚上或深夜,那么订阅者可能在家。一天中的时间也可以被独立地使用(与ISP标识无关)。如果是在深夜,PP可以以高的概率假定启动在线设备在家。
更一般地,一个示例性的用于减少将启动在线设备地点识别为STB地点中的错误的解决方案是检查在给定的地点共享用于在线访问的共用的IP地址(即共享同一个LAN)的在线用户接口设备的数量。例如,如果数量是超过十,那么更可能的是启动在线设备正在工作场所或公共地点例如咖啡店或机场被使用,并且较不可能的是其正在家被使用(与一天中的时间无关)。在这样的情况下,该地点不应当被估计为STB地点或在后续的步骤中据此被使用。
在又一个实施例中,PP可以从具有电视订阅者和他们的TVP的数据库的第三方接收STB地理地点。在一个替代形式中,这样的具有电视订阅者的个人识别信息(PII)的第三方可以将订阅者的在线设备重导向(例如在订阅者登录至第三方的服务器后)至被PP控制的服务器或计算机系统;这种重导向可以传递订阅者的STB的地理地点(使用或不使用PII,如需要的或期望的)。在另一个替代形式中,PP可以从(可以把启动在线设备与家庭或企业地址共同地重导向至PP服务器的)第三方数据提供者接收启动在线设备的家庭或企业地址(如果允许的话,精确的家庭地址,或如果隐私政策或规定要求的话,较不精确的地址信息,例如邮政编码)。这样的重导向将可能不包括PII(除了地址信息)。
在另一个实施例中,如果PP得知STB被在住宅中使用(明确地,因为被TVP告知,或暗示地,因为TVP仅重导向住宅订阅者的在线设备),那么PP可以假定订阅者的住宅地址(从第三方获得)是订阅者的STB的地点。在另一个替代形式中,当PP服务器与启动在线设备通信时,其可以逆向查找设备IP地址以找到其地理地点。
与PP获得对在线设备的地理地点和STB的地理地点的访问的方式无关,其可以比较它们的地点。如果它们匹配,或足够地紧邻,那么启动在线设备可以被估计为在STB地点。
在各种实施例(包括上文描述的那些中的某些)中,被TVP传递至PP(例如通过直接的传输或重导向)的信息指示用于订阅者的STB的住宅地点或商务地点。随时间推移,移动的启动在线设备被在不同的地点观察到。那些地点是商务的还是住宅的可以基于一天中的时间(例如白天,地点被假定是商务的,并且晚上/夜间/早晨,地点被假定是住宅的)或基于IP地址的类型(例如静态的IP地址被假定是商务的,并且动态的IP地址被假定是住宅的)来推断。启动在线设备被假定为被合适地视为主在线设备OD1,并且当OD1被在一天中的时间遇到或根据与订阅者STB地点的类型一致的IP地址估计时,代理STB地点可以是OD1地点。在各种情况(包括上文描述的那些中的某些)下,TVP可以仅向PP提供关于住宅STB的信息。如果不从TVP接收关于特定的STB的地点或地点类型的信息(并且可能仅接收特定的STB标识符的标记),PP在某些情况下使用所描述的方法(例如一天中的时间或地点类型)可能无法识别何时OD1位于住宅地点(并且因此在STB地点)。
注意,可以具有启动在线设备永远不被探测到“邻近”订阅者的STB的情况。该条件可能出现,例如,如果启动在线设备是在距订阅者的STB远程的地点驻留的静态设备的话,或如果启动在线设备是永远不位于(或被注意到位于)“邻近”订阅者的STB的移动设备的话。典型地,永远不“邻近”订阅者的STB的启动在线设备将不被视为主在线设备OD1,其地点将不被用作代理STB地点,并且后续的步骤将不被基于该启动在线设备的地点进行。
然而,在某些情况下,所谓的“二步骤”关联可以基于永远不“邻近”订阅者的STB的启动在线设备被建立。如果移动在线设备被观察到在不同时间瞬时地“邻近”启动在线设备(或如果移动在线设备和启动在线设备二者都被用于使用同一个证书登录至同一个网站或应用),并且被观察到在其他的时间瞬时地“邻近”订阅者的STB,那么该移动在线设备可以作为主在线设备OD1起作用,并且其地点(当被观察到“邻近”STB时)可以被用作代理STB地点。使用这样的与STB的二步骤关联被识别的OD1可以是比上文描述的更直接的关联较不期望的,这是由于在建立关联时的更高的错误概率。
观察“邻近”STB代理地点的次在线设备(OD2)
随时间推移,一个或多个次在线设备(OD2)被观察到位于“邻近”STB代理地点(即在OD1被估计为“邻近”订阅者的STB的时间的OD1的地点)。作为结果,一个或多个OD2被与订阅者的STB间接地相关联。“间接地”仅指示STB和OD2之间的关联使用(使用OD1被确定的)STB代理地点被建立,如下文进一步描述的。
本公开内容相对于已知的常规技术提供显著的优点,因为,例如,在其中订阅者的STB不被连接于计算机网络并且TVP不向订阅者提供在线访问的情况下,被OD1建立的STB代理地点可能是建立OD2和订阅者的STB之间的任何联系的唯一方式;在已知的常规技术中,OD2和STB之间没有联系可以被作出。这是有利的,因为其使例如有针对性的电视广告基于被其他的家庭成员使用的在线设备(OD2)的在线概况到STB的传送以及有针对性的电视广告基于使用OD1的家庭成员的在线概况的传送成为可能。
在线设备(OD1或OD2)中的一个或多个可以是移动的,使得它们的地点可以随着时间变化。OD2和STB之间的关联可以基于以下条件被建立,即OD2在OD1-STB关联被建立并且STB代理地点被估计(例如在日志、历史或数据库中查找到,或被记录在OD2上的cookie中)之前的时间点或在OD1-STB关联被建立并且STB代理地点被估计(例如作为后续的与PP服务器的联系的结果)之后的时间点“邻近”STB代理地点。
在一个实施例中,OD2位于“邻近”STB代理地点可以通过OD1和OD2共享共用的LAN(至少瞬时地)被估计。在本实施例的一种情况下,OD1被估计为“邻近”相关联的住宅STB(以上文描述的任何一种方式),并且在估计的时间被OD1使用的IP地址(或IP地址的一部分,例如IP地址前缀)被用作STB地点的代理。其互联网流量被路由经过相同的或部分地相同的IP地址的其他在线设备(OD2)被估计为连接于与OD1相同的LAN,被估计为在同一个地点(因为它们被连接于LAN),并且被估计为在与STB相同的地点。因此被识别的OD2与STB相关联。对于OD2在或邻近STB地点的估计在OD1在或邻近STB地点时不需要发生。在另一个实施例中,当OD1被估计为“邻近”STB时,OD2的GPS坐标可以与OD1地点比较。如果OD2GPS坐标是足够地靠近的(基于任何合适的准则),那么OD2被与STB相关联。再次地,对于OD2足够地靠近STB地点的估计在OD1邻近STB地点时不需要发生。
在某些实施例中,STB和在线设备OD2之间的关联在某些情况下可以被PP服务器解除。如果PP识别由于与和STB相关联的OD1共享共用的LAN被与STB相关联的OD2不再与OD1共享共用的LAN持续多于一周(或其他合适的时间段),那么可以推断的是STB-OD2关联是不正确的(例如可能OD2属于STB地点的非频繁的访问者)。
基于OD2概况的电视广告选择/呈现
在在线设备OD2作为一个或多个OD2的集合中的一个被与STB相关联之后,目标电视广告可以至少部分地基于与OD2相关联的概况信息被选择(通过或在PP的定向),例如,(i)在线行为概况信息,例如OD2的用户的浏览历史或搜索历史,(ii)与OD2的用户相关联的人口统计信息,(iii)关于OD1的用户或OD2的用户的、并且在TVP的辅助下获取(在下文进一步描述)的离线概况信息,或(iv)关于OD2的用户的、并且根据例如上文引用的美国专利7,890,609的教导内容获取的离线概况信息。因此选择的电视广告可以被导向至STB用于呈现。
电视广告呈现的时间和方式可以被以多种方式确定。在各种公开的示例性的方法中,目标电视广告可以基于OD2的用户观看特定的电视节目/频道或在特定的时间/日期观看电视的可能性被选择或呈现,基于以下项中的一个或二者:(i)OD2用户的概况信息和特定的节目/频道之间的相关性(如在所引用的参考文献的多个中描述的),或(ii)OD2邻近STB的推测,以及通过推断OD2用户存在并且正在观看电视,基于在给定的时间/日期OD2邻近STB的估计(如上文描述的)或基于在特定的时间/日期的OD2的地点历史(如下文描述的)。
在某些所公开的示例性的方法中,目标电视广告基于与OD1或一个或多个OD2相关联的概况信息被选择。这样选择的广告可以提前传输到STB用于存储(例如在DVR中)并且在之后被呈现,或可以被实时地或根据需要“按需求”传输。例如根据上文引用的美国专利公布2009/0300675、美国专利公布2009/0299843或申请第61/393,834号的教导内容,所选择的广告可以在特定的电视节目/频道内或在特定的时间/日期被呈现。电视广告可以基于OD2的用户在那些日期/时间可能正在观看那些特定的电视节目/频道(独立于OD2是否被推测为在那些日期/时间“邻近”STB)的预测被选择/呈现。
基于与OD2相关联的概况信息(在线或离线概况信息),电视广告被选择(通过或在PP的定向)以被导向至与OD2相关联的STB,如上文描述的。当选择广告时,另外的参数可以被考虑在内,例如哪个电视节目或频道正在STB上被观看或可能被观看以及OD2用户正在观看该电视节目/频道的可能性(例如,基于OD2用户的概况信息和电视节目/频道之间的相关性,如例如在上文引用的美国专利公布2009/0300675、美国专利公布2009/0299843或申请第61/393,834号中公开的)。
在某些其他示例性的方法中,所选择的电视广告仅当OD2被推测为“邻近”STB时被呈现。仅在OD2中的一个被推测(以任何合适的方式)为位于“邻近”STB代理地点的给定的时间点,系统触发用于STB的目标电视广告的呈现,该目标广告基于与该附近的OD2相关联的概况信息被选择。换句话说,对于在给定的时间点OD2“邻近”STB的推测被用于推断OD2的用户在该时间正在观看电视,以及针对OD2的用户的电视广告应当被呈现。OD2是否“邻近”STB代理地点可以以上文描述的用于建立OD2和STB之间的关联的各种方式中的任何一种被估计,或可以基于OD2在过去“邻近”STB的历史或日志被推断(在下文进一步描述)。电视广告可以以上文描述的方式中的任何一种并且在上文描述的任何时间被选择和传送至STB(例如,被提前地选择和传送至STB,被实时地或根据需求选择或传送,或这些方法的变化形式)。
与电视广告被选择的方式或节目/频道或时间/日期被确定以传送所选择的广告的方式无关,广告可以以任何合适的方式被传送或呈现。在某些实施例中,所选择的电视广告(或其标识符)与STB标识符或化名(即从TVP接收到的与OD1相关联的、并且在之后与被估计为在STB地点的OD2相关联的STB标识符或化名)和在其上或在其期间广告待被呈现的节目、频道、时间或日期的指示物共同地被PP发送至TVP。TVP可以使用该信息安排电视广告在合适的时间点在STB上呈现。PP可以典型地把所选择的电视广告或其标识符与订阅者的STB标识符共同地传输至被TVP操作的CAS。关于OD2的概况信息(在线或离线)不需要被传递至TVP。在某些实施例中,PP可以把OD2上观察到的在线行为与在与OD2相关联的STB上传送或被推测传送的所选择的目标电视广告相关联,用于在所选择的目标电视广告在STB上被预期或被报告呈现之后在OD2上发生的在线行为(如例如在上文引用的美国专利公布2009/0172728或申请第12/906,007号中公开的)。
在各种实施例中,电视广告可以基于与一个或多个与STB相关联的OD2相关联的概况被选择,并且然后被传输用于在STB上、在广告服务器或其他的服务器上或在另一个设备上的存储;被存储的电视广告根据电子指令仅在合适的时间点被呈现。在某些情况下,被存储的电视广告仅当正确的频道正在被观看时或在正确的电视节目期间被显示。在另一个情况下,仅当这些OD2中的一个被推测为“邻近”STB(通过STB、PP、TVP或第三方)时相应的存储的电视广告被呈现。在各种情况下,被存储在STB中的指令使STB在STB探测到“附近的”OD2时呈现被存储的广告,或基于该OD2的地点历史当OD2被推断为“邻近”STB时呈现被存储的广告,或在被PP、TVP或第三方探测到“附近的”OD2之后呈现被存储的广告。在另一个情况下,所选择的电视广告可以根据被存储在广告服务器中或被广告服务器接收到的关于呈现被存储在广告服务器中的广告的指令被呈现。不同的电视广告可以被在不同的时间呈现,这取决于不同的OD2被推测为在这些不同的时间位于邻近STB代理地点。
另外的特征或实施方案
在其中在线设备的存在基于该在线设备“邻近”相关联的STB的历史或日志被推断的实施例中,这样的历史或日志可以被分析以预测在线设备将在STB地点存在的未来的时间(以及因此在线设备的用户可以被推断为存在并且正在观看电视的时间)。例如,如果在过去的三周,在线设备每周二晚上在7PM之后通过同一个IP地址连接于互联网,那么可以推测该在线设备将在下周二晚上在7PM之后通过该同一个IP地址连接于互联网。如果该在线设备(当通过该IP地址访问互联网时)与特定的STB相关联,那么基于与该在线设备相关联的概况信息被针对的电视广告可以被传输至STB用于在之后的周二晚上在7PM之后呈现。这样的用于估计邻近STB的在线设备的未来的存在的技术可以被用于选择用于呈现基于上文公开的方法的文本中的与OD2相关联的概况信息被针对的电视广告的时间,即用于在该OD2被预测邻近该STB的未来的时间通过与OD2相关联的STB呈现被OD2定向的广告的时间。该技术也可以被用于选择用于呈现基于与OD1相关联的概况信息被定向的电视广告的时间,即用于在该OD1被预测邻近该STB的未来的时间通过与OD1相关联的STB呈现被OD1定向的广告的时间。
上文描述的具体的时间模式(周二晚上在7PM之后)仅是示例性的;被估计为“邻近”相关联的STB的在线设备的任何被辨别的时间模式可以被采用,作为用于预测相关联的在线设备和STB的未来的邻近的基础。上文描述的用于“邻近”的具体的准则(使用特定的IP地址)也仅是示例性的。任何合适的用于邻近的准则,包括上文已经描述的用于建立OD1和STB之间的或OD2和STB之间的关联的那些,可以被采用,作为用于日志或记录在线设备邻近相关联的STB的历史以及用于预测相关联的在线设备和STB的未来的邻近的基础。以相似的方式,预测在线设备向其相关联的STB的未来的邻近可以基于地理坐标、街道地址或在线设备的过去的地点的任何其他的合适的指示物。
在许多情况下,被在线设备用于在线访问的IP地址是动态的而不是静态的。这可以在IP地址(或其部分,例如被与LAN的路由器共享的IP地址前缀)被用作STB地点的代理时产生问题。之前的实施例中的在线设备(例如,OD2)可以被估计为邻近相关联的STB,即使其IP地址从一个周二晚上至下一个周二晚上改变。如果同一个组的OD2(每个被唯一的cookie、标签或设备指纹识别,例如)被探测到每个周二晚上在7PM之后连接于共用的LAN,那么这些OD2可以被推测为每个周二晚上在7PM之后位于同一个地点,即使它们通过其接收互联网流量的IP地址每日或每周改变。如果这些临时IP地址中的一个已经被估计为“邻近”特定的STB,或如果该组的被连接于LAN的在线设备在该在线设备被连接于该LAN时已经与特定的STB相关联,那么OD2的整个组可以与STB相关联。OD2的这个组被连接于其的LAN可以在未来被相似地推断为代表STB地点。对于OD2中的一个将在未来的周二晚上在该STB地点的预测可以被作出,即使有通过其在在线设备接收互联网流量的IP地址的任何改变。换句话说,被连接于共用的LAN的多个在线设备的可识别的组合的探测可以作为相关联的STB地点的代理起作用。此外,任何被识别作为与该组的其他的在线设备连接于相同的LAN的在线设备也可以被与同一个STB相关联。
LAN的被设备组(例如多个在线设备和/或STB被连接于共用的LAN)的共享可以使用不同的技术被识别。在一个实施例中,在IPv4架构中共享LAN的在线设备可以被与在线设备通信的web服务器识别为具有同一个IP地址,即把LAN连接于互联网的调制解调器的IP地址。基于该共用的IP地址,web服务器可以推断在线设备共享LAN。在另一个实施例中,在IPv6架构中共享LAN的在线设备可以被与在线设备通信的web服务器识别为具有部分相同的IP地址(例如,由于在线设备共享子网(LAN),它们的IP地址的前缀将是相同的)。基于IP地址的一部分的共享,web服务器可以推断在线设备共享LAN。在又一个实施例中,共享LAN(例如在IPv6架构中)的在线设备可以据此使用以下的方法被访问在线设备的IP地址的web服务器识别。服务器可以通过互联网追踪从服务器(起源)至每个在线设备(目的地)的路由,例如,使用诸如操作系统中的“tracert”的命令。服务器可以识别路由器(在路由在每个在线设备结束之前的一个“中继段”)是用于组的全部在线设备的同一个路由器。作为结果,服务器可以推断通过该路由器接收互联网流量的在线设备被连接于共用的LAN。(服务器可以根据其IP地址识别路由器并且可选择地可以使用第三方数据库确定路由器的IP地址是住宅IP地址还是商务IP地址。)更一般地,LAN可以作为用于STB地点的代理起作用。LAN可以被以不同的方式识别。这些方式中的某些包括但不限于:(a)在IPv4架构中把LAN连接于互联网的调制解调器的IP地址,(b)被连接于LAN的设备的或LAN的路由器的IPv6地址的前缀,或(c)LAN的路由器的IP地址。
任何合适的准则可以被用于估计多个在线设备的公共地点。例如,如果五个在线设备的组的三个或更多个经常被探测到连接于共用的LAN(以任何合适的方式,包括上文描述的那些),那么之后在例如两个小时或其他的合适的时间间隔内探测到该五个在线设备中的三个被连接于通过不同的IP地址(或其部分)表征的共用的LAN可以是用于估计不同的IP地址(或其部分)对应于相关联的STB地点的合适的准则。在某些情况下,探测到在线设备中的至少两个被连接于同一个LAN可能是足够的,而在其它的情况下探测到四个或更多个在线设备被连接于同一个LAN可能对于在线设备邻近它们的相关联的STB的可靠的推测来说是必需的。
另外的用于确定“邻近”STB的OD2的地点的方式的实例包括:使用OD2上的软件应用控制相关联的STB来识别,使用OD2把电影加入瞬时队列中(电影在之后被从瞬时队列拉出以从STB观看(在预确定的时间段内)),使用OD2拍摄在被连接于的STB的电视屏幕上的个性化条形码的照片(例如为了接收对家庭电话的电话呼叫以了解电视上广告的产品或以能够在智能电话屏幕上查看广告的产品网站的目的)。这样的方法也可以被用于估计启动在线设备“邻近”STB并且可以被精确地推测为作为OD1起作用。
在另一个实施例中,便携式设备地点例如移动电话地点可以作为用户地点的指示起作用。例如,如果用户的膝上计算机(OD2)被与用户的移动电话(另一个OD2)相关联,移动电话用户随着移动电话在家并且膝上计算机被留在工作中,那么当移动电话被识别为在家(即使膝上计算机不在家)时家庭STB可以基于膝上计算机上的在线活动使广告有针对性。
在另一个变化形式中,如果在线设备的地点在广告被定向到STB之前的预确定的时间段(例如30分钟)内被记录并且该记录的地点被确定为“邻近”或不“邻近”STB的话,在线设备被认为“邻近”STB或不“邻近”STB。
虽然PP可以是独立的第三方,但是在某些情况下其可以被电视提供者或在将广告发送到STB中涉及的另一个实体拥有。PP可以在某些条件下使用被另一个实体操作的CAS工作。在其他的情况下,CAS可以被PP拥有或操作。其他的组合也是可能的。
在另一个实施例中,STB的地点信息完全不被TVP共享。PP把启动在线设备与在其处其识别到该设备的不同地点(上文描述的各种方式中的任何一种定义的“地点”)相关联。对于每个这样的被关联的地点,PP还把被PP在访问该地点时识别的其他在线设备与启动在线设备相关联。在其时每个设备在一地点被识别的时间和日期也可以被记录。PP基于与启动在线设备访问的不同的地点相关联的不同的在线设备相关联的概况信息选择不同的目标电视广告。PP向TVP提供针对不同的在线设备的电视广告与它们的各自的地点(以及可能地,它们在该地点被识别的时间和日期)的指示物。(访问STB地点信息但是不共享该信息的)TVP可以然后比较不同的地点与STB地点并且传送至STB基于仅在STB地点被探测到的那些在线设备的OD2概况被选择的广告。
与给定的OD2相关联的、并且用于选择针对OD2的用户的电视广告的概况信息可以源自多种源。例如,PP可以基于OD2的用户的在线活动收集人口统计信息或行为概况信息,例如,如上文引用的美国专利6,925,440、美国专利7,428,493或美国专利公布2008/0313194公开的。在另一个实施例中,PP可以获得关于把在线访问提供至OD2的用户的ISP的订阅者的OD2的用户的离线概况数据,例如,如上文引用的美国专利7,890,609公开的。在另一个实施例中,PP可以获得关于OD1的用户(即TVP的电视订阅者)的离线概况数据。该离线数据可以从TVP或从这样的离线数据的第三方提供者获得(典型地通过TVP帮助)。离线数据典型地被加入至用于OD1的用户的概况。然而,这样的离线概况信息的提供者(例如信用报告局或直接邮件营销公司)典型地通过家庭把信息的大部分联系在一起。例如,用于居住在同一个地址的丈夫和妻子的这样的离线数据将典型地被相互联系。因此,可以是期望的是,PP也将针对OD1的用户获得的离线数据联系到与OD2相关联的概况。如果OD1和OD2的用户是同一个家庭的成员,那么针对OD1用户获得的离线数据的很大部分将与OD2用户有关。与OD1相关联的离线数据(通过TVP帮助)可以与OD2相关联,即使OD2仅瞬时地“邻近”STB地点。因此与OD2相关联的离线数据可以被用于选择待被传送至OD2用户的在关联的STB上的电视广告;此外,该离线数据也可以被用于选择OD2上的待被传送的在线广告。
TVP可以以任何合适的方式把离线概况信息传输至PP或便利这样的信息从第三方提供者至PP的传输。例如,在被TVP采用以把主在线设备OD1与STB相关联的多种方法中(例如其中TVP电子邮件、TVP站点或应用登录、或个性化条形码被采用),TVP可以把与电视订阅者(即OD1的用户)有关的离线概况数据传输至PP。离线数据可以包括被TVP本身收集的信息,或可以包括被TVP从第三方提供者收集的信息。离线数据可以以任何合适的方式传输,包括上文描述的用于把STB标识符或化名传递至PP的那些。STB标识符或化名和离线数据可以共同地被TVP传输至PP,或离线数据可以在之后被传输并且使用STB标识符或化名被标记,以使PP能够把离线数据链接至STB并且链接至与STB相关联的任何OD1或OD2。在另一个实施例中,TVP可以把电视订阅者名称(其也是OD1用户名称)和相应的STB标识符或化名(该标识符或化名也被传输至PP以把STB和OD1相关联)传输至第三方离线数据提供者。第三方数据提供者进而可以检索有关的离线数据并且把其与STB标识符或化名共同地传输至PP,由此使PP能够把被传输的离线数据链接至OD1概况,并且还链接至任何关联的OD2概况,如果期望的话。STB化名的使用在本实施例中可以是优选的,以限制觉察到被TVP使用的实际的STB标识符的实体的数量。为了解决上文的实施例中的任何一个中的订阅者隐私担忧,可以期望的是没有PII(或仅有限的PII)被包括在传输至PP的离线数据中。
可以期望的、要求的或必需的是保持订阅者的PII和在线行为信息的分离。在上文描述的方法中,PP不需要把关于通过OD1或任何OD2进行的在线活动的任何在线概况信息传递至TVP。反过来,TVP(或第三方离线数据提供者)不需要把订阅者的PII传递至PP,除了(可能地)用于订阅者的STB的地点信息。该地点信息可以根据需要或期望的那样被做成精确的或不精确的,以在保持订阅者隐私和建立具有必需的或期望的精确度级别的STB/OD1/OD2关联之间保持期望的平衡。
所公开的方法中没有任何一个必须要求订阅者的PII被传输至PP;也不必须排除PII和在线概况信息的这样的合并。PII与在线行为概况信息的合并将要求请求消费者选择参加以及同意数据的合并。PII与在线行为信息的分离可以基于自愿退出并且不要求请求消费者同意;他们可以自愿退出,如果他们如此选择的话。因为基于自愿退出的解决方案使大规模布置成为可能,而基于选择参加的解决方案通常导致有限规模的布置,所以在许多情况下可以期望的是,以自愿退出方式实施本文描述的方法,保持订阅者的PII与他的或她的在线行为概况信息的分离。
PP计算机系统的一个或多个服务器可以被编程并且被连接以将与多个在线设备的每个电子联系的时间、日期和地点记录在日志、历史、标签或数据库中。地点数据可以包括设备GPS坐标,周围的WiFi网络或手机信号塔的标识符和它们的相对信号强度(如被设备记录的),IP地址,LAN代理(例如,把LAN连接于互联网的调制解调器的IP地址,或LAN的路由器的IP地址或IP地址前缀),物理地址,或其他的直接地或间接地可以使计算机系统能够确定、估计或推断在线设备的地点的数据。一个或多个PP服务器可以被进一步编程和连接以接收关于被TVP订阅者使用的启动在线设备的数据和该订阅者的STB标识符并且把这样的数据存储在日志、历史、标签或数据库中。一个或多个PP服务器可以被进一步编程和连接以分批地、根据需求或连续地搜索这样的日志、历史或数据库,以搜寻可能“邻近”STB地点或“邻近”另一个在线设备地点的在线设备地点。上文描述的方法的各个步骤可以响应于找到附近的设备地点的这样的配对被进行。上文描述的方法的各个步骤可以响应于新的数据块的收集被进行(例如在遇到在线设备时,无论是在一天中的某个时间在从TVP服务器或另一个PP服务器的URL重导向之后,还是从特定的地点或地点类型,等等)。
在包括目标在线广告或目标电视广告的传送的任何实施例中,广告可以被多种源或实体提供,并且收入可以被以多种方式生成和分配。实施例在上文引用的应用中的一个或多个中公开。在各种实施例中,PP可以被补偿以使电视广告的定向(基于在线概况信息)以及在线广告的定向(基于电视广告的实际的或推测的观看)成为可能。在另一个实施例中,PP可以被补偿以提供用于测量电视广告的有效性的信息。
例如,如果在NissanMurano(一种SUV)电视广告在STB上被推测观看之后,相关联的在线用户接口设备被用于研究cars.com(一个汽车评论站点)上的NissanMurano,如果cars.com把阅读cars.com上的NissanMurano的评论的所有访问者计算机重导向至该CAS,那么作为重导向的结果,CAS可以识别来自与STB相关联的在线接口设备的访问,其中NissanMurano电视广告被推测为被观看。这样的信息对于广告者可能是非常有价值的。广告者或广告者代表(例如广告代理商),或向广告者提供测量广告者的电视广告的有效性(如被随访在线行为反映的)的服务的实体,可以补偿cars.com把访问cars.com的NissanMurano评论部分的那些计算机重导向至CAS。
在另一个实施例中,PP被补偿使用离线数据使在线广告定向到OD2或使用离线数据使电视广告定向到与OD2相关联的STB上的OD2用户,其中,在两种情况下,离线数据在TVP的帮助之后被PP接收到。
应PP的请求被导向至STB的电视广告可以来自多个源。同样地,被导向至在线用户接口设备的在线广告可以来自多个源。在一个实施例中,给定的PP可以请求CAS把广告导向至用户的STB或在线用户接口设备,从PP本身(或其代表)(如果,例如,PP是对把电视广告传送至访问其在线站点的人们感兴趣的在线广告者站点)或从把广告空间销售至广告者的其他的实体,它们中的某些可以期望把广告呈现至PP站点的被推测的观众。在该实施例中,CAS的所有者,作为目标广告传送的服务商,可以接收来自PP的支付。CAS所有者可以保留收入的份额作为佣金并且向TVP支付广告空间的费用(除了在CAS所有者拥有广告空间的情况下)。如果TVP拥有电视广告在其内被传送的电视广告空间的话,TVP可以保留被CAS所有者支付的全部金额,或如果TVP不拥有广告空间的话,TVP可以把被CAS所有者支付的金额的某些或全部支付至其他的实体例如电视广播网络。
在另一个实施例中,CAS可以支付TVP以电子地关联在线用户接口设备和STB,支付电视广告空间销售者电视广告空间的费用,以及支付在线站点(或概况聚合器)用于使用其概况数据定向电视广告(除非在线站点销售电视广告或请求其的传送)。
在再一个实施例中,CAS可以记录哪个实体有权进行什么支付,并且基于CAS的记录,支付被直接地从电视广告空间销售者或电视广告者至各个有权的实体作出。
在其中STB被除了TVP的第三方(例如像Tivo的服务提供者)提供的实施例中,STB提供者可以使用内容拥有者(例如电视广播网络)安排以使服务提供者的STB使用目标电视广告代替被广播的电视广告,如果目标电视广告是可用的并且服务提供者和电视广播网络可以与CAS所有者共享收入(如上文讨论的)的话。在某些情况下,CAS可以被TVP、ISP、STB提供者、在线站点、广告者、广告公司、广告者代表、在线广告空间销售者、电视广告空间拥有者或电视内容提供者拥有,在这些情况下支付的费用将根据各自的作用被分割。通常,来自电视广告者的支付被用于支付电视广告空间拥有者和帮助目标电视广告的传送的实体。
在另一个实施例中,在线站点或其他的PP可以请求电视广告被从其自己选择的(在线站点已经把某一金额的电视广告空间销售至的)另一个广告者导向至用户的STB,或请求在线广告被从其自己选择的(PP已经把某一金额的在线广告空间销售至)的另一个广告者导向至用户的在线用户接口设备。在该实施例中,PP或在线站点可以从选择站点的广告者收集收入量,同时支付CAS、ISP、TVP、ISP/TVP或广告空间拥有者,作为对于辅助便利被选择站点的广告者提供的广告的传送的回报。
在另一个实施例中,PP把概况提供至CAS,作为对在以下事件中触发的支付的回报:(1)每次被提供的概况(无论包括行为数据还是人口统计数据)被用于传送电视广告时,(2)当已经使用提供的概况传送的电视广告生成收入时,(3)每次被提供的概况(无论包括行为数据还是人口统计数据)被用于传送在线广告时,(4)当已经使用提供的概况传送的在线广告生成收入时,或(5)简单地考虑概况的传送,而不考虑其是否、多久或如何有效地被使用。
电视或在线广告本身可以被CAS、ISP、TVP、ISP/TVP、STB提供者、电视广告空间拥有者或任何第三方例如代表广告空间拥有者或PP并且销售至广告者的转卖商或公司销售。在该实施例中,PP可以从基于被PP提供的概况受益于电视或在线广告的传送的任何实体收集收入量,包括广告空间拥有者、STB提供者、CAS、ISP、TVP、ISP/TVP或销售目标广告空间的第三方。PP、转卖商或其他的广告者也可以把收入量支付至CAS、ISP、TVP、或ISP/TVP,作为对把广告导向至STB的回报。
在一个实施例中,在TVP帮助之后向PP提供离线数据的第三方离线数据提供者可以从PP或任何其他的受益于使用离线数据把广告定向至OD2用户的实体接收支付,无论这些广告是OD2上的在线广告还是与OD2相关联的STB上的电视广告。在另一个实施例中,离线数据提供者支付PP用于把离线数据与设备OD2相关联,由此使得使用离线数据使在线广告定向到OD2或使与OD2相关联的STB上的电视广告定向到OD2用户成为可能。第三方离线数据提供者可以为了关联而支付PP,当数据被用于定向广告时,当使用数据被定向的广告产生任何响应(包括销售)时,这些支付方法的任何组合,或任何其他的补偿方法。
本文公开的系统和方法可以被用于以多种方式为各种所涉及的实体生成收入,不限于在此给出的实施例,其落入本发明的公开内容或所附的权利要求的范围内。术语“支付”、“收集”、“接收”等等,当涉及收入量时,可以表示实际的资金交易或可以表示电子账户的贷款或负债,可能包括使用在一个或多个计算机可访问的数据库中的信息的计算机追踪和存储实现的自动支付。术语可以适用,无论支付是否被表征为佣金、权利金、律师介绍费、保管费用、代理佣金、购买-转售还是任何其他的给出分割广告收入的净结果的补偿安排,如上文陈述的。支付可以手动地或自动地,立即地(例如通过微型支付转账),周期性地(例如每日、每周或每月)、或在来自总和高于阈值量的多个事件的支付的累积时发生。本文公开的系统和方法可以使用任何合适的用于追踪资金的这样的支付或接收的记账模块或子系统被实施。
在本文中被表征为被特定的实体进行的各种行动或方法步骤典型地被一个或多个计算机或计算机系统在该实体的控制下自动地进行,无论被拥有的还是被租用的,并且无论在实体的设施还是在远程地点。在此公开的方法典型地使用在一个或多个计算机上运行的任何合适类型的软件被进行,一个或多个计算机被连接于互联网。软件可以是在单一的计算机上独立的,被复制在多台计算机上,或使不同的部分或模块被分布在不同的计算机上。软件可以被一个或多个服务器执行,或软件(或其部分)可以被电子访问者使用的在线用户接口设备(例如台式或便携式计算机;无线手机、“智能电话”或其他的无线设备;个人数字助理(PDA)或其他的手持设备;电视或STB)执行。在访问者的在线用户接口设备上运行的软件可以包括例如JavaTM客户端软件或所谓的广告软件。某些方法可以包括把这样的软件下载至电子访问者的在线用户接口设备以在其处执行本文公开的方法中的一种或多种。
所描述的概况信息可以作为被置于访问者的设备上的标签或cookie的一个部分被包括,或标签或cookie可以仅包括与存储在别处(例如在概况拥有者服务器、概况供应者服务器或介质属性服务器上的数据库中)的访问者的概况相关联的标识符。概况信息不需要被存储在单一的地点中或在单一实体的控制下,概况信息的控制或使用也不需要在单一的地点或在单一实体的控制下进行。
本文公开的系统和方法可以被实现为通用的或专用的计算机或服务器或其他的通过软件被编程的可编程的硬件设备,或作为通过硬布线被“编程”的硬件或设备,或二者的组合。“计算机”(例如“服务器”或在线用户接口设备)可以包括单一的机器或处理器或可以包括多个互相交互的机器或处理器(位于单一的地点或位于距彼此远程的多个地点)。计算机可读的介质可以使用计算机程序被编码,使得该程序被一个或多个计算机执行使得一个或多个计算机执行本文公开的方法中的一种或多种。合适的介质可以包括临时的或永久的存储介质或可更换的介质,例如基于网络的或基于互联网的或以其他方式分布式存储的共同操作的软件模块、RAM、ROM、CDROM、CD-R、CD-R/W、DVDROM、DVD±R、DVD±R/W、硬盘驱动器、拇指驱动器、闪速存储器、光学介质、磁介质、半导体介质、或任何未来的存储替代形式。这样的介质也可以被用于记录上文描述的信息的数据库。
意图的是,所公开的示例性的实施方案和方法的等效物应当落入本公开内容或所附的权利要求的范围内。意图的是,所公开的示例性的实施方案和方法以及其等效物可以被修改,同时仍然在本公开内容或所附的权利要求的范围内。
在上文的详细描述中,各种特征可以在多个示例性的实施方案或实施例中被组在一起,以用于简化本公开内容的目的。然而,有创造性的主题内容可以存在于单一的所公开的示例性的实施方案的所有特征的一部分中。没有特征应当被认为是“基本的”或“必需的”,如果没有对这种效果明确指出的话。本发明的公开内容应当还被视为暗示地公开了具有在本发明的公开内容中出现的所公开的特征或实施例的任何合适的组合的任何实施方案(即兼容的或不相互排斥的特征或实施例的组合),包括可能未在本文中在所陈述的组合中明确地公开的特征或实施例的那些组合。
为了本文的目的,连词“或”应被解释为包含性的(例如“狗或猫”将被解释为“狗,或猫,或二者”);例如,“狗,猫,或鼠”将被解释为“狗,或猫,或鼠,或任何两个,或所有的三个”),除非:(i)其被明确地声明不是这样,例如通过使用“…中的任一个”、“…中的仅一个”或相似的语言;或(ii)列出的替代形式中的两个或更多个在具体的上下文内是相互排斥的,在这种情况下“或”将包括仅涉及非相互排斥的替代形式的那些组合。为了本文的目的,词语“包含”、“包括”、“具有”和其的变体,无论它们在哪里出现,应当被解释为开放的术语,具有如同短语“至少”被附在其每个例子之后的同一个意思。
如果35的条款被期望在与本文相关联的任何装置权利要求中被调用,那么词语“工具”将在该装置权利要求中出现。如果这些条款被期望在方法权利要求中被调用,那么词语“用于……的步骤”将在该方法权利要求中出现。相反地,如果词语“工具”或“用于……的步骤”未在权利要求中出现,那么不意图35的条款为了该权利要求被调用。
Claims (32)
1.一种使用编程的硬件计算机系统实现的方法,所述方法包括:
(a)使用所述计算机系统,选择待被定向至机顶盒的电视广告,所述电视广告至少部分地基于关于与所述机顶盒相关联的次在线设备的用户或使用与所述机顶盒相关联的次在线设备进行的在线活动的概况信息被选择,
(b)其中所述次在线设备和所述机顶盒之间的关联被以下项指示:(i)存储的所述机顶盒的代理地点的电子标记,所述代理地点是主在线设备被估计已经位于与所述机顶盒共享的地理地点的时间时该主在线设备的地点,以及(ii)存储的指示所述次在线设备被估计已经至少瞬时地位于所述机顶盒的代理地点处的电子标记。
2.根据权利要求1所述的方法,还包括:使用所述计算机系统,把被估计为位于由所述机顶盒共享的地点处的在线设备识别为所述主在线设备,以及存储所述机顶盒的代理地点的电子标记。
3.根据权利要求1所述的方法,还包括:使用所述计算机系统,识别每个被估计为已经至少瞬时地位于所述机顶盒的代理地点处的一个或多个次在线设备以及存储所述机顶盒和已识别的所述一个或多个次在线设备中的每一个之间的相应的关联的电子标记。
4.根据权利要求3所述的方法,还包括:使用所述计算机系统,删除或忽视存储的所述机顶盒和已识别的所述一个或多个次在线设备中的一个次在线设备之间的相应的关联的电子标记,所述一个次在线设备在已经被估计为已经至少瞬时地位于所述代理地点处之后的指定的时间段内,尚未被估计为位于所述机顶盒的代理地点处。
5.根据权利要求1所述的方法,其中所述机顶盒不具有在线访问。
6.根据权利要求1所述的方法,其中所述机顶盒不具有到所述次在线设备的无线连接。
7.根据权利要求1所述的方法,其中存储的所述机顶盒的代理地点的电子标记包括指示IP地址的至少一部分的数据,该IP地址用于在所述主在线设备被估计已经位于与所述机顶盒共享的地点处的时间时把网络流量路由到所述主在线设备。
8.根据权利要求1所述的方法,其中存储的所述机顶盒的代理地点的电子标记包括指示在所述主在线设备被估计已经位于与所述机顶盒共享的地点处的时间时所述主在线设备被估计的地理地点的数据。
9.根据权利要求1所述的方法,其中所述概况信息包括使用所述次在线设备进行的在线活动的历史。
10.根据权利要求1所述的方法,还包括:使用所述计算机系统,使所选择的电视广告被定向至所述机顶盒,用于在所述次在线设备被估计为处于所述机顶盒的代理地点的时间段进行呈现。
11.根据权利要求10所述的方法,其中(i)所述机顶盒的代理地点被IP地址的至少一部分指示,该IP地址用于在所述主在线设备被估计已经位于与所述机顶盒共享的地点处的时间时把网络流量路由到所述主在线设备,并且(ii)所述次在线设备基于用于把网络流量路由到所述次在线设备的IP地址的至少一部分被估计为处于所述代理地点,所述用于把网络流量路由到所述次在线设备的IP地址的至少一部分匹配指示所述机顶盒的代理地点的IP地址的至少一部分。
12.根据权利要求1所述的方法,还包括:使用所述计算机系统,使所选择的电视广告被定向至所述机顶盒,用于基于在以下项之间观察到的相关性在所选择的时间段进行呈现:(i)在所述所选择的时间段通过所述机顶盒正在被呈现的具体的电视节目或频道和(ii)所述概况信息的至少一部分。
13.根据权利要求1所述的方法,还包括:使用所述计算机系统,使所选择的电视广告被定向至所述机顶盒,用于基于在以下项之间观察到的相关性在所选择的时间段进行呈现:(i)所述所选择的时间段和(ii)之前的具体的时间段,在所述之前的具体的时间段期间,所述次在线设备被估计为已经处于所述机顶盒的代理地点。
14.根据权利要求1所述的方法,其中所述机顶盒未被连接到任何计算机网络。
15.根据权利要求1所述的方法,其中所述机顶盒未被连接到所述主在线设备或所述次在线设备被连接到的任何局域网。
16.根据权利要求1所述的方法,其中所述机顶盒使用的电视服务以及所述主在线设备和所述次在线设备使用的在线访问由不同的服务提供者提供。
17.一种被构建和编程以执行包括以下步骤的方法的计算机系统:
(a)使用所述计算机系统,选择待被定向至机顶盒的电视广告,所述电视广告至少部分地基于关于与所述机顶盒相关联的次在线设备的用户或使用与所述机顶盒相关联的次在线设备进行的在线活动的概况信息被选择,
(b)其中所述次在线设备和所述机顶盒之间的关联被以下项指示:(i)存储的所述机顶盒的代理地点的电子标记,所述代理地点是主在线设备被估计已经位于与所述机顶盒共享的地理地点处的时间时该主在线设备的地点,以及(ii)存储的指示所述次在线设备被估计已经至少瞬时地位于所述机顶盒的代理地点处的电子标记。
18.根据权利要求17所述的系统,其中所述方法还包括:使用所述计算机系统,把被估计为位于由所述机顶盒共享的地点处的在线设备识别作为所述主在线设备,以及存储所述机顶盒的代理地点的电子标记。
19.根据权利要求17所述的系统,其中所述方法还包括:使用所述计算机系统,识别每个被估计为已经至少瞬时地位于所述机顶盒的代理地点处的一个或多个次在线设备以及存储所述机顶盒和已识别的所述一个或多个次在线设备中的每一个之间的相应的关联的电子标记。
20.根据权利要求19所述的系统,其中,所述方法还包括:使用所述计算机系统,删除或忽视存储的所述机顶盒和已识别的所述一个或多个次在线设备中的一个次在线设备之间的相应的关联的电子标记,所述一个次在线设备在已经被估计为已经至少瞬时地位于所述代理地点处之后的指定的时间段内,尚未被估计为位于所述机顶盒的代理地点处。
21.根据权利要求17所述的系统,其中所述机顶盒不具有在线访问。
22.根据权利要求17所述的系统,其中所述机顶盒不具有到所述次在线设备的无线连接。
23.根据权利要求17所述的系统,其中存储的所述机顶盒的代理地点的电子标记包括指示IP地址的至少一部分的数据,该IP地址用于在所述主在线设备被估计已经位于与所述机顶盒共享的地点处的时间时把网络流量路由到所述主在线设备。
24.根据权利要求17所述的系统,其中存储的所述机顶盒的代理地点的电子标记包括指示在所述主在线设备被估计已经位于与所述机顶盒共享的地点处的时间时所述主在线设备被估计的地理地点的数据。
25.根据权利要求17所述的系统,其中所述概况信息包括使用所述次在线设备进行的在线活动的历史。
26.根据权利要求17所述的系统,其中所述方法还包括:使用所述计算机系统,使所选择的电视广告被定向至所述机顶盒,用于在所述次在线设备被估计为处于所述机顶盒的代理地点的时间段进行呈现。
27.根据权利要求26所述的系统,其中(i)所述机顶盒的代理地点被IP地址的至少一部分指示,该IP地址用于在所述主在线设备被估计已经位于与所述机顶盒共享的地点处的时间时把网络流量路由到所述主在线设备,并且(ii)所述次在线设备基于用于把网络流量路由到所述次在线设备的IP地址的至少一部分被估计为处于所述代理地点,所述用于把网络流量路由到所述次在线设备的IP地址的至少一部分匹配指示所述机顶盒的代理地点的IP地址的至少一部分。
28.根据权利要求17所述的系统,其中所述方法还包括:使用所述计算机系统,使所选择的电视广告被定向至所述机顶盒,用于基于在以下项之间观察到的相关性在所选择的时间段进行呈现:(i)在所述所选择的时间段通过所述机顶盒正在被呈现的具体的电视节目或频道和(ii)所述概况信息的至少一部分。
29.根据权利要求17所述的系统,其中所述方法还包括:使用所述计算机系统,使所选择的电视广告被定向至所述机顶盒,用于基于在以下项之间观察到的相关性在所选择的时间段进行呈现:(i)所述所选择的时间段和(ii)之前的具体的时间段,在所述之前的具体的时间段期间,所述次在线设备被估计为已经处于所述机顶盒的代理地点。
30.根据权利要求17所述的系统,其中所述机顶盒未被连接到任何计算机网络。
31.根据权利要求17所述的系统,其中所述机顶盒未被连接到所述主在线设备或所述次在线设备被连接到的任何局域网。
32.根据权利要求17所述的系统,其中所述机顶盒使用的电视服务以及所述主在线设备和所述次在线设备使用的在线访问由不同的服务提供者提供。
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