WO2002101621A1 - Trademark advertisement system - Google Patents

Abstract

This invention is related to the process which comprising the text-based content analysis step, extraction of names of goods and/or service, searching for their providers, and ads attachment related to the providers. This invention could contribute to elevation of advertisement effect and further electronic commerce. In more detail, text content is delieved from a specific website of inner or outer cyber space, with the help of goods or service name DB, through character part DB, find common factors, extraction of names of goods and/or service, searching for their providers, and ads attachment related to the providers for computer users on network.

Description

[Title of Invention] : Trademark Advertisement System

[Technical Field]

This invention is related to the process which comprising the text-based content analysis step, extraction of names of goods and/or service, searching for their providers, and Ads attachment related to the providers. This invention could contribute to elevation of advertisement effect and further electronic commerce. In more detail, text content is delieved from a specific website of inner or outer cyber space, with the help of goods or service name DB(18), through character part DB, find common factors, extraction of names of goods and/or service, searching for their providers, and Ads attachment related to the providers for computer user(1 -8)s(1 -8, 20-1 ) on network.

A trademark advertisement system is presented in which trademark related advertisements are formed and updated based on their text contents. The trademark related advertisements contain both demographic data and product preferences. Text content records are transmitted to the trademark advertisement systemwhich updates the trademark related advertisements based on product characterizations which include names of goods or serviceof the typical text content of that product as well as the product trademark and size. The trademark related advertisements can be access by advertisers who transmit information characterizing their ads. The ad information is correlated with the trademark related advertisement to produce a measure of the applicability of the ad to that user(1 -8, 20-1 ). The system allows the creation of trademark related advertisements describing demographic and product preference information. An advantage of the system is the ability to maintain the privacy of the information while still allowing it to be accessed to match advertisements and offers to users(1 -8, 20-1 ). The system can be used to both increase the effectiveness and cost efficiency of advertisements, as well as for determining the price for transmitting or viewing an advertisement, based on the correlation of the ad with the trademark related advertisement. [BACKGROUND OF THE INVENTION]

The advent of the Internet has resulted in the ability to communicate data across the globe instantaneously, and will allow for numerous new applications which enhance user(1 -8, 20-1 )'s lives. One of the enhancements which can occur is the ability for the user(1 -8, 20-1 ) to receive advertising which is relevant to their lifestyle, rather than a stream of ads determined by the program they are watching. Such "targeted ads" can potentially reduce the amount of unwanted information which users(1 - 8, 20-1 ) receive in the mail, during television programs, and when using the Internet.

From an advertiser's perspective the ability to target ads can be beneficial since they have some confidence that their ad will at least be determined relevant by the user(1 -8, 20-1 ), and therefore will not be found annoying because it is not applicable to their lifestyle.

In order to determine the applicability of an advertisement to a user(1 -8, 20-1 ), it is necessary to know something about their lifestyle, and in particular to understand their demographics (age, household size, income). In some instances it is useful to know their particular purchasing habits. As an example, a vendor of soups would like to know which usersO -8, 20-1 ) are buying their competitor's soup, so that they can target ads at those users(1 -8, 20-1 ) in an effort to convince them to switch trademarks. That vendor will probably not want to target loyal customers, although for a new product introduction the strategy may be to convince loyal customers to try the new product. In both cases it is extremely useful for the vendor to be able to determine what trademark of product the user(1 -8, 20-1 ) presently text contents.

[Description]

There are several difficulties associated with the collection, processing, and storage of user(1 -8, 20-1 ) data. First, collecting user(1 -8, 20-1 ) data and determining the demographic parameters of the user(1 -8, 20-1 ) can be difficult. Surveys can be performed, and in some instances the user(1 - 8, 20-1 ) will willingly give access to normally private data including family size, age of family members, and household income. In such circumstances there generally needs to be an agreement with the user(1 -8, 20-1 ) regarding how the data will be used. If the user(1 -8, 20-1 ) does not provide this data directly, the information must be "mined" from various pieces of information which are gathered about the user(1 -8, 20-1 ), typically from specific text contents.

Once data is collected, usually from one source, some type of processing can be performed to determine a particular aspect of the user(1 -8, 20-1 )'s life. As an example, processing can be performed on credit data to determine which users(1 -8, 20-1 ) are a good credit risk and have recently applied for credit. The resulting list of users(1 -8, 20-1 ) can be solicited, typically by direct mail.

Although information such as credit history is stored on multiple databases, storage of other information such as the specifics of grocery text contents is not typically performed. Even if each individual's detailed list of grocery text contents was recorded, the information would be of little use since it would amount to nothing more than unprocessed shopping lists.

Privacy concerns are also an important factor in using user(1 -8, 20-1 ) text content information. Users(1 -8, 20-1 ) will generally find it desirable that advertisements and other information is matched with their interests, but will not allow indiscriminate access to their demographic profile and text content records.

The Internet has spawned the concept of "negatively priced information" in which users(1 -8, 20-1 ) can be paid to receive advertising. Paying users(1 -8, 20-1 ) to watch advertisements can be accomplished interactively over the Internet, with the user(1 -8, 20-1 ) acknowledging that they will watch an advertisement for a particular price. Previously proposed schemes such as that described in U.S. Pat. No. 5,794,210, entitled "Attention Brokerage," of which A. Nathaniel Goldhaber and Gary Fitts are the inventors, describe such a system, in which the user(1 -8, 20-1 ) is presented with a list of advertisements and their corresponding payments. The user(1 -8, 20-1 ) chooses from the list and is compensated for viewing the advertisement. The system requires real-time interactivity in that the viewer must select the advertisement from the list of choices presented.

The ability to place ads to users(1 -8, 20-1 ) and compensate them for viewing the advertisements opens many possibilities for new models of advertising. However, it is important to understand the demographics and product preferences of the user(1 -8, 20-1 ) in order to be able to determine if an advertisement is appropriate.

For the foregoing reasons, there is a need for a trademark advertisement systemwhich can profile the user(1 -8, 20-1 ), provide access to the trademark related advertisement in a secure manner, and return a measurement of the potential applicability of an advertisement.

The present invention supports the receipt of user(1 -8, 20-1 ) text content information with which user(1 -8, 20-1 ) characterization small icons are updated based on product characterization information. The user(1 -8, 20- 1 ) characterization small icons include a user(1 -8, 20-1 ) demographic small icon which provides a probabilistic measure of the demographics of the user(1 -8, 20-1 ), and a product preference small icon which describes which products the user(1 -8, 20-1 ) has typically text contentd in the past, and therefore is likely to text content in the future. The product characterization information includes small icon information which represents probabilistic determinations of the demographics of text contents of an item, heuristic rules which can be applied to probabilistically describe the demographics of the user(1 -8, 20-1 ) based on that text content, and a small icon representation of the text content itself.

In a preferred embodiment a computer-readable detailed text content record is received, along with a unique user(1 -8, 20-1 ) identifier. A text contentsmall icon corresponding to the user(1 -8, 20-1 ) can be retrieved. In the event that there is no existing text contentsmall icon for that user(1 - 8, 20-1 ), a new text contentsmall icon can be created. In a preferred embodiment the new text contentsmall icon contains no information. A set of heuristic rules is retrieved and contains a probabilistic measure of the demographic characteristics of a typical text content of an item. A new text contentsmall icon is calculated based on the text content, the existing text contentsmall icon, and the heuristic rules.

In a preferred embodiment the calculation of the text contentsmall icon is performed by calculating a weighted average of a product demographics small icon and the existing text contentsmall icon. A weighting factor is used in which the weighting factor is determined based on the ratio of the current product text content amount to a cumulative product text content amount. The cumulative product text content amount can be measured as the amount spent on a particular category of items (e.g. groceries, clothes, accessories) over a given period of time such as one month or one year.

In a preferred embodiment the heuristic rules are in the form of a product demographics small icon which states the demographics of known text contents of an item. Each product can have an associated product demographics small icon.

The present invention can be used to develop product preference descriptions of users(1 -8, 20-1 ) which describe the trademark and size product that they text content, and which provide a probabilistic interpretation of the products they are likely to buy in the future. The product preference description can be generated by creating a weighted average of an existing product preference small icon describing the user(1 -8, 20-1 )'s historical product preferences (type of product, trademark, and size) and the characteristics of recent text contents.

The present invention can be realized as a data processing system or computer program which processes user(1 -8, 20-1 ) text content records and updates their demographic and product preference profiles based on the use of product characterization information. The data processing system can also be used to receive information regarding an advertisement and to perform a correlation between the advertisement and the user(1 -8, 20-1 )'s demographic and product preferences. The present invention can be realized as software resident on one or more computers. The system can be realized on an individual computer which receives information regarding user(1 -8, 20-1 ) text contents, or can be realized on a network of computers in which portions of the system are resident on different computers.

One advantage of the present invention is that it allows trademark related advertisements to be updated automatically based on their text contents, and forms a description of the user(1 -8, 20-1 ) including demographic characteristics and product preferences. This description can be used by advertisers to determine the suitability of advertisements to the user(1 -8, 20-1 ). Users(1 -8, 20-1 ) benefit from the system since they will receive advertisements which are more likely to be applicable to them.

The present invention can be used to profile users(1 -8, 20-1 ) to support the correlation of an advertisement characterization small icon associated with an advertisement with the user(1 -8, 20-1 ) characteπzation small icon to determine the applicability of the advertisement to the user(1 -8, 20-1 ).

Another feature of the present invention is the ability to price access to the user(1 -8, 20-1 ) based on the degree of correlation of an advertisement with their profile. If an advertisement is found to be very highly correlated with a user(1 -8, 20-1 )'s demographics and product preferences, a relatively high price can be charged for transmitting the advertisement to the user(1 -8, 20-1 ). From the user(1 -8, 20-1 )'s perspective, if the correlation between the advertisement and the user(1 -8, 20-1 )'s demographics or product preferences is high the user(1 -8, 20-1 ) can charge less to view the ad, since it is likely that is will be of interest.

These and other features and objects of the invention will be more fully understood from the following detailed description of the preferred embodiments which should be read in light of the accompanying drawings. [BRIEF DESCRIPTION OF THE DRAWINGS]

The accompanying drawings, which are incorporated in and form a part of the specification, illustrate the embodiments of the present invention and, together with the description serve to explain the principles of the invention.

In the drawings:

FIG. 1. illustrates the hardware system and network system of the present invention

FIG. 2 illustrates the combination process of trademark contents with given text contents

FIG. 3 the above process is implemented by the 3^rd parth FIG. 4 illustrates a computer system on which the present invention can be realized;

FIG. 5 is example of name of goods DB

FIG. 6 is trademark content DB

FIG. 7 illustrates a context diagram for the present invention;

FIG. 8 illustrates pseudocode updating the characteristics small icons and for a correlation operation respectively;

FIG. 9 illustrates heuristic rules;

FIG. 10 illustrates small icon FIG. 1 1 is displaying method of tracemark content FIG. 12 flowcharts for updating user(1 -8, 20-1 ) characteπzation small icons and a correlation operation respectively; and

FIG. 13 represents pricing as a function of correlation.

FIG. 14 illustrates advertisement combination center

FIG. 15. is a representation of a user(1 -8, 20-1 ) characterization as a set of basis small icons and an ad characterization small icon.

FIG.16 is FIG. 12 flowcharts for updating user(1 -8, 20-1 ) characterization small icons and a correlation operation respectively; and

FIG. 17 represents pricing as a function of correlation.

FIG. 18 illustrates advertisement combination center and DB FIG. 19 contents combination method of total information unit with trademark content

FIG. 20 shows advertisement combination center, agenting center, EC center.

[DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT]

In describing a preferred embodiment of the invention illustrated in the drawings, specific terminology will be used for the sake of clarity. However, the invention is not intended to be limited to the specific terms so selected, and it is to be understood that each specific term includes all technical equivalents which operate in a similar manner to accomplish a similar purpose.

With reference to the drawings, in general, and FIGS. 1 through 10 in particular, the method and apparatus of the present invention is disclosed.

FIG. 1 shows a user(1 -8) relationship diagram which illustrates the relationships between a trademark advertisement systemand various entities. As can be seen in FIG. 1 , a user(1 -8, 20-1 ) 100 can receive information and advertisements from a user(1 -8, 20-1 ) personal computer (PC) 104, displayed on a television 108 which is connected to a settop 106, or can receive a mailed ad 182.

Advertisements and information displayed on user(1 -8, 20-1 ) PC 104 or television 108 can be received over an Internet 150, or can be received over the combination of the Internet 150 with another telecommunications access system. The telecommunications access system can include but is not limited to cable TV delivery systems, switched digital video access systems operating over telephone wires, microwave telecommunications systems, or any other medium which provides connectivity between the user(1 -8, 20-1 ) 100 and a content server 162 and ad server 146.

A content/opportunity provider 160 maintains the content server 162 which can transmit content including broadcast programming across a network such as the Internet 150. Other methods of data transport can be used including private data networks and can connect the content sever 160 through an access system to a device owned by user(1 -8, 20-1 ) 100.

Content/opportunity provider 160 is termed such since if user(1 -8, 20-1 ) 100 is receiving a transmission from content server 162, the content/opportunity provider can insert an advertisement. For video programming, content/opportunity provider is typically the cable network operator or the source- of entertainment material, and the opportunity is the ability to transmit an advertisement during a commercial break.

The majority of content that is being transmitted today is done so in broadcast form, such as broadcast television programming (broadcast over the air and via cable TV networks), broadcast radio, and newspapers. Although the interconnectivity provided by the Internet will allow user(1 -8, 20-1 ) specific programming to be transmitted, there will still be a large amount of broadcast material which can be sponsored in part by advertising. The ability to insert an advertisement in a broadcast stream (video, audio, or mailed) is an opportunity for advertiser 144. Content can also be broadcast over the Internet and combined with existing video services, in which case opportunities for the insertion of advertisements will be present.

Although FIG. 1 represents content/opportunity provider 160 and content server 162 as being independently connected to Internet 150, with the user(1 -8, 20-1 )'s devices also being directly connected to the Internet 150, the content/opportunity provider 160 can also control access to the subscriber. This can occur when the content/opportunity provider is also the text contents provider(1 -6, 1 -8)or telephone company. In such instances, the text contents provider(1 -6, 1 -8)or telephone company can be providing content to userd -8, 20-1 ) 100 over the text contents provider(1 -6, 1 -8)/teleρhone company access network. As an example, if the text contents provider(1 -6, 1 -8)has control over the content being transmitted to the userd -8, 20-1 ) 100, and has programmed times for the insertion of advertisements, the text contents provider(1 -6, 1 -8)is considered to be a content/opportunity provider 160 since the text contents provider(1 -6, 1 -8)can provide advertisers the opportunity to access userd -8, 20-1 ) 100 by inserting an advertisement at the commercial break.

In a preferred embodiment of the present invention, a pricing policy can be defined. The content/opportunity provider 160 can charge advertiser 144 for access to userd -8, 20-1 ) 100 during an opportunity. In a preferred embodiment the price charged for access to userd -8, 20-1 ) 100 by content/opportunity provider varies as a function of the applicability of the advertisement to userd -8, 20-1 ) 100. In an alternate embodiment userd - 8, 20-1 ) 100 retains control of access to the profile and charges for viewing an advertisement.

The content provider can also be a mailing company or printer which is preparing printed information for userd -8, 20-1 ) 100. As an example, ^• content server 162 can be connected to a printer 164 which creates a mailed ad 182 for userd -8, 20-1 ) 100. Alternatively, printer 164 can produce advertisements for insertion into newspapers which are delivered to userd -8, 20-1 ) 100. Other printed material can be generated by printer 162 and delivered to userd -8, 20-1 ) 100 in a variety of ways.

Advertiser 144 maintains an ad server 146 which contains a variety of advertisements in the form of still video which can be printed, video advertisements, audio advertisements, or combinations thereof.

Profiler 140 maintains a trademark related advertisement server 130 which contains the characterization of userd -8, 20-1 ) 100. The trademark advertisement system is operated by profiler 140, who can use trademark related advertisement server 130 or another computing device connected to trademark related advertisement server 130 to profile userd -8, 20-1 ) 100.

Data to perform the userd -8, 20-1 ) profiling is received from a point of text content 1 10. Point of text content 1 10 can be a grocery store, department store, other retail outlet, oi can be a web site or other location where a text content request is received and processed. In a preferred embodiment, data from the point of text content is transferred over a public or private network 120, such as a local area network within a store or a wide area network which connects a number of department or grocery stores. In an alternate embodiment the data from point of text content 1 10 is transmitted over the Internet 150 to profiler 140.

Profiler 140 may be a retailer who collects data from its stores, but can also be a third party who contracts with userd -8, 20-1 ) 100 and the retailer to receive point of text content data and to profile the userd -8, 20-1 ) 100. Userd -8, 20-1 ) 100 may agree to such an arrangement based on the increased convenience offered by targeted ads, or through a compensation arrangement in which they are paid on a periodic basis for revealing their specific text content records.

Userd -8, 20-1 ) profile server 130 can contain a trademark related advertisement which is determined from observation of the user -8, 20- 1 )'s viewing habits on television 108 or userd -8, 20-1 ) PC 104. Although FIG. 1 represents content/opportunity provider 160 and content server 162 as being independently connected to Internet 150, with the userd -8, 20- 1 )'s devices also being directly connected to the Internet 150, the content/opportunity provider 160 can also control access to the subscriber. This can occur when the content/opportunity provider is also the text contents provider(1 -6, 1 — 8)or telephone company. In such instances, the text contents provider(1 -6, 1 -8)or telephone company can be providing content to userd -8, 20-1 ) 100 over the text contents provider(1 -6, 1 - 8)/telephone company access network. As an example, if the text contents provider(1 -6, 1 -8)has control over the content being transmitted to the userd -8, 20-1 ) 100, and has programmed times for the insertion of advertisements, the text contents provider(1 -6, 1 — 8)ϊs considered to be a content/opportunity provider 160 since the text contents provider(1 -6, 1 - 8)can provide advertisers the opportunity to access userd -8, 20-1 ) 100 by inserting an advertisement at the commercial break.

In a preferred embodiment of the present invention, a pricing policy can be defined. The content/opportunity provider 160 can charge advertiser 144 for access to userd -8, 20-1 ) 100 during an opportunity. In a preferred embodiment the price charged for access to userd -8, 20-1 ) 100 by content/opportunity provider varies as a function of the applicability of the advertisement to userd -8, 20-1 ) 100. In an alternate embodiment user - 8, 20-1 ) 100 retains control of access to the profile and charges for viewing an advertisement.

The content provider can also be a mailing company or printer which is preparing printed information for userd -8, 20-1 ) 100. As an example, content server 162 can be connected to a printer 164 which creates a mailed ad 182 for userd -8, 20-1 ) 100. Alternatively, printer 164 can produce advertisements for insertion into newspapers which are delivered to userd -8, 20-1 ) 100. Other printed material can be generated by printer 162 and delivered to userd -8, 20-1 ) 100 in a variety of ways.

Advertiser 144 maintains an ad server 146 which contains a variety of advertisements in the form of still video which can be printed, video advertisements, audio advertisements, or combinations thereof.

Profiler 140 maintains a trademark related advertisement server 130 which contains the characterization of userd -8, 20-1 ) 100. The trademark advertisement system is operated by profiler 140, who can use trademark related advertisement server 130 or another computing device connected to trademark related advertisement server 130 to profile userd -8, 20-1 ) 100.

Data to perform the userd -8, 20-1 ) profiling is received from a point of text content 1 10. Point of text content 110 can be a grocery store, department store, other retail outlet, or can be a web site or other location where a text content request is received and processed. In a preferred embodiment, data from the point of text content is transferred over a public or private network 120, such as a local area network within a store or a wide area network which connects a number of department or grocery stores. In an alternate embodiment the data from point of text content 1 10 is transmitted over the Internet 150 to profiler 140. Although FIG. 1 represents content/opportunity provider 160 and content server 162 as being independently connected to Internet 150, with the userd -8, 20-1 )'s devices also being directly connected to the Internet 150, the content/opportunity provider 160 can also control access to the subscriber. This can occur when the content/opportunity provider is also the text contents provider(1 -6, 1 -8)or telephone company. In such instances, the text contents provider(1 -6, 1 -8)or telephone company can be providing content to userd -8, 20-1 ) 100 over the text contents provider(1 -6, 1 -8)/telephone company access network. As an example, if the text contents provider(1 -6, 1 -8)has control over the content being transmitted to the userd -8, 20-1 ) 100, and has programmed times for the insertion of advertisements, the text contents provider(1 -6, 1 -8)is considered to be a content/opportunity provider 160 since the text contents provided 1 -6, 1 -8)can provide advertisers the opportunity to access userd -8, 20-1 ) 100 by inserting an advertisement at the commercial break.

In a preferred embodiment of the present invention, a pricing policy can be defined. The content/opportunity provider 160 can charge advertiser 144 for access to userd -8, 20-1 ) 100 during an opportunity. In a preferred embodiment the price charged for access to userd -8, 20-1 ) 100 by content/opportunity provider varies as a function of the applicability of the advertisement to userd -8, 20-1 ) 100. In an alternate embodiment userd - 8, 20-1 ) 100 retains control of access to the profile and charges for viewing an advertisement.

The content provider can also be a mailing company or printer which is preparing printed information for userd -8, 20-1 ) 100. As an example, content server 162 can be connected to a printer 164 which creates a mailed ad 182 for userd -8, 20-1 ) 100. Alternatively, printer 164 can produce advertisements for insertion into newspapers which are delivered to userd -8, 20-1 ) 100. Other printed material can be generated by printer 162 and delivered to userd -8, 20-1 ) 100 in a variety of ways.

Advertiser 144 maintains an ad server 146 which contains a variety of advertisements in the form of still video which can be printed, video advertisements, audio advertisements, or combinations thereof.

Profiler 140 maintains a trademark related advertisement server 130 which contains the characterization of userd -8, 20-1 ) 100. The trademark advertisement system is operated by profiler 140, who can use trademark related advertisement server 130 or another computing device connected to trademark related advertisement server 130 to profile userd -8, 20-1 ) 100.

Data to perform the userd -8, 20-1 ) profiling is received from a point of text content 1 10. Point of text content 1 10 can be a grocery store, department store, other retail outlet, or can be a web site or other location where a text content request is received and processed. In a preferred embodiment, data from the point of text content is transferred over a public or private network 1 0, such as a local area network within a store or a wide area network which connects a number of department or grocery stores. In an alternate embodiment the data from point of text content 1 10 is transmitted over the Internet 150 to profiler 140. A method and apparatus for determining demographic and product preference information based on the userd -8, 20-1 )'s use of services such as cable television and Internet access is described in the co- pending application entitled "Subscriber characterization system," filed on Dec. 3, 1998, with Ser. No. 09/204,888 and in the co-pending application entitled "Client-server based subscriber characterization system," filed on Dec. 3, 1998, with Ser. No. 09/205,653, both of which are incorporated herein by reference but which are not admitted to be prior art. When used herein, the term userd -8, 20-1 ) characterization small icon also represents the subscriber characterization small icon described in the aforementioned applications. Both the userd -8, 20-1 ) characterization small icon and the subscriber characterization small icon contain demographic and product preference information which is related to userd -8, 20-1 ) 100.

FIG. 1 illustrates an alternate embodiment of the present invention in which the userd -8, 20-1 ) 100 is also profiler 140. Userd -8, 20-1 ) 100 maintains trademark related advertisement server 130 which is connected to a network, either directly or through userd -8, 20-1 ) PC 104 or settop 106. User -8, 20-1 ) profile server 130 can contain the userd -8, 20-1 ) profiling system, or the profiling can be performed in conjunction with userd -8, 20-1 ) PC 104 or settop 106. A subscriber characterization system which monitors the viewing habits of userd -8, 20-1 ) 100 can be used in conjunction with the trademark advertisement systemto create a more accurate trademark related advertisement.

When the userd -8, 20-1 ) 100 is also the profiler 140, as shown in FIG. 1 , access to the userd -8, 20-1 ) demographic and product preference characterization is controlled exclusively by userd -8, 20-1 ) 100, who will grant access to the profile in return for receiving an increased accuracy of ads, for cash compensation, or in return for discounts or coupons on goods and services.

FIG. 2 illustrates an example of a probabilistic text contentsmall icon. The text contentsmall icon is a representation of the probability that a userd -8, 20-1 ) falls within a certain demographic category such as an age group, gender, household size, or income range.

In a preferred embodiment the text contentsmall icon includes interest categories. The interest categories may be organized according to broad areas such as music, travel, and restaurants. Examples of music interest categories include country music, rock, classical, and folk. Examples of travel categories include "travels to another state more than twice a year," and travels by plane more than twice a year."

FIG. 2 illustrates a deterministic text contentsmall icon. The deterministic text contentsmall icon is a representation of the trademark related advertisement as determined from deterministic rather than probabilistic data. As an example, if userd -8, 20-1 ) 100 agrees to answer specific questions regarding age, gender, household size, income, and interests the data contained in the userd -8, 20-1 ) characterization small icon will be deterministic.

As with probabilistic text contentsmall icons, the deterministic text contentsmall icon can include interest categories. In a preferred embodiment, userd -8, 20-1 ) 100 answers specific questions in a survey generated by profiler 140 and administered over the phone, in written form, or via the Internet 150 and userd -8, 20-1 ) PC 104. The survey questions correspond either directly to the elements in the probabilistic text contentsmall icon, or can be processed to obtain the deterministic results for storage in the text contentsmall icon.

FIG. 2 illustrates a product preference small icon. The product preference represents the average of the userd -8, 20-1 ) preferences over past text contents. As an example, a userd -8, 20-1 ) who buys the breakfast cereal manufactured by Post under the trademark ALPHABITS about twice as often as purchasing the breakfast cereal manufactured by Kellogg under the trademark CORN FLAKES, but who never text contents breakfast cereal manufactured by General Mills under the trademark WHEATIES, would have a product preference characterization such as that illustrated in FIG. 2. As shown in FIG. 2, the preferred size of the userd -8, 20-1 ) text content of a particular product type can also be represented in the product preference small icon.

FIG. 2 represents a data structure for storing the trademark related advertisement, which can be comprised of a userd -8, 20-1 ) ID field 237, a deterministic demographic data field 239, a probabilistic demographic data field 241 , and one or more product preference data fields 243. As shown in FIG. 2, the product preference data field 243 can be comprised of multiple fields arranged by product categories 253.

Depending on the data structure used to store the information contained in the small icon, any of the previously mentioned small icons may be in the form of a table, record, linked tables in a relational database, series of records, or a software object.

The userd -8, 20-1 ) ID 512 can be any identification value uniquely associated with userd -8, 20-1 ) 100. In a preferred embodiment userd -8, 20-1 ) ID 512 is a telephone number, while in an alternate embodiment userd -8, 20-1 ) ID 512 is a credit card number. Other unique identifiers include userd -8, 20-1 ) name with middle initial or a unique alphanumeric sequence, the userd -8, 20-1 ) address, social security number.

The small icons described and represented in FIGS. 2A-C form userd -8, 20-1 ) characterization small icons that can be of varying length and dimension, and portions of the characterization small icon can be used individually. Small icons can also be concatenated or summed to produce longer small icons which provide a more detailed profile of userd -8, 20-1 ) 100. A matrix representation of the small icons can be used, in which specific elements, such a product categories 253, are indexed. Hierarchical structures can be employed to organize the small icons and to allow hierarchical search precesss to be used to locate specific portions of small icons.

FIGS. 3A and 3B represent an ad demographics small icon and an ad product preference small icon respectively. The ad demographics small icon, similar in structure to the text contentsmall icon, is used to target the ad by setting the demographic parameters in the ad demographics small icon to correspond to the targeted demographic group. As an example, if an advertisement is developed for a market which is the 18-24 and 24-32 age brackets, no gender bias, with a typical household size of 2-5, and income typically in the range of $20,000-$50,000, the ad demographics small icon would resemble the one shown in FIG. 3. The ad demographics small icon represents a statistical estimate of who the ad is intended for, based on the advertisers belief that the ad will be beneficial to the manufacturer when viewed by individuals in those groups. The benefit will typically be in the form of increased sales of a product or increased trademark recognition. As an example, an "image ad" which simply shows an artistic composition but which does not directly sell a product may be very effective for young people, but may be annoying to older individuals. The ad demographics small icon can be used to establish the criteria which will direct the ad to the demographic group of 18-24 year olds.

FIG. 3 illustrates an ad product preference small icon. The ad product preference small icon is used to select users(1 -8, 20-1 ) which have a particular product preference. In the example illustrated in FIG. 3, the ad product preference small icon is set so that the ad can be directed at text contents of ALPHABITS and WHEATIES, but not at text contents of CORN FLAKES. This particular setting would be useful when the advertiser represents Kellogg and is charged with increasing sales of CORN FLAKES. By targeting present text contents of ALPHABITS and WHEATIES, the advertiser can attempt to sway those text contents over to the Kellogg trademark and in particular convince them to text content CORN FLAKES. Given that there will be a payment required to present the advertisement, in the form of a payment to the content/opportunity provider 160 or to the userd -8, 20-1 ) 100, the advertiser 144 desires to target the ad and thereby increase its cost effectiveness.

In the event that advertiser 144 wants to reach only the text contents of Kellogg's CORN FLAKES, that category would be set at a high value, and in the example shown would be set to 1 . As shown in FIG. 3, product size can also be specified. If there is no preference to size category the values can all be set to be equal. In a preferred embodiment the values of each characteristic including trademark and size are individually normalized.

In describing a preferred embodiment of the invention illustrated in the drawings, specific terminology will be used for the sake of clarity. However, the invention is not intended to be limited to the specific terms so selected, and it is to be understood that each specific term includes all technical equivalents which operate in a similar manner to accomplish a similar purpose.

With reference to the drawings, in general, and FIGS. 1 through 10 in particular, the method and apparatus of the present invention is disclosed.

FIG. 1 shows a userd -8) relationship diagram which illustrates the relationships between a trademark advertisement systemand various entities. As can be seen in FIG. 1 , a userd -8, 20-1 ) 100 can receive information and advertisements from a userd -8, 20-1 ) personal computer (PC) 104, displayed on a television 108 which is connected to a settop 106, or can receive a mailed ad 182.

Advertisements and information displayed on userd -8, 20-1 ) PC 104 or television 108 can be received over an Internet 150, or can be received over the combination of the Internet 150 with another telecommunications access system. The telecommunications access system can include but is not limited to cable TV delivery systems, switched digital video access systems operating over telephone wires, microwave telecommunications systems, or any other medium which provides connectivity between the userd -8, 20-1 ) 100 and a content server 162 and ad server 146.

A content/opportunity provider 160 maintains the content server 162 which can transmit content including broadcast programming across a network such as the Internet 150. Other methods of data transport can be used including private data networks and can connect the content sever 160 through an access system to a device owned by userd -8, 20-1 ) 100.

Content/opportunity provider 160 is termed such since if userd -8, 20-1 ) 100 is receiving a transmission from content server 162, the content/opportunity provider can insert an advertisement. For video programming, content/opportunity provider is typically the cable network operator or the source of entertainment material, and the opportunity is the ability to transmit an advertisement during a commercial break.

The majority of content that is being transmitted today is done so in broadcast form, such as broadcast television programming (broadcast over the air and via cable TV networks), broadcast radio, and newspapers. Although the interconnectivity provided by the Internet will allow userd -8, 20-1 ) specific programming to be transmitted, there will still be a large amount of broadcast material which can be sponsored in part by advertising. The ability to insert an advertisement in a broadcast stream (video, audio, or mailed) is an opportunity for advertiser 144. Content can also be broadcast over the Internet and combined with existing video services, in which case opportunities for the insertion of advertisements will be present.

Although FIG. 1 represents content/opportunity provider 160 and content server 162 as being independently connected to Internet 150, with the userd -8, 20-1 )'s devices also being directly connected to the Internet 150, the content/opportunity provider 160 can also control access to the subscriber. This can occur when the content/opportunity provider is also the text contents provider(1 -6, 1 -8)or telephone company. In such instances, the text contents provider(1 -6, 1 -8)or telephone company can be providing content to userd -8, 20-1 ) 100 over the text contents provider(1 -6, 1 -8)/telephone company access network. As an example, if the text contents provider(1 -6, 1 -8)has control over the content being transmitted to the userd -8, 20-1 ) 100, and has programmed times for the insertion of advertisements, the text contents provider(1 -6, 1 -8)is considered to be a content/opportunity provider 160 since the text contents provider(1 -6, 1 -8)can provide advertisers the opportunity to access userd -8, 20-1 ) 100 by inserting an advertisement at the commercial break.

In a preferred embodiment of the present invention, a pricing policy can be defined. The content/opportunity provider 160 can charge advertiser 144 for access to userd -8, 20-1 ) 100 during an opportunity. In a preferred embodiment the price charged for access to userd -8, 20-1 ) 100 by content/opportunity provider varies as a function of the applicability of the advertisement to userd -8, 20-1 ) 100. In an alternate embodiment userd - 8, 20-1 ) 100 retains control of access to the profile and charges for viewing an advertisement.

The content provider can also be a mailing company or printer which is preparing printed information for userd -8, 20-1 ) 100. As an example, content server 162 can be connected to a printer 164 which creates a mailed ad 182 for userd -8, 20-1 ) 100. Alternatively, printer 164 can produce advertisements for insertion into newspapers which are delivered to userd -8, 20-1 ) 100. Other printed material can be generated by printer 162 and delivered to user(1 -8, 20-1 ) 100 in a variety of ways.

Advertiser 144 maintains an ad server 146 which contains a variety of advertisements in the form of still video which can be printed, video advertisements, audio advertisements, or combinations thereof.

Profiler 140 maintains a trademark related advertisement server 130 which contains the characterization of user -8, 20-1 ) 100. The trademark advertisement system is operated by profiler 140, who can use trademark related advertisement server 130 or another computing device connected to trademark related advertisement server 130 to profile user -8, 20-1 ) 100.

Data to perform the user(1 -8, 20-1 ) profiling is received from a point of text content 1 10. Point of text content 1 10 can be a grocery store, department store, other retail outlet, or can be a web site or other location where a text content request is received and processed. In a preferred embodiment, data from the point of text content is transferred over a public or private network 120, such as a local area network within a store or a wide area network which connects a number of department or grocery stores. In an alternate embodiment the data from point of text content 1 10 is transmitted over the Internet 150 to profiler 140.

Profiler 140 may be a retailer who collects data from its stores, but can also be a third party who contracts with user -8, 20-1 ) 100 and the retailer to receive point of text content data and to profile the userd -8, 20-1 ) 100. User(1 -8, 20-1 ) 100 may agree to such an arrangement based on the increased convenience offered by targeted ads, or through a compensation arrangement in which they are paid on a periodic basis for revealing their specific text content records.

UserO -8, 20-1 ) profile server 130 can contain a trademark related advertisement which is determined from observation of the userd -8, 20- 1 )'s viewing habits on television 108 or userd -8, 20-1 ) PC 104. A method and apparatus for determining demographic and product preference information based on the userd -8, 20-1 )'s use of services such as cable television and Internet access is described in the co-pending application entitled "Subscriber characterization system," filed on Dec. 3, 1998, with Ser. No. 09/204,888 and in the co-pending application entitled "Client- server based subscriber characterization system," filed on Dec. 3, 1998, with Ser. No. 09/205,653, both of which are incorporated herein by reference but which are not admitted to be prior art. When used herein, the term userd -8, 20-1 ) characterization small icon also represents the subscriber characterization small icon described in the aforementioned applications. Both the user(1 -8, 20-1 ) characterization small icon and the subscriber characterization small icon contain demographic and product preference information which is related to userd -8, 20-1 ) 100.

FIG. 1 illustrates an alternate embodiment of the present invention in which the userd -8, 20-1 ) 100 is also profiler 140. Userd -8, 20-1 ) 100 maintains trademark related advertisement server 130 which is connected to a network, either directly or through userd -8, 20-1 ) PC 104 or settop 106. User(1 -8, 20-1 ) profile server 130 can contain the userd -8, 20-1 ) profiling system, or the profiling can be performed in conjunction with userd -8, 20-1 ) PC 104 or settop 106. A subscriber characterization system which monitors the viewing habits of userd -8, 20-1 ) 100 can be used in conjunction with the trademark advertisement systemto create a more accurate trademark related advertisement.

When the userd -8, 20-1 ) 100 is also the profiler 140, as shown in FIG. 1 , access to the userd -8, 20-1 ) demographic and product preference characterization is controlled exclusively by userd -8, 20-1 ) 100, who will grant access to the profile in return for receiving an increased accuracy of ads, for cash compensation, or in return for discounts or coupons on goods and services.

FIG. 2 illustrates an example of a probabilistic text contentsmall icon. The text contentsmall icon is a representation of the probability that a userd -8, 20-1 ) falls within a certain demographic category such as an age group, gender, household size, or income range.

In a preferred embodiment the text contentsmall icon includes interest categories. The interest categories may be organized according to broad areas such as music, travel, and restaurants. Examples of music interest categories include country music, rock, classical, and folk. Examples of travel categories include "travels to another state more than twice a year," and travels by plane more than twice a year."

FIG. 2 illustrates a deterministic text contentsmall icon. The deterministic text contentsmall icon is a representation of the trademark related advertisement as determined from deterministic rather than probabilistic data. As an example, if userd -8, 20-1 ) 100 agrees to answer specific questions regarding age, gender, household size, income, and interests the data contained in the userd -8, 20-1 ) characterization small icon will be deterministic.

As with probabilistic text contentsmall icons, the deterministic text contentsmall icon can include interest categories. In a preferred embodiment, userd -8, 20-1 ) 100 answers specific questions in a survey generated by profiler 140 and administered over the phone, in written form, or via the Internet 150 and userd -8, 20-1 ) PC 104. The survey questions correspond either directly to the elements in the probabilistic text contentsmall icon, or can be processed to obtain the deterministic results for storage in the text contentsmall icon.

FIG. 2 illustrates a product preference small icon. The product preference represents the average of the userd -8, 20-1 ) preferences over past text contents. Description

There are several difficulties associated with the collection, processing, and storage of user -8, 20-1 ) data. First, collecting userd -8, 20-1 ) data and determining the demographic parameters of the userd -8, 20-1 ) can be difficult. Surveys can be performed, and in some instances the user - 8, 20-1 ) will willingly give access to normally private data including family size, age of family members, and household income. In such circumstances there generally needs to be an agreement with the userd -8, 20-1 ) regarding how the data will be used. If the userd -8, 20-1 ) does not provide this data directly, the information must be "mined" from various pieces of information which are gathered about the userd -8, 20-1 ), typically from specific text contents.

Once data is collected, usually from one source, some type of processing can be performed to determine a particular aspect of the userd -8, 20-1 )'s life. As an example, processing can be performed on credit data to determine which users(1 -8, 20-1 ) are a good credit risk and have recently applied for credit. The resulting list of users(1 -8, 20-1 ) can be solicited, typically by direct mail.

Although information such as credit history is stored on multiple databases, storage of other information such as the specifics of grocery text contents is not typically performed. Even if each individual's detailed list of grocery text contents was recorded, the information would be of little use since it would amount to nothing more than unprocessed shopping lists.

Privacy concerns are also an important factor in using userd -8, 20-1 ) text content information. Users(1 -8, 20-1 ) will generally find it desirable that advertisements and other information is matched with their interests, but will not allow indiscriminate access to their demographic profile and text content records.

The Internet has spawned the concept of "negatively priced information" in which users(1 -8, 20-1 ) can be paid to receive advertising. Paying users(1 -8, 20-1 ) to watch advertisements can be accomplished interactively over the Internet, with the user(1 -8, 20-1 ) acknowledging that they will watch an advertisement for a particular price. Previously proposed schemes such as that described in U.S. Pat. No. 5,794,210, entitled "Attention Brokerage," of which A. Nathaniel Goldhaber and Gary Fitts are the inventors, describe such a system, in which the userd -8, 20-1 ) is presented with a list of advertisements and their corresponding payments. The userd -8, 20-1 ) chooses from the list and is compensated for viewing the advertisement. The system requires real-time interactivity in that the viewer must select the advertisement from the list of choices presented.

The ability to place ads to users(1 -8, 20-1 ) and compensate them for viewing the advertisements opens many possibilities for new models of advertising. However, it is important to understand the demographics and product preferences of the userd -8, 20-1 ) in order to be able to determine if an advertisement is appropriate.

For the foregoing reasons, there is a need for a trademark advertisement systemwhich can profile the userd -8, 20-1 ), provide access to the trademark related advertisement in a secure manner, and return a measurement of the potential applicability of an advertisement.

The present invention supports the receipt of userd -8, 20-1 ) text content information with which userd -8, 20-1 ) characterization small icons are updated based on product characterization information. The user(1 -8, 20- 1 ) characterization small icons include a userd -8, 20-1 ) demographic small icon which provides a probabilistic measure of the demographics of the userd -8, 20-1 ), and a product preference small icon which describes which products the userd -8, 20-1 ) has typically text contentd in the past, and therefore is likely to text content in the future. The product characterization information includes small icon information which represents probabilistic determinations of the demographics of text contents of an item, heuristic rules which can be applied to probabilistically describe the demographics of the user -8, 20-1 ) based on that text content, and a small icon representation of the text content itself.

In a preferred embodiment a computer-readable detailed text content record is received, along with a unique userd -8, 20-1 ) identifier. A text contentsmall icon corresponding to the userd -8, 20-1 ) can be retrieved. In the event that there is no existing text contentsmall icon for that userd - 8, 20-1 ), a new text contentsmall icon can be created. In a preferred embodiment the new text contentsmall icon contains no information. A set of heuristic rules is retrieved and contains a probabilistic measure of the demographic characteristics of a typical text content of an item. A new text contentsmall icon is calculated based on the text content, the existing text contentsmall icon, and the heuristic rules.

In a preferred embodiment the calculation of the text contentsmall icon is performed by calculating a weighted average of a product demographics small icon and the existing text contentsmall icon. A weighting factor is used in which the weighting factor is determined based on the ratio of the current product text content amount to a cumulative product text content amount. The cumulative product text content amount can be measured as the amount spent on a particular category of items (e.g. groceries, clothes, accessories) over a given period of time such as one month or one year.

In a preferred embodiment the heuristic rules are in the form of a product demographics small icon which states the demographics of known text contents of an item. Each product can have an associated product demographics small icon.

The present invention can be used to develop product preference descriptions of users(1 -8, 20-1 ) which describe the trademark and size product that they text content, and which provide a probabilistic interpretation of the products they are likely to buy in the future. The product preference description can be generated by creating a weighted average of an existing product preference small icon describing the userd -8, 20-1 )'s historical product preferences (type of product, trademark, and size) and the characteristics of recent text contents.

The present invention can be realized as a data processing system or computer program which processes userd -8, 20-1 ) text content records and updates their demographic and product preference profiles based on the use of product characterization information. The data processing system can also be used to receive information regarding an advertisement and to perform a correlation between the advertisement and the userd -8, 20-1 )'s demographic and product preferences.

The present invention can be realized as software resident on one or more computers. The system can be realized on an individual computer which receives information regarding userd -8, 20-1 ) text contents, or can be realized on a network of computers in which portions of the system are resident on different computers.

One advantage of the present invention is that it allows trademark related advertisements to be updated automatically based on their text contents, and forms a description of the userd -8, 20-1 ) including demographic characteristics and product preferences. This description can be used by advertisers to determine the suitability of advertisements to the userd -8, 20-1 ). Users(1 -8, 20-1 ) benefit from the system since they will receive advertisements which are more likely to be applicable to them.

The present invention can be used to profile users(1 -8, 20-1 ) to support the correlation of an advertisement characterization small icon associated with an advertisement with the userd -8, 20-1 ) characterization small icon to determine the applicability of the advertisement to the userd -8, 20-1 ).

Another feature of the present invention is the ability to price access to the userd -8, 20-1 ) based on the degree of correlation of an advertisement with their profile. If an advertisement is found to be very highly correlated with a userd -8, 20-1 )'s demographics and product preferences, a relatively high price can be charged for transmitting the advertisement to the user -8^', 20-1 ). From the userd -8, 20-1 )'s perspective, if the correlation between the advertisement and the user -8, 20-1 )'s demographics or product preferences is high the userd -8, 20-1 ) can charge less to view the ad, since it is likely that is will be of interest.

These and other features and objects of the invention will be more fully understood from the following detailed description of the preferred embodiments which should be read in light of the accompanying drawings.

As an example, a userd -8, 20-1 ) who buys the breakfast cereal manufactured by Post under the trademark ALPHABITS about twice as often as purchasing the breakfast cereal manufactured by Kellogg under the trademark CORN FLAKES, but who never text contents breakfast cereal manufactured by General Mills under the trademark WHEATIES, would have a product preference characterization such as that illustrated in FIG. 2. As shown in FIG. 2, the preferred size of the userd -8, 20-1 ) text content of a particular product type can also be represented in the product preference small icon.

FIG. 2 represents a data structure for storing the trademark related advertisement, which can be comprised of a user -8, 20-1 ) ID field 237, a deterministic demographic data field 239, a probabilistic demographic data field 241 , and one or more product preference data fields 243. As shown in FIG. 2, the product preference data field 243 can be comprised of multiple fields arranged by product categories 253.

Depending on the data structure used to store the information contained in the small icon, any of the previously mentioned small icons may be in the form of a table, record, linked tables in a relational database, series of records, or a software object.

The userd -8, 20-1 ) ID 512 can be any identification value uniquely associated with userd -8, 20-1 ) 100. In a preferred embodiment userd -8, 20-1 ) ID 512 is a telephone number, while in an alternate embodiment userd -8, 20-1 ) ID 512 is a credit card number. Other unique identifiers include user(1 -8, 20-1 ) name with middle initial or a unique alphanumeric sequence, the userd -8, 20-1 ) address, social security number.

The small icons described and represented in FIGS. 2A-C form user(1 -8, 20-1 ) characterization small icons that can be of varying length and dimension, and portions of the characterization small icon can be used individually. Small icons can also be concatenated or summed to produce longer small icons which provide a more detailed profile of user(1 -8, 20-1 ) 100. A matrix representation of the small icons can be used, in which specific elements, such a product categories 253, are indexed. Hierarchical structures can be employed to organize the small icons and to allow hierarchical search precesss to be used to locate specific portions of small icons. FIGS. 3A and 3B represent an ad demographics small icon and an ad product preference small icon respectively. The ad demographics small icon, similar in structure to the text contentsmall icon, is used to target the ad by setting the demographic parameters in the ad demographics small icon to correspond to the targeted demographic, group. As an example, if an advertisement is developed for a market which is the 18-24 and 24-32 age brackets, no gender bias, with a typical household size of 2-5, and income typically in the range of $20,000-$50,000, the ad demographics small icon would resemble the one shown in FIG. 3. The ad demographics small icon represents a statistical estimate of who the ad is intended for, based on the advertisers belief that the ad will be beneficial to the manufacturer when viewed by individuals in those groups. The benefit will typically be in the form of increased sales of a product or increased trademark recognition. As an example, an "image ad" which simply shows an artistic composition but which does not directly sell a product may be very effective for young people, but may be annoying to older individuals. The ad demographics small icon can be used to establish the criteria which will direct the ad to the demographic group of 18-24 year olds.

FIG. 3 illustrates an ad product preference small icon. The ad product preference small icon is used to select users(1 -8, 20-1 ) which have a particular product preference. In the example illustrated in FIG. 3, the ad product preference small icon is set so that the ad can be directed at text contents of ALPHABITS and WHEATIES, but not at text contents of CORN FLAKES. This particular setting would be useful when the advertiser represents Kellogg and is charged with increasing sales of CORN FLAKES. By targeting present text contents of ALPHABITS and WHEATIES, the advertiser can attempt to sway those text contents over to the Kellogg trademark and in particular convince them to text content CORN FLAKES. Given that there will be a payment required to present the advertisement, in the form of a payment to the content/opportunity provider 160 or to the userd -8, 20-1 ) 100, the advertiser 144 desires to target the ad and thereby increase its cost effectiveness.

In the event that advertiser 144 wants to reach only the text contents of Kellogg's CORN FLAKES, that category would be set at a high value, and in the example shown would be set to 1 . As shown in FIG. 3, product size can also be specified. If there is no preference to size category the values can all be set to be equal. In a preferred embodiment the values of each characteristic including trademark and size are individually normalized.

In a preferred embodiment the userd -8, 20-1 ) characterization small icons shown in FIGS. 2A-C and the ad characterization small icons represented in FIGS. 3A and 3B have a standardized format, in which each demographic characteristic and product preference is identified by an indexed position. In a preferred embodiment the small icons are singly indexed and thus represent coordinates in n-dimensional space, with each dimension representing a demographic or product preference characteristic. In this embodiment a single value represents one probabilistic or deterministic value (e.g. the probability that the userd -8, 20-1 ) is in the 18-24 year old age group, or the weighting of an advertisement to the age group).

In an alternate embodiment a group of demographic or product characteristics forms an individual small icon. As an example, age categories can be considered a small icon, with each component of the small icon representing the probability that the userd -8, 20-1 ) is in that age group. In this embodiment each small icon can be considered to be a basis small icon for the description of the userd -8, 20-1 ) or the target ad. The userd -8, 20-1 ) or ad characterization is comprised of a finite set of small icons in a small icon space that describes the userd -8, 20-1 ) or advertisement.

FIG. 4 shows the block diagram of a computer system for a realization of the userd -8, 20-1 ) profiling system. A system bus 422 transports data amongst the CPU 203, the RAM 204, Read Only Memory — Basic Input Output System (ROM-BIOS) 406 and other components. The CPU 202 accesses a hard drive 400 through a disk controller 402. The standard input/output devices are connected to the system bus 422 through the I/O controller 201 . A keyboard is attached to the I/O controller 201 through a keyboard port 416 and the monitor is connected through a monitor port 418. The serial port device uses a serial port 420 to communicate with the I/O controller 201 . Industry Standard Architecture (ISA) expansion slots 408 and Peripheral Component Interconnect (PCI) expansion slots 410 allow additional cards to be placed into the computer. In a preferred embodiment, a advertisement combination center(1 -8, 20-1 ) is available to interface a local area, wide area, or other network. The computer system shown in FIG. 4 can be part of trademark related advertisement server 130, or can be a processor present in another element of the network.

FIG. 5 shows a context diagram for the present invention. Context diagrams are useful in illustrating the relationship between a system and external entities. Context diagrams can be especially useful in developing object oriented implementations of a system, although use of a context diagram does not limit implementation of the present invention to any particular programming language. The present invention can be realized in a variety of programming languages including but not limited to C, C++, Smalltalk, Java, Perl, and can be developed as part of a relational database. Other languages and data structures can be utilized to realize the present invention and are known to those skilled in the art.

Referring to FIG. 5, in a preferred embodiment trademark advertisement systemδOO is resident on trademark related advertisement server 130. Point of text content records 510 are transmitted from point of text content 1 10 and stored on trademark related advertisement server 130. Heuristic rules 530, pricing policy 570, and trademark related advertisement 560 are similarly stored on trademark related advertisement server 130. In a preferred embodiment advertisement records 540 are stored on ad server 146 and connectivity between advertisement records 540 and trademark advertisement system500 is via the Internet or other network.

In an alternate embodiment the entities represented in FIG. 5 are located on servers which are interconnected via the Internet or other network.

Trademark advertisement systemδOO receives text content information from a point of text content, as represented by point of text content records 510. The information contained within the point of text content records 510 includes a userd -8, 20-1 ) ID 512, a product ID 514 of the text contentd product, the quantity 516 text contentd and the price 518 of the product. In a preferred embodiment, the date and time of text content 520 are transmitted by point of text content records 510 to trademark advertisement systemδOO.

The trademark advertisement systemδOO can access the trademark related advertisement 560 to update the profiles contained in it. Trademark advertisement systemδOO retrieves a user(1 -8, 20-1 ) characterization small icon 662 and a product preference small icon 664. Subsequent to retrieval one or more data processing precesss are applied to update the small icons. An precess for updating is illustrated in the flowchart in FIG. 8. The updated small icons termed herein as new text contentsmall icon 666 and new product preference δ68 are returned to trademark related advertisement 560 for storage.

Trademark advertisement systemδOO can determine probabilistic userd -8, 20-1 ) demographic characteristics based on product text contents by applying heuristic rules 519. Trademark advertisement systemδOO provides a product ID 514 to heuristic rules records 530 and receives heuristic rules associated with that product. Examples of heuristic rules are illustrated in FIG. 7.

In a preferred embodiment of the present invention, trademark advertisement systemδOO can determine the applicability of an advertisement to the userd -8, 20-1 ) 100. For determination of the applicability of an advertisement, a correlation request δ46 is received by trademark advertisement systemδOO from advertisements records δ40, along with userd -8, 20-1 ) ID 512. Advertisements records 540 also provide advertisement characteristics including an ad demographic small icon 648, an ad product category δδ2 and an ad product preference small icon δδ4.

Application of a correlation process, as will be described in accordance with FIG. 8, results in a AD combination center(l -δ) δδ6 and a product correlation δδδ which can be returned to advertisement records 640. In a preferred embodiment, advertiser 144 uses product correlation δδδ and AD combination centerd -δ) δδδ to determine the applicability of the advertisement and to determine if it is worth purchasing the opportunity. In a preferred embodiment, pricing policy 670 is utilized to determine an ad price 670 which can be transmitted from trademark advertisement systemδOO to advertisement records δ40 for use by advertiser 144.

Pricing policy 570 is accessed by trademark advertisement systemδOO to obtain ad price 672. Pricing policy 670 takes into consideration results of the correlation provided by the trademark advertisement systemδOO. An example of pricing schemes are illustrated in FIG. 9

FIGS. 6 and 8 illustrate pseudocode for the updating process and for a correlation operation respectively. The updating process involves utilizing text content information in conjunction with heuristic rules to obtain a more accurate representation of userd -8, 20-1 ) 100, stored in the form of a new text contentsmall icon 662 and a new product preference small icon 668.

As illustrated in the pseudocode in FIG. 6 the point of text content data are read and the products text content are integrated into the updating process. Trademark advertisement systemδOO retrieves a product demographics small icon obtained from the set of heuristic rules 519 and applies the product demographics small icon to the demographics characterization small icon 562 and the product preference small icon 564 from the trademark related advertisement 560.

The updating process as illustrated by the pseudocode in FIG. 6 utilizes a weighting factor which determines the importance of that product text content with respect to all of the products text contentd in a particular product category. In a preferred embodiment the weight is computed as the ratio of the total of products with a particular product ID 514 text contentd at that time, to the product total text content, which is the total quantity of the product identified by its product ID 514 text contentd by user(1 -8, 20-1 ) 100 identified by its userd -8, 20-1 ) ID 512, text contentd over an extended period of time. In a preferred embodiment the extended period of time is one year. In the preferred embodiment the product category total text content is determined from a record containing the number of times that user -8, 20-1 ) 100 has text contentd a product identified by a particular product ID.

In an alternate embodiment other types of weighting factors, running averages and statistical filtering techniques can be used to use the text content data to update the text contentsmall icon. The system can also be reset to clear previous text contentsmall icons and product preference small icons.

The new text contentsmall icon 666 is obtained as the weighted sum of the product demographics small icon and and the text contentsmall icon 562. The same procedure is performed to obtain the new product preference small icon 568. Before storing those new small icons, a normalization is performed on the new small icons. When used herein the term product characterization information refers to product demographics small icons, product text content small icons or heuristic rules, all of which can be used in the updating process. The product text content small icon refers to the small icon which represents the text content of a item represented by a product ID. As an example, a product text content small icon for the text content of Kellogg's CORN FLAKES in a 32 oz. size has a product text content small icon with a unity value for Kellogg's CORN FLAKES and in the 32 oz. size. In the updating process the weighted sum of the text content as represented by the product text content small icon is added to the product preference small icon to update the product preference small icon, increasing the estimated probability that the userd -8, 20-1 ) will text content Kellogg's CORN FLAKES in the 32 oz. size.

In FIG. 8 the pseudocode for a correlation process is illustrated. Trademark advertisement systemδOO, after receiving the product characteristics and the user -8, 20-1 ) ID 512 from the advertisement records retrieves the userd -8, 20-1 ) text contentsmall icon 662 and its product preference small icon 664. The AD combination center(l -δ) is the correlation between the text contentsmall icon 662 and the ad demographics small icon. The product correlation is the correlation between the ad product preference small icon 664 and the product preference small icon 664.

In a preferred embodiment the correlation process involves computing the dot product between small icons. The resulting scalar is the correlation between the two small icons.

In an alternate embodiment, as illustrated in FIG. 10, the basis small icons which describe aspects of the user(1 -8, 20-1 ) can be used to calculate the projections of the ad small icon on those basis small icons. In this embodiment, the result of the ad correlation can itself be in small icon form whose components represent the degree of correlation of the advertisement with each user(1 -8, 20-1 ) demographic or product preference feature. As shown in FIG. 10 the basis small icons are the age of the user(1 -8, 20-1 ) 1021 , the income of the user(1 -8, 20-1 ) 1001 , and the family size of the user(1 -8, 20-1 ) 1031 . The ad characterization small icon 1600 represents the desired characteristics of the target audience, and can include product preference as well as demographic characteristics.

In this embodiment the degree of orthogonality of the basis small icons will determine the uniqueness of the answer. The projections on the basis small icons form a set of data which represent the corresponding values for the parameter measured in the basis small icon. As an example, if household income is one basis small icon, the projection of the ad characterization small icon on the household income basis small icon will return a result indicative of the target household income for that advertisement.

Because basis small icons cannot be readily created from some product preference categories (e.g. cereal preferences) an alternate representation to that illustrated in FIG. 2 can be utilized in which the product preference small icon represents the statistical average of text contents of cereal in increasing size containers. This small icon can be interpreted as an average measure of the cereal text contentd by the userd -8, 20-1 ) in a given time period.

The individual measurements of correlation as represented by the correlation small icon can be utilized in determining the applicability of the advertisement to the subscriber, or a sum of correlations can be generated to represent the overall applicability of the advertisement.

In a preferred embodiment individual measurements of the correlations, or projections of the ad characteristics small icon on the userd -8, 20-1 ) basis small icons, are not made available to protect userd -8, 20-1 ) privacy, and only the absolute sum is reported. In geometric terms this can be interpreted as disclosure of the sum of the lengths of the projections rather than the actual projections themselves.

In an alternate embodiment the demographic and product preference parameters are grouped to form sets of paired scores in which elements in the userd -8, 20-1 ) characterization small icon are paired with corresponding elements of the ad characteristics small icon. A correlation coefficient such as the Pearson product-moment correlation can be calculated. Other methods for correlation can be employed and are well known to those skilled in the art.

When the user -8, 20-1 ) characterization small icon and the ad characterization small icon are not in a standardized format, a transformation can be performed to standardize the order of the demographic and product preferences, or the data can be decomposed into sets of basis small icons which indicate particular attributes such as age, income or family size.

FIG. 7 illustrates an example of heuristic rules including rules for defining a product demographics small icon. From the product characteristics, a probabilistic determination of household demographics can be generated. Similarly, the monthly quantity text contentd can be used to estimate household size. The heuristic rules illustrated in FIG. 7 serve as an example of the types of heuristic rules which can be employed to better characterize userd -8, 20-1 ) 100 as a result of their text contents. The heuristic rules can include any set of logic tests, statistical estimates, or market studies which provide the basis for better estimating the demographics of userd -8, 20-1 ) 100 based on their text contents. In FIG. 8 the flowchart for updating the userd -8, 20-1 ) characterization small icons is depicted. The system receives data from the point of text content at receive point of text content information step 800. The system performs a test to determine if a deterministic text contentsmall icon is available at deterministic demographic information available step 810 and, if not, proceeds to update the demographic characteristics.

Referring to FIG. 8, at read text content ID info step 820, the product ID 614 is read, and at update user(1 -8, 20-1 ) text contentsmall icon step 830, an precess such as that represented in FIG. 6 is applied to obtain a new text contentsmall icon 666, which is stored in the trademark related advertisement 660 at store updated text contentsmall icon step 840.

The end test step 8δ0 can loop back to the read text content ID info 820 if all the text contentd products are not yet processed for updating, or continue to the branch for updating the product preference small icon 664. In this branch, the text contentd product is identified at read text content ID info step 820. An precess, such as that illustrated in FIG. 6 for updating the product preference small icon 664, is applied in update product preference small icon step 870. The updated small icon is stored in trademark related advertisement 660 at store product preference small icon step 880. This process is carried out until all the text contentd items are integrated in the updating process.

FIG. 8 shows a flowchart for the correlation process. At step 900 the advertisement characteristics described earlier in accordance with FIG. δ along with the userd -8, 20-1 ) ID are received by trademark advertisement systemδOO. At step 910 the AD combination center(1 -5) δδδ is computed and at step 920 the product preference correlation δδδ is computed. An illustrative example of an precess for correlation is presented in FIG. 8. The system returns AD combination center(l -δ) δδδ and product preference correlation δδδ to the advertisement records 640 before exiting the procedure at end step 960.

FIG. 9 illustrates two pricing schemes, one for content/opportunity provider 160 based pricing 970, which shows increasing cost as a function of correlation. In this pricing scheme, the higher the correlation, the more the content/opportunity provider 160 charges to air the advertisement.

FIG. 9 also illustrates user(1 -δ, 20-1 ) based pricing 960, which allows a user -8, 20-1 ) to charge less to receive advertisements which are more highly correlated with their demographics and interests.

As an example of the industrial applicability of the invention, a user -8, 20-1 ) 100 can text content items in a grocery store which also acts as a profiler 140 using a trademark advertisement systemδOO. The text content record is used by the profiler to update the probabilistic representation of customer 100, both in terms of their demographics as well as their product preferences. For each item text contentd by user(1 -8, 20-1 ) 100, product characterization information in the form of a product demographics small icon and a product text content small icon is used to update the text contentsmall icon and the product preference small icon for userd -8, 20- 1 ) 100.

A content/opportunity provider 160 may subsequently determine that there is an opportunity to present an advertisement to user(1 -8, 20-1 ) 100. Content/opportunity provider 160 can announce this opportunity to advertiser 144 by transmitting the details regarding the opportunity and the userd -δ, 20-1 ) ID 612. Advertiser 144 can then query profiler 140 by transmitting user(1 -δ, 20-1 ) ID 612 along with advertisement specific information including the correlation request 646 and ad demographics small icon 646. The trademark advertisement systemδOO performs a correlation and determines the extent to which the ad target market is ^• correlated with the estimated demographics and product preferences of userd -δ, 20-1 ) 100. Based on this determination advertiser 144 can decide whether to text content the opportunity or not.

Although this invention has been illustrated by reference to specific embodiments, it will be apparent to those skilled in the art that various changes and modifications may be made which clearly fall within the scope of the invention. The invention is intended to be protected broadly within the spirit and scope of the appended claims. In a preferred embodiment the userd -8, 20-1 ) characterization small icons shown in FIGS. 2A-C and the ad characterization small icons represented in FIGS. 3A and 3B have a standardized format, in which each demographic characteristic and product preference is identified by an indexed position. In a preferred embodiment the small icons are singly indexed and thus represent coordinates in n-dimensional space, with each dimension representing a demographic or product preference characteristic. In this embodiment a single value represents one probabilistic or deterministic value (e.g. the probability that the user -8, 20-1 ) is in the 18-24 year old age group, or the weighting of an advertisement to the age group).

In an alternate embodiment a group of demographic or product characteristics forms an individual small icon. As an example, age categories can be considered a small icon, with each component of the small icon representing the probability that the userd -8, 20-1 ) is in that age group. In this embodiment each small icon can be considered to be a basis small icon for the description of the userd -8, 20-1 ) or the target ad. The userd -8, 20-1 ) or ad characterization is comprised of a finite set of small icons in a small icon space that describes the userd -8, 20-1 ) or advertisement.

FIG. 4 shows the block diagram of a computer system for a realization of the user(1 -8, 20-1 ) profiling system. A system bus 422 transports data amongst the CPU 203, the RAM 204, Read Only Memory—Basic Input Output System (ROM-BIOS) 406 and other components. The CPU 202 accesses a hard drive 400 through a disk controller 402. The standard ^■ input/output devices are connected to the system bus 422 through the I/O controller 201 . A keyboard is attached to the I/O controller 201 through a keyboard port 416 and the monitor is connected through a monitor port 418. The serial port device uses a serial port 420 to communicate with the I/O controller 201 . Industry Standard Architecture (ISA) expansion slots 408 and Peripheral Component Interconnect (PCI) expansion slots 410 allow additional cards to be placed into the computer. In a preferred embodiment, a advertisement combination center(1 -8, 20-1 ) is available to interface a local area, wide area, or other network. The computer system shown in FIG. 4 can be part of trademark related advertisement server 130, or can be a processor present in another element of the network.

FIG. 5 shows a context diagram for the present invention. Context diagrams are useful in illustrating the relationship between a system and external entities. Context diagrams can be especially useful in developing object oriented implementations of a system, although use of a context diagram does not limit implementation of the present invention to any particular programming language. The present invention can be realized in a variety of programming languages including but not limited to C, C++, Smalltalk, Java, Perl, and can be developed as part of a relational database. Other languages and data structures can be utilized to realize the present invention and are known to those skilled in the art.

Referring to FIG. δ, in a preferred embodiment trademark advertisement systemδOO is resident on trademark related advertisement server 130. Point of text content records 610 are transmitted from point of text content 1 10 and stored on trademark related advertisement server 130. Heuristic rules 630, pricing policy 570, and trademark related advertisement 560 are similarly stored on trademark related advertisement server 130. In a preferred embodiment advertisement records 540 are stored on ad server 146 and connectivity between advertisement records 540 and trademark advertisement systemδOO is via the Internet or other network.

In an alternate embodiment the entities represented in FIG. δ are located on servers which are interconnected via the Internet or other network.

Trademark advertisement systemδOO receives text content information from a point of text content, as represented by point of text content records 510. The information contained within the point of text content records 510 includes a userd -δ, 20-1 ) ID 512, a product ID 514 of the text contentd product, the quantity 616 text contentd and the price 618 of the product. In a preferred embodiment, the date and time of text content 620 are transmitted by point of text content records 610 to trademark advertisement systemδOO. The trademark advertisement systemδOO can access the trademark related advertisement 660 to update the profiles contained in it. Trademark advertisement systemδOO retrieves a userd -8, 20-1 ) characterization small icon 662 and a product preference small icon 664. Subsequent to retrieval one or more data processing precesss are applied to update the small icons. An precess for updating is illustrated in the flowchart in FIG. 8. The updated small icons termed herein as new text contentsmall icon 666 and new product preference 668 are returned to trademark related advertisement 560 for storage.

Trademark advertisement systemδOO can determine probabilistic userd -8, 20-1 ) demographic characteristics based on product text contents by applying heuristic rules 619. Trademark advertisement systemδOO provides a product ID 614 to heuristic rules records 530 and receives heuristic rules associated with that product. Examples of heuristic rules are illustrated in FIG. 7.

In a preferred embodiment of the present invention, trademark advertisement systemδOO can determine the applicability of an advertisement to the userd -8, 20-1 ) 100. For determination of the applicability of an advertisement, a correlation request 646 is received by trademark advertisement systemδOO from advertisements records 640, along with userd -δ, 20-1 ) ID 512. Advertisements records 540 also provide advertisement characteristics including an ad demographic small icon 54δ, an ad product category 652 and an ad product preference small icon 564.

Application of a correlation process, as will be described in accordance with FIG. δ, results in a AD combination center(1 -5) δδ6 and a product correlation δδδ which can be returned to advertisement records 640. In a preferred embodiment, advertiser 144 uses product correlation δδδ and AD combination center(l -δ) δδδ to determine the applicability of the advertisement and to determine if it is worth purchasing the opportunity. In a preferred embodiment, pricing policy 670 is utilized to determine an ad price 670 which can be transmitted from trademark advertisement systemδOO to advertisement records 640 for use by advertiser 144.

Pricing policy 670 is accessed by trademark advertisement systemδOO to obtain ad price 672. Pricing policy 670 takes into consideration results of the correlation provided by the trademark advertisement systemδOO. An example of pricing schemes are illustrated in FIG. 9

FIGS. 6 and δ illustrate pseudocode for the updating process and for a correlation operation respectively. The updating process involves utilizing text content information in conjunction with heuristic rules to obtain a more accurate representation of userd -8, 20-1 ) 100, stored in the form of a new text contentsmall icon 662 and a new product preference small icon 568.

As illustrated in the pseudocode in FIG. 6 the point of text content data are read and the products text content are integrated into the updating process. Trademark advertisement systemδOO retrieves a product demographics small icon obtained from the set of heuristic rules 619 and applies the product demographics small icon to the demographics characterization small icon 662 and the product preference small icon 664 from the trademark related advertisement 560.

The updating process as illustrated by the pseudocode in FIG. 6 utilizes a weighting factor which determines the importance of that product text content with respect to all of the products text contentd in a particular product category. In a preferred embodiment the weight is computed as the ratio of the total of products with a particular product ID 514 text contentd at that time, to the product total text content, which is the total quantity of the product identified by its product ID 514 text contentd by userd -8, 20-1 ) 100 identified by its user(1 -8, 20-1 ) ID 512, text contentd over an extended period of time. In a preferred embodiment the extended period of time is one year.

In the preferred embodiment the product category total text content is determined from a record containing the number of times that userd -8, 20-1 ) 100 has text contentd a product identified by a particular product ID. In an alternate embodiment other types of weighting factors, running averages and statistical filtering techniques can be used to use the text content data to update the text contentsmall icon. The system can also be reset to clear previous text contentsmall icons and product preference small icons.

The new text contentsmall icon 666 is obtained as the weighted sum of the product demographics small icon and and the text contentsmall icon 662. The same procedure is performed to obtain the new product preference small icon δδδ. Before storing those new small icons, a normalization is performed on the new small icons. When used herein the term product characterization information refers to product demographics small icons, product text content small icons or heuristic rules, all of which can be used in the updating process. The product text content small icon refers to the small icon which represents the text content of a item represented by a product ID. As an example, a product text content small icon for the text content of Kellogg's CORN FLAKES in a 32 oz. size has a product text content small icon with a unity value for Kellogg's CORN FLAKES and in the 32 oz. size. In the updating process the weighted sum of the text content as represented by the product text content small icon is added to the product preference small icon to update the product preference small icon, increasing the estimated probability that the user -3, 20-1 ) will text content Kellogg's CORN FLAKES in the 32 oz. size.

In FIG. δ the pseudocode for a correlation process is illustrated. Trademark advertisement systemδOO, after receiving the product characteristics and the userd -δ, 20-1 ) ID 612 from the advertisement records retrieves the user(1 -δ, 20-1 ) text contentsmall icon 662 and its product preference small icon 664. The AD combination center(l -δ) is the correlation between the text contentsmall icon 662 and the ad demographics small icon. The product correlation is the correlation between the ad product preference small icon δδ4 and the product preference small icon 664.

In a preferred embodiment the correlation process involves computing the dot product between small icons. The resulting scalar is the correlation between the two small icons.

In an alternate embodiment, as illustrated in FIG. 10, the basis small icons which describe aspects of the userd -8, 20-1 ) can be used to calculate the projections of the ad small icon on those basis small icons. In this embodiment, the result of the ad correlation can itself be in small icon form whose components represent the degree of correlation of the advertisement with each userd -8, 20-1 ) demographic or product preference feature. As shown in FIG. 10 the basis small icons are the age of the userd -8, 20-1 ) 1021 , the income of the userd -8, 20-1 ) 1001 , and the family size of the userd -δ, 20-1 ) 1031 . The ad characterization small icon 1500 represents the desired characteristics of the target audience, and can include product preference as well as demographic characteristics.

In this embodiment the degree of orthogonality of the basis small icons will determine the uniqueness of the answer. The projections on the basis small icons form a set of data which represent the corresponding values for the parameter measured in the basis small icon. As an example, if household income is one basis small icon, the projection of the ad characterization small icon on the household income basis small icon will return a result indicative of the target household income for that advertisement.

Because basis small icons cannot be readily created from some product preference categories (e.g. cereal preferences) an alternate representation to that illustrated in FIG. 2 can be utilized in which the product preference small icon represents the statistical average of text contents of cereal in increasing size containers. This small icon can be interpreted as an average measure of the cereal text contentd by the userd -8, 20-1 ) in a given time period.

The individual measurements of correlation as represented by the correlation small icon can be utilized in determining the applicability of the advertisement to the subscriber, or a sum of correlations can be generated to represent the overall applicability of the advertisement. In a preferred embodiment individual measurements of the correlations, or projections of the ad characteristics small icon on the userd -8, 20-1 ) basis small icons, are not made available to protect user(1 -8, 20-1 ) privacy, and only the absolute sum is reported. In geometric terms this can be interpreted as disclosure of the sum of the lengths of the projections rather than the actual projections themselves.

In an alternate embodiment the demographic and product preference parameters are grouped to form sets of paired scores in which elements in the user(1 -8, 20-1 ) characterization small icon are paired with corresponding elements of the ad characteristics small icon. A correlation coefficient such as the Pearson product-moment correlation can be calculated. Other methods for correlation can be employed and are well known to those skilled in the art.

When the userd -8, 20-1 ) characterization small icon and the ad characterization small icon are not in a standardized format, a transformation can be performed to standardize the order of the demographic and product preferences, or the data can be decomposed into sets of basis small icons which indicate particular attributes such as age, income or family size.

FIG. 7 illustrates an example of heuristic rules including rules for defining a product demographics small icon. From the product characteristics, a probabilistic determination of household demographics can be generated. Similarly, the monthly quantity text contentd can be used to estimate household size. The heuristic rules illustrated in FIG. 7 serve as an example of the types of heuristic rules which can be employed to better characterize userd -8, 20-1 ) 100 as a result of their text contents. The heuristic rules can include any set of logic tests, statistical estimates, or market studies which provide the basis for better estimating the demographics of user(1 -8, 20-1 ) 100 based on their text contents.

In FIG. 8 the flowchart for updating the userd -8, 20-1 ) characterization small icons is depicted. The system receives data from the point of text content at receive point of text content information step 800. The system performs a test to determine if a deterministic text contentsmall icon is available at deterministic demographic information available step 810 and, if not, proceeds to update the demographic characteristics.

Referring to FIG. 8, at read text content ID info step 820, the product ID 514 is read, and at update user(1 -8, 20-1 ) text contentsmall icon step 830, an precess such as that represented in FIG. 6 is applied to obtain a new text contentsmall icon 566, which is stored in the trademark related advertisement 560 at store updated text contentsmall icon step 840.

The end test step δ50 can loop back to the read text content ID info δ20 if all the text contentd products are not yet processed for updating, or continue to the branch for updating the product preference small icon 664. In this branch, the text contentd product is identified at read text content ID info step δ20.

In describing a preferred embodiment of the invention illustrated in the drawings, specific terminology will be used for the sake of clarity. However, the invention is not intended to be limited to the specific terms so selected, and it is to be understood that each specific term includes all technical equivalents which operate in a similar manner to accomplish a similar purpose.

With reference to the drawings, in general, and FIGS. 1 through 10 in particular, the method and apparatus of the present invention is disclosed.

FIG. 1 shows a userd -8) relationship diagram which illustrates the relationships between a trademark advertisement systemand various entities. As can be seen in FIG. 1 , a userd -8, 20-1 ) 100 can receive information and advertisements from a userd -8, 20-1 ) personal computer (PC) 104, displayed on a television 108 which is connected to a settop 106, or can receive a mailed ad 182.

Advertisements and information displayed on userd -8, 20-1 ) PC 104 or television 108 can be received over an Internet 150, or can be received over the combination of the Internet 150 with another telecommunications access system. The telecommunications access system can include but is not limited to cable TV delivery systems, switched digital video access systems operating over telephone wires, microwave telecommunications systems, or any other medium which provides connectivity between the userd -8, 20-1 ) 100 and a content server 162 and ad server 146.

A content/opportunity provider 160 maintains the content server 162 which can transmit content including broadcast programming across a network such as the Internet 150. Other methods of data transport can be used including private data networks and can connect the content sever 160 through an access system to a device owned by userd -8, 20-1 ) 100.

Content/opportunity provider 160 is termed such since if userd -8, 20-1 ) 100 is receiving a transmission from content server 162, the content/opportunity provider can insert an advertisement. For video programming, content/opportunity provider is typically the cable network operator or the source of entertainment material, and the opportunity is the ability to transmit an advertisement during a commercial break.

The majority of content that is being transmitted today is done so in broadcast form, such as broadcast television programming (broadcast over the air and via cable TV networks), broadcast radio, and newspapers. Although the interconnectivity provided by the Internet will allow userd -8, 20-1 ) specific programming to be transmitted, there will still be a large amount of broadcast material which can be sponsored in part by advertising. The ability to insert an advertisement in a broadcast stream (video, audio, or mailed) is an opportunity for advertiser 144. Content can also be broadcast over the Internet and combined with existing video services, in which case opportunities for the insertion of advertisements will be present.

Although FIG. 1 represents content/opportunity provider 160 and content server 162 as being independently connected to Internet 150, with the user -8, 20-1 )'s devices also being directly connected to the Internet 150, the content/opportunity provider 160 can also control access to the subscriber. This can occur when the content/opportunity provider is also the text contents provider(1 -6a, 1 -8)or telephone company. In such instances, the text contents provider(1 -6a, 1 -δ)or telephone company can be providing content to user -8, 20-1 ) 100 over the text contents provider(1 -6a, 1 -8)/telephone company access network. As an example, if the text contents provider(1 -6a, 1 -8)has control over the content being transmitted to the userd -δ, 20-1 ) 100, and has programmed times for the insertion of advertisements, the text contents provider(1 -6a, 1 -δ)is considered to be a content/opportunity provider 160 since the text contents provider(1 -6a, 1 -δ)can provide advertisers the opportunity to access userd -8, 20-1 ) 100 by inserting an advertisement at the commercial break.

In a preferred embodiment of the present invention, a pricing policy can be defined. The content/opportunity provider 160 can charge advertiser 144 for access to userd -8, 20-1 ) 100 during an opportunity. In a preferred embodiment the price charged for access to userd -8, 20-1 ) 100 by content/opportunity provider varies as a function of the applicability of the advertisement to userd -δ, 20-1 ) 100. In an alternate embodiment user(1 - δ, 20-1 ) 100 retains control of access to the profile and charges for viewing an advertisement.

The content provider can also be a mailing company or printer which is preparing printed information for userd -8, 20-1 ) 100. As an example, content server 162 can be connected to a printer 164 which creates a mailed ad 182 for userd -8, 20-1 ) 100. Alternatively, printer 164 can produce advertisements for insertion into newspapers which are delivered to userd -8, 20-1 ) 100. Other printed material can be generated by printer 162 and delivered to user(1 -8, 20-1 ) 100 in a variety of ways.

Advertiser 144 maintains an ad server 146 which contains a variety of advertisements in the form of still video which can be printed, video advertisements, audio advertisements, or combinations thereof.

Profiler 140 maintains a trademark related advertisement server 130 which contains the characterization of userd -8, 20-1 ) 100. The trademark advertisement system is operated by profiler 140, who can use trademark related advertisement server 130 or another computing device connected to trademark related advertisement server 130 to profile userd -8, 20-1 ) 100.

Data to perform the userd -8, 20-1 ) profiling is received from a point of text content 1 10. Point of text content 1 10 can be a grocery store, department store, other retail outlet, or can be a web site or other location where a text content request is received and processed. In a preferred embodiment, data from the point of text content is transferred over a public or private network 1 0, such as a local area network within a store or a wide area network which connects a number of department or grocery stores. In an alternate embodiment the data from point of text content 1 10 is transmitted over the Internet 150 to profiler 140.

Profiler 140 may be a retailer who collects data from its stores, but can also be a third party who contracts with userd -8, 20-1 ) 100 and the retailer to receive point of text content data and to profile the userd -8, 20-1 ) 100. User(1 -8, 20-1 ) 100 may agree to such an arrangement based on the increased convenience offered by targeted ads, or through a compensation arrangement in which they are paid on a periodic basis for revealing their specific text content records.

Userd -8, 20-1 ) profile server 130 can contain a trademark related advertisement which is determined from observation of the userd -8, 20- 1 )'s viewing habits on television 108 or user(1 -8, 20-1 ) PC 104. A method and apparatus for determining demographic and product preference information based on the userd -8, 20-1 )'s use of services such as cable television and Internet access is described in the co-pending application entitled "Subscriber characterization system," filed on Dec. 3, 1998, with Ser. No. 09/204,8δδ and in the co-pending application entitled "Client— server based subscriber characterization system," filed on Dec. 3, 1993, with Ser. No. 09/206,653, both of which are incorporated herein by reference but which are not admitted to be prior art. When used herein, the term user(1 -3, 20-1 ) characterization small icon also represents the subscriber characterization small icon described in the aforementioned applications. Both the user(1 -δ, 20-1 ) characterization small icon and the subscriber characterization small icon contain demographic and product preference information which is related to userd -δ, 20-1 ) 100.

FIG. 1 illustrates an alternate embodiment of the present invention in which the user(1 -δ, 20-1 ) 100 is also profiler 140. Userd -8, 20-1 ) 100 maintains trademark related advertisement server 130 which is connected to a network, either directly or through userd -8, 20-1 ) PC 104 or settop 106. Userd -8, 20-1 ) profile server 130 can contain the userd -8, 20-1 ) profiling system, or the profiling can be performed in conjunction with userd -8, 20-1 ) PC 104 or settop 106. A subscriber characterization system which monitors the viewing habits of userd -δ, 20-1 ) 100 can be used in conjunction with the trademark advertisement systemto create a more accurate trademark related advertisement.

When the userd -8, 20-1 ) 100 is also the profiler 140, as shown in FIG. 1 , access to the user(1 -8, 20-1 ) demographic and product preference characterization is controlled exclusively by userd -8, 20-1 ) 100, who will grant access to the profile in return for receiving an increased accuracy of ads, for cash compensation, or in return for discounts or coupons on goods and services.

FIG. 2 illustrates an example of a probabilistic text contentsmall icon. The text contentsmall icon is a representation of the probability that a userd -8, 20-1 ) falls within a certain demographic category such as an age group, gender, household size, or income range.

In a preferred embodiment the text contentsmall icon includes interest categories. The interest categories may be organized according to broad areas such as music, travel, and restaurants. Examples of music interest categories include country music, rock, classical, and folk. Examples of travel categories include "travels to another state more than twice a year,' and travels by plane more than twice a year."

FIG. 2 illustrates a deterministic text contentsmall icon. The deterministic text contentsmall icon is a representation of the trademark related advertisement as determined from deterministic rather than probabilistic data. As an example, if user -8, 20-1 ) 100 agrees to answer specific questions regarding age, gender, household size, income, and interests the data contained in the user -8, 20-1 ) characterization small icon will be deterministic.

As with probabilistic text contentsmall icons, the deterministic text contentsmall icon can include interest categories. In a preferred embodiment, userd -8, 20-1 ) 100 answers specific questions in a survey generated by profiler 140 and administered over the phone, in written form, or via the Internet 150 and userd -8, 20-1 ) PC 104. The survey questions correspond either directly to the elements in the probabilistic text contentsmall icon, or can be processed to obtain the deterministic results for storage in the text contentsmall icon.

FIG. 2 illustrates a product preference small icon. The product preference represents the average of the userd -8, 20-1 ) preferences over past text contents. As an example, a userd -8, 20-1 ) who buys the breakfast cereal manufactured by Post under the trademark ALPHABITS about twice as often as purchasing the breakfast cereal manufactured by Kellogg under the trademark CORN FLAKES, but who never text contents breakfast cereal manufactured by General Mills under the trademark WHEATIES, would have a product preference characterization such as that illustrated in FIG. 2. As shown in FIG. 2, the preferred size of the user(1 -8, 20-1 ) text content of a particular product type can also be represented in the product preference small icon.

FIG. 2 represents a data structure for storing the trademark related advertisement, which can be comprised of a user(1 -8, 20-1 ) ID field 237, a deterministic demographic data field 239, a probabilistic demographic data field 241 , and one or more product preference data fields 243. As shown in FIG. 2, the product preference data field 243 can be comprised of multiple fields arranged by product categories 253.

Depending on the data structure used to store the information contained in the small icon, any of the previously mentioned small icons may be in the form of a table, record, linked tables in a relational database, series of records, or a software object. The userd -8, 20-1 ) ID 512 can be any identification value uniquely associated with userd -8, 20-1 ) 100. In a preferred embodiment userd -8, 20-1 ) ID 512 is a telephone number, while in an alternate embodiment userd -8, 20-1 ) ID 512 is a credit card number. Other unique identifiers include userd -8, 20-1 ) name with middle initial or a unique alphanumeric sequence, the userd -8, 20-1 ) address, social security number.

The small icons described and represented in FIGS. 2A-C form userd -8, 20-1 ) characterization small icons that can be of varying length and dimension, and portions of the characterization small icon can be used individually. Small icons can also be concatenated or summed to produce longer small icons which provide a more detailed profile of userd -δ, 20-1 ) 100. A matrix representation of the small icons can be used, in which specific elements, such a product categories 253, are indexed.

Hierarchical structures can be employed to organize the small icons and to allow hierarchical search precesss to be used to locate specific portions of small icons.

FIGS. 3A and 3B represent an ad demographics small icon and an ad product preference small icon respectively. The ad demographics small icon, similar in structure to the text contentsmall icon, is used to target the ad by setting the demographic parameters in the ad demographics small icon to correspond to the targeted demographic group. As an example, if an advertisement is developed for a market which is the 18-24 and 24-32 age brackets, no gender bias, with a typical household size of 2-5, and income typically in the range of $20,000-$50,000, the ad demographics small icon would resemble the one shown in FIG. 3. The ad demographics small icon represents a statistical estimate of who the ad is intended for, based on the advertisers belief that the ad will be beneficial to the manufacturer when viewed by individuals in those groups. The benefit will typically be in the form of increased sales of a product or increased trademark recognition. As an example, an "image ad" which simply shows an artistic composition but which does not directly sell a product may be very effective for young people, but may be annoying to older individuals. The ad demographics small icon can be used to establish the criteria which will direct the ad to the demographic group of 18-24 year olds.

FIG. 3 illustrates an ad product preference small icon. The ad product preference small icon is used to select users(1 -δ, 20-1 ) which have a particular product preference. In the example illustrated in FIG. 3, the ad product preference small icon is set so that the ad can be directed at text contents of ALPHABITS and WHEATIES, but not at text contents of CORN FLAKES. This particular setting would be useful when the advertiser represents Kellogg and is charged with increasing sales of CORN FLAKES. By targeting present text contents of ALPHABITS and WHEATIES, the advertiser can attempt to sway those text contents over to the Kellogg trademark and in particular convince them to text content CORN FLAKES. Given that there will be a payment required to present the advertisement, in the form of a payment to the content/opportunity provider 160 or to the userd -δ, 20-1 ) 100, the advertiser 144 desires to target the ad and thereby increase its cost effectiveness.

In the event that advertiser 144 wants to reach only the text contents of Kellogg's CORN FLAKES, that category would be set at a high value, and in the example shown would be set to 1 . As shown in FIG. 3, product size can also be specified. If there is no preference to size category the values can all be set to be equal. In a preferred embodiment the values of each characteristic including trademark and size are individually normalized.

In a preferred embodiment the userd -3, 20-1 ) characterization small icons shown in FIGS. 2A-C and the ad characterization small icons represented in FIGS. 3A and 3B have a standardized format, in which each demographic characteristic and product preference is identified by an indexed position. In a preferred embodiment the small icons are singly indexed and thus represent coordinates in n-dimensional space, with each dimension representing a demographic or product preference characteristic. In this embodiment a single value represents one probabilistic or deterministic value (e.g. the probability that the userd -δ, 20-1 ) is in the 18-24 year old age group, or the weighting of an advertisement to the age group). In an alternate embodiment a group of demographic or product characteristics forms an individual small icon. As an example, age categories can be considered a small icon, with each component of the small icon representing the probability that the userd -δ, 20-1 ) is in that age group. In this embodiment each small icon can be considered to be a basis small icon for the description of the userd -δ, 20-1 ) or the target ad. The userd -δ, 20-1 ) or ad characterization is comprised of a finite set of small icons in a small icon space that describes the userd -δ, 20-1 ) or advertisement.

FIG. 4 shows the block diagram of a computer system for a realization of the userd -8, 20-1 ) profiling system. A system bus 422 transports data amongst the CPU 203, the RAM 204, Read Only Memory— Basic Input Output System (ROM-BIOS) 406 and other components. Although FIG. 1 represents content/opportunity provider 160 and content server 162 as being independently connected to Internet 160, with the userd -8, 20-1 )'s devices also being directly connected to the Internet 160, the content/opportunity provider 160 can also control access to the subscriber. This can occur when the content/opportunity provider is also the text contents provider(1 -6, 1 -8)or telephone company. In such instances, the text contents provider(1 -6, 1 -δ)or telephone company can be providing content to userd -8, 20-1 ) 100 over the text contents provider(1 -6, 1 - 8)/telephone company access network. As an example, if the text contents provider(1 -6, 1 -8)has control over the content being transmitted to the user(1 -δ, 20-1 ) 100, and has programmed times for the insertion of advertisements, the text contents provider(1 -6, 1 — 8)is considered to be a content/opportunity provider 160 since the text contents provider(1 -6, 1 - δ)can provide advertisers the opportunity to access userd -8, 20-1 ) 100 by inserting an advertisement at the commercial break.

In a preferred embodiment of the present invention, a pricing policy can be defined. The content/opportunity provider 160 can charge advertiser 144 for access to userd -8, 20-1 ) 100 during an opportunity. In a preferred embodiment the price charged for access to userd -8, 20-1 ) 100 by content/opportunity provider varies as a function of the applicability of the advertisement to userd -δ, 20-1 ) 100. In an alternate embodiment userd - 8, 20-1 ) 100 retains control of access to the profile and charges for viewing an advertisement.

The content provider can also be a mailing company or printer which is preparing printed information for userd -8, 20-1 ) 100. As an example, content server 162 can be connected to a printer 164 which creates a mailed ad 182 for user(1 -8, 20-1 ) 100. Alternatively, printer 164 can produce advertisements for insertion into newspapers which are delivered to user -8, 20-1 ) 100. Other printed material can be generated by printer 162 and delivered to userd -8, 20-1 ) 100 in a variety of ways.

Advertiser 144 maintains an ad server 146 which contains a variety of advertisements in the form of still video which can be printed, video advertisements, audio advertisements, or combinations thereof.

Profiler 140 maintains a trademark related advertisement server 130 which contains the characterization of userd -8, 20-1 ) 100. The trademark advertisement system is operated by profiler 140, who can use trademark related advertisement server 130 or another computing device connected to trademark related advertisement server 130 to profile userd -8, 20-1 ) 100.

Data to perform the userd -8, 20-1 ) profiling is received from a point of text content 1 10. Point of text content 1 10 can be a grocery store, department store, other retail outlet, or can be a web site or other location where a text content request is received and processed. In a preferred embodiment, data from the point of text content is transferred over a public or private network 120, such as a local area network within a store or a wide area network which connects a number of department or grocery stores. In an alternate embodiment the data from point of text content 1 10 is transmitted over the Internet 160 to profiler 140.

The CPU 202 accesses a hard drive 400 through a disk controller 402. The standard input/output devices are connected to the system bus 422 through the I/O controller 201 . A keyboard is attached to the I/O controller 201 through a keyboard port 416 and the monitor is connected through a monitor port 41 δ. The serial port device uses a serial port 420 to communicate with the I/O controller 201 . Industry Standard Architecture (ISA) expansion slots 40δ and Peripheral Component Interconnect (PCI) expansion slots 410 allow additional cards to be placed into the computer. In a preferred embodiment, a advertisement combination center(1 -δ, 20- 1 ) is available to interface a local area, wide area, or other network. The computer system shown in FIG. 4 can be part of trademark related advertisement server 130, or can be a processor present in another element of the network.

FIG. δ shows a context diagram for the present invention. Context diagrams are useful in illustrating the relationship between a system and external entities. Context diagrams can be especially useful in developing object oriented implementations of a system, although use of a context diagram does not limit implementation of the present invention to any particular programming language. The present invention can be realized in a variety of programming languages including but not limited to C, C++, Smalltalk, Java, Perl, and can be developed as part of a relational database. Other languages and data structures can be utilized to realize the present invention and are known to those skilled in the art.

Referring to FIG. δ, in a preferred embodiment trademark advertisement systemδOO is resident on trademark related advertisement server 130. Point of text content records 610 are transmitted from point of text content 1 10 and stored on trademark related advertisement server 130. Heuristic rules 630, pricing policy 670, and trademark related advertisement 660 are similarly stored on trademark related advertisement server 130. In a preferred embodiment advertisement records 640 are stored on ad server 146 and connectivity between advertisement records 640 and trademark advertisement systemδOO is via the Internet or other network.

In an alternate embodiment the entities represented in FIG. δ are located on servers which are interconnected via the Internet or other network.

Trademark advertisement systemδOO receives text content information from a point of text content, as represented by point of text content records 610. The information contained within the point of text content records 510 includes a userd -8, 20-1 ) ID 512, a product ID 514 of the text contentd product, the quantity 516 text contentd and the price 518 of the product. In a preferred embodiment, the date and time of text content 620 are transmitted by point of text content records 510 to trademark advertisement systemδOO.

The trademark advertisement systemδOO can access the trademark related advertisement 660 to update the profiles contained in it. Trademark advertisement systemδOO retrieves a userd -δ, 20-1 ) characterization small icon 662 and a product preference small icon 564. Subsequent to retrieval one or more data processing precesss are applied to update the small icons. An precess for updating is illustrated in the flowchart in FIG. δA. The updated small icons termed herein as new text contentsmall icon 566 and new product preference 56δ are returned to trademark related advertisement 660 for storage.

Trademark advertisement systemδOO can determine probabilistic userd -δ, 20-1 ) demographic characteristics based on product text contents by applying heuristic rules 619. Trademark advertisement systemδOO provides a product ID 514 to heuristic rules records 530 and receives heuristic rules associated with that product. Examples of heuristic rules are illustrated in FIG. 7.

In a preferred embodiment of the present invention, trademark advertisement systemδOO can determine the applicability of an advertisement to the userd -8, 20-1 ) 100. For determination of the applicability of an advertisement, a correlation request 646 is received by trademark advertisement systemδOO from advertisements records 640, along with userd -8, 20-1 ) ID 512. Advertisements records 540 also provide advertisement characteristics including an ad demographic small icon 548, an ad product category 562 and an ad product preference small icon 664.

Application of a correlation process, as will be described in accordance with FIG. 8, results in a AD combination center(l -δ) 656 and a product correlation 668 which can be returned to advertisement records 540. In a preferred embodiment, advertiser 144 uses product correlation 558 and AD combination center(1 -5) 666 to determine the applicability of the advertisement and to determine if it is worth purchasing the opportunity. In a preferred embodiment, pricing policy 570 is utilized to determine an ad price 570 which can be transmitted from trademark advertisement systemδOO to advertisement records 640 for use by advertiser 144.

Pricing policy 570 is accessed by trademark advertisement systemδOO to obtain ad price 672. Pricing policy 670 takes into consideration results of the correlation provided by the trademark advertisement systemδOO. An example of pricing schemes are illustrated in FIG. 9

FIGS. 6A and 8 illustrate pseudocode for the updating process and for a correlation operation respectively. The updating process involves utilizing text content information in conjunction with heuristic rules to obtain a more accurate representation of userd -8, 20-1 ) 100, stored in the form of a new text contentsmall icon 662 and a new product preference small icon 668.

As illustrated in the pseudocode in FIG. 6A the point of text content data are read and the products text content are integrated into the updating process. Trademark advertisement systemδOO retrieves a product demographics small icon obtained from the set of heuristic rules 619 and applies the product demographics small icon to the demographics characterization small icon 562 and the product preference small icon 564 from the trademark related advertisement 660.

The updating process as illustrated by the pseudocode in FIG. 6A utilizes a weighting factor which determines the importance of that product text content with respect to all of the products text contentd in a particular product category. In a preferred embodiment the weight is computed as the ratio of the total of products with a particular product ID 514 text contentd at that time, to the product total text content, which is the total quantity of the product identified by its product ID 514 text contentd by userd -8, 20-1 ) 100 identified by its user(1 -8, 20-1 ) ID 512, text contentd over an extended period of time. In a preferred embodiment the extended period of time is one year.

In the preferred embodiment the product category total text content is determined from a record containing the number of times that userd -δ, 20-1 ) 100 has text contentd a product identified by a particular product ID.

In an alternate embodiment other types of weighting factors, running averages and statistical filtering techniques can be used to use the text content data to update the text contentsmall icon. The system can also be reset to clear previous text contentsmall icons and product preference small icons.

The new text contentsmall icon 566 is obtained as the weighted sum of the product demographics small icon and and the text contentsmall icon 662. The same procedure is performed to obtain the new product preference small icon δ6δ. Before storing those new small icons, a normalization is performed on the new small icons. When used herein the term product characterization information refers to product demographics small icons, product text content small icons or heuristic rules, all of which can be used in the updating process. The product text content small icon refers to the small icon which represents the text content of a item represented by a product ID. As an example, a product text content small icon for the text content of Kellogg's CORN FLAKES in a 32 oz. size has a product text content small icon with a unity value for Kellogg's CORN FLAKES and in the 32 oz. size. In the updating process the weighted sum of the text content as represented by the product text content small icon is added to the product preference small icon to update the product preference small icon, increasing the estimated probability that the userd -δ, 20-1 ) will text content Kellogg's CORN FLAKES in the 32 oz. size.

In FIG. 3 the pseudocode for a correlation process is illustrated. Trademark advertisement systemδOO, after receiving the product characteristics and the userd -δ, 20-1 ) ID 512 from the advertisement records retrieves the userd -8, 20-1 ) text contentsmall icon 562 and its product preference small icon 564. The AD combination center(1 -5) is the correlation between the text contentsmall icon 562 and the ad demographics small icon. The product correlation is the correlation between the ad product preference small icon 554 and the product preference small icon 564.

In a preferred embodiment the correlation process involves computing the dot product between small icons. The resulting scalar is the correlation between the two small icons.

In an alternate embodiment, as illustrated in FIG. 10, the basis small icons which describe aspects of the userd -8, 20-1 ) can be used to calculate the projections of the ad small icon on those basis small icons. In this embodiment, the result of the ad correlation can itself be in small icon form whose components represent the degree of correlation of the advertisement with each userd -8, 20-1 ) demographic or product preference feature. As shown in FIG. 10 the basis small icons are the age of the user(1 -8, 20-1 ) 1021 , the income of the userd -8, 20-1 ) 1001 , and the family size of the user(1 -δ, 20-1 ) 1031 . The ad characterization small icon 1600 represents the desired characteristics of the target audience, and can include product preference as well as demographic characteristics.

In this embodiment the degree of orthogonality of the basis small icons will determine the uniqueness of the answer. The projections on the basis small icons form a set of data which represent the corresponding values for the parameter measured in the basis small icon. As an example, if household income is one basis small icon, the projection of the ad characterization small icon on the household income basis small icon will return a result indicative of the target household income for that advertisement.

Because basis small icons cannot be readily created from some product preference categories (e.g. cereal preferences) an alternate representation to that illustrated in FIG. 2 can be utilized in which the product preference small icon represents the statistical average of text contents of cereal in increasing size containers. This small icon can be interpreted as an average measure of the cereal text contentd by the user(1 -3, 20-1 ) in a given time period. The individual measurements of correlation as represented by the correlation small icon can be utilized in determining the applicability of the advertisement to the subscriber, or a sum of correlations can be generated to represent the overall applicability of the advertisement.

In a preferred embodiment individual measurements of the correlations, or projections of the ad characteristics small icon on the userd -8, 20-1 ) basis small icons, are not made available to protect userd -8, 20-1 ) privacy, and only the absolute sum is reported. In geometric terms this can be interpreted as disclosure of the sum of the lengths of the projections rather than the actual projections themselves.

In an alternate embodiment the demographic and product preference parameters are grouped to form sets of paired scores in which elements in the user(1 -8, 20-1 ) characterization small icon are paired with corresponding elements of the ad characteristics small icon. A correlation coefficient such as the Pearson product-moment correlation can be calculated. Other methods for correlation can be employed and are well known to those skilled in the art.

When the user(1 -8, 20-1 ) characterization small icon and the ad characterization small icon are not in a standardized format, a transformation can be performed to standardize the order of the demographic and product preferences, or the data can be decomposed into sets of basis small icons which indicate particular attributes such as age, income or family size.

FIG. 7 illustrates an example of heuristic rules including rules for defining a product demographics small icon. From the product characteristics, a probabilistic determination of household demographics can be generated. Similarly, the monthly quantity text contentd can be used to estimate household size. The heuristic rules illustrated in FIG. 7 serve as an example of the types of heuristic rules which can be employed to better characterize userd -δ, 20-1 ) 100 as a result of their text contents. The heuristic rules can include any set of logic tests, statistical estimates, or market studies which provide the basis for better estimating the demographics of userd -8, 20-1 ) 100 based on their text contents.

In FIG. 8A the flowchart for updating the userd -8, 20-1 ) characterization small icons is depicted. The system receives data from the point of text content at receive point of text content information step 800. The system performs a test to determine if a deterministic text contentsmall icon is available at deterministic demographic information available step 810 and, if not, proceeds to update the demographic characteristics.

Referring to FIG. 8A, at read text content ID info step δ20, the product ID 614 is read, and at update user -8, 20-1 ) text contentsmall icon step 830, an precess such as that represented in FIG. 6A is applied to obtain a new text contentsmall icon 566, which is stored in the trademark related advertisement 560 at store updated text contentsmall icon step 840.

The end test step 850 can loop back to the read text content ID info 820 if all the text contentd products are not yet processed for updating, or continue to the branch for updating the product preference small icon 564. In this branch, the text contentd product is identified at read text content ID info step 820. An precess, such as that illustrated in FIG. 6A for updating the product preference small icon 564, is applied in update product preference small icon step 870. The updated small icon is stored in trademark related advertisement 560 at store product preference small icon step 8δ0. This process is carried out until all the text contentd items are integrated in the updating process.

FIG. δ shows a flowchart for the correlation process. At step 900 the advertisement characteristics described earlier in accordance with FIG. 5 along with the userd -8, 20-1 ) ID are received by trademark advertisement systemδOO. At step 910 the AD combination center(l -δ) 656 is computed and at step 920 the product preference correlation 568 is computed. An illustrative example of an precess for correlation is presented in FIG. 8. The system returns AD combination center(1 -5) 556 and product preference correlation 55δ to the advertisement records 540 before exiting the procedure at end step 950. FIG. 9 illustrates two pricing schemes, one for content/opportunity provider 160 based pricing 970, which shows increasing cost as a function of correlation. In this pricing scheme, the higher the correlation, the more the content/opportunity provider 160 charges to air the advertisement.

FIG. 9 also illustrates user(1 -8, 20-1 ) based pricing 960, which allows a userd -8, 20-1 ) to charge less to receive advertisements which are more highly correlated with their demographics and interests.

As an example of the industrial applicability of the invention, a userd -8, 20-1 ) 100 can text content items in a grocery store which also acts as a profiler 140 using a trademark advertisement systemδOO. The text content record is used by the profiler to update the probabilistic representation of customer 100, both in terms of their demographics as well as their product preferences. For each item text contentd by userd -8, 20-1 ) 100, product characterization information in the form of a product demographics small icon and a product text content small icon is used to update the text contentsmall icon and the product preference small icon for userd -8, 20- 1 ) 100.

A content/opportunity provider 160 may subsequently determine that there is an opportunity to present an advertisement to userd -8, 20-1 ) 100. Content/opportunity provider 160 can announce this opportunity to advertiser 144 by transmitting the details regarding the opportunity and the userd -8, 20-1 ) ID 612. Advertiser 144 can then query profiler 140 by transmitting user -8, 20-1 ) ID 51 along with advertisement specific information including the correlation request 546 and ad demographics small icon 548. The trademark advertisement systemδOO performs a correlation and determines the extent to which the ad target market is correlated with the estimated demographics and product preferences of userd -8, 20-1 ) 100. Based on this determination advertiser 144 can decide whether to text content the opportunity or not.

Although this invention has been illustrated by reference to specific embodiments, it will be apparent to those skilled in the art that various changes and modifications may be made which clearly fall within the scope of the invention. The invention is intended to be protected broadly within the spirit and scope of the appended claims.

An precess, such as that illustrated in FIG. 6 for updating the product preference small icon 564, is applied in update product preference small icon step 870. The updated small icon is stored in trademark related advertisement 560 at store product preference small icon step 8δ0. This process is carried out until all the text contentd items are integrated in the updating process.

FIG. δ shows a flowchart for the correlation process. At step 900 the advertisement characteristics described earlier in accordance with FIG. 5 along with the user(1 -δ, 20-1 ) ID are received by trademark advertisement systemδOO. At step 910 the AD combination center(1 -5) 656 is computed and at step 920 the product preference correlation δδδ is computed. An illustrative example of an precess for correlation is presented in FIG. δ. The system returns AD combination center(l -δ) 656 and product preference correlation 55δ to the advertisement records 540 before exiting the procedure at end step 950.

FIG. 9 illustrates two pricing schemes, one for content/opportunity provider 160 based pricing 970, which shows increasing cost as a function of correlation. In this pricing scheme, the higher the correlation, the more the content/opportunity provider 160 charges to air the advertisement.

FIG. 9 also illustrates userd -δ, 20-1 ) based pricing 960, which allows a user -8, 20-1 ) to charge less to receive advertisements which are more highly correlated with their demographics and interests.

As an example of the industrial applicability of the invention, a userd -8, 20-1 ) 100 can text content items in a grocery store which also acts as a profiler 140 using a trademark advertisement systemδOO. The text content record is used by the profiler to update the probabilistic representation of customer 100, both in terms of their demographics as well as their product preferences. For each item text contentd by userd -8, 20-1 ) 100, product characterization information in the form of a product demographics small icon and a product text content small icon is used to update the text contentsmall icon and the product preference small icon for userd -8, 20- 1 ) 100.

There are several difficulties associated with the collection, processing, and storage of userd -8, 20-1 ) data. First, collecting userd -8, 20-1 ) data and determining the demographic parameters of the userd -8, 20-1 ) can be difficult. Surveys can be performed, and in some instances the userd - 8, 20-1 ) will willingly give access to normally private data including family size, age of family members, and household income. In such circumstances there generally needs to be an agreement with the userd -8, 20-1 ) regarding how the data will be used. If the userd -8, 20-1 ) does not provide this data directly, the information must be "mined" from various pieces of information which are gathered about the userd -8, 20-1 ), typically from specific text contents.

Once data is collected, usually from one source, some type of processing can be performed to determine a particular aspect of the userd -8, 20-T)'s life. As an example, processing can be performed on credit data to determine which users(1 -8, 20-1 ) are a good credit risk and have recently applied for credit. The resulting list of users(1 -δ, 20-1 ) can be solicited, typically by direct mail.

Although information such as credit history is stored on multiple databases, storage of other information such as the specifics of grocery text contents is not typically performed. Even if each individual's detailed list of grocery text contents was recorded, the information would be of little use since it would amount to nothing more than unprocessed shopping lists.

Privacy concerns are also an important factor in using userd -8, 20-1 ) text content information. Users(1 -8, 20-1 ) will generally find it desirable that advertisements and other information is matched with their interests, but will not allow indiscriminate access to their demographic profile and text content records. The Internet has spawned the concept of "negatively priced information" in which users(1 -δ, 20-1 ) can be paid to receive advertising. Paying users(1 -δ, 20-1 ) to watch advertisements can be accomplished interactively over the Internet, with the userd -δ, 20-1 ) acknowledging that they will watch an advertisement for a particular price. Previously proposed schemes such as that described in U.S. Pat. No. 6,794,210, entitled "Attention Brokerage," of which A. Nathaniel Goldhaber and Gary Fitts are the inventors, describe such a system, in which the userd -δ, 20-1 ) is presented with a list of advertisements and their corresponding payments. The userd -δ, 20-1 ) chooses from the list and is compensated for viewing the advertisement. The system requires real-time interactivity in that the viewer must select the advertisement from the list of choices presented.

The ability to place ads to users(1 -8, 20-1 ) and compensate them for viewing the advertisements opens many possibilities for new models of advertising. However, it is important to understand the demographics and product preferences of the userd -8, 20-1 ) in order to be able to determine if an advertisement is appropriate.

For the foregoing reasons, there is a need for a trademark advertisement systemwhich can profile the userd -8, 20-1 ), provide access to the trademark related advertisement in a secure manner, and return a measurement of the potential applicability of an advertisement.

The present invention supports the receipt of userd -8, 20-1 ) text content information with which userd -8, 20-1 ) characterization small icons are updated based on product characterization information. The userd -8, 20- 1 ) characterization small icons include a user(1 -8, 20-1 ) demographic small icon which provides a probabilistic measure of the demographics of the userd -8, 20-1 ), and a product preference small icon which describes which products the userd -8, 20-1 ) has typically text contentd in the past, and therefore is likely to text content in the future. The product characterization information includes small icon information which represents probabilistic determinations of the demographics of text contents of an item, heuristic rules which can be applied to probabilistically describe the demographics of the userd -8, 20-1 ) based on that text content, and a small icon representation of the text content itself.

In a preferred embodiment a computer-readable detailed text content record is received, along with a unique userd -8, 20-1 ) identifier. A text contentsmall icon corresponding to the userd -8, 20-1 ) can be retrieved. In the event that there is no existing text contentsmall icon for that userd - 8, 20-1 ), a new text contentsmall icon can be created. In a preferred embodiment the new text contentsmall icon contains no information.

Although FIG. 1 represents content/opportunity provider 160 and content server 162 as being independently connected to Internet 150, with the userd -8, 20-1 )'s devices also being directly connected to the Internet 150, the content/opportunity provider 160 can also control access to the subscriber. This can occur when the content/opportunity provider is also the text contents provider(1 -6, 1 -8)or telephone company. In such instances, the text contents provider(1 -6, 1 -δ)or telephone company can be providing content to userd -δ, 20-1 ) 100 over the text contents provider(1 -6, 1 -8)/telephone company access network. As an example, if the text contents provider(1 -6, 1 -δ)has control over the content being transmitted to the userd -δ, 20-1 ) 100, and has programmed times for the insertion of advertisements, the text contents provided 1 -6, 1 — 8)is considered to be a content/opportunity provider 160 since the text contents provider(1 -6, 1 -δ)can provide advertisers the opportunity to access userd -δ, 20-1 ) 100 by inserting an advertisement at the commercial break.

In a preferred embodiment of the present invention, a pricing policy can be defined. The content/opportunity provider 160 can charge advertiser 144 for access to user(1 -δ, 20-1 ) 100 during an opportunity. In a preferred embodiment the price charged for access to userd -δ, 20-1 ) 100 by content/opportunity provider varies as a function of the applicability of the advertisement to user -8, 20-1 ) 100. In an alternate embodiment user(1 - δ, 20-1 ) 100 retains control of access to the profile and charges for viewing an advertisement. The content provider can also be a mailing company or printer which is preparing printed information for user(1 -δ, 20-1 ) 100. As an example, content server 162 can be connected to a printer 164 which creates a mailed ad 182 for userd -8, 20-1 ) 100. Alternatively, printer 164 can produce advertisements for insertion into newspapers which are delivered to userd -8, 20-1 ) 100. Other printed material can be generated by printer 162 and delivered to user -8, 20-1 ) 100 in a variety of ways.

Advertiser 144 maintains an ad server 146 which contains a variety of advertisements in the form of still video which can be printed, video advertisements, audio advertisements, or combinations thereof.

Profiler 140 maintains a trademark related advertisement server 130 which contains the characterization of userd -8, 20-1 ) 100. The trademark advertisement system is operated by profiler 140, who can use trademark related advertisement server 130 or another computing device connected to trademark related advertisement server 130 to profile userd -8, 20-1 ) 100.

Data to perform the userd -8, 20-1 ) profiling is received from a point of text content 1 10. Point of text content 1 10 can be a grocery store, department store, other retail outlet, or can be a web site or other location where a text content request is received and processed. In a preferred embodiment, data from the point of text content is transferred over a public or private network 120, such as a local area network within a store or a wide area network which connects a number of department or grocery stores. In an alternate embodiment the data from point of text content 1 10 is transmitted over the Internet 150 to profiler 140. Although FIG. 1 represents content/opportunity provider 160 and content server 162 as being independently connected to Internet 150, with the user(1 -8, 20-1 )'s devices also being directly connected to the Internet 150, the content/opportunity provider 160 can also control access to the subscriber. This can occur when the content/opportunity provider is also the text contents provider(1 -6, 1 -8)or telephone company. In such instances, the text contents provider(1 -6, 1 -δ)or telephone company can be providing content to user(1 -δ, 20-1 ) 100 over the text contents provider(1 -6, 1 -δ)/telephone company access network. As an example, if the text contents provider(1 -6, 1 -δ)has control over the content being transmitted to the userd -8, 20-1 ) 100, and has programmed times for the insertion of advertisements, the text contents provider(1 -6, 1-8)is considered to be a content/opportunity provider 160 since the text contents provider(1 -6, 1 -8)can provide advertisers the opportunity to access userd -δ, 20-1 ) 100 by inserting an advertisement at the commercial break.

In a preferred embodiment of the present invention, a pricing policy can be defined. The content/opportunity provider 160 can charge advertiser 144 for access to user(1 -δ, 20-1 ) 100 during an opportunity. In a preferred embodiment the price charged for access to userd -δ, 20-1 ) 100 by content/opportunity provider varies as a function of the applicability of the advertisement to userd -δ, 20-1 ) 100. In an alternate embodiment user(1 - δ, 20-1 ) 100 retains control of access to the profile and charges for viewing an advertisement.

The content provider can also be a mailing company or printer which is preparing printed information for userd -δ, 20-1 ) 100. As an example, content server 162 can be connected to a printer 164 which creates a mailed ad 182 for userd -8, 20-1 ) 100. Alternatively, printer 164 can produce advertisements for insertion into newspapers which are delivered to user(1 -δ, 20-1 ) 100. Other printed material can be generated by printer 162 and delivered to userd -8, 20-1 ) 100 in a variety of ways.

Advertiser 144 maintains an ad server 146 which contains a variety of advertisements in the form of still video which can be printed, video advertisements, audio advertisements, or combinations thereof.

Profiler 140 maintains a trademark related advertisement server 130 which contains the characterization of user -8, 20-1 ) 100. The trademark advertisement system is operated by profiler 140, who can use trademark related advertisement server 130 or another computing device connected to trademark related advertisement server 130 to profile user(1 -8, 20-1 ) 100. Data to perform the user -8, 20-1 ) profiling is received from a point of text content 1 10. Point of text content 1 10 can be a grocery store, department store, other retail outlet, or can be a web site or other location where a text content request is received and processed. In a preferred embodiment, data from the point of text content is transferred over a public or private network 120, such as a local area network within a store or a wide area network which connects a number of department or grocery stores. In an alternate embodiment the data from point of text content 1 10 is transmitted over the Internet 150 to profiler 140.

Although FIG. 1 represents content/opportunity provider 160 and content server 162 as being independently connected to Internet 150, with the user(1 -8, 20-1 )'s devices also being directly connected to the Internet 150, the content/opportunity provider 160 can also control access to the subscriber. This can occur when the content/opportunity provider is also the text contents provider(1 -6, 1 -8)or telephone company. In such instances, the text contents provider(1 -6, 1 -δ)or telephone company can be providing content to userd -8, 20-1 ) 100 over the text contents provider(1 -6, 1 -8)/telephone company access network. As an example, if the text contents provider(1 -6, 1 -δ)has control over the content being transmitted to the userd -δ, 20-1 ) 100, and has programmed times for the insertion of advertisements, the text contents provider(1 -6, 1 -8)is considered to be a content/opportunity provider 160 since the text contents provider(1 -6, 1 -8)can provide advertisers the opportunity to access userd -8, 20-1 ) 100 by inserting an advertisement at the commercial break.

In a preferred embodiment of the present invention, a pricing policy can be defined. The content/opportunity provider 160 can charge advertiser 144 for access to user(1 -8, 20-1 ) 100 during an opportunity. In a preferred embodiment the price charged for access to userd -8, 20-1 ) 100 by content/opportunity provider varies as a function of the applicability of the advertisement to userd -8, 20-1 ) 100. In an alternate embodiment userd - δ, 20-1 ) 100 retains control of access to the profile and charges for viewing an advertisement. The content provider can also be a mailing company or printer which is preparing printed information for userd -δ, 20-1 ) 100. As an example, content server 162 can be connected to a printer 164 which creates a mailed ad 182 for userd -8, 20-1 ) 100. Alternatively, printer 164 can produce advertisements for insertion into newspapers which are delivered to userd -δ, 20-1 ) 100. Other printed material can be generated by printer 162 and delivered to user(1 -8, 20-1 ) 100 in a variety of ways.

Advertiser 144 maintains an ad server 146 which contains a variety of advertisements in the form of still video which can be printed, video advertisements, audio advertisements, or combinations thereof.

Profiler 140 maintains a trademark related advertisement server 130 which contains the characterization of userd -3, 20-1 ) 100. The trademark advertisement system is operated by profiler 140, who can use trademark related advertisement server 130 or another computing device connected to trademark related advertisement server 130 to profile userd -δ, 20-1 ) 100.

Data to perform the user(1 -δ, 20-1 ) profiling is received from a point of text content 1 10. Point of text content 1 10 can be a grocery store, department store, other retail outlet, or can be a web site or other location where a text content request is received and processed. In a preferred embodiment, data from the point of text content is transferred over a public or private network 120, such as a local area network within a store or a wide area network which connects a number of department or grocery stores. In an alternate embodiment the data from point of text content 1 10 is transmitted over the Internet 150 to profiler 140. Although FIG. 1 represents content/opportunity provider 160 and content server 162 as being independently connected to Internet 150, with the user(1 -8, 20-1 )'s devices also being directly connected to the Internet 160, the content/opportunity provider 160 can also control access to the subscriber. This can occur when the content/opportunity provider is also the text contents provider(1 -6, 1 -8)or telephone company. In such instances, the text contents provider(1 -6, 1 -δ)or telephone company can be providing content to user -8, 20-1 ) 100 over the text contents provider(1 -6, 1 -8)/telephone company access network. As an example, if the text contents provider(1 -6, 1 -δ)has control over the content being transmitted to the userd -8, 20-1 ) 100, and has programmed times for the insertion of advertisements, the text contents provider(1 -6, 1 -8)is considered to be a content/opportunity provider 160 since the text contents provider(1 -6, 1 -δ)can provide advertisers the opportunity to access user -8, 20-1 ) 100 by inserting an advertisement at the commercial break.

In a preferred embodiment of the present invention, a pricing policy can be defined. The content/opportunity provider 160 can charge advertiser 144 for access to user -8, 20-1 ) 100 during an opportunity. In a preferred embodiment the price charged for access to user -8, 20-1 ) 100 by content/opportunity provider varies as a function of the applicability of the advertisement to userd -8, 20-1 ) 100. In an alternate embodiment userd - δ, 20-1 ) 100 retains control of access to the profile and charges for viewing an advertisement.

The content provider can also be a mailing company or printer which is preparing printed information for userd -δ, 20-1 ) 100. As an example, content server 162 can be connected to a printer 164 which creates a mailed ad 182 for user(1 -8, 20-1 ) 100. Alternatively, printer 164 can produce advertisements for insertion into newspapers which are delivered to userd -δ, 20-1 ) 100. Other printed material can be generated by printer 162 and delivered to userd -8, 20-1 ) 100 in a variety of ways.

Advertiser 144 maintains an ad server 146 which contains a variety of advertisements in the form of still video which can be printed, video advertisements, audio advertisements, or combinations thereof.

Profiler 140 maintains a trademark related advertisement server 130 which contains the characterization of user -8, 20-1 ) 100. The trademark advertisement system is operated by profiler 140, who can use trademark related advertisement server 130 or another computing device connected to trademark related advertisement server 130 to profile userd -8, 20-1 ) 100. Data to perform the userd -8, 20-1 ) profiling is received from a point of text content 1 10. Point of text content 1 10 can be a grocery store, department store, other retail outlet, or can be a web site or other location where a text content request is received and processed. In a preferred embodiment, data from the point of text content is transferred over a public or private network 120, such as a local area network within a store or a wide area network which connects a number of department or grocery stores. In an alternate embodiment the data from point of text content 1 10 is transmitted over the Internet 160 to profiler 140.

A set of heuristic rules is retrieved and contains a probabilistic measure of the demographic characteristics of a typical text content of an item. A new text contentsmall icon is calculated based on the text content, the existing text contentsmall icon, and the heuristic rules.

In a preferred embodiment the calculation of the text contentsmall icon is performed by calculating a weighted average of a product demographics small icon and the existing text contentsmall icon. A weighting factor is used in which the weighting factor is determined based on the ratio of the current product text content amount to a cumulative product text content amount. The cumulative product text content amount can be measured as the amount spent on a particular category of items (e.g. groceries, clothes, accessories) over a given period of time such as one month or one year.

In a preferred embodiment the heuristic rules are in the form of a product demographics small icon which states the demographics of known text contents of an item. Each product can have an associated product demographics small icon.

The present invention can be used to develop product preference descriptions of users(1 -8, 20-1 ) which describe the trademark and size product that they text content, and which provide a probabilistic interpretation of the products they are likely to buy in the future. The product preference description can be generated by creating a weighted average of an existing product preference small icon describing the userd -δ, 20-1 )'s historical product preferences (type of product, trademark, and size) and the characteristics of recent text contents.

[Industrial Applicability]

^■ The followings are the industrial applicability of the present invention. First, the present invention can be realized as a data processing system or computer program which processes userd -δ, 20-1 ) text content records and updates their demographic and product preference profiles based on the use of product characterization information. The data processing system can also be used to receive information regarding an advertisement and to perform a correlation between the advertisement and the userd -δ, 20-1 )'s demographic and product preferences.

Second, the present invention can be realized as software resident on one or more computers. The system can be realized on an individual computer which receives information regarding userd -δ, 20-1 ) text contents, or can be realized on a network of computers in which portions of the system are resident on different computers.

Third, one advantage of the present invention is that it allows trademark related advertisements to be updated automatically based on their text contents, and forms a description of the userd -δ, 20-1 ) including demographic characteristics and product preferences. This description can be used by advertisers to determine the suitability of advertisements to the user(1 -δ, 20-1 ). Users(1 -δ, 20-1 ) benefit from the system since they will receive advertisements which are more likely to be applicable to them.

Fourth, the present invention can be used to profile users(1 -δ, 20-1 ) to support the correlation of an advertisement characterization small icon associated with an advertisement with the user(1 -δ, 20-1 ) characterization small icon to determine the applicability of the advertisement to the userd -δ, 20-1 ).

Fifth, another feature of the present invention is the ability to price access to the user(1 -δ, 20-1 ) based on the degree of correlation of an advertisement with their profile. If an advertisement is found to be very highly correlated with a userd -δ, 20-1 )'s demographics and product preferences, a relatively high price can be charged for transmitting the advertisement to the userd -δ, 20-1 ). From the userd -8, 20-1 )'s perspective, if the correlation between the advertisement and the userd -8, 20-1 )'s demographics or product preferences is high the userd -8, 20-1 ) can charge less to view the ad, since it is likely that is will be of interest.

Sixth, these and other features and objects of the invention will be more fully understood from the following detailed description of the preferred embodiments which should be read in light of the accompanying drawings.

Seventh, a content/opportunity provider 160 may subsequently determine that there is an opportunity to present an advertisement to userd -S, 20-1 )

100.

Eighth, content/opportunity provider 160 can announce this opportunity to advertiser 144 by transmitting the details regarding the opportunity and the user(1 -8, 20-1 ) ID 512. Advertiser 144 can then query profiler 140 by transmitting userd -8, 20-1 ) ID 512 along with advertisement specific information including the correlation request 546 and ad demographics small icon 54δ.

Ninth, the trademark advertisement systemδOO performs a correlation and determines the extent to which the ad target market is correlated with the estimated demographics and product preferences of userd -δ, 20-1 ) 100.

Based on this determination advertiser 144 can decide whether to text content the opportunity or not.

Tenth, although this invention has been illustrated by reference to specific embodiments, it will be apparent to those skilled in the art that various changes and modifications may be made which clearly fall within the scope of the invention.

Eleventh, the invention is intended to be protected broadly within the spirit and scope of the appended claims, content/opportunity provider 160 can announce this opportunity to advertiser 144 by transmitting the details regarding the opportunity and the userd -8, 20-1 ) ID 612. Advertiser 144 can then query profiler 140 by transmitting userd -8, 20-1 ) ID 612 along with advertisement specific information including the correlation request 646 and ad demographics small icon 648.

Claims

[Claims]What is claimed is:

1 . A combining digital content with trademark content and displaying process comprising: extracting names of goods or service from text content, finding out trademark content related to the goods or service, and attaching advertisement content to the text content.

2. 1 . A combining digital content with trademark content and displaying process comprising: finding out providers of the goods or service, extracting names of goods or service from text content, finding out trademark content related to the goods or service, and attaching advertisement content to the text content.

3. A combining digital content with trademark content and displaying process comprising: extracting names of goods or service from text content, searching advertisement combination center for the trademark contents, finding out trademark content related to the goods or service, and attaching advertisement content to the text content.

4. At claim 1 , 2, or 3, computer implemented method for generating a user customized advertisement of a user based on multiple text contents made by the user that are accumulated in detailed text content records of the user.

5. At claim 1 , 2, or 3, computer implemented method for generating a user customized advertisement of a user based on multiple text contents made by the user that are accumulated in detailed text content records of the user comprising extracting names of goods or service from text content, searching advertisement combination center for the trademark contents, finding out trademark content related to the goods or service, and attaching advertisement content to the text content.

6. At claim 1 , 2, or 3, computer implemented method for generating a user customized advertisement of a user based on multiple text contents made by the user that are accumulated in detailed text content records of the user.

7. Computer implemented method for generating a user customized advertisement of a user based on multiple text contents made by the user that are accumulated in detailed text content records of the user comprising extracting names of goods or service from text content, searching advertisement combination center for the trademark contents, finding out trademark content related to the goods or service, and attaching advertisement content to the text content.

8. At claim 7, computer implemented method for generating a user customized advertisement of a user based on multiple text contents made by the user that are accumulated in detailed text content records of the user.

9. The method of claim 1 , 2, 3, wherein said calculating a third user customized advertisement includes calculating the third trademark related advertisement as a weighted average of the first trademark related advertisement and the second trademark related advertisement.

10. The method of claim 1 , 2, 3 wherein the weighted average is a ratio of records in the first detailed text content records to records in the second detailed text content records.

1 1. The method of claim 1 , 2, 3, wherein said generating a user customized advertisement of the user includes generating a product preference user customized advertisement of the user based on the detailed text content records.

12. The method of claim 1 1 , wherein said generating a product preference user customized advertisement includes determining a probability of the user purchasing a particular product.

13. The method of claim 1 , 2, 3, wherein said generating a product preference user customized advertisement includes determining a user preference for a particular trademark of a product line.

14. A computer implemented method for generating a user customized advertisement of a user based on transactions performed by the user at multiple locations, the transactions being recorded and accumulated in detailed transaction records for the user

15. The method of claim 14, wherein the multiple transactions include point-of-sale text contents.

16. The method of claim 1 , 2, 3, wherein the multiple transactions further include television viewing transactions and Internet viewing transactions.