WO2017190753A1

WO2017190753A1 - Using a mobile device to evaluate an effect of communication

Info

Publication number: WO2017190753A1
Application number: PCT/DK2017/050143
Authority: WO
Inventors: Kasper Bloch GEVALDIG; Esben ELMØE; Oleksandr PINSKER
Original assignee: Allunite A/S
Priority date: 2016-05-04
Filing date: 2017-05-04
Publication date: 2017-11-09
Also published as: WO2017190749A1; WO2017190750A1

Abstract

The present invention relates to a method of using a mobile device to evaluate an effect of communication. The method comprises: Logging a communication indication of a communication and storing the communication indication with an associated recipient related identifier in a communication log. Storing a recipient related identifier representation associated with the recipient related identifier on a mobile device. Receiving from the mobile device the recipient related identifier representation and a mobile device identifier. Associating the recipient related identifier with the mobile device identifier using the received recipient related identifier representation and storing the association in a user database. Providing a geolocalized stationary device at a geolocation and detecting entry of the mobile device into a detection range of the geolocalized stationary device. The detecting entry of the mobile device comprises acquiring a mobile device identifier of the mobile device, associating it with the geolocation to form a detection indication and storing the detection indication in a detection log. Correlating the detectionlog with the communication log using associations of mobile device identifiers and recipient related identifiers from the user database to provide a correlation result indicative of an effect of the communication.

Description

USING A MOBILE DEVICE TO EVALUATE AN EFFECT OF COMMUNICATION

Field of the invention

[0001] The present invention relates to evaluation of an effect of communication provided to recipients, in particular evaluation of effects in terms of physical action, for example to detect if or when a communication recipient enters a physical shop or other physical point of sale related to a recent banner ad or TV commercial.

Background of the invention

[0002] Advertising, including TV commercials, is a big business, and assessment of the actual effect on consumers of particular advertising efforts are therefore highly valuable to the advertisers. Conventional ways for a manufacturer, service provider or chain of shops to assess the effect of TV commercials include surveys and interviews among TV consumers and closely measuring sales before and after a TV commercial campaign has aired. Logging of internet advertising and effect on online shopping and use of other online services is highly developed and probably accurate, but again is relied on surveys and interviews to determine the effect on visits to physical shops. However, these are very loose and random measurements, which are hard to evaluate and derive factual information from, like whether consumers actually went to the shop, even though they indicated in a survey that they were amused by the commercial, etc., or whether consumers going to the shop actually watched the advertisement or were prompted by something else.

[0003] A technical and automated solution for use in relation so such assessment would be highly attractive and useful.

Summary of the invention

[0004] The inventors have identified the above-mentioned problems and challenges related to determining to what extent received communication affects which physical locations are visited, and subsequently made the below-described invention which may solve or improve a number of these challenges. In a particular aspect, the inventors have conceived the idea that detecting the appearance of people at specific physical locations can be correlated with measurements of communication reception to improve assessments of the effect of communication on physical movements.

[0005] The invention relates to a method of using a mobile device to evaluate an effect of communication, the method comprising any order of the following steps: logging a communication indication of a communication and storing said communication indication with an associated recipient related identifier in a communication log; storing a recipient related identifier representation associated with said recipient related identifier on a mobile device; receiving from said mobile device said recipient related identifier representation and at least one mobile device identifier of said mobile device; associating said recipient related identifier with said at least one mobile device identifier using said received recipient related identifier representation and storing said association in a user database; providing a geolocalized stationary device at a geolocation and detecting entry of said mobile device into a detection range of said geolocalized stationary device; wherein said detecting entry of said mobile device comprises acquiring at least one mobile device identifier of said mobile device, associating it with said geolocation to form a detection indication and storing said detection indication in a detection log; correlating said detection log with said communication log using associations of mobile device identifiers and recipient related identifiers from said user database to provide a correlation result indicative of an effect of said communication.

[0006] According to the invention is provided an advantageous way of detecting recipients of specific communication at specific geolocations, and thereby enabling evaluation of any correlation between people having received specific communication and people visiting specific geolocations. In a particular aspect, the invention provides with the correlation result an indication the extent to which receivers of specific advertising and commercials visit specific physical shops related to the received advertising. In an aspect, the invention provides an advantageous way to gather information about receipt of communication, e.g. TV consumption, and then measure if and to what extent which kind of received content influences the physical whereabouts of a consumer.

[0007] The correlation can in various aspects be evaluated individually for each recipient, or be evaluated on aggregated communication logs and aggregated geolocational detection logs, thereby enabling various degrees of personal privacy. Further, compared to for example location tracking by smartphone GPS where the user's complete whereabouts are tracked and used with more or less privacy concern, the present invention by design provides a built-in limitation of the detected location information to cover only specific locations which have geolocalized stationary devices installed and associated with the detection service of invention. In other words, an embodiment of the invention may provide information to, e.g., a retail chain, e.g. a fashion chain or bookstore chain, about the degree of their visitors who received related advertisements, e.g. TV commercials or internet banner ads, before visiting one of the chain's physical outlets. However, in an embodiment neither the retail chain, nor the service provider of the embodiment, would be able to know general or complete whereabouts of the users, as they are specifically not tracked outside the participating shops, venues or areas.

[0008] Another aspect of the invention relates to the association of an identifier related to the receiver of communication and an identifier related to geolocational detection. This association stored in the user database is used by the invention to combine the data of the communication log with the data of the detection log. As the invention supports logging of communication received through many different channels and devices, e.g. internet browser on laptop computer, TV through set-top box, in-app advertising on smartphone, in-game advertising on gaming console, etc., and combinations thereof, the various recipient related identifiers of the various channels and devices have to be associated with the mobile device identifier which is tied to the mobile device that the recipient at some point brings with him or her to a physical shop or venue where the visit can be detected. Aspects of the present invention provides advantageous ways to achieve this association in the user database.

[0009] The present method is in particular relevant and advantageous in relation to big data applications in the sense that the use of tracking of a mobile device's geolocational movement may seem relatively far-fetched for the purpose of evaluating a response of, e.g., TV watchers to TV content. It has nevertheless proven technically and conceptually possible to use the physical detection of a mobile device as a tangible measure for evaluation of communication, e.g., TV content or banner ads, in relation to recipients. [0010] Advantageous aspects of the invention may include logging of communication indications for several recipient related identifiers and logging of geolocational data for several mobile device identifiers. In other words, information relating to several persons, preferably hundreds or thousands of persons, may preferably be logged according to the invention, whereby the correlation results may provide reliable and statistically substantial information about various segments of recipients.

[0011] A particular advantageous, useful and valuable correlation result may comprise an indication of the effect of a TV commercial to make a TV watcher actually go to a physical store promoted by the TV commercial, or likewise for internet banner ads or in-app advertising, etc. Correlation results may further be highly valuable in scientific research, e.g. regarding how various articles, websites, movie genres or events seen on internet or TV affects people, in particular if it changes their habits or make them go specific places, e.g. a weapon store, a drug dealing district, a venue for a peaceful or violent demonstration, a religious building, a voting place for parliamentary elections, etc. The correlation result may also be useful for scheduling and decision making regarding which communication to broadcast, etc.

[0012] The communication log refers to a database of communication indications showing which communication has been received via, e.g., online devices and TV content access units. Each communication indication in the communication log preferably comprises a timestamp or other time indication and is associated with a recipient related identifier, thereby making it possible to generate a list of communication which a particular recipient has been accessing, even if different platforms, e.g. computer, set-top box, smartphone, etc., have been used. The communication log may store all communication indications, or a filtering may be applied to only store indications of particular communication, e.g. according to a category, e.g. only storing indication of advertising and commercials, or only storing indications of communication, commercials or not, mentioning a specific commercial brand or specific field of business. [0013] The communication log may be a distributed database or relying on several databases. For example, in an embodiment, the online device or TV content access unit provides information about the recipient related identifier and which website or channel was received at which time, whereas information about the specific ads or program content on that channel at that time, for example a movie, a break for TV commercials, etc., and which TV commercials, may be provided from a different source, e.g. in the form of an online TV schedule and advertising plan from the broadcaster, or banner ad provider.

[0014] A mobile device may e.g. be a smartphone, tablet computer, smartwatch or other electronic device preferably having wireless communication features, e.g. WiFi, Bluetooth, NFC, etc. Each mobile device has one or more mobile device identifiers, which may for example be a MAC address of a wireless network or Bluetooth interface, a serial number, an ID for Advertisers (IDF A), a Google Advertiser ID (AAID), other advertiser identifiers, a browser cookie, a device fingerprint, locally stored information, an Evercookie, social media or online service accounts, email- address, etc., or any other device specific identifier, including the possibility of storing a proprietary mobile device identifier on the mobile device for specific use with embodiments of the present invention, etc.

[0015] The user database comprises users affected by embodiments of the present invention. The user database may preferably contain a mapping of the different identifiers which can be related to a user, for example a number of mobile device identifiers, a number of recipient related identifiers, a number of usernames, email- addresses, etc., used to access social media, online services, TV through smartphones, media players, PCs, etc. In a preferred embodiment, some or all identifiers relating directly or indirectly to a real person are anonymized, e.g. by encryption or by using an irreversible hashing algorithm. In preferred embodiments, the main purpose of the user database is not to be able to identify a real person, but rather to facilitate correlation data from the communication log, detection log and possibly other information about the person's online and physical whereabouts. Hence, in preferred embodiments, the user database may be considered a database of anonymous profiles. [0016] A geolocation refers to a geographic location and its identification by coordinates, street address or position relative to another geolocation, with or without an indication of elevation. To geolocate something, e.g. a mobile device, refers to finding it, i.e. determining its geolocation, while geolocalizing something, e.g. a stationary device, refers to defining its position, i.e. assigning it with a geolocation. [0017] The geolocalized stationary device is a device that is generally stationary and geolocalized during use. The geolocalization may be performed by the device itself, or be performed during installation/registration and stored in a memory of the stationary device itself, or in a central database, e.g. at the system server. The geolocalized stationary devices should further be arranged to detect mobile devices or be detected by mobile devices being brought within the range of application of the geolocalized stationary device. The detection may involve establishing a bidirectional communication between the mobile device and the geolocalized stationary device, such as for example available if the geolocalized stationary device is a wireless router or a mobile telephony base station, or it may involve simple one-way communication such as for example an iBeacon or Eddystone doing nothing else than repeatedly broadcasting its identifier, or an IoT-device comprising a receiver collecting identifiers of nearby mobile devices and reporting them back to a central server.

[0018] Geolocalized stationary devices suitable for various embodiments of the present disclosure may for example comprise wireless routers, Bluetooth Low Energy (BLE) beacons such as iBeacon and Eddystone, other Bluetooth-enabled devices, Internet-of-things (IoT) devices, e.g. based on WiFi HaLow, mobile telephony base stations, etc. During use, one or more geolocalized stationary devices are preferably installed in a shop, shopping mall, shopping street, etc., so as to have their combined range of application, e.g. radio communication range, geographically cover an area considered relevant for monitoring. Smartphones, tablet computers, GPS navigators and other devices normally appreciated for their mobility may, however, also be applied as, and considered as, geolocalized stationary devices in various embodiments within the scope of this disclosure, if they are applied in a generally stationary way during use as a geolocalized stationary device, e.g. by having them located in the shop of relevance during the period of using the customer monitoring system. Using a contemporary smartphone having for example GPS, Bluetooth, WiFi, LTE, memory and processing functionalities may in some embodiments be a convenient alternative to a dedicated geolocalized stationary device, as such smartphone may be self- geolocalizing if moved, and only have to be setup to use its various facilities to establish contact with, detect or be detected by mobile devices moving into its detection range.

[0019] The geolocalized stationary devices, at least if electronic, typically have geolocalized stationary device identifiers. In particular, when the geolocation for a number of geolocalized stationary devices are stored centrally, each geolocalized stationary device is preferably assigned or providing a geolocalized stationary device identifier or identifier system by which its location can be looked up in the central database. The geolocalized stationary device identifier may, e.g., be a serial number, a MAC address, an iBeacon or Eddystone identifier, a base station identifier, etc. The geolocalized stationary device identifier may also be a time-varying identifier system such as for example the Eddystone Ephemeral Identifier system, as long as it allows an authorized user or service to derive the geolocation from a database.

[0020] The range within which a geolocalized stationary device can detect a mobile device or be detected by a mobile device is referred to as detection range. The detection range is typically defined by the shortest range among the communication ranges of the geolocalized stationary device and the mobile device for the relevant communication technology, e.g. WiFi, Bluetooth, etc.

[0021] A geolocation of a geolocalized stationary device may be more or less well- defined. Thus, for some purposes, a high precision may be preferred and for other purposes, less precision may suffice. This may broadly depend on the requirement defined et the back-end of the system. It is thus possible to operate the complete system with different precision in relation to the geolocation.

[0022] The detection of the mobile device entering the detection range of a geolocalized stationary device associated with a particular geolocation may as already indicated be obtained through the use of one single geolocalized stationary device, e.g. a Bluetooth beacon or a WiFi-router, as a reference point. This may be sufficient for smaller shops, but it may in fact also be sufficient for larger stores or venues, if the reference point is properly positioned. The geolocation of the mobile device is then established as the geolocation associated with the geolocalized stationary device with an accuracy depending on the detection range.

[0023] The mobile device may in an alternative embodiment be geolocated through the use of multiple reference points, for example distributed over the store or venue area. Thereby is facilitated shorter detection ranges for each geolocalized stationary device, defining an assumed geographical location of the mobile device more precisely than with a single geolocalized stationary device covering an entire venue. Alternatively, the detection ranges may be relatively large and provide large mutual overlaps of detection area, making it possible to estimate a location of the mobile device by using e.g. trilateration or multilateration based on estimated distances or distance differences to geolocations of two or more, preferably at least three, geolocalized stationary devices. Bluetooth beacons operating with e.g. three distance ranges, immediate, near and far; wireless access points or mobile telephony base stations operating with received signal strength indication (RSSI), etc. may for example be employed in such interpolation of the location of the mobile device based on several geolocations. By either of these embodiments with multiple geolocalized stationary devices covering a single venue or group of venues, it may be possible to even track movements of e.g. the mobile device through a store, different departments of the store, different stores in a shopping mall, etc. It should also be noted that the use of geolocalized stationary devices adds precision to the system compared to GPS aided geolocalization, where the precision may be lost completely when the mobile device is indoor or otherwise experiences bad reception of the satellite signals.

[0024] The detection log refers to a database of which mobile devices have been detected at which geolocations and preferably when. The detection log may be a database stored at the system server or it may be a distributed databased or combined from several data sources. [0025] The correlation of the communication log with the detection log may provide highly valuable and useful information regarding the geolocational movements of recipients in the context of, for example, which TV content, e.g. commercials, were watched before the recipient appeared at a particular geolocation. The correlation result may thereby for example be a combined database, e.g. in the form of a spreadsheet document file or a database query combining the data of communication log and detection log, or it may be a processed report, e.g. in the form of a pivot table, a few key figures, average numbers, a key performance indicator or an input to establish one, etc.

[0026] The correlation result is preferably based on the associations in the user database and logs to reflect reactional behaviour, so that the correlation result indicating something about shop visitors, rates this against which of the visitors received some specific communication. This is contrary to simply measure the number of recipients and the number of visitors, without any knowledge about which of the visitors were also recipients. By being able to link the individual recipients with individual visitors during correlation is achieved a more detailed insight and more relevant and interesting analyses can be made. In a preferred embodiment, utilizing this linking does not lead to decreased privacy, as the individual recipients and visitors do not need to be evident from the correlation result. The individual recipients and visitors are mostly not relevant, but the fact which recipients are linked to which visitors is highly relevant, even if the recipients and visitors are anonymized. [0027] For example, the correlation result may indicate the efficiency of a TV content, e.g. a particular TV commercial, to make its recipients go to a particular geolocation, e.g. a physical store related to the particular TV commercial. This specific example of a correlation result may for example be achieved by comparing the total number of distinct TV access units that were actually receiving that particular TV commercial during a certain period of interest with the number of distinct mobile devices that are associated with recipient related identifiers of these TV access units and which were detected within the detection range of geolocalized stationary devices placed in the particular physical stores. [0028] The data described above as stored in a communication log, a user database and a detection log may in various embodiments be stored in more or less structured and more or less distributed databases. For example, everything can be stored in one table or database, in the three tables or databases mentioned, or split up in even further parts. For example, the communication indication may be stored with other identifiers than the recipient related identifier, and the connection be derivable from another table. The user database may store mobile device identifiers associated with usernames or other identifiers, and the connection to a recipient related identifier be derivable from another table. For example, the detection log may comprise detected associations of mobile device identifier and geolocalized stationary device identifier, and the geolocation itself be derivable from another table. The tables or databases may be indexed, sorted, grouped and related in any way providing the general logical functionality of the above-mentioned information and associations being storable and obtainable as data extracts.

[0029] All data may have the same data owner, e.g. a communication logging and tracking service provider, or they may have different data owners, e.g. a TV distributor logging watched TV, a website banner advertising network logging received banner ads, a chain of stores logging detected physical visits, and a communication logging and tracking service provider associating TV subscriber accounts and internet communication recipient related identifiers with mobile devices, and on that basis offers to correlate the other data owners' data to provide the correlation result. [0030] In an embodiment of the invention, wherein said communication comprises online communication.

[0031] Online communication refers to communication received via the Internet or other electronic networks, e.g. in web sites, online computer applications, smartphone apps, social media platforms, games, etc. Typically, online communication is received and presented to the recipient in a web browser, but may also be received and/or presented in integrated web viewers in other computer applications, smartphone apps, or by dedicated online devices, e.g. Internet-of- Things (IoT) devices. Online communication comprises, e.g., informative, entertaining or advertising text, graphics, audio, video, etc., and may be one-way communication or interactive. One particularly interesting type of online communication, around which an entire business and tracking technology has been developed, is online advertising, e.g. in the form of so- called banner ads on web sites and in computer applications and smartphone apps and games, or as email advertising. Several known methods are available to the skilled person for performing the logging of communication indications with associated recipient related identifier in a communication log when it comes to communication being online advertising, for example methods based on cookies or advertiser identifiers and involving tracking ad servers, etc.

[0032] According to the invention is provided an advantageous method enabling geolocational detection of a communication recipient being a web user, and correlation of the movements, e.g. specific geolocations, with the online communication which the web user has received during the browsing, gaming or social media consumption. In a particular aspect, the invention provides with the correlation result an indication of to what extent the web user's movements include visits to physical shops related to received online advertising, e.g. banner ads.

[0033] In an aspect, the invention provides an advantageous way of measuring if and to what extent which kind of online communication, e.g. web content, influences the physical whereabouts of a consumer. [0034] A particular advantageous, useful and valuable correlation result may comprise an indication of the effect of a banner ad or other online advertising to make a web user actually go to a physical store promoted by the banner ad. Correlation results may further be highly valuable in scientific research, e.g. regarding how various web site genres or content, smartphone games and apps, etc., affects people, in particular if it changes their habits or make them go specific places, e.g. a weapon store, a drug dealing district, a venue for a peaceful or violent demonstration, a religious building, a voting place for parliamentary elections, etc. The correlation result may also be useful for scheduling and decision making regarding the online advertising effort.

[0035] In an embodiment of the invention, wherein said recipient related identifier is an online device identifier and said online communication is accessed via an online device associated with said online device identifier.

[0036] A receiver for online communication is referred to as online device, for example a desktop computer, laptop computer, smartphone, tablet computer, smartwatch, IoT device, or other electronic device having wired or wireless communication features, e.g. WiFi, Bluetooth, NFC, Ethernet, USB, etc.

[0037] The online device is preferably equipped with or has access to a processor and memory, whereby it is possible to supplement the firmware or install a software application with functionality to establish the communication indications, in this case online communication indication, for the received online communication, e.g. web advertising, and log them in the communication log locally or at a system database.

[0038] Each online device has one or more online device identifiers, which may for example be a MAC address of a network or Bluetooth interface, a serial number, an ID for Advertisers (IDFA), a Google Advertiser ID (AAID), other advertiser identifiers, a browser cookie, a device fingerprint, locally stored information, an Evercookie, social media or online service accounts, email-address, etc., or any other device specific identifier, including the possibility of storing a proprietary web connected device identifier on the online device for specific use with embodiments of the present invention, etc.

[0039] In an embodiment of the invention, wherein said communication indication comprises an online communication indication indicative of accessed online communication, and said storing said communication indication in said communication log comprises storing said online communication indication with said associated online device identifier.

[0040] Online communication indication refers to an indication of online communication, for example including one or more of a web location, search terms used, communication category, user application, media type, advertiser, advertised brand, product or service, advertised location, etc. The online communication indication preferably comprises at least an indication of the received content, e.g. identification of a specific advertisement or advertiser, and a timestamp or time period of reception. [0041] In an embodiment of the invention, wherein said mobile device comprises said online device.

[0042] In an embodiment of the invention, wherein the online device is arranged to receive and render online communication.

[0043] In an embodiment of the invention, wherein the online device is selected from the group consisting of desktop computers, laptop computers, tablet computers, smartphones, smart televisions and gaming consoles.

[0044] These kinds of online devices are popular to use for web browsing, gaming, entertainment and working, at home, at work and when moving around or travelling. In particular, when used for so-called free web services, apps and games, the online device also receives online advertising together with performing the main purpose of the service, app or game. Further, these kinds of online devices typically have two- way communication and allow for installation and updating of software as firmware and/or apps to facilitate implementing the method steps of logging communication indications and transmitting to a communication log at an external system server.

[0045] In an embodiment of the invention, wherein the online device comprises a computer device comprising a processor, memory and a hardware interface to receive online communication, and a software application installed and executed on the computer device.

[0046] In an embodiment of the invention, wherein said recipient related identifier as an online device identifier is stored on the online device in a recipient cookie.

[0047] The recipient cookie may be a browser cookie, also called HTTP cookie, computer cookie, etc., or a similar technology. Cookies are often and effectively used in the online advertising industry for storing a recipient related identifier associated with the provided communication, e.g. banner ads.

[0048] In an embodiment of the invention, wherein the online device identifier is an advertising identifier. [0049] The advertising identifiers facilitated by the major operating systems for online devices may advantageously be used for identifying the online device, as they are unique and associated with a particular online device instead of a particular app, and are often and effectively used in particular for non-browser online communication, e.g. in-app advertising, as a recipient related identifier associated with the provided communication, e.g. banner ads.

[0050] In an embodiment of the invention, wherein the online device identifier is associated with a username and password.

[0051] In an embodiment, the online device identifier is applied temporarily or indefinitely by means of a user interface and a username and password. The username may be identical to the online device identifier, or the online device identifier may be obtained from account data upon login with the username. The login by username and password may be temporary, e.g. terminating with the end of a web session or exit of an app, and requiring login again for the next session. The login by username and password may in other embodiments be indefinite, i.e. requiring active logout. The applied username may be accessible for the software logging the online communication indication to the communication log, thereby facilitating using the username as online device identifier or for looking up a relevant online device identifier.

[0052] The username may for example be an e-mail address, alias, real name, screen name or any combination of letters and/or numbers that are unique within the system. Considering usernames as or together with the online device identifier may in some applications enable differentiating between several users using the same online device, e.g. a desktop computer.

[0053] In an embodiment of the invention, wherein said logging an online communication indication is performed automatically.

[0054] According to the invention, the received online communication may advantageously be logged automatically, preferably by transmissions of online communication indications from the online device or from the web servers or other communication servers, e.g. ad servers, serving the online device with the online communication. The automatic logging may be performed at regular intervals, or each time a change occurs, e.g. a change of web location, refreshing of banner ads, etc.

[0055] In an embodiment of the invention, wherein said online communication indication is assigned a timestamp.

[0056] By storing a time when the online communication was received and/or assumedly consumed by the user, expands the range of correlations and assessments that may be based on the communication log.

[0057] In an embodiment of the invention, wherein said online communication indication is established by said online device.

[0058] In an embodiment of the invention, wherein said online communication indication is established by an online tracking system. [0059] An online tracking system may comprise technology well-known to the skilled person for tracking e.g. online advertising exposures, clicks, etc., e.g. based on third-party cookies or advertiser identifiers.

[0060] In an embodiment of the invention, wherein said online communication indication comprises information about a received online communication and reception time information.

[0061] In an embodiment of the invention, wherein said method comprises a step of supplementing said online communication indication stored in said communication log with additional information. [0062] In an embodiment of the invention, wherein said additional information is obtained from a data source different from said online device.

[0063] Such additional data may for example relate to information about the online communication which, e.g. for privacy reasons, processor utilization reasons or communication efficiency reasons, is not directly or feasibly obtained or communicated from the online device. For example, the online communication indication may simply comprise an identification, e.g. a serial number, of an online communication, e.g. a specific banner ad, and further details about the type and content of the online communication, e.g. advertised brand or product, may be obtained from a different data source as additional information afterwards. [0064] In an embodiment, the method is configured so that the communication log contains online communication indications identifying which online advertisements have been received, and thereby assumed seen, at which online devices, at what times. Such information enables an advantageous possibility of assessing the effect of the received online advertisements if correlated with information about which stores are visited by persons related to the online devices.

[0065] In an embodiment of the invention, wherein said additional information is applied in said communication log automatically. [0066] In an embodiment of the invention, wherein said communication comprises TV content.

[0067] TV content refers to material shown in TV, e.g. a TV show, a TV commercial, a movie, etc. [0068] According to the invention is provided an advantageous method enabling geolocational detection of a communication recipient being a TV watcher, and correlation of the movements, e.g. specific geolocations, with the TV content which the TV watcher has been watching. In a particular aspect, the invention provides with the correlation result an indication of to what extent the TV watcher's movements include visits to physical shops related to watched TV commercials.

[0069] In an aspect, the invention provides an advantageous way to gather information about TV consumption and then measure if and to what extent which kind of content influences the physical whereabouts of a consumer.

[0070] A particular advantageous, useful and valuable correlation result may comprise an indication of the effect of a TV commercial to make a TV watcher actually go to a physical store promoted by the TV commercial. Correlation results may further be highly valuable in scientific research, e.g. regarding how various movie genres or events seen on TV affects people, in particular if it changes their habits or make them go specific places, e.g. a weapon store, a drug dealing district, a venue for a peaceful or violent demonstration, a religious building, a voting place for parliamentary elections, etc. The correlation result may also be useful for scheduling and decision making regarding which TV content to broadcast, etc.

[0071] The present invention may also be used for other TV content than commercials. It may also be used to monitor and evaluate whether e.g. certain TV content may invoke a certain movement of watchers or their mobile devices. This may e.g. include assessing if a weather forecast per se may invoke users to go to stores selling clothes if the weather is predicted to be cold, or it may also monitor which types of news affects which types of users, i.e. TV watchers. [0072] In an embodiment of the invention, wherein said recipient related identifier is a TV subscriber identifier and said TV content is accessed via a TV content access unit associated with said TV subscriber identifier.

[0073] A receiver for TV content is referred to as TV content access unit, for example a set-top box standalone or integrated in a TV, a TV dongle, a smart TV app, a smartphone or tablet app, computer program or expansion card, an app for a standalone media player or gaming console, etc. The TV content access unit is preferably a digital receiver with a processor and memory, whereby it is possible to supplement the firmware or install a software application with functionality to establish the communication indications, in this case TV content indication, for the received TV channels and log them in the communication log locally or at a system database.

[0074] TV subscriber identifier refers to an identifier, e.g. a unique number, associated with a customer of TV services. In the case of set-top box (standalone or integrated) watching of TV, the TV subscriber identifier is typically stored in the set- top box, for example typed in by a user via an interface or removably as a chip card, also called smart card, inserted in the set-top box, or it is associated with a set-top box identifier so that the TV content customer can be derived from the set-top box identifier. In the case of TV apps or software for media players, smartphones, PCs, etc., the TV subscriber identifier could be a customer number used to identify the customer and verify his or her rights to access various content.

[0075] In an embodiment of the invention, wherein said communication indication comprises a TV content indication indicative of accessed TV content, and said storing said communication indication in said communication log comprises storing said TV content indication with said associated TV subscriber identifier. [0076] TV content indication refers to an indication of TV content, for example including one or more of a channel, program identifier, title, summary, subject, one or more categories, product, brand or company of advertisement, etc. Herein channel is used in the sense understood by a typical TV watcher when considering what channel to watch tonight. Hence, channel may in technical terms for example be one sub- channel or one stream from a multiplex of one digital video broadcast frequency carrying several alternative feeds from the same or different TV stations. The TV content indication preferably comprises at least a received channel and a timestamp or time period of reception. [0077] In an embodiment of the invention, wherein said mobile device comprises said TV access unit.

[0078] In an embodiment of the invention, wherein the TV access unit comprises a TV signal receiver.

[0079] According to the present invention TV is broadly referring to television over any signal technology generally used by TV networks, broadcasters and producers to distribute TV content to people.

[0080] In an embodiment of the invention, wherein the TV access unit is arranged to receive and decode one or more TV signals selected from the group consisting of cable TV signals, satellite TV signals, digital terrestrial TV signals, IPTV signals and Internet TV signals.

[0081] TV signals may according to the invention for example comprise over-the-air antenna broadcast, also referred to as digital terrestrial TV (DTT) and conventional cable or satellite broadcast. It may also comprise IPTV, i.e. Internet Protocol television, here referring to television delivered over controlled networks such as subscriber-based telecommunications networks as an alternative to, e.g., cable TV, typically delivered to a set-top box or receiver module integrated in a TV set. Besides delivery of scheduled TV, IPTV services also often includes delivery of time-shifted TV and on-demand TV providing access to previously aired TV programs or supplemental content. Further, Internet TV is also within the scope of the invention, here referring to TV content delivered over the public Internet, typically delivered to a web browser application or dedicated app on a PC, tablet computer, smartphone, gaming console or smart TV, which besides dedicated Internet TV content only distributed through the Internet also often offers either scheduled TV and on-demand delivery of previously aired TV programs or supplemental content. [0082] In an embodiment of the invention, wherein the TV access unit is connected to a display for showing said TV content.

[0083] In order to present the accessed TV content to TV watchers, the TV access unit is preferably connected to a TV set, a computer monitor, a flat screen, a video projector or other display. The connection may be wired or wireless and may for example apply any technology among HDMI, DisplayPort, SCART, S-video, composite video, USB, AirPlay, Miracast, WiDi, etc.

[0084] In an embodiment of the invention, wherein the TV access unit is selected from the group consisting of set-top boxes, hardware media players and gaming consoles.

[0085] These kinds of TV access units are popular to use with conventional TV sets, e.g. flat screen TVs, for living rooms, bedrooms, children's rooms, etc., for TV distribution services such as cable, satellite, digital terrestrial and IPTV, and if up-to- date they typically have two-way communication and allow for installation and updating of software as firmware and/or apps to facilitate implementing the method steps of logging communication indications and transmitting to a communication log at an external system server.

[0086] In an embodiment of the invention, wherein the TV access unit is integrated in a TV set. [0087] For a TV set with an integrated tuner or receiver for the relevant type of TV signal, the TV access unit is part of the TV set itself. This may also include a TV set comprising a Common Interface according to the DVB standard or a CableCARD or AllVid interface according to the ATSC standard, when an appropriate Common Interface module, CableCARD module or AllVid adapter is inserted or integrated. [0088] In an embodiment of the invention, wherein the TV access unit is a flow TV receiver.

[0089] A flow TV receiver is a TV content access unit specifically implemented to receive and decode a flow TV stream comprising said TV content and deliver said TV content to a display, e.g. a TV set. Again said flow TV receiver may be a standalone device connected to the display or integrated in, e.g„ a TV set.

[0090] Flow TV in the present context refers to a centrally planned flow of TV content which may be broadcast to a large number of users at the same time, where the TV watchers besides switching channel or switching off do not control the received flow TV content. Said more informally, flow TV refers to the traditional way of broadcasting TV, as opposed to current on-demand services.

[0091] In an embodiment of the invention, wherein the TV access unit comprises a computer device comprising a processor, memory and a hardware interface to receive a TV signal, and a software application installed and executed on the computer device, wherein the computer device is selected from the group consisting of set-top box, smart TV, general purpose computer, gaming console, media player, tablet computer and smartphone.

[0092] In an embodiment of the invention, wherein the TV subscriber identifier is stored on a smart card.

[0093] In an embodiment, the TV access unit has a slot for receiving a smart card holding the TV subscriber identifier and/or indications of the channels and services that the particular TV subscriber has gained access to, typically by paying a subscription fee. Sometimes the smart card is referred to as a viewing card, TV subscriber card, etc. The TV access unit may read the TV subscriber identifier from the smart card and transmit it together with the communication indications.

[0094] In an embodiment of the invention, wherein the TV subscriber identifier is associated with a TV access unit identifier of said TV access unit.

[0095] In embodiments where the TV access unit does not store the TV subscriber identifier and/or does not transmit it together with the TV content indication to the communication log, the TV subscriber identifier is preferably and advantageously associated with an identifier of the TV access unit so that a TV content indication received from a TV access unit may be associated with the relevant TV subscriber identifier via the TV access unit identifier. The TV access unit identifier may for example be a media access control (MAC) address, an Internet Protocol (IP) address or a serial number of the TV access unit. In an embodiment, the TV access unit has access to the TV subscriber identifier, but only transmits it during first initialization or periodically, and the TV access unit identifier is used to assign the TV subscriber identifier to TV content indications received from the TV access unit.

[0096] In an embodiment of the invention, wherein the TV subscriber identifier is associated with a username and password.

[0097] In an embodiment, the TV subscriber identifier is applied temporarily or indefinitely by means of a user interface and a username and password. The username may be identical to the TV subscriber identifier, or the TV subscriber identifier may be obtained from account data upon login with the username. The login by username and password may be temporary, e.g. terminating with the end of a TV watching session and requiring login again for the next session. This mode may for example be applied in embodiments where the TV content is watched in a web browser. The login by username and password may in other embodiments be indefinite, i.e. requiring active logout, for example for set-top boxes or apps for smart TV or smartphone where login is only required during initialization.

[0098] In an embodiment of the invention, wherein one or more usernames are associated with one TV subscriber identifier.

[0099] In an embodiment, several TV watchers, e.g. several family members, may be associated with one TV subscriber identifier. Typically, only one TV subscriber identifier is assigned to one household, but often several family members watch TV content on one or more TVs in the household. In a preferred embodiment, more than one of the family members have assigned a unique username to the household' s common TV subscriber identifier, thereby causing more than one username to be associated with the one TV subscriber identifier. Whereas only the TV subscriber identifier and/or one of the usernames is used for watching TV content through one TV set, the different family members may use their different usernames to login to other TV access units, e.g. their individual tablet computer, smartphone or smart TV, for accessing individual TV content within the rights assigned to the common TV subscriber identifier. The use of individual usernames advantageously facilitates individual TV watcher profiles with useful suggestions and history options for each family member.

[0100] The username may for example be an e-mail address, alias, real name, screen name or any combination of letters and/or numbers that are unique within the system, or in some embodiments where the associated TV subscriber identifier is always clear, simply unique among the usernames associated with the same TV subscriber identifier. [0101] In an embodiment of the invention, wherein a username is associated with said TV content indication in said communication log.

[0102] When the TV content indications is not only associated with the TV subscriber identifier but also with a username, an advantageous embodiment is achieved facilitating distinguishing between TV content watched by different members of, e.g., a family using a common TV subscriber identifier. Embodiments that assign usernames to TV content indications, and in which usernames are unique throughout the system, may within the invention omit also storing the TV subscriber identifier directly with the TV content indication in the communication log but instead indirectly storing the associated TV subscriber identifier by storing a lookup table mapping TV subscriber identifiers to associated usernames.

[0103] In an embodiment of the invention, wherein said logging a TV content indication is performed automatically.

[0104] According to the invention, the watched TV content may advantageously be logged automatically, preferably by transmissions of TV content indications from the TV access unit. The automatic logging may be performed at regular intervals, or each time a change occurs, e.g. a change of watched channel, or a TV program ends, or a commercial break occurs. [0105] In an embodiment of the invention, wherein said TV content indication is assigned a timestamp.

[0106] By storing a time when the TV content was received and/or assumedly watched facilitates looking up additional information, and expands the range of correlations and assessments that may be based on the communication log.

[0107] In an embodiment of the invention, wherein said logging a TV content indication is conditioned on a display connected to said TV access unit being switched on.

[0108] Some TV watchers finds the set-top box slow on booting up, and therefore let a set-top box or other external TV access unit stay on regardless if they are watching TV, and instead rely on just switching off the display, e.g. a TV set. In such scenarios, some TV access units, depending on the technology and implementation, may continue receiving TV content from the TV distributor.

[0109] However, to avoid logging TV content indications of received TV content which has not been watched due to the TV being switched off, the TV access unit in a preferred embodiment determines the state of the display and only transmits a TV content indication if the display was on during at least a part of the duration of the TV content. The state of a connected display may for example be determined in accordance with the Display Data Channel (DDC) protocols of various versions implemented for prevalent display connection standards such as HDMI, DisplayPort, DVI and VGA. A preferred implementation uses HDMI as display connection, thereby enabling the Enhanced Display Data Channel (E-DDC) version of the protocol, and allowing TV access unit to determine if the display is disconnected, off, asleep or on. In a preferred embodiment, logging of TV content indications only takes place when the display is on, or was on during a part of the duration of the TV content.

[0110] In an embodiment, the logging of TV content indications is suspended for a particular TV access unit when the TV access unit has been receiving TV content for a predetermined extended period of time, e.g. 4 or 6 hours, without any content control received from a TV watcher, e.g. change of channel, switching on or off, changing audio volume, etc., as it may then be assumed that no one is watching the received TV content. The logging may be resumed upon a detected action from a TV watcher.

[0111] In an embodiment of the invention, wherein said TV content indication is established by said TV access unit. [0112] In an embodiment of the invention, wherein said TV content indication comprises information about a received TV channel and reception time information.

[0113] In an embodiment of the invention, wherein said method comprises a step of supplementing said TV content indication stored in said communication log with additional information. [0114] In an embodiment of the invention, wherein said additional information is obtained from a data source different from said TV access unit.

[0115] In a preferred embodiment the TV access unit provides information about which channel is received at what times. Further information about what TV content, e.g. in terms of program type, program title, program genre, etc., or specific TV commercials, brands or stores promoted, product placement information, etc., may advantageously be obtained from one or more separate data sources. This additional information may e.g. be a TV schedule for the received channel, an advertising plan indicating the commercials shown during TV commercial breaks, a list of branded products placed in a movie, etc. The key for matching the schedules and other additional information with the received TV information from the TV access unit is the received channel and timestamp, which is preferably always obtainable by the TV access unit.

[0116] In an embodiment the additional information from the data source is retrieved by the TV access unit in order to establish a complete TV content indication to transmit to the communication log. In another embodiment, the additional information from the data source is retrieved by a central computer system, e.g. a system server, and applied to the timestamped channel information in the communication log to form a complete TV content indication. The forming of complete TV content indications in the communication log this way may in various embodiments be performed immediately at the time of receiving channel information from the TV access unit, or at regular or irregular intervals, e.g. a daily update, or not until the step of correlation is performed, thereby only needing to update TV content indications that are actually used in the step of correlation. In an embodiment, the content schedules are received prior to airing on TV. A central retrieval of the additional information from the data source may in an embodiment with several TV subscriber identities, i.e. access to information from many different families and households, be very advantageous as it allows for updating several TV content indications of several TV subscriber identities who have been receiving the same channels at the same times, with a single or few queries to the data source for additional information.

[0117] In an embodiment, the method is configured so that the communication log contains TV content indications identifying which TV commercials have been received, and thereby assumed watched, by which TV subscriber identities, at what times. Such information enables an advantageous possibility of assessing the effect of the received TV commercials if correlated with information about which stores are visited by persons related to the TV subscriber identities.

[0118] In an embodiment of the invention, wherein said additional information is applied in said communication log automatically. [0119] In an embodiment of the invention, wherein said communication log comprises communication indications of communication comprising online communication and communication indications of communication comprising TV content.

[0120] In an embodiment is performed logging of advertisements watched on websites and advertisements watched on TV. In a preferred embodiment a correlation result may improve assessments on effects and consequences of both watched TV content, e.g. TV commercials, as well as website and app content, e.g. banner ads.

[0121] In an embodiment of the invention, wherein said communication log is stored on a system server. [0122] The system server may be a server computer, a network storage, a cloud storage, etc., possibly distributed and/or mirrored to several geographical locations. A preferred characteristic of the system server is that it is accessible for the step of correlating the detection log with the communication log, either by direct access or by providing a data extract for database queries. The system server is preferably implemented with a high level of data protection due to privacy concerns.

[0123] The communication log may be stored in the form of a database, preferably a relational database, a spreadsheet, a text file, an xml file, etc.

[0124] In an embodiment of the invention, wherein said step of associating said recipient related identifier with at least one mobile device identifier comprises providing a software application to said mobile device and associating said recipient related identifier with a mobile device identifier of said mobile device after a login to said software application on said mobile device.

[0125] In other words, the association of recipient related identifier via a recipient related identifier representation with a mobile device may advantageously be performed by letting a person related to the recipient related identifier login to a software application, e.g. a smartphone app, on the mobile device using either the recipient related identifier itself or a username associated with the recipient related identifier. The software application may then read a mobile device identifier from the mobile device, and thereby obtain the association and transmit it to the user database.

[0126] The user database is preferably stored on a system server, e.g. a server computer, a network storage or a cloud storage, accessible for mobile devices to transmit associated recipient related identifier representations and mobile device identifiers, preferably via the Internet. [0127] In an embodiment of the invention, wherein said software application is a TV player app.

[0128] By using a TV player app, also referred to as TV viewer app or simply TV app, as the software application, the login requirement using as recipient related identifier a TV subscriber identifier or a related username is natural for the user to gain access to the TV content subscribed to. Further, a large amount of people subscribing to conventional TV services for viewing on a TV set, are also installing a related TV player app on one or more mobile devices belonging to one or more members of their households.

[0129] In an embodiment of the invention, wherein one recipient related identifier in said user database is associated with one or more mobile device identifiers.

[0130] Some communication recipients, e.g. web users or TV watchers, may have more than one mobile device which they may bring with them when going out on different occasions, for example a private cell phone and a work cell phone, a cell phone and a tablet, etc. Preferably both of these mobile devices are associated with the recipient related identifier to facilitate detecting visits by the person to a certain geolocation regardless of which mobile device that was brought.

[0131] In an embodiment, several users, e.g. several family members, may be associated with one recipient related identifier as mentioned above. For example, typically, only one TV subscriber identifier is assigned to one household, but often several family members watch TV content on one or more TVs in the household under that one subscription. Typically, several of the family members or other TV watchers accessing TV using the same TV subscriber identifier have individual mobile devices. In a preferred embodiment, as many mobile device identifiers of these mobile devices as possible are associated with the TV subscriber identifier in the user database. Similarly, several persons with different mobile devices may also use a common family computer, and the online device identifier of that computer may be associated with each of the mobile devices. [0132] In an embodiment of the invention, wherein one recipient related identifier in said user database is associated with one or more usernames, and each username is associated with one or more mobile device identifiers.

[0133] In an embodiment of the invention, wherein said mobile device identifier is an operating system advertising identifier. [0134] The advertising identifiers facilitated by the major operating systems for mobile devices may advantageously be used for identifying the mobile device, as they are unique and associated with a particular mobile device instead of a particular app. A software application, e.g. a smartphone app, may thus read the advertising identifier from the mobile device and transmit it to the user database for association with a recipient related identifier. The operating system advertising identifier may presently for example be an Identifier for Advertising (IDF A) on iOS systems, a Google Advertising ID (AAID) on Android systems, or an Advertising ID on Windows systems. [0135] In an embodiment of the invention, wherein said mobile device identifier is stored in a mobile device cookie.

[0136] The mobile device cookie may be a browser cookie, also called HTTP cookie, computer cookie, etc., or a similar technology.

[0137] In an embodiment of the invention, wherein said mobile device identifier is device fingerprint.

[0138] In an embodiment of the invention, wherein said mobile device identifier is a mobile device addressing identifier such as a media access control MAC address.

[0139] In an embodiment of the invention, wherein the mobile device identifier comprises a unique mobile device application identifier, where the unique mobile device application identifier is a unique identifier of an application installed on the mobile device.

[0140] For some mobile devices, it may not be possible to fetch e.g. the MAC address or other mobile device identifier of the mobile device. In such cases it may be possible to use other identifiers such as the unique mobile device application identifier. [0141] In an embodiment of the invention, wherein said recipient related identifier representation is the mobile device identifier. [0142] When using the mobile device as online device for receiving online communication, e.g. online advertising, for example through a browser or an app, the mobile device identifier and the online device identifier, i.e. recipient related identifier, may advantageously be the same identifier, e.g. a recipient cookie and a mobile device cookie comprising identical or associated identifier, or e.g. a recipient cookie and the mobile device cookie actually being the same cookie file, or e.g. a single advertiser identifier or device fingerprint or other single device identifier constitutes both the recipient related identifier representation and the mobile device identifier, whereby the association of mobile device identifier and recipient related identifier is implicit as being the same object.

[0143] In an embodiment of the invention, wherein said step of storing said recipient related identifier representation on said mobile device comprises transmitting to the mobile device a mobile device cookie comprising said recipient related identifier representation from a cookie administration server and storing said mobile device cookie on the mobile device with an association to said cookie administration server.

[0144] The mobile device cookie is a piece of information stored on the mobile device by a server, and retrievable later by the same server or an associated server. The mobile device cookie may e.g. be a cookie of common computer cookie technology, also referred to as HTTP cookie, web cookie, Internet cookie, browser cookie, magic cookie, etc., and typically consists of a small data file stored on the computer by a browser in response to code received from a web server. Typically, browser technology only allows the same server or at least a server from the same internet domain to access the stored cookie, and typically the user of the mobile device may be allowed to access and/or delete cookies. Other enhanced or modified cookie technologies are also applicable for the cookie administration server and mobile device cookie of the present invention, for example other ways to store a collection of values on the mobile device which can be retrieved later by a server. For example, by using the Evercookie software by Samy Kamkar, a little information is stored in several accessible locations on the mobile device, so even if some of them are deleted, for example if the mobile device is configured to delete or not store cookies, most probably not all the values are deleted, and the server may thereby be able to regenerate the data from the surviving pieces, and thereby maintain a persistent mobile device identifier. Examples of accessible storages may include cookies, Flash cookies (LSO), browser history, web cache, storing the information as pixel color information in an image which is cached, HTML5 Web SQL database, etc.

[0145] The cookie administration server may be any network server arranged to utilize cookie technology. It may for example be a dedicated tracking cookie server providing cookie administration, e.g. tracking or advertisement attribution, as a service for other servers, or it may be the system server or other server with a different main purpose also arranged to apply cookie technology. Standard cookie technology may be utilized by any type of server arranged to process HTTP requests.

[0146] In an embodiment of the invention, wherein said step of receiving from said mobile device said recipient related identifier representation comprises a cookie administration server requesting said mobile device to provide a mobile device cookie associated with said cookie administration server; the mobile device cookie comprising said recipient related identifier representation.

[0147] In an embodiment of the invention, wherein said cookie administration server is comprised by said system server.

[0148] In an embodiment of the invention, wherein said cookie administration server providing said recipient related identifier and said mobile device identifier for said storing in said user database.

[0149] In an embodiment of the invention, wherein said association of said mobile device cookie to said cookie administration server comprises said mobile device cookie in said mobile device being stored with a reference to a network address or domain name of said cookie administration server.

[0150] In an embodiment of the invention, wherein said step of storing said communication indication with said associated recipient related identifier in said communication log comprises a cookie administration server requesting a recipient cookie associated with said cookie administration server; the recipient cookie comprising a representation of said recipient related identifier.

[0151] In an embodiment of the invention, wherein said recipient cookie is stored on said online device by said cookie administration server. [0152] In an embodiment of the invention, wherein said online device identifier is associated with said recipient related identifier representation by said cookie administration server.

[0153] In an embodiment of the invention, wherein said recipient cookie is stored on said TV access unit by said cookie administration server. [0154] In an embodiment of the invention, wherein said TV subscriber identifier is associated with said recipient related identifier representation by said cookie administration server.

[0155] In an embodiment of the invention, wherein said step of associating said recipient related identifier with at least one mobile device identifier comprises providing a software application to said mobile device; said software application being arranged to transmit to said cookie administration server said at least one mobile device identifier together with said mobile device cookie comprising said recipient related identifier representation.

[0156] The software application, e.g. an application providing the user with various services such as commercial services, may be configured to open a computer browser, i.e. a computer program for retrieving, presenting, and/or traversing information resources on the World Wide Web or other computer networks.

[0157] The software application may be configured to enable transmission of the mobile device identifier, e.g. a media access control address (MAC address), an advertiser identifier, a device fingerprint, etc., via the browser opened in response to processing of the software application, e.g. in response to opening the software application. The mobile device identifier is sent to a server on the computer network, preferably to the system server, possibly via other servers and/or network units, e.g. possibly via the cookie administration server, e.g. via an URL call. By URL call (uniform resource locator) is referred to a request to a server, e.g. an HTTP-request (hypertext transfer protocol), comprising a resource address and possibly further data, here in particular mobile device identifier data, embedded in the request, e.g. according to GET or POST features of the protocol.

[0158] In connection with processing the software application, the browser which is activated in response to processing the software application may be instructed to send the mobile device cookie containing a recipient related identifier representation to the cookie administration server according to the association stored with the mobile device cookie, preferably in accordance with standard cookie technology.

[0159] Accordingly, the system server, cookie administration server, or other server eventually receiving both the mobile device identifier and the recipient related identifier representation, are able to pair the two and store in the user database. In this way a specific mobile device can subsequently be identified as being related to this particular recipient related identifier based on the mobile device identifier alone, e.g. MAC address, device fingerprint, advertiser identifier, etc., e.g. when detected later by a technology where reading of the mobile device cookie is not possible.

[0160] The cookie administration server may already for a shorter or longer period of time, e.g. days or years, have been collecting and storing information obtained by means of the mobile device identifier. This information may also be paired and utilized in the processing of the correlation result or in determining proper relations between recipients, online devices, TV access units and mobile devices, etc. as soon as the mobile device identifier has been paired with the recipient related identifier. Such further information may be updated after the association of mobile device has taken place. When an event occurs where the mobile device identifier, e.g. MAC address, device fingerprint or advertiser identifier, is detected, it is possible for the server program to perform an action, only based on the received mobile device identifier, since the mobile device identifier was previously paired with the recipient related identifier. [0161] In an embodiment of the invention, wherein the mobile device identifier is encrypted.

[0162] In an embodiment of the invention, wherein the mobile device identifier is an encrypted mobile device addressing identifier such as an encrypted MAC address.

[0163] Even when the computer network address, e.g. MAC address, as an example of the mobile device identifier, is encrypted, the same user device can be uniquely identified subsequent to the pairing process since the encrypted address is also unique or at least probably unique, depending on the encryption algorithm. Thus, an encrypted mobile device identifier may be compared with another mobile device identifier, e.g. from the user database or detection log, provided the same encryption is used, even if the actual mobile device identifier cannot be decrypted.

[0164] In an embodiment of the invention, wherein said step of receiving from said mobile device said recipient related identifier representation and at least one mobile device identifier of said mobile device is initiated upon a connection between the mobile device and a preconfigured wireless access point.

[0165] In an embodiment of the invention, wherein said step of receiving from said mobile device said recipient related identifier representation and at least one mobile device identifier of said mobile device is initiated upon a connection between the mobile device and a wireless access point having a preconfigured captive portal.

[0166] By preconfigured wireless access point and preconfigured captive portal is referred to a wireless access point or captive portal being preconfigured to retrieve a mobile device cookie comprising the recipient related identifier representation.

[0167] In an embodiment of the invention, the method further comprising the mobile device transmitting the mobile device identifier automatically, such as at a given transmission interval or upon detection of predetermined events.

[0168] The mobile device may transmit the mobile device identifier, e.g. the MAC address, at a given interval, e.g. every 15 seconds. Accordingly, after the paring process, the mobile device may be identified based on automatically transmitted mobile device identifier.

[0169] In an embodiment of the invention, wherein said method comprises the steps of displaying said communication; bringing said mobile device into said detection range.

[0170] By bringing the mobile device into said detection range a geolocational movement is performed. A geolocational movement may refer to any physical dislocation between the place where the recipient, e.g. TV watcher or web user, sees the communication, e.g. TV commercial or banner ad, and the place where the recipient's mobile device is detected within the detection range of the geolocalized stationary device. Assuming it is a fair presumption that a vast majority of persons follow their mobile device to the place where it is detected, it may be presumed that the person who watched the logged TV content or logged online communication is at a different time physically visiting the place where a geolocation is logged for the mobile device.

[0171] In an embodiment of the invention, wherein said displaying said communication comprises making said communication available for a recipient associated with said recipient related identifier; and the method is arranged to facilitate said step of bringing said mobile device into said detection range being performed by said recipient.

[0172] In an embodiment of the invention, wherein said correlation result is used to provide an assessment of a physical effect of said communication.

[0173] In an embodiment of the invention, wherein said correlation result is used to provide an assessment of a physical effect of said online communication.

[0174] In an embodiment of the invention, wherein said correlation result is used to provide an assessment of a physical effect of said TV content. [0175] In an embodiment of the invention, wherein a measure of a physical effect of said communication is established on the basis of said correlation result.

[0176] In an embodiment of the invention, wherein said correlation result is used to provide an assessment of an influence of said communication on geolocational detection of a recipient.

[0177] In an embodiment of the invention, wherein said correlation result is used to provide an assessment of a physical effect of an advertisement.

[0178] In an embodiment of the invention, wherein said correlation result is used to provide an assessment of a physical effect of an online advertisement.

[0179] In an embodiment of the invention, wherein said correlation result is used to provide an assessment of a physical effect of a TV commercial.

[0180] In an embodiment of the invention, wherein a measure of a physical effect is established on the basis of one or more ratios between values derived from said detection log and values derived from said communication log.

[0181] In an embodiment of the invention, wherein said correlation result is used as a basis for the providing of a measure for communication effect in relation to a plurality of individual recipients.

[0182] According to an advantageous embodiment of the invention it is possible to establish a correlation result linking an advertisement campaign, e.g. a broadcasted TV content or online banner ad campaign, with the effect thereof in relation to a large number of individual recipients, e.g. individual TV watchers, online user, or a mix thereof. The individual linking between watched or otherwise received communication and a resulting geographical movement documented by the detection log provides a measure which is anonymous but where it is now possible to establish a measure of a ratio between a total number who has actually been subjected to a specific communication and, out of that total number, who has reacted on the communication. [0183] In an embodiment of the invention, wherein said measure for communication effect in relation to a plurality of recipients is established at least partly on the basis of a relative comparison between a plurality of detection indications related to a plurality of mobile devices in response to a provided communication to said plurality of recipients.

[0184] In an embodiment of the invention, wherein the method comprises determining a measure of an effect of communication in relation to a plurality of recipients on the basis of said correlation result by:

(a) out of logged communication indications determining a specified communication;

(b) out of a total group of recipients determining a first subset of recipients who has been subjected to the specified communication;

(c) related to the first subset of recipients determining a first subset of geolocalized stationary devices where subsequently mobile devices associated to said first subset of recipients have been detected within the detection range of said first subset of geolocalized stationary devices;

(d) out of the total group of recipients determining a second subset of recipients who has not been subjected to the specified communication;

(e) related to the second subset of recipients determining a second subset of geolocalized stationary devices where subsequently mobile devices associated to said second subset of recipients have been detected within the detection range of said second subset of geolocalized stationary devices; and

(f) establishing said measure of an effect of said specified communication on the basis of a comparison between said first subset of recipients, said second subset of recipients, said first subset of geolocalized stationary devices and said second subset of geolocalized stationary devices. [0185] In the comparison of the subsets of recipients and subsets of geolocalized stationary devices, the subsets may be represented by their size, after possibly segmenting in various ways.

[0186] In a preferred embodiment, a measure of how recipients are affected with regard to their subsequent visits to physical venues, e.g. physical stores, by having received or not having received specified communication, may be established by comparing the ratio of recipients who watched the specified communication and later visited the related venue, with the ratio of recipients who did not receive the specified communication but anyway visited the related venue.

[0187] The comparison between the first and second subsets of recipients and the first and second subsets of geolocalized stationary devices may in an example scenario where a visit to a venue is considered a conversion, comprise calculating a conversion rate among the recipients who received the specific communication, e.g. a specified TV commercial or banner ad, or in broader terms, were exposed to a specified campaign on one or more media platforms, and a conversion rate among a control group being the recipients who did not receive that specific communication but visited the venue anyway. The conversion rates of recipients who received the communication and the conversion rate of the control group may be calculated like this:

[0188]

Let R be the total number of logged recipients taken from the communication log;

let N be the total number of logged venue visitors taken from the detection log; let r be the number of logged recipients who received the specified communication taken from the communication log;

let n be the number of logged venue visitors who received the specified communication taken as a joint of the detection log and the communication log; let CRtest be the conversion rate among the r recipients who received the specified communication, i.e. the group to test; and

let CRcontroi be the conversion rate among the R-r recipients who did not receive the specified communication, i.e. the control group; then n

CRtest—

_ N

decontrol ^~

[0189] A measure of the efficiency E of the specified communication to persuade recipients to go and visit the particular venue may be defined in several ways from CRtest and CRcontmi, for example one or more of these

E_m = (CR_test - CR_control)x l00 [percentage points]

P _ Cutest

^proportion ^—

^ ^control

^percent = ^-^^ X 100 [%]

^ ^control

[0190] The above examples are relatively simple. More complex equations and considerations for both the conversion rate, the efficiency measure, and other correlation results are preferred and within the scope of invention. Complexity may preferably be added to confine the time period between receiving the communication and visiting the relevant venue; to take into consideration the number of times a recipient received the specified communication; to take into consideration the number of times a venue visitor visited the specified venue; to differentiate, segment or weigh data based on communication platform, e.g. TV, in-app advertising, websites and social media platforms; to compensate for data distribution; to segment the data; to disregard outliers; to average or otherwise filter data; etc.

[0191] In an embodiment of the invention, wherein determining said recipients who have been subjected to the specified communication is based on online devices having logged the specified communication, and wherein determining said recipients who have not been subjected to the specified communication is based on online devices not having logged the specified communication. [0192] In an embodiment of the invention, wherein said specified communication is a specified TV commercial.

[0193] In an embodiment of the invention, wherein said specified communication is a specified online advertisement. [0194] In an embodiment of the invention, wherein said correlation result is anonymized.

[0195] Thereby is facilitated compliance with data privacy obligations for storing and/or providing data about behavior and location of persons. Various embodiments of anonymization of the logged data and/or the correlation result are described in more detail herein.

[0196] In an embodiment of the invention, wherein said correlating said detection log with said communication log is performed automatically to auto-generate said correlation result.

[0197] The correlation or various different correlations with different filters, segmentations, tolerances, time frames, media platforms, etc., may advantageously be performed automatically, at regular intervals or timed with the launch of communication, e.g. airing of particular TV programs, genres, TV commercials, etc., or times with an online marketing campaign, etc. By auto-generating correlation results advertisers, decision-makers, researchers, government officers, etc., may conveniently monitor the correlation results on a regular basis. A recipient logging and tracking service provider or an advertisement assessment service provider, etc., may advantageously use automatic correlation to ensure that they always have ready-made, up-to-date, correlation results to provide to customers. Another advantageous effect of automatic correlation and providing of correlation results is facilitation of machine processing of the correlation results, e.g. in an automated periodic market analysis, where the automatic correlation result of the present invention may be just one out of many inputs. [0198] It should also be noted that the correlation result besides being based on the association of communication indications with geolocations also may be based on association with a subsequent transaction. Such a correlation may of course be attractive although the fundamental use of a local geolocalized stationary device is required to obtain the desired information.

[0199] In an embodiment of the invention, wherein said geolocation is a relative location.

[0200] The geolocalization may be a relative one, in the sense that the precise geographical location may be less relevant for many purposes. The important thing is that the geolocation is logically coupled to a place that relates to the particular communication, e.g. a particular TV commercial or online advertisement, regardless of the definition of the place is by absolute coordinates, or relative indications such as address or simply a name, or even relative directions from another more or less well- defined place. [0201] Hence, in an embodiment the precise location of the mobile device is not so much of interest. It may be more relevant just to detect that a mobile device is in ABCD store no. 23, rather than knowing exactly where the store is. Thus, a commercial shown on TV or in banner ads, promoting stuff sold by the ABCD chain of stores, can be evaluated just by knowing that a recipient according to the communication log assumedly has been exposed to an advertisement related to the ABCD chain of stores and the recipient has been located in a well-defined, particular ABCD store - such as the ABCD store no. 23. The precise location may here be of less interest, as "ABCD store no. 23" may be sufficient and complete information to correlate the detection log with the communication log using associations of mobile device identifiers and recipient related identifiers from the user database to provide a correlation result.

[0202] For other purposes, such a correlation result may need to be much more precise and even include explicit location coordinates. In an embodiment, the geolocations of geolocalized stationary devices are defined with relatively high accuracy, e.g. map coordinates or exact streets addresses, possibly qualified with information about floor level, department, apartment or room number, etc., while the data stored in the detection log are less accurate, e.g. an averaged or filtered version of the accurate geolocations, or just references to venue names, e.g. simply a store identifier, a client number of the service provider, a company registration number, etc. [0203] In an embodiment of the invention, wherein said detecting entry of said mobile device into a detection range and storing in a detection log is performed automatically.

[0204] According to advantageous embodiments of the invention, the mobile device and/or the geolocalized stationary device automatically performs the detection and automatically logs the incident in the detection log.

[0205] In an embodiment of the invention, wherein a timestamp is assigned to said stored association of mobile device identifier and geolocation in said detection log.

[0206] Storing a time or time period when the mobile device was detected at the geolocation, i.e. within the detection range related to the geolocation, expands the range of correlations and assessments that may be based on the detection log.

[0207] In an embodiment of the invention, wherein said step of providing a geolocalized stationary device at a geolocation comprises providing one or more geolocalized stationary devices, each at an individual geolocation.

[0208] Providing several geolocalized stationary devices improves the coverage of the system. Thereby may for example be extended the coverage to detection of the mobile device in other venues, and/or be improved the coverage and/or accuracy in a venue.

[0209] In an embodiment of the invention, wherein detection ranges of two or more geolocalized stationary devices overlap. [0210] Thereby is facilitated use of trilateration, multilateration or other localization techniques to improve the accuracy, if desired. [0211] In an embodiment of the invention, wherein said geolocalized stationary device is a Bluetooth-based beacon.

[0212] Preferred geolocalized stationary devices may comprise Bluetooth Low Energy (BLE) beacons in accordance with for example Apple's iBeacon protocol or Google's Eddystone protocol as described in more details herein. Bluetooth-based beacons are advantageous for the invention as they are substantially small, low-power, maintenance-free, non-disturbing devices and are inherently supported by most present mobile devices both on hardware level and operating system level. Depending on the software installed on the mobile device, the detection of a beacon may trigger the mobile device to perform a function of a software application, perform a web request and/or open a website, thereby allowing any of several different ways of transmitting the incident and a mobile device identifier to the detection log, as described herein.

[0213] In an embodiment of the invention, wherein said geolocalized stationary device transmits a geolocalized stationary device identifier.

[0214] Preferably, the beacon-type geolocalized stationary devices do not necessarily broadcast their geolocation to save energy. Hence, by broadcasting their identifier, the mobile device or the system server is able to lookup further information including reference to a geolocation, at a predefined source, e.g. a database at the system server or a web source. In other words, the lookup of geolocation at the backend reduces beacon power consumption.

[0215] In an embodiment of the invention, wherein said acquiring at least one mobile device identifier is performed by the mobile device transmitting said at least one mobile device identifier for said storing in said detection log. [0216] According to the invention, as the majority of Bluetooth beacons are not connected to anything, it is advantageous to have the mobile device perform the reporting of its identifier with the reference, e.g. beacon identifier, to a geolocation, for storing in the system server. [0217] In an embodiment of the invention, wherein said geolocalized stationary device is a wireless access point.

[0218] According to the invention, geolocalized stationary devices may comprise wireless access points, also referred to as WiFi routers, hotspots, etc. A great advantage of using such kind of geolocalized stationary devices is that they may preferably also provide an Internet connection service to visitors, such as free WiFi while visiting a restaurant, a store or a shopping mall. Wireless access points may detect mobile devices having their WiFi functionality enabled. For some mobile devices, generally with outdated operating system version, the wireless access point may even read a MAC address from the mobile device and use it as a mobile device identifier for storing a detected visit in the detection log. For most mobile devices, however, the MAC address is not obtainable until the mobile device has established a connection with the wireless access point. For mobile devices establishing a WiFi connection with the wireless access point, the mobile device identifier may be the MAC address, or other data such as IDF A, web browser cookie identifiers or device fingerprints, etc., retrieved by redirecting the mobile device to a captive portal before granting Internet access, as described herein.

[0219] In an embodiment of the invention, wherein said acquiring at least one mobile device identifier is performed by the geolocalized stationary device transmitting said at least one mobile device identifier for said storing in said detection log.

[0220] As mentioned above, a wireless access point may retrieve several kinds of mobile device identifiers, and it is thereby advantageous to have the geolocalized stationary device, which in the case of a wireless access point is typically connected to the Internet, perform the reporting of the mobile device identifier with the geolocation, or reference thereto, for storing in the system server. Thereby the mobile device is not required to do more than establishing a WiFi connection, which may typically be performed automatically after the initial confirmations are dealt with on first visit to the venue. In a preferred embodiment, a common SSID is used for several, preferably all, wireless access points distributed as geolocalized stationary devices according to the invention, thereby facilitating mobile devices to connect automatically after their first visit to any of the venues having one of the participating wireless access points.

[0221] In an embodiment of the invention, wherein said geolocalized stationary device is a mobile telephony base station. [0222] Thereby is achieved a great coverage, particularly if an agreement is made about using several mobile telephony base stations with the invention. While the detection range is very large in such an embodiment, interpolation based on signals from two or more base stations may be used to improve the assumed location of the mobile device based on the geolocations associated with the base stations. This embodiment is particularly advantageous in areas with relatively low density of participating venues, or where the relevant venues are, e.g., large public areas.

[0223] In an advantageous embodiment is employed combinations of different kinds of geolocalized stationary devices as described above or elsewhere herein. Thereby various venues, clients, etc., may apply the kind of geolocalized stationary device which suits them best, e.g. a small shop installing a single BLE beacon, and a large chain of restaurants who offers free Internet hotspots to their guests using their wireless access points for the invention.

[0224] Moreover, the invention relates to a system for evaluating an effect of communication, the system comprising: a system server comprising a communication log, a detection log and a user database; a communication logging system arranged to establish communication indications of communication and storing said communication indication with associated recipient related identifier in said communication log; a user matching system arranged to associate said recipient related identifier with at least one mobile device identifier of a mobile device and storing said association in said user database; and a geolocation detection system arranged to detect entry of said mobile device into a detection range of a geolocalized stationary device provided at a geolocation and establishing detection indications accordingly by storing at least one mobile device identifier of said mobile device in association with said geolocation in said detection log; wherein said system is arranged to correlate said detection log with said communication log using associations of mobile device identifiers and recipient related identifiers from said user database to provide a correlation result.

[0225] In an embodiment of the invention the above system is implementing any of the above embodiments of a method according to the invention.

The drawings

[0226] Various embodiments of the invention will in the following be described with reference to the drawings where fig. 1 illustrates an overview diagram of an embodiment of the invention, fig. 2 - 3 illustrate a block diagram and a sequence diagram of a TV watching and logging scenario of an embodiment of the invention, fig. 4 - 6 illustrate block diagrams and a sequence diagram of an online communication receiving and logging scenario of an embodiment of the invention, fig. 7 - 8 illustrate a block diagram and a sequence diagram of a scenario of associating recipient related identifier with mobile device identifier of an embodiment of the invention, fig. 9 - 10 illustrate a block diagram and a sequence diagram of a scenario of detecting a geolocation of a mobile device of an embodiment of the invention, fig. 11 - 12 illustrate a block diagram and a sequence diagram of a scenario of detecting a geolocation of a mobile device of an embodiment of the invention, fig. 13 illustrates an overview diagram of various applications of an embodiment of the invention, fig. 14 illustrates an embodiment of the invention, and fig. 15 illustrates stored data according to an embodiment of the invention. Detailed description

[0227] Fig. 1 is an overview of an embodiment of the invention. A recipient R receives communication C, e.g. via a flat screen as illustrated. A communication logging system ensures that communication indications CI are stored in a communication log CL. The communication logging system associates communication indications CI which represents communication received by the specific recipient R with a specific recipient related identifier RRI associated with the specific recipient R. The recipient related identifier RRI may be an identifier applied by the communication logging system on first encountering the specific recipient R, or it may use an already existing identifier associated with the recipient, e.g. a username, email address, a cookie identifier used by advertising networks, etc.

[0228] At some time after having received the communication C, the recipient R goes somewhere else, as indicated by the dashed path, and may at some point end up within a detection range DR of a geolocalized stationary device GSD, which is associated with a specific geolocation G. If the recipient R brought a mobile device MD, e.g. a smartphone, with him or her into the detection range DR, the mobile device MD or the geolocalized stationary device GSD detects that the mobile device MD is within the detection range DR, and thereby within a distance of the geolocation G. The accuracy of the distance depends on the detection technology, i.e. the technology of the geolocalized stationary device GSD, as described in more detail below. A detection logging system ensures that detection indications DI are stored in a detection log DL. The detection logging system associates detection indications DI which represents visits to specific geolocations with a specific mobile device identifier MDI associated with the mobile device MD. [0229] According to the above, it may with some degree of certainty be known which communication the recipient did receive, e.g. which websites, movies, banner ads, commercials, etc., and it may further within some tolerance be known that the mobile device MD visited the geolocation G, e.g. a physical store, cultural or political venue, public service building, etc. In order to be able to combine the information from the communication log CL and the detection log DL, a user database UD is provided to hold associations of recipient related identifiers RRI and mobile device identifiers MDI. The establishment of associations between specific recipients R and specific mobile devices MD in the user database UD is described in more detail below.

[0230] By gathering communication indications CI related to the received communication C, and geolocations G related to the detection of the mobile device MD, for example at a system server SS, which may be a server computer or a cloud storage solution, etc., a correlation of the gathered information may provide useful and valuable information.

[0231] The correlation result CR may for example indicate a strong or weak relationship between visited places and received communication, with or without segmentation based on recipient characteristics, etc., as further elaborated above.

[0232] While herein is sometimes referred to specific current web- or TV- technologies, and specific current mobile device operating systems and identifiers, it is noted, that also less popular technologies and operating systems, as well as future TV technologies, future online services and browser technology and future mobile device operating systems and technologies may be used in embodiments of the present invention, mutatis mutandis.

[0233] Fig. 2 illustrates a block diagram of a TV watching and logging scenario of an embodiment of the invention. A television set or other display TV is connected to a TV access unit TAU, e.g. a set-top box receiving cable TV, satellite TV or IPTV. The TV access unit TAU thereby delivers communication C being TV content TC to the display TV. The TV access unit TAU may also be an integrated part, possibly removable, of the display TV. The display TV provides the TV content to a recipient R who at this moment is a TV watcher, who decides in general what to watch by content control CC, typically via a remote control or other interface, although the communication C is of course also controlled at a different level by television network producers, TV commercial brokers, etc.

[0234] The TV access unit TAU comprises a TV subscriber identifier TSI or another token, e.g. a username UN, which is used to lookup what TV content, e.g. on a channel basis, has been subscribed to, and which the TV access unit TAU thereby uses to limit reception, e.g. to non-premium channels, in accordance with the subscription. The TV subscriber identifier TSI may advantageously be used as recipient related identifier RRI in the TV watching scenario. In an embodiment, the TV subscriber enters the TV subscription identifier TSI, or an associated token, e.g. a username UN, into the TV access unit TAU upon initialization or for each use. In other embodiments, the TV subscription identifier TSI or related token is pre-stored in the TV access unit TAU or delivered on a smart card or other removable item to be inserted into the TV access unit TAU during initialization. [0235] Alternatively, instead of knowing the TV subscriber identifier TSI, in an embodiment the distributor of the TV content restrains the receivable TV content, e.g. channels, on the basis of a TV access unit identifier TAUID or similar, e.g. a MAC address, IP address or serial number, which is associated with the TV subscriber identifier TSI, i.e. recipient related identifier RRI, and corresponding subscription information in the TV distributor' s system.

[0236] The TV access unit TAU transmits information about the received communication C, in this case watched TV content TC to the communication log CL at a system server SS, e.g. a server computer or a cloud storage service. A communication indication CI is transmitted as a TV content indication TCI by the TV access unit TAU, which preferably comprises at least information about the received channel and a timestamp or time period. Further, the TV access unit TAU transmits for use as a recipient related identifier RRI the associated TV subscriber identifier TSI, or in accordance with the various other embodiments described above, transmits a TV access unit identifier TAUID, a username UN, or otherwise facilitates the system server SS to associate the received communication indication CI with a recipient related identifier RRI.

[0237] The communication log CL thereby grows with the TV consumption of the recipient R, by adding new communication indications CI preferably for each TV watching session, preferably each time the TV access unit is requested to switch to a different channel, or each time a TV program, movie, TV commercial, etc., ends. [0238] The TV access unit TAU is preferably connected to the display in such a way that the TV access unit can determine if the display is being switched off. A preferred connection comprises an HDMI connection with Enhanced Display Control Channel (E-DDC) enabled in the display, the HDMI cable and the TV access unit. In homes where it is customary to leave the set-top box or other external TV access unit switched on at all times, and only switch the TV set or other display off when leaving the room, it can thereby be avoided to log TV content that was never watched because of the display being off, though it was received by the TV access unit. In an embodiment, the logging of TV content indications is also paused after a long period of not receiving any content control CC from the TV watcher, e.g. after 4 or 6 hours with no change of channel or other activity, as it may be assumed that no one is watching the TV.

[0239] In a preferred embodiment, the system server SS and communication log CL receive communication indications CI from several different TV access units TAU, associated with several different TV subscriber identifiers TSI, possibly hundreds, thousands, or even millions, of TV access units, i.e. representing even more recipients if each TV access unit on average is used by more than one person.

[0240] To facilitate assessment of watched TV content on a more detailed level than just the watched channels, the TV content indications TCI may preferably be supplemented by additional information AI. In an embodiment the additional information may be obtained from one or more data sources DS. For example, the additional information may be obtained from a TV schedule identifying the different programs, movies, TV shows, commercial breaks, etc., broadcast on each channel and associating them with time of broadcast. Combining such information into the TV content indications which may possibly comprise only channel and time when received from the TV access unit, the TV content indications in the communication log may be enhanced to indicate what programs the TV watcher received, and not only what channels. Similarly, the additional information AI may comprise an advertising plan from a broadcaster, identifying what TV commercials where aired during a particular commercial break, thereby facilitating enhancing the TV content indications TCI to indicate what TV commercials the TV watcher received during the time he or she was watching TV.

[0241 ] In the embodiment of Fig. 2, the additional information AI is transmitted from the data source DS to the system server SS. This is advantageous, as the system server may receive schedules, plans, etc., once for each relevant time period, and apply the additional information to several or all TV-related communication indications CI associated with several different recipient related identifiers RRI.

[0242] In another embodiment, the TV access unit TAU may obtain the additional information AI and provide it to the system server together with the TV content indications, or as part of the TV content indications. Such embodiment may for example comprise TV access units with electronic program guide (EPG) functionality retrieving TV schedules from the TV distributor. Similarly, the TV access unit may also be provided functionality to retrieve an advertising plan in the same way, for qualifying the TV content indications further. [0243] In an embodiment, the TV access unit TAU may also transmit TV content indications TCI relating to time-shifted TV and on-demand TV at the time it is assumedly watched. For example, the TV access unit TAU may comprise a hard disk drive, flash drive or other sufficiently large storage for recording received TV. For example, the TV access unit TAU may, typically in IPTV networks, access time-shift services and/or on-demand services of the TV distributor to receive TV content at non- scheduled times. In these examples embodiments, the TV access unit TAU may be arranged to submit TV content indications relating to the stored, time-shifted or on- demand TV when it is sent to the display, rather than when it is received from the network. [0244] Fig. 3 is a sequence diagram illustrating a scenario of TV watching and logging according to an embodiment of the invention, for example the embodiment described above with reference to Fig. 2. A recipient, in this case a TV watcher, performs content control CC at the TV access unit TAU, e.g. by using the remote control of a cable TV set-top box. The TV access unit TAU responds by providing TV content TC to the recipient, typically via a TV set or other display. Further, the TV access unit TAU transmits the TV subscriber identifier TSI and the TV content indication TCI as recipient related identifier RRI and communications indications CI to the communication log CL. The communication log CL has also been receiving additional information AI from a data source DS. The communication log CL stores the information, i.e. associated communication indication CI and recipient related identifier RRI.

[0245] The embodiment of Fig. 3 may within the scope of the invention be changed in accordance with the alternative embodiments described above. For example, the TV access unit may send a username UN or a TV access unit identifier TAUID instead of the TV subscriber identifier TSI. For example, the additional information AI may be obtained after the receipt of the TV content indication TCI. For example, the additional information AI may be obtained by the TV access unit TAU and provided to the communication log CL as part of the TV content indication TCI. [0246] In an alternative embodiment, the recipient R does not perform the content control CC. Instead, content control is performed by a manager, a schedule, etc., for example in the case of a TV in a waiting room, a school, etc.

[0247] In an alternative TV watching scenario according to an embodiment of the invention, instead of a TV set or other display TV, and a typically separate TV access unit TAU, e.g. a set-top box, a mobile device MD comprising a TV access unit TAU, may be used for receiving TV communication. The mobile device MD may for example be a smartphone, tablet computer, laptop computer, etc., comprising a display and a TV player application for IPTV or Internet TV, or a web browser capable of accessing TV, e.g. Internet TV. In an embodiment, the mobile device MD may also comprise a TV expansion card or a TV USB dongle, for accessing for example cable TV, digital terrestrial TV or satellite TV. In this scenario, the content control CC is typically performed by a touchscreen interface or a mouse- and keyboard interface. The mobile device MD is preferably connected to the Internet via a wireless broadband connection such as a WiFi connection and an access point or mobile data connection, e.g. LTE, and a cellular network base station. The TV access unit TAU typically obtains the appropriate TV subscriber identifier TSI by the TV watcher logging in to an application with a username UN and password, and like in the embodiment of Fig. 2, the TV access unit TAU may know the associated TV subscriber identifier or forward either the username UN or a TV access unit identifier TAUID for the system server to derive the associated recipient related identifier RRI. In an embodiment, the username UN or TV access unit identifier TAUID may be used as TV subscriber identifier TSI, applicable to any of the above-described embodiments. The TV access unit identifier TAUID may in an embodiment with a mobile device used for TV access be a MAC address, IP-address, serial number, ID for Advertisers (IDF A), Google Advertiser ID (AAID), other advertiser IDs, a browser cookie, or any other device specific identifier, including the possibility of the TV player application storing a proprietary TV access unit identifier TAUID, etc.

[0248] Fig. 4 illustrates a block diagram of an online communication receiving and logging scenario of an embodiment of the invention. An online device OD delivers online communication OC being e.g. web content, articles, social media, banner ads, etc., to the display of an online device OD. The online device OD provides the online content to a recipient R who at this moment is a surfing the world wide web, browsing through their social media news, doing research or online shopping, etc. The recipient R performs a certain degree of content control CC by deciding which web sites to visit, which search terms to use, etc., whereas part of the communication C is typically controlled by advertisement providers, news aggregations services, associative browsing algorithms, etc.

[0249] The online device OD comprises one or more online device identifiers ODI or other tokens, e.g. a username UN for social media accounts, app store accounts, email accounts, web site login names, etc. The TV online device identifier ODI may advantageously be used as recipient related identifier RRI in the online communication scenario. In an embodiment, the recipient enters the online device identifier ODI, or an associated token, e.g. a username UN, into the online device OD upon initialization or for each use. In other embodiments, the online device identifier ODI or related token is pre-stored in the online device or fetched upon initialization. [0250] The online device identifier ODI may for example be a MAC address, IP- address, serial number, ID for Advertisers (IDF A), Google Advertiser ID (AAID), other advertiser IDs, a browser cookie, a device fingerprint, or any other device specific identifier. As newer operating system versions for online devices restrict the access for apps to read certain device identifiers such as for example MAC address, a preferred embodiment utilizes the advertiser identifier technology of the operating system applicable for the particular online device.

[0251] The online device identifier ODI may in an embodiment be a so-called device fingerprint or web fingerprint which is a collection of various parameter values from the device, as many as possible. If an online device visits a website, the website host may for example retrieve the IP-address and user agent string, from which can often be interpreted the device brand, device model, software installations, build versions, screen resolution etc. From an app of the online device may for example be gathered parameters such as the IP-address, device brand, device model, software installations, build versions, operation system version etc. The gathered parameter values may provide enough information to substantiate the recognition and identification of an online device.

[0252] The online device identifier ODI may also be a collection of values stored on the online device which can be retrieved later by a website host or an app. For example, by using the Evercookie software by Samy Kamkar, a little information is stored in several accessible locations on the online device, so even if some of them are deleted, for example if the online device is configured to delete or not store cookies, most probably not all the values are deleted, and the website host or app may thereby be able to regenerate the data from the surviving pieces, and thereby maintain a persistent online device identifier. Examples of accessible storages may include cookies, Flash cookies (LSO), browser history, web cache, storing the information as pixel color information in an image which is cached, HTML5 Web SQL database, etc.

[0253] Also various user profile information stored on the online device may be utilized for identifying the online device, subject to accessibility from an app or website. For example, social media profiles such as Facebook or Twitter, an e-mail address, an online service account such as Apple ID, Google Account, Microsoft Account, Amazon Account, etc., may be utilized and often the online device user is pleased to login with such credentials as it is considered convenient by many.

[0254] Some recipients R may cause logging of communication indications CI associated with several different recipient related identifiers RRI, as one online device OD may have several online device identifiers ODI applicable in different use cases, e.g. in-app communication logging, web browsing communication logging, social media logging, etc. Further, one recipient R may use several different online devices OD over time or even during a day, e.g. smartphone, tablet computers, laptop computers, PC's, gaming consoles, smart TVs, etc. This may for example be different types of online device identifiers ODI relating to the same online device OD, e.g. a MAC address, an advertising identifier and a browser cookie identifier. It may also or instead be several online device identifiers ODI of different online devices OD. As explained below regarding the user database, in an embodiment of the invention it is often possible to determine which recipient related identifiers RRI are related to the same recipient R. This may for example by achieved when logging communication indications CI from apps or browsers that have access to two or more of the different types of online device identifiers ODI, and thereby can confirm their affiliation.

[0255] The online device OD transmits information about the received communication C, for example banner ads, to the communication log CL at a system server SS, e.g. a server computer or a cloud storage service. A communication indication CI is transmitted as an online communication indication OCI by the online device OD, which preferably comprises at least information about the received communication and a timestamp or time period, and possibly whether the recipient interacted with the communication, e.g. clicked an ad. Further, the online device OD transmits for use as a recipient related identifier RRI one or more associated online device identifiers ODI, or in accordance with the various other embodiments described above, other tokens such as a username UN, or otherwise facilitates the system server SS to associate the received communication indication CI with a recipient related identifier RRI. [0256] The communication log CL thereby grows with the online communication consumption of the recipient R, by adding new communication indications CI preferably for each received communication, or at least each received communication falling within preferences by the party of interest ordering the logging and correlation service.

[0257] In a preferred embodiment, the system server SS and communication log CL receive communication indications CI from several different online devices or related to several different online devices, associated with several different recipient related identifiers RRI, possibly hundreds, thousands, or even millions, of online devices. [0258] To facilitate assessment of online communication on a more detailed level than what may be provided by the online device OD or a tracking service, the online communication indications OCI may preferably be supplemented by additional information AI. In an embodiment the additional information may be obtained from one or more data sources DS. For example, the additional information may for example relate to information about the online communication which, e.g. for privacy reasons, processor utilization reasons or communication efficiency reasons, is not directly or feasibly obtained or communicated from the online device. For example, the online communication indication may simply comprise an identification, e.g. a serial number, of an online communication, e.g. a specific banner ad, and further details about the type and content of the online communication, e.g. advertised brand or product, may be obtained from a different data source as additional information afterwards. In an embodiment, the communication log contains online communication indications identifying which online advertisements have been received, and thereby assumed seen, at which online devices, at what times. Such information enables an advantageous possibility of assessing the effect of the received online advertisements if correlated with information about which stores are visited by persons related to the online devices.

[0259] In the embodiment of Fig. 4, the additional information AI is transmitted from the data source DS to the system server SS. This is advantageous, as the system server may receive additional information once for each relevant time period, and apply the additional information to several or all online communication indications CI associated with several different recipient related identifiers RRI, for example only acquiring information about a specific banner ad once, even though it is logged as received by thousands of recipients. [0260] In another embodiment, the online device OD or tracking service may obtain the additional information AI and provide it to the system server together with the online communication indications, or as part of the online communication indications.

[0261] Fig. 5 is a sequence diagram illustrating a scenario of online communication reception and logging according to an embodiment of the invention, for example the embodiment described above with reference to Fig. 4. A recipient R performs content control CC at the online device OD to access desired web content. The online device OD responds by providing online communication OC to the recipient. Further, the online device OD transmits the online device identifier ODI and the online communication indication OCI as recipient related identifier RRI and communication indication CI to the communication log CL. The communication log CL has also been receiving additional information AI from a data source DS. The communication log CL stores the information, i.e. associated communication indication CI and recipient related identifier RRI.

[0262] The embodiment of Fig. 5 may within the scope of the invention be changed in accordance with the alternative embodiments described above. For example, the online device may send a username UN or another token instead of the online device identifier. For example, the additional information AI may be obtained after the receipt of the online communication indication OCI. For example, the additional information AI may be obtained by the online device OD and provided to the communication log CL as part of the online communication indication OCI.

[0263] Fig. 6 illustrates an alternative embodiment of gathering online communication indications OCI and associated online device identifiers ODI. In a preferred embodiment, one or more of the online device identifiers ODI for a specific online device OD are utilized by common, widespread online tracking services and advertisement networks to log the online activities and communication received by the recipient R, and in an embodiment such information gathered by conventional methods by one or more third parties may be shared for use in the communication log CL of the present invention. Hence, in an alternative embodiment, for example as shown in Fig. 6, instead of the online device OD establishing and transmitting online communication indications OCI, such third party tracking services, e.g. advertising networks or content providers, perform the gathering and storing of online communication indications OCI, e.g. by conventional means like browser cookie or advertising identifier technologies, for at least some kinds of communication where they already have strong technology and marketshare, e.g. banner ads and in-app advertising.

[0264] In this example embodiment, a web server WS providing the online communication OC to the online device OD, notifies a cookie administration server CAS, e.g. a third party tracking server, about the online communication indication OCI. While the drawing for simplicity illustrates a direct communication between the web server WS and the cookie administration server CAS, a typical scenario involves the notification to go through the online device itself, e.g. as a redirection or resource URL, e.g. an URL for a banner ad, graphical element, style sheet or javascript, thereby allowing the cookie administration server CAS to store (if first time) or read (for subsequent visits) a recipient cookie RC on the online device. The recipient cookie stores an online device identifier ODI usable as recipient related identifier RRI for the logging of online communication indications OCI. Hence, the cookie administration server CAS, or a related server, thereby is enabled to gather information of associated online communication OC and online device identifiers ODI.

[0265] The third party tracking service, in this example the cookie administration server CAS, may thus transmit the online communication indication OCI and associated online device identifier ODI to the communication log CL of the system server SS, or the third party may be considered holding a part of a distributed communication log CL, and provide the information for the step of correlation later. By relying on third party logging of online communication indications OCI, the logging can be performed without need of installing special software on the recipients' various online devices, or setting up additional third party cookie systems to catch communication directly by the system server.

[0266] Several variations of the tracking setup of Fig. 6 are known by the person skilled in the art of online tracking, including variations targeting tracking in apps and games, variations circumventing various privacy measures, various operating systems, browsers, web site technologies, and advertising technologies, etc., and the person skilled in the art will be able to implement such known variations in an embodiment of the present invention for logging online communication indications with associated online device identifiers ODI. [0267] Any combination of the embodiments described above with reference to Figs. 2 - 3, Figs. 4 - 5 and Fig. 6 are within the scope of the present invention. In an embodiment with thousands of recipients R, most of them using several online devices OD and TV access units TAU on a daily basis, the communication log CL will be storing communication indications CI and associated recipient related identifiers RRI obtained in many different ways. In some embodiments some recipients R use the same recipient related identifier RRI for several kinds of communication indications CI, while other recipients R are represented by several different recipient related identifiers RRI in the communication log CL.

[0268] Fig. 7 illustrates a scenario of associating a recipient related identifier RRI with a mobile device identifier MDI in an embodiment of the invention. Most recipients R own a mobile device MD, e.g. a smartphone, which they carry with them when they go out. Hence, by identifying which mobile device MD a particular recipient R carries around, it may be possible to detect his or her presence at a certain location, by detecting the mobile device's presence. In an embodiment, the recipient uses the same particular device as both online device OD as described above and mobile device MD as described here. In some embodiments, the online device identifier ODI and mobile device identifier MDI may then be identical, but not necessarily, as will be understood from the below. [0269] In the embodiment of Fig. 7, a mobile device MD may be associated to a recipient related identifier RRI by installation of a particular software application SA on the mobile device MD. For example, a recipient being a TV watcher associated with a particular TV subscriber identifier TSI corresponding to a particular TV distributor, e.g. a telecommunications company, a cable TV company, a satellite TV distributor, etc., may be interested, persuaded or required to install a software application SA from the TV distributor or an affiliation thereof on a mobile device MD. For example, another recipient liking to browse shopping websites may decide to download and install a shopping app from a major e-shopping company on his mobile device MD, and use his customer profile username to login to the app.

[0270] The software application SA may for example be a TV player app, a user profile and subscription control app, a shopping app, a customer club app, a news app, a TV guide app, a social media app, etc. In embodiments where a mobile device MD is used for the TV access and/or to receive online communication, the software application may preferably be the same application as used for the TV access or online communication, i.e. a TV player app, browser app, etc. Thereby a recipient related identifier RRI is typically already inputted by the recipient R in connection with login, signup, fetching profile or messages, etc.

[0271] When the recipient R in the embodiment of Fig. 7 decides to install the software application S A the recipient preferably requests the software application from the relevant app-store in accordance with the mobile device, e.g. the Apple Store for an iOS device, Google Play for an Android device, or e.g. Windows Store for a Windows device. The software application may in an embodiment be obtained outside the operating system app stores, e.g. as a sideloaded Universal App on a Windows device or a sideloaded APK app on an Android device. In an embodiment the software application SA is pre-installed on the mobile device MD before it is handed over to the TV watcher, for example if the, e.g., TV distributor or e-shopping company is a telecommunication company also selling smartphones.

[0272] After installation of the software application SA, e.g. a TV player app, and upon first execution thereof, the software application preferably requires the recipient to login using the recipient related identifier RRI or a username UN associated with the subscription. Alternative embodiments may require recipient to type in a one-time password, for example established by a set-top box and shown on the TV, or provided to him in a registration email or letter. [0273] In any way, the recipient related identifier RRI or a representation thereof, a recipient related identifier representation RRIR, is obtained at the mobile device MD. When this is achieved, the software application SA may transmit the entered recipient related identifier RRI or representation RRIR thereof or related login information to the system server SS, e.g. a server computer or a cloud storage service. Together with the recipient related identifier information, the software application SA also transmits a device specific mobile device identifier MDI to the system server SS, which associates the two pieces of information, possibly after a lookup of a recipient related identifier RRI based on other received subscription information, profile information, etc., and stores the associated identifiers in a user database UD. [0274] The mobile device identifier MDI may for example be a MAC address, IP- address, serial number, ID for Advertisers (IDF A), Google Advertiser ID (AAID), other advertiser IDs, a browser cookie, a device fingerprint, or any other device specific identifier, including the possibility of software application SA storing a proprietary mobile device identifier MDI on the mobile device MD. As newer operating system versions for mobile devices restricts the access for apps to read certain device identifiers such as for example MAC address, a preferred embodiment utilizes the advertiser identifier technology of the operating system applicable for the particular mobile device.

[0275] In an embodiment, the software application SA on first run, or alternatively regularly or for each session, opens a website in a web browser of the mobile device for login and/or identification, instead of providing in-app login. The use of a website login may offer advanced or different or often changing login technologies. If a website is opened by the software application, the website host, e.g. the TV distributor or an affiliation thereof, a web shop, a customer club, etc., or simply a tracking service provider, may store a mobile device cookie MDC, e.g. in the form of a browser cookie, containing an identifier on the mobile device MD for future use as a mobile device identifier MDI, and transmit that identifier to the system server.

[0276] In an embodiment, the step of installing the software application SA is omitted, and the recipient instead retrieves a particular website on the mobile device MD, for example a website of a retail chain, restaurant chain, news site, TV distributor, etc., through which the recipient logs in using a recipient related identifier RRI or a related token, e.g. a username UN. The webserver hosting the website may thereby obtain the associated recipient related identifier RRI or representation RRIR thereof, and mobile device identifier MDI, e.g. an advertising identifier or a cookie identifier, and transmit this information to the user database UD as an association.

[0277] The mobile device identifier MDI may in an embodiment be a so-called device fingerprint or web fingerprint which is a collection of various parameter values from the device, as many as possible. If a mobile device visits a website, the website host may for example retrieve the IP-address and user agent string, from which can often be interpreted the device brand, device model, software installations, screen resolution etc. From an app of the mobile device may for example be gathered parameters such as the IP-address, device brand, device model, software installations, operation system version etc. The gathered parameter values may provide enough information to substantiate the recognition and identification of a mobile device. [0278] The mobile device identifier MDI may also be a collection of values stored on the mobile device which can be retrieved later by a website host or an app. For example, by using the Evercookie software by Samy Kamkar, a little information is stored in several accessible locations on the mobile device, so even if some of them are deleted, for example if the mobile device is configured to delete or not store cookies, most probably not all the values are deleted, and the website host or app may thereby be able to regenerate the data from the surviving pieces, and thereby maintain a persistent mobile device identifier. Examples of accessible storages may include cookies, Flash cookies (LSO), browser history, web cache, storing the information as pixel color information in an image which is cached, HTML5 Web SQL database, etc. [0279] Also various user profile information stored on the mobile device may be utilized for identifying the mobile device, subject to accessibility from the app or website. For example, social media profiles such as Facebook or Twitter, an e-mail address, an online service account such as Apple ID, Google Account, Microsoft Account, Amazon Account, etc., may be utilized and often the mobile device user is pleased to login with such credentials as it is considered convenient by many. In the case of a recipient related identifier RRI on an online device OD possibly being an advertising identifier or recipient cookie RC as described above in relation to Fig. 6 and managed by external servers such as the cookie administration server CAS, the login to a mobile device MD by a recipient R using a customer name or the like as recipient related identifier RRI may not directly be usable to link the account and thereby mobile device to the existing online communication indications OCI using recipient related identifiers RRI based on, e.g., cookies managed by external service providers in the communication log CL. Instead the "human-readable" profiles such as account numbers, email addresses, usernames, social media login, etc., may be used to link the different recipient related identifiers RRI and thereby the mobile device MD with the online device OD, the many recipients login to the same services on several devices. For example, many people login to their email account and preferred social media account on both their smartphone, their tablet and their PC on different occasions. Hence, the tracking services may link recipient related identifiers RRI from online devices OD, TV access units TAU and mobile devices MD where a certain account is being accessed regularly.

[0280] According to the above, the association of mobile device identifier MDI with recipient related identifiers RRI for the user database may be obtained directly or indirectly over time as described. It is noted, that a system according to an embodiment of the invention may easily log communication indications CI and detection indications DI described below even before any association between recipient related identifier RRI and mobile device identifier MDI has been established. In fact, building a base over time of loose registrations can help discovering associations indirectly, as described above. This is an advantageous feature as it improves the robustness of the associations being made as they can also be used for validation of associations, and it facilitates getting started with an embodiment of the invention, even before any associations are established in the user database.

[0281] The user database UD may for some recipient related identifiers comprise several associated mobile device identifiers MDI. This may for example be different types of mobile device identifiers MDI relating to the same mobile device MD, e.g. a MAC address, an advertising identifier and a mobile device cookie. It may also or instead be several mobile device identifiers MDI of different mobile devices MD, for example if the recipient R has installed the software application on a smartphone and a tablet computer. [0282] The user database UD may for some mobile device identifiers MDI comprise several recipient related identifiers RRI. This may for example be relating to several different organizations participating in embodiments of the invention with different software applications SA or login websites, e.g. TV networks, retail and restaurant chains, etc. If a particular recipient makes use of several such providers, he will be assigned different recipient related identifiers RRI from each organization, e.g. customer number, username, email address, subscription number, etc. The different associations may be obtained by individual software applications SA for each recipient related identifier RRI, or by a common software application SA supported by several service providers. [0283] In an embodiment the mobile device identifier MDI may alternatively be associated with the recipient related identifier RRI by the TV access unit TAU or online device OD. For TV access units TAU and online devices OD with connection to a wired or wireless local area network (LAN or WLAN), e.g. for Internet access, it may be possible to detect MAC addresses or other device specific identifiers of mobile devices MD also connected to the same LAN or WLAN. The TV access unit TAU or online device OD may then transmit its online device identifier, TV subscriber identifier or related token or TV access unit identifier to the system server together with detected mobile device identifiers MDI. In particular with TV access units offering a remote control app or monitoring app or remote control website for use by mobile devices such as smartphones or tablet computers to control the TV access unit TAU or a smart TV, a connection revealing a mobile device identifier MDI, e.g. a MAC address, a browser cookie, or an advertiser identifier, to the TC access unit TAU is highly possible.

[0284] Fig. 8 is a sequence diagram illustrating a scenario of associating a recipient related identifier RRI with a mobile device identifier MDI according to an embodiment of the invention, for example the embodiment described above with reference to Fig. 7. A recipient R requests an app-store to install a particular software application SA at a mobile device MD. The software application SA may for example be a TV player or an account control application. After installation of the software application SA, the recipient R may login to the software application SA or otherwise authenticate the account, or the like. For the login or authentication, the recipient R preferably provides the recipient related identifier RRI, e.g. a TV subscriber identifier TSI or online device identifier ODI, or alternatively a token, e.g. a username UN, associated with the recipient related identifier RRI. After the software application on the mobile device MD has obtained the recipient related identifier RRI or a representation RRIR thereof, it transmits the recipient related identifier or the reference to the user database UD together with a mobile device identifier MDI, e.g. an advertising identifier or a MAC address, as elaborated further above. The user database UD stores the information, i.e. associated mobile device identifier MDI and recipient related identifier RRI. [0285] The embodiment of Fig. 8 may within the scope of the invention be changed in accordance with the alternative embodiments described above. For example, various identifiers, hence the reference to recipient related identifier representation RRIR, may be used to reference or replace the recipient related identifier RRI. For example, the associated TV subscriber identifier TSI may be obtained in various ways, including using the TV access unit TAU to perform the association instead of the mobile device MD, and the online device identifier may likewise be obtained directly from the online device or indirectly through integrated or external tracking services or the like.

[0286] Figs. 9 - 12 show scenarios of detecting a geolocation of a mobile device MD according to various embodiments of the invention. The embodiments described with reference to Figs. 9 - 10 employ a beacon-type of technology, preferably using Bluetooth Low Energy (BLE) devices or similar simple devices, e.g. radio frequency identification (RFID) devices, which can be detected by the mobile device MD when sufficiently near. The embodiments described with reference to Figs. 11 - 12 employ a connection-type of technology, preferably using wireless access points or similar devices to which the mobile device may establish a connection and thereby be detected.

[0287] As mentioned above, Figs. 9 - 10 show a scenario of detecting a geolocation of a mobile device MD according to embodiments of the invention, where a beacon- type of technology is employed to preferably let the mobile device MD itself detect that it is sufficiently near a beacon and report the incidence. A geolocalized stationary device GSD is located at a geolocation G. The geolocation may for example be within a physical store, a shopping mall, a restaurant, a school or other educational facility, a cultural or political venue, a public building or area, etc. The geolocalized stationary device GSD may as mentioned above, preferably be Bluetooth Low Energy (BLE) beacon, e.g. an iBeacon or an Eddystone, or similar beacon-type objects of other technologies. The BLE-based beacons are advantageous as they are generally supported by present operating systems of mobile devices, offer detection at a decent distance, e.g. up to 100 m if needed, are battery powered with a battery life of, e.g., 1 - 2 years, and can be placed anywhere with the diminutive size of a few centimeters. Radio frequency identification (RFID) devices may also be employed in an embodiment, for use with mobile devices with RFID readers, e.g. a near field communication (NFC) feature. Other technologies may be supported and become advantageous with future mobile device technologies, and are within the scope of the invention. [0288] The geolocalized stationary device GSD in BLE or RFID beacon embodiments does typically not know its own geolocation G. Information about the geolocation G is registered, preferably in the system server SS, upon employment of the geolocalized stationary device GSD, as a geolocalized stationary device identifier GSDID with an associated geolocation G. The geolocation may for example be registered as a GPS coordinate, a street address, or simply a relative location such as the name of a retail store chain and the relevant branch, e.g. downtown branch or river branch. If there are more than one geolocalized stationary device GSD in one store, they may be assigned the same general geolocation of the store and simply be distributed to improve the detection range, or they may be assigned different department names to be able to geolocate mobile devices on a department scale.

[0289] In a beacon-type embodiment the geolocalized stationary device GSD is preferably constantly or periodically broadcasting its geolocalized stationary device identifier GSDID. In an alternative embodiment, it only starts broadcasting as soon as it detects a device having Bluetooth discoverable mode on. [0290] The mobile device MD is configured to scan for particular beacon identifiers, i.e. geolocalized stationary device identifiers GSDID or derivatives thereof. This functionality is advantageously built-in to present versions of several mobile device operating systems. The configuration of which particular beacon identifiers to scan for, is preferably performed by installation of a specific software app. When an app is installed on the mobile device, it may configure a background service of the operating system to periodically scan for a list of particular beacon identifiers or groups thereof, and perform a preconfigured action upon detection within a certain range. In the present embodiment, the mobile device MD is configured to, upon detecting one of the particular beacon identifiers, report the detection to the system server together with the mobile device identifier MDI and geolocalized stationary device identifier GSDID.

[0291] When the system server SS, e.g. a server computer or a cloud storage service, receives the associated mobile device identifier MDI and geolocalized stationary device identifier GSDID it looks up the geolocation G associated with that geolocalized stationary device identifier GSDID, and stores the combination of mobile device identifier MDI and geolocation G in a detection log DL. In an embodiment the geolocalized stationary device identifier GSDID is obscured to avoid unauthorized abuse, the obscuring for example being in accordance with a time-varying identifier system such as for example the Eddystone Ephemeral Identifier system, as long as it allows an authorized user or service to derive the geolocation from a database. [0292] The specific software app used to configure the mobile device MD with the list of particular beacon identifiers and a preconfigured action of reporting the detection incident to the system server, may advantageously be an app related to the use of the geolocation and which most mobile device users may want to install for other functionalities. In an embodiment, the specific software app is the same software application SA which the recipient R installs in accordance with the embodiment described above with reference to Fig. 7 - 8. This software application, e.g. a TV player app or retail chain club app, thus besides its main user features, configures the mobile device MD to associate the recipient related identifier RRI with the mobile device identifier MDI, and configures the beacon awareness functionality to scan for specific beacon identifiers and perform the above-described reporting action upon detection. In another embodiment, the specific software app installed to configure the mobile device MD as described, is an app dedicated to a specific chain of stores, restaurants, a public authority such as a city, etc., where the main user features may comprise easy lookup of opening hours, addresses, the week's special offers, city community guides, etc., but with the supplemental function of configuring the mobile device with the list of particular beacon identifiers, e.g. of the particular chain of stores or restaurants, and starting the background beacon scanning.

[0293] Fig. 10 is a sequence diagram illustrating a scenario of BLE beacon-based detection of a geolocation of a mobile device according to an embodiment of the invention, for example the embodiment described above with reference to Fig. 9. A geolocalized stationary device GSD of a beacon type as described above transmits its geolocalized stationary device identifier GSDID. The mobile device MD detects, preferably by a background scanning process, the beacon identifier, and performs a preconfigured action of sending the detected geolocalized stationary device identifier GSDID along with a mobile device identifier, e.g. an advertising identifier, to a detection log DL, e.g. at a system server SS. Before storing in the detection log DL, the geolocalized stationary device identifier GSDID is looked up to find its geolocation G, e.g. a street address or a store name, which is stored in the detection log DL together with the mobile device identifier MDI and preferably a timestamp. Thereby a log of geolocations at which the mobile device has been detected is produced, which according to application may indicate which stores, restaurant or other places, the mobile device, and thereby assumedly its owner, visited.

[0294] In an embodiment, the preconfigured action executed at the mobile device MD upon detection of a geolocalized stationary device GSD is configured to lookup the geolocation G, and then transmits the mobile device identifier MDI together with the geolocation G to the detection log, thereby omitting the need for lookup at the system server. In an embodiment, the geolocalized stationary device GSD instead of an identifier or as part of its identifier broadcasts the geolocation G for direct use by the mobile device without lookup. In an embodiment the geolocalized stationary device GSD is an URLbeacon broadcasting an URL, i.e. an Internet address, which upon retrieval and rendering at the mobile device MD provides the geolocation G. In an embodiment the website opened in response to detecting an URLbeacon as described is programmed to perform the reporting of geolocation G and mobile device identifier MDI to the detection log DL, thereby omitting the need for the mobile device to report the detection incident. In an embodiment the preconfigured action performed by the mobile device upon detecting one of the particular beacon identifiers is to open a website from a web host which retrieves a pre-stored browser cookie identifier from the mobile device for use as mobile device identifier MDI. In an embodiment, the user movement log simply stores associated mobile device identifiers MDI and beacon identifiers GSDID, and any lookup of actual geolocations may be postponed for example until analysis of the correlation result CR. An advantage of only transmitting geolocalized stationary device identifier GSDID and looking up the geolocation G in the backend, either at the time of storing, at the time of correlating, or meanwhile, is a reduced power consumption in the typically long-life-indented battery-powered BLE beacons.

[0295] As mentioned above, Figs. 11 - 12 show a scenario of detecting a geolocation of a mobile device MD according to embodiments of the invention, where a connection-type of technology is employed to preferably let the geolocalized stationary device GSD detect the presence of the mobile device MD and report the incidence. A geolocalized stationary device GSD is located at a geolocation G in accordance with the description above with reference to Fig. 9.

[0296] The geolocalized stationary device GSD in this embodiment is, however, preferably different, as it is configured to be more active and preferably establish a connection with the mobile device MD to be able to obtain a mobile device identifier MDI and report this and the geolocation G back to a system server comprising a detection log DL as described above.

[0297] In a preferred embodiment, the geolocalized stationary device GSD knows its own geolocation, e.g. coordinate, street address or name of a store, and transmits it for direct registration in the detection log DL. In another embodiment, it only transmits its geolocalized stationary device identifier GSDID, and a geolocation lookup is needed before storing the in the detection log DL, as described above. In an embodiment, the detection log simply stores associated mobile device identifiers MDI and beacon identifiers GSDID, and any lookup of actual geolocations may be postponed for example until analysis of the correlation result CR.

[0298] The geolocalized stationary device GSD is preferably configured to provide a service which the user of the mobile device is motivated to gain access to, thereby motivating a connection of the mobile device MD to the geolocalized stationary device GSD. In a preferred embodiment and as illustrated in Fig. 11, the wanted service provided by the geolocalized stationary device GSD is wireless access to the Internet, preferably via WiFi, and the geolocalized stationary device GSD is a wireless access point or so-called hotspot.

[0299] Preferably the Internet access is provided free of charge. In a preferred embodiment of the invention, the geolocalized stationary device GSD is configured to allow easy connection by the mobile device MD, preferably by using the same WiFi service set identifier (SSID) as all the other geolocalized stationary devices GSD in the system, thereby facilitating the mobile device to connect to the provided WLAN of any of the geolocalized stationary devices GSD without interaction with the user after the first connection to one of the geolocalized stationary devices GSD. In an embodiment, the mobile device is redirected to a captive portal upon first connection for user confirmation of the connection. In an embodiment, the WiFi access requires a password which may be obtained from the store or venue, possibly for a fee.

[0300] When the mobile device MD establishes the WiFi connection with the geolocalized stationary device GSD its MAC-address is revealed to the geolocalized stationary device GSD and may therefore be used for transmittal to the detection log DL as mobile device identifier MDI together with the geolocation G. In an embodiment, captive portal technology of the geolocalized stationary device GSD forces the mobile device MD to open a website before the connection is established, thereby providing access from the geolocalized stationary device GSD or a web host system to a mobile device cookie MDC, which may thereby be used for mobile device identifier MDI.

[0301] A WiFi access point, for example operating as geolocalized stationary device GSD, may on connection to a mobile device MD apply a captive portal, forcing the mobile device to enter a certain website before WiFi access is granted. The captive portal may for example be applied to force the user to accept the hotspot's terms of use, authenticate himself, or pay a fee. The host of the captive portal website will, subject to browser privacy settings, be able to collect and/or store browser cookie information from browser cookies that are stored on the mobile device and originate from the host domain. The stored information could comprise a unique web browser cookie identifier which in a data server is associated with user information comprising browsing history, browser data, device data etc. In an embodiment, the captive portal may be used to obtain a device fingerprint, or an Evercookie, or other information which may be available from a web session. Furthermore, the website host may add additional information associated with the web browser cookie identifier in the data server. In an embodiment of the invention, the information exchanged may preferably be related to one or more of mobile device identifier MDI, recipient related identifiers RRI, e.g. online device identifier ODI, TV subscriber identifier TSI, usernames UN, or geolocalized stationary device identifier GSDID matching the geolocalized stationary device GSD which the mobile device has connected to, etc. [0302] Fig. 12 is a sequence diagram illustrating a scenario of hotspot detection of a geolocation of a mobile device according to an embodiment of the invention, for example the embodiment described above with reference to Fig. 11. A geolocalized stationary device GSD of a WLAN hotspot type as described above receives a connection request from the mobile device MD and in return delivers free Internet. In the establishing of the connection, the mobile device MD provided its mobile device identifier MDI in the form of, for example, its MAC address. The geolocalized stationary device GSD reports the mobile device identifier MDI together with its geolocation G to a detection log DL, which stores the association, preferably together with a timestamp. Thereby a log of geolocations at which the mobile device has been detected is produced, which according to application may indicate which stores, restaurant or other places, the mobile device, and thereby assumedly its owner, visited.

[0303] Fig. 13 illustrates an overview diagram of various applications of an embodiment of the invention. A three-way junction, or Y junction, of streets in a city is shown from above. A scenario SI illustrates a living room of an apartment with a TV watcher recipient R watching TV through a TV access unit TAU and a display TV. In accordance with for example the embodiment described above with reference to Figs. 2 - 3, the TV access unit TAU transmits TV content indications and TV subscriber identifier TSI to a system server SS. [0304] A scenario S2 illustrates a waiting room at a dentist's practice, where a recipient R uses his or her online device OD, which in this case is the same as their mobile device MD, to browse websites in a browser. In accordance with for example the embodiments described above with reference to Figs. 4 - 6, the online communication indications OCI and online device identifiers ODI are transmitted to a system server SS.

[0305] A scenario S3 illustrates a recipient R shopping in a store. He or she has brought their mobile device MD, on which a TV player app from the TV watcher's cable TV distributor is installed. In accordance with for example the embodiment described above with reference to Figs. 9 - 10, the TV player app has also installed a list of particular beacon identifiers and activated a BLE beacon background scan mode. Thereby the mobile device in scenario S3 detects the geolocalized stationary device GSD, which is an iBeacon with a geolocalized stationary device identifier GSDID on the list of beacon identifiers installed by the app. The installation of the app has further configured the mobile device to report the detection of the particular geolocalized stationary device GSD to the system server together with the mobile device identifier MDI, e.g. an ID for advertising (IDF A).

[0306] A scenario S4 illustrates a recipient dining at a restaurant known for its immense advertising campaigns present on all platforms, including in-app and in-game banned ads. The restaurant offers free WiFi through a geolocalized stationary device GSD in the form of an Internet hotspot, in accordance with for example the embodiment described above with reference to Figs. 11 - 12. As the recipient has previously connected to a WLAN with the same SSID in a different store, the recipient's mobile device MD automatically connects to the restaurant's WiFi. Upon connection, the geolocalized stationary device GSD transmits the mobile device identifier MDI, e.g. a MAC-address, to the system server SS together with its geolocation G, e.g. the name of the restaurant.

[0307] Preferably several, e.g. thousands, other recipients R are also spending time in the city of Fig. 13, having different errands and whereabouts, some at home watching TV or consuming online content, others out shopping, dining, going to the theater, doing business, etc. Over time, the system server SS collects the communication indications CI, e.g. watched TV content indications and online communication indications associated with the different recipients R through their recipient related identifier RRI, and collects the visited stores, restaurants, etc., which have geolocalized stationary devices GSD installed, for each mobile device MD, and thereby assumedly the mobile device owners.

[0308] The logging and tracking information gathered by the system server SS may be extracted, combined and correlated in various ways depending on the application. For example, a correlation result may show what percentage among the people who watched a certain TV program went to a related place in the city afterwards, and if this was higher or lower among the TV watchers in general than before the TV program aired. More specifically, a highly valuable correlation result is what percentage among the people who watched a certain TV commercial for a physical store or restaurant actually went there afterwards, and whether this was higher or lower than usual. And whether the competitors also benefited from the increased interest. Another example could be to determine the ratio among the spectators at a football stadium who also watches sports in the TV at least once a week, and which sports they prefer to watch. Another example could be to determine to what degree a TV documentary about environmental load of meat production affects the amount of guests in steak restaurants, and for how many days after the broadcast this effect is measurable. The correlation results may be valuable to advertisers, businesses, scientific researchers, TV producers and networks, city councils, governments, NGOs, etc.

[0309] Fig. 14 illustrates an embodiment of the invention. A recipient is consuming communication C, e.g. watching TV content TC or online communication OC which is delivered from a TV access unit TAU or online device OD. The consumption is associated with a recipient related identifier RRI, and the associated communication indications CI and recipient related identifier RRI are logged in a communication log CL of a system server SS in accordance with the communication C received and assumedly watched by the recipient R.

[0310] The recipient R has a mobile device MD, e.g. a smartphone, which he generally brings with him when going out. The system server comprises a user database UD holding associations of recipient related identifiers RRI and mobile device identifiers MDI, in other words specifying which recipient uses which mobile device. This association may for example be achieved by having the TV watcher install an app on the mobile device, and log in using the TV subscriber identifier TSI or a reference thereto.

[0311] The recipient sometimes goes somewhere, for example to a store or a restaurant, etc., bringing his mobile device MD. At the store, restaurant, etc., there may be installed a geolocalized stationary device GSD at a geolocation G, and having a detection range DR. When the mobile device MD is brought into the detection range DR, a data exchange, which may be one-way or bi-directional, takes place between the mobile device MD and the geolocalized stationary device GSD, resulting in the system server SS storing in a detection log DL the incident of the mobile device MD identified by its mobile device identifier MDI being detected at geolocation G. The reporting to the system server may in accordance with the type of geolocalized stationary device GSD be performed by the mobile device MD or the geolocalized stationary device GSD, and may include the geolocation G or a reference, e.g. a geolocalized stationary device identifier GSD ID, enabling the system server to determine the geolocation G.

[0312] The system server SS may be a server computer, a virtual server system, a cloud server solution, or distributed at several server solutions, etc., The system server SS receives over time a huge amount of communication indications CI and detection indications DI with geolocations G related to several different recipient related identifiers RRI and mobile device identifiers MDI, representing several, e.g. hundreds, thousands or millions of recipients R.

[0313] Based on the information gathered by the system server SS, various correlation results CR may be established by combining and segmenting the gathered data in various ways and with different aims. Advantageous correlation results CR comprise for example indications of the ratio among all TV watchers having seen a specific TV content who afterwards visits one or more specified geolocations, preferably compared with the ratio among all TV watchers who did not see the specific TV content but afterwards visited the one or more specified geolocations anyway; or for example the ratio among all TV watcher having visited one or more specified geolocations who have seen a specific TV content.

[0314] Fig. 15 illustrates stored data according to an embodiment of the invention. The system server SS, which as described above may be a single data storage or a distributed or virtual or cloud data storage, comprises three logical tables, the communication log CL, the user database UD and the detection log DL. Any physical storage, grouping, distribution, format, technology, access method, etc., suitable for establishing this logical framework of the described functionality is within the scope of invention. Some of the stored data described above for various embodiments, may be omitted, replaced or supplemented in other embodiments. [0315] The communication log CL stores information about received communication C, e.g. watched TV content or online communication. Each entry should preferably have a reference to a unique recipient R, i.e. either the account or the person. This may be achieved by storing one or more of the recipient related identifier RRI, TV subscriber identifier TSI, an online device identifier ODI, the TV access unit identifier TAUID, a login username UN, the mobile device identifier MDI, or other references or identifiers. Each communication log CL entry should further preferably have an indication of received, assumedly watched, communication. This may be achieved by storing the communication indication CI, e.g. TV content indication TCI or online communication indication CI, the additional information AI, or other references or descriptions. Each entry in the communication log CL preferably comprises a timestamp or time period indication. Some of the information described as part of the communication log CL may be stored in other places and combined with the information from the communication log CL when producing the correlation result CR.

[0316] The user database UD stores information about which mobile devices are associated with which recipients R. Each entry should preferably have a reference to a unique recipient, and preferably the same reference as is used in the communication log CL for facilitating data extraction across tables, e.g. for the correlation result CR. This may be achieved by storing one or more of the recipient related identifier RRI, online device identifier ODI, TV subscriber identifier TSI, the TV access unit identifier TAUID, the login username UN, or other references or identifiers. Each user database UD entry should further preferably have a reference to a unique mobile device MD, and preferably the same reference as is used in the detection log DL for facilitating data extraction across tables, e.g. for the correlation result CR. This may be achieved by storing the mobile device identifier MDI, or other references or identifiers. Some of the information described as part of the user database UD may be stored in other places and combined with the information from the user database UD when producing the correlation result CR. [0317] The detection log DL stores information about visited geolocations. Each entry should preferably have a reference to a unique person, which is presumably achieved by referencing a unique mobile device. This may be achieved by storing the mobile device identifier MDI, or other references or identifiers. Each detection log DL entry should further preferably have an indication of a visited location. This may be achieved by storing one or more of the geolocation G, the geolocalized stationary device GSDID, or other references or location descriptions. Each entry in the detection log DL preferably comprises a timestamp or time period indication. Some of the information described as part of the detection log DL may be stored in other places and combined with the information from the detection log DL when producing the correlation result CR.

[0318] In an embodiment, different fields may be filled or left empty in each entry in accordance with the information obtained. For example, the user database UD may identify some mobile devices by MAC address, others by IDF A, etc., and some TV subscribers by their TV access unit identifier TAUID, others by their TV subscriber identifier TSI. For example, the communication log CL may refer to some recipients by their TV subscriber identifier TSI, others by their online device identifier ODI or username UN. For example, the detection log DL may define some geolocations directly by a geolocation G, other by referring to a geolocalized stationary device identifier GSDID, etc.

[0319] In an embodiment, data need not be acquired and stored in a special order. For example, when a mobile device is detected within a detection range and provided an identifier for the mobile device is obtained, e.g. a mobile device identifier MDI, an entry can be made in the detection log DL about this incidence, even though no entries about the mobile device are found the user database UD or the communication log CL for that mobile device or recipient, respectively. If an association from the mobile device identifier MDI to a recipient account is later established, e.g. by the recipient logging into a mobile device app, the data entries relating to this mobile device and this recipient related identifier may be correlated. [0320] In any of the tables, the identifiers and other data may preferably be encrypted for data privacy reasons. In an embodiment, the identifiers, e.g. a mobile device identifier MDI or a TV access unit identifier TAUID, are replaced with unique serial numbers or other references during data extraction or correlation to not reveal device identifiers or person identities which may in worst case be used to attack or access the devices or persons in question. In an embodiment a preferably separate database preferably with separate access rights is maintained to hold associations between real identifiers and assigned arbitrary references. Upon data entry in for example the communication log CL or detection log DL, the separate database is used to translate the real identifiers to the assigned references. In an alternative embodiment, the online device OD, TV access unit TAU, the geolocalized stationary device GSD and/or the software of the mobile device MD are configured replace real identifiers with likewise unique constructed references before transmitting data. In an embodiment, unique constructed reference as used by the system server, the devices, a separate database, etc., are constructed by an irreversible algorithm, e.g. a cryptographic hash function, which always produces the same unique hash value or reference from a certain input value, e.g. identifier, but from which it is practically impossible to go the other way and calculate the input value. For example, by using a cryptographic hash function when storing the mobile device identifier MDI, it becomes practically impossible to identify the mobile device from the data in the tables, but it is still possible and feasible to lookup other entries with the same mobile device or correlate the tables with the mobile device as a key, because all other entries relating to the same mobile device will have the same unique hash value instead of mobile device identifier.

[0321] In an embodiment, the two main logs of the system, the communication log and the detection log, are stored at physically separate locations with individual access rights. Thereby is reduced the risk of an attacker being able to combine personal data. The two, or more, separate storages together make up the system server as described herein.

[0322] Regarding commissioning of the system, in a preferred embodiment, a TV distributor pushes a software update to all applicable set-top boxes or other TV access units they control to deploy the TV content logging functionality and possible mobile device identifier capturing functionality with as many of their customers as possible. Further, the TV distributor or an affiliation thereof, e.g. a TV commercial assessment service provider, pushes a software update of a mobile device app such as a TV player app to deploy the mobile device identifier association functionality with as many of the recipients using this TV distributor, as possible. Further, a TV commercial assessment service provider, the TV distributor or a mobile device geolocalizing service provider installs geolocalized stationary devices in a number of physical stores, venues, public locations, etc., as is relevantto them and their customers. Each detection of mobile devices near the geolocalized stationary devices are logged if possible to obtain their mobile device identifier. These visits may then be correlated with logged TV content indications, and the TV distributor or affiliations thereof may start assessing the effect broadcasts have on their watchers' geolocational movements. A commissioning of the system targeting online communication or both TV and online communication may be carried out likewise.

[0323] It is noted, that various combinations of the various embodiments described and shown herein are within the scope of the invention.

List

[0324] List of reference signs:

AI additional information

C communication

CAS cookie administration server

CC content control

CI communication indication

CL communication log

CR correlation result

DI detection indication

DL detection log

DR detection range

DS data source

G geolocation

GSD geolocalized stationary device

GSDID geolocalized stationary device identifier

MD mobile device

MDC mobile device cookie

MDI mobile device identifier

OC online communication

OCI online communication indication

OD online device

ODI online device identifier

OTS online tracking system

R recipient

RC recipient cookie

RRI recipient related identifier

RRIR recipient related identifier representation

SI - S4 scenarios 1 - 4

SA software application ss system server

TAU TV access unit

TAUID TV access unit identifier

TC TV content

TCI TV content indication

TSI TV subscriber identifier

UD user database

UN username

ws web server

Claims

83 Claims

1. A method of using a mobile device to evaluate an effect of communication, the method comprising any order of the following steps: logging a communication indication (CI) of a communication (C) and storing said communication indication (CI) with an associated recipient related identifier (RRI) in a communication log (CL); storing a recipient related identifier representation (RRIR) associated with said recipient related identifier (RRI) on a mobile device (MD); receiving from said mobile device (MD) said recipient related identifier representation (RRIR) and at least one mobile device identifier (MDI) of said mobile device (MD); associating said recipient related identifier (RRI) with said at least one mobile device identifier (MDI) using said received recipient related identifier representation (RRIR) and storing said association in a user database (UD); providing a geolocalized stationary device (GSD) at a geolocation (G) and detecting entry of said mobile device (MD) into a detection range (DR) of said geolocalized stationary device (GSD); wherein said detecting entry of said mobile device (MD) comprises acquiring at least one mobile device identifier (MDI) of said mobile device (MD), associating it with said geolocation (G) to form a detection indication (DI) and storing said detection indication (DI) in a detection log (DL); correlating said detection log (DL) with said communication log (CL) using associations of mobile device identifiers (MDI) and recipient related identifiers (RRI) from said user database (UD) to provide a correlation result (CR) indicative of an effect of said communication (C).

2. The method according to claim 1, wherein said communication (C) comprises online communication (OC).

3. The method according to claim 1 or 2, wherein said recipient related identifier (RRI) is an online device identifier (ODI) and said online communication (TC) is accessed 84

4. The method according to any of the preceding claims, wherein said communication indication (CI) comprises an online communication indication (OCI) indicative of accessed online communication (OC), and said storing said communication indication (CI) in said communication log (CL) comprises storing said online communication indication (OCI) with said associated online device identifier (ODI).

5. The method according to any of the preceding claims, wherein said mobile device (MD) comprises said online device (OD).

6. The method according to any of the preceding claims, wherein the online device (OD) is arranged to receive and render online communication (OC).

7. The method according to any of the preceding claims, wherein the online device (OD) is selected from the group consisting of desktop computers, laptop computers, tablet computers, smartphones, smart televisions and gaming consoles.

8. The method according to any of the preceding claims, wherein the online device (OD) comprises a computer device comprising a processor, memory and a hardware interface to receive online communication, and a software application installed and executed on the computer device.

9. The method according to any of the preceding claims, wherein said recipient related identifier (RRI) as an online device identifier (ODI) is stored on the online device (OD) in a recipient cookie (RC).

10. The method according to any of the preceding claims, wherein the online device identifier (ODI) is an advertising identifier.

11. The method according to any of the preceding claims, wherein the online device identifier (ODI) is associated with a username and password.

12. The method according to any of the preceding claims, wherein said logging an online communication indication (OCI) is performed automatically. 85

13. The method according to any of the preceding claims, wherein said online communication indication (OCI) is assigned a timestamp.

14. The method according to any of the preceding claims, wherein said online communication indication (OCI) is established by said online device (OD).

15. The method according to any of the preceding claims, wherein said online communication indication (OCI) is established by an online tracking system (OTS).

16. The method according to any of the preceding claims, wherein said online communication indication (OCI) comprises information about a received online communication and reception time information.

17. The method according to any of the preceding claims, wherein said method comprises a step of supplementing said online communication indication (OCI) stored in said communication log (CL) with additional information (AI).

18. The method according to any of the preceding claims, wherein said additional information (AI) is obtained from a data source (DS) different from said online device (OD).

19. The method according to any of the preceding claims, wherein said additional information (AI) is applied in said communication log (CL) automatically.

20. The method according to any of the preceding claims, wherein said communication (C) comprises TV content (TC).

21. The method according to any of the preceding claims, wherein said recipient related identifier (RRI) is a TV subscriber identifier (TSI) and said TV content (TC) is accessed via a TV content access unit (TAU) associated with said TV subscriber identifier (TSI).

22. The method according to any of the preceding claims, wherein said communication indication (CI) comprises a TV content indication (TCI) indicative of accessed TV content (TC), and said storing said communication indication (CI) in said 86 communication log (CL) comprises storing said TV content indication (TCI) with said associated TV subscriber identifier (TSI).

23. The method according to any of the preceding claims, wherein said mobile device (MD) comprises said TV access unit (TAU).

24. The method according to any of the preceding claims, wherein the TV access unit (TAU) comprises a TV signal receiver.

25. The method according to any of the preceding claims, wherein the TV access unit (TAU) is arranged to receive and decode one or more TV signals selected from the group consisting of cable TV signals, satellite TV signals, digital terrestrial TV signals, IPTV signals and Internet TV signals.

26. The method according to any of the preceding claims, wherein the TV access unit (TAU) is connected to a display for showing said TV content (TC).

27. The method according to any of the preceding claims, wherein the TV access unit (TAU) is selected from the group consisting of set-top boxes, hardware media players and gaming consoles.

28. The method according to any of the preceding claims, wherein the TV access unit (TAU) is integrated in a TV set.

29. The method according to any of the preceding claims, wherein the TV access unit (TAU) is a flow TV receiver.

30. The method according to any of the preceding claims, wherein the TV access unit (TAU) comprises a computer device comprising a processor, memory and a hardware interface to receive a TV signal, and a software application installed and executed on the computer device, wherein the computer device is selected from the group consisting of set-top box, smart TV, general purpose computer, gaming console, media player, tablet computer and smartphone. 87

31. The method according to any of the preceding claims, wherein the TV subscriber identifier (TSI) is stored on a smart card.

32. The method according to any of the preceding claims, wherein the TV subscriber identifier (TSI) is associated with a TV access unit identifier (TAUID) of said TV access unit (TAU).

33. The method according to any of the preceding claims, wherein the TV subscriber identifier (TSI) is associated with a username and password.

34. The method according to any of the preceding claims, wherein one or more usernames (UN) are associated with one TV subscriber identifier (TSI).

35. The method according to any of the preceding claims, wherein a username (UN) is associated with said TV content indication (TCI) in said communication log (TL).

36. The method according to any of the preceding claims, wherein said logging a TV content indication (TCI) is performed automatically.

37. The method according to any of the preceding claims, wherein said TV content indication (TCI) is assigned a timestamp.

38. The method according to any of the preceding claims, wherein said logging a TV content indication (TCI) is conditioned on a display connected to said TV access unit (TAU) being switched on.

39. The method according to any of the preceding claims, wherein said TV content indication (TCI) is established by said TV access unit (TAU).

40. The method according to any of the preceding claims, wherein said TV content indication (TCI) comprises information about a received TV channel and reception time information.

41. The method according to any of the preceding claims, wherein said method comprises a step of supplementing said TV content indication (TCI) stored in said communication log (CL) with additional information (AI). 88

42. The method according to any of the preceding claims, wherein said additional information (AI) is obtained from a data source (DS) different from said TV access unit (TAU).

43. The method according to any of the preceding claims, wherein said additional information (AI) is applied in said communication log (CL) automatically.

44. The method according to any of the preceding claims, wherein said communication log (CL) comprises communication indications (CI) of communication (C) comprising online communication (OC) and communication indications (CI) of communication (C) comprising TV content (TC).

45. The method according to any of the preceding claims, wherein said communication log (CL) is stored on a system server (SS).

46. The method according to any of the preceding claims, wherein said step of associating said recipient related identifier (RRI) with at least one mobile device identifier (MDI) comprises providing a software application (SA) to said mobile device (MD) and associating said recipient related identifier (RRI) with a mobile device identifier (MDI) of said mobile device (MD) after a login to said software application (SA) on said mobile device (MD).

47. The method according to any of the preceding claims, wherein said software application (SA) is a TV player app.

48. The method according to any of the preceding claims, wherein one recipient related identifier (RRI) in said user database (UD) is associated with one or more mobile device identifiers (MDI).

49. The method according to any of the preceding claims, wherein one recipient related identifier (RRI) in said user database (UD) is associated with one or more usernames (UN), and each username (UN) is associated with one or more mobile device identifiers (MDI). 89

50. The method according to any of the preceding claims, wherein said mobile device identifier (MDI) is an operating system advertising identifier.

51. The method according to any of the preceding claims, wherein said mobile device identifier (MDI) is stored in a mobile device cookie (MDC).

52. The method according to any of the preceding claims, wherein said mobile device identifier (MDI) is device fingerprint.

53. The method according to any of the preceding claims, wherein said mobile device identifier (MDI) is a mobile device addressing identifier such as a media access control MAC address.

54. The method according to any of the preceding claims, wherein the mobile device identifier comprises a unique mobile device application identifier, where the unique mobile device application identifier is a unique identifier of an application installed on the mobile device.

55. The method according to any of the preceding claims, wherein said recipient related identifier representation (RRIR) is the mobile device identifier (MDI).

56. The method according to any of the preceding claims, wherein said step of storing said recipient related identifier representation (RRIR) on said mobile device (MD) comprises transmitting to the mobile device (MD) a mobile device cookie (MDC) comprising said recipient related identifier representation (RRIR) from a cookie administration server (CAS) and storing said mobile device cookie (MDC) on the mobile device (MD) with an association to said cookie administration server (CAS).

57. The method according to any of the preceding claims, wherein said step of receiving from said mobile device (MD) said recipient related identifier representation (RRIR) comprises a cookie administration server (CAS) requesting said mobile device (MD) to provide a mobile device cookie (MDC) associated with said cookie administration server (CAS); the mobile device cookie (MDC) comprising said recipient related identifier representation (RRIR). 90

58. The method according to any of the preceding claims, wherein said cookie administration server (CAS) is comprised by said system server (SS).

59. The method according to any of the preceding claims, wherein said cookie administration server (CAS) providing said recipient related identifier (RRI) and said mobile device identifier (MDI) for said storing in said user database (UD).

60. The method according to any of the preceding claims, wherein said association of said mobile device cookie (MDC) to said cookie administration server (CAS) comprises said mobile device cookie (MDC) in said mobile device (MD) being stored with a reference to a network address or domain name of said cookie administration server (CAS).

61. The method according to any of the preceding claims, wherein said step of storing said communication indication (CI) with said associated recipient related identifier (RRI) in said communication log (CL) comprises a cookie administration server (CAS) requesting a recipient cookie (RC) associated with said cookie administration server (CAS); the recipient cookie (RC) comprising a representation of said recipient related identifier (RRI).

62. The method according to any of the preceding claims, wherein said recipient cookie (RC) is stored on said online device (OD) by said cookie administration server (CAS).

63. The method according to any of the preceding claims, wherein said online device identifier (ODI) is associated with said recipient related identifier representation (RRIR) by said cookie administration server (CAS).

64. The method according to any of the preceding claims, wherein said recipient cookie (RC) is stored on said TV access unit (TAU) by said cookie administration server (CAS).

65. The method according to any of the preceding claims, wherein said TV subscriber identifier (TSI) is associated with said recipient related identifier representation (RRIR) by said cookie administration server (CAS). 91

66. The method according to any of the preceding claims, wherein said step of associating said recipient related identifier (RRI) with at least one mobile device identifier (MDI) comprises providing a software application (SA) to said mobile device (MD); said software application (SA) being arranged to transmit to said cookie administration server (CAS) said at least one mobile device identifier (MDI) together with said mobile device cookie (MDC) comprising said recipient related identifier representation (RRIR).

67. The method according to any of the preceding claims, wherein the mobile device identifier (MDI) is encrypted.

68. The method according to any of the preceding claims, wherein the mobile device identifier (MDI) is an encrypted mobile device addressing identifier such as an encrypted MAC address.

69. The method according to any of the preceding claims, wherein said step of receiving from said mobile device (MD) said recipient related identifier representation (RRIR) and at least one mobile device identifier (MDI) of said mobile device (MD) is initiated upon a connection between the mobile device (MD) and a preconfigured wireless access point.

70. The method according to any of the preceding claims, wherein said step of receiving from said mobile device (MD) said recipient related identifier representation (RRIR) and at least one mobile device identifier (MDI) of said mobile device (MD) is initiated upon a connection between the mobile device (MD) and a wireless access point having a preconfigured captive portal.

71. The method according to any of the preceding claims, further comprising the mobile device transmitting the mobile device identifier (MDI) automatically, such as at a given transmission interval or upon detection of predetermined events.

72. The method according to any of the preceding claims, wherein said method comprises the steps of displaying said communication (C); 92 bringing said mobile device (MD) into said detection range (DR).

73. The method according to any of the preceding claims, wherein said displaying said communication (C) comprises making said communication (C) available for a recipient (R) associated with said recipient related identifier (RRI); and the method is arranged to facilitate said step of bringing said mobile device (MD) into said detection range (DR) being performed by said recipient (R).

74. The method according to any of the preceding claims, wherein said correlation result (CR) is used to provide an assessment of a physical effect of said communication (C).

75. The method according to any of the preceding claims, wherein said correlation result (CR) is used to provide an assessment of a physical effect of said online communication (OC).

76. The method according to any of the preceding claims, wherein said correlation result (CR) is used to provide an assessment of a physical effect of said TV content (TC).

77. The method according to any of the preceding claims, wherein a measure of a physical effect of said communication (C) is established on the basis of said correlation result (CR).

78. The method according to any of the preceding claims, wherein said correlation result (CR) is used to provide an assessment of an influence of said communication

(C) on geolocational detection of a recipient (R).

79. The method according to any of the preceding claims, wherein said correlation result (CR) is used to provide an assessment of a physical effect of an advertisement.

80. The method according to any of the preceding claims, wherein said correlation result (CR) is used to provide an assessment of a physical effect of an online advertisement. 93

81. The method according to any of the preceding claims, wherein said correlation result (CR) is used to provide an assessment of a physical effect of a TV commercial.

82. The method according to any of the preceding claims, wherein a measure of a physical effect is established on the basis of one or more ratios between values derived from said detection log (DL) and values derived from said communication log (CL).

83. The method according to any of the preceding claims, wherein said correlation result (CR) is used as a basis for the providing of a measure for communication effect in relation to a plurality of individual recipients.

84. The method according to any of the preceding claims, wherein said measure for communication effect in relation to a plurality of recipients (R) is established at least partly on the basis of a relative comparison between a plurality of detection indications (DI) related to a plurality of mobile devices in response to a provided communication (C) to said plurality of recipients (R).

85. The method according to any of the preceding claims, wherein the method comprises determining a measure of an effect of communication (C) in relation to a plurality of recipients (R) on the basis of said correlation result (CR) by:

(a) out of logged communication indications (CI) determining a specified communication (C);

(b) out of a total group of recipients (R) determining a first subset of recipients who has been subjected to the specified communication;

(c) related to the first subset of recipients determining a first subset of geolocalized stationary devices (GSD) where subsequently mobile devices (MD) associated to said first subset of recipients have been detected within the detection range (DR) of said first subset of geolocalized stationary devices (GSD);

(d) out of the total group of recipients determining a second subset of recipients who has not been subjected to the specified communication; 94

(e) related to the second subset of recipients determining a second subset of geolocalized stationary devices (GSD) where subsequently mobile devices (MD) associated to said second subset of recipients have been detected within the detection range (DR) of said second subset of geolocalized stationary devices (GSD); and

(f) establishing said measure of an effect of said specified communication on the basis of a comparison between said first subset of recipients, said second subset of recipients, said first subset of geolocalized stationary devices and said second subset of geolocalized stationary devices.

86. The method according to any of the preceding claims, wherein determining said recipients who have been subjected to the specified communication is based on online devices (OD) having logged the specified communication, and wherein determining said recipients who have not been subjected to the specified communication is based on online devices (OD) not having logged the specified communication.

87. The method according to any of the preceding claims, wherein said specified communication is a specified TV commercial.

88. The method according to any of the preceding claims, wherein said specified communication is a specified online advertisement.

89. The method according to any of the preceding claims, wherein said correlation result (CR) is anonymized.

90. The method according to any of the preceding claims, wherein said correlating said detection log (DL) with said communication log (CL) is performed automatically to auto-generate said correlation result (CR).

91. The method according to any of the preceding claims, wherein said geolocation (G) is a relative location. 95

92. The method according to any of the preceding claims, wherein said detecting entry of said mobile device (MD) into a detection range (DR) and storing in a detection log (DL) is performed automatically.

93. The method according to any of the preceding claims, wherein a timestamp is assigned to said stored association of mobile device identifier (MDI) and geolocation

(G) in said detection log (DL).

94. The method according to any of the preceding claims, wherein said step of providing a geolocalized stationary device (GSD) at a geolocation (G) comprises providing one or more geolocalized stationary devices (GSD), each at an individual geolocation (G).

95. The method according to any of the preceding claims, wherein detection ranges (DR) of two or more geolocalized stationary devices (GSD) overlap.

96. The method according to any of the preceding claims, wherein said geolocalized stationary device is a Bluetooth-based beacon.

97. The method according to any of the preceding claims, wherein said geolocalized stationary device (GSD) transmits a geolocalized stationary device identifier (GSDID).

98. The method according to any of the preceding claims, wherein said acquiring at least one mobile device identifier (MDI) is performed by the mobile device (MD) transmitting said at least one mobile device identifier (MDI) for said storing in said detection log (DL).

99. The method according to any of the preceding claims, wherein said geolocalized stationary device is a wireless access point.

100. The method according to any of the preceding claims, wherein said acquiring at least one mobile device identifier (MDI) is performed by the geolocalized stationary device (GSD) transmitting said at least one mobile device identifier (MDI) for said storing in said detection log (DL). 96

101. The method according to any of the preceding claims, wherein said geolocalized stationary device is a mobile telephony base station.

102. A system for evaluating an effect of communication, the system comprising: a system server (SS) comprising a communication log (CL), a detection log (DL) and a user database (UD); a communication logging system arranged to establish communication indications (CI) of communication (C) and storing said communication indication (CI) with associated recipient related identifier (RRI) in said communication log (CL); a user matching system arranged to associate said recipient related identifier

(RRI) with at least one mobile device identifier (MDI) of a mobile device (MD) and storing said association in said user database (UD); and a geolocation detection system arranged to detect entry of said mobile device (MD) into a detection range (DR) of a geolocalized stationary device (GSD) provided at a geolocation (G) and establishing detection indications (DI) accordingly by storing at least one mobile device identifier (MDI) of said mobile device (MD) in association with said geolocation (G) in said detection log (DL); wherein said system is arranged to correlate said detection log (DL) with said communication log (CL) using associations of mobile device identifiers (MDI) and recipient related identifiers (RRI) from said user database (UD) to provide a correlation result (CR).

103. The system for evaluating an effect of communication according to claim 102, implementing any of the claims 1 - 101.