Audience-Based Television Advertising Transaction Engine
A computer system provides a virtual marketplace in which an advertising opportunity (such as a television advertising opportunity) is expressed in terms of an audience model representing an audience associated with the advertising opportunity. The computer system provides potential buyers of a particular advertising opportunity with information about the audience model associated with that advertising opportunity. The computer system sells advertising opportunities to buyers using any of a variety of transaction semantics. A buyer who purchases a particular advertising opportunity purchases the opportunity to present an advertisement to an audience represented by the audience model associated with the purchased advertising opportunity.
1 . A method performed by at least one computer processor executing computer program instructions stored on at least one non-transitory computer-readable medium, the method comprising:
(A) generating an audience model representing at least one attribute of an audience associated with particular television content, the audience model including first audience attribute data representing at least one value of at least one attribute of the audience associated with the television content;
(B) generating opportunity data representing an advertisement placement opportunity associated with the television content, wherein the opportunity data includes second audience attribute data derived from the first audience attribute data; and
(C) generating opportunity output based on the opportunity data, wherein the opportunity output includes third audience attribute data derived from the second audience attribute data.
2 . The method of claim 1 , further comprising:
(D) providing the opportunity output to a computing device associated with a buyer.
3 . The method of claim 2 , further comprising:
(E) conducting a transaction with the buyer, comprising selling the advertisement placement opportunity to the buyer.
4 . The method of claim 3 , wherein the transaction comprises an auction.
5 . The method of claim 1 , wherein the second audience attribute data represent a predicted audience of the particular television content.
6 . The method of claim 1 , wherein the second audience attribute data is the same as the first audience attribute data.
7 . The method of claim 1 , wherein the third audience attribute data is the same as the second audience attribute data.
8 . The method of claim 1 , wherein (A) comprises:
(A)(1) receiving a plurality of data sources including at least two of: a regression model relating to at least one television viewing audience, a plurality of household profiles of the at least one television viewing audience, return path data from a plurality of television viewing devices, and automatic content recognition data received from the plurality of television viewing devices; and
(A)(2) generating the audience model based on at least two of the plurality of data sources received in (A)(1).
9 . The method of claim 8 , wherein (A)(1) comprises receiving historical viewing data, wherein the historical viewing data includes the regression model.
10 . The method of claim 9 , wherein the historical viewing data includes data representing an average number of televisions tuned into a particular program or a particular network during a particular time frame.
11 . The method of claim 9 , wherein the historical viewing data includes data representing a number of unique households reporting at least one minute of viewing for a particular time frame and classification.
12 . The method of claim 8 , wherein each of the plurality of household profiles includes a household identifier which uniquely identifies a household represented by that household profile.
13 . The method of claim 8 , wherein the return path data includes data indicating which channel a particular set-top box is tuned to at a particular point in time.
14 . The method of claim 8 :
wherein (A)(1) further comprises receiving data from an external source; and
wherein (A)(2) comprises generating the audience model based on at least two of the plurality of data sources received in (A)(1) and the data received from the external source.
15 . The method of claim 14 , wherein the data received from the external source comprises economic data.
16 . The method of claim 14 , wherein the data received from the external source comprises environmental data.
17 . The method of claim 8 , wherein (A)(2) comprises including, in the audience model, data representing the particular television content associated with the audience.
18 . The method of claim 8 , wherein (A)(2) comprises including, in the audience model, data representing a plurality of attributes of the audience.
19 . The method of claim 8 , wherein (A)(2) comprises including, in the audience model, data representing a total number of impressions associated with the particular television content, wherein each impression is a single exposure of a single person or home to a single advertisement.
20 . A system comprising at least one non-transitory computer-readable medium containing computer program instructions executable by at least one computer processor to perform a method, the method comprising:
(A) generating an audience model representing at least one attribute of an audience associated with particular television content, the audience model including first audience attribute data representing at least one value of at least one attribute of the audience associated with the television content;
(B) generating opportunity data representing an advertisement placement opportunity associated with the television content, wherein the opportunity data includes second audience attribute data derived from the first audience attribute data; and
(C) generating opportunity output based on the opportunity data, wherein the opportunity output includes third audience attribute data derived from the second audience attribute data.
21 . The system of claim 20 , further comprising:
(D) providing the opportunity output to a computing device associated with a buyer.
22 . The system of claim 21 , further comprising:
(E) conducting a transaction with the buyer, comprising selling the advertisement placement opportunity to the buyer.
23 . The system of claim 22 , wherein the transaction comprises an auction.
24 . The system of claim 20 , wherein the second audience attribute data represent a predicted audience of the particular television content.
25 . The system of claim 20 , wherein the second audience attribute data is the same as the first audience attribute data.
26 . The system of claim 20 , wherein the third audience attribute data is the same as the second audience attribute data.
27 . The system of claim 20 , wherein (A) comprises:
(A)(1) receiving a plurality of data sources including at least two of: a regression model relating to at least one television viewing audience, a plurality of household profiles of the at least one television viewing audience, return path data from a plurality of television viewing devices, and automatic content recognition data received from the plurality of television viewing devices; and
(A)(2) generating the audience model based on at least two of the plurality of data sources received in (A)(1).
28 . The system of claim 27 , wherein (A)(1) comprises receiving historical viewing data, wherein the historical viewing data includes the regression model.
29 . The system of claim 28 , wherein the historical viewing data includes data representing an average number of televisions tuned into a particular program or a particular network during a particular time frame.
30 . The system of claim 28 , wherein the historical viewing data includes data representing a number of unique households reporting at least one minute of viewing for a particular time frame and classification.
31 . The system of claim 27 , wherein each of the plurality of household profiles includes a household identifier which uniquely identifies a household represented by that household profile.
32 . The system of claim 27 , wherein the return path data includes data indicating which channel a particular set-top box is tuned to at a particular point in time.
33 . The system of claim 27 :
wherein (A)(1) further comprises receiving data from an external source; and
wherein (A)(2) comprises generating the audience model based on at least two of the plurality of data sources received in (A)(1) and the data received from the external source.
34 . The system of claim 33 , wherein the data received from the external source comprises economic data.
35 . The system of claim 33 , wherein the data received from the external source comprises environmental data.
36 . The system of claim 27 , wherein (A)(2) comprises including, in the audience model, data representing the particular television content associated with the audience.
37 . The system of claim 27 , wherein (A)(2) comprises including, in the audience model, data representing a plurality of attributes of the audience.
38 . The system of claim 27 , wherein (A)(2) comprises including, in the audience model, data representing a total number of impressions associated with the particular television content, wherein each impression is a single exposure of a single person or home to a single advertisement.