Targeting TV advertising slots based on consumer online behavior
Within an advertising buying platform, advertising buyers are able to direct advertising content to TV/OTT/VOD inventory that matches targeted market segments. The advertising buyers select from a list of available market segments, and the system pairs the market segments to an anonymous dataset of media consumers (using a database of hashed online IDs). The dataset of hashed online IDs is then mapped to external OEM IDs (such as from a Smart TV) via the functions of a hashed identity mapping method. This permits the advertiser to target advertising content to a population of TV viewers. Also described herein are methods of bidding on programmatic TV content.
1. A method for targeting a population of TV viewers to which to deliver advertising content, the method being performed by at least one computer system containing at least one hardware processor and at least one memory storing instructions that when executed by the at least one processor, cause the at least one computer system to perform operations comprising:
receiving, by the at least one hardware processor, TV data for a first population of consumers, wherein the TV data comprises at least one IP address and a list of TV viewing data for each TV accessible to a consumer in the first population of consumers;
de-identifying, by the at least one hardware processor, the IP address for each TV, thereby creating a hash-ID for each TV that is associated with each consumer in the first population of consumers;
associating, by the at least one hardware processor, the hash-ID for each TV with a consumer identifier in a graph of consumer data, the graph being of a set of nodes and edges connecting pairs of nodes, where two nodes that are connected by an edge are similar to one another according to at least a criterion, and wherein a weight of an edge defines a strength of similarity, wherein the graph of consumer data is constructed from online behavioral and demographic data on a second population of consumers;
identifying, by the at least one hardware processor, one or more slots of TV advertising inventory based on one or more demographic factors of consumers in the second population of consumers and the list of TV viewing data associated with those consumers;
providing, by the at least one hardware processor, a way for an advertiser to purchase a slot of TV advertising inventory relevant to the second population of consumers; and, after an advertiser purchases a slot of TV advertising inventory,
instructing, by the at least one hardware processor, a media conduit to deliver the item of advertising content to the second population of consumers in the one or more slots of inventory.
2. The method of claim 1 , wherein the TV data comprises programmatic TV data.
3. The method of claim 1 , wherein the purchasing comprises bidding on inventory, wherein the bidding is by real-time bidding or by bidding on programmatic TV content.
4. The method of claim 1 , wherein the providing a way for an advertiser to purchase, comprises:
presenting, via a browser or web-enabled interface, a market segment selection form permitting an advertiser to select from a variety of market segment categories.
5. The method of claim 1 , wherein the consumer data comprises transmutable and non-transmutable data.
6. The method of claim 1 , wherein the identifying comprises:
predicting, via a machine learning process, one or more inventory slots for a particular market segment.
7. The method of claim 1 , wherein the de-identifying uses a one-way hash function.
8. The method of claim 1 , wherein the one or more hardware processes are physically distributed amongst multiple datacenters.