Profiling and identification of television viewers

1. A computer-implemented method of profiling one or more viewers for targeted advertising, the one or more viewers interacting with a video receiver, the method comprising:

starting a first viewing session;

receiving one or more programming streams including one or more video programs;

storing, at regular time intervals, program data, the program data including identification data describing the one or more video programs and a corresponding time interval;

monitoring and storing a plurality of interactions with video controls of the particular viewer during the first viewing session;

ending the first viewing session;

aggregating at least a portion of the plurality of the interactions and the program data in a new session profile that represents the particular viewer's short-term viewing habits;

accessing one or more existing signature profiles, each signature profile having signature categories that represent the long-term viewing habits of a respective viewer; and

matching the new session profile with one of the one or more existing signature profiles to deliver a particular viewer a targeted advertisement.

2. The method of claim 1 , further comprising:

creating a new signature profile for a new viewer when the new session profile does not match an existing signature profile.

3. The method of claim 1 , wherein the new session profile includes session category values.

4. The method of claim 3 , wherein the step of matching a new session profile includes comparing the session category values with the signature category values.

5. The method of claim 1 , wherein the matching signature profile is identified without determining an actual identity of the particular viewer.

6. The method of claim 1 , wherein the session profile and the signature profile identify viewing habits that determine a plurality of advertisement categories for a particular viewer.

7. The method of claim 1 , wherein the session profile and the signature profile include a plurality of demographic categories for a particular viewer.

8. The method of claim 7 , wherein the plurality of demographic categories is assigned values based upon application of heuristic rules.

9. The method of claim 7 , wherein the plurality of demographic categories is assigned values obtained from geodemographic data associated with distinct ZIP+4 geographies in which the particular viewer is located while viewing the video.

10. The method of claim 7 , wherein the plurality of demographic categories is used for targeted advertising purposes.