Targeted television advertising based on profiles linked to multiple online devices
A profile provider: (i) associates a primary online device (OD1) with a set-top box (STB); (ii) a location of OD1 at some point in time is estimated to be “near” the STB, thereby establishing a STB proxy location; (iii) one or more secondary online devices (OD2s) are observed to be located “near” the STB proxy location and are associated with the STB; and (iv) a television advertisement is selected to be directed to the STB, which selection is based at least in part on profile information linked to one of the associated OD2s. The method can be particularly advantageous in situations wherein: the STB is not connected to any computer network; the STB is not ever connected to the same local area network as OD1 or OD2; or television service (used by the STB) and online access (used by OD1 and OD2s) are provided by different service providers.
1. A method of targeting advertisements to a user of a set-top box (STB) based on profile information associated with a mobile online device comprising:
using a programmed computer system, automatically:
a) associating a primary online device (OD1) with the STB by using information received during a first online contact between the OD1 and the computer system to estimate that the OD1 is geographically near the STB, defined by a distance criterion defining a maximum distance from a location of the STB determined from information about the location of the STB received from a third party provider of television service to the user via the STB;
b) using information received during a second online contact between a secondary, mobile online device (OD2) and the computer system, estimating that the OD2 is geographically near the STB, by determining that the OD2 used, during the second online contact, a local area network (LAN) that is the same LAN used by the OD1 during the first online contact;
c) using profile information associated with the OD2 to select or direct the selection of a television advertisement targeted to a user of the OD2;
d) predicting a time period when the OD2 will likely be near the STB by using a log storing a plurality of times at which the computer system has estimated that the OD2 is geographically near the STB according to part (b); and
e) presenting or causing presentation via the STB of the selected, targeted television advertisement at or about the predicted time, regardless of whether the OD2 is in online contact with the computer system at the predicted time.
2. The method of claim 1 further comprising storing in a database electronic indicia indicating (i) the presentation of the targeted television advertisement in part (e) and (ii) the presented television advertisement.
3. The method of claim 1 further comprising, using the computer system, repeating part (b) with respect to a plurality of secondary online devices and storing electronic indicia of associations between the set-top box and each one of the plurality of secondary online devices.
4. The method of claim 3 further comprising, using the computer system, deleting or disregarding the stored electronic indicia of a corresponding association between the set-top box and one of the plurality of secondary online devices when the log indicates that the computer system has not estimated that the one of the plurality of secondary online devices is geographically near the STB according to part (b) for at least as long as a specified length of time.
5. The method of claim 1 wherein the log comprises data, respectively for the OD1 and the OD2, indicating at least a portion of an IP address used to route network traffic to the corresponding online device and the date and time of the corresponding online contact with the computer system.
6. The method of claim 1 further comprising, using the computer system, directing the selected, targeted television advertisement to the STB at the predicted time.
7. The method of claim 1 wherein the profile information associated with the OD2 includes a history of online activity performed with the OD2.
8. The method of claim 1 further comprising causing recording that a select online activity occurred via the OD2 subsequent to presentation of the television advertisement via the STB, which online activity was tracked from the OD2.
9. The method of claim 1 wherein the information about the location of the STB received from a third party provider of television service is a street address and the information received during the first online contact between the OD1 and the computer system includes OD1 GPS coordinates.
10. A hardware computer system programmed and connected to perform a method of targeting advertisements to a user of a set-top box (STB) based on profile information associated with a mobile online device, the method comprising, automatically:
a) associating a primary online device (OD1) with the STB by using information received during a first online contact between the OD1 and the computer system to estimate that the OD1 is geographically near the STB, defined by a distance criterion defining a maximum distance from a location of the STB determined from information about the location of the STB received from a third party provider of television service to the user via the STB;
b) using information received during a second online contact between a secondary, mobile online device (OD2) and the computer system, estimating that the OD2 is geographically near the STB, by determining that the OD2 used, during the second online contact, a local area network (LAN) that is the same LAN used by the OD1 during the first online contact;
c) using profile information associated with the OD2 to select or direct the selection of a television advertisement targeted to a user of the OD2;
d) predicting a time period when the OD2 will likely be near the STB by using a log storing a plurality of times at which the computer system has estimated that the OD2 is geographically near the STB according to part (b); and
e) presenting or causing presentation via the STB of the selected, targeted television advertisement at or about the predicted time, regardless of whether the OD2 is in online contact with the computer system at the predicted time.
11. The computer system of claim 10 wherein the method further comprises storing in a database electronic indicia indicating (i) the presentation of the targeted television advertisement in part (e) and (ii) the presented television advertisement.
12. The computer system of claim 10 wherein the computer system is further programmed to repeat part (b) with respect to a plurality of secondary online devices and to store electronic indicia of associations between the set-top box and each one of the plurality of secondary online devices.
13. The computer system of claim 12 wherein the computer system is further programmed to delete or disregard the stored electronic indicia of a corresponding association between the set-top box and one of the plurality of secondary online devices when the log indicates that the computer system has not estimated that the one of the plurality of secondary online devices is geographically near the STB according to part (b) for at least as long as a specified length of time.
14. The computer system of claim 10 wherein the log comprises data, respectively for the OD1 and the OD2, indicating at least a portion of an IP address used to route network traffic to the corresponding online device and the date and time of the corresponding online contact with the computer system.
15. The computer system of claim 10 wherein the computer system is further programmed to direct the selected, targeted television advertisement to the STB at the predicted time.
16. The computer system of claim 10 wherein the computer system is further programmed to record that a select online activity occurred via the OD2 subsequent to presentation of the television advertisement via the STB, which online activity was tracked from the OD2.
17. The computer system of claim 10 wherein the information about the location of the STB received from a third party provider of television service is a street address and the information received during the first online contact between the OD1 and the computer system includes OD1 GPS coordinates.
18. An article comprising a tangible medium encoding computer-readable instructions that is not a transitory propagating signal that, when applied to a computer system, instruct the computer system to perform a method of targeting advertisements to a user of a set-top box (STB) based on profile information associated with a mobile online device comprising, automatically:
a) associating a primary online device (OD1) with the STB by using information received during a first online contact between the OD1 and the computer system to estimate that the OD1 is geographically near the STB, defined by a distance criterion defining a maximum distance from a location of the STB determined from information about the location of the STB received from a third party provider of television service to the user via the STB;
b) using information received during a second online contact between a secondary, mobile online device (OD2) and the computer system, estimating that the OD2 is geographically near the STB, by determining that the OD2 used, during the second online contact, a local area network (LAN) that is the same LAN used by the OD1 during the first online contact;
c) using profile information associated with the OD2 to select or direct the selection of a television advertisement targeted to a user of the OD2;
d) predicting a time period when the OD2 will likely be near the STB by using a log storing a plurality of times at which the computer system has estimated that the OD2 is geographically near the STB according to part (b); and
e) presenting or causing presentation via the STB of the selected, targeted television advertisement at or about the predicted time, regardless of whether the OD2 is in online contact with the computer system at the predicted time.
19. The article of claim 18 wherein the computer-readable instructions further instruct the computer system to store in a database electronic indicia indicating (i) the presentation of the targeted television advertisement in part (e) and (ii) the presented television advertisement.
20. The article of claim 18 wherein the computer-readable instructions further instruct the computer system to repeat part (b) with respect to a plurality of secondary online devices and to store electronic indicia of associations between the set-top box and each one of the plurality of secondary online devices.
21. The article of claim 20 wherein the computer-readable instructions further instruct the computer system to delete or disregard the stored electronic indicia of a corresponding association between the set-top box and one of the plurality of secondary online devices when the log indicates that the computer system has not estimated that the one of the plurality of secondary online devices is geographically near the STB according to part (b) for at least as long as a specified length of time.
22. The article of claim 18 wherein the computer-readable instructions further instruct the computer system to direct the selected, targeted television advertisement to the STB at the predicted time.
23. The article of claim 18 wherein the computer-readable instructions further instruct the computer system to record that a select online activity occurred via the OD2 subsequent to presentation of the television advertisement via the STB, which online activity was tracked from the OD2.
24. The article of claim 18 wherein the information about the location of the STB received from a third party provider of television service is a street address and the information received during the first online contact between the OD1 and the computer system includes OD1 GPS coordinates.