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 implemented using a first programmed hardware computer system, the method comprising:
(a) automatically causing an advertisement to be selected for direction to a first online device having a first identifier, wherein the advertisement is selected based at least in part on profile information associated with a second identifier, wherein the first identifier is different from the second identifier;
(b) wherein the act in part (a) is performed using data identifying the first identifier and the second identifier as members of a set of online device identifiers, each of which online device identifiers is associated with one of a set of online devices presumed to be associated with a common household, which set of online devices includes the first online device, a second online device, and at least one additional online device;
(c) wherein the data presumes the association with a common household of the set of online devices based on an automatic computerized determination, using a second programmed hardware computer system, that:
(i) network traffic was routed to each of the set of online devices using a first, common IP address or portion thereof during a first time period; and
(ii) network traffic was routed to a selected minimum number of online devices of the set of online devices, identified by members of the set of online device identifiers not including the second identifier, during a second time period, which is after the first time period and before the act in part (a) is performed, using a second, common IP address or portion thereof that is different from the first, common IP address or portion thereof, wherein the minimum number of devices is at least two and less than the number of devices in the set of online devices; and
(d) wherein the first and second computer systems are each outside both a first local area network defined by the first IP address or portion thereof and a second local area network defined by the second IP address or portion thereof.
2. The method of claim 1 wherein the first and second computer systems are controlled by a common entity.
3. The method of claim 1 further comprising, using the first programmed hardware computer system, selecting the advertisement to be directed to the first online device of part (a).
4. The method of claim 1 wherein the second identifier is associated with the second online device.
5. The method of claim 4 wherein the profile information associated with the second identifier comprises profile information pertaining to a user of the second online device.
6. The method of claim 4 wherein the profile information associated with the second identifier comprises profile information derived from online activity performed with the second online device.
7. The method of claim 1 wherein the first online device is one of the selected minimum number of online devices determined in part (c)(ii).
8. The method of claim 1 wherein the first identifier indicates the first online device by a first plurality of device identifiers, and the second identifier indicates the second online device by a second plurality of device identifiers.
9. The method of claim 8 wherein at least one of the first plurality of device identifier indicating the first online device comprises a tag or cookie placed on the first online device.
10. The method of claim 8 wherein at least one of the first plurality of device identifier indicating the first online device comprises a tag or cookie recognized on the first online device.
11. The method of claim 8 wherein the first plurality of device identifiers indicating the first online device comprises a plurality of cookies.
12. The method of claim 1 wherein the automatic computerized determination of part (c) has been performed by a second programmed hardware computer system of a profile provider.
13. The method of claim 1 wherein the automatic computerized determination of part (c) has been performed by a second programmed hardware computer system of a television provider.
14. A method implemented using a programmed hardware computer system, the method comprising:
(a) automatically with the programmed hardware computer system:
(i) detecting that network traffic was routed to each of a set of online devices using a first, common IP address or portion thereof during a first time period, the set of online devices including at least a first online device, a second online device, and at least one additional online device, wherein the set of online devices are presumed to be associated with a common household, and storing data identifying a set of online device identifiers, including a first identifier and a second identifier, each of the identifiers associated with one of the set of online devices, wherein the first identifier is different from the second identifier; and
(ii) using stored data referring to identifiers of the set of online device identifiers, detecting that, during a second, subsequent time period, network traffic was routed, using a second, common IP address or portion thereof that is different from the first, common IP address or portion thereof, to a selected minimum number of online devices of the set of online devices, identified by members of the set of online device identifiers not including the second identifier, wherein the minimum number of devices is at least two and less than the number of devices in the set of online devices;
(iii) wherein the programmed hardware computer system is outside both a first local area network defined by the first IP address or portion thereof and a second local area network defined by the second IP address or portion thereof; and
(b) electronically making accessible to an ad server computer system the stored data identifying the set of online device identifiers in part (a)(i), wherein:
(i) the ad server computer system is programmed to cause an advertisement to be selected based at least in part on profile information associated with the second identifier; and
(ii) the selected advertisement is directed, after the detection in part (a)(ii) has occurred, to the online device identified by the first identifier of the set of online device identifiers that is within the stored data.
15. The method of claim 14 wherein the ad server computer system and the programmed hardware computer system are controlled by a common entity.
16. The method of claim 14 where the ad server computer system is programmed to select the advertisement to be directed to the online device identified by the first identifier.
17. The method of claim 14 wherein the second identifier is associated with the second online device.
18. The method of claim 17 wherein the profile information associated with the second identifier comprises profile information pertaining to a user of the second online device.
19. The method of claim 17 wherein the profile information associated with the second identifier comprises profile information derived from online activity performed with the second online device.
20. The method of claim 14 wherein the first online device is one of the selected minimum number of online devices determined in part (a)(ii).
21. The method of claim 14 wherein the first identifier indicates the first online device by a first plurality of device identifiers, and the second identifier indicates the second online device by a second plurality of device identifiers.
22. The method of claim 21 wherein at least one of the first plurality of device identifier indicating the first online device comprises a tag or cookie placed on the first online device.
23. The method of claim 21 wherein at least one of the first plurality of device identifier indicating the first online device comprises a tag or cookie recognized on the first online device.
24. The method of claim 21 wherein the first plurality of device identifiers indicating the first online device comprises a plurality of cookies.