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 comprising:
receiving programmatic TV data for a first population of consumers, wherein the programmatic 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 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 the hash-ID for each TV with a consumer identifier in a graph of consumer data, wherein the graph of consumer data is constructed from online behavioral and demographic data on a second population of consumers; identifying 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; purchasing a slot of TV advertising inventory relevant to the second population of consumers; and instructing a media conduit to deliver an item of advertising content to the second population of consumers in the one or more slots of inventory.