CONNECTED TV OUT-OF-HOME CONTEXTUALIZED ADVERTISING

1 . A method comprising:

implementing a system to negotiate out-of-home (OOH) advertising based on a proximate user device, including:

receiving, at a content streaming service, an identifier of a user device and location information indicating a location of the user device, the user device including a portable computing device;

identifying an OOH advertising screen proximate to the location of the user device;

negotiating, via the content streaming service, an advertisement to display at the OOH advertising screen based on the identifier; and

displaying the advertisement at the OOH advertising screen.

2 . The method of claim 1 further comprising:

the identifier includes a mobile advertising identifier (MAID) for the user device.

3 . The method of claim 2 further comprising:

maintaining, at the content streaming service, a user data profile for the user device including the identifier.

4 . The method of claim 3 further comprising:

negotiating the advertisement includes providing the identifier to an advertisement bidding platform; and

receiving, at the content streaming service, a winning advertisement bid based on the identifier.

5 . The method of claim 4 further comprising:

updating the user data profile with a bid value based on the winning advertisement bid.

6 . The method of claim 5 further comprising:

receiving, at the content streaming service, a plurality of identifiers corresponding to a plurality of user devices proximate to the OOH advertising screen; and

selecting a first identifier from the plurality of identifiers for negotiating the advertisement.

7 . The method of claim 6 further comprising:

selecting the first identifier based on the bid value, from a prior winning advertisement bid, in the user data profile for a corresponding user device.

8 . The method of claim 7 further comprising:

receiving the location information as global positioning system (GPS) data.

9 . The method of claim 7 further comprising:

receiving the location information via the user device interacting with actionable content displayed at the OOH advertising screen.

10 . A system comprising:

a content streaming service configured to negotiate out-of-home (OOH) advertising based on a user device proximate to an OOH advertising screen, including:

receive an identifier of the user device and location information indicating a location of the user device, the user device including a portable computing device;

negotiate an advertisement to display at an OOH advertising screen proximate to the location of the user device based on providing the identifier to an advertisement bidding platform; and

display the advertisement at the OOH advertising screen.

11 . The system of claim 10 , further comprising:

the identifier includes a mobile advertising identifier (MAID) for the user device.

12 . The system of claim 10 further configured to:

receive a winning advertisement bid based on the identifier.

13 . The system of claim 12 further configured to:

maintain a user data profile for the user device including the identifier;

update a bid value history for the user data profile based on the winning advertisement bid; and

select a first identifier for negotiating the advertisement, from a plurality of identifiers corresponding to a plurality of user devices proximate to the OOH advertising screen, based on the bid value history in the user data profile.

14 . The system of claim 10 further configured to:

receive the location information as global positioning system (GPS) data.

15 . The system of claim 10 further configured to:

generate custom actionable content corresponding to the OOH advertising screen;

display the custom actionable content at the OOH advertising screen; and

receive the location information via the user device interacting with the custom actionable content.

16 . A memory device storing instructions that, when executed, cause a processor to perform a method comprising:

implementing, via a content streaming service, a system to negotiate out-of-home (OOH) advertising based on a proximate user device, including:

receiving a mobile advertising identifier (MAID) of a user device, the user device including a portable computing device;

receiving location information indicating a location of the user device, including:

generating custom actionable content corresponding to an OOH advertising screen to enable identification of a location of a user that interacts with the custom actionable content;

displaying the custom actionable content at the OOH advertising screen; and

receiving the location information via the user device interacting with the custom actionable content;

negotiating an advertisement to display at the OOH advertising screen based on the MAID; and

displaying the advertisement at the OOH advertising screen.

17 . The memory device of claim 16 storing instructions that, when executed, cause the processor to perform the method further comprising:

negotiating the advertisement by providing the MAID to an advertisement bidding platform; and

receiving a winning advertisement bid based on the MAID.

18 . The memory device of claim 17 storing instructions that, when executed, cause the processor to perform the method further comprising:

maintaining a user data profile for the user device including the MAID;

updating a bid value history for the user data profile based on the winning advertisement bid; and

selecting a first MAID for negotiating the advertisement, from a plurality of MAIDs corresponding to a plurality of user devices proximate to the OOH advertising screen, based on the bid value history in the user data profile.

19 . The memory device of claim 16 storing instructions that, when executed, cause the processor to perform the method further comprising:

receiving the location information as global positioning system (GPS) data.

20 . (canceled)

21 . The memory device of claim 16 storing instructions that, when executed, cause the processor to perform the method further comprising:

identifying the OOH advertising screen proximate to the location of the user device.