Granted Patent B2

US 12,341,837 · App. 18/610,039 · Granted Jun 24, 2025

Inventors: Fabrizio Blanco (Los Angeles, CA); Giuseppe Di Mauro (San Diego, CA)

Assignee: VIANT TECHNOLOGY LLC

H04L65/612H04L61/5007H04L65/1069H04L65/1076H04L67/30H04L43/16

Abstract

Claims (93)

1. A computer-implemented method for providing media content comprising:

(a) receiving a first request for media content, wherein:

(i) the first request originates from a first Internet Protocol (IP) address; and

(ii) the first request comprises a first data element identification, wherein the first data element identification comprises a publisher generated 1st party cookie, and wherein the first data element identification does not comprise a 3rd party cookie;

(iii) the first data element is associated with a first device; (b) determining, based on the first IP address that the first IP address is associated with a first internet connected household (ICH);

(c) aliasing the first data element identification with the first ICH;

(d) receiving a second request for media content, wherein:

(i) the second request originates from a second IP address; and

(ii) the second IP address corresponds to a non-household IP address;

(iii) the second request comprises the first data element identification;

(e) based on the first data element in the second request, recognizing that the same publisher generated 1st party cookie is received from both the first ICH and a non-household; and

(f) in response to the second request and based on the recognizing and the aliasing of the first data element identification with the first ICH:

(1) retrieving media content based on the first ICH; and

(2) transmitting the media content to the first device at the non-household location.

2. The computer-implemented method of claim 1 , wherein the first data element identification comprises a device ID.

3. The computer-implemented method of claim 1 , wherein the determining that the first IP address is associated with a first ICH comprises:

determining a device activity status based on whether device activity from the first IP address exceeds a defined activity threshold; and

determining whether the first IP address is associated with the first ICH based on the device activity status.

4. The computer-implemented method of claim 1 , wherein the determining that the first IP address is associated with a first ICH comprises:

determining an IP assignment age status based on whether an IP assignment age for the first IP address is greater than a defined threshold age; and

determining whether the first IP address is associated with the first ICH based on the IP assignment age status.

5. The computer-implemented method of claim 1 , wherein the aliasing the first data element identification with the first ICH comprises:

maintaining a household alias table, wherein:

the household alias table maintains a mapping from each data element identification to a household identification; and

each household identification identifies an ICH.

6. The computer-implemented method of claim 1 , further comprising:

providing an option to select a preferred identifier to utilize at a campaign level, wherein the option is between a traditional device ID or a household identifier;

receiving selection of the household identifier as the preferred identifier;

based on the selection, using any IP address for a frequency cap and a household IP address for audience targeting, wherein:

the frequency cap comprises a maximum number of times media content is delivered to any IP address; and

the household IP address comprises any IP address that has been associated with the first ICH or any other ICH.

7. The computer-implemented method of claim 1 , wherein the first data element identification is only permitted to be aliased to a single ICH at any given time.

8. The computer-implemented method of claim 7 , further comprising:

determining a first frequency of requests comprising the first data element identification that originates from the first IP address;

determining a second frequency of requests comprising the first data element identification that originates from the second IP address;

comparing the first frequency to the second frequency;

aliasing the first data element identification with the first ICH when a first frequency is higher than the second frequency; and

aliasing the first data element identification with the second ICH when the second frequency is higher than the first frequency.

9. A computer-implemented method for receiving media content comprising:

(a) sending, from a first device to a server, a first request for media content, wherein:

(i) the first request originates form a first Internet Protocol (IP) address;

(ii) the first request comprises a first data element identification, wherein the first data element identification comprises a publisher generated 1st party cookie, and wherein the first data element identification does not comprise a 3rd party cookie;

(iii) the first data element is associated with the first device;

(b) determining, on the server, based on the first IP address that the first IP address is associated with a first internet connected household (ICH);

(c) aliasing, on the server, the first data element identification with the first ICH;

(d) sending, from the first device to the server, a second request for media content, wherein:

(i) the second request originates from a second IP address; and

(ii) the second IP address corresponds to a non-household IP address;

(iii) the second request comprises the first data element identification;

(e) based on the first data element in the second request, the server recognizing that the same publisher generated 1st party cookie is received from both the first ICH and a non-household; and

(f) the first device receiving, from the server, media content at the non-household location in response to the second request and based on the recognizing and the aliasing of the first data element identification with the first ICH.

10. A system for providing media content, comprising:

(a) a server computer comprising a memory, and a processor;

(b) the processor executing on the server computer;

(c) the memory storing a set of instructions, wherein the set of instructions, when executed by the processor, cause the processor to perform operations comprising:

(i) receiving a first request for media content, wherein:

(1) the first request originates from a first Internet Protocol (IP) address; and

(2) the first request comprises a first data element identification, wherein the first data element identification comprises a publisher generated 1st party cookie, and wherein the first data element identification does not comprise a 3rd party cookie;

(3) the first data element is associated with a first device;

(ii) determining, based on the first IP address that the first IP address is associated with a first internet connected household (ICH);

(iii) aliasing the first data element identification with the first ICH;

(iv) receiving a second request for media content, wherein:

(1) the second request originates from a second IP address; and

(2) the second IP address corresponds to a non-household IP address;

(3) the second request comprises the first data element identification;

(v) based on the first data element in the second request, recognizing that the same publisher generated 1st party cookie is received from both the first ICH and a non-household; and

(vi) in response to the second request and based on the recognizing and the aliasing of the first data element identification with the first ICH:

(1) retrieving media content based on the first ICH; and

(2) transmitting the media content to the first device at the non-household location.

11. The system of claim 10 , wherein the first data element identification comprises a device ID.

12. The system of claim 10 , wherein the operations determine that the first IP address is associated with a first ICH by:

determining a device activity status based on whether device activity from the first IP address exceeds a defined activity threshold; and

determining whether the first IP address is associated with the first ICH based on the device activity status.

13. The system of claim 10 , wherein the operations determine that the first IP address is associated with a first ICH by:

determining an IP assignment age status based on whether an IP assignment age for the first IP address is greater than a defined threshold age; and

determining whether the first IP address is associated with the first ICH based on the IP assignment age status.

14. The system of claim 10 , wherein the operations alias the first data element identification with the first ICH by:

maintaining a household alias table, wherein:

the household alias table maintains a mapping from each data element identification to a household identification; and

each household identification identifies an ICH.

15. The system of claim 10 , wherein the operations further comprise:

providing an option to select a preferred identifier to utilize at a campaign level, wherein the option is between a traditional device ID or a household identifier;

receiving selection of the household identifier as the preferred identifier;

based on the selection, using any IP address for a frequency cap and a household IP address for audience targeting, wherein:

the frequency cap comprises a maximum number of times media content is delivered to any IP address; and

the household IP address comprises any IP address that has been associated with the first ICH or any other ICH.

16. The system of claim 10 , wherein the first data element identification is only permitted to be aliased to a single ICH at any given time.

17. The system of claim 16 , wherein the operations further comprise:

determining a first frequency of requests comprising the first data element identification that originates from the first IP address;

determining a second frequency of requests comprising the first data element identification that originates from the second IP address;

comparing the first frequency to the second frequency;

aliasing the first data element identification with the first ICH when a first frequency is higher than the second frequency; and

aliasing the first data element identification with the second ICH when the second frequency is higher than the first frequency.

Assignments (2)

Continuity (2)

References Cited (75)