Targeted television advertisements based on online behavior

Abstract

In a computer-implemented method, a selected online advertisement is automatically directed to, or online activity is automatically tracked and recorded from, an online user interface device which corresponds, at the time the advertisement is directed or the activity is tracked, to a first online access identifier. The advertisement is directed or the activity is tracked based on information from a user profile that references or includes a first set-top box identifier. That information is derived at least in part from automatically collected data related to user behavior with respect to at least one television advertisement delivered to a set-top box, which set-top box corresponds, at the time of that user behavior, to the first set-top box identifier. The first online access identifier is associated with the first set-top box identifier, by both being referenced or included in the user profile, by being associated in a database, or otherwise.

1 . A computer-implemented method comprising:
 (a) automatically causing a first selected television advertisement to be directed to a first set-top box, which set-top box corresponds, at a time and date the first selected television advertisement is directed, to a first set-top box identifier,   (b) wherein the act in part (a) is based on information from a first user profile, which user profile references or includes a first online access identifier,   (c) wherein the information in part (b) is derived at least in part from automatically collected first data related to online activity from a first online user interface device, which online user interface device corresponds, at a time and date of that online activity, to the first online access identifier, and   (d) wherein the first online access identifier is associated with the first set-top box identifier.   
   
   
       2 . The method of  claim 1  wherein the act in part (a) comprises transmitting the first selected television advertisement to the first set-top box. 
   
   
       3 . The method of  claim 1  wherein the act in part (a) comprises transmitting, to a television provider that provides television service through the first set-top box, instructions to direct the first selected television advertisement to the first set-top box. 
   
   
       4 . The method of  claim 1  wherein the act in part (a) comprises transmitting, to an online site that gathered at least a portion of the data in part (c), instructions to select the first television advertisement and to direct the first selected television advertisement to the first set-top box. 
   
   
       5 . The method of  claim 1  wherein the association in part (d) is established by a single entity that acts (i) as television provider that provides television service through the first set-top box and (ii) as an online access provider that provides online access to the first online user interface device. 
   
   
       6 . The method of  claim 5  wherein the first online access identifier includes (i) an IP address used to communicate with the first online user interface device during the online activity of part (c) and (ii) the time and date of part (c). 
   
   
       7 . The method of  claim 6  wherein the association in part (d) is established by the single entity by (i) identifying a subscriber to whom the IP address was allocated at the time and date of part (c) and (ii) identifying the set-top box of that subscriber as the first set-top box. 
   
   
       8 . The method of  claim 1  wherein the first selected television advertisement is selected from among a plurality of possible television advertisements based on the information in part (b). 
   
   
       9 . The method of  claim 8  wherein the first television advertisement is selected based at least partly on demographic or behavioral attributes included in the information in part (b). 
   
   
       10 . The method of  claim 1  wherein the first television advertisement is selected based at least partly on the basis of television content viewed at the time the first television advertisement is to be presented by the first set-top box. 
   
   
       11 . The method of  claim 1  wherein the act in part (a) includes receiving the first television advertisement at a central ad server and directing it to the first set-top box. 
   
   
       12 . The method of  claim 1  wherein the act in part (a) includes directing instructions to a profile provider, to an online site, or to an ad server to direct the first television advertisement to the first set-top box. 
   
   
       13 . The method of  claim 1  wherein the act in part (a) includes directing instructions to the first set-top box to retrieve the first television advertisement from a profile provider, from an online site, or from a central ad server. 
   
   
       14 . The method of  claim 1  wherein causing the first selected television advertisement to be directed to the first set-top box is performed only in response to a request for advertisements originating from that set-top box. 
   
   
       15 . The method of  claim 1  wherein the first television advertisement can be directed without a request for advertisements originating from the user's set-top box. 
   
   
       16 . The method of  claim 1  wherein the first online access identifier includes an IP address associated with a modem or router used to provide online access to the online user interface device. 
   
   
       17 . The method of  claim 1  wherein the first television advertisement is selected only from advertisements satisfying criteria selected by a user of the first set-top box. 
   
   
       18 . The method of  claim 1  further comprising receiving a revenue amount as a result of causing the first television advertisement to be directed to the first set-top box. 
   
   
       19 . The method of  claim 1  further comprising paying a revenue amount to a profile provider in return for use of the user profile information in part (b). 
   
   
       20 . The method of  claim 1  wherein neither the user profile information in part (b) nor the association between the first online access identifier and its associated set-top box identifier includes personally identifiable information. 
   
   
       21 . The method of  claim 1  further comprising
 (i) automatically causing a second selected online advertisement to be directed to a second set-top box, which second set-top box corresponds, at a time and date the second selected television advertisement is directed, to a second set-top box identifier,   (ii) wherein the act in part (i) is based on information from a second user profile, which second user profile references or includes a second online access identifier,   (iii) wherein the information in part (ii) is derived at least in part from automatically collected second data related to online activity from a second online user interface device, which second online user interface device corresponds, at a time and date of that online activity, to the second online access identifier,   (iv) wherein the second online access identifier is associated with the second set-top box identifier, and   (v) wherein which television advertisement is delivered to which set-top box depends on differences between the first user profile and the second user profile.   
   
   
       22 . The method of  claim 1  wherein the first online access identifier and the first set-top box identifier are associated by the first set-top box identifier being referenced or included in the user profile. 
   
   
       23 . The method of  claim 1  wherein the first online access identifier and the first set-top box identifier are associated in a database. 
   
   
       24 . The method of  claim 1  wherein the first set-top box identifier includes a tag or a cookie placed on the set-top box, or the first online access identifier includes a tag or cookie placed on the online user interface device. 
   
   
       25 . The method of  claim 1  wherein the first set-top box identifier includes an IP address used to communicate with the first set-top box, or the first online access identifier includes an IP address used to communicate with the first online user interface device. 
   
   
       26 . The method of  claim 1  wherein the information in part (b) includes a profile identifier, which profile identifier is referenced or included in a tag or a cookie placed on the online access user interface device or on the set-top box, or is related to a username provided by the user or to a logon ID provided by the user. 
   
   
       27 . The method of  claim 1  wherein the first online access identifier includes a first online access IP address, the method further comprising receiving, from at least one provider of television service or online access to the user, an indicator of the association of the first set-top box identifier and the first online access IP address. 
   
   
       28 . The method of  claim 1  wherein (i) the first online access identifier includes a first online access IP address and a corresponding time and date and (ii) the first set-top box identifier is associated with the first online access identifier according to the online access IP address and the time and date of at least a portion of the online activity using a database of set-top box identifiers. 
   
   
       29 . The method of  claim 1  wherein the first set-top box identifier includes an IP address used to communicate with the first set-top box, the first online access identifier includes an online access IP address, and the association of the first online access identifier and the first set-top box identifier is based on a common IP address to which network traffic is routed for both the corresponding online user interface device and the corresponding set-top box. 
   
   
       30 . The method of  claim 1  wherein the first set-top box identifier and the first online access identifier are associated by virtue of the first online user interface device and the first set-top box both being connected to a common local area network. 
   
   
       31 . A system comprising at least one computer structured and connected
 (a) to cause automatically a first selected television advertisement to be directed to a first set-top box, which set-top box corresponds, at a time and date the first selected television advertisement is directed, to a first set-top box identifier,   (b) wherein the act in part (a) is based on information from a first user profile, which user profile references or includes a first online access identifier,   (c) wherein the information in part (b) is derived at least in part from automatically collected first data related to online activity from a first online user interface device, which online user interface device corresponds, at a time and date of that online activity, to the first online access identifier, and   (d) wherein the first online access identifier is associated with the first set-top box identifier.   
   
   
       32 . The system of  claim 31  wherein the act in part (a) comprises transmitting the first selected television advertisement to the first set-top box. 
   
   
       33 . The system of  claim 31  wherein the act in part (a) comprises transmitting, to a television provider that provides television service through the first set-top box, instructions to direct the first selected television advertisement to the first set-top box. 
   
   
       34 . The system of  claim 31  wherein the first set-top box identifier includes an IP address used to communicate with the first set-top box, the first online access identifier includes an online access IP address, and the association of the first online access identifier and the first set-top box identifier is based on a common IP address to which network traffic is routed for both the corresponding online user interface device and the corresponding set-top box. 
   
   
       35 . The system of  claim 31  wherein the first set-top box identifier and the first online access identifier are associated by virtue of the first online user interface device and the first set-top box both being connected to a common local area network. 
   
   
       36 . An article comprising a tangible medium encoding computer-readable instructions that, when applied to at least one computer, instruct the at least one computer
 (a) to cause automatically a first selected television advertisement to be directed to a first set-top box, which set-top box corresponds, at a time and date the first selected television advertisement is directed, to a first set-top box identifier,   (b) wherein the act in part (a) is based on information from a first user profile, which user profile references or includes a first online access identifier,   (c) wherein the information in part (b) is derived at least in part from automatically collected first data related to online activity from a first online user interface device, which online user interface device corresponds, at a time and date of that online activity, to the first online access identifier, and   (d) wherein the first online access identifier is associated with the first set-top box identifier.   
   
   
       37 . The medium of  claim 36  wherein the act in part (a) comprises transmitting the first selected television advertisement to the first set-top box. 
   
   
       38 . The medium of  claim 36  wherein the act in part (a) comprises transmitting, to a television provider that provides television service through the first set-top box, instructions to direct the first selected television advertisement to the first set-top box. 
   
   
       39 . The medium of  claim 36  wherein the first set-top box identifier includes an IP address used to communicate with the first set-top box, the first online access identifier includes an online access IP address, and the association of the first online access identifier and the first set-top box identifier is based on a common IP address to which network traffic is routed for both the corresponding online user interface device and the corresponding set-top box. 
   
   
       40 . The medium of  claim 36  wherein the first set-top box identifier and the first online access identifier are associated by virtue of the first online user interface device and the first set-top box both being connected to a common local area network. 
   
   
       41 . A computer-implemented method comprising electronically delivering user profile information to a server that causes direction of a selected television advertisement to a first set-top box, wherein:
 (a) the user profile information is at least partly derived from automatically collected data related to online activity from a first online user interface device, which online user interface device corresponds, at a time and date of that online activity, to a first online access identifier,   (b) the user profile information references or includes the first online access identifier,   (c) the first set-top box corresponds, at a time and date that the selected television advertisement is directed, to a first set-top box identifier that is associated with the first online access identifier by a computer or server that electronically associates a multitude of online access identifiers and corresponding television set-top box identifiers, and   (d) as a result of the delivery, a revenue amount is received.   
   
   
       42 . The method of  claim 41  wherein the profile information is delivered indirectly from an online site through a profile provider that is independent of the online access site. 
   
   
       43 . The method of  claim 41  wherein (i) the server that causes the television advertisement to be directed, and (ii) the computer or server that associates the multitude of online access identifiers and corresponding set-top box identifiers, are each controlled by respective separate, independent entities. 
   
   
       44 . The method of  claim 41  wherein (1) causing the television advertisement to be directed, and (2) associating the multitude of online access and set-top box identifiers, are performed by (i) a single server, (ii) separate servers controlled by a single entity, or (iii) separate servers controlled by related entities. 
   
   
       45 . The method of  claim 41  wherein the first online access identifier includes an IP address used to communicate with the first online user interface device and the time and date of the online activity. 
   
   
       46 . The method of  claim 45  wherein the step of electronically delivering user profile information comprises redirecting a user accessing an online site from said IP address. 
   
   
       47 . The method of  claim 41  wherein the first set-top box identifier includes an IP address used to communicate with the first set-top box, or the first online access identifier includes an IP address used to communicate with the first online user interface device. 
   
   
       48 . The method of  claim 41  wherein the user profile information derived from the online activity from the first online access device does not include personally identifiable information. 
   
   
       49 . The method of  claim 48  wherein the user profile information derived from the online activity comprises an indication of a search request originating from the first online access device. 
   
   
       50 . The method of  claim 48  wherein the user profile information derived from the online activity comprises demographic attributes collected through the Internet site from the first online access device. 
   
   
       51 . The method of  claim 41  wherein (i) the step of electronically delivering user profile information derived from the online activity comprises delivering a first user online access identifier; (ii) the selection of a television advertisement to be delivered to the set-top box indicated by the corresponding set-top box identifier associated with the first user online access identifier is performed by an entity that collects at least a portion of the data of part (a); and (iii) the selection of a television advertisement is based on user profile information not delivered by the entity that collects at least a portion of the data of part (a). 
   
   
       52 . The method of  claim 41  further comprising:
 (i) selecting the television advertisement, and   (ii) after delivering the profile information to the server and in response to a request from the server, directing the selected television advertisement to the first set-top box.   
   
   
       53 . The method of  claim 41  wherein the revenue amount of part (b) is received from an advertiser that has contracted with the deliverer of the profile information to display a television advertisement to an audience of an Internet site. 
   
   
       54 . The method of  claim 41  wherein the revenue amount of part (b) is received in response to each instance in which revenue is generated as a result of displaying the select television advertisement on the set-top box indicated by the corresponding set-top box identifier associated with the first online access identifier. 
   
   
       55 . A system comprising at least one computer structured and connected to electronically deliver user profile information to a server that causes direction of a selected television advertisement to a first set-top box, wherein:
 (a) the user profile information is at least partly derived from automatically collected data related to online activity from a first online user interface device, which online user interface device corresponds, at a time and date of that online activity, to a first online access identifier,   (b) the user profile information references or includes the first online access identifier,   (c) the first set-top box corresponds, at a time and date that the selected television advertisement is directed, to a first set-top box identifier that is associated with the first online access identifier by a computer or server that electronically associates a multitude of online access identifiers and corresponding television set-top box identifiers, and   (d) as a result of the delivery, a revenue amount is received.   
   
   
       56 . The system of  claim 55  wherein the first set-top box identifier includes an IP address used to communicate with the first set-top box, or the first online access identifier includes an IP address used to communicate with the first online user interface device. 
   
   
       57 . An article comprising a tangible medium encoding computer-readable instructions that, when applied to a least one computer, instruct the at least one computer to electronically deliver user profile information to a server that causes direction of a selected television advertisement to a first set-top box, wherein:
 (a) the user profile information is at least partly derived from automatically collected data related to online activity from a first online user interface device, which online user interface device corresponds, at a time and date of that online activity, to a first online access identifier,   (b) the user profile information references or includes the first online access identifier,   (c) the first set-top box corresponds, at a time and date that the selected television advertisement is directed, to a first set-top box identifier that is associated with the first online access identifier by a computer or server that electronically associates a multitude of online access identifiers and corresponding television set-top box identifiers, and   (d) as a result of the delivery, a revenue amount is received.   
   
   
       58 . The article of  claim 57  wherein the first set-top box identifier includes an IP address used to communicate with the first set-top box, or the first online access identifier includes an IP address used to communicate with the first online user interface device.