# US 11,445,269 B2 · Context sensitive ads > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 11,445,269 B2 - Document ID: US11445269B2 - Status: Granted - Kind: B2 - Application number: 16/871,437 - Filed: 2020-05-11 - Published: 2021-11-11 - Granted: 2022-09-13 - Earliest claimed: 2020-05-11 - Assignees: Sony Interactive Entertainment Inc. - Applicants: Sony Interactive Entertainment Inc. - Inventors: Glenn Black; Michael Taylor - Web page: https://patentgrep.com/patent/US11445269B2 ## CPC - H04N 21/812: {involving advertisement data (advertising per se G06Q30/02)} - H04N 21/42202: {environmental sensors, e.g. for detecting temperature, luminosity, pressure, earthquakes} - H04N 21/42203: {sound input device, e.g. microphone} - H04N 21/4223: Cameras (H04N23/00 takes precedence) - H04N 21/4394: {involving operations for analysing the audio stream, e.g. detecting features or characteristics in audio streams (arrangements characterised by components specially adapted for monitoring, identification or recognition of audio in broadcast systems H04H60/58)} - H04N 21/440236: {by media transcoding, e.g. video is transformed into a slideshow of still pictures, audio is converted into text} - H04N 21/4524: {involving the geographical location of the client (retrieval from the Internet by querying based on geographical locations G06F16/9537; systems specially adapted for using geographical information in broadcast systems H04H60/70; protocols in which the network application is adapted for the location of the user terminal in communication control or processing H04L67/52; services making use of the location of users or terminals in wireless networks H04W4/02; locating users or terminals in wireless networks H04W64/00)} - H04N 21/4884: {for displaying subtitles} - H04N: PICTORIAL COMMUNICATION, e.g. TELEVISION ## Abstract Advertisements are tailored not only to a person's profile but also to the context in which the person finds himself. Thus, for example a video-based advertisement may be reformatted or reprovisioned in audio format when the person is driving, while an audio-based advertisement may be reformatted or reprovisioned to video format in noisy conditions. ## Claims ### Claim 1 An apparatus comprising: at least one processor programmed with instructions which are executable by the at least one processor to: receive signals from at least one sensor associated with a user device; based at least in part on the signals, identify a context; based on the context being audio, present a modified advertisement of an original advertisement on at least one display of the user device, the modified advertisement having some content in visual format but less content in visual format than the original ad; and based on the context being visual, play a visual advertisement on at least one video display of the user device. ### Claim 2 (depends on 1) The apparatus of claim 1, wherein the instructions are executable to: based on the context being visual, present on the display text representing audio in the ad. ### Claim 3 (depends on 2) The apparatus of claim 2, wherein the instructions are executable to: based on the context being visual, automatically enable closed captioning presentation on the user device. ### Claim 4 (depends on 1) The apparatus of claim 1, wherein the context is identified as being video by identifying that at least one audio speaker is muted without respect to ambient noise. ### Claim 5 (depends on 1) The apparatus of claim 1, wherein the at least one sensor comprises a location sensor. ### Claim 6 (depends on 1) The apparatus of claim 1, wherein the at least one sensor comprises a microphone. ### Claim 7 (depends on 1) The apparatus of claim 1, wherein the at least one sensor comprises a camera. ### Claim 8 (depends on 1) The apparatus of claim 1, wherein the at least one sensor comprises an inertial measurement unit (IMU). ### Claim 9 (depends on 1) The apparatus of claim 1, wherein the instructions are executable to: select an advertisement from a first source of ads responsive to the context being audio; and select an advertisement from a second source of ads responsive to the context being visual. ### Claim 10 (depends on 1) The apparatus of claim 1, wherein the instructions are executable to: execute image recognition on a first ad; use the image recognition to generate audio based on terms derived from the image recognition; and use the audio to generate an audio version of the first advertisement to be presented when the context is audio. ### Claim 11 An assembly comprising: a processor programmed with instructions executable to configure the processor to: infer a user context based on signals from at least one sensor; responsive to a first user context, present an advertisement in a first format; and responsive to a second user context, present the advertisement in a second format, wherein the second user context is audio, and the instructions are executable to, responsive to the second context, present a modified advertisement of an original advertisement on at least one display of the user device, the modified advertisement having some visual information but less visual information than the original ad. ### Claim 12 (depends on 11) The assembly of claim 11, wherein the first format comprises a visual format. ### Claim 13 (depends on 11) The assembly of claim 11, wherein the at least one sensor comprises a location sensor. ### Claim 14 (depends on 11) The assembly of claim 11, wherein the at least one sensor comprises a microphone. ### Claim 15 (depends on 11) The assembly of claim 11, wherein the at least one sensor comprises a camera. ### Claim 16 (depends on 11) The assembly of claim 11, wherein the at least one sensor comprises an inertial measurement unit (IMU). ### Claim 17 (depends on 11) The assembly of claim 11, wherein the instructions are executable to: select an advertisement from a first source of ads responsive to the context being audio; and select an advertisement from a second source of ads responsive to the context being visual. ### Claim 18 (depends on 11) The assembly of claim 11, wherein the instructions are executable to: execute image recognition on a first ad; use the image recognition to generate audio based on terms derived from the image recognition; and use the audio to generate an audio version of the first advertisement to be presented when the context is audio. ### Claim 19 (depends on 11) The assembly of claim 11, wherein the instructions are executable to: execute audio recognition on a first ad; use the audio recognition to generate text based on the audio recognition; and use the text to generate a video version of the first advertisement to be presented when the context is video.