Targeted content delivery system in an interactive television network

A method for selecting targeted content for display to a viewer, utilized in a network having at least a server computer and a client computer, comprising the steps of:

• identifying a viewer profile derived from information provided by the viewer in response to one or more questions;
• identifying a plurality of targeted content profiles including a first targeted content profile associated with a first piece of targeted content and a second targeted content profile associated with a second piece of targeted content;
• determining that said first targeted content profile is more similar to said viewer profile than said second targeted content profile;
• and
• selecting said first piece of targeted content for display.

A device including at least one processor, said at least one processor executing software instructions for selecting targeted content for display to a viewer, said software instructions comprising a software module

• identifying a viewer profile derived from information provided by the viewer in response to one or more questions;
• identifying a plurality of targeted content profiles including a first targeted content profile associated with a first piece of targeted content and a second targeted content profile associated with a second piece of targeted content;
• determining that said first targeted content profile is more similar to said viewer profile than said second targeted content profile;
• and
• selecting said first piece of targeted content for display.

A machine-readable storage medium containing instructions for a processor, said instructions being the steps for the processor, comprising:

• encoded computer means for identifying a viewer profile derived from information provided by the viewer in response to one or more questions;
• encoded computer means for identifying a plurality of targeted content profiles including a first targeted content profile associated with a first piece of targeted content and a second targeted content profile associated with a second piece of targeted content;
• encoded computer means for determining that said first targeted content profile is more similar to said viewer profile than said second targeted content profile;
• and
• encoded computer means for selecting said first piece of targeted content for display.

An opt-in method for targeting advertisements to be played during gaps in program content comprising the steps of:

• generating a viewer profile for a viewer derived from information provided by said viewer in response to one or more questions;
• generating an advertisement profile for a first advertisement derived from information about said first advertisement;
• matching a plurality of advertisements to said viewer, including said first advertisement;
• identifying a trigger embedded in said program content;
• and
• displaying said first advertisement in response to said trigger.

A method for selecting targeted content to display, comprising:

• receiving information generated by a viewer in response to a viewer description form;
• generating a viewer profile using said information;
• and
• comparing said viewer profile to information representative of at least one piece of targeted content.

A viewing unit for targeting advertisements comprising:

• means for receiving program content;
• means for storing received program content, advertisements, viewer profiles, and program profiles;
• and
• means for displaying stored advertisements in response to triggers.

A device including at least one processor, said at least one processor executing software instructions for selecting targeted content for display to a viewer, said software instructions comprising a software module

• identifying a viewer profile derived from information provided by the viewer in response to one or more questions;
• identifying a targeted content profile for a piece of targeted content derived from information about said piece of targeted content;
• determining a match between said viewer profile and said targeted content profile;
• and
• selecting said piece of targeted content for display to said viewer.