US 5,848,396 A · Method and apparatus for determining behavioral profile of a computer user

Abstract

Computer network method and apparatus provides targeting of appropriate audience based on psychographic or behavioral profiles of end users. The psychographic profile is formed by recording computer activity and viewing habits of the end user. Content of categories of interest and display format in each category are revealed by the psychographic profile, based on user viewing of agate information. Using the profile (with or without additional user demographics), advertisements are displayed to appropriately selected users. Based on regression analysis of recorded responses of a first set of users viewing the advertisements, the target user profile is refined. Viewing by and regression analysis of recorded responses of subsequent sets of users continually auto-targets and customizes ads for the optimal end user audience.

Claims28

Dependent claims

In a computer network formed of a communication channel and a plurality of digital processors coupled to the communication channel for communication thereon, computer apparatus for initially creating a psychographic profile of a user comprising:

a data assembly for providing and supporting display of agate information to users of the computer network, in response to a user request the data assembly transmitting requested agate information across the communication channel to one of the digital processors for display of the requested agate information and viewing by the user;
and
a tracking and profiling member responsive to the data assembly upon display of the requested agate information, in response to a user viewing requested agate information obtained through the data assembly, the tracking and profiling member recording indications of physical activity by the user during viewing of the displayed requested agate information, said physical activity being with respect to the displayed requested agate information and including user response to the displayed requested agate information, such that said recorded indications of physical activity by the user generates a psychographic profile of the user.

In a computer network formed of a communication channel and a plurality of digital processors coupled to the communication channel for communication thereon, a method for initially creating user profiles comprising the steps of:

providing and supporting display of agate information for viewing by users of the network;
for each user, during user viewing of agate information, recording indications of physical activity including response by the user with respect to agate information being viewed by the user;
from the recorded indications of physical activities and responses of the user, creating user profiles of the users, each user profile providing an indication of categories of interest to the user and display preferences for each category.

In a computer network formed of a communication channel and a plurality of computers coupled to the communication channel for communication thereon, a method for defining profiles of target users comprising the steps of:

(a) providing a source of displayable information, the source holding a multiplicity of pieces of information;
(b) for each of certain pieces of information in the source, setting respective initial profiles of target users to receive the certain piece of information;
(c) transmitting each of the certain pieces of information across the communication channel such that each is displayed only to users having a profile substantially matching the respective initial profile of the certain piece of information;
(d) recording computer activity by users during display and user viewing of the certain pieces of information, said computer activity including physical activity and response by the user during viewing of the certain pieces of information;
(e) redefining the initial profiles of target users based on a regression analysis of the recorded computer activity of users, said redefining forming respective adjusted profiles of target users for each of said certain pieces of information;
and
(f) continually repeating steps (c) through (e) with the adjusted profiles of the certain pieces of information, such that the certain pieces of information over time, become better targeted to users having an interest in said information and hence said method is self-tailoring.

4 more elements

Dependencies are inferred from the claim text.

Method and apparatus for determining behavioral profile of a computer user

Life of this patent

Method and apparatus for determining behavioral profile of a computer user

Life of this patent

Abstract

Claims28