# US 8,185,923 B2 · System and method for selecting advertisements > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 8,185,923 B2 - Document ID: US8185923B2 - Status: Granted - Kind: B2 - Application number: 12/793,540 - Filed: 2010-06-03 - Published: 2010-09-23 - Granted: 2012-05-22 - Earliest claimed: 2000-02-25 - Assignees: Interval Licensing LLC - Inventors: Malcolm Slaney; Bonnie M. Johnson; Annarosa Tomasi; Steven E. Saunders; J. Thomas Ngo; Gavin Miller; Michele M. Covell; Paul A. Freiberger - Web page: https://patentgrep.com/patent/US8185923B2 ## CPC - H04N 21/458: Scheduling content for creating a personalised stream, e.g. by combining a locally stored advertisement with an incoming stream; Updating operations, e.g. for OS modules {; time-related management operations (arrangements for replacing or switching information during the broadcast or during the distribution H04H20/10)} - G06Q 30/0241: Advertisements - G06Q 30/0269: {based on user profile or attribute} - G06Q 30/0276: {Advertisement creation} - H04H 20/10: Arrangements for replacing or switching information during the broadcast or the distribution - H04H 60/31: Arrangements for monitoring the use made of the broadcast services - H04H 60/33: Arrangements for monitoring the users' behaviour or opinions - H04H 60/40: for identifying broadcast time - H04H 60/45: for identifying users - H04H 60/65: for using the result on users' side - H04N 5/445: for displaying additional information (H04N5/50 takes precedence) - H04N 7/163: {by receiver means only} - H04N 7/17318: {Direct or substantially direct transmission and handling of requests} - H04N 21/234327: {by decomposing into layers, e.g. base layer and one or more enhancement layers} - H04N 21/25866: {Management of end-user data (customer care in data networks H04L41/5077)} - H04N 21/42201: {biosensors, e.g. heat sensor for presence detection, EEG sensors or any limb activity sensors worn by the user (input arrangements for interaction with the human body based on nervous system activity detection G06F3/015)} - H04N 21/42202: {environmental sensors, e.g. for detecting temperature, luminosity, pressure, earthquakes} - H04N 21/4223: Cameras (H04N23/00 takes precedence) - H04N 21/4415: using biometric characteristics of the user, e.g. by voice recognition or fingerprint scanning {(cryptography using biological data H04L9/3231; authentication in networks using biometric H04L63/0861)} - H04N 21/44224: {Monitoring of user activity on external systems, e.g. Internet browsing} - H04N 21/4532: {involving end-user characteristics, e.g. viewer profile, preferences (monitoring of user activities for profile generation for accessing a video database G06F16/739; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18)} - H04N 21/454: Content {or additional data} filtering, e.g. blocking advertisements - H04N 21/4621: {Controlling the complexity of the content stream or additional data, e.g. lowering the resolution or bit-rate of the video stream for a mobile client with a small screen (arrangements for using the results of monitoring on user's side in broadcast systems H04H60/65; flow control in packet networks H04L47/10)} - H04N 21/466: Learning process for intelligent management, e.g. learning user preferences for recommending movies {(services using the results of monitoring in broadcast systems H04H60/61)} - H04N 21/47205: {for manipulating displayed content, e.g. interacting with MPEG-4 objects, editing locally} - H04N 21/4722: for requesting additional data associated with the content - H04N 21/4755: {for defining user preferences, e.g. favourite actors or genre (retrieval personalisation and generation of user profiles for the retrieval of video data G06F16/739; user profiles in network data switching protocols H04L67/306)} - H04N 21/4781: {Games} - H04N 21/6582: {Data stored in the client, e.g. viewing habits, hardware capabilities, credit card number (arrangements where receivers interact with the broadcast H04H20/38)} - H04N 21/812: {involving advertisement data (advertising per se G06Q30/02)} - H04H 60/66: for using the result on distributors' side - H04N 21/478: Supplemental services, e.g. displaying phone caller identification, shopping application - H04N: PICTORIAL COMMUNICATION, e.g. TELEVISION - G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR - H04H: BROADCAST COMMUNICATION (multiplex communication H04J; pictorial communication aspects of broadcast systems H04N) ## Abstract A method for displaying interactive advertisements on a television having a controller connected thereto and configured for receiving input from a viewer of the television is disclosed. The controller has a receiver operable to receive advertisements and a processor operable to modify the advertisements. The method generally comprises requesting action by the viewer of the television, modifying an advertisement based on the action of the viewer, and displaying the modified advertisement on the television. ## Claims ### Claim 1 A computer-implemented method of displaying an interactive advertisement to a viewer via a television, wherein the television is connected to a set-top box, and wherein the set-top box is configured to receive input from the viewer via a user input device, the method comprising: receiving at the set-top box at least one television advertisement, wherein the received television advertisement relates to at least one product offered by a particular advertiser, wherein the at least one product has multiple features, wherein different features of the at least one product are emphasized to different viewers based on personal information or preferences associated with the viewer, and wherein the personal information or preferences are obtained without providing a sequence of input prompts related to product attributes; requesting by the set-top box an action from the viewer during display of the television advertisement; receiving at the set-top box the requested action from the viewer during display of the advertisement, wherein the received action includes personal information or preferences associated with the viewer, and wherein at least a portion of the personal information or preferences is input by the viewer to the set-top box via the user input device; creating at the set-top box an interactive advertisement, wherein the interactive advertisement emphasizes certain features of the at least one product based on the personal information or preferences associated with the viewer, wherein the personal information associated with the viewer comprises an image of the viewer, wherein the interactive advertisement is created by modifying the received television advertisement based on the received action, wherein modifying comprises combining the personal information or preferences associated with the viewer with the received television advertisement, and wherein creating the interactive advertisement includes inserting the image of the viewer into the received advertisement; displaying the interactive advertisement to the viewer via the television; and transmitting from the set-top box to a remote data collection site an indication of the displayed interactive advertisement and an indication of one or more demographic statistics associated with the viewer, while omitting from the transmission to the remote data collection site any personally identifiable information associated with the viewer, wherein the personally identifiable information includes the personal information or preferences associated with the viewer. ### Claim 2 (depends on 1) The method of claim 1 wherein requesting the action from the viewer comprises displaying a question on the television, wherein the received action includes an answer to the question, and wherein the answer to the question is input by the viewer to the set-top box via the user input device. ### Claim 3 (depends on 1) The method of claim 1 wherein the personal information associated with the viewer comprises a name of the viewer. ### Claim 4 (depends on 1) The method of claim 1 wherein requesting the action from the viewer comprises displaying an interactive game to the viewer, wherein the received action includes interaction by the viewer with the interactive game, and wherein the interaction by the viewer is performed via the user input device. ### Claim 5 (depends on 1) The method of claim 1 wherein requesting the action from the viewer comprises requesting the viewer to input a personal profile via the user input device, wherein the received action comprises the requested personal profile, and wherein the requested personal profile is input by the viewer to the set-top box via the user input device. ### Claim 6 (depends on 5) The method of claim 5 wherein creating the interactive advertisement includes modifying the received television advertisement based on the personal profile input by the viewer. ### Claim 7 (depends on 1) The method of claim 1 wherein requesting the action from the viewer comprises displaying an interactive video catalog to the viewer, wherein the received action comprises interaction by the viewer with a product displayed in the interactive video catalog, and wherein the interaction by the viewer is performed via the user input device. ### Claim 8 (depends on 1) The method of claim 1 further comprising: identifying the viewer at the set-top box with a generic symbol, while omitting to identify the viewer with any personally identifiable information. ### Claim 9 (depends on 1) The method of claim 1 wherein the interactive advertisement includes at least one product, wherein the interactive advertisement further includes one or more links to information about the at least one product, and wherein the method further comprises: receiving at the set-top box a selection by the viewer of a link of the interactive advertisement; and in response to the received selection, directing the viewer to the information about the product. ### Claim 10 (depends on 1) The method of claim 1 further comprising: issuing a coupon to the viewer, wherein the coupon is issued by an advertiser based on the transmitted indication regarding the displayed interactive advertisement or the transmitted indication regarding the one or more demographic statistics associated with the viewer. ### Claim 11 (depends on 1) The method of claim 1 further comprising: transmitting from the set-top box to the remote data collection site information associated with programs watched by the viewer or channel changing activity of the viewer, while omitting from the transmission to the remote data collection site any personally identifiable information associated with the viewer. ### Claim 12 (depends on 1) The method of claim 1 further comprising: receiving, at the set-top box from each of multiple advertisers, a bid for the viewer, wherein the bid is based on at least one of the demographic statistics associated with the viewer; and selecting at the set-top box the received television advertisement based on a highest bid offered for the viewer. ### Claim 13 A system for displaying an interactive advertisement to a viewer via a television, the television connected to a set-top box, and the set-top box configured to receive input from the viewer through a user input device, the system comprising: means for receiving at least one television advertisement at the set-top box, wherein the received television advertisement relates to at least one product offered by a particular advertiser, wherein the at least one product has multiple features, and wherein different features of the at least one product are emphasized to different viewers based on personal information or preferences associated with the viewer; means for requesting interaction at the set-top box from the viewer during display of the advertisement; means for receiving the requested interaction at the set-top box from the viewer during display of the television advertisement, wherein the received interaction includes personal information or preferences associated with the viewer, wherein at least a portion of the personal information or preferences is input by the viewer to the set-top box via the user input device, and wherein the personal information or preferences are obtained without providing a sequence of input prompts related to product attributes; means for creating an interactive advertisement at the set-top box, wherein the personal information associated with the viewer comprises an image of the viewer, wherein the interactive advertisement emphasizes certain features of the at least one product based on the personal information or preferences associated with the viewer, wherein the means for creating comprises modifying the received television advertisement based on the received interaction, and wherein modifying comprises combining the personal information or preferences associated with the viewer with the received television advertisement, and further includes inserting the image of the viewer into the received television advertisement; means for displaying the interactive advertisement to the viewer via the television; and means for transmitting from the set-top box to a remote data collection site an indication of the displayed interactive advertisement and an indication of one or more demographic statistics associated with the viewer, wherein the means for transmitting includes omitting from the transmission to the remote data collection site any personally identifiable information associated with the viewer, wherein the personally identifiable information includes the personal information or preferences associated with the viewer. ### Claim 14 (depends on 13) The system of claim 13 wherein the set-top box includes a camera, wherein the means for receiving the requested action includes taking a picture of the viewer with the camera, and wherein the viewer has consented to or initiated the taking of the picture with the camera. ### Claim 15 (depends on 13) The system of claim 13 wherein the set-top box includes a light sensor, wherein the system further comprises means for sensing via the light sensor a light intensity of a viewing environment of the viewer, and wherein the received television advertisement is selected based on the sensed light intensity. ### Claim 16 (depends on 13) The system of claim 13 wherein the set-top box includes a temperature sensor, wherein the system further comprises means for sensing via the temperature sensor a temperature of a viewing environment of the viewer, and wherein the received television advertisement is selected based on the sensed temperature. ### Claim 17 (depends on 13) The system of claim 13 wherein the set-top box includes a motion sensor, wherein the system further comprises sensing via the motion sensor a level of activity in a viewing environment of the viewer, and wherein the received television advertisement is selected based on the sensed level of activity. ### Claim 18 (depends on 13) The system of claim 13 wherein the set-top box includes a microphone, wherein the system further comprises sensing via the microphone a level of noise in a viewing environment of the viewer, and wherein the received television advertisement is selected based on the sensed level of noise.