# US 8,789,092 B2 · Targeting television ads using keywords > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 8,789,092 B2 - Document ID: US8789092B2 - Status: Granted - Kind: B2 - Application number: 13/209,353 - Filed: 2011-08-12 - Published: 2012-02-16 - Granted: 2014-07-22 - Earliest claimed: 2010-08-12 - Assignees: Lucid Commerce, Inc. - Applicants: Brendan Kitts; Brian Burdick; Dyng Au; Tyson Roberts - Inventors: Brendan Kitts; Brian Burdick; Dyng Au; Tyson Roberts - Web page: https://patentgrep.com/patent/US8789092B2 ## CPC - H04N 21/812: {involving advertisement data (advertising per se G06Q30/02)} - H04N 21/252: {Processing of multiple end-users' preferences to derive collaborative data} - H04N 21/258: Client or end-user data management, e.g. managing client capabilities, user preferences or demographics, processing of multiple end-users preferences to derive collaborative data {(arrangements for services using the result on the distributing side of broadcast systems H04H60/66; profiles in network data switching protocols H04L67/30)} - H04N 21/25866: {Management of end-user data (customer care in data networks H04L41/5077)} - H04N 21/25883: {being end-user demographical data, e.g. age, family status or address (arrangements for identifying locations of users in broadcast systems H04H60/52)} - H04N 21/25891: {being end-user preferences (retrieval of video data in a video database based on user preferences G06F16/739; arrangements for recognizing users' preferences H04H60/46; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18)} - H04N 21/2668: Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles {(information retrieval from the Internet by querying with filtering and personalisation G06F16/9535; arrangements for replacing or switching information during the broadcast H04H20/10; push services over packet-switching network H04L12/1859; adaptation of message content in packet-switching networks H04L51/063)} - H04N 21/435: Processing of additional data, e.g. decrypting of additional data, reconstructing software from modules extracted from the transport stream - H04N 21/442: Monitoring of processes or resources, e.g. detecting the failure of a recording device, monitoring the downstream bandwidth, the number of times a movie has been viewed, the storage space available from the internal hard disk {(arrangements for monitoring broadcast services or broadcast-related services H04H60/29; arrangements for identifying or recognising characteristics with a direct linkage to broadcast information H04H60/35; monitoring of user activities for profile generation for accessing a video database G06F16/739; monitoring in wireless networks H04W24/00)} - H04N 21/44213: {Monitoring of end-user related data (arrangements for monitoring the users' behaviour or opinions in broadcast systems H04H60/33)} - 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 21/4828: {for searching programme descriptors (retrieval of video data G06F16/739)} - H04N: PICTORIAL COMMUNICATION, e.g. TELEVISION ## Abstract Described herein is a system and method of ad targeting that automatically matches advertisements to media based on the demographic signatures of each. The method and system include calculating a match score between historical buyer demographics and media demographics. Media which is similar to the demographic of the product buyers is targeted for advertising. ## Claims ### Claim 1 A method comprising: automatically extracting, by a processing device, one or more product keywords for a product from a resource at a uniform resource locator (URL) associated with the product; generating a product profile for the product by the processing device, the product profile comprising the extracted one or more product keywords for the product; automatically generating, by the processing device, a plurality of media asset profiles for a plurality of television media assets, each media asset profile for a television media asset comprising one or more media asset keywords for the television media asset; for each television media asset, calculating a match score between the one or more media asset keywords for the television media asset and the one or more product keywords for the product; calculating fitness scores between the product profile for the product and the plurality of media asset profiles for the plurality of television media assets based at least in part on the match scores; and selecting a particular television media asset for placing an advertisement for the product based upon the fitness scores. ### Claim 2 (depends on 1) The method of claim 1, further comprising one of the following: showing the fitness scores as part of a media asset schedule; showing the fitness scores and upper and lower confidence bounds of the fitness scores as part of a media asset schedule; showing the fitness scores superimposed on the media asset schedule; and showing forecast fitness scores and actual fitness scores on the media fitness schedule. ### Claim 3 (depends on 1) The method of claim 1, wherein the product profile further comprises a product demographic profile for the product based on customers of the product, wherein each media asset profile further comprises a media demographic profile for a television media asset based upon viewer demographic information, and wherein the fitness scores are calculated based upon the match scores and upon demographic similarity measures between the product demographic profile for the product and the media demographic profiles for the plurality of television media assets. ### Claim 4 (depends on 3) The method of claim 3, wherein the product demographic profile for the product and the media demographic profiles for the plurality of television media assets are weighted differentially. ### Claim 5 (depends on 3) The method of claim 3, further comprising transforming the media demographic profiles of the plurality of television media assets to be compatible with the product demographic profile, or transforming the product demographic profile of the product to be compatible with the media demographic profiles of the plurality of television media assets, wherein information for determining the plurality of media demographic profiles and the product demographic profile come from different sources. ### Claim 6 (depends on 3) The method of claim 3, wherein generating the product profile for the product comprises: automatically selecting previous customers of the product using a plurality of customer records from previous product orders for the product; concatenating a plurality of enriched customer records for the previous customers based on adding customer demographic information to the plurality of customer records, wherein the customer demographic information comprises a plurality of variables; and creating, by the processing device, the product demographic profile for the product from the plurality of enriched customer records, the product demographic profile comprising automatically scored target demographics for the product based at least in part on a combination of the customer demographic information from the plurality of enriched customer records. ### Claim 7 (depends on 3) The method of claim 3, further comprising providing most significant matching or most significant mis-matching demographics between the product demographic profile and the media demographic profiles. ### Claim 8 (depends on 3) The method of claim 3, further comprising: assigning a unique identification code to each of a plurality of media asset fitness models; testing media asset fitness models of the plurality of media asset fitness models against other media asset fitness models; and tracking results of the testing using the unique identification codes. ### Claim 9 (depends on 1) The method of claim 1, wherein the fitness scores are further based on at least one of historical media performances between the plurality of television media assets and the product or historical media costs for the plurality of television media assets. ### Claim 10 (depends on 1) The method of claim 1, further comprising: automatically extracting the one or more media asset keywords for the plurality of television media assets, wherein the media asset keywords for a television media asset are extracted from at least one of closed captioning text associated with the television media asset, a program schedule description associated with the television media asset, or speech-to-text conversion for program content of the television media asset. ### Claim 11 (depends on 1) The method of claim 1, wherein the fitness scores are further based upon a demographic similarity determined by calculating a function based on a first demographic of customers of the product and a second demographic of linked television customers, wherein one or more linking keys permit television viewing activities to be tracked. ### Claim 12 (depends on 11) The method of claim 11, wherein the linked television customers bought the product by one of the following methods: calling a phone number that was provided by a television advertisement; accessing a uniform resource locator (URL) that was provided by a television advertisement; or redeeming a special offer that was provided by a television advertisement. ### Claim 13 (depends on 11) The method of claim 11, wherein demographic information about the linked television customers is automatically appended with additional information for use in determining similarity. ### Claim 14 (depends on 1) The method of claim 1, wherein the fitness score are further based upon a demographic similarity determined by calculating a function based on a first demographic of customers of the product and a second demographic of a television viewing panel, wherein the television viewing panel permits television viewing activities to be tracked. ### Claim 15 (depends on 1) The method of claim 1, wherein the plurality of television media assets are selected from the following: a television station, a television media asset in a particular geographic location, a television media asset program, a television media asset on a particular day, a television media asset running at a particular hour, or a television media asset running at a particular minute. ### Claim 16 (depends on 1) The method of claim 1, further comprising estimating a value of a television media asset as an advertisement vehicle for bidding on an auction for advertising with the television media asset. ### Claim 17 A computer-implemented method of matching an advertisement for a product to a television media asset comprising: automatically extracting, by a processing device, one or more media asset keywords for a plurality of television media assets, wherein the media asset keywords for a television media asset are extracted from at least one of closed captioning text associated with the television media asset, a program schedule description associated with the television media asset, or speech-to-text conversion for program content of the television media asset; generating a plurality of media asset profiles for a plurality of television media assets, each media asset profile for a television media asset comprising the one or more media asset keywords for the television media asset; generating, by the processing device, a product profile for a product, the product profile comprising one or more product keywords for the product; for each television media asset, calculating a match score between the one or more media asset keywords for the television media asset and the one or more product keywords for the product; calculating fitness scores between the product profile for the product and the plurality of media asset profiles for the plurality of television media assets based at least in part on the match scores; and selecting a particular television media asset for placing the advertisement for the product based upon the fitness scores. ### Claim 18 (depends on 17) The method of claim 17, wherein the one or more television media assets comprise one of the following: short-form airings, long-form airings, a television station, a television program, a television program category, a day, an hour, a minute, a date time, program keywords, airing in a geographical location or market, or a television station and a day and hour combination. ### Claim 19 (depends on 17) The method of claim 17, further comprising one of the following: showing the fitness scores as part of a media asset schedule; showing the fitness scores and upper and lower confidence bounds of the fitness scores as part of a media asset schedule; showing the fitness scores superimposed on the media asset schedule; and showing the forecast fitness scores and actual fitness scores on the media fitness schedule. ### Claim 20 (depends on 19) The method of claim 19, wherein the product demographic profile for the product and the media demographic profiles for the plurality of television media assets are weighted differentially. ### Claim 21 (depends on 19) The method of claim 19, further comprising transforming the media demographic profiles of the plurality of television media assets to be compatible with the product demographic profile, or transforming the product demographic profile of the product to be compatible with the media demographic profiles of the plurality of television media assets, wherein information for determining the plurality of media demographic profiles and the product demographic profile come from different sources. ### Claim 22 (depends on 17) The method of claim 17, wherein the product profile further comprises a product demographic profile for the product based on customers of the product, wherein each media asset profile further comprises a media demographic profile for a television media asset based upon viewer demographic information, and wherein the fitness scores are calculated based upon the match scores and upon demographic similarity measures between the product demographic profile for the product and the media demographic profiles for the plurality of television media assets. ### Claim 23 (depends on 17) The method of claim 17, wherein the fitness scores are further based upon a demographic similarity determined by calculating a function based on a first demographic of customers of the product and a second demographic of linked television customers, wherein one or more linking keys permit television viewing activities to be tracked. ### Claim 24 (depends on 23) The method of claim 23, wherein the linked television customers bought the product by one of the following methods: calling a phone number that was provided by a television advertisement; accessing a uniform resource locator (URL) that was provided by a television advertisement; or redeeming a special offer that was provided by a television advertisement. ### Claim 25 (depends on 23) The method of claim 23, wherein demographic information about the linked television customers is automatically appended with additional information for use in determining similarity. ### Claim 26 (depends on 17) The method of claim 17, wherein the fitness scores are further based upon a demographic similarity determined by calculating a function based on a first demographic of customers of the product and a second demographic of a television viewing panel, wherein the television viewing panel permits television viewing activities to be tracked. ### Claim 27 (depends on 17) The method of claim 17, wherein the fitness scores are further based upon a demographic similarity between a first set of clusters of customers and a second demographic of the plurality of television media assets. ### Claim 28 (depends on 17) The method of claim 17, wherein the plurality of television media assets are selected from the following: a television station, a television media asset in a particular geographic location, a television media asset program, a television media asset on a particular day, a television media asset running at a particular hour, or a television media asset running at a particular minute. ### Claim 29 (depends on 17) The method of claim 17, wherein the fitness scores are further based on at least one of historical media performances between the plurality of television media assets and the product or historical media costs for the plurality of television media assets. ### Claim 30 (depends on 17) The method of claim 17, further comprising: automatically extracting one or more product keywords for the product from one or more sources. ### Claim 31 (depends on 17) The method of claim 17, wherein generating the product profile comprises: automatically selecting previous customers of the product using a plurality of customer records from previous product orders for the product; concatenating a plurality of enriched customer records for the previous customers based on adding customer demographic information to the plurality of customer records, wherein the customer demographic information comprises a plurality of variables; and creating the product demographic profile for the product from the plurality of enriched customer records, the product demographic profile comprising automatically scored target demographics for the product based at least in part on a combination of the customer demographic information from the plurality of enriched customer records. ### Claim 32 (depends on 17) The method of claim 17, further comprising providing most significant matching or most significant mis-matching demographics between the product demographic profile and the plurality of media demographic profiles. ### Claim 33 A computer readable storage medium having instructions that, when executed by a processing device, cause the processing device to perform operations comprising: automatically extracting, by the processing device, one or more product keywords for a product from one or more sources; generating a product profile for the product by the processing device, the product profile comprising the extracted one or more product keywords for the product; automatically generating, by the processing device, a plurality of media asset profiles for a plurality of television media assets, each media asset profile for a television media asset comprising one or more media asset keywords for the television media asset; for each television media asset, calculating a match score between the one or more media asset keywords for the television media asset and the one or more product keywords for the product; calculating fitness scores between the product profile for the product and the plurality of media asset profiles for the plurality of television media assets based at least in part on the match scores; and selecting a particular television media asset for placing an advertisement for the product based upon the fitness scores. ### Claim 34 (depends on 33) The computer readable storage medium of claim 33, the operations further comprising one of the following: showing the fitness scores as part of a media asset schedule; showing the fitness scores and upper and lower confidence bounds of the fitness scores as part of a media asset schedule; showing the fitness scores superimposed on the media asset schedule; and showing the forecast fitness scores and actual fitness scores on the media fitness schedule. ### Claim 35 (depends on 34) The computer readable storage medium of claim 34, the operations further comprising transforming the media demographic profiles of the plurality of television media assets to be compatible with the product demographic profile, or transforming the product demographic profile of the product to be compatible with the media demographic profiles of the plurality of television media assets, wherein information for determining the plurality of media demographic profiles and the product demographic profile come from different sources. ### Claim 36 (depends on 34) The computer readable storage medium of claim 34, wherein generating the product profile for the product comprises: automatically selecting previous customers of the product using a plurality of customer records from previous product orders for the product; concatenating a plurality of enriched customer records for the previous customers based on adding customer demographic information to the plurality of customer records, wherein the customer demographic information comprises a plurality of variables; and creating, by the processing device, the product demographic profile for the product from the plurality of enriched customer records, the product demographic profile comprising automatically scored target demographics for the product based at least in part on a combination of the customer demographic information from the plurality of enriched customer records. ### Claim 37 (depends on 33) The computer readable storage medium of claim 33, wherein the fitness scores are further based upon a demographic similarity determined by calculating a function based on a first demographic of customers of the product and a second demographic of linked television customers, wherein one or more linking keys permit television viewing activities to be tracked. ### Claim 38 (depends on 33) The computer readable storage medium of claim 33, wherein the fitness scores are further based on at least one of historical media performances between the plurality of television media assets and the product or historical media costs for the plurality of television media assets. ### Claim 39 (depends on 33) The computer readable storage medium of claim 33, the operations further comprising: automatically extracting the one or more media asset keywords for the plurality of television media assets, wherein the media asset keywords for a television media asset are extracted from at least one of closed captioning text associated with the television media asset, a program schedule description associated with the television media asset, or speech-to-text conversion for program content of the television media asset. ### Claim 40 A computer readable storage medium having instructions that, when executed by the processing device, cause the processing device to perform operations comprising: automatically extracting, by a processing device, one or more media asset keywords for a plurality of television media assets, wherein the media asset keywords for a television media asset are extracted from at least one of closed captioning text associated with the television media asset, a program schedule description associated with the television media asset, or speech-to-text conversion for program content of the television media asset; generating a plurality of media asset profiles for a plurality of television media assets, each media asset profile for a television media asset comprising the one or more media asset keywords for the television media asset; generating, by the processing device, a product profile for a product, the product profile comprising one or more product keywords for the product; for each television media asset, calculating a match score between the one or more media asset keywords for the television media asset and the one or more product keywords for the product; calculating fitness scores between the product profile for the product and the plurality of media asset profiles for the plurality of television media assets based at least in part on the match scores; and selecting a particular television media asset for placing the advertisement for the product based upon the fitness scores. ### Claim 41 (depends on 40) The computer readable storage medium of claim 40, wherein the product profile further comprises a product demographic profile for the product based on customers of the product, wherein each media asset profile further comprises a media demographic profile for a television media asset based upon viewer demographic information, and wherein the fitness scores are calculated based upon the match scores and upon demographic similarity measures between the product demographic profile for the product and the media demographic profiles for the plurality of television media assets. ### Claim 42 (depends on 40) The computer readable storage medium of claim 40, wherein the product demographic profile for the product and the media demographic profiles for the plurality of television media assets are weighted differentially. ### Claim 43 (depends on 40) The computer readable storage medium of claim 40, the operations further comprising transforming the media demographic profiles of the plurality of television media assets to be compatible with the product demographic profile, or transforming the product demographic profile of the product to be compatible with the media demographic profiles of the plurality of television media assets, wherein information for determining the plurality of media demographic profiles and the product demographic profile come from different sources. ### Claim 44 (depends on 40) The computer readable storage medium of claim 40, wherein the fitness scores are further based upon a demographic similarity determined by calculating a function based on a first demographic of customers of the product and a second demographic of linked television customers, wherein one or more linking keys permit television viewing activities to be tracked. ### Claim 45 (depends on 40) The computer readable storage medium of claim 40, wherein the fitness scores are further based upon a demographic similarity between a first set of clusters of customers and a second demographic of the one or more plurality of television media assets. ### Claim 46 (depends on 40) The computer readable storage medium of claim 40, wherein the fitness scores are further based on at least one of historical media performances between the plurality of television media assets and the product or historical media costs for the plurality of television media assets. ### Claim 47 (depends on 40) The computer readable storage medium of claim 40, the operations further comprising: automatically extracting one or more product keywords for the product from one or more sources. ### Claim 48 (depends on 40) The computer readable storage medium of claim 40, wherein generating the product profile comprises: automatically selecting previous customers of the product using a plurality of customer records from previous product orders for the product; concatenating a plurality of enriched customer records for the previous customers based on adding customer demographic information to the plurality of customer records, wherein the customer demographic information comprises a plurality of variables; and creating the product demographic profile for the product from the plurality of enriched customer records, the product demographic profile comprising automatically scored target demographics for the product based at least in part on a combination of the customer demographic information from the plurality of enriched customer records. ### Claim 49 A computing device comprising: a memory; and a processing device coupled to the memory, the processing device to: automatically extract one or more product keywords for a product from one or more sources by a processing device; generate a product profile for the product by the processing device, the product profile comprising the extracted one or more product keywords for the product; automatically generate a plurality of media asset profiles for a plurality of television media assets, each media asset profile for a television media asset comprising one or more media asset keywords for the television media asset; for each television media asset, calculate a match score between the one or more media asset keywords for the television media asset and the one or more product keywords for the product; calculate fitness scores between the product profile for the product and the plurality of media asset profiles for the plurality of television media assets based at least in part on the match scores; and select a particular television media asset for placing an advertisement for the product based upon the fitness scores. ### Claim 50 (depends on 49) The computing device of claim 49, wherein the processing device if further to perform at least one of the following: show the fitness scores as part of a media asset schedule; showing the fitness scores and upper and lower confidence bounds of the fitness scores as part of a media asset schedule; show the fitness scores superimposed on the media asset schedule; and show the forecast fitness scores and actual fitness scores on the media fitness schedule. ### Claim 51 (depends on 49) The computing device of claim 49, wherein the product profile further comprises a product demographic profile for the product based on customers of the product, wherein each media asset profile further comprises a media demographic profile for a television media asset based upon viewer demographic information, and wherein the fitness scores are calculated based upon the match scores and upon demographic similarity measures between the product demographic profile for the product and the media demographic profiles for the plurality of television media assets. ### Claim 52 (depends on 51) The computing device of claim 51, wherein the processing device is further to transform the media demographic profiles of the plurality of television media assets to be compatible with the product demographic profile, or transform the product demographic profile of the product to be compatible with the media demographic profiles of the plurality of television media assets, wherein information for determining the plurality of media demographic profiles and the product demographic profile come from different sources. ### Claim 53 (depends on 51) The computing device of claim 51, wherein generating the product profile for the product comprises: automatically selecting previous customers of the product using a plurality of customer records from previous product orders for the product; concatenating a plurality of enriched customer records for the previous customers based on adding customer demographic information to the plurality of customer records, wherein the customer demographic information comprises a plurality of variables; and creating, by the processing device, the product demographic profile for the product from the plurality of enriched customer records, the product demographic profile comprising automatically scored target demographics for the product based at least in part on a combination of the customer demographic information from the plurality of enriched customer records. ### Claim 54 (depends on 49) The computing device of claim 49, wherein the processing device is further to: automatically extract the one or more media asset keywords for the plurality of television media assets, wherein the media asset keywords for a television media asset is extracted from at least one of closed captioning text associated with the television media asset, a program schedule description associated with the television media asset, or speech-to-text conversion for program content of the television media asset.