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Machine translation
4. (WO2017019645) CROSS-SCREEN OPTIMIZATION OF ADVERTISING PLACEMENT
Note: Text based on automatic Optical Character Recognition processes. Please use the PDF version for legal matters

WHAT IS CLAIMED:

A method for targeting delivery of advertising content to a consumer across two or display devices, the method comprising:

receiving a pricepoint and one or more campaign descriptions from an advertiser, wherein each of the campaign descriptions comprises a schedule for delivery of an item of advertising content across two or more devices accessed by a consumer, wherein the devices include one or more TV's and one or more mobile devices, and a target audience, wherein the target audience is defined by one or more demographic factors;

defining a pool of consumers based on a graph of consumer properties, wherein the graph contains information about the two or more TV and mobile devices used by each consumer, demographic and online behavioral data on each consumer and similarities between pairs of consumers, and wherein the pool of consumers comprises consumers having at least a threshold similarity to a member of the target audience;

receiving a list of inventory from one or more content providers, wherein the list of inventory comprises one or more slots for TV and online;

identifying one or more advertising targets, wherein each of the one or more advertising targets comprises a sequence of slots consistent with one or more of the campaign descriptions, and an overall cost consistent with the pricepoint;

allocating the advertising content of the one or more campaign descriptions to the one or more advertising targets;

purchasing two or more slots of advertising inventory wherein one or more slots are delivered within TV content identified as likely to be viewed by the pool of consumers, and one or more slots are delivered online as a result of a real-time decision;

instructing a first media conduit to deliver the item of advertising content to a consumer in the pool of consumers on a first device; and

instructing a second media conduit to deliver the item of advertising content to the consumer on a second device.

2. The method of claim 1 , wherein the purchasing of a slot of online inventory is via realtime bidding.

3. The method of claim 1 , wherein the purchasing of a slot in programmatic TV inventory is via a bidding method that utilizes TV viewing data for specific devices.

4. The method of claim 1 , further comprising calculating a deduplicated reach based on delivery of the item of advertising content to first and second devices, and adjusting the advertising targets prior to allocating the advertising content a further time in order to improve the deduplicated reach.

5. The method of claim 1 , further comprising calculating a frequency of delivery of advertising content to the consumer, and suspending further delivery of the advertising content to the consumer if the frequency of delivery exceeds a threshold number.

6. The method of claim 1 , further comprising calculating a cost-based efficiency based on delivery of the item of advertising content to first and second devices, and adjusting the advertising targets prior to allocating the advertising content a further time in order to improve the cost-based efficiency.

7. A method of optimizing an advertising campaign across a plurality of devices accessible to a consumer, the method comprising:

determining that the consumer is a member of a target audience;

identifying a first and second device accessible to the consumer, wherein the first and second device comprise a TV and a mobile device;

receiving instructions for purchase of slots for a first and second item of advertising content on the first and second devices, consistent with an advertising budget and the target audience;

bidding on slots for placement of the first and second items of advertising content, wherein the bidding relies on information about the likely success of a bid based on at least the consumer's location, and the time of day;

in the event of successful bids on the first and second items of content, causing a first media conduit to deliver the first item of advertising content to the first device; and causing a second media conduit to deliver the second item of advertising content to the second device;

receiving feedback on the consumer's response to the first and second items of content; and

using the feedback to instruct purchase of further slots for the first and second items of advertising content.

8. The method of claim 7, wherein the determining that the consumer is a member of a target audience comprises matching behavioral and demographic data on the consumer from a graph of data to parameters of the target audience.

9. The method of claim 7, wherein the bidding includes bidding on TV inventory selected from: programmatic TV, linear TV, and video-on-demand content.