IP Verse

Dynamic Content Mapping Systems And Methods

Patent No. US10945003 (titled "Dynamic Content Mapping Systems And Methods") was filed by Innovation Technologies Partners Lp on Sep 25, 2018.

What is this patent about?

’003 is related to the field of online content delivery and advertising. The background involves the increasing consumption of content on personal electronic devices and the need to effectively monetize this content through advertisements. Traditional advertising methods, such as mid-roll ads, can disrupt the user experience. The patent addresses the problem of delivering targeted advertisements in a way that is more palatable to individual users, improving the likelihood of user engagement.

The underlying idea behind ’003 is to dynamically adjust the placement and characteristics of advertisements within a content stream based on a user's identified segment. This involves collecting user data, inferring demographic and interest-based segments, and then selecting a content map that dictates when and how advertisements are inserted. The goal is to tailor the advertising experience to each user segment, maximizing engagement and minimizing disruption.

The claims of ’003 focus on a method performed by a content service system. This method involves identifying a user segment based on information received from the user's device, determining a content map associated with that segment from a stored plurality of content maps, mapping the content item according to the content map, generating a content stream with advertisements inserted at specified break locations, and transmitting this stream to the user's device. The claims also cover generating test content maps and using response information from test user devices to refine the content map.

In practice, the system collects data about a user's demographics and interests, potentially using device sensors and application usage. This data is then used to assign the user to a specific segment, such as 'young adults interested in sports'. Each segment has a corresponding content map that defines the optimal placement, frequency, and duration of advertisements. The system then generates a content stream with advertisements inserted according to the user's segment's content map, aiming to provide a less intrusive and more relevant advertising experience.

The differentiation from prior approaches lies in the dynamic and personalized nature of the content mapping. Instead of using a one-size-fits-all approach to advertising, the system adapts the advertising experience to each user segment. This is achieved through A/B testing and analysis of user response data, allowing the system to continuously refine the content maps and optimize advertising performance. By tailoring the advertising experience to individual user segments, the system aims to improve user engagement and increase the effectiveness of advertisements.

How does this patent fit in bigger picture?

Technical landscape at the time

In the late 2010s when ’003 was filed, content delivery networks were widely adopted at a time when personalized content delivery was typically implemented using user profiles and demographic data. Systems commonly relied on client-side scripting and server-side logic to dynamically adjust content presentation based on user characteristics. Hardware or software constraints made real-time content adaptation non-trivial, often requiring pre-computed content maps or profiles.

Novelty and Inventive Step

The claims were rejected in a final office action. The examiner found claims 1, 3-12 unpatentable under 35 U.S.C. 103, and claims 13-16 were objected to as being dependent upon a rejected base claim. Arguments were presented by the applicant, but were not persuasive to the examiner. The prosecution record does describe the technical reasoning and specific claim changes that would lead to allowance.

Claims

This patent includes 14 claims, with claim 1 being independent. Independent claim 1 is directed to a method performed by a content service system for facilitating the rendering of first content items in connection with a second content item on a user device. The dependent claims generally elaborate on and provide specific details regarding the method described in the independent claim, including aspects of identifying user segments, content types, content break locations, and content map generation.

Key Claim Terms New

Definitions of key terms used in the patent claims.

Term (Source)Support for SpecificationInterpretation
Content map
(Claim 1)		“Information describing where advertisements are rendered within content, how many advertisements are rendered, their frequency, and/or the duration of advertisements may be referred to as a content map, a content break map, and/or advertisement break map. A content map associated with the user's segment may be selected by the content service and used in connection with rendering content and associated advertisements.”A specification of where content breaks should occur within other content.
Content stream
(Claim 1)		“Based on an identified segment associated with a user, the content service may map the presentation of advertisements in connection with rendered content in a manner that is tailored to the particular user. For example, the content service may determine that users associated with a particular segment are more amenable and/or more likely to act on advertisements rendered at certain times during content playback, advertisements of a certain type and/or length, advertisements of a certain frequency, and/or the like.”A combined stream of content, including a second content item and one or more first content items, arranged according to a content map.
Objective content mapping criteria
(Claim 1)		“Based on an identified segment associated with a user, the content service may map the presentation of advertisements in connection with rendered content in a manner that is tailored to the particular user. For example, the content service may determine that users associated with a particular segment are more amenable and/or more likely to act on advertisements rendered at certain times during content playback, advertisements of a certain type and/or length, advertisements of a certain frequency, and/or the like.”Measurable standards used to evaluate the effectiveness of different content maps.
Specified content break locations
(Claim 1)		“Information describing where advertisements are rendered within content, how many advertisements are rendered, their frequency, and/or the duration of advertisements may be referred to as a content map, a content break map, and/or advertisement break map. A content map associated with the user's segment may be selected by the content service and used in connection with rendering content and associated advertisements.”Designated points within content where other content can be inserted or rendered.
Test content map
(Claim 1)		“Based on an identified segment associated with a user, the content service may map the presentation of advertisements in connection with rendered content in a manner that is tailored to the particular user. For example, the content service may determine that users associated with a particular segment are more amenable and/or more likely to act on advertisements rendered at certain times during content playback, advertisements of a certain type and/or length, advertisements of a certain frequency, and/or the like.”A content map used for testing and comparison to determine optimal content mapping strategies.

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US10945003

INNOVATION TECHNOLOGIES PARTNERS LP
Application Number
US16141479
Filing Date
Sep 25, 2018
Status
Granted
Expiry Date
Jan 4, 2039
External Links
Slate, USPTO, Google Patents