Cablevision Pursues Programmatic Ad Sales

In a move aimed at making the buying and selling of TV spots more like Internet advertising, Cablevision has developed a programatic ad-sales system that lets media buyers submit offers for available inventory.

“While Internet-based advertising has made progress in incorporating programmatic methods of audience discovery and targeted marketing, television advertising has additional challenges that complicates adoption of a programmatic model,” Cablevision states in a patent application published on Thursday. “Accordingly, it would be advantageous to provide a mechanism for the programmatic buying and selling of television advertisements.”

Tom Donohue
Tom Donohue

Cablevision Media Sales SVP of Technology Tom Donohue is named as inventor on the patent application, titled, “Programatic Buying and Selling of Television Advertising.” Cablevision subsidiary CSC Holdings LLC filed the application last November.

Abstract: Disclosed herein are system, method, and computer program product embodiments for the programmatic buying and selling television advertisement. An embodiment operates by receiving a request for an available advertising segment inventory meeting one or more criteria. The system transmits to a buyer system available advertising segment inventory meeting the criteria, and receives an offer for the advertising segment including an offer price and a desired date range. The system then performs a comparative analysis of the order with one or more additional received offers for the advertising segment and transmits an offer acceptance notification based on the analysis.

Claims:

1. A computer-implemented method of selling an advertising segment by a video programming distributor, comprising: receiving, from a buyer system, a request for an available advertising segment inventory meeting one or more criterion; transmitting, to the buyer system, the available advertising segment inventory meeting the one or more criterion; receiving, from the buyer system, an offer for the advertising segment, the offer comprising an offer price and a desired date range; performing a comparative analysis of the order with one or more additional received offers for the advertising segment; and transmitting, to the buyer system, an offer acceptance notification based on the comparative analysis.

2. The method of claim 1, wherein the comparative analysis comprises estimating whether the offer maximizes revenue based on the additional received offers.

3. The method of claim 1, wherein the one or more criterion comprises at least one of a desired number of impressions and an estimated budget.

4. The method of claim 3, wherein the transmitting the available advertising segment comprises transmitting at least one of an estimated price associated with the desired number of audience impressions and an estimated number of impressions associated with the estimated budget.

5. The method of claim 3, wherein the one or more criterion further comprises at least one of a network to exclude and a daypart to exclude.

6. A computer-implemented method of buying an advertising segment from a video programming distributor, comprising: transmitting, to the distributor, a request for an available advertising segment inventory meeting one or more criterion; receiving, from the distributor, the available advertising segment inventory meeting the one or more criterion and an estimated price; performing an analysis to determine an offer based on the available advertising segment inventory, the offer comprising an offer price and a desired date range; transmitting, to the distributor, the offer for the advertising segment; and receiving, from the distributor, an offer acceptance notification.

7. The method of claim 5, wherein the analysis comprises estimating an offer that optimizes relevant audience impressions and cost.

8. The method of claim 5, wherein the one or more criterion comprises at least one of a desired number of audience impressions and an estimated budget.

9. The method of claim 8, wherein the receiving the available advertising segment inventory comprises receiving at least one of an estimated price associated with the desired number of audience impressions and an estimated number of impressions associated with the estimated budget.

10. The method of claim 8, wherein the one or more criterion further comprises at least one of a network to exclude and a daypart to exclude.

11. A system for buying an advertising segment from a video programming distributor, comprising: a processor and a memory configured to implement: a trading protocol module that: transmits, to the distributor, a request for an available advertising segment inventory meeting one or more criterion, and receives, from the distributor, the available advertising segment inventory meeting the one or more criterion and an estimated price, and an analytics module that: performs an analysis to determine an offer based on the available advertising segment inventory, the offer comprising an offer price and a desired date range, wherein the trading protocol module further transmits, to the distributor, the offer for the advertising segment and receives, from the distributor, an offer acceptance notification.

12. The system of claim 11, wherein the analysis comprises estimating an offer that optimizes relevant audience impressions and cost.

13. The system of claim 11, wherein the one or more criterion comprises at least one of a desired number of audience impressions and an estimated budget.

14. The system of claim 13, wherein the receiving the available advertising segment inventory comprises receiving at least one of an estimated price associated with the desired number of audience impressions and an estimated number of impressions associated with the estimated budget.

15. The system of claim 11, wherein the advertising segment inventory data comprises a number of audience impressions per date range.

16. A non-transitory computer-readable medium having instructions stored thereon that, when executed by at least one computing device, causes the at least one computing device to perform operations for buying an advertising segment from a video programming distributor, the operations comprising: transmitting, to the distributor, a request for an available advertising segment inventory meeting one or more criterion; receiving, from the distributor, the available advertising segment inventory meeting the one or more criterion and an estimated price; performing an analysis to determine an offer based on the available advertising segment inventory, the offer comprising an offer price and a desired date range; transmitting, to the distributor, the offer for the advertising segment; and receiving, from the distributor, an offer acceptance notification.

17. The computer-readable medium of claim 16, wherein the analysis comprises estimating an offer that optimizes relevant audience impressions and cost.

18. The computer-readable medium of claim 15, wherein the one or more criterion comprises at least one of a desired number of audience impressions and an estimated budget.

19. The computer-readable medium of claim 18, wherein the receiving the available advertising segment inventory comprises receiving at least one of an estimated price associated with the desired number of audience impressions and an estimated number of impressions associated with the estimated budget.

20. The computer-readable medium of claim 18, wherein the one or more criterion further comprises at least one of a network to exclude and a daypart to exclude.

Description