CBS Turns Closed Captioning Data Into Advanced Advertising System

CBS Corp. is looking at how it may be able to deliver targeted advertising to both mobile devices and TVs by decoding interactive spotss embedded in closed captioning data.

Steven Leung is named as inventor on a patent application from CBS subsidiary CBS Interactive on Thursday.

Abstract: An apparatus to decode closed captioning data from video data and receive advertisement according to the decode closed captioning data includes a processor circuit; and a video display component for execution on the processor circuit to receive video data from a media server, the video data including closed captioning (CC) data. The apparatus further includes a CC decoder component for execution on the processor circuit to decode the CC data to obtain text; and an ad requesting component for execution on the processor circuit to: parse the text to obtain words; provide the words to the media server; receive an advertisement from the media server; and display the advertisement.

Patent Application

Claims

1. An apparatus, comprising: a processor circuit; and a video display component for execution on the processor circuit to receive video data from a media server, the video data including closed captioning (CC) data; a CC decoder component for execution on the processor circuit to decode the CC data to obtain text; and an ad requesting component for execution on the processor circuit to: parse the text to obtain words; provide the words to the media server; receive an advertisement from the media server; and display the advertisement.

2. The apparatus of claim 1, the ad requesting component to display the advertisement in one of: a background behind a display of the video data; an ad insert component separate from the background and from a display of the video data; and an insertion into the video data.

3. The apparatus of claim 1, the ad requesting component to select ad-relevant words from the obtained words; and provide the ad-relevant words to the media server.

4. The apparatus of claim 3, the ad requesting component to obtain a user context for a user requesting the video data; and use the user context to select the ad-relevant words.

5. The apparatus of claim 1, the ad requesting component to obtain a user context for a user requesting the video data; and provide the user context to the media server with the obtained words.

6. The apparatus of claim 5, the ad requesting component to obtain the user context from at least one of: social network data from the user; and browser history data.

7. A computer-implemented method, comprising: receiving a request for video data from a client device, the video data including closed captioning (CC) data; decoding the CC data with a processor circuit to obtain text; parsing the text to obtain words; providing the words to an advertising selector; receiving an advertisement from the advertising selector; and transmitting the advertisement to the client device for display.

8. The computer-implemented method of claim 7, comprising transmitting the advertisement for display in at least one of: a background behind a display of the video data; an ad insert component separate from the background and from a display of the video data and an insertion into the video data.

9. The computer-implemented method of claim 7, comprising: selecting ad-relevant words from the obtained words; and providing the ad-relevant words to the advertising selector.

10. The computer-implemented method of claim 9, comprising: obtaining a user context for a user requesting the video data; and using the user context to select the ad-relevant words.

11. The computer-implemented method of claim 7, comprising: obtaining a user context for a user requesting the video data; and providing the user context to the advertising selector with the obtained words.

12. The computer-implemented method of claim 11, comprising: obtaining the user context from at least one of: social network data from the user; user demographic data about the user; companion content on a web site displaying the video data; and browser history data.

13. The computer-implemented method of claim 7, comprising: determining a future time to display an advertisement; setting a time window including the future display time for the advertisement; and providing words that occur within the time window to the advertisement selector.

14. The computer-implement method of claim 7, comprising: disambiguating a parsed word having a plurality of meanings using the decoded CC data.

15. At least one computer-readable storage memory unit comprising instructions that, when executed, cause a system to: decode close captioning (CC) data from video data to obtain text; parse the text to obtain words; select an advertisement according to the words; and transmit the selected advertisement to a client device for display, wherein the client device is also displaying the video data.

16. The computer-readable storage medium of claim 15, comprising instructions that when executed cause the system to: select ad-relevant words from the obtained words; and use the ad-relevant words to select an advertisement.

17. The computer-readable storage medium of claim 16, comprising instructions that when executed cause the system to: obtain a user context; and use the user context to select the ad-relevant words.

18. The computer-readable storage medium of claim 15, comprising instructions that when executed cause the system to: obtain a user context for a user of the client device displaying the video data; and use the user context to select an advertisement.

19. The computer-readable storage medium of claim 18, comprising instructions that when executed cause the system to: obtain the user context from at least one of: social network data from the user; user demographic data about the user; companion content on a web site displaying the video data; and browser history data.

20. The computer-readable storage medium of claim 15, comprising instructions that when executed cause the system to: determine a future time to display an advertisement; set a time window including the future display time for the advertisement; and use words that occur within the time window to select an advertisement.