Comcast: ‘Presence Detection’ Could Drive Targeted Ads

Comcast says it may be able to deliver more effective advertising by using Bluetooth technology to track viewers that are near TVs connected to its Xfinity set-tops, according to a patent application obtained by The Donohue Report on Thursday.

preston-smalley
Preston Smalley

The invention, titled, “Presence detection and targeted content,” could enable the cable MSO to target ads to viewers in part by relying on profiles associated with smartphones and tablets that respond to Bluetooth signals emitted from a set-top or another communications terminal.

“Advertisements and/or other types of content can be tailored and presented to the detected users. The methods and systems can detect when a user is no longer in a position to consume the presented content and can take one of many actions, including, but not limited to, presenting a default advertisement and/or tailoring advertisements for a different user,” Comcast states in the patent application.

tyler-kareeson
Tyler Kareeson

Inventors named on the patent application include Preston Smalley, VP product management, sports & X1 apps; Tyler Kareeson, senior product manager; and Francisco Niebres, senior manager, product development, X1 Sports. Comcast Innovation Center veteran Scott Eklund, who is also named as an inventor, is now VP of engineering at ConnectedYard Inc.

Comcast originally filed the patent application, which was published on Thursday, in April 2015.

Francisco Niebres
Francisco Niebres

Abstract: Provided are methods and systems for detecting locations and positions of users to determine best options for consuming content. In one implementation, advertisements can be tailored and presented to the detected users. The methods and systems can also detect when a user is no longer in a position to consume content and can take other actions, such as presenting a default advertisement or tailoring advertisements for a different user.

Patent Application

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Comcast explains how it could use Bluetooth beacons to track mobile devices near a TV.
Comcast explains how it could use Bluetooth beacons to track mobile devices near a TV.

Claims:
1. A method, comprising: transmitting a first signal at a first predetermined time interval, wherein the first signal is associated with a first range; receiving a first indication from a first device in response to the first signal, indicating that the first device is within the first range; presenting first content based on the first indication; transmitting a second signal at a second predetermined time interval, wherein the second signal is associated with a second range; receiving a second indication from the first device in response to the second signal, indicating that the first device is within the second range; transmitting a third signal at the first predetermined time interval, wherein the third signal is associated with the first range; receiving no indication from the first device in response to the third signal; determining that the first device has exited the first range, in response to receiving no indication from the first device in response to the third signal; and presenting second content based on the determination that the first device has exited the first range.

2. The method of claim 1, wherein the first indication comprises a first identifier associated with the first device.

3. The method of claim 2, further comprising: determining a plurality of attributes associated with the first content; and creating a profile based on the plurality of attributes and the first identifier associated with the first device.

4. The method of claim 3, further comprising determining an advertisement to be presented in the first content based at least in part on the created profile.

5. The method of claim 2, further comprising: receiving a third indication from a second device in response to the first signal, indicating that the second device is within the first range; and receiving a second identifier associated with the second device.

6. The method of claim 5, further comprising: determining a price associated with the first content based at least on the first identifier and the second identifier.

7. The method of claim 6, further comprising: associating the first identifier with a first profile; associating the second identifier with a second profile; and determining a first advertisement to be presented in the first content after reception of the first indication and the third indication based at least in part on the first and second profile.

8. The method of claim 7, further comprising: receiving a fourth indication from the second device in response to the third signal, indicating that the second device is within the first range; and determining a second advertisement to be presented in the second content after reception of the fourth indication based at least in part on the second profile, wherein the second advertisement is not based on the first profile.

9. The method of claim 1, further comprising determining an advertisement to be placed in the second content, wherein the advertisement is not based on the first profile.

10. The method of claim 1, wherein the second range comprises the first range.

11. A method, comprising: receiving, at a first device, a first signal at a first time interval; transmitting, by the first device, a first indication in response to the first signal, indicating a first position of the first device within a first range, wherein the first indication causes first content to be presented on a second device, and wherein the first content presented is determined by the indication that the first device is within the first range; receiving, by the first device, a second signal at a second time interval; transmitting, by the first device, a second indication in response to the second signal, indicating a second position of the first device within a second range; determining, by the first device, that the second position is not in the first range, wherein the second range comprises the first range; and transmitting, by the first device, a notification that the first device is not in the first range to a third device, wherein the notification causes second content to be presented on the second device, and wherein the second content presented is determined by the determination that the first device is not in the first range.

12. The method of claim 11, further comprising transmitting, by the first device, an identifier in response to the first signal.

13. The method of claim 12, wherein a plurality of attributes is associated with the first content, and wherein a profile is associated with the plurality of attributes and the identifier.

14. The method of claim 13, wherein a first advertisement to be presented in the first content after transmission of the first indication is based on the profile.

15. The method of claim 14, wherein a second advertisement to be presented in the second content after the determination that the second position is not in the first range is not based on the profile.

16. A method, comprising: accessing a first profile, wherein the first profile comprises: a first identifier associated with a first device or a first user; and a first plurality of attributes; receiving a first current identifier associated with a first current device in response to the first current device entering a first range; matching the first identifier with the first current identifier; presenting a first advertisement or other first content based on the first plurality of attributes of the first profile associated with the first identifier matching the first current identifier; receiving an indication that the first current device has exited the first range; and presenting a second advertisement or other second content based on the indication.

17. The method of claim 16, further comprising: receiving the first current identifier associated with the first current device in response to the current device entering a second range; matching the first identifier with the first current identifier; and determining a third advertisement based on the first plurality of attributes of the first profile associated with the first identifier matching the first current identifier.

18. The method of claim 16, further comprising: accessing a second profile, wherein the second profile comprises: a second identifier associated with a second device; and a second plurality of attributes associated with content: receiving a second current identifier associated with a second current device in response to the second current device entering the first range; matching the second identifier with the second current identifier; and determining the first advertisement based on the first plurality of attributes of the first profile further comprises determining the first advertisement based on the second plurality of attributes of the second profile.

19. The method of claim 18, wherein the second advertisement is determined based on the second plurality of attributes of the second profile.

20. The method of claim 18, wherein a price associated with a media stream is based at least on the first and second profiles.

 

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