Mastercard Wants to Target Ads to Pay TV Subscribers Based on Spending Habits

Mastercard International won a U.S. patent on Tuesday for a system that can deliver ads to individual pay TV set-tops based on the spending habits of subscribers.

Major pay TV distributors such as AT&T, Comcast and Cablevision already deliver targeted ads to subscribers based on demographics and anonymous viewing data collected from set-tops. Mastercard’s invention could take addressable advertising to another level, and see a consumer who purchases a product such as Gillette razors receive an ad from Gillette

“Payment card service provider system provides advertising message selections to television service provider system monthly based upon modeled purchasing behavior over the preceding six months or another time frame,” Mastercard states in the patent.

Jean-Pierre Gerard and Po Hu are named as inventors on the patent, titled, “ Television advertising message targeting according to subscriber purchasing behavior.”

Abstract: A targeted television advertising system includes a modeling processor and an identification processor. The modeling processor is configured to model purchasing behavior of a selected television service subscriber using a payment card transaction database. The identification processor is configured to identify television advertising messages that may appeal to the selected television service subscriber based upon the modeled purchasing behavior.

Patent Application

Claims:

  1. A method of delivering targeted television advertising, comprising: modeling purchasing behavior of a selected television service subscriber using a payment card transaction database with a processor; identifying television advertising messages that may appeal to the selected television service subscriber based upon the modeled purchasing behavior with the processor; wherein the modeling further includes: receiving from a television service provider payment card transaction information for the selected television service subscriber via a communication interface; searching the payment card transaction database to identify the selected television service subscriber based upon the received transaction information with the processor; searching the payment card transaction database for credit card purchase transactions made by the selected television service subscriber with the processor; wherein the payment card transaction information received from the television service provider further includes an identifier for the selected television service subscriber and transaction date, time and amount for a purchase of television service; and wherein the television service provider payment card transaction information for the selected television service subscriber received from the television service provider is anonymous.
  1. The method as claimed in claim 1, further comprising: notifying the television service provider of the identified advertising messages with the communication interface.
  1. The method as claimed in claim 1, wherein notifying the television service provider further includes providing to the television service provider a listing of the identified advertising messages in association with the identifier for the selected television service subscriber via the communication interface.
  1. The method as claimed in claim 1, wherein the anonymous television service provider payment card transaction information for the selected television service subscriber is an anonymous identifier assigned by the television service provider and an anonymous purchase date, time and amount.
  1. The method as claimed in claim 2, including: periodically updating the modeled purchasing behavior of the selected television service subscriber with the processor; identifying updated television advertising messages that may appeal to the selected television service subscriber based upon the updated modeled purchasing behavior with the processor; and, notifying the television service provider of the updated identified advertising messages via the communication interface.
  1. A targeted television advertising system, which comprises: a modeling processor configured to model purchasing behavior of a selected television service subscriber using a payment card transaction database; an identification processor configured to identify television advertising messages that may appeal to the selected television service subscriber based upon the modeled purchasing behavior; wherein the modeling processor is configured to: receiving from a television service provider payment card transaction information for the selected television service subscriber via a communication interface; searching the payment card transaction database to identify the selected television service subscriber based upon the received transaction information with the processor; searching the payment card transaction database for credit card purchase transactions made by the selected television service subscriber with the processor; wherein the payment card transaction information received from the television service provider further includes an identifier for the selected television service subscriber and transaction date, time and amount for a purchase of television service; and wherein the television service provider payment card transaction information for the selected television service subscriber received from the television service provider is anonymous.
  1. The system as claimed in claim 6, including: the communication interface configured to notify the television service provider of the identified advertising messages.
  1. The system as claimed in claim 7, wherein the notification to the television service provider further includes a listing of the identified advertising messages in association with the identifier for the selected television service subscriber via the communication interface.
  1. The system as claimed in claim 6, wherein the anonymous television service provider payment card transaction information for the selected television service subscriber is an anonymous identifier assigned by the television service provider and an anonymous purchase date, time and amount.
  1. The system as claimed in claim 7, wherein: the modeling processor is configured to periodically update the modeled purchasing behavior of the selected television service subscriber with the processor; the identification processor is configured identify updated television advertising messages that may appeal to the selected television service subscriber based upon the updated modeled purchasing behavior; and, the communication interface is configured to notify the television service provider of the updated identified advertising messages via the communication interface.
  1. A non-transitory computer-readable storage medium encoded with data and instructions, which when executed by a computing device the instructions causing the computing device to: model purchasing behavior of a selected television service subscriber using a payment card transaction database; identify television advertising messages that may appeal to the selected television service subscriber based upon the modeled purchasing behavior; and, notify a television service provider of the identified advertising messages; wherein the instructions causing the computing device to model purchasing behavior of the selected television service subscriber include instructions causing the computing device to: receiving from the television service provider payment card transaction information for the selected television service subscriber via a communication interface; searching the payment card transaction database to identify the selected television service subscriber based upon the received transaction information with the processor; searching the payment card transaction database for credit card purchase transactions made by the selected television service subscriber with the processor; wherein the payment card transaction information received from the television service provider further includes an identifier for the selected television service subscriber and transaction date, time and amount for a purchase of television service; and wherein the television service provider payment card transaction information for the selected television service subscriber received from the television service provider is anonymous.