Browse Prior Art Database

A method for gaining additional insights by combining profile pictures, metadata and existing profile information

IP.com Disclosure Number: IPCOM000239743D
Publication Date: 2014-Nov-28
Document File: 3 page(s) / 407K

Publishing Venue

The IP.com Prior Art Database

Abstract

It has been noted that targeted advertising secured an average of 2.7 times as much revenue per advert compared to traditional online advertising. These systems make use of online activities of consumers to identify what a user has previously purchased, looked at or interacted with. Despite the success in advertising conversion rates many individuals make use of privacy blocking tools in order to limit the exposure of their public data to such advertising services. In situations where users are blocking their usage behaviour, companies can still make use of previous order history to gain an insight into a previous customer in order to further influence other potential areas of advertising they might be interested in. This invention proposes an alternate method in which a company may be able to gain insight about a user that might not relate to previous orders or online behaviours by using profile pictures and other profile meta information.

This text was extracted from a PDF file.
This is the abbreviated version, containing approximately 53% of the total text.

Page 01 of 3

A method for gaining additional insights by combining profile pictures, metadata and existing profile information

It has been noted[1] that targeted advertising secured an average of 2.7 times as much revenue per advert compared to traditional online advertising. These systems make use of online activities of consumers to identify what a user has previously purchased, looked at or interacted with. Despite the success in advertising conversion rates many individuals make use of privacy blocking tools in order to limit the exposure of their public data to such advertising services.

    In situations where users are blocking their usage behaviour, companies can still make use of previous order history to gain an insight into a previous customer in order to further influence other potential areas of advertising they might be interested in.

    This invention proposes an alternate method in which a company may be able to gain insight about a user that might not relate to previous orders or online behaviours.

[1] - http://en.wikipedia.org/wiki/Targeted_advertising
This invention consumes profile avatars in order to gain insight about a user.

    Back in 2011 it was estimated[2] that women update their Facebook profile photo once every two weeks, and men once every three weeks, and in the 6 years since 2006 that number had increased by a factor of 3. While it's not clear how frequently the average user updates their image today it is clear that this is an action we don't think about (because we do it so frequently) yet carries significant weight to what we may like and are doing at the time. What or who we are seen in the photo with carries significance in terms of what our preferences and likes may be and it is these preferences that might help companies provide a better service by tailoring what they are displaying to the user.

    It's not only the content either that might affect what is being displayed. The time of the update - consistently over birthdays, etc. - may influence reminders about things that a customer might need to purchase.

    The benefit of using profile images to influence advertising is that often these are available in situations where other data is not. In more and more cases now people are offered a chance to log in with existing accounts (Facebook, Google, etc.) rather than create a new account on that site. Typically in doing so the application provides access to the basic information hosted in that existing account. In the majority of cases this includes a small amount of personal details together with a profile photo if it exists. This avenue means that unlike existing systems in which a user can disable tracking a business is able to gain better insight into their customers through the use of their profile photo.

[2] - http://blog.pixable.com/2011/05/27/people-are-changing-their-facebook-profile -photo-more-often-every-year/

    The description of our idea is best done by way of an example. Consider a situation where a customer v...