requests each viewer to identify themselves when starting to view programs, viewers may be unwilling to identify themselves for a variety of reasons including privacy, being unlisted, and impatience. The viewer may also
change without the knowledge of the system when one viewer leaves and a
new viewer starts watching (such as when a mother leaves the room and a
son changes the soap channel to a sports channel).
An automatic TV viewer identification system can be used which reviews
viewing habits to determine which person is viewing. The automatic TV
viewing system maintains a profile for each unique viewer, and uses this
information to dynamically select ads that will be sent to the viewer who is
currently controlling the access device.
The viewing habits of people who watch TV include preferred channel numbers, types of channels, channel surfing patterns, and other identifiable navigation methods. An access device (such as a STB) may include a client
application that looks for these viewing habits and identifies unique users
(which may not include names) who are accessing the device.
A viewer profile is a set of characteristics that are associated with a specific user. The viewer profile may include preferred program categories, viewing times, avoided categories, or other identifiable preferences or dislikes.
Over time a viewer profile can be expanded as the user interacts with media.
For example, if the user stays tuned to channels that contain programs of a
certain type (such as soap operas or technology programs); this can indicate
the preference of the viewer.
An ad decision system may use profile information to assist in the selection
of ads. After a viewer profile has been identified by the viewing device, the