Advertisement exchange using neuro-response data

Abstract

Example methods, systems and machine readable instructions are disclosed for assessing advertising effectiveness based on neurological data. An example method includes determining advertisement slot characteristics for a plurality of advertisement slots. The example advertisement slot characteristics include subject resonance measured by determining a first event related potential from neuro-response data gathered from multiple regions of a brain of a subject, determining a second event related potential from the neuro-response data and calculating a differential measurement of the first event related potential and the second event related potential, the subject resonance based on the differential measurement. The example method also includes matching the plurality of advertisement slots with a plurality of advertisements based on the advertisement slot characteristics.

The status of the claims: 
     
         1 . A method, comprising:
 determining advertisement slot characteristics for a plurality of advertisement slots, the advertisement slot characteristics including subject resonance measured by:
 determining a first event related potential from neuro-response data gathered from multiple regions of a brain of a subject; 
 determining a second event related potential from the neuro-response data; and 
 calculating a differential measurement of the first event related potential and the second event related potential, the subject resonance based on the differential measurement; and 
   matching the plurality of advertisement slots with a plurality of advertisements based on the advertisement slot characteristics.   
     
     
         2 . The method of  claim 1 , wherein the neuro-response data is representative of one or more of retention, engagement, attention, or a priming level. 
     
     
         3 . The method of  claim 1 , wherein the advertisement slots are commercials in a commercial pod. 
     
     
         4 . A method, comprising:
 determining advertisement slot characteristics for a plurality of advertisement slots associated with media materials, the advertisement slot characteristics determined by:
 determining a first event related potential from neuro-response data gathered from multiple regions of a brain of a subject; 
 determining a second event related potential from the neuro-response data; and 
 calculating a differential measurement of the first event related potential and the second event related potential, the subject resonance based on the differential measurement; 
   matching a first advertisement slot with a first advertisement based on at least one of the advertisement slot characteristics; and   revising one or more of the advertisement slot characteristics for the plurality of remaining advertisement slots based on the first advertisement.   
     
     
         5 . The method of  claim 4 , wherein the advertisement slot characteristics comprise priming characteristics. 
     
     
         6 - 20 . (canceled) 
     
     
         21 . A system, comprising:
 a neuro-response data evaluator to determine advertisement slot characteristics for a plurality of advertisement slots, the advertisement slot characteristics including subject resonance measured by:
 determining a first event related potential from neuro-response data gathered from multiple regions of a brain of a subject; 
 determining a second event related potential from the neuro-response data; and 
 calculating a differential measurement of the first event related potential and the second event related potential, the subject resonance based on the differential measurement; and 
   a processor to match the plurality of advertisement slots with a plurality of advertisements based on the advertisement slot characteristics.   
     
     
         22 . The system of  claim 21 , wherein the neuro-response data is representative of one or more of retention, engagement, attention, or a priming level. 
     
     
         23 . The system of  claim 21 , wherein the advertisement slots are commercials in a commercial pod. 
     
     
         24 . A system, comprising:
 a processor to:
 determine advertisement slot characteristics for a plurality of advertisement slots associated with media materials, the advertisement slot characteristics determined by:
 determining a first event related potential from neuro-response data gathered from multiple regions of a brain of a subject; 
 determining a second event related potential from the neuro-response data; and 
 calculating a differential measurement of the first event related potential and the second event related potential, the subject resonance based on the differential measurement; 
 
 match a first advertisement slot with a first advertisement based on the advertisement slot characteristics; and 
 revise one or more of the advertisement slot characteristics for the plurality of remaining advertisement slots based on the first advertisement. 
   
     
     
         25 . The system of  claim 22 , wherein the advertisement slot characteristics comprise priming characteristics. 
     
     
         26 - 40 . (canceled) 
     
     
         41 . A tangible machine readable storage medium comprising instructions, which when executed, cause a machine to at least:
 determine advertisement slot characteristics for a plurality of advertisement slots, the advertisement slot characteristics including subject resonance measured by:
 determining a first event related potential from neuro-response data gathered from multiple regions of a brain of a subject; 
 determining a second event related potential from the neuro-response data; and 
 calculating a differential measurement of the first event related potential and the second event related potential, the subject resonance based on the differential measurement; and 
   match the plurality of advertisement slots with a plurality of advertisements based on the advertisement slot characteristics.   
     
     
         42 . The medium of  claim 41 , wherein the neuro-response data is representative of one or more of retention, engagement, attention, or a priming level. 
     
     
         43 . The medium of  claim 41 , wherein the advertisement slots are commercials in a commercial pod. 
     
     
         44 . A tangible machine readable storage medium comprising instructions, which when executed, cause a machine to at least:
 determine advertisement slot characteristics for a plurality of advertisement slots associated with media materials, the advertisement slot characteristics determined by:
 determining a first event related potential from neuro-response data gathered from multiple regions of a brain of a subject; 
 determining a second event related potential from the neuro-response data; and 
 calculating a differential measurement of the first event related potential and the second event related potential, the subject resonance based on the differential measurement; 
   match a first advertisement slot with a first advertisement based on the advertisement slot characteristics; and   revise one or more of the advertisement slot characteristics for the plurality of remaining advertisement slots based on the first advertisement.   
     
     
         45 . The medium of  claim 44 , wherein the advertisement slot characteristics comprise priming characteristics. 
     
     
         46 - 96 . (canceled)