System and method for retargeting in a vehicular advertising system

Abstract

A method for retargeting in a system including a plurality of vehicles having exteriors configured to convey messaging to occupants of other vehicles. Communication signals including information relating to time-stamped locations of the vehicles are received. Time-stamped location data including a first plurality of the time-stamped locations is provided to a mobile location data aggregator. A first set of anonymized identifiers associated with mobile device users known to be within exposure zones associated with the time-stamped locations is received from the mobile data aggregator. The first set of anonymized identifiers is provided to an audience data service provider, which returns other anonymized identifiers associated with the first set of anonymized identifiers. An augmented exposed audience is formed by adding the other anonymized identifiers to the first set of anonymized identifiers. Advertisements are caused to be provided to devices corresponding to at least a subset of the augmented exposed audience.

What is claimed is: 
     
         1 . A method for retargeting in a system including a plurality of vehicles having exteriors configured to convey messaging to occupants of other vehicles, the method comprising:
 receiving, at a vehicle tracking gateway, communication signals including information relating to time-stamped locations of the plurality of vehicles wherein the communication signals are provided by at least one of mobile devices disposed within the plurality of vehicles and communication devices integrated with the plurality of vehicles;   providing, to an application programming interface (API) of a mobile location data aggregator, first time-stamped location data including a first plurality of the time-stamped locations;   receiving, from the mobile location data aggregator, a first set of anonymized identifiers associated with mobile device users known to be within a first plurality of exposure zones associated with the first plurality of time-stamped locations wherein each of the first plurality of exposure zones encompasses one of the first plurality of time-stamped locations and is of a first area associated with a first radius;   providing, to an audience data service provider, the first set of anonymized identifiers wherein the audience data service provider operates to map the first set of anonymized identifiers to households in order to determine other anonymized identifiers associated with the first set of anonymized identifiers;   forming an augmented exposed audience by adding the other anonymized identifiers to the first set of anonymized identifiers; and   causing advertisements to be provided to devices corresponding to at least a subset of the augmented exposed audience.   
     
     
         2 . The method of  claim 1 , further including:
 creating a first set of interpolated locations between at least a subset of the first plurality of time-stamped locations;   providing, to the API of the mobile location data aggregator, the first set of interpolated locations;   receiving, from the mobile location data aggregator, a second set of anonymized identifiers associated with mobile device users known to be within a second plurality of exposure zones associated with the first set of interpolated locations wherein each of second plurality of exposure zones encompasses one location of the first set of interpolated locations and is of the first area;   providing, to the audience data service provider, the second set of anonymized identifiers wherein the audience data service provider further operates to map the second set of anonymized identifiers to households in order to determine additional anonymized identifiers associated with the second set of anonymized identifiers;   wherein the forming the augmented exposed audience further includes adding the additional anonymized identifiers to the other anonymized identifiers and to the first set of anonymized identifiers.   
     
     
         3 . The method of  claim 1  wherein the first radius is selected based at least in part upon a first font size associated with at least a part of the messaging on the exteriors of a first set of the plurality of vehicles. 
     
     
         4 . The method of  claim 1  wherein the first plurality of time-stamped locations are included within the communication signals associated with a first set of the plurality of vehicles and wherein at least a part of the messaging on the exteriors of the first set of the plurality of vehicles is of a first font size, the first radius being selected based at least in part upon the first font size. 
     
     
         5 . The method of  claim 4 , further including:
 providing, to the API of the mobile location data aggregator, second time-stamped location data including a second plurality of the time-stamped locations;   receiving, from the mobile location data aggregator, a second set of anonymized identifiers associated with a second exposed audience comprised of mobile device users known to be within a second plurality of exposure zones associated with the second plurality of time-stamped locations wherein the second plurality of time-stamped locations are included within the communication signals associated with a second set of the plurality of vehicles and wherein at least a part of the messaging on the exteriors of the second set of the plurality of vehicles is of a second font size different from the first font size, the second radius being selected based at least in part upon the second font size wherein the second radius is different from the first radius;   mapping the second set of anonymized identifiers to households in order to determine additional anonymized identifiers associated with the second set of anonymized identifiers;   forming an additional augmented exposed audience by adding the additional anonymized identifiers to the second set of anonymized identifiers; and   purchasing additional advertisements to be provided to devices corresponding to at least a subset of the additional augmented exposed audience.   
     
     
         6 . The method of  claim 1  wherein the causing further includes providing, to one or more ad exchanges, bids for the advertisements. 
     
     
         7 . A retargeting platform for use in a system including a plurality of vehicles having exteriors configured to convey messaging to occupants of other vehicles, the retargeting platform comprising:
 one or more processors;   a communication interface; and   a memory including instructions which, when executed by the one or more processors, cause the one or more processors to:
 receive communication signals including information relating to time-stamped locations of the plurality of vehicles wherein the communication signals are provided by at least one of mobile devices disposed within the plurality of vehicles and communication devices integrated with the plurality of vehicles; 
 provide, to an application programming interface (API) of a mobile location data aggregator, first time-stamped location data including a first plurality of the time-stamped locations; 
 receive, from the mobile location data aggregator, a first set of anonymized identifiers associated with mobile device users known to be within a first plurality of exposure zones associated with the first plurality of time-stamped locations wherein each of the first plurality of exposure zones encompasses one of the first plurality of time-stamped locations and is of a first area associated with a first radius; 
 provide, to an audience data service provider, the first set of anonymized identifiers wherein the audience data service provider operates to map the first set of anonymized identifiers to households in order to determine other anonymized identifiers associated with the first set of anonymized identifiers; 
 form an augmented exposed audience by adding the other anonymized identifiers to the first set of anonymized identifiers; and 
 cause advertisements to be provided to devices corresponding to at least a subset of the augmented exposed audience. 
   
     
     
         8 . The retargeting platform of  claim 7  wherein the instructions further include instructions which, when executed by the one or more processors, cause the one or more processors to:
 create a first set of interpolated locations between at least a subset of the first plurality of time-stamped locations; 
 provide, to the API of the mobile location data aggregator, the first set of interpolated locations; 
 receive, from the mobile location data aggregator, a second set of anonymized identifiers associated with mobile device users known to be within a second plurality of exposure zones associated with the first set of interpolated locations wherein each of second plurality of exposure zones encompasses one location of the first set of interpolated locations and is of the first area; 
 provide, to the audience data service provider, the second set of anonymized identifiers wherein the audience data service provider further operates to map the second set of anonymized identifiers to households in order to determine additional anonymized identifiers associated with the second set of anonymized identifiers; 
 wherein the instructions to form the augmented exposed audience further include instructions to add the additional anonymized identifiers to the other anonymized identifiers and to the first set of anonymized identifiers.