Using consumer purchase behavior for television targeting

Abstract

In various embodiments, strategies, tools and techniques are provided for using consumer purchaser behavior for targeting delivery of content to consumers through television and other media. An advertising measurement system, which may be accessible through a software-as-a-service model or a client-downloaded computer program, may be used to process and analyze data. The system may be configured to receive and process household media exposure data, product purchase data, advertising data, program data, and demographic data, wherein the data may be obtained from various sources, including from a program delivery source (e.g., a television set-top box) located in a household of a consumer. Data may be collected from a variety of people identification tools for analyzing the identities of one or more people viewing content delivered on a program delivery source. Data may also be collected from various types of metering devices. The data may be matched for calculating return on advertising investment measurements and other metrics. The data may be used to optimize media placement generally or to address advertising content to specific households. Methods for storing and accessing data in the advertising measurement system by distributing the data across multiple shards are also provided. In addition, methods for protecting privacy of communicated data are disclosed.