Patent ID: 9635406
Date: 2017-04-25
CPC Classifications: H04N

Claim:
1. A method for targeting advertisements to a user of an interactive system, the method comprising: receiving a user input associated with a video program at a first time period, wherein the video program is associated with a demographic characteristic; determining whether the received user input is a first or a second type of function of a plurality of different types of functions of the interactive system, wherein: in response to determining that the received user input is the first type of function, retrieving, from the memory, based on the first association, the first weight value associated with the first type of function; calculating, using a processor, a user demographic modification value, based on the retrieved first weight value by weighting the demographic characteristic associated with the video program by the first weight value; modifying a user demographic value based on the user demographic modification value; storing the user demographic value at the interactive system; comparing the user demographic value to a plurality of demographic criteria associated with a plurality of advertisements to identify an advertisement associated with a demographic value that corresponds to the user demographic value; and selecting the identified advertisement of the plurality of advertisements based on the comparing.