WO2020070750A1

WO2020070750A1 - Out of home information providing system and methods for its use

Info

Publication number: WO2020070750A1
Application number: PCT/IL2019/051088
Authority: WO
Inventors: Avishay HAR SINAI; Dor LAHOLA; Segev LEVI
Original assignee: Cerebro Technologies Ltd
Current assignee: Cerebro Technologies Ltd
Priority date: 2018-10-04
Filing date: 2019-10-06
Publication date: 2020-04-09
Anticipated expiration: 2021-04-04

Abstract

Methods and systems provide an online marketplace for digital out of home (DOOH) information providing, such as on DOOH displays including digital signs. The information providing is based on real-time audience targeting, to the audience of DOOH display.

Description

OUT OF HOME INFORMATION PROVIDING SYSTEM AND

METHODS FOR ITS USE

CROSS-REFERENCES TO RELATED APPLICATIONS

This application is related to and claims priority from commonly owned US Provisional Patent Application Serial No. 62/740,985, entitled: REAL-TIME-BIDDING (RTB) PLATFORM FOR DIGITAL INFORMATION PROVIDING, filed on October 4, 2018, the disclosure of which is incorporated by reference in its entirety herein.

TECHNICAL FIELD

The present invention is directed to information providing, including advertising, by digital out of home (DOOH) billboards, signage, and the like.

BACKGROUND

The world of advertising has moved into digital billboards and signage, on which is displayed information, such as in video and audio formats. Shopping malls, retail shops, airports, and train stations, for example, are full of strategically placed digital out of home (DOOH) boards that display, information including advertisements, and programs to the people in the locations proximate to the DOOH boards.

SUMMARY OF THE INVENTION

The present invention provides computerized systems for digital out of home (DOOH) information providing, including advertising, for billboards, signage and other displays (collectively DOOH displays, hereinafter), by providing a computerized platform (hereinafter “platform”) for bidding, such as real time bidding (RTB), in a marketplace, for the variously located DOOH displays, including (optionally) semi-automatic creation of an optimized media plan.

The present invention provides an online marketplace for digital out of home (DOOH), such as DOOH displays including digital signs, based on real-time audience targeting, based on parameters such as current demographics (age, gender and ethnicity), number of people, local weather, nearby population aspects (such as average income, age groups), local events, amounts of traffic (pedestrians and automotive) and its (physical) location (e.g., neighborhood, bridge, mall, subway, etc.). The present invention increases accuracy of identifying or characterizing or understanding who is actually viewing a DOOH display such as a digital sign, by noting the number of people in the crowd or audience proximate to a digital sign, allowing for the measure of foot traffic a digital sign receives at various times of the day, as well as based on what happens at the location of the sign, such as events, gatherings, train/bus arrivals and departure at various times, and the like. This allows information providers, such as advertisers, to place their ads on digital signs at various times of the day, strategic to their advertisements. For example, if it is known that a train arrives from a wealthy demographic area at 7:55 am, and the train is 70% men, ages 35-55, at 8:00 am, the digital sign might display and advertisement for a luxury watch, as opposed to backpacks at 9:00, as trains of students arrive 8:55 am and most of the students pass the digital sign at 9:00 am.

The present invention provides an exchange platform, for informational content such as advertisements. Information about an informational content, for example, an ad spot is passed to the platform, which auctions it off to information providers, such as advertisers, who are willing to pay the highest price for it. The winning bidder’s data, for example, data corresponding to a displayable advertisement from broadcasting on a digital sign is/are then loaded into a specific DOOH ad unit, corresponding to the DOOH display (digital sign) for that winning bid. By using this platform, for example, a real time bidding (RTB) platform of the invention, the infrastructure of the ad exchange model used by the invention makes the media buying seamless and more efficient for advertisers and publishers alike.

The present invention also provides for the aggregation of multiple information providers, such as advertisers and publishers, to one place, the single marketplace, created by the platform of the invention. The present invention saves information providers, such as publishers and advertisers, the hassle of finding the right clients, signing contracts, and negotiating ads rates. The present invention offers a One-Stop-Shop, in which all parties compete and trade with each other for information providing on DOOH displays, on an exchange.

The present invention, via its platform, also provides an open marketplace, which includes an open real time bidding (RTB) auction environment, where information providers, such as advertisers and publishers, are able to trade with each other. All Open Marketplace members have access to each other, in accordance with the invention. The advertisers are bidding upon 'available spots', for example, spots in the sign's loop that are not sold or pre-booked. The RTB auction is permitted for each ad based on targeting rules, which the advertiser defined. For example, if an advertiser defined that a majority of males above 60 years old are his target group for a specific advertisement (ad), then only when the audience in front of the signs is matching his definitions, will an auction for this specific ad be open.

Embodiments of the invention are directed to a method for providing information. The method comprises: obtaining data of a crowd in an area associated with at least one display, the at least one display at a location; analyzing the obtained data of the crowd in the area of the at least one display, for system criteria; obtaining data for at least one information campaign from one or more information providers, each of the at least one information campaigns including user provided criteria; analyzing the user provided criteria from each of the at least one information campaigns against the system criteria to select one of the at least one information campaigns, and, providing data corresponding to at least one informational content item from the selected one of the at least one information campaigns, for presentation on the at least one display in the available presentation slot.

Optionally, the method is such that it additionally comprises: receiving a notification of an available presentation slot for the at least one display, to cause the analyzing the obtained data of the crowd in the area of the at least one display, for system criteria.

Optionally, the method is such that it additionally comprises: presenting the informational content item on the at least one display.

Optionally, the method is such that each of the at least one information campaigns includes at least one informational content item.

Optionally, the method is such that the at least one informational content item includes an advertisement or advertising content.

Optionally, the method is such that the obtained data includes one or more of: image data; or, data from data providers having access to data from mobile phones of people in the crowd in the area associated with the at least one display. Optionally, the method is such that the image data includes video footage from a camera at the location of the at least one display.

Optionally, the method is such that the analyzing the obtained data of the crowd in the area of the at least one display for system criteria includes: performing an image analysis of the video footage to define the system criteria, and/or performing an analysis of the data from the data providers to define the system criteria.

Optionally, the method is such that it additionally comprises: obtaining data from at least one external source, and establishing additional system criteria from the data from the at least one external source.

Optionally, the method is such that the analyzing the user provided criteria from each of the at least one information campaigns against the system criteria to select one of the at least one information campaigns, includes performing a best fit analysis of each of the user provided criteria of each of the information campaigns against the system criteria;

Optionally, the method is such that the at least one display includes a digital sign.

Optionally, the method is such that the digital sign is configured for the presentation of video and/or audio as the provided informational content item.

Optionally, the method is such that the data providers having access to data from the mobile phones of people in the crowd include data management platforms.

Optionally, the method is such that the analyzing the obtained data of the crowd in the area of the at least one display for system criteria includes receiving data as to the location of the at least one display.

Embodiments of the invention are directed to a method for producing a plan for displaying informational content associated with an information provider. The method comprises: receiving parameters including user provided criteria, and ranges for the parameters, for providing informational content, from an information provider; receiving system criteria associated with each display of a plurality of displays, for presenting the informational content; and, analyzing the received parameters including the user provided criteria against the system criteria associated with each display of the plurality of displays, to determine an optimal selection of one or more of the displays from the plurality of displays, for presenting the informational content.

Optionally, the method is such that the analyzing the received parameters including the user provided criteria against the system criteria associated with each display of the plurality of displays, includes performing a best fit analysis.

Optionally, the method is such that each display includes a digital sign for presenting the informational content as at least one of video and/or audio.

Optionally, the method is such that the optimal selection of at the least one display of the plurality of displays for presenting the informational content is provided to the information provider as a media plan.

Optionally, the method is such that the informational content includes at least one of: advertising content or an advertisement.

Optionally, the method is such that it additionally comprises: receiving changed parameters including user provided criteria and ranges for the parameters for informational content providing from an information provider; receiving system criteria associated with each display of a plurality of displays, for presenting the informational content; analyzing the received changed parameters including the user provided criteria against the system criteria associated with each display of the plurality of displays, to determine an optimal selection of one or more of the displays from the plurality of displays, for presenting the informational content; and, updating the media plan to reflect the changed parameters.

Embodiments of the invention are directed to a method for retargeting content to a user. The method comprises: marking the mobile phone of a user upon confirmation that the user has viewed a first informational content item of an information provider on at least one display, the mobile phone of the user defining the at least one device associated with the user; and, providing a second informational content item to the at least one device associated with the user after the user has viewed the first informational content item of the information provider on the at least one display.

Optionally, the method is such that it additionally comprises: obtaining information on other devices associated with the user based on the mobile phone associated with the user.

Optionally, the method is such that the other devices include at least one computer.

Optionally, the method is such that the providing the second informational content item to the at least one device associated with the user, after the user has viewed the first informational content item of the information provider on the at least one display, includes providing the second informational content item to the at least one computer.

Optionally, the method is such that the at least one computer includes a laptop, tablet or desktop computer.

Optionally, the method is such that the second informational content item is: the same as the first informational content item; or, similar or related to the first informational content item.

Optionally, the method is such that the first informational content item and the second informational content item includes at least one of advertising content or an advertisement.

Embodiments of the invention are directed to a system for providing information. The system comprises: at least one display; and, a computer system in electronic and/or data communication with the at least one display. The computer system is configured for: obtaining data of a crowd in an area associated with at least one display, the at least one display at a location; analyzing the obtained data of the crowd in the area of the at least one display for system criteria; obtaining data for at least one information campaign from one or more information providers, each of the at least one information campaigns including user provided criteria; analyzing the user provided criteria from each of the at least one information campaigns against the system criteria to select one of the at least one information campaigns, and, providing data corresponding to at least one informational content item from the selected one of the at least one information campaigns, for presentation on the at least one display in the available presentation slot.

Optionally, the system is such that it additionally comprises: a camera in electronic and/or data communication with a first computer (e.g., field server) for providing footage of the crowd in the area associated with the at least one display; and, a first computer of the computer system for the analyzing the obtained data of the crowd in the area of the at least one display for the system criteria.

Optionally, the system is such that it additionally comprises: a second computer (e.g., cloud server) of the computer system configured for the analyzing the obtained data of the crowd in the area of the at least one display, from data from data providers having access to data from mobile phones of people in the crowd, for the system criteria.

Optionally, the system is such that the second computer is additionally configured for: the obtaining data for at least one information campaign from one or more information providers, each of the at least one information campaigns including user provided criteria; the analyzing the user provided criteria from each of the at least one information campaigns against the system criteria to select one of the at least one information campaigns, and, the providing data corresponding to at least one informational content item from the selected one of the at least one information campaigns, for presentation on the at least one display in the available presentation slot.

Optionally, the system is such that it additionally comprises: a third computer (e.g., a signage server) in electronic and/or data communication with 1) the at least one display, and 2) the second computer, and configured for controlling available presentation slots on the at least one display, and receiving the provided data corresponding to the at least one informational content item from the selected one of the at least one information campaigns, for presentation on the at least one display in the available presentation slot.

Optionally, the system is such that the third computer is additionally configured for: transmitting a notification of an available presentation slot for the at least one display, to the first and/or the second computer, to automatically cause the first computer and/or the second computer to obtain the data of the crowd in the area associated with at the least one display. Optionally, the system is such that the camera includes a video camera.

Optionally, the system is such that the at least one display includes a digital sign.

Embodiments of the invention are directed to a computer usable non-transitory storage medium having a computer program embodied thereon for causing a suitably programmed system to provide information to a display, by performing the following steps when such program is executed on the system. The steps comprise: obtaining data of a crowd in an area associated with at least one display, the at least one display at a location; analyzing the obtained data of the crowd in the area of the at least one display, for system criteria; obtaining data for at least one information campaign from one or more information providers, each of the at least one information campaigns including user provided criteria; analyzing the user provided criteria from each of the at least one information campaigns against the system criteria to select one of the at least one information campaigns, and, providing data corresponding to at least one informational content item from the selected one of the at least one information campaigns, for presentation on the at least one display in the available presentation slot.

Optionally, the computer usable non-transitory storage medium is such that it additionally comprises the step of: receiving a notification of an available presentation slot for the at least one display, to cause the analyzing the obtained data of the crowd in the area of the at least one display, for system criteria.

Optionally, the computer usable non-transitory storage medium is such that it additionally comprises the step of: presenting the informational content item on the at least one display.

Optionally, the computer usable non-transitory storage medium is such that each of the at least one information campaigns includes at least one informational content item.

Optionally, the computer usable non-transitory storage medium is such that the at least one informational content item includes an advertisement or advertising content. Optionally, the computer usable non-transitory storage medium is such that the obtained data includes one or more of: image data; or, data from data providers having access to data from mobile phones of people in the crowd in the area associated with the at least one display.

Optionally, the computer usable non-transitory storage medium is such that the image data includes video footage from a camera at the location of the at least one display.

Optionally, the computer usable non-transitory storage medium is such that the analyzing the obtained data of the crowd in the area of the at least one display for system criteria includes: performing an image analysis of the video footage to define the system criteria, and/or performing an analysis of the data from the data providers to define the system criteria.

Optionally, the computer usable non-transitory storage medium is such that it additionally comprises the step of: obtaining data from at least one external source, and establishing additional system criteria from the data from the at least one external source.

Optionally, the computer usable non-transitory storage medium is such that the analyzing the user provided criteria from each of the at least one information campaigns against the system criteria to select one of the at least one information campaigns, includes performing a best fit analysis of each of the user provided criteria of each of the information campaigns against the system criteria.

Optionally, the computer usable non-transitory storage medium is such that the at least one display includes a digital sign.

Optionally, the computer usable non-transitory storage medium is such that the digital sign is configured for the presentation of video and/or audio as the provided informational content item.

Optionally, the computer usable non-transitory storage medium is such the data providers having access to data from the mobile phones of people in the crowd include data management platforms. Optionally, the computer usable non-transitory storage medium is such that the analyzing the obtained data of the crowd in the area of the at least one display for system criteria includes receiving data as to the location of the at least one display.

Embodiments of the invention are directed to a computer usable non-transitory storage medium having a computer program embodied thereon for causing a suitably programmed system to produce a plan for displaying informational content associated with an information provider, by performing the following steps when such program is executed on the system. The steps comprise: receiving parameters including user provided criteria, and ranges for the parameters, for providing informational content, from an information provider; receiving system criteria associated with each display of a plurality of displays, for presenting the informational content; and, analyzing the received parameters including the user provided criteria against the system criteria associated with each display of the plurality of displays, to determine an optimal selection of one or more of the displays from the plurality of displays, for presenting the informational content.

Optionally, the computer usable non-transitory storage medium is such that the analyzing the received parameters including the user provided criteria against the system criteria associated with each display of the plurality of displays, includes performing a best fit analysis.

Optionally, the computer usable non-transitory storage medium is such that each display includes a digital sign for presenting the informational content as at least one of video and/or audio.

Optionally, the computer usable non-transitory storage medium is such that the optimal selection of at the least one display of the plurality of displays for presenting the informational content is provided to the information provider as a media plan.

Optionally, the computer usable non-transitory storage medium is such that the informational content includes at least one of: advertising content or an advertisement.

Optionally, the computer usable non-transitory storage medium is such that it additionally comprises the steps of: receiving changed parameters including user provided criteria and ranges for the parameters for informational content providing from an information provider; receiving system criteria associated with each display of a plurality of displays, for presenting the informational content; analyzing the received changed parameters including the user provided criteria against the system criteria associated with each display of the plurality of displays, to determine an optimal selection of one or more of the displays from the plurality of displays, for presenting the informational content; and, updating the media plan to reflect the changed parameters.

Embodiments of the invention are directed to a computer usable non-transitory storage medium having a computer program embodied thereon for causing a suitably programmed system to retarget content to devices associated with a user, by performing the following steps when such program is executed on the system. The steps comprise: marking the mobile phone of a user upon confirmation that the user has viewed a first informational content item of an information provider on at least one display, the mobile phone of the user defining the at least one device associated with the user; and, providing a second informational content item to the at least one device associated with the user after the user has viewed the first informational content item of the information provider on the at least one display.

Optionally, the computer usable non-transitory storage medium is such that it additionally comprises the step of: obtaining information on other devices associated with the user based on the mobile phone associated with the user.

Optionally, the computer usable non-transitory storage medium is such that the other devices include at least one computer.

Optionally, the computer usable non-transitory storage medium is such that the providing the second informational content item to the at least one device associated with the user, after the user has viewed the first informational content item of the information provider on the at least one display, includes providing the second informational content item to the at least one computer.

Optionally, the computer usable non-transitory storage medium is such that the at least one computer includes a laptop, tablet or desktop computer. Optionally, the computer usable non-transitory storage medium is such that the second informational content item is: the same as the first informational content item; or, similar or related to the first informational content item.

Optionally, the computer usable non-transitory storage medium is such that the first informational content item and the second informational content item includes at least one of advertising content or an advertisement.

This document references terms that are used consistently or interchangeably herein. These terms, including variations thereof, are as follows:

A “computer” includes machines, computers and computing or computer systems (for example, physically separate locations or devices), servers, computer and computerized devices, processors (including hardware processors), processing systems, computing cores (for example, shared devices), and similar systems, workstations, modules and combinations of the aforementioned. The aforementioned“computer” may be in various types, such as a personal computer (e.g., laptop, desktop, tablet computer), or any type of computing device, including mobile devices that can be readily transported from one location to another location (e.g., smartphone, personal digital assistant (PDA), mobile telephone or cellular telephone).

A "server" is typically a remote computer or remote computer system, or computer program therein, in accordance with the “computer” defined above, that is accessible over a communications medium, such as a communications network or other computer network, including the Internet. A“server” provides services to, or performs functions for, other computer programs (and their users), in the same or other computers. A server may also include a virtual machine, a software based emulation of a computer.

URL (Uniform Resource Locator) is a reference to a resource that specifies the location of the resource on a computer network and a mechanism for retrieving it, such as an address of a specific Web site or file on the Internet.

An "application" or“software application”, includes executable software, and optionally, any graphical user interfaces (GUI), through which certain functionalities can be implemented.

Unless otherwise defined herein, all technical and/or scientific terms used herein have the same meaning as commonly understood by one of ordinary skill in the art to which the invention pertains. Although methods and materials similar or equivalent to those described herein may be used in the practice or testing of embodiments of the invention, exemplary methods and/or materials are described below. In case of conflict, the patent specification, including definitions, will control. In addition, the materials, methods, and examples are illustrative only and are not intended to be necessarily limiting.

BRIEF DESCRIPTION OF THE DRAWINGS

Some embodiments of the present invention are herein described, by way of example only, with reference to the accompanying drawings. With specific reference to the drawings in detail, it is stressed that the particulars shown are by way of example and for purposes of illustrative discussion of embodiments of the invention. In this regard, the description taken with the drawings makes apparent to those skilled in the art how embodiments of the invention may be practiced.

Attention is now directed to the drawings, where like reference numerals or characters indicate corresponding or like components. In the drawings:

FIG. 1A is a diagram of an exemplary system in which embodiments of the disclosed subject matter are performed;

FIG. 1B is a block diagram of the architecture of the server system of FIG. 1 A;

FIGs. 2-6 are screen diagrams illustrating a campaign being set up by an information provider;

FIG. 7 is a flow diagram of a computer-implemented process in accordance with embodiments of the invention;

FIG. 8 is a diagram of another process in accordance with embodiments of the invention;

FIG. 9 is a diagram showing marketplace workflow;

FIGs. 10A and 10B are a diagram of the process of FIG. 7;

FIG. 11 A is a flow diagram for a computer-implemented process for creating a media plan in accordance with embodiments of the invention; FIG. 11B is a diagram of an environment in which the process of FIG. 11A can be performed; and,

FIG. 12 is a flow diagram for a computer-implemented process for retargeting an informational campaign in accordance with embodiments of the invention.

DETAILED DESCRIPTION OF THE DRAWINGS

Before explaining at least one embodiment of the invention in detail, it is to be understood that the invention is not necessarily limited in its application to the details of construction and the arrangement of the components and/or methods set forth in the following description and/or illustrated in the drawings. The invention is capable of other embodiments or of being practiced or carried out in various ways.

As will be appreciated by one skilled in the art, aspects of the present invention may be embodied as a system, method or computer program product. Accordingly, aspects of the present invention may take the form of an entirely hardware embodiment, an entirely software embodiment (including firmware, resident software, micro-code, etc.) or an embodiment combining software and hardware aspects that may all generally be referred to herein as a "circuit," "module" or "system." Furthermore, aspects of the present invention may take the form of a computer program product embodied in one or more non-transitory computer readable (storage) medium(s) having computer readable program code embodied thereon.

Some embodiments of the present invention are herein described, by way of example only, with reference to one or more of the accompanying drawings. With specific reference to the drawings in detail, it is stressed that the particulars shown are by way of example and for purposes of illustrative discussion of embodiments of the invention. In this regard, the description taken with the drawings makes apparent to those skilled in the art how embodiments of the invention may be practiced.

FIG. 1A shows an example environment in which the main system of the invention operates to perform processes in accordance with the invention. The main system of the invention includes, for example, a digital sign 101, a camera or imaging device 102, a field server 104, and a server system, 108, formed of a cloud server 110 and a marketplace server 112.

The digital sign 101 functions to display video and/or audio at a location, for example, a geographic location, such as in a train station, bus station, plaza, town square, or the like, represented by the area 106. The sign 101 is associated with a camera 102 and a field server 104, and is intended to face a crowd or audience area 106, to present informational content, such as broadcast informational content items, such as advertisements (ads) and advertisement (ad) content, to the crowd or audience in the area 106. The digital sign 101, camera 102, field server 104 and crowd area 106 are in close proximity to each other, for example, at the same location, as represented by the box AA.

The camera 102 is, for example, a video camera, which is linked to the field server 104 in a closed circuit. "Linked" as used herein, includes both wired and/or wireless links, such that the components are in electronic and/or data communications with each other, directly or indirectly. The camera 102, is, for example, focused on the area 106 proximate to the digital sign 101, and is typically able to cover the area in front of and to the sides of the digital sign

101, so that pedestrians, bystanders, vehicles, landmarks, buildings and the like, are in the field of the view of the camera 102, at any given time.

The field server 104 runs software programmed to receive raw footage from the camera 102, such as video or other images, and analyzes the images (e.g., from video) from the camera

102. This image analysis, for example, generates a demographic categorization (e.g., system criteria) of the crowd in the area 106 viewing/in front of the digital sign (or billboard or signage) 101, also known as a Digital Out of Home (DOOH) display (the terms“digital sign”, “Digital Out of Home (DOOH) display”, “display” and “sign” are used interchangeably herein). When performing image analysis, the software generates, for example, for each individual person, identification of attributes, such, gender, ethnicity, facial hair, e.g., beards and mustaches, glasses, and the like. These attributes, when detected during the image analysis, are known as system criteria. The software used by the field server 104, which performs the aforementioned image analysis is, for example, Sighthound.io, available from Sighthound Software of Winter Park, FL. Additionally, the field server 104 runs software for vehicle analysis, based on the received camera 102 (video) footage, as well as receiving data from other sensors (not shown) proximate to the digital sign 101 and/or the area 106. The field server 104 analyzes the footage, e.g., video, from the camera 102, for example, by software such as the aforementioned Sighthound.io, as well as the data from the sensors to perform vehicle analysis, to identify, for example, vehicle manufacturer, vehicle model, vehicle year, vehicle color, vehicle type, such as car, including, truck, motorcycle, and the like, vehicle category, such as sedan, sport utility vehicle, coupe, and the like. The results of this vehicle analysis may become system criteria. For example, by using vehicle analysis, the main system has the ability to target specific vehicles that are used to segment a specific economic status.

The field server 104 performs the aforementioned analysis when an indication is received from the signage system 130 that a time slot for an information (informational content), e.g., an advertisement, is going to be available, or periodically, for example, at regular timed intervals. The field server 104 obtains the image (video) details from the image (video) analysis software, and compiles this information in accordance with system criteria, as stored, for example, in the cloud server 110, detailed below.

Should the field server 104 not use a camera, and rather, obtain the information in the area 106 about the crowd, from DMP (Data Management Platforms, represented by the server l26a, such as mobile data providers (MDPs), the field server 104 is typically part of the server system 108 in the cloud 114.

The field server 104 links to the server system 108, which includes, for example, the cloud server 110 and the marketplace server 112, in the cloud 114, which may be a network such a wide area network (WAN), including public networks, such as the Internet. The cloud server 110, for example, runs algorithms and otherwise functions to match the most suited information, such as informational content, e.g., an advertisement, to the crowd or audience in front of the DOOH display 101. The marketplace server 112, for example, runs algorithms and otherwise functions to help determine which information, e.g., advertisement, will be displayed on the DOOH display 101 at any given time, and typically does so by collecting the desired campaign targets of the advertiser, and properties/attributes provided to the marketplace server 112, and administering auctions for time slots for information providing, e.g., advertisement (ad) display. For example, the images (footage) from the camera 102 is neither hosted, nor saved, in the main system servers 104, 110, 112 and a profile is typically not created for each person.

The image analysis is, for example, performed periodically, to collect statistics, and when there is an available slot in the digital sign, such as the DOOH Display 101. The output is sent to the server system 108 in the cloud 114. The server system 108, for example, the cloud server 110, saves the data (Breakdown of Gender, Age, Ethnicity and Identifying Features) on one or more databases, for example, the joint databases 150 (FIG. 1B) so the information providers, such as advertisers and digital sign owners, associated with the server system 108 are able to view relevant statistics, on their computer or device displays and the like, by accessing associated web pages (URLs) or applications.

The server system 108 links to the computers l20a-l20n of the various information or content providers, e.g., advertisers, media agencies, brands, demand side providers (DSPs), who use the platform of the server system 108, to establish their informational, e.g., advertising, campaigns and parameters for these campaigns, provide bids for presentation or time slots, for example, advertising time slots, determine which signs they want their information, e.g., advertisements, displayed on, and the like. The platform from the server system 108, as displayed on one of the computers 120- 120h allows an information provider to set-up, monitor and maintain their informational, e.g., advertising, campaign.

The server system 108 also links to third party servers (TPS), which include servers of Data Management Platforms (DMPs), represented by the server l26a. A data management platform (DMP) is a unifying platform to collect, organize and/or activate data from any source, including online, offline, mobile, and the like, such as LOTARE® and CARTO®. DMPs also include, for example, mobile data providers (MDPs), credit card providers, banks and financial service providers, cellular carriers, such as T-mobile®, Partner®, Orange®, ATT®, TIM®, WIND®, Verizion®, Sprint®, and the like, and, survey companies such as Nielsen®.

Other third party servers (TPS) include Smart City Servers (SC), represented by the server l26b, which include municipal and governmental databases and the like. This server l26b, for example, has a municipal database for events in the city, such as sports, concerts, festivals and the like. Still other TPS as represented by the server l26c provide data as to weather, and the like, as well as other databases. The data received from the third party servers l26a- l26c is aggregated, so as to understand characteristics of the crowd in the area 106, and create system criteria of the crowd in the area 106.

The server system 108 and/or the field server 104, link to a signage system 130, formed of one or more servers, which controls the display on the DOOH display 101. This system 130 monitors all of the digital signs, to which it is linked, directly or indirectly, for open time slots, for information, e.g., advertisements, to be provided therein, and transmits this information to the field server 104. The specific digital signs on which a certain information, e.g., advertisement, is displayed may be controlled manually by an information provider, such as an advertiser, l20a-l20n, or automatically by the server system 108, as programmed therein.

FIG. 1B shows the server system 108 in a detailed architecture as a block diagram. The server system 108 includes the cloud server 110 and the marketplace server 112, both of which link to a joint or shared database(s) 150.

The cloud server 110 may be on one or more machines, computers, servers, computer components and the like. The cloud server 110 typically functions online and in real time. The architecture includes processors as a central processing unit (CPU) 162 linked to storage/memory 164. The central processing unit (CPU) 162 is, for example, formed of one or more processors, including, for example, hardware processors, and storage/memory 164, for electronic and/or data communication with the CPU 162, to run various software programs, such as those disclosed herein. The aforementioned programs are, for example, represented in various forms including machine language/machine code for various types of processors, assembly for various types of processors, Java byte code, or in a programming language such as the "C" programming language, Java, JavaScript, Python, Go, C# or other programming languages as well as intermediate representations of the programming languages.

The CPU 162 links to modules 165, 166 and 167. There is a system criteria module 165 for obtaining and analyzing system criteria. There is a best fit module 166, for running best fit algorithms when analyzing system criteria of a specific crowd against user provided criteria, for example, when a time slot for the digital sign associated with the specific crowd, for playing informational content, e.g., advertising, becomes available. There is also an auction management module 167 for managing information provider 120a- 120h bids and running and administering auctions for available time slots associated with digital signs.

The CPU 162 also links to engines l69a-l69c for performing various analysis. A retargeting engine l69a, functions to retarget informational content, e.g., advertisements, in the same or different form to a person in the crowd, who saw the informational content at a first time, as broadcast on the digital sign 101 (for example, as known from the DMP l26a), and is now seeing the same, similar or related informational content at a second time, for example, on his mobile device. An optimizing engine l69b functions to optimize the display time, location and cost of informational content, e.g., advertising, and the digital sign(s) in various locations, on which the informational content is presented. A bidding engine l69c functions to change or present an information provider’s bid 120- 120h bid according to past experience, factoring into consideration all of the campaign’s parameters. The information providers 120a- 120h has the option of selecting the bid range of this automatically placed bid, to ensure wining/results. The bidding engine can also bid for an information provider 120a- 120h in a programmatic manner.

The marketplace server 112 may be on one or more machines, computers, servers, computer components and the like. The marketplace server 112 typically functions offline. The architecture includes processors as a central processing unit (CPU) 172 linked to storage/memory 174. The central processing unit (CPU) 172 is, for example, formed of one or more processors, including, for example, hardware processors, and storage/memory 174, for electronic and/or data communication with the CPU 172, to run various software programs, such as those disclosed herein. The aforementioned programs are, for example, represented in various forms including machine language/machine code for various types of processors, assembly for various types of processors, Java byte code, or in a programming language such as the "C" programming language, Java, JavaScript, Python, Go, C# or other programming languages as well as intermediate representations of the programming languages.

The CPU 172 links to modules 175-179. A location of signs module 175 includes the locations of all digital signs controlled by the main system. A media planning module 176 functions to plan how informational content is provided at various times over one or more digital signs, at one or more locations. A define campaigns module 177 allows information providers l20a-l20n to set up their campaigns including providing their user criteria to the server system 108. A user interface module 178 provides the various dashboards of FIGs. 2- 6 to a user’s, e.g., information provider’s l20a-l20n, computers. The communications module 179 provides communication links, for example, over the world wide web (WWW) between the information providers’ (users’) computers l20a-l20n, and the marketplace server 112.

System Provides A Platform

The main system of FIGs. 1A and 1B provides a computerized platform (hereinafter “platform”) which, for example, runs on the server system 108. The platform is for bidding, such as real time bidding (RTB), in a marketplace, for the variously located DOOH displays. The system also provides a real time bidding marketplace for remotely located DOOH displays 101, such as in another part of the city, another region, or another nation. For example, real time bidding (RTB) includes the buying of information providing, for example, as advertisements (ads), through computer-run, real-time auctions. Those auctions are facilitated by this invention and Exchange Platforms used by the information providers l20a- 120h, e.g., advertisers, Media Agencies, brands and demand side providers (DSPs). The platform provides real-time targeted messages, from which advertisers are able to measure impact and drive return on investment (ROI).

The platform is, for example, a comprehensive online‘semi-automatic’ Media Planning tool, which automatically provides recommendations for advertisers, media agencies and brands, based on statistics of the information provided on the various DOOH displays, controlled by the system, e.g., through the signage server 130. The platform also serves as an RTB Marketplace and Private Deals Marketplace, as well as a content management system for digital signs (led screens), such that the digital signs continuously display content, so as to prevent the occurrence of downtime, e.g., black screens.

The system, via the platform, analyzes the crowd (audience) viewing (e.g., in front of) the digital sign 101 in real time by either: 1) using cameras installed, e.g., camera 102 associated with the digital signs, e.g., DOOH display 101, which can detect pedestrians, animals, vehicles, and the like to compile criteria such as demographics, vehicle characteristics, and the like. The platform also utilizes data from mobile phones data by integrating with multiple mobile data providers (MDPs) of the DMPs l26a.

Additionally, the platform, via the system links to Data Management Platforms (DMPs), such as Nielsen®, as well as Mobile Phone based DMPs. The platform also provide services for sign Owners with designated Sign Owner’s login. For example, relevant statistics may be those on foot traffic in front of their sign(s).

Campaign Setup

Each information provider, such as an advertiser, content provider, or the like, sets up their particular campaign with the system. The setting up of an example campaign is shown in FIG. 2-6. Initially, a user, e.g., information or content provider such as an advertiser, represented by their computer l20a-l20n, logs into the system and reaches a dashboard, provided by the server system 108, which displays as a dashboard (display) 202 on the monitor of the computer l20a-l20n associated with the information provider, e.g., advertiser, or other content provider.

In FIG. 2, on the Dashboard (display 202), the user, whose informational, e.g., advertising campaign in“Mercedes C Class” will be able to see all available signs marked in one color, e.g., T and M, and his active signs e.g., D, marked in a different color, on a map 204 of a location, e.g., Milan. On the left side 206 of the display, there is a reporting and filtering tool.

In FIG. 3, in this step (on the display 302), the user selects the basic setup of the campaign and set targeting rules for categories such as: Age group, Weather, Gender, and Ethnicity, as detailed above. The information, for example, advertisement, is displayed when one or more (including all) of the targeting rules are matched. The user’s selection of rules is, for example,“Mandatory” or“Optional”. “Mandatory” means that the rule condition must be true for the information provided, such as an ad, to be displayed.“Optional” means that this rule condition is optional and will not prevent the ad display should the ad score the highest score (the rest of the rules and the bid).

In FIG. 4, in this step (on the display 402) the user selects signs from a list, which appears as a menu 404 or directly from a map 406. The user is able to filter signs on the map using a filtering tool 408 (on the right side). The user is able to filter signs by multiple factors, such as size, nearby shops, supported creative formats, average income, and the like.

In FIG. 5, in this step, on the display 502, the user is setting up the auction details per selected sign. The user is able to select a specific time frame (one hour) and set a specified bid per time frame. The user receives a bid recommendation based on: Time Slot, Sign Size, Sign Location, and creative length. There is an option to select all the time slots during the day and set one bid to all or use bundle selection - a bundle of preset time frames and set one bid per bundle.

In some embodiments, the cloud server 110 provides a smart bid subsystem. This smart bid subsystem changes the bids according to past experience, factoring into consideration the hour of the day and average bids. The user has the option of selecting the level of aggression the automatic Smart Bid subsystem operates to ensure wining/results.

In FIG. 6, the display 602 presents a summary of the campaign per each sign. When there is a mouseover of the“Weather” icon 604, the forecast for the next seven days will popup, as a result of the display being mapped to a web site other destination that provides weather information. When a mouseover is made over the“Auction” button 606, a popup window with the auction details for that particular sign will be shown.

Attention is now directed to FIG. 7, which shows a flow diagram detailing computer- implemented processes in accordance with embodiments of the disclosed subject matter. Reference is also made to elements shown in FIGs. 1A and 1B. The process and sub processes of the process of FIG. 7 are computerized processes performed by the main system, including the server system 108. The aforementioned processes and sub-processes are, for example, performed manually, automatically, or a combination thereof, and, for example, in real time.

The process begins at a START block 700, where, for example, the field server 104 is linked in a closed circuit, to the camera 102, via a physical wire. Should a camera not be present, the field server 104 is part of the server system 108 in the cloud 114, as the crowd in the area 106 is analyzed via mobile data from the DMPs l26a. Additionally, the information providers !20a-l20n, have completed their campaigns (of one or more items of informational content (informational content items), these informational content items including advertisements, advertising content, and other informational content) including in accordance with the campaign setup processes of FIGs. 2-6, and by providing campaign data to the main system, e.g., the marketplace server 112, for display of the campaign on the digital sign 101, as well as provided criteria (user provided criteria) associated with the campaign (or informational content item) to the marketplace server 112 of the server system 108.

The process then moves to block 702, where, for example, the field server 104 receives notification of an available presentation slot or time slot (the terms“presentation slot” and “time slot” used interchangeably herein) for information (informational content) providing, such as providing an advertisement or advertising content, or other informational content item, to the digital sign 101, from the signage system 130.

When a camera 102 is present and taking footage, such as video or other images of the crowd in the area 106 of a location, at a given time or time range, the process moves to block 704. At block 704, the video footage from the camera is analyzed, by the field server 104 (e.g., by image analysis), to obtain system criteria about the crowd in the area at the given time or time range. Such identified and obtained system criteria include, for example, for each individual person, identification of attributes, such, gender, ethnicity, facial attributes, such as facial hair, e.g., beards and mustaches, glasses, and the like. System criteria may also be derived from vehicle analysis as detailed above. This obtained system criteria, along with the location of the digital sign 101 is sent by the field server 104, to the cloud server 110, as well as optionally, to the joint databases 150 of the server system 108, at block 707. For example, the cloud server 110 is linked to the marketplace server 112, and its auction data.

However, should a camera 102 not be present, the process moves from block 702 to block 706.

Moving to block 706, from block 704 (but from block 702 when a camera 102 is not present in the main system), should the crowd data be obtained only or also from data providers having access to data from the mobile phones of people in the crowd, such as DMPs l26a, where, for example, the data is sent from the MDP servers to the cloud server 110. The cloud server 110 obtains system criteria or additional system criteria (in addition to the system criteria received from the field server 104) from the MDP-provided crowd data, for example, by analyzing the data to develop the system criteria. When system criteria has been provided by the field server 104, and sent to the cloud server 110, the cloud server 110 merges the field server 104 obtained system criteria with the system criteria obtained from data from the DMPs l26a. Optionally, the DMP data and system criteria is sent to the joint databases 150 for storage, at block 707.

Should a camera 102 not be involved with this process, as only data from the DMP l26a, for example, an MDP, is used to obtain system criteria, the field server 104 is part of the server system 108 in the cloud 114. As a result, the location of the digital sign 101 is received in the cloud server 110 from the field server 104 in the server system 108, optionally via the signage system 130.

In an example of block 704, the software of the field server 104 receives raw footage from the camera 102, and analyzes the footage. From this analysis, the software of the field server 104 generates a demographic categorization of the crowd 106 viewing/in front of the DOOH display 101. The software scans the footage and generates, for example, by image analysis, four demographic criteria (categories): approximated age groups, gender, ethnicity, and identifying features, such as eyeglasses, beards, and mustaches.

At the optional processes of block 707, the system criteria from the field server 104, as obtained from image (video) analysis of the camera 102 footage, and/or the mobile data provider l26a, for the crowd in the area 106, is stored in databases, such as the joint database 150. The data in the joint database can be compiled into statistical data by various algorithms operable by the CPU 162.

From block 706, the process moves to block 708, where, for example, the cloud server 110, obtains weather, events in a location in a city, and other data, from external sources, such as the Internet 124 and third party servers l26a-l26c linked to communications networks, such as the Internet 124. This additional data, compiled by the cloud server 110, is also system criteria, and is added to the presently existing system criteria, for the specific crowd (in the area 106).

Moving to block 710, the various information, e.g., advertising, campaigns including one or more informational content items, such as advertisements and/or advertising content, with user provided criteria, including a bid for the available time slot, is obtained or otherwise received, for example, from the information providers l20a-l20n, via the marketplace server 112.

The process moves to block 712, where, for example, the cloud server 110, analyzes the user provided criteria of each of the campaigns (each campaign including one or more one informational content items, e.g., an advertisement or advertising content) against the obtained system criteria, by performing a“best fit” analysis, for example, using any one of many commercially available“best fit” algorithms. This“best fit” analysis results in a selected or“winning” campaign (including at least one informational content item) for the available presentation (time) slot. The“best fit” analysis and selection is performed, for example, by the cloud server 110.

The process moves to block 714, where the cloud server 110, sends or transmits electronic and/or digital data for the information, e.g., the advertisement, corresponding to the selected (“winning”) campaign, including, for example, the data for at least one informational content item of the campaign, such as an advertisement, or advertisement content, to the digital sign 101, for example, via the field server 104 to one or more servers of the signage system 130, for display, e.g., presentation or play, on the digital sign 101. The information, e.g., informational content, e.g., the advertisement or advertising content, of the selected (winning) campaign, is displayed or played on the digital sign 101, at block 716.

The process ends at block 718, when display or play (broadcast) of the information, e.g., the informational content item including an advertisement or advertising content, is complete. The broadcast of the informational content item may be video and/or audio. The process of blocks 700-718 is instantaneous, performed, for example in about one second, or on the order of seconds, and in real time. The process is repeated for as long as desired, and may be automatically repeated.

EXAMPLE OPERATION

In this Example Operation, reference is made to the components of FIGs. 1A and 1B. Step 1: There is an available slot on the digital sign 101 loop. Information from the camera 102 is being sent to the field server 104. The field server 104 performs a demographic analysis of the footage, e.g., video footage, from the camera 102. The analysis output, as system criteria, is sent to the cloud 114, i.e., the cloud server 110. Sample system criteria, as textual output, is as follows:

• Gender: 70% male / 30% female

• Age Group: 24-35 years old

• Ethnicity: 100% Caucasian

• Identifying Features: 25% wear glasses

• Identifying Features: 20% have beards

Step 2: Based on this data, the“best fit” algorithms on the cloud server 110 match the most suited informational content, e.g., advertisement, to this specific audience - in this case, the “best fit” and most suitable advertisement, that for an electric razor is provided for broadcast via the digital sign 101.

Step 3: The demographic data from Step 1 is being saved and hosted on the one or more joint databases 150, so system information providers l20a-l20n, e.g., advertisers and digital sign owners, are able to view demographic reports and statistics per campaign. In this case, the electric razor advertisement was shown (broadcast) via the digital sign 101 to an audience with the demographic characteristics as listed in Step 1. For example, textual demographic statistics are saved in the joint databases 150.

Data collected from Data Management Platforms (DMPs) including Mobile Data Providers (MDPs)

The main system, i.e., the platform, also gathers information from Mobile Data Providers (MDPs) of DMPsl26a. The MDPs provide data according to the mobile phones in the location 106 in front of the digital sign 101. As with the camera 102 and the image (video footage) analysis software, this information is not specific, but gives similar data - gender and age group distribution. The MDPs provide analyzed data, and not raw data per specific identified devices, e.g., mobile phones. Other information provided by the MDPs may also be used as system criteria, such as location history, and the like. The main system“best fit” algorithms use this data to match the optimal informational content, e.g., advertisement, for broadcast by the digital sign 101, similarly to the usage of the camera 102 data.

Data collected from Public Databases The main system, i.e., the platform, also gathers open to public information such as:

• Weather

• Public transportation schedules

• Culture events

• Municipality events

• Nearby shops

• The average income of the location residence

The main system software pulls this information, for example, via application programming interfaces (APIs), associated with the cloud server 110, from public databases such as 'Google® Weather,' 'Google® Maps', local public transportation information, and other open to the public Smart City databases l26b and related web sites l26c. The main system algorithms use this data, for the same purpose as the demographic categorization, to match the optimal informational content, e.g., advertisement, per event (Weather event, Culture event, etc.)

For example, through the 'Google® Weather' API, the platform is updated that a thunderstorm just started in an area, where one of the main system’s DOOH displays, e.g., digital signs 101, is located. The platform is now able to place relevant informational content, e.g., relevant advertisements, for this weather event, such as an advertisement, for umbrellas. The main system saves this textual events data for statistics, for example, in the joint database 150.

Marketplace Basic Workflow

Attention is directed to FIG. 8, where the following steps are performed to illustrate the basic workflow. Reference is also made to the components of FIGs. 1A and 1B.

A) The main system, e.g., the marketplace server 110, categorizes the information, such as the advertisements and creatives files 802 based on the targeting rules that the information provider, e.g., the advertiser, defined. The signage system 130 sends to the main system platform a request to fill an available slot.

B) Real-Time footage from the DOOH Display 101, e.g., associated camera 102 linked to the system Field Server 104, is analyzed for demographic properties. The output of the analysis is a demographic categorization or system criteria 804 of the crowd (audience) in the area 106 in front of the digital sign 101. C) Real time bidding (RTB) by the bidding engine l69c provides bid for the various information providers 120a- 120, such that auction algorithms 806 in the auction management module 167 determine the winning bid.

D) The winning advertisement, based on the winning bid, is displayed at the unsold slot 808 on the sign's loop (based on the demographic rules and at the highest price).

Marketplace Administration A) Labels:

Every creative that the user uploads to the cloud server 110 is labeled based on selections of criteria the information provider or user l20a-l20n makes (known as user selected criteria) during the campaign setup of FIGs. 2-6. The user’s selection of rules may be“Mandatory” or “Optional”. Mandatory means that for the ad to be displayed the rule condition must be true. Optional means that this rule condition is optional and will not prevent the informational content, e.g., advertisement (ad) display should the ad score the highest score (the rest of the rules and the bid).

1. The first label is, for example, Total Budget, with the value: currency (USD or EURO). When the total budget runs out, the creative will be paused.

2. The second label is, for example, Daily Budget, with the value: currency (USD or EURO). When the daily budget runs out, the creative will be paused.

3. The third label is, for example, Start Date, with the value: date. The creative is, for example, active only after the start date.

4. The fourth label is, for example, End Date, with the value: date. The creative is, for example, paused after the end date.

5. The fifth label is, for example, Targeting, with values such as: Age Group, Gender, Weather, etc.

For example, Creative# 1 Targeting label is, for example:

Age Group = 25-34, 55-64

*and*

Gender = 60% < Male

*and*

Weather = Cloudy

6. The sixth label is Location, with the value: name_of_the_sign.

For example, Creative#! Location Label, is, for example: Location = Garibaldi Metro Entrance/ San Babila Piaza / Douamo Metro North Entrance

7. The seventh label is Time, with the values: day_of_the_week + hours_of_the_day.

For example, Creative# 1 Time Label, is:

Time = Sunday; 9:00-21:00/ Wednesday; 15:00-18:00

8. The eighth label is Bid, with the values: Currency (USD or EURO). For

example, Creative# 1 Bid-Label is:

Bid = $30

A creative is selected to be displayed on the requisite digital sign, such as digital sign 101, for example, based on the feedback that is received from the field server 104 and the information entered to the marketplace server 112 by the user l20a-l20n. Only when all of the mandatory rules are matched, the creative may be displayed.

For example:

Creative#2 labels are:

Targeting:

Age Group = 25-34, 35-44, 45-54

*and*

Gender = 50% < Male

*And*

Weather = N/A Location:

Location = Sign_A

Time:

Time = All

Bid:

Bid = $20

On Monday, at 12:45:22, an indication from Sign_A informs that there is an available slot. The demographic analysis from Sign_A is this:

4 people

3 males/ 1 female

Age Group: Male_l : 25-34/ Male 2 = 25-34/ Male 3 = 35-44/ Female 1 = 45-54. In this case, there is a match between the feedback from the field server and creative#2 labels, hence creative#2 will be displayed (leaving the auction aside in this example and taking under consideration that all the rest of the label's rules are matched).

When there is no creative that matches all of the rules, the system will employ a“best fit” algorithm with weighted scoring for each property, in order to select the most suitable creative satisfying the rules. There will also be a few‘Platform Default Creatives’ to be played when there are no suitable results that satisfy the rules.

B) Platform Default Creatives

The main system cannot permit down time on the digital signs 101, as represented by a 'black screen' on the digital sign 101 (e.g., an unfilled slot). To prevent this‘black screen’, DOOH displays 101, each maintain their own designated Platform Default Creative, that can be displayed throughout the year, all day long, regardless of nature of the crowd standing in front of the sign. If there is not any creative, which matches all of the targeting rules, the main system’s algorithms will run, to select the best matching creative according to the rules. If a matching creative still cannot be found, one of the Platform Default Creatives designated for that digital sign 101 will be displayed.

C) Label Types:

There are three label types: "Border", "Key", and "Quality"

The Border labels are: Total Budget, Daily Budget, Start Date, End Date, Time

The border labels are placed at the top of the hierarchy because they determine if the creative is active or not. Only if the creative in active (i.e., matching the rules of the border labels) it can move on to the second level of rules - the Key labels

The Key labels are: Targeting and Location

The Key labels are placed second in the hierarchy. In order that creatives will compete with each other, they must have the same (or similar) Targeting and Location labels (at least in the mandatory fields). Only then, the Bid (the "quality" label) will step in.

The Quality label is: Bid The Quality label is placed third in the hierarchy. Only when Border and Key labels are matched, it is activated. In a case that two or more creatives have the same location label, and the demographic feedback from that sign matches their Targeting labels, the bid label will become active. The creative with the highest bid will be displayed.

D) Workflow:

A notification from the signage system 130 is sent to the main system (for example, the field server 104). Thus, the main system knows the exact time and date of when the informational content, e.g., advertisement, request was sent, the sign's identity (e.g., location, name), and accordingly, the cloud server 110 can obtain the relevant demographic analysis (system criteria) from the camera 102 footage, as analyzed by the field server 104, next to the digital sign 101. The information moves through the main system.

Below is an example for such information based on the“Border”,“Key” and“Quality” labels, as detailed above, and is shown in FIG. 9 as a Marketplace Workflow Example.

Initially, the open slot is associated with a request, based on system criteria, with an example ad request as follows:

Time: Thursday, 9/8/18, 12:45:22

Location: Sign_B

No. of People: 4

Gender: 3 males/ 1 female

Age Group: Male_l = 35-44/ Male_2 = 35-44/ Male_3 = 35-44/ Female_l = 45-54.

Weather: Clear Sky/ Hot

The cloud server 110 receives the information and using the information recorded on the marketplace server 112, for example, selects the optimal best creatives for that vacant time slot for the digital sign 101, best matched according to the defined rules and the main system’s algorithms.

Initially, four creatives are selected to satisfy the ad request. These creatives are: Creative #132, from Agency A, Creative #24, from Agency A, Creative #66, from Agency B, and Creative #48, from Agency C, and are shown in the top or first row. Applying Border Label Rules, all of the four creatives are ACTIVE, so all pass to the second row.

Applying Key Label Rules, Creative #24 and Creative #48 which have high percentages of men pass to the third row.

Applying Quality Label Rules, here the bid, Creative #24 is passed to the fourth row, and selected as the creative that will be displayed on the digital sign 101, for the vacant slot for that digital sign 101.

FIGs. 10A and 10B show an example process performed by the main system in a series of diagrams. Reference is made to the components of FIGs. 1A and 1B, as detailed above.

While the workflow described above is for pedestrians, it can also be done for vehicles, for example, using the vehicle analysis detailed above. For example, the workflow uses the vehicle analysis for vehicle targeting.

Other embodiments of the present invention, via its platform, also provide a Direct Marketplace (Private Deal - pre-booking of campaigns) for information providers, such as advertisers and publishers. A Direct Marketplace is an invitation-only RTB auction where selected number of publishers invite a selected number of information providers 120a- 120h, such as advertisers, to bid on its DOOH units, and vice-versa (information providers, such as advertisers can invite publishers). Information units, such as ad units, purchases are fully transparent, as the information providers, such as advertisers, know exactly in which spots their information, such as ads, will run on. With Direct Marketplaces, the transaction is within an auction environment, but the terms of the deal are pre-negotiated between the buyer and seller.

Hyper Targeting based on Residency/Visited Locations (Digital Signs)

Embodiments of the main system provide comprehensive real-time Geo-Location data in order to reach a unique audience segment. For example, the history of a mobile device, such as a mobile phone, or the like, via attributes such as location history, installed applications, visited websites, and the like, a profile of the mobile phone’s user is created. This profile can be analyzed, for example, by the cloud server 110, to deliver personalized information, informational content, including advertisements, advertisement content and the like, to the mobile phone or other device. By aggregating information from multiple geolocation mobile data providers (MDPs), the server system 108 fences specific areas and neighborhoods, and target individuals who live there. For example, should it be found out that a particular mobile phone user lives or works in a high-income areas, the cloud server 112, for example sends informational content, e.g., advertisements or advertisement content, for luxury automobiles, such as Jaguar® automobiles.

As the main system aggregates information from multiple geolocation MDPs, and mapped city locations (e.g., businesses), the cloud server 110 targets individuals who visited the mapped locations. Based on the individual’s visits to the mapped locations, the main system is able to draw conclusions about these individuals, for example their level of income and interests. The main system can track individuals who visited any given map coordinate or area, such as passed by or viewed a digital sign at its unique location, is on will be targeted. By aggregating information from multiple mobile data providers who collected information about downloaded applications on the individual’s mobile phone, the main system is able to target individuals based on interest categories, such as business, gaming, computers, travel, and the like.

Media Planning

Attention is directed to FIGs. 11A and 11B which show a method and system, respectively for a media campaign. In FIG. 11B components are numbered like that of FIG. 1A, take the description provided for FIG. 1A, while other components, not shown in FIG. 1A are detailed below. As shown in FIG. 11 A, the process of obtaining a media campaign begins at block 1102, where an information provider, e.g., an advertiser, sets parameters, including user provided criteria and ranges therefor, for information providing, e.g., advertising campaigns, such as by providing informational content, for example, in the form of advertisements or advertising content. The parameters include, for example, campaign goals, key performance indicators (KPI), and the like. The main system, via the optimizing engine l69b (FIG. 1B and detailed above), receives input of the campaign KPIs and goals, from an advertiser, e.g., an information provider 120a- 120h, to generate an automatic Media Plan (at block 1110) based on the advertiser input. For example, campaign goals may be:

1. Exposure (OTS) of 1M people in a city center within 14 days campaign

2. 60% and above of viewers are males

3. High-Income individuals

4. Interest in Sports

The process moves to block 1104, where input, for example, parameters including user provided criteria and ranges for the parameters are received in the optimization engine l69b of the cloud server 110. The process moves to block 1106, where based on the input received, the optimizing engine l69b analyzes the input against criteria associated with each of the digital signs, e.g., location, foot traffic at various times, costs for presentation slots, and the like, to suggest one or more digital signs, for display of the informational content, e.g., advertising content, of the information provider, e.g., advertiser. The analysis of the input (user provided criteria) against the criteria associated with each of the digital signs, is, for example, performed by a“best fit” analysis, similar to that detailed for the process of FIG. 7 above.

For example, the optimizing engine l69b will suggest relevant signs in the city center and other areas of the city with enough foot traffic to reach 1 million passersby in 14 days. Based on past statistics, as stored in the joint database 150 (FIG. 1B), the optimizing engine l69b will suggest suitable signs with 60% and above males, having high incomes, with an interest in sports. Data for the high income and sports may, for example, come from MDPs, who have data for men in this demographic purchasing high end sporting event tickets on their mobile phones, as well as vacations and other luxury items.

The optimizing engine l69b, at block 1106 functions to analyze the received parameters, including the user provided criteria, against the system criteria associated with each of the available displays, to determine an optimal selection of the displays, for presenting the information provider’s 120a- 120h informational content.

As a result of analyzing the data, and selecting the optimal display(s), the optimizing engine l69b creates a media plan for the advertiser, at block 1108. This saves the "manual" work of surveying in front of multiple vendors to create a Media Plan based on the KPIs. For example, and also turning to FIG. 11B, the media plan may be to broadcast on the digital sign 101 at Location 1, a town square outside of a train station at 8:30 am to 9:00, at 1:00 pm to 2:00 pm on the digital sign lOla, at Location 2, a plaza about 1000 meters away from Location 1, lined by numerous cafes, and on digital sign lOlx at 7:30 pm to 8:30 pm, at Location 3, the area outside of a stadium in a different city from Locations 1 and 2.

Here, for example, the entity which controls the main system can make contracts with digital sign owners for placing their advertisements for broadcast on these signs 100, lOOa, lOOx at the aforementioned times, and can send the data of the advertisement for broadcast on the digital signs via the signage system 130, l30x controlling the digital signs.

The process moves to block 1110, where it is determined by the main system, for example, by the auction management module 167, whether the information provider, e.g., advertiser, has exhausted the budget for the information providing, e.g., advertising, campaign. If yes, there is no more budget, and the process moves to block 1112, where it ends. If no, the process returns to block 1102, where the information provider, e.g., the advertiser may reset the parameters. The process resumes from block 1102 and may resume and repeat for as long as desired.

The main system can also analyze and build a Media Plan based on (a) the local average income around the sign, (b) the type of shops around the sign, (c) the weather during the campaign, (d) type of cars and car brands based on car analysis, etc.

During the campaign, the main system can send insight and recommendations to the advertiser, showing status of each sign if they should add more budgets to a certain digital sign to improve the KPIs results of shift some of the budgets to other digital signs. For example, should digital sign 10 la no longer be effective, due to it being winter and people not eating in the cafes outside between 1:00 and 2:00 pm, this digital sign lOOa may no longer be used to broadcast the advertiser’s advertisement, or may no longer be used until late spring, when people again eat outdoors at the cafes.

The media plan may also apply vehicle analysis, as discussed above, to provide targeting for a media plan. An example is as follows. Targeting Capabilities: The main system can analyze vehicles with recognition capability of over 800 models. The main system can target, vehicle manufacturer (Brand), model, year of Manufacture and color.

Vehicle Analysis: By using Vehicle analysis the system has the ability to target specific vehicles that can be used to segment economic status.

Vehicle Category: The system is able to deduct vehicle types like Motorcycles, Trucks, SUVs, Family Cars, Luxury cars, and the like.

By using this targeting, a media plan, in accordance with the process detailed above, can be created for displays, which is optimized for the vehicles, or certain types of vehicles, which pass the optimum selected display(s).

Information Retargeting

Attention is directed to FIG. 12, a flow diagram for retargeting, as performed by the retargeting engine l69a of FIG. 1B, in the environment of FIG. 1A. Initially, a user, with a mobile (cell) phone (a device) views informational content, such as an advertisement on a digital sign 101, for example, by being in the crowd (audience) of the area 106. This user mobile phone was in the crowd in the area 106 that viewed the specific advertisement at a certain time, as confirmed by analysis of mobile data from an MDP of a DMP l26a, at block 1202. This mobile phone is then marked or otherwise designated as having viewed the displayed informational content on the digital sign 101 in the location AA.

Moving to block 1204, the main system uses the data associated with the marked mobile phone, to look for any other devices, i.e., computers, such as laptops, desktops, tablets or the like, of the person associated with the marked mobile phone, For example, the marked mobile phone, and the person’s lap top, desktop, and tablet computers, may access the same gmail® account.

The process moves to block 1206, where information, e.g., an advertisement, identical, similar or related to the advertisement previously presented to the person on the digital sign, and which is part of the advertising campaign, is sent to person’s mobile phone (the marked mobile phone) and/or computer (different media channels or omnichannel), after the advertisement was presented to the person on the digital sign. The process then moves to block 1208 where the retargeting engine l69a determined whether the advertising campaign for this person, whose mobile phone is marked, is over.

If yes at block 1208, the process moves to block 1210, where it ends. If no at block 1208, the process returns to block 1206, where, the mobile phone of the person or a computer associated with the person, is again presented the identical, similar or related advertisement. This process may repeat for as long as desired.

For example, an individual who viewed view an advertisement for Dannon® yogurt on a digital sign in an area on his way to work in the morning, will have his mobile phone marked and then retargeted to the same Dannon® yogurt via an omnichannel campaign. When the individual goes to lunch in the early afternoon, he will be presented with a different ad on his mobile phone (that can be a video ad on his favorite app, for example), for Dannon® yogurt. When the individual returns home after work in the evening, he is presented with a banner of the same Dannon® yogurt, which will point out the nutritious benefits of this product on his Desktop computer.

The implementation of the method and/or system of embodiments of the invention can involve performing or completing selected tasks manually, automatically, or a combination thereof. Moreover, according to actual instrumentation and equipment of embodiments of the method and/or system of the invention, several selected tasks could be implemented by hardware, by software or by firmware or by a combination thereof using an operating system or a cloud-based platform (such as those provided by Amazon Web Services™ or Microsoft® Azure™).

For example, hardware for performing selected tasks according to embodiments of the invention could be implemented as a chip or a circuit. As software, selected tasks according to embodiments of the invention could be implemented as a plurality of software instructions being executed by a computer using any suitable operating system. In an exemplary embodiment of the invention, one or more tasks according to exemplary embodiments of method and/or system as described herein are performed by a data processor, such as a computing platform for executing a plurality of instructions. Optionally, the data processor includes a volatile memory for storing instructions and/or data and/or a non-volatile storage, for example, non-transitory storage media such as a magnetic hard-disk and/or removable media, for storing instructions and/or data. Optionally, a network connection is provided as well. A display and/or a user input device such as a keyboard or mouse are optionally provided as well.

For example, any combination of one or more non-transitory computer readable (storage) medium(s) may be utilized in accordance with the above-listed embodiments of the present invention. The non-transitory computer readable (storage) medium may be a computer readable signal medium or a computer readable storage medium. A computer readable storage medium may be, for example, but not limited to, an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor system, apparatus, or device, or any suitable combination of the foregoing. More specific examples (a non-exhaustive list) of the computer readable storage medium would include the following: an electrical connection having one or more wires, a portable computer diskette, a hard disk, a random access memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or Flash memory), an optical fiber, a portable compact disc read-only memory (CD-ROM), an optical storage device, a magnetic storage device, or any suitable combination of the foregoing. In the context of this document, a computer readable storage medium may be any tangible medium that can contain, or store a program for use by or in connection with an instruction execution system, apparatus, or device.

A computer readable signal medium may include a propagated data signal with computer readable program code embodied therein, for example, in baseband or as part of a carrier wave. Such a propagated signal may take any of a variety of forms, including, but not limited to, electro-magnetic, optical, or any suitable combination thereof. A computer readable signal medium may be any computer readable medium that is not a computer readable storage medium and that can communicate, propagate, or transport a program for use by or in connection with an instruction execution system, apparatus, or device.

As will be understood with reference to the paragraphs and the referenced drawings, provided above, various embodiments of computer-implemented methods are provided herein, some of which can be performed by various embodiments of apparatuses and systems described herein and some of which can be performed according to instructions stored in non-transitory computer-readable storage media described herein. Still, some embodiments of computer- implemented methods provided herein can be performed by other apparatuses or systems and can be performed according to instructions stored in computer-readable storage media other than that described herein, as will become apparent to those having skill in the art with reference to the embodiments described herein. Any reference to systems and computer- readable storage media with respect to the following computer-implemented methods is provided for explanatory purposes, and is not intended to limit any of such systems and any of such non-transitory computer-readable storage media with regard to embodiments of computer-implemented methods described above. Likewise, any reference to the following computer-implemented methods with respect to systems and computer-readable storage media is provided for explanatory purposes, and is not intended to limit any of such computer-implemented methods disclosed herein.

The flowchart and block diagrams in the Figures illustrate the architecture, functionality, and operation of possible implementations of systems, methods and computer program products according to various embodiments of the present invention. In this regard, each block in the flowchart or block diagrams may represent a module, segment, or portion of code, which comprises one or more executable instructions for implementing the specified logical function(s). It should also be noted that, in some alternative implementations, the functions noted in the block may occur out of the order noted in the figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks may sometimes be executed in the reverse order, block diagrams and/or flowchart illustration, and combinations of blocks in the block diagrams and/or flowchart illustration, can be implemented by special purpose hardware-based systems that perform the specified functions or acts, or combinations of special purpose hardware and computer instructions.

The descriptions of the various embodiments of the present invention have been presented for purposes of illustration, but are not intended to be exhaustive or limited to the embodiments disclosed. Many modifications and variations will be apparent to those of ordinary skill in the art without departing from the scope and spirit of the described embodiments. The terminology used herein was chosen to best explain the principles of the embodiments, the practical application or technical improvement over technologies found in the marketplace, or to enable others of ordinary skill in the art to understand the embodiments disclosed herein.

As used herein, the singular form "a", "an" and "the" include plural references unless the context clearly dictates otherwise. The word “exemplary” is used herein to mean “serving as an example, instance or illustration”. Any embodiment described as“exemplary” is not necessarily to be construed as preferred or advantageous over other embodiments and/or to exclude the incorporation of features from other embodiments.

It is appreciated that certain features of the invention, which are, for clarity, described in the context of separate embodiments, may also be provided in combination in a single embodiment. Conversely, various features of the invention, which are, for brevity, described in the context of a single embodiment, may also be provided separately or in any suitable sub-combination or as suitable in any other described embodiment of the invention. Certain features described in the context of various embodiments are not to be considered essential features of those embodiments, unless the embodiment is inoperative without those elements.

The above-described processes including portions thereof can be performed by software, hardware and combinations thereof. These processes and portions thereof can be performed by computers, computer-type devices, workstations, cloud-based platforms, processors, micro-processors, other electronic searching tools and memory and other non-transitory storage-type devices associated therewith. The processes and portions thereof can also be embodied in programmable non-transitory storage media, for example, compact discs (CDs) or other discs including magnetic, optical, etc., readable by a machine or the like, or other computer usable storage media, including magnetic, optical, or semiconductor storage, or other source of electronic signals.

The processes (methods) and systems, including components thereof, herein have been described with exemplary reference to specific hardware and software. The processes (methods) have been described as exemplary, whereby specific steps and their order can be omitted and/or changed by persons of ordinary skill in the art to reduce these embodiments to practice without undue experimentation. The processes (methods) and systems have been described in a manner sufficient to enable persons of ordinary skill in the art to readily adapt other hardware and software as may be needed to reduce any of the embodiments to practice without undue experimentation and using conventional techniques.

Although the invention has been described in conjunction with specific embodiments thereof, it is evident that many alternatives, modifications and variations will be apparent to those skilled in the art. Accordingly, it is intended to embrace all such alternatives, modifications and variations that fall within the spirit and broad scope of the appended claims.

Claims

Claims:

1. A method for providing information comprising:

obtaining data of a crowd in an area associated with at least one display, the at least one display at a location;

analyzing the obtained data of the crowd in the area of the at least one display, for system criteria;

obtaining data for at least one information campaign from one or more information providers, each of the at least one information campaigns including user provided criteria; analyzing the user provided criteria from each of the at least one information campaigns against the system criteria to select one of the at least one information campaigns, and

providing data corresponding to at least one informational content item from the selected one of the at least one information campaigns, for presentation on the at least one display in the available presentation slot.

2. The method of clam 1, additionally comprising: receiving a notification of an available presentation slot for the at least one display, to cause the analyzing the obtained data of the crowd in the area of the at least one display, for system criteria.

3. The method of claim 2, additionally comprising: presenting the informational content item on the at least one display.

4. The method of claim 1, wherein each of the at least one information campaigns includes at least one informational content item.

5. The method of claims 1, 3, or 4, wherein the at least one informational content item includes an advertisement or advertising content.

6. The method of clam 1, wherein the obtained data includes one or more of:

image data; or,

data from data providers having access to data from mobile phones of people in the crowd in the area associated with the at least one display.

7. The method of claim 6, wherein the image data includes video footage from a camera at the location of the at least one display.

8. The method of claim 7, wherein the analyzing the obtained data of the crowd in the area of the at least one display for system criteria includes: performing an image analysis of the video footage to define the system criteria, and/or performing an analysis of the data from the data providers to define the system criteria.

9. The method of claim 1, additionally comprising: obtaining data from at least one external source, and establishing additional system criteria from the data from the at least one external source.

10. The method of claim 1, wherein the analyzing the user provided criteria from each of the at least one information campaigns against the system criteria to select one of the at least one information campaigns, includes performing a best fit analysis of each of the user provided criteria of each of the information campaigns against the system criteria;

11. The method of claim 1, wherein the at least one display includes a digital sign.

12. The method of claim 11, wherein the digital sign is configured for the presentation of video and/or audio as the provided informational content item.

13. The method of claim 6, wherein the data providers having access to data from the mobile phones of people in the crowd include data management platforms.

14. The method of claim 1, wherein the analyzing the obtained data of the crowd in the area of the at least one display for system criteria includes receiving data as to the location of the at least one display.

15. A method for producing a plan for displaying informational content associated with an information provider comprising:

receiving parameters including user provided criteria, and ranges for the parameters, for providing informational content, from an information provider; receiving system criteria associated with each display of a plurality of displays, for presenting the informational content; and,

analyzing the received parameters including the user provided criteria against the system criteria associated with each display of the plurality of displays, to determine an optimal selection of one or more of the displays from the plurality of displays, for presenting the informational content.

16. The method of claim 15, wherein the analyzing the received parameters including the user provided criteria against the system criteria associated with each display of the plurality of displays, includes performing a best fit analysis.

17. The method of claim 15, wherein each display includes a digital sign for presenting the informational content as at least one of video and/or audio.

18. The method of claim 15, where the optimal selection of at the least one display of the plurality of displays for presenting the informational content is provided to the information provider as a media plan.

19. The method of claim 15, wherein the informational content includes at least one of: advertising content or an advertisement.

20. The method of claim 18, additionally comprising:

receiving changed parameters including user provided criteria and ranges for the parameters for informational content providing from an information provider;

receiving system criteria associated with each display of a plurality of displays, for presenting the informational content;

analyzing the received changed parameters including the user provided criteria against the system criteria associated with each display of the plurality of displays, to determine an optimal selection of one or more of the displays from the plurality of displays, for presenting the informational content; and,

updating the media plan to reflect the changed parameters.

21. A method for retargeting content to a user comprising: marking the mobile phone of a user upon confirmation that the user has viewed a first informational content item of an information provider on at least one display, the mobile phone of the user defining the at least one device associated with the user; and,

providing a second informational content item to the at least one device associated with the user after the user has viewed the first informational content item of the information provider on the at least one display.

22. The method of claim 21, additionally comprising:

obtaining information on other devices associated with the user based on the mobile phone associated with the user.

23. The method of claim 22, wherein the other devices include at least one computer.

24. The method of claim 23, wherein the providing the second informational content item to the at least one device associated with the user, after the user has viewed the first informational content item of the information provider on the at least one display, includes providing the second informational content item to the at least one computer.

25. The method of claim 24, wherein the at least one computer includes a laptop, tablet or desktop computer.

26. The method of clams 21 or 24, wherein the second informational content item is:

the same as the first informational content item; or,

similar or related to the first informational content item.

27. The method of claim 26, wherein the first informational content item and the second informational content item includes at least one of advertising content or an advertisement.

28. The method of claim 21, wherein the at least one display includes a digital sign.

29. A system for providing information comprising:

at least one display; and,

a computer system in electronic and/or data communication with the at least one display, the computer system configured for: obtaining data of a crowd in an area associated with at least one display, the at least one display at a location;

analyzing the obtained data of the crowd in the area of the at least one display for system criteria;

obtaining data for at least one information campaign from one or more information providers, each of the at least one information campaigns including user provided criteria;

analyzing the user provided criteria from each of the at least one information campaigns against the system criteria to select one of the at least one information campaigns, and,

30. The system of claim 29, additionally comprising:

a camera in electronic and/or data communication with a first computer for providing footage of the crowd in the area associated with the at least one display; and,

a first computer of the computer system for the analyzing the obtained data of the crowd in the area of the at least one display for the system criteria.

31. The system of claim 29, additionally comprising:

a second computer of the computer system configured for the analyzing the obtained data of the crowd in the area of the at least one display, from data from data providers having access to data from mobile phones of people in the crowd, for the system criteria.

32. The system of claim 31, wherein the second computer is additionally configured for: the obtaining data for at least one information campaign from one or more information providers, each of the at least one information campaigns including user provided criteria.

the analyzing the user provided criteria from each of the at least one information campaigns against the system criteria to select one of the at least one information campaigns, and, the providing data corresponding to at least one informational content item from the selected one of the at least one information campaigns, for presentation on the at least one display in the available presentation slot.

33. The system of claim 32, additionally comprising:

a third computer in electronic and/or data communication with 1) the at least one display, and 2) the second computer, and configured for controlling available presentation slots on the at least one display, and receiving the provided data corresponding to the at least one informational content item from the selected one of the at least one information campaigns, for presentation on the at least one display in the available presentation slot.

34. The system of claim 33, wherein the third computer is additionally configured for: transmitting a notification of an available presentation slot for the at least one display, to the first and/or the second computer, to automatically cause the first computer and/or the second computer to obtain the data of the crowd in the area associated with at the least one display.

35. The system of claim 30, wherein the camera includes a video camera.

36. The system of claim 29, wherein the at least one display includes a digital sign.

37. A computer usable non-transitory storage medium having a computer program embodied thereon for causing a suitably programmed system to provide information to a display, by performing the following steps when such program is executed on the system, the steps comprising:

obtaining data for at least one information campaign from one or more information providers, each of the at least one information campaigns including user provided criteria; analyzing the user provided criteria from each of the at least one information campaigns against the system criteria to select one of the at least one information campaigns, and providing data corresponding to at least one informational content item from the selected one of the at least one information campaigns, for presentation on the at least one display in the available presentation slot.

38. The computer usable non-transitory storage medium of claim 37, additionally comprising the step of: receiving a notification of an available presentation slot for the at least one display, to cause the analyzing the obtained data of the crowd in the area of the at least one display, for system criteria.

39. The computer usable non-transitory storage medium of claim 37, additionally comprising the step of: presenting the informational content item on the at least one display.

40. The computer usable non-transitory storage medium of claim 37, wherein each of the at least one information campaigns includes at least one informational content item.

41. The computer usable non-transitory storage medium of claims 37, 39 and 40, wherein the at least one informational content item includes an advertisement or advertising content.

42. The computer usable non-transitory storage medium of claim 37, wherein the obtained data includes one or more of:

image data; or,

43. The computer usable non-transitory storage medium of claim 42, wherein the image data includes video footage from a camera at the location of the at least one display.

44. The computer usable non-transitory storage medium of claim 43, wherein the analyzing the obtained data of the crowd in the area of the at least one display for system criteria includes: performing an image analysis of the video footage to define the system criteria, and/or performing an analysis of the data from the data providers to define the system criteria.

45. The computer usable non-transitory storage medium of claim 37, additionally comprising the step of: obtaining data from at least one external source, and establishing additional system criteria from the data from the at least one external source.

46. The computer usable non-transitory storage medium of claim 37, wherein the analyzing the user provided criteria from each of the at least one information campaigns against the system criteria to select one of the at least one information campaigns, includes performing a best fit analysis of each of the user provided criteria of each of the information campaigns against the system criteria.

47. The computer usable non-transitory storage medium of claim 37, wherein the at least one display includes a digital sign.

48. The computer usable non-transitory storage medium of claim 47, wherein the digital sign is configured for the presentation of video and/or audio as the provided informational content item.

49. The computer usable non-transitory storage medium of claim 42, wherein the data providers having access to data from the mobile phones of people in the crowd include data management platforms.

50. The computer usable non-transitory storage medium of claim 37, wherein the analyzing the obtained data of the crowd in the area of the at least one display for system criteria includes receiving data as to the location of the at least one display.

51. A computer usable non-transitory storage medium having a computer program embodied thereon for causing a suitably programmed system to produce a plan for displaying informational content associated with an information provider, by performing the following steps when such program is executed on the system, the steps comprising:

receiving parameters including user provided criteria, and ranges for the parameters, for providing informational content, from an information provider;

receiving system criteria associated with each display of a plurality of displays, for presenting the informational content; and, analyzing the received parameters including the user provided criteria against the system criteria associated with each display of the plurality of displays, to determine an optimal selection of one or more of the displays from the plurality of displays, for presenting the informational content.

52. The computer usable non-transitory storage medium of claim 51, wherein the analyzing the received parameters including the user provided criteria against the system criteria associated with each display of the plurality of displays, includes performing a best fit analysis.

53. The computer usable non-transitory storage medium of claim 51, wherein each display includes a digital sign for presenting the informational content as at least one of video and/or audio.

54. The computer usable non-transitory storage medium of claim 51, where the optimal selection of at the least one display of the plurality of displays for presenting the informational content is provided to the information provider as a media plan.

55. The computer usable non-transitory storage medium of claim 51, wherein the informational content includes at least one of: advertising content or an advertisement.

56. The computer usable non-transitory storage medium of claim 54, additionally comprising the steps of:

updating the media plan to reflect the changed parameters.

57. A computer usable non-transitory storage medium having a computer program embodied thereon for causing a suitably programmed system to retarget content to devices associated with a user, by performing the following steps when such program is executed on the system, the steps comprising:

marking the mobile phone of a user upon confirmation that the user has viewed a first informational content item of an information provider on at least one display, the mobile phone of the user defining the at least one device associated with the user; and,

58. The computer usable non-transitory storage medium of claim 57, additionally comprising the step of:

59. The computer usable non-transitory storage medium of claim 58, wherein the other devices include at least one computer.

60. The computer usable non-transitory storage medium of claim 59, wherein the providing the second informational content item to the at least one device associated with the user, after the user has viewed the first informational content item of the information provider on the at least one display, includes providing the second informational content item to the at least one computer.

61. The computer usable non-transitory storage medium of claim 60, wherein the at least one computer includes a laptop, tablet or desktop computer.

62. The computer usable non-transitory storage medium of claims 57 or 60, wherein the second informational content item is:

the same as the first informational content item; or,

similar or related to the first informational content item.

63. The computer usable non-transitory storage medium of claim 62, wherein the first informational content item and the second informational content item includes at least one of advertising content or an advertisement.