RU2666244C1 - Mobile advertising system - Google Patents

Abstract

FIELD: communication equipment.SUBSTANCE: invention relates to the field of telecommunications and communication, in particular to systems used in cellular communication networks to provide additional communication services, and is intended to increase the transmission speed of packet data and deliver it to a subscriber in the operator's internal network. Proposed system provides for controlling the available bandwidth of the communication channels of the operator's internal network by monitoring incoming TCP/IP traffic in an additional node of the cellular network, which is made with the ability to edit third-party advertising content, accelerated receipt of targeted advertising in accordance with the data of subscribers of the cellular communication network and its effective delivery to subscribers. Proposed functionality of the mobile advertising system can be focused on standardized network nodes of GSM, LTE networks.EFFECT: reduced load on the cellular operator's network, increased speed of packet data transmission and their delivery to the subscriber.20 cl, 3 dwg

Description

Mobile ad system

The present invention relates to the field of telecommunications and communications, in particular to systems used in cellular networks, and is intended to increase the speed of packet data transmission and its delivery to the subscriber in the operator’s internal network.

WWW traffic transmitted over TCP / IP prevails in the global Internet network. A web page refers to the form of so-called hypermedia documents (HTML pages). To implement the service, a client-server architecture is used, in which the client is the user's browser, and the server has a resource in the global network, and communication between them at the application level is established via HTTP using the request-response principle (GET, POST). It is known that this traffic is constantly increasing. According to TNS Russia analytics, half of the Russian Internet audience enters the network from a smartphone. This segment is growing most dynamically along with Smart-TV. This trend is observed around the world. But in general, according to Cisco, Internet traffic doubles every two years.

, где F - полоса пропускания (Гц), S/N - отношение мощности сигнал/шум (Вт). Повысить пропускную способность можно увеличивая мощность передатчика и/или снижением шума в канале связи, что требует дорогостоящего аппаратного вмешательства в существующую аппаратуру операторов связи, что представляется затруднительным, при том, эффект от этих мер усугубляется логарифмической зависимостью. Полоса пропускания является физической характеристикой среды передачи данных и зависит от конструктивных решений линии связи (длина, ширина и др.). Вместе с тем на значение полосы пропускания и отношения сигнал/шум в значительной степени влияет расстояние между конечными и/или промежуточными узлами с сети, т.е. важной характеристикой сети является точка присутствия оборудования POP (- Point of presence) сети.It is known that the speed of information transfer between devices is determined, first of all, by the channel speed - the number of bits of useful and service information per unit of time, as well as the waiting time of the first bit of information to the recipient. The amount of information passing through the communication channel I = CT, where C is the bandwidth of the channel (bits / sec), G is the data transfer time (sec). The bandwidth of the data channel that determines the maximum possible data rate on it depends on the bandwidth and the signal-to-noise ratio according to the well-known Shannon formula -

where F is the passband (Hz), S / N is the signal-to-noise power ratio (W). It is possible to increase the throughput by increasing the transmitter power and / or reducing noise in the communication channel, which requires expensive hardware intervention in the existing equipment of communication operators, which is difficult, while the effect of these measures is exacerbated by a logarithmic dependence. Bandwidth is a physical characteristic of a data transmission medium and depends on the design of the communication line (length, width, etc.). At the same time, the distance between the end and / or intermediate nodes from the network, to a large extent, affects the value of the bandwidth and the signal-to-noise ratio, i.e. An important characteristic of a network is the point of presence of the POP equipment.

To increase the bandwidth of the channels, technical solutions are made at the hardware level. IPoDWDM technology is known, combining the properties of GR technology and technology for sharing network resources based on DWDM (Dense Wave Division Multiplexing), the technology allows optical networks to increase throughput four times without resorting to equipment replacement. One of the possible ways to solve the problem of rapid traffic growth in mobile networks may be to use the advanced technology of multi-stream broadcasting of multimedia content (evolved Multimedia Broadcast / Multicast Service, eMBMS), it is known that the bandwidth of communication lines depends on the method of data transfer.

To increase the packet data transfer rate and increase the Quality of Service (QoS) “quality of service”, taking into account the available channel bandwidth, operators use DPI-based solutions - prioritization of labeling and shaping traffic. Operators implement different priority policies - they limit the total speed of traffic for each category (web, video, p2p, IM, etc.) up to blocking or allocate a band for each type of traffic taking into account the guaranteed speed for the subscriber. DPI solutions integrate with OSS / BSS (Operation Support System / Business Support System) systems to limit bandwidth for subscribers in accordance with tariff plans. DPI solutions are known for large vendors - Cisco SCE, Huawei - SIG9800, Juniper - VXA, there are solutions from lesser-known manufacturers.

The disadvantage of such approaches to the authors is their one-sidedness, passivity of reducing the load on the network. A more comprehensive solution is needed, taking into account conflicting requirements for editing mobile traffic and providing the user with useful content.

To reduce the load on TCP / IP networks by reducing the number of traffic (reducing the number of packets passing through the TCP / IP network), it is necessary to limit the least valuable traffic for the user. Of all the diversity, it seems most reasonable to save advertising traffic, which, according to various estimates, amounts to 50% of the total. At the same time, the operator should take care of informing the subscriber about advertising offers for personalized engagement, taking into account the popularity of advertising traffic that competes only with search traffic, i.e. useful and in demand by users.

PCT patent application of 01/15/2015 PCT / CN2015 / 070774 is known, which provides for the introduction of a policy for sending notifications to a user as part of a cellular communication depending on the state of the subscriber device MS. For example, if the screen of the subscriber’s device is turned off and the headphones are connected to it, then most likely the MS is in the pocket and the user is listening to music, in this case the notification policy assigns a voice (audio) notification - and the audio data of the subscriber is encapsulated in the available TCP / IP Session, for example, about a missed call.

The disadvantage of this decision to inform the subscriber is the absence of any decisions regarding the economy of the operator’s network traffic, and the choice of the method of notifying the subscriber does not take into account the load on the operator’s network.

There is a known method and system of advertising, an advertising management server and a mobile device, RF patent dated March 14, 2007 No. 2434295 which proposes a method and system of advertising for displaying advertising messages on a mobile device screen that are selected in accordance with the information available about the user as a participant a game providing participation in a multiplayer game. Advertising messages are removed from the screen when the participant paid for participation in the game.

This solution is closest to the claimed device and is taken as a prototype.

The disadvantages of the prototype are:

- the need to include an additional node in the network architecture - an advertising management server that manages advertising messages only within the framework of a game application;

- the need to install the game and updates;

- payment by credit card to block ads;

- advertising only within the framework of the game application;

- The choice of an advertising message, depending on information about the user only as a participant in the game;

- the operator’s lack of choice of the advertiser to display ads;

The aim of the invention is to reduce the load on the network of the cellular operator, increase the transmission speed of packet data and its delivery to the subscriber.

The goal is achieved through a mobile advertising system consisting of at least one switching center, at least one billing center, at least a billing support node, at least one gateway node, at least one subscriber data storage node, at least one mobile device, as well as at least one additional service management node configured to block third-party advertising, to execute the distribution logic of SSP advertisements (Sup ply-Side Platform) and the logic for placing DSP advertising messages (Demand Side Platform), executing the logic for processing audience data DMP (Data Management Platform) and interacting with the database of subscribers of a mobile operator, storing (caching) advertising content and uploading it to the web user browser without executing the logic of accessing multiple external DSPs (Demand Side Platform). And also with the possibility of implementing the logic of integrating the switching channels with the OCP subscriber (Omni-Channel Platform) to select the optimal advertising channel, the logic of selecting the advertising channel for the subscriber is performed taking into account the available bandwidth of the cellular network. Moreover, the additional service control node is located inside the core cellular network and is connected directly to the gateway node or to the billing support node of the core cellular network, and can be performed in a virtual version with the possibility of storing (caching) advertising content. And the point of presence of technical data processing tools that fulfill the distribution logic of advertisements SSP (Supply-Side Platform), the logic of placing advertising messages DSP (Demand Side Platform), the logic of processing audience data DMP (Data Management Platform) and its interaction with the database of subscribers of a cellular operator communications, the logic of preserving (caching) advertising content, the logic of loading the web browser to the user of advertising content without executing the logic of accessing several external DSPs (Demand Side Platform), and the logic of integrating switching channels with that SRF (Omni-Channel Platform) for choosing an optimum channel communicating advertisements placed on the same equipment within the base or the cellular network outside the cellular network base in accordance with the logic CDN (Content Delivery Network) network of content delivery infrastructure. And advertising messages are made in visual, audiovisual, textual or combined form.

In FIG. 1 shows a general view of a mobile advertising system.

In FIG. 2 is a diagram of a mobile advertising system.

In FIG. 3 shows the algorithm of the mobile advertising system.

The mobile advertising system (Fig. 1) includes interacting standard nodes, for networks of GSM standards, LTE - a mobility management node (MSC, MME) 1 that performs generally standard SSP functions - switching, signaling, authentication, handover, etc., a gateway node (gateway MSC, S-GW) 2 that performs the function of GW (getaway) of interaction with external networks, a billing node (MSC, PCRF) 3 that determines subscriber policies and generally performs the functions of SCP (Service Control Point), which accrues in accordance with accounts for subscribers and tracking QoS parameters, node under billing support (SGSN, PGW) 4 implements user policies also performing the functions of SCP, subscriber data server (VLR, HSS, AUC, EIR) 5 representing a large database of subscribers, base stations (BTS, ENodeB) 6 connecting subscriber unit ( MS, UE) 7 with an operator network and an additional service control node (VAS) 8.

An additional service control node 8 is a hardware-software complex having a standard hardware server architecture, including in the general case at least one processor, RAM and ROM, and a network controller. The hardware of the additional services node may contain various components to accelerate the analysis of FPGA FPGA (Field-Programmable Gate Array) network traffic, ASICs (Application-Specific Integrated Circuit) and NP network processors (Network Processors,). The firmware of the additional services node may contain various components and technologies for improving performance known from the prior art, for example, DMA, DCA, GPU DMA, etc., and can be performed in virtual execution.

The software architecture of the additional services node 8, which is the applicant’s know-how, manages the server hardware resources, implements the logic of the “value add services” additional services of the cellular communication network and includes interacting software components — the platform for analyzing and editing packets of TCP / IP networks, DSP (Demand Side Platform) a platform that implements a network auction of advertising for the purchase and caching of advertising web content (banners, videos, screensavers, etc.), a DMP (Data Management Platform) platform for collecting segmentation and managing client data and OCP (Omnichannel Platform) a platform for integrating subscriber switching channels. The OSR platform interacts with the mobility management node to implement subscriber switching channels via SMS USSD services of the GSM signal network. The DMP platform interacts with the operator's subscriber data storage node 5 and third-party DMPs. DSP platform interacts with third-party ad networks (SSP, DSP). At the physical level, communication can be established directly with external networks or through the gateway node of a telecom operator.

The program code DPI, DSP, DMP, OSR platforms is executed in the memory of the software and hardware complex of the additional service control node 8 by commands of at least one processor in accordance with the organization of execution determined by their algorithm. DSP and DMP platforms can be installed on remote equipment, the location of which the POP (point of presence) is selected so that, taking into account the network topology, the time of mutual request and response and the time of request-response of the user's web browser to these nodes is minimal, in this case the location of the equipment implements the logic of the network infrastructure for the fast delivery of content CDN (Content Delivery Network).

An additional service control node 8 is included in the scheme of the cellular network as active equipment and receives traffic from the gateway node. Typically, an additional services node is connected at the boundary of a cellular network, as shown in FIG. 1, but taking into account the logic, the CDN can be installed closer to the radio access network on the billing support node.

The operator controls the amount of data passing through his communication channels, including personalization to control the charging of services rendered. The component of application of service policies PCEF (Policy and Charging Enforcement Function), which is usually part of the gateway (not shown in Fig. 1), directs the TCP / IP traffic passing through it to the established TCP / IP session to the additional service control node 8. Web browser WB (Web Browser) of the mobile device (Fig. 2) accesses the web page URI (HTTP GET), receives a server response (URI POST) and displays the HTML code of the page, and several TCP connections are initiated to download advertising content and all kinds of banners, used in the design of the web page. The DPI component of the additional services node measures the amount of TCP / IP traffic passing through it, breaks the TCP / IP session of the PDU (Protocol Data Unit) advertising content loading session with the FIN (adBlock) flag. To block the software algorithm uses known IP addresses and / or domains of advertising networks and banner services, a set of rules for domains using regular expressions can be used. At the same time, the edited traffic is supplied with the current value of the bandwidth of the network I. When the subscriber’s device WB starts downloading advertising content, the program algorithm compares the value of the bandwidth I with the value Iadd specified for the user to download advertising content (Fig. 3). In case of insufficient channel bandwidth i.e. I <Iadd = false if necessary, taking into account the operator’s business cases and available bandwidth, the OSR platform software algorithm implements omnichannel subscriber notification logic. This logic allows you to build sequences from different channels (SMS, USSD, IVR, PUSH, instant messengers, social networks) in order to minimize the cost of each communication, thereby saving communication with the subscriber. Interaction with the client over punctures of the SMS USSD signaling signal network of the GSM operator is possible due to the interaction of the additional services node with the SMSC of the operator (not shown in Fig. 1) through the mobility management node. For example, sequentially, messages are first sent to the PUSH notification, if the recipient does not have the application or the PUSH message was not delivered - the system sends a message via messenger, if the recipient does not have this messenger or if the message does not arrive for a specified period of time, it is sent via SMS. Interaction with the subscriber data server provides the ability to notify the subscriber in accordance with the current state of the subscriber device - for example, the screen is active and there is an active TCP / IP exchange or the screen is inactive and there is a quick cell change, and a handsFree device is connected to the UE. The OCP logic can in one case implement a PUSH notification, in another IVR, or SMS notification, supplement the IVR message with an interactive PUSH notification to ensure client redirection to the required resource. If I <Iadd = true i.e. the free bandwidth is sufficient for displaying advertising, the host program for the additional services node implements the SSP (Supply Side Platform) logic of advertising networks for providing web space for advertising. Execution of the SSP logic algorithm and the DSP platform on the same physical server or remotely in accordance with the logic of the CDN infrastructure significantly reduces auction time by reducing the time of the SSP request - DSP response (ping). DSP platform on MSISDN of the subscriber from the header of the HTTP packet receives from the DMP platform targeted user data for the purpose of an advertising auction. The DMP platform stores user segmented data in terms of assigning it to a particular marketing group. Unlike third-party client data management platforms, DMP data of the additional services node 8 is “enriched” due to the interaction of the DSP with the operator's subscriber data server. Due to this, the subscriber data is focused and his marketing profile is specified. The interaction of the DSP platform with the subscriber database also provides real time subscriber data on his behavior in the network of the telecom operator. This, in turn, allows the DSP module to conduct more targeted auctions among advertisers, based on a large amount of user data, which means to request fewer third-party DSPs and reduce the load on the network. During busy hours of the PRN on the operator’s network I <Irtb = false, the DSP component sells directly DSP → directDeal advertising content without an auction using one external DSP, or WB gives out an additional service management node 8 advertising content pre-stored (cached) to DSP . If I <Irtb = true, the control program of the additional services node launches a puncture advertising auction with a poll of third-party DSPs, taking into account their response speed (ping), in this case, the location of POPs of third-party DSPs plays an important role. Connecting the DSP platform with third-party ad networks outside the operator’s gateway node allows you to access external DSP SSPs bypassing the gateway node and save its bandwidth. Further, the OCP software algorithm optimizes subscriber information.

In another embodiment of the implementation of a mobile advertising system, the code DPI, DSP, DMP, OCP platforms under the control of software architecture can be performed on the equipment SSP, SCP, GW nodes of the cellular network or run remotely under the control of the software architecture of these nodes. At the same time, the standard SSP host performs the logic of integrating switching channels with the OCP subscriber. In this embodiment, the operation of the system is carried out similarly. This option is suitable for more efficient optimization of the location of POP (points of presence) equipment of a cellular network.

In accordance with the business cases of the telecom operator, at the request of the subscriber, the operator may not conduct an advertising auction, limiting itself to blocking third-party advertising.

The device of the proposed mobile advertising system due to:

- blocking third-party advertising;

- execution of SSP and DSP logic on the same equipment within the operator’s network or remotely in accordance with the logic of the CDN network infrastructure;

- interaction of the DMP platform with the database of subscribers of the telecommunications operator;

- the implementation of direct sales of directDial advertising without conducting a survey of several external DSPs or loading cached advertising content to the user in CNN;

- implementation of the OCP logic for choosing the optimal channel for advertising delivery taking into account the available bandwidth

allows the operator to manage their own available bandwidth in addition to the measures taken at the PCEF of the gateway node and achieve an increase in the speed of data delivery to the subscriber. The operating experience of the proposed system showed a 10-15% reduction in the load on the communication channels of the cellular network, depending on the state of traffic. An additional effect of such a network architecture is to expand the marketing (personalized) capabilities of the mobile operator in relation to subscribers in terms of advertising cases and cases of intelligent communication with subscribers.

Claims (20)

1. Mobile advertising system, consisting of at least one switching center, at least one billing center, at least one billing support node, at least one gateway node, at least one subscriber data storage node, at least one mobile device, as well as at least one additional service management node, characterized in that the additional service management node is configured to block third-party advertising, execute a log distribution distribution of SSP (Supply-Side Platform) advertisements and DSP (Demand Side Platform) advertising message placement logic, execution of DMP (Data Management Platform) audience data processing logic and its interaction with the cellular operator’s subscriber database, storage (caching) of advertising content and loading it into the user's web browser without executing the logic of accessing several external DSP (Demand Side Platform). 2. A mobile advertising system consisting of at least one switching center, at least one billing center, at least one billing support node, at least one gateway node, at least one subscriber data storage node, at least one one mobile device, as well as at least one additional service control node, characterized in that the additional service control node is configured to implement switching channel integration logic ii subscriber with OCP (Omni-Channel Platform) for choosing an optimum channel communicating advertisements, wherein advertising channel communicating the subscriber selection logic is performed based on available bandwidth basic cellular network. 3. The mobile advertising system according to claim 1, characterized in that the additional service control node is located inside the core cellular communication network and is connected directly to the gateway node. 4. The mobile advertising system according to claim 1, characterized in that the additional service control node is located inside the core cellular network and is connected directly to the billing support node of the core cellular network. 5. The mobile advertising system according to claim 1, characterized in that the additional service control node is virtual. 6. The mobile advertising system according to claim 1, characterized in that the additional service control node is configured to save (cache) advertising content. 7. The mobile advertising system according to claim 1, characterized in that the point of presence of technical data processing means that implement the distribution logic of the advertisements SSP (Supply-Side Platform) and the logic of the placement of advertising messages DSP (Demand Side Platform) is located on the same equipment inside core cellular network. 8. The mobile advertising system according to claim 1, characterized in that the point of presence of technical data processing means that implement the distribution logic of the SSP (Supply-Side Platform) advertisements and the DSP (Demand Side Platform) advertising message placement logic is located outside the cellular core network communication in accordance with the logic of the network infrastructure for the delivery of content CDN (Content Delivery Network). 9. The mobile advertising system according to claim 1, characterized in that the point of presence of technical data processing means that perform the logic of processing classroom data DMP (Data Management Platform) and its interaction with the database of subscribers of a cellular operator is located inside the core cellular network. 10. The mobile advertising system according to claim 1, characterized in that the point of presence of technical data processing means that fulfill the logic of processing the audience data of DMP (Data Management Platform) and its interaction with the database of subscribers of the cellular operator is located outside the core cellular network in in accordance with the logic of the network infrastructure for the delivery of content CDN (Content Delivery Network). 11. The mobile advertising system according to claim 1, characterized in that the point of presence of the technical means of data processing that perform the logic of saving (caching) advertising content is located inside the core cellular communication network. 12. The mobile advertising system according to p. 1, characterized in that the point of presence of technical means of preserving the processing of data that fulfill the logic of storing (caching) advertising content is located outside the core cellular communication network in accordance with the logic of the CDN (Content Delivery Network) content delivery network ) 13. The mobile advertising system according to claim 1, characterized in that the point of presence of technical data processing means that execute the loading logic of the user’s web browser of the advertising content without executing the logic of accessing several external DSPs (Demand Side Platform) is located inside the core cellular communication network. 14. The mobile advertising system according to claim 1, characterized in that the point of presence of technical data processing means that execute the loading logic of the user’s web browser of the advertising content without executing the logic of accessing several external DSPs (Demand Side Platform) is located outside the core cellular communication network in in accordance with the logic of the network infrastructure for the delivery of content CDN (Content Delivery Network). 15. The mobile advertising system according to claim 2, characterized in that the point of presence of technical data processing means that implement the logic of integrating switching channels with an OCP subscriber (Omni-Channel Platform) for selecting the optimal advertising delivery channel is located inside the core cellular communication network. 16. The mobile advertising system according to claim 2, characterized in that the point of presence of technical data processing means that implement the logic of integrating the switching channels with the OCP subscriber (Omni-Channel Platform) for selecting the optimal advertising communication channel is located outside the core cellular communication network in accordance with the logic of the CDN (Content Delivery Network) content delivery network infrastructure. 17. The mobile advertising system according to claim 1, characterized in that the advertising messages are made in visual form. 18. The mobile advertising system according to claim 1, characterized in that the advertising messages are made in audiovisual form. 19. The mobile advertising system according to claim 1, characterized in that the advertising messages are made in text form. 20. The mobile advertising system according to claim 1, characterized in that the advertising messages are made in a combined form.

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