EA039780B1 - Mobile advertising system - Google Patents

Abstract

The invention relates to the field of telecommunications and communications, in particular to systems which can be used in cellular networks for providing additional communication services, and is intended for increasing the speed of transmission of packet data and supplying same to a subscriber in an internal operator network. The proposed system provides control of an available bandwidth of communication channels of an internal operator network by monitoring incoming TCP/IP traffic in an additional node of a cellular network, said node allowing editing of external advertising content, accelerated production of a targeted advertisement in accordance with data of subscribers of the cellular network, and effective delivery of said targeted advertisement to subscribers. The proposed functionality of the mobile advertising system can be focused on the standardized networking network nodes GSM and LTE.

Description

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 their delivery to a subscriber in the operator's internal network.

The global Internet is dominated by WWW service traffic transmitted over the TCP/IP protocol. A web page belongs to the 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 is a resource in the global network, and communication between them at the application level is established via the HTTP protocol according to 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 accesses the network from a smartphone. This segment is growing most dynamically along with Smart-TV. This trend is observed all over the world. In general, according to Cisco, Internet traffic doubles every two years.

It is known that the speed of information transfer between devices is determined primarily by the channel speed - the number of bits of useful and service information per unit of time, as well as the waiting time for the first bit of information to the recipient. The amount of information passing through the communication channel I=CT, where C is the channel bandwidth (bit/s), T is the data transfer time (s). The bandwidth of a data transmission channel, which determines the maximum possible data transmission rate over it, depends on the bandwidth and signal-to-noise ratio according to the well-known Shannon formula 5

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

To increase the throughput of channels, technical solutions are being taken at the hardware level. IPoDWDM technology is known, which combines the properties of IP technology and network resource separation technology based on DWDM (Dense Wave Division Multiplexing), the technology allows four times the bandwidth in optical networks without resorting to equipment replacement. One of the possible ways to solve the problem of rapid growth of traffic in mobile networks can be the use of advanced technology for multi-streaming of multimedia content (evolved Multimedia Broadcast / Multicast Service, eMBMS), it is known that the throughput of communication lines depends on the method of data transmission.

To increase the packet data rate and improve QoS (Quality Of Service) quality of service, taking into account the available channel bandwidth, operators use DPI-based solutions - labeling prioritization and traffic shaping. Operators implement different priority policies - limit the overall traffic speed for each category (web, video, p2p, IM, etc.) up to blocking or allocate a bandwidth for each type of traffic, taking into account the speed guaranteed 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 from large vendors are known - Cisco SCE, Huawei - SIG9800, Juniper - VXA, there are solutions from lesser known manufacturers.

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

To reduce the load on TCP / IP networks by reducing the amount 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 variety, it seems most reasonable to save advertising traffic, which, according to various estimates, is up to 50% of the total volume. At the same time, the operator must 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.

There is a well-known PCT patent application dated January 15, 2015 PCT/CN2015/070774, which provides for the introduction of a notification forwarding policy to the user within the framework of cellular communications, depending on the state of the MS subscriber device. For example, if the screen of the subscriber device is turned off and 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 notification audio data is encapsulated in the available TCP / IP session of the subscriber , for example, about a missed call.

The disadvantage of such a solution for informing the subscriber is the absence of any solutions in terms of saving the traffic of the operator's networks, and the choice of the method of notifying the subscriber does not take into account the load of the operator's network.

A known method and system of advertising, an advertising management server and a mobile device, patent of the Russian Federation dated March 14, 2007 No. 2434295, which proposes a method and advertising system for displaying advertising messages on the screen of a mobile device, which are selected in accordance with information available about the user as a participant in the game, providing participation in a multiplayer game. Advertising messages are removed from the screen when the participant has paid to participate 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 gaming application;

the need to install the game and updates;

payment by bank card to block ads;

advertising only within the gaming application;

selection of an advertising message depending on information about the user only as a participant in the game;

the inability of the operator to choose an advertiser to display ads.

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

The goal is achieved through a mobile advertising system consisting of interacting 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 at least one mobile device, as well as at least one additional service control node, configured to block third-party advertising, execute SSP (Supply-Side Platform) advertising distribution logic and DSP (Demand Side Platform) advertising message placement logic, execute processing logic classroom data DMP (Data Management Platform) and its interaction with the database of subscribers of the mobile operator, saving (caching) advertising content and loading it into the user's web browser without executing the logic of accessing several external DSPs (Demand Side Platform). And also with the possibility of implementing the logic for integrating switching channels with the subscriber OCP (Omni-Channel Platform) to select the optimal channel for delivering advertising, and the logic for choosing a channel for delivering advertising to the subscriber is performed taking into account the available bandwidth of the core cellular network. Moreover, the additional service control node is located inside the core cellular network and connected directly to the gateway node or to the billing support node of the core cellular network, can be made in a virtual version with the ability to save (cache) advertising content. And the points of presence of technical means of data processing that perform the logic of distribution 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 the mobile operator communication, the logic of saving (caching) advertising content, the logic of loading advertising content to the user's web browser without executing the logic of accessing several external DSPs (Demand Side Platform) and the logic of integrating switching channels with the OCP (Omni-Channel Platform) subscriber to select the optimal channel for delivering advertising located on the same equipment inside the core cellular network or outside the core cellular network in accordance with the logic of the CDN (Content Delivery Network) content delivery network infrastructure. And advertising messages are made in visual, audiovisual, textual or combined form.

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

In FIG. 2 shows a diagram of the operation of the 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, LTE standards - a mobility management node (MSC, MME) 1, which generally performs standard SSP functions - switching, signaling, authentication, handover, etc. , gateway node (gateway MSC, S-GW) 2, which performs the GW (getaway) function of interaction with external networks, billing node (MSC, PCRF) 3, which determines subscriber policies and generally performs SCP (Service Control Point) functions, charging in accordance with them, bills to subscribers and monitors QoS parameters, a billing support node (SGSN, PGW) 4, which implements user policies, which also performs the functions of SCP, a subscriber data server (VLR, HSS, AUC, EIR) 5, which is a large base subscriber data, base stations (BTS, ENodeB) 6, connecting subscriber device (MS, UE) 7 with the operator's network, and an additional service control node (VAS) 8.

The additional service control node 8 is a software and hardware complex having a standard hardware server architecture, which generally includes

- 2 039780 at least one processor, RAM and ROM, and a network controller. The hardware part of the supplementary services node may contain various components to accelerate the analysis of network traffic FPGA (Field-Programmable Gate Array) FPGAs, ASIC (ApplicationSpecific Integrated Circuit) special-purpose integrated circuits and NP (Network Processors) network processors. The firmware part of the supplementary services node may contain various components and performance improvement technologies known from the prior art, such as DMA, DCA, GPU DMA, etc., and may be implemented in virtual execution.

The software architecture of the value added services node 8, which is the know-how of the applicant, controls the hardware resources of the server, implements the logic of value add services of the cellular network and includes interacting software components - the DPI 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, splash screens, etc.), a DMP (Data Management Platform) a platform for collecting segmentation and managing client data, and an OCP (Omnichannel Platform) a channel integration platform subscriber switching. The OCP platform interacts with the mobility management node to implement subscriber switching channels for SMS USSD services of the GSM signaling network. The DMP platform interacts with the operator's subscriber data storage node 5 and third-party DMPs. The 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 the telecom operator.

The program code of DPI, DSP, DMP, OCP platforms is executed in the memory of the hardware-software 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 POP (point of presence) is chosen in such a way that, taking into account the network topology, the time of mutual request and response and the request-response time of the user's web browser to these nodes is minimal, in In this case, the location of the equipment implements the logic of the CDN (Content Delivery Network) fast content delivery network infrastructure.

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

The operator controls the amount of data passing through its communication channels, including personalized to manage the charging of fees for services rendered. The PCEF (Policy and Charging Enforcement Function) component, which is usually part of the gateway (not shown in Fig. 1), directs the TCP / IP traffic of the established TCP / IP session passing through it to an additional service control node 8. Web browser The WB (Web Browser) of the mobile device (Fig. 2) accesses the URI of the web page (HTTP GET), receives a response from the server (URI POST) and displays the HTML code of the page, while initiating several TCP connections to download advertising content and all kinds of banners used in the design of the web page. The DPI component of the supplementary services node measures the amount of TCP/IP traffic passing through it, breaks TCP/IP sessions for downloading advertising content PDU (Protocol Data Unit) with the FIN (adBlock) flag. For blocking, 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 provided with the current value of network bandwidth utilization I. When the WB of the subscriber device starts downloading advertising content, the software algorithm compares the bandwidth utilization value I with the value Iadd set to allow the user to download advertising content (Fig. 3). In case of insufficient channel bandwidth, i.e. I < Iadd = false The software algorithm of the OCP platform, if necessary, taking into account the business cases of the operator and the available bandwidth, implements the omnichannel subscriber notification logic. This logic allows you to build sequences from various 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 the punctures of the signaling SMS USSD signaling network of the GSM operator is possible due to the interaction of the value-added services node with the operator's SMSC (not shown in Fig. 1) through the mobility management node. For example, messages are first sent to the PUSH notification, if the recipient does not have an application or the PUSH message is not delivered, the system sends a message via messenger, if the recipient does not have this messenger or if the message is not delivered within the specified period of time, the message is sent via the SMS channel. 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 an active TCP / IP exchange is in progress or the screen is inactive and a fast cell change is in progress, 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 inte

- 3 039780 active PUSH notification to ensure that the client is redirected to the required resource. If I < Iadd=true, i.e. free bandwidth is enough to display ads, the control program of the additional services node implements the SSP (Supply Side Platform) logic of advertising networks to provide web space for advertising. Execution of the SSP logic algorithm and DSP platform on the same physical server or remotely in accordance with the CDN infrastructure logic significantly reduces the auction time by reducing the SSP request - DSP response (ping) time. The DSP platform receives targeted user data from the DMP platform via the MSISDN of the subscriber from the HTTP packet header for the purposes of the advertising auction. The DMP platform stores segmented user data in terms of assigning it to a particular marketing group. Unlike third-party DMP client data management platforms, the data of the supplementary service node 8 is enriched by the interaction of the DSP with the operator's subscriber data server. Due to this, the subscriber's data is focused and his marketing profile is specified. The interaction of the DSP platform with the database of subscribers also provides real-time data of the subscriber about 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 fewer third-party DSP requests and less network load. During the hours of the highest load on the operator's network, the I<Irtb=false DSP component implements the direct sale of advertising content DSPI<IrtbdirectDeal without an auction with an appeal to one external DSP, or the WB is given advertising content previously stored (cached) on the DSP of the additional service control node 8 . If I<Irtb=true, the Supplementary Service Node daemon starts a puncture advertising auction polling third-party DSPs based on their ping speed, in which case the POP location of the third-party DSPs plays an important role. Communication of the platform DSP with third-party advertising networks outside the operator's gateway node allows accessing external SSP DSPs bypassing the gateway node and saving its bandwidth. Next, the OCP software algorithm optimizes subscriber information.

In another embodiment of the mobile advertising system, the code of DPI, DSP, DMP, OCP platforms under the control of the software architecture can be executed on the hardware of SSP, SCP, GW nodes of the cellular network or remotely executed under the control of the software architecture of these nodes. In this case, the logic of integration of switching channels with the OCP subscriber is performed by a standard SSP network node. In this variant, the system works in a similar way. This option is useful for more efficient optimization of the location of POPs (Points of Presence) of cellular network equipment.

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 himself to blocking third-party advertising.

The device of the proposed mobile advertising system by 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 telecom operator;

implementation of direct sales of directDial advertising without polling several external DSPs or downloading cached advertising content to the user in the CHN;

implementation of the OCP logic for choosing the optimal advertising delivery channel, 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 has shown a 10-15% reduction in the load on the communication channels of the cellular network, depending on the state of the traffic. An additional effect of such a network architecture is to expand the marketing (personalized) capabilities of the cellular operator in relation to subscribers in terms of advertising cases and cases of intelligent communication with subscribers.

CLAIM

Claims (20)

CLAIM 1. A mobile advertising system consisting of interacting 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 control node, characterized in that the additional service control node is configured to block third-party advertising, execute SSP (Supply-Side Platform) advertising distribution logic and DSP (Demand Side Platform), executing the DMP (Data Management Platform) classroom data processing logic and interacting with the mobile operator's subscriber database, saving (caching) advertising content and loading it into the user's web browser without executing the logic of accessing several external DSPs (Demand side platform). - 4 039780 2. Mobile advertising system, consisting of interacting 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 control node, characterized in that the additional service control node is configured to implement the logic for integrating switching channels with the OCP (OmniChannel Platform) subscriber to select the optimal channel for delivering advertising, and the logic for selecting the channel for delivering advertising advertising to the subscriber is carried out taking into account the available bandwidth of the core cellular network. 3. The mobile advertising system according to claim 1, characterized in that the additional service control node is located within the core cellular 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 within 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 made in a virtual version. 6. The mobile advertising system according to claim 1, characterized in that the additional service control node is configured to save (cache) the advertising content. 7. The mobile advertising system according to claim 1, characterized in that the point of presence of the technical data processing means that perform the SSP (SupplySide Platform) advertising distribution logic and the DSP (Demand Side Platform) advertising message placement logic is located on the same equipment within the core network cellular communication. 8. The mobile advertising system according to claim 1, characterized in that the point of presence of the technical data processing means that perform the SSP (SupplySide Platform) advertising distribution logic and the DSP (Demand Side Platform) advertising message placement logic is located outside the core cellular network in in accordance with the logic of the CDN (Content Delivery Network) content delivery network infrastructure. 9. The mobile advertising system according to claim 1, characterized in that the point of presence of the technical data processing means that performs the logic for processing audience data DMP (Data Management Platform) and its interaction with the database of mobile operator subscribers is located within the core cellular network. 10. The mobile advertising system according to claim 1, characterized in that the point of presence of technical means of data processing that performs the logic of processing audience data DMP (Data Management Platform) and its interaction with the database of mobile operator subscribers is located outside the core cellular network in in accordance with the logic of the CDN (Content Delivery Network) content delivery network infrastructure. 11. The mobile advertising system according to claim 1, characterized in that the point of presence of the technical means of data processing that performs the logic of saving (caching) advertising content is located within the core cellular network. 12. The mobile advertising system according to claim 1, characterized in that the point of presence of technical means for storing data processing that performs the logic for saving (caching) advertising content is located outside the core cellular network in accordance with the logic of the CDN (Content Delivery Network) content delivery network infrastructure ). 13. The mobile advertising system according to claim 1, characterized in that the point of presence of technical means of data processing that performs the logic of downloading advertising content to the user's web browser without executing the logic of accessing several external DSPs (Demand Side Platform) is located within the core cellular network . 14. The mobile advertising system according to claim 1, characterized in that the point of presence of technical means of data processing that performs the logic of downloading advertising content to the user's web browser without executing the logic of accessing several external DSPs (Demand Side Platform) is located outside the core cellular network in accordance with the logic of the CDN (Content Delivery Network) content delivery network infrastructure. 15. The mobile advertising system according to claim 2, characterized in that the point of presence of data processing technical means that implement the logic of integrating switching channels with the OCP (Omni-Channel Platform) subscriber to select the optimal advertising delivery channel is located within the core cellular network. 16. The mobile advertising system according to claim 2, characterized in that the point of presence of technical means of data processing that implements the logic of integrating switching channels with an OCP (Omni-Channel Platform) subscriber to select the optimal channel for delivering advertising is located outside the core cellular network in accordance with the logic of the CDN (Content Delivery Network) content delivery network infrastructure. - 5 039780 17. The mobile advertising system according to claim 1, characterized in that the advertising messages are made in a visual form. 18. The mobile advertising system according to claim 1, characterized in that the advertising messages are in audiovisual form. 19. The mobile advertising system according to claim 1, characterized in that the advertising messages are in text form. 20. The mobile advertising system according to claim 1, characterized in that the advertising messages are made in a combined form.