GB2503287A

GB2503287A - Enabling advertising content delivery in a telecommunications network

Info

Publication number: GB2503287A
Application number: GB1211175.3A
Authority: GB
Inventors: Jon Baldachin; Raif Awaida
Original assignee: 5th Tier Ltd
Current assignee: 5th Tier Ltd
Priority date: 2012-06-22
Filing date: 2012-06-22
Publication date: 2013-12-25
Also published as: GB201211175D0

Abstract

Methods, apparatus, computer software, and computer program products are provided for enabling advertising content delivery in a telecommunications network. The telecommunications network 100 comprises a service provider network 104 operated by a service provider responsible for providing telecommunications services to a plurality of subscriber client devices each having an associated subscriber. The service provider network comprises a subscriber profile database 112 containing subscriber profile data specific to each subscriber client device and/or associated subscriber. The method comprises, at an entity 110 in the service provider network: receiving, from a subscriber client device 102 in the plurality, an advertisement content request; transmitting the advertisement content request to an advertisement server entity 108 located outside the service provider network; receiving, from the advertisement server entity, an advertisement content response in relation to the transmitted advertisement content request; transmitting the advertisement content response to the subscriber client device; performing a lookup in the subscriber profile database 112 for the subscriber client device in the plurality and/or the associated subscriber; and modifying, prior to the respective transmittal, at least one of the advertisement content request and the advertisement content response according to the results of the lookup.

Description

Network Communications

Technical Field

The present invention relates to network communications. In particular, but not exclusively, the present invention relates to enabling advertising content delivery in a telecommunications network.

Background

Users who wish to access data stored at a remote location typically do so via a telecommunications network, such as the internet. In order to transmit and receive data via a telecommunications network, users conventionally subscribe to a telecommunications service provided by a service provider. A telecommunications service typically provides access to a telecommunications network for a given subscriber client device, or a group of subscriber client devices associated with a given subscriber. The service provider network typically performs subscriber authentication and comprises a routing fabric for routing traffic between an authenticated subscriber and the wider telecommunications network. A service provider may comprise a carrier, a mobile network operator (MNO) or an internet service provider (ISP). Subscriber client devices may include personal computers, laptop computers, mobile telephones (including "smart phones"), tablet computers, personal digital assistants, etc. Figure 1 shows an example of a conventional telecommunications network 100. A subscriber client device 102 may initially access a service provider network part 104 of the telecommunications network 100, which contains various entities provisioned by the service provider (not shown). Such service provider entities may be responsible for authentication of subscribers / subscriber client devices, access management, billing, etc. The service provider network 104 also typically acts as a gateway between subscriber client device 102 and a wider network 106, such as the public internet. The wider network 106 is, at least in part, used to route data between service provider network 104 and one or more server entities 108.

Telecommunications network 100 may also comprise a number of further network parts (not shown), and a number of border/gateway/caching entities (not shown) used to translate between the various network protocols used in each network part where necessary, cache and serve commonly accessed data so as to reduce load between network parts, and!or manage access to each network part.

Access to data via telecommunications network 100 is typically enabled using browser software or other applications (hereinafter "a browser") on subscriber client device 102. Other applications on subscriber client device 102 may include games or software utilities that also req uire access to content via telecommunications network 100. For example, some applications accrue revenue by displaying advertisement content to their users. Such advertisement content is typically regularly updated and hosted at a server entity in telecommunications network 100. The application may therefore require access to the server entity via telecommunications network 100 in order to obtain up-to-date advertisement content to display to its users.

A browser enables subscriber client device 102 to take part in a browser session, which comprises a series of one or more requests and responses made to and received from one or more remote entities, such as server entity 108, via telecommunications network 100. A browser may be used to view web pages, obtain files, conduct services such as instant messaging, etc. via telecommunications network 100. Browser session requests and responses typically comprise one or more data packets. Such packetized data is formatted and transported according to one or more network protocols, used in a given part of the network.

Figure 2 shows an example of a conventional request and response message flow used to obtain data from a server entity 108 over telecommunications network at subscriber client device 102. At step 2a, a request for data is transmitted in the form of a browser session request from subscriber client device 102 into telecommunications network 100, directed at server 108 (for example using a uniform resource locator (URIL) or internet protocol (IP) address). Telecommunications network 100 then routes the browser session request to server entity 108 as shown in step 2b; such routing is known in the art and may involve steps such as performing a domain name system (DNS) lookup (not shown) and forwarding by one or more network nodes (not shown).

Server entity 108 then processes the browser session request in order to generate a corresponding browser session response. The response may comprise a session control information such as status, and/or data such as web page or a web page element (such as an advert or image) if the browser session request requested such. At step 2c, server entity 10 transmits the generated browser session response into telecommunications network 100, directed at subscriber client device 102.

Telecommunications network 100 then routes the browser session response to subscriber client device 102 as shown in step 2d.

Some browser sessions may contain a series of muhiple browser session requests and browser session responses. This will be the case, for example, if the subscriber browses to multiple web pages consecutively in the given browser session.

Often, a series of multiple requests and responses will be required to view a single web page. This is particularly true if different elements of the web page are hosted at different server entities. A common example is encountered when a web page includes one or more advertisement content elements.

Figure 3 shows an example of a conventional telecommunications network 100, wherein the various elements of a given web page are hosted across multiple server entities lO8a and 108b. The functionality of subscriber client device 102, service provider network part 104, and wider network part 106 are the same as described previously in relation to Figure 1. However, telecommunications network now comprises multiple server entities lOSa and lOSb. According to this example, server entity lOSa comprises a primary (page) server entity, which hosts a given web page. Primary (page) server entity I 08a may be associated with a content publisher or similar entity. Server entity 108b comprises a secondary (clement) server entity, which hosts one or more elements of the given web page hosted by primary (page) server entity 108a. Secondary (element) server entity 108b may be associated with a third party content supplier, an advertiser or similar entity.

Figure 4 shows an example of a conventional request and response message flow used to obtain a complete web page hosted across multiple server entities 108a and 108b via telecommunications network 100 at subscriber client device 102. At step 4a, a browser session request for the given web page is transmitted from subscriber client device 102 into telecommunications network 100, in this case using a URL. for the desired web page. Telecommunications network 100 then routes the browser session request to primary (page) server entity 108a as shown in step 4b, for example by performing a DNS lookup for the requested IJRL to obtain an IP address for primary (page) server entity 108a.

Primary (page) server entity 108a then processes the browser session request of step 4b in order to generate a corresponding browser session response. In this case, the response comprises a web page, which may include some but not all of the web page elements required to view the complete requested web page. For the one or more web page elements that are missing, primary (page) server entity lOSa inserts instructions into the browser session response which serves to direct subscriber client device 102 to obtain the missing web page elements from secondary (element) server lOSb. Such instructions may comprise one or more further URLs for the missing web page elements. At step 4c, primary (page) server entity lOSa transmits the generated browser session response into telecommunications network 100, directed at subscriber client device 102. Telecommunications network 100 then routes the browser session response to subscriber client device 102 as shown in step 4d.

Upon receipt of browser session response 4d, subscriber client device 102 is able to display (or render') part of the requested web page. However, in order to display the complete requested web page, subscriber client device 102 must request the missing elements of the web page from secondary (element) server entity 108b.

Hence, in step 4e, a browser session request for the one or more missing web page elements is transmitted from subscriber client device 102 into telecommunications network 100, in this case using a URL for the desired web page elements.

Telecommunications network 100 then routes the browser session request of step 4e to secondary (element) server entity lOSb as shown in step 4f, for example by performing a further DNS lookup for the requested URL to obtain an IP address for secondary (element) server entity I 08b.

Secondary (element) server entity lOSb then processes the browser session request of step 4f in order to generate a corresponding browser session response. In this case, the response comprises the one or more missing web page elements required to render the complete previously requested web page. At step 4g. secondary (element) server entity lOSb transmits the generated browser session response into telecommunications network 100, directed at subscriber client device 102.

Telecommunications network 100 then routes the browser session response of step 4g to subscriber client device 102 as shown in step 4h. Upon receipt of browser session response 4h, subscriber client device 102 is able to display the entirety of the originally requested web page.

In some circumstances, the browser session response from primary (page) server lOSa may include instructions which serve to direct subscriber client device 102 to obtain multiple missing web page elements from each of a plurality of secondary (element) server entities. In some circumstances, the browser session response from secondary (element) server lOSb may include instructions which serve to direct subscriber client device 102 to obtain further missing web page elements from one or more tertiary server entities, and so on.

The examples above give an outline of conventional methods and systems for processing browser sessions in a telecommunications network. However, it is an object of the present invention to provide improved methods and systems for processing browser sessions in a telecommunications network.

Summary

In accordance with first embodiments, there is a method of enabling advertising content delivery in a telecommunications network, the telecommunications network comprising a service provider network operated by a service provider responsible for providing telecommunications services to a plurality of subscriber client devices each having an associated subscriber, the service provider nctwork comprising a subscribcr profile database containing subscriber profile data specific to each subscriber client device and/or associated subscriber, the method comprising, at an entity in the service provider network: receiving, from a subscriber client device in the plurality, an advertisement content request; transmitting the advertisement content request to an advertisement server entity located outside the service provider network; rccciving, from the advertisement scrvcr entity, an advertisement content response in relation to the transmitted advertisement content request; transmitting the advertisement content response to the subscriber client device; performing a lookup in the subscriber profile database for the subscriber client device in the plurality and/or the associated subscriber; and modifying, prior to the respective transmittal, at least one of the advertisement content request and the advertisement content response according to the results of the lookup.

In accordance with second embodiments, there is apparatus for use in enabling advertising content delivery in a telecommunications network, the telecommunications network comprising a service provider network operated by a service provider responsible for providing telecommunications services to a plurality of subscriber clicnt devices each having an associatcd subscribcr, the service provider network comprising a subscriber profile database containing subscriber profile data specific to each subscriber client device and/or associated subscriber, the apparatus comprising at least one processor, and at least one memory including computer program code, the at least one memory and the computer program code being configured to, with the at least one processor, cause the apparatus at least to, at an entity in the service provider network: rcccivc, from a subscriber client device in the plurality, an advertisement content request; transmit the advertisement content request to an advertisement server entity located outside the service provider network; receive, from the advertisement server entity, an advertisement content response in relation to the transmitted advertisement content request; transmit the advertisement content response to the subscriber client device; perform a lookup in the subscriber profile database for the subscriber client device in the plurality and/or the associated subscriber; and modify, prior to the respective transmittal, at least one of the advertisement content request and the advertisement content response according to the results of the lookup.

In accordance with third embodiments, there is computer software adapted to perform a method for enabling advertising content delivery in a telecommunications network, the telecommunications network comprising a service provider network operated by a service provider responsible for providing telecommunications services to a plurality of subscriber client devices each having an associated subscriber, the service provider network comprising a subscriber profile database containing subscriber profile data specific to each subscriber client device and!or associated subscriber, the method comprising, at an entity in the service provider network: receiving, from a subscriber client device in the plurality, an advertisement content request; transmitting the advertisement content request to an advertisement server entity located outside the service provider network; receiving, from the advertisement server entity, an advertisement content response in relation to the transmitted advertisement content request; transmitting the advertisement content response to the subscriber client device; performing a lookup in the subscriber profile database for the subscriber client device in the plurality and/or the associated subscriber; and modifying, prior to the respective transmittal, at least one of the advertisement content request and the advertisement content response according to the results of the lookup.

In accordance with fourth embodiments, there is a method of enabling advertising content delivery in a telecommunications network, the telecommunications network comprising a service provider network operated by a service provider responsible for providing telecommunications services to a plurality of subscriber client devices each having an associated subscriber, the service provider network comprising a subscriber profile database containing subscriber profile data specific to each subscriber client device and/or associated subscriber, the method comprising, at an entity in the service provider network: receiving, from a subscriber client device in the plurality, an advertisement content request; transmitting the advertisement content request to an advertisement server entity located inside the service provider network; receiving, from the advertisement server entity, an advertisement content response in relation to the transmitted advertisement content request; transmitting the advertisement content response to the subscriber client device; performing a lookup in the subscriber profile database for the subscriber client device in the plurality and/or the associated subscriber; and modifying, prior to the respective transmittal, at least one of the advertisement content request and the advertisement content response according to the results of the lookup.

Further features and advantages of the invention will become apparent from the following description of preferred embodiments of the invention, given by way of example only, which is made with reference to the accompanying drawings.

Brief Description of thc Drawings

Figure 1 shows a system diagram according to the prior art; Figure 2 shows a flow diagram according to the prior art; Figure 3 shows a system diagram according to the prior art; Figure 4 shows a flow diagram according to the prior art; Figure 5 shows a system diagram according to embodiments; Figure 6 shows a flow diagram according to embodiments; Figure 7 shows a system diagram according to embodiments; Figure 8 shows a flow chart according to embodiments.

Detailed Description

Embodiments of the present disclosure introduce an intermediate entity into a service provider network between a plurality of subscriber client devices and the wider network, whereby to enable the modification of standard traffic processing to enable enhanced advertising content delivery.

Figure 5 shows a telecommunications network 100 according to embodiments of the present disclosure. Telecommunications network 100 comprises at least service provider network part 104 and wider network part 106. Telecommunications network may additionally comprise further network parts (not shown), and or border/gateway/caching entities (not shown) for translating between the various network protocols used in each network part, caching and serving commonly accessed data so as to reduce load between network parts and/or managing access to each network part. Service provider network part 104 is responsible for providing telecommunications services to a plurality of subscriber client devices, including at least subscriber client device 102. A subscriber client device may be configured to communicate voice and data. Examples of subscriber client devices may include personal computers, laptop computers, mobile telephones (including "smart phones"), tablet computers, personal digital assistants, etc. According to embodiments, service provider network part 104 comprises a carrier network operated by a carrier. According to embodiments, service provider network part 104 comprises a mobile network (which may be in the form of a cellular network) operated by a mobile network operator (MNO). According to embodiments, scrvicc provider nctwork part 104 comprises an internet scrvicc provider network operated by an internet service provider (ISP). Service provider network part 104 also comprises subscriber profile database 112. Subscriber profile database 112 stores subscriber profile data for a plurality of subscriber client devices and/or associated subscribers. Wider network part 106 is responsible for routing traffic (e.g. packetized data traffic encoded according to the Hypertext Transfer Protocol (HTTP)) to and from one or more server entities accessible via wider network part 106, including at least advertisement server entity 108.

An intermediate entity 110 is introduced into service provider network 104 between subscriber client device 102 and wider network part 106. Intermediate entity 110 may be physically located in service provider network 104, or logically located in service provider network 104 through the use of, for example, a virtual or backhaul privatc network, but physically located/hosted clscwhcrc. Service provider network 104 is adapted to route traffic between subscriber client device 102 and wider network part 106 via intermediate entity 110. Intermediate entity 110 is adapted to communicate with subscriber profile database 112 whereby to be able to perform a lookup in subscriber profile database 112 for a given subscriber client device and/or associated subscriber. According to embodiments, this lookup is performed on the basis of a unique identifier associated with the subscriber client device, such as a Mobile Subscriber Integrated Services Digital Network Number (MSISDN) or an International Mobile Equipment Identity (IMEI) number. According to embodiments, this lookup is performed on the basis of a unique identifier for the subscriber associated with the given subscriber client device, such as a registration number or user name. Intermediate entity 110 is configured to process traffic according to the rcsults of such a lookup in subscriber profile database 112. According to embodiments, the contents of subscriber profile database 112 are defined by the service provider. In accordance with the results of the lookup in subscriber profile database 112, modifications may be made to one or more advertising content requests and/or advertising content responses between a subscriber client device 102 and one or more server entities, such as advertisement server entity 108.

By modifying one or more advertising content requests and/or advertising content responses at intermediate entity 110 in service provider network part 104, cmbodimcnts arc in contrast to known modification tccbniqucs whcrcin modification is performed by one or more of: a browser on a subscriber client device (according to code miming locally on the browser), a server (during construction of a advertising content response), a border entity responsible for managing access to a given network part, a gateway entity responsible for translating between network protocols used in different network parts, a caching entity responsible for caching and sewing data commonly requested between network parts, a network device outside of the carrier entity, or an encoding entity responsible for modit,ing advertising content traffic for efficient routing. Thus, in certain embodiments, the modification is not performed by a browser on a subscriber client device, by a server during construction of a advertising content response, a border entity responsible for managing access to a given network part, a gateway entity responsible for translating between network protocols uscd in diffcrcnt nctwork parts, a caching cntity responsible for caching and serving data commonly requested between network parts, a network device outside of the carrier entity, and/or an encoding entity responsible for modifying advertising content traffic for efficient routing.

Further, according to embodiments, by modifying one or more advertising content requests and/or advertising content responses at intermediate entity 110 in service provider network part 104, the received advertising content requests and advertising content responses comprise sufficient information to enable routing between subscriber client device 102 and wider network part 106 prior to modification by intermediate entity 110. This is in contrast to the known modification techniques described above, wherein modification at the mentioned locations takes place during the generation of the given advertising content request/advertising contcnt response, or during modification for conventional traffic routing opcrations.

According to embodiments, service provider network 104 comprises a routing fabric, responsible for routing traffic between subscriber client device 102 and wider network part 106. The service provider network 104 may include a routing system that selects the route for calls or data. According to embodiments, intermediate entity is located in the routing fabric of service provider network 104. Conventionally, the routing fabric of the service provider network is reserved for routing only, and not thc modification of advertising content traffic. However, embodiments adapt the routing fabric through the introduction of intermediate entity 110.

Figure 6 illustrates the operation of intermediate entity 110 in the context of obtaining advertising content at subscriber client device 102 from advertisement server entity 108. At step 6a, an advertisement content request is transmitted from subscriber client device 102 into telecommunications network 100. The advertisement content request of step ôa could originate from a browser application on subscriber client device 102 and form part of an ongoing browser session, or originate from a non browser application on subscriber client device 102. As service provider network 104 is configured to route all traffic via intermediate entity 110, the advertisement content request is then received at intermediate entity 110 in the service provider network.

Having received the advertisement content request of step 6a, intermediate entity 110 performs a lookup in subscriber profile database 112 located within service provider network 104 for subscriber client device 112 and/or the associated subscriber in step 6b. The results of the lookup are received by intermediate entity 110 from subscriber profile database 112 in step 6c. Intermediate entity 110 then processes the advertisement content request received in step 6a according to the results of the lookup received in step 6c. As a result of the processing, intermediate entity 110 may modify the received advertisement content request at step 600. Having processed the advertisement content request, the processed advertisement content request is then transmitted, in step 6d, to server entity 108.

Upon receipt of the advertisement content request transmitted in step 6d, server entity 108 processes the advertisement content request in order to generate a corresponding advertisement content response. At step 6e, server entity 1 08 transmits the generated advertisement content response into telecommunications network 100, directed at subscriber client device 102. Again, as service provider network 104 is configured to route all traffic via intermediate entity 110, upon entering service provider network 104 the advertisement content response is then received at intermediate entity 110 in the service provider network.

Having received the advertisement content response in step 6e, intermediate entity 110 then processes the received advertisement content response according to the results of the lookup received in step 6c. As a result of the processing, intermediate entity 110 may modify the received advertisement content response at step 602. Having processed the advertisement content response, the processed advertisement content response is then transmitted, in step 6f, to subscriber client device 102.

According to embodiments, the results of the lookup are held in memory of intermediate entity 110 for use in future processing of advertisement content traffic.

Hence, whilst in the example described in relation to Figure 6, the lookup is performed in response to receipt of the advertisement content request of step 6a at intermediate entity 110, in some embodiments, the results of the lookup may already be held in memory of intermediate entity 110 as a result of a previous query of the subscriber profile database performed in relation to the processing of previous traffic.

According to embodiments, wherein the advertising content request forms part of an ongoing browser session, the lookup is performed in response to receipt of a web page request received from subscriber client device 102 prior to receipt of the advertising content request. Hence, where the web page comprises advertisement content that must be obtained in response to a subsequent advertising content request, by performing the lookup in response to receipt of the web page request, the results of the lookup will have already been obtained when the subsequent advertising content request is received.

By defining the data stored in subscriber profile database 112, the service provider is able to provide a number of enhanced browser session processing features compared to conventional advertising content traffic processing.

According to embodiments, by modifying at least one of the advertising content request and the advertising content response, the advertising content processing can be made to cause the subscriber client device to receive modified advertisement content as a result of a modification made to either the advertising content request in step 600 and/or the advertising content response in step 602. In situations where such modification is desirable for an advertiser entity associated with the advertisement server entity, revenue can be obtained from the advertiser entity for carrying out the modification, i.e. on the basis of the modification. In some embodiments, server entity 108 comprises a broker entity rcsponsible for providing advertiscment brokcring services to a plurality of advertiscmcnt server entities (not shown). In some embodiments, the advertiser entity comprises an advertiser network, responsible for serving adverts on behalf of an advertising agency or advertiser.

The modification performed as a result of processing the advertising content traffic according to the results of the lookup in the subscriber profile database may comprise one or more of: deleting a part of the advertisement content request, deleting a part of the advertisement content response, altering a part of the advertisement content request, altering a part of the advertisement content response, adding to the advertisement content request, and adding to the advertisement content response.

This may comprise modifying part of the data, a header or another object such as a cookie.

According to embodiments, the results of the lookup in the subscriber profile database may comprise one or more subscriber advertising content rules associated with the subscriber client device and/or the associated subscriber, which cause the subscriber client device to receive modified advertising content.

According to embodiments, the results of the lookup in the subscriber profile database may comprise one or more restrictions on advertising content which should be applied to the given subscriber client device and/or associated subscriber. Such restrictions might comprise an age related restriction for filtering age-restricted advertising content, a list of advertising content types which should not be delivered or some other form of advertising content filter for preventing delivery of undesired advertising content.

According to embodiments, the results of the lookup in the subscriber profile database may comprise one or more special access requirements associated with the given subscriber client device and/or associated subscriber. For example, the results of the lookup in the subscriber profile database may indicate that the given subscriber is colour blind, in which case the advertising content request may be modified to request advertising content with a suitable colour palette. Further, the results of the lookup in the subscriber profile database may indicate that the given subscriber is deaf; in which case in which case the advertising content request may be modified to advertising content without audio, or with subtitles provided.

According to embodiments, the results of the lookup in the subscriber profile database may comprise a natural language preference associated with the given subscriber client device and/or associated subscriber. By modifying a advertising content request, advertising content can instead be requested in the preferred natural language if available. Alternatively, by modif'ing the advertising content response, the advertising content can be replaced with a translated version of that content.

According to embodiments, the modification may comprise modifying the advertisement content request to include additional data. Hence, when the advertisement content request is received by advertisement server entity 108, advertisement server entity 108 receives further information regarding the advertisement content request, and is thus able to generate a more relevant advertisement content response. In such eases, having further information about the advertisement content request allows the advertisement server entity to serve more highly relevant adverts to the subscriber. More highly relevant adverts can generate more revenue for advertisers. Further, more highly relevant adverts can also lead to increased business value for advertisers or advertisement brokers. Hence, according to embodiments, revenue is obtained from an advertiser entity for carrying out the modification, i.e. on the basis of the modification of the advertisement content request and/or the advertisement content response.

According to embodiments, performing the lookup comprises retrieving, from subscriber database 112, one or more subscriber profile attributes associated with the subscriber client device and/or the associated subscriber. According to embodiments, intermediate entity 110 may modify the advertisement content request to include an indication of one or more of the subscriber profile attributes retrieved from subscriber database 112 in the lookup. Hence, advertisement server entity 108 is informed as to one or more subscriber profile attributes associated with the subscriber client device and/or the associated subscriber, and can thus generate a correspondingly more relevant advertisement content response. According to embodiments, the subscriber profile attributes may identi' a given hobby, topic or interest associated with the subscriber, such as cricket, cars or reading. According to embodiments, the subscriber profile attributes identify a given browsing behaviour characteristic associated with the subscriber, such as a regularly visited website or regularly used service. Such a browsing behaviour characteristic may bc determined by logging and analysing traffic in relation to the given subscriber client device and/or the associated subscriber.

According to embodiments, intermediate entity 110 may modify the advertisement content request to include data representative of the identity of the service provider. Hence, advertisement server entity 108 is informed as to the identity of the service provider that provides a service to the originator of the received advertisement content request, and can thus generate a correspondingly more relevant advertisement content response.

According to embodiments, intermediate entity 110 may modify the advertisement content request to include data representative of the geographical location of the subscriber client device. The geographical location of the subscriber client device can be obtained from known service provider networking operations, such as cell-tower location lookup, and/or cell trilateration. Hence, advertisement server entity 108 is informed of the geographical location of the subscriber client device, and can thus generate a correspondingly more relevant advertisement content response.

According to embodiments, the subscriber database is remotely configurable.

The subscriber database may be configured by a subscriber database administration entity located within the service provider network, for example operated by an employee of the service provider. Altematively, the subscriber database may be configured by a subscriber database administration entity located outside the service provider network, for example operated by a contractor, a subscriber, a law enforcement entity, a regulatory body, etc. In such embodiments, the subscriber databasc may bc rcmotcly configurcd in rcsponsc to reccipt of a subscribcr database configuration message, for example from a subscriber database administration entity.

According to embodiments, intermediate entity 110 is further configured to process advertisement content traffic according to one or more advertisement content processing modification rules. According to embodiments, the advertisement content processing modification rules are defined by the service provider. According to further embodiments, the advertisement content processing modification rules are initially defined by an equipment supplier, with subsequent adyertisement content proccssing modification rules being dcfincd by the service provider. According to further embodiments, the defined advertisement content processing modification rules are configured by a rules administration entity. In such embodiments, modifications may be made to one or more advertisement content requests and/or advertisement contcnt rcsponscs in accordancc with thc rcsults of a lookup in subscribcr profile database 112 and the advertisement content processing modification rules.

In embodiments of the present disclosure, a rules engine is utilised to process the one or more advertisement content requests and/or advertisement content responses according to the advertisement content processing modification rules. In embodiments, a rules engine is comprised in intermediate entity 110, for example in the form of an installed software application.

According to embodiments, intermediate entity 110 holds the one or more advcrtiscmcnt content proccssing modification rules in operating memory. According to some embodiments, intermediate entity 110 obtains at least one of the one or more advertisement content processing modification rules in response to querying a rules database located within the service provider network. In some embodiments, the one or more advertisement content processing modification rules are remotely configurable. The advertisement content processing modification rules may be configured by a ru'es administration entity ocated within thc scrvicc provider network, for example operated by an employee of the service provider. Alternatively, the advertisement content processing modification rules may be configured by a rules administration entity located outside the service provider network, for example operated by a contractor, a subscriber, a law enforcement entity, a regulatory body, etc. In such embodiments, the one or more advertisement content processing modification rules may be remotely configured in response to receipt of a rule configuration message, for example from a rules administration entity.

Figure 7 shows telecommunications network 100 according to embodiments.

The functionality of subscriber client device 102, service provider network part 104, and wider network part 106, server entity 108, intermediate entity 110 and subscriber profile database 112 are the same as described above in relation to Figure 5.

However, in the embodiments shown in Figure 7, service provider network further comprises rules database 118, which contains the one or more advertisement content processing modification rules. Subscriber databasc administration entity 116 is capable of configuring the subscriber profile database by transmitting a subscriber database configuration message to subscriber profile database 112. This may occur via a direct connection to service provider network 104 (as shown) or via wider network part 106. Rules administration entity 120 is capable of configuring the one or more advertisement content processing modification rules by transmitting a rules configuration message to rules database 118. Again, this may occur via a direct connection to service provider network 104 (as shown) or via wider network part 106.

According to embodiments, the advertisement content request received at intermediate entity 110 is directed to a server entity located within the service provider network. In such embodiments, the advertisement content request is transmitted by intermediate entity 110 to the server entity located within the service provider network, and the corresponding advertisement content response is received at intermediate entity 110 from the server entity located within the service provider network. As in previous embodiments, intermediate entity 110 is configured to modify, prior to the respective transmittal, at least one of the browser session request and the advertisement content response according to the results of the lookup.

Figure 8 is a flow diagram that describes embodiments from the perspective of intermediate entity 110. At step 800, an advertisement content request is received from a subscriber client device in the plurality. At step 802, the advertisement content request is transmitted to a server entity located outside the service provider network.

At step 804, an advertisement content response is received from the server entity in relation to the transmitted advertisement content request. At step 806, the advertisement content response is transmitted to the subscriber client device. At step 808, a lookup in the subscriber profile database is performed for the subscriber client device in the plurality and/or the associated subscriber. At step 810, prior to the respective transmittal, at least one of the advertisement content request and the advertisement content response are modified according to the results of the lookup.

Embodiments comprise a method of enabling advertising content delivery in a telecommunications network, the telecommunications network comprising a service provider network operated by a service provider responsible for providing telecommunications services to a plurality of subscriber client devices each having an associated subscriber, thc service provider network comprising a subscriber profile database containing subscriber profile data specific to each subscriber client device and/or associated subscriber, the method comprising, at an entity in the service provider network: receiving, from a subscriber client device in the plurality, an advertisement content request; transmitting the advertisement content request to an advertisement server entity located outside the service provider network; performing a lookup in the subscriber profile database for the subscriber client device in the plurality and/or the associated subscriber; and modifying, prior to the transmittal, the advertisement content request according to the results of the lookiup.

Embodiments comprise a method of enabling advertising content delivery in a telecommunications network, the telecommunications network comprising a service provider network operated by a service provider responsible for providing telecommunications services to a plurality of subscriber client devices each having an associated subscriber, the service provider network comprising a subscriber profile database containing subscriber profile data specific to each subscriber client device and/or associated subscriber, the method comprising, at an entity in the service provider network: receiving, from an advertisement server entity located outside the service provider network, an advertisement content response in relation to an advertisement content request originating from a subscriber client device in the plurality; transmitting the advertisement content response to the subscriber client device; performing a lookup in the subscriber profile database for the subscriber client device in the plurality and/or the associated subscriber; and modifying, prior to the transmittal, the advertisement content response according to the results of the lookup.

Embodiments comprise a method of enabling advertising content delivery in a telecommunications network, the telecommunications network comprising a carrier network operated by a carrier responsible for providing telecommunications services to a plurality of subscriber client devices each having an associated subscriber, the carrier network comprising a subscriber profile database containing subscriber profile data specific to each subscriber client device and/or associated subscriber, the method comprising, at an entity in the carrier network: receiving, from a subscriber client device in the plurality, an advertisement content request; transmitting the advertisement content request to an advertisement server entity located outside the carrier network; receiving, from the advertisement server entity, an advertisement content response in relation to the transmitted advertisement content request; transmitting the advertisement content response to the subscriber client device; performing a lookup in the subscriber profile database for the subscriber client device in the plurality and/or the associated subscriber; and modifying, prior to the respective transmittal, at least one of the advertisement content request and the advertisement content response according to the results of the look up.

The above embodiments are to be understood as illustrative examples of the invention. Further embodiments of the invention are envisaged. For example, whilst the above embodiments have been described in relation to packetized data traffic such as HTTP data, it is to be understood that the methods and systems disclosed herein are also applicable to any similar or equivalent protocol, in particular any request/response based protocol. It is to be understood that any feature described in relation to any one embodiment may be used alone, or in combination with other features described, and may also be used in combination with one or more features of any other of the embodiments, or any combination of any other of the embodiments.

Furthermore, equivalents and modifications not described above may also be employed without departing from the scope of the invention, which is defined in the accompanying claims.

Claims

Claims 1. A method of enabling advertising content delivery in a telecommunications network, the telecommunications network comprising a service provider network operated by a service provider responsible for providing telecommunications services to a plurality of subscriber client devices each having an associated subscriber, the service provider network comprising a subscriber profile database containing subscriber profile data specific to each subscriber client device and/or associated subscriber, the method comprising, at an entity in the service provider nctwork: receiving, from a subscriber client device in the plurality, an advertisement content request; transmitting the advertisement content request to an advertisement server entity located outside the service provider network; receiving, from the advertisement server entity, an advertisement content response in relation to the transmitted advertisement content request; transmitting the advertisement content response to the subscriber client device; performing a lookup in the subscriber profile database for the subscriber client device in the plurality and/or the associated subscriber; and modifying, prior to the respective transmittal, at least one of the advertisement content request and the advertisement content response according to the results of the lookup.
2. A method according to claim 1, wherein the lookup is performed in response to receipt of the advertisement content request.
3. A method according to claim I or 2, wherein the advertisement server entity comprises a broker entity responsible for providing advertisement brokering services to a plurality of advertisement server entities.
4. A method according to any of claims I to 3, wherein the received advertisement content request relates to an ongoing browser session being conducted by the subscriber client device
5. A method according to claim 4, wherein the ongoing browser session comprises, prior to receipt of the advertisement content request, receiving a web page request from the subscriber client device in the plurality, and wherein the lookup is performed in response to receipt of the web page request.
6. A method according to any preceding claim, wherein the received advertisement content request originates from a software application installed on the subscriber client device.
7. A method according to any preceding claim, wherein the modification comprises one or more of: deleting a part of the advcrtiscment content request, deleting a part of the advertisement content response, altering a part of the advertisement content request, altering a part of the advertisement content response, adding to the advertisement content request, and adding to the advcrtiscmcnt contcnt response.
8. A method according to any preceding claim, wherein performing the lookup comprises retrieving, from the subscriber database, one or more subscriber profile attributes associated with the subscriber client device and/or the associated subscriber.
9. A method according to claim 8, wherein one or more of the subscriber profile attributes identi' a given hobby, topic or interest associated with the subscriber.
10. A method according to claim 8 or 9, wherein one or more of the subscriber proffic attributes identify a given browsing behaviour characteristic associated with the subscriber.
11. Amethodaccordingto anyofclaims 8 to 10, whereinthemodification comprises modifying the transmitted advertisement content request to include an indication of at least one of the one or more subscriber profile attributes associated with the subscriber client device and/or the associated subscriber.
12. A mcthod according to any prcccding claim, whcrcin thc modification comprises modifying the advertisement content request to include one or more oi data representative of the identity of the service provider, and data representative of the geographical location of the subscriber client device.
13. A method according to any preceding claim, wherein the modification is further perfbrmed according to one or more advertisement content processing modification rules.
14. A method according to claim 13, wherein the advertisement content processing modification rules are defined by the service provider.
15. A mcthod according to claim 13 or 14, comprising, prior to the modification, querying a rules database whereby to obtain at least one of the one or more advertisement content processing modification rules.
16. A method according to claim 15, wherein the rules database is remotely configurable.
17. A method according to claim 15 or 16, comprising, in response to receipt of a rules database configuration message, remotely configuring the rules database.
18. A method according to claim 17, wherein the rules database configuration message is received from a rules database administration entity located within the service provider network.
19. A method according to claim 17, wherein the rules database configuration message is received from a rules database administration entity located outside the service provider network.
20. A method according to any preceding claim, wherein one or more of the advertisement content requests comprise an HTTP request and/or one or more of the advertisement content responses comprise an HTTP response.
21. A method according to any preceding claim, comprising, on the basis of the modification, obtaining revenue from one or more of: an advertiser entity associated with the advertisement server entity, a provider of the advertisement content, the subscriber, a publisher, an advertisement broker, and the service provider.
22. A method according to any preceding claim, wherein the service provider network comprises one or more of: a carrier network, a mobile network, a cellular network, and an intemet service provider network.
23. A method according to any preceding claim, wherein the service provider network comprises a routing fabric, and wherein the intermediate entity is located in the routing fabric of the service provider network.
24. A method according to any preceding claim, wherein the received advertisement content request and the received advertisement content response comprise sufficient information for routing between the subscriber client device and the advertisement server entity prior to the modification.
25. A method according to any preceding claim wherein the intermediate entity is not comprised by: the subscriber client device, the advertisement server entity, a border entity responsible for managing access to a given network part, a gateway entity responsible for translating between network protocols used in different network parts, a caching entity responsible for caching and serving data commonly requested between network parts, or an encoding entity responsible for modiing browser session traffic for efficient routing.
26. Apparatus for use in enabling advertising content delivery in a telecommunications network, the telecommunications network comprising a service provider network operated by a service provider responsible for providing telecommunications services to a plurality of subscriber client devices each having an associated subscriber, the service provider network comprising a subscriber profile database containing subscriber profile data specific to each subscriber client device and/or associated subscriber, the apparatus comprising at least one processor, and at least one memory including computer program code, the at least one memory and the computer program code being configured to, with the at least one processor, cause the apparatus at least to, at an entity in the service provider network: receive, from a subscriber client device in the plurality, an advertisement content request; transmit the advertisement content request to an advertisement server entity located outside the service provider network; receive, from the advertisement server entity, an advertisement content response in relation to the transmitted advertisement content request; transmit the advertisement content response to the subscriber client device; perform a lookup in the subscriber profile database for the subscriber client device in the plurality and/or the associated subscriber; and modify, prior to the respective transmittal, at least one of the advertisement content request and the advertisement content response according to the results of the lookup.
27. Computer software adapted to perform a method for enabling advertising content delivery in a telecommunications network, the telecommunications network comprising a service provider network operated by a service provider responsible for providing telecommunications services to a plurality of subscriber client devices each having an associated subscriber, the service provider network comprising a subscriber profile database containing subscriber profile data specific to each subscriber client device and/or associated subscriber, the method comprising, at an entity in the service provider network: receiving, from a subscriber client device in the plurality, an advertisement content request; transmitting the advertisement content request to an advertisement server entity located outside the service provider network; receiving, from the advertisement server entity, an advertisement content response in relation to the transmitted advertisement content request; transmitting the advertisement content response to the subscriber client device; performing a loolcup in the subscriber profile database for the subscriber client device in the plurality and/or the associated subscriber; and modifying, prior to the respective transmittal, at least one of the advertisement content request and the advertisement content response according to the results of the lookup.
28. A method of enabling advertising content delivery in a telecommunications network, the telecommunications network comprising a service provider network operated by a service provider responsible for providing telecommunications services to a plurality of subscriber client devices each having an associated subscriber, the service provider network comprising a subscriber profile database containing subscriber profile data specific to each subscriber client device and/or associated subscriber, the method comprising, at an entity in the service provider network: receiving, from a subscriber client device in the plurality, an advertisement content request; transmitting the advertisement content request to an advertisement server cntity located inside the scrvicc providcr network; receiving, from the advertisement server entity, an advertisement content response in relation to the transmitted advertisement content request; transmitting the advertisement content response to the subscriber client device; performing a lookup in the subscriber profile database for the subscriber client device in the plurality and/or the associated subscriber; and modifying, prior to the respective transmittal, at least one of the advertisement content request and the advertisement content response according to the results of the lookup.