KR20210037888A - Precise targeting of mobile ads with keyword tracking - Google Patents

Abstract

A one-to-one mobile advertising system characterizes user behavior for a mobile communication device to select micro-targeted advertisements. In particular, keyword use in mobile applications can serve as a basis or augment a user behavioral profile. The types of monitored keywords process certain user interface restrictions and uses of the mobile communication device, such as dialed calls, messages, applets or downloaded triglets, selected RSS feeds, and search terms or navigation links used in wireless WAP. A marketplace platform handles the formatting required for an appropriate presentation ("reach") to the mobile communication devices according to negotiated tags for a desired audience, an appropriate number ("frequency") of presentations within a specifically scheduled window, and a valid duration ("time"). The impactful effectiveness of advertisements is assumed to be uniform by monitoring user location and/or interaction with the communication device for changes in behavior.

Description

Precise targeting of mobile ads with keyword tracking}

The forms disclosed herein are a communication network for distributing and tracking advertisements presented on a mobile communication device, in particular advertising platforms and mobile communication networks for targeting and tracking special advertisements formatted and timed suitable for the user of the mobile communication device. It relates to providing a marketplace platform that acts as a bridge between groups of communication devices.

For years, companies have attempted to brand their products, satisfy existing consumers, and move the minds of potential new consumers through conventional means. Advertisements range from printed forms such as newspapers, magazines, brochures, newsletters, press releases and billboards to event-related activities such as sponsorship, seminars, point-of-sale and promotional programs, and radio. Advances have been linear when they are less original and sometimes nonlinear when they are more original as they have come to broadcast media such as television, cable, and more recently satellite cable.

In recent years, advertisements with new forms of former so-called direct advertising have emerged that are more targeted and customized to individual consumers. Interact directly with consumers through pull and push campaigns, and make advertising more measurable, allowing advertisers to investigate their relationship to consumer buying habits and develop future habits. New attempts have been pursued to bring trending and predicting specific consumer data. Advances in technology outlets combined with marketing ingenuity extend the original direct mail marketing campaigns to new branches including telemarketing, point-of-sale campaigns, computer platforms, and most recently distribution and measurement via telecommunication networks. I did.

Regarding the latter, perhaps the largest platform for the new world of marketing is the same as the largest platform for information exchange in the last decade, namely the Internet. Through means such as branded websites, banner ads, pop-up ads, targeted emails, and portal sponsorships, advertisers can narrow down to target audiences, to name a few. Some examples are served impression, click-through rate (CTR), cost per action (CPA), cost per click (CPC), and cost per click (CPS). With innovative semantics and defined metrics such as sale) and cost per thousand (CPM), advertisers can measure the results of targeted advertising and objectively set a fee for the results obtained. With these new advances, and because of the increasingly internationalized nature of business, geopolitical and integrated communications networks, advertising is becoming increasingly global in nature.

Along with advances in personal computing (eg, desktop and notebook computers and broadband Internet access) that have enabled the expansion of Internet advertising, advances in technology have also made personal computing devices smaller and more powerful. For example, there are currently a variety of portable wireless telephones, personal digital assistants (PDAs), and paging devices, each of which is small and lightweight and can be easily carried by users. With advances in computing technology, many types of electronic devices (“user equipment”) on which an array of software applications can be provisioned are increasingly available to consumers. Discrete features such as email, internet browsing, game play, address book, calendar, media player, e-book viewing, voice communication, directory service, etc. can increasingly be loaded into multifunctional devices such as smartphones, handheld game consoles or handheld computers. There are becoming a number of selectable applications.

Even with this advancement, mobile communication devices tend to have communication bandwidth, processing, and user interface constraints over general purpose computing devices. For example, the screen size, the amount of available memory and file system space, the amount of input and output performance, and the processing capacity may be limited by the small size of the device, respectively. Because of these strict resource constraints, it is desirable to maintain a limited size and amount of software applications and other information residing on such remote personal computing devices, such as client devices, for example. Because of this, computing platforms for these devices are often optimized for specific phone chipsets and user interface hardware.

Limited attempts to expand advertising on mobile communication devices generally follow the paradigm of internet browsing. Given the differences in how a user decides to use a mobile communication device and its limitations, these mobile web advertisements have limited quantity and value to advertisers. In particular, the different uses and tailored computing platforms create challenges for characterizing the user's preferences and interests.

The following provides a brief summary to provide a basic understanding of some of the types of versions disclosed. This summary is not an extensive overview and is not intended to identify major or key elements or to describe the scope of these versions. Its sole purpose is to present some concepts of the described versions in a simplified form as a prelude to the more detailed description that is presented later.

In accordance with one or more forms and their corresponding disclosures, various forms are described in connection with usage monitoring addressing the challenges of a mobile communication device. In particular, opportunities to characterize a user to predict acceptance of certain categories of advertisements are challenged by a number of communication functions and user interface limitations.

In one form, the method presents advertising content on a mobile communication device. User interaction is monitored through the first communication function of the mobile communication device. User interaction is monitored when executed through a second communication function of the mobile communication device that is separate from the first communication function. User interaction data is sent over the network to infer user behavioral profiles. Advertisements formatted for the mobile communication device selected based on the user behavioral profile are received and presented on the mobile communication device.

In yet another form, at least one processor presents advertising content on a mobile communication device. The first module monitors user interaction with a first communication function of the mobile communication device. The second module, when executed, monitors a user interaction with a second communication function of the mobile communication device that is separate from the first communication function. The third module sends user interaction data to the network to infer the user behavioral profile. A fourth module receives an advertisement formatted for the mobile communication device selected based on the user behavioral profile.

A fifth module presents the advertisement on the mobile communication device.

In another form, the computer program product presents advertising content on a mobile communication device. The computer program product causes a computer to monitor a user interaction with a first communication function of the mobile communication device, and causes the computer to perform a second communication function of the mobile communication device separate from the first communication function and To monitor the user interaction of the user, cause the computer to transmit user interaction data to the network to infer the user behavioral profile, and cause the computer to format for the mobile communication device selected based on the user behavioral profile. And a computer-readable medium comprising at least one instruction for causing a computer to receive the advertisement and to cause a computer to present the advertisement on the mobile communication device.

In yet another additional form, the device presents advertising content on a mobile communication device. Means are provided for monitoring a user interaction with a first communication function of a mobile communication device. Means are provided for monitoring a user interaction with a second communication function of the mobile communication device that, when executed, is separate from the first communication function. Means are provided for transmitting user interaction data over the network to infer user behavioral profiles. Means are provided for receiving an advertisement formatted for the mobile communication device selected based on the user behavioral profile. Means are provided for presenting the advertisement on the mobile communication device.

In a further form, the device presents advertising content on a mobile communication device. The usage monitor monitors a user interaction input into the user interface with a first communication function of a mobile communication device, and when executed, the user with a second communication function of the mobile communication device, which is separate from the first communication function. Monitor user interactions entered into the interface. The wireless transmitter sends user interaction data to the network to infer the user behavioral profile. A wireless receiver receives an advertisement formatted for the mobile communication device selected based on the user behavioral profile. The user interface presents the advertisement on the mobile communication device.

In a further form, the method presents advertising content on a mobile communication device. User interaction with the first communication function of the mobile communication device is monitored remotely. When executed, a user interaction with a second communication function of the mobile communication device, which is separate from the first communication function, is remotely monitored. Receive user interaction data for the network and user behavioral profiles are inferred. An advertisement is selected based on the user behavioral profile formatted for the mobile communication device. The selected advertisement is sent to be presented on the mobile communication device.

In yet another form, at least one processor presents advertising content on a mobile communication device. The module remotely monitors user interactions with the first communication function of the mobile communication device. When executed, the module remotely monitors a user interaction with a second communication function of the mobile communication device, which is separate from the first communication function. The module receives user interaction data for the network and infers the user behavioral profile. The module selects an advertisement based on the user behavioral profile formatted for the mobile communication device. The module sends the selected advertisement for presentation on the mobile communication device.

In a further form, the computer program product presents advertising content on a mobile communication device. The computer program product causes a computer to remotely monitor a user interaction with a first communication function of the mobile communication device, and causes the computer to cause a second of the mobile communication device to be separate from the first communication function when executed. Remotely monitor user interactions with communication functions, allow a computer to receive user interaction data for a network and infer a user behavioral profile, and cause the computer to format the user behavior for the mobile communication device. And a computer-readable medium comprising at least one instruction for causing to select an advertisement based on a registered profile and to transmit the selected advertisement for presentation on the mobile communication device.

In yet another additional form, the device presents advertising content on a mobile communication device. Means are provided for remotely monitoring a user interaction with a first communication function of a mobile communication device. Means are provided for remotely monitoring user interactions with a second communication function of the mobile communication device that, when executed, are separate from the first communication function. Means are provided for receiving user interaction data for the network and inferring user behavioral profiles. Means are provided for selecting an advertisement based on the user behavioral profile formatted for the mobile communication device. Means are provided for transmitting the selected advertisement for presentation on the mobile communication device.

In a further form, the device presents advertising content on a mobile communication device. The network communication component communicates with a mobile communication device. The remote use monitor remotely monitors user communication with the first communication function of the mobile communication device, and when executed, remotely monitors the user interaction with the second communication function of the mobile communication device, which is separate from the first communication function. Monitored. The behavioral profile component receives user interaction data for the network and infers the user behavioral profile. An advertisement distribution component selects an advertisement based on the user behavioral profile formatted for the mobile communication device and sends the selected advertisement for presentation on the mobile communication device.

For the fulfillment of the above and related objects, one or more versions are fully described below and include features specifically pointed out in the claims. The following description and accompanying drawings set forth in detail certain exemplary forms of claimed subject matter, and merely represent some of the various ways in which the principles of the versions may be used. Other advantages and new features will become apparent from the following detailed description when considered in connection with the drawings, and the disclosed forms are intended to include all such forms and their equivalents.

1 illustrates a communication system for characterizing user behavioral profiles for interactions with various mobile communication devices to perform micro-targeted advertisements according to one form.
2 illustrates a method for characterizing a user behavioral profile for interactions of various mobile communication devices to perform microtargeted advertising according to another form.
3 illustrates a block diagram of an exemplary one-to-one mobile advertisement communication system according to another form.
4 is a timing diagram of a mobile device, a marketplace platform, and an advertisement platform of a one-to-one mobile advertisement communication system according to another form.
5 is a schematic diagram of an exemplary one-to-one mobile advertisement communication system according to another aspect.
6 is a diagram of an exemplary graphic user interface for campaign management of the communication system of FIG. 5 according to another form.
7 is a block diagram of the mobile communication device of FIG. 5 according to an aspect.
8 is a flow chart of a method for mobile communication device advertisement performed by the communication system of FIG. 5 according to another form.
9 is a flowchart of a method for a one-on-one mobile advertisement according to another form.
10 is a flowchart of a method for behavioral profiling based on location information of the method of FIG. 9 according to an aspect.
FIG. 11 is a flowchart of a method for rate-of-arrival-time advertisement of the method of FIG. 7 according to one form.
12 is a flowchart of a method for interceptor microtargeting advertisement of the method of FIG. 7 according to another form.
13 is a flowchart of a method for timed coupon advertisement of the method of FIG. 9 according to another form.
14 is a flow diagram of a method for selecting icon actions for a mobile communication device according to one form.
15 is a flowchart of selecting a public viewing advertisement based on the perceived demographic statistics of a viewer according to one form.
16 is a flow chart for a consumer-to-consumer advertisement according to another form.
17 is a block diagram of a network distribution device comprising modules of a computer-readable storage medium executed by at least one processor for distributing advertising content to a mobile communication device according to an aspect.
18 is a block diagram of a mobile communication device comprising modules of a computer-readable storage medium executed by at least one processor to implement an advertisement according to an aspect.

A one-to-one mobile advertising system characterizes user behavior for a mobile communication device to select micro-targeted advertisements. In particular, the use of “keyword” in mobile applications can serve as a basis or increase the user behavioral profile. The types of keywords monitored are specific user interface restrictions and uses of the mobile communication device, such as dialed phone messages, applets, or downloaded triglets, selected RSS feeds, and search terms used in the wireless WAP. Or handle navigation links (address). The marketplace platform provides an appropriate indication (“reach”) for mobile communication devices according to the negotiated tags for a desired audience, an appropriate number of indications in a specifically scheduled window (“frequency”) and a valid duration (“time”). It deals with the formatting required for the liver"). The effectiveness of the impression of advertisements is estimated to be uniform by monitoring the user's location to know the change in behavior and/or the interaction with the communication device.

According to one form, in order to capture a better picture of the user behavioral profile, a usage monitor, local or remote to the communication device, is operable to respond to different communication functions executing separately on the mobile communication device. Do. Therefore, keyword characterization is not limited to keyword search only on Internet search engines in mobile browsers.

Additionally, the word “exemplary” in this description is used to mean serving as an example, instance, or illustration.

Any form or design described herein as “exemplary” is not necessarily to be construed as being preferred or advantageous over other forms or designs. Rather, the use of the word exemplary is intended to present concepts in a concrete manner.

Devices and methods are particularly well suited for use in wireless environments, but communication networks, public networks such as the Internet, private networks such as virtual private networks (VPNs), local area networks, wide area networks, long haul networks, or any other type. It may fit into any type of network environment, including, but not limited to, data communication networks.

Various forms are now described with reference to the drawings. In the following description, for purposes of illustration, a number of specific aspects are set forth in order to provide a thorough understanding of one or more forms. However, it will be apparent that various forms can be implemented without these specific details. In other instances, well-known structures and devices are shown in block diagram form in order to concisely describe these versions.

Referring to FIG. 1, according to one form, the communication system 10 spans various communication functions 13, eg, different mobile applications 14 running on the computing platform 16 of the mobile communication device 12. Capturing keyword usage by the user 11 of the mobile communication device 12 across ,15).

*Alternatively or additionally, these communication functions 13 can be used in other communication channels, e.g., download of executable content 17 from carrier operator 18, public switched telephone network (PSTN) 20 and data. It may include access to the linked content 21 of the packet network 22.

Alternatively or additionally, these communication functions 13 may be performed via a cellular communication channel 26 to a radio access technology (RAT) 27 of the carrier operator 18 or via a data packet network (e.g., public or private Internet). It may be accompanied by a dual communication module 23 that can use separate and separate transceiver circuits 24 and 25 for each communication via the wireless data packet radio interface 28 to the base station 29 of 30.

Alternatively or additionally, these communication functions 13 may additionally entail that the mobile applications 14, 15 use different types of inputs to the user interface 31, at least some of which It is specially tailored for use with mobile communication devices 12. For example, a user may perform inputs with a formatted keypad 32 such as dual tone multi-frequency (DTMF), dedicated buttons, etc., which provide themselves with user inputs that are significantly different from the QWERTY keyboard of conventional web browsers. I can. The pointing device 33 can also in particular differentiate given display limitations that may exist. Keyword characterization may be made from selection of the action icon 34 of the mobile device formatted advertisement 35. The application selection utility 36 may provide keyword information. Keyword characterization may exist across different search query interfaces 37,38. Keyword characterization may be based on the phone number calling interface 39. Keyword characterization may be based on navigation links on the wireless application protocol (WAP) browser 40. Keyword characterization may be based on subscriptions to Really Simple Syndication (RSS) feeds 41.

The usage monitoring that exists across these communication functions is sufficient hook to the operating system 43 to detect keyword usage or user interactions to extract such keyword usage, and log usages in the local storage 44. ) Can be local as shown as usage monitoring component 42 of computing platform 16.

In one form, therefore, the advertisement selection and tracking component 45 running on the computing platform 16 can request the appropriate advertisements 35.

In another form, the marketplace platform 46 communicates remotely via a network communication component 47 to a mobile communication device 12 via at least one of a cellular communication channel 26 or a wireless data packet wireless interface 28. And, it includes a use monitor 48 for remote monitoring. User interactions reported along the device identifier 4 9 from the mobile communication device 12 can be analyzed by the marketplace platform 46 and derived on the mobile application interaction inference database 50. For example, business phone numbers may be cross-referenced to associated keywords. As another example, a mobile application for monitoring certain news items (eg, stock tickers, sports scores, political headlines, etc.) may be associated with keywords.

User behavioral/demographic profile component 51 enables micro-targeting of advertisements by creating, updating and refining user behavioral/demographic profiles that are cross-referenced to subscriber records 52.

Thereby, the advertising campaigns 53, 54 for individual advertisers 55, 56 are of a specific type of users who have to view ads a certain number of times ("frequency") during the entire exposure duration ("time"). "Reach") can be specified. The advertisement distribution component 57 distributes advertisements 35 applicable to the mobile communication device 12, which mobile communication device 12 then uses the advertisement selection and tracking component 45 to determine the satisfaction of the RFT metrics. Track it. The marketplace platform 46 periodically receives tracking reports that are processed by the mobile application usage tracking component 58 that determines an appropriate royalty due to the marketplace platform 46.

2, 4 and 8-16 illustrate methods and/or flow charts according to the present invention. For simplicity of explanation, the methods are shown and described as a series of operations. It should be understood that the invention is not limited by the illustrated operations and/or by the order of the operations. For example, actions may occur in various orders and/or concurrently, and may occur in conjunction with other actions not presented and described herein. Further, not all illustrated acts may be required to implement methods according to the present invention. Additionally, one of ordinary skill in the art will appreciate that the methods may alternatively be represented as a series of interrelated states through a state diagram or events. Additionally, it should be further understood that the methods disclosed below and throughout this specification may be stored on an article of manufacture to facilitate transfer and transfer of the methods to computers. As used herein, the term article of manufacture is intended to include a computer program accessible from any computer-readable device, carrier or medium.

Referring to FIG. 2, method 60 provides a user behavioral profile based on logging of keyword usage, such as shown in 61, for various interactions with a mobile communication device to perform micro-targeted advertising. Characterize In one form, keyword usage is determined when requesting a widget or other mobile application (eg, Triglet, Applet, etc.) from the carrier operator 18 as shown at 62, which is downloaded as shown at 63.

The above type of widget/mobile application can infer keywords that are of interest to the user. Additionally, the user may configure a widget/mobile application as shown at 64, which may be an additional source of keywords. For example, the user can select stocks, sports, or teams of interest, and the like. As a further example, the widget/mobile application may request media content as shown at 65 from the carrier operator 18, which may be an additional source of keywords.

In yet another form, the mobile communication device 12 can make a telephone call to the PSTN 20 for goods and services as shown in 66, with a call destination that provides inference for keywords. .

In a further form, the mobile communication device 12 may use the first mobile application to perform a keyword search of the data packet network 22 using textual keywords as shown at 67. Mobile communication device 12 may additionally use a second application to navigate sites through data packet network 22 that may be associated with keywords as shown at 68.

Marketplace platform 46 prepares to microtarget ads to mobile communication device 12 by receiving advertising campaigns from advertiser platform 55 as shown at 69 and 70. These advertisements are formatted for a specific configuration of mobile communication device 12 as shown at 71. Some information about the user, such as demographic data as shown in block 72, is accessed. For example, the user's location may target advertisements with regional restrictions. These general advertisements are distributed to the mobile communication device 12 as shown in 73, which in turn presents the advertisement as shown in 74.

User interactions through advertisements are another source of keywords associated with the advertisement. As shown at 75, the user can select an action-icon for a click-to-call to a destination on the PSTN 20. For another advertisement presented at 76, the user can select an action-icon for the click-to-content (eg, brochure, webpage, etc.) available on the data packet network 22 as shown at 77. For another advertisement presented at 78, the user has an action for click-to-buy that is facilitated by the carrier operator 18 to purchase information and affect the identity as shown at 79. -You can select an icon. Various sources of keyword usage logging 61 that exist across multiple mobile applications/communication channels are reported to the marketplace platform 46 as shown at 80.

Marketplace platform 46 may infer keyword usage through mobile applications as shown at 81. The user behavioral profile is updated as shown at 82. The advertisements can then be microtargeted through the assigned frequency-of-arrival-time metrics as shown at 83 and distributed to the mobile communication device 12 as shown at 84. The mobile communication device 12 presents the advertisement according to the R-F-T metrics as shown at 85.

Referring to Figure 3, the communication system 100, according to one form, the mobile communication devices 104 are markedly different from the other communication channels used by the advertising platforms 102 display, communication bandwidth and user interaction. Even with action, it provides advertisers a one-to-one solution to extend the reach of their advertising platforms 102 to a population of client devices represented by mobile communication devices 104. Marketplace platform 106 provides an interface between advertising platforms 102 and mobile communication devices that handles the specific needs of mobile communication devices 104. For example, the marketplace platform 106 advertises on behalf of the advertising platform 102 so that advertisers can maintain one advertising inventory 110 used for other advertising distribution and communication channels (eg, web portals, etc.). And a formatting component 108 to format the files. Thus, the advertising platform need not continue to advertise the enormous presentation constraints for each configuration 112 of the mobile communication device 104. Thus, the advertisement may be presented with suitable rendering with suitable interaction options according to the user interface 114 of the particular mobile communication device 104.

The marketplace platform 106 provides additional value to advertisers by determining the “reach rate” of a population of mobile devices 104. The marketplace platform 106 knows the capabilities for the presentation of advertisements, as well as through the user interface 114 (e.g., call history, interaction with mobile advertisements, etc.) and/or of the mobile communication device 104. The user's behavior is also sensed by the location sensing component 116. These behavioral indications are also reported by the advertising client 118 on the mobile communication device 104. As such, marketplace platform 106 can go beyond “suspect” demographic data for mobile communication devices 104 by storing behavioral and demographic data in database 120. Ad prediction component 122 analyzes this data to characterize directly sensed or interpreted behavior regarding a user of device 104.

When the mobile communication device 104 needs additional advertisements, the advertisement client 118 makes a request, which is delivered by the marketplace platform 106, while the request is forwarded by the marketplace, the advertisement platform. Personal identities are filtered by privacy component 124 so that 102 knows only the characterization of mobile communication device 104. Alternatively, the marketplace platform 106 has access to an area of ads in the ad inventory 110 of the ad platform 102, and according to the characterization maintained by the ad prediction component 122, the ad microtargeting component ( 126) to select appropriate advertisements for the requesting mobile communication device 104. Mobile communication device 104 presents advertisements on user interface 114 and reports usage to marketplace platform 106 via advertisement client 118. The data can be processed by the reporting formatting component 128 according to a data format compatible with the advertising platform 102 so that advertisers can evaluate the effectiveness of the advertising campaign. Advertisement tracking data may also be processed by the billing component 130, in particular if the amount of payment due to the marketplace platform 106 is related to the advertisement tracking data. When users interact in such a way that the user interface 114 indicates a desire to purchase goods or services related to the presented advertisement, the marketplace platform ( 106) provides an advertising broker selling component 132 that can leverage current billing means, authentication means and privacy fields.

The reach, frequency, and exposure time for an advertisement can be extended to capture instances where the user 140 may be exposed to the same advertising campaign across multiple computing environments (eg, applications, devices, etc.). For example, the user 140 may use any client device (e.g., mobile communication device) for which the user interface 114 can present multiple applications (e.g., wireless application protocol (WAP) browsers, game consoles, communication device menus, etc.). Interact with the Isu 104. Alternatively or additionally, the user 140 may interact with a second user interface 142 of another client device 144 that also has an advertising client 146 responsive to the marketplace platform 106. The continuous reach-frequency-time tracking component 148 of the marketplace platform 106 instructs the mobile communication device 104 and the client device 144 to determine when an ad target has been met and Issue a receipt of reports on compliance.

Examples of such sustained rate-of-reach-time advertisements include marketplace platform 106 actions (e.g., searches performed via WAP browser on mobile communication device 104, frequent access to skateboard recreation centers, recommended options ( solicited opt-in), etc.), who decides to be a skateboarding enthusiast, and becomes Joey, a 14-year-old boy. Sports shoe manufacturers can run advertising campaigns to promote the use of their products at skateboarding events, and select users of the same class as Joey to receive their advertisements. In particular, the campaign specifies that each recipient of the appropriate disposition (ie, arrival) must receive the advertisement at least 4 times (ie, frequency) for a total duration of 32 seconds (ie, time). Opportunities to satisfy this exposure metric may be realized in part when Joey chooses to play a skateboard game through his mobile communication device 104. Another part of the exposure time can occur when Joey accesses the financial web page to see the price of his stock. Another opportunity to present an advertisement may occur when viewing the home screen of the user interface 114 upon initial activation, which means that Joey is looking at the client device 104.

As another example, adolescent Chris has a number of different client devices 104, 144 including a personal cell phone with a graphical user interface, a wireless enabled handheld game console, a cell phone enabled handheld or tablet device primarily used for email, etc. Can interact with and from time to time. The marketplace platform 106 may be associated with more than one of these devices (not shown), so as to relate its use to the same user, and thus to the selected advertising campaign, so that additional opportunities are required for the advertisement. And/or make it possible to achieve a duration.

In some applications, user 140 passively interacts with second client device 144, such as viewing a dynamic public advertisement (eg, an active billboard). The determination of this passive interaction is a continuous rate-of-reach-time tracking component that correlates the location data from the location sensing component 116 of the mobile communication device 104 to a sensed or predetermined location of the client device 144. 148). This can be micro-targeting of advertisements, such as when only one or only a few people display dynamic advertisements. Alternatively or additionally, the dynamic public advertising platform may be a large dynamic display viewed by a larger group at the same time, such as a boulevard or a busy pedestrian street. Revenue optimization systems for dynamically changing the advertisements presented may benefit from feedback regarding the current demographic and/or behavioral profile characterization of some, many or all of the viewers. Therefore, it may be a default advertisement in which generally applicable soft drink advertisements are presented.

For example, an advertisement event is triggered when 20 users classified as experts in a specific medical specialty who are willing to pay a premium advertisement fee per person by a pharmaceutical or medical device manufacturer are detected in relation to being around a convention or hospital. As another example, after a sports event, a huge rush of sports fans leaves. The sheer number of fans changes the optimal revenue that drives advertising to one with a lower premium per person. The optimization can also take into account the relative mobility of the population and alter ads in such a way that it provides a balanced, effective exposure for opportunities to sell additional ad time.

Monitoring across the computing environments of various applications on the client device 104 or even for other client devices 144 for opportunities to present advertisements to capture user behavior for reporting to the marketplace platform 106. It can be leveraged further. For example, the user 140 may input captured keywords into a WAP browser search engine. Navigating links provided on the portal web page can be tracked. The selection of media content, game content, and utility applications for download and use can be tracked. Interactions with advertisements of certain specific classes that are transmitted in a manner that is not targeted to the population of mobile communication devices 104 may be noted. To the extent permitted, communications (eg, phone calls) with certain specific business entities may be captured. Thus, the unique interaction forms provided by certain specific mobile communication devices 104 can enhance the user's behavior profiling for targeted microadvertising. Adjustment or control of this keyword characterization may be performed in the cross platform navigation monitor 150 with the functionality provided by the advertising clients 118 and 146.

Further improvements to the device UI are represented by icons and used in conjunction with the user interface 114 to be made available by the mobile communication device 104, in particular, a number of actions that are activated based on a user's selection of responses to advertisements. It may be provided by those made possible by communication features. Alternatively or additionally, actions may be selected based on advertisers' preferences. Alternatively or additionally, actions may be selected based on a propensity to generate revenue for the marketplace platform 106.

The marketplace platform 106 may incorporate these actions and icons and functionality into advertisements distributed to the mobile communication device 104 using the optional advertisement action utility 152. For example, some advertisers may find that a user can click on a website, a customer service phone number, an email response, a short message service (SMS) text response, a shopping cart purchase interface (e.g., the operator's billing with the user of the mobile communication device 104). We hope to promote it with payment and shipping information handled through the contract). Coupon-click actions, represented by icons or other means, are hand carried by the mobile communication device 104 itself, perhaps presenting a redemption code or a rendered barcode to be received at a retail store or for the user to enter online. You can have it act as a "coupon". The promotion click action may cause the marketplace platform 106 to selectively target discounts for specific classes of users or individual users.

Because different kinds of interactions with advertisements tend to have different values to advertisers, the choice of actions presented can be placed in a descending order of priority, or different rewards for the marketplace platform 106. Can occur. For example, the purchase-click operation may be inappropriate for the contract agreement by the mobile communication device 106 (e.g., a minor youth, etc.) or the type of advertisement (e.g., an impression advertisement for a service, etc.), but You can have the best value. The second tier may be direct contact with the advertiser (eg, a click for a phone call, a click for an email, or a click for text, etc.). The lower layer may be interactions that show only some interest (eg, click to determine location, click to content, click to store (advertise or coupon), etc.).

Privacy for users is beneficial to place the marketplace platform 106 between the advertising platform 102 and the user 140, but in some applications the consumer-to-consumer advertising function is facilitated by the communication system 100. Can be set. The marketplace platform 106 may act as a broker that introduces advertisers to users 140 who can select for a direct marketing campaign. In another example, an indicia 156 may be obtained such as a code or password that allows an individual or association ("trusted entity") 154 to access direct marketing functions. For example, professional associations can obtain contract permission for their organization through registration and consult with the marketplace platform 106 for direct advertising to their members, such as facilitating acceptance of registration at seminars. have. As another example, a friend can schedule birthday advertisements to be displayed prominently within a circle of friends, providing a higher probability to stand out than other message formats without leaving a lot of voicemail. In another example, an advertiser wants to offer special discounts only to certain users in special conditions, such as passengers who use certain airlines very often. Targeted coupon-clicks can be sent to these individuals without making these offers widely available to those who choose to discriminate against advertisers.

In FIG. 4, a method 200 for one-to-one mobile advertising is shown in one form as interactions between a mobile communication device 104 and a marketplace platform 106 and an advertising platform 102. The user 140 also has a client device 144 that does not need to move with the marketplace platform 106 in some applications coordinating certain of the steps of communication with either or both of the device(s 104, 144). It should be appreciated that) may also be used The marketplace platform 106 begins at block 202 by handling the collection of demographic data.

While such data is valuable, it is marked as "suspect" in the sense that users do not always provide an accurate or complete self-assessment for a number of reasons. This demographic data is augmented by location reporting provided by the mobile communication device 104 to the marketplace platform 106 at 204. Such location data may be approximate given a current cell or a wireless node in which communication occurs. This location data may be accurately determined from a Global Positioning System (GPS) engine integrated in the mobile communication device 104 and may be accurate enough to identify the user's location by a specific physical address. In addition, user behavior is provided as a paging activity indicated as reported at 206. This collected user behavioral data is analyzed for behavioral profiling at block 208. As used herein, some applications conforming to forms herein may be limited to a subset of demographic variables, behavioral variables, and other information about IAO variables (e.g., interests, attitudes and opinions). Although to be recognized as, the behavioral profile includes other information about these demographic variables, behavioral variables, and IAO variables (ie, interests, attitudes and opinions).

At block 210, the marketplace platform 106 performs a prediction of the advertising market of mobile communication devices 104. For example, the current advertising usage and the total usage of the mobile communication devices 104 may be combined with the propensity of specific users of the mobile communication devices 104 to benefit from a specific advertiser based on behavioral profiling. These ad predictions may be the basis for negotiating an ad campaign with the ad platform 102, as shown at 212. Reach rate (e.g., a subset of users of mobile communication devices 10 4 having a high correlation to goods or services based on behavioral profiles), frequency of advertisement presentation for each user, accumulation of advertisements for each selected user The campaign may be defined in terms of viewing time and/or location limits for users close to the location of a competitor or advertiser's business. Advertising campaigns may be limited to specific calendar schedules with restrictions on start and/or end times. The schedule constraint may also include a schedule limit of the time of day for campaigns focused on users active at a specific time, such as users who will be affected by visiting a restaurant or attending a concert close to the evening. . The marketplace platform 106 may also provide tracking of ad usage, which can serve as an informative feedback tool for advertisers to determine validity. Tracking can also be a criterion for evaluating the marketplace platform 106's one-to-one mobile advertising services.

In an advertising campaign setup, if the mobile communication device 104 signals the marketplace platform 106 that additional advertisements are needed at 214, the marketplace platform 106 requests single format advertisements from the advertising platform at 216. The advertising platform 102 provides single format advertisements at 218.

At block 220, the marketplace platform 106 formats one or more advertisements into a format suitable for the mobile communication device 104 requesting. The marketplace platform 106 microtargets advertisements for mobile communication devices 104 that are determined to have an appropriate behavioral profile. Part of the formatting involves tagging the metrics according to negotiated terms for the advertising campaign. Examples of these tags are presentation frequency, presentation duration, schedule window, and location constraints. At 222, custom formatted advertisements are transmitted from the marketplace platform 106 to the mobile communication device 104.

At 224, the mobile communication device 104 presents advertisements according to the tagged metrics. Tracking of advertisement usage by the mobile communication device 104 is intermittently reported to the marketplace platform 106, as shown at 226. Also, some forms include location reporting, as shown in 228. With this advertisement and location tracking, the marketplace platform 106 correlates the advertisement presentation to the user's location on the database of the monitored location (e.g., competitors, advertiser's business location, etc.) to determine the success or failure of impression ads. Infer. Certain types of mobile communication device 104 report calling activity, such as dialed directly by the user, as shown at 232 or automatically dialed by using the “click to dial” function of the mobile communication device 104. . In some forms, at 234 the mobile communication device 104 causes an ad interaction activity (eg, “click for clip” to save the ad for later viewing by the user, to view the ad or a more detailed version of the ad. "Click to glance" to launch the window, "click to locate" to direct the user to the advertiser's location, etc.) can be reported.

Tagged metrics can facilitate user behavior by providing information or active content that directs the user to the behavior to be tracked. In some cases, advertisers may specify that only certain types of user behavior should be tracked, or that certain behaviors are weighted more heavily as representing effective advertisements. For example, a click action for location determination may be a stronger indication than a click for storage, and a click for storage may be a stronger indication than a location proximity, which is not necessarily evidence of visiting a business site advertised.

At 236, based on the reported usage data, the marketplace platform 106 may have an opportunity to conduct a broker sale by the advertising platform 102 based on certain kinds of user interactions with the advertisement. At 238, based on the reported usage data, the marketplace platform 106 may report depersonalized advertisement tracking data to the advertisement platform 102. This objectification can summarize the data in a format that follows the data of interest to the advertiser. Objectification can replace personal identities with advertising consumers' categorization to protect user privacy. At 240, the marketplace platform 106 may report advertising billing, such as based on a reasonable amount as corresponding to usage tracking.

In FIG. 5, an exemplary communication system 300 interfaces between advertiser/agent advertising serving platforms 304 and operators and publishers 306, and a population of mobile communication devices 308 according to one implementation. It benefits from a mobile advertising platform (302). It should be appreciated that a particular user 140 (FIG. 1) may use more than one mobile communication device 308, which may be coordinated by the mobile advertising platform 302 to achieve a particular advertising goal. The user may also interact with a fixed client device represented by a dynamic public advertising display (eg, billboards, televisions, computer workstations, waiting room displays, road signs in public transport, etc.) 309. The mobile communication device 308 may provide indications of user interaction (eg, a movement pattern) that may indicate exposure to an advertisement when associated with the type of fixed client device 309. For example, moving towards a large display indicates the possibility of viewing an advertisement. The advertisement serving platform 304 may include operator advertisement sales 310, mobile advertisement sales 312, internet advertisement sales 314, and/or publisher advertisement sales 316, and their specific communication protocols are Provided by the advertising sales/agency/advertiser interface 318 to communicate with the mobile advertising platform 302. In some forms, operators (e.g., wireless/cellular carriers) 306 communicate with the mobile advertising platform 302 via the operator/publisher interface 320 to provide billing and available populations of mobile communication devices 308. It can perform functions such as assisting the estimation of. The mobile advertising platform 302 includes a campaign management component 322 that allows an administrator to select an appropriate format and tag. This campaign management component 322 also aids in the selection of icons for actions reminiscent of the types of communication options provided by mobile communication devices, and actions (e.g., email, direct purchase, call, text message, To assist in the definition of workflow invocation commands and parameters for storage, content negotiation, etc.), as well as prompting the advertiser with options appropriate and/or preferred by the marketplace advertising platform 302 for the potential for revenue generation. It may include an operation management utility 323.

In FIG. 6, according to one form, an exemplary graphic user interface 324 includes a campaign identification entry field 328 (eg, 91 4081 9034), a campaign name entry field 330 (eg, a Martin campaign), and a campaign status. Pull-down menu 332 (e.g., draft), click link for action 334 (i.e., uniform resource locator (URL), e.g. http://news.bbc.co.uk), campaign description entry field 336 ) (E.g., click for action-listen to streaming BBC world news channel), campaign purpose entry field 338 (e.g., target audience, behavior profile K, T, AA, frequency 5, time duration 45 seconds), and category pulldown Includes a generic window 326 that allows entry of a menu 340 (e.g., Art and Culture-Art (General)).

In the exemplary version, mobile communication devices 308 are all BREW-enabled. California, San Diego

Binary runtime environment for wireless developed by QUALCOMM Incorporated

) Software exists for the operating system of a computing device such as a wireless cellular phone. BREW

May provide a set of interfaces to specific hardware functions found on the computing device. As such, the click-to-action link 334 is a BREW “click to URL” or other instructions regarding how the user can interact with the advertisement (eg, click for clip, click for call, click for quick look). Etc.).

The graphical user interface 324 also provides a specific configuration to a subset of mobile configuration devices 308 that operate with a specific chipset, hardware and/or software configuration. In the describing window 342, the user has selected a mobile ad size of 88, which is defined as 88 pixels wide by 18 pixels high. The image selection field 344 may allow the campaign manager to select an image, such as an image provided by an advertiser, that is manually resized or automatically cropped, reduced, and/or changed in a color palette by window 342. An additional text entry field 346 may be used for instructions to display how to interact with such an advertisement, such as specific to this configuration of the mobile communication device 308. The text location pull-down menu 348 can place this additional text, or omit it altogether, as given in the example.

Returning to FIG. 5, custom advertisements from the campaign management component 322 are stored in the real-time inventory database 350. According to one implementation, data provided by operators/publishers 306 may be processed by inventory prediction component 351 along with predictive data stored in database 350. The targeting and advertisement selection component 352 matches advertisement requests from the mobile communication device 308 to custom advertisements in the inventory database 350.

This targeting may include a public advertisement component 353 that selects the advertisement display 355 of the fixed client device 309. The selection may be made based on the passive interaction of the user 140 (FIG. 3) as detected by the mobile communication device 308 moving near the fixed client device 309.

The communication protocol and advertisement format are interpreted by the multi-format advertisement serving component 354 to mobile communication devices 308. In an exemplary form, the Triglet service adapter of the uiOne delivery system (UDS) 358

(TSA) 356 performs a multi-format advertisement serving function. BREW

Developed by QUALCOMM Incorporated as part of the platform, the uiOne™ architecture enables the rapid evolution of rich and customizable UIs (i.e. active content, over-the-air (OTA) upgradeable). Provides a set of BREW extensions, and more than just applications.

Helps in the development of the Unroad business, provides component theming, and BREW

Use UI widgets. Thus, BREW uiOne reduces transaction time for handsets, carrier customization, and consumer personalization.

To do this, BREW uiOne™ provides a clear set of abstract concepts, adding two new layers to the application development stack for BREW. The uiOne delivery system 358 is used to wirelessly update mobile user interfaces (UIs). This delivery system 358 can be deployed standalone, allowing operators to leverage the functionality of their delivery system. By deploying the uiOne architecture with the uiOne delivery system 358, additional benefits, especially when deployed with other elements of the BREW solution (e.g. monetization and billing when the operator does not already have a suitable infrastructure) Can be realized.

In the interest of the present disclosure, the integration of the BREW platform, uiOne architecture, etc. is an example, and the application conforming to the forms of the present disclosure may use other computing environments, mobile operating systems, user interfaces and communication protocols. Should be recognized as For example, the user interface 360 may use a Java applet and an operating environment.

The mobile user interface 360 thus configured in the exemplary version includes Tab A 362 and Tab B 364 (eg, “mystuff”, which may contain a clipped advertisement subfolder). The illustrated tab A 362 is selected to show options such as the selected game shopping option 366, the applications ("apps") shopping option 368, the theme shopping option 370 and the shopping search option 372. . A dial tone multi frequency (DTMF) keypad 378, dedicated advertisement to reach the advertisement banner advertisement 374 for additional advertisement options used with the control buttons 384 and the select button 386. Additional text 376 describing how the user can interact with the advertisement 374, such as using the interaction button (e.g., clip) 380 and menu button 382 (e.g., "#1 for clip). , For a call, is displayed with #2) End button 388 allows cancellation of the menu sequence. Advertising banner 374 also facilitates the operation, as well as graphically what the interaction will perform. It is possible to incorporate one or more icons 375 to convey. Alternatively, the icons may be presented within a menu or icon bar or other platform or implementation specific method.

The mobile communication device 308 includes advertisements 374, such as an advertisement cache 390, an advertisement tracking component 392, a context targeting component 394, a location monitoring and reporting component 396, and an advertisement client 398. ) To support and monitor user interactions, which in the exemplary version is a BREW extension. The location monitoring and reporting component 396 can derive a location from a global positioning system (GPS) 400. Alternatively, radio frequency identification systems, wireless access points, cellular direction finding, and the like may provide approximate location information for mobile communication devices that are temporarily blocked from GPS reception or lack intrinsic location-sensing capabilities. Fixed client devices 309 may have a predetermined location value 401 accessed by the mobile advertising platform 302 rather than a sensed value. This location information may be used by public advertising component 353 of mobile advertising platform 302 for public advertising for which passive interaction is assumed.

The mobile advertising platform 302 stores data received from the mobile communication device 308 in a real-time inventor database 350. The reporting and analysis component 402 summarizes, filters, and formats data received from the database 350 for which personally identifiable information has been filtered by the advertisement tracking identifier filter 404. The prepared data is used by the billing component 406 that bills the advertisement serving platform 304 and/or the settlement component 408 that interacts with the operators and publishers 306.

Returning to FIG. 6, the window 342 is suitable for the type of capabilities of the mobile communication device 308 and the communication methods accepted by the advertiser (e.g., text messaging, email sending, webpage, phone call, etc.). And/or may facilitate selection of icons and advertisement behaviors that are optimal for the revenue-generating potential for the marketplace advertising platform 302. Multiple banner size selection wireless buttons and indications 410 may change the rendering of the banner 412 selected in the image selection field 344 to be appropriate for a particular type of mobile communication device 308.

The range of actions represented by the respective designated icons can be selected or selected for integration, for example by drag and drop. In some applications, these action icons are disabled if not appropriate for a particular advertisement, such as not having the corresponding action information defined in the generic window 326, or if not available for the type of mobile communication device 308. Becomes (e.g., gray). Although not shown, the selection may cause multiple actions to be added to the advertisement if supported by the mobile communication device 308. Alternatively or additionally, the hierarchy of action choices that take precedence when multiple choices are available may be designated as the first choice displayed. The action icons actually displayed on a particular mobile communication device 308 can be dynamically changed to accommodate the user's contractual relationship or restrictions on the local access network. For example, the user may not have paid for the short message service, or the service may not be available in a specific place.

Examples of action icons that not only reminiscent of functionality but also provide a wide range of interactive possibilities for advertisements include, but are not limited to: (1) Call-click icon 420 to encourage advertisers Dial the number specified by; (2) WAP (Wireless Application Protocol)-click icon 422 launches a browser that allows the user to manually type in the link provided on the advertisement banner 412; (3) The landing-click icon 424 causes the browser to return to the previous page or home page, which would be desirable due to the slow page loading to the mobile communication device 308 using a limited throughput wireless channel. Can; (4) brochure-click icon 426 renders a document description for additional information about the advertisement; (5) Email-click icon 428 sends an automated response email to the advertiser; (6) Clip (hold/save)-click icon 430 to save the advertisement for later access; (7) Launching a utility for delivering advertisements to recipients whose delivery-click icon 432 is manually entered or to recipients in their address book; (8) the message-click icon 434 accesses the short text utility previously submitted to the advertiser; (9) the content-click icon 436 proceeds to the web link provided by the advertiser; (10) location-click icon 438 pops up a map to the advertiser, possibly the nearest location with reference to location information from mobile communication device 308;

(11) Promotion-click icon 440 can activate information on how to enter bet horse racing, competitions, events, etc.; (12) Coupon-click icon 442 can access barcodes, alphanumeric passwords, etc. for entering mail benefits in the full browser, or for display to retailers via mobile communication device 308 to access discount deals, and ; (13) A purchase-click icon 444 starts a purchase transaction. In some applications, a service provider for the mobile communication device 308 may enhance transactions by providing shipping and/or billing information for a user associated with the device 308, including adding purchases to service billing. have.

In FIG. 7, an exemplary version of a communication system 500 according to some forms is shown as a computerized device of any type according to one form. For example, communication device 500 may comprise a mobile wireless and/or cellular phone. Alternatively, the communication device 500 may comprise a fixed communication device such as a proxy call/session control function (P-CSCF) server, a network device, a server, a computer workstation, and the like. The communication device 500 is not limited to these described or illustrated devices, but is a personal digital assistant (PDA), a two-way text pager, a portable computer having a wired or wireless communication portal, and a wired and/or wireless communication portal. It is to be understood that it may further include any type of computer platform. Further, the communication device 500 may be a remote slave or other similar device that does not simply have their end users, such as remote sensors, remote servers, diagnostic tools, data relays, etc., that simply transfer data over a wireless or wired network. In alternative forms, communication device 500 may be a wired communication device such as a landline telephone, personal computer, set-top box, or the like. Additionally, it should be noted that any combination of any number of communication devices 500 of a single type or a plurality of the aforementioned types may be used in a cellular communication system (not shown). Accordingly, the present apparatus and methods are thus provided in any form of wireline, including, without limitation, wireless modems, Personal Computer Memory Card International Association (PCMCIA) cards, access terminals, personal computers, telephones, or any combination or subcombination thereof. Or on a wireless device or computer module.

Further, the communication device 500 may include a user interface 502 for purposes such as viewing or interacting with advertisements. This user interface 502 is operable to generate and/or present information for consumption by a user of the communication device 500 and an input device 504 operable to generate or receive user input on the communication device 500. It includes a possible output device 506. For example, the input device 502 may include at least one device such as a keypad and/or a keyboard, a keyboard, a mouse, a touch screen display, and a microphone associated with a voice recognition module. Further, for example, the output device 506 may include a display, an audio speaker, a haptic feedback mechanism, and the like. The output device 506 may generate a graphical user interface, a sound, a vibration-like feel, or a braille text generating surface, and the like.

In addition, the communication device 500 is operable to run applications for providing functionality to the device 500, and also includes a computer platform 508 capable of interacting with the input device 504 and the output device 506. Can include. Computer platform 508 may include memory, including read-only and/or random access memory (RAM), erasable programmable read-only memory (EPROM), and electrically erasable programmable read-only memory (EEPROM). , Flash memory, and/or any memory common to computer platforms. In addition, the memory includes active memory and storage memory including electronic file systems and any secondary and/or tertiary storage devices such as magnetic media, optical media, tapes, soft and/or hard disks, and removable memory components. Can include. In the exemplary version, the memory is shown as a RAM memory 509 and a non-volatile local storage component 510, both connected to the data bus 512 of the computer platform 508.

Further, the computer platform 508 may also include a processor 514, which may be an application specific integrated circuit (ASIC) or other chipset, processor, logic circuit, or other data processing device. In some forms, such as when the communication device 500 includes a cellular phone, a processor or other logic, such as an application specific integrated circuit (ASIC) 516, may have other functions (e.g., communication call control, alarm clock, text). May execute an application programming interface (API) 518 that interfaces with any resident software components represented by applications (e.g., games, etc.) 520 that may be active in memory 509 for messaging, etc. have. With the benefit of this disclosure, applications conforming to one or more forms of this disclosure may omit other applications and/or receive streaming content such as voice calls, data calls, media related applications in memory 509. It should be recognized that the ability may be omitted. Device APIs 518 can execute on top of a runtime environment running on each communication device. Some of these APIs 518 are developed by QUALCOMM Incorporated of San Diego, California.

Binary runtime environment

) API 522.

In addition, the processor 514 is implemented in hardware, firmware, software, and combinations thereof, to enable the functions of the communication device 500 and operability of the communication device 500 on the communication system 300 (FIG. 5). Various processing subsystems 524 may be included. For example, processing subsystems 524 enable the initiation and maintenance of communication, and exchange of data, within and/or between components of communication device 500 as well as with other networked devices. In one form, such as in a cellular phone, the processor 514 includes sound, non-volatile memory, file system, transmit, receive, explorer, layer 1, layer 2, layer 3, main control, remote procedure, handset, power management, Diagnostics, digital processor, vocoder, mesh

Gong, call manager, bluetooth

LPOS, positioning, location engine, user interface, sleep, data service, security, authentication, USIM/SIM (universal subscriber identification module/subscriber identification module), voice service, graphics, USB (universal serial bus), MPEC (video expert) Group) protocol multimedia such as, GPRS (general packet radio service), short message service (SMS), short voice service (SVS™), including one of the processing subsystems 524, such as a web browser, or a combination thereof. can do. In the disclosed forms, the processing subsystems 524 of the processor 514 may include any subsystem components that interact with applications running on the computer platform 508.

The computer platform 508 also enables communication between the various components of the communication device 500, as well as communications related to receiving and tracking advertisements presented on and/or interacting with the user interface 502. It may further include a communication module 526 operable to provide. The communication module 526 may be implemented in hardware, firmware, software, and/or a combination thereof, and may also include all protocols for use in device-to-device communication and device-inter-device communication. GPS engine 528 or other location sensing components provide location information of communication device 500.

Some of these capabilities of communication device 500 are loaded from local storage 510, maintained in memory 509, and executed by code executed by processor 514 such as operating system (OS) 530. Can be made easy. The user interface (UI) module 532 facilitates control of interactions with the user interface 502. The UI module 532 is a custom interaction for specific advertisements coming out of the advertisement cache 536 in the order specified by the advertisement client 540, in particular the advertisement queue 538 arranged by the advertisement packaging Triglet service adapter 542. And an advertisement interaction component 534 that provides interaction options. The usage of advertisements is captured by advertisement tracking component 544. The location reporting component 546 may include logic to selectively report the device location.

In one form, the UI module 532 may include a keyword monitor 547 that monitors all user inputs to capture keywords or data from which keywords can be inferred. Thereby, no matter what application or communication function is being used, user actions related to these keywords can be captured.

The BREW APIs 522 provide the ability for applications to call device APIs 518 and other functions without having to be written specifically for the type of communication device 500. Therefore, the application 520 or components for one-to-one mobile advertisement on the communication device 500 are the same for a number of different types of hardware configurations within the operating environment provided by the BREW API 522 summarizing certain hardware features. It can be done with a simple or slightly modified version. The BREW extension 548 adds additional capabilities to the programming platform of the BREW API 522, such as providing MP3 players, Java virtual machines, and the like. As an example, the UI module 532 may be a BREW extension 548.

User for reporting by artificial intelligence (AI) component 550 and/or rule-based logic component 552 to distribute computational overhead and/or reduce transmission overhead on communication system 300 (FIG. 6). Behavior can be inferred, a decision as to when a reportable ad-related event has occurred, and/or the location can be extrapolated based on intermittent location detection and the like.

The rule-based logic component 552 can be used to automate certain functions described or suggested herein. According to this alternative form, the end user defines the type of attributes that should be taken or ignored, correlates language elements to the attributes, creates rules to check location detection status, and determines if ad viewing is taking place. An implementation method (eg, rule) may be applied to perform delay detection of the interaction or the like. For example, it will be appreciated that a rule-based implementation may automatically define criteria for types of user interactions that may be partially hindered by advertisements. For example, during loading of a game, advertisements may be allowed to be displayed in full screen. When a half screen application, such as a text messaging application, is running, an advertising banner may be displayed, for example the user may selectively enable it to receive a subsidized service fee. The rule-based logic component 552 may request an impression advertisement through a click on the advertisement action in response to the inference that the user does not directly interact with the advertisement. In response, the rule-based implementation can change the amount of notifications given, the level of detail provided, and prevent all edits that would cause a reset.

The AI component 550 may facilitate automating the performance of one or more features described herein, such as predicting user behavior, extrapolating intermittent location data, and adjusting ad interaction options based on machine learning. Therefore, the use of various AI-based methods can assist in various forms of execution. For example, the AI component 550 may be trained in a learning mode in which the user's location is analyzed against a database of locations to generate a behavioral profile. Then, certain patterns of the user's behavior can be classified.

The classifier is a function that maps the input attribute vector x = (x1, x2, x3, x4, xn) to the class level class(x). The classifier can also output the confidence that the input belongs to the class, i.e. f(x) = confidence(class(x)). Such classification can use probabilistic and/or statistical-based analysis (eg, factorization by analysis utility and cost) to predict or infer the actions the user wants to perform automatically.

A support vector machine (SVM) is an example of a classifier that can be used. SVM works by finding a hypersurface in a space of possible inputs that separate trigger input events from non-trigger events in an optimal way. Other classification schemes can be used, including Naive Bayes, Bayesian networks, decision trees, neural networks, fuzzy logic models, maximum entropy models, and the like. The classification used here also includes statistical regression used to develop models of priority.

As easily recognized from this specification, the present disclosure provides pretrained classifiers (e.g., through general training data from multiple users), as well as (e.g., through observing user behavior, observing trends, receiving external information). Reinforcement learning methods can also be used. Therefore, the present disclosure is not limited thereto, but according to a predetermined criterion, what constitutes the relevant reset condition, when/whether to deliver an impending controller reset, when/whether to prevent the controller reset, and the data types to be exchanged. It can be used to automatically learn and perform a number of functions, including determining preferences and the like.

In FIG. 8, the method 600 for mobile communication device advertisements performed mostly by the communication system of FIG. 5 is, according to one form, in which the advertisement manager prepares advertisements for deployment on mobile communication devices at block 602. It starts with. The mobile communication device client requests new advertisements, such as banner advertisements, from a marketplace platform (eg, uiOne™ delivery system (UDS)) at block 604. At block 606, UDS's Advertisement Packaging Triglet Service Adapter (TSA) requests multiple advertisements (eg, images, metadata, etc.). At block 608, with advertisements currently being received by the mobile communication device, the user interface displays a banner advertisement. At block 610, the advertisement provides one or more ways for a user to interact with or respond to the advertisement. For example, a wireless application protocol (WAP) browser may be activated by a “click to browse” operation at block 612. As another example, as indicated by a “call dialer” at block 614, a “call click” may be automatically called or a manually dialed call may be correlated to a phone number displayed on the advertisement. As another example, as shown at block 616, a user interface may provide coupon clip functionality. In response to this interaction, the mobile communication device launches an advertising action as requested at block 618. Then, at block 620, this interaction is tracked to report ad usage.

In FIG. 9, according to one form, a method 700 for a one-to-one mobile advertisement may include features enabled by location sensing of a mobile communication device. At block 702, depending on one implementation, the weights assigned to the inputs may be limited, but demographic profiling is collected and maintained. At block 703, location-based behavioral profiling is performed based on location reports from mobile communication devices that may infer behavioral preferences of the user of the device.

This process is discussed in connection with FIG. 10 later.

At block 704, a method for selecting and evaluating advertisement icon actions leverages the increased communication options available to the mobile communication device and/or to the advertiser, which is discussed in more detail later in connection with FIG. 14.

At block 705, the user's behavior profiling is enhanced by capturing keywords entered into the WAP browser and other interactions with the mobile communication device 308. To cover a wider range of interactions, the utility can proactively monitor the user interface, catching key presses that probably correlate with what is being displayed. Alternatively or additionally, keyword characterization may take place upstream of the communication system, particularly for a limited capacity mobile communication device 308.

At block 706, with the support of location-disabled mobile communication devices, a micro-targeted advertising process is performed as described above with respect to FIG. 8. Other forms are discussed later with respect to FIG. 11 at block 710 and provide a rate-of-reach-time advertisement. A further form is to leverage location and metric tagging capabilities to perform an interceptor advertising campaign at block 712, which is discussed later in connection with FIG. 12. Another additional form is to leverage the metric tagging capabilities to provide timed coupon advertisements at block 714, which is discussed later in connection with FIG. 13.

As will be discussed later with respect to FIG. 15, a critical mass billboard advertisement method (block 716) is performed when location information on a mobile communication device is used in connection with a dynamic public advertisement display. . In addition, consumer-to-consumer advertising may be performed for trusted entities that wish to perform user targeted advertising (block 718).

At block 720, ad tracking may include all or part of tracking user interactions with the ad. In one form, user interaction may include a click for an action (block 722), which may result in a click to proceed to the advertiser's web page. The click for action may also receive a call from the advertiser or receive a call from the advertiser. Other classification schemes could be used, including advertisers Naive Bayes, Bayesian networks, decision trees, neural networks, fuzzy logic models, maximum entropy models, etc. The classification used here also develops prioritized models. Includes statistical regression used to do so.

As easily recognized from this specification, the present disclosure provides pretrained classifiers (e.g., through general training data from multiple users), as well as (e.g., through observing user behavior, observing trends, receiving external information). Reinforcement learning methods can also be used. Therefore, the present disclosure is not limited thereto, but according to a predetermined criterion, what constitutes the relevant reset condition, when/whether to deliver an impending controller reset, when/whether to prevent the controller reset, and the data types to be exchanged. It can be used to automatically learn and perform a number of functions, including determining preferences and the like.

In FIG. 8, the method 600 for mobile communication device advertisements performed mostly by the communication system of FIG. 5 is, according to one form, in which the advertisement manager prepares advertisements for deployment on mobile communication devices at block 602. It starts with. The mobile communication device client requests new advertisements, such as banner advertisements, from a marketplace platform (eg, uiOne™ delivery system (UDS)) at block 604. At block 606, UDS's Advertisement Packaging Triglet Service Adapter (TSA) requests multiple advertisements (eg, images, metadata, etc.). At block 608, with advertisements currently being received by the mobile communication device, the user interface displays a banner advertisement. At block 610, the advertisement provides one or more ways for a user to interact with or respond to the advertisement. For example, a wireless application protocol (WAP) browser may be activated by a “click to browse” operation at block 612. As another example, as indicated by a “call dialer” at block 614, a “call click” may be automatically called or a manually dialed call may be correlated to a phone number displayed on the advertisement. As another example, as shown at block 616, a user interface may provide coupon clip functionality. In response to this interaction, the mobile communication device launches an advertising action as requested at block 618. Then, at block 620, this interaction is tracked to report ad usage.

In FIG. 9, according to one form, a method 700 for a one-to-one mobile advertisement may include features enabled by location sensing of a mobile communication device. At block 702, depending on one implementation, the weights assigned to the inputs may be limited, but demographic profiling is collected and maintained. At block 703, location-based behavioral profiling is performed based on location reports from mobile communication devices that may infer behavioral preferences of the user of the device.

This process is discussed in connection with FIG. 10 later.

At block 704, a method for selecting and evaluating advertisement icon actions leverages the increased communication options available to the mobile communication device and/or to the advertiser, which is discussed in more detail later in connection with FIG. 14.

At block 705, the user's behavior profiling is enhanced by capturing keywords entered into the WAP browser and other interactions with the mobile communication device 308. To cover a wider range of interactions, the utility can proactively monitor the user interface, catching key presses that probably correlate with what is being displayed. Alternatively or additionally, keyword characterization may take place upstream of the communication system, particularly for a limited capacity mobile communication device 308.

At block 706, with the support of location-disabled mobile communication devices, a micro-targeted advertising process is performed as described above with respect to FIG. 8. Other forms are discussed later with respect to FIG. 11 at block 710 and provide a rate-of-reach-time advertisement. A further form is to leverage location and metric tagging capabilities to perform an interceptor advertising campaign at block 712, which is discussed later in connection with FIG. 12. Another additional form is to leverage the metric tagging capabilities to provide timed coupon advertisements at block 714, which is discussed later in connection with FIG. 13.

As will be discussed later with respect to FIG. 15, a critical mass billboard advertisement method (block 716) is performed when location information on a mobile communication device is used in connection with a dynamic public advertisement display. . In addition, consumer-to-consumer advertising may be performed for trusted entities that wish to perform user targeted advertising (block 718).

At block 720, ad tracking may include all or part of tracking user interactions with the ad. In one form, user interaction may include a click for an action (block 722), which may result in a click to proceed to the advertiser's web page. The click for action may also receive a call from the advertiser or receive a call from the advertiser. Can invoke a request to call an advertiser Click to action can also invoke SMS or other communication channels In another form, user interaction allows the user to clip advertisements for later viewing. It could be a click for a clip (block 724) For example, clipping an advertisement during gameplay prevents disruption to the user experience, providing entertainment or informational value to the user while acting as an impression or brand advertisement for the advertiser. Promotional content, such as a viral video, may be stored for repeated viewing In a further form, the user interaction may be a click for location determination at block 726. For example, activation of an advertisement may be at the advertiser's location. Navigation information can be launched Click for location determination may include being detected as entering the advertiser's location, which is considered a successful impression advertisement Click for location determination allows the user to send an electronic discount coupon to the advertiser It includes presenting its own ad display as, which may be manually or automatically correlated to the ad for successful tracking.In yet another form, user interaction results in a click for a glance (block 728). Including, where the application is launched in another window of the user interface of the mobile communication device, at block 730, user responses associated with the advertisement may be a source for tracking and updating the user behavioral profile.

In FIG. 10, a method 800 for performing a location notification action may include maintaining a location database of advertisers and competitors at block 802, according to one implementation. This location correlation may include prospective advertisers who may be addressed for one-to-one mobile advertising. At block 804, the locations of mobile subscribers are monitored. If at block 806 it is determined that the subscriber is in the monitored location, the estimated transaction behavior at block 808 is stored. At block 810, patterns may be correlated from these one or more presumed transaction behavior instances to reinforce the user's behavioral profile.

In FIG. 11, a method 900 for reach-frequency-time advertisements, in block 902, describes a behavioral/demographic population of mobile communication devices that may benefit from a particular advertisement for a product or service, according to one form. Start with what you expect. At block 904 an advertisement microtargeted to this expected population is sent to the population. In block 905, of a user interface (UI) such as use of a call screen, a test messaging screen, a webpage browsing screen, a game screen, a personal organizer screen (e.g., calculator, calendar, contact list, notepad, etc.). Various applications can be monitored. Depending on the available screen size or the like, the advertisement space may become available during use or when loading and/or terminating the screen. At the device, at block 906 an opportunity to present an advertisement on a user interface (UI) is recognized. For example, the device UI is activated when the user selects a menu option or the like so that the UI is activated and viewing of an advertisement is estimated.

At block 908, an advertisement is selected from advertisements cached on the device. If at block 910 it is determined that the next advertisement in the queue for presentation has expired, at block 912 the next advertisement in the queue is selected. At block 914, an advertisement that has not expired is accessed and the advertisement is presented (eg, displayed) on the UI. Usage tracking for these advertisements is updated at block 916 with an incremented frequency count, and at block 918 the cumulative duration of the display is monitored. If at block 920 did not cause the user to leave the advertisement banner, then at block 922 an additional determination is made as to whether the time target has been reached for this particular frequency count or the total duration of the display on this mobile communication device. . If not, processing returns to block 918. If the time limit is reached at block 92 2, at block 924 the advertisement is replaced with the next advertisement in the queue and processing returns to block 906. If at block 920 the action has been taken to ensure that the user leaves the advertisement banner, then at block 926 an additional determination is made as to whether or not the frequency count target has been reached. If not, the advertisement is returned to the queue or held to repeat at block 928 after an appropriate interval, and processing returns to block 906. If the frequency count target has been reached at block 926, the advertisement is replaced in the queue at block 924 and processing returns to block 906.

The frequency and duration can be specified to be related to the specific use of the wireless device. Advertisers may want to run game advertisements only for users who use their wireless devices for gaming. As another example, use as a telephone can omit advertisements because the user is paying the carrier for this service. On the other hand, a discount or demo version of the game may be allowed with advertisements guaranteeing subsidies. However, any use of a user interface (UI) that is conductive to advertisements in an exemplary form can be used as opportunities to display advertisements.

The calculation of frequency and duration counts each presentation. Therefore, cross-content advertising includes when advertising campaigns of multiple types of wireless devices are used. As an example of explanation, consider wireless device user Joey, a 14 year old male skateboard fan, as determined by his behavior and demographic profiles. Advertisers of sports shoes instruct subscribers to watch the shoe advertisement four times on their handset for a total of 30 seconds. Joey sees a shoe ad as part of his skateboarding gameplay, then goes to the financial news network webpage to get a stock quote, and receives the same ad campaign from the shoe ad, which is a second view of the ad and a 30 second duration. It is counted as part. For every content Joey sees, including the uiOne™ home screen, Joey sees a shoe ad until the metrics are met.

In FIG. 12, a method 940 for interceptor microtargeting advertisements begins by using a location notification behavioral profile to predict a transaction at block 942 according to one aspect. When there is a predicted transaction in a competitor's business, an advertisement is requested or placed in the advertisement cache as an interceptor advertisement opportunity. For example, if an advertiser decides to send advertisements to users going to competitors, the ad billing rate may increase. Thus, revenue-optimized ad auctions can increase the priority of these opportunities.

In some forms, the advertiser decides to target an opportunity in a particular window when the user is most likely to change behavior when presented with an advertisement. Thus, at block 946, the location and time/date of the mobile subscriber are monitored to meet the presentation criteria specified by the advertising campaign. For example, a user may tend to go to a competitor's restaurant for lunch at noon on Friday. Advertisers will advertise to these users at 11:30 and/or when the user is moving to the advertiser's premises within 3 minutes based on the current average speed and/or when the user is within 1/2 mile of the competitor's You can decide to present it. At block 948, a determination is made as to whether time/proximity metrics have been triggered. If so, an interceptor advertisement is presented at block 950. Although not shown, the user can interact with the advertisement in a way that can be considered the success of the advertisement. At the moment of the impression advertisement, as shown in block 952, the location of the mobile subscriber is monitored. If a competitor location is entered at block 954, then at block 956 the advertisement is tracked as failed at this moment. If at block 954 there is no competitor location, at block 958 a determination is made as to whether an interceptor advertiser location has been entered. If so, the advertisement may be tracked as successful at block 960. If not at the competitor or interceptor location within any suitable period of time, the advertisement may be tracked at block 962 as having an undetermined effect.

In FIG. 13, a method 970 for time couponing on mobile communication devices is, according to one form, time tagged metrics (e.g., start time, target time) associated with advertisements in an ad store at block 972. And/or end time). At block 974, the mobile device's advertisement cache is refreshed with timed coupon advertisements. At block 976 the ad queue is optimized so that timed coupon ads are scheduled for presentation within the schedule metric. Then, at block 978, a determination is made whether an advertisement is required for the user interface. If necessary, a further decision is made at block 980 to see if any start time metrics have been met. If not, the next advertisement in the queue is selected and processing returns to block 980. If the start time has been met at block 980, a further determination is made at block 984 as to whether the end time has been exceeded. If so, the advertisement is deleted from the queue at block 986, and the next advertisement in the queue is selected at block 982. If at block 984 the ad end time has not been exceeded, at block 988 the ad is displayed on the UI.

In FIG. 14, according to one form, but not limited thereto, call-click, brochure-click, clip-click, message-click, location-click, WAP-click, email-click, forward-click, promotion- To select appropriate ad icons for mobile communication devices by defining an associated and operable ad icon (block 1202) for all possible actions that may include clicks, coupon-clicks, buy-clicks and landing-clicks. Method 1200 begins. The client device configuration is accessed (block 1204) to determine restrictions on types of available workflows (eg, communication channels), restrictions on input and output of the user interface, and the like. A subset of advertising actions and icons appropriate to the type of device is presented. The list may also indicate which advertising icons have provided sufficient information about the advertiser to activate (eg, email address, phone number, homepage, uniform resource locator (URL) for brochure, etc.). In particular, in an example implementation, the list includes a set of actions, where each action includes an icon or icon reference and workflow command and parameters (eg, a BREW URI for the BREW platform).

The selection process, either automatically or promptly by the user, can guide the arrangement and configuration of advertisement action icons to be included.

The choice may be influenced by the relative values for advertisers for different types of activation, so as to incorporate a hierarchy for proposals or rendering (block 1208).

In FIG. 15, a method 1300 for critical large-scale billboard advertisement may include tracking the location of a population of mobile communication devices (block 1302) according to one implementation. A determination of client devices that are detected to be within the perimeter of the dynamic public advertisement display is made (block 1304). Demographics and/or behavioral profiles of users of nearby client devices are accessed to select appropriate advertisements (block 1306). Based on this cohort data, an appropriate ad bid is accessed (block 1308). Revenue is optimized by selecting the ad that yields the highest bid based on the detected population (block 1310).

In Figure 16, the method 1400 for consumer-to-consumer advertising leverages the ad distribution capabilities of the marketplace platform. According to one implementation, user permissions are verified for a particular trusted entity (eg, individual, sibling relationship, etc.) (block 1402). Time constraints for ad purchases are defined (eg, holidays, birthdays, near meeting events, etc.) (block 1404). Interaction options are incorporated into the advertisement (block 1406). User behavior is monitored for opportunities within the time window for presenting an advertisement (block 1408). An advertisement is presented on the user interface of the mobile communication device (block 1410).

In Fig. 17, it has at least one processor 1702 for executing modules in a computer-readable storage medium (memory) for distributing advertising content to a mobile communication device. Network distribution device 1700 may include marketplace platforms 12,106,302 (FIGS. 1-5), or may perform some of their functions. In the exemplary modules shown, a first module 1706 provides a means for monitoring a user interaction with a first communication function of a mobile communication device. The second module 1708 provides a means for monitoring a user interaction with a second communication function of the mobile communication device that, when executed, is separate from the first communication function. The third module 1710 provides a means for transmitting user interaction data to the network to infer the user behavioral profile. A fourth module 1712 provides a means for receiving an advertisement formatted for a mobile communication device selected based on the user behavioral profile. A fifth module 1714 provides a means for presenting an advertisement on a mobile communication device.

In FIG. 18, an exemplary mobile communication device 1800 has at least one processor 1802 for executing modules in a computer-readable storage medium (memory) to present an advertisement. In the illustrated exemplary modules, a first module 1806 provides a means for remotely monitoring a user interaction with a first communication function of a mobile communication device. The second module 1808, when executed, provides a means for remotely monitoring a user interaction with a second communication function of the mobile device that is separate from the first communication function. The third module 1810 provides a means for receiving user interaction data and inferring a user behavioral profile. A fourth module 1812 provides a means for selecting an advertisement based on a formatted user behavioral profile for the mobile communication device. A fifth module provides means for transmitting the selected advertisement for presentation on a mobile communication device.

It should be appreciated that the forms described herein separate certain functions for network level storage and processing and other functions for performance by the mobile communication device. It should be appreciated that, with the benefit of this disclosure, applications conforming to the forms may include more distributed processing configurations to reduce computational overhead and/or reduce communication load in a centralized location. Alternatively, certain limited capacity mobile devices may receive mobile advertisements by focused further processing.

The various exemplary logic, logic blocks, modules and circuits described in connection with the versions disclosed herein are general purpose processors, digital signal processors (DSPs), application specific integrated circuits (ASICs), field programmable, designed to perform the functions described herein. It may be implemented or performed in a gate array (FPGA) or other programmable logic device, discrete gate or transistor logic, discrete hardware components, or any combination thereof. A general purpose processor may be a microprocessor, but alternatively the processor may be any conventional processor, controller, microcontroller or state machine. The processor may also be implemented as a combination of computing devices, such as a combination of a DSP and a microprocessor, multiple microprocessors, one or more microprocessors in combination with a DSP core, or any other configuration. Additionally, at least one processor may include one or more modules operable to perform one or more of the above-described methods and/or operations.

In addition, steps and/or operations of a method or algorithm described in connection with the aspects disclosed herein may be implemented directly in hardware, as a software module executed by a processor, or a combination of the two. The software module may reside in RAM memory, flash memory, ROM memory, EPROM memory, EEPROM memory, registers, hard disk, removable disk, CD-ROM, or any other known type of storage medium. Exemplary storage media may be coupled to the processor so that the processor can read information from the storage medium and write information to the storage medium. Alternatively, the storage medium may be integrated into the processor. Also, in some forms the processor and storage medium may reside in the ASIC. Additionally, the ASIC may reside in the user terminal. Alternatively, the processor and storage medium may reside as separate components in the user terminal. Additionally, in some forms the steps and/or operations of a method or algorithm may be incorporated into a computer program product on a machine-readable medium and/or a computer-readable medium or one of the codes and/or instructions. Can reside as any combination or set of.

While the above disclosure discusses exemplary forms and/or implementations, it should be noted that various modifications and variations may be made without departing from the scope of the described forms and/or implementations as defined in the appended claims. . Moreover, elements of the described forms and/or implementations may be described or claimed in the singular, but the majority are contemplated unless a limitation to the singular is explicitly stated. Additionally, unless otherwise stated, some or all of any form and/or implementation may be used with some or all of any other form and/or implementation.

Claims (1)

A method for presenting advertising content on a mobile communication device in a system comprising a marketplace platform and a mobile communication device, comprising, in the mobile communication device, user interaction with a first communication function of the mobile communication device. Monitoring;
Monitoring, at the mobile communication device, a user interaction with a second communication function of the mobile communication device that is separate from the first communication function when executed;
Transmitting, at the mobile communication device, data relating to the monitored user interaction with the first communication function and the second communication function to the marketplace platform to update a user behavioral profile;
Receiving, at the mobile communication device, an advertisement formatted for the mobile communication device selected based on the updated user behavioral profile from the marketplace platform;
Presenting, at the mobile communication device, the advertisement on the mobile communication device according to a frequency purpose of specifying the number of times the advertisement is to be presented and a time purpose of specifying a duration for presenting the advertisement;
Monitoring, at the mobile communication device, a user interaction with the presented advertisement; And transmitting, at the mobile communication device, data on the monitored user interaction with the presented advertisement to the marketplace platform to calculate an amount billed to an advertiser associated with the presented advertisement. A method for presenting advertising content on a mobile communication device comprising a.

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