WO2017051252A2

WO2017051252A2 - Apparatus, system and method for advertisement architecture for mobile applications and browsers

Info

Publication number: WO2017051252A2
Application number: PCT/IB2016/001476
Authority: WO
Inventors: Peter ZMIJEWSKI; Scott DOWDELL
Original assignee: Adroute Pte Ltd; Moore, Barry
Priority date: 2015-09-23
Filing date: 2016-09-23
Publication date: 2017-03-30
Also published as: WO2017051252A3

Abstract

A customizable and targeted advertising delivery system that gives mobile network operators and wireless carriers the ability to monetize the traffic of its users through mobile browsing and applications. The system provides mobile consumers with a seamless mobile browsing experience and background advertising application that collects data used for delivering customized advertisements particular to the user and the user's device. The mobile network operator and wireless carrier is provided an application dashboard where advertisement delivery and data collection can be customized and modified.

Description

APPARATUS, SYSTEM AND METHOD FOR ADVERTISEMENT ARCHITECTURE FOR MOBILE APPLICATIONS AND BROWSERS

TECHNICAL FIELD

[001] Embodiments of the present invention relate to application and browser technology, including but not limited to embodiments of applications and browsers for electronic devices featuring advertisement overlay technology. Embodiments of the present invention provide a solution to monetize advertising, retain customers, and attract new customers.

BACKGROUND

[002] Consumer electronic devices are used to access content that is stored both remotely on the Internet and locally on the device. For example, an electronic device may employ applications (sometimes called "apps") or browsers to display content. In some cases, the browser is a specialized type of app. Whether it is an app or a browser, the user may use it to access content and display that content on the mobile device.

[003] Many different types of electronic devices are used with apps and browsers to display content, including laptops, computers, phones, tablets, and other electronic devices used to access and display content to users.

[004] When content is delivered to a user on the electronic device through the app or browser, the delivery will normally have several content areas. For example, the content areas may contain text, audio, video, pictures and other forms of content. One or more of these content areas may be observed, heard, viewed, or experienced by the user at the same time. For example, multiple areas of pictures and video may be displayed to the user at the same time on the same screen as part of the same "window" or display area. These multiple areas may be overlaid on top of each other or arranged around each other on the display.

[005] In a single display area, there may be several content areas, with multiple apps, browsers or other content displays all being delivered to the user at the same time. Viewing several content areas in a single display or window may be known as a tab view approach, with the user able to switch between different content areas through the selection of different tabs. A user may also view one content area in one tab while content for another tab is in the background either not visible or partially displayed.

[006] Monetization of online traffic and the delivery of advertisements to mobile users are critical parts of the economic engine of the Internet, especially for the providers of the apps, browsers, online or mobile device services, online content, and the mobile devices themselves.

[007] Historically, the delivery of advertisements and monetization of online traffic have been isolated to the domain of the providers of the online services or online content because the advertisements would be delivered to the mobile device as part of the requested service or online content. Thus, the delivery of online advertisements, and hence the control of how those advertisements were displayed on the mobile device, were not readily available to the mobile network operators, wireless carriers and mobile device providers.

[008] Systems and methods are needed that enable mobile network operators, wireless carriers and mobile device providers to provide customized browsing and app use experience, thereby allowing them to monetize online traffic and control delivery of advertisements, thereby improving the quality of the user experience and creating favorable economic conditions for the mobile network operators, wireless carriers and mobile device providers that can be passed to the user(s).

SUMMARY

[009] Embodiments provide a system that enables mobile network operators and wireless carriers to provide consumers with a seamless mobile browsing experience and allow them to effortlessly customize and monetize their traffic. For example, the system may include one or more of the following elements: a specialized browser, an advertising application that collects data for delivering customized advertisements particular to the user(s) and the user's device(s), and an application dashboard where the advertisements delivery data collection and advertisement delivery particulars may be customized and modified. [0010] In an embodiment, the user device has an Advertisement Application

(Ad App) that is either downloaded or comes preinstalled with the user device. The Ad App is configured to interface with the user device and detect when a user performs a particular activity or when a particular application (app) is opened. The Ad App is configured to deliver or display certain advertisements in response to the user activity or active app, such that the ads are targeted to the user activity or active app. Moreover, the Ad App is configured to deliver the ads to the user in a formatted way that is desirable given the parameters, capabilities and limitations of the user device and other criteria set for displaying ads for the user, device and apps.

[0011] Embodiments provide a Rules Management System, including a device that determines ads to be delivered and displayed on the electronic device(s). The Rules Management System interfaces with a user device(s), such as a smartphone, tablet or laptop, and interfaces with an Advertisement Server. The Rules Management System sends ads to the user device(s) based on a match of data collected from the user(s) and its device(s) to rules created in the Rules Management System for when to display particular types of ads. In embodiments, the Rules Management System interfaces with the Ad App to determine appropriate ads for the user(s) and active apps on the user device(s) as well as appropriate formatting for the ads to be displayed on the user device(s).

[0012] Embodiments provide a Data Management Platform (DMP) that collects data from user(s) and their device(s) with the data relating to various attributes of the user, the user's activity, and the user's device(s). For example, the DMP can collect data periodically from the user device relating to the active application(s) (such as through an app ID), an advertisement being viewed (such as through an ad ID), the type of network being used (WiFi, LTE, 3G), the location of the user location, the carrier, the device's screen resolution, the device's screen size, the device's OS version, the device's orientation, and any other number of device or user attributes. In embodiments, the DMP interfaces with the Ad App to collect the data from the user device, including data relating to the user, user activity, and the user's device.

[0013] Embodiments provide an Ads Server that holds the various advertisements that can be delivered to the user device(s). In embodiments, the Ads Server is configured to interact with the DMP and the Rules Management System to deliver targeted ads to the user and the user's device. The Rules Management System passes required criteria of the ad in the form of data parameters of the type of ad needed for the user or the device in question, which the Ads Server then matches to data parameters of the ads in its database. The Ads Server then passes the appropriate ads matching the required criteria to the Rules Management System, which verifies the ad matches the criteria, and if it matches, the Rules Management System will pass the targeted ad to the user and the user device. The Ads Server can also interact with the DMP to see if there are additional or updated user history, user data or device parameters for a particular device or user that can be used to more specifically target the ad to that user or user device.

[0014] In an embodiment, the mobile device has a mobile communication processor that is configured to interface with an applications processor. The applications processor has the capability to measure attributes of the mobile device and user attributes of a user of the mobile device. The applications processor interacts with the Ad App and processes actions needed by the Ad App to perform its functions. The applications processor is also configured to be able to measure the attributes required for the DMP and the Rules Management System so that advertisements fitting the attributes, requirements and/or limitations of the user's device and/or the user are delivered to the device and displayed to the user. In an embodiment, the mobile device also has a mobile communications processor that interfaces with the applications processor to be able to communicate data, including but not limited to through standard communications protocols. The mobile device can use the mobile communications processor to communicate with various devices, including the DMP and the Rules Management System.

[0015] In an embodiment, methods of delivering targeted advertising content are provided. For example, the Ad App is configured to measure attributes of the device and the user, which it can then send to the DMP and the Rules Management System. The DMP can periodically request the attributes. When the Rules Management System receives the attributes, it compares them to the rules and various parameters stored for the device and the apps on the device. The Rules Management System then passes required criteria of the ad in the form of data parameters of the type of ad needed for the user or the device in question, which the Ads Server then matches to data parameters of the ads in its database. The Ads Server can also request data from the DMP to compare current attributes of the device and user in selecting the ad to be delivered to the device. The Ads Server then passes the appropriate ads matching the required criteria to the Rules Management System, which verifies the ad matches the criteria, and if it matches, the Rules Management System will pass the targeted ad to the user and the user device.

BRIEF DESCRIPTION OF THE DRAWINGS

[0016] Figure 1 is a flowchart depicting an embodiment of the present system.

[0017] Figure 2 is a flowchart depicting an embodiment of an RTB Auction

Engine (Adroute RTB).

[0018] Figure 3 is a sample screen capture illustrating one embodiment of the process.

[0019] Figure 4 is a sample screen capture illustrating one embodiment of the process.

[0020] Figure 5 is a sample screen capture illustrating one embodiment of the process.

[0021] Figure 6 is a sample screen capture illustrating one embodiment of the process.

[0022] Figure 7 is a sample screen capture illustrating one embodiment of the process.

[0023] Figure 8 is a sample screen capture illustrating one embodiment of the process.

[0024] Figure 9 is a sample screen capture illustrating one embodiment of the process.

[0025] Figure 10 is a sample screen capture illustrating one embodiment of the process.

[0026] Figure 11 is a sample screen capture illustrating one embodiment of the process. [0027] Figure 12 is a sample screen capture illustrating one embodiment of the process.

[0028] Figure 13 is a sample screen capture illustrating one embodiment of the process.

[0029] Figure 14 is a sample screen capture illustrating one embodiment of the process.

[0030] Figure 15 is a sample screen capture illustrating one embodiment of the process.

[0031] Figure 16 is a sample screen capture illustrating one embodiment of the process.

[0032] Figure 17 is a sample screen capture illustrating one embodiment of the process.

[0033] Figure 18 is a sample screen capture illustrating one embodiment of the process.

DETAILED DESCRIPTION

ADROUTE MOBILE PLATFORM FEATURES

[0034] In an embodiment, a mobile device is provided with an

Advertisement Application ("Ad App") or specialized browser architecture. The embodiment is configured for mobile platforms such as Android platform and iOS, as well as non-mobile platforms (such as Windows). In embodiments, the solution is called "AdRoute."

[0035] In embodiments, the Ad App is configured to run in the background of the device and display different type of ads unit over other active applications. The ad content can be either video or banner, retrieved from remote server. The behavior of displaying ads will be determined from a backend server, based on the data collected by the Ad App and determination of different characteristics of the mobile device and user. For example, one of more pieces of the following data is gathered by the Ad App and is considered in deciding upon ad content to be delivered to the mobile device and user. [0036] App data (App ID, App Category, App Version, App Usage

(Date/Time, Duration)). The Ad App collects data from an active application (app) that is opened on the device or being used by the user. The app data collected from the active app can be used to plot out the physical location of the user on a map. With such data, it helps to track the intent of the user to target particular ads for that user.

[0037] Each piece of app data may also be used to determine desirable or appropriate ad content. Each app is given a unique App ID that identifies the particular app. For example, the Stock Watcher app may have one App ID while the Room 77 app may have another App ID. The Ad App can use the app data, such as the App ID, to show ads related to a particular characteristic of the active app. For example, if the App ID shows that the Stock Watcher app is open or active, then ads related to Stock Watcher may be shown, or if the App ID shows that app category is a game, then ads can be shown relating to games or the particular game being played.

[0038] In the example below, when the user opens the Stock Watcher mobile app on an Android phone, the Ad App detects that the Stock Watcher app is active through collection of the App ID data. If the Ad App settings are set such that American Express advertisements are to be shown when the Stock Watcher app is active, then an "American Express" ad will appear after the Stock Watcher app becomes active, for example, as shown below, as a full screen video ads displayed as an overlay on top of the Stock Watcher app:

See Figure 3

[0039] The delivered ad for the Stock Watcher app does not need to be a full size video, however. It can be any type of desirable ad depending on the data collected relevant to the user and the user's device and also depending on the rule configure in the Rules Management System. For example, the delivered ad could be a smaller video shown in the middle of the Stock Watcher app and a banner ad at the top of the app, as shown below:

See Figure 4

[0040] In another example, shown below, when the user activates the Room

77 app on an electronic device, the Ad App detects that the Room 77 app is active through collection of the App ID data. Once the Room 77 mobile app is detected as being active by the Ad app, a "Discover America" travel video ad appears as an overlay on top of the Room 77 app if the Ad App settings are set such that the Discover America ads are to be shown when the Room 77 app is active:

See Figure 5

[0041] Again, the delivered ad for the Room 77 app does not need to be a full size video, however. It can be any type of desirable ad depending on the data collected relevant to the user and the user's device and also depending on the rule configure in the Rules Management System. The delivered ad could be a smaller video or banner shown at the top or bottom or side of the Room 77 app as an overlay. For example, as shown below, the home screen of the device has various apps, including the Room 77 app (see screen shot on the left), the Room 77 app is opened and becomes active in the user's screen, and the ad delivered after the Room 77 app opens is a square picture advertisement near the top of the screen (see screen shot on the right):

See Figure 6

[0042] Other examples of overlay ads are shown below, with a Room 77 app does not need to be a full size video, however. It can be any type of desirable ad depending on the data collected relevant to the user and the user's device and also depending on the rule configure in the Rules Management System. For example, the delivered ad could be a smaller video or banner shown at the top or bottom or side of the Room 77 app as an overlay.

[0043] In an another example, as shown below, the delivered ad is a smaller screen with a video ad near the bottom of the screen. For example, as shown below, the home screen of the device has various apps, including the Cruise.com app (see screen shot on the left), the Cruise.com app is opened and becomes active in the user's screen (screen shot in the middle), and the ad delivered after the Cruise.com app opens is a square video ad near the bottom of the screen (screen shot on the right): See Figure 7

[0044] In an another example, as shown below, the delivered ad is a smaller banner or box type ad that does not have video, shown anywhere in the screen area. For example, as shown below, the home screen of the device has various apps, including the Hopper Flights app (see screen shot on the left), the Hopper Flights app is opened and becomes active in the user's screen (screen shot in the middle), and the ad delivered after the Hopper Flights app opens is a square still ad near the bottom right of the screen (screen shot on the right):

See Figure 8

[0045] In an another example, as shown below, the delivered ad is a smaller banner ad that does not have video, shown anywhere in the screen area. For example, as shown below, the home screen of the device has various apps, including the Klook app (see screen shot on the left), the Klook app is opened and becomes active in the user's screen (screen shot in the middle), and the ad delivered after the Klook app opens is a banner ad near the bottom right of the screen (screen shot on the right):

See Figure 9

[0046] For the ad to display as an overlay on or with the app, the app must be opened and not dormant. Moreover, video ads will close automatically after being completed or the user can choose to close the ad, by clicking "X" to close the ads in the above shown pictures.

[0047] Different types of ads may be shown differently on the user's device.

For example, as shown above, a video ad may be shown as a complete overlay on top of the running app and the video may be shown in a horizontal orientation. Other overlay and configuration possibilities exist. As shown below are different types of ads displayed over running apps:

[0048] i) Full page. Full screen ads can be accommodated on both portrait and landscape orientations on top of a running app: See Figure 10

[0049] ii) Adhesion ads. Adhesion type ads can be placed on top of a running app to slide from the top or bottom of a page display:

See Figure 11

[0050] iii) Center overlay ads. Center display ads can be placed on top of a running app or to popup in the center of a page display:

See Figure 12

[0051] The type of ad as well as the placement, orientation and display of the ad on the user's device are dictated by the data collected by the Ad app. Many forms of data are collected by the Ad App and are used to determine the most appropriate or desirable ad content to be displayed on the device as well as where and how that ad content should be displayed on the device.

[0052] In an embodiment, the specialized browser has standard browser features. The browser is a customized white label browser that can be customized to include basic browser functionality, for example Chrome, and also integrate a particular branding into the browser, for example in the browser depicted below:

See Figure 13

[0053] Another depiction of the customized browser is shown below, with the browser customized to be for the provider "Tracfone" that can be used by a user on the mobile device to do any searches, such as for Vegas restaurants, as shown below:

See Figure 14

[0054] In an embodiment, as part of the specialized browser, a customized

Google feed result can be crafted. For example, in the specialized browser a company, such as a carrier, can set as a default search engine on the user's device the carrier's own portal, or set the carrier's portal as a freestanding URL. The results from a search on the specialized browser through the carrier's portal can display relevant results from a Google feed. This process is depicted below.

See Figure 15

[0055] As part of the search results in the specialized browser, you can get various types of search results. For example, the search results may include sponsored results (shown in the first search results page below), organic results (shown in the second search results page below), and other sponsored results or "also searched" results (shown in the third search results page below),

See Figure 16

[0056] In addition to standard features, embodiments of the specialized browser include an Ad App that runs in a background that is configured to collect data and display particular types of content based on the data, for example when it detects certain activity occurring. This detected activity can be any number of things, including but not limited to that a certain application has been activated or that certain content has been searched by a user. The specialized browser and Ad App is also configured to show particular content on the display of the device when it detects the activity, such as displaying a video or banner ads content over the active application.

[0057] In embodiments, the Ad App runs on the mobile device with or without the presence of the specialized browser. For example, in embodiments, the Ad App may be installed and run on the mobile device without the need for the presence of the specialized browser. In other embodiments, the Ad App is installed with and runs in conjunction with the specialized browser. In embodiments, the Ad App has browser functionality. For example, the Ad App can have some or all of the functionality of the Chrome browser.

[0058] In embodiments, the APK can be downloaded by the user, for example through an app store like the Google Play Store. The APK is working in conjunction with the Ad App to deliver the targeted and customized ads to the user(s). The Ad Serving programs and features are located on one or more backend servers. For example, the Data Management Platform (DMP), an Ads Server, and a Partner Dashboard are specialized parts of the overall system that work in conjunction to deliver targeted ads to the user and the user's device. The DMP is a specialized database that collects the data gathered by the Ad app. The DMP organizes the data, which is then used by the Ads Server. The Ads Server is another specialized program on a backend server that retrieves and analyzes the data from the DMP to match parameters of the user and the user's device to deliver targeted ads for the user and the user's device. The Rules Management System is another specialized program on a backend server that can be used to modify and customize the various databases, rules and parameters used to determine what ads are to be delivered to users and under what circumstances are particular ads to be delivered to users and their devices.

TYPES OF DATA PARAMETERS

[0059] Below are examples of other types of data that are collected by the

Ad App:

[0060] Geolocation (Lat-Long, Altitude). The Ad App collects the geolocation of the user by using an overlay on a map to track places visited. With the geolocation data, the Ad App can target the delivered ads based on the physical location, route, or environmental properties of the location of the user, such as showing ads for shops and alternatives along the route taken by the user or based on the current weather in the location.

[0061] Device Type (Phone, Tablet). The Ad App collects device type data, such as whether it is a phone, tablet, or perhaps a laptop or other electronic device, and uses a choropleth map to show device type usage patterns. With the device type data, the Ad App can show ads that are targeted to the device, such as accessories for the device or ads that are flagged to be shown on that model of the device.

[0062] Device Model. The Ad App collects data showing the model of the device. This model data can be used to show ads for new models of the device or ads that that are flagged to be shown on that model of the device.

[0063] Device Manufacturer. The Ad App collects device manufacturer data, such as which company manufactured the device, and uses a choropleth map to show the popularity of the manufacturer in different regions. With the device manufacturer data, the Ad App can show ads from the manufacturer and can target particular ads for the manufacturer depending on the region or geolocation data.

[0064] OS Type and OS Version. The Ad App collects data showing the

OS type and OS version for the device. This data can be used to show ads appropriate for that OS or that are targeted to the OS provider, such as Android or iOS.

[0065] Network Type (WiFi, LTE, 3G). The Ad App collects network type data, such as whether the device is connecting to the Internet via WiFi, LTE, 3G or some other network type or speed, and uses a choropleth map to show the network coverage. With the network type data, the Ad App can choose ads appropriate for the type of network, such as using the network speed, available or bandwidth as decision points. For example, the Ad App may only send video ads when the network speed is higher, for example for WiFi or LTE, and may only send banner type ads when the network speed is slower, such as for 3G or Edge.

[0066] Carrier. The Ad App collects carrier data, such as which carrier is being used by the device, and uses a choropleth map to show the carrier patterns, such as where the carrier is popular, which promotions are being offered by the carrier, and other carrier characteristics. With the carrier data, the Ad App can choose ads appropriate for or targeted to the carrier, for example showing ads for carrier promotions.

[0067] Screen characteristics (type, resolution, color depth, size). The Ad

App collects data on the device's screen characteristics, such as the screen type (touchscreen, haptic feedback), resolution, color depth, and size. This screen data can be used to show ads appropriate for the particular screen, for example ads that fit the screen size and color depth, ads that can be displayed on a higher resolution screen, or ads that can take advantage of the screen type, such as a screen with haptic feedback.

[0068] Display Orientation. The display will orientate based on the particular screen orientation of the user's devices(s).

[0069] Language. The Ad App collects data on the language currently set on the device or the language of the particular region where the device is located. The language data can be used to show ads in an appropriate language.

[0070] Time zone. The Ad App collects data on the time zone currently set on the device or the time zone of the particular region where the device is located. The time zone data can be used to show ads related to time of day, for example, places for lunch during lunch time.

[0071] Environment data (ambient temperature, ambient weathers). The Ad

App collects Geolocation data. With Lat-Long and Altitude data, the Ad App receives environmental data such as temperature and weathers based on the physical location of the user. The Ad App can then use the environment data to show ads related to the environment, for example the temperature data can be used to show ads appropriate for the weather or other environmental conditions, such as ice cream ads when the temperature is hot or ads for daytime or nighttime activities depending on the illuminance.

[0072] Number of Steps Taken. The Ad App collects data related to the movement of the user, for example the number of steps taken, and uses that data to determine if health, fitness, or sports ads are appropriate based on how active the user is at the time.

[0073] Browser activity (Search Terms, Web Page Visit (URL, Date/Time,

Duration), Website Category). The Ad App collects data related to the browser activity or website and web page activity of the user. For example, the Ad App can track the search terms entered by the user, for example in searches executed by the user in a browser or in the specialize browser than may accompany the Ad app. The Ad App uses the browser activity data, such as the search term data, to show targeted ads related to the browser activity. For example, ads may be shown that relate to the search terms entered by the user, to the web pages visited by the user, or to the website categories visited by the user (like sports pages, news pages, food pages, music or movie pages). The Ad App can also use the browser activity data to create an overlay on map to track the intent of the user, such as tracking the search terms frequency, websites visited, when certain sites are visited based on time of day, how long the sites are visited, and other characteristics, to gauge interest in certain advertising content and then tailor the delivered ads to the particular user.

[0074] User Activity. The Ad App collects data related to the user's activity on the electronic device, such as which apps have been installed, opened, used or closed by the user. The Ad App then uses that user activity data to determine appropriate or desirable ads or ad content for that user at any particular time. For example, Ad App may determine that ads relating to sport equipment sale or coupon will be appropriated if user is opening a sports-related app. The Ad App may also overlay the user activity on a map to track the user's behavior and show ads related to a particular activity the user may be engaged in, such as showing movie/on-demand streaming ads when the user is nearby cinema a cinema or show times for a related movie when the user is detected to be watching a particular video online.

[0075] Bluetooth Pairing. The Ad App can collect data related to Bluetooth pairing of the electronic device to show the different devices that the user may be using, such as a Bluetooth speaker, an iWatch, Bluetooth earphones, or other wearable or peripheral devices that can be wirelessly connected to the device, and deliver targeted ads to the user based on the Bluetooth paring. The Ad App may then create an overlay on a map to track wearable usage by the user, for example, and show ads related to the wearable technology.

[0076] NFC. The Ad App can collect data related to NFC connections made by the electronic device of the user and deliver targeted ads to the user based on detected NFC connections, for example ads related to payments made to a particular company via an NFC connection. The Ad App may also use the NFC data to create an overlay on a map to track payment information, for example where and how often certain payments are made by the user via NFC, and then use that information to deliver targeted ads.

[0077] IP Address. The Ad App can collect the IP address data from the electronic device to deliver targeted ads to the user. For example, the Ad App can use the IP address information to create an overlay on a map to track IP address changes to show location data for the user.

[0078] The Ad App uses a variety of device fields to matches the ad content it delivers to the electronic device. For example, the Ad App can use the device ID to match the device to which it wants to deliver the advertisements.

[0079] The Ad App uses a variety of data fields in the advertisements to track the ad content, sort the ad content in a database, and match the ad content to parameters of an ad it wants or needs to deliver to an electronic device. For example, each ad will have data fields associated with it, including the following:

[0080] Advertising ID. Each ad has a unique Advertising ID, or Ad ID, associated with it. This Ad ID allows that particular ad to be identified by its unique ID.

[0081] Ad Content. The Ad Content field is used to indicate the type of content that is contained in the particular ad. For example, the Ad content field can be used to indicate if the ad is a video or a banner or an image, if it has sports or food or travel, or any other type of content indicator desired.

[0082] Ad Keyword. The Ad Keyword field is used to indicate particular keywords to characterize the particular advertisement. [0083] Ad Campaign. The Ad Campaign field is used to indicate if the ad is part of a particular campaign. For example, if the ad is part of an "American Express" campaign, or a travel campaign, or any other type of campaign.

[0084] Ad Network. The Ad Network field is used to indicate if the ad is part of a particular network. For example, if the ad is part of the Verizon network, it will only be sent to users on the Verizon Network. The Ad Network field can also be used to indicate networks where a particular ad should not be sent.

[0085] Ad Click. The Ad Click field is used to indicate if the ad has functionality related to clicking, or gives the option to click through to other screens as part of the ad. For example, the ad may give the user the option to click onto additional screens or content areas.

[0086] Ad Viewability. The Ad Viewability field is used to indicate particular parameters associated with the ad related to its viewability. For example, the Ad Viewability parameters may indicate how large the ad is, how much space the ad takes on the screen, where the ad needs to be placed on the screen, if the ad requires a horizontal or vertical orientation, if the ad requires a certain resolution or illumination, and any other viewability parameter for the ad.

[0087] Ad Whitelists/Blacklists. The Ad Whitelist field of the ad data lists the apps where the ad is permitted to be displayed with or in relation to, and the Ad Blacklist lists the apps where the ad is not permitted to be displayed with or in relation to. Ads will be only shown in apps where ads are allowed, or not disallowed.

[0088] Display Frequency and Duration. The Ad Frequency field shows how frequently the particular ad is displayed and the Display Duration field shows how long the ad runs for, including, for example, how long a video ad is, how long a banner ad is to be displayed, or how long a particular ad is viewed or displayed by a user before exiting the ad.

[0089] Device Lock and Unlock. Device Lock and Unlock feature would serve the ad on user's device(s), based on user's location, time of day and personal interests.

[0090] Display Event. The Display Event field indicates upon which event the particular ad is displayed upon opening, switching and closing of apps. [0091] Terms Position. The Terms Position will specify the position of the "i" button where user can click on "i" to view the terms and conditions from Adroute.

[0092] Terms URL. The Terms URL is an URL link to the terms & conditions page.

[0093] Partner Applications. The Partner Applications specify the partner applications which the rules will be applying to.

[0094] Countries: The Countries specify the country traffic which the rules will be applying to.

[0095] An embodiment system incorporating many of the elements described above is depicted in Figure 1 . For example, in an embodiment, the user device has an Ad App that is downloaded from, for example, the Google Play Store. The Ad App is configured to interface with the user device and detect when a user performs a particular activity or when a particular application (app) is opened. The Ad App is also configured to deliver or display certain advertisements in response to the user activity or active app, such that the ads are targeted to the user activity or active app. Moreover, the Ad App is configured to deliver the ads to the user in a formatted way that is desirable given the parameters, capabilities and limitations of the user device and other criteria set for displaying ads for the user, device and apps.

RULES MANAGEMENT SYSTEM FEATURES

[0096] The embodiment system also has a Rules Management System that has a database with the restrictions for when particular ads are to be delivered to the user or the user device. For example, the Rules Management System helps determine what ads should be delivered to and displayed on the user device. The Rules Management System interfaces with the user device(s), such as a smartphone or tablet, and interfaces with the Advertisement Server.

[0097] In one embodiment of, the Rules Management System sends ads to the user device based on a match of data collected from the user and its device to rules created in the Rules Management System for when to display particular types of ads. In embodiments, the Rules Management System interfaces with the Ad App to determine appropriate ads for the user and active apps on the user device as well as appropriate formatting for the ads to be displayed on the user device. [0098] An example of a record in the Rules Management System is depicted below, where, for example, the record is set to have the rules that in response to the Motortrend app being active (Whitelist), it will display the ad fullscreen in the center of the screen, and will only display when the user device is connected to a WiFi network, among other rule attributes:

See Figure 17

[0099] Another example of a record in the Rules Management System is depicted below, where, for example, the record is set to have the rules that in response to the Stock Watcher app being active (Whitelist), it will display the ad at the footer of the screen for 5 seconds and will display the ad for all networks the user may be connected to, among other rule attributes:

See Figure 18

DATA MANAGEMENT PLATFORM (DMP) FEATURES

[00100] The embodiment system also has a Data Management Platform

(DMP) that collects data from users and their devices with the data relating to various attributes of the user, the user's activity, and the user's device(s). For example, the DMP can collect data periodically from the user device relating to the active application(s) (such as through an app ID), an advertisement being viewed (such as through an ad ID), the type of network being used (WiFi, LTE, 3G), the location of the user location, the carrier, the device's screen resolution, the device's screen size, the device's OS version, the device's orientation, and any other number of device or user attributes. Different forms of data that can be collected by the DMP, and delivered by Ad App to the DMP, are described in the detailed description above. In embodiments, the DMP interfaces with the Ad App to collect the data from the user device, including data relating to the user, user activity, and the user's device.

ADS SERVER FEATURES

[00101] In the embodiment system, an Ads Server is provided that holds the various advertisements that can be delivered to the user device. In embodiments, the Ads Server is configured to interact with the DMP and the Rules Management system to deliver targeted ads to the user and the user's device. The Rules Management system passes required criteria of the ad in the form of data parameters of the type of ad needed for the user or the device in question, which the Ads Server then matches to data parameters of the ads in its database. The Ads Server then passes the appropriate ads matching the required criteria to the Rules Management system, which verifies the ad matches the criteria, and if it matches, the Rules Management system will pass the targeted ad to the user and the user device. The Ads Server can also interact with the DMP to see if there are additional or updated user history, user data or device parameters for a particular device or user that can be used to more specifically target the ad to that user or user device.

ARCHITECTURE SOLUTION

[00102] In an exemplary method, the Ad App measures attributes of the device and the user. The Ad App then sends the measured attributes to the DMP. The DMP can periodically request the attributes. The Ad App also sends the attributes to the Rules Management system. When the Rules Management System receives the attributes, it compares them to the rules and various parameters stored for that device and the apps on that device. The Rules Management System then passes required criteria of the ad in the form of data parameters of the type of ad needed for the user or the device in question, which the Ads Server then matches to data parameters of the ads in its database. The Ads Server can also request data from the DMP to compare current attributes of the device and user in selecting the ad to be delivered to the device. The Ads Server then passes the appropriate ads matching the required criteria to the Rules Management system, which verifies the ad matches the criteria, and if it matches, the Rules Management System will pass the targeted ad to the user and the user device.

[00103] Other methods and systems using the above described apparatus, methods and systems are possible. These other methods and systems are within the scope of the invention. For example, the detailed description described above and below is given in reference to Figure 1 , which depicts many of the elements described below. Communications can flow back and forth between the various devices and systems depicted in Figure 1 . For example, communications can go back and forth between the mobile device (having "Adroute" software) shown in the upper left hand corner of Figure 1 and the Rules Management System and the DMP. Communications can also flow back and forth between the Rules Management System and the Ads Server as well as between the DMP and the Ads Server. Although not depicted, communications and data may also flow between the DMP and Rules Management System as well as between any other device or system depicted in Figure 1. The various devices depicted in Figure 1 can be on one or more servers or other computing devices. For example, the DMP, Rules Management System and the Ads Server can each be on separate back end servers at the same or different locations or can all be on the same server at the same location.

[00104] In embodiments, flow of various methods of using the depicted system in Figure 1 generally goes from right to left starting at the Admin Dashboard where an administrator of a partner can create and build an APK for use in the present system. Using the partner dashboard, the APK can be downloaded and various statistics relating to use of the APK can be viewed. Once the APK is complete, it can be uploaded to an app store such as the Google Play Store for downloading and use by consumers. For example, the APK depicted in Figure 1 relates to the app called Adroute. Once downloaded onto a device, such as the mobile device shown in the upper left hand side of Figure 1 (having the app called "Adroute"), the app can be used to get targeted ads sent to the mobile device and the traffic monetized by the partner who created the APK. In the method, the mobile device sends information relating the attributes of the mobile device and user statistics and data, such as the attributes, data and statistics described in the detailed description above, to the DMP and the Rules Management System (such as the Network type, App ID, Ad ID, Geolocation, Carrier name, screen resolution, screen sizer, OS version, Orientation, etc.). The information is normally sent to the DMP and Rules Management System through the Ad App like the Adroute software, but other methods are possible, such as other apps being used to gather and send data to the DMP and Rules Management System. With the information collected in the DMP it will compare with, the Rules Management System, which are previously created, it will return the appropriate advertisement to the device, user or apps.

[00105] The rules in the Rules Management System can be created by anyone with access, such as the administrator of the partner, or some other entity or individual with the credentials to access the Rules Management System to create rules that will dictate what kinds of ads are to be sent to the mobile device. For example, rules can be created that dictate certain ads are sent in response to particular types of devices, users or other criteria, like in response to certain types of apps or searches being used.

[00106] The Rules Management System sends at least some of the information it receives from the mobile device to the Ads Server, which then matches some or all of that information to one or more ads within its database of ads. The database of ads in the Ads Server can be separated into ad campaigns that are categorized by various attributes of the device, user or apps, such as ads that are appropriate for certain devices, users, apps, locations, screens, OS versions, etc. The Ads Server can also check the history of the user and other attributes of the user device, user and apps on the device through the DMP in helping decide what ads are appropriate to return to the Rules Management System. The Rules Management System receives the ads returned by the Ads Server, confirms if one or more of those ad(s) meet the criteria of the rules set for that device, and then returns an appropriate ad to the device for display to the user. The Rules Management System, in embodiments, will format or revise the ads before delivering to the user device to make sure the ad is delivered properly to the user device. For example, if the rule dictates that the ad needs to be in a certain resolution, or in a certain location of the screen, the Rules Management System will make sure it is delivered that way to the user device(s). The user device will then receive the ads and display the ads to the user. Statistics on how the Ad App is being used and the advertisements that are being delivered and displayed are collected and able to be viewed by the partner ion the partner dashboard. This permits that partner to be able to review and collect statistics for the purposes of monetizing the advertisements as well as the traffic that are delivered to the user.

[00107] The Adroute RTB Platform acts just like stock exchanges and utilizes computer algorithms (i.e. Programmatic) to automatically buy and sell ads in real-time. It facilitates the purchase of ad inventory in real time through auctioning process. Once the bidding is completed, the winner is chosen and the ad is delivered onto the publisher's websites / mobile apps through the Ad Server.

[00108] Referring to Figure 2, an embodiment of the process of the RTB

Auction Engine (Adroute RTB) on the AdRoute RTB Platform is described. At Step 0, an Adroute Mobile publisher sends an Ad Request to the RTB Exchange for a real-time auction. At Step 1 , Bid Requests are broadcasted to the bidders from the RTB Exchange. At Step 2, bidders send Bid Responses to the RTB Exchange if advertisers are interested in the bid. At Step 3, the Adroute RTB Platform picks the winning bid based on the winning price. At Step 4, the winning party sends the Ad Markup back to the RTB Exchange. At Step 5, the Ad Markup will be passed to the Ad Server and the final Ad to be seen on the website / mobile.

[00109] In embodiments, the Adroute RTB can use any open source auction algorithm programmed to perform the above steps. For example, OpenRTB API Standard Version 2.2 may be used, which may be found at https://www.iab.com/wp- CQn ent./upioads/20 5/06/OpenRTE APlSpec^;f^;caiionVers:on2_m2. pd?_: which is incorporated herein by reference.

[00110] From the foregoing, it will be appreciated that specific embodiments of the invention have been described herein for purposes of illustration, but that various modifications may be made without deviating from the scope of the invention. Accordingly, the invention is not limited to the specific embodiments described herein.

Claims

1. A system comprising:

a mobile device comprising a mobile communication processor configured to interface with an applications processor, the applications processor comprising capability to measure attributes of the mobile device and user attributes of a user of the mobile device,

a data management processing device configured to communicate with the applications processor of the mobile device through the mobile

communication processor apparatus, wherein the data management processing device periodically requests data from the applications processor of the mobile device relating to the measured attributes of the mobile device and the user attributes,

a rules management system configured to communicate with the

applications processor of the mobile device through the mobile

communication processor apparatus, wherein the rules management system comprises a database of rules relating to the delivery and format restrictions for advertising content to be delivered to the mobile device,

an advertisement server comprising advertising content having advertising and format attributes, wherein the rules management system is configured to interface with the rules management server to locate advertising content having advertising and format attributes that match the rules relating to the delivery and format restrictions for particular advertising content to be delivered to the mobile device, wherein the advertisement server is also configured to interface with the data management processing device to read the measured mobile device and user attributes to locate the matching advertising content.

2. A mobile device comprising:

a mobile communication processor configured to interface with an

applications processor, the applications processor comprising capability to measure attributes of the mobile device and user attributes of a user of the mobile device,

the applications processor configured to interface with a data management processing device through the mobile communications processor, wherein the applications processor is configured to respond to periodic requests for data from the data management system for data relating to measured attributes of the mobile device and a user.

3. The mobile device of claim 2, wherein the applications processor is further configured to interface with a rules management system through the mobile communications processor, wherein the applications processor is configured to receive and display advertisements from the rules management system, wherein the advertisements are configured according to measured attributes of the mobile device and the user.

4. A system comprising:

a mobile device configured to measure attributes of the mobile device and user attributes of a user of the mobile device,

a data management processing device configured to communicate with the mobile device and periodically request data from the mobile device relating to the measured attributes of the mobile device and the user attributes, a rules management device configured to communicate with the mobile device and comprising a database of rules relating to the delivery and format restrictions for advertising content to be delivered to the mobile device,

5. A method comprising:

measuring attributes of a user device,

sending the measured attributes to a data management platform,

comparing the measured attributes to an advertisement rule database, comparing the measured attributes to an advertisement server,

matching an advertisement to the measured attributes,

delivering the matching advertisement to the mobile device.

requesting that the measured attributes to be sent to a data management platform,

6. The method of claim 5 wherein the user device is a mobile device.

7. The method of claim 6 wherein the data management platform periodically collects data from the mobile device.

8. The method of claim 7 wherein the advertisement rule database is on a rules management system comprising a database of rules relating to the delivery and format restrictions for advertising content to be delivered to the mobile device.

9. The method of claim 8 further comprising the rules management system communicating with an advertisement database to match the advertisement to the measured attributes.

10. The method of claim 9 wherein the advertisement database also communicates with the data management platform to match the

advertisement to the measured attributes.

11. A method for real-time advertising auctions comprising:

sending a request for an ad by a mobile publisher to an RTB exchange for a real-time auction,

broadcasting a bid request to advertisers for the ad from the RTB exchange, sending bid responses from advertisers to the RTB exchange in response to the bid request,

programmatically selecting a winning bid response based on one or more attributes of the bid,

sending a proposed ad to the RTB exchange by the advertiser who submitted the winning bid,

sending the proposed ad to an ad server, and

sending the proposed ad to a website or mobile device for viewing.

12. The method of claim 11 wherein the auction is performed on an

Adroute RTB Platform using an RTB Auction Engine.