WO2019045601A1

WO2019045601A1 - Mobile advertising system

Info

Publication number: WO2019045601A1
Application number: PCT/RU2018/000574
Authority: WO
Inventors: Светлана Ивановна ГИЛЕБ
Original assignee: Общество с ограниченной ответственностью "КВАНТУМ А РУС"
Priority date: 2017-09-01
Filing date: 2018-08-31
Publication date: 2019-03-07
Also published as: GB2580823A; GB202004538D0; GB2580823B; UA123818C2; EA039780B1; SG11202002944YA; RU2666244C1; EA202000084A1; CO2020004008A2; ZA202002143B

Abstract

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

Description

Mobile advertising system

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

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

It is known that the speed of information transfer between devices is determined primarily by the channel speed - the number of bits of useful and service information per unit of time, as well as the waiting time for the first bit of information to the receiver. The amount of information passing through the communication channel / = ST, where C-bandwidth (bit / s), is the data transfer time (s). The capacity of the data transmission channel determines the maximum possible data transfer rate for it depends on the bandwidth.

5 transmission and signal-to-noise ratio according to the well-known formula of Shannon - C = Flog (l + -), where

F-bandwidth (Hz), S / N- power signal-to-noise ratio (W). The capacity can be increased by increasing the transmitter power and / or reducing the noise in the communication channel, which requires expensive hardware intervention in the existing equipment of telecom operators, which is difficult, and the effect of these measures is aggravated by logarithmic dependence. Bandwidth is a physical characteristic of the data transmission medium and depends on the design of the communication line (length, width, etc.). However, the bandwidth and signal-to-noise ratio is largely influenced by the distance between the final and / or intermediate nodes from the network, i.e. An important characteristic of a network is the presence point of the POP (Point of presence) equipment on the network.

SUBSTITUTE SHEET (RULE 26) To increase the channel capacity, technical solutions are being made at the hardware level. The well-known IPoDWDM technology combines the properties of IP technology and network resource sharing technologies based on DWDM (Dense Wave Division Multiplexing) wavelength multiplexing technology, which makes it possible to increase the transmission capacity by four times in optical networks without having to replace equipment. One of the possible ways to solve the problem of rapid growth of traffic in mobile networks can be the use of advanced multi-media streaming technology (evolved Multimedia Broadcast / Multicast Service, eMBMS), it is known that the capacity of communication lines depends on the data transmission method.

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

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

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

Known PCT patent application of 01.15.2015, PCT / CN2015 / 070774, which provides for the introduction within the framework of cellular communication of the policy of forwarding a notification to the user, depending on

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SUBSTITUTE SHEET (RULE 26) on the state of the MS subscriber unit. For example, if the subscriber device screen is turned off and headphones are connected to it, then most likely the MS is in the pocket and the user listens to music, in this case the notification policy assigns a voice (audio) notification — and the notification audio data is encapsulated into the available TCP / IP session of the subscriber. for example, about a missed call.

The disadvantage of such a decision to inform the subscriber is the absence of any solutions in terms of saving the operator’s network traffic, and the choice of the method for notifying the subscriber does not take into account the operator’s network load.

There is a method and system of advertising, advertising management server and mobile device, RF patent dated March 14, 2007. 24 ° 2434295 in which a method and system of advertising is proposed for displaying advertising messages on the screen of a mobile device that are selected in accordance with the information available about the user as a participant in the game, ensuring participation in a multiplayer game. Advertising messages are removed from the screen when the participant has paid for participation in the game.

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

The disadvantages of the prototype are:

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

- the need to install the game and updates;

- payment by credit card to block advertising;

- advertising only within the game application;

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

- the lack of possibility for the operator to select the advertiser for displaying advertising;

The aim of the invention is to reduce the load on the network of the cellular operator, increasing the speed of packet data transfer and their delivery to the subscriber.

The goal is achieved through a mobile advertising system consisting of at least one switching center that interacts, at least one billing center, at least a billing support node, at least one

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SUBSTITUTE SHEET (RULE 26) a gateway node, at least one subscriber data storage node, at least one mobile device, as well as at least one additional service control node capable of blocking third-party advertising, running Supply-Side Platform advertising distribution logic (SSP), and logic placing advertising messages DSP (Demand Side Platform), executing the DMP (Data Management Platform) auditory data processing logic and its interaction with the cellular operator’s subscriber database, saving (caching) advertisements content and upload it to the user's web browser without executing the logic to access several external DSP (Demand Side Platform). And also with the possibility of implementing the logic of integrating the switching channels with the OCP (Omni-Channel Platform) subscriber for choosing the optimal advertising channel, and the logic for choosing the advertising channel for the subscriber is performed taking into account the available bandwidth of the core cellular network. Moreover, the additional service control node is located within the core cellular network and is connected directly to the gateway node or to the billing support node of the core cellular network, it can be made in a virtual version with the ability to store (caching) the advertising content. And the points of presence of data processing equipment that executes the logic of distribution of SSP (Supply-Side Platform) advertisements, the logic of placing DSP advertising messages (Demand Side Platform), the logic of DMP (Data Management Platform) audience data processing and its interaction with the cellular operator’s subscriber database communications, the logic of preservation (caching) of advertising content, the logic of downloading to the user's web browser advertising content without executing the logic for accessing several external DSPs (Demand Side Platform) and the logic of integrating switching channels from the subscriber that SRF (Omni-Channel Platform) for choosing an optimum channel communicating advertisements placed on the same equipment within the base or the cellular network outside the cellular network base in accordance with the logic CDN (Content Delivery Network) network of content delivery infrastructure. And advertising messages are made in visual, audiovisual, text or combined form.

Figure 1 shows a general view of a mobile advertising system.

Figure 2 shows the diagram of the mobile advertising system.

On fig.Z shows the algorithm of the mobile advertising system.

The mobile advertising system (FIG. 1) includes interconnected standard nodes; for GSM, LTE networks — a mobility management node (MSC, MME) 1, which generally performs standard SSP functions: switching, signaling, authentication,

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SUBSTITUTE SHEET (RULE 26) handover, etc., gateway node (gateway MSC, S-GW) 2 performing the function of GW (getaway) interaction with external networks, billing node (MSC, PCRF) 3 defining the subscriber policies and performing the general function of SCP (Service Control Point) charging subscribers in accordance with them and tracking QoS parameters, billing support node (SGSN, PGW) 4 implementing policies for users also performing SCP functions, subscriber data server (VLR, HSS, AUC, EIR) 5 representing a large subscriber database, base stations (BTS, ENodeB) 6 connecting subscribers device (MS, UE) 7 with the operator’s network and an additional service control node (VAS) 8.

The additional service control node 8 is a software / hardware complex having a standard hardware server architecture, including, in general, at least one processor, RAM and ROM, and a network controller. The hardware part of the supplementary services node may contain various components for accelerating the analysis of network traffic of the FPGA (Field-Programmable Gate Array) FPGA, application-specific integrated circuits (ASIC) and special-purpose integrated circuits (Network Processors). The hardware and software part of the supplementary services node can contain various components and technologies for improving performance known from the prior art, for example, DMA, DCA, GPU DMA, etc., and can be implemented in a virtual design.

Software architecture of ancillary services node 8, which is the applicant's know-how, manages server hardware resources, implements the logic of additional services "value add services" of a cellular network and includes interoperable software components — the DPI platform for analysis and editing of TCP / IP networks, DSP (Demand Side Platform) platform that implements a network auction of advertising for the purchase and caching of advertising web content (banners, videos, screensavers, etc.), DMP (Data Management Platform) platform for the collection of segmentation and management of client data and OCP (Omnichannel Platform) subscriber switching channel integration platform. The OCP platform interacts with the mobility management node for the implementation of the switching channels of subscribers via SMS USSD services of the GSM signaling network. The DMP platform interacts with the operator’s subscriber data storage node 5 and third-party DMPs. DSP platform interacts with third-party advertising networks (SSP, DSP). At the physical level, communication can be established directly with external networks or through a gateway operator node.

The program code DPI, DSP, DMP, OCP platforms runs in the memory of the software and hardware complex of the additional service control node 8 according to commands at least

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SUBSTITUTE SHEET (RULE 26) at least one processor in accordance with the organization of the execution of their specific algorithm. DSP and DMP platforms can be installed on remote equipment where the POP (point of presence) location is chosen so that, taking into account the network topology, the time of mutual inquiry and response and the request-response time of the user's web browser to these nodes is minimal, in this case the location of the equipment implements the logic of the network infrastructure of fast content delivery CDN (Content Delivery Network).

Additional node management services 8 is included in the scheme of the cellular network as active equipment and receives operator traffic from the gateway node. As a rule, the supplementary services node is connected at the border of the cellular communication network, as shown in FIG. 1, but taking into account the CDN logic, it can be installed closer to the radio access network at the billing support node.

The operator controls the amount of data passing through his communication channels, including personalized to control the charging for services rendered. The PCEF (Policy and Charging Enforcement Function) service policy application component, which is usually part of the gateway (not shown in Figure 1), sends the TCP / IP traffic of the established TCP / GR session to the additional service control node 8 passing through it. Web browser The WB (Web Browser) of the mobile device (FIG. 2) accesses the UPJ of the web page (HTTP GET), receives the server's response (URI POST) and displays the HTML code of the page, while initiating several TCP connections to load the advertising content and all sorts of banners, used in the design of the web page. The DPI component of the supplementary services node measures the amount of TCP / IP traffic passing through it, terminates the TCP / IP session of loading the advertising content of the PDU (Protocol Data Unit) with the FIN (adBlock) flag. To block a software algorithm uses known IP addresses and / or domains of ad networks and banner services, a set of rules for domains using regular expressions can be used. At the same time, the edited traffic is supplied with the current bandwidth load of network I. When the subscriber unit's WB starts downloading advertising content, the software algorithm compares the bandwidth load I with the Iadd value specified to enable the advertising content to be loaded to the user (FIG. 3). In case of insufficient channel bandwidth, i.e. I <Iadd = false OCP platform software algorithm, if necessary, taking into account the operator's business cases and available bandwidth, implements the omnichannel logic for notifying the subscriber. This logic allows you to build sequences of various channels (SMS, USSD, IVR, PUSH, instant messengers, social networks) in order to

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SUBSTITUTE SHEET (RULE 26) minimize the cost of each communication, due to this achieved savings in communication with the subscriber. Interaction with the client over punctures of the signal SMS USSD signal network of the GSM standard operator is possible due to the interaction of the supplementary services node with the operator's SMSC (not shown in FIG. 1) through the mobility management node. For example, successively messages are first sent to the PUSH notification, if the recipient does not have an application or the PUSH message was not received - the system sends a message via messenger, if the recipient does not have this messenger or if the message was not delivered for the specified period of time, it will be sent via SMS channel. Interaction with the subscriber data server provides the ability to notify the subscriber in accordance with the current state of the subscriber device - for example, the screen is active and an active TSR / GR exchange is active or the screen is inactive and a fast cell change is in progress, and a handsFree device is connected to the UE. The OCP logic can, in one case, implement a PUSH notification, in another IVR, or SMS notification, supplement the IVR message with an interactive PUSH notification to ensure that the client is redirected to the required resource. If I <Iadd = true i.e. The free bandwidth is enough to show advertising. The control program of the additional services node implements the SSP (Supply Side Platform) logic of ad networks for providing web space for advertising. Running the SSP logic algorithm and the DSP platform on the same physical server or remotely in accordance with the logic of the CDN infrastructure significantly reduces the auction time by reducing the SSP request time — DSP response (ping). The DSP platform via the MSISDN subscriber from the HTTP packet header receives user-targeted data from the DMP platform for the purpose of an advertising auction. The DMP platform stores segmented user data in terms of assigning it to one or another marketing group. Unlike third-party client data management platforms, DMP data of the supplementary services node 8 is “enriched” due to the interaction of the DSP with the operator’s subscriber data server. Due to this, the subscriber’s data is focused and his marketing profile is specified. The interaction of the DSP platform with the subscriber database also ensures that the subscriber’s real time data about his behavior in the operator’s network is obtained. This in turn allows the DSP module to conduct more targeted auctions among advertisers based on a large amount of data about the user, and thus request fewer third-party DSP and reduce the load on the network. During peak hours, the ChNN on the operator’s network I <Irtb = false The DSP component implements the direct sale of DSP—> directDeal advertising content without an auction with access to one external DSP, or the WB is pre-stored (cached) on the DSP of the additional service control node 8 content. With KIrtb = true, the additional services node management program starts a puncture advertising auction with polling of third-party DSPs with

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SUBSTITUTE SHEET (RULE 26) considering the speed of their response (ping), in this case the important role is played by the location of third-party DSP POP. Communication of the DSP platform with third-party advertising networks outside the operator's gateway node allows access to external DSP SSPs bypassing the gateway node and save its bandwidth. Next, the OCP software algorithm optimizes subscriber information.

In another embodiment of the mobile advertising system implementation, the code of DPI, DSP, DMP, OCP platforms under the control of the software architecture can be executed on the SSP, SCP, GW hardware nodes of the cellular communication network or executed remotely under the control of the software architecture of these nodes. In this case, the logic of the integration of switching channels with the OCP subscriber is performed by the standard SSP network node. In this embodiment, the operation of the system is similar. This option is expedient for more effective optimization of the location of POP (points of presence) of cellular network equipment.

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

The device of the proposed mobile advertising system by:

• blocking third-party advertising;

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

• interaction of the DMP platform with the database of subscribers of the telecom operator;

• directDial advertising direct sales without polling several external DSPs or downloading cached advertising content to the user in CNN;

• implementation of the OCP logic on choosing the optimal channel for bringing advertising to the available bandwidth allows the operator to manage the available bandwidth of its own in addition to the measures taken at the PCEF gateway node and to increase the speed of data delivery to the subscriber. The operating experience of the proposed system showed a 10-15% reduction in the load on the communication channels of the cellular network, depending on the state of the traffic. An additional effect of such a network architecture is the expansion of the marketing (personalized) capabilities of the cellular operator with respect to subscribers in terms of advertising cases and cases of intelligent communication with subscribers.

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Claims

Formula

1. Mobile advertising system consisting of interacting at least one switching center, at least one billing center, at least one billing support node, at least one gateway node, at least one subscriber data storage node, at least one mobile device, as well as at least one additional service control node, characterized in that the additional service control node is configured to block third-party advertising, perform logs and distribution of SSP (Supply-Side Platform) advertisements and the logic of placing DSP (Demand Side Platform) advertising messages, executing the DMP (Data Management Platform) auditory data processing logic and its interaction with the database of cellular communication operator subscribers, saving (caching) the advertising content and upload it to the user's web browser without executing the logic to access several external DSP (Demand Side Platform).

2. Mobile advertising system consisting of at least one switching center, at least one billing center, at least one billing support node, at least one gateway node, at least one subscriber data storage node, at least one a mobile device, as well as at least one additional service control node, characterized in that the additional service control node is configured to implement the switching circuit integration logic and with the OCP (Omni-Channel Platform) subscriber at the choice of the optimal channel to bring advertising, and the logic of choosing the channel to bring advertising to the subscriber is performed taking into account the available bandwidth of the underlying cellular network.

3. The mobile advertising system according to claim 1, characterized in that the additional service control node is located within the core cellular communication network and is connected directly to the gateway node.

4. The mobile advertising system according to claim 1, characterized in that the additional service control node is located within the core cellular network and connected directly to the billing support node of the core cellular network.

5. The mobile advertising system according to claim 1, characterized in that the additional service control node is made in a virtual design.

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6. The mobile advertising system according to claim 1, characterized in that the additional service control node is configured to store (cache) the advertising content.

7. The mobile advertising system according to claim 1, characterized in that the point of presence of data processing equipment that performs the logic of distribution of SSP (Supply-Side Platform) ads and the logic of placing DSP (Demand Side Platform) advertising messages is located on the same equipment inside the core cellular network communication.

8. The mobile advertising system according to claim 1, characterized in that the point of presence of data processing equipment that executes the distribution logic of the SSP (Supply-Side Platform) advertisement and the logic of the DSP (Demand Side Platform) advertisement placement is located outside the core cellular communication network in accordance with the logic of the network infrastructure content delivery network CDN (Content Delivery Network).

9. The mobile advertising system according to claim 1, characterized in that the point of presence of data processing equipment that performs the processing logic of the DMP (Data Management Platform) auditory data and interacts with the subscriber database of the cellular operator, is located inside the core cellular network.

10. The mobile advertising system according to claim 1, characterized in that the point of presence of data processing equipment that performs the processing logic of the DMP (Data Management Platform) auditory data and interacts with the database of subscribers of the cellular operator, is located outside the core cellular network in accordance with the logic of the network infrastructure content delivery CDN (Content Delivery Network).

1 1. The mobile advertising system according to claim 1, characterized in that the point of presence of data processing hardware that performs the logic of saving (caching) advertising content is located within the core cellular communication network.

12. The mobile advertising system according to claim 1, characterized in that the point of presence of data processing hardware that performs the logic of saving (caching) advertising content is located outside the core cellular network in accordance with the logic of the content delivery network CDN (Content Delivery Network).

13. The system of mobile advertising according to claim 1, characterized in that the point of presence of technical data processing equipment that performs the logic of downloading the content to the user's web browser without performing the call logic

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SUBSTITUTE SHEET (RULE 26) several external DSPs (Demand Side Platform) are located within the core cellular network.

14. The mobile advertising system according to claim 1, characterized in that the point of presence of data processing equipment that executes the loading logic of the advertising content to the user's web browser without running the access logic to several external DSPs (Demand Side Platform) is located outside the core cellular network in accordance with the logic of the network infrastructure content delivery CDN (Content Delivery Network).

15. The mobile advertising system according to claim 2, characterized in that the point of presence of data processing equipment that implements the logic of switching channel integration with the Omni-Channel Platform subscriber at the choice of the optimal advertising channel is located within the core cellular network.

16. The mobile advertising system according to claim 2, characterized in that the point of presence of data processing equipment that implements the logic of integrating switching channels with OCP (Omni-Channel Platform) at the choice of the optimal advertising channel is located outside the core cellular network in accordance with logic network infrastructure content delivery CDN (Content Delivery Network).

17. The mobile advertising system according to claim 1, characterized in that the advertising messages are made in visual form.

18. The mobile advertising system according to claim 1, characterized in that the advertising messages are made in audiovisual form.

19. The mobile advertising system according to claim 1, characterized in that the advertising messages are made in text form.

20. The mobile advertising system according to claim 1, characterized in that the advertising messages are made in a combined form.

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