Context-Sensitive Advertising for Mobile Content

• US 20100131365A1
• Filed: 11/25/2008
• Published: 05/27/2010
• Est. Priority Date: 11/25/2008
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Subramanian, Ravi R., Colville, Scott
• Application Number:
  US12/277,603
• Publication Number:
  US 20100131365A1
• Time in Patent Office: Days
• US Class Current: 705/14.550
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0257 User requested

Abstract

Various embodiments provide context-sensitive advertising for content on a mobile device. In some embodiments, context information about a mobile device, a user of the device, and/or content to be consumed on the device is used to formulate an advertisement request. The advertisement request is submitted to an advertisement source, which gathers relevant advertisements that correspond to the context information. The relevant advertisements are provided to the mobile device, and one or more of the relevant advertisements are injected into content, by the mobile device, before the content is consumed by a user of the device. In some embodiments, an advertisement is marked with a sentinel marker when it is injected into content. When the content is to be sent from the device, the sentinel marker is detected and the marked advertisement is removed from the content before the content leaves the device.

Claims

1. A method comprising:

gathering one or more context parameters on a mobile device;

forwarding an advertisement request to a remote resource, the advertisement request comprising at least one of the context parameters;

receiving, at the mobile device, an advertisement from the remote resource, the advertisement corresponding to the at least one of the context parameters in the advertisement request; and

injecting the advertisement into content that resides on the mobile device.

2. The method of claim 1, wherein the context parameters comprise information about one or more of the mobile device or a user of the mobile device.

3. The method of claim 1, wherein the context parameters comprise mobile device configuration information.

4. The method of claim 1, wherein gathering the plurality of context parameters comprises inspecting the content for context information about the content.

5. The method of claim 1, wherein the content comprises one or more of an email message, an instant messaging conversation, a photograph, a calendar item, or a contact.

6. The method of claim 1, wherein, responsive to receiving the advertisement from the resource, storing the advertisement in a batch of advertisements that correspond to the at least one of the context parameters in the advertisement request, and retrieving the advertisement from the batch of advertisements before it is injected into the content.

7. The method of claim 6, wherein at least some individual advertisements in the batch of advertisements are ranked according to relevance to context parameters, and wherein an injected advertisement is retrieved from the batch of advertisements based at least in part on its rank.

8. The method of claim 1, further comprising:

receiving an indication that content is to be sent from the mobile device; and

removing one or more advertisements from the content that is to be sent before the content is sent from the mobile device.

9. A mobile device comprising:

one or more processors;

one or more computer-readable storage media embodying software instructions which, when executed, implement a method comprising;

marking an advertisement with a sentinel marker;

injecting a marked advertisement into content on the mobile device;

receiving an indication that the content is to be sent from the mobile device;

detecting the sentinel marker in the content; and

removing, using the sentinel marker, the advertisement from the content before the content is sent from the mobile device.

10. The mobile device of claim 9, wherein the advertisement corresponds to one or more context parameters associated with the mobile device.

11. The mobile device of claim 10, wherein the context parameters comprise mobile device configuration information.

12. The mobile device of claim 10, wherein the context parameters comprise information about a user of the mobile device.

13. The mobile device of claim 9, wherein the content comprises one or more of an email message, an instant messaging conversation, a photograph, a calendar item or a contact.

14. A method implemented on a mobile computing device, the method comprising:

submitting a query for an advertisement, the query comprising one or more context parameters that are to be used to retrieve the advertisement;

receiving a ticket that references the query;

inserting the ticket into content that is to be presented on the mobile computing device;

retrieving the advertisement;

replacing the ticket with the advertisement within the content;

making the content and the advertisement available to be presented on the mobile computing device.

15. The method of claim 14, wherein the query is submitted by a client application, the client application comprising one or more of an email application, an instant messaging application, a contacts application, a calendar application, a photo application, or a social networking application.

16. The method of claim 15, wherein the query is submitted by a client application responsive to the client application receiving the content from a remote resource.

17. The method of claim 14, wherein the query is submitted responsive to a change to one or more of the context parameters.

18. The method of claim 14, wherein one or more of the context parameters are determined by inspecting the content, and wherein the advertisement corresponds to the content.

19. The method of claim 14, wherein the advertisement comprises an active advertisement which, if selected, enables a subsequent action to occur.

20. The method of claim 14, further comprising:

receiving an indication that the content is to be sent from the mobile computing device; and

removing the advertisement from the content before the content is sent from the mobile computing device.