CONTEXTUAL ADVERTISING TECHNIQUES FOR IMPLEMENTED AT MOBILE DEVICES

• US 20100174607A1
• Filed: 04/02/2007
• Published: 07/08/2010
• Est. Priority Date: 04/03/2006
• Status: Active Grant

• Current Assignee: Amobee, Inc. (Nexxen International Ltd.)
• Original Assignee: Kontera Technologies Incorporated (Nexxen International Ltd.)
• Inventors: Shaham, Yoav, Brickner, Itai, Henkin, Assaf
• Granted Patent: US 9,710,818 B2
• Time in Patent Office: Days
• US Class Current: 705/14.530
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: H04L 67/56 Provisioning of proxy services store-and-forward switching systems in data switching networks H04L12/54
• CPC Class Codes: H04L 67/567 Integrating service provisioning from a plurality of service providers

Abstract

Various techniques are disclosed for delivering contextual advertising information to end users of a data network via a mobile device. At least one operation may be initiated to determine the features, capabilities and/or services supported at an identified mobile device. A first contextual advertising delivery technique may be implemented in response to a determination that a first type of functionality is supported at the identified mobile device. A second contextual advertising delivery technique may be implemented in response to a determination that the first type of functionality is not supported at the identified mobile device.

Claims

1. A method for delivering contextual advertising information to end users of a data network via a mobile device, the method comprising:

receiving a first portion of content relating to a first page intended for display on the first mobile device, the first page corresponding to a first URL associated with a first content provider;

analyzing the first portion of content for keyword information;

identifying a first portion of keyword information associated with the first portion of content, wherein the first portion of keyword information includes at least one keyword;

selecting, using the first portion of keyword information, a first portion of contextual information to be delivered to the first mobile device, the first portion of contextual information being provided by a first campaign provider;

generating a first set of web page modification instructions using the first portion of contextual information, wherein the first set of web page modification instructions includes instructions for modifying the content to include the first portion of contextual information; and

providing the first set of web page modification instructions to the first mobile device to thereby cause the first portion of contextual information to be delivered to the user.

2. A method for delivering contextual advertising information to end users of a data network via a mobile device, the method comprising:

identifying a first mobile device;

acquiring mobile device capability information relating to the first mobile device, the first mobile device capability information including information relating to one or more features which are supported at the first mobile device;

determining whether a first feature is supported at the first mobile device;

implementing a first contextual advertising delivery technique in response to a determination that the first feature is supported at the first mobile device; and

implementing a second contextual advertising delivery technique in response to a determination that the first feature is not supported at the first mobile device.

3. A method for delivering contextual advertising information to end users of a data network via a mobile device, the method comprising:

identifying a first mobile device;

determining whether client side scripting functionality is supported at the first mobile device;

implementing a first contextual advertising delivery technique in response to a determination that client side scripting functionality is supported at the first mobile device, wherein the first contextual advertising delivery technique includes providing scripting instructions to the first mobile device for causing the first mobile device to automatically perform one or more desired operations; and

implementing a second contextual advertising delivery technique in response to a determination that client side scripting functionality is not supported at the first mobile device, wherein the second contextual advertising delivery technique is implemented without reliance on use of client side scripting operations implemented at the first mobile device.

4. The method of claim 3 further comprising:

identifying a first URL request from the first mobile device, the first URL request including a first URL usable for accessing a first page or document, the first page or document including a first portion of content to be displayed to a user;

selecting for markup a first portion of text of the first portion of content, the first portion of text corresponding to text which is to be displayed to the user; and

implementing the first contextual advertising delivery technique in response to a determination that client side scripting functionality is supported at the first mobile device, wherein the first contextual advertising delivery technique includes providing scripting instructions to the first mobile device for causing the first mobile device to cause the first mobile device to performing markup operations on said first portion of text to thereby generate a first portion of marked up text; and

implementing the second contextual advertising delivery technique in response to a determination that client side scripting functionality is not supported at the first mobile device, wherein the second contextual advertising delivery technique includes performing, at a device other than the first mobile device, markup operations on said first portion of text to thereby generate a first portion of marked up text.

5. The method of claim 3 further comprising:

identifying a first URL request from the first mobile device, the first URL request including a first URL usable for accessing a first page or document, the first page or document including a first portion of content to be displayed to a user;

selecting for markup a first portion of text of the first portion of content, the first portion of text corresponding to text which is to be displayed to the user; and

implementing the first contextual advertising delivery technique in response to a determination that client side scripting functionality is supported at the first mobile device, wherein the first contextual advertising delivery technique includes providing scripting instructions to the first mobile device for causing the first mobile device to cause the first mobile device to performing markup operations on said first portion of text to thereby generate a first portion of marked up text;

implementing the second contextual advertising delivery technique in response to a determination that client side scripting functionality is not supported at the first mobile device, wherein the second contextual advertising delivery technique includes performing, at a device other than the first mobile device, markup operations on said first portion of text to thereby generate a first portion of marked up text; and

displaying the first portion of marked up text to the user via a display at the first mobile device, wherein the displayed first portion of marked up text includes the first portion of text which has been formatted in accordance with the markup operations.

6. The method of claim 3 further comprising:

determining whether the first mobile device supports at least one feature selected from a group of features comprising;

advance HTML functionality, rich media functionality, and video playback functionality.

7. The method of claim 3 further comprising:

identifying a first communication message generated at the first mobile device; and

examining information in a header portion of the first communication message in order to determining whether client side scripting functionality is supported at the first mobile device.

8. The method of claim 3 further comprising:

identifying a first identifier associated with the first mobile device;

accessing, using the first identifier, mobile device capability information relating to the first mobile device, the first mobile device capability information including information relating to one or more features which are supported at the first mobile device; and

determining, using at least a portion of the mobile device capability information, whether client side scripting functionality is supported at the first mobile device.

9. The method of claim 3 further comprising:

identifying a first identifier associated with the first mobile device;

accessing, using the first identifier, mobile device capability information relating to the first mobile device, the first mobile device capability information including information relating to one or more features which are supported at the first mobile device; and

determining, using at least a portion of the mobile device capability information, whether client side scripting functionality is supported at the first mobile device;

wherein the first identifier is selected from a group of identifiers comprising;

a mobile device model identifier;

a mobile device serial number;

an IP address, a WAP address, a phone number, and a MAC address.

10. The method of claim 3 further comprising:

transmitting a first communication to the first mobile device, wherein the first communication includes a first set of scripting instructions intended for execution at the first mobile device for causing of the first mobile device to transmit a first response message;

determining that client side scripting functionality is supported at the first mobile device in response to receiving the first response message; and

determining that client side scripting functionality is not supported at the first mobile if the first response message is not received within a specified time interval.

11. A system for delivering contextual advertising information to end users of a data network via a mobile device, the system comprising:

at least one processor;

at least one interface operable to provide a communication link to at least one other network device in the data network; and

memory;

the system being operable to;

receive a first portion of content relating to a first page intended for display on the first mobile device, the first page corresponding to a first URL associated with a first content provider;

analyze the first portion of content for keyword information;

identify a first portion of keyword information associated with the first portion of content, wherein the first portion of keyword information includes at least one keyword;

select, using the first portion of keyword information, a first portion of contextual information to be delivered to the first mobile device, the first portion of contextual information being provided by a first campaign provider;

generate a first set of web page modification instructions using the first portion of contextual information, wherein the first set of web page modification instructions includes instructions for modifying the content to include the first portion of contextual information; and

provide the first set of web page modification instructions to the first mobile device to thereby cause the first portion of contextual information to be delivered to the user.

12. A system for delivering contextual advertising information to end users of a data network via a mobile device, the system comprising:

at least one processor;

at least one interface operable to provide a communication link to at least one other network device in the data network; and

memory;

the system being operable to;

identify a first mobile device;

acquire mobile device capability information relating to the first mobile device, the first mobile device capability information including information relating to one or more features which are supported at the first mobile device;

determine whether a first feature is supported at the first mobile device;

implement a first contextual advertising delivery technique in response to a determination that the first feature is supported at the first mobile device; and

implement a second contextual advertising delivery technique in response to a determination that the first feature is not supported^-at the first mobile device.

13. A system for delivering contextual advertising information to end users of a data network via a mobile device, the system comprising:

at least one processor;

at least one interface operable to provide a communication link to at least one other network device in the data network; and

memory;

the system being operable to;

identify a first mobile device;

determine whether client side scripting functionality is supported at the first mobile device;

implement a first contextual advertising delivery technique in response to a determination that client side scripting functionality is supported at the first mobile device, wherein the first contextual advertising delivery technique includes providing scripting instructions to the first mobile device for causing the first mobile device to automatically perform one or more desired operations; and

implement a second contextual advertising delivery technique in response to a determination that client side scripting functionality is not supported at the first mobile device, wherein the second contextual advertising delivery technique is implemented without reliance on use of client side scripting operations implemented at the first mobile device.

14. The system of claim 13 being further operable to:

identify a first URL request from the first mobile device, the first URL request including a first URL usable for accessing a first page or document, the first page or document including a first portion of content to be displayed to a user;

select for markup a first portion of text of the first portion of content, the first portion of text corresponding to text which is to be displayed to the user; and

implement the first contextual advertising delivery technique in response to a determination that client side scripting functionality is supported at the first mobile device, wherein the first contextual advertising delivery technique includes providing scripting instructions to the first mobile device for causing the first mobile device to cause the first mobile device to performing markup operations on said first portion of text to thereby generate a first portion of marked up text; and

implement the second contextual advertising delivery technique in response to a determination that client side scripting functionality is not supported at the first mobile device, wherein the second contextual advertising delivery technique includes performing, at a device other than the first mobile device, markup operations on said first portion of text to thereby generate a first portion of marked up text.

15. The system of claim 13 being further operable to:

identify a first URL request from the first mobile device, the first URL request including a first URL usable for accessing a first page or document, the first page or document including a first portion of content to be displayed to a user;

select for markup a first portion of text of the first portion of content, the first portion of text corresponding to text which is to be displayed to the user; and

implement the first contextual advertising delivery technique in response to a determination that client side scripting functionality is supported at the first mobile device, wherein the first contextual advertising delivery technique includes providing scripting instructions to the first mobile device for causing the first mobile device to cause the first mobile device to performing markup operations on said first portion of text to thereby generate a first portion of marked up text;

implement the second contextual advertising delivery technique in response to a determination that client side scripting functionality is not supported at the first mobile device, wherein the second contextual advertising delivery technique includes performing, at a device other than the first mobile device, markup operations on said first portion of text to thereby generate a first portion of marked up text; and

display the first portion of marked up text to the user via a display at the first mobile device, wherein the displayed first portion of marked up text includes the first portion of text which has been formatted in accordance with the markup operations.

16. The system of claim 13 being further operable to:

determine whether the first mobile device supports at least one feature selected from a group of features comprising;

advance HTML functionality, rich media functionality, and video playback functionality.

17. The system of claim 13 being further operable to:

identify a first communication message generated at the first mobile device; and

examine information in a header portion of the first communication message in order to determine whether client side scripting functionality is supported at the first mobile device.

18. The system of claim 13 being further operable to:

identify a first identifier associated with the first mobile device;

access, using the first identifier, mobile device capability information relating to the first mobile device, the first mobile device capability information including information relating to one or more features which are supported at the first mobile device; and

determine, using at least a portion of the mobile device capability information, whether client side scripting functionality is supported at the first mobile device.

19. The system of claim 13 being further operable to:

identify a first identifier associated with the first mobile device;

access, using the first identifier, mobile device capability information relating to the first mobile device, the first mobile device capability information including information relating to one or more features which are supported at the first mobile device; and

determine, using at least a portion of the mobile device capability information, whether client side scripting functionality is supported at the first mobile device;

wherein the first identifier is selected from a group of identifiers comprising;

a mobile device model identifier;

a mobile device serial number;

an IP address, a WAP address, a phone number, and a MAC address.

20. The system of claim 13 being further operable to:

transmit a first communication to the first mobile device, wherein the first communication includes a first set of scripting instructions intended for execution at the first mobile device for causing of the first mobile device to transmit a first response message;

determine that client side scripting functionality is supported at the first mobile device in response to receive the first response message; and

determine that client side scripting functionality is not supported at the first mobile if the first response message is not received within a specified time interval.