Client-Server Joint Personalization for Private Mobile Advertising
First Claim
1. In a computing environment, a method performed at least in part on at least one processor, comprising, sending partial context data from a device, receiving, in response to the sending of the partial context data, a subset of content selected from a larger set of content based at least in part on the partial context data, processing the subset using a larger set of context data present on the device to select a particular content item from the subset, and outputting the particular content item via the device.
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Accused Products
Abstract
The subject disclosure is directed towards personalizing content (e.g., advertisement) delivery to a mobile device such as a smartphone, without violating user privacy. A user decides how much context information (from the device'"'"'s sensor readings and/or other data) to share with an advertisement server. Based on this limited, partial context information, the server selects a subset of advertisements from those available and sends them to the client. The client then picks the most relevant one based on richer, more granular context data, e.g., more (or even all) of the device'"'"'s sensor readings and possibly other non-revealed information such as user preference data. The optimization of selecting the most relevant advertisement to display is done jointly by the user and the server, with the server selecting a subset of advertisements based upon partial context, and the client selecting from the subset based upon full context.
52 Citations
20 Claims
- 1. In a computing environment, a method performed at least in part on at least one processor, comprising, sending partial context data from a device, receiving, in response to the sending of the partial context data, a subset of content selected from a larger set of content based at least in part on the partial context data, processing the subset using a larger set of context data present on the device to select a particular content item from the subset, and outputting the particular content item via the device.
- 12. In a computer networking environment, a system comprising, a key distribution server, the key distribution server coupled to a plurality of computing devices, the key distribution server configured to provide a key to each mobile device, and to maintain association information that associates each key with an identifier of that corresponding mobile device, an aggregation server configured to receive modified statistics from the mobile devices, including from each of a plurality of participating mobile devices a set of modified statistics mathematically modified by the key provided to that mobile device by the key distribution server, the aggregation server further configured to combine the modified statistics from a plurality of participating mobile devices into combined statistics and to provide the statistics with an identifier for each participating mobile device to the key distribution server, the key distribution server further configured to use the association information to obtain the key for each participating mobile device and to use those keys to mathematically un-modify the combined statistics into click-through rate data, and to output the click-through rate data.
- 16. One or more computer-readable media having computer-executable instructions, which when executed perform steps, comprising, receiving partial context data from a client device, using the partial context data to select a subset of content items from a larger set of content items, and returning the subset of content items to the client device.
Specification