Methods and Systems for Providing Mobile Advertising Using Data Networks Based On Groupings Associated with Internet-Connectable Devices

• US 20130060639A1
• Filed: 09/06/2012
• Published: 03/07/2013
• Est. Priority Date: 09/07/2011
• Status: Active Grant

• Current Assignee: Yahoo AD Tech LLC
• Original Assignee: Millennial Media Incorporated (Apollo Global Management, Inc.)
• Inventors: Gadhia, Hemang N., Kumar, Rishi, Adolphs, Hellmut, Saunders, Matthew M.
• Granted Patent: US 8,521,593 B2
• Time in Patent Office: Days
• US Class Current: 705/14.58
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: H04L 67/52 specially adapted for the location of the user terminal

Abstract

Computer systems and methods for providing mobile advertising using data networks based on groupings associated with Internet-connectable devices are disclosed. In some embodiments, the computer systems and methods may comprise receiving and/or retrieving events; grouping the events into an events group; determining an audience value for a user of the Internet-connectable device based on the events group, wherein the audience value represents an audience segment comprising a subgroup of Internet-connectable device users defined based on at least one criterion; and transmitting an advertisement to the Internet-connectable device, wherein the advertisement is determined based on the audience value.

Claims

1. A computer system for providing mobile advertising using data networks based on groupings associated with Internet-connectable devices, the computer system comprising:

a processor; and

a memory coupled to the processor, the memory storing instructions to cause the processor to perform operations comprising;

receiving from an Internet-connectable device two location events captured by the Internet-connectable device;

grouping the two location events into a location events group based on a proximity of the two location events;

determining a real-world context of the location events group;

determining an audience value for a user of the Internet-connectable device based on the real-world context, wherein the audience value represents an audience segment comprising a subgroup of Internet-connectable device users defined based on at least one criterion; and

transmitting an advertisement to the Internet-connectable device, wherein the advertisement is determined based on the audience value.

2. The computer system of claim 1, wherein the location events group corresponds to a place of interest of the user of the Internet-connectable device.

3. The computer system of claim 1, wherein the proximity of the two location events is determined based on a first geometric circle associated with one of the two location events and a second geometric circle associated with a second one of the two location events, wherein the first geometric circle has a radius equal to a geographical accuracy of the one of the two location events and the second geometric circle has a radius equal to a geographical accuracy of the second one of the two location events.

4. The computer system of claim 3, wherein grouping comprises:

determining an intersection of the first geometric circle and the second geometric circle;

determining a geometric bounded box around the intersection;

determining a center of the geometric bounded box; and

determining a geometric grouping circle with a center equal to the center of the geometric bounded box and a radius equal to a longest length from the center of the geometric bounded box to an edge of the geometric bounded box.

5. The computer system of claim 3, wherein grouping comprises:

determining a geometric ellipse based on a union of the first geometric circle and the second geometric circle; and

determining a geometric grouping circle with a center equal to a center of the geometric ellipse and a radius equal to a major radius of the geometric ellipse.

6. The computer system of claim 1, wherein the processor is further caused to perform the operation of:

determining a time period associated with the location events group based on a difference between a first timestamp associated with one of the two location events and a second timestamp associated with a second one of the two location events; and

comparing the time period against a threshold to determine whether the location events group should be discarded.

7. The computer system of claim 1, wherein the proximity of the two location events is determined based on a distance between the two location events.

8. The computer system of claim 1, wherein the proximity indicates movement of the Internet-connectable device.

9. The computer system of claim 8, wherein the real-world context is a route.

10. The computer system of claim 9, wherein determining the audience value for the user of the Internet-connectable device based on the real-world context comprises determining a routine route traveled by the user of the Internet-connectable device.

11. The computer system of claim 1, wherein determining the audience value for the user of the Internet-connectable device is also based on at least one network event.

12. The computer system of claim 1, wherein the location events group comprises more than two location events.

13. A computer system for providing mobile advertising using data networks based on groupings associated with Internet-connectable devices, the computer system comprising:

a processor; and

a memory coupled to the processor, the memory storing instructions to cause the processor to perform operations comprising;

capturing two network events associated with an Internet-connectable device;

grouping the two network events into a network events group;

determining a real-world context of the network events group;

determining an audience value for a user of the Internet-connectable device based on the real-world context, wherein the audience value represents an audience segment comprising a subgroup of Internet-connectable device users defined based on at least one criterion; and

transmitting an advertisement to the Internet-connectable device, wherein the advertisement is determined based on the audience value.

14. The computer system of claim 13, wherein grouping is based on the two network events being associated with an individual website session.

15. The computer system of claim 13, wherein grouping is based on the two network events being associated with an individual application session.

16. A method for providing mobile advertising using data networks based on groupings associated with Internet-connectable devices, the method comprising:

receiving from an Internet-connectable device two location events captured by the Internet-connectable device;

grouping the two location events into a location events group based on the proximity of the two location events;

determining a routine place associated with the Internet-connectable device based on the location events group;

determining an audience value for a user of the Internet-connectable device based on the routine place, wherein the audience value represents an audience segment comprising a subgroup of Internet-connectable device users defined based on at least one criterion; and

transmitted an advertisement to the Internet-connectable device, wherein the advertisement is determined based on the audience value.

17. The method of claim 16, wherein the location events group corresponds to a specific location of the Internet-connectable device.

18. The method of claim 17, wherein the routine place is determined based on an amount of time the Internet-connectable device is located at the specific location within a time window.

19. The method of claim 18, wherein the routine place corresponds to a home of the user of the Internet-connectable device.

20. The method of claim 19, wherein determining the audience value for the user of the Internet-connectable device is based on demographics of the user of the Internet-connectable device determined based on the routine place.

21. The method of claim 20, wherein demographics comprises affluence.

22. The method of claim 18, wherein the routine place corresponds to a work location of the user of the Internet-connectable device.

23. The method of claim 16, wherein the proximity of the two location events is determined based on a first geometric circle associated with one of the two location events and a second geometric circle associated with a second one of the two location events, wherein the first geometric circle has a radius equal to a geographical accuracy of the one of the two location events and the second geometric circle has a radius equal to a geographical accuracy of the second one of the two location events.

24. The method of claim 23, wherein grouping comprises:

determining an intersection of the first geometric circle and the second geometric circle;

determining a geometric bounded box around the intersection;

determining a center of the geometric bounded box; and

determining a geometric grouping circle with a center equal the center of the geometric bounded box and a radius equal to a longest length from the center of the geometric bounded box to an edge of the geometric bounded box.

25. The method of claim 23, wherein grouping comprises:

determining a geometric ellipse based on a union of the first geometric circle and the second geometric circle; and

determining a geometric grouping circle with a center equal to a center of the geometric ellipse and a radius equal to a major radius of the geometric ellipse.

26. The method of claim 16, further comprising:

determining a time period associated with the location events group based on a difference between a first timestamp associated with one of the two location events and a second timestamp associated with a second one of the two location events; and

comparing the time period against a threshold to determine whether the location events group should be discarded.

27. A method for providing mobile advertising using data networks based on groupings associated with Internet-connectable devices, the method comprising:

receiving from an Internet-connectable device at least two location events captured by the Internet-connectable device;

grouping the at least two location events into at least one location events group;

determining a home area of a user of the Internet-connectable device based on the at least one location events group;

determining a visited area outside of the home area;

determining an audience value for a user of the Internet-connectable device based on the visited area, wherein the audience value represents an audience segment comprising a subgroup of Internet-connectable device users defined based on at least one criterion; and

transmitting an advertisement to the Internet-connectable device, wherein the advertisement is determined based on the audience value.

28. The method of claim 27, wherein determining the visited area depends on a continuous period of time the Internet-connectable device is located at the visited area.

29. The method of claim 27, wherein determining the visited area depends on a frequency of overnight stays in the visited area.

30. The method of claim 27, wherein the home area comprises at least one routine place associated with the user of the Internet-connectable device.