Personalizing Advertisements Based on Proximate Computing Devices

• US 20160358216A1
• Filed: 12/29/2015
• Published: 12/08/2016
• Est. Priority Date: 06/02/2015
• Status: Active Grant

• Current Assignee: Samsung Electronics Co. Ltd.
• Original Assignee: Quixey, Inc.
• Inventors: Chen, Eric, Glover, Eric
• Granted Patent: US 10,127,579 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06F 16/9537 Spatial or temporal dependent retrieval, e.g. spatiotemporal queries
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0271 Personalized advertisement
• CPC Class Codes: H04W 4/023 using mutual or relative location information between multiple location based services [LBS] targets or of distance thresholds
• CPC Class Codes: H04W 4/70 Services for machine-to-machine communication [M2M] or machine type communication [MTC]
• CPC Class Codes: H04W 4/80 Services using short range communication, e.g. near-field communication [NFC], radio-frequency identification [RFID] or low energy communication
• CPC Class Codes: H04W 64/00 Locating users or terminals or network equipment for network management purposes, e.g. mobility management
• CPC Class Codes: H04W 84/12 WLAN [Wireless Local Area Networks]

Abstract

Techniques include generating an advertisement (ad) including text and/or image data using a user device (e.g., a mobile computing device). The techniques further include identifying one or more proximate devices (e.g., networked computing devices or appliances) located proximate to the user device using a local wireless network (e.g., Wi-Fi, Bluetooth, or NFC). The techniques include modifying (e.g., personalizing) the ad based on the identified proximate devices, based on one or more device types (e.g., categories) associated with the devices, and/or based on one or more states of the devices. In some examples, the techniques include transmitting an indication of the identified proximate devices, their types, and/or their states and an indication of the ad to an ad system, and receiving the modified ad from the system. The techniques also include displaying the modified ad to a user at the user device (e.g., within a software application executing on the device).

Claims

1. A method comprising:

generating, using a user device, an advertisement (ad) comprising one or more of text and image data;

identifying, using the user device, a proximate device located proximate to the user device using a local wireless network, wherein the proximate device is configured to communicate via the local wireless network, and wherein identifying the proximate device comprises receiving an indication of the proximate device from the proximate device via the local wireless network;

in response to identifying the proximate device, modifying, using the user device, the ad based on the identified proximate device; and

displaying the modified ad to a user at the user device.

2. The method of claim 1, wherein modifying the ad based on the identified proximate device comprises:

selecting, using the user device, one of a plurality of ad elements each including one or more of text and image data based on the identified proximate device; and

including the selected one of the plurality of ad elements in a variable field of the ad.

3. The method of claim 1, wherein the user device and the proximate device are communicatively coupled via the local wireless network, and wherein receiving the indication of the proximate device from the proximate device via the local wireless network comprises receiving the indication as part of the proximate device communicating with the user device.

4. The method of claim 1, wherein the proximate device is connected to the local wireless network, and wherein receiving the indication of the proximate device from the proximate device via the local wireless network comprises receiving the indication in response to the user device performing a scan for computing devices that are connected to the local wireless network.

5. The method of claim 1, wherein receiving the indication of the proximate device from the proximate device via the local wireless network comprises receiving the indication in response to the user device pinging the proximate device via the local wireless network.

6. The method of claim 1, wherein the proximate device and another computing device are communicatively coupled via the local wireless network, and wherein receiving the indication of the proximate device from the proximate device via the local wireless network comprises receiving the indication as part of the proximate device communicating with the other computing device.

7. The method of claim 1, wherein modifying the ad based on the identified proximate device comprises determining, using the user device, one or more of a model name, a model number, and a device ID of the identified proximate device, and modifying, using the user device, the ad based on the determined one or more of the model name, model number, and device ID.

8. The method of claim 1, wherein modifying the ad based on the identified proximate device comprises determining, using the user device, a category of the identified proximate device, and modifying, using the user device, the ad based on the determined category.

9. The method of claim 1, wherein modifying the ad based on the identified proximate device comprises determining, using the user device, a state of the identified proximate device, and modifying, using the user device, the ad based on the determined state.

10. The method of claim 1, wherein modifying the ad based on the identified proximate device comprises transmitting, using the user device, a first indication of the ad and a second indication of one or more of the identified proximate device, a category of the identified proximate device, and a state of the identified proximate device to an ad system, and receiving, at the user device, the modified ad from the ad system in response to transmitting the first and second indications.

11. The method of claim 1, wherein modifying the ad based on the identified proximate device comprises:

identifying an ad record included in an ad data store based on one or more matches between an indication of one of the identified proximate device, a category of the identified proximate device, and a state of the identified proximate device and information included in the ad record;

selecting ad content from the identified ad record; and

modifying the ad based on the selected ad content.

12. The method of claim 1, wherein modifying the ad based on the identified proximate device comprises:

identifying an ad record included in an ad data store based on an indication of one of the identified proximate device, a category of the identified proximate device, and a state of the identified proximate device and based on a mapping between at least one of a device, a device category, and a device state and one or more ad records included in the ad data store;

selecting ad content from the identified ad record; and

modifying the ad based on the selected ad content.

13. The method of claim 12, further comprising receiving, at the user device, an indication that the user has selected the ad on the user device, and updating, using the user device, the mapping based on the received indication.

14. The method of claim 1, wherein modifying the ad based on the identified proximate device comprises determining, using the user device, that the identified proximate device does not correspond to one or more of a specific device, a specific device category, and a specific device state, and modifying, using the user device, the ad based on the determination.

15. The method of claim 1, wherein modifying the ad based on the identified proximate device comprises determining, using the user device, an indication of ownership associated with the identified proximate device, and modifying, using the user device, the ad based on the determined indication.

16. The method of claim 15, wherein determining the indication of ownership associated with the identified proximate device comprises determining one or more of the following:

whether the user has indicated ownership of the identified proximate device via a user input on the user device;

whether the user has previously interacted with the identified proximate device via the user device;

how frequently the user has previously interacted with the identified proximate device via the user device;

whether the user device has been previously located proximate to the identified proximate device;

how frequently the user device has been previously located proximate to the identified proximate device; and

whether the user is associated with one or more other devices that are similar to the identified proximate device.

17. The method of claim 1, wherein the local wireless network comprises a Wi-Fi network.

18. The method of claim 1, wherein the local wireless network comprises a Bluetooth network.

19. The method of claim, 1 wherein the local wireless network comprises a near-field communications (NFC) network.

20. A computing device comprising:

a network interface component configured to communicate with a local wireless network;

a display device;

one or more memory components configured to store computer-readable instructions; and

one or more processing units configured to execute the computer-readable instructions, wherein the computer-readable instructions, when executed by the one or more processing units, cause the one or more processing units to;

generate an advertisement (ad) comprising one or more of text and image data;

receive an indication of a proximate device located proximate to the computing device via the local wireless network using the network interface component, wherein the proximate device is configured to communicate via the local wireless network;

identify the proximate device based on the received indication;

in response to identifying the proximate device, modify the ad based on the identified proximate device; and

display the modified ad to a user using the display device.