Managing payment for sponsored content presented to mobile communication facilities
First Claim
1. A computer-implemented method for targeted delivery of advertising of a first or second sponsor via a cellular telephony infrastructure provided by a carrier to a plurality of cellular phones of a first or second type by establishing a competitive bid auction process, the method comprising the steps of:
- (a) receiving an offline purchase datum relating to an offline purchase of a good or service by a respective user of the plurality of cellular phones, wherein the good or service has been previously searched for by the respective user on the respective cellular phone;
(b) presenting to the first and second sponsor data corresponding to;
(1) the offline purchase datum; and
(2) the first type and the second type of cellular phone, wherein a rendering capability of the first type of cellular phone is different from a rendering capability of the second type of cellular phone;
(c) receiving a first advertising content associated with the offline purchase datum and a second advertising content associated with the offline purchase datum each from the first sponsor and the second sponsor, wherein the first advertising content requires the rendering capability of the first type of cellular phone to be rendered thereon and wherein the second advertising content requires the rendering capability of the second type of cellular phone to be rendered thereon, wherein the first advertising content is incompatible with the second type of cellular phone and the second advertising content is incompatible with the first type of cellular phone;
(d) receiving a bid from the first sponsor, wherein the bid includes;
(1) a selection by the first sponsor of the first type of cellular phone; and
(2) an amount offered for delivery of the advertising of the first sponsor to the plurality of cellular phones of the first type;
(e) receiving a bid from the second sponsor, wherein the bid includes;
(1) a selection by the second sponsor of the first type of cellular phone; and
(2) an amount offered for delivery of the advertising of the second sponsor to the plurality of cellular phones of the first type;
(f) attributing a priority to the delivery of the advertising of the first sponsor over the delivery of the advertising of the second sponsor based upon a determination that a resultant yield based on the amount of the first sponsor is greater than a resultant yield based on the amount of the second sponsor;
(g) receiving an advertising request associated with the first type of cellular phone;
(h) determining that the relevance to the advertising request of the first advertising content and second advertising content is the same;
(i) determining that the first type of cellular phone can render the first advertising content and cannot render the second advertising content; and
(j) transmitting via the cellular telephony infrastructure the first advertising content instead of the second advertising content to the plurality of cellular phones of the first type.
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Accused Products
Abstract
A system and method for targeted delivery of advertising of a first or second sponsor to a plurality of cellular phones of a first or second type by way of a competitive bid auction process includes (a) receiving a offline purchase datum; (b) presenting to the first and second sponsor data corresponding to (1) the offline purchase datum and (2) the first type and the second type of cellular phone; (c) receiving from each sponsor advertising associated with the offline purchase datum characteristic, wherein each advertising has a different rendering capability associated therewith; (d) attributing a priority to the delivery of the advertising based upon a resultant yield determination; and (e) transmitting the appropriate advertising to the types of cellular phones having the corresponding rendering capabilities of the advertising.
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Citations
15 Claims
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1. A computer-implemented method for targeted delivery of advertising of a first or second sponsor via a cellular telephony infrastructure provided by a carrier to a plurality of cellular phones of a first or second type by establishing a competitive bid auction process, the method comprising the steps of:
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(a) receiving an offline purchase datum relating to an offline purchase of a good or service by a respective user of the plurality of cellular phones, wherein the good or service has been previously searched for by the respective user on the respective cellular phone; (b) presenting to the first and second sponsor data corresponding to; (1) the offline purchase datum; and (2) the first type and the second type of cellular phone, wherein a rendering capability of the first type of cellular phone is different from a rendering capability of the second type of cellular phone; (c) receiving a first advertising content associated with the offline purchase datum and a second advertising content associated with the offline purchase datum each from the first sponsor and the second sponsor, wherein the first advertising content requires the rendering capability of the first type of cellular phone to be rendered thereon and wherein the second advertising content requires the rendering capability of the second type of cellular phone to be rendered thereon, wherein the first advertising content is incompatible with the second type of cellular phone and the second advertising content is incompatible with the first type of cellular phone; (d) receiving a bid from the first sponsor, wherein the bid includes; (1) a selection by the first sponsor of the first type of cellular phone; and (2) an amount offered for delivery of the advertising of the first sponsor to the plurality of cellular phones of the first type; (e) receiving a bid from the second sponsor, wherein the bid includes; (1) a selection by the second sponsor of the first type of cellular phone; and (2) an amount offered for delivery of the advertising of the second sponsor to the plurality of cellular phones of the first type; (f) attributing a priority to the delivery of the advertising of the first sponsor over the delivery of the advertising of the second sponsor based upon a determination that a resultant yield based on the amount of the first sponsor is greater than a resultant yield based on the amount of the second sponsor; (g) receiving an advertising request associated with the first type of cellular phone; (h) determining that the relevance to the advertising request of the first advertising content and second advertising content is the same; (i) determining that the first type of cellular phone can render the first advertising content and cannot render the second advertising content; and (j) transmitting via the cellular telephony infrastructure the first advertising content instead of the second advertising content to the plurality of cellular phones of the first type. - View Dependent Claims (2, 3, 4, 5)
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6. A system for targeted delivery of advertising of a first or second sponsor via a cellular telephony infrastructure provided by a carrier to a plurality of cellular phones of a first or second type by establishing a competitive bid auction process, the system comprising one or more computers having computer readable mediums having stored thereon instructions which, when executed by one or more processors of the one or more computers, causes the system to perform the steps of:
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(a) receiving an offline purchase datum relating to an offline purchase of a good or service by a respective user of the plurality of cellular phones, wherein the good or service has been previously searched for by the respective user on the respective cellular phone; (b) presenting to the first and second sponsor data corresponding to; (1) the offline purchase datum; and (2) the first type and the second type of cellular phone, wherein a rendering capability of the first type of cellular phone is different from a rendering capability of the second type of cellular phone; (c) receiving a first advertising content associated with the offline purchase datum and a second advertising content associated with the offline purchase datum each from the first sponsor and the second sponsor, wherein the first advertising content requires the rendering capability of the first type of cellular phone to be rendered thereon and wherein the second advertising content requires the rendering capability of the second type of cellular phone to be rendered thereon, wherein the first advertising content is incompatible with the second type of cellular phone and the second advertising content is incompatible with the first type of cellular phone; (d) receiving a bid from the first sponsor, wherein the bid includes; (1) a selection by the first sponsor of the first type of cellular phone; and (2) an amount offered for delivery of the advertising of the first sponsor to the plurality of cellular phones of the first type; (e) receiving a bid from the second sponsor, wherein the bid includes; (1) a selection by the second sponsor of the first type of cellular phone; and (2) an amount offered for delivery of the advertising of the second sponsor to the plurality of cellular phones of the first type; (f) attributing a priority to the delivery of the advertising of the first sponsor over the delivery of the advertising of the second sponsor based upon a determination that a resultant yield based on the amount of the first sponsor is greater than a resultant yield based on the amount of the second sponsor; (g) receiving an advertising request associated with the first type of cellular phone; (h) determining that the relevance to the advertising request of the first advertising content and second advertising content is the same; (i) determining that the first type of cellular phone can render the first advertising content and cannot render the second advertising content; and (j) transmitting via the cellular telephony infrastructure the first advertising content instead of the second advertising content to the plurality of cellular phones of the first type. - View Dependent Claims (7, 8, 9, 10)
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11. A non-transitory computer-readable medium having stored thereon instructions which, when executed by one or more processors of one or more computers, causes the one or more processors to target delivery of advertising of a first or second sponsor via a cellular telephony infrastructure provided by a carrier to a plurality of cellular phones of a first or second type by establishing a competitive bid auction process, by performing the steps of:
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(a) receiving an offline purchase datum relating to an offline purchase of a good or service by a respective user of the plurality of cellular phones, wherein the good or service has been previously searched for by the respective user on the respective cellular phone; (b) presenting to the first and second sponsor data corresponding to; (1) the offline purchase datum; and (2) the first type and the second type of cellular phone, wherein a rendering capability of the first type of cellular phone is different from a rendering capability of the second type of cellular phone; (c) receiving a first advertising content associated with the offline purchase datum and a second advertising content associated with the offline purchase datum each from the first sponsor and the second sponsor, wherein the first advertising content requires the rendering capability of the first type of cellular phone to be rendered thereon and wherein the second advertising content requires the rendering capability of the second type of cellular phone to be rendered thereon, wherein the first advertising content is incompatible with the second type of cellular phone and the second advertising content is incompatible with the first type of cellular phone; (d) receiving a bid from the first sponsor, wherein the bid includes; (1) a selection by the first sponsor of the first type of cellular phone; and (2) an amount offered for delivery of the advertising of the first sponsor to the plurality of cellular phones of the first type; (e) receiving a bid from the second sponsor, wherein the bid includes; (1) a selection by the second sponsor of the first type of cellular phone; and (2) an amount offered for delivery of the advertising of the second sponsor to the plurality of cellular phones of the first type; (f) attributing a priority to the delivery of the advertising of the first sponsor over the delivery of the advertising of the second sponsor based upon a determination that a resultant yield based on the amount of the first sponsor is greater than a resultant yield based on the amount of the second sponsor; (g) receiving an advertising request associated with the first type of cellular phone; (h) determining that the relevance to the advertising request of the first advertising content and second advertising content is the same; (i) determining that the first type of cellular phone can render the first advertising content and cannot render the second advertising content; and (j) transmitting via the cellular telephony infrastructure the first advertising content instead of the second advertising content to the plurality of cellular phones of the first type. - View Dependent Claims (12, 13, 14, 15)
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Specification