System and method for providing targeted advertising through traffic analysis in a network environment

• US 9,135,352 B2
• Filed: 06/03/2010
• Issued: 09/15/2015
• Est. Priority Date: 06/03/2010
• Status: Active Grant

• Current Assignee: Cisco Technology, Inc. (Cisco Systems, Inc.)
• Original Assignee: Cisco Technology, Inc. (Cisco Systems, Inc.)
• Inventors: Kanakarajan, Ravindranath C., Bhamidipati, Praveen
• Primary Examiner(s): Weiss, John G
• Assistant Examiner(s): Anderson, Scott C
• Application Number:
  US12/793,545
• Publication Number:
  US 20110302026A1
• Time in Patent Office: 1,930 Days
• Field of Search: 705/14.49, 705/14.5, 705/14.51, 705/14.57, 705/14.58, 705/14.64
• US Class Current: 1/1
• CPC Class Codes: G06F 16/9537 Spatial or temporal dependent retrieval, e.g. spatiotemporal queries
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: H04L 63/101 Access control lists [ACL]
• CPC Class Codes: H04L 67/52 specially adapted for the location of the user terminal
• CPC Class Codes: H04L 67/564 Enhancement of application control based on intercepted application data

Abstract

An example method includes receiving packets associated with network traffic and identifying location information associated with an end user related to the network traffic. The method also includes extracting keywords from the network traffic, the keywords and the location information are used as a basis for rendering an advertisement on digital signage that is physically proximate to a current location of the end user. In other embodiments, the network traffic can be matched against access control lists, which are configured with Internet protocol (IP) addresses relating to search engines. Additionally, the network traffic can be classified based on fields in the packets, wherein the fields include a source Internet protocol (IP) address, a destination IP address, and a transmission control protocol (TCP) port. In more particular embodiments, the network traffic is hypertext transfer protocol (HTTP) requests originating from a handheld device operated by the end user.

Claims

1. A method, comprising:

receiving, at a network element having a processor and a memory element, packets associated with network traffic, wherein at least a portion of the packets include search terms entered by a user;

identifying location information associated with a device related to the network traffic by analyzing the received packets, wherein the location information indicates that the device has entered a predetermined geographic vicinity;

extracting keywords from the search terms;

selecting an advertisement that is related to the keywords and is related to at least one business that is located in the geographic vicinity; and

displaying the advertisement on digital signage that is physically separate from the device but is proximate to a current geographic location of the device, wherein the current geographic location of the device is at least partially based on the location information.

2. The method of claim 1, further comprising:

evaluating whether the network traffic is associated with internet activity initiated by the device; and

copying at least some of the packets for extracting the keywords.

3. The method of claim 1, further comprising:

classifying the network traffic based on fields in the packets, wherein the fields include a source IP address, a destination IP address, and a transmission control protocol (TCP) port.

4. The method of claim 1, wherein the network traffic is hypertext transfer protocol (HTTP) requests originating from the device, wherein the device is operated by the user, and wherein demographic data associated with the user is identified in the network traffic.

5. The method of claim 1, further comprising:

receiving additional network traffic at the network element; and

identifying an efficiency metric for the advertisement based, at least in part, on the received additional network traffic.

6. The method of claim 1, wherein a ranking system is used to determine popularity associated with particular keywords in order to identify the advertisement to be rendered on the digital signage.

7. The method of claim 1, wherein a predetermined number of packets of the network traffic that match data in an access control list are copied.

8. The method of claim 1, wherein a popularity of particular keywords is used to determine the position of a plurality of advertisements on the digital signage.

9. The method of claim 1, further comprising:

identifying search engine traffic in the network traffic, wherein the search engine traffic is identified by matching uniform resource locators included in the network traffic against an access control list that is configured with uniform resource locators of search engines, and wherein the keywords are extracted from the search engine traffic.

10. Logic encoded in one or more non-transitory media that includes code for execution and when executed by a processor operable to perform operations comprising:

receiving packets associated with network traffic, wherein at least a portion of the packets include search terms entered by a user;

identifying location information associated with a device related to the network traffic by analyzing the received packets, wherein the location information indicates that the device has entered a predetermined geographic vicinity;

extracting keywords from the search terms;

selecting an advertisement that is related to the keywords and is related to at least one business that is located in the geographic vicinity; and

displaying the advertisement on digital signage that is physically separate from the device but is proximate to a current geographic location of the device, wherein the current geographic location of the device is at least partially based on the location information.

11. The logic of claim 10, the operations further comprising:

evaluating whether the network traffic is associated with internet activity initiated by the device; and

copying at least some of the packets for extracting the keywords.

12. The logic of claim 10, the operations further comprising:

classifying the network traffic based on fields in the packets, wherein the fields include a source IP address, a destination IP address, and a transmission control protocol (TCP) port.

13. The logic of claim 10, wherein additional network traffic is received at a network element in order to identify an efficiency metric for the advertisement.

14. The logic of claim 10, wherein a ranking system is used to determine popularity associated with particular keywords in order to identify the advertisement to be rendered on the digital signage.

15. An apparatus, comprising:

a memory element configured to store data,

a processor operable to execute instructions associated with the data, and

a net flow engine, wherein the processor, the net flow engine, and the memory element cooperate in order to;

receive packets associated with network traffic, wherein at least a portion of the packets include search terms entered by a user;

identify location information associated with a device related to the network traffic by analyzing the received packets, wherein the location information indicates that the device has entered a predetermined geographic vicinity;

extract keywords from the search terms;

select an advertisement that is related to the keywords and is related to at least one business that is located in the geographic vicinity; and

display the advertisement on digital signage that is physically separate from the device but is proximate to a current geographic location of the device, wherein the current geographic location of the device is at least partially based on the location information.

16. The apparatus of claim 15, wherein the network traffic is evaluated to determine whether it includes a search request initiated by the device, and wherein at least some of the packets are copied in order to extract the keywords.

17. The apparatus of claim 15, wherein the net flow engine is further configured to:

classify the network traffic based on fields in the packets, wherein the fields include a source IP address, a destination IP address, and a transmission control protocol (TCP) port.

18. The apparatus of claim 15, wherein the network traffic is hypertext transfer protocol (HTTP) requests originating from the device, wherein the device is operated by the user, and wherein demographic data associated with the user is identified in the network traffic.

19. The apparatus of claim 15, wherein the net flow engine is further configured to:

receive additional network traffic at a network element; and

identify an efficiency metric for the advertisement based, at least in part, on the received additional network traffic.

20. The apparatus of claim 15, wherein a ranking system is used to determine popularity associated with particular keywords in order to identify the advertisement to be rendered on the digital signage.

21. The apparatus of claim 15, wherein space allocation on the digital signage are correlated to popularity associated with specific content being rendered on the digital signage.

22. The apparatus of claim 15, wherein power is reduced for the digital signage based on a level of internet activity.

23. The apparatus of claim 15, wherein the apparatus is a network element configured to identify the location information associated with the device.