Systems and methods for providing advertising services in a predictive manner to devices with an advertising exchange

• US 9,336,539 B2
• Filed: 04/23/2014
• Issued: 05/10/2016
• Est. Priority Date: 04/03/2014
• Status: Active Grant

• Current Assignee: Vungle, Inc.
• Original Assignee: Vungle, Inc.
• Inventors: Gupta, Arvind, Chan, Wayne, Kang, Daniel, Deignan, Michael, Solomon, Sasha, Myers, Raymond
• Primary Examiner(s): Stoltenberg, David
• Application Number:
  US14/260,155
• Publication Number:
  US 20150287104A1
• Time in Patent Office: 748 Days
• Field of Search: 705/14.4, 705/14.49
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Methods and systems are described for providing advertising services in a predictive manner to a device with an advertising exchange. In one embodiment, a system receives a configuration call from a device upon initiation of a software application and associated advertising services software on the device. The system generates, prior to a predicted ad play event on the device, a predictive ad request for obtaining at least one advertisement (ad) from at least one of an ad store and an advertising exchange prior to the predicted ad play event.

Claims

1. An advertising system for improved network bandwidth utilization in obtaining at least one ad to be delivered via a network to a client wireless device, comprising:

a storage medium to store one or more software programs;

processing logic including at least one processor of an ad server that is configured to execute instructions of at least one software program to;

receive a configuration call from the client wireless device upon initiation of a software application and associated advertising services software on the client wireless device;

generate, with the advertising system, a configuration file for sending to the client wireless device in response to the configuration call;

generate with the advertising system, prior to a predicted ad play event on the client wireless device, a predictive ad request for obtaining at least one advertisement (ad) from at least one of the ad store and an advertising exchange prior to the predicted ad play event; and

process the predictive ad request and determine, with the processing logic including at least one processor of the ad server, based on a determined option of the configuration file whether at least one cached ad on the client device will be used in-app for the predicted ad play event, whether the ad store of the system to be accessed for at least one ad to be played in-app for the predicted ad play event, or whether the advertising exchange to be accessed for at least one ad to be played in-app for the predicted ad play event, wherein the determined option is based on configurable parameters including bandwidth of a network connection between the advertising system and the client wireless device for improved bandwidth utilization in obtaining the at least one ad to be delivered via the network to the client wireless device prior to the predicted ad play event and availability of higher converting ad campaigns from the ad store or the advertising exchange for improved utilization of ad campaigns.

2. The system of claim 1, wherein the configuration file includes a plurality of options for obtaining at least one ad to play on the client wireless device including playing at least one ad cached on the client wireless device, obtaining at least one ad from an ad store based on a conversion rate of the at least one ad from the ad store, and obtaining at least one ad from the advertising exchange based on a conversion rate of the at least one ad from the advertising exchange, wherein the predicted ad play event is predicted to occur at a future time based on receiving the configuration call from the client device.

3. The system of claim 1, wherein the processing logic is further configured to execute instructions of at least one software program to:

access the advertising exchange based on the predictive ad request; and

generate an auction based on different business rules including at least one of a floor price and inventory allocation.

4. The system of claim 3, wherein the processing logic is further configured to execute instructions of at least one software program to:

send a predictive ad exchange request to each participant of the auction with the predictive ad exchange request including configurable parameters including at least one of ad length, bit rate for playing the ad, ad categories, age ratings, a limit for a number of redirects to minimize latency, and a floor price.

5. The system of claim 4, wherein the processing logic is further configured to execute instructions of at least one software program to:

receive ad exchange responses from one or more participants of the auction;

process the ad exchange responses; and

determine which of the one or more participants if any will serve at least one ad based on a conversion rate of at least one ad from the ad exchange responses for the predicted ad play event.

6. The system of claim 5, wherein the processing logic is further configured to execute instructions of at least one software program to:

send to the client device a predictive ad response with at least one better ad from one of the ad store and a selected participant from the advertising exchange.

19. The system of claim 3, wherein the predictive ad request includes a limit for a number of redirects to minimize latency.

20. The system of claim 1, wherein the ad store of the system to be accessed for at least one ad based on a conversion rate of the at least one ad from the ad store, wherein the ad exchange to be accessed for at least one ad based on a conversion rate of the at least one ad from the ad exchange.

7. A machine-accessible non-transitory medium containing executable computer program instructions which when executed by a data processing system cause said system to perform a method for improved network bandwidth utilization in obtaining at least one ad to be delivered via a network to a client wireless device, the method comprising:

receiving a configuration call from a client wireless device upon initiation of a software application and associated advertising services software on the client wireless device;

generating, with the system, a configuration file for sending to the client wireless device in response to the configuration call;

generating with the system, prior to a predicted ad play event on the client wireless device, a predictive ad request for obtaining at least one advertisement (ad) from at least one of the ad store and an advertising exchange prior to the predicted ad play event; and

processing the predictive ad request and determining, with processing logic including at least one processor of an ad server of the system, based on a determined option of the configuration file whether at least one cached ad on the client wireless device will be used in-app for the predicted ad play event, whether the ad store of the system to be accessed for at least one ad to be played in-app for the predicted ad play event, or whether the advertising exchange to be accessed for at least one ad to be played in-app for the predicted ad play event, wherein the determined option is based on configurable parameters including bandwidth of a network connection between the advertising system and the client wireless device for improved bandwidth utilization in obtaining the at least one ad to be delivered via the network to the client device prior to the predicted ad play event and availability of higher converting ad campaigns from the ad store or the advertising exchange for improved utilization of ad campaigns.

8. The machine-accessible non-transitory medium of claim 7, wherein the configuration file includes a plurality of options for obtaining at least one ad to play on the client wireless device including playing at least one ad cached on the client wireless device, obtaining at least one ad from an ad store, and obtaining at least one ad from the advertising exchange, wherein the predicted ad play event is predicted to occur at a future time based on receiving the configuration call from the client device.

9. The machine-accessible non-transitory medium of claim 7, the method further comprising:

accessing the advertising exchange based on the predictive ad request; and

generating an auction based on different business rules including at least one of a floor price and inventory allocation.

10. The machine-accessible non-transitory medium of claim 9, the method further comprising:

sending a predictive ad exchange request to each participant of the auction with the predictive ad exchange request including configurable parameters including at least one of ad length, bit rate for playing the ad, ad categories, age ratings, a limit for a number of redirects to minimize latency, and a floor price.

11. The machine-accessible non-transitory medium of claim 10, the method further comprising:

receiving ad exchange responses from one or more participants of the auction;

processing the ad exchange responses; and

determining which of the one or more participants if any will serve at least one ad based on a conversion rate of at least one ad from the ad exchange responses for the predicted ad play event.

12. The machine-accessible non-transitory medium of claim 11, the method further comprising:

sending to the client device a predictive ad response with at least one better ad from one of the ad store and a selected participant from the advertising exchange.

13. A method for improved network bandwidth utilization in obtaining at least one ad via a network to a client wireless device comprising:

initiating a software application on the client wireless device;

sending a configuration call to an ad system upon the initiation of the software application and associated advertising services software on the client wireless device;

receiving a configuration file from the ad system in response to the configuration call;

generating with the client device, prior to a predicted ad play event on the client wireless device, a predictive ad request for obtaining at least one advertisement (ad) from at least one of the ad store and an advertising exchange prior to the predicted ad play event; and

determining with at least one processor of the client wireless device that is configured to execute instructions of device functionality which option of the configuration file will be processed or enabled including whether at least one cached ad on the client wireless device will be used for the predicted ad play event in-app for the predicted ad play event, whether the ad store of the system to be accessed for at least one ad to be played in-app for the predicted ad play event, or whether the advertising exchange to be accessed for at least one ad to be played in-app for the predicted ad play event, wherein the determined option is based on configurable parameters including bandwidth of a network connection between the advertising system and the client wireless device for improved bandwidth utilization in obtaining the at least one ad via the network to the client wireless device prior to the predicted ad play event and availability of higher converting ad campaigns from the ad store or the advertising exchange for improved utilization of ad campaigns.

14. The method of claim 13, wherein determining which option of the configuration file will be processed or enabled for processing the predictive ad request is based on one or more configurable parameters including at least one of a bandwidth for a connection between the client wireless device and the ad system, device characteristics, user characteristics, a service level agreement of a publisher of the software application, a cache window, and business rules.

15. The method of claim 14, further comprising:

sending, prior to the predicted ad play event, the predictive ad request with a configurable determined option of the configuration file to the ad system; and

receiving a predictive ad response from the ad system with the ad response including at least one ad from the ad store based on a conversion rate of the at least one ad from the ad store, at least one ad from the ad exchange based on a conversion rate of the at least one ad from the ad exchange, at least one ad from a third party database that has not participated in the ad exchange based on a conversion rate of the at least one ad from the third party database, or instructions to play at least one ad cached on the client device, wherein the predicted ad play event is predicted to occur at a future time.

16. A machine-accessible non-transitory medium containing executable computer program instructions which when executed by a client wireless device cause said device to perform a method for improved network bandwidth utilization in obtaining at least one ad via a network to the client wireless device, the method comprising:

initiating a software application on the client wireless device;

sending a configuration call to an ad system upon the initiation of the software application and associated advertising services software on the client wireless device; and

receiving a configuration file from the ad system in response to the configuration call;

generating with the device, prior to a predicted ad play event on the client wireless device, a predictive ad request for obtaining at least one advertisement (ad) from at least one of the ad store and an advertising exchange prior to the predicted ad play event; and

determining with at least one processor of the client wireless device that is configured to execute instructions of device functionality which option of the configuration file will be processed or enabled including whether at least one cached ad on the client wireless device will be used in-app for the predicted ad play event, whether the ad store of the system to be accessed for at least one ad to be played in-app for the predicted ad play event, or whether the advertising exchange to be accessed for at least one ad to be played in-app for the predicted ad play event, wherein the determined option is based on configurable parameters including bandwidth of a network connection between the advertising system and the client wireless device for improved bandwidth utilization in obtaining the at least one ad via the network to the client wireless device prior to the predicted ad play event and availability of higher converting ad campaigns from the ad store or the advertising exchange for improved utilization of ad campaigns.

17. The machine-accessible non-transitory medium of claim 16, wherein determining which option of the configuration file will be processed or enabled for processing a predictive ad request is based on one or more configurable parameters including at least one of a bandwidth for a connection between the client wireless device and the ad system, device characteristics, user characteristics, a service level agreement of a publisher of the software application, a cache window, and business rules.

18. The machine-accessible non-transitory medium of claim 17, the method further comprising:

sending, prior to the predicted ad play event, the predictive ad request with a configurable determined option of the configuration file to the ad system; and

receiving a predictive ad response from the ad system with the ad response including at least one ad from the ad store based on a conversion rate of the at least one ad from the ad store, at least one ad from the ad exchange based on a conversion rate of the at least one ad from the ad exchange, at least one ad from a third party database that has not participated in the ad exchange based on a conversion rate of the at least one ad from the third party database, or instructions to play at least one ad cached on the client device, wherein the predicted ad play event is predicted to occur at a future time.

21. An apparatus for improved network bandwidth utilization in obtaining at least one ad to be delivered via a network to a client wireless device, the apparatus comprising:

means for receiving a configuration call from the client wireless device upon initiation of a software application and associated advertising services software on the client wireless device;

means for generating, with the system, a configuration file for sending to the client wireless device in response to the configuration call;

means for generating with the system, prior to a predicted ad play event on the client wireless device, a predictive ad request for obtaining at least one advertisement (ad) from at least one of the ad store and an advertising exchange prior to the predicted ad play event; and

means for processing the predictive ad request and determining, with processing logic including at least one processor of an ad server of the system, based on a determined option of the configuration file whether at least one cached ad on the client wireless device will be used in-app for the predicted ad play event, whether the ad store of the system to be accessed for at least one ad to be played in-app for the predicted ad play event, or whether the advertising exchange to be accessed for at least one ad to be played in-app for the predicted ad play event, wherein the determined option is based on configurable parameters including bandwidth of a network connection between the advertising system and the client wireless device for improved bandwidth utilization in obtaining the at least one ad to be delivered via the network to the client device prior to the predicted ad play event and availability of higher converting ad campaigns from the ad store or the advertising exchange for improved utilization of ad campaigns.

22. The apparatus of claim 21, wherein the configuration file includes a plurality of options for obtaining at least one ad to play on the client wireless device including playing at least one ad cached on the client wireless device, obtaining at least one ad from an ad store, and obtaining at least one ad from the advertising exchange, wherein the predicted ad play event is predicted to occur at a future time based on receiving the configuration call from the client wireless device.