Context-switching taxonomy for mobile advertisement

• US 9,342,842 B2
• Filed: 04/01/2013
• Issued: 05/17/2016
• Est. Priority Date: 04/01/2013
• Status: Active Grant

• Current Assignee: Apple Inc.
• Original Assignee: Apple Inc.
• Inventors: Sanghavi, Mehul K., Greenzeiger, Michael Froimowitz, Phulari, Ravindra
• Primary Examiner(s): SIGMOND, BENNETT M
• Application Number:
  US13/854,462
• Publication Number:
  US 20140297407A1
• Time in Patent Office: 1,142 Days
• Field of Search: 705/14.49, 705/14.53, 705/14.64, 705/14.66, 705/14.73
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Systems, methods, and non-transitory computer-readable storage media for mobile advertisement based on a context-switching context taxonomy. The system collects usage data associated with a device. Based on the usage data, the system determines a switching context channel and a switching context trend, wherein the switching context channel defines a user'"'"'s movement through channel classifications, and wherein the switching context trend defines the user'"'"'s activity over a period of time. Next, the system generates a classification model based on the switching context channel and the switching context trend. The system then books a campaign of invitational content based on the classification model.

Claims

1. A computer-implemented method comprising:

collecting usage data associated with a device;

based on the usage data, determining different applications accessed at the device during a period of time;

detecting a speed at which the device switches between the different applications during the period of time;

determining whether the speed is faster than a threshold speed;

in response to determining that the speed is faster than the threshold speed, instructing the device to extend a current invitational content session when the device switches from a first application to a second application that is different than the first application; and

in response to determining that the speed is slower than the threshold speed, instructing the device to switch from the current invitational content session to a different invitational content session when the device switches from the first application to the second application.

2. The method of claim 1, further comprising identifying respective application channels corresponding to each of the different applications accessed at the device during the period of time, wherein at least one of the current invitational content session or the different invitational content session are based on the respective application channels.

3. The method of claim 1, further comprising:

based on the usage data, determining at least one from switching context time data and switching application frequency data, the switching context time data identifying time periods associated with a number of changes between the different applications at the device above a threshold number of application changes, and the switching application frequency data identifying a respective access frequency associated with the different applications; and

generating a classification model based on at least one of the switching context time data and the switching application frequency data.

4. The method of claim 3, wherein the classification model comprises a context-switching taxonomy.

5. The method of claim 4, further comprising booking a campaign of invitational content based on the classification model and a channel-based taxonomy.

6. The method of claim 5, further comprising delivering at least one item of invitational content to the device, wherein the at least one item is selected based on the campaign of invitational content.

7. The method of claim 6, further comprising based on the classification model, transmitting instructions to the device to continue displaying the at least one item even after an active application at the device is changed.

8. The method of claim 1, wherein the current invitational content session comprises a presentation of a specific item of invitational content, and wherein the different invitational content session comprises a different presentation of a second specific item of invitational content.

9. The method of claim 1, further comprising transmitting instructions to the device to deliver new invitational content to the device when the user switches context, wherein the context comprises an activity.

10. The method of claim 1, further comprising booking a campaign of invitational content based on a classification model, the classification model being based on at least one of the different applications accessed at the device, the speed at which the device switches between different applications, and a switching context channel, wherein the campaign of invitational content comprises a sequence of mobile advertisements selected and ordered based on the classification model.

11. The method of claim 1, further comprising:

based on the usage data, determining a switching context speed comprising the speed at which the device switches between the different applications;

determining that the user is in a fast context mode based on a comparison of the switching context speed and a threshold value for invoking the fast context mode; and

in response to the determining that the user is in the fast context mode based on the switching context speed and the threshold value, transmitting instructions to the device to deliver to the user invitational content selected from a local pool of invitational content.

12. The method of claim 11, wherein a delivery of the invitational content to the device is counted towards an overall delivery of a campaign of invitational content at a different price than other invitational content delivered to the device as part of the campaign of invitational content.

13. The method of claim 1, further comprising determining a context-switching taxonomy, wherein the context-switching taxonomy is implemented for at least one of forecasting, booking a campaign, building an advertisement creative, and targeting invitational content.

14. A non-transitory computer-readable medium storing instructions which, when executed by a processor, cause the processor to perform operations comprising:

based on data collected about activities at a device, determining different applications accessed at the device during a period of time;

detecting a speed at which the device switches between the different applications during the period of time;

determining whether the speed is faster than a threshold speed;

in response to determining that the speed is faster than the threshold speed, instructing the device to extend a current invitational content session when the device switches from a first application to a second application that is different than the first application; and

in response to determining that the speed is slower than the threshold speed, instructing the device to switch from the current invitational content session to a different invitational content session when the device switches from the first application to the second application.

15. The computer-readable medium of claim 14, wherein the current invitational content session comprises a first delivery of a first item of invitational content and the different invitational content session comprises a second delivery of a second item of invitational content, the first item being different than the second item.

16. The computer-readable medium of claim 14, storing additional instructions which, when executed by the processor, result in operations further comprising:

instructing the device to present at least one invitational content item at the device; and

based on the speed being faster than the threshold speed, instructing the device to continue displaying the at least one of the invitational content item at the device even after an active application at the device is changed.

17. The computer-readable medium of claim 14, storing additional instructions which, when executed by the processor, result in operations further comprising based on the speed being slower than the threshold speed, instructing the device to deliver new invitational content to the device when the user switches context, wherein the context comprises an activity.

18. The computer-readable medium of claim 14, storing additional instructions which, when executed by the processor, result in operations further comprising generating a classification model that classifies invitational content and maps the invitational content to content at the device based on switching context characteristics.

19. A system comprising:

a processor; and

a computer-readable medium having stored therein instructions which, when executed by the processor, cause the processor to perform operations comprising;

receiving usage data associated with a device;

based on the usage data, determining different applications accessed at the device during a period of time;

detecting a speed at which the device switches between the different applications during the period of time;

determining whether the speed is faster than a threshold speed;

in response to determining that the speed is faster than the threshold speed, instructing the device to extend a current invitational content session when the device switches from a first application to a second application that is different than the first application; and

in response to determining that the speed is slower than the threshold speed, instructing the device to switch from the current invitational content session to a different invitational content session when the device switches from the first application to the second application.

20. The system of claim 19, wherein the operations further comprise classifying and mapping invitational content to content at the device based on at least one of switching context channel data, switching context trend data, the speed at which the device switches between different applications, switching context time data, and switching application frequency data, the switching context time data identifying time periods associated with a number of changes between the different applications at the device above a threshold number of changes, and the switching application frequency data identifying a respective access frequency associated with the different applications.

21. The system of claim 19, the computer-readable medium storing additional instructions which, when executed by the processor, result in operations further comprising:

based on the usage data, determining at least one from switching context time data and switching application frequency data, the switching context time data identifying time periods associated with a number of changes between the different applications at the device above a threshold number of changes, and the switching application frequency data identifying a respective access frequency associated with each of the different applications; and

generating a classification model based on at least one of the switching context time data, the speed at which the device switches between the different applications, and the switching application frequency data.