Contextual advertising techniques for implemented at mobile devices
First Claim
Patent Images
1. A method comprising:
- receiving at a proxy mechanism a request from a mobile device to access web page content;
based on the receiving of the request, transmitting from the proxy mechanism a communication to the mobile device, the communication including scripting instructions instructing the mobile device to transmit a reply message to the proxy mechanism;
based on a receiving of the reply message at the proxy mechanism, determining that the mobile device supports client side scripting functionality;
based on the determining that the mobile device supports client-side scripting, performing operations including;
based on an examination of information in the reply message indicating that the mobile device supports an advanced display feature, marking up the web page content based on a scripting solution procedure that uses a contextual advertising markup technique that takes advantage of the advanced display feature; and
based on an examination of the information in the reply message indicating that the mobile device does not support the advanced display feature, marking up the web page content based on a scripting solution procedure that does not use the contextual advertising markup technique that takes advantage of the advanced display feature; and
communicating the marked-up web page content from the proxy mechanism to the mobile device in response to the receiving of the request at the proxy mechanism from the mobile device to access the web page content.
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Abstract
Various techniques are disclosed for delivering contextual advertising information to end users of a data network via a mobile device. At least one operation may be initiated to determine the features, capabilities and/or services supported at an identified mobile device. A first contextual advertising delivery technique may be implemented in response to a determination that a first type of functionality is supported at the identified mobile device. A second contextual advertising delivery technique may be implemented in response to a determination that the first type of functionality is not supported at the identified mobile device.
142 Citations
14 Claims
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1. A method comprising:
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receiving at a proxy mechanism a request from a mobile device to access web page content; based on the receiving of the request, transmitting from the proxy mechanism a communication to the mobile device, the communication including scripting instructions instructing the mobile device to transmit a reply message to the proxy mechanism; based on a receiving of the reply message at the proxy mechanism, determining that the mobile device supports client side scripting functionality; based on the determining that the mobile device supports client-side scripting, performing operations including; based on an examination of information in the reply message indicating that the mobile device supports an advanced display feature, marking up the web page content based on a scripting solution procedure that uses a contextual advertising markup technique that takes advantage of the advanced display feature; and based on an examination of the information in the reply message indicating that the mobile device does not support the advanced display feature, marking up the web page content based on a scripting solution procedure that does not use the contextual advertising markup technique that takes advantage of the advanced display feature; and communicating the marked-up web page content from the proxy mechanism to the mobile device in response to the receiving of the request at the proxy mechanism from the mobile device to access the web page content. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
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11. A system comprising:
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at least one processor; a non-transitory machine readable memory storing a set of instructions that, when executed by the at least one processor, causes the at least one processor to, at least; receive at a proxy mechanism a request from a mobile device to access web page content; based on the receiving of the request, transmit from the proxy mechanism a communication to the mobile device, the communication including scripting instructions instructing the mobile device to transmit a reply message to the proxy mechanism; based on a receiving of the reply message at the proxy mechanism, determine that the mobile device supports client side scripting functionality; based on the determining that the mobile device supports client-side scripting, perform operations including; based on an examination of information in the reply message indicating that the mobile device supports an advanced display feature, mark up the web page content based on a scripting solution procedure that uses a contextual advertising markup technique that takes advantage of the advanced display feature; and based on an examination of the information in the reply message indicating that the mobile device does not support the advanced display feature, mark up the web page content based on a scripting solution procedure that does not use the contextual advertising markup technique that takes advantage of the advanced display feature; and communicate the marked-up web page content from the proxy mechanism to the mobile device in response to the receiving of the request at the proxy mechanism from the mobile device to access the web page content. - View Dependent Claims (12, 13, 14)
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Specification