System for targeting advertising content to a plurality of mobile communication facilities

• US 9,754,287 B2
• Filed: 03/31/2014
• Issued: 09/05/2017
• Est. Priority Date: 09/14/2005
• Status: Active Grant

• Current Assignee: Blue Hills Series 95 of Allied Security Trust I (Allied Security Trust)
• Original Assignee: Millennial Media Incorporated (Apollo Global Management, Inc.)
• Inventors: Ramer, Jorey, Soroca, Adam, Doughty, Dennis
• Primary Examiner(s): Mapa, Michael
• Application Number:
  US14/231,689
• Publication Number:
  US 20140214526A1
• Time in Patent Office: 1,254 Days
• Field of Search: 455410-411, 4554141-4144, 4554322, 705 141- 1473
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: H04M 2207/18 wireless networks
• CPC Class Codes: H04M 3/42 Systems providing special services or facilities to subscribers specially adapted for wireless communication networks H04W4/00
• CPC Class Codes: H04M 3/42382 Text-based messaging services in telephone networks such as PSTN/ISDN, e.g. User-to-User Signalling or Short Message Service for fixed networks
• CPC Class Codes: H04M 3/4878 Advertisement messages

Abstract

A system for targeting advertising content includes the steps of: (a) receiving respective requests for advertising content corresponding to a plurality of mobile communication facilities operated by a group of users, wherein the plurality includes first and second types of mobile communication facilities with different rendering capabilities; (b) receiving a datum corresponding to the group; (c) selecting from a first and second sponsor respective content based on a relevancy to the datum, wherein each content includes a first and second item requiring respective rendering capabilities; (d) receiving bids from the first and second sponsors; (e) attributing a priority to the content of the first sponsor based upon a determination that a yield associated with the first sponsor is greater than a yield associated with the second sponsor; and (f) transmitting the first and second items of the first sponsor to the first and second types of mobile communication facilities respectively.

Claims

1. A system for targeting advertising content of a first or second sponsor to a plurality of mobile communication facilities that are operated by a plurality of users, the system comprising:

one or more processors; and

one or more computer readable media having stored thereon instructions which, when executed by the one or more processors cause the system to;

(a) receive respective requests for advertising content from the plurality of mobile communication facilities, wherein the plurality of mobile communication facilities includes a first type of mobile communication facility having a first rendering capability and a second type of mobile communication facility having a second rendering capability, wherein the first rendering capability is compatible with rendering video and the second rendering capability is incompatible with rendering video;

(b) receive datums associated with the plurality of users that include an indicator of previously presented advertising content, an indicator of the first rendering capability, an indicator of the second rendering capability, and a transaction history corresponding to the plurality of users;

(c) select first advertising content from the first sponsor and second advertising content from the second sponsor based on a relevancy of the first and the second advertising based on the previously presented advertising content and the transaction history, wherein each of the first and second advertising content include each of;

a first advertising content item that is compatible with the first rendering capability and incompatible with the second rendering capability, and a second advertising content item compatible with the second rendering capability and incompatible with the first rendering capability;

(d) identify a first financial consideration based on the relevancy of the first advertising content that is offered, by the first sponsor, for delivery of the first advertising content to the at least a portion of the plurality of users;

(e) identify a second financial consideration based on the relevancy of the second advertising content that is offered, by the second sponsor, for delivery of the second advertising content to at least a portion of the plurality of users;

(f) assign a priority to delivery of the first advertising content over delivery of the second advertising content based on the previously presented advertising content, the relevancy of the first and the second advertising content, and a determination that a yield derived from the first financial consideration is greater than a yield derived from the second financial consideration; and

(g) transmit the first advertising content item of the first advertising content to the first type of mobile communication facility based on the assigned priority and the indicator of the first rendering capability and transmit the second advertising content item of the first advertising content of the first sponsor to the second type of mobile communication facility based on the assigned priority and the indicator of the second rendering capability.

2. The system of claim 1, wherein at least a portion of the datums are provided by:

(a) a carrier;

(b) a publisher;

(c) an application developer;

(d) a handset manufacturer;

(e) an advertiser;

(f) a provider of offline data;

(g) a provider of PC-online data;

or

(h) a provider of TV-based data.

3. The system of claim 1, wherein the first and second advertising content are selected from the group consisting of:

(a) audio;

(b) text;

(c) video;

(d) an image;

(e) a banner;

(f) a ringtone;

(g) an interactive application; and

(h) a game.

4. The system of claim 1, wherein the plurality of users are identified via at least:

(a) a cookie;

(b) a handset identification;

or

(c) a private header.

5. The system of claim 1, wherein the first and second rendering capabilities also include one or more hardware or software characteristics of a respective mobile communication facility selected from the list consisting of:

(a) make of the respective mobile communication facility;

(b) model of the respective mobile communication facility;

(c) operating system of the respective mobile communication facility;

(d) operating system version of the respective mobile communication facility;

(e) MIDP support of the respective mobile communication facility;

(f) polyphonic ringtone support of the respective mobile communication facility;

(g) ringtone support of the respective mobile communication facility;

(h) video download support of the respective mobile communication facility;

(i) video streaming support of the respective mobile communication facility;

(j) WAP push support of the respective mobile communication facility;

(k) WML support of the respective mobile communication facility;

(l) wallpaper support of the respective mobile communication facility;

(m) XHTML support of the respective mobile communication facility;

(n) touch screen support of the respective mobile communication facility;

(o) a display resolution of the respective mobile communication facility;

(p) a screen size of the respective mobile communication facility;

(q) processor type of the respective mobile communication facility;

(r) processing speed of the respective mobile communication facility;

(s) storage capability of the respective mobile communication facility; and

(t) memory capacity of the respective mobile communication facility.

6. The system of claim 1, wherein each the yield represents an expected revenue, wherein the expected revenue is expressed as one of:

(a) a cost-per-thousand impression (CPM) of the respective advertising content on the plurality of mobile communication facilities;

(b) a cost-per-click (CPC) of the respective advertising content on the plurality of mobile communication facilities, where the yield takes into consideration a historical or expected click through rate;

(c) a cost-per-action (CPA), where the yield takes into consideration a historical or expected action conversion rate; and

(d) a cost-per-engagement (CPE) of the respective advertising content on the plurality of mobile communication facilities.

7. The system of claim 1, wherein the first and second financial considerations are determined in response to receiving the respective requests for the advertising content.

8. The system of claim 1, wherein the first and second sponsors are respectively associated with a first and second content inventory.

9. A computer-implemented method for targeting advertising content of a first or second sponsor to a plurality of mobile communication facilities that are operated by a plurality of users, the method comprising:

receiving respective requests for advertising content from the plurality of mobile communication facilities, wherein the plurality of mobile communication facilities includes a first type of mobile communication facility having a first rendering capability and a second type of mobile communication facility having a second rendering capability, wherein the first rendering capability is compatible with rendering video and the second rendering capability is incompatible with rendering video;

receiving datums associated with the plurality of users that include an indicator of previously presented advertising content, an indicator of the first rendering capability, an indicator of the second rendering capability, and a transaction history corresponding to the plurality of users;

selecting first advertising content from the first sponsor and the second advertising content from the second sponsor based on a relevancy of the first and second advertising based on the previously presented advertising content and the transaction history, wherein each of the first and second advertising content include each of;

a first advertising content item that is compatible with the first rendering capability and incompatible with the second rendering capability, and a second advertising content item compatible with the second rendering capability and incompatible with the first rendering capability;

identifying a first financial consideration based on the relevancy of the first advertising content that is offered, by the first sponsor, to a wireless carrier associated with the plurality of mobile communications facilities for delivery of the first advertising content to at least a portion of the plurality of users;

identifying a second financial consideration based on the relevancy of the second advertising content that is offered, by the second sponsor, to the wireless carrier for delivery of the second advertising content to at least a portion of the plurality of users;

assigning a priority to delivery of the first advertising content over delivery of the second advertising content based upon the previously presented advertising content, the relevancy of the first and the second advertising content, and a determination that a yield derived from the first financial consideration is greater than a yield derived from the second financial consideration; and

transmitting the first advertising content item of the first advertising content to the first type of mobile communication facility based on the assigned priority and the indicator of the first rendering capability and transmit the second advertising content item of the first advertising content of the first sponsor to the second type of mobile communication facility based on the assigned priority and the indicator of the second rendering capability.

10. The method of claim 9, wherein at least a portion of the datums are provided by:

(a) the wireless carrier;

(b) a publisher;

(c) an application developer;

(d) a handset manufacturer;

(e) an advertiser;

(f) a provider of offline data;

(g) a provider of PC-online data;

or

(h) a provider of TV-based data.

11. The method of claim 9, wherein the first and second advertising content are selected from the group consisting of:

(a) audio;

(b) text;

(c) video;

(d) an image;

(e) a banner;

(f) a ringtone;

(g) an interactive application; and

(h) a game.

12. The method of claim 9, wherein the plurality of users are identified by:

(a) a cookie;

(b) a handset identification;

or

(c) a private header.

13. The method of claim 9, wherein the first and second rendering capabilities also include one or more hardware or software characteristics of a respective mobile communication facility selected from the list consisting of:

(a) make of the respective mobile communication facility;

(b) model of the respective mobile communication facility;

(c) operating system of the respective mobile communication facility;

(d) operating system version of the respective mobile communication facility;

(e) MIDP support of the respective mobile communication;

(f) polyphonic ringtone support of the respective mobile communication;

(g) ringtone support of the respective mobile communication;

(h) video download support of the respective mobile communication;

(i) video streaming support of the respective mobile communication;

(j) WAP push support of the respective mobile communication;

(k) WML support of the respective mobile communication;

(l) wallpaper support of the respective mobile communication;

(m) XHTML support of the respective mobile communication;

(n) touch screen support of the respective mobile communication;

(o) a display resolution of the respective mobile communication;

(p) a screen size of the respective mobile communication;

(q) processor type of the respective mobile communication facility;

(r) processing speed of the respective mobile communication facility;

(s) storage capability of the respective mobile communication facility; and

(t) memory capacity of the respective mobile communication facility.

14. The method of claim 9, wherein the yield represents an expected revenue, wherein the expected revenue is expressed as one of:

(a) a cost-per-thousand impression (CPM) of the respective advertising content on the plurality of mobile communication facilities;

(b) a cost-per-click (CPC) of the respective advertising content on the plurality of mobile communication facilities, where the yield takes into consideration a historical or expected click-through rate;

(c) a cost-per-action (CPA), where the yield takes into consideration a historical or expected action conversion rate; and

(d) a cost-per-engagement (CPE) of the respective advertising content on the plurality of mobile communication facilities.

15. The method of claim 9, wherein the first and second financial considerations are determined in response to receiving the respective requests for the advertising content.

16. The method of claim 9, wherein the first and second sponsors are respectively associated with a first and second content inventory.

17. One or more computer-readable storage devices having instructions stored thereon, which, when executed by one or more processors, cause the one or more processors to:

receive respective requests for advertising content from the plurality of mobile communication facilities operated by a plurality of users, wherein the plurality of mobile communication facilities includes a first type of mobile communication facility having a first rendering capability and a second type of mobile communication facility having a second rendering capability, wherein the first rendering capability is compatible with rendering video and the second rendering capability is incompatible with rendering video;

receive datums associated with the plurality of users and includes an indicator of previously presented advertising content, an indicator of the first rendering capability, an indicator of the second rendering capability, and a transaction history corresponding to the plurality of users;

select first advertising content from the first sponsor and second advertising content from the second sponsor based on a relevancy of the first and second advertising content based on the previously presented advertising content and the transaction history, wherein each of the first and the second advertising content include each of;

a first advertising content item that is compatible with the first rendering capability and incompatible with the second rendering capability, and a second advertising content item compatible with the second rendering capability and incompatible with the first rendering capability;

identify a first financial consideration based on the relevancy of the first advertising content that is offered, by the first sponsor, to a wireless carrier associated with the plurality of mobile communications facilities for delivery of the first advertising content to at least a portion of the plurality of users;

identify a second financial consideration based on the relevancy of the second advertising content that is offered, by the second sponsor, to the wireless carrier for delivery of the second advertising content to the at least the portion of the plurality of users;

assign a priority to delivery of the first advertising content over delivery of the second advertising content based upon the previously presented advertising content, the relevancy of the first and the second advertising content, and a determination that a yield derived from the first financial consideration is greater than a yield derived from the second financial consideration; and

transmit the first advertising content item of the first advertising content to the first type of mobile communication facility based on the assigned priority and the indicator of the first rendering capability and transmit the second advertising content item of the first advertising content of the first sponsor to the second type of mobile communication facility based on the assigned priority and the indicator of the second rendering capability.

18. The one or more computer-readable storage devices of claim 17, wherein the at least a portion of the datums are provided by:

(a) the wireless carrier;

(b) a publisher;

(c) an application developer;

(d) a handset manufacturer;

(e) an advertiser;

(f) a provider of offline data;

(g) a provider of PC-online data;

or

(h) a provider of TV-based data.

19. The one or more computer-readable storage devices of claim 17, wherein the first and second advertising content are selected from the group consisting of:

(a) audio;

(b) text;

(c) video;

(d) an image;

(e) a banner;

(f) a ringtone;

(g) an interactive application; and

(h) a game.

20. The one or more computer-readable storage devices of claim 17, wherein the first and second rendering capabilities also include one or more hardware or software characteristics of a respective mobile communication facility selected from the list consisting of:

(a) make of the respective mobile communication facility;

(b) model of the respective mobile communication facility;

(c) operating system of the respective mobile communication facility;

(d) operating system version of the respective mobile communication facility;

(e) MIDP support of the respective mobile communication;

(f) polyphonic ringtone support of the respective mobile communication;

(g) ringtone support of the respective mobile communication;

(h) video download support of the respective mobile communication;

(i) video streaming support of the respective mobile communication;

(j) WAP push support of the respective mobile communication;

(k) WML support of the respective mobile communication;

(l) wallpaper support of the respective mobile communication;

(m) XHTML support of the respective mobile communication;

(n) touch screen support of the respective mobile communication;

(o) a display resolution of the respective mobile communication;

(p) a screen size of the respective mobile communication;

(q) processor type of the respective mobile communication facility;

(r) processing speed of the respective mobile communication facility;

(s) storage capability of the respective mobile communication facility; and

(t) memory capacity of the respective mobile communication facility.