Mobile Content Cross-Inventory Yield Optimization

• US 20100217663A1
• Filed: 04/30/2010
• Published: 08/26/2010
• Est. Priority Date: 09/14/2005
• Status: Abandoned Application

• Current Assignee: Blue Hills Series 95 of Allied Security Trust I (Allied Security Trust)
• Original Assignee: Jumptap Incorporated (Apollo Global Management, Inc.)
• Inventors: Ramer, Jorey, Doughty, Dennis, Soroca, Adam
• Application Number:
  US12/771,314
• Publication Number:
  US 20100217663A1
• Time in Patent Office: Days
• US Class Current: 705/14.420
• CPC Class Codes: G06F 16/68 Retrieval characterised by using metadata, e.g. metadata not derived from the content or metadata generated manually
• CPC Class Codes: G06F 16/687 using geographical or spatial information, e.g. location
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06F 16/9538 Presentation of query results
• CPC Class Codes: G06F 16/9577 Optimising the visualization of content, e.g. distillation of HTML documents
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• 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 30/0256 User search
• CPC Class Codes: Y10S 707/99935 Query augmenting and refining, e.g. inexact access

Abstract

A method for selecting among a plurality of advertising content from a first and second mobile content inventory for presentation of the advertising content on a mobile communication facility includes (a) receiving at a server a request for an advertisement associated with a user-action initiated at the mobile communication facility operated by a user; (b) searching the first and second mobile content inventory for a first and second advertisement, respectively, that corresponds to the request for an advertisement; (c) determining that the first advertisement is more relevant for presentation to the mobile communication facility than the second advertisement, wherein the determination is based at least on a respective yield optimization of the first and second advertisements; (d) determining that the yield associated with the first advertisement is greater than the yield associated with the second advertisement; (e) and transmitting the first advertisement instead of the second advertisement.

Claims

1. A computer-implemented method for selecting among a plurality of advertising content from a first and second mobile content inventory for presentation of the advertising content on a mobile communication facility, the method comprising the steps of:

receiving at a server a request for an advertisement associated with a user-action initiated at the mobile communication facility operated by a user, wherein the user-action is a search query, a request for a webpage, a request for an audio file, a request for a video file, an SMS, or an action inside a client application operating on the mobile communication facility;

searching the first and second mobile content inventory for a first and second advertisement, respectively, that corresponds to the request for an advertisement;

determining that the first advertisement is more relevant for presentation to the mobile communication facility than the second advertisement, wherein the determination is based at least on a yield optimization, wherein the first and second advertisements each have a yield associated therewith that represents an expected revenue associated with the respective advertisement, wherein the expected revenue is expressed as one of;

(a) a cost-per-thousand impression (CPM) of the respective advertisement on a plurality of mobile communication devices;

(b) a cost-per-click (CPC) of the respective advertisement on the plurality of mobile communication devices along with a historical or expected clickthrough rate; and

(c) a cost-per-action (CPA) along with a historical or expected action conversion rate;

determining that the yield associated with the first advertisement is greater than the yield associated with the second advertisement; and

transmitting the first advertisement instead of the second advertisement to the mobile communication facility for display thereon.

2. The method of claim 1, wherein the one or more mobile content inventories comprises at least one preferred partner inventory.

3. The method of claim 1, wherein the one or more mobile content inventories comprise at least one third-party controlled inventory.

4. The method of claim 1, wherein the one or more mobile content inventories includes a remote database.

5. The method of claim 1, wherein the mobile communication facility is a phone.

6. The method of claim 1, wherein the action associated with the CPA is one of:

a purchase of an item or service advertised in the respective advertisement; and

a submission of contact information of the user.

7. The method of claim 1, wherein the historical clickthrough rate and expected clickthrough rate are a probability of occurrence.

8. The method of claim 1, wherein the expected revenue is received by a carrier, wherein the user is paying the carrier for use of the mobile communication facility.