LOCATION-BASED ADVERTISING METHOD AND SYSTEM

• US 20110010245A1
• Filed: 02/19/2010
• Published: 01/13/2011
• Est. Priority Date: 02/19/2009
• Status: Abandoned Application

• Current Assignee: SCVNGR, Inc. (GrubHub Inc.)
• Original Assignee: SCVNGR, Inc. (GrubHub Inc.)
• Inventors: Priebatsch, Seth M., Karpov, Valeri, Finkelstein, Adam
• Application Number:
  US12/708,746
• Publication Number:
  US 20110010245A1
• Time in Patent Office: Days
• US Class Current: 705/14.58
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: H04W 4/02 Services making use of location information
• CPC Class Codes: H04W 4/029 Location-based management or tracking services
• CPC Class Codes: H04W 4/23 for mobile advertising
• CPC Class Codes: H04W 64/00 Locating users or terminals or network equipment for network management purposes, e.g. mobility management

Abstract

A method for providing advertisements to users of mobile devices, includes the steps of: (a) providing a plurality of advertisements and geographic region information associated with each advertisement; (b) receiving from a mobile content provider a request for an advertisement to be delivered to a user of a mobile device along with non-standard data from which the location of the mobile device can be determined; (c) processing the non-standard data to determine the location of the mobile device; (d) identifying a subset of advertisements from the plurality of advertisements having geographic region information matching the location of the mobile device; (e) ranking the advertisements in the subset of advertisements in accordance with one or more parameters; and (f) selecting an advertisement from the ranked advertisements to be transmitted to the mobile content provider for delivery to the mobile device of the user.

Claims

1. A method for providing advertisements to users of mobile devices, comprising the steps of:

(a) providing a plurality of advertisements and geographic region information associated with each advertisement;

(b) receiving from a mobile content provider a request for an advertisement to be delivered to a user of a mobile device along with non-standard data from which the location of the mobile device can be determined;

(c) processing the non-standard data to determine the location of the mobile device;

(d) identifying a subset of advertisements from the plurality of advertisements having geographic region information matching the location of the mobile device;

(e) ranking the advertisements in the subset of advertisements in accordance with one or more parameters; and

(f) selecting an advertisement from the ranked advertisements to be transmitted to the mobile content provider for delivery to the mobile device of the user.

2. The method of claim 1 wherein the one or more parameters include contextual information relating to the content requested by the user from the mobile content provider, time relevance, location relevance, user identity, user history, the click-through rate for an advertisement, the click-through rate for the location, or the progress to budget completion of an advertisement.

3. The method of claim 2 wherein the user history includes data indicating if the user has clicked on a given advertisement or related advertisement within a given period of time.

4. The method of claim 1 further comprising delivering the selected advertisement to the mobile content provider by (i) returning a script masked as an image, (ii) receiving a request for the image from the user'"'"'s mobile device when a browser on the mobile device attempts to render the image, the request including data from a cookie stored on the user'"'"'s mobile device, and (iii) using the data from the cookie in selecting an advertisement to be delivered to the user.

5. The method of claim 1 wherein the advertisement is delivered to the mobile device of the user via text message or displayed on the mobile device by a mobile web browser or mobile device application.

6. The method of claim 1 wherein the non-standard data includes natural language data providing location information.

7. The method of claim 1, wherein processing the non-standard data comprises converting the non-standard data into standard location information including longitude/latitude information, a street address, or a zip code.

8. The method of claim 1 further comprising tracking the advertisement to determine click-through data or coupon redemption data.

9. The method of claim 1 wherein the geographic region information associated with each advertisement includes information on a plurality of geographic regions having varying relevance based on the proximity of the geographic region to a given location.

10. The method of claim 9 wherein identifying a subset of advertisements comprises selecting advertisements based on the relevance of the geographic region of the advertisement containing the location of the mobile device.

11. The method of claim 1 wherein step (e) comprises assigning a score to each of the advertisements in the subset, and step (f) comprises selecting an advertisement with probability proportional to its score.

12. A computer program product residing on a computer readable medium having a plurality of instructions stored thereon which, when executed by the processor, cause that processor to:

(a) receive from a mobile content provider a request for an advertisement to be delivered to a user of a mobile device along with non-standard data from which the location of the mobile device can be determined;

(b) process the non-standard data to determine the location of the mobile device;

(c) identify a subset of advertisements from a set of stored advertisements having geographic region information matching the location of the mobile device;

(d) rank the advertisements in the subset of advertisements in accordance with one or more parameters; and

(e) select an advertisement from the ranked advertisements to be transmitted to the mobile content provider for delivery to the mobile device of the user.

13. The computer program product of claim 12 wherein the one or more parameters include contextual information relating to the content requested by the user from the mobile content provider, time relevance, location relevance, user identity, user history, the click-through rate for an advertisement, the click-through rate for the location, or the progress to budget completion of an advertisement.

14. The computer program product of claim 13 wherein the user history includes data indicating if the user has clicked on a given advertisement or related advertisement within a given period of time.

15. The computer program product of claim 12 further comprising instructions causing the processor to deliver the selected advertisement to the mobile content provider by (i) returning a script masked as an image, (ii) receiving a request for the image from the user'"'"'s mobile device when a browser on the mobile device attempts to render the image, the request including data from a cookie stored on the user'"'"'s mobile device, and (iii) using the data from the cookie in selecting an advertisement to be delivered to the user.

16. The computer program product of claim 12 wherein the advertisement is delivered to the mobile device of the user via text message or displayed on the mobile device by a mobile web browser or mobile device application.

17. The computer program product of claim 12 wherein the non-standard data includes natural language data providing location information.

18. The computer program product of claim 12 wherein processing the non-standard data comprises converting the non-standard data into standard location information including longitude/latitude information, a street address, or a zip code.

19. The computer program product of claim 12 further comprising instructions causing the processor to track the advertisement to determine click-through data or coupon redemption data.

20. The computer program product of claim 12 wherein the geographic region information associated with each advertisement includes information on a plurality of geographic regions having varying relevance based on the proximity of the geographic region to a given location.

21. The computer program product of claim 20 wherein identifying a subset of advertisements comprises selecting advertisements based on the relevance of the geographic region of the advertisement containing the location of the mobile device.

22. The computer program product of claim 12 wherein (d) comprises assign a score to each of the advertisements in the subset, and (e) comprises select an advertisement with probability proportional to its score.

23. An advertising system for providing advertisements to users of mobile devices, comprising:

a computer storage system for storing a plurality of advertisements and geographic region information associated with each advertisement; and

a computer server system programmed to (a) receive from a mobile content provider a request for an advertisement to be delivered to a user of a mobile device along with non-standard data from which the location of the mobile device can be determined;

(b) process the non-standard data to determine the location of the mobile device;

(c) identify a subset of advertisements from the plurality of advertisements stored at the computer storage system having geographic region information matching the location of the mobile device;

(d) rank the advertisements in the subset of advertisements in accordance with one or more parameters; and

(e) select an advertisement from the ranked advertisements to be transmitted to the mobile content provider for delivery to the mobile device of the user.

24. The advertising system of claim 23 wherein the one or more parameters include contextual information relating to the content requested by the user from the mobile content provider, time relevance, location relevance, user identity, user history, the click-through rate for an advertisement, the click-through rate for the location, or the progress to budget completion of an advertisement.

25. The advertising system of claim 24 wherein the user history includes data indicating if the user has clicked on a given advertisement or related advertisement within a given period of time.

26. The advertising system of claim 23 wherein the computer server system is programmed to deliver the selected advertisement to the mobile content provider by (i) returning a script masked as an image, (ii) receiving a request for the image from the user'"'"'s mobile device when a browser on the mobile device attempts to render the image, the request including data from a cookie stored on the user'"'"'s mobile device, and (iii) using the data from the cookie in selecting an advertisement to be delivered to the user.

27. The advertising system of claim 23 wherein the advertisement is delivered to the mobile device of the user via text message or displayed on the mobile device by a mobile web browser or mobile device application.

28. The advertising system of claim 23 wherein the non-standard data includes natural language data providing location information.

29. The advertising system of claim 23 wherein processing the non-standard data comprises converting the non-standard data into standard location information including longitude/latitude information, a street address, or a zip code.

30. The advertising system of claim 23 wherein the computer server system is programmed to track the advertisement to determine click-through data or coupon redemption data.

31. The advertising system of claim 23 wherein the geographic region information associated with each advertisement includes information on a plurality of geographic regions having varying relevance based on the proximity of the geographic region to a given location.

32. The advertising system of claim 31 wherein identifying a subset of advertisements comprises selecting advertisements based on the relevance of the geographic region of the advertisement containing the location of the mobile device.

33. The advertising system of claim 23 wherein (d) comprises assign a score to each of the advertisements in the subset, and (e) comprises select an advertisement with probability proportional to its score.