Methods and systems for providing mobile advertising using data networks based on groupings associated with internet-connectable devices

1. A computer system for providing mobile advertising using data networks based on groupings associated with Internet-connectable devices, the computer system comprising:

a processor; and

a memory coupled to the processor, the memory storing instructions to cause the processor to perform operations comprising:

receiving from an Internet-connectable device two location events captured by the Internet-connectable device, wherein each of the two location events represents a respective previous geographical location of the Internet-connectable device;

grouping the two location events into a location events group based on a proximity of the two location events;

determining a place of interest of a user of the Internet-connectable device based on the location events group;

determining an audience category associated with the place of interest, wherein the audience category represents a brand or subject matter of a brand associated with the place of interest;

determining an audience segment to which a user of the Internet-connectable device belongs based on the audience category, wherein the audience segment comprises a group of Internet-connectable device users defined based on at least one criterion common among the group of Internet-connectable device users; and

transmitting an advertisement to the Internet-connectable device, wherein the advertisement is determined based on the audience segment.

2. The computer system of claim 1 , wherein grouping the two location events into a location events group based on a proximity of the two location events comprises:

determining an intersection of the first geometric circle associated with one of the two location events and a second geometric circle associated with the other one of the two location events, wherein the first geometric circle has a radius equal to a geographical accuracy of the one of the two location events and the second geometric circle has a radius equal to a geographical accuracy of the other one of the tow location events;

determining a geometric bounding box around the intersection;

determining a center of the geometric bounding box; and

determining a geometric grouping circle with a center equal to the center of the geometric bounding box and a radius equal to a longest length from the center of the geometric bounding box to an edge of the geometric bounding box.

3. The computer system of claim 1 , wherein grouping the two location events into a location events group based on a proximity of the two location events comprises:

determining a geometric ellipse based on a union of the first geometric circle associated with one of the two location events and a second geometric circle associated with the other one of the two location events, wherein the first geometric circle has a radius equal to a geographical accuracy of the one of the two location events and the second geometric circle has a radius equal to a geographical accuracy of the other one of the two location events; and

determining a geometric grouping circle with a center equal to a center of the geometric ellipse and a radius equal to a major radius of the geometric ellipse.

4. The computer system of claim 1 , wherein the processor is further caused to perform the operation of:

determining a time period associated with the location events group based on a difference between a first timestamp associated with one of the two location events and a second timestamp associated with the other one of the two location events; and

comparing the time period against a threshold to determine whether the location events group should be discarded.

5. The computer system of claim 1 , wherein determining the audience segment to which the user of the Internet-connectable device belongs is also based on a determined routine route traveled by the user of the Internet-connectable device.

6. The computer system of claim 1 , wherein determining the audience segment to which the user of the Internet-connectable device belongs is also based on at least one network event.

7. The computer system of claim 1 , wherein the processor is further caused to perform the operation of:

grouping a third location event into the location events group.

8. A computer system for providing mobile advertising using data networks based on groupings associated with Internet-connectable devices, the computer system comprising:

a processor; and

a memory coupled to the processor, the memory storing instructions to cause the processor to perform operations comprising:

capturing two network events, wherein each of the two network events is associated with a respective advertisement communicated to an Internet-connectable device;

grouping the two network events into a network events group based on a determination that the two network events are associated with an individual network session;

determining an audience category based on network events group, wherein the audience category represents a brand or subject matter of a brand associated with the network events group;

determining an audience segment to which a user of the Internet-connectable device belongs based on the audience category, wherein the audience segment comprises a group of Internet-connectable device users defined based on at least one criterion common among the group of Internet-connectable device users; and

transmitting an additional advertisement to the Internet-connectable device, wherein the advertisement is determined based on the audience segment.

9. The computer system of claim 8 , wherein the individual network session is an individual website session.

10. The computer system of claim 8 , wherein the individual network session is an individual application session.

11. A computer-implemented method for providing mobile advertising using data networks based on grouping associated with Internet-connectable devices, the method comprising:

receiving from an Internet-connectable device a first set of location events captured by the Internet-connectable device, wherein each location event in the first set of location events represents a respective previous geographical location of the Internet-connectable device;

grouping the first set of location events into a first location events group based on a proximity of the location events in the first set of location events, wherein the first location events group represents a first stop at which the Internet connectable device was located;

receiving from the Internet-connectable device a second set of location events captured by the Internet-connectable device, wherein each location event in the second set of location events represents a respective previous geographical location of the Internet-connectable device;

grouping the second set of location events into a second location events group based on a proximity of the location events in the second set of location events, wherein the second location events group represents a second stop at which the Internet-connectable device was located;

determining, using a processor, a routine place associated with the Internet-connectable device based on a determination that the first stop occurred within a first time window and the second stop occurred within a second time window;

determining a demographic of a user of the Internet-connectable device based on the routine place;

determining an audience segment to which the user of the Internet-connectable device belongs based on the demographic, wherein the audience segment comprising a group of Internet-connectable device users defined based on at least one criterion common among the group of Internet-connectable device users; and

transmitting an advertisement to the Internet-connectable device, wherein the advertisement is determined based on the audience segment.

12. The method of claim 11 , wherein the routine place is further determined based on an amount of time the Internet-connectable device is located at the first stop within the first time window.

13. The method of claim 11 , wherein the routine place corresponds to a home of the user of the Internet-connectable device.

14. The method of claim 11 , wherein demographic is affluence.

15. The method of claim 11 , wherein the routine place corresponds to a work location of the user of the Internet-connectable device.

16. The method of claim 11 , wherein grouping the first set of location events comprises:

determining an intersection of the first geometric circle associated with a first location event in the first set of location events and a second geometric circle associated with a second location event in the first set of location events, wherein the first geometric circle has a radius equal to a geographical accuracy of the first location event in the first set of location events and the second geometric circle has a radius equal to a geographical accuracy of the second location event in the first set of location events;

determining a geometric bounded box around the intersection;

determining a center of the geometric bounding box; and

determining a geometric grouping circle with a center equal the center of the geometric bounding box and a radius equal to a longest length from the center of the geometric bounding box to an edge of the geometric bounding box.

17. The method of claim 11 , wherein grouping the first of location events comprises:

determining a geometric ellipse based on a union of the first geometric circle associated with a first location event in the first set of location events and a second geometric circle associated with a second location event in the first set of location events, wherein the first geometric circle has a radius equal to a geographical accuracy of the first location event in the first set of location events and the second geometric circle has a radius equal to a geographical accuracy of the second location event in the first set of location events; and

determining a geometric grouping circle with a center equal to a center of the geometric ellipse and a radius equal to a major radius of the geometric ellipse.

18. The method of claim 11 , further comprising:

determining an amount of time at which the Internet-connectable device was located at the first stop based on a different a timestamp associated with a first location event in the first set of location events and a timestamp associated with a second location event in the first set of location events; and

comparing the amount of time against a threshold to determine whether the first stop should be discarded.

19. A computer-implemented method for providing mobile advertising using data networks based on groupings associated with Internet-connectable devices, the method comprising:

receiving from an Internet-connectable device a first set of location events captured by the Internet-connectable device, wherein each location event in the first set of location events represents a respective previous geographical location of the Internet-connectable device;

grouping the first set of location events into a first location events group based on a proximity of the location events in the first set of location events, where the first location events group represents a first stop at which the internet-connectable device was located;

receiving from the Internet-connectable device a second set of location events captured by the Internet-connectable device, wherein each location event in the second set of location events represents a respective previous geographical 1 ocation of the Internet-connectable device;

grouping the second set of location events into a second location events group based on a proximity of the location events in the second set of location events, where the second location events group represents a second stop at which the Internet-connectable device was located;

determining, using a processor, a routine place corresponding to where a user of the Internet-connectable device lives based on a determination that the first stop occurred within a first time window and the second stop occurred within a second time window, wherein the first time window and the second time window correspond to a previously determined time of day;

determining a home area based on at least the routine place corresponding to the home of the user;

determining a visited area outside of the home area;

determining an audience segment to which the user of the Internet-connectable device belongs based on the visited area, wherein the audience segment comprises a group of Internet-connectable device users defined based on at least one criterion common among the group of Internet-connectable device users; and

transmitting an advertisement to the Internet-connectable device, wherein the advertisement is determined based on the audience segment.

20. The method of claim 19 , wherein determining the visited area depends on a continuous period of time the Internet-connectable device is located at the visited area.

21. The Method of claim 19 , wherein determining the visited area depends on a frequency of overnight stays in the visited area.

22. The method of claim 19 , wherein the home area is further determined based on a routine place corresponding to where the user of the Internet-connectable device works.