Granted Patent B2

US 8,156,128 · App. 12/483,790 · Granted Apr 10, 2012

Abstract

Claims (56)

1. A computer-implemented method for presenting an advertisement in association with a web page displayed on a mobile communication facility, the method comprising the steps of:

determining a respective first relevancy score and a second relevancy score based upon a statistical association between at least a first advertisement and one or more keywords and between a second advertisement and the one or more keywords, wherein the first advertisement corresponds to a first and second advertising content item and wherein the second advertisement corresponds to a first and second advertising content item, wherein each first advertising content item requires the rendering capability of a first type of cellular phone to be rendered thereon and wherein each second advertising content item requires the rendering capability of a second type of cellular phone to be rendered thereon, wherein each first advertising content item is incompatible with the second type of cellular phone and each second advertising content item is incompatible with the first type of cellular phone;

receiving a web page request from a cellular phone of the first type, wherein the web page request is received over a cellular telephony infrastructure provided by a carrier, wherein the user is paying for use of the cellular phone with the carrier;

receiving contextual information from the web page corresponding to the web page request, wherein the contextual information includes at least the one or more keywords;

adding the at least one or more keywords to a user behavioral profile, wherein the user behavioral profile includes a behavioral datum relating to a user's prior behaviors made on the cellular phone of the first type; and

transmitting the first advertising content item of the first advertisement to the cellular phone of the first type for display thereon based upon a determination that the first relevancy score is greater than the second relevancy score.

2. The method of claim 1 , wherein the contextual information further includes a link structure.

3. The method of claim 1 , wherein the contextual information further includes an inbound link.

4. The method of claim 1 , wherein the contextual information further includes an outbound link.

5. The method of claim 1 , wherein the contextual information further includes meta data.

6. The method of claim 1 , wherein the statistical association between the first and second advertisements and the one or more keywords is performed at least in part on a server.

7. The method of claim 1 , further comprising the step of providing an opt-in function to an entity associated with the web page, wherein acceptance of the opt-in function causes a statistical association to be performed between advertisements, the user behavioral profile, and the one or more keywords.

8. The method of claim 1 , wherein the statistical association is further based on user characteristic data of the user, wherein the user characteristic data is selected from the list consisting of:

age or birthdate of the user;

gender of the user;

race of the user;

religion of the user;

marital status of the user;

area code of the phone number assigned to the cellular phone;

zip code of the user;

home address of the user;

work address of the user;

billing address of the user;

type of credit card the user uses to pay the carrier;

birthplace of the user;

employer of the user;

employment position of the user;

income bracket of the user; and

type of cellular phone.

9. The method of claim 1 , wherein the first relevance score and the second relevance score are based at least in part on a statistical association between the at least one or more keywords and the behavioral datum stored in the user behavioral profile.

10. The method of claim 9 , wherein the behavioral datum is related to a search activity performed on the cellular phone.

11. The method of claim 9 , wherein the behavioral datum is related to a browse activity performed on the cellular phone.

12. The method of claim 9 , wherein the behavioral datum is related to an SMS activity performed on the cellular phone.

13. The method of claim 9 , wherein the behavioral datum is related to an MMS activity performed on the cellular phone.

14. The method of claim 9 , wherein the behavioral datum is related to an application usage on the cellular phone.

15. The method of claim 9 , wherein the behavioral datum is related to a game usage on the cellular phone.

16. The method of claim 9 , wherein the behavioral datum is related to a video usage on the cellular phone.

17. The method of claim 9 , wherein the behavioral datum is derived from a third party data source.

18. The method of claim 17 , wherein the third party data source is a wireless provider database.

19. The method of claim 17 , wherein the third party data source is a commercial consumer database.

20. The method of claim 1 , wherein the rendering capability is selected from the list consisting of:

(a) make of cellular phone;

(b) model of cellular phone;

(c) operating system of cellular phone;

(d) operating system version of cellular phone;

(e) MIDP support;

(f) polyphonic ringtone support;

(g) ringtone support;

(h) video download support;

(i) video streaming support;

(j) WAP push support;

(k) WML support;

(l) wallpaper support;

(m) XHTML support;

(n) touch screen support; and

(o) a display resolution.

Assignments (10)