Mobile Content Cross-Inventory Yield Optimization
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.
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.